Propaganda. Edward Bernays
its citizens. But today, because ideas can be instantaneously transmitted to any distance and to any number of people, this geographical integration has been supplemented by many other kinds of grouping, so that persons having the same ideas and interests may be associated and regimented for common action even though they live thousands of miles apart.
It is extremely difficult to realize how many and diverse are these cleavages in our society. They may be social, political, economical, racial, religious or ethical, with hundreds of subdivisions of each. In the World Almanac, for example, the following groups are listed under the A’s:
The League to Abolish Capital Punishment; Association to Abolish War; American Institute of Accountants; Actors’ Equity Association; Actuarial Association of America; International Advertising Association; National Aeronautic Association; Albany Institute of History and Art; Amen Corner; American Academy in Rome; American Antiquarian Society; League for American Citizenship; American Federation of Labor; Amorc (Rosicrucian Order); Andiron Club; American-Irish Historical Association; Anti-Cigarette League; Anti-Profanity League; Archeological Association of America; National Archery Association; Arion Singing Society; American Astronomical Association; Ayrshire Breeders’ Association; Aztec Club of 1847. There are many more under the “A” section of this very limited list.
The American Newspaper Annual and Directory for 1928 lists 22,128 periodical publications in America. I have selected at random the N’s published in Chicago.
They are:
Narod (Bohemian daily newspaper); Narod-Polski (Polish monthly); N.A.R.D. (pharmaceutical); National Corporation Reporter; National Culinary Progress (for hotel chefs); National Dog Journal; National Drug Clerk; National Engineer; National Grocer; National Hotel Reporter; National Income Tax Magazine; National Jeweler; National Journal of Chiropractic; National Live Stock Producer; National Miller; National Nut News; National Poultry, Butter and Egg Bulletin; National Provisioner (for meat packers); National Real Estate Journal; National Retail Clothier; National Retail Lumber Dealer; National Safety News; National Spiritualist; National Underwriter; The Nation’s Health; Naujienos (Lithuanian daily newspaper); New Comer (Republican weekly for Italians); Daily News; The New World (Catholic weekly); North American Banker; North American Veterinarian.
The circulation of some of these publications is astonishing. The National Live Stock Producer has a sworn circulation of 155,978; The National Engineer, of 20,328; The New World, an estimated circulation of 67,000. The greater number of the periodicals listed—chosen at random from among 22,128—have a circulation in excess of 10,000.
The diversity of these publications is evident at a glance. Yet they can only faintly suggest the multitude of cleavages which exist in our society, and along which flow information and opinion carrying authority to the individual groups.
Here are the conventions scheduled for Cleveland, Ohio, recorded in a single recent issue of “World Convention Dates”—a fraction of the 5,500 conventions and rallies scheduled.
The Employing Photo-Engravers’ Association of America; The Outdoor Writers’ Association; the Knights of St. John; the Walther League; The National Knitted Outerwear Association; The Knights of St. Joseph; The Royal Order of Sphinx; The Mortgage Bankers’ Association; The International Association of Public Employment Officials; The Kiwanis Clubs of Ohio; The American Photo-Engravers’ Association; The Cleveland Auto Manufacturers Show; The American Society of Heating and Ventilating Engineers.
Other conventions to be held in 1928 were those of:
The Association of Limb Manufacturers’ Association; The National Circus Fans’ Association of America; The American Naturopathic Association; The American Trap Shooting Association; The Texas Folklore Association; The Hotel Greeters; The Fox Breeders’ Association; The Insecticide and Disinfectant Association; The National Association of Egg Case and Egg Case Filler Manufacturers; The American Bottlers of Carbonated Beverages; and The National Pickle Packers’ Association, not to mention the Terrapin Derby—most of them with banquets and orations attached.
If all these thousands of formal organization and institutions could be listed (and no complete list has ever been made), they would still represent but a part of those existing less formally but leading vigorous lives. Ideas are sifted and opinions stereotyped in the neighborhood bridge club. Leaders assert their authority through community drives and amateur theatricals. Thousands of women may unconsciously belong to a sorority which follows the fashions set by a single society leader.
Life satirically expresses this idea in the reply which it represents an American as giving to the Britisher who praises this country for having no upper and lower classes or castes:
“Yeah, all we have is the Four Hundred, the White-Collar Men, Bootleggers, Wall Street Barons, Criminals, the D.A.R., the K.K.K., the Colonial Dames, the Masons, Kiwanis and Rotarians, the K. of C., the Elks, the Censors, the Cognoscenti, the Morons, Heroes Like Lindy, the W.C.T.U., Politicians, Menckenites, the Booboise, Immigrants, Broadcasters, and—the Rich and Poor.”
Yet it must be remembered that these thousands of groups interlace. John Jones, besides being a Rotarian, is member of a church, a fraternal order, of a political party, of a charitable organization, of a professional association, of a local chamber of commerce, of a league for or against prohibition or of a society for or against lowering the tariff, or of a golf club. The opinions which he receives as a Rotarian, he will tend to disseminate in the other groups in which he may have influence.
This invisible, intertwining structure of groupings and associations is the mechanism by which democracy has organized its group mind and simplified its mass thinking. To deplore the existence of such a mechanism is to ask for a society such as never was and never will be. To admit that it exists, but expect that it shall not be used, is unreasonable.
Emil Ludwig represents Napoleon as “ever on the watch for indications of public opinion; always listening to the voice of the people, a voice which defies calculation. ‘Do you know,’ he said in those days, ‘what amazes me more than all else? The impotence of force to organize anything.’”
It is the purpose of this book to explain the structure of the mechanism which controls the public mind, and to tell how it is manipulated by the special pleader who seeks to create public acceptance for a particular idea or commodity. It will attempt at the same time to find the due place in the modern democratic scheme for this new propaganda and to suggest its gradually evolving code of ethics and practice.
CHAPTER II
THE NEW PROPAGANDA
In the days when kings were kings, Louis XIV made his modest remark, “L’Etat c’est moi.” He was nearly right.
But times have changed. The steam engine, the multiple press, and the public school, that trio of the industrial revolution, have taken the power away from kings and given it to the people. The people actually gained power which the king lost. For economic power tends to draw after it political power; and the history of the industrial revolution shows how that power passed from the king and the aristocracy to the bourgeoisie. Universal suffrage and universal schooling reinforced this tendency, and at last even the bourgeoisie stood in fear of the common people. For the masses promised to become king.
Today, however, a reaction has set in. The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice is inevitable. Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. Propaganda is the executive arm of the invisible government.
Universal literacy was supposed to educate the common man to control his environment. Once he could read and write he would have a mind fit to rule.