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In The End, Advertising Rests Upon The Fact That Consumers Are A Fickle And Superstitious Mob, Incapable Of Any Real Judgment As To What It Wants Or How It Is To Get What It Thinks It Likes.
-Walter Lippmann
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In The End, Advertising

Walter Lippmann
In The End, Advertising Rests Upon The Fact That Consumers Are A Fickle And Superstitious Mob, Incapable Of Any Real Judgment As To What It Wants Or How It Is To Get What It Thinks It Likes.
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Thinking
Fickle
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Even God Has Been Defended With Nonsense.
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Unless Our Ideas Are Questioned, They Become Part Of The Furniture Of Eternity.
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Our Life Is Managed From Behind The Scenes: We Are Actors In Dramas That We Cannot Interpret. Of Almost No Decisive Event Can We Say: This Was Our Own Choosing. We Happen Upon Careers, Necessity Pushing, Blind Inclination Pulling. If We Stop To Think We Are Amazed That We Should Be What We Are.
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We Must Abandon The Notion That The People Govern. Instead, We Must Adopt The Theory That, By Their Occasional Mobilisations As A Majority, People Support Or Oppose The Individuals Who Actually Govern.
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Fall
Government
Order
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Sex
Satisfied
Ifs
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Speak
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Men
Feelings
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Passion
Men
Office
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Records
Machines
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Ideas
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Men
Soul
Purpose
Love Endures When The Lovers Love Many Things Together And Not Merely Each Other.
Love
Together
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It Is Perfectly True That That Government Is Best Which Governs Least. It Is Equally True That That Government Is Best Which Provides Most.
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Many A Time I Have Wanted To Stop Talking And Find Out What I Really Believed.
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The Man Who Raises New Issues Has Always Been Distasteful To Politicians. He Musses Up What Had Been So Tidily Arranged.
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Done
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Irrational
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Men
Theist
Humans
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Honesty
Doe
Generations
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Thinking
Doe
Presses
It Is Often Very Illuminating...to Ask Yourself How You Got At The Facts On Which You Base Your Opinion. Who Actually Saw, Heard, Felt, Counted, Named The Thing, About Which You Have An Opinion?
Saws
Facts
Opinion
Where There Is No Danger Of Overt Action There Is Rarely Any Interference With Freedom. That Is Why There Has So Often Been Amazing Freedom Of Opinion Within An Aristocratic Class Which At The Same Time Sanctioned The Ruthless Suppression Of Heterodox Opinion Among The Common People. When The Inquisition Was Operating Most Effectively Against The Bourgeois Who Had Lapsed Into Heresy, The Princes Of The Church And The Nobles Enjoyed The Freedom Of The Renaissance.
Class
People
Church
For In The Absence Of Debate Unrestricted Utterance Leads To The Degradation Of Opinion. By A Kind Of Greshams Law The More Rational Is Overcome By The Less Rational, And The Opinions That Will Prevail Will Be Those Which Are Held Most Ardently By Those With The Most Passionate Will. For That Reason The Freedom To Speak Can Never Be Maintained Merely By Objecting To Interference With The Liberty Of The Press, Of Printing, Of Broadcasting, Of The Screen. It Can Be Maintained Only By Promoting Debate.
Law
Liberty
Overcoming
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Nobody Has Yet Found A Way Of Bombing That Can Prevent Foot Soldiers From Walking.
Military
Feet
Soldier
The Simple Opposition Between The People And Big Business Has Disappeared Because The People Themselves Have Become So Deeply Involved In Big Business.
