Brave New World Revisited
by Aldous Huxley - 1958
See alsoThe Original Introduction to Animal Farm
Chapter 5: Propaganda under a Dictatorship
What were the methods used by Hitler and Goebbels for “depriving eighty million people of independent thought and subjecting them to the will of one man”? And what was the theory of human nature upon which those terrifyingly successful methods were based? These questions can be answered, for the most part, in Hitler’s own words.... In his comments on crowds and propaganda he was writing of things he knew by firsthand experience....
As he himself said, “To be a leader means to be able to move the masses.” Hitler’s aim was first to move the masses and then, having pried them loose from their traditional loyalties and moralities, to impose upon them (with the hypnotized consent of the majority) a new authoritarian order of his own devising."
Let us see what Hitler thought of the masses he moved and how he did the moving.... The first principle from which he started was a value judgment: ...Their behavior is determined, not by knowledge and reason, but by feelings and unconscious drives....To be successful a propagandist must learn how to manipulate these instincts and emotions.
“The driving force which has brought about the most tremendous revolutions on this earth has never been a body of scientific teaching which has gained power over the masses, but always a devotion which has inspired them, and often a kind of hysteria [passion] which has urged them into action. Whoever wishes to win over the masses must know the key that will open the door of their hearts.”[41-42]
Hitler made his strongest appeal to those members of the lower middle classes who had been ruined by the inflation of 1923, and then ruined all over again by the depression of 1929 and the following years. “The masses” of whom he speaks were these bewildered, frustrated and chronically anxious millions. To make them more masslike, more homogeneously subhuman, he assembled them, by the thousands and the tens of thousands, in vast halls and arenas, where individuals could lose their personal identity, even their elementary humanity, and be merged with the crowd....
Groups are capable of being as moral and intelligent as the individuals who form them; a crowd is chaotic, has no purpose of its own and is capable of anything except intelligent action and realistic thinking. Assembled in a crowd, people lose their powers of reasoning and their capacity for moral choice. Their suggestibility is increased to the point where they cease to have any judgment or will of their own. They become very excitable, they lose all sense of individual or collective responsibility, they are subject to sudden excesses of rage, enthusiasm and panic. In a word, a man in a crowd behaves as though he had swallowed a large dose of some powerful intoxicant. He is a victim of what I have called “herd-poisoning.”...
During his long career as an agitator, Hitler had studied the effects of herd-poison and had learned how to exploit them for his own purposes. He had discovered that the orator can appeal to those “hidden forces” which motivate men’s actions, much more effectively than can the writer. Reading is a private, not a collective activity. The writer speaks only to individuals, sitting by themselves in a state of normal sobriety. The orator speaks to masses of individuals, already well primed with herd-poison....
Twenty years before Madison Avenue embarked upon “Motivational Research,” Hitler was systematically exploring and exploiting the secret fears and hopes, the cravings, anxieties and frustrations of the German masses. 
It is by manipulating “hidden forces” that the advertising experts induce us to buy their wares—a toothpaste, a brand of cigarettes, a political candidate. And it is by appealing to the same hidden forces... that Hitler induced the German masses to buy themselves a Fuehrer, an insane philosophy and the Second World War...
“All effective propaganda,” Hitler wrote, “must be confined to a few bare necessities and then must be expressed in a few stereotyped formulas.” These stereotyped formulas must be constantly repeated, for “only constant repetition will finally succeed in imprinting an idea upon the memory of a crowd.”...
Propaganda... teaches us to accept as self-evident matters about which it would be reasonable to suspend our judgment or to feel doubt. The aim of the demagogue is to create social coherence under his own leadership.
Chapter 6: The Art of Selling
49 The task of the commercial propagandist in a democracy is in some ways easier and in some ways more difficult than that of a political propagandist employed by an established dictator or a dictator in the making. It is easier inasmuch as almost everyone starts out with a prejudice in favor of beer, cigarettes and iceboxes, whereas almost nobody starts out with a prejudice in favor of tyrants.
It is more difficult inasmuch as the commercial propagandist is not permitted, by the rules of his particular game, to appeal to the more savage instincts of his public. The advertiser of dairy products would dearly love to tell his readers and listeners that all their troubles are caused by the machinations of a gang of godless international margarine manufacturers, and that it is their patriotic duty to march out and burn the oppressors' factories. This sort of thing, however, is ruled out, and he must be content with a milder approach.
