PART 1, Introduction
CHAPTER 1. The World Outside and the Pictures in Our Heads
4 “Looking back we can see how indirectly we know the environment in which nevertheless we live. We can see that the news of it comes to us now fast, now slowly; but that whatever we believe to be a true picture, we treat as if it were the environment itself. It is harder to remember that about the beliefs upon which we are now acting, but in respect to other peoples and other ages we flatter ourselves that it is easy to see when they were in deadly earnest about ludicrous pictures of the world.”
5 “we can best understand the furies of war and politics by remembering that almost the whole of each party believes absolutely in its picture of the opposition, that it takes as fact, not what is, but what it supposes to be the fact.”
8 “There is [..] just one human activity left in which whole populations accomplish the union sacrée. It occurs in those middle phases of a war when fear, pugnacity, and hatred have secured complete dominion of the spirit, either to crush every other instinct or to enlist it, and before weariness is felt.”
10 “it is clear enough that under certain conditions men respond as powerfully to fictions as they do to realities, and that in many cases they help to create the very fictions to which they respond.”
19 “I argue that representative government, either in what is ordinarily called politics, or in industry, cannot be worked successfully, no matter what the basis of election, unless there is an independent, expert organization for making the unseen facts intelligible to those who have to make the decisions. I attempt, therefore, to argue that the serious acceptance of the principle that personal representation must be supplemented by representation of the unseen facts would alone permit a satisfactory decentralization, and allow us to escape from the intolerable and unworkable fiction that each of us must acquire a competent opinion about all public affairs. It is argued that the problem of the press is confused because the critics and the apologists expect the press to realize this fiction, expect it to make up all that was not foreseen in the theory of democracy, and that the readers expect this miracle to be performed at no cost or trouble to themselves. The newspapers are regarded by democrats as a panacea for their own defects, whereas analysis of the nature of news and of the economic basis of journalism seems to show that the newspapers necessarily and inevitably reflect, and therefore, in greater or lesser measure, intensify, the defective organization of public opinion. My conclusion is that public opinions must be organized for the press if they are to be sound, not by the press as is the case today.”
PART 2, Approaches to the World Outside
CHAPTER 3. Contact and Opportunity
33-34 “Whatever the tests of admission, the social set when formed is not a mere economic class, but something which more nearly resembles a biological clan. Membership is intimately connected with love, marriage and children, or, to speak more exactly, with the attitudes and desires that are involved. In the social set, therefore, opinions encounter the canons of Family Tradition, Respectability, Propriety, Dignity, Taste and Form, which make up the social set’s picture of itself, a picture assiduously implanted in the children. In this picture a large space is tacitly given to an authorized version of what each set is called upon inwardly to accept as the social standing of the others. The more vulgar press for an outward expression of the deference due, the others are decently and sensitively silent about their own knowledge that such deference invisibly exists.”
36 “Since position and contact play so big a part in determining what can be seen, heard, read, and experienced, as well as what it is permissible to see, hear, read, and know, it is no wonder that moral judgment is so much more common than constructive thought. Yet in truly effective thinking the prime necessity is to liquidate judgments, regain an innocent eye, disentangle feelings, be curious and open-hearted.. Man’s history being what it is, political opinion on the scale of the Great Society requires an amount of selfless equanimity rarely attainable by any one for any length of time. We are concerned in public affairs, but immersed in our private ones. The time and attention are limited that we can spare for the labor of not taking opinions for granted, and we are subject to constant interruption.”
CHAPTER 5. Speed, Words, and Clearness
42 JEAN PAUL “a language […] is a dictionary of faded metaphors.”
44 “Necessarily the ideas which we allow the words we read to evoke form the biggest part of the original data of our opinions. The world is vast, the situations that concern us are intricate, the messages are few, the biggest part of opinion must be constructed in the imagination.”
48-49 “the environment with which our public opinions deal is refracted in many ways, by censorship and privacy at the source, by physical and social barriers at the other end, by scanty attention, by the poverty of language, by distraction, by unconscious constellations of feeling, by wear and tear, violence, monotony. These limitations upon our access to that environment combine with the obscurity and complexity of the facts themselves to thwart clearness and justice of perception, to substitute misleading fictions for workable ideas, and to deprive us of adequate checks upon those who consciously strive to mislead.”
PART 3, Stereotypes
CHAPTER 6. Stereotypes
59 “we feel intuitively that all classification is in relation to some purpose not necessarily our own; that between two human beings no association has final dignity in which each does not take the other as an end in himself. There is a taint on any contact between two people which does not affirm as an axiom the personal inviolability of both.”
