" I have the greatest admiration for your propaganda. Propaganda in the West is carried out by experts who have had the best training in the world -- in the field of advertizing -- and have mastered the techniques with exceptional proficiency ... Yours are subtle and persuasive; ours are crude and obvious ... I think that the fundamental difference between our worlds, with respect to propaganda, is quite simple. You tend to believe yours ... and we tend to disbelieve ours. "
-a Soviet correspondent based five years in the U.S.
Review of Alex Carey, Taking the Risk out of Democracy: Propaganda in the US and Australia
(University of NSW Press, 1995. 214 pp., $19.95)
Reviewed by Alex McCutcheon in Green Left Weekly
As Alex Carey sees it, "The twentieth century has been characterized by three developments of great political importance: the growth of democracy, the growth of corporate power, and the growth of corporate propaganda as a means of protecting corporate power against democracy''.
Throughout this book of collected essays with its unified theme, Carey succeeds in showing the reader that far from being a natural outcome of "market forces'' or some natural "law of nature'', the present hegemony that corporations enjoy has been the result of a consciously pursued goal whose origins lie within corporate America.
Carey makes the crucial (and often forgotten) point that in a technologically advanced democracy, "the maintenance of the existing power and privileges are vulnerable to popular opinion'' in a way that is not true in authoritarian societies. Therefore elite propaganda must assume a "more covert and sophisticated role''.
In the US, corporate propaganda has played upon the high level of religious beliefs in the community, beliefs which leave its citizens predisposed to see the world in "Manichean terms''. This outlook leads towards a preference for action over reflection, a "pragmatic orientation'' that is perfectly suited to the corporate aim of identifying positive symbols with business, while assigning negative values to those that oppose them, such as labour unions and welfare provisions.
The organised dissemination of these symbols had its initial impetus in groups such as the National Americanization Committee, which succeeded in manipulating nationalist and patriotic symbols during World War I to associate corporate values with the "American way of life''. The psychological power of this association cannot be discounted: it has proved to be an enduring feature of the political climate in the US today.
Since then the corporate agenda has embraced all areas of society - media, schools, academia and the workplace - with focuses on different levels from "grassroots'' to "tree-tops''. It has succeeded via the mass media in identifying capitalism with democracy and in portraying any challenge to corporate elites as either "subversive'' or "extremist''.
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