Brave New World Revisited by Aldous Huxley (1958): Trump, Berlusconi and Brexit were already scaringly there

Aldous Huxley
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The essay Brave New World Revisited is an astonishing prediction of the XXI century’s shrinking democracy in the West. Here is an annotated long extract I edited as part of my research work for Silvio Berlusconi’s Italy. In times of Brexit, Trumpism, abandon of social commitment and triumph of ignorance, I think it is worth re-reading these prophetic words by the father of the dystopian writers of the XX century.

The long essay Brave New World Revisited is divided into twelve chapters. In the first ones the authors discusses and compares the type of dystopian societies described in his own 1932 Brave New World and in Orwell’s 1948 Nineteen Eighty-four, two novels considered the milestones of the genre today. Huxley then portrays the future non-violent totalitarian regime that he thinks will inevitably take hold of Western democracies. Next the author notices that this new dictatorship is advancing at a speed he could not predict when he was writing his novel. The most surprising part of Huxley’s essay is the central one, from chapter III to Chapter VI, in which he expresses his visions of a future society that is extraordinarily similar to the one we already have today and whose full establishment is waiting just around the corner. The following extracts are an attempt to quote the author’s most relevant ideas. Brave New World Revisited is available on the internet for free (click here for the complete text). Here are the meaningful titles of the twelve chapters:

 

    Foreword

I Over-Population

II Quantity, Quality, Morality

III Over-Organization

IV Propaganda in a Democratic Society

V Propaganda Under a Dictatorship

VI The Arts of Selling

VII Brainwashing

VIII Chemical Persuasion

IX Subconscious Persuasion

X Hypnopaedia

XI Education for Freedom

XII What Can Be Done?

 

Chapter 1, Over-Population, deals with a theme which today is dramatic but forgotten, establishing at once the prophetic quality of Huxley’s thought. For instance, over-population is the background social topic of Dan Brown’s latest novel, Inferno, set mainly in Florence, the quintessential Renaissance city, one of those examples of Italian beauty and craftsmanship I have often used in this essay. In the opening lines Huxley compares Brave New World’s dictatorship to Nineteen Eighty-Four’s, then he says that the nightmare of total organization is now awaiting us, just around the next corner.

 

In 1931, when was being written, I was convinced that there was still plenty of time. The completely organized society, the scientific caste system, the abolition of free will by methodical conditioning, the servitude made acceptable by regular doses of chemically induced happiness, the orthodoxies drummed in by nightly courses of sleep-teaching — these things were coming all right, but not in my time, not even in the time of my grandchildren. I forget the exact date of the events recorded in Brave New World; but it was somewhere in the sixth or seventh century A.F. (After Ford). We who were living in the second quarter of the twentieth century A.D. were the inhabitants, admittedly, of a gruesome kind of universe; but the nightmare of those depression years was radically different from the nightmare of the future, described in Brave New World. Ours was a nightmare of too little order; theirs, in the seventh century A.F., of too much. In the process of passing from one extreme to the other, there would be a long interval, so I imagined, during which the more fortunate third of the human race would make the best of both worlds — the disorderly world of liberalism and the much too orderly Brave New World where perfect efficiency left no room for freedom or personal initiative.

                Twenty-seven years later, in this third quarter of the twentieth century A.D., and long before the end of the first century A.F., I feel a good deal less optimistic than I did when I was writing Brave New World. The prophecies made in 1931 are coming true much sooner than I thought they would. The blessed interval between too little order and the nightmare of too much has not begun and shows no sign of beginning. In the West, it is true, individual men and women still enjoy a large measure of freedom. But even in those countries that have a tradition of democratic government, this freedom and even the desire for this freedom seem to be on the wane. In the rest of the world freedom for individuals has already gone, or is manifestly about to go. The nightmare of total organization, which I had situated in the seventh century After Ford, has emerged from the safe, remote future and is now awaiting us, just around the next corner.

                George Orwell’s 1984 was a magnified projection into the future of a present that contained Stalinism and an immediate past that had witnessed the flowering of Nazism. Brave New World was written before the rise of Hitler to supreme power in Germany and when the Russian tyrant had not yet got into his stride. In 1931 systematic terrorism was not the obsessive contemporary fact which it had become in 1948, and the future dictatorship of my imaginary world was a good deal less brutal than the future dictatorship so brilliantly portrayed by Orwell. In the context of 1948, 1984 seemed dreadfully convincing. But tyrants, after all, are mortal and circumstances change. Recent developments in Russia and recent advances in science and technology have robbed Orwell’s book of some of its gruesome verisimilitude. A nuclear war will, of course, make nonsense of everybody’s predictions. But, assuming for the moment that the Great Powers can somehow refrain from destroying us, we can say that it now looks as though the odds were more in favor of something like Brave New World than of something like 1984.

                In the light of what we have recently learned about animal behavior in general, and human behavior in particular, it has become clear that control through the punishment of undesirable behavior is less effective, in the long run, than control through the reinforcement of desirable behavior by rewards, and that government through terror works on the whole less well than government through the non-violent manipulation of the environment and of the thoughts and feelings of individual men, women and children. Punishment temporarily puts a stop to undesirable behavior, but does not permanently reduce the victim’s tendency to indulge in it. Moreover, the psycho-physical by-products of punishment may be just as undesirable as the behavior for which an individual has been punished. Psychotherapy is largely concerned with the debilitating or anti-social consequences of past punishments.

                The society described in 1984 is a society controlled almost exclusively by punishment and the fear of punishment. In the imaginary world of my own fable, punishment is infrequent and generally mild. The nearly perfect control exercised by the government is achieved by systematic reinforcement of desirable behavior, by many kinds of nearly non-violent manipulation, both physical and psychological, and by genetic standardization. Babies in bottles and the centralized control of reproduction are not perhaps impossible; but it is quite clear that for a long time to come we shall remain a viviparous species breeding at random. For practical purposes genetic standardization may be ruled out. Societies will continue to be controlled post-natally — by punishment, as in the past, and to an ever increasing extent by the more effective methods of reward and scientific manipulation.

 

In the third chapter, Over-Organization, Huxley describes the social structure of near future societies, which he defines as neo tyrannies. The chapter opens developing the idea, very unusual in the period, that advances in technology of which we are most proud … is propelling us in the direction of totalitarianism. The description of what is actually happening today is quite precise: the progress in technology and in social organization leads to a concentration of power in fewer and fewer hands, the Power Elite: Big Business, Big Government (the economic and political powers) will constitute this elite which will take hold of mass communication. The ordinary man will be just an automaton deprived of his personality, which means a new kind of Middle-Age servitude.