60 “Were there no practical uniformities in the environment, there would be no economy and only error in the human habit of accepting foresight for sight. But there are uniformities sufficiently accurate, and the need of economizing attention is so inevitable, that the abandonment of all stereotypes for a wholly innocent approach to experience would impoverish human life.”
60 “If in [our philosophy of life] we assume that the world is codified according to a code which we possess, we are likely to make our reports of what is going on describe a world run by our code. But if our philosophy tells us that each man is only a small part of the world, that his intelligence catches at best only phases and aspects in a coarse net of ideas, then, when we use our stereotypes, we tend to know that they are only stereotypes, to hold them lightly, to modify them gladly. We tend, also, to realize more and more clearly when our ideas started, where they started, how they came to us, why we accepted them.”
CHAPTER 7. Stereotypes as Defense
63 “The systems of stereotypes may be the core of our personal tradition, the defenses of our position in society. […] No wonder, then, that any disturbance of the stereotypes seems like an attack upon the foundations of the universe.”
CHAPTER 8. Blind Spots and Their Value
69-70 “Most of us would deal with affairs through a rather haphazard and shifting assortment of stereotypes, if a comparatively few men in each generation were not constantly engaged in arranging, standardizing, and improving them into logical systems, known as the Laws of Political Economy, the Principles of Politics, and the like. Generally when we write about culture, tradition, and the group mind, we are thinking of these systems perfected by men of genius. Now there is no disputing the necessity of constant study and criticism of these idealized versions, but the historian of people, the politician, and the publicity man cannot stop there. For what operates in history is not the systematic idea as a genius formulated it, but shifting imitations, replicas, counterfeits, analogies, and distortions in individual minds.
Thus Marxism is not necessarily what Karl Marx wrote in Das Kapital, but whatever it is that all the warring sects believe, who claim to be faithful. From the gospels you cannot deduce the history of Christianity, nor from the Constitution the political history of America. It is Das Kapital as conceived, the gospels as preached and the preachment as understood, the Constitution as interpreted and administered, to which you have to go. For while there is a reciprocating influence between the standard version and the current versions, it is these current versions as distributed among men which affect their behavior.”
75 “In each theory there is a spot of blind automatism.
That spot covers up some fact, which if it were taken into account, would check the vital movement that the stereotype provokes. […] these blind spots keep away distracting images, which with their attendant emotions, might cause hesitation and infirmity of purpose. Consequently the stereotype not only saves time in a busy life and is a defense of our position in society, but tends to preserve us from all the bewildering effect of trying to see the world steadily and see it whole.”
CHAPTER 9. Codes and Their Enemies
78 “What is alien will be rejected, what is different will fall upon unseeing eyes. We do not see what our eyes are not accustomed to take into account. Sometimes consciously, more often without knowing it, we are impressed by those facts which fit our philosophy.”
79 “Morality, good taste and good form first standardize and then emphasize certain of these underlying prejudices. As we adjust ourselves to our code, we adjust the facts we see to that code. Rationally, the facts are neutral to all our views of right and wrong. Actually, our canons determine greatly what we shall perceive and how.”
80 “At the core of every moral code there is a picture of human nature, a map of the universe, and a version of history. To human nature (of the sort conceived), in a universe (of the kind imagined), after a history (so understood), the rules of the code apply.”
80 “The myth is, then, not necessarily false. It might happen to be wholly true. It may happen to be partly true. If it has affected human conduct a long time, it is almost certain to contain much that is profoundly and importantly true. What a myth never contains is the critical power to separate its truths from its errors.”
81 – 82 “a public opinion is primarily a moralized and codified version of the facts. I am arguing that the pattern of stereotypes at the center of our codes largely determines what group of facts we shall see, and in what light we shall see them. That is why, with the best will in the world, the news policy of a journal tends to support its editorial policy; why a capitalist sees one set of facts, and certain aspects of human nature, literally sees them; his socialist opponent another set and other aspects, and why each regards the other as unreasonable or perverse, when the real difference between them is a difference of perception.”
83 “Out of the opposition we make villains and conspiracies.”
CHAPTER 10. The Detection of Stereotypes
86 “the moment you start to discuss factories, mines, mountains, or even political authority, as perfect examples of some eternal principle or other, you are not arguing, you are fighting. That eternal principle censors out all the objections, isolates the issue from its background and its context, and sets going in you some strong emotion, appropriate enough to the principle, highly inappropriate to the docks, warehouses, and real estate. And having started in that mood you cannot stop.”
93 “It is ever so difficult for a person of one tradition to remember what is contemporary in the tradition of another.”
99 “in a series of events seen mostly through stereotypes, we readily accept sequence or parallelism as equivalent to cause and effect.”
