'We must shape a new reality.Men's desires must overshadow their needs.' I believe this sounds very familiar to most of us who want to make mental gymnastics(so called thinkking) from time to time.And no,It is not only familiar because that is what the father of public relations and nephew of Freud ,E.Bernays said,but because that is the reality that we are faced with nowadays.
And then ,there is one very essential question rising up here:if men's desires has overshadowed men's needs,then, how it all happened and we did not notice it? And even more important ,what are the ideas that the current system is based on?
Just to give a little hint ,i will quote once again the famous Bernays:If we understand mechanisms and models of the group ,if that is possible ,we can control the masses according to our own will,WITHOUT THEM KNOWING THAT. Of course this does not explain everything ,but hopefully gives some directions. And hopefully it makes You freak out.
So where can we start from if not from the beggining.The very word propaganda comes from the Latin word 'propagare'' which means to set slips .In 1622 in the times of the Pope Gregorij XV ,in favour of the contra-reformation ,the Pope amen the Sacra Congregatio De Propaganda Fide and actually that is the first apperence of the word propaganda.
Many times i have heard 'everything is propaganda'.At first sight it seems true but actually it is not.There is a slight difference between what rethoric is and what propaganda is.Rethorics is the art and the skill to be able to convince or persuade someone.And yes,then everything is rethorics and we all use it,except for the ones who do not interact with anyone.
And propaganda,it is just a part of the whole set of rethorics ,a subset that uses manipulations with emotions and reasoning.
Of course,like everyone else who is interested in propaganda ,i will mentions Orwell and his 1984.It is a great work,like all of his other works .I can not say that I am all impressed by Orwell as let's say I am impressed by the George Lakoff and his critics on Orwell. Although Orwell is personal hero to Lakoff,the second one clamims that Orwell failed in many segments when explaining how propaganda works.
Orwell claimed that the only way to be saved from propaganda is to let the meaning choose the word.According to him meanings are truth conditions."Words have unitary meanings.If people are told the truth they will reason to the right conclusion-unless they are stupid or ignorant.And ignorance can be cured by truth in good prose."I really like the trust that Orwell had in the human capacity to be all intelligent,but unfortunately this is not a matter if one is intelligent or not and this point of view is not just false but also dangerous according to my personal hero:Lakoff who actually introduced me to my other two heroes:neuroscience and cognitive science.
I do not want to say that all the people are stupid and as human being we are unable to think and reason.God,forgive me but i will sin(This is of course but a sarcasm since i am agnostic and even more i believe that nobody is so powerful to give me the permission to express my opinion) and say:some of us maybe are a little bit limited (I am not talking here about people with disabilities but about people who refuse to think because it is convinient for them,that way). But generally we are able to reason.But that is not the point since
unfortunately,we are not capable to understand most of the concepts and ideas (even the very basic one )in our lifes conciously. According to the science,our reasoning is below the level of conciousness and 98% of our reasoning is unconcious.Welcome!
Many times i have heard 'Oh you are so reasonable.Different from you I am very emotional'.Well my dears,not really.According to Lakoff reason is emotional.In other words,we can not be reasonable if we are not emotional.We are not able to do something reasonable if we do not have a feeling about it..The feeling does not need to be pleasurable.It can be also a feeling of disgust.But in any way,the feelings are the things that make us reasonable ,that say to us:look,you will enjoy it.Or you will have use from it.Or do not do it! You will feel bad ,or indiferent when doing it.
In fact ,during a car accident,if the person looses their capability to feel,the person will behave irrationally because there will be no 'landmark' which will give a direction to the behaviour.
In order to explain that most of our reasoning is unconcious , the thought as such should be pointed out.The thought ,in fact is physical.Surprise,surprise!It uses the sensory-motor system and so to one concept our brain reacts in one way and for another idea our brain makes different nural stimulation.But for simmilar ideas our brain has the same reaction so for example as Lakoff will give the example:to imagine to move the brain uses the same areas of the brain as when actually moving.And exactly here we can see why we are so amenable to propaganda.Once our brain learns one thing,it reacts in the very same way to the learned thing and the learned neural structure can not be erased.Something more that makes us unconcious beings is that we think metophorically.At least most of the time.For example ,we connect quantity with verticality just because x times in lifes we have seen that when pouring water in a glass,the level of water raises up.That is why we say:the prices have risen up and nobody is confused .And that is why that we do not say:the prices have gone to right.Although i can see some connection but i will try to put my ideological orientation aside.
And yes,this might sound a little bit absurd but then,let's think about it.If we connect quantity with verticality just because our brain has experienced it for so many times and has made neural structure for it then if one word is repeated for so many times,we will have the same reaction to it ,even if the word is put in different conotations.I do not know about you,but i can see a whole room free for propaganda here.
So once the word is learned the same metaphores and worldview structures are going to be waken up the next time we repeat it-according to Lakoff.
