Noam Chomsky Manufacturing Consent Quotes

Education is a system of imposed ignorance.

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

The beauty of the system, however, is that such dissent and inconvenient information are kept within bounds and at the margins, so that while their presence shows that the system is not monolithic, they are not large enough to interfere unduly with the domination of the official agenda.

Genocide" is an invidious word that officials apply readily to cases of victimization in enemy states, but rarely if ever to similar or worse cases of victimization by the United States itself or allied regimes.

Large corporate advertisers on television will rarely sponsor programs that engage in serious criticisms of corporate activities, such as the problem of environmental degradation, the workings of the military-industrial complex, or corporate support of and benefits from Third World tyrannies.

But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages.24 Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.

The picture of the world that's presented to the public has only the remotest relation to reality. The truth of the matter is buried under edifice after edifice of lies upon lies. It's all been a marvellous success from the point of view in deterring the threat of democracy, achieved under conditions of freedom, which is extremely interesting.

One night, Tim stumbled across a documentary called Manufacturing Consent. After viewing it, he found some writing online by its subject, Noam Chomsky, and as a result began to feel that there wasn't really a point to anything, that free will was an illusion, and that the things most people invested time and energy in were systems of control designed by those who sought to manipulate the general populace

A propaganda model has a certain initial plausibility on guided free-market assumptions that are not particularly controversial. In essence, the private media are major corporations selling a product (readers and audiences) to other businesses (advertisers). The national media typically target and serve elite opinion, groups that, on the one hand, provide an optimal “profile” for advertising purposes, and, on the other, play a role in decision-making in the private and public spheres. The national media would be failing to meet their elite audience’s needs if they did not present a tolerably realistic portrayal of the world. But their “societal purpose” also requires that the media’s interpretation of the world reflect the interests and concerns of the sellers, the buyers, and the governmental and private institutions dominated by these groups.

The culture and ideology fostered in this globalization process relate largely to “lifestyle” themes and goods and their acquisition; and they tend to weaken any sense of community helpful to civic life.

Structural factors are those such as ownership and control, dependence on other major funding sources (notably, advertisers), and mutual interests and relationships between the media and those who make the news and have the power to define it and explain what it means. The propaganda model also incorporates other closely related factors such as the ability to complain about the media’s treatment of news (that is, produce “flak”), to provide “experts” to confirm the official slant on the news, and to fix the basic principles and ideologies that are taken for granted by media personnel and the elite, but are often resisted by the general population.1 In our view, the same underlying power sources that own the media and fund them as advertisers, that serve as primary definers of the news, and that produce flak and proper-thinking experts, also play a key role in fixing basic principles and the dominant ideologies. We believe that what journalists do, what they see as newsworthy, and what they take for granted as premises of their work are frequently well explained by the incentives, pressures, and constraints incorporated into such a structural analysis. These structural factors that dominate media operations are not allcontrolling and do not always produce simple and homogeneous results.

the mass media are interested in attracting audiences with buying power, not audiences per se; it is affluent audiences that spark advertiser interest today, as in the nineteenth century. The idea that the drive for large audiences makes the mass media “democratic” thus suffers from the initial weakness that its political analogue is a voting system weighted by income!

In effect, the large bureaucracies of the powerful subsidize the mass media, and gain special access by their contribution to reducing the media's costs of acquiring the raw materials of, and producing, news. The large entities that provide this subsidy become "routine" news sources have privileged access to the gates. Non-routine sources must struggle for access, and may be ignored by the arbitrary decision of the gatekeepers. It should also be noted that in the case of the largesse of the Pentagon and the State Department's Office of Public Diplomacy, the subsidy is at the taxpayers' expense, so that, in effect, the citizenry pays to be propagandized in the interest of powerful groups such as military contractors and other sponsors of state terrorism.

an advertising-based system will tend to drive out of existence or into marginality the media companies and types that depend on revenue from sales alone. With advertising, the free market does not yield a neutral system in which final buyer choice decides. The advertisers’ choices influence media prosperity and survival.

This bias is politically advantageous to U.S. policy-makers, for focusing on victims of enemy states shows those states to be wicked and deserving of U.S. hostility; while ignoring U.S. and client-state victims allows ongoing U.S. policies to proceed more easily, unburdened by the interference of concern over the politically inconvenient victims.

Propaganda campaigns in general have been closely attuned to elite interests. The Red scare of 1919-20 have served well to abort the union-organizing drive that followed World War I in the sell and other industries. The Truman-McCarthy Red scare helped inaugurate the Cold War and the permanent war economy, and it also served to weaken the progressive coalition of the New Deal years. The chronic focus on the plight of Soviet dissidents, on enemy killings in Cambodia, and on the Bulgarian Connection helped weaken the Vietnam syndrome, justify a huge arms buildup and a more aggressive foreign policy, and divert attention from upward redistribution of income that was the heart of Reagan's domestic economic program. The recent propaganda-disinformation attacks on Nicaragua have been needed to avert eyes from the savagery of the war in El Salvador and to justify the escalating U.S. investment in counterrevolution in Central America.

