PROPAGANDA, RELIGIOUS AND SECULAR I
By ALDOUS HUXLEY
IN Europe and America universal primary education has created a reading public which is practically co-extensive with the adult population. Demand has called forth a correspondingly huge supply : twenty thousand million pounds of wood pulp and esparto grass are annually blackened with printer's ink ; the pro- duction of newspapers takes rank, in many countries, among the major industries. In English, French and German alone, forty thousand new books are published -..-.very year.
A vast activity of writers, a vast and hungry passivity of readers. And when the two come together, what happens ? How much and in what ways do the readers respond to the writers ? What is the extent, what the limitations, of the influence exercised by writers on their readers ? How do extraneous .circumstances affect that influence ? What are the laws of its waxing and its waning ? Hard questions ; and the more one thinks about them, the harder they .seem. But seeing that they are of intimate concern to all of us (for all of us are readers, with an annual average consumption of probably a million words a year), it will be worth while at least to look for the answers.
The relations existing between scientific writers and their readers are governed by rules agreed upon in advance. So far as we are concerned, there is no problem of scientific literature ; _ and. I shall therefore make no further reference to .the subject. For the purposes of this analysis, non-scientific writing may be divided into three main classes. In the first we place that vast corpus of literature which is not even intended to have any positive effect upon the reader—all that doughy, woolly, anodyne writing that exists merely to fill a gap. of leisure, to kill time and prevent thought, to deaden and diffuse emotion. Of this kind of literature—the literature that exists merely because the second nature of habitu- ated readers abhors a vacuum—it is unnecessary to say more than that there is a great deal of it and that it effectively fills its function.
Into the second class I put the two main types of propagandist literature—that which aims at modifying the religious and ethical opinions and the personal behaviour of its readers, and that which aims at modifying their social, political and economic opinions and be- haviour.
For the sake of convenience, • and because it must be given a name, we will call_the third class imaginative literature. Such literature does not set out to be specific7. alb, propagandist, but may .none the less profoundly affect its readers' habits of thought, feeling and action.
Let us begin with the propagandists. Whit hosts of propagandists there are ! All over the world thousands of men and women pass their -Iihole lives denouncing,. instructing, commanding, cajoling, imploring their 'fellows: With what results ? One finds it. rather hard to say. Most propagandists do their work in the dark, draw bows at a venture. They write; but they don't -know how far they will succeed in influencing their readers, nor_what are the best means for influencing them, nor how- long their influence will last. There is, as yet, no science of propaganda.
This fact may seem the more surprising when we reflect that there is something not far removed from a science of advertising. In the course of years advertisers have come to be fairly expert at selling things to the public. They know accurately enough the potentialities and limitations of different kinds of propaganda—what you can do, for example, by mere statement and repeti- tion ; by appeals -to sach well-organised sentiments as snobbery and the urge towards social, conformity ; by playing on the animal instincts, such as greed, lust and especially fear in all- its forms, from the fear of sickness and death to the fear of being ugly, absurd or physically repugnant to one's fellows.
If, then, commercial propagandists know their business so well, why is it that ethical and political propagandists should know theirs on the whole so badly ? The answer is that the problems with which the advertisers have to deal are fundamentally unlike the problems which confront moralists "and, in most cases, politicians. A great deal of advertising is concerned with matters of no importance whatsoever. Thus, I need soap ; but it makes not the smallest difference to me whether I buy soap manufactured by X or soap manufactured by Y. This being so, I can allow myself to be influenced in my choice by such entirely irrelevant considerations as the sex-appeal of the girl who smiles so alluringly from. X's posters, or the puns and comic drawings on Y's. Li many cases, of course, I do not need the commodity at all. But as I have a certain amount of money to spare and am possessed by the strange desire to collect unnecessary objects, I succumb easily to anyone who asks me to buy superfluities and luxuries. In these cases commercial propaganda is an invitation to give in to a natural or acquired craving. In no circumstances does it ever call upon the reader to resist a temptation ; always it begs him to succumb. It is not very difficult to persuade people to do what they are all longing to do.
When readers are asked to buy luxuries and super- fluities, or to choose between two brands of the same indispensable necessity, nothing serious is at stake. Advertising is concerned in these cases with secondary and marginal values. In other cases, however, it matters, . or seems to matter, a great deal whether the, reader allows himself to be influenced by the commercial propagandist or no. Suffering from some pain or physical disability, he is told of the extraordinary cures effected by M's pills or N's lotion. Naturally, he buys at once. In such cases the advertiser has only to make the article persuasively known :.the reader's urgent need does- the rest, Ethical and political propagandists have -a very different task.. The business of the moralist is to -persuade people to overcome their egotism and. their, personal cravings; in the interest either of a supematurt}1 order, or of their own higher selves, or of-society. The philosophies under- lying the ethical teaching may vary ; but the practical advice: remains in all cases the-same—and this advice is- in the -main unpleasant ; whereas_ the advice given .by commercial propagandists is- in • the main-. thoroughly pleasant.- There is only one fly in the ointment offered by commercial propagandists ; they want your money.
Some political propagandists are also moralists ; they invite their readers to repress their cravings and set limits to their -egotistical impulses for the sake of some political cause for which they are asked to work. Others demand no personal effort from their readers—merely their adherence to a party, whose success will save the world automatically and, so to speak, from the out- side. The first has to persuade people to do something which is on the whole disagreeable. The second has to persuade them of the correctness of a policy which, though it imposes no immediate discomforts, admittedly brings no immediate rewards. Both must compete with other propagandists. The art of political propaganda is much less highly developed than the art of commercial propaganda ; it is not surprising.
Long experience has taught the moralists that the mere advertising of virtue is not enough to make people virtuous.' During the last few thousands of years, incalculable quantities of hortatory literature have been produced in every civilised country of the world. 'The moral standard remains, none the less, pretty low. True, if all this ethical propaganda had-never been mde, the standard might be even lower. We can't tell. I suspect, however, that if we could measure it, we should find that the mechanical efficiency of ethical propaganda through literature was seldom in excess of I per cent. In indi- vidual cases and where, for some mason. circumstances are peculiarly favourable, written propaganda may be more efficient than in others. But, in general, if people behave as well as they do, it is not because they have read about good behaviour and the social or metaphysical reasons for being virtuous ; it is because they have been subjected, during childhood, to a more or less intensive, more or less systematic training in good behaviour. The propagandists of morality do not rely exclusively or even mainly on the written word.
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