Jacques Ellul Quotes

Technique has taken over the whole of civilization. Death, procreation, birth all submit to technical efficiency and systemization.

Christians were never meant to be normal. We’ve always been holy troublemakers, we’ve always been creators of uncertainty, agents of dimension that’s incompatible with the status quo; we do not accept the world as it is, but we insist on the world becoming the way that God wants it to be. And the Kingdom of God is different from the patterns of this world.

Propaganda begins when dialogue ends. (Quoted by Marshall McLuhan in McLuhan Hot & Cool)

By thinking globally I can analyze all phenomena, but when it comes to acting, it can only be local and on a grassroots level if it is to be honest, realistic, and authentic.

No matter what God's power may be, the first aspect of God is never that of the absolute Master, the Almighty. It is that of the God who puts himself on our human level and limits himself.

Modern technology has become a total phenomenon for civilization, the defining force of a new social order in which efficiency is no longer an option but a necessity imposed on all human activity.

Our civilization is first and foremost a civilization of means; in the reality of modern life, the means, it would seem, are more important than the ends. Any other assessment of the situation is mere idealism.

Propaganda ceases where simple dialogue begins.

Hate, hunger, and pride make better levers of propaganda than do love or impartiality.

[Politics] is always a means of conquering others and exercising power over them.

Prayer holds together the shattered fragments of creation. It makes history possible.

What seems to be one of the disasters of our time is that we all appear to agree that the nation-state is the norm... Whether the state be Marxist or capitalist, it makes no difference. The dominant ideology is that of sovereignty.

Efficiency is a fact and justice a slogan.

I hold that in every situation of injustice and oppression, the Christian--who cannot deal with it by violence--must make himself completely a part of it as representative of the victims.

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.

Technique has penetrated the deepest recesses of the human being. The machine tends not only to create a new human environment, but also to modify man's very essence. The milieu in which he lives is no longer his. He must adapt himself, as though the world were new, to a universe for which he was not created. He was made to go six kilometers an hour, and he goes a thousand. He was made to eat when he was hungry and to sleep when he was sleepy; instead, he obeys a clock. He was made to have contact with living things, and he lives in a world of stone. He was created with a certain essential unity, and he is fragmented by all the forces of the modern world.

A major fact of our present civilization is that more and more sin becomes collective, and the individual is forced to participate in collective sin.

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.

We must be convinced that there are no such things as 'Christian principles.' There is the Person of Christ, who is the principle of everything. But if we wish to be faithful to Him, we cannot dream of reducing Christianity to it certain number of principles (though this is often done), the consequences of which can be logically deduced. This tendency to transform the work of the Living God into a philosophical doctrine is the constant temptation of theologians, and also of the faithful, and their greatest disloyalty when they transform the action of the Spirit which brings forth fruit in themselves into an ethic, a new law, into 'principles' which only have to be 'applied.

The primary element in any civilization is a stable relation between man and his environment. When man becomes the plaything of abstract decisions, a civilization can no longer be created.

If man--if each one of us--abdicates his responsibilities with regard to values; if each one of us limits himself to leading a trivial existence in a technological civilization, with greater adaptation and increasing success as his sole objectives; if we do not even consider the possibility of making a stand against these determinants, then everything will happen as I have described it, and the determinates will be transformed into inevitabilities.

Prayer is not a discourse. It is a form of life, the life with God. That is why it is not confined to the moment of verbal statement. The latter (verbalization) can only be the secondary expression of the relationship with God, an overflow from the encounter between the living God and the living person.

Again I want to emphasize that the study of propaganda must be conducted within the context of a technological society. Propaganda is called upon to solve problems created by technology, to play on maladjustments, and to integrate the individual into a technological world.

The only communications truly without influence are those that one learns to ignore or never hears at all; this is why Jacques Ellul argued that it is only the disconnected—rural dwellers or the urban poor—who are truly immune to propaganda, while intellectuals, who read everything, insist on having opinions, and think themselves immune to propaganda are, in fact, easy to manipulate.

The man of today is no longer able to understand his neighbor because his profession is his whole life, and the technical specialization of this life has forced him to live in a closed universe.

The propagandist naturally cannot reveal the true intentions of the principal for whom he acts... That would be to submit the projects to public discussion, to the scrutiny of public opinion, and thus to prevent their success... Propaganda must serve instead as a veil for such projects, masking true intentions.

For the Greeks, physical exercise was an ethic for developing freely and harmoniously the form and strength of the human body. For the Romans, it was a technique for increasing the legionnaire's efficiency. The Roman conception prevails today.

The individual is in a dilemma: either he decides to safeguard his freedom of choice, chooses to use traditional , personal, moral, or empirical means, thereby entering into competition with a power against which there is no efficacious defense and before which he must suffer defeat; or he decides to accept technical necessity, in which case he will himself by the victor, but only by submitting irreparably to technical slavery. In effect he has no freedom of choice.

