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If Man--if Each One Of Us--abdicates His Responsibilities With Regard To Values; If Each One Of Us Limits Himself To Leading A Trivial Existence In A Technological Civilization, With Greater Adaptation And Increasing Success As His Sole Objectives; If We Do Not Even Consider The Possibility Of Making A Stand Against These Determinants, Then Everything Will Happen As I Have Described It, And The Determinates Will Be Transformed Into Inevitabilities.

-Jacques Ellul

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If Man--if Each One

Jacques Ellul

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If Man--if Each One Of Us--abdicates His Responsibilities With Regard To Values; If Each One Of Us Limits Himself To Leading A Trivial Existence In A Technological Civilization, With Greater Adaptation And Increasing Success As His Sole Objectives; If We Do Not Even Consider The Possibility Of Making A Stand Against These Determinants, Then Everything Will Happen As I Have Described It, And The Determinates Will Be Transformed Into Inevitabilities.

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According To The International Institute For Environment And Development, The Annual Amount Spent Globally On Advertising Aimed At Increasing Consumption Topped $430 Billion In 1998.consumer Capitalism Is Dedicated To The Proposition That Production Is Good In Itself, No Matter What Is Produced. The Net Effect Is The Massive Production Of Absurd, Empty And Useless Items Which Are Nevertheless Utterly Serious Since We Earn Our Living From Them, And Dedicate Our Leisure Time To Them.

The Goal Of Modern Propaganda Is No Longer To Transform Opinion But To Arouse An Active And Mythical Belief

In Reality This Is The Very Reverse Of What We Are Told About The Biblical God, Who Opens Up Freedom For Us, Who Lets Us Make Our Own History, Who Goes With Us On The More Or Less Unheard-of Adventures That We Concoct.

For In A Civilization Which Has Lost The Meaning Of Life, The Most Important Thing A Christian Can Do Is To Live, And Life, Understood From The Point Of View Of Faith, Has An Extraordinary Explosive Force.

The Machine Is A Tool. But It Is Not A Neutral Tool. We Are Deeply Influenced By The Machine While Using It.

When God Picks Out A Man And Speaks To Him, It Is To Engage Him In A Work, An Action. Nowhere In Scripture Do We Find Indeterminate Or Purely Mystical Vocation.

There Are Different Forms Of Anarchy And Different Currents In It. I Must, First Say Very Simply What Anarchy I Have In View. By Anarchy I Mean First An Absolute Rejection Of Violence.

Sport Carries On Without Deviation The Mechanical Tradition Of Furnishing Relief And Distraction To The Worker After He Has Finished His Work Proper So That He Is At No Time Independent Of One Technique Or Another. In Sport The Citizen Of The Technical Society Finds The Same Spirit, Criteria, Morality, Actions And Objectives In Short, All The Technical Laws And Customs Which He Encounters In Office Or Factory.

Almost Always, It Is The Conviction That 'i Am Right' Or 'my Cause Is The Cause Of Justice' That Triggers Violence. That Is, ...the Moment Propaganda Does Its Work, Violence Is Unleashed. And Violence Can Be Reduced By Countering This Propaganda.

The Holy Spirit Alone Can Do This, The Holy Spirit Alone Can Establish This Link With One's Neighbor.

The Individual, By Means Of The Discipline Imposed On Him By Sport, Not Only Plays And Finds Relaxation From The Various Compulsions To Which He Is Subjected, But Without Knowing It Trains Himself For New Compulsions. ... Training In Sports Makes Of The Individual An Efficient Piece Of Apparatus Which Is Henceforth Unacquainted With Anything But The Harsh Joys Of Exploiting His Body And Winning.

The Fact Of Knowing How To Read Is Nothing, The Whole Point Is Knowing What To Read.

The Individual Who Is The Servant Of Technique Must Be Completely Unconscious Of Himself.

Because Of The Myth Of Progress, It Is Much Easier To Sell A Man An Electric Razor Than A Straight-edged One.

Enclosed Within His Artificial Creation, Man Finds That There Is “no Exit”; That He Cannot Pierce The Shell Of Technology Again To Find The Ancient Milieu To Which He Was Adapted For Hundreds Of Thousands Of Years . In Our Cities There Is No More Day Or Night Or Heat Or Cold. But There Is Overpopulation, Thralldom To Press And Television, Total Absence Of Purpose. All Men Are Constrained By Means External To Them To Ends Equally External. The Further The Technical Mechanism Develops That Allows Us To Escape Natural Necessity, The More We Are Subjected To Artificial Technical Necessities.

