Esalen and the human potential movement

In previous posts I’ve written about humanistic psychology, which has been called the Third Force in modern psychology, after Freudian psychodynamic psychology and Behaviorism. The founders – including Abraham Maslow, Carl Rogers, Fritz Perls, and Rollo May – seeing that psychology was primarily focused on psychopathology, wanted it to also focus on psychological health and personal growth. Esalen Institute, an isolated  retreat on the Pacific coast near Big Sur, California, is considered by many to be the birthplace of humanistic psychology. I’ve wanted to visit Esalen, a retreat center for growth and learning, since my graduate education in a humanistic psychology program. I’ve just returned home from a writing retreat at Esalen, and it felt like a weekend on holy ground.

Esalen Institute was founded by Michael Murphy and Richard Price in 1963. The land on which Esalen is located was owned  by Michael’s family for generations, and the two of them had a vision of a center for holistic learning. The place is called Esalen because for thousands of years the area was the home of the indigenous Esselen people. Accordingly, Esalen is considered sacred land, and is treated with reverence by residents and visitors. It’s isolated, far from any town, and doesn’t have cell phone service or television. There are hot springs down by the rocky shore, and everyone knows that clothing is optional at the baths. When I soaked, naked, in a pool, looking out at the Pacific sunset, I had the sense of participating in an ancient cleansing ritual.

Humanistic psychology has also been called the human potential movement. The only required course in my psychology Masters program was “Human Growth and Potential” – known by the students as “Gro and Po.” Although most of my coursework involved psychotherapy and psychological testing, I could understand why Gro and Po was required. Psychology had to be about more than psychopathology and the remediation of symptoms. Indeed, our equivalent of an “Abnormal Psychology” course was “Unconventional Modes of Experience,” lest there be any stigma regarding “abnormal.”

While psychanalytic theory and Behaviorism were dogmatic and monolithic, humanistic psychology was more like a tree, with many roots and branches. It was holistic in its orientation to the study of human behavior, focusing on mind and body as a unity, and exploring the factors that enhance creativity and enable self-actualization. It was holistic in studying both Eastern and Western philosophies and practices, recognizing the benefits of things such as yoga and Buddhist meditation, long before they became popular. Existentialism and phenomenology also influenced the human potential movement.

From the beginning of the movement, Esalen has been its Mecca. Fritz Perls did a five year residency in the late sixties, leading gestalt therapy seminars. Other eminent persons who influenced the development of humanistic psychology and had Esalen residencies were Gregory Bateson, Joseph Campbell, Ida Rolf, Virginia Satir, Rollo May, and Alan Watts. Today people go there to study massage and body work, wellness and alternative medicine, psychotherapy, meditation, and a variety of other subjects. I went there to work on being a better writer, and came home with my spiritual batteries re-charged.

A lot of what was new and esoteric back in the sixties and seventies has gone mainstream. Among the extra-curricular classes available to students in the psychology graduate program at West Georgia College (now the University of West Georgia) were massage, hatha yoga, zen meditation, clowning, tai kwan do, and vegetarian cooking. The program was allied with the Philosophy Department, and there were opportunities to study existentialism and phenomenology. In my therapy courses, I learned about psychoanalytic theory, behavior modification, client-centered therapy, gestalt therapy, transactional analysis, sex therapy, and trance work. Once I was a working psychotherapist, my therapeutic orientation was existential, and I was very eclectic in terms of therapeutic style and techniques. I consider myself very fortunate to have attended the West Georgia College psychology Masters program.

Contemporary concepts like emotional intelligence and positive psychology couldn’t have emerged from Freudian psychodynamic theory or Behaviorism. The humanistic psychology movement created a new paradigm for human growth and potential as a legitimate area of study within the science of psychology. I think that the regard for Freud’s contribution to psychology and psychotherapy will diminish over time, relative to the contributions of humanistic pioneers like Abraham Maslow, Carl Rogers, Fritz Perls, and Milton Erickson.

The concept of emotional intelligence suggests that there are other kinds of intelligence than cognitive intelligence. Accurate empathy and compassion are important factors in human relating, and are deserving of scientific study by students of human behavior. I had initial objections to the whole notion of positive psychology, thinking, “psychology is neither positive nor negative.” But then I came to realize that it’s an outgrowth of the impulses that inspired humanistic psychology. The study of psychological wellness and peak performance, of thriving, of human creativity and the process of self-actualizing, is a legitimate pursuit within the field. Psychodynamic theory and Behaviorism will always have their place in psychology, but they need to be viewed in the context of the psychology of growth and human transformation.

