Consider a simple example. Most cosmetics are made of lanolin, which is a mixture of purified wool fat and water beaten up into an emulsion. This emulsion has many valuable properties: it penetrates the skin, it does not become rancid, it is mildly antiseptic and so forth. But the commercial propagandists do not speak about the genuine virtues of the emulsion. They give it some picturesquely voluptuous name, talk ecstatically and misleadingly about feminine beauty and show pictures of gorgeous blondes nourishing their tissues with skin food. "The cosmetic manufacturers," one of their number has written, "are not selling lanolin, they are selling hope." For this hope, this fraudulent implication of a promise that they will be transfigured, women will pay ten or twenty times the value of the emulsion which the propagandists have so skilfully related, by means of misleading symbols, to a deep-seated and almost universal feminine wish -- the wish to be more attractive to members of the opposite sex. The principles underlying this kind of propaganda are extremely simple. Find some common desire, some widespread unconscious fear or anxiety; think out some way to relate this wish or fear to the product you have to sell; then build a bridge of verbal or pictorial symbols over which your customer can pass from fact to compensatory dream, and from the dream to the illusion that your product, when purchased, will make the dream come true.
Our economic advancement has been marketed to Americans as true happiness from consumption. Every need can be realized through material gain. Success as a society is measured by GDP growth and the facade of prosperity. In Brave New World children are conditioned from birth to value consumption with such platitudes as "ending is better than mending," which means buy a new one instead of fixing the old one. America has become the definitive throwaway society. Product waste has grown from 92 pounds per person per year in 1905 to 1,242 pounds per person per year in 2005. American human beings are lumped into the category of consumers by the mainstream media. Consumerism and consumer debt have been the contaminated lifeblood of the United States for the last three decades. Government actively promotes gambling by the poor, offering them false hope for riches. Americans squander $160 billion per year on lotteries and in casinos. Our society has become even more extreme than the Brave New World as we have outsourced our production to foreign countries, thereby gutting our economy. Even at the dawn of television Huxley realized the immense power for propagandists:
Thanks to compulsory education and the rotary press, the propagandist has been able, for many years past, to convey his messages to virtually every adult in every civilized country. Today, thanks to radio and television, he is in the happy position of being able to communicate even with unschooled adults and not yet literate children.
United States advertising expenditures, 1920-2007 in constant 2007 dollars (billions)*
The mass media is owned and controlled by mega-corporations run by the Alphas of our society. Colleges graduate thousands of people with the skills to manipulate the uninformed masses through advertising and propaganda. What passes for news organizations are just propaganda machines for a particular point of view. The public is distracted by the seemingly major differences between the two main political parties. The reality is that both parties are controlled by banking and corporate interests who pay for the laws that benefit their interests. Huxley's description of political candidates in 1958 is even truer today:
The methods now being used to merchandise the political candidate as though he were a deodorant positively guarantee the electorate against ever hearing the truth about anything.
News people must be beautiful and entertainment is indispensable. They provide the people what they want 24 hour coverage of Tiger Woods' sex life, weeks of reporting about Michael Jackson's death, and 10 seconds about the $100 trillion of unfunded liabilities we are leaving future generations. Truth is an inconvenience in the consumer society.
Incompatibility of Happiness & Truth
Great is truth, but still greater, from a practical point of view, is silence about truth. By simply not mentioning certain subjects... totalitarian propagandists have influenced opinion much more effectively than they could have by the most eloquent denunciations.
Aldous Huxley
Give me a McMansion - Americans
Mustapha Mond, World State Controller, believes that the population is better off with happiness than truth. In the Brave New World happiness is represented by immediate gratification of every citizen's desire for food, sex, drugs, nice clothes, and other consumer trinkets. If the proletariats think they are happy, they won't need to think or question reality. The World State cannot allow individuality to blossom. Free thinking individuals seek the truth. Spending time alone is considered an outrageous waste of time and money. Confession to a craving for individuality is shocking, horrifying, and embarrassing. John, the savage, grew up outside the World State and has studied Shakespeare. Everything that Shakespeare stood for: passion, love, intensity, seeking truth, relationships, and tragic endings, are at odds with the World State foundation. They cannot allow truth and true human happiness to exist in society or the Alphas will lose control.
The United States is the richest most powerful country in the history of the world. Our poorest live better than the aristocracy lived 100 years ago. We have indoor plumbing, air conditioning, heaters, clean water, automobiles, trains, jet airplanes, televisions, CD players, portable gadgets galore, free public education, fast food, gyms to work off the fast food, movies, the internet, restaurants, bars, concerts, sporting events, casinos, home improvement stores, grocery stores, discount stores, Wal-Mart, clothes stores, jewelry stores, dollar stores, churches, Disney World, Las Vegas, and Graceland. These are the things that are supposed to make Americans happy. Going into the woods alone, like Thoreau, to think, is frowned upon. The propagandists sell the American public happiness in the form of material goods and services. If you don't feel happy, take a pill. If you aren't happy with your appearance, have plastic surgery. If your spouse isn't making you happy, cheat or get a divorce and try again. If your neighbor outdoes you by getting a $20,000 kitchen remodel, get yourself a $40,000 kitchen remodel. Happiness is a 6,000 sq ft McMansion with 5 bathrooms, a pool, game room, and Jacuzzi for your family of three. Having your neighbors see you driving a BMW 750Li will surely make you happy. Wearing a Rolex will definitely make you happy. If you die with the most toys, you're still dead. Until reading a book to your three year old at bedtime is valued more than staying at the office until 10:00 pm to complete an investment offering, our society is destined for decline. Ours is not to reason why, but simply to do and die with a bare minimum of fuss.
In the Brave New World the policies of the State dehumanize the population. Stability and artificially induced happiness are more imperative than humanity and truth. Mustapha Mond explains to John that social stability has required the sacrifice of art, science, and religion. John protests that, without these things, human life is not worth living. After John eventually succumbs to the lure of the World State version of happiness, he hangs himself. An ending truly worthy of a Shakespearean tragedy. The pillars of our society are based upon the acquisition of material possessions using debt. Our society glorifies steroid taking athletes, sex crazed sports icons, drugged out entertainment personalities, vacuous TV housewives, and moronic cosmetically enhanced movie stars. Those who seek truth through questioning the status quo or digging for answers to questions the State doesn't want asked, risk alienation and scorn. The Alphas (bankers) of our society issue the debt and convince the masses that accumulating more stuff will make them happy. The Alphas (media titans) use their mass media to persuade, manipulate, and sell their message of material happiness to the masses. The Alphas (politicians) use the taxes collected from the masses and the dollars printed by the bankers to distribute social welfare benefits to the lower classes, keeping them sedated and under control. Seeking the truth through the study of literature, the questioning of authority, and pondering of our existence on this earth are rare. Those who question and doubt the propaganda put out by those in authority are shunned and denigrated as being unpatriotic.
Most ignorance is vincible ignorance. We don't know because we don't want to know.