It Was With The Industrial Revolution, As Society Plunged Ever More Eagerly Into The Conquest Of Material Riches And Bent All Its Energies To The Accumulation Of Goods, That Material Poverty Became A Major Problem. Obviously, This Meant Abandonment Or Downgrading Of Spiritual Values, Virtue, Etc. To Share Or Not To Share In The Increase Of The Collective Wealth-this Was The Number One Question. It Was The Desire To Acquire Wealth That Prompted The Poor To Start Fighting.

The Propagandist Must Utilize All Of The Technical Means At His Disposal - The Press, Radio, Tv, Movies, Posters, Meetings, Door-to-door Canvassing...there Is No Propaganda As Long As One Makes Use, In A Sporadic Fashion And At Random, Of A Newspaper Article Here, A Poster Or Radio Program There.

Mass Media Provides The Essential Link Between The Individual And The Demands Of The Technological Society.

Technological Society Leads To Increasing Numbers Of People Who Cannot Adapt To The Inhuman Rhythm Of Modern Life With Its Emphasis On Specialization. A Class Of People Is Growing Up Who Are Unexploitable Because They Are Not Worth Employing Even For The Minimum Wage. Technological Progress Makes Whole Categories Of People Useless Without Making It Possible To Support Them With The Wealth Produced By The Progress.

Christians Should Be Troublemakers, Creators Of Uncertainty, Agents Of A Dimension Incompatible With Society.

The Qualities Which Technique Requires For Its Advance Are Precisely Those Characteristics Of A Technical Order Which Do Not Represent Indivisual Intelligence...the Individual, In Order To Make Use Of Technical Instruments, No Longer Needs To Know About His Civilization.

Salvation Is Universal Because The Love Of God Encompasses All. If God Is God And If God Is Love, Nothing Is Outside The Love Of God. A Place Like Hell Is Thus Inconceivable.

The Orchestration Of Press, Radio And Television To Create A Continuous, Lasting And Total Environment Renders The Influence Of Propaganda Virtually Unnoticed Precisely Because It Creates A Constant Environment.

To The Ideal Of High Consumption And The Downgrading Of Spiritual Values Corresponds A Conception Of Injustice That Centers Exclusively On The Problem Of Consumption; And Equality In Consumption Cannot Be Achieved Except By Violence.

All Human Language Draws Its Nature And Value From The Fact That It Both Comes From The Word Of God And Is Chosen By God To Manifest Himself. But This Relationship Is Secret And Incomprehensible, Beyond The Bounds Of Reason And Analysis.

In Sum, Thought And Reflection Have Been Rendered Thoroughly Pointless By The Circumstances In Which Modern Men And Women Live And Act.

Prayer Holds Together The Shattered Fragments Of Creation. It Makes History Possible.

Modern Technology Has Become A Total Phenomenon For Civilization, The Defining Force Of A New Social Order In Which Efficiency Is No Longer An Option But A Necessity Imposed On All Human Activity.

It Is Inconceivable That The God Who Gives Himself In His Son To Save Us, Should Have Created Some People Ordained To Evil And Damnation. There Can Only Be One Predestination To Salvation. In And Through Jesus Christ All People Are Predestined To Be Saved. Our Free Choice Is Ruled Out In This Regard. God Wants Free People, Except In Relation To This Last And Definitive Decision. We Are Not Free To Decide And Choose To Be Damned.

For The Word Is Dialectical In Itself And At The Same Time Is Integrated Into The Whole Of Existence. By This I Mean That The Word Is Intended To Be Lived.

It Is Not True That The Perfection Of Police Power Is The Result Of The State's Machiavellianism Or Of Some Transitory Influence. The Whole Structure Of Society Implies It, Of Necessity. The More We Mobilize The Forces Of Nature, The More Must We Mobilize Men And The More Do We Require Order.

If Man--if Each One Of Us--abdicates His Responsibilities With Regard To Values; If Each One Of Us Limits Himself To Leading A Trivial Existence In A Technological Civilization, With Greater Adaptation And Increasing Success As His Sole Objectives; If We Do Not Even Consider The Possibility Of Making A Stand Against These Determinants, Then Everything Will Happen As I Have Described It, And The Determinates Will Be Transformed Into Inevitabilities.