But the mild approach is less exciting than the approach through verbal or physical violence. In the long run, anger and hatred are self-defeating emotions. But in the short run they pay high dividends in the form of psychological and even (since they release large quantities of adrenalin and noradrenalin) physiological satisfaction. People may start out with an initial prejudice against tyrants; but when tyrants or would-be tyrants treat them to adrenalin-releasing propaganda about the wickedness of their enemies -- particularly of enemies weak enough to be persecuted -- they are ready to follow him with enthusiasm.
In his speeches Hitler kept repeating such words as "hatred," "force," "ruthless," "crush," "smash"; and he would accompany these violent words with even more violent gestures. He would yell, he would scream, his veins would swell, his face would turn purple.[49-50]
Strong emotion (as every actor and dramatist knows) is in the highest degree contagious. Infected by the malignant frenzy of the orator, the audience would groan and sob and scream in an orgy of uninhibited passion. And these orgies were so enjoyable that most of those who had experienced them eagerly came back for more. Almost all of us long for peace and freedom; but very few of us have much enthusiasm for the thoughts, feelings and actions that make for peace and freedom. Conversely almost nobody wants war or tyranny; but a great many people find an intense pleasure in the thoughts, feelings and actions that make for war and tyranny. These thoughts, feelings and actions are too dangerous to be exploited for commercial purposes. Accepting this handicap, the advertising man must do the best he can with the less intoxicating emotions, the quieter forms of irrationality.
Effective rational propaganda becomes possible only when there is a clear understanding, on the part of all concerned, of the nature of symbols and of their relations to the things and events symbolized. Irrational propaganda depends for its effectiveness on a general failure to understand the nature of symbols. Simple-minded people tend to equate the symbol with what it stands for, to attribute to things and events some of the qualities expressed by the words in terms of which the propagandist has chosen, for his own purposes, to talk about them....
But the commercial propagandists do not speak about the genuine virtues of the emulsion. They give it some picturesquely voluptuous name, talk ecstatically and misleadingly about feminine beauty and show pictures of gorgeous blondes nourishing their tissues with skin food. "The cosmetic manufacturers," one of their number has written, "are not selling lanolin, they are selling hope." For this hope, this fraudulent implication of a promise that they will be transfigured, women will pay ten or twenty times the value of the emulsion which the propagandists have so skilfully related, by means of misleading symbols, to a deep-seated and almost universal feminine wish -- the wish to be more attractive to members of the opposite sex.
The principles underlying this kind of 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.
"... In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the consumer to part with cash and so, indirectly, to turn the wheels of industry. Stored in the minds and bodies of countless individuals, this potential energy is released by, and transmitted along, a line of symbols carefully laid out so as to bypass rationality and obscure the real issue.[51-52]
...the Singing Theological and the Singing Devotional -- the hymn and the psalm -- are as old as religion itself. Singing Militaries, or marching songs, are coeval with war, and Singing Patriotics, the precursors of our national anthems, were doubtless used to promote group solidarity, to emphasize the distinction between "us" and "them,"...
A tune will haunt the memory during the whole of a lifetime. Here, for example, is a quite uninteresting statement or value judgment. As it stands nobody will pay attention to it. But now set the words to a catchy and easily remembered tune. Immediately they become words of power. 53
Moreover, the words will tend automatically to repeat themselves every time the melody is heard or spontaneously remembered. Orpheus has entered into an alliance with Pavlov -- the power of sound with the conditioned reflex...
Thanks to compulsory education... the propagandist has been able, for many years past, to convey his messages to virtually every adult in every civilized country. Today, thanks to radio and television, he is in the happy position of being able to communicate even with unschooled adults and not yet literate children. [54[
Children, as might be expected, are highly susceptible to propaganda. They are ignorant of the world and its ways, and therefore completely unsuspecting. Their critical faculties are undeveloped. The youngest of them have not yet reached the age of reason and the older ones lack the experience on which their new-found rationality can effectively work. In Europe, conscripts used to be playfully referred to as "cannon fodder." Their little brothers and sisters have now become radio fodder and television fodder. In my childhood we were taught to sing nursery rhymes and, in pious households, hymns. Today the little ones warble the Singing Commercials. Which is better -- "Rheingold is my beer, the dry beer," or "Hey diddle-diddle, the cat and the fiddle"? "Abide with me" or "You'll wonder where the yellow went, when you brush your teeth with Pepsodent"? Who knows? [54-55]
..."Think," writes Mr. Clyde Miller ecstatically, "think of what it can mean to your firm in profits if you can condition a million or ten million children, who will grow up into adults trained to buy your product, as soldiers are trained in advance when they hear the trigger words, Forward March!"
