The Propawheel Has Moved to AHHAA Science Centre in Tartu!
The Propawheel has a brand-new home at the AHHAA Science Centre in Tartu!
Come spin the wheel and learn how manipulation works in everyday life – in social media, advertising, online videos, arguments with friends, and much more.
The Propawheel is an interactive learning tool that helps visitors of all ages recognise manipulation techniques in a fun and hands-on way. It has now been updated and adapted specially for the AHHAA science centre environment, with examples that children and families can easily recognise from daily life.
What Is the Propawheel?
The Propawheel is an educational wheel that introduces common influence and manipulation techniques used in communication, advertising, social media and public debates.
By spinning the wheel, you land on one technique at a time and learn:
- what the technique is;
- how it works;
- where you might encounter it in real life;
- how to notice it before it affects your thinking.
Spin the Wheel and Learn the Tricks!
Below are the eight influence techniques you can explore with the Propawheel at AHHAA, with examples you might recognise from everyday life.
| 1. Attacking the Person Instead of the Idea “That person can’t be right – just look how stupid they look!” Sometimes people stop talking about the actual topic and start attacking the person instead: their looks, age, background, voice, or personality. Instead of discussing what is being said, attention is shifted to who is saying it. You might see this in comment sections, arguments at school, online videos or streams. It’s a common trick to distract from the real issue. | 2. Labelling “All countryside kids are like that!” Labelling means putting a simplified and often negative tag on a whole group of people. Such as “nerds”, “weirdos”, “rich kids”, “country kids”. Once a label spreads, people start believing it without questioning. It creates a strong “us vs them” feeling and stops us from seeing people as individuals. | 3. The “I’m Just a Regular Person” Trick “I don’t use fancy words — I just say it like it is!” This technique is used to look ordinary, trustworthy, down-to-earth. The speaker avoids complicated explanations and presents themselves as “one of us”. Experts and specialists may be made to look unnecessary or suspicious. You’ll often see this in influencer videos, in product reviews, in motivational talks. | 4. Borrowing Fame “Even famous musicians use this product!” Here, popularity is borrowed from celebrities, influencers, and even national symbols. The idea is simple: if you like the famous person, maybe you’ll like the product or message too. You see this a lot in advertising, social media, sponsorships, brand collaborations. |
| 5. The “It’s Just a Joke!” Trick “Relax, it was only a joke!” Someone says something insulting, hurtful or extreme, and when others react, they claim it was just humour. This allows the person to say almost anything, avoid responsibility, still send a signal to people who agree. These “jokes” spread especially fast online because angry reactions create clicks and views. | 6. The Herd Effect “Everyone already uses this — 80% of people have it!” People naturally want to belong, fit in, feel safe with the group. The herd effect works by making it seem like “everyone else has already chosen this”. You encounter this in advertising, trends and viral challenges, app and game promotions. | 7. “Us vs Them” “We care about you. They want to use you!” This technique divides the world into the “good side” and the “bad side”. It strengthens group identity but also makes it easier to exaggerate differences, create fear, and turn people against each other. You can see it in online fandoms, brand rivalries (Android vs iPhone), and internet debates and memes. | 8. The Big Lie “I never said that” – even when the video exists. With today’s technology, it is easier than ever to create fake images and videos, deny real evidence, and claim that everything is “AI-made”. The “Big Lie” works by repeating something so boldly that people start doubting their own eyes. This makes critical thinking and fact-checking more important than ever. |
Visit the Propawheel at AHHAA!
Location: AHHAA Science Centre, Tartu
For: Children, families, school groups and all curious visitors
How it works: Spin the wheel, read the example, and spot the trick!
Put your sticker next to the technique you have seen online, in videos, games, ads or everyday conversations – and start noticing influence everywhere around you.