By Lida Prypchan
An attempt to influence opinion (II)
Politics is the art of preventing people from becoming
involved in what concerns them. (Valéry)
Political propaganda has been inspired by poetry and has borrowed many of its methods: rhythmic attraction, verbal impact, power of imagery, dramatic progression. Political propaganda has also created mechanisms for inspiring fear or hope, which it doses out like poison. The purpose, you see, is to give the appearance of a seductive and flirtatious woman and not an enormous mechanical robot. In other words, the subject of propaganda must appear poetic rather than political, to encourage people to dream about past greatness and a better future. This reminds me of the words of a song: “I was dreaming that my mother-in-law had died and when I got up I began to cry, not because I was sad, but because I realized I was day-dreaming.” It’s the same with politics: we are just day-dreaming; the publicity agencies and the political parties treat us like mental midgets, or complete newborns who grow up to be sleepwalkers. Regardless of who wins, you have to be an idiot to believe that the corruption in this country is going to disappear – at least over the next five years or so. My friends, the problem is with our own idiosyncrasies, which include expediency, the use of wire-pulling as a means of getting jobs, extravagance, the excess of projects and lack of action, the cult of drink, the myth of machismo, the contempt for study and effort, the unwillingness to work, the lack of national identity, the cult of pleasure and an easy life without ambition! Why seek more reasons for our national weakness? It’s the fault of the Spanish, the Indians, the climate, education…
The guilt is ours. I have seen lands with dry, arid countryside converted to productive land through the labors of their people.
Political propaganda has a set of rules and special techniques, which are as follows: 1) Simplification; 2) Exaggeration and distortion; 3) Orchestration; 4) Diffusion; 5) Unanimity and contagion. These rules are based on convincing and persuading people, not on getting them to think, make decisions or offer solutions by participation, as should be the practice in the democratic process. By propaganda we usually understand a sort of intellectual cramming against which we rightly rebel. Political propaganda, if well-executed and fair-minded, should do no more than present the true face and attitudes of its candidates and permit the people to take an active part in the democratic life of the nation.
However, the people would also have to be involved in building their future, not just wrapped up in election debates.
Well then, let’s get back to rules and methods: 1) Simplification – A campaign must be straightforward; none of those great displays of ability; clear-cut slogans are needed; the Democratic Action party (AD) says, “YES, say YES to your country!” The Social Christians (COPEI) say, “All Venezuela needs Caldera,” adding elsewhere, “A candidate who’ll brook no debate, ME!”; 2) Exaggeration and distortion – Prevaricate about corruption, make promises; all these lies and sixty-second speeches must be in ultra-simple language, so everyone from the least educated to the highest gets the message. Apart from lying, exaggerate the facts: the AD harps on the current government’s mistakes, COPEI makes big promises about a million new jobs – but never seems to exaggerate when it comes to talking about the megalomania and extravagance of CAP [Carlos Andrés Pérez], the inspiration for Sanín’s book Venezuela Saudita [Venezuela: Little Saudi]; 3) Orchestration – The first thing that’s needed for a good publicity campaign is incessant repetition of the party’s main or central themes, which must be presented from different angles. Don’t forget that propaganda must never contradict itself: the publicity agent, and for that matter the candidate too, must remain silent on topics they are uncertain about. And in this respect Dr. Lusinchi made three big mistakes: first, when he was feeling trapped, in the debate against Dr. Caldera, he used the weapon of irony, which, as everyone knows, is evidence of fear and cowardice; second, when he was challenged to a further debate he backed out, leaving his fear and insecurities open to popular – and harsh conjecture as to whether they were due to lack of knowledge or poor judgment; third, when he issued a public statement to explain why he failed to accept Dr. Caldera’s challenge. Now he’s out trying to repair the image that he himself created. This is poor strategy, because it’s very difficult to disprove something without getting on the defensive; 4) Diffusion – propaganda doesn’t exist on its own. The politician’s main appeal is to the masses; 5) Unanimity and contagion – ever since the birth of sociology, group pressure has been utilized in forming individual opinion and the many shades of conformism that develop exaggeration, illusion, euphoria, coupled with a vague fear. This, aided by the individual’s instinct to share opinions with his neighbors, is an environment that is very susceptible to the persuasive techniques of political propaganda.
