Walter Lippmann Quotes

Where all think alike, no one thinks very much.

There can be no liberty for a community which lacks the means by which to detect lies.

It requires wisdom to understand wisdom: the music is nothing if the audience is deaf.

We are told about the world before we see it. We imagine most things before we experience them. And those preconceptions, unless education has made us acutely aware, govern deeply the whole process of perception.

For the most part we do not first see, and then define, we define first and then see. In the great blooming, buzzing confusion of the outer world we pick out what our culture has already defined for us, and we tend to perceive that which we have picked out in the form stereotyped for us by our culture.

Ignore what a man desires and you ignore the very source of his power.

When all think alike, then no one is thinking.

There is no arguing with the pretenders to a divine knowledge and to a divine mission. They are possessed with the sin of pride. They have yielded to the perennial temptation.

To create a minimum standard of life below which no human being can fall is the most elementary duty of the democratic state.

Great men, even during their lifetime, are usually known to the public only through a fictitious personality.

there are at least two distinct selves, the public and regal self, the private and human.

All men desire their own perfect adjustment, but they desire it, being finite men, on their own terms.

Men command fewer words than they have ideas to express, and language, as Jean Paul said, is a dictionary of faded metaphors.

Like its wartime prototype, the post-war propaganda drive was an immense success, as it persuaded not just businessmen but journalists and politicians that “the manufacture of consent,” in Walter Lippmann’s famous phrase, was a necessity throughout the public sphere.

If we cannot fully understand the acts of other people, until we know what they think they know, then in order to do justice we have to appraise not only the information which has been at their disposal, but the minds though which they have filtered it.

But what is propaganda, if not the effort to alter the picture to which men respond, to substitute one social pattern for another?

Take democracy. According to the common-sense meaning, a society is democratic to the extent that people can participate in a meaningful way in managing their affairs. But the doctrinal meaning of democracy is different—it refers to a system in which decisions are made by sectors of the business community and related elites. The public are to be only “spectators of action,” not “participants,” as leading democratic theorists (in this case, Walter Lippmann) have explained. They are permitted to ratify the decisions of their betters and to lend their support to one or another of them, but not to interfere with matters—like public policy—that are none of their business.

Since position and contact play so big a part in determining what can be seen, heard, read, and experienced, as well as what it is permissible to see, hear, read, and know, it is no wonder that moral judgment is so much more common than constructive thought.

The systems of stereotypes may be the core of our personal tradition, the defenses of our position in society. They are an ordered more or less consistent picture of the world, to which our habits, our tastes, our capacities, our comforts and our hopes have adjusted themselves. They may not be a complete picture of the world, but they are a picture of a possible world to which we are adapted. In that world, people and things have their well-known places, and do certain expected things. We feel at home there. We fit in. We are members. [...] It is not merely a short cut. It is all these things and something more. It is the guarantee of our self-respect; it is the projection upon the world of our own sense or our own value, our own position, and our own rights. [...] They are the fortress of our traditions, and behind its defenses we can continue to feel ourselves safe in the position we occupy.

The way in which the world is imagined determines at any particular moment what men will do.

There is an ascendant feeling among the people that all achievement should be measured in human happiness.

In truly effective thinking the prime necessity is to liquidate judgments, regain an innocent eye, disentangle feelings, be curious and open-hearted.

These various remedies, eugenic, educational, ethical, populist and socialist, all assume that either the voters are inherently competent to direct the course of affairs or that they are making progress towards such an ideal. I think [democracy] is a false ideal.

...the Bill of Rights does not come from the people and is not subject to change by majorities. It comes from the nature of things. It declares the inalienable rights of man not only against all government but also against the people collectively.

Between ourselves and our real natures we interpose that wax figure of idealizations and selections which we call our character. We extend this into all our thinking. Between us and the realities of social life we build up a mass of generalizations, abstract ideas, ancient glories, and personal wishes. They simplify and soften experience. It is so much easier to talk of poverty than to think of the poor, to argue the rights of capital than to see its results. Pretty soon we come to think of the theories and abstract ideas as things in themselves. We worry about their fate and forget their original content.