So how propaganda comes on stage here is that we can take an idea and make it as silly ,as immoral as possible and have a lots of people hear/see/say it over again in long period of time.In the 1960's that is exactly what the Republicans did to the Liberals.The started labeling the liberals as tax and spend liberals,liberal elite and after so much repeating ,slowly they got across the idea to lower the meaning of liberal and present them as elite ,as financially irresponsible,although before it to be liberal was quite popular at the 1960's.Funny,isnt it?.
The modern propaganda is using these techniques in order to propagate an idea and so on and it is not only well written and focused on the emotions and concepts and metaphores but to the whole worldview a person can have.The nowadays propaganda uses the words that people use every days(which means the conceptual metaphores and worldviews that are already learned so well) in a way of ' just as we would normally say it' and just directs them to a desired outcome and here Bernays' saying '...to control the masses according to our own will without them knowing'perfectly fits.So the person or group of people that has/have been manipulated with is not rationally convinced ,but still behave as if they are.
So let's talk about free will,shall we?
There are so many techniques that has been promoted as the 'secret'of propaganda. According to the Institute for Propaganda Analysis in 1938 there are these structuralisations:
-Assertation-enthusiastic,energetic statement presented as a fact ,although it is not necessarily true.
-Bandwagon -appeal to the subject of the propaganda to follow the crowd,just because the others are doing it so as well.The propaganda here pictures a relation of winners(the side that propaganda recommends as 'the one that should be followed') and loosers.
-Card stacking(selective omission)-take an idea and presenting only the good sides about it ,while omitting informations which confront with those statements.
-Glittering generalities-linking words to highly valued concepts.The idea of this technique is to demand approval without thinking,just because the very word is linked to a higly approved concept(freedom,democracy,love of country,glory).
-Lesser of two evils-to convince the people of the need for sacrifices or to justify some decisions.This technique often is adding a blame to the enemy.
-Name calling-use of derogatory language or words when describing the enemy with attempt to arose prejudices in the public.More often sarcasm is employed as well .
-pinpointing the enemy:simplifying a complex situation by presenting one specific group or person as enemy.
-plain folks:attempt by the propagandist to convince the public that his/her views reflect the common person view that they are working for the benefit of the common person.The propagandist usually use the same limited(often) vocabilary as the mass uses,maybe employ the same speaking accent,imperfect pronanciation and so on just to give impression of spontanity and sincerity to the public.This is very simmilar to what Lakoff said about nowadays propaganda and it using the already learned concepts so that the public will have impression of emotional familiarity with the propagandist.
-Simplification(stereotyping):reducing a complex situation to a clear cut choice ,oftenly involving good and evil.
-testimonials:linking quotations or experiences of respectable person to an idea or item.
-transfer:to make the subject of propaganda see one item in the very same way as they see other item. Or to link the two in the subject's mind.Transfering bad feelings from one politician to another one or to his party.
Before approaching to an example i would like also to mention the attampt of Professor Galtung who while explaining how media fail to deal with violence,explained very well how propaganda might work.I want to underline that i will try to adopt his theory not on violence but on propaganda.This has been already done by Danny Schechter but i disagree with some of the categories that he used and he practically linked violence and propaanda together .I will try to transfor it and adopt it on propaganda only.
So this is the theory:
-decontextualising violence which we can name as decontextualising the problem:focusing on irrational explanations while neglecting the real causes.
-dualism:reducing the numer of parties on two.I believe that this technique can be used in order to make the choice of the public easier,because we people like it when it is simple,at least i believe so and more likely to be manipulated while negelecting all the other external factors
-Manicheanism: a mayor gonstic religion which portrays the world as struggle between good and evil.The propagandist portrays themself as good and the enemy as evil.
-armageddon:presenting violence ,or i would say or certain actions as unevitable and ommiting other alternatives.This can be used in war propaganda mostly.
-confusion:focusing the subject of propaganda just on the actual situation while neglecting the wider picture.
And so ,when it comes to the 'dark art' the 'double think' that Orwell mentioned, play very interesting and for me fascinating role."The power to held two contradictory truths.simultaniously,in one's mind and to believe both" certainly sound impossible ,but in fact it is something that 2.2 billion people follow.How wonderful!
"They who eat my flesh and drink my blood have the life eternal".No,no,no.This is not what a victim of cannibalism said ,neither my personal fascination of gothic culture(although i am not sure how gothic this is).It is actually John and what he said in the Bible(John 6;54).This is actually what J.Miles said in his book God.A biography.
So together with such a sayings the propaganda that the Christian religion used is actually the Orwells' double thinking or truth.We have seen also many religious pictures of saints and their violent deaths and all of this is actually presented as enternal life.So to say it more basically the double truths here is in:eat my flesh,drink my blood but these violent ,painful actions will bring a good one:an eternal life.So do You imagine how this can be used in political propaganda or i am the only one with 'dirty' mind here?
This time ,i will intentionally avoid SSSR propaganda which was based on message of fear and message of reassurance which even nowadays,the fucking Russian dictator who does not like girls who sing punk in churches ,is using by providng a confort to the Russian masses by saying:yes it is very scary world.But i will do everything to save you.So by avoiding SSSR i will go nothing more and nothing less but to China and relate this to my stay in Lithuania as EVS(European Voluntary Servise) volunteer.