La libertad pertenece al orden de los relámpagos, no al de la luz eléctrica.

The human being is changing slowly under the pressure of the economic milieu; he is in process of becoming the uncomplicated being the liberal economist constructed.

Naturally, the educated man does not believe in propa­ganda; he shrugs and is convinced that propaganda has no effect on him. This is, in fact, one of his great weaknesses, and propa­gandists are well aware that in order to reach someone, one must first convince him that propaganda is ineffectual and not very clever. Because he is convinced of his own superiority, the intellectual is much more vulnerable than anybody else to this maneu­ver, even though basically a high intelligence, a broad culture, a constant exercise of the critical faculties, and full and objective information are still the best weapons against propaganda.

For when man is faced with a curse he answers, "I'll take care of my problems." And he puts everything to work to become powerful, to keep the curse from having its effects. He creates the arts and the sciences, he raises an army, he constructs chariots, he builds cities. The spirit of might is a response to the divine curse.

A major section of modern art and poetry unconsciously guides us in the direction of madness; and, indeed, for the modern man there is no other way. Only madness is inaccessible to the machine.

The French philosopher Jacques Ellul once compared the Western obsession with “technique” to magic in the Middle Ages. It’s a modern form of superstition that’s all about trying to control what we cannot possibly control.

I mean that every word ought to carry the meaning that God has given to life (even though it may never refer to God). It ought to carry joy, hope, forgiveness, love, reconciliation, light, and peace in the order of truth. It contributes to the elucidation of the meaning of life.

No matter what God’s power may be, the first aspect of God is never that of the absolute Master, the Almighty. It is that of the God who puts himself on our human level and limits himself. —Jacques Ellul, Anarchy and Christianity

The work of Christian intellectuals is not done in the abstract; it is effective participation in the preservation of the world, and in the building up of the church.

The fact of knowing how to read is nothing, the whole point is knowing what to read.

The tool enables man to conquer. But, man, dost thou not know there is no more victory which is thy victory? The victory of our days belongs to the tool.

Despite the conviction that our era is revolutionary, we must also recognize that under the appearance of movement and development we are in fact living in complete stasis. There is undoubtedly much chaos and violence, there is technical progress, there are social and political experiments. But in reality our world is static, because its structures remain absolutely fixed and its development unfolds along a completely expected rather than revolutionary path.

Those who count on the good will of mankind display a delirious, idealistic optimism. Centuries of history, despite the facts, have not been able to convince them of the contrary; reason certainly will not change them. But they are so far removed from reality that their opinion is negligible.

...modern man does not think about current problems; he feels them. He reacts, but he does not understand them any more than he takes responsibility for them. He is even less capable of spotting any inconsistency between successive facts; man's capacity to forget is unlimited. This is one of the most important and useful points for the propagandist, who can always be sure that a particular propaganda theme, statement, or event will be forgotten within a few weeks.

If a whole people is oriented toward the search for justice or purity, if it obeys in depth the primacy of the spiritual, it does not suffer from the lack of material things, just as we today do not feel the inverse need of the spiritual.

People used to think that learning to read evidenced human progress; they still celebrate the decline of illiteracy as a great victory; they condemn countries with a large proportion of illiterates; they think that reading is a road to freedom. All this is debatable, for the important thing is not to be able to read, but to understand what one reads, to reflect on and judge what one reads. Outside of that, reading has no meaning (and even destroys certain automatic qualities of memory and observation). But to talk about critical faculties and discernment is to talk about something far above primary education and to consider a very small minority. The vast majority of people, perhaps 90 percent, know how to read, but do not exercise their intelligence beyond this. They attribute authority and eminent value to the printed word, or, conversely, reject it altogether. As these people do not possess enough knowledge to reflect and discern, they believe—or disbelieve—in toto what they read. And as such people, moreover, will select the easiest, not the hardest, reading matter, they are precisely on the level at which the printed word can seize and convince them without opposition. They are perfectly adapted to propaganda.

What is needed, then, is continuous agitation produced artificially even when nothing in the events of the day justifies or arouses excitement. Therefore, continuing propaganda must slowly create a climate first, and then prevent the individual from noticing a particular propaganda operation in contrast to ordinary daily events.

People think that they have no right to judge a 'fact' - all they have to do is to accept it.

What constantly marked the life of Jesus was not nonviolence but in every situation the choice not to use power.

No matter what God's power may be, the first aspect of God is never that of absolute Master, the Almighty. It is that of the God who puts himself on our human level and limits himself.

Women are the most spectacular instance of this. After a period of independence that came with the spread of Christianity, they were relegated to a lower order. This is all the more interesting because the gospel and the first church were never hostile to women nor treated them as minors, and the situation of women in the Roman empire (particularly in the East) was relatively favourable. In spite of this, when Christianity became a power or authority, this worked against women. A strange perversion, yet fully understandable when we allow that women represent precisely the most innovative elements in Christianity: grace, love, charity, a concern for living creatures, nonviolence, an interest in little things, the hope of new beginnings - the very elements that Christianity was setting aside in favor of glory and success.