Faith Lived In The Incognito Is One Which Is Located Outside The Criticism Coming From Society , From Politics , From History , For The Very Reason That It Has Itself The Vocation To Be A Source Of Criticism. It Is Faith (lived In The Incognito) Which Triggers The Issues For The Others, Which Causes Everything Seemingly Established To Be Placed In Doubt , Which Drives A Wedge Into The World Of False Assurances.

No One Knows Where We Are Going, The Aim Of Life Has Been Forgotten, The End Has Been Left Behind. Man Has Set Out At Tremendous Speed- To Go Nowhere.

No Technique Is Possible When Men Are Free. Technique Requires Predictability And, No Less, Exactness Of Prediction. It Is Necessary, Then, That Technique Prevail Over The Human Being.

What We Are Witnessing At The Moment Is A Rearrangement Of The World In An Intermediate Stage; The Change Is Not In The Use Of A Natural Force But In The Application Of Technique To All Spheres Of Life.

Am I A Pessimist? Not At All. I Am Convinced That The History Of The Human Race, No Matter How Tragic, Will Ultimately Lead To The Kingdom Of God. I Am Convinced That All The Works Of Humankind Will Be Reintegrated In The Work Of God, And That Each Of Us, No Matter How Sinful, Will Ultimately Be Saved.

Propaganda Begins When Dialogue Ends.

And An Apprenticeship To Whatever Gadgetry Is Useful In A Technical World

Our Civilization Is First And Foremost A Civilization Of Means; In The Reality Of Modern Life, The Means, It Would Seem, Are More Important Than The Ends.

Philosophy Which Asserts That Human Experience Repeats Itself Is Ineffectual.

Human Experience

Propaganda Must Not Concern Itself With What Is Best In Man - The Highest Goals Humanity Sets For Itself, Its Noblest And Most Precious Feelings. Propaganda Does Not Aim To Elevate Man, But To Make Him Serve. It Must Therefore Utilize The Most Common Feelings, The Most Widespread Ideas, The Crudest Patterns, And In So Doing Place Itself On A Very Low Level With Regard To What It Wants Man To Do And To What End. Hate, Hunger, And Pride Make Better Levers Of Propaganda Than Do Love Or Impartiality.

In Point Of Fact There Are A Certain Number Of Values And Of Forces Which Are Of Decisive Importance In Our World Civilization: The Primacy Of Production, The Continual Growth Of The Power Of The State And The Formation Of The National State, The Autonomous Development Of Technics, Etc. These, Among Others - Far More Than The Ownership Of The Means Of Production Or Any Totalitarian Doctrine - Are The Constitutive Elements Of The Modern World. So Long As These Elements Continue To Be Taken For Granted, The World Is Standing Still.

There Is One Act Par Excellence Which Profanes Money By Going Directly Against The Law Of Money, An Act For Which Money Is Not Made. That Act Is Giving.

Propaganda Does Not Aim To Elevate Man, But To Make Him Serve.

Propaganda Tries First Of All To Create Conditioned Reflexes In The Individual So That Certain Words, Signs, Or Symbols, Even Certain Persons Or Facts, Provoke Unfailing Reactions...the Important Thing Is That When The Time Is Ripe, The Individual Can Be Thrown Into Action By The Utilization Of The Psychological Levers That Have Been Set Up.

Totalitarianism Extends To Whatever Touches It...psychological Technique, As It Operates In The Army Or In A Great Industrial Plant, Entails A Direct Action On The Family. It Involves A Psychological Adaptation Of Family Life To Military Or Industrial Methods, Supervision Of Family Life, And Training Family Life For Military Or Industrial Service. Technique Can Leave Nothing Untouched In A Civilization. Everything Is Its Concern. Technique, Which Is Destroying All Other Civilizations, Is More Than A Simple Mechanism: It's A Whole Civilization In Itself.

Science Brings To The Light Of Day Everything Man Had Believed Sacred. Technique Takes Possession Of It And Enslaves It.

Again I Want To Emphasize That The Study Of Propaganda Must Be Conducted Within The Context Of A Technological Society. Propaganda Is Called Upon To Solve Problems Created By Technology, To Play On Maladjustments, And To Integrate The Individual Into A Technological World.

Freedom Is Completely Without Meaning Unless It Is Related To Necessity, Unless It Represents Victory Over Necessity.

God Is Always Present, Always Available. At Whatever Moment In Which One Turns To Him The Prayer Is Received, Is Heard, Is Authenticated, For It Is God Who Gives Our Prayer Its Value And Its Character, Not Our Interior Dispositions, Not Our Fervor, Not Our Lucidity. The Prayer Which Is Pronounced For God And Accepted By Him Becomes, By That Very Fact, A True Prayer.

