"From Ivory Tower To Privy Wall On The Art Of Propaganda" - читать интересную книгу автора (Rockwell George L)

with what the producers think and feel, but with what the audience thinks and
feels; and it is uniformly excellent and successful in doing the job for which
it is intended.
Right-wing propaganda, to choose a contrary example, is almost always wrong. It
is invariable, single-level material -- usually aimed at the upper middle class.
It is utterly disdainful of the audience and endlessly insists that "the truth
will make us free," if we just get out enough "literature" (almost none of which
is read by prospective converts). Almost all right-wing literature is read by
other right-wingers who do not need it. It is basically reactionary, concerned
almost wholly with money, taxes, and protection of wealth and vested interests
(masked, of course, with "deep concern" for the Constitution, "our American way
of life," and the like). It is incredibly snobbish and contemptuous toward the
kind of horny-handed, working, hard-pressed "ordinary Joe" who, in his millions,
makes up the masses which have kept FDR, Truman, Ike, JFK, and now LBJ in
office.
Surely we need the truth and facts and arguments -- but only to win over the
officers and noncoms of our counter-revolutionary forces and then to educate and
train them for intellectual combat with the well-trained forces of the enemy,
not to convert the masses. To try to use the "facts and arguments" method with
the masses of the people is the eternal stumbling block of the right wing. By
insisting on only this method, in its pure (and dull) form, not only the right
wing, but any movement of national regeneration, insures that its material is
read only by itself and the few Jews whose professional job it is to study and
neutralize its material.
Hitler's National Socialist movement not only did not make that stupid mistake,
but brilliantly exploited every field of propaganda with inspired material,
scientifically designed not only to appeal to a few stuffy professors -- but to
move people, to move millions of people in the direction desired. Hitler had
Julius Streicher's Der Stuermer, full of the wildest and wooliest
sensationalism, designed to smash its way into the consciousness of the masses,
as it did. He also had the regular party press, designed to reach and convince
the great middle class. And, for the university community, he had the esoteric
material of Alfred Rosenberg, Gottfried Feder, et al.
Again I stress that, whereas the academic scholar is most powerfully influenced
by a logical, heavily footnoted dissertation at the highest intellectual level,
the simple farmer or worker is utterly perplexed and repelled by "them big
words" and is moved most effectively by a brutal and earthy presentation of a
thoroughly subjective, grossly exaggerated picture of any situation. Only the
latter class of propaganda can yield the sheer weight of numbers of persuaded
people needed to sweep into legal political office. The major propaganda of a
mass movement, therefore, must be of the elementary, direct, and emotional kind
which alone can win honest hearts (and empty heads) -- "boat tickets" and the
Stormtrooper.
When I began, I purposely made my propaganda as brutal and shockingly rough as I
could, simply to force attention. And I have kept everlastingly at the business
of building a simple and direct image of all-out hostility to "Jews and niggers"
in the minds of millions of Americans, regardless of the costs in other
respects. (And when I have the rare opportunity to use some mass medium, as was
recently the case when I gave a long interview to Playboy, I am forced to walk a
careful line between what I should like to say and what the enemy would like to