Business
Simple
People
But What Is Propaganda, If Not The Effort To Alter The Picture To Which Men Respond, To Substitute One Social Pattern For Another?
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Effort
Patterns
Newspapers Necessarilyand Inevitably Reflect, And Therefore, In Greater Or Lesser Measure, Intensify, The Defective Organization Of Public Opinion.
Organization
Public Opinion
Newspapers
A Better Distribution Of Incomes Would Increase That Efficiency By Diverting A Great Fund Of Wealth From The Useless To The Useful Members Of Society. To Cut Off The Income Of The Useless Will Not Impair Their Efficiency. They Have None To Impair. It Will, In Fact, Compel Them To Acquire A Useful Function.
Cutting
Useless
Facts
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Freedom
Should Have
Humanity
You And I Are Forever At The Mercy Of The Census-taker And The Census-maker. That Impertinent Fellow Who Goes From House To House Is One Of The Real Masters Of The Statistical Situation. The Other Is The Man Who Organizes The Results.
Real
Men
House
A Free Press Is Not A Privilege But An Organic Necessity In A Great Society. Without Criticism And Reliable And Intelligent Reporting, The Government Cannot Govern. For There Is No Adequate Way In Which It Can Keep Itself Informed About What The People Of The Country Are Thinking And Doing And Wanting.
Country
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Thinking
For The Newspaper Is In All Literalness The Bible Of Democracy, The Book Out Of Which A People Determines Its Conduct. It Is The Only Serious Book Most People Read. It Is The Only Book They Read Every Day.
Book
People
Democracy
A Useful Definition Of Liberty Is Obtained Only By Seeking The Principle Of Liberty In The Main Business Of Human Life, That Is To Say, In The Process By Which Men Educate Their Responses And Learn To Control Their Environment.
Freedom
Men
Liberty
The Private Citizen, Beset By Partisan Appeals For The Loan Of His Public Opinion, Will Soon See, Perhaps, That These Appeals Are Not A Compliment To His Intelligence, But An Imposition On His Good Nature And An Insult To His Sense Of Evidence.
Public Opinion
Citizens
Comeback
Ignore What A Man Desires And You Ignore The Very Source Of His Power.
Power
Men
Desire
The Man Who Will Follow Precedent, But Never Create One, Is Merely An Obvious Example Of The Routineer. You Find Him Desperately Numerous In The Civil Service, In The Official Bureaus. To Him Government Is Something Given As Unconditionally, As Absolutely As Ocean Or Hill. He Goes On Winding The Tape That He Finds. His Imagination Has Rarely Extricated Itself From Under The Administrative Machine To Gain Any Sense Of What A Human, Temporary Contraption The Whole Affair Is. What He Thinks Is The Heavens Above Him Is Nothing But The Roof.
Ocean
Men
Thinking
The Function Of News Is To Signalize An Event, The Function Of Truth Is To Bring To Light The Hidden Facts, To Set Them In Relation With Each Other, And Make A Picture Of Reality On Which Men Can Act.
Reality
Men
Light
The Genius Of A Good Leader Is To Leave Behind Him A Situation Which Common Sense, Without The Grace Of Genius, Can Deal With Successfully.
Leadership
Business
Common Sense
The Search For Moral Guidance Which Shall Not Depend Upon External Authority Has Invariably Ended In The Acknowledgment Of Some New Authority.
Moral
Guidance
Authority
Happiness Cannot Be The Reward Of Virtue; It Must Be The Intelligible Consequence Of It.
Rewards
Virtue
Consequence
The Opposition Is Indispensable. A Good Statesman, Like Any Other Sensible Human Being, Always Learns More From His Opponents Than From His Fervent Supporters. For His Supporters Will Push Him To Disaster Unless His Opponents Show Him Where The Dangers Are. So If He Is Wise He Will Often Pray To Be Delivered From His Friends, Because They Will Ruin Him. But Though It Hurts, He Ought Also To Pray Never To Be Left Without Opponents; For They Keep Him On The Path Of Reason And Good Sense.
Wise
Hurt
Opponents
The Private Citizen Today Has Come To Feel Rather Like A Deaf Spectator In The Back Row, Who Ought To Keep His Mind On The Mystery Off There, But Cannot Quite Manage To Keep Awake. He Knows He Is Somehow Affected By What Is Going On. Rules And Regulations Continually, Taxes Annually And Wars Occasionally Remind Him That He Is Being Swept Along By Great Drifts Of Circumstance. Yet These Public Affairs Are In No Convincing Way His Affairs. They Are For The Most Part Invisible. They Are Managed, If They Are Managed At All, At Distant Centers, From Behind The Scenes, By Unnamed Powers.
