Our world is in chaos. Trust is fractured, societies are divided, and misinformation spreads faster than ever. The rise of AI, social media, and political tribalism has blurred the lines between communication and propaganda, leaving people struggling to discern truth from manipulation.
Communication is about facts, data, and a strategic approach—a tool to solve societal and organisational challenges using ethical and moral approaches. But today, we see communication used in ways that resemble propaganda, shaping narratives based on fear, division, and emotion rather than evidence.
As trust in institutions, leaders, and the media erodes, we must ask: Are we making decisions based on well-researched, ethical communication, or are we being manipulated by those who seek to control the narrative?
The Ethical Foundation of Communication
True communication is built on honesty, integrity, and transparency. These principles are enshrined in professional ethics codes, such as those from the Global Alliance for Public Relations and Communication Management , which uphold accuracy and truth as fundamental.
As communication professionals, our role is to inform, not manipulate. Our responsibility is to provide context, facilitate understanding, and present information allowing people to make informed decisions. This is not about political ideology, “wokeness,” or left vs right—it is about ensuring that facts, not fear, guide our conversations.
Yet, we see increasing examples where communication is weaponised. Political figures like Donald Trump make sweeping statements not backed by data or facts, using rhetoric to stoke division. Social media algorithms amplify engagement over accuracy, leading to echo chambers where misinformation flourishes.
“A lie can travel halfway around the world while the truth is still putting on its shoes.” – Mark Twain
Good Communication: The COVID-19 Response in New Zealand
New Zealand’s response to COVID-19 under Prime Minister Jacinda Ardern exemplifies ethical, clear, and fact-based communication.
Her government provided consistent, science-backed messaging, avoiding political spin. Ardern and her team held regular, transparent briefings, explaining the rationale behind decisions and acknowledging uncertainty when necessary. She used empathetic language, reinforcing social solidarity with phrases like, “We are all in this together.”
This approach built trust and led to one of the highest compliance rates in the world during the pandemic’s early stages. The World Health Organization (WHO) praised New Zealand’s communication strategy, highlighting it as a model for transparent, ethical crisis communication.
“Good communication does not manipulate; it informs, empowers, and builds trust.” – Adrian Cropley, Centre for Strategic Communication Excellence
Propaganda: When Communication Becomes Manipulation
Propaganda is not new. History is littered with examples where it has been used to control populations, incite fear, and justify atrocities.
Consider Nazi Germany, where Joseph Goebbels’ propaganda machine controlled public perception, demonised minorities, and fuelled war efforts. More recently, the Cambridge Analytica scandal showed how personal data was weaponised to influence elections, highlighting the dangers of mass manipulation through digital platforms.
Propaganda plays on emotions over evidence, using techniques like:
- Fear-mongering: Exaggerating threats to create panic (e.g., “migrants will destroy our way of life”).
- Disinformation: Deliberately spreading falsehoods to mislead.
- Cherry-picking facts: Select only information supporting a narrative while ignoring the rest.
- False equivalence: Presenting two sides as equal when one is based on facts and the other on misinformation.
We saw this during Australia’s Indigenous Voice to Parliament referendum. Instead of an informed debate, misinformation spread widely, with some falsely claiming the Voice would create a “third chamber of Parliament” or give Indigenous Australians special privileges. The Centre for Strategic Communication Excellence urged communication professionals to uphold ethics, ensuring that truthful, unbiased information was available.
The Role of AI in Truth and Misinformation
Artificial Intelligence is no longer just a tool; it is shaping how we define truth.
The Vatican’s Antiqua et Nova document warns against AI eroding human dignity and truth. It highlights the dangers of AI-generated misinformation, such as deepfakes and AI-written news, which can distort reality and undermine trust.
AI must serve humanity, not control it. If left unchecked, it risks becoming the ultimate propaganda tool, generating fake narratives at a scale never seen before. The need for ethical AI governance has never been greater.
“Technology is a useful servant but a dangerous master.” – Christian Lous Lange
Rebuilding Trust: Ethical Communication in Action
Restoring trust requires a commitment to civility, empathy, and fact-based conversations. Here’s how we can reclaim ethical communication:
1. Demand Transparency from Leaders
Politicians, businesses, and media organisations must be held accountable for the truthfulness of their messages. Fact-checking initiatives are critical in combating misinformation.
Trusted fact-checking sources:
- RMIT ABC Fact Check (Australia): factcheck.rmit.edu.au
- Snopes (Global): www.snopes.com
- FactCheck.org (US Politics & Media): www.factcheck.org
2. Strengthen Media Literacy
People must be taught to critically evaluate information—questioning sources, cross-referencing data, and recognising bias. A well-informed public is the best defence against propaganda.
3. Use AI Responsibly
AI should enhance human intelligence, not replace ethical decision-making. Policymakers and tech leaders must prioritise fairness, accuracy, and human oversight in AI-driven content creation.
4. Promote Civil Conversations
The breakdown of civility has fuelled polarisation. We must listen actively, engage respectfully, and challenge misinformation without hostility. Societal progress relies on open, honest, and constructive conversations.
5. Uphold Ethical Communication Standards
As communication professionals, we must champion truth over narrative, facts over fiction. Our profession’s credibility depends on our ability to resist pressure to spin, mislead, or manipulate.
“A free society depends on a free flow of accurate information.” – Barack Obama
The Path Forward
We stand at a crossroads. Will communication remain a beacon of truth and ethical engagement, or will it be hijacked by those who seek to deceive?
The choice is ours. We must defend the integrity of communication—ensuring it serves to educate, unite, and empower rather than to divide and control.
This is not a left vs right issue. It is a matter of truth vs deception. The survival of informed democracy, ethical leadership, and societal cohesion depends on how we communicate and what we choose to believe.
“Now more than ever, we must choose ethics over propaganda, civility over division, and truth over manipulation.” Adrian Cropley OAM