The Will Of The World Is Always A Will To Death, A Will To Suicide. We Must Not Accept This Suicide, And We Must So Act That It Cannot Take Place.

Hate, Hunger, And Pride Make Better Levers Of Propaganda Than Do Love Or Impartiality.

I Can Very Well Say Without Hesitation That All Those Who Have Political Power, Even If They Use It Well Have Acquired It By Demonic Mediation And Even If They Are Not Conscious Of It, They Are Worshippers Of Diabolos.

No Matter What God's Power May Be, The First Aspect Of God Is Never That Of The Absolute Master, The Almighty. It Is That Of The God Who Puts Himself On Our Human Level And Limits Himself.

It Is The Multiplication Of Men Who Are Exluded From Working Which Provokes War. We Ought At Least To Bear This In Mind When We Boast Of The Continual Decrease In Human Participation In Technical Operations.

We Are Not To Make The Torah Into God Himself, Nor The Bible Into A "paper Pope." The Bible Is Only The Result Of The Word Of God. We Can Experience The Return Of The Word Of God In The Here And Now, The Perpetual Return Of The Actual, Living, Indisputable Word Of God That Makes Possible The Act Of Witnessing, But We Should Never Think Of The Bible As Any Sort Of Talisman Or Oracle Constantly At Our Disposal That We Need Only Open And Read To Be In Relation To The Word Of God And God Himself.

Fate Operates When People Give Up

We Have To Admit That There Is An Immeasurable Distance Between All That We Read In The Bible And The Practice Of The Church And Of Christians.

I Believe That The Biblical Teaching Is Clear. It Always Contests Political Power. It Incites To "counterpower," To "positive" Criticism, To An Irreducible Dialogue (like That Between King And Prophet In Israel), To Antistatism, To A Decentralizing Of The Relation, To An Extreme Relativizing Of Everything Political, To An Anti-ideology, To A Questioning Of All That Claims Either Power Or Dominion (in Other Words, Of All Things Political), And Finally, If We May Use A Modern Term, To A Kind Of "anarchism" (so Long As We Do Not Relate The Term To The Anarchist Teaching Of The Nineteenth Century).

Technical Civilization Has Made A Great Error In Not Suppressing Death, The Only Human Reality Still Intact

It Is The Emergence Of Mass Media Which Makes Possible The Use Of Propaganda Techniques On A Societal Scale.

Christians Have Always Tended To Transform The Christian Revelation Into A Christian Religion. Christianity Is Said To Be A Religion Like Any Other Or, Conversely, Some Christians Try To Show That It Is A Better Religion Than The Others. People Attempt To Take Possession Of God. Theology Claims To Explain Everything, Including The Being Of God. People Tend To Transform Christianity Into A Religion Because The Christian Faith Obviously Places People In An Extremely Uncomfortable Position That Of Freedom Guided Only By Love And All In The Context Of God's Radical Demand That We Be Holy.

Thinking Has Become A Superfluous Exercise... Purely Internal, Without Compelling Force, More Or Less A Game.

When There Is Propaganda, We Are No Longer Able To Evaluate Certain Questions, Or Even To Discuss Them

Belief Is Reassuring. People Who Live In The World Of Belief Feel Safe. On The Contrary, Faith Is Forever Placing Us On The Razor's Edge.

Christians Were Never Meant To Be Normal. We’ve Always Been Holy Troublemakers, We’ve Always Been Creators Of Uncertainty, Agents Of Dimension That’s Incompatible With The Status Quo; We Do Not Accept The World As It Is, But We Insist On The World Becoming The Way That God Wants It To Be. And The Kingdom Of God Is Different From The Patterns Of This World.

There Is A Limited Elite That Understands The Secrets Of Their Own Techniques, But Not Necessarily Of All Techniques. These Men Are Close To The Seat Of Modern Governmental Power. The State Is No Longer Founded On The 'average Citizen', But On The Ability And Knowledge Of This Elite. The Average Man Is Altogether Unable To Penetrate Technical Secrets Or Governmental Organization And Consequently Can Exert No Influence At All On The State.

True Technique Will Know How To Maintain The Illusion Of Liberty, Choice, And Individuality; But These Will Have Been Carefully Calculated So That They Will Be Integrated Into The Mathematical Reality Merely As Appearances!