The invisible profession

Although there are a lot of people who make big bucks as professional propagandists, using the identifiable tools of the trade, I’ve never heard anyone identify him/herself  as a propagandist. I’ve never seen a job listing or classified ad saying “Wanted — skilled propagandist.” It’s a profession that hides in plain sight and relies on secrecy to be effective.

Propagandists have job titles such as ad designer, ad copy writer, public relations consultant/agent, media relations professional, political consultant, talk show host and political pundit. Unlike journalists, they have no obligation to be objective. Indeed, their function isn’t to accurately inform, but to influence or persuade. Propaganda can only be effective to the degree that it’s invisible to its target audience, because nobody likes to know  that they’re being manipulated. I think it’s highly probable that the average American couldn’t identify even one propaganda technique, and that’s the way the influence industries want it.

I’m not saying that everybody in advertising and public relations is a propagandist, but the propaganda industries have developed expertise in using  behavioral science to manipulate behavior on a mass scale, without their machinations being apparent to the public at large. As a psychologist, it disturbs me greatly to see that our society’s primary systematic application of the principles of psychology has been as a tool for commercial and political persuasion, and for the manipulation of mass behavior in the service of commerce.

Edward Bernays, who is generally recognized as the “father of public relations,” wrote a 1928 book titled Propaganda, in which he wrote about “regimenting the public mind.” He asked “Is it not possible to control and regiment the masses according to our will without their knowing about it?” and answered in the affirmative. His teachings were a blueprint for the influence industries, which have gradually made the techniques of unconscious influence (as detailed in my last post) so commonplace that they’re invisible to the average citizen/consumer. Although Bernays name isn’t widely known outside of the advertising, public relations and political consultancy industries, he was one of LIFE magazine’s “100 Most Important People of the Twentieth Century.” Talk about invisibility. . . .

Many people in the influence industries are specialists in the social sciences and use polling, interviews, focus groups, statistical analysis, and other proven techniques to constantly refine their ability to influence behavior on a mass scale. In aggregate they are social engineers, working to enable corporate agendas. Not only do influence peddlers utilize the classic techniques of propaganda, but they also use rhetorical devices (i.e. metaphor, euphemism, hyperbole) strategically to hammer home their persuasive messages. They craft presentations that combine propaganda techniques such as transfer with combinations of verbal and visual metaphors that effectively influence mass behavior. Propaganda wouldn’t be a highly profitable enterprise if it didn’t work.

Heuristics are mental shortcuts we all use to make decisions. Professional persuaders exploit them to sell goods and services. Examples are stereotyping (if this is the case, then that should follow), social consensus (everybody’s doing it), scarcity (“this offer is limited”), and the price-value heuristic (if it costs more, it must be better).

Edward Bernays was the nephew and confidante of Sigmund Freud, and his uncle’s teachings about unconscious influence had a great influence on the profession he founded. After his academic career ended, Dr. J.B. Watson – known as the “father of Behaviorism” – worked for a Madison Avenue advertising firm. Influence peddlers use behavior modification techniques along with propaganda and other psychotechnologies of influence.

The propaganda technique of transfer relies on classical – or Pavlovian – conditioning, where a conditioning stimulus is paired with an unconditioned stimulus (i.e. a bell is rung whenever food is presented), creating a conditioned response. In Pavlov’s experiments, dogs were conditioned to salivate when a bell was rung. Professional persuaders also use operant conditioning, where reinforcers (rewards) are systematically given or withheld in order  to shape behavior. An example is “call in the next ten minutes and shipping is free.” I’ve written about behavior modification in more detail in previous posts.

We’re bombarded daily with messages from propagandists and other professional persuaders. We’ve been systematically conditioned by experts to confuse manipulative messages with factual information. The key to removing infotoxins from your mental environment is education. As Bob Marley put it, “Emancipate yourself from mental slavery/ None but ourselves can free our minds.”

 

 

 

Information v. Propaganda

There’s a war going on in the media between information and propaganda. Propaganda has become so commonplace in our society that most people don’t seem to know it when they see it. The result of a successful propaganda campaign is  orchestrated ignorance on a mass scale.