PART 4, Interests
CHAPTER 11. The Enlisting of Interest
105 “where action depends on whether a number of people are of one mind, it is probably true that in the first instance no idea is lucid for practical decision until it has visual or tactile value. But it is also true, that no visual idea is significant to us until it has enveloped some stress of our own personality. Until it releases or resists, depresses or enhances, some craving of our own, it remains one of the objects which do not matter.”
109 “the skilful propagandist knows that while you must start with a plausible analysis, you must not keep on analyzing, because the tedium of real political accomplishment will soon destroy interest.”
CHAPTER 12. Self-Interest Reconsidered
112 “while it is so true as to be mere tautology that “self-interest” determines opinion, the statement is not illuminating, until we know which self out of many selects and directs the interest so conceived.”
116 “the moralist must choose: either he must offer a pattern of conduct for every phase of life, however distasteful some of its phases may be, or he must guarantee that his pupils will never be confronted by the situations he disapproves. Either he must abolish war, or teach people how to wage it with the greatest psychic economy; either he must abolish the economic life of man and feed him with stardust and dew, or he must investigate all the perplexities of economic life and offer patterns of conduct which are applicable in a world where no man is self-supporting.”
118 “in trying to explain a certain public opinion, it is rarely obvious which of a man’s many social relations is effecting a particular opinion.”
PART 5, The Making of a Common Will
CHAPTER 13. The Transfer of Interest
128 – 131 “the method by which a leader of heterogeneous opinion goes about the business of securing a homogenous vote[:] [… 129] by letting [.] words mean all things to all men. [… 130] On the non-contentious record, the detail is overwhelming; on the issue everything is cloudy. […] what cannot be compromised must be obliterated, when there is a question on which we cannot all hope to get together, let us pretend that it does not exist. [… 130-131] Where superficial harmony is the aim and conflict the fact, obscurantism in a public appeal is the usual result. Almost always vagueness at a crucial point in public debate is a symptom of cross-purposes. [.] But how is it that a vague idea so often has the power to unite deeply felt opinions? These opinions, we recall, however deeply they may be felt, are not in continual and pungent contact with the facts they profess to treat.”
CHAPTER 14. Yes or No
143 “complete independence in the universe is simply unthinkable. If we could not take practically everything for granted, we should spend our lives in utter triviality. The nearest thing to a wholly independent adult is a hermit, and the range of a hermit’s action is very short.”
145 – 146 “Distance alone lends enchantment to the view that masses of human beings ever cooperate in any complex affair without a central machine managed by a very few people. […] Democrats have never come to terms with this commonplace of group life. They have invariably regarded it as perverse. The reason for the machine is not the perversity of human nature. It is that out of the private notions of any group no common idea emerges by itself. For the number of ways is limited in which a multitude of people can act directly upon a situation beyond their reach. […] by mass action nothing can be constructed, devised, negotiated, or administered.”
147 “For what we make out of most of the impressions that come to us from the invisible world is a kind of pantomime played out in revery. The number of times is small that we consciously decide anything about events beyond our sight, and each man’s opinion of what he could accomplish if he tried, is slight. There is rarely a practical issue, and therefore no great habit of decision.”
148 – 149 “The abuses of the steering committee have led to various proposals such as the initiative, referendum and direct primary. But these merely postponed or obscured the need for a machine by complicating the elections, or as H. G. Wells once said with scrupulous accuracy, the selections. For no amount of balloting can obviate the need of creating an issue, be it a measure or a candidate, on which the voters can say Yes, or No. There is, in fact, no such thing as “direct legislation.” For what happens where it is supposed to exist? The citizen goes to the polls, receives a ballot on which a number of measures are printed, almost always in abbreviated form, and, if he says anything at all, he says Yes or No. The most brilliant amendment in the world may occur to him. He votes Yes or No on that bill and no other. You have to commit violence against the English language to call that legislation. I do not argue, of course, that there are no benefits, whatever you call the process. I think that for certain kinds of issues there are distinct benefits. But the necessary simplicity of any mass decision is a very important fact in view of the inevitable complexity of the world in which those decisions operate. [… 149] The Many can elect after the Few have nominated.”
CHAPTER 15. Leaders and the Rank and File
150 “Because of their transcendent practical importance, no successful leader has ever been too busy to cultivate the symbols which organize his following. What privileges do within the hierarchy, symbols do for the rank and file. They conserve unity. […] they [are] focal points where differences merge[]. […] These great symbols possess by transference all the minute and detailed loyalties of an ancient and stereotyped society.”
150 “For poking about with clear definitions and candid statements serves all high purposes known to man, except the easy conservation of a common will.”
