Valpropaganda

Valpropaganda refers to communication strategies that frame messages in terms of shared values, moral judgments, or normative ideals in order to influence opinions or behavior. The term is used in political communication and media studies to describe campaigns that appeal to identity-based or value-based concerns, rather than relying solely on policy details or empirical evidence. Valpropaganda can be employed by governments, political movements, corporations, religious groups, and NGOs.

Common techniques include value framing (defining issues in terms of fairness, freedom, security, or tradition), moral appeals, and the construction of ethical binaries (us versus them). Messages may invoke symbols, narratives, or testimonials that evoke trust and community belonging. Rhetorical devices such as sweeping slogans, guilt or pride appeals, and the alignment of a position with widely held norms are typical. The approach may be combined with factual content but often emphasizes normative justification to persuade.

Valpropaganda appears in electoral campaigns, public policy debates, and social campaigns (for example, movements framed as defending family, democracy, or national identity, or campaigns portraying environmental policy as a duty to future generations). It is also used in marketing to associate products with aspirational values, a practice sometimes called value-based messaging.

Critics warn that valpropaganda can obscure policy trade-offs, manipulate moral emotions, and deepen polarization by presenting issues as matters of virtue rather than evidence. Ethical concerns focus on transparency, targeting of vulnerable audiences, and the potential to stigmatize dissent. Scholars urge critical media literacy and clear disclosures in value-based messaging.