We are concerned in public affairs, but immersed in our private ones.

Walter Lippmann was once asked his views on a particular topic, he is said to have replied, “I don’t know what I think on that one. I haven’t written about it yet.

self-deception as the preliminary to public deception is almost automatic. —WALTER LIPPMANN,

Thus the essence of freedom of opinion is not in mere toleration as such, but in the debate which toleration provides: it is not in the venting of opinion, but in the confrontation of opinion.

Chief Factors Limiting Access to Facts: 1)Artificial censorship 2)Limitations of social contact 3)Comparatively meager time in a day for paying attention to public affairs. 4)Distortion arising because events have to be compressed into very short messages 5)Difficulty of making a small vocabulary express a complicated world 6)Fear of facing those facts which would seem to threaten the established routine of men's lives

Though it is disguised by the illusion that a bureaucracy accountable to a majority of voters, and susceptible to the pressure of organized minorities, is not exercising compulsion, it is evident that the more varied and comprehensive the regulation becomes, the more the state becomes a despotic power as against the individual. For the fragment of control over the government which he exercises through his vote is in no effective sense proportionate to the authority exercised over him by the government.

If you ignore what a man desires, and you deny the very source of his power.

Whatever truth you contribute to the world will be one lucky shot in a thousand misses. You cannot be right by holding your breath and taking precautions.

Industry is a far better horse to ride a genius.

For language is by no means a perfect vehicle of meanings. Words, like currency, are turned over and over again, to evoke one set of images to-day, another to-morrow. There is no certainty whatever that the same word will call out exactly the same idea in the reader's mind as it did in the reporter's.

The world is a better place to live in because it contains human beings who will give up ease and security and stake their own lives in order to do what they themselves think worth doing.

It is often very illuminating...to ask yourself how you got at the facts on which you base your opinion. Who actually saw, heard, felt, counted, named the thing, about which you have an opinion?

When it comes to politics, "the facts far exceed our curiosity." "...A few executives here and there read them. The rest of us ignore them for the good and sufficient reason that we have other things to do....

We are unsettled to the very roots of our being. There isn't a human relation, whether of parent and child, husband and wife, worker and employer, that doesn't move in a strange direction. We don't know how to behave when personal contact and eternal authority have disappeared. There are no precedents to guide us, no wisdom that wasn't made for a simpler age. We have changed our environment faster than we can change ourselves.

Theodore Roosevelt was a conservative who adopted progressive policies.

True opinions can prevail only if the facts to which they refer are known; if they are not known, false ideas are just as effective as true ones, if not a little more effective.

The most interesting kind of portraiture is that which arises spontaneously in people’s minds.

When all think alike, no one thinks very much

The final test of a leader is that he or she leaves behind in others the conviction and the will to carry on.

The deepest of all the stereotypes is the human stereotype which imputes human nature to inanimate or collective things.

Only the consciousness of a purpose that is greater than any man can seed and fortify the souls of men

The public must be put in its place [...] so that each of us may live free of the trampling and the roar of a bewildered herd.

The final test of a leader is that he leaves behind him in other men the conviction and will to carry on." Walter Lippmann.

The sovereign people determines life and death and happiness under conditions where experience and experiment alike show thought to be most difficult. "The intolerable burden of thought.

Almost no two experiences are exactly alike, not even of two children in the same household. The older son never does have the experience of being the younger. And therefore, until we are able to discount the difference in nurture, we must withhold judgment about differences of nature. As well as judge the productivity of two soils by comparing their yield before you know which is in Labrador and which in Iowa, whether they have been cultivated and enriched, exhausted, or allowed to run wild.

The size of a man's income has considerable effect on his access to the world beyond his neighborhood. With money he can overcome almost every tangible obstacle of communication, he can travel, buy books and periodicals, and bring within the range of his attention almost any known fact of the world.