151 “Because of its power to siphon emotion out of distinct ideas, the symbol is both a mechanism of solidarity, and a mechanism of exploitation. It enables people to work for a common end, but just because the few who are strategically placed must choose the concrete objectives, the symbol is also an instrument by which a few can fatten on many, deflect criticism, and seduce men into facing agony for objects they do not understand.
Many aspects of our subjection to symbols are not flattering if we choose to think of ourselves as realistic, self-sufficient, and self-governing personalities. Yet it is impossible to conclude that symbols are altogether instruments of the devil. In the realm of science and contemplation they are undoubtedly the tempter himself. But in the world of action they may be beneficent, and are sometimes a necessity. The necessity is often imagined, the peril manufactured. But when quick results are imperative, the manipulation of masses through symbols may be the only quick way of having a critical thing done. It is often more important to act than to understand. It is sometimes true that the action would fail if everyone understood it. There are many affairs which cannot wait for a referendum or endure publicity, and there are times, during war for example, when a nation, an army, and even its commanders must trust strategy to a very few minds; when two conflicting opinions, though one happens to be right, are more perilous than one opinion which is wrong. The wrong opinion may have bad results, but the two opinions may entail disaster by dissolving unity.”
152 “the traditional democratic view of life is conceived, not for emergencies and dangers, but for tranquility and harmony.”
153 “The symbol is the instrument by which in the short run the mass escapes from its own inertia, the inertia of indecision, or the inertia of headlong movement, and is rendered capable of being led along the zigzag of a complex situation.”
158 “That the manufacture of consent is capable of great refinements no one, I think, denies. The process by which public opinions arise is certainly no less intricate than it has appeared in these pages, and the opportunities for manipulation open to anyone who understands the process are plain enough.
The creation of consent is not a new art. It is a very old one which was supposed to have died out with the appearance of democracy. But it has not died out. It has, in fact, improved enormously in technic, because it is now based on analysis rather than on rule of thumb. And so, as a result of psychological research, coupled with the modern means of communication, the practice of democracy has turned a corner. A revolution is taking place, infinitely more significant than any shifting of economic power.
Within the life of the generation now in control of affairs, persuasion has become a self-conscious art and a regular organ of popular government. None of us begins to understand the consequences, but it is no daring prophecy to say that the knowledge of how to create consent will alter every political calculation and modify every political premise. Under the impact of propaganda, not necessarily in the sinister meaning of the word alone, the old constants of our thinking have become variables. It is no longer possible, for example, to believe in the original dogma of democracy; that the knowledge needed for the management of human affairs comes up spontaneously from the human heart. Where we act on that theory we expose ourselves to self-deception, and to forms of persuasion that we cannot verify. It has been demonstrated that we cannot rely upon intuition, conscience, or the accidents of casual opinion if we are to deal with the world beyond our reach.”
PART 6, The Image of Democracy
CHAPTER 16. The Self-Centered Man
161 – 162 “Just those qualities of the mind which determine what shall seem interesting, important, familiar, personal, and dramatic, are the qualities which in the first instance realistic opinion frustrates. Therefore, unless there is in the community at large a growing conviction that prejudice and intuition are not enough, the working out of realistic opinion, which takes time, money, labor, conscious effort, patience, and equanimity, will not find enough support. That conviction grows as self-criticism increases, and makes us conscious of buncombe, contemptuous of ourselves when we employ it, and on guard to detect it.”
CHAPTER 17. The Self-Contained Community
171 “If democracy is to be spontaneous, the interests of democracy must remain simple, intelligible, and easily managed. Conditions must approximate those of the isolated rural township if the supply of information is to be left to casual experience. The environment must be confined within the range of every man’s direct and certain knowledge.
The democrat has understood what an analysis of public opinion seems to demonstrate: that in dealing with an unseen environment decisions “are manifestly settled at haphazard, which clearly they ought not to be.” So he has always tried in one way or another to minimize the importance of that unseen environment. […] When he could not find these conditions in the real world, he went passionately into the wilderness, and founded utopian communities far from foreign contacts.”
172 “Every democrat feels in his bones that dangerous crises are incompatible with democracy, because he knows that the inertia of masses is such that to act quickly a very few must decide and the rest follow rather blindly. This has not made non-resistants out of democrats, but it has resulted in all democratic wars being fought for pacifist aims. Even when the wars are in fact wars of conquest, they are sincerely believed to be wars in defense of civilization.”
CHAPTER 18. The Role of Force, Patronage, and Privilege
176 “when [the leaders of the American revolution] went to Philadelphia in May of 1787, ostensibly to revise the Articles of Confederation, they were really in full reaction against the fundamental premise of Eighteenth Century democracy.”