 

The shortest and broadest road to the nightmare of Brave New World leads, as I have pointed out, through over-population and the accelerating increase of human numbers — twenty-eight hundred millions today, fifty-five hundred millions by the turn of the century, with most of humanity facing the choice between anarchy and totalitarian control. But the increasing pressure of numbers upon available resources is not the only force propelling us in the direction of totalitarianism. This blind biological enemy of freedom is allied with immensely powerful forces generated by the very advances in technology of which we are most proud. Justifiably proud, it may be added; for these advances are the fruits of genius and persistent hard work, of logic, imagination and self-denial — in a word, of moral and intellectual virtues for which one can feel nothing but admiration. But the Nature of Things is such that nobody in this world ever gets anything for nothing. These amazing and admirable advances have had to be paid for. Indeed, like last year’s washing machine, they are still being paid for — and each installment is higher than the last. Many historians, many sociologists and psychologists have written at length, and with a deep concern, about the price that Western man has had to pay and will go on paying for technological progress. They point out, for example, that democracy can hardly be expected to flourish in societies where political and economic power is being progressively concentrated and centralized. But the progress of technology has led and is still leading to just such a concentration and centralization of power. As the machinery of mass production is made more efficient it tends to become more complex and more expensive — and so less available to the enterpriser of limited means. Moreover, mass production cannot work without mass distribution; but mass distribution raises problems which only the largest producers can satisfactorily solve. In a world of mass production and mass distribution the Little Man, with his inadequate stock of working capital, is at a grave disadvantage. In competition with the Big Man, he loses his money and finally his very existence as an independent producer; the Big Man has gobbled him up. As the Little Men disappear, more and more economic power comes to be wielded by fewer and fewer people. Under a dictatorship the Big Business, made possible by advancing technology and the consequent ruin of Little Business, is controlled by the State — that is to say, by a small group of party leaders and the soldiers, policemen and civil servants who carry out their orders. In a capitalist democracy, such as the United States, it is controlled by what Professor C. Wright Mills has called the Power Elite. This Power Elite directly employs several millions of the country’s working force in its factories, offices and stores, controls many millions more by lending them the money to buy its products, and, through its ownership of the media of mass communication, influences the thoughts, the feelings and the actions of virtually everybody. To parody the words of Winston Churchill, never have so many been manipulated so much by so few. We are far indeed from Jefferson’s ideal of a genuinely free society composed of a hierarchy of self-governing units — “the elementary republics of the wards, the county republics, the State republics and the Republic of the Union, forming a gradation of authorities.”

                We see, then, that modern technology has led to the concentration of economic and political power, and to the development of a society controlled (ruthlessly in the totalitarian states, politely and inconspicuously in the democracies) by Big Business and Big Government. But societies are composed of individuals and are good only insofar as they help individuals to realize their potentialities and to lead a happy and creative life. How have individuals been affected by the technological advances of recent years? Here is the answer to this question given by a philosopher-psychiatrist, Dr. Erich Fromm:

                “Our contemporary Western society, in spite of its material, intellectual and political progress, is increasingly less conducive to mental health, and tends to undermine the inner security, happiness, reason and the capacity for love in the individual; it tends to turn him into an automaton who pays for his human failure with increasing mental sickness, and with despair hidden under a frantic drive for work and so-called pleasure.”

                Our “increasing mental sickness” may find expression in neurotic symptoms. These symptoms are conspicuous and extremely distressing. But “let us beware,” says Dr. Fromm, “of defining mental hygiene as the prevention of symptoms. Symptoms as such are not our enemy, but our friend; where there are symptoms there is conflict, and conflict always indicates that the forces of life which strive for integration and happiness are still fighting.” The really hopeless victims of mental illness are to be found among those who appear to be most normal. “Many of them are normal because they are so well adjusted to our mode of existence, because their human voice has been silenced so early in their lives, that they do not even struggle or suffer or develop symptoms as the neurotic does.” They are normal not in what may be called the absolute sense of the word; they are normal only in relation to a profoundly abnormal society. Their perfect adjustment to that abnormal society is a measure of their mental sickness. These millions of abnormally normal people, living without fuss in a society to which, if they were fully human beings, they ought not to be adjusted, still cherish “the illusion of individuality,” but in fact they have been to a great extent deindividualized. Their conformity is developing into something like uniformity. But “uniformity and freedom are incompatible. Uniformity and mental health are incompatible too. . . . Man is not made to be an automaton, and if he becomes one, the basis for mental health is destroyed.”

                In the course of evolution nature has gone to endless trouble to see that every individual is unlike every other individual. We reproduce our kind by bringing the father’s genes into contact with the mother’s. These hereditary factors may be combined in an almost infinite number of ways. Physically and mentally, each one of us is unique. Any culture which, in the interests of efficiency or in the name of some political or religious dogma, seeks to standardize the human individual, commits an outrage against man’s biological nature.

                Science may be defined as the reduction of multiplicity to unity. It seeks to explain the endlessly diverse phenomena of nature by ignoring the uniqueness of particular events, concentrating on what they have in common and finally abstracting some kind of “law,” in terms of which they make sense and can be effectively dealt with. For examples, apples fall from the tree and the moon moves across the sky. People had been observing these facts from time immemorial. With Gertrude Stein they were convinced that an apple is an apple is an apple, whereas the moon is the moon is the moon. It remained for Isaac Newton to perceive what these very dissimilar phenomena had in common, and to formulate a theory of gravitation in terms of which certain aspects of the behavior of apples, of the heavenly bodies and indeed of everything else in the physical universe could be explained and dealt with in terms of a single system of ideas. In the same spirit the artist takes the innumerable diversities and uniquenesses of the outer world and his own imagination and gives them meaning within an orderly system of plastic, literary or musical patterns. The wish to impose order upon confusion, to bring harmony out of dissonance and unity out of multiplicity is a kind of intellectual instinct, a primary and fundamental urge of the mind. Within the realms of science, art and philosophy the workings of what I may call this “Will to Order” are mainly beneficent. True, the Will to Order has produced many premature syntheses based upon insufficient evidence, many absurd systems of metaphysics and theology, much pedantic mistaking of notions for realities, of symbols and abstractions for the data of immediate experience. But these errors, however regrettable, do not do much harm, at any rate directly — though it sometimes happens that a bad philosophical system may do harm indirectly, by being used as a justification for senseless and inhuman actions. It is in the social sphere, in the realm of politics and economics, that the Will to Order becomes really dangerous.

                Here the theoretical reduction of unmanageable multiplicity to comprehensible unity becomes the practical reduction of human diversity to subhuman uniformity, of freedom to servitude. In politics the equivalent of a fully developed scientific theory or philosophical system is a totalitarian dictatorship. In economics, the equivalent of a beautifully composed work of art is the smoothly running factory in which the workers are perfectly adjusted to the machines. The Will to Order can make tyrants out of those who merely aspire to clear up a mess. The beauty of tidiness is used as a justification for despotism.

                Organization is indispensable; for liberty arises and has meaning only within a self-regulating community of freely cooperating individuals. But, though indispensable, organization can also be fatal. Too much organization transforms men and women into automata, suffocates the creative spirit and abolishes the very possibility of freedom. As usual, the only safe course is in the middle, between the extremes of laissez-faire at one end of the scale and of total control at the other.

                During the past century the successive advances in technology have been accompanied by corresponding advances in organization. Complicated machinery has had to be matched by complicated social arrangements, designed to work as smoothly and efficiently as the new instruments of production. In order to fit into these organizations, individuals have had to deindividualize themselves, have had to deny their native diversity and conform to a standard pattern, have had to do their best to become automata.

                The dehumanizing effects of over-organization are reinforced by the dehumanizing effects of over-population. Industry, as it expands, draws an ever greater proportion of humanity’s increasing numbers into large cities. But life in large cities is not conducive to mental health (the highest incidence of schizophrenia, we are told, occurs among the swarming inhabitants of industrial slums); nor does it foster the kind of responsible freedom within small self-governing groups, which is the first condition of a genuine democracy. City life is anonymous and, as it were, abstract. People are related to one another, not as total personalities, but as the embodiments of economic functions or, when they are not at work, as irresponsible seekers of entertainment. Subjected to this kind of life, individuals tend to feel lonely and insignificant. Their existence ceases to have any point or meaning.

                Biologically speaking, man is a moderately gregarious, not a completely social animal — a creature more like a wolf, let us say, or an elephant, than like a bee or an ant. In their original form human societies bore no resemblance to the hive or the ant heap; they were merely packs. Civilization is, among other things, the process by which primitive packs are transformed into an analogue, crude and mechanical, of the social insects’ organic communities. At the present time the pressures of over-population and technological change are accelerating this process. The termitary has come to seem a realizable and even, in some eyes, a desirable ideal. Needless to say, the ideal will never in fact be realized. A great gulf separates the social insect from the not too gregarious, big-brained mammal; and even though the mammal should do his best to imitate the insect, the gulf would remain. However hard they try, men cannot create a social organism, they can only create an organization. In the process of trying to create an organism they will merely create a totalitarian despotism.

