This article explores shifting definitions of propaganda, because how we define the slippery enterprise determines whether we perceive propaganda to be ethical or unethical. I also consider the social psychology and semantics of propaganda, because our ethics are shaped by and reflect our belief systems, values, and language behaviors. Finally, in the article I redefine propaganda in a way that should inform further studies of the ethics of this pervasive component of modern society.

Describes forces shaping research interests and alliances towards specific goals. Explores the role of history in academic work, arguing that terminologies, scholarly interest and the domination of models of communication are products/expressions of cultural and historical conditions.