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.

"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.

"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 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.

Keep in mind, the news media are not independent; they are a sort of bulletin board and public relations firm for the ruling class - the people who run things. Those who decide what news you will or will not hear are paid by, and tolerated purely at the whim of, those who hold economic power. If the parent corporation doesn't want you to know something, it won't be on the news. Period. Or, at the very least, it will be slanted to suit them, and then rarely followed up.

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

Those who read the press of their group and listen to the radio of their group are constantly reinforced in their allegiance. They learn more and more that their group is right, that its actions are justified; thus their beliefs are strengthened. At the same time, such propaganda contains elements of criticism and refutation of other groups, which will never be read or heard by a member of another group...Thus we see before our eyes how a world of closed minds establishes itself, a world in which everybody talks to himself, everybody constantly views his own certainty about himself and the wrongs done him by the Others - a world in which nobody listens to anybody else.

The mass media serve as a system for communicating messages and symbols to the general populace. It is their function to amuse, entertain, and inform, and to inculcate individuals with the values, beliefs, and codes of behavior that will integrate them into the institutional structures of the larger society. In a world of concentrated wealth and major conflicts of class interest, to fulfil this role requires systematic propaganda.

That propaganda is good which leads to success, and that is bad which fails to achieve the desired result. It is not propaganda’s task to be intelligent, its task is to lead to success.

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.

what are called opinions “on the left” and “on the right” in the media represent only a limited spectrum of debate, which reflects the range of needs of private power — but there’s essentially nothing beyond those “acceptable” positions. 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 plain fact is that education is itself a form of propaganda - a deliberate scheme to outfit the pupil, not with the capacity to weigh ideas, but with a simple appetite for gulping ideas ready-made. The aim is to make 'good' citizens, which is to say, docile and uninquisitive citizens.