Human beings act in a great variety of irrational ways, but all of them seem to be capable, if given a fair chance, of making a reasonable choice in the light of available evidence. Democratic institutions can be made to work only if all concerned do their best to impart knowledge and to encourage rationality. But today, in the world's most powerful democracy, the politicians and their propagandists prefer to make non­sense of democratic procedures by appealing almost exclusively to the ignorance and irrationality of the electors. "Both parties," we were told in 1956 by the editor of a leading business journal, "will merchandize their candidates and issues by the same methods that business has developed to sell goods. These include scientific selection of appeals and planned repetition. . . . Radio spot announcements and ads will repeat phrases with a planned intensity. Billboards will push slogans of proven power. . . . Candidates need, in addition to rich voices and good diction, to be able to look 'sincerely' at the TV camera."

The political merchandisers appeal only to the weak­nesses of voters, never to their potential strength. They make no attempt to educate the masses into becoming fit for self-government; they are content merely to manipulate and exploit them. For this pur­pose all the resources of psychology and the social sciences are mobilized and set to work. Carefully se­lected samples of the electorate are given "interviews in depth." These interviews in depth reveal the uncon­scious fears and wishes most prevalent in a given so­ciety at the time of an election. Phrases and images aimed at allaying or, if necessary, enhancing these fears, at satisfying these wishes, at least symbolically, are then chosen by the experts, tried out on readers and audiences, changed or improved in the light of the information thus obtained. After which the political campaign is ready for the mass communicators. All that is now needed is money and a candidate who can be coached to look "sincere." Under the new dispen­sation, political principles and plans for specific action have come to lose most of their importance. The person­ality of the candidate and the way he is projected by the advertising experts are the things that really mat­ter.

In one way or another, as vigorous he-man or kindly father, the candidate must be glamorous. He must also be an entertainer who never bores his audience. Inured to television and radio, that audience is accustomed to being distracted and does not like to be asked to con­centrate or make a prolonged intellectual effort. All speeches by the entertainer-candidate must therefore be short and snappy. The great issues of the day must be dealt with in five minutes at the most — and prefera­bly (since the audience will be eager to pass on to something a little livelier than inflation or the H-bomb) in sixty seconds flat. The nature of oratory is such that there has always been a tendency among politicians and clergymen to over-simplify complex is­sues. From a pulpit or a platform even the most con­scientious of speakers finds it very difficult to tell the whole truth. 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.

VII Brainwashing

In the two preceding chapters I have described the techniques of what may be called wholesale mind-ma­nipulation, as practiced by the greatest demagogue and the most successful salesmen in recorded history. But no human problem can be solved by wholesale methods alone. The shotgun has its place, but so has the hypo­dermic syringe. In the chapters that follow I shall describe some of the more effective techniques for ma­nipulating not crowds, not entire publics, but isolated individuals.

In the course of his epoch-making experiments on the conditioned reflex, Ivan Pavlov observed that, when subjected to prolonged physical or psychic stress, laboratory animals exhibit all the symptoms of a nervous breakdown. Refusing to cope any longer with the intolerable situation, their brains go on strike, so to speak, and either stop working altogether (the dog loses consciousness), or else resort to slow­downs and sabotage (the dog behaves unrealistically, or develops the kind of physical symptoms which, in a human being, we would call hysterical). Some animals are more resistant to stress than others. Dogs possess­ing what Pavlov called a "strong excitatory" constitution break down much more quickly than dogs of a merely "lively" (as opposed to a choleric or agitated) temperament. Similarly "weak inhibitory" dogs reach the end of their tether much sooner than do "calm imperturbable" dogs. But even the most stoical dog is unable to resist indefinitely. If the stress to which he is subjected is sufficiently intense or sufficiently pro­longed, he will end by breaking down as abjectly and as completely as the weakest of his kind.

Pavlov's findings were confirmed in the most dis­tressing manner, and on a very large scale, during the two World Wars. As the result of a single catastrophic experience, or of a succession of terrors less appalling but frequently repeated, soldiers develop a number of disabling psychophysical symptoms. Temporary unconsciousness, extreme agitation, lethargy, functional blindness or paralysis, completely unrealistic responses to the challenge of events, strange reversals of lifelong patterns of behavior — all the symptoms, which Pavlov observed in his dogs, reappeared among the victims of what in the First World War was called "shell shock," in the Second, "battle fatigue." Every man, like every dog, has his own individual limit of endurance. Most men reach their limit after about thirty days of more or less continuous stress under the conditions of mod­ern combat. The more than averagely susceptible suc­cumb in only fifteen days. The more than averagely tough can resist for forty-five or even fifty days. Strong or weak, in the long run all of them break down. All, that is to say, of those who are initially sane. For, ironically enough, the only people who can hold up indefinitely under the stress of modern war are psychotics. Individual insanity is immune to the consequences of collective insanity.