War
Mind
Behind The Scenes
Whereas Each Man Claims His Freedom As A Matter Of Right, The Freedom He Accords To Other Men Is A Matter Of Toleration.
Men
Tolerance
Liberty
Men Can Know More Than Their Ancestors Did If They Start With A Knowledge Of What Their Ancestors Had Already Learned....that Is Why A Society Can Be Progressive Only If It Conserves Its Traditions.
Men
Tradition
Progressive
The Great Social Adventure Of America Is No Longer The Conquest Of The Wilderness But The Absorption Of Fifty Different Peoples.
Travel
Adventure
Usa
Yet This Corporate Being, Though So Insubstantial To Our Senses, Binds, In Burkes Words, A Man To His Country With Ties Which Though Light As Air, Are As Strong As Links Of Iron. That Is Why Young Men Die In Battle For Their Countrys Sake And Why Old Men Plant Trees They Will Never Sit Under.
Country
Strong
Men
The Effort To Calculate Exactly What The Voters Want At Each Particular Moment Leaves Out Of Account The Fact That When They Are Troubled The Thing The Voters Most Want Is To Be Told What To Want.
Voting
Effort
Facts
Creative Ideas Come To The Intuitive Person Who Can Face Up To The Insecurity Of Looking Beyond The Obvious.
Ideas
Creative
Insecurity
It Is So Much Easier To Talk Of Poverty Than To Think Of The Poor, To Argue The Rights Of Capital Than To See Its Results. Pretty Soon We Come To Think Of The Theories And Abstract Ideas As Things In Themselves.
Thinking
Rights
Ideas
Run Against The Grain Of A Nation's Genius And See Where You Get With Your Laws.
Running
Law
Genius
The Public Must Be Put In Its Place, So That It May Exercise Its Own Powers, But No Less And Perhaps Even More, So That Each Of Us May Live Free Of The Trampling And The Roar Of A Bewildered Herd.
Exercise
May
Live Free
If Somebody Can Create An Absolute System Of Beliefs And Rules Of Conduct That Will Guide A Business Man At Eleven O'clock In The Morning, A Boy Trying To Select A Career, A Woman In An Unhappy Love Affair--well Then, Surely No Pragmatist Will Object. He Insists Only That Philosophy Shall Come Down To Earth And Be Tried Out There.
Morning
Philosophy
Boys
Genius Sees The Dynamic Purpose First, Find Reasons Afterward.
Purpose
Genius
Firsts
The Central Drama Of Our Age Is How The Western Nations And The Asian Peoples Are To Find A Tolerable Basis Of Co-existence.
Drama
Age
Asian
Success Makes Men Rigid And They Tend To Exalt Stability Over All The Other Virtues; Tired Of The Effort Of Willing They Become Fanatics About Conservatism.
Success
Congratulations
Tired
What We Call A Democratic Society Might Be Defined For Certain Purposes As One In Which The Majority Is Always Prepared To Put Down A Revolutionary Minority.
Hymns
Majority
Minorities
There Can Be No Higher Law In Journalism Than To Tell The Truth And To Shame The Devil.
Law
Devil
Journalism
There Is Only One Purpose To Which A Whole Society Can Be Directed By A Deliberate Plan. That Purpose Is War, And There Is No Other.
War
Purpose
Plans
Corrupt, Stupid Grasping Functionaries Will Make At Least As Big A Muddle Of Socialism As Stupid, Selfish And Acquisitive Employers Can Make Of Capitalism.
Selfish
Stupid
Socialism
The Thinker Dies, But His Thoughts Are Beyond The Reach Of Destruction. Men Are Mortal; But Ideas Are Immortal.
Time
Men
Thinking
Most Men, After A Little Freedom, Have Preferred Authority With The Consoling Assurances And The Economy Of Effort It Brings.
Freedom
Men
Effort
It Is At The Cross-roads That Skepticism Is Born, Not In A Hermitage.
Crosses
Born
Skepticism
The Disesteem Into Which Moralists Have Fallen Is Due At Bottom To Their Failure To See That In An Age Like This One The Function Of The Moralist Is Not To Exhort Men To Be Good But To Elucidate What The Good Is. The Problem Of Sanctions Is Secondary.
Men
Age
Problem
Successful ... Politicians Are Insecure And Intimidated Men. They Advance Politically Only As They Placate, Appease, Bribe, Seduce, Bamboozle Or Otherwise Manage To Manipulate The Demanding And Threatening Elements In Their Constituencies.
Insecure
Successful
Men