Whether a message is information or propaganda isn’t just a matter of opinion or viewpoint. Information is based on facts, evidence and logic, and aims for the intellect. Propaganda relies on specific deceptive and manipulative techniques, and aims at the gut. Its purpose isn’t to inform, but to influence or persuade – often in the guise of information. Providers of information deal in facts and evidence; propagandists  care more about perception than facts. Here are some of the manipulative techniques used by propagandists:

Assertion is stating an opinion – or an outright lie – as if it were a proven fact. It’s not propaganda if you use a qualifier such as “in my opinion” or “I think/believe that ____.” Sometimes propagandists mix lies and opinions with half-truths, and even with selected facts that appear to support their message. Assertion is widely used in advertising, public relations, and political campaigns. Transfer is a term for creating an association. positive or negative, between two unrelated things. Using a giant American flag as a backdrop for a message is an example of positive transfer, whether you’re selling cars or candidates. A blown-up visual of hundred-dollar bills going up in flames, as a backdrop in a political attack ad, is an example of negative transfer. Transfer can be aural or visual, and is a staple of perception management.

Ad nauseam is the technique of incessant repetition. The phrase “A lie repeated a thousand times becomes the truth” has been attributed to Hitler’s propaganda minister, Joseph Goebbels. Political slogans are designed to be endlessly repeated, and to lodge themselves in your mind.  Three related propaganda techniques are lies of omission, card stacking and distortion, where facts are cherry-picked to promote the message, and any contrary facts are omitted or misrepresented. Glittering generalities involves the use of emotionally-loaded phrases that have no objective basis for definition: freedom fighter, perfect union, best country in the world, master race.

Bandwagon suggests that we should follow the crowd, join the Winners, and avoid being left behind with the Losers. “Everyone knows” and “anyone with common sense knows _____” can be used to prop up just about any political opinion. Name calling attempts to arouse prejudice or antipathy, sometimes in the form of an unverified assertion (i.e. Joe Smith is a secret communist), or in the form of sarcasm and ridicule. A related propaganda technique is ad hominem, in which the messenger is attacked, in order to discredit or distract attention from the message. Propagandists are professional perception managers, and name calling and ad hominem are among their favorite tools for molding public perceptions.

Simplification and pinpointing the enemy offer simple explanations for complex issues. and target a culprit for an identified problem. Both techniques were used to devastating effect by the Nazis, to justify the mass murder of Jews. Slogans are usually simplifications. (BUILD A WALL! comes to mind.) A related technique is the black-and-white fallacy, which says that if you’re not for us, you’re against us – no middle ground or room for compromise. Appeal to fear/prejudice relies on stereotypes to fire-up emotions – notably fear and anger. Appeal to authority attempts to link its message with people viewed favorably by the target audience. That’s why you often see white lab coats on actors who endorse medical products and services, so they resemble doctors or scientists. It also explains why you hear that “nine out of ten dentists recommend _____.” Celebrity endorsements are a variant of appeal to authority. Even though we all know that they’re staged and scripted, we nevertheless tend to form a positive association between the product and the admired celebrity. If he uses that product, it must be pretty good.

In my book Ad Nauseam: How Advertising and Public Relations Changed Everything, I write about how we became a Propaganda Society over the course of the twentieth century, and how propaganda is most effective when it’s invisible to the people most influenced by it. I also write about other “psychotechnologies of influence,” including rhetorical devices, heuristics and behavior modification. I’ll write about those in a future post.

 

Family systems therapy

Although I’ve never been a parent, during my thirty-plus years as a psychotherapist I taught parenting skills to many people in individual, family and group therapy, as well as community consultation and education activities. Even stable, functional parents might sometimes need coaching to improve their parenting skills, while some dysfunctional parents might not even grasp the concept, because they unquestioningly raise their children the way they were raised. The most dysfunctional parents can’t distinguish their child’s needs from their own. They rationalize abusive behavior, telling the child that they did it “for your own good” or “because you deserved it.” No child deserves to be abused, but many people have been taught by their families to blame themselves for abuse they suffered in childhood.