Yes, just think of it! And at the same time remember that the dictators and the would-be dictators have been thinking about this sort of thing for years, and that millions, tens of millions, hundreds of millions of children are in process of growing up to buy the local despot's ideological product and, like well-trained soldiers, to respond with appropriate behavior to the trigger words implanted in those young minds by the despot's propagandists.
...The candidates he has voted into office are far away, at the top of the pyramid of power. Theoretically they are the servants of the people; but in fact it is the servants who give orders and the people, far off at the base of the great pyramid, who must obey. Increasing population and advancing technology have resulted in an increase in the number and complexity of organizations, an increase in the amount of power concentrated in the hands of officials and a corresponding decrease in the amount of control exercised by electors, coupled with a decrease in the public's regard for democratic procedures. Already weakened by the vast impersonal forces at work in the modern world, democratic institutions are now being undermined from within by the politicians and their propagandists.... [55-56]
The political merchandisers appeal only to the weaknesses of voters, never to their potential strength. They make no attempt to educate the masses into becoming fit for self-government; they are content merely to manipulate and exploit them. For this purpose all the resources of psychology and the social sciences are mobilized and set to work....
Chapter 7: Brainwashing 
...I have described the techniques of what may be called wholesale mind-manipulation, as practiced by the greatest demagogue and the most successful salesmen in recorded history....
In the course of his epoch-making experiments on the conditioned reflex, Ivan Pavlov observed that, when subjected to prolonged physical or psychic stress, laboratory animals exhibit all the symptoms of a nervous breakdown. Refusing to cope any longer with the intolerable situation, their brains go on strike, so to speak, and either stop working altogether (the dog loses consciousness), or else resort to slowdowns and sabotage (the dog behaves unrealistically, or develops the kind of physical symptoms which, in a human being, we would call hysterical)....
The fact that every individual has his breaking point has been known and, in a crude unscientific way, exploited from time immemorial. In some cases man's dreadful inhumanity to man has been inspired by the love of cruelty for its own horrible and fascinating sake. More often, however, pure sadism was tempered by utilitarianism, theology or reasons of state. Physical torture and other forms of stress were inflicted by lawyers in order to loosen the tongues of reluctant witnesses; by clergymen in order to punish the unorthodox and induce them to change their opinions; by the secret police to extract confessions from persons suspected of being hostile to the government.[59-60]
...But in the light of the findings of Pavlov and of the knowledge gained by psychiatrists in the treatment of war neuroses, it seems a hideous and grotesque anachronism. Stresses amply sufficient to cause a complete cerebral breakdown can be induced by methods which, though hatefully inhuman, fall short of physical torture. 
... If the central nervous system of dogs can be broken down, so can the central nervous system of political prisoners. It is simply a matter of applying the right amount of stress for the right length of time. At the end of the treatment, the prisoner will be in a state of neurosis or hysteria, and will be ready to confess whatever his captors want him to confess.[60-61]
But confession is not enough. A hopeless neurotic is no use to anyone. What the intelligent and practical dictator needs is not a patient to be institutionalized, or a victim to be shot, but a convert who will work for the Cause. Turning once again to Pavlov, he learns that, on their way to the point of final breakdown, dogs become more than normally suggestible. New behavior patterns can easily be installed while the dog is at or near the limit of its cerebral endurance, and these new behavior patterns seem to be ineradicable. The animal in which they have been implanted cannot be deconditioned; that which it has learned under stress will remain an integral part of its make-up. 
Psychological stresses can be produced in many ways.... Furthermore, it has been found that the deliberate induction of fear, rage or anxiety markedly heightens the dog's suggestibility. If these emotions are kept at a high pitch of intensity for a long enough time, the brain goes "on strike." When this happens, new behavior patterns may be installed with the greatest of ease.
Among the physical stresses that increase a dog's suggestibility are fatigue, wounds and every form of sickness. 
For the would-be dictator these findings possess important practical implications. They prove, for example, that Hitler was quite right... During the day, he wrote, "man's will power revolts with highest energy against any attempt at being forced under another's will and another's opinion. In the evening, however, they succumb more easily to the dominating force of a stronger will."....
The effectiveness of political and religious propaganda depends upon the methods employed, not upon the doctrines taught. These doctrines may be true or false, wholesome or pernicious -- it makes little or no difference. If the indoctrination is given in the right way at the proper stage of nervous exhaustion, it will work. Under favorable conditions, practically everybody can be converted to practically anything.