I Do Not Despise Genius-indeed, I Wish I Had A Basketful Of It. But Yet, After A Great Deal Of Experience And Observation, I Have Become Convinced That Industry Is A Better Horse To Ride Than Genius. It May Never Carry Any Man As Far As Genius Has Carried Individuals, But Industry-patient, Steady, Intelligent Industry-will Carry Thousands Into Comfort, And Even Celebrity; And This It Does With Absolute Certainty.
Horse
Intelligent
Men
Popular Government Has Not Yet Been Proved To Guarantee, Always And Everywhere, Good Government.
Government
Guarantees
You Don't Have To Preach Honesty To Men With A Creative Purpose. A Genuine Craftsman Will Not Adulterate This Product. The Reason Isn't Because Duty Says He Shouldn't, But Because Passion Says He Couldn't.
Honesty
Passion
Men
Whatever Truth You Contribute To The World Will Be One Lucky Shot In A Thousand Misses. You Cannot Be Right By Holding Your Breath And Taking Precautions.
Missing
Lucky
World
He Has Honor If He Holds Himself To An Ideal Of Conduct Though It Is Inconvenient, Unprofitable, Or Dangerous To Do So.
Honor
Duty
Dangerous
In The End, Advertising Rests Upon The Fact That Consumers Are A Fickle And Superstitious Mob, Incapable Of Any Real Judgment As To What It Wants Or How It Is To Get What It Thinks It Likes.
Real
Thinking
Fickle
You Cannot Endow Even The Best Machine With Initiative; The Jolliest Steamroller Will Not Plant Flowers.
Flower
Technology
Inspire
Whenever We Accept An Idea As Authority Instead Of As Instrument, An Idol Is Set Up. We Worship The Plough, And Not The Fruit.
Idols
Ideas
Fruit
Robinson Crusoe, The Self-sufficient Man, Could Not Have Lived In New York City.
New York
Men
Self
The News Is Not A Mirror Of Social Conditions, But The Report Of An Aspect That Has Obtruded Itself.
Mirrors
News
Social
There Comes A Time When Even The Reformer Is Compelled To Face The Fairly Widespread Suspicion Of The Average Man That Politics Is An Exhibition In Which There Is Much Ado About Nothing.
Men
Average
Faces
There Can Be No Liberty For A Community Which Lacks The Means By Which To Detect Lies.
Lying
Mean
Community
For The Most Part We Do Not First See, And Then Define, We Define First And Then See. In The Great Blooming, Buzzing Confusion Of The Outer World We Pick Out What Our Culture Has Already Defined For Us, And We Tend To Perceive That Which We Have Picked Out In The Form Stereotyped For Us By Our Culture.
Confusion
Culture
Blooming
We Say That The Truth Will Make Us Free. Yes, But That Truth Is A Thousand Truths Which Grow And Change.
Truth
Truth Is
Thousand
We Are Concerned In Public Affairs, But Immersed In Our Private Ones.
Affair
Concerned
Public Affairs
The World Is A Better Place To Live In Because It Contains Human Beings Who Will Give Up Ease And Security In Order To Do What They Themselves Think Worth Doing. They Do The Useless, Brave, Noble, Divinely Foolish, And The Very Wisest Things That Are Done By Man. And What They Prove To Themselves And To Others Is That Man Is No Mere Creature Of His Habits, No Automaton In His Routine, But That In The Dust Of Which He Is Made There Is Also Fire, Lighted Now And Then By Great Winds From The Sky.
Giving Up
Men
Thinking
Usually It Is The Stereotyped Shape Assumed By An Event At An Obvious Place That Uncovers The Run Of The News.
Running
Events
News
The Self-evident Truth Which Makes Men Invincible Is That Inalienably They Are Inviolable Persons.
Men
Self
Invincible
The Common Interests Very Largely Elude Public Opinion Entirely, And Can Be Managed Only By A Specialised Class.
Class
Public Opinion
Elude
The Unexamined Life, Said Socrates, Is Unfit To Be Lived By Man. This Is The Virtue Of Liberty, And The Ground On Which We May Justify Our Belief In It, That It Tolerates Error In Order To Serve Truth.
Men
Errors
Order
People Who Are Tremendously Concerned About Their Identification, Their Individuality, Their Self-expression, Or Their Sense Of Humor, Always Seem To Be Missing The Very Things They Pursue.
Self
Expression
People
Art Enlarges Experience By Admitting Us To The Inner Life Of Others.
Art
Admitting
Lives Of Others
When A Man And Woman Are Successfully In Love, Their Whole Activity Is Energized And Victorious. They Walk Better, Their Digestion Improves, They Think More Clearly, Their Secret Worries Drop Away, The World Is Fresh And Interesting, And They Can Do More Than They Dreamed That They Could Do. In Love Of This Kind Sexual Intimacy Is Not The Dead End Of Desire As It Is In Romantic Or Promiscuous Love, But Periodic Affirmation Of The Inward Delight Of Desire Pervading An Active Life.