Family systems theory provides a helpful framework for doing family therapy, because the focus isn’t on simply achieving symptom remission in the child whose “problem behavior” is what brought the family into therapy. (“She throws temper tantrums.” “He can’t stop wetting the bed.”) Instead, the focus is on the family dynamics that perpetuate the symptom or problem behavior. The therapist avoids labeling Johnny as the identified patient when she says to the family, “This isn’t just Johnny’s problem, it’s a family problem.” If the therapist can facilitate specific changes in the dynamics of the family system, the problem behavior or symptom resolves itself. Dysfunctional families can learn to be more functional. I’ll give three examples: temper tantrums, bedwetting, and compulsive masturbation.

Tom and Linda have brought their daughter Sue in for family counseling because she throws temper tantrums.  She’s the identified patient in the parents’ minds, but her behavior doesn’t exist in a vacuum. Tom and Linda say that they’ve tried everything, but the tantrums have just gotten worse. I explain that it’s normal for children to test the limits and try out new behaviors, to see what they can get away with. The first step in this family system interventions is to figure out the goal of Sue’s behavior – usually power or attention. If it’s power, Sue has learned from experience that she can wear one or both parents down, and they end up giving her something she wants (ice cream, a toy, staying up past her bedtime) in order to get her to stop. If her goal is attention, she’s learned from experience that one or both of her parents will hover over her and give their full attention to her, afraid to leave her alone when she’s having a tantrum.

In such cases I’d explain the behavioral psychology term positive reinforcement: rewarding any behavior, whether it’s seen as positive or negative,  tends to cause an increase in the frequency of its occurrence. Negative reinforcement isn’t  punishment, but rather the withholding of positive reinforcement. So if the child’s goal is power,  never give into her demands, in order to get her to stop screaming. (Both parents have to be consistent in their use of systematic reinforcement.) If it’s attention, both parents need to ignore her when she’s in tantrum mode, and give her positive attention when she’s behaving. Ignoring a tantrum can be very hard for parents at first, but when their response changes in a consistent manner, the tantrums stop.

I’ve already written about my “one-session enuresis cure,” and my family system intervention that enabled instant success in helping a ten-year-old boy to “keep a dry bed” after weeks or months of bedwetting. The mother came in with her miserable, humiliated son. She and her husband had “tried everything,” but the bedwetting was now a nightly occurrence. I explained that the cause of the enuresis was anxiety (“nerves”), and that anything family members did to increase his anxiety would just make the problem persist. I was told that the father yelled at him and spanked him when he wet his bed, and his siblings ridiculed him. We came up with a plan to change the family system response to Junior’s problem: No threats, shaming or corporal punishment. No yelling at him, or taunts from his siblings, etc. There was more to my one-session family intervention (involving the use of strategic metaphor and storytelling), but the mother was evidently successful in implementing our plan. When the family system response changed in a specified way, the symptom immediately went away.

A classic family systems technique called prescribing the symptom can be illustrated by the case history of a twelve-year-old “identified patient” (Ron), brought in by his red-faced parents (Tina and George), because they couldn’t stop him from compulsively masturbating. George and Tina were conservatively religious. They’d tried everything from prayer to punishment to pastoral counseling, and nothing had worked. At first it just seemed like Ron was always playing with himself whenever he thought he was alone. His parents had taught him that it was sinful, but he said that he just couldn’t help himself. Lately he seemed to be less cautious about when and where he masturbated, and his parents felt helpless.

Being family systems-savvy, the therapist knew that Ron’s “compulsion” was a symptom brought about by his parents’ response, and that Ron could control his autoerotic behavior if he felt motivated to do so. Paradoxically, by claiming to be powerless over his own behavior, Ron had power over his clueless, humiliated parents. The cure was to prescribe the symptom, and change the power dynamic within the family. So the therapist might need to convince the parents that private masturbation was something they could accept and not over-react to, as long as the behavior was no longer compulsive and indiscreet.

Once Ron heard his parents agree, in session, that he wouldn’t be criticized or punished for engaging in a normal sexual behavior – as long as it was done in private – the therapist might say something like this: “Now, what I say to Ron next might surprise you two but, believe me, this will work. Ron, paradoxically, your problem is that at this stage of hormonal development, you’re not masturbating enough! You say you average maybe four times a day? I think you need to do it at least five or six times a day, until you eventually reach the point where you feel like you have control again.”

By prescribing the symptom, the therapist has temporarily entered the family system and has taken the power out of (ahem) Ron’s hands. In effect, he has said to George and Tina that Ron is no longer responsible for/in control of his sexual excesses, he is. This defeats Ron’s tactic of being out-of-control and frustrating all attempts by his parents to establish control over this behavior. This change in the power dynamic – in behavioral terms – extinguishes the undesirable behavior. Ron no longer has a motivation to act like his behavior is out-of-control, because his parents are no longer freaking-out. A successful family systems-oriented therapist can accurately assess family dynamics and craft effective interventions that help make families more functional and harmonious.

