vjmp reads – Page 5

VJMP Reads: Edward Bernays’s Propaganda III

This reading carries on from here.

The third chapter of Edward Bernays’s Propaganda is called ‘The New Propagandists’. Here, Bernays gets to the task of who it is that molds public opinion. “Who are the men who, without us realising it, give us our ideas?”

Bernays admits openly that these molders of public opinion decide for us who we admire and who we despise, and what we think about all manner of political issues. They decide our fashions, our speech, and even what jokes we feel like we’re allowed to make. They decide the shape of everything in our societies – but who are they?

These people include all of the top politicians, all of the leaders of the biggest industries, all of the leaders of the largest cultural organisations, the editors of the largest newspapers and magazines, the heads of the various industry groups, the chancellors of the most prominent universities and the main religious figures. Even so, most of these people, in their turn, get their ideas from elsewhere.

In some cases, it’s clear who the wirepullers are. In most cases, it isn’t. But these people control the destinies of millions. The degree to which a small number of people influence a large number of public figures is generally not appreciated. This number will, however, always be small on account of the great expense involved in manipulating the machinery of propaganda to form public opinion.

This has given rise to the new (in 1928) profession of professional propagandist, which has been euphemised as “public relations counsel”. This role is necessary because all governments, no matter what their type, depend on the acquiescence of the people. Bernays here gives us the maxim “Government is only government by virtue of public acquiescence.” Even commercial enterprises need public approval to succeed.

The propagandist is not simply an advertiser. Although he might use letters to the editor, radio, lectures, magazines and more, his work does not duplicate that of the advertiser. His first business is to make sure that his client’s product is something that the public can be brought to accept. The propagandist’s next job is to analyse the public, and how to approach the leaders of the various groups within it.

Bernays contends that, in the age of mass media, corporations found it necessary to give the appearance of conforming to the public’s sense of decency and honesty. As a result, and much like governments, corporations found propagandists necessary in order to get anything done.

The ideal of the propagandist’s profession is making the client understand what the public wants, and making the public understand the objectives of the client. Propagandising can therein be likened to a form of diplomacy. Bernays labours at length the point that the propagandist does not work to hoodwink the public, and lists the ethical considerations of the profession.

If you enjoyed reading this essay, you can get a compilation of the Best VJMP Essays and Articles of 2018 from Amazon for Kindle or Amazon for CreateSpace (for international readers), or TradeMe (for Kiwis). A compilation of the Best VJMP Essays and Articles of 2017 is also available.

VJMP Reads: Edward Bernays’s Propaganda I

Fittingly, the Propaganda Ministry turns its attention to the granddaddy of all propaganda literature, Propaganda by Edward Bernays. This short book was written by Bernays, a nephew of Sigmund Freud, by way of explaining his own prodigious insight into the manipulation of mass consciousness in the America of 1928.

He opens in the first chapter, “Organising Chaos”, with a stark declaration that the “organised habits and opinions” of the masses are formed according to the will of men who effectively form an unseen government. These men mold our minds and our tastes, mostly without us knowing who they even are.

Bernays contends that this is necessary, owing to the confusion ordinarily created by the democratic process, with its hundreds of different candidates. People would become confused if they were expected to understand the inner workings of all the issues that politicians are faced with. Therefore, the media narrows things down to a range that can be grasped.

Likewise, Bernays claims that society consents to have its choices relating to commercial products narrowed down by way of media propaganda. Because of reasons like these, there is a constant battle going on to capture the minds of individual people.

Bernays mentions that it may have been better to have had committees of wise men, who made decisions about the best way to do things. But we elected for the opposite of this. We have free competition of ideas, and in order for this to not lead to chaos we have to allow for leadership and propaganda to direct attention. This can be misused, but it is necessary nevertheless.

The advent of mass media has changed the way that the world is organised. At the time of the writing of the American Constitution, the village was the basic unit of society. Thanks to the mass media, it has become possible to be organised alongside people who live thousands of miles away.