The computer is an enigma. Not in its making or its usage, but because man appears incapable of foreseeing anything about the computer's influence on society and humanity. We have most likely never dealt with such an ambiguous apparatus, an instrument that seems to contain the best and the worst, and, above all, a device whose true potentials we are unable to scrutinize.

Politics is the church’s worst problem. It is her constant temptation, the occasion of her greatest disasters, the trap continually set for her by the prince of this world.” – JACQUES ELLUL

As a matter of fact, reality is itself a combination of determinisms, and freedom consists in overcoming and transcending these determinisms. Freedom is completely without meaning unless it is related to necessity, unless it represents victory over necessity....We must not think of the problem in terms of a choice between being determined, but that it is open to him to overcome necessity, and that this act is freedom. Freedom is not static but dynamic; not a vested interested, but a prize continually to be won. The moment man stops and resigns himself, he becomes subject to determinism. He is most enslaved when he thinks he is comfortably settled in freedom.

To the extent that propaganda is based on current news, it cannot permit time for thought or reflection. A man caught up in the news must remain on the surface of the event; he is carried along in the current, and can at no time take a respite to judge and appreciate; he can never stop to reflect. There is never any awareness -- of himself, of his condition, of his society -- for the man who lives by current events. Such a man never stops to investigate any one point, any more than he will tie together a series of news events. We already have mentioned man's inability to consider several facts or events simultaneously and to make a synthesis of them in order to face or to oppose them. One thought drives away another; old facts are chased by new ones. Under these conditions there can be no thought. And, in fact, modern man does not think about current problems; he feels them. He reacts, but be does not understand them any more than he takes responsibility for them. He is even less capable of spotting any inconsistency between successive facts; man's capacity to forget is unlimited. This is one of the most important and useful points for the propagandist, who can always be sure that a particular propaganda theme, statement, or event will be forgotten within a few weeks. Moreover, there is a spontaneous defensive reaction in the individual against an excess of information and -- to the extent that he clings (unconsciously) to the unity of his own person -- against inconsistencies. The best defense here is to forget the preceding event. In so doing, man denies his own continuity; to the same extent that he lives on the surface of events and makes today's events his life by obliterating yesterday's news, he refuses to see the contradictions in his own life and condemns himself to a life of successive moments, discontinuous and fragmented. This situation makes the "current-events man" a ready target for propaganda. Indeed, such a man is highly sensitive to the influence of present-day currents; lacking landmarks, he follows all currents. He is unstable because he runs after what happened today; he relates to the event, and therefore cannot resist any impulse coming from that event. Because he is immersed in current affairs, this man has a psychological weakness that puts him at the mercy of the propagandist. No confrontation ever occurs between the event and the truth; no relationship ever exists between the event and the person. Real information never concerns such a person. What could be more striking, more distressing, more decisive than the splitting of the atom, apart from the bomb itself? And yet this great development is kept in the background, behind the fleeting and spectacular result of some catastrophe or sports event because that is the superficial news the average man wants. Propaganda addresses itself to that man; like him, it can relate only to the most superficial aspect of a spectacular event, which alone can interest man and lead him to make a certain decision or adopt a certain attitude. But here we must make an important qualification. The news event may be a real fact, existing objectively, or it may be only an item of information, the dissemination of a supposed fact. What makes it news is its dissemination, not its objective reality.

It is easy to boast of victory over ancient oppression, but what if victory has been gained at the price of an even greater subjection to the forces of the artificial necessity of the technical society which has come to dominate our lives?

It is true that we still talk about "happiness" or "liberty" or "justice," but people no longer have any idea of the content of the phrases, nor of the conditions they require, and these empty phrases are only used in order to take measures which have no relation to these illusions.

The ultimate expression of this Christian attitude toward the power of money is what we will call profanation. To profane money, like all other powers, is to take away its sacred character.... Giving to God is the act of profanation par excellence.... We need to regain an appreciation of gifts that are not utilitarian. We should meditate on the story in the Gospel of John where Mary wastes precious ointment on Jesus. The one who protests against this free gift is Judas. He would have preferred it to be used for good works, for the poor. He wanted such an enormous sum of money to be spent usefully. Giving to God introduces the useless into the world of efficiency, and this is an essential witness to faith in today's world.

It is not true that the perfection of police power is the result of the state’s Machiavellianism or of some transitory influence. The whole structure of society of society implies it, of necessity. The more we mobilize the forces of nature, the more must we mobilize men and the more do we require order.