                Brave New World presents a fanciful and somewhat ribald picture of a society, in which the attempt to recreate human beings in the likeness of termites has been pushed almost to the limits of the possible. That we are being propelled in the direction of Brave New World is obvious. But no less obvious is the fact that we can, if we so desire, refuse to co-operate with the blind forces that are propelling us. For the moment, however, the wish to resist does not seem to be very strong or very widespread. As Mr. William Whyte has shown in his remarkable book, The Organization Man, a new Social Ethic is replacing our traditional ethical system — the system in which the individual is primary. The key words in this Social Ethic are “adjustment,” “adaptation,” “socially orientated behavior,” “belongingness,” “acquisition of social skills,” “team work,” “group living,” “group loyalty,” “group dynamics,” “group thinking,” “group creativity.” Its basic assumption is that the social whole has greater worth and significance than its individual parts, that inborn biological differences should be sacrificed to cultural uniformity, that the rights of the collectivity take precedence over what the eighteenth century called the Rights of Man. According to the Social Ethic, Jesus was completely wrong in asserting that the Sabbath was made for man. On the contrary, man was made for the Sabbath, and must sacrifice his inherited idiosyncrasies and pretend to be the kind of standardized good mixer that organizers of group activity regard as ideal for their purposes. This ideal man is the man who displays “dynamic conformity” (delicious phrase!) and an intense loyalty to the group, an unflagging desire to subordinate himself, to belong. And the ideal man must have an ideal wife, highly gregarious, infinitely adaptable and not merely resigned to the fact that her husband’s first loyalty is to the Corporation, but actively loyal on her own account. “He for God only,” as Milton said of Adam and Eve, “she for God in him.” And in one important respect the wife of the ideal organization man is a good deal worse off than our First Mother. She and Adam were permitted by the Lord to be completely uninhibited in the matter of “youthful dalliance.”

 

Nor turned, I ween,

Adam from his fair spouse, nor Eve the rites

Mysterious of connubial love refused.

                Today, according to a writer in the Harvard Business Review, the wife of the man who is trying to live up to the ideal proposed by the Social Ethic, “must not demand too much of her husband’s time and interest. Because of his single-minded concentration on his job, even his sexual activity must be relegated to a secondary place.” The monk makes vows of poverty, obedience and chastity. The organization man is allowed to be rich, but promises obedience (“he accepts authority without resentment, he looks up to his superiors”– Mussolini ha sempre ragione) and he must be prepared, for the greater glory of the organization that employs him, to forswear even conjugal love.

                It is worth remarking that, in 1984, the members of the Party are compelled to conform to a sexual ethic of more than Puritan severity. In Brave New World, on the other hand, all are permitted to indulge their sexual impulses without let or hindrance. The society described in Orwell’s fable is a society permanently at war, and the aim of its rulers is first, of course, to exercise power for its own delightful sake and, second, to keep their subjects in that state of constant tension which a state of constant war demands of those who wage it. By crusading against sexuality the bosses are able to maintain the required tension in their followers and at the same time can satisfy their lust for power in a most gratifying way. The society described in Brave New World is a world-state, in which war has been eliminated and where the first aim of the rulers is at all costs to keep their subjects from making trouble. This they achieve by (among other methods) legalizing a degree of sexual freedom (made possible by the abolition of the family) that practically guarantees the Brave New Worlders against any form of destructive (or creative) emotional tension. In 1984 the lust for power is satisfied by inflicting pain; in Brave New World, by inflicting a hardly less humiliating pleasure.

                The current Social Ethic, it is obvious, is merely a justification after the fact of the less desirable consequences of over-organization. It represents a pathetic attempt to make a virtue of necessity, to extract a positive value from an unpleasant datum. It is a very unrealistic, and therefore very dangerous, system of morality. The social whole, whose value is assumed to be greater than that of its component parts, is not an organism in the sense that a hive or a termitary may be thought of as an organism. It is merely an organization, a piece of social machinery. There can be no value except in relation to life and awareness. An organization is neither conscious nor alive. Its value is instrumental and derivative. It is not good in itself; it is good only to the extent that it promotes the good of the individuals who are the parts of the collective whole. To give organizations precedence over persons is to subordinate ends to means. What happens when ends are subordinated to means was clearly demonstrated by Hitler and Stalin. Under their hideous rule personal ends were subordinated to organizational means by a mixture of violence and propaganda, systematic terror and the systematic manipulation of minds. In the more efficient dictatorships of tomorrow there will probably be much less violence than under Hitler and Stalin. The future dictator’s subjects will be painlessly regimented by a corps of highly trained social engineers. “The challenge of social engineering in our time,” writes an enthusiastic advocate of this new science, “is like the challenge of technical engineering fifty years ago. If the first half of the twentieth century was the era of the technical engineers, the second half may well be the era of the social engineers” — and the twenty-first century, I suppose, will be the era of World Controllers, the scientific caste system and Brave New World. To the question quis custodiet custodes — Who will mount guard over our guardians, who will engineer the engineers? — the answer is a bland denial that they need any supervision. There seems to be a touching belief among certain Ph.D.’s in sociology that Ph.D.’s in sociology will never be corrupted by power. Like Sir Galahad’s, their strength is as the strength of ten because their heart is pure — and their heart is pure because they are scientists and have taken six thousand hours of social studies.

                Alas, higher education is not necessarily a guarantee of higher virtue, or higher political wisdom. And to these misgivings on ethical and psychological grounds must be added misgivings of a purely scientific character. Can we accept the theories on which the social engineers base their practice, and in terms of which they justify their manipulations of human beings? For example, Professor Elton Mayo tells us categorically that “man’s desire to be continuously associated in work with his fellows is a strong, if not the strongest human characteristic.” This, I would say, is manifestly untrue. Some people have the kind of desire described by Mayo; others do not. It is a matter of temperament and inherited constitution. Any social organization based upon the assumption that “man” (whoever “man” may be) desires to be continuously associated with his fellows would be, for many individual men and women, a bed of Procrustes. Only by being amputated or stretched upon the rack could they be adjusted to it.

                Again, how romantically misleading are the lyrical accounts of the Middle Ages with which many contemporary theorists of social relations adorn their works! “Membership in a guild, manorial estate or village protected medieval man throughout his life and gave him peace and serenity.” Protected him from what, we may ask. Certainly not from remorseless bullying at the hands of his superiors. And along with all that “peace and serenity” there was, throughout the Middle Ages, an enormous amount of chronic frustration, acute unhappiness and a passionate resentment against the rigid, hierarchical system that permitted no vertical movement up the social ladder and, for those who were bound to the land, very little horizontal movement in space. The impersonal forces of over-population and over-organization, and the social engineers who are trying to direct these forces, are pushing us in the direction of a new medieval system. This revival will be made more acceptable than the original by such Brave-New-Worldian amenities as infant conditioning, sleep-teaching and drug-induced euphoria; but, for the majority of men and women, it will still be a kind of servitude.

 

The next three chapters focus on mass communication and its use as propaganda. The Power Elite will possess the new media and will use them not only to advertise products but mainly for political propaganda. The advances of the propagandist/social manufacturer’s techniques go together with the development of mass communication and form the most powerful weapons in the hands of the power holders and of the would-be dictator. At the end of chapter IV Huxley discusses the use of mass entertainment as means of social control: too bad he did not have the chance to exemplify his theory with B.’s achievements. This chapter is complete because it’s really worth reading it all.

