CALLING OUT PROPAGANDA No.67
PROPAGANDA OF THE DEED can take many forms. Consider, for example, the displays of physicality of two politicians: Andy Burnham and Chairman Mao.
On 13 September 2026, Andy Burnham, the still new prime minister of the UK, ran in the Great North Run, a half marathon in Newcastle which has become an iconic event in the North-East of England.
Burnham, an experienced runner, no doubt would have enjoyed the event. In addition, he would have been pleased to send out a number of useful propaganda messages to the electorate: he is a man-of-the-people, he cares about the North-East (as well as Manchester and the North-West) and that he is a vigorous, dynamic man and leader.
On 16 July 1966, 73-year-old Chairman Mao Zedong plunged into the Yangtze along with 5,000 others in the annual swimming event.
Mao had been stripped of most of his power following the disaster of his policy of the Great Leap Forward some years before and had been left as a mere figurehead. The swim was designed to spread the message that Mao was still in good health and physical shape and still fit to lead.
The swim was stage managed to generate news throughout China and even globally. It inspired posters, songs, films and more. It led to Mao reclaiming power and leading the Cultural Revolution, a period of extraordinary anarchy, mayhem and destruction.
According to the South China Morning Post, “[The swim] was probably the most powerful political publicity stunt in Chinese history.”