Those whom we love and admire most are the men and women whose consciousness is peopled thickly with persons rather than with types, who know us rather than the classification into which we might fit.

The right to resign is one of the cherished privileges of a free man; the willingness to resign, when principle and the public interest are served, is always present in the public-spirited and the self-respecting. They look upon resigning, not as a cowardice and quitting and a personal disaster, but as the ultimate guarantee of their useful influence and of their personal dignity. - Walter Lippmann

Without some form of censorship, propaganda in the strict sense of the word is impossible. In order to conduct a propaganda there must be some barrier between the public and the event. Access to the real environment must be limited, before anyone can create a pseudo-environment that he thinks wise or desirable.

For the real environment is altogether too big, too complex, and too fleeting for direct acquaintance. We are not equipped to deal with so much subtlety, so much variety, so many permutations and combinations. And although we have to act in that environment, we have to reconstruct it on a simpler model before we can manage it.

...we can best understand the furies of war and politics by remembering that almost the whole of each party believes absolutely in its picture of the opposition, that it takes as fact, not what is, but what it supposes to be the fact.

Millions of those who are watching...can read hardly at all. Millions more can read the words but cannot understand them. Of those who can both read and understand, a good three-quarters we may assume have some part of half an hour a day to spare for the subject. To them the words so acquired are the cue for a whole train of ideas which we allow the words we read to evoke form the biggest part of the original data of our opinions. The world is vast, the situations that concern us are intricate, the messages are few, the biggest part of opinion must be constructed in the imagination.

We learn to understand why our addled minds seize so little with precision, why they are caught up and tossed about in a kind of tarantella by headlines and catch-words, why so often they cannot tell things apart or discern identity in apparent differences.

That the manufacture of consent is capable of great refinements no one, I think, denies. The process by which public opinions arise is certainly no less intricate than it has appeared in these pages, and the opportunities for manipulation open to anyone who understands the process are plain enough. . . . as a result of psychological research, coupled with the modern means of communication, the practice of democracy has turned a corner. A revolution is taking place, infinitely more significant than any shifting of economic power. . . . Under the impact of propaganda, not necessarily in the sinister meaning of the word alone, the old constants of our thinking have become variables. It is no longer possible, for example, to believe in the original dogma of democracy; that the knowledge needed for the management of human affairs comes up spontaneously from the human heart. Where we act on that theory we expose ourselves to self-deception, and to forms of persuasion that we cannot verify. It has been demonstrated that we cannot rely upon intuition, conscience, or the accidents of casual opinion if we are to deal with the world beyond our reach.

We are told about the world before we see it. We imagine most things before we experience them. And those preconceptions, unless education has made us acutely aware, govern deeply the whole process of perception. They mark out certain objects as familiar or strange, emphasizing the difference, so that the slightly familiar is seen as very familiar, and the somewhat strange as sharply alien. They

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.

Decidedly we shall not be safe if we forget the things of the mind. Indeed, if we want to save our souls, the mind must lead a more athletic life than it has ever done before, and must more passionately than ever practice and rejoice in art. For only through art can we cultivate annoyance with inessentials, powerful and exasperated reactions against ugliness, a ravenous appetite for beauty; and these are the true guardians of the soul.

If we ask ourselves what is this wisdom which experience forces upon us, the answer must be that we discover the world is not constituted as we had supposed it to be. It is not that we learn more about its physical elements, or its geography, or the variety of its inhabitants, or the ways in which human society is governed. Knowledge of this sort can be taught to a child without in any way disturbing his childishness. In fact, all of us are aware that we once knew a great many things which we have since forgotten. The essential discovery of maturity has little if anything to do with information about the names, the locations, and the sequence of facts; it is the acquiring of a different sense of life, a different kind of intuition about the nature of things.