 

Psychological learning theory

I briefly covered behavior modification in a prior post. In this post I’ll explain classical and operant conditioning in more detail, with examples to illustrate the concepts. The principles of behaviorism, or learning theory, are fundamental to the science of psychology. Two of the names most commonly associated with behavioral psychology are J. B. Watson and B.F. Skinner. Two key words in learning theory are stimulus and response.

Classical conditioning is also known as Pavlovian conditioning, based on Ivan Pavlov’s famous experiments with drooling dogs. Salivation is what behaviorists call an unconditioned response to an unconditioned stimulus – the presentation of food. In other words, neither dogs nor humans have to be taught to salivate when we see and smell food that appeals to us. A bell is initially a neutral stimulus, having nothing to do with food or salivation. But when a bell is rung every time food is presented, it becomes a conditioning stimulus, as the brain learns to associate it with mealtime. Eventually the ringing of the bell alone, without the presentation of food, will stimulate salivation – a conditioned response.

Classical conditioning is one of the most powerful tools used by marketers and advertisers to condition behavior on a mass scale, through the popular media. They systematically condition consumers to associate pleasant or desirable things with symbols such as McDonalds’ golden arches, logos, slogans, jingles, and attractive people giving sales pitches. They use it because it works. You see bikini-clad babes posing at car and boat shows because it increases the sales of the cars and boats  they’re posing in front of.

Where classical conditioning is a passive mode of learning, involving the creation of unconscious associations, operant conditioning involves systematic responses that shape a target behavior, making it occur either more frequently or less frequently. The process starts with recording the baseline frequency of the target behavior, i.e. how frequently it naturally occurs without systematic reinforcements being applied. Things that happen consistently as a consequence of the target behavior will tend to make it occur more frequently, if followed by a rewarding – or positively reinforcing – response (e.g. praise, money, candy, affection, etc.). If an expected reward is withheld – negative reinforcement – or the behavior is somehow punished – aversive reinforcement – the behavior tends to occur less frequently. Negative reinforcement is also used to increase the frequency of the behavior, when an aversive consequence (e.g. pain, shaming) is removed/avoided.

We might go to work even if we don’t really want to, because we know that our behavior will be reinforced by a paycheck. We know that if we stop going to work, the reinforcer will be withheld. Operant conditioning is the way we shape the behavior of our children, and train animals to obey our commands or to learn tricks. It explains the motivation athletes have to spend long hours exercising and practicing their skills.

The other principle to understand about operant conditioning is ratios of reinforcement, which can determine how lasting a conditioned behavior is. A hungry, caged rat can be taught to press a lever relatively quickly, if it’s rewarded with a food pellet every time the lever is pressed – a 1:1 ratio of reinforcement. But if you stop reinforcing the learned behavior with food, it won’t persist. In order to make the new behavior more persistent, you gradually “thin out” the frequency of reinforcement, perhaps starting with a 1:2 ratio. Now the rat only gets food every second time it presses the lever. Then you can go to other fixed ratios (1:3, 1:4); but if the ratio becomes too thin or if the food pellets stop coming, the learned behavior ceases, or in behavioral terms is extinguished.

If you really want a target behavior to persist without reinforcing it at a fixed interval, you move to a variable ratio: you vary the ratio, so the rat doesn’t know how many times it will have to press the lever (1:2, then 1:5, then 1:3, then 1:6, then 1:2, etc.) in order to get the food pellet. A hungry rat will keep pressing the bar, having learned that it will eventually get rewarded with a pellet. A well-fed rat will find better things to do with its time.

To take this to the level of human conditioning, think of the difference between a vending machine (with a 1:1 ratio of reinforcement) and a slot machine (with a variable rate of reinforcement). Every time you feed the required amount of money into a soda machine and press a button, you expect to get a soda. If you don’t and you’re very thirsty, you might try a second time. But if your behavior isn’t reinforced the second time, you certainly won’t keep feeding money to the machine.