In the world everyone wants to be a 'wolf,' and no one is called to play the part of 'sheep.' Yet the world cannot live without this living witness of sacrifice. That is why it is essential that Christians should be very careful not to be 'wolves' in the spiritual sense - that is, people who try to dominate others. Christians must accept the domination of other people, and offer the daily sacrifice of their lives, which is united with the sacrifice of Jesus Christ.

Anyone who questions the value of the 'fact' draws down on himself the most severe reproaches of our day: he is a 'reactionary,' he wants to go back to the 'good old days,' and those who make these reproaches do not realize that such questioning is, perhaps, the only revolutionary attitude possible at the present time.

The eighteenth and nineteenth centuries abandoned the idea of spiritual or intellectual happiness in order to have this material happiness, consisting of a certain number of essential consumer goods. And hence, in the nineteenth century, happiness was linked to a well-being obtained by mechanical means, industrial means, production. The new thing that Saint-Just spoke about was that, in the past, happiness could appear as a very vague, very distant prospect for humanity, whereas now, people seemed to be within reach of the concrete, material possibility of attaining it. That was why happiness was to become an absolutely essential image for the nineteenth-century bourgeoisie, and for modern society. Happiness was attainable thanks to industrial development, and this image of happiness brought us fully into the consumer society.

No society can last in conditions of anarchy. This is self-evident and I am in full agreement. But my aim is not the establishment of an anarchist society or the total destruction of the state. Here I differ from anarchists. I do not believe that it is possible to destroy the modern state. It is pure imagination to think that some day this power will be overthrown. From a pragmatic standpoint there is no chance of success. Furthermore, I do not believe that anarchist doctrine is the solution to the problem of organization in society and government. I do not think that if anarchism were to succeed we should have a better or more livable society. Hence I am not fighting for the triumph of this doctrine. On the other hand, it seems to me that an anarchist attitude is the only one that is sufficiently radical in the face of a general statist system.

Faith has to come to birth as a free act, not a forced one. Otherwise it has no meaning.

We share in the sin of the world. We are involved in it because in spite of our faith we are and remain sinners; we are also involved in the sin of humanity through the various 'orders' of life created by God, so that when a an of my family, or of my nation, commits a sin, I am responsible before God for this transgression. Only this truth must not remain merely a verbal one.

We must give up believing that we can 'improve' the world, that at least we can make man better, even if we cannot make him happy. At the same time, if we take this situation of the Christian seriously, we must refuse to further the disintegrating tendency in the world. We must not say to ourselves, 'We can't do anything about it!' To talk like this is to play into the hands of the Prince of this world. Thus we seem caught between two necessities, which nothing can alter: on the one hand it is impossible for us to make this world less sinful; on the other hand it is impossible for us to accept it as it is.

Economic life, not in its content but in its direction, will henceforth entirely elude popular control. No democracy is possible in the face of a perfected economic technique. the decisions of the voters, and even of the elected, are oversimplified, incoherent, and technically inadmissible. It is a grave illusion to believe that democratic control or decision-making can be reconciled with economic technique.

People in their natural condition are incapable on their own of seeing the spiritual reality within which they struggle. They see only what appear to be social, political, or economic problems, and they try to work within this appearance using technical means and moral criteria. In this way they end up in situations that are always more false and complicated, until what they have called their civilization reaches the point of collapse.

For action makes propaganda's effect irreversible. He who acts in obedience to propaganda can never go back. He is now obliged to believe in that propaganda because of his past action. He is obliged to receive from it his justification and authority, without which his action will seem to him absurd or unjust, which would be intolerable. He is obliged to continue to advance in the direction indicated by propaganda, for action demands more action. He is what one calls committed - which is certainly what the Communist party anticipates, for example, and what the Nazis accomplished. The man who has acted in accordance with the existing propaganda has taken his place in society. From then on he has enemies. Often he has broken with his milieu or his family; he may be compromised. He is forced to accept the new milieu and the new friends that propaganda makes for him. Often he has committed an act reprehensible by traditional moral standards and has disturbed a certain order; he needs a justification for this - and he gets more deeply involved by repeating the act in order to prove that it was just. Thus he is caught up in a movement that develops until it totally occupies the breadth of his conscience. Propaganda now masters him completely — and we must bear in mind that any propaganda that does not lead to this kind of participation is mere child's play.

We see first of all that leisure, instead of being a vacuum representing a break with society, is literally stuffed with technical mechanisms of compensation and integration. It is not a vacuous interval. It is not a human kind of emptiness in which decisions might be matured. Leisure time is a mechanized time and is exploited by techniques which, although different from those of man's ordinary work, are as invasive, exacting, and leave man no more free than labor itself.

The world that is being created by the accumulation of technical means is an artificial world and hence radically different from the natural world. It destroys, eliminates, or subordinates the natural world, and does not allow this world to restore itself or even to enter into a symbiotic relation with it. The two worlds obey different imperatives, different directives, and different laws which have nothing in common. Just as hydroelectric installations take waterfalls and lead them into conduits, so the technical milieu absorbs the natural. We are rapidly approaching the time when there will be no longer any natural environment at all. When we succeed in producing artificial aurorae boreales, night will disappear and perpetual day will reign over the planet.