As you go further away from experience, you go higher into generalization or subtlety. As you go up in the balloon you throw more and more concrete objects overboard, and when you have reached the top with some phrase like the Rights of Humanity or the World Made Safe for Democracy, you see far and wide, but you see very little.

Concluding that democracy was indefensible—for reasons similar to those suggested by Brennan, Caplan, Friedman, and others—Shepard urged his fellow political scientists to disabuse themselves of their unjustified faith in the public: the electorate “must lose the halo which has surrounded it. . . . The dogma of universal suffrage must give way to a system of educational and other tests which will exclude the ignorant, the uninformed, and the anti-social elements which hitherto have so frequently controlled elections.”7 Even John Dewey, who had once declared his own “democratic faith,” in a long debate with Walter Lippmann acknowledged that the public was unlikely to be able to rise to the level of civic knowledge and competence demanded in a period of ever more complexity, and suggested that Whitman-like poets would be needed to provide a suitable and accessible “presentation” of the complex political and scientific information needed by the citizenry of a complex modern society.8

The modern skeptical world has been taught for some 200 years a conception of human nature in which the reality of evil, so well-known to the age of faith, has been discounted. Almost all of us grew up in an environment of such easy optimism that we can scarcely know what is meant, though our ancestors knew it well, by the satanic will. We shall have to recover this forgotten but essential truth ‑ along with so many others that we lost when, thinking we were enlightened and advanced, we were merely shallow and blind.

The world is vast, the situations that concern us are intricate, the messages are few, the biggest part of opinion must be constructed in the imagination.

Each of us lives and works on a small part of the earth's surface, moves in a small circle, and of these acquaintances knows only a few intimately.

The outsider is necessarily ignorant, usually irrelevant and often meddlesome, because he is trying to navigate the ship from dry land.

That is why it is often such a relief when the talk turns from "general topics" to a man's own hobby. It is like turning from the landscape in the parlor to the ploughed field outdoors. It is a return to the three dimensional world, after a sojourn in the painter's portrayal of his own emotional response to his own inattentive memory of what he imagines he ought to have seen.

Four men may meet under the same lamp post; one to paint it pea green as part of a great municipal reform; one to read his breviary in the light of it; one to embrace it with accidental ardour in a fit of alcoholic enthusiasm; and the last merely because the pea green post is a conspicuous point of rendezvous with his young lady. But to expect this to happen night after night is unwise….

There are portions of the sovereign people who spend most of their spare time and spare money on motoring and comparing motor cars, on bridge-whist and post-mortems, on moving pictures and potboilers, talking always to the same people with minute variations on the same old themes. They cannot really be said to suffer from censorship, or secrecy, the high cost or the difficulty of communication. They suffer from anemia, from lack of appetite and curiosity for the human scene. Theirs is no problem of access to the world outside. Worlds of interest are waiting for them to explore, and they do not enter.

Every man whose business it is to think knows that he must for part of the day create about himself a pool of silence. But in that helter-skelter which we flatter by the name of civilization, the citizen performs the perilous business of government under the worst possible conditions. A faint recognition of this truth inspires the movement for a shorter work day, for longer vacations, for light, air, order, sunlight and dignity in factories and offices. But if the intellectual quality of our life is to be improved that is only the merest beginning. So long as so many jobs are an endless and, for the worker, an aimless routine, a kind of automatism using one set of muscles in one monotonous pattern, his whole life will tend towards an automatism using one set of muscles in one monotonous pattern, his whole life will tend towards an automatism in which nothing is particularly to be distinguished from anything else unless it is announced with a thunderclap. So long as he is physically imprisoned in crowds by day and even by night his attention will flicker and relax. It will not hold fast and define clearly where he is the victim of all sorts of pother, in a home which needs to be ventilated of its welter of drudgery, shrieking children, raucous assertions, indigestible food, bad air, and suffocating ornament. Occasionally perhaps we enter a building which is composed and spacious; we go to a theatre where modern stagecraft has cut away distraction, or go to sea, or into a quiet place, and we remember how cluttered, how capricious, how superfluous and clamorous is the ordinary urban life of our time. We learn to understand why our addled minds seize so little with precision, why they are caught up and tossed about in a kind of tarantella by headlines and catch-words, why so often they cannot tell things apart or discern identity in apparent differences.

