B. U. G. S.

The psyche of the great masses is not receptive to anything that is half-hearted and weak….

To whom should propaganda be addressed? To the scientifically trained intelligentsia or to the less educated masses?

It must be addressed always and exclusively to the masses. …

All propaganda must be popular and its intellectual level must be adjusted to the most limited intelligence among those it is addressed to. Consequently, the greater the mass it is intended to reach, the lower its purely intellectual level will have to be. …

The art of propaganda lies in understanding the emotional ideas of the great masses and finding, through a psychologically correct form, the way to the attention and thence to the heart of the broad masses. The fact that our bright boys do not understand this merely shows how mentally lazy and conceited they are.

Once we understand how necessary it is for propaganda to be adjusted to the broad mass, the following rule results:

It is a mistake to make propaganda many-sided, like scientific instruction, for instance.

The receptivity of the great masses is very limited, their intelligence is small, but their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these in slogans until the last member of the public understands what you want him to understand by your slogan. As soon as you sacrifice this slogan and try to be many-sided, the effect will piddle away, for the crowd can neither digest nor retain the material offered. In this way, the result is weakened and in the end entirely cancelled out. …

The broad mass of a nation does not consist of diplomats, or even professors of political law, or even individuals capable of forming a rational opinion; it consists of plain mortals, wavering and inclined to doubt and uncertainty. As soon as our own propaganda admits so much as a glimmer of right on the other side, the foundation for doubt in our own right has been laid. …

The people in their overwhelming majority are so feminine by nature and attitude that sober reasoning determines their thoughts and actions far less than emotion and feeling. …

But the most brilliant propagandist technique will yield no success unless one fundamental principle is borne in mind constantly and with unflagging attention. It must confine itself to a few points and repeat them over and over. Here, as so often in this world, persistence is the first and most important requirement for success. …

The purpose of propaganda is not to provide interesting distraction for blase young gentlemen, but to convince, and what I mean is to convince the masses. But the masses are slow-moving, and they always require a certain time before they are ready even to notice a thing, and only after the simplest ideas are repeated thousands of times will the masses finally remember them….

[During World War I] at first the claims of the [enemy] propaganda were so impudent that people thought it insane; later, it got on people’s nerves; and in the end, it was believed. …

Adolf Hitler, Mein Kampf, trans. Ralph Mannheim (Boston: Houghton-Mifflin, 1943), 42, 179-185.

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