But if you’re sitting at a slot machine, you don’t expect to be reinforced every time you put in a quarter and pull the lever. You might  get a sequence like this: nothing, $2, nothing, nothing, $5, nothing, nothing, nothing, $3, nothing, nothing, etc.. The behavior of feeding money to the machine and pulling the lever might persist until you’re out of money. Gambling machines have been called “addictive” because when we get money back from the machine, we get a jolt of the neurotransmitter serotonin ( a positive reinforcer) and persist, anticipating the next jolt – much like a hungry rat conditioned to persist in pressing a lever, knowing it will eventually get a food pellet.

Mental pollution, Part 2

In my book Ad Nauseam: How Advertising and Public Relations Changed Everything I wrote, “As a psychologist, it disturbs me greatly to see that our society’s primary systematic application of the principles of psychology has been as a tool for commercial and political persuasion, and for the manipulation of behavior in the service of commerce.” Propaganda, which I wrote about in my last post, is only one psychotechnology  of influence used by the propaganda industries – advertising, public relations and political consultancy. Behavior modification is another. According to psychological learning theory (behaviorism) there are two means of systematically conditioning behavior: classical conditioning and operant conditioning.

Classical conditioning is exemplified by Pavlov’s experiments with dogs and is a passive mode of conditioning. Knowing that dogs reflexively salivate when presented with food, Pavlov conditioned his dogs to have the same reaction to the ringing of a bell, ringing it whenever food was presented. Over time, the dogs came to associate the two previously unrelated stimuli, learning to salivate whenever the bell was rung. This kind of associative learning is routinely used by advertisers and marketers to get consumers to associate their product or brand with something they already like or want.

Operant conditioning is an active mode of conditioning, in which a targeted behavior is systematically reinforced. If you expect from experience to be rewarded for what you do, it increases the odds that you’ll do it. This is the method used to teach rats to press a lever in their cage to get food, and to train dolphins to jump through hoops. An example of this in TV advertising is, “Call in the next ten minutes and shipping is free.”

As promised in my last post, here are some of the techniques used by propagandists to influence and persuade. Probably the most frequently used techniques in the media is assertion – either an outright lie, or stating an opinion as if it were a fact, without first saying “I think” or “in my opinion.” Any ad that says “We’re the best/least expensive” without providing factual evidence falls in this category. I think that the second most frequently used propaganda technique is ad nauseam. A lie repeated and repeated and repeated can come to be perceived as the truth. Three other, related, techniques are lies of omission, card stacking and distortion, where facts are cherry-picked to promote the message and any contrary facts are left out or misrepresented. Sometimes the message mixes facts and lies or half-truths; sometimes facts are blended with unsubstantiated opinions (assertions) in a manner designed to obscure the objective truth.

With transfer, a classical conditioning technique, an attempt is made to create an association (positive or negative) between two unrelated things. Using an American flag as a backdrop for a political message is an example of positive transfer. Showing a picture of the opposition candidate with a Hitler mustache superimposed is an example of negative transfer. Bandwagon suggests that we should follow the in-crowd, join the winning side, avoid being left behind with the losers. (Wouldn’t you like to be a Pepper, too?) Glittering generalities involves the use of emotionally loaded generalities that have no objective basis for definition, such as “freedom lover,” “perfect gift for all occasions,” or “best country in the world.”

Name calling can take the form of sarcasm and ridicule, or can employ the assertion technique, such as calling a political candidate a closet Communist, or a secret ISIS supporter, or “weak on crime.” With ad hominem, instead of dealing with the message, the messenger is attacked: “Don’t believe anything he says,” or “fake news.” Simplification offers simple solutions for complex problems, and is often seen in the form of slogans. Pinpointing the enemy and  stereotyping were used by the Nazi propaganda machine to stoke the fires of anti-Semitism and to justify Hitler’s genocidal “final solution.”

Appeal to authority attempts to create a positive association. Examples are celebrity endorsements, a politician invoking the name of an icon such as George Washington or Abraham Lincoln, or an actor in a commercial wearing a white lab coat to suggest that she’s a doctor or a scientific expert. “Nine-out-of-ten dentists recommend _______” is another example.

There are other propaganda techniques that you can read about in my book, but these are some of the most commonly used by professional persuaders. Some commercials and political messages use several, to disguise the fact that what they deliver is not information. These classic propaganda techniques were identified by the Institute for Propaganda Analysis (IPA), a non-partisan educational organization that, unfortunately, only existed from 1937-42. The IPA distributed information about propaganda analysis to schools and civic organizations. One reason we’ve become a Propaganda Society is that we don’t have anything like the IPA to educate the public at large, and propaganda analysis isn’t taught in our public schools.