We must insist that free oratory is only the beginning of free speech; it is not the end, but a means to an end. The end is to find the truth. The practical justification of civil liberties is not that self-expression is one of the rights of man. It is that the examination of opinion is one of the necessities of man. For experience tells us that it is only when freedom of opinion becomes the compulsion to debate that the seed which our fathers planted has produced its fruit. When that is understood, freedom will be cherished not because it is a vent for our opinions but because it is the surest method of correcting them.

The war, of course, furnished many examples of this pattern: the casual fact, the creative imagination, the will to believe, and out of these three elements, a counterfeit of reality to which there was a violent instinctive response. For it is clear enough that under certain conditions men respond as powerfully to fictions as they do to realities, and that in many cases they help to create the very fictions to which they respond.

All useful history is antiseptic in this fashion. It enables us to know what fairy tale, what school book, what tradition, what novel, play, picture, phrase, planted one preconception in this mind, another in that mind.

The only feeling that anyone can have about an event he does not experience is the feeling aroused by his mental image of that event. That is why until we know what others think they know, we cannot truly understand their acts.

[Walter Lippmann] applied the term “stereotype” to what he called “the pictures in our heads”—impressions that reflect subjective perceptions but stand in for objective reality. The word comes from the old typesetting process, in which a mold of a message is cast on a metal plate and replicated in the printing process again and again—mimicking the unchecked spread of ideas that we only presume to be true. Those ideas then dictate how we interpret what we see.

Photographs have the kind of authority over imagination to-day, which the printed word had yesterday, and the spoken word before that. They seem utterly real. They come, we imagine, directly to us without human meddling, and they are the most effortless food for the mind conceivable. Any description in words, or even any inert picture exists in the mind. But on the screen the whole process of observing, describing, reporting, and then imagining, has been accomplished for you.

The opposition is indispensable. A good statesman, like any other sensible human being, always learns more from his opponents than from his fervent supporters. For his supporters will push him to disaster unless his opponents show him where the dangers are. So if he is wise he will often pray to be delivered from his friends, because they will ruin him. But, though it hurts, he ought also to pray never to be left without opponents; for they keep him on the path of reason and good sense.

What matters is the character of...stereotypes, and the gullibility with which we employ them. And these in the end depend upon...our philosophy of life. If in that philosophy we assume that the world is codified according to a code which we possess, we are likely to make our reports of what is going on describe a world run by our code. But if our philosophy tells us that each man is only a small part of the world, that his intelligence catches at best only phases and aspects in a coarse net of ideas, then, when we use our stereotypes, we tend to know that they are only stereotypes, to hold them lightly, to modify them gladly. We tend, also, to realize more and more clearly when our ideas started, where they started, how they came to us, why we accepted them. All useful history is antiseptic in this fashion. It enables us to know what fairy tale, what school book, what tradition, what novel, play, picture, phrase, planted one preconception in this mind, another in that mind.

Whatever the tests of admission, the social set when formed is not a mere economic class, but something which more nearly resembles a biological clan. Membership is intimately connected with love, marriage and children, or, to speak more exactly, with the attitudes and desires that are involved. In the social set, therefore, opinions encounter the canons of Family Tradition, Respectability, Propriety, Dignity, Taste and Form, which make up the social set's picture of itself, a picture assiduously implanted in the children.

The national unity of a free people depends upon a sufficiently even balance of political power to make it impracticable for the administration to be arbitrary and for the opposition to be revolutionary and irreconcilable. Where that balance no longer exists, democracy perishes. For unless all the citizens of a state are forced by circumstances to compromise, unless they feel that they can affect policy but that no one can wholly dominate it, unless by habit and necessity they have to give and take, freedom cannot be maintained.

