Look at Germany in the early 1930s. We tend to forget that it was the most advanced country in Europe, taking the lead in art, science, technology, literature and philosophy. Then, in no time at all, it suffered a complete reversal of fortune and became the most barbaric, murderous state in human history. All that was achieved by using fear: fear of the Bolsheviks, the Jews, the Americans, the Gypsies – everyone who, according to the Nazis, was threatening the core values of European culture and the direct descendants of Greek civilisation (as the philosopher Martin Heidegger wrote in 1935). However, most of the German media who inundated the population with these messages were using marketing techniques developed by US advertising agents.
The same method is always used to impose an ideology. Violence is not enough to dominate people: some other justification is required. When one person wields power over another – whether they are a dictator, a colonist, a bureaucrat, a spouse or a boss – they need an ideology justifying their action. And it is always the same: their domination is exerted for the good of the underdog. Those in power always present themselves as being altruistic, disinterested and generous.
In the 1930s the rules for Nazi propaganda involved using simple words and repeating them in association with emotions and phobia. When Hitler invaded the Sudetenland in 1938 he cited the noblest, most charitable motives: the need for a humanitarian intervention to prevent the ethnic cleansing of German speakers. Henceforward everyone would be living under Germany’s protective wing, with the support of the world’s most artistically and culturally advanced country.
When it comes to propaganda (though in a sense nothing has changed since the days of Athens) there have been some minor improvements. The instruments available now are much more refined, in particular – surprising as it may seem – in the countries with the greatest civil liberties, Britain and the US. The contemporary public relations industry was born there in the 1920s, an activity we may also refer to as opinion forming or propaganda.
Democracy’s invisible line, “The US writer Noam Chomsky talks about the mechanisms behind modern communication, an essential instrument of government in democratic countries – as important to our governments as propaganda is to a dictatorship”, By Noam Chomsky and Daniel Mermet, Le Monde diplomatique, Translated by Harry Forster, August 2007