 

                “The doctrines of Europe,” Jefferson wrote, “were that men in numerous associations cannot be restrained within the limits of order and justice, except by forces physical and moral wielded over them by authorities independent of their will. . . . We (the founders of the new American democracy) believe that man was a rational animal, endowed by nature with rights, and with an innate sense of justice, and that he could be restrained from wrong, and protected in right, by moderate powers, confided to persons of his own choice and held to their duties by dependence on his own will.” To post-Freudian ears, this kind of language seems touchingly quaint and ingenuous. Human beings are a good deal less rational and innately just than the optimists of the eighteenth century supposed. On the other hand they are neither so morally blind nor so hopelessly unreasonable as the pessimists of the twentieth would have us believe. In spite of the Id and the Unconscious, in spite of endemic neurosis and the prevalence of low IQ’s, most men and women are probably decent enough and sensible enough to be trusted with the direction of their own destinies.

                Democratic institutions are devices for reconciling social order with individual freedom and initiative, and for making the immediate power of a country’s rulers subject to the ultimate power of the ruled. The fact that, in Western Europe and America, these devices have worked, all things considered, not too badly is proof enough that the eighteenth-century optimists were not entirely wrong. Given a fair chance, human beings can govern themselves, and govern themselves better, though perhaps with less mechanical efficiency, than they can be governed by “authorities independent of their will.” Given a fair chance, I repeat; for the fair chance is an indispensable prerequisite. No people that passes abruptly from a state of subservience under the rule of a despot to the completely unfamiliar state of political independence can be said to have a fair chance of making democratic institutions work. Again, no people in a precarious economic condition has a fair chance of being able to govern itself democratically. Liberalism flourishes in an atmosphere of prosperity and declines as declining prosperity makes it necessary for the government to intervene ever more frequently and drastically in the affairs of its subjects. Over-population and over-organization are two conditions which, as I have already pointed out, deprive a society of a fair chance of making democratic institutions work effectively. We see, then, that there are certain historical, economic, demographic and technological conditions which make it very hard for Jefferson’s rational animals, endowed by nature with inalienable rights and an innate sense of justice, to exercise their reason, claim their rights and act justly within a democratically organized society. We in the West have been supremely fortunate in having been given our fair chance of making the great experiment in self-government. Unfortunately it now looks as though, owing to recent changes in our circumstances, this infinitely precious fair chance were being, little by little, taken away from us. And this, of course, is not the whole story. These blind impersonal forces are not the only enemies of individual liberty and democratic institutions. There are also forces of another, less abstract character, forces that can be deliberately used by power-seeking individuals whose aim is to establish partial or complete control over their fellows. Fifty years ago, when I was a boy, it seemed completely self-evident that the bad old days were over, that torture and massacre, slavery, and the persecution of heretics, were things of the past. Among people who wore top hats, traveled in trains, and took a bath every morning such horrors were simply out of the question. After all, we were living in the twentieth century. A few years later these people who took daily baths and went to church in top hats were committing atrocities on a scale undreamed of by the benighted Africans and Asiatics. In the light of recent history it would be foolish to suppose that this sort of thing cannot happen again. It can and, no doubt, it will. But in the immediate future there is some reason to believe that the punitive methods of 1984 will give place to the reinforcements and manipulations of Brave New World.

                There are two kinds of propaganda — rational propaganda in favor of action that is consonant with the enlightened self-interest of those who make it and those to whom it is addressed, and non-rational propaganda that is not consonant with anybody’s enlightened self-interest, but is dictated by, and appeals to, passion. Where the actions of individuals are concerned there are motives more exalted than enlightened self-interest, but where collective action has to be taken in the fields of politics and economics, enlightened self-interest is probably the highest of effective motives. If politicians and their constituents always acted to promote their own or their country’s long-range self-interest, this world would be an earthly paradise. As it is, they often act against their own interests, merely to gratify their least creditable passions; the world, in consequence, is a place of misery. Propaganda in favor of action that is consonant with enlightened self-interest appeals to reason by means of logical arguments based upon the best available evidence fully and honestly set forth. Propaganda in favor of action dictated by the impulses that are below self-interest offers false, garbled or incomplete evidence, avoids logical argument and seeks to influence its victims by the mere repetition of catchwords, by the furious denunciation of foreign or domestic scapegoats, and by cunningly associating the lowest passions with the highest ideals, so that atrocities come to be perpetrated in the name of God and the most cynical kind of Realpolitik is treated as a matter of religious principle and patriotic duty.

                In John Dewey’s words, “a renewal of faith in common human nature, in its potentialities in general, and in its power in particular to respond to reason and truth, is a surer bulwark against totalitarianism than a demonstration of material success or a devout worship of special legal and political forms.” The power to respond to reason and truth exists in all of us. But so, unfortunately, does the tendency to respond to unreason and falsehood — particularly in those cases where the falsehood evokes some enjoyable emotion, or where the appeal to unreason strikes some answering chord in the primitive, subhuman depths of our being. In certain fields of activity men have learned to respond to reason and truth pretty consistently. The authors of learned articles do not appeal to the passions of their fellow scientists and technologists. They set forth what, to the best of their knowledge, is the truth about some particular aspect of reality, they use reason to explain the facts they have observed and they support their point of view with arguments that appeal to reason in other people. All this is fairly easy in the fields of physical science and technology. It is much more difficult in the fields of politics and religion and ethics. Here the relevant facts often elude us. As for the meaning of the facts, that of course depends upon the particular system of ideas, in terms of which you choose to interpret them. And these are not the only difficulties that confront the rational truth-seeker. In public and in private life, it often happens that there is simply no time to collect the relevant facts or to weigh their significance. We are forced to act on insufficient evidence and by a light considerably less steady than that of logic. With the best will in the world, we cannot always be completely truthful or consistently rational. All that is in our power is to be as truthful and rational as circumstances permit us to be, and to respond as well as we can to the limited truth and imperfect reasonings offered for our consideration by others.

                “If a nation expects to be ignorant and free,” said Jefferson, “it expects what never was and never will be. . . . The people cannot be safe without information. Where the press is free, and every man able to read, all is safe.” Across the Atlantic another passionate believer in reason was thinking about the same time, in almost precisely similar terms. Here is what John Stuart Mill wrote of his father, the utilitarian philosopher, James Mill: “So complete was his reliance upon the influence of reason over the minds of mankind, whenever it is allowed to reach them, that he felt as if all would be gained, if the whole population were able to read, and if all sorts of opinions were allowed to be addressed to them by word or in writing, and if by the suffrage they could nominate a legislature to give effect to the opinions they had adopted.” All is safe, all would be gained! Once more we hear the note of eighteenth-century optimism. Jefferson, it is true, was a realist as well as an optimist. He knew by bitter experience that the freedom of the press can be shamefully abused. “Nothing,” he declared, “can now be believed which is seen in a newspaper.” And yet, he insisted (and we can only agree with him), “within the pale of truth, the press is a noble institution, equally the friend of science and civil liberty.”Mass communication, in a word, is neither good nor bad; it is simply a force and, like any other force, it can be used either well or ill. Used in one way, the press, the radio and the cinema are indispensable to the survival of democracy. Used in another way, they are among the most powerful weapons in the dictator’s armory. In the field of mass communications as in almost every other field of enterprise, technological progress has hurt the Little Man and helped the Big Man. As lately as fifty years ago, every democratic country could boast of a great number of small journals and local newspapers. Thousands of country editors expressed thousands of independent opinions. Somewhere or other almost anybody could get almost anything printed. Today the press is still legally free; but most of the little papers have disappeared. The cost of wood-pulp, of modern printing machinery and of syndicated news is too high for the Little Man. In the totalitarian East there is political censorship, and the media of mass communication are controlled by the State. In the democratic West there is economic censorship and the media of mass communication are controlled by members of the Power Elite. Censorship by rising costs and the concentration of communication power in the hands of a few big concerns is less objectionable than State ownership and government propaganda; but certainly it is not something of which a Jeffersonian democrat could possibly approve.

