Sludge, biosolids, and the propaganda model of communication.

The Water Environment Federation's elaborate effort to rename sewage sludge as "biosolids" is an example in practice of the "propaganda model" of communications, which sees its task as indoctrinating target audiences with ideas favorable to the interests of the communicators. The propaganda model assumes that members of the public are irrational and focuses therefore on symbolic and emotional aspects of communication. This approach to communicating arouses public resentment rather than trust. In place of a "propaganda model," public officials should adopt a "democratic model," which assumes that audiences are rational and intellectually capable of meaningful participation in decision-making.