Abstract
This study examines how is structured the propaganda (pyramid of propaganda) and the steps of development of propaganda, in order to detach operating principles of propaganda. Investigative approach is meta-analytical. It assumes that propaganda is a type of persuasive communication. It examines, first, the ontological elements of communication and it is found that critical elements are the target-group, the propagandistic message and the planning. It is a tangible element (target-group) and two ideational and intangible elements (propagandistic message and planning). Then, starting from the 6 propaganda techniques and rules set by Jean-Marie Domenach (1965, 2004), we identify 12 communicational principles of propaganda. The 12 principles are not regarded as principles of existence, but as principles of efficiency of propaganda.
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