                In regard to propaganda the early advocates of universal literacy and a free press envisaged only two possibilities: the propaganda might be true, or it might be false. They did not foresee what in fact has happened, above all in our Western capitalist democracies — the development of a vast mass communications industry, concerned in the main neither with the true nor the false, but with the unreal, the more or less totally irrelevant. In a word, they failed to take into account man’s almost infinite appetite for distractions.

                In the past most people never got a chance of fully satisfying this appetite. They might long for distractions, but the distractions were not provided. Christmas came but once a year, feasts were “solemn and rare,” there were few readers and very little to read, and the nearest approach to a neighborhood movie theater was the parish church, where the performances, though frequent, were somewhat monotonous. For conditions even remotely comparable to those now prevailing we must return to imperial Rome, where the populace was kept in good humor by frequent, gratuitous doses of many kinds of entertainment — from poetical dramas to gladiatorial fights, from recitations of Virgil to all-out boxing, from concerts to military reviews and public executions. But even in Rome there was nothing like the non-stop distraction now provided by newspapers and magazines, by radio, television and the cinema. In Brave New World non-stop distractions of the most fascinating nature (the feelies, orgy-porgy, centrifugal bumble-puppy) are deliberately used as instruments of policy, for the purpose of preventing people from paying too much attention to the realities of the social and political situation. The other world of religion is different from the other world of entertainment; but they resemble one another in being most decidedly “not of this world.” Both are distractions and, if lived in too continuously, both can become, in Marx’s phrase, “the opium of the people” and so a threat to freedom. Only the vigilant can maintain their liberties, and only those who are constantly and intelligently on the spot can hope to govern themselves effectively by democratic procedures. A society, most of whose members spend a great part of their time, not on the spot, not here and now and in the calculable future, but somewhere else, in the irrelevant other worlds of sport and soap opera, of mythology and metaphysical fantasy, will find it hard to resist the encroachments of those who would manipulate and control it.

                In their propaganda today’s dictators rely for the most part on repetition, suppression and rationalization — the repetition of catchwords which they wish to be accepted as true, the suppression of facts which they wish to be ignored, the arousal and rationalization of passions which may be used in the interests of the Party or the State. As the art and science of manipulation come to be better understood, the dictators of the future will doubtless learn to combine these techniques with the non-stop distractions which, in the West, are now threatening to drown in a sea of irrelevance the rational propaganda essential to the maintenance of individual liberty and the survival of democratic institutions.

 

In chapter V, Propaganda under a Dictatorship, the author states that Hitler was the first technological dictator and that his manipulation of the instincts of the masses by means of mass communication is the first example of the techniques a possible would-be dictator of tomorrow would use. The writer discusses the deprivation of values made by Nazi Germany and the imposition of a new authoritarian order. To reach these goals the propagandist had to win access to the unconscious desires of the masses and manipulate its instincts. In this process the orator’s role was very fundamental. The final part of the chapter is about the attitude of the demagogue towards the masses: here the past mingles with the present and the future more tightly and, for the contemporary reader, it is a picture of B.’s ventennio. This chapter is unabridged too.

 

  At his trial after the Second World War, Hitler’s Minister for Armaments, Albert Speer, delivered a long speech in which, with remarkable acuteness, he described the Nazi tyranny and analyzed its methods. “Hitler’s dictatorship,” he said, “differed in one fundamental point from all its predecessors in history. It was the first dictatorship in the present period of modern technical development, a dictatorship which made complete use of all technical means for the domination of its own country. Through technical devices like the radio and the loud-speaker, eighty million people were deprived of independent thought. It was thereby possible to subject them to the will of one man. . . . Earlier dictators needed highly qualified assistants even at the lowest level — men who could think and act independently. The totalitarian system in the period of modern technical development can dispense with such men; thanks to modern methods of communication, it is possible to mechanize the lower leadership. As a result of this there has arisen the new type of the uncritical recipient of orders.”

                In the Brave New World of my prophetic fable, technology had advanced far beyond the point it had reached in Hitler’s day; consequently the recipients of orders were far less critical than their Nazi counterparts, far more obedient to the order-giving elite. Moreover, they had been genetically standardized and postnatally conditioned to perform their subordinate functions, and could therefore be depended upon to behave almost as predictably as machines. As we shall see in a later chapter, this conditioning of “the lower leadership” is already going on under the Communist dictatorships. The Chinese and the Russians are not relying merely on the indirect effects of advancing technology; they are working directly on the psycho-physical organisms of their lower leaders, subjecting minds and bodies to a system of ruthless and, from all accounts, highly effective conditioning. “Many a man,” said Speer, “has been haunted by the nightmare that one day nations might be dominated by technical means. That nightmare was almost realized in Hitler’s totalitarian system.” Almost, but not quite. The Nazis did not have time — and perhaps did not have the intelligence and the necessary knowledge — to brainwash and condition their lower leadership. This, it may be, is one of the reasons why they failed.

                Since Hitler’s day the armory of technical devices at the disposal of the would-be dictator has been considerably enlarged. As well as the radio, the loudspeaker, the moving picture camera and the rotary press, the contemporary propagandist can make use of television to broadcast the image as well as the voice of his client, and can record both image and voice on spools of magnetic tape. Thanks to technological progress, Big Brother can now be almost as omnipresent as God. Nor is it only on the technical front that the hand of the would-be dictator has been strengthened. Since Hitler’s day a great deal of work has been carried out in those fields of applied psychology and neurology which are the special province of the propagandist, the indoctrinator and the brainwasher. In the past these specialists in the art of changing people’s minds were empiricists. By a method of trial and error they had worked out a number of techniques and procedures, which they used very effectively without, however, knowing precisely why they were effective. Today the art of mind-control is in the process of becoming a science. The practitioners of this science know what they are doing and why. They are guided in their work by theories and hypotheses solidly established on a massive foundation of experimental evidence. Thanks to the new insights and the new techniques made possible by these insights, the nightmare that was “all but realized in Hitler’s totalitarian system” may soon be completely realizable.

                But before we discuss these new insights and techniques let us take a look at the nightmare that so nearly came true in Nazi Germany. What were the methods used by Hitler and Goebbels for “depriving eighty million people of independent thought and subjecting them to the will of one man”? And what was the theory of human nature upon which those terrifyingly successful methods were based? These questions can be answered, for the most part, in Hitler’s own words. And what remarkably clear and astute words they are! When he writes about such vast abstractions as Race and History and Providence, Hitler is strictly unreadable. But when he writes about the German masses and the methods he used for dominating and directing them, his style changes. Nonsense gives place to sense, bombast to a hard-boiled and cynical lucidity. In his philosophical lucubrations Hitler was either cloudily daydreaming or reproducing other people’s half-baked notions. In his comments on crowds and propaganda he was writing of things he knew by firsthand experience. In the words of his ablest biographer, Mr. Alan Bullock, “Hitler was the greatest demagogue in history.” Those who add, “only a demagogue,” fail to appreciate the nature of political power in an age of mass politics. As he himself said, “To be a leader means to be able to move the masses.” Hitler’s aim was first to move the masses and then, having pried them loose from their traditional loyalties and moralities, to impose upon them (with the hypnotized consent of the majority) a new authoritarian order of his own devising. “Hitler,” wrote Hermann Rauschning in 1939, “has a deep respect for the Catholic church and the Jesuit order; not because of their Christian doctrine, but because of the ‘machinery’ they have elaborated and controlled, their hierarchical system, their extremely clever tactics, their knowledge of human nature and their wise use of human weaknesses in ruling over believers.” Ecclesiasticism without Christianity, the discipline of a monastic rule, not for God’s sake or in order to achieve personal salvation, but for the sake of the State and for the greater glory and power of the demagogue turned Leader — this was the goal toward which the systematic moving of the masses was to lead.