181 “The stereotype of democracy controlled the visible government; the corrections, the exceptions and adaptations of the American people to the real facts of their environment have had to be invisible, even when everybody knew all about them. It was only the words of the law, the speeches of politicians, the platforms, and the formal machinery of administration that have had to conform to the pristine image of democracy.”
184 “What patronage did to attach political chieftains to the national government, the infinite variety of local subsidies and privileges do for self-centered communities. Patronage and pork amalgamate and stabilize thousands of special opinions, local discontents, private ambitions. There are but two other alternatives. One is government by terror and obedience, the other is government based on such a highly developed system of information, analysis, and self-consciousness that “the knowledge of national circumstances and reasons of state” is evident to all men.”
CHAPTER 19. The Old Image in a New Form: Guild Socialism
186 “One of the interesting things about all these oscillations of theory is that each in turn promises a world in which no one will have to follow Machiavelli in order to survive. They are all established by some form of coercion, they all exercise coercion in order to maintain themselves, and they are all discarded as a result of coercion. Yet they do not accept coercion, either physical power or special position, patronage, or privilege, as part of their ideal. The individualist said that self-enlightened self-interest would bring internal and external peace. The socialist is sure that the motives to aggression will disappear. The new pluralist hopes they will. Coercion is the surd in almost all social theory, except the Machiavellian. The temptation to ignore it, because it is absurd, inexpressible, and unmanageable, becomes overwhelming in any man who is trying to rationalize human life.”
CHAPTER 20. A New Image
p 195 – 196 “The democratic El Dorado has always been some perfect environment, and some perfect system of voting and representation, where the innate good will and instinctive statesmanship of every man could be translated into action. [… 196] But while the democratic theorist was busy at this, he was far away from the actual interests of human nature. He was absorbed by one interest: self-government. Mankind was interested in all kinds of other things, in order, in its rights, in prosperity, in sights and sounds and in not being bored. […]
The democratic fallacy has been its preoccupation with the origin of government rather than with the processes and results. The democrat has always assumed that if political power could be derived in the right way, it would be beneficent. His whole attention has been on the source of power, since he is hypnotized by the belief that the great thing is to express the will of the people, first because expression is the highest interest of man, and second because the will is instinctively good. […]
If you try to control government wholly at the source, you inevitably make all the vital decisions invisible. For since there is no instinct which automatically makes political decisions that produce a good life, the men who actually exercise power not only fail to express the will of the people, because on most questions no will exists, but they exercise power according to opinions which are hidden from the electorate.”
197 “if, instead of hanging human dignity on the one assumption about self-government, you insist that man’s dignity requires a standard of living, in which his capacities are properly exercised, the whole problem changes. The criteria which you then apply to government are whether it is producing a certain minimum of health, of decent housing, of material necessities, of education, of freedom, of pleasures, of beauty, not simply whether at the sacrifice of all these things, it vibrates to the self-centered opinions that happen to be floating around in men’s minds.”
PART 7, Newspapers
CHAPTER 21. The Buying Public
203 “We expect the newspaper to serve us with truth however unprofitable the truth may be. For this difficult and often dangerous service, which we recognize as fundamental, we expected to pay until recently the smallest coin turned out by the mint.”
204 “Ethically a newspaper is judged as if it were a church or a school. But if you try to compare it with these you fail; the taxpayer pays for the public school, the private school is endowed or supported by tuition fees, there are subsidies and collections for the church. You cannot compare journalism with law, medicine or engineering, for in every one of these professions the consumer pays for the service. A free press, if you judge by the attitude of the readers, means newspapers that are virtually given away. […] He will, however, pay handsomely for the privilege of having someone read about him. He will pay directly to advertise. And he will pay indirectly for the advertisements of other people, because that payment, being concealed in the price of commodities is part of an invisible environment that he does not effectively comprehend. […] The public pays for the press, but only when the payment is concealed.”
205 “A newspaper can flout an advertiser, it can attack a powerful banking or traction interest, but if it alienates the buying public, it loses the one indispensable asset of its existence.”
206 “Roughly speaking, the economic support for general news gathering is in the price paid for advertised goods by the fairly prosperous sections of cities with more than one hundred thousand inhabitants. These buying publics are composed of the members of families, who depend for their income chiefly on trade, merchandising, the direction of manufacture, and finance. They are the clientele among whom it pays best to advertise in a newspaper. They wield a concentrated purchasing power, which may be less in volume than the aggregate for farmers and workingmen; but within the radius covered by a daily newspaper they are the quickest assets. [.]
They have, moreover, a double claim to attention. They are not only the best customers for the advertiser, they include the advertisers. Therefore the impression made by the newspapers on this public matters deeply.”