So in the twentieth century, there’s a major current of American thought―in fact, it’s probably the dominant current among people who think about these things [political scientists, journalists, public relations experts and so on]―which says that precisely because the state has lost the power to coerce, elites need to have more effective propaganda to control the public mind. That was Walter Lippmann’s point of view, for example, to mention probably the dean of American journalists―he referred to the population as a “bewildered herd”: we have to protect ourselves from “the rage and trampling of the bewildered herd.” And the way you do it, Lippmann said, is by what he called the “manufacture of consent”―if you don’t do it by force, you have to do it by the calculated “manufacture of consent.

The hypothesis advanced by the propaganda model, excluded from debate as unthinkable, is that in dealing with the American wars in Indochina, the media were "unmindful", but highly "patriotic" in the special and misleading sense that they kept -- and keep -- closely to the perspective of official Washington and the closely related corporate elite, in conformity to the general "journalistic-literary-political culture" from which "the left" (meaning dissident opinion that questions jingoist assumptions) is virtually excluded. The propaganda model predicts that this should be generally true not only of the choice of topics covered and the way they are covered, but also, and far more crucially, of the general background of the presuppositions within which the issues are framed and the news presented. Insofar as there is debate among dominant elites, it will be reflected within the media, which in this narrow sense, may adopt an "adversarial stance" with regard to those holding office, reflecting elite dissatisfaction with current policy. Otherwise the media will depart from elite consensus only rarely and in limited ways. Even when large parts of the general public break free of the premises of the doctrinal system, as finally happened during the Indochina wars, real understanding based upon an alternative conception of the evolving history can be developed only with considerable effort by the most diligent and skeptical. And such understanding as can be reached through serious and often individual effort will be difficult to sustain or apply elsewhere, an extremely important matter for those who are truly concerned with democracy at home and "the influence of democracy abroad," in the real sense of these words.

Hegemony, as I’m using the term here, is governance with the consent of the governed. The alternative form of governance is coercion. Now think about it, if you’re an elite and you want to govern people, which of these forms is preferable? Well, of the two, hegemony is much more desirable for the governors since governance with consent does not produce opposition and resistance by definition. If people are consenting to be governed, why would they object? Why would they resist?

I’ve been discussing elite attitudes toward democracy. I sketched a line from the first democratic revolution, with its fear and contempt for the rascal multitude who were asking for ridiculous things like universal education, health care, and democratization of law, wanting to be ruled by countrymen like themselves who know the people’s sores, not by knights and gentlemen who just oppress them. From there to the second major democratic revolution establishing the US Constitution, which was, as discussed last time, a Framers’ Coup, the title of the main scholarly work, a coup by elites that the author describes as a conservative counterrevolution against excessive democracy. On to the twentieth century and such leading progressive theorists of democracy as Walter Lippmann, Edward Bernays, Harold Lasswell, and Reinhold Niebuhr, and their conception that the public has to be put in its place. They’re spectators, not participants. The responsible men, the elite, have to be protected from the trampling and the roar of the bewildered herd, who have to be kept in line with necessary illusions, emotionally potent oversimplifications, and, in general, engineering of consent, which has become a gigantic industry devoted to some aspects of the task, while responsible intellectuals take care of others. The men of best quality through the ages have to be self-indoctrinated, as Orwell discussed. They must internalize the understanding that there are certain things it just wouldn’t do to say. It must be so fully internalized that it becomes as routine as taking a breath. What else could anyone possibly believe? As long as all of this is in place, the system functions properly, with no crises. This picture, I think, captures crucial features of thought control in the more free societies, but it is misleading in essential ways. Most importantly, it largely omitted the constant popular struggles to extend the range of democracy, with many successes. Even in the last generation, there have been quite substantial successes. Such successes typically lead to a reaction. Those with power and privilege don’t relinquish it easily. The neoliberal period that we’re now enduring, long in planning, is such a reaction.

Since democratic leaders can’t wait for the people to arrive at even general understanding and have to engineer consent to socially constructive goals and values, some obvious questions arise. Who makes the decisions about these goals and values? What factors enter into the decisions of “democratic leaders”? How is their “responsibility” and dedication to the public interest established?

The steady advance, and cultural power, of marketing and advertising has caused "the displacement of a political public sphere by a depoliticized consumer culture." And it has had the effect of creating a world of virtual communities built by advertisers and based on demographics and taste differences of consumers. These consumption- and style-based clusters are at odds with physical communities that share a social life and common concerns and which participate in a democratic order. These virtual communities are organized to buy and sell goods, not to create or service a public sphere. Advertisers don't like the public sphere, where audiences are relatively small, upsetting controversy takes place, and the settings are not ideal for selling goods. Their preference for entertainment underlies the gradual erosion of the public sphere under systems of commercial media, well exemplified in the history of broadcasting in the United States over the past seventy-five years. But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman "games of the circus" that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.

what’s argued by people like Walter Lippmann and the whole rest of this main tradition of “democratic” thinkers in the West—that democracy requires a class of elites to manage decision-making and “manufacture” the general population’s consent for policies that are supposedly beyond their capacity to develop and decide on themselves.

