LAUSR

Political elites often employ propaganda to affect the behavior of a particular social group by altering its members' social identities. The empirical literature has demonstrated that this kind of ‘identity propaganda’ is generally effective at mobilizing citizens. However, while the consequences of being exposed to propaganda depend on its content, we know little about which factors shape propaganda content. To gain insight into the determinants of propaganda content, I analyze a game-theoretic model where a political elite proposes a new identity norm, and citizens affirm or reject it. I demonstrate that, in equilibrium, the propagandist exploits his agenda-setting power to design effective identity norms. I also show that more demanding identity norms can emerge when citizens’ mobilization costs are higher, or the propagandist can cheaply allocate material incentives. By contrast, the nature of strategic interaction among citizens has an ambiguous effect on identity norms.