"Mohawk Valley formula", a study in applications of propaganda
Below is a series of excerpts, taken in order, from a speech, given in 1991, on the history of propaganda. These cover the series of propaganda exploits, from "we must go to war to git them evil Germans", to the subsequent "Big Red Bear Scare" along the way to developing the "Mohawk Valley Formula", which, as is revealed, was made up of the same kind of propaganda stuff as are "yellow ribbon" programs du jour ..... "support your troops", and the like.
....let me begin by counter-posing two different conceptions of democracy. One conception of democracy has it that a democratic society is one in which the public has the means to participate in some meaningful way in the management of their own affairs and the means of information are open and free. If you look up democracy in the dictionary you'll get a definition something like that.
An alternative conception of democracy is that the public must be barred from managing their own affairs and the means of information must be kept narrowly and rigidly controlled. That may sound like an odd conception of democracy, but it's important to understand that it is the prevailing conception. In fact, it has long been, not just in operation, but even in theory. There's a long history that goes back to the earliest modern democratic revolutions in seventeenth century England which largely expresses this point of view. I'm just going to keep to the modern period and say a few words about how that notion of democracy develops and why and how the problem of media and disinformation enters within that context.
....the first modern government propaganda operation. That was under the Woodrow Wilson Administration. Woodrow Wilson was elected President in 1916 on the platform "Peace Without Victory." That was right in the middle of the First World War. The population was extremely pacifistic and saw no reason to become involved in a European war. The Wilson Administration was actually committed to war and had to do something about it. They established a government propaganda commission, called the Creel Commission, which succeeded, within six months, in turning a pacifist population into a hysterical, war-mongering population which wanted to destroy everything German, tear the Germans limb from limb, go to war and save the world.
"...there's a logic behind it. There's even a kind of compelling moral principle behind it. The compelling moral principle is that the mass of the public is just too stupid to be able to understand things."
That was a major achievement, and it led to a further achievement. Right at that time and after the war the same techniques were used to whip up a hysterical Red Scare, as it was called, which succeeded pretty much in destroying unions and eliminating such dangerous problems as freedom of the press and freedom of political thought. There was very strong support from the media, from the business establishment, which in fact organized--pushed much of this work-- and it was in general a great success.
Among those who participated actively and enthusiastically were the progressive intellectuals, people of the John Dewey circle, who took great pride, as you can see from their own writings at the time, in having shown that what they called the "more intelligent members of the community" --namely themselves-- were able to drive a reluctant population into a war by terrifying them and eliciting jingoist fanaticism. The means that were used were extensive. For example, there was a good deal of fabrication of atrocities by the Huns; Belgian babies with their arms torn off, all sorts of awful things that you still read in history books. They were all invented by the British propaganda ministry, whose own commitment at the time, as they put it in their secret deliberations, was "to control the thought of all the world." But more crucially they wanted to control the thought of the more intelligent members of the community in the U.S., who would then disseminate the propaganda that they were concocting and convert the pacifistic country to wartime hysteria. That worked. It worked very well. And it taught a lesson: State propaganda, when supported by the educated classes and when no deviation is permitted from it, can have a big effect. It was a lesson learned by Hitler and many others, and it has been pursued to this day.
Another group that was impressed by these successes were liberal Democratic theorists and leading media figures, like, for example, Walter Lippmann, who was the dean of American journalists, a major foreign and domestic policy critic and also a major theorist of liberal democracy. If you take a look at his collected essays, you'll see that they're subtitled something like "A Progressive Theory of Liberal Democratic Thought." Lippmann was involved in these propaganda commissions and recognized their achievements. He argued that what he called a "revolution in the art of democracy," could be used to manufacture consent, that is, to bring about agreement on the part of the public for things that they didn't want by the new techniques of propaganda. He also thought that this was a good idea, in fact necessary. It was necessary because, as he put it, "the common interests elude public opinion entirely" and can only be understood and managed by a specialized class of responsible men who are smart enough to figure things out.
This theory asserts that only a small elite, the intellectual community that the Deweyites were talking about, can understand the common interests, what all of us care about, and that these things "elude the general public." This is a view that goes back hundreds of years. It's also a typical Leninist view. In fact, it has very close resemblance to the Leninist conception that a vanguard of revolutionary intellectuals take state power, using popular revolutions as the force that brings them to state power, and then drive the stupid masses towards a future that they're too dumb and incompetent to envision themselves.