The two things cannot be separated. Truth must incarnate itself in reality; reality is empty without truth. If truth is the unfolding of meaning, this is the meaning of what we see to be real and not of an illusion or dream or phantom. This is how it is with us.

He judges the present time in virtue of a meta-historical fact, and the incursion of this event into the present is the only force capable of throwing off the dead weight of social and political institutions which are gradually crushing the life out of our present civilization.

The more you add to what you have, the less you are. Accumulating more, concentrating all your effort in the quest for things you can have, means losing your being in the process.... Being involves something different than the quest for having. Adding to what you have means losing your being.

First our desire for money is never satisfied. Our pursuit of money is infinite. We can never say: this is enough.... There is never any limit, since in order to set a limit or a stopping point, one would need self-control and wisdom. And if one had these at the outset, he would not have had such a passion for money.

The First World War; the Russian revolution of 1917; Hitler's revolution of 1933; the second World War; the further development of revolutionary wars since 1944 in China, Indochina, and Algeria, as well as the Cold War—each was a step in the development of modern propaganda. With each of these events propaganda developed further, increased in depth, discovered new methods. At the same time it conquered new nations and new territories: To reach the enemy, one must use his weapons; this undeniable argument is the key to the systematic development of propaganda. And in this way propaganda has become a permanent feature in nations that actually despise it, such as the United States and France.

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.

The poorest population The really poor cannot be subjected to integration propaganda because the immediate concern of daily life absorb all their capacities and efforts. To be sure, the poor can be pushed into rebellion, into to an explosion of violence; they can be subjected to agitation propaganda and excited to the point of theft and murder. But they cannot be trained by propaganda, kept to hand, channeled, or oriented.

In consequence of the claims which God is always making on the world the Christian finds himself, by that very fact, involved in a state of permanent revolution. Even when the institutions, the laws, the reforms which he has advocated have been achieved, even if society be re-organized according to his suggestions, he still has to be in opposition, he still must exact more, for the claim of God is as infinite as His forgiveness.

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.

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.

And the extraordinary thing is that according to these texts all powers, all the power and glory of the kingdoms, all that has to do with politics and political authority, belongs to the devil. It has all been given to him and he gives it to whom he wills. Those who hold political power receive it from him and depend upon him. (It is astonishing that in the innumerable theological discussions of the legitimacy of political power, no one has ever adduced these texts! [Matthew 4:8-9; Luke 4:6-7]) This fact is no less important than the fact that Jesus rejects the devil's offer. Jesus does not say to the devil: It is not true. You do not have power over kingdoms and states. He does not dispute this claim. He refuses the offer of power because the devil demands that he should fall down before him. This is the sole point when he says: 'You shall worship the Lord your God and you shall serve him, only him' (Matthew 4:10). We may thus say that among Jesus' immediate followers and in the first Christian generation political authorities - what we call the state - belonged to the devil and those who held power received it from him.

At heart, this is a fight of faith: individual, and in the presence of God; and a living attitude, adopted according to the measure of faith of each person, and as the result of his or her faith. It is never a series of rules, or principles, or slogans, and every Christian is really responsible for his works and for his conscience. Thus we can never make a complete and valid description of the ethical demands of God, any more than we can reach its heart. We can only define its outline, and its conditions, and study some of its elements for purposes of illustration.

Essentially, for instance, Communist society is based on the same facts as Capitalist society: and at bottom, the U.S.S.R. obey the same rules as the U.S.A. Man is no more free on the one side than the other; he is simply used for production in different ways. Man is not more fully preserved on one side than on the other, only he belongs to a different section of mass-civilization. Justice is as much flouted on the Right as on the Left, but for different reasons. Whether we live under a dictatorship or in a democracy the financial technique is always the same, just as the American rationalization of labour closely resembles that of the Stakhanov Movement.

It seems to us that there are four great collective sociological assumptions in the modern world. By this we mean not only the Western world, but all the world that shares a modern technology and is structured into nations…. That man’s aim in life is happiness, that man is naturally good, that history develops in endless progress, and that everything is matter. The other great psychological reflection of social reality is the myth. The myth expresses the deep inclinations of a society. Without it, the masses would not cling to a certain civilization, or its process of development and crisis. It is a vigorous impulse, strongly colored, irrational, and charged with all of man’s power to believe… In our society the two great fundamentals myths on which all other myths rest are Science and History. And based on them are the collective myths that are man’s principal orientations: the myth of Work, the myth of Happiness (which is not the same thing as presupposition of happiness), the myth of the Nation, the myth of Youth, the myth of Hero. Propaganda is forced to build on those presuppositions and to express these myths, for without them nobody would listen to it. And in so building it must always go in the same direction as society; it can only reinforce society. A propaganda that stresses virtue over happiness and presents man’s future as one dominated by austerity and contemplation would have no audience at all. A propaganda that questions progress or work would arouse distain and reach nobody; it would immediately be branded as an ideology of the intellectuals, since most people feel that the serious things are material things because they are related to labor, and so on. It is remarkable how the various presuppositions and aspects of myths complement each other, support each other, mutually defend each other: If the propagandist attacks the network at one point, all myths react to the attack. Propaganda must be based on current beliefs and symbols to reach man and win him over.