Men
Thinking
Interesting
There Is Nothing So Good For The Human Soul As The Discovery That There Are Ancient And Flourishing Civilized Societies Which Have Somehow Managed To Exist For Many Centuries And Are Still In Being Though They Have Had No Help From The Traveler In Solving Their Problems.
Travel
Discovery
Soul
In A Free Society The State Does Not Administer The Affairs Of Men. It Administers Justice Among Men Who Conduct Their Own Affairs.
Men
Justice
Liberty
There Are At Least Two Distinct Selves, The Public And Regal Self, The Private And Human.
Self
Two
Regal
Here Lay The Political Genius Of Franklin Roosevelt: That In His Own Time He Knew What Were The Questions That Had To Be Answered, Even Though He Himself Did Not Always Find The Full Answer.
Political
Genius
Answers
The Smashing Of Idols Is In Itself Such A Preoccupation That It Is Almost Impossible For The Iconoclast To Look Clearly Into A Future When There Will Not Be Many Idols Left To Smash.
Idols
Society
Looks
Leaders Are The Custodians Of A Nation's Ideals, Of The Beliefs It Cherishes, Of Its Permanent Hopes, Of The Faith Which Makes A Nation Out Of A Mere Aggregation Of Individuals.
Leader
Custodians
Belief
The Study Of Error Is Not Only In The Highest Degree Prophylactic, But It Serves As A Stimulating Introduction To The Study Of Truth.
Mistake
Errors
Degrees
The Life Of A Savage Is Beset By Glowering Terrors: From Birth To Death He Lives In An Animated World; Where The Sun And The Stars, Sticks, Stones, And Rivers Are Obsessed With His Fate. He Is Busy All The Time In A Ritual Designed To Propitiate The Abounding Jealousies Of Nature. For His World Is Magical And Capricious, The Simplest Thing Is Occult.
Stars
Fate
Rivers
The Best Servants Of The People, Like The Best Valets, Must Whisper Unpleasant Truths In The Master's Ear. It Is The Court Fool, Not The Foolish Courtier, Whom The King Can Least Afford To Lose.
Kings
People
Ears
It Is Better To Catch The Idol-maker Than To Smash Each Idol.
Idols
Makers
So Far As I Am Concerned I Have No Doctrinaire Belief In Free Speech. In The Interest Of The War It Is Necessary To Sacrifice Some Of It.
War
Sacrifice
Speech
Every Fairly Intelligent Person Is Aware That The Price Of Respectability Is A Muffled Soul Bent On The Trivial And The Mediocre.
Intelligent
Soul
Bent
The News Of The Days It Reaches The Newspaper Office Is An Incredible Medley Of Fact, Propaganda, Rumor, Suspicion, Clues, Hopes, And Fears, And The Task Of Selecting And Ordering That News Is One Of The Truly Sacred And Priestly Offices In A Democracy. For The Newspaper Is In All Literalness The Bible Of Democracy, The Book Out Of Which A People Determines Its Conduct.
Book
People
Office
Men Command Fewer Words Than They Have Ideas To Express, And Language, As Jean Paul Said, Is A Dictionary Of Faded Metaphors.
Men
Ideas
Language
We Are Told About The World Before We See It. We Imagine Most Things Before We Experience Them. And Those Preconceptions, Unless Education Has Made Us Acutely Aware, Govern Deeply The Whole Process Of Perception.
Perception
World
Imagine
There Is Nothing So Bad But It Can Masquerade As Moral.
Ethics
Morality
Moral
What Each Man Does Is Based Not On Direct And Certain Knowledge, But On Pictures Made By Himself Or Given To Him...
Men
Doe
World
A Man Cannot Be A Good Doctor And Keep Telephoning His Broker Between Patients Nor A Good Lawyer With His Eye On The Ticker.
Eye
Men
Doctors
The People Who Really Matter In Social Affairs Are Neither Those Who Wish To Stop Short Like A Mule, Or Leap From Crag To Crag Like A Mountain Goat.
People
Wish
Mountain
It Has Been The Fashion To Speak Of The Conflict Between Human Rights And Property Rights, And From This It Has Come To Be Widely Believed That The Use Of Private Property Is Tainted With Evil And Should Not Be Espoused By Rational And Civilized Men... The Only Dependable Foundation Of Personal Liberty Is The Personal Economic Security Of Private Property. The Good Society.
Wisdom
Fashion
Men
At The Core Of Every Moral Code There Is A Picture Of Human Nature, A Map Of The Universe, And A Version Of History. To Human Nature (of The Sort Conceived), In A Universe (of The Kind Imagined), After A History (so Understood), The Rules Of The Code Apply.
Maps
Moral
Kind
Without Criticism And Reliable And Intelligent Reporting, The Government Cannot Govern.