"This point of view has been developed by lots of other people. In fact, it's pretty conventional...the guru of George Kennan and the Kennedy intellectuals and others, put it that "rationality is a very narrowly restricted skill." Only a small number of people have it. Most people are guided by just emotion and impulse."
....Lippmann backed this up by a pretty elaborated theory of progressive democracy. He argued that in a properly-functioning democracy there are classes of citizens. There is first of all the class of citizens who have to take some active role in running general affairs. That's the specialized class. They are the people who analyze, execute, make decisions, and run things in the political, economic, and ideological systems. That's a small percentage of the population. Naturally, anyone who puts these ideas forth is always part of that small group, and they're talking about what to do about those others.
Those others, who are out of the small group, the big majority of the population, they are what Lippmann called "the bewildered herd." We have to protect ourselves from the trampling and rage of the bewildered herd.
Now there are two functions in a democracy: The specialized class, the responsible men, carry out the executive function, which means they do the thinking and planning and understand the common interests. Then, there is the bewildered herd, and they have a function in democracy too. Their function in a democracy, he said, is to be spectators, not participants in action. But they have more of a function than that, because it's a democracy. Occasionally they are allowed to lend their weight to one or another member of the specialized class. In other words, they're allowed to say, "We want you to be our leader" or "We want you to be our leader." That's because it's a democracy and not a totalitarian state. That's called an election. But once they've lent their weight to one or another member of the specialized class they're supposed to sink back and become spectators of action, but not participants. That's a properly functioning democracy.
And there's a logic behind it. There's even a kind of compelling moral principle behind it. The compelling moral principle is that the mass of the public is just too stupid to be able to understand things. If they try to participate in managing their own affairs, they're just going to cause trouble. Therefore it would be immoral and improper to permit them to do this. We have to tame the bewildered herd, not allow the bewildered herd to rage and trample and destroy things. It's pretty much the same logic that says that it would be improper to let a three-year-old run across the street.
You don't give a three-year-old that kind of freedom because the three-year-old doesn't know how to handle that freedom. Correspondingly, you don't allow the bewildered herd to become participants in action. They'll just cause trouble.
So we need something to tame the bewildered herd, and that something is this new revolution in the art of democracy: the manufacture of consent. The media, the schools, and popular culture have to be divided. For the political class and the decision makers have to give them some tolerable sense of reality, although they also have to instill the proper beliefs.
Just remember, there is an unstated premise here. The unstate premise --and even the responsible men have to disguise this from themselves-- has to do with the question of how they get into the position where they have the authority to make decisions.
The way they do that, of course, is by serving people with real power. The people with real power are the ones who own the society, which is a pretty narrow group. If the specialized class can come along and say, I can serve your interests, then they'll be part of the executive group.
You've got to keep that quiet. That means they have to have instilled in them the beliefs and doctrines that will serve the interests of private power. Unless they can master that skill, they're not part of the specialized class. So we have one kind of educational system directed to responsible men, the specialized class. They have to be deeply indoctrinated in the values and interests of private power and the state-corporate nexus that represents it. If they can get through that, then they can be part of the specialized class.
The rest of the bewildered herd just has to be basically distracted. Turn their attention to something else. Keep them out of trouble. Make sure that they remain at most spectators of action, occasionally lending their weight to one or another of the real leaders, who they may select among.
Public relations is a huge industry. They're spending by now something on the order of a billion dollars a year. All along its commitment was to controlling the public mind. In the 1930's, the big problems arose again, as they had during the First World War.
"We're now talking about the business community, which spends lots and lots of money, attention, and thought into how to deal with these problems through the public relations industry and other organizations, like the National Association of Manufacturers and the Business Roundtable, and so on. They immediately set to work to try to find a way to counter these democratic deviations."
There was a huge depression and substantial labor organizing. In fact, in 1935 labor won its first major legislative victory, namely the right to organize, with the Wagner Act. That raised two serious problems. For one thing, democracy was misfunctioning. The bewildered herd was actually winning legislative victories, and it's not supposed to work that way. The other problem was that it was becoming possible for people to organize. People have to be atomized and segregated and alone. They're not supposed to organize, because then they might be something beyond spectators of action. They might actually be participants if many people with limited resources could get together to enter the political arena.