Neither justice, nor mercy, nor truth, enter into such a judgment, for the judgment has preceded the evidence. Yet a people without prejudices, a people with altogether neutral vision, is so unthinkable in any civilization of which it is useful to think, that no scheme of education could be based upon that ideal. Prejudice can be detected, discounted, and refined, but so long as finite men must compress into a short schooling preparation for dealing with a vast civilization, they must carry pictures of it around with them, and have prejudices.

When Holmes emerged as a consistent judicial defender of economic reform and of free speech, he became a hero to progressives and civil libertarians—to people like Louis Brandeis, Learned Hand, Walter Lippmann, and Herbert Croly. Holmes did not share the politics of these people, but he did not think it was his business as a judge to have a politics, and he did nothing to discourage their admiration. It suited his conception of heroic disinterestedness to serve as their Abbott—privately denouncing the stupidity of the views he strove, often boldly and alone, to defend.

Words, like money, are tokens of value. They represent meaning, therefore, and just as money, their representative value goes up and down. The French word 'etonnant' was used by Bossuet with a terrible weight of meaning which it has lost to-day. A similar thing can be observed with the English word 'awful.' Some nations constitutionally tend to understate, others to overstate. What the British Tommy called an unhealthy place could only be described by an Italian soldier by means of a rich vocabulary aided with an exuberant mimicry. Nations that understate keep their word-currency sound. Nations that overstate suffer from inflation in their language.

According to a group of New England college students, writing in the year 1920, an alien was the following: "A person hostile to his country." "A person against the government." "A person who is on the opposite side." "A native of an unfriendly country." "A foreigner at war." "A foreigner who tries to do harm to the country he is in." "An enemy from a foreign land." "A person against a country." etc. . . . Yet the word alien is an unusually exact legal term, far more exact than words like sovereignty, independence, national honor, rights, defense, aggression, imperialism, capitalism, socialism, about which we readily take sides "for" or "against.

We have learned to call this propaganda. A group of men, who can prevent independent access to the event, arrange the news of it to suit their purpose. That the purpose was in this case patriotic does not affect the argument at all. They used their power to make the Allied publics see affairs as they desired them to be seen. The

Political science has still to account for such facts as two nations attacking one another, each convinced that is is acting in self-defense, or two classes at war each certain that it speaks for the common interest. They live, we are likely to say, in different worlds. More accurately, they live in the same world, but they think and feel in different ones.

...the casual fact, the creative imagination, the will to believe, and out of these three elements, a counterfeit of reality to which there was a violent instinctive response. For it is clear enough that under certain conditions men respond as powerfully to fictions as they do to realities, and that in many cases they help to create the very fictions to which they respond.

They are an ordered, more or less consistent picture of the world, to which our habits, our tastes, our capacities, our comforts and our hopes have adjusted themselves. They may not be a complete picture of the world, but they are a picture of a possible world to which we are adapted. In that world people and things have their well-known places, and do certain expected things. We feel at home there. We fit in. We

...magazines devoted to the religion of success appear as Makers of America. They mean just about that when they preach evolution, progress, prosperity, being constructive, the American way of doing things. It is easy to laugh, but, in fact, they are using a very great pattern of human endeavor. For one thing it adopts an impersonal criterion; for another it adopts an earthly criterion; for a third it is habituating men to think quantitatively. To be sure the idea confuses excellence with size, happiness with speed, and human nature with contraption. Yet the same motives are at work which have ever actuated any moral code, or ever will. The desire fir the biggest, the fastest, the highest, or if you are a maker of wristwatches or microscopes the smallest; the love in short of the superlative and the "peerless," is in essence and possibility a noble passion.

