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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.
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