A propaganda model has a certain initial plausibility on guided free-market assumptions that are not particularly controversial. In essence, the private media are major corporations selling a product (readers and audiences) to other businesses (advertisers). The national media typically target and serve elite opinion, groups that, on the one hand, provide an optimal “profile” for advertising purposes, and, on the other, play a role in decision-making in the private and public spheres. The national media would be failing to meet their elite audience’s needs if they did not present a tolerably realistic portrayal of the world. But their “societal purpose” also requires that the media’s interpretation of the world reflect the interests and concerns of the sellers, the buyers, and the governmental and private institutions dominated by these groups.

If the media were honest, they would say, Look, here are the interests we represent and this is the framework within which we look at things. This is our set of beliefs and commitments. That’s what they would say, very much as their critics say. For example, I don’t try to hide my commitments, and the Washington Post and New York Times shouldn't do it either. However, they must do it, because this mask of balance and objectivity is a crucial part of the propaganda function. In fact, they actually go beyond that. They try to present themselves as adversarial to power, as subversive, digging away at powerful institutions and undermining them. The academic profession plays along with this game.

"In particular, the State has arrogated to itself a compulsory monopoly over police and military services, the provision of law, judicial decision-making, the mint and the power to create money, unused land ("the public domain"), streets and highways, rivers and coastal waters, and the means of delivering mail...the State relies on control of the levers of propaganda to persuade its subjects to obey or even exalt their rulers."

The propagandist's purpose is to make one set of people forget that certain other sets of people are human.

"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."

Propaganda is to a democracy what the bludgeon is to a totalitarian state.

So what the media do, in effect, is to take the set of assumptions which express the basic ideas of the propaganda system, whether about the Cold War or the economic system or the “national interest” and so on, and then present a range of debate within that framework — so the debate only enhances the strength of the assumptions, ingraining them in people’s minds as the entire possible spectrum of opinion that there is.

The point of modern propaganda isn’t only to misinform or push an agenda. It is to exhaust your critical thinking, to annihilate truth.

His theory is that the news media have gone way too far and the trend has to be stopped — almost like he was talking about federal spending. He’s fixed on the subject and doesn’t care how much time it takes; he wants it done. To him, the question is no less than the very integrity of government and basic loyalty. He thinks the press is out to get him and therefore is disloyal; people who talk to the press are even worse — the enemies within, or something like that.

I believe the United States government is being
systematically taken over by a revolutionary network. They call themselves
Progressives, but we know they are really leftist radicals,
dedicated to the demise of the free-market capitalist system. They have
co-opted and bought off leaders of both the Republican and Democratic
parties, established a dominant role in all three branches of
government and thoroughly co-opted the mainstream media.

"The propagandist tries to create myths

The propagandist tries to create myths by which man will live, which respond to his sense of the sacred. By "myth" we mean an all-encompassing, activating image: a sort of vision of desirable objectives that have lost their material, practical character and have become strongly colored, overwhelming, all-encompassing, and which displace from the conscious all that is not related to it. Such an image pushes man to action precisely because it includes all that he feels is good, just, and true."

I think that’s a terrific technique of propaganda. To impose concision is a way of virtually guaranteeing that the party line gets repeated over and over again, and that nothing else is heard.

As for the men in power,
they are so anxious to establish
the myth of infallibility that they
do their utmost to ignore truth.

"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.