Genuine compliance" The manipulation of symbols is necessary for three reasons. First of all, it persuades the individual to enter the framework of an organization. Second, it furnishes him with reasons, justification, motivations for action. Third, it obtains his total allegiance. More and more we are learning that genuine compliance is essential if action is to be effective. The worker, the soldier, and the partisan must believe in what they are doing, must put all their heart and their good will into it; they must also find their equilibrium, their satisfactions, in their actions. All this is the result of psychological influence, which cannot attain great results alone, but which can attempt anything when combined with organization.

Horizontal propaganda thus is very hard to make (particularly because it needs so many instructors), but it is exceptionally efficient through its meticulous encirclement of everybody, through the effective participation of all present, and through their public declarations of adherence. It is peculiarly a system that seems to coincide perfectly with egalitarian societies claim­ing to be based on the will of the people and calling themselves democratic: each group is composed of persons who are alike, and one actually can formulate the will of such a group. But all this is ultimately much more stringent and totalitarian than explosive propaganda. Thanks to this system Mao has succeeded in passing from subversive propaganda to integration propaganda.

Group intensity and propaganda effectiveness We now take up another basic trait of the social psychology of propaganda: the more intense the life of a group to which an individual belongs the more active and effective propaganda is. A group in which feelings of belonging are weak, in which common objectives are imprecise or the structure is in the process of changing, in which conflicts are rare, and which is not tied to a collective focus of interest, cannot make valid propaganda either to its members or to those outside. But where the vitality of a group finds expression in the forms mentioned, it not only can make effective propaganda but also can make its members increasingly sensitive to propaganda in general. The more active and alive a group, the more its members will listen to propaganda and believe it.

Middle class propagandists For propaganda to be effective, the propagandee must have a certain store of ideas and a number of conditioned reflexes. These are acquired only with a little affluence, some education, and peace of mind springing from relative security. Conversely, all propagandists come from the upper middle class whether Soviet, Nazi, Japanese, or American popagandists. The wealthy and very cultured class provides no propagandists because it is remote from the people and does not understand them well enough to influence them. The lower class does not furnish any because its members rarely have the means of educating themselves (even in the U.S.S.R.) More importantly, they cannot stand back and look at their class with the perspective needed to devise symbols for it. Thus studies show that most propagandists are recruited From the middle class.

Enthusiasm and adventure In all cases, propaganda of agitation tries to stretch energies to the utmost, obtain substantial sacrifices, and induce the in­dividual to bear heavy ordeals. It takes him out of his everyday life, his normal framework, and plunges him into enthusiasm and adventure; it opens to him hitherto unsuspected possibilities, and suggests extraordinary goals that nevertheless seem to him completely within reach. Propaganda of agitation thus unleashes an explosive movement; it operates inside a crisis or actually provokes the crisis itself. On the other hand, such propaganda can obtain only effects of relatively short duration. If the proposed objective is not achieved fast enough, enthusiasm will give way to discour­agement and despair. Therefore specialists in agitation propa­ganda break up the desired goals into a series of stages to be reached one by one.

Government use of agitation propaganda Governments also employ this propaganda of agitation when after having been installed in power, they want to pursue a revolutionary course of action. Thus Lenin, having installed the Soviets, organized the agitprops and developed the long campaign of agitation in Russia to conquer resistance and crush the kulaks. In such a case, subversion aims at the resistance of a segment of a class, and an internal enemy is chosen for attack. Similarly, most of Hitler's propaganda was propaganda of agitation. Hitler could work his sweeping social and economic transformations only by constant agitation, by overexcitement, by straining energies to the utmost. Nazism grew by successive waves of feverish enthusiasm and thus attained its revolutionary objectives. Finally, the great campaigns in Communist China were precisely propaganda of agitation. Only such propaganda could produce those "great leaps forward.

Primary education and suscepitibility to propganda Actually, the most obvious result of primary education in the 19th and 20th centuries was to make the individual susceptible to super-propaganda. There is no chance of raising the intellectual level of Western populations sufficiently and rapidly enough to compensate for the progress of propaganda. Propaganda techniques have advanced so much faster than the reasoning capacity of the average man that to close this gap and shape this man intellectually outside the framework of propaganda is almost impossible. In fact what happens and what we see all around us is the claim that propaganda itself is our culture and what the masses ought to learn. Only in and through propaganda have the masses access to political economy, politics, art, or literature. Primary education makes it possible to enter the realm of propaganda, in which people then receive their intellectual and cultural environment.

