Enthusiasm and adventure

In all cases, propaganda of agitation tries to stretch energies to the utmost, obtain substantial sacrifices, and induce the in­dividual to bear heavy ordeals. It takes him out of his everyday life, his normal framework, and plunges him into enthusiasm and adventure; it opens to him hitherto unsuspected possibilities, and suggests extraordinary goals that nevertheless seem to him completely within reach. Propaganda of agitation thus unleashes an explosive movement; it operates inside a crisis or actually provokes the crisis itself. On the other hand, such propaganda can obtain only effects of relatively short duration. If the proposed objective is not achieved fast enough, enthusiasm will give way to discour­agement and despair. Therefore specialists in agitation propa­ganda break up the desired goals into a series of stages to be reached one by one.

What is needed, then, is continuous agitation produced artificially even when nothing in the events of the day justifies or arouses excitement. Therefore, continuing propaganda must slowly create a climate first, and then prevent the individual from noticing a particular propaganda operation in contrast to ordinary daily events.

"Arousing an active and mythical belief"

The aim of modern propaganda is no longer to modify ideas, but to provoke action. It is no longer to change adherence to a doctrine, but to make the individual cling irrationally to a process of action. It is no longer to lead to a choice, but to loosen the reflexes. It is no longer to transform an opinion, but to arouse an active and mythical belief.

Progress is born of agitation. It is agitation or stagnation.

To be effective, propaganda must constantly short-circuit all thought and decision. It must operate on the individual at the level of the unconscious. He must not know that he is being shaped by outside forces...but some central core in him must be reached in order to release the mechanism in the unconscious which will provide the appropriate - and expected - action.

The principles underlying propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. They are selling hope.

We no longer buy oranges, we buy vitality. We do not just buy an auto, we buy prestige. And so with all the rest. In toothpaste, for example, we buy not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the customer to part with cash and so, indirectly, to turn the wheels of industry.

The great masses, he wrote in Mein Kampf, “will more easily fall victims to a great lie than to a small one, since they themselves perhaps also lie sometimes in little things, but would certainly still be too much ashamed of too great lies. Thus, such an untruth will not at all enter their heads, and therefore they will be unable to believe in the possibility of the enormous impudence of the most infamous distortion in others.” Hitler’s lies spread misinformation that was favorable to Germany and unfavorable to us and our allies, and sowed dissension among the American public not just about the war effort but about our own basic system of government. His very well-funded propaganda mission in the United States was twofold: to try to keep the United States from getting into World War II, and also to soften us up, to mess with us, to make us less effective as a country, by finding and exploiting what the Germans called “kernels of disturbance” in the United States. The German propaganda operation in America, according to the first U.S. academic study on the topic, identified these kernels of disturbance as “racial controversies, economic inequalities, petty jealousies in public life,” and “differences of opinion which divide political parties and minority groups.” Even the “frustrated ambitions of discarded politicians.” Germany’s agents were tasked with finding these fissures in American society and then prying them further apart, exploiting them to make Americans hate and suspect each other, and maybe even wish for a new kind of country altogether. A partisan, bickering, demoralized America, the Nazis believed, would be incapable of mounting a successful war effort in Europe. It might even soften us up for an eventual takeover. Hitler was counting above all on racism and religious bigotry to carry the day in the United States, and to set the stage for global domination. “The wholesome aversion for the Negroes and the colored races in general, including the Jews, the

State propaganda, when supported by the educated classes and when no deviation is permitted from it, can have a big effect. It was a lesson learned by Hitler and many others, and it has been pursued to this day.

"Propaganda is confined to utilizing existing material, it does not create it.

This material falls into four categories. First there are the psychological "mechanisms" that permit the propagandist to know more or less precisely that the individual will respond in a certain way to a certain stimulus - Here the psychologists are far from agreement; behaviorism, depth psychology, and the psychology of instincts postulate very different psychic mechanisms and see essentially different connections and motivations. Here the propagandist is at the mercy of these interpretations.

Second, opinions, conventional patterns and stereotypes exist concretely in a particular milieu or individual.

Third, ideologies exist which are more or less consciously shared, accepted, and disseminated, and which form the only intellectual, or rather para-intellectual, element that must be reckoned with in propaganda.

Fourth and finally, the propagandist must concern himself above all with the needs of those whom he wishes to reach. All propaganda must respond to a need, whether it be a concrete need (bread, peace, security, work) or a psychological need."

The poorest population

The really poor cannot be subjected to integration propaganda because the immediate concern of daily life absorb all their capacities and efforts. To be sure, the poor can be pushed into rebellion, into to an explosion of violence; they can be subjected to agitation propaganda and excited to the point of theft and murder. But they cannot be trained by propaganda, kept to hand, channeled, or oriented.

The German propaganda operation in America, according to the first U.S. academic study on the topic, identified these kernels of disturbance as “racial controversies, economic inequalities, petty jealousies in public life,” and “differences of opinion which divide political parties and minority groups.” Even the “frustrated ambitions of discarded politicians.” Germany’s agents were tasked with finding these fissures in American society and then prying them further apart, exploiting them to make Americans hate and suspect each other, and maybe even wish for a new kind of country altogether. A partisan, bickering, demoralized America, the Nazis believed, would be incapable of mounting a successful war effort in Europe. It might even soften us up for an eventual takeover.

Propaganda makes man serve.

Is obvious that propaganda must not concern itself with what is best in man — the highest goals humanity sets for itself, its noblest and most precious feelings. Propaganda does not aim fo elevate man, but to make him serve. It must therefore utilize the most common feelings the most widespread ideas the crudest patterns, and in so doing place itself on a very low level with regard to what it wants man to do and to what end - Hate, hunger, and pride make better levers of propaganda than do love or impartiality.

In The Origins of Totalitarianism, Hannah Arendt looked at the essential role that propaganda played in gaslighting the populations of Nazi Germany and Soviet Russia, writing that “in an ever-changing, incomprehensible world the masses had reached the point where they would, at the same time, believe everything and nothing, think that everything was possible and that nothing was true.”
“Mass propaganda,” she wrote, “discovered that its audience was ready at all times to believe the worst, no matter how absurd, and did not particularly object to being deceived because it held every statement to be a lie anyhow. The totalitarian mass leaders based their propaganda on the correct psychological assumption that, under such conditions, one could make people believe the most fantastic statements one day, and trust that if the next day they were given irrefutable proof of their falsehood, they would take refuge in cynicism; instead of deserting the leaders who had lied to them, they would protest that they had known all along that the statement was a lie and would admire the leaders for their superior tactical cleverness.

Hitler had risen as an outside agitator, a cult figure enamored of pageantry and rallies with parades of people carrying torches that an observer said looked like “rivers of fire.” Hitler saw himself as the voice of the Volk, of their grievances and fears, especially those in the rural districts, as a god-chosen savior, running on instinct. He had never held elected office before.