Who Can Do It?
An effective use of the instruments is now possible. We may blunder in our intentions, but technical blunders need not occur; the people who have used radio or print or pictures are skilled in their trade and they can use it for the nation as they used it for toothpaste or gasoline. And the people of America are accustomed to forms of publicity and persuasion which need not be significantly altered. Moreover, we can measure the tightness of our methods in the field, not by rejoicing over "mail response", or newspaper comment, but by discovering exactly how far we have created the attitude of mind and the temper of spirit at which we aim.
The advertising agency and the sampler of public opinion can supply the groundwork of a flexible propaganda method. They cannot do everything, because certain objectives have always escaped them. But they are the people who have persuaded most effectively and reported most accurately the results of persuasion. They cannot create policy, not even the policy of propaganda; but they can propagandize.
All of this refers to propaganda at home. It need not be called propaganda, but it must be propaganda—the organized use of all means of communication to create specific attitudes, leading to—or from—specific action.
What Is Morale's Pulse?
This is, of course, another way of saying that morale is affected by propaganda. I avoid the word "morale" because it has unhappily fallen into a phrase, "boosting morale", or "keeping morale at a high level." We have it on military authority that morale is an essential of victory, but no authority has told us how to create it, nor exactly to what high level morale should be "boosted". The concept of morale constantly supercharged by propaganda is fatally wrong; it confuses morale with cheerfulness and leads to the dangerous fluctuations of public emotion on which our enemies have always capitalized.
Morale should be defined as a desirable and effective attitude toward events. As despair and defeatism are undesirable, they break up morale; as cheerfulness leads at times to ineffectiveness, it is bad for morale. To induce cheerfulness in the week of Singapore, the burning of the Normandie, and the escape of the German battleships from Brest, would have been the worst kind of morale-boosting; to prevent elation over a substantial victory would have been not quite so bad, but bad enough.
There is a "classic example" of the effect of belittling a victory. The British public first got details of the Battle of Jutland from the German announcement of a naval victory, including names and number of British vessels sunk. The first British communique was no more subdued than usual, but coming after the German claims and making no assertions of victory, taking scrupulous care to list all British losses and only positively observed German losses, the announcement pulled morale down—not because it gave bad news, but because it put a bad light on good news; it did not allow morale to be level with events. The best opinion of the time considered Jutland a victory lacking finality, but with tremendous consequences; and Churchill was called in as a special writer to do the Admiralty's propaganda on the battle after the mischief was done. The time element was against him for a belated explanation is never as effective as a quick capture of the field by bold assertion and proof. Mr. Churchill was himself belated, a generation later, when he first defended the Navy for letting the Gneisenau and Scharnhorst escape and then, a day later, asserted that the ships had been compelled to leave Brest and that their removal was a gain for the British. The point is the same in both cases: the truth or an effective substitute may be used; but it has to correspond to actuality. The Admiralty underplayed its statement at Jutland. Churchill over-explained the situation at Brest. Both were bad for morale.
The Hypodermic Technique
The "shot-in-the-arm" theory of morale is a confession of incompetence in propaganda. For the healthy human being does not need sudden injections of drugs, not even for exceptional labors; and the objective of propaganda is to create an atmosphere in which the average citizen will work harder and bear more discomfort and live through more anxiety and suffer greater unhappiness without considering his situation exceptional or abnormal.