In my next post I’ll return to my usual subject matter and look into the pathological condition commonly known as “multiple personalities.”

Mental pollution, Part 1

This post is one of my occasional departures from my usual subject matter. Instead of writing about human growth and psychotherapy, I’ll be sharing some thoughts and information about the polluting of our mental environment. My second published book (my  first was a Peace Corps memoir) is Ad Nauseam: How Advertising and Public Relations Changed Everything (iUniverse, 2015). I received the iUniverse “Editor’s Choice” designation, and Kirkus Reviews wrote: “An illumination and critique of a commercial culture that distorts reality for gain…. In this brief but smoldering tract, a psychologist deconstructs contemporary advertising…. (a) competently written, highly readable primer on how the culture came to this awful point.”

I think that most Americans, asked if their behavior was influenced by propaganda, would deny it. If you think you aren’t influenced by it, you are either adept at recognizing propaganda techniques and other psychotechnologies of influence when you see them, or chances are you are influenced to some degree without knowing it. The most effective propaganda is invisible to most people; that’s how it works. Whether or not something is propaganda isn’t a matter of opinion. Propaganda seeks to influence and persuade people in the guise of informing them. The intention to persuade doesn’t make something propaganda, if the means of persuasion are logic and facts. It’s the use of identifiable deceptive techniques that distinguishes propaganda from information. The propagandist’s art is to make you think you know something to be true or accurate, even if it’s not. Propaganda techniques are important tools – along with rhetorical devices, heuristics and behavior modification techniques – of the propaganda industries: advertising, public relations, and political consultancy. I’m not saying that all advertising and public relations campaigns use these tools, but they’re so pervasive in the popular media that they’re invisible to most of us.

A few years ago, I set out to discover the relationship between public relations and propaganda, only to find that they’re practically identical. The “father of public relations” was a man named Edward Bernays. Although he was one of LIFE magazine’s “100 Most Influential People of the Twentieth Century,” his name isn’t well known outside of the propaganda industries. A government propagandist who worked to persuade the public that the U.S should fight in World War I, after the war he reasoned that propaganda would also successfully influence mass behavior in peacetime. But because propaganda  had gotten a negative reputation, for his purposes he re-named it public relations, and founded a new profession: the public relations counsel (as in legal counsel). In his 1928 book Propaganda he wrote about an “invisible government” of social engineers, which he called “the true ruling power of our country. We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of.” When I discovered Edward Bernays, I knew I had a book.

It’s been estimated that the average American will be exposed to over seven million commercial messages over the course of her lifetime. Who is immune to this daily barrage of persuasive messages, crafted by experts in the molding of mass behavior? Mass persuasion has become an applied social science, with its research, polling and focus group activities. Advertising, public relations and political consultancy wouldn’t be multi-billion-dollar industries if they couldn’t deliver results. Perceptions are often more important than facts in media campaigns designed to persuade consumers and voters.

Effective advertising works, whether you’re selling vitamins or cigarettes. A major reason obesity has become a major public health problem in America is that we’re constantly bombarded with ads for unhealthy food. Children are especially susceptible to this form of persuasion. Public relations firms refer to massive stinking pits of excrement on hog farms as “lagoons” and there’s such a thing, we’re told, as “clean coal.” Attack ads and slogans have largely replaced issue ads in political campaigns, because they’re effective in influencing  voters. I believe that we’ve become a Propaganda Society, and that our democracy can’t survive on a steady diet of propaganda. The result of a successful propaganda campaign is orchestrated ignorance on a mass scale. As I suggest in my book’s subtitle, advertising and public relations have changed everything: diet, medicine, law, education, sports, popular culture – you name it!

The antidote to the infotoxins in our mental environment is education. I’ll present some of the propaganda techniques and other psychotechnologies of influence in a future post. They need to be taught in public school, to immunize young people from the social engineering of the corporate state. If you want to learn more about our Propaganda Society and what we can do about it, check out Ad Nauseam, available online in print and e-book editions. You can read my basic thesis in the sample on my Amazon book page.

I’ll close with words from one of my favorite Bob Marley songs, “Redemption Song”: “Emancipate yourself from mental slavery/None but ourselves can free our minds.”