7 The world that we have to deal with politically is out of reach, out of sight, out of mind. It has to be explored, reported, and imagined. Man is no Aristotelian god contemplating all existence at one glance. He is the creature of an evolution who can just about span a sufficient portion of reality to manage his survival, and snatch what on the scale of time are but a few moments of insight and happiness. Yet this same creature has invented ways of seeing what no naked eye could see, of hearing what no ear could hear, of weighing immense masses and infinitesimal ones, of counting and separating more items than he can individually remember. He is learning to see with his mind vast portions of the world that he could never see, touch, smell, hear, or remember. Gradually he makes for himself a trustworthy picture inside his head of the world beyond his reach.

The established leaders of any organization have great natural advantages. They are believed to have better sources of information. The books and papers are in their offices. They took part in the important conferences. They met the important people. They have responsibility. It is, therefore, easier for them to secure attention and to speak in a convincing tone. But also they have a very great deal of control over the access to the facts. Every official is in some degree a censor.

The democratic system cannot be operated without effective opposition. For, in making the great experiment of governing people by consent rather than by coercion, it is not sufficient that the party in power should have a majority. It is just as necessary that the party in power should never outrage the minority. That means that it must listen to the minority and be moved by the criticisms of the minority. That means that its measures must take account of the minority’s objections, and that in administering measures it must remember that the minority may become the majority

Words, like currency, are turned over and over again, to evoke one set of images to-day, another to-morrow. There is no certainty whatever that the same word will call out exactly the same idea in the reader's mind as it did in the reporter's. Theoretically, if each fact and each relation had a name that was unique, and if everyone had agreed on the names, it would be possible to communicate without misunderstanding. In the exact sciences there is an approach to this ideal, and that is part of the reason why of all forms of world-wide cooperation, scientific inquiry is the most effective.

The habit of thinking about progress as "development" has meant that many aspects of the environment were simply neglected. With the stereotype of "progress" before their eyes, Americans have in the mass seen little that did not accord with that progress. They saw the expansion of cities, but not the accretion of slums; they cheered the census statistics, but refused to consider overcrowding; they pointed with pride to their growth, bu would not see the drift from the land, or the unassimilated immigration. They expanded industry furiously at reckless cost to their natural resources; they built up gigantic corporations without arranging for industrial relations. They grew to be one of the most powerful nations on earth without preparing their institutions or their minds for the ending of their isolation... There comes a time, therefore, when the blind spots come from the edge of vision into the center. Then unless there are critics who have the courage to sound an alarm, and leaders capable of understanding the change, and a people tolerant by habit, the stereotype, instead of economizing effort, and focussing energy as it did in 1917 and 1918, may frustrate effort and waste men's energy by blinding them, as it did for those people who cried for a Carthaginian peace in 1919 and deplored the Treaty of Versailles in 1921.

Now sensitiveness to the state of mind of the public is a difficult thing to achieve or maintain. Any man can tell you with more or less accuracy and clearness his own reactions on any particular issue. But few men have the time or the interest or the training to develop a sense of what other persons think or feel about the same issue. In his own profession the skilled practitioner is sensitive and understanding. lhe lawyer can tell what argument will appeal to court or jury. “The salesman can tell what points to stress to his prospective buyers. The politician can tell what to emphasize to his audience, but the ability to estimate group reactions on a large scale over a wide geographic and psychological area is a specialized ability which must be developed with the same painstaking self-criticism and with the same dependence on experience that are required for the development of the clinical sense in the doctor or the surgeon. The significant revolution of modern times is not industrial or economic or political, but the revolution which is taking place in the art of creating consent among the governed. Within the life of the new generation now in control of affairs, persuasion has become a self-conscious art and a regular organ of popular government. None of us begins to understand the consequences, but it is no daring prophecy to say that the knowledge of how to create consent will alter every political premise. Under the impact of propaganda, not necessarily in the sinister meaning of the world alone, the only constants of our thinking have become variables. It is no longer possible, for example, to believe in the cardinal dogma of democracy that the knowledge needed for the management of human affairs comes up spontaneously from the human heart. Where we act on that theory we expose ourselves to self-deception and to farms of persuasion that we cannot verify. It has been demonstrated that we cannot rely upon intuition, conscience or the accidents of casual opinion if we are to deal with the world beyond our reach.