Action is simply an expression of a will to dominate which in itself is illimitable, and those who win seldom have the wisdom to impose limits on themselves. It is the word that will indicate the limits in the name of truth, but the word is weak, and this is precisely why it is the servant of truth. All that we can do is keep on repeating that this victorious action makes no sense and that it will perish faster than it triumphed. What has been the good of all the wars of this terrible 20th century? War, as action at its peak, is always futile. What did 1918 achieve? Nothing but wind and storm. What did 1945 achieve? An extension of the gulag and a lot of mediocre talk. What do wars of liberation achieve? Even worse dictatorships and misery beyond anything previously known. But why continue with this balance sheet of action? Elsewhere I have attempted similar analyses of technique or revolution, and I have always concluded: Vanity of vanity, all is vanity and a pursuit of wind (see Eccl. 1:14).

By action people hope to achieve enjoyment, to feel that they are alive and young and vigorous at an elemental level. Games, sport, sex, creative work, the intense pleasure of speed - a hundred other forms of action, but all fleeting and momentary. Action here and now is a transitory thing that can have only two results. Either we go back and reflect on what we have done, and it is all dust and ashes; or else we keep on doing it, day after day heaping up sensuous pleasures, ecstasies, and delights. In the former case we have an Epicurean restraint that demands great discipline and can be achieved only by the word. In the latter case we are in a headlong flight like Don Juan, Mille e tre, with a round of conquests, each testifying that it is already over, and that there must be a search for new pastures with increasing dissatisfaction. Action uses up action, and it uses us up even more swiftly until the point is reached where there is only the sad recollection of what was once action but has now become impossible.

Conditions for horizontal propaganda The horizontal form of propaganda needs two conditions: first of all a lack of contact between groups. A member of a small group must not belong to other groups in which he would be subjected to other influences that would give him a chance to find himself again and with it the strength to resist. This is why the Chinese Communists insisted on breaking up traditional groups, such as the family. A private and heterogeneous group (with different ages, sexes and occupations) the family is a tremendous obstacle to such propaganda. In China, where the family was still very powerful, it had to be broken up. The problem is very different in the United States and in the Western societies there the social structures are sufficiently flexible and disintegrated to be no obstacle. It is not necessary to break up the family in order to make the group dynamic and fully effective: the family already broken up. It no longer has the power to envelop the individual; it is no longer the place where the individual is formed and has his roots. The field is clear for the influence of small groups.

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.

Superficial news for the average man This situation makes the "current-events man" a ready target for propaganda. Indeed, such a man is highly sensitive to the influence of present-day currents; lacking landmarks, be follows all currents. He Is unstable because he runs after what happened today; he relates to the event and therefore cannot resist any impulse coming from that event. Because he is immersed in current affairs, this man has a psychological weakness that puts him at the mercy of the propagandist. No confrontation ever occurs between the event and the truth; no relationship ever exists between the event and the person. Real information never concerns such a person. What could be more striking, more distressing more decisive than the splitting of the atom, apart from the bomb itself? And yet this great development is kept in the background, behind the fleeting and spectacular result of some catastrophe or sports event because that is the superficial news the average man wants. Propaganda addresses itself to that man; like him, it can relate only to the most superficial aspect of a spectacular event, which alone can interest man and lead him to make a certain decision or adopt a certain attitude.

The importance of project secrecy Propaganda can never reveal its true projects and plans or divulge government secrets. That would be to submit the project to public discussion, to the scrutiny of public opinion, and thus prevent their success. More serious, it would make the project vulnerable to enemy action by forewarning him so that he could take all the proper precautions to make them fail. Propaganda must serve instead as a veil for such project, masking true intentions. It must be in effect a smokescreen. Maneuvers take place behind protective screens of words on which public atten­tion is fixed. Propaganda is necessarily a declaration of one's intentions. It is a declaration of purity that will never be realized, a declaration of peace, of truth, of social justice. Of course, one must not be too precise at the top level, or promise short-term reforms, for it would be risky to invite a comparison between what was promised and what was done. Such comparison would be possible if propaganda operated in the realm of future fact. Therefore, it should be confined to intentions, to the moral realm, to values, to generalities. And if some angry man were to point out the contradictions, in the end his argument would cany no weight with the public.