Our society, instead of being divided by coherent geographical units, is now cleaved by all manner of social, political, ethnic, religious, racial or moral divisions. It is along the lines of these divisions that propaganda is spread. One influential group leader in any of these domains can soon have all the others in that domain following an idea.

Bernays labours the point that these cleavages are nonetheless comprised of individuals who exist in several groups, and therefore these groups are all interlaced. This is, in Bernays’s view, what society is. It is how democracy has chosen to simplify its decision making.

He summarises the book in the final paragraph of the first chapter. It is to explain how the minds of people are molded in modern democratic society, and how the manipulators of it go about their work.

VJMP Reads: Ted Kaczynski’s Unabomber Manifesto VII (fin)

This reading carries on from here.

The next chapter in Industrial Society and Its Future is ‘Two Kinds of Technology’. Here Kaczynski works to counter the argument that technological progress is so inevitable that revolutionary efforts are futile.

First, Kaczynski distinguishes between two different scales of technology. Small-scale technology is different to organised-scale technology. The former is technology that can be used by communities without outside help, such as simple crafting or metalsmithing. This kind of technology can survive a collapse of the industrial system, unlike (e.g.) refrigerator manufacturing.

Because organised-scale technology is dependent on other organised-scale technology, any collapse of the industrial system would take centuries to rebuild, if it ever happened. In any case, there’s no guarantee that a medieval society would even develop an industrial system again. It didn’t happen in India, China or the Middle East. It is therefore still worth opposing organised-scale technology, even if opposing small-scale technology is meaningless.

The final section in this manifesto is titled ‘The Danger of Leftism’. Kaczynski exhorts anti-technology revolutionaries to take a resolutely anti-left stance from the beginning, otherwise they will get co-opted. Leftism is incompatible with freedom, because it is collectivist and seeks to bind the entire world into a single whole. Because collectivism is only possible with technology, leftists will never really support it.

Some leftists claim to oppose technology, but they only do so as long as that technology and the system is in the hands of non-leftists. Much like censorship and academic freedom, whether or not leftists support it depends on whether or not they are in charge. They cannot be trusted because they will double-cross anyone they work with.

For many people, leftism fills the same psychological niche filled by religion. The leftist needs to believe in it. Kaczynski notes here that leftists are driven by a compulsion to impose their beliefs onto everyone. “Everything contrary to leftist beliefs represents Sin.”

Leftists seek power through identification with a social movement; helping that movement attain its goals helps satisfy that leftist’s power process. However, the desires of the leftist are infinite. They are not satisfied with anything; they demand total control. “…as long as anyone harbors in some corner of his mind a negative attitude toward some minority, the leftist has to re-educated him. And ethnic minorities are not enough; no one can be allowed to have a negative attitude toward homosexuals, disabled people, fat people, old people, ugly people, and on and on and on…”

The leftists will never stop until they have complete control. Even if you gave them everything they wanted, they would soon want more. Ultimately the leftist is not motivated by good, but by the desire to fulfill their will to power by imposing it on society. Most leftists are driven heavily by the desire to impose their own morality on everyone else. Individual tendencies towards liberty don’t change this general trend.

Identifying the leftist is not difficult. They inevitably identify with the victim, and with the collective. They tend to be against individualism, competition and violence, although they readily find excuses for violent leftists. “Maybe the best diagnostic trait of the leftist is his tendency to sympathize with the following movements: feminism, gay rights, ethnic rights, disability rights, animal rights, political correctness.” (a previous article here would describe them as horizontalists.

The manifesto ends with a number of footnotes; there is no conclusion or summary. The reader is left with the feeling that Kaczynski was an extremely intelligent man who saw very deeply into the nature of reality, but who was not necessarily able to pull everything he knew into a coherent worldview, perhaps on account of some psychological disturbance.

This may have been a result of Kaczynski’s apparent lack of spiritual belief. Many of the problems he attributes to the techno-industrial system could just as well be argued to be problems with materialism. Yet, the absence of spiritual knowledge and the consequences of this are not addressed by Kaczynski. It could be said that Kaczynski, despite his immense insight, was fighting his own shadow to a large extent, in the form of materialism.