CHAPTER 23. The Nature of News
220 – 221 “It is in the nature […] of the existing system of industrial relations that news arising from grievances or hopes by workers should almost invariably be uncovered by an overt attack on production.
You have, therefore, the circumstances in all their sprawling complexity, the overt act which signalizes them, the stereotyped bulletin which publishes the signal, and the meaning that the reader himself injects, after he has derived that meaning from the experience which directly affects him. Now the reader’s experience of a strike may be very important indeed, but from the point of view of the central trouble which caused the strike, it is eccentric. Yet this eccentric meaning is automatically the most interesting. To enter imaginatively into the central issues is for the reader to step out of himself, and into very different lives.
It follows that in the reporting of strikes, the easiest way is to let the news be uncovered by the overt act, and to describe the event as the story of interference with the reader’s life. That is where his attention is first aroused, and his interest most easily enlisted. A great deal, I think myself the crucial part, of what looks to the worker and the reformer as deliberate misrepresentation on the part of newspapers, is the direct outcome of a practical difficulty in uncovering the news, and the emotional difficulty of making distant facts interesting unless, as Emerson says, we can “perceive (them) to be only a new version of our familiar experience” and can “set about translating (them) at once into our parallel facts.””
CHAPTER 24. News, Truth, and a Conclusion
226 – 230 “news and truth are not the same thing, and must be clearly distinguished. The function of news is to signalize an event, the function of truth is to bring to light the hidden facts, to set them into relation with each other, and make a picture of reality on which men can act. Only at those points, where social conditions take recognizable and measurable shape, do the body of truth and the body of news coincide. That is a comparatively small part of the whole field of human interest. In this sector, and only in this sector, the tests of the news are sufficiently exact to make the charges of perversion or suppression more than a partisan judgment. There is no defense, no extenuation, no excuse whatever, for stating six times that Lenin is dead, when the only information the paper possesses is a report that he is dead from a source repeatedly shown to be unreliable. The news, in that instance, is not “Lenin Dead” but “Helsingfors Says Lenin is Dead.” And a newspaper can be asked to take the responsibility of not making Lenin more dead than the source of the news is reliable; if there is one subject on which editors are most responsible it is in their judgment of the reliability of the source. But when it comes to dealing, for example, with stories of what the Russian people want, no such test exists.
The absence of these exact tests accounts, I think, for the character of the profession, as no other explanation does. There is a very small body of exact knowledge, which it requires no outstanding ability or training to deal with. The rest is in the journalist’s own discretion. Once he departs from the region where it is definitely recorded at the County Clerk’s office that John Smith has gone into bankruptcy, all fixed standards disappear. The story of why John Smith failed, his human frailties, the analysis of the economic conditions on which he was shipwrecked, all of this can be told in a hundred different ways. There is no discipline in applied psychology, as there is a discipline in medicine, engineering, or even law, which has authority to direct the journalist’s mind when he passes from the news to the vague realm of truth. There are no canons to direct his own mind, and no canons that coerce the reader’s judgment or the publisher’s. His version of the truth is only his version. How can he demonstrate the truth as he sees it? He cannot demonstrate it, any more than Mr. Sinclair Lewis can demonstrate that he has told the whole truth about Main Street. And the more he understands his own weaknesses, the more ready he is to admit that where there is no objective test, his own opinion is in some vital measure constructed out of his own stereotypes, according to his own code, and by the urgency of his own interest. He knows that he is seeing the world through subjective lenses. He cannot deny that he too is, as Shelley remarked, a dome of many-colored glass which stains the white radiance of eternity.
And by this knowledge his assurance is tempered. He may have all kinds of moral courage, and sometimes has, but he lacks that sustaining conviction of a certain technic which finally freed the physical sciences from theological control. It was the gradual development of an irrefragable method that gave the physicist his intellectual freedom as against all the powers of the world. His proofs were so clear, his evidence so sharply superior to tradition, that he broke away finally from all control. But the journalist has no such support in his own conscience or in fact. The control exercised over him by the opinions of his employers and his readers, is not the control of truth by prejudice, but of one opinion by another opinion that it is not demonstrably less true. Between Judge Gary’s assertion that the unions will destroy American institutions, and Mr. Gomper’s assertion that they are agencies of the rights of man, the choice has, in large measure, to be governed by the will to believe.
The task of deflating these controversies, and reducing them to a point where they can be reported as news, is not a task which the reporter can perform. It is possible and necessary for journalists to bring home to people the uncertain character of the truth on which their opinions are founded, and by criticism and agitation to prod social science into making more usable formulations of social facts, and to prod statesmen into establishing more visible institutions. The press, in other words, can fight for the extension of reportable truth. But as social truth is organized to-day, the press is not constituted to furnish from one edition to the next the amount of knowledge which the democratic theory of public opinion demands. This is not due to the Brass Check, as the quality of news in radical papers shows, but to the fact that the press deals with a society in which the governing forces are so imperfectly recorded. The theory that the press can itself record those forces is false. It can normally record only what has been recorded for it by the working of institutions. Everything else is argument and opinion, and fluctuates with the vicissitudes, the self-consciousness, and the courage of the human mind.