This Is Where Each Individual Must Decide For Himself. The Essential Thing Is The Decision To Challenge The Modern State, Which Without This Small Group Of Protesters Will Be Checked By Neither Brake, Value, Nor Reason.

Prayer Is Not A Discourse. It Is A Form Of Life, The Life With God. That Is Why It Is Not Confined To The Moment Of Verbal Statement.

One Thing, However, Is Sure: Unless Christians Fulfill Their Prophetic Role, Unless They Become The Advocates And Defenders Of The Truly Poor, Witness To Their Misery, Then, Infallibly, Violence Will Suddenly Break Out. In One Way Or Another 'their Blood Cries To Heaven,' And Violence Will Seem The Only Way Out. It Will Be Too Late To Try To Calm Them And Create Harmony.

Human Life As A Whole Is Not Inundated By Technique. It Has Room For Activities That Are Not Rationally Or Systematically Ordered. But The Collision Between Spontaneous Activities And Technique Is Catastrophic For The Spontaneous Activities.

If I Rule Out Violent Anarchism, There Remains Pacifist, Anti-nationalist, Anti-capitalist, Moral, And Anti-democratic Anarchism (i.e., That Which Is Hostile To The Falsified Democracy Of Bourgeois States). There Remains The Anarchism Which Acts By Means Of Persuasion, By The Creation Of Small Groups And Networks, Denouncing Falsehood And Oppression, Aiming At A True Overturning Of Authorities Of All Kinds As People At The Bottom Speak And Organize Themselves.

The Person Who Imagined That He Could Not Be The Victim Of Propaganda Because He Could Distinguish Truth From Falsehood, Is Extremely Susceptible To Propaganda, Because When Propaganda Does Tell The Truth, He Is Then Convinced That It Is No Longer Propaganda: Moreover, His Self-confidence Makes Him All The More Vulnerable To Attacks Of Which He Is Unaware.

Self Confidence

Telling The Truth

Propaganda's Content Increasingly Resembles Information. It Has Even Clearly Been Proved That A Violent, Excessive, Shock-provoking Propaganda Texts Leads Ultimately To Less Conviction And Participation. The Listeners Critical Powers Decrease If The Propaganda Message Is More Rational And Less Violent.

Technique Has Taken Over The Whole Of Civilization. Death, Procreation, Birth All Submit To Technical Efficiency And Systemization.

Everyone Has Been Taught That Technique Is An Application Of Science.... This Traditional View Is Radically False. It Takes Into Account Only A Single Category Of Science And Only A Short Period Of Time

Journalistic Content Is A Technical Complex Expressly Intended To Adapt Man To The Machine.

If The Ruler Wants To Play The Game By Himself And Follow Secret Policies, He Must Present A Decoy To The Masses. He Cannot Escape The Mass; But He Can Draw Between Himself And That Mass An Invisible Curtain, A Screen, On Which The Mass Will See Projected The Mirage Of Some Politics, While The Real Politics Are Being Made Behind It.

The Most Favorable Moment To Seize A Man And Influence Him Is When He Is Alone In The Mass. It Is At This Point That Propaganda Can Be Most Effective.

People Think That They Have No Right To Judge A Fact - All They Have To Do Is To Accept It. Thus From The Moment That Technics, The State, Or Production, Are Facts, We Must Worship Them As Facts, And We Must Try To Adapt Ourselves To Them. This Is The Very Heart Of Modern Religion, The Religion Of The Established Fact, The Religion On Which Depend The Lesser Religions Of The Dollar, Race, Or The Proletariat, Which Are Only Expressions Of The Great Modern Divinity, The Moloch Of Fact.

I Describe A World With No Exit, Convinced That God Accompanies Man Throughout His History.

Having Analyzed These Traits, We Can Now Advance A Definition Of Propaganda - Not An Exhaustive Definition, Unique And Exclusive Of All Others, But At Least A Partial One: Propaganda Is A Set Of Methods Employed By An Organized Group That Wants To Bring About The Active Or Passive Participation In Its Actions Of A Mass Of Individuals, Psychologically Unified Through Psychological Manipulations And Incorporated In An Organization.

God Is Not An Encyclopedia Whose Task Is To Satisfy Our Curiosity.

The Aim Of Modern Propaganda Is No Longer To Modify Ideas, But To Provoke Action.

The Intellectual Who Wants To Do Her Work Properly Must Today Go Back To The Starting Point: The Woman Whom She Knows, And First Of All To Herself. It Is At That Level, And At No Other, That She Ought To Begin To Think About The World Situation.

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