But wise leaders are not content to do that. Provided they think publicity will not strengthen opposition too much, and that debate will not delay action too long, they seek a certain measure of consent. They take, if not the whole mass, then the subordinates of the hierarchy sufficiently into their confidence to prepare them for what might happen, and to make them feel that they have freely willed the result. But however sincere the leader may be, there is always, when the facts are very complicated, a certain amount of illusion in these consultations. For it is impossible that all the contingencies shall be as vivid to the whole public as they are to the more experienced and the more imaginative. A fairly large percentage are bound to agree without having taken the time, or without possessing the background, for appreciating the choices which the leader presents to them. No one, however, can ask for more. And only theorists do. If we have had our day in court, if what we had to say was heard, and then if what is done comes out well, most of us do not stop to consider how much our opinion affected the business in hand.
And therefore, if the established powers are sensitive and well-informed, if they are visibly trying to meet popular feeling, and actually removing some of the causes of dissatisfaction, no matter how slowly they proceed, provided they are seen to be proceeding, they have little to fear. It takes stupendous and persistent blundering, plus almost infinite tactlessness, to start a revolution from below. Palace revolutions, interdepartmental revolutions, are a different matter. So, too, is demagogy. That stops at relieving the tension by expressing the feeling. But the statesman knows that such relief is temporary, and if indulged too often, unsanitary. He, therefore, sees to it that he arouses no feeling which he cannot sluice into a program that deals with the facts to which the feelings refer.
But all leaders are not statesmen, all leaders hate to resign, and most leaders find it hard to believe that bad as things are, the other fellow would not make them worse. They do not passively wait for the public to feel the incidence of policy, because the incidence of that discovery is generally upon their own heads. They are, therefore, intermittently engaged in mending their fences and consolidating their position.
The mending of fences consists in offering an occasional scapegoat, in redressing a minor grievance affecting a powerful individual or faction, rearranging certain jobs, placating a group of people who want an arsenal in their home town, or a law to stop somebody's vices. Study the daily activity of any public official who depends on election and you can enlarge this list. There are Congressmen elected year after year who never think of dissipating their energy on public affairs. They prefer to do a little service for a lot of people on a lot of little subjects, rather than to engage in trying to do a big service out there in the void. But the number of people to whom any organization can be a successful valet is limited, and shrewd politicians take care to attend either the influential, or somebody so blatantly uninfluential that to pay any attention to him is a mark of sensational magnanimity. The far greater number who cannot be held by favors, the anonymous multitude, receive propaganda.
The established leaders of any organization have great natural advantages. They are believed to have better sources of information. The books and papers are in their offices. They took part in the important conferences. They met the important people. They have responsibility. It is, therefore, easier for them to secure attention and to speak in a convincing tone. But also they have a very great deal of control over the access to the facts. Every official is in some degree a censor. And since no one can suppress information, either by concealing it or forgetting to mention it, without some notion of what he wishes the public to know, every leader is in some degree a propagandist. Strategically placed, and compelled often to choose even at the best between the equally cogent though conflicting ideals of safety for the institution, and candor to his public, the official finds himself deciding more and more consciously what facts, in what setting, in what guise he shall permit the public to know.
4
That the manufacture of consent is capable of great refinements no one, I think, denies. The process by which public opinions arise is certainly no less intricate than it has appeared in these pages, and the opportunities for manipulation open to anyone who understands the process are plain enough.
The creation of consent is not a new art. It is a very old one which was supposed to have died out with the appearance of democracy. But it has not died out. It has, in fact, improved enormously in technic, because it is now based on analysis rather than on rule of thumb. And so, as a result of psychological research, coupled with the modern means of communication, the practice of democracy has turned a corner. A revolution is taking place, infinitely more significant than any shifting of economic power.
Within the life of the generation now in control of affairs, persuasion has become a self-conscious art and a regular organ of popular government. None of us begins to understand the consequences, but it is no daring prophecy to say that the knowledge of how to create consent will alter every political calculation and modify every political premise. Under the impact of propaganda, not necessarily in the sinister meaning of the word alone, the old constants of our thinking have become variables. It is no longer possible, for example, to believe in the original dogma of democracy; that the knowledge needed for the management of human affairs comes up spontaneously from the human heart. Where we act on that theory we expose ourselves to self-deception, and to forms of persuasion that we cannot verify. It has been demonstrated that we cannot rely upon intuition, conscience, or the accidents of casual opinion if we are to deal with the world beyond our reach.