If the press is not so universally wicked, nor so deeply conspiring, as Mr. Sinclair would have us believe, it is very much more frail than the democratic theory has as yet admitted. It is too frail to carry the whole burden of popular sovereignty, to supply spontaneously the truth which democrats hoped was inborn. And when we expect it to supply such a body of truth we employ a misleading standard of judgment. We misunderstand the limited nature of news, the illimitable complexity of society; we overestimate our own endurance, public spirit, and all-round competence. We suppose an appetite for uninteresting truths which is not discovered by any honest analysis of our own tastes.
If the newspapers, then, are to be charged with the duty of translating the whole public life of mankind, so that every adult can arrive at an opinion on every moot topic, they fail, they are bound to fail, in any future one can conceive they will continue to fail. It is not possible to assume that a world, carried on by division of labor and distribution of authority, can be governed by universal opinions in the whole population. Unconsciously the theory sets up the single reader as theoretically omnicompetent, and puts upon the press the burden of accomplishing whatever representative government, industrial organization, and diplomacy have failed to accomplish. Acting upon everybody for thirty minutes in twenty-four hours, the press is asked to create a mystical force called Public Opinion that will take up the slack in public institutions. The press has often mistakenly pretended that it could do just that. It has at great moral cost to itself, encouraged a democracy, still bound to its original premises, to expect newspapers to supply spontaneously for every organ of government, for every social problem, the machinery of information which these do not normally supply themselves. Institutions, having failed to furnish themselves with instruments of knowledge, have become a bundle of “problems,” which the population as a whole, reading the press as a whole, is supposed to solve.
The press, in other words, has come to be regarded as an organ of direct democracy, charged on a much wider scale, and from day to day, with the function often attributed to the initiative, referendum, and recall. The Court of Public Opinion, open day and night, is to lay down the law for everything all the time. It is not workable. And when you consider the nature of news, it is not even thinkable. For the news, as we have seen, is precise in proportion to the precision with which the event is recorded. Unless the event is capable of being named, measured, given shape, made specific, it either fails to take on the character of news, or it is subject to the accidents and prejudices of observation.
Therefore, on the whole, the quality of the news about modern society is an index of its social organization. The better the institutions, the more all interests concerned are formally represented, the more issues are disentangled, the more objective criteria are introduced, the more perfectly an affair can be presented as news. At its best the press is a servant and guardian of institutions; at its worst it is a means by which a few exploit social disorganization to their own ends. In the degree to which institutions fail to function, the unscrupulous journalist can fish in troubled waters, and the conscientious one must gamble with uncertainties.
The press is no substitute for institutions. It is like the beam of a searchlight that moves restlessly about, bringing one episode and then another out of darkness into vision. Men cannot do the work of the world by this light alone. They cannot govern society by episodes, incidents, and eruptions. It is only when they work by a steady light of their own, that the press, when it is turned upon them, reveals a situation intelligible enough for a popular decision. The trouble lies deeper than the press, and so does the remedy. It lies in social organization based on a system of analysis and record, and in all the corollaries of that principle; in the abandonment of the theory of the omnicompetent citizen, in the decentralization of decision, in the coordination of decision by comparable record and analysis. If at the centers of management there is a running audit, which makes work intelligible to those who do it, and those who superintend it, issues when they arise are not the mere collisions of the blind. Then, too, the news is uncovered for the press by a system of intelligence that is also a check upon the press.
That is the radical way. For the troubles of the press, like the troubles of representative government, be it territorial or functional, like the troubles of industry, be it capitalist, cooperative, or communist, go back to a common source: to the failure of self-governing people to transcend their casual experience and their prejudice, by inventing, creating, and organizing a machinery of knowledge. It is because they are compelled to act without a reliable picture of the world, that governments, schools, newspapers and churches make such small headway against the more obvious failings of democracy, against violent prejudice, apathy, preference for the curious trivial as against the dull important, and the hunger for sideshows and three legged calves. This is the primary defect of popular government, a defect inherent in its traditions, and all its other defects can, I believe, be traced to this one.”
