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Authors: Aldous Huxley
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attempt to educate the masses into becoming fit for self-government; they are content merely to manipulate and exploit them. For this purpose all the resources of psychology and the social sciences are mobilized and set to work. Carefully selected samples of the electorate are given “interviews indepth.” These interviews in depth reveal the unconscious fears and wishes most prevalent in a given society at the time of an election. Phrases and images aimed at allaying or, if necessary, enhancing these fears, at satisfying these wishes, at least symbolically, are then chosen by the experts, tried out on readers and audiences, changed or improved in the light of the information thus obtained. After which the political campaign is ready for the mass communicators. All that is now needed is money and a candidate who can be coached to look “sincere.” Under the new dispensation, political principles and plans for specific action have come to lose most of their importance. The personality of the candidate and the way he is projected by the advertising experts are the things that really matter.
In one way or another, as vigorous he-man or kindly father, the candidate must be glamorous. He must also be an entertainer who never bores his audience. Inured to television and radio, that audience is accustomed to being distracted and does not like to be asked to concentrate or make a prolonged intellectual effort. All speeches by the entertainer-candidate must therefore be short and snappy. The great issues of the day must be dealt with in five minutes at the most—and preferably (since the audience will be eager to pass on to something a little livelier than inflation or the H-bomb) in sixty seconds flat. The nature of oratory is such that there has always been a tendency among politicians and clergymen to over-simplify complex issues. From a pulpit or a platform even the most conscientious of speakers finds it very difficult to tell the whole truth. The methods now being used to merchandise the political candidate as though he were a deodorant positively guarantee the electorate against ever hearing the truth about anything.
VII
Brainwashing
In the two preceding chapters I have described the techniques of
what may be called wholesale mind-manipulation, as practiced by the greatest demagogue and the most successful salesmen in recorded history. But no human problem can be solved by wholesale methods alone. The shotgun has its place, but so has the hypodermic syringe. In the chapters that follow I shall describe some of the more effective techniques for manipulating not crowds, not entire publics, but isolated individuals.
In the course of his epoch-making experiments on the conditioned reflex, Ivan Pavlov observed that, when subjected to prolonged physical or psychic stress, laboratory animals exhibit all the symptoms of a nervous breakdown. Refusing to cope any longer with the intolerable situation, their brains go on strike, so to speak, and either stop working altogether (the dog loses consciousness), or else resort to slowdowns and sabotage (the dog behaves unrealistically, or develops the kind of physical symptoms which, in a human being, we would call hysterical). Some animals are more resistant to stress than others. Dogs possessing what Pavlov called a “strong excitatory” constitutionbreak down much more quickly than dogs of a merely “lively” (as opposed to a choleric or agitated) temperament. Similarly “weak inhibitory” dogs reach the end of their tether much sooner than do “calm imperturbable” dogs. But even the most stoical dog is unable to resist indefinitely. If the stress to which he is subjected is sufficiently intense or sufficiently prolonged, he will end by breaking down as abjectly and as completely as the weakest of his kind.
Pavlov’s findings were confirmed in the most distressing manner, and on a very large scale, during the two World Wars. As the result of a single catastrophic
In one way or another, as vigorous he-man or kindly father, the candidate must be glamorous. He must also be an entertainer who never bores his audience. Inured to television and radio, that audience is accustomed to being distracted and does not like to be asked to concentrate or make a prolonged intellectual effort. All speeches by the entertainer-candidate must therefore be short and snappy. The great issues of the day must be dealt with in five minutes at the most—and preferably (since the audience will be eager to pass on to something a little livelier than inflation or the H-bomb) in sixty seconds flat. The nature of oratory is such that there has always been a tendency among politicians and clergymen to over-simplify complex issues. From a pulpit or a platform even the most conscientious of speakers finds it very difficult to tell the whole truth. The methods now being used to merchandise the political candidate as though he were a deodorant positively guarantee the electorate against ever hearing the truth about anything.
VII
Brainwashing
In the two preceding chapters I have described the techniques of
what may be called wholesale mind-manipulation, as practiced by the greatest demagogue and the most successful salesmen in recorded history. But no human problem can be solved by wholesale methods alone. The shotgun has its place, but so has the hypodermic syringe. In the chapters that follow I shall describe some of the more effective techniques for manipulating not crowds, not entire publics, but isolated individuals.
In the course of his epoch-making experiments on the conditioned reflex, Ivan Pavlov observed that, when subjected to prolonged physical or psychic stress, laboratory animals exhibit all the symptoms of a nervous breakdown. Refusing to cope any longer with the intolerable situation, their brains go on strike, so to speak, and either stop working altogether (the dog loses consciousness), or else resort to slowdowns and sabotage (the dog behaves unrealistically, or develops the kind of physical symptoms which, in a human being, we would call hysterical). Some animals are more resistant to stress than others. Dogs possessing what Pavlov called a “strong excitatory” constitutionbreak down much more quickly than dogs of a merely “lively” (as opposed to a choleric or agitated) temperament. Similarly “weak inhibitory” dogs reach the end of their tether much sooner than do “calm imperturbable” dogs. But even the most stoical dog is unable to resist indefinitely. If the stress to which he is subjected is sufficiently intense or sufficiently prolonged, he will end by breaking down as abjectly and as completely as the weakest of his kind.
Pavlov’s findings were confirmed in the most distressing manner, and on a very large scale, during the two World Wars. As the result of a single catastrophic
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