How can propaganda be both positive and negative?

this question your asking is true hope this and you get a 100 percent : )

answer; conditional stimulus will trigger a conditioned response;

answerresist both assimilation and alienation;

it makes your voice or whatever you are doing with it and makes it louder. doing this makes people pay attention to you and makes them hear what you say therefore they have a better chance of following you or listening to you. therfore establishing dominance.