                Let us see what Hitler thought of the masses he moved and how he did the moving. The first principle from which he started was a value judgment: the masses are utterly contemptible. They are incapable of abstract thinking and uninterested in any fact outside the circle of their immediate experience. Their behavior is determined, not by knowledge and reason, but by feelings and unconscious drives. It is in these drives and feelings that “the roots of their positive as well as their negative attitudes are implanted.” To be successful a propagandist must learn how to manipulate these instincts and emotions. “The driving force which has brought about the most tremendous revolutions on this earth has never been a body of scientific teaching which has gained power over the masses, but always a devotion which has inspired them, and often a kind of hysteria which has urged them into action. Whoever wishes to win over the masses must know the key that will open the door of their hearts.” . . . In post-Freudian jargon, of their unconscious.

                Hitler made his strongest appeal to those members of the lower middle classes who had been ruined by the inflation of 1923, and then ruined all over again by the depression of 1929 and the following years. “The masses” of whom he speaks were these bewildered, frustrated and chronically anxious millions. To make them more masslike, more homogeneously subhuman, he assembled them, by the thousands and the tens of thousands, in vast halls and arenas, where individuals could lose their personal identity, even their elementary humanity, and be merged with the crowd. A man or woman makes direct contact with society in two ways: as a member of some familial, professional or religious group, or as a member of a crowd. Groups are capable of being as moral and intelligent as the individuals who form them; a crowd is chaotic, has no purpose of its own and is capable of anything except intelligent action and realistic thinking. Assembled in a crowd, people lose their powers of reasoning and their capacity for moral choice. Their suggestibility is increased to the point where they cease to have any judgment or will of their own. They become very excitable, they lose all sense of individual or collective responsibility, they are subject to sudden accesses of rage, enthusiasm and panic. In a word, a man in a crowd behaves as though he had swallowed a large dose of some powerful intoxicant. He is a victim of what I have called “herd-poisoning.” Like alcohol, herd-poison is an active, extraverted drug. The crowd-intoxicated individual escapes from responsibility, intelligence and morality into a kind of frantic, animal mindlessness.

                During his long career as an agitator, Hitler had studied the effects of herd-poison and had learned how to exploit them for his own purposes. He had discovered that the orator can appeal to those “hidden forces” which motivate men’s actions, much more effectively than can the writer. Reading is a private, not a collective activity. The writer speaks only to individuals, sitting by themselves in a state of normal sobriety. The orator speaks to masses of individuals, already well primed with herd-poison. They are at his mercy and, if he knows his business, he can do what he likes with them. As an orator, Hitler knew his business supremely well. He was able, in his own words, “to follow the lead of the great mass in such a way that from the living emotion of his hearers the apt word which he needed would be suggested to him and in its turn this would go straight to the heart of his hearers.” Otto Strasser called him “a loud-speaker, proclaiming the most secret desires, the least admissible instincts, the sufferings and personal revolts of a whole nation.” Twenty years before Madison Avenue embarked upon “Motivational Research,” Hitler was systematically exploring and exploiting the secret fears and hopes, the cravings, anxieties and frustrations of the German masses. It is by manipulating “hidden forces” that the advertising experts induce us to buy their wares — a toothpaste, a brand of cigarettes, a political candidate. And it is by appealing to the same hidden forces — and to others too dangerous for Madison Avenue to meddle with — that Hitler induced the German masses to buy themselves a Fuehrer, an insane philosophy and the Second World War.

                Unlike the masses, intellectuals have a taste for rationality and an interest in facts. Their critical habit of mind makes them resistant to the kind of propaganda that works so well on the majority. Among the masses “instinct is supreme, and from instinct comes faith. . . . While the healthy common folk instinctively close their ranks to form a community of the people” (under a Leader, it goes without saying) “intellectuals run this way and that, like hens in a poultry yard. With them one cannot make history; they cannot be used as elements composing a community.” Intellectuals are the kind of people who demand evidence and are shocked by logical inconsistencies and fallacies. They regard over-simplification as the original sin of the mind and have no use for the slogans, the unqualified assertions and sweeping generalizations which are the propagandist’s stock in trade. “All effective propaganda,” Hitler wrote, “must be confined to a few bare necessities and then must be expressed in a few stereotyped formulas.” These stereotyped formulas must be constantly repeated, for “only constant repetition will finally succeed in imprinting an idea upon the memory of a crowd.” Philosophy teaches us to feel uncertain about the things that seem to us self-evident. Propaganda, on the other hand, teaches us to accept as self-evident matters about which it would be reasonable to suspend our judgment or to feel doubt. The aim of the demagogue is to create social coherence under his own leadership. But, as Bertrand Russell has pointed out, “systems of dogma without empirical foundations, such as scholasticism, Marxism and fascism, have the advantage of producing a great deal of social coherence among their disciples.” The demagogic propagandist must therefore be consistently dogmatic. All his statements are made without qualification. There are no grays in his picture of the world; everything is either diabolically black or celestially white. In Hitler’s words, the propagandist should adopt “a systematically one-sided attitude towards every problem that has to be dealt with.” He must never admit that he might be wrong or that people with a different point of view might be even partially right. Opponents should not be argued with; they should be attacked, shouted down, or, if they become too much of a nuisance, liquidated. The morally squeamish intellectual may be shocked by this kind of thing. But the masses are always convinced that “right is on the side of the active aggressor.”

                Such, then, was Hitler’s opinion of humanity in the mass. It was a very low opinion. Was it also an incorrect opinion? The tree is known by its fruits, and a theory of human nature which inspired the kind of techniques that proved so horribly effective must contain at least an element of truth. Virtue and intelligence belong to human beings as individuals freely associating with other individuals in small groups. So do sin and stupidity. But the subhuman mindlessness to which the demagogue makes his appeal, the moral imbecility on which he relies when he goads his victims into action, are characteristic not of men and women as individuals, but of men and women in masses. Mindlessness and moral idiocy are not characteristically human attributes; they are symptoms of herd-poisoning. In all the world’s higher religions, salvation and enlightenment are for individuals. The kingdom of heaven is within the mind of a person, not within the collective mindlessness of a crowd. Christ promised to be present where two or three are gathered together. He did not say anything about being present where thousands are intoxicating one another with herd-poison. Under the Nazis enormous numbers of people were compelled to spend an enormous amount of time marching in serried ranks from point A to point B and back again to point A. “This keeping of the whole population on the march seemed to be a senseless waste of time and energy. Only much later,” adds Hermann Rauschning, “was there revealed in it a subtle intention based on a well-judged adjustment of ends and means. Marching diverts men’s thoughts. Marching kills thought. Marching makes an end of individuality. Marching is the indispensable magic stroke performed in order to accustom the people to a mechanical, quasi-ritualistic activity until it becomes second nature.”

                From his point of view and at the level where he had chosen to do his dreadful work, Hitler was perfectly correct in his estimate of human nature. To those of us who look at men and women as individuals rather than as members of crowds, or of regimented collectives, he seems hideously wrong. In an age of accelerating over-population, of accelerating over-organization and ever more efficient means of mass communication, how can we preserve the integrity and reassert the value of the human individual? This is a question that can still be asked and perhaps effectively answered. A generation from now it may be too late to find an answer and perhaps impossible, in the stifling collective climate of that future time, even to ask the question.