The study of error is not only in the highest degree prophylactic, but it serves as a stimulating introduction to the study of truth. As our minds become more deeply aware of their own subjectivism, we find a zest in objective method that is not otherwise there. We see vividly, as normally we should not, the enormous mischief and casual cruelty of our prejudices. And the destruction of a prejudice, though painful at first, because of its connection with our self-respect, gives an immense relief and a fine pride when it is successfully done. There is a radical enlargement of the range of attention. As the current categories dissolve, a hard, simple version of the world breaks up. The scene turns vivid and full. There follows an emotional incentive to hearty appreciation of scientific method, which otherwise it is not easy to arouse, and is impossible to sustain. Prejudices are so much easier and more interesting. For if you teach them at first as victories over the superstitions of the mind, and the exhilaration of the chase and of the conquest may carry the pupil over that hard transition from his self-bound experience to the phase where his curiosity has matured, and his reason has acquired passion.

CONTROLAR EL DESEO DE DEMOCRACIA Todo eso ocurrió hace ciento cincuenta años; en Inglaterra, antes. Se han dedicado esfuerzos enormes a inculcar el Nuevo Espíritu de la Época y hay industrias fundamentales consagradas a la labor: relaciones públicas, publicidad y márketing en general, todo lo cual suma una parte enorme del producto interior bruto. Esas industrias se aplican en lo que el gran economista político Thorstein Veblen llamó «fabricación de deseos».14 En palabras de los propios empresarios, la labor consiste en dirigir a la gente hacia «cosas superficiales» de la vida, como el «consumo en moda». De esa forma la gente puede atomizarse, se pueden separar unos de otros, ya que solo se busca el beneficio personal, y se aleja a las personas del peligroso esfuerzo de pensar por sí mismas y enfrentarse a la autoridad. Edward Bernays, uno de los fundadores de la industria moderna de las relaciones públicas, denominó «ingeniería del consentimiento» al proceso de modelar opiniones, actitudes y percepciones. Bernays era un respetado progresista, al estilo de Wilson, Roosevelt y Kennedy, igual que su coetáneo, el periodista Walter Lippmann, el intelectual público más destacado de Estados Unidos en el siglo XX y alabó «la ingeniería del consentimiento» como «un nuevo arte» en la práctica de la democracia. Ambos reconocieron que la ciudadanía debe ser «puesta en su lugar», marginada y controlada; por su propio interés, por supuesto. La gente era demasiado «estúpida e ignorante» para que se le permita gobernar sus propios asuntos. Esa tarea tenía que dejarse a una «minoría inteligente», a la que hay que proteger «de las trampas y el rugido [del] rebaño desorientado» los «independientes ignorantes y entrometidos»; la «multitud traviesa», como la llaman sus predecesores del siglo XVII. El papel de la población general en una sociedad democrática que funcionara como es debido consistía en ser «espectadores» no «participantes en la acción».15 Y a los espectadores no se les debe permitir ver demasiado. El presidente Obama ha impuesto nuevos criterios para salvaguardar este principio. De hecho, Obama ha castigado a más gente que tira de la manta que todos los presidentes anteriores juntos, todo un éxito para un gobierno que llegó al poder prometiendo transparencia. Entre los muchos temas que no son asunto del rebaño desorientado están las relaciones exteriores. Cualquiera que haya estudiado documentos secretos desclasificados habrá descubierto que, en gran medida, su clasificación se concibió para proteger a las autoridades del escrutinio público. A escala nacional, la plebe no tenía que oír el consejo de los tribunales a grandes empresas: que deberían consagrar algunos esfuerzos muy visibles a buenas obras, de manera que una «opinión pública excitada» no descubriera los enormes beneficios que el Estado niñera les proporcionaba.16