Intelligent
Government
Criticism
We Must Remember That In Time Of War What Is Said On The Enemy's Side Of The Front Is Always Propaganda And What Is Said On Our Side Of The Front Is Truth And Righteousness, The Cause Of Humanity And A Crusade For Peace.
War
Cynical
Humanity
The Principles Of The Good Society Call For A Concern With An Order Of Being - Which Cannot Be Proved Existentially To The Sense Organs - Where It Matters Supremely That The Human Person Is Inviolable, That Reason Shall Regulate The Will, That Truth Shall Prevail Over Error.
Errors
Order
Society
It Is All Very Well To Talk About Being The Captain Of Your Soul. It Is Hard, And Only A Few Heroes, Saints, And Geniuses Have Been The Captains Of Their Souls For Any Extended Period Of Their Lives.
Hero
Ambition
Soul
Our Conscience Is Not The Vessel Of Eternal Verities. It Grows With Our Social Life, And A New Social Condition Means A Radical Change In Conscience.
Change
Mean
Social
Very Few Established Institutions, Governments And Constitutions ...are Ever Destroyed By Their Enemies Until They Have Been Corrupted And Weakened By Their Friends.
Government
Enemy
Constitution
Men Have Been Barbarians Much Longer Than They Have Been Civilized. They Are Only Precariously Civilized, And Within Us There Is The Propensity, Persistent As The Force Of Gravity, To Revert Under Stress And Strain, Under Neglect Or Temptation, To Our First Natures.
Stress
Men
Temptation
Ours Is A Problem In Which Deception Has Become Organized And Strong; Where Truth Is Poisoned At Its Source; One In Which The Skill Of The Shrewdest Brains Is Devoted To Misleading A Bewildered People.
Strong
Skills
People
Without Some Form Of Censorship, Propaganda In The Strict Sense Of The Word Is Impossible. In Order To Conduct Propaganda There Must Be Some Barrier Between The Public And The Event.
Order
Tyrants
Events
To Create A Minimum Standard Of Life Below Which No Human Being Can Fall Is The Most Elementary Duty Of The Democratic State.
Fall
States
Standards
Modern Men Are Afraid Of The Past. It Is A Record Of Human Achievement, But Its Other Face Is Human Defeat.
Past
Men
Records
It Requires Wisdom To Understand Wisdom: The Music Is Nothing If The Audience Is Deaf.
Inspirational
Positive
Music
Because The Results Are Expressed In Numbers, It Is Easy To Make The Mistake Of Thinking That The Intelligence Test Is A Measure Like A Foot Ruler Or A Pair Of Scales. It Is, Of Course, A Quite Different Sort Of Measure. Intelligence Is Not An Abstraction Like Length And Weight; It Is An Exceedingly Complicated Notion - Which Nobody Has Yet Succeeded In Defining.
Mistake
Thinking
Feet
We Must Protect The Right Of Our Opponents To Speak Because We Must Hear What They Have To Say.
Opponents
Civil Rights
Speak
The Justification Of Majority Rule In Politics Is Not To Be Found In Its Ethical Superiority.
Majority Rule
Politics
Ethical
There Is But One Bond Of Peace That Is Both Permanent And Enriching: The Increasing Knowledge Of The World In Which Experiment Occurs.
Peace
World
Increasing Knowledge
There Is No Arguing With The Pretenders To A Divine Knowledge And To A Divine Mission. They Are Possessed With The Sin Of Pride, They Have Yielded To The Perennial Temptation.
Pride
Temptation
Arguing
A Free Press Is Not A Privilege But An Organic Necessity In A Great Society. ... A Great Society Is Simply A Big And Complicated Urban Society.
Media
Privilege
Urban
The Invisible Government [bosses] Is Malign. But The Evil Doesn't Come From The Fact That It Plays Horse With The Newtonian Theory Of The Constitution. What Is Dangerous About It Is That We Do Not See It, Cannot Use It, And Are Compelled To Submit To It.
Horse
Government
Play
The Emancipated Woman Has To Fight Something Worse Than The Crusted Prejudices Of Her Uncles; She Has To Fight The Bewilderment In Her Own Soul.
Uncles
Fighting
Soul
There Is Nothing Disastrous In The Temporary Nature Of Our Ideas. They Are Always That. But There May Very Easily Be A Train Of Evil In The Self-deception Which Regards Them As Final. I Think God Will Forgive Us Our Skepticism Sooner Than Our Inquisitions.
Thinking
Self
Ideas
The Opposition Is Indispensable. A Good Statesman, Like Any Other Sensible Human Being, Always Learns More From His Opposition Than From His Fervent Supporters.
Learning
Glowing
Politics
Understanding Quotes: Their Essence and Application