 

The Arts of Selling, chapter VI, is focused on advertisement through the media: the fears and wishes of the people are the issues on which publicity is built. The arts of selling based on people’s desires and not on the characteristics of products preview the modern brand vs. product marketing philosophy of today’s multinational corporations. The author says that the same technique is used in politics too, and it will be the more so in the future. The perfect political candidate is a television demagogue, an entertainer who looks glamorous and sincere, able to convey his message, no matter what it is as long as it is short, simple and clear: 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. In the last part of the chapter Huxley’s words are once again a stunning picture of il Cavaliere and its policy. Impressive is the paragraph dedicated to the conditioning of millions of children, trained to buy the advertised products now and the local despot’s ideological product tomorrow, what the already grown-up Italians have been doing in the never-ending B.’s ventennio. The chapter that follows, Brainwashing, is a logical follow-up of what has been said so far. Brainwashing is used extensively in the worlds of Nineteen Eighty-four and Brave New World, but, back to reality, it is exactly the function of Mediaset‘s broadcasting empire and, in general, one of B.’s favorite techniques: Big Brother is brainwashing you was the title for my essay that I had thought of in the beginning. In Huxley’s words the effectiveness of political and religious propaganda depends upon the methods employed, not upon the doctrines taught. These doctrines may be true or false, wholesome or pernicious – it makes little or no difference. If the indoctrination is given in the right way at the proper stage of nervous exhaustion, it will work. Under favorable conditions, practically everybody can be converted to practically anything: … on the road to the Brave New World our rulers will have to rely on the transitional and provisional techniques of brainwashing.

 

The survival of democracy depends on the ability of large numbers of people to make realistic choices in the light of adequate information. A dictatorship, on the other hand, maintains itself by censoring or distorting the facts, and by appealing, not to reason, not to enlightened self-interest, but to passion and prejudice, to the powerful “hidden forces,” as Hitler called them, present in the unconscious depths of every human mind.

(…)

  Effective rational propaganda becomes possible only when there is a clear understanding, on the part of all concerned, of the nature of symbols and of their relations to the things and events symbolized. Irrational propaganda depends for its effectiveness on a general failure to understand the nature of symbols. Simple-minded people tend to equate the symbol with what it stands for, to attribute to things and events some of the qualities expressed by the words in terms of which the propagandist has chosen, for his own purposes, to talk about them. Consider a simple example. Most cosmetics are made of lanolin, which is a mixture of purified wool fat and water beaten up into an emulsion. This emulsion has many valuable properties: it penetrates the skin, it does not become rancid, it is mildly antiseptic and so forth. But the commercial propagandists do not speak about the genuine virtues of the emulsion. They give it some picturesquely voluptuous name, talk ecstatically and misleadingly about feminine beauty and show pictures of gorgeous blondes nourishing their tissues with skin food. “The cosmetic manufacturers,” one of their number has written, “are not selling lanolin, they are selling hope.” For this hope, this fraudulent implication of a promise that they will be transfigured, women will pay ten or twenty times the value of the emulsion which the propagandists have so skilfully related, by means of misleading symbols, to a deep-seated and almost universal feminine wish — the wish to be more attractive to members of the opposite sex. The principles underlying this kind of propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true. “We no longer buy oranges, we buy vitality. We do not buy just an auto, we buy prestige.” And so with all the rest. In toothpaste, for example, we buy, not a mere cleanser and antiseptic, but release from the fear of being sexually repulsive. In vodka and whisky we are not buying a protoplasmic poison which in small doses, may depress the nervous system in a psychologically valuable way; we are buying friendliness and good fellowship, the warmth of Dingley Dell and the brilliance of the Mermaid Tavern. With our laxatives we buy the health of a Greek god, the radiance of one of Diana’s nymphs. With the monthly best seller we acquire culture, the envy of our less literate neighbors and the respect of the sophisticated. In every case the motivation analyst has found some deep-seated wish or fear, whose energy can be used to move the consumer to part with cash and so, indirectly, to turn the wheels of industry. Stored in the minds and bodies of countless individuals, this potential energy is released by, and transmitted along, a line of symbols carefully laid out so as to bypass rationality and obscure the real issue.

(…)

“I don’t say that children should be forced to harass their parents into buying products they’ve seen advertised on television, but at the same time I cannot close my eyes to the fact that it’s being done every day.” So writes the star of one of the many programs beamed to a juvenile audience. “Children,” he adds, “are living, talking records of what we tell them every day.” And in due course these living, talking records of television commercials will grow up, earn money and buy the products of industry. “Think,” writes Mr. Clyde Miller ecstatically, “think of what it can mean to your firm in profits if you can condition a million or ten million children, who will grow up into adults trained to buy your product, as soldiers are trained in advance when they hear the trigger words, Forward March!” Yes, just think of it! And at the same time remember that the dictators and the would-be dictators have been thinking about this sort of thing for years, and that millions, tens of millions, hundreds of millions of children are in process of growing up to buy the local despot’s ideological product and, like well-trained soldiers, to respond with appropriate behavior to the trigger words implanted in those young minds by the despot’s propagandists.

                Self-government is in inverse ratio to numbers. The larger the constituency, the less the value of any particular vote. When he is merely one of millions, the individual elector feels himself to be impotent, a negligible quantity. The candidates he has voted into office are far away, at the top of the pyramid of power. Theoretically they are the servants of the people; but in fact it is the servants who give orders and the people, far off at the base of the great pyramid, who must obey. Increasing population and advancing technology have resulted in an increase in the number and complexity of organizations, an increase in the amount of power concentrated in the hands of officials and a corresponding decrease in the amount of control exercised by electors, coupled with a decrease in the public’s regard for democratic procedures. Already weakened by the vast impersonal forces at work in the modern world, democratic institutions are now being undermined from within by the politicians and their propagandists.

                Human beings act in a great variety of irrational ways, but all of them seem to be capable, if given a fair chance, of making a reasonable choice in the light of available evidence. Democratic institutions can be made to work only if all concerned do their best to impart knowledge and to encourage rationality. But today, in the world’s most powerful democracy, the politicians and their propagandists prefer to make nonsense of democratic procedures by appealing almost exclusively to the ignorance and irrationality of the electors. “Both parties,” we were told in 1956 by the editor of a leading business journal, “will merchandize their candidates and issues by the same methods that business has developed to sell goods. These include scientific selection of appeals and planned repetition. . . . Radio spot announcements and ads will repeat phrases with a planned intensity. Billboards will push slogans of proven power. . . . Candidates need, in addition to rich voices and good diction, to be able to look ‘sincerely’ at the TV camera.”

                The political merchandisers appeal only to the weaknesses of voters, never to their potential strength. They make no 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 in depth.” 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. (Ch. VI, The Arts of Selling)

 

In the Age of Television Addiction, in the Age of Anxiety, in the Age of Mind Manipulation and Subconscious Persuasion – to use Huxley’s vocabulary –, the author asks himself what can be done as far as education for freedom is concerned. It is another overwhelming question indeed that matches my own ones. The following final quotations from the last chapters (IX to XII) leave little hope for the future. If Winter comes, can Spring be far behind?: P. B. Shelley’s famous closing line seems to have vanished in the air. How many times can a man turn his head, pretending he just doesn’t see? The answer, my friend, is still blowing in the Western wind.