For propaganda to succeed, a society must first have two complementary qualities: It must be both an individualist and a mass society. These two qualities are often considered contradictory. It is believed that an individualist society, in which the individual is thought to have a higher value than the group tends to destroy groups that limit the individual's range of action, whereas a mass society negates the individual and reduces him to a cipher. But this contradiction is purely theoretical and an illusion. In actual fact, an individualist society must be a mass society, because the first move toward liberation of the individual is to break up the small groups that are an organic fact of the entire society. In this process the individual frees himself completely from family, village, parish or brotherhood bonds - only to find himself directly vis-a-vis the entire society. When individuals are not held together by local structures, the only form in which they can live together is in an unstructured mass society, Similarly, a mass society can only be based on individuals — that is on men in their isolation, whose identities are determined by their relationships with one another. Precisely because the individual claims to be equal to all other individuals he becomes an abstraction and is in effect reduced to a cipher.

Intellectuals and manufactured problems The greater a persons knowledge of political and economic facts, the more sensitive and vulnerable is his judgment. Intellectuals are most easily reached by propaganda, particularly if it employs ambiguity. The reader of a number ol newspapers expressing diverse attitude — just because he is better informed - is more subjected than anyone else to a propaganda that he cannot perceive, even though he claims to retain free choice in the mastery of all this information. Actually, he is being conditioned to absorb all the propaganda that coordinates and explains the facts he believes himself to be mastering. Thus, information not only provides the basis for propaganda but gives propaganda the means to operate; for information actually generates the problems that propaganda exploits and for which it pretends to offer solutions. In fact, no propaganda can work until the moment when a set of facts has become a problem in the eyes of those who constitute public opinion. At the moment such problems begin to confront public opinion, propaganda on the part of a government, a party, or a man can begin to develop fully by magnifying that problem on the one hand and promising solutions for it on the other. But propaganda cannot easily create a political or economic problem out of nothing. There must be some reason in reality. The problem need not actually exist, but there must be a reason why it might exist.

Propaganda of integration The less educated and informed the people to whom propaganda of agitation is addressed, the easier it is to make such propaganda. That is why it is particularly suited for use among the so-called lower classes (the proletariat) and among African peoples. There it can rely on some key words of magical import, which are believed without question even though the hearers cannot attribute any real content to them and do not fully understand them.... In contrast to this propaganda of agitation is the PROPAGANDA OF INTEGRATION — the propaganda of developed nations and characteristic of our civilization; in fact it did not eXist before the 20TH century. It is a propaganda of conformity- It is related to the fact, analyzed earlier, that in Western society it is no longer sufficient to obtain a transitory political act (such as a vote); one needs total adherence to a society's truths and behavioral patterns. As the more perfectly uniform the societv, the stronger its power and effectiveness each member should be only an organic and functional fragment of it, perfectly adapted and integrated. He must share the stereotypes, beliefs and reactions of the group: he must be an active participant in its economic, ethical, esthetic, and political doings. All his activities, all his sentiments are dependent on this collectivity. And, as he is often reminded, he can fulfill himself only through this collectivity, as a member of the group. Propaganda of integration thus aims at making the individual participate in his society in every way. It is a long-term propaganda, a self-reproducing propaganda that seeks to obtain stable behavior, to adapt the individual to his everyday life, to reshape his thoughts and behavior in terms of the permanent social setting. We can see that this propaganda is more extensive and complex than propaganda of agitation it must be permanent, for the Individual can no longer be left to himself.

The urban isolated individual An individual can be influenced by forces such as propaganda only when he is cut off from membership in local groups because such groups are organic and have a well-structured material, spirltual and emotional life; they are not easily penetrated by propaganda. For example, it is much more difficult today for outside propaganda to influence a soldier integrated into a military group, or a militant member of a monolithic party, than to influence the same man when he is a mere citizen. Nor is the organic group sensitive to psychological contagion, which is so important to the success of Nazi propaganda. One can say generally, that 19th century individualist society came about through the disintegration of such small groups as the family or the church. Once these groups lost their importance, the individual was substantially isolated. He was plunged into a new environment generally urban and thereby "uprooted." He no longer had a traditional place in which to live. He was no longer geographically attached to a fixed place, or historically to his ancestry. An individual thus uprooted can only be part of a mass- He is on his own, and individualist thinking asks of him something he has never been required to do before: that he, the individual, become the measure of all things. Thus he begins to judge everything for himself. In fact he must make his own judgments. He is thrown entirely on his own resources; he can find criteria only in himself. He is clearly responsible for his own decisions, both personal and social. He becomes the beginning and the end of everything. Before him there was nothing; after him there will be nothing. His own life becomes the only criterion of justice and injustice, of Good and Evil. The individual is placed in a minority position and burdened at the same time with a total crushing responsibility. Such conditions make an individualist society fertile ground for modern propaganda. The permanent uncertainty, the social mobility, the absence of sociological protection and of traditional frames of reference — all these inevitably provide propaganda with a malleable environment that can be fed information from the outside and conditioned at will. The individual left to himself is defenseless the more so because he may be caught up in a social current thus becoming easy prey for propaganda. As a member of a small group he was fairly well protected from collective influences, customs, and suggestions. He was relatively unaffected by changes in the society at large.