If you enjoyed reading this essay, you can get a compilation of the Best VJMP Essays and Articles of 2017 from Amazon for Kindle or Amazon for CreateSpace (for international readers), or TradeMe (for Kiwis).

VJMP Reads: Ted Kaczynski’s Unabomber Manifesto VI

This reading carries on from here.

The next chapter in Industrial Society and Its Future, beginning from paragraph 171, is ‘The Future’. Here, Kaczynski discusses the likely outcomes of the perpetuation of the techno-industrial system.

One potential outcome is that increasing technology and automation means that the vast majority of human labour becomes performed by machines instead. At this point, one must consider whether this machine workforce is to remain working under direct human supervision or if it is to work autonomously. It could be that our increasing dependence on the decisions made by these machines make us dependent on them, in the same way that we have become dependent on other technology.

The horror scenario, as Kaczynski sees it, is that automation will incentivise the extermination of the masses on the grounds that they are no longer needed for their labour. A more humane scenario is that the elite uses propaganda to reduce the birth rate of the masses so that natural deaths cause the population to decline. This may become necessary because of ecological considerations. The only alternative is to essentially domesticate humans like pets.

Kaczynski flat-out rejects the idea that work for the sake of the work is the solution to the problem. Makework will not lead to any kind of fulfillment. Even more of a worry is the fact that these problems will continue to get worse. The bourgeois sort of person who runs the machine will only become more and more a part of it, and the machine will grow to absorb all, barring the odd pocket of nature kept as reserve.

He concludes, “It would be better to dump the whole stinking system and take the consequences.”

The next section is titled ‘Strategy’. Here Kaczynski talks about what specifically can be done to oppose the techno-industrial system. Most people believe that the forwards march of the system is inevitable; Kaczynski disagrees. It can be meaningfully opposed in two ways: by increasing the stresses within it to hasten its collapse, and by developing an alternative ideology so that people can learn to live without it.

The French and Russian Revolutions provide an example of how this could be achieved. Ideologies must have both a positive and a negative ideal. Kaczynski proposes valuing wild, raw Nature as something that should prosper freely. This includes human nature. If the techno-industrial system collapses, people will come to live close to Nature again, on account of that they will be forced to.

Most people don’t like psychological conflict, and as a consequence they do like black-and-white thinking. Despite that, it’s important to target the ideology at intelligent and thoughtful people, because they will be most capable of influencing others. Even so, it’s necessary to have a simpler version of the ideology that even simple people can understand. Care must be taken so that propagandising towards this simpler version doesn’t put the more thoughtful people off.

The most important thing is building a committed core of good people. For this reason one needs to take care who one attacks and who one befriends. The general public should never be blamed, but focus should be placed on the ruling class. Care must be taken not to encourage conflict in the wrong places, because that will lead to more technology. It’s also a mistake for minorities to put members into high positions in government and business, because that will just hasten the absorption of that culture by the system.

For this reason, it’s better for revolutionaries to not try to win power in the democratic system. There is no way to change the system from within without getting co-opted. The collapse of the techno-industrial system will induce short-term suffering, and the politicians will get blamed for it, so best to stay out of the way until such a time as this suffering gets blamed on the shortcomings of the system.

The revolution will have to happen in all nations at the same time. For this reason, it’s better for the world to become interconnected – the hope is that if, for example, America collapses, it will take the rest of the world down with it.

People will not be aided by becoming more passive in the face of the system. Humans have a will to power; this is a fact. This will to power can be better satisfied in primitive conditions, because people will satisfy it by meeting their survival needs.

Technology can be freely employed by revolutionaries, but only if it is directly employed in the destruction of the techno-industrial system. Humans cannot be trusted with technology any more than any alcoholic can be trusted to babysit a bottle of wine. In any case, revolutionaries should have as many children as they can, because anti-technological attitudes will be in some way inherited.