We possess detailed descriptions of the methods used by the Communist police for dealing with political prisoners. From the moment he is taken into custody, the victim is subjected systematically to many kinds of physical and psychological stress. He is badly fed, he is made extremely uncomfortable, he is not allowed to sleep for more than a few hours each night. And all the time he is kept in a state of suspense, uncertainty and acute apprehension. Day after day -- or rather night after night, for these Pavlovian policemen understand the value of fatigue as an intensifier of suggestibility -- he is questioned, often for many hours at a stretch, by interrogators who do their best to frighten, confuse and bewilder him. After a few weeks or months of such treatment, his brain goes on strike and he confesses whatever it is that his captors want him to confess. Then, if he is to be converted rather than shot, he is offered the comfort of hope. If he will but accept the true faith, he can yet be saved -- not, of course, in the next life (for, officially, there is no next life), but in this. 
Similar but rather less drastic methods were used during the Korean War on military prisoners. In their Chinese camps the young Western captives were systematically subjected to stress. Thus, for the most trivial breaches of the rules, offenders would be summoned to the commandant's office, there to be questioned, browbeaten and publicly humiliated. And the process would be repeated, again and again, at any hour of the day or night. This continuous harassment produced in its victims a sense of bewilderment and chronic anxiety. To intensify their sense of guilt, prisoners were made to write and rewrite, in ever more intimate detail, long autobiographical accounts of their shortcomings. And after having confessed their own sins, they were required to confess the sins of their companions.
The aim was to create within the camp a nightmarish society, in which everybody was spying on, and informing against, everyone else. To these mental stresses were added the physical stresses of malnutrition, discomfort and illness. The increased suggestibility thus induced was skilfully exploited by the Chinese, who poured into these abnormally receptive minds large doses of pro-Communist and anti-capitalist literature. These Pavlovian techniques were remarkably successful. One out of every seven American prisoners was guilty, we are officially told, of grave collaboration with the Chinese authorities, one out of three of technical collaboration.
It must not be supposed that this kind of treatment is reserved by the Communists exclusively for their enemies. The young field workers, whose business it was, during the first years of the new regime, to act as Communist missionaries and organizers in China's innumerable towns and villages were made to take a course of indoctrination far more intense than that to which any prisoner of war was ever subjected. In his China under Communism R. L. Walker describes the methods by which the party leaders are able to fabricate out of ordinary men and women the thousands of selfless fanatics required for spreading the Communist gospel and for enforcing Communist policies.
Under this system of training, the human raw material is shipped to special camps, where the trainees are copletely isolated from their friends, families and the outside world in general. In these camps they are made to perform exhausting physical and mental work; they are never alone, always in groups; they are encouraged to spy on one another; they are required to write self-accusatory autobiographies; they live in chronic fear of the dreadful fate that may befall them on account of what has been said about them by informers or of what they themselves have confessed. In this state of heightened suggestibility they are given an intensive course in theoretical and applied Marxism -- a course in which failure to pass examinations may mean anything from ignominious expulsion to a term in a forced labor camp or even liquidation.
After about six months of this kind of thing, prolonged mental and physical stress produces the results which Pavlov's findings would lead one to expect. One after another, or in whole groups, the trainees break down. Neurotic and hysterical symptoms make their appearance. Some of the victims commit suicide, others (as many, we are told, as 20 per cent of the total) develop a severe mental illness. Those who survive the rigors of the conversion process emerge with new and ineradicable behavior patterns. All their ties with the past -- friends, family, traditional decencies and pieties -- have been severed. They are new men, recreated in the image of their new god and totally dedicated to his service.
Throughout the Communist world tens of thousands of these disciplined and devoted young men are being turned out every year from hundreds of conditioning centers. What the Jesuits did for the Roman Church of the Counter Reformation, these products of a more scientific and even harsher training are now doing, and will doubtless continue to do, for the Communist parties of Europe, Asia and Africa.
In politics Pavlov seems to have been an old-fashioned liberal. But, by a strange irony of fate, his researches and the theories he based upon them have called into existence a great army of fanatics dedicated heart and soul, reflex and nervous system, to the destruction of old-fashioned liberalism [more like liberterianism than today's left-leaning liberalism], wherever it can be found.
Brainwashing, as it is now practiced, is a hybrid technique, depending for its effectiveness partly on the systematic use of violence, partly on skilful psychological manipulation. It represents the tradition of 1984 on its way to becoming the tradition of Brave New World. ... Conditioned from earliest infancy (and perhaps also biologically predestined), the average middle- or lower-caste individual will never require conversion or even a refresher course in the true faith....
Note: These excerpts -- from the out-of-print Brave New World Revisited pictured at the top -- are posted on several websites, apparently without any copyright requirement.
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