What China added to propaganda as such is as first a contra -argument to Orwell's:Totalitarians are all powerful but they can not get inside you.As i said previously,i really like his trust in the human as thinking being.
But so sorry Orwell,you are wrong.That is exactly what China brought to the propaganda:to go inside of the human or to say it with nowadays popular language :brain -washing.
I was watching one debate on the internet regarding this issue and i really like what one of the panelists said:If in Europe's propaganda there is crime and then the punishment follows,in Chinese propaganda there is a punishment and the masses should find the crime(the justification for the punishment ) in themselfs.To be honest,when i heard this is started freaking out and i run to my friend asking him if i have changed since i was in Lithuania.His answer was:quite a lot.Why i say this..Most probably will be more clear to You when i continue.
I will keep on by quoting Mao:the concious practice of self-criticism is still one mark that distinguish our party from all the other parties(...) dust will accumulate if the room is not cleaned regularly.Our faces will get dirty if not washed(..)All of you know this without reserve.
So in fact how the propaganda in China worked is what Milan Kundela would say:the system gets you to blame yourself.
In fact Chinese propaganda promoted self-reflection which leads to self criticism,then to sessions of confession and it ends with the final product of propaganda 'what did i do wrong ?' or 'what should i change in myself to fit in the system'.
So practically that is the way how the revolutioners were made in China.The system is not wrong,but it faces a problems(punishment).And You,You must see in Yourself where is the promblem(the crime) and only when you change Yourself as the system want ,the system will be ok.You must be wrong,You must be the problem.Not the system.The system suffers because of the crimes in You.So practically the main message here is:You could correct all the wrongness in the world ,if You correct yourself.This sounds very noble,but also very lickely to be manipulated with.
And so,this was the reason why i run to my friend ,all freaked out and excited.In fact,i have been exposed to such a propaganda(i mean propaganda from the simmilar type but with different aims,of course.LUCKILY!) while i was EVS volunteer in Lithuania.EVS is actually called a true learning servise and the official definition by the European Commission for EVS is:The European Voluntary Service (EVS) provides young Europeans with the unique chance to express their personal commitment through unpaid and full-time voluntary activities in a foreign country within or outside the EU. In this way, it seeks to develop solidarity, mutual understanding and tolerance among young people, thus contributing to reinforcing social cohesion in the European Union and to promoting young people's active citizenship.
So ,I was having a mentoring meetings and also group meetings which i could not refuse to attend since i accepted in my contract to have them and druing them we needed to self-reflect and self-criticise our actions,personal character traits and to improve some things that we find difficult to fit in the current enviroment.But now let's think logically:I was in a project that is approved by the same body that has made the objectives of the same programme, the same programme that supported this project and the question :do i find it difficult to fit in that enviroment is not so necessary since the answer is for sure : ! Yes!Because i am in enviroment in which all the rules are set by one body. I remember many times during my EVS i started wandering if there is something wrong with me.Of course to all of that there is another explanation by some EVS experts which explains that there are different EVS stages:at the beggining there is the euphorical period,then it might come depression period,then facing with the reality and reconciliation and adaptation.Different from most of the EVS volunteers i never had depression and guess why?In fact I had mentor who was not really interested in mentoring and not so professional so in all the 10 months of my EVS i had only two mentoring meeting.But ,i had group mentoring meetings ,which were very intensive and exausting.I remember i was at a training when i heard about the EVS stages or EVS line and i asked if this whole line of different emotions would have happened to me ,if i just randomly migrated to some other country and lived there.The trainer was not sure what to answer but then i continued that before i came to Lithuania for EVS ,i was having an internship in the same Lithuanian city for 3 months and except for euphoria and of course cultural shockes and all the socially natural things that might happen,i never started thinking if there is something wrong with me and how i should fit in the enviroment.The answer of the trainer was:most probably because nobody has mentored you,asked you to self-reflect,to self-ctiricise yourself.And exactly,during those 3 months i was not part of any EU programme and the only people who criticised me were the people that i was interacting with(just like it happens in life when you interact with people)So no EU body that tries to promote EU values and European citizenship which is defined as
making young people aware that they are European citizens is a priority of the Youth in Action Programme. The
objective is to encourage young people to reflect on European topics and to involve them in the discussion on the
construction and the future of the European Union. On this basis, projects should have a strong "European
dimension" and stimulate reflection on the emerging European society and its values.
And i remember one of the classes of Political Economy when our professor started explaining how EU created all those programmes to unify Europe in order to become competitive to America(which is a way more unfied continent due to many factors:same language,same educational system and so on).
So now i have something in common with the people from China who lived during Mao.
.Anyway,my point here is not to express my personal opinion on this but just to present an example of propaganda.So EU has quite wise propaganda system.
And all of this might sound ungrateful ,because thanks to this programme i had some experiences that i never had(which actually are totally not related to my EVS work)but then,I am quite sure that i will not let my critical thinking to be bought by simply being good to me.