Quotes, or quotations, are powerful tools in communication, encapsulating ideas, emotions, and wisdom in concise expressions. They serve various purposes across different contexts, from academic writing to everyday conversation.

1. Defining Quotes

A quote is a repetition of someone else's statement or thoughts. It can be a direct replication of words spoken or written by another individual, often used to support arguments, provide evidence, or convey profound insights.


2. The Importance of Quotes

2.1. Enhancing Credibility

Incorporating quotes from authoritative sources can bolster the credibility of your work. By referencing experts or primary sources, you demonstrate thorough research and a solid foundation for your arguments.


2.2. Providing Evidence

Quotes serve as concrete evidence to support claims. In academic and professional writing, they validate points made, offering readers a basis to trust the information presented.


2.3. Conveying Emotions and Perspectives

Quotes can encapsulate emotions and perspectives succinctly. They allow writers to express complex feelings or viewpoints through the words of others, often more eloquently than paraphrasing.


3. Types of Quotes

3.1. Direct Quotes

Direct quotes involve copying the exact words from a source, enclosed in quotation marks. They are used when the original wording is significant or particularly well-expressed.


3.2. Indirect Quotes (Paraphrasing)

Indirect quotes restate the original message in your own words. While not enclosed in quotation marks, they still require proper attribution to the original source.


3.3. Block Quotes

Block quotes are lengthy direct quotations, formatted as a separate block of text. They are typically used for quotes exceeding a certain length, varying by citation style. For instance, in APA style, quotes longer than 40 words are formatted as block quotes.



4. Proper Usage of Quotes


4.1. Contextual Relevance

Ensure that the quote you choose is relevant to the topic and adds value to your content. Avoid inserting quotes solely for decorative purposes.


4.2. Integration into Your Writing

Seamlessly integrate quotes into your writing. Introduce them appropriately and follow up with analysis or commentary to connect them to your main points.


4.3. Attribution and Citation

Always attribute quotes to their original authors