INTERPRETATION OF THE PHENOMENON OF “PROPAGANDA” IN ANCIENT GREECE

Abstract

The article analyzes the modification and interpretation of the phenomenon of "propaganda" in Ancient Greece in the light of the fundamental principles of its understanding and application. The study highlights various forms of the existence of propaganda in Ancient Greece and Egypt, taking into account the fundamental principles and philosophical foundations of the subjects of propaganda influence. The essence and content of the phenomenon of propaganda in different states of the Ancient World are revealed. The goals, methods, strategies and ways of exercising propaganda influence are analyzed. The main philosophical traditions and socio-political figures who resorted to the use of propaganda for various purposes are given.
The article examines four main traditions of propaganda use in ancient times. The Athenian tradition is characterized by an orientation towards the interpretation of one's own history and glorious events of the past in order to ensure a respectable foreign policy image, as well as to gain socio-political support from the ruling elites. The Spartan tradition, having a bright militaristic institutional base, defines the main purpose of using propaganda as improving the moral and psychological state of society and civic consciousness. The factor of external and internal security of the state also occupies a prominent place in this tradition. Egyptian propaganda is aimed at glorifying the personality cult of rulers, as well as at the formation of monumental and architectural symbols in order to establish a certain self-identification of the public community. Pythagorean propaganda as a separate direction provides for the development and improvement of human and public ethics and virtues as the main purpose of such influence.
In the conclusion, the main emphasis is placed on the need for further and in-depth study and research of propaganda in Ancient Greece in order to isolate its essence and prevent primitivism in understanding this concept only as a purposeful negative impact on mass beliefs. The methodological and existential basis for the study of propaganda in Ancient Times should also be the isolation of its qualitative and essential principles and characteristics, as well as the philosophical foundations of this phenomenon from among a number of accompanying secondary features. An important aspect is also taking into account the level of development of the contemporary society and state, which determines a significantly different understanding of propaganda from the modern understanding of this phenomenon, which, accordingly, requires special attention to the forms of its existence and the use of propaganda by contemporary figures.