Jacques Ellul (1912 – 1994)
French philosopher, law professor, sociologist, lay theologian, and Christian anarchist.
Sport carries on without deviation the mechanical tradition of furnishing relief and distraction to the worker after he has finished his work proper so that he is at no time independent of one technique or another. In sport the citizen of the technical society finds the same spirit, criteria, morality, actions and objectives—in short, all the technical laws and customs—which he encounters in office or factory.
It seems to me that the free man, i.e., the man freed in Christ, ought to take parts in all movements that aim at human freedom. He obviously ought to oppose all dictatorship and oppression and all the fatalities which crush man. The Christian cannot bear it that others should be slaves. His great passion in the world ought to be a passion for the liberation of men.
There is probably no other thinker who has thought as deeply about propaganda in all its dimensions and ramifications as Jacques Ellul. What sets him apart from other analysts is his rare if not unique combination of expertise in history, sociology, law, and political science, along with careful study of biblical and Marxist writings.
Technique shapes an aristocratic society, which in turn implies aristocratic government. Democracy in such a society can only be a mere appearance. Even now, we see in propaganda the premises of such a state of affairs. When it comes to state propaganda, there is no longer any question of democracy.
The aim of modern propaganda is no longer to modify ideas, but to provoke action.
The system absorbs those who think they can utilize it. Nor can there be any question of finding a modus vivendi or achieving attenuations. It has been demonstrated how the liberals state becomes an authoritarian state. The course is set and no accommodation will be either lasting or sufficient.
In face of this absolute power, only an absolutely negative position is viable. What we have in mind is the attitude that conscientous objectors take on a specific point, and not without good reason. In the present set-up the anarchist attitude of a total refusal of validity or legitimacy to any authority of any kind seems to me to be the only valid and viable one. The point is not to enforce a particular view of society but to establish a counterbalance, a protest, a sign of cleavage. In face of an absolute power only a total confrontation has any meaning.
The most favorable moment to seize a man and influence him is when he is alone in the mass. It is at this point that propaganda can be most effective.
I can very well say without hesitation that all those who have political power, even if they use it well have acquired it by demonic mediation and even if they are not conscious of it, they are worshippers of diabolos.
No technique is possible when men are free. ... Technique requires predictability and, no less, exactness of prediction. It is necessary, then, that technique prevail over the human being. ... The individual must be fashioned by techniques ... in order to wipe out the blots his personal determination introduces into the perfect design of the organization.
There remains the problem of Goebbels' reputation. He wore the title of Big Liar (bestowed by Anglo-Saxon propaganda) and yet he never stopped battling for propaganda to be as accurate as possible. He preferred being cynical and brutal to being caught in a lie. He used to say: "Everybody must know what the situation is." He was always the first to announce disastrous events or difficult situations, without hiding anything. The result was a general belief between 1939 and 1942 that German communiqués not only were more concise, clearer and less cluttered, but were more truthful than Allied communiqués (American and neutral opinion) — and, furthermore, that the Germans published all the news two or three days before the Allies. All this is so true that pinning the title of Big Liar on Goebbels must be considered quite a propaganda success.
The individual who is the servant of technique must be completely unconscious of himself.
In point of fact there are a certain number of values and of forces which are of decisive importance in our world civilization: the primacy of production, the continual growth of the power of the State and the formation of the National State, the autonomous development of technics, etc. These, among others — far more than the ownership of the means of production or any totalitarian doctrine — are the constitutive elements of the modern world. So long as these elements continue to be taken for granted, the world is standing still.
Propaganda tries to surround man by all possible routes in the realm of feelings as well as ideas, by playing on his will or on his needs, through his conscious and his unconscious, assailing him in both his private and his public life. It furnishes him with a complete system for explaining the world, and provides immediate incentives to action. We are here in the presence of an organized myth that tries to take hold of the entire person. Through the myth it creates, propaganda imposes a complete range of intuitive knowledge, susceptible of only one interpretation, unique and one-sided, and precluding any divergence. This myth becomes so powerful that it invades every arena of consciousness, leaving no faculty or motivation intact. It stimulates in the individual a feeling of exclusiveness, and produces a biased attitude.
First of all, modern propaganda is based on scientific analyses of psychology and sociology. Step by step, the propagandist builds his techniques on the basis of his knowledge of man, his tendencies, his desires, his needs, his psychic mechanisms, his conditioning — and as much on social psychology as on depth psychology. He shapes his procedures on the basis of our knowledge of groups and their laws of formation and dissolution, of mass influences, and of environmental limitations. Without the scientific research of modern psychology and sociology there would be no propaganda, or rather we still would be in the primitive stages of propaganda that existed in the time of Pericles or Augustus.
But if technique demands the participation of everybody, this means that the individual is reduced to a few essential functions which make him a mass man. He remains 'free', but he can no longer escape being a part of the mass. Technical expansion requires the widest possible domain. In the near future not even the whole earth may be sufficient.
Having analyzed these traits, we can now advance a definition of propaganda — not an exhaustive definition, unique and exclusive of all others, but at least a partial one: Propaganda is a set of methods employed by an organized group that wants to bring about the active or passive participation in its actions of a mass of individuals, psychologically unified through psychological manipulations and incorporated in an organization.
...because of the myth of progress, it is much easier to sell a man an electric razor than a straight-edged one.
What seems to be one of the disasters of our time is that we all appear to agree that the nation-state is the norm. … Whether the state be Marxist or capitalist, it makes no difference. The dominant ideology is that of sovereignty.
I know many people who like watching commercials because they're so funny. They provide relaxation and diversion. People come home after a day's work, from which they derive little satisfaction, and feel the need for diversion and amusement. The word diversion itself is already very significant. When Pascal uses the word diversion he means that people who follow the path of God deviate from the path which leads them to God as a result of diversion and amusement. Instead of thinking of God, they amuse themselves. So, instead of thinking about the problems which have been created by technology and our work we want to amuse ourselves.
People think that they have no right to judge a fact — all they have to do is to accept it. Thus from the moment that technics, the State, or production, are facts, we must worship them as facts, and we must try to adapt ourselves to them. This is the very heart of modern religion, the religion of the established fact, the religion on which depend the lesser religions of the dollar, race, or the proletariat, which are only expressions of the great modern divinity, the Moloch of fact.