The senator [Sanders] from Vermont says 40 percent of guns are sold without a background check.
The Washington Post notes the figure came from a small survey in 1993/1994 before major changes in gun laws. The latest data indicate it is 13%, not 40%. But remember, the first propaganda message someone hears is the one that sticks – undoubtedly this figure has stuck with Sanders for a quarter century.
This works as propaganda due to its “Appeal to Authority” (Bernie Sanders says) and its quotation of numbers. Quoting numbers lends legitimacy to messaging. They do not even need to be correct. A friend who once worked in sales said he frequently made up numbers while meeting with potential customers: 70% of our customers see increased productivity!
Bernie Sanders has done this before too – using old data that is no longer true to assert his point. He does this because this is an effective way to propagandize targets – it combines assertion, appeal to authority, and lying. The lie has plausible deniability because the claim was at least true once upon a time in the past. Because targets may remember the old, but no longer correct number, the assertion sounds believable.
Disclaimer: This post is not pro- or anti-gun control efforts. This post is about a common propaganda method using assertion, appeal to authority, the use of a number to lend authenticity and using out of date data. An online political survey I took in 2016 said Sander’s campaign platform mostly closely matched the issues of interest to me. I did not vote for him because I did not belong to a political party and was not eligible to vote in the 2016 primary election.