One of the most powerful strengths of propaganda is the ability to take a weakness or a failure, and through manipulation and deceit turn it into a glorified triumph of mythic proportions. There are few better examples of this than the Munich Beer Hall Putsch.
The true story is that Hitler and others, upset with their recent defeat in World War I as a result of weakness and betrayal from German leaders, sought to overthrow the government, beginning their stronghold in Munich. On November 8, 1923 and leading into November 9, Hitler and his followers held hostage all those in the beer hall, present for a speech from Gustav von Kahr, the newly appointed Bavarian Commissar. The goal was to persuade the officials present to aid Hitler and to march on Berlin. While the officials present agreed at the time, at gunpoint, within a few days Hitler was arrested for treason. Though sentenced to five years, he served a mere eight months.
Though the extent to which this putsch was a failure is clear to the reasonable viewer, the Hitler propaganda machine did not see it this way. This document, an outline for how to celebrate the holiest day on the Nazi calendar, highlights the ability to completely change the nature of an event. November 9 was not an embarrassing day, but a day of pride. Among Nazis this day did not symbolize the failed beginnings of a movement, but rather, the initial ascent to glory.
Key to this conversion into a holy and proud day is the element of martyrdom. In O’Shaugnessey the significance of martyrdom to propaganda is discussed. The idea that people would die for a movement or a cause is the most impassioned rallying cry possible. To say that one would die for a cause shows the highest level of dedication. By turning this day into a memorial for martyrs is a rally cry on its own.
Thus this truly embarrassing event was transformed into a ritualized memorial day, filled with song and emotion. And as we know, ritual is yet another essential in the web of propaganda.