Tangible Patriotism during the First World War: Individuals and the Nation in British Propaganda

This article explores several propaganda campaigns aimed at British civilians during 1917. Through examples from campaigns for War Savings, Food Economy and National Service, it argues that propaganda in this crisis year was as much about identifying small, tangible, contributions that individuals could make to the war effort as about more sensational accounts of enemy wrongdoing. Propagandists targeted all sections of society, offering children and some women new status through war work, promoting attractive working conditions for others, and reminding the wealthy of the social responsibilities that their greater economic freedom carried in wartime. The article suggests that the consensual, voluntarist approaches promoted during 1917 remained an important precursor to possible forms of compulsion.