[I]n the early 19th century, the business world recognized, both in England and the United States, that sufficient freedom had been won so that they could no longer control people just by violence. They had to turn to new means of control. The obvious ones were control of opinions and attitudes. That’s the origins of the massive public relations industry, which is explicitly dedicated to controlling minds and attitudes.
The first—it partly was government. The first government commission was the British Ministry of Information. This is long before Orwell—he didn’t have to invent it. So the Ministry of Information had as its goal to control the minds of the people of the world, but particularly the minds of American intellectuals, for a very good reason: they knew that if they can delude American intellectuals into supporting British policy, they could be very effective in imposing that on the population of the United States. The British, of course, were desperate to get the Americans into the war with a pacifist population. Woodrow Wilson won the 1916 election with the slogan “Peace without Victory”. And they had to drive a pacifist population into a population that bitterly hated all things German, wanted to tear the Germans apart. The Boston Symphony Orchestra couldn’t play Beethoven. You know. And they succeeded.
Wilson set up a counterpart to the Ministry of Information called the Committee on Public Information. You know, again, you can guess what it was. And they’ve at least felt, probably correctly, that they had succeeded in carrying out this massive change of opinion on the part of the population and driving the pacifist population into, you know, warmongering fanatics.
And the people on the commission learned a lesson. One of them was Edward Bernays, who went on to found—the main guru of the public relations industry. Another one was Walter Lippman, who was the leading progressive intellectual of the 20th century. And they both drew the same lessons, and said so.
The lessons were that we have what Lippmann called a “new art” in democracy, “manufacturing consent”. That’s where Ed Herman and I took the phrase from. For Bernays it was “engineering of consent”. The conception was that the intelligent minority, who of course is us, have to make sure that we can run the affairs of public affairs, affairs of state, the economy, and so on. We’re the only ones capable of doing it, of course. And we have to be—I’m quoting—"free of the trampling and the roar of the bewildered herd", the “ignorant and meddlesome outsiders”—the general public. They have a role. Their role is to be “spectators”, not participants. And every couple of years they’re permitted to choose among one of the “responsible men”, us.
And the John Dewey circle took the same view. Dewey changed his mind a couple of years later, to his credit, but at that time, Dewey and his circle were writing that—speaking of the First World War, that this was the first war in history that was not organized and manipulated by the military and the political figures and so on, but rather it was carefully planned by rational calculation of “the intelligent men of the community”, namely us, and we thought it through carefully and decided that this is the reasonable thing to do, for all kind of benevolent reasons.
And they were very proud of themselves.
There were people who disagreed. Like, Randolph Bourne disagreed. He was kicked out. He couldn’t write in the Deweyite journals. He wasn’t killed, you know, but he was just excluded.
And if you take a look around the world, it was pretty much the same. The intellectuals on all sides were passionately dedicated to the national cause—all sides, Germans, British, everywhere.
There were a few, a fringe of dissenters, like Bertrand Russell, who was in jail; Karl Liebknecht and Rosa Luxemburg, in jail; Randolph Bourne, marginalized; Eugene Debs, in jail for daring to question the magnificence of the war. In fact, Wilson hated him with such passion that when he finally declared an amnesty, Debs was left out, you know, had to wait for Warren Harding to release him. And he was the leading labor figure in the country. He was a candidate for president, Socialist Party, and so on.
But the lesson that came out is we believe you can and of course ought to control the public, and if we can’t do it by force, we’ll do it by manufacturing consent, by engineering of consent. Out of that comes the huge public relations industry, massive industry dedicated to this.
Incidentally, it’s also dedicated to undermining markets, a fact that’s rarely noticed but is quite obvious. Business hates markets. They don’t want to—and you can see it very clearly. Markets, if you take an economics course, are based on rational, informed consumers making rational choices. Turn on the television set and look at the first ad you see. It’s trying to create uninformed consumers making irrational choices. That’s the whole point of the huge advertising industry. But also to try to control and manipulate thought. And it takes various forms in different institutions. The media do it one way, the academic institutions do it another way, and the educational system is a crucial part of it.
This is not a new observation. There’s actually an interesting essay by—Orwell’s, which is not very well known because it wasn’t published. It’s the introduction to Animal Farm. In the introduction, he addresses himself to the people of England and he says, you shouldn’t feel too self-righteous reading this satire of the totalitarian enemy, because in free England, ideas can be suppressed without the use of force. And he doesn’t say much about it. He actually has two sentences. He says one reason is the press “is owned by wealthy men” who have every reason not to want certain ideas to be expressed.
But the second reason, and the more important one in my view, is a good education, so that if you’ve gone to all the good schools, you know, Oxford, Cambridge, and so on, you have instilled into you the understanding that there are certain things it wouldn’t do to say—and I don’t think he went far enough: wouldn’t do to think. And that’s very broad among the educated classes. That’s why overwhelmingly they tend to support state power and state violence, and maybe with some qualifications, like, say, Obama is regarded as a critic of the invasion of Iraq. Why? Because he thought it was a strategic blunder. That puts him on the same moral level as some Nazi general who thought that the second front was a strategic blunder—you should knock off England first. That’s called criticism.