PART 8, Organized Intelligence
CHAPTER 25. The Entering Wedge
233 “If the remedy were interesting, American pioneers like Charles McCarthy, Robert Valentine, and Frederick W. Taylor would not have had to fight so hard for a hearing. But it is clear why they had to fight, and why bureaus of governmental research, industrial audits, budgeting and the like are the ugly ducklings of reform. They reverse the process by which interesting public opinions are built up. Instead of presenting a casual fact, a large screen of stereotypes, and a dramatic identification, they break down the drama, break through the stereotypes, and offer men a picture of facts, which is unfamiliar and to them impersonal. When this is not painful, it is dull, and those to whom it is painful, the trading politician and the partisan who has much to conceal, often exploit the dullness that the public feels, in order to remove the pain that they feel.”
235 “The man of affairs, observing that the social scientist knows only from the outside what he knows, in part at least, from the inside, recognizing that the social scientist’s hypothesis is not in the nature of things susceptible of laboratory proof, and that verification is possible only in the “real” world, has developed a rather low opinion of social scientists who do not share his views of public policy.
In his heart of hearts the social scientist shares this estimate of himself. He has little inner certainty about his own work. He only half believes in it, and being sure of nothing, he can find no compelling reason for insisting on his own freedom of thought. What can he actually claim for it, in the light of his own conscience?”
CHAPTER 26. Intelligence Work
241 “the power of the expert depends upon separating himself from those who make the decisions, upon not caring, in his expert self, what decision is made.”
242 – 243 “in order to bring industry under social control the machinery of record will have to be independent of the boards of directors and the shareholders. [… 242-243] No administrative scheme is workable without good will, and good will about strange practices is impossible without education. The better way is to introduce into the existing machinery, wherever you can find an opening, agencies that will hold up a mirror week by week, month by month. You can hope, then, to make the machine visible to those who work it, as well as to the chiefs who are responsible, and to the public outside.”
243 “Independence [of intelligence officials] would turn mainly on three points: on funds, tenure, and access to the facts. For clearly if a particular Congress or departmental official can deprive them of money, dismiss them, or close the files, the staff becomes its creature.”
245 “Instead [.] of asking ourselves whether we believe in competition, we should ask ourselves whether we believe in that for which the competitors compete. […] The problem is to select the goals of competition and the rules of the game. Almost always the most visible and obvious standard of measurement will determine the rules of the game: such as money, power, popularity, applause, or Mr. Veblen’s “conspicuous waste.” What other standards of measurement does our civilization normally provide? How does it measure efficiency, productivity, service, for which we are always clamoring?”
245 “the difference between the higher and the lower motives is not, as men often assert, a difference between altruism and selfishness. It is a difference between acting for easily understood aims, and for aims that are obscure and vague.”
249 “No electoral device, no manipulation of areas, no change in the system of property, goes to the root of the matter. You cannot take more political wisdom out of human beings than there is in them. And no reform, however sensational, is truly radical, which does not consciously provide a way of overcoming the subjectivism of human opinion based on the limitation of individual experience.”
CHAPTER 27. The Appeal to the Public
252 “Only by insisting that problems shall not come up to him until they have passed through a procedure, can the busy citizen of a modern state hope to deal with them in a form that is intelligible. For issues, as they are stated by a partisan, almost always consist of an intricate series of facts, as he has observed them, surrounded by a large fatty mass of stereotyped phrases charged with his emotion.”
256 – 257 “The study of error is not only in the highest degree prophylactic, but it serves as a stimulating introduction to the study of truth. As our minds become more deeply aware of their own subjectivism, we find a zest in objective method that is not otherwise there. We see vividly, as normally we should not, the enormous mischief and casual cruelty of our prejudices. And the destruction of a prejudice, though painful at first, because of its connection with our self-respect, gives an immense relief and a fine pride when it is successfully done. There is a radical enlargement of the range of attention. As the current categories dissolve, a hard, simple version of the world breaks up. The scene turns vivid and full. There follows an emotional incentive to hearty appreciation of scientific method, which otherwise it is not easy to arouse, and is impossible to sustain. Prejudices are so much easier and more interesting.”
CHAPTER 28. The Appeal to Reason
260 “For the rate at which reason, as we possess it, can advance itself is slower than the rate at which action has to be taken. In the present state of political science there is, therefore, a tendency for one situation to change into another, before the first is clearly understood, and so to make much political criticism hindsight and little else.”
261 “Until reason is subtle and particular, the immediate struggle of politics will continue to require an amount of native wit, force, and unprovable faith, that reason can neither provide nor control, because the facts of life are too undifferentiated for its powers of understanding.”
262 “hatred, intolerance, suspicion, bigotry, secrecy, fear, and lying are the seven deadly sins against public opinion. […] they have no place in the appeal to reason”
262 “It is no judgment, but only a mood, when men deny that what some men have been, more men, and ultimately enough men, might be.”