Propaganda’s Role in Recruitment and Public Opinion during WWI

In World War One, propaganda played a critical role in shaping public perception and mobilizing support for the war effort. In Canada between 1914 and 1918, recruitment needs were essential due to the relatively small population of 8 million people nationwide, the government turned to emotionally charged imagery and rhetoric to drive enlistment. Posters and slogans before, during, and after the war encouraged men to play the role that suited them at birth, leveraging concepts of masculinity and nationalism, and positioning military service as both a duty and moral obligation. This strategic use of propaganda not only motivated men to enlist but also rallied the broader Canadian population to contribute in various capacities, but notably left men either with falsely claimed war settings or criticism for not joining the war effort. 

Propaganda and Recruitment Efforts

At the onset of World War One, Canada, like many other Allied nations, needed a vast number of soldiers to fight overseas. The recruitment challenge was daunting, as Canada’s population of 8 million was relatively small during the time, and the prospect of prolonged war was unsettling. Propaganda became one of Canada’s most powerful tools in convincing Canadian men to enlist in the war. Posters depicting heroic soldiers and slogans such as “play a mans part in the real game overseas.” (Woodbury, How shaming played a big role in Canada's WWI recruitment) stirred feelings of duty, masculinity, and nationalism. The message was clear: enlistment was not just a personal choice but a moral obligation to the nation that men needed to play a part in. The government effectively used emotionally charged images and rhetoric to equate enlistment with patriotism and nationalism. Jon Tattrie, an award-winning author who has written for many well-established media companies, like The Canadian Encyclopedia, shares reliable information about the history of propaganda posters and the negatively charged masculinity within them. 

Governments needed millions of men to fight in the war; as well as the support of millions of people in the general population to keep it going. In Canada, the government and other organizations often used posters with emotionally charged words and descriptive images to promote the war effort. The Canadian Patriotic Fund, a private group that raised money for soldiers’ families, printed a poster saying: “If you cannot join him, you should help her.” (Tattrie, Propaganda in Canada)

This quotation discussed by Tattrie illustrates the profound role that propaganda plays in uniting Canadians behind the war effort. The Canadian Patriotic Fund’s poster appealed to both men and women, using emotionally charged language to convey a sense of responsibility. If men were unable to serve, it was suggested that they could still contribute by supporting the families left behind, but were still considered as weak. This tactic reinforced social unity and encouraged broad participation in the war effort. 

The Role of Masculinity During WWI

To reinforce enlistment efforts during the Battle of Somme (1916), the Battle of Vimy Ridge (1917), and the Battle of Passchendaele (1917), Canadian propaganda emphasized the idea of masculinity and loyalty, often questioning the manhood of those who refused to serve. This tactic was aimed at shaming men into joining the war effort, leveraging societal expectations of men as protectors and warriors who would go to war for their country. An article from The Canadian Encyclopedia, which is a reliable educational source that has been running since 1985, tells readers that this is what men experienced with people around them due to the government’s push for war propaganda. 

Propaganda also became more aggressive. Political cartoons, posters, and editorials questioned men’s loyalty and masculinity. Those who refused to volunteer were labelled shirkers and described as cowards and weak. Propaganda posters also urged women to use their influence to sway men into enlisting. Some women even handed out white feathers, a symbol of cowardice, to shame men into service. (Campbell, War of Words)

This quotation from Campbell illustrates the cultural pressure placed on men to conform to the national call for enlistment. By branding non-participants as “cowards and weak,” the Canadian government used fear of social criticism to drive recruitment. Women were also instrumental in this effort, using their social influence and public shaming tactics, such as distributing white feathers, to push men into joining. This approach demonstrates the heavy societal reliance on traditional gender roles, where men were expected to fight, and women were to reinforce this expectation. 

Works Cited

Campbell, Brooke. “War of Words.” Canada's History, 27 September 2018, https://www.canadashistory.ca/explore/military-war/war-of-words. Accessed 11 September 2024.

“The First World War | Canadian History Hall.” Canadian Museum of History, https://www.historymuseum.ca/history-hall/the-first-world-war/. Accessed 11 September 2024.

Tattrie, Jon. “Propaganda in Canada.” The Canadian Encyclopedia, 16 July 2019, https://www.thecanadianencyclopedia.ca/en/article/propaganda-in-Canada. Accessed 11 September 2024.

Woodbury, Richard. “How shaming played a big role in Canada's WW I recruitment.” CBC, 11 November 2021, https://www.cbc.ca/news/canada/nova-scotia/first-world-war-canada-recruitment-posters-guilt-shame-1.6224689. Accessed 11 September 2024.