That's really threatening. A major response was taken on the part of business to ensure that this would be the last legislative victory for labor and that it would be the beginning of the end of this democratic deviation of popular organization.
It worked. That was the last legislative victory for labor. From that point on--although the number of people in the unions increased for a while during the Second World War, after which it started dropping--the capacity to act through the unions began to steadily drop. It wasn't by accident. We're now talking about the business community, which spends lots and lots of money, attention, and thought into how to deal with these problems through the public relations industry and other organizations, like the National Association of Manufacturers and the Business Roundtable, and so on. They immediately set to work to try to find a way to counter these democratic deviations.
The first trial was one year later, in 1936. There was a major strike, the Bethlehem Steel strike in western Pennsylvania and Johnstown, in the Mohawk Valley. Business tried out a new technique of labor destruction, which worked very well. Not through goon squads and breaking knees. That wasn't working very well any more; but through the more subtle and effective means of propaganda.
The idea was to figure out ways to turn the public against the strikers, to present the strikers as disruptive, harmful to the public and against the common interests. The common interests are those of "us," the businessman, the worker, the housewife. That's all "us." We want to be together and have things like harmony and Americanism and working together. Then there's those bad strikers out there who are disruptive and causing trouble and breaking harmony and violating Americanism. We've got to stop them so we can all live together.
The corporate executive and the guy who cleans the floors all have the same interests. We can all work together and work for Americanism in harmony, liking each other. That was essentially the message. A huge amount of effort was put into presenting it. This is, after all, the business community, so they control the media and have massive resources.
And it worked, very effectively. In fact, it was later called the "Mohawk Valley formula" and applied over and over again to break strikes. They were called "scientific methos of strike-breaking," and worked very effectively by mobilizing community opinion in favor of vapid, empty concepts like Americanism. Who can be against that? Or, to bring it up to date, "Support our troops." Who can be against that? Or yellow ribbons. Who can be against that? Anything that's totally vacuous.
"A major response was taken on the part of business to ensure that this would be the last legislative victory for labor and that it would be the beginning of the end of this democratic deviation of popular organization."
In fact, what does it mean if somebody asks you, Do you support the people in Iowa? Can you say, Yes, I support them, or No, I don't support them? It's not even a question. It doesn't mean anything. That's the point. The point of public relations slogans like "Support our troops" is that they don't mean anything. They mean as much as whether you support the people in Iowa.
Of course, there was an issue. The issue was, Do you support our policy? But you don't want people to think about the issue. That's the whole point of good propaganda. You want to create a slogan that nobody's going to be against, and everybody's going to be for, because nobody knows what it means, because it doesn't mean anything, but its crucial value is that it diverts your attention from a question that does mean something: Do you support our policy? That's the one you're not allowed to talk about.
So you have people arguing about support for the troops? Of course I don't not support them. Then you've won. That's like Americanism and harmony. We're all together, empty slogans, let's join in, let's make sure we don't have these bad people around to disrupt our harmony with their talk about class struggle, rights and that sort of business.
That's all very effective. It runs right up to today. And of course it is carefully thought out. The people in the public relations industry aren't there for the fun of it. They're doing work. They're trying to instill the right values. In fact, they have a conception of what democracy ought to be: It ought to be a system in which the specialized class is trained to work in the service of the masters, the people who own the society.
The rest of the population ought to be deprived of any form of organization, because organization just causes trouble. They ought to be sitting alone in front of the TV and having drilled into their heads the message, which says, the only value in life is to have more commodities or live like that rich middle class family you're watching and to have nice values like harmony and Americanism. That's all there is in life.
You may think in your own head that there's got to be something more in life than this, but since you're watching the tube alone you assume, I must be crazy, because that's all that's going on over there. And since there is no organization permitted --that's absolutely crucial-- you never have a way of finding out whether you are crazy, and you just assume it, because it's the natural thing to assume.
You've got to keep them pretty scared, because unless they're properly scared and frightened of all kinds of devils that are going to destroy them from outside or inside or somewhere, they may start to think, which is very dangerous, because they're not competent to think. Therefore it's important to distract them and marginalize them.
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