Introduction to the Science of Sociology

by Robert Ezra Park; E. W. Burgess

The tremendous forces of propaganda are now common property. They are available for the unscrupulous and the destructive as well as for the constructive and the moral. This gives us a new interest in its technique, namely, to inquire if anywhere there is an opportunity for regulative and protective interference with its indiscriminate exploitation.

Until recently the most famous historical use of the term propaganda made it synonymous with foreign missions. It was Pope Gregory XV who almost exactly three centuries ago, after many years of preparation, finally founded the great Propaganda College to care for the interests of the church in non-Catholic countries. With its centuries of experience this is probably the most efficient organization for propaganda in the world. Probably most apologetics is propaganda. No religion and no age has been entirely free from it.

One of the classical psychoanalytic case histories is that of Breuer's water glass and the puppy dog. A young lady patient was utterly unable to drink water from a glass. It was a deep embarrassment. Even under the stress of great thirst in warm weather and the earnest effort to break up a foolish phobia, the glass might be taken and raised, but it couldn't be drunk from. Psychoanalysis disclosed the following facts. Underlying this particular phobia was an intense antipathy to dogs. The young lady's roommate had been discovered giving a dog a drink from the common drinking-glass. The antipathy to the dog was simply transferred to the glass.

The case is a commonplace in the annals of hysteria. But let us examine the mechanism. Suppose that I had wanted to keep that drinking-glass for my own personal use. A perfectly simple and effective expedient it would have been in the absence of other good motives to capitalize that antipathy by allowing her to see the dog drink out of the glass. The case would then have been a perfect case of propaganda. All propaganda is capitalized prejudice. It rests on some emotional premise which is the motive force of the process. The emotional transfer is worked by some associative process like similarity, use, or the causal relationship. The derived sympathetic antipathy represents the goal.

The great self-preservative, social, and racial instincts will always furnish the main reservoir of motive forces at the service of propaganda. They will have the widest and the most insistent appeal. Only second to these in importance are the peculiar racial tendencies and historical traditions that represent the genius of a civilization. The racial-superiority consciousness of the Germans operated as a never-ending motive for their "Aushalten" propaganda. We Americans have a notable cultural premise in our consideration for the underdog. Few things outside our consciousness of family will arouse us as surely and as universally as this modification of the protective instinct.

In addition to the group tendencies that arise from a community of experience, individual propaganda may use every phase of individual experience, individual bias and prejudice. I am told that first-class salesmen not infrequently keep family histories of their customers, producing a favorable attitude toward their merchandise by way of an apparent personal interest in the children. Apparently any group of ideas with an emotional valence may become the basis for propaganda.

There are three limitations to the processes of propaganda. The first is emotional recoil, the second is the exhaustion of available motive force, the third is the development of internal resistance or negativism.

The most familiar of the three is emotional recoil. We know only too well what will happen if we tell a boy all the things that he likes to do are "bad," while all the things that he dislikes are "good." Up to a certain point the emotional value of bad and good respectively will be transferred to the acts as we intend. But each transfer has an emotional recoil on the concepts good and bad. At the end a most surprising thing may happen. The moral values may get reversed in the boy's mind. Bad may come to represent the sum total of the satisfactory and desirable, while good may represent the sum total of the unsatisfactory and the undesirable. To the pained adult such a consequence is utterly inexplicable, only because he fails to realize that all mental products are developments. There is always a kind of reciprocity in emotional transfer. The value of the modified factor recoils to the modifying factor.

The whole mechanism of the transfer and of the recoil may best be expressed in terms of the conditioned reflex of Pavlov. The flow of saliva in a dog is a natural consequence to the sight and smell of food. If concurrently with the smelling of food the dog is pinched, the pinch ceases to be a matter for resentment. By a process of emotional transfer, on being pinched the dog may show the lively delight that belongs to the sight and smell of food. Even the salivary secretions may be started by the transfigured pinch. It was the great operating physiologist Sherrington who exclaimed after a visit to Pavlov that at last he understood the psychology of the martyrs. But it is possible so to load the smell of food with pain and damage that its positive value breaks down. Eating-values may succumb to the pain values instead of the pain to the eating-values. This is the prototype of the concept bad when it gets overloaded with the emotional value of the intrinsically desirable. The law of recoil seems to be a mental analogue of the physical law that action and reaction are equal and in opposite directions.

The second limitation to propaganda occurs when the reciprocal effects of transfer exhaust the available motive forces of a mind. Propaganda certainly weakens the forces that are appealed to too often. We are living just now in a world of weakened appeals. Many of the great human motives were exploited to the limit during the war. It is harder to raise money now than it was, harder to find motives for giving that are still effective. One of my former colleagues once surprised and shocked me by replying to some perfectly good propaganda in which I tried to tell him that certain action was in the line of duty, to the effect that he was tired of being told that something was his duty, and that he was resolved not to do another thing because it was his duty. There seems to be evidence that in some quarters, at least, patriotism, philanthropy, and civic duty have been exploited as far as the present systems will carry. It is possible to exhaust our floating capital of social-motive forces. When that occurs we face a kind of moral bankruptcy.