In the succeeding thirty-two years of U.S. guidance, not only has Guatemala gradually become a terrorist state rarely matched in the scale of systematic murder of civilians, but its terrorist proclivities have increased markedly at strategic moments of escalated U.S. intervention. The first point was the invasion and counterrevolution of 1954, which reintroduced political murder and large-scale repression to Guatemala following the decade of democracy. The second followed the emergence of a small guerrilla movement in the early 1960s, when the United States began serious counterinsurgency (CI) training of the Guatemalan army. In 1966, a further small guerrilla movement brought the Green Berets and a major CI war in which 10,000 people were killed in pursuit of three or four hundred guerrillas. It was at this point that the "death squads" and "disappearances" made their appearance in Guatemala. The United States brought in police training in the 1970s, which was followed by the further institutionalization of violence. The "solution" to social problems in Guatemala, specifically attributable to the 1954 intervention and the form of U.S. assistance since that time, has been permanent state terror. With Guatemala, the United States invented the "counterinsurgency state.

media are independent and committed to discovering and reporting the truth, and that they do not merely reflect the world as powerful groups wish it to be perceived.

During the Constitutional Convention, the most respected of the delegates was Benjamin Franklin, who objected to what was going on. He expressed his “dislike of everything that tended to debase the spirit of the common people” and reminded his colleagues that “some of the greatest rogues he was ever acquainted with were the richest rogues” (Klarman, op. cit.)—rather like some of Adam Smith’s reflections. Franklin was a lone voice at the convention. Thomas Jefferson expressed somewhat similar sentiments, but he wasn’t there. He was then ambassador in Paris. In any event, the coup did proceed on course with consequences to the present, though there was plenty of conflict in the country at the time—hence “a coup”—and in the years that followed, to the present. The twentieth century also had important exceptions in elite opinion. The most prominent was John Dewey, the most respected American social philosopher of the twentieth century. Most of his work—and also activism—was devoted to democracy and education, along lines very much opposed to the doctrines of “manufacture of consent” and marginalization of the “bewildered herd.” By democracy, Dewey meant full-blooded democracy, with active participation of an informed public. His democratic theory was linked closely to his educational philosophy, which was designed to nurture creativity and independence of thought, for one reason as preparation for participation in a democratic society. It worked. I was lucky enough to go to a Deweyite school from about age two to twelve, and it was very impressive. Dewey was at first a typical responsible intellectual, joining the self-adulation of intellectuals during World War I for their stellar role in directing the stupid masses to wartime enthusiasm. That was, however, not unusual. The capitulation to power of the intellectual classes during those years, on all sides, is astonishing to behold, and of the few who didn’t swim with the tide, the best known ended up in jail: Bertrand Russell in England, Eugene Debs in the US, Karl Liebknecht and Rosa Luxemburg in Germany.

Propaganda is to Democracy what violence is to Totalitarianism

Another notable achievement of Bernays’s liberal record was in the early 1950s when he was employed by the United Fruit Company, which virtually owned Guatemala, in fact much of Central America. In the early ’50s they were threatened by a new reformist democracy in Guatemala, which overthrew the dictatorship and intended to take unused lands owned by the fruit company and distribute them to poor peasants, along with other reforms. Bernays was hired to do something about that. He developed a very successful propaganda campaign to engineer consent among the American public for a military coup, the 1953 military coup, which ended these heresies and protected the power of the Fruit Company under the new military dictatorship

Bernays explained his principles in 1947, in the Annals of the American Academy of Political and Social Science. He informed the world of science that leaders, with the aid of technicians in the field who have specialized in utilizing the channels of communication, have been able to accomplish purposefully and scientifically what we have termed ‘the engineering of consent.’ This phrase quite simply means the use of an engineering approach—that is, action based on thorough knowledge of the situation and on the application of scientific principles and tried practices to the task of getting people to support ideas and programs…. The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest…. A leader frequently cannot wait for the people to arrive at even general understanding … democratic leaders must play their part in … engineering consent to socially constructive goals and values…. The responsible leader, to accomplish social objectives, must therefore be constantly aware of the possibilities of subversion. He must apply his energies to mastering the operational know-how of consent engineering, and to out-maneuvering his opponents in the public interest (Bernays, 1947).

We make the point that for societies that purport to be democratic, consent, based upon a constantly reinforced common sensical understanding of the legitimacy of the rulers, is not only the most desirable form of governance, but is necessary to maintain the veneer (whether thick or thin) of democracy itself.

Noam Chomsky’s Manufacturing Consent,