Brave New World Revisited
Page 11
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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.
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.
