This, from Kevin Drum, tells us a revealing story of how particular version of propaganda works.
Quote: Obamacare is popular unless you call it "Obamacare." If you call it Kynect, its negatives drop. If you call it the Affordable Care Act, its negatives drop. If you ask about the actual things it does, virtually every provision is popular among Democrats and Republicans alike. Even Obamacare's taxes on the rich, which are fairly modest, are popular. Aside from the individual mandate, the only truly unpopular part of Obamacare is the name "Obamacare." (And even that's only unpopular among Republicans.)
MotherJones
The technique here is to use language to do a lot of the work. Frank Luntz is a master at this. The precedent example here was "Hillarycare", the label the right put on Hillary Clinton's project to get healthcare and insurance to more Americans after Bill won the election. In that case, the complimentary messaging was that she had no electoral mandate from anyone so why was she even involved at all? She was inappropriately inserting herself into government. The right personalized the program by using her name (and there was a gender component in how they did this back then - what's a woman doing in this anyway?). The use of "Obamacare" was just a duplication of that earlier strategy. If you can personalize a program initiative in this way, it can be more easily made to sound like something arbitrary and emotionally-based and illegitimate.
Then, it's just a matter of pounding it over and over and over, laying in whatever negative notions and connotations you can come up with.