 

Mass entertainment, and in the life of civilized human beings mass entertainment now plays a part comparable to that played in the Middle Ages by religion. Our epoch has been given many nicknames — the Age of Anxiety, the Atomic Age, the Space Age. It might, with equally good reason, be called the Age of Television Addiction, the Age of Soap Opera, the Age of the Disk Jockey … its purpose was to manipulate their minds without their being aware of what was being done to them. (Ch. IX, Subconscious Persuasion)

 

The genetic standardization of individuals is still impossible; but Big Government and Big Business already possess, or will very soon possess, all the techniques for mind-manipulation described in Brave New World, along with others of which I was too unimaginative to dream. Lacking the ability to impose genetic uniformity upon embryos, the rulers of tomorrow’s over-populated and over-organized world will try to impose social and cultural uniformity upon adults and their children. To achieve this end, they will (unless prevented) make use of all the mind-manipulating techniques at their disposal and will not hesitate to reinforce these methods of non-rational persuasion by economic coercion and threats of physical violence. If this kind of tyranny is to be avoided, we must begin without delay to educate ourselves and our children for freedom and self-government. (Ch. XI, Education for Freedom)

 

  From the time of Magna Carta and even earlier, the makers of English law have been concerned to protect the physical freedom of the individual. A person who is being kept in prison on grounds of doubtful legality has the right, under the Common Law as clarified by the statute of 1679, to appeal to one of the higher courts of justice for a writ of habeas corpus. This writ is addressed by a judge of the high court to a sheriff or jailer, and commands him, within a specified period of time, to bring the person he is holding in custody to the court for an examination of his case — to bring, be it noted, not the person’s written complaint, nor his legal representatives, but his corpus, his body, the too too solid flesh which has been made to sleep on boards, to smell the fetid prison air, to eat the revolting prison food. This concern with the basic condition of freedom — the absence of physical constraint — is unquestionably necessary, but is not all that is necessary. It is perfectly possible for a man to be out of prison, and yet not free — to be under no physical constraint and yet to be a psychological captive, compelled to think, feel and act as the representatives of the national State, or of some private interest within the nation, want him to think, feel and act. There will never be such a thing as a writ of habeas mentem; for no sheriff or jailer can bring an illegally imprisoned mind into court, and no person whose mind had been made captive by the methods outlined in earlier articles would be in a position to complain of his captivity. The nature of psychological compulsion is such that those who act under constraint remain under the impression that they are acting on their own initiative. The victim of mind-manipulation does not know that he is a victim. To him, the walls of his prison are invisible, and he believes himself to be free. That he is not free is apparent only to other people. His servitude is strictly objective.

(…)

There could and, I think, there should be legislation to prevent political candidates not merely from spending more than a certain amount of money on their election campaigns, but also to prevent them from resorting to the kind of anti-rational propaganda that makes nonsense of the whole democratic process.

Such preventive legislation might do some good; but if the great impersonal forces now menacing freedom continue to gather momentum, they cannot do much good for very long. The best of constitutions and preventive laws will be powerless against the steadily increasing pressures of over-population and of the over-organization imposed by growing numbers and advancing technology. The constitutions will not be abrogated and the good laws will remain on the statute book; but these liberal forms will merely serve to mask and adorn a profoundly illiberal substance. Given unchecked over-population and over-organization, we may expect to see in the democratic countries a reversal of the process which transformed England into a democracy, while retaining all the outward forms of a monarchy. Under the relentless thrust of accelerating overpopulation and increasing over-organization, and by means of ever more effective methods of mind-manipulation, the democracies will change their nature; the quaint old forms — elections, parliaments, Supreme Courts and all the rest — will remain. The underlying substance will be a new kind of non-violent totalitarianism. All the traditional names, all the hallowed slogans will remain exactly what they were in the good old days. Democracy and freedom will be the theme of every broadcast and editorial — but democracy and freedom in a strictly Pickwickian sense. Meanwhile the ruling oligarchy and its highly trained elite of soldiers, policemen, thought-manufacturers and mind-manipulators will quietly run the show as they see fit.

(…)

  At this point we find ourselves confronted by a very disquieting question: Do we really wish to act upon our knowledge? Does a majority of the population think it worth-while to take a good deal of trouble, in order to halt and, if possible, reverse the current drift toward totalitarian control of everything? In the United States and America is the prophetic image of the rest of the urban-industrial world as it will be a few years from now — recent public opinion polls have revealed that an actual majority of young people in their teens, the voters of tomorrow, have no faith in democratic institutions, see no objection to the censorship of unpopular ideas, do not believe that government of the people by the people is possible and would be perfectly content, if they can continue to live in the style to which the boom has accustomed them, to be ruled, from above, by an oligarchy of assorted experts. That so many of the well-fed young television-watchers in the world’s most powerful democracy should be so completely indifferent to the idea of self-government, so blankly uninterested in freedom of thought and the right to dissent, is distressing, but not too surprising. “Free as a bird,” we say, and envy the winged creatures for their power of unrestricted movement in all the three dimensions. But, alas, we forget the dodo. Any bird that has learned how to grub up a good living without being compelled to use its wings will soon renounce the privilege of flight and remain forever grounded. Something analogous is true of human beings. If the bread is supplied regularly and copiously three times a day, many of them will be perfectly content to live by bread alone — or at least by bread and circuses alone. “In the end,” says the Grand Inquisitor in Dostoevsky’s parable, “in the end they will lay their freedom at our feet and say to us, ‘make us your slaves, but feed us.’ “And when Alyosha Karamazov asks his brother, the teller of the story, if the Grand Inquisitor is speaking ironically, Ivan answers, “Not a bit of it! He claims it as a merit for himself and his Church that they have vanquished freedom and done so to make men happy.” Yes, to make men happy; “for nothing,” the Inquisitor insists, “has ever been more insupportable for a man or a human society than freedom.” Nothing, except the absence of freedom; for when things go badly, and the rations are reduced, the grounded dodos will clamor again for their wings — only to renounce them, yet once more, when times grow better and the dodo-farmers become more lenient and generous. The young people who now think so poorly of democracy may grow up to become fighters for freedom. The cry of “Give me television and hamburgers, but don’t bother me with the responsibilities of liberty,” may give place, under altered circumstances, to the cry of “Give me liberty or give me death.” If such a revolution takes place, it will be due in part to the operation of forces over which even the most powerful rulers have very little control, in part to the incompetence of those rulers, their inability to make effective use of the mind-manipulating instruments with which science and technology have supplied, and will go on supplying, the would-be tyrant. Considering how little they knew and how poorly they were equipped, the Grand Inquisitors of earlier times did remarkably well. But their successors, the well-informed, thoroughly scientific dictators of the future will undoubtedly be able to do a great deal better. The Grand Inquisitor reproaches Christ with having called upon men to be free and tells Him that “we have corrected Thy work and founded it upon miracle, mystery and authority.” But miracle, mystery and authority are not enough to guarantee the indefinite survival of a dictatorship. In my fable of Brave New World, the dictators had added science to the list and thus were able to enforce their authority by manipulating the bodies of embryos, the reflexes of infants and the minds of children and adults. And, instead of merely talking about miracles and hinting symbolically at mysteries, they were able, by means of drugs, to give their subjects the direct experience of mysteries and miracles — to transform mere faith into ecstatic knowledge. The older dictators fell because they could never supply their subjects with enough bread, enough circuses, enough miracles and mysteries. Nor did they possess a really effective system of mind-manipulation. In the past, free-thinkers and revolutionaries were often the products of the most piously orthodox education. This is not surprising. The methods employed by orthodox educators were and still are extremely inefficient. Under a scientific dictator education will really work — with the result that most men and women will grow up to love their servitude and will never dream of revolution. There seems to be no good reason why a thoroughly scientific dictatorship should ever be overthrown.

                Meanwhile there is still some freedom left in the world. Many young people, it is true, do not seem to value freedom. But some of us still believe that, without freedom, human beings cannot become fully human and that freedom is therefore supremely valuable. Perhaps the forces that now menace freedom are too strong to be resisted for very long. It is still our duty to do whatever we can to resist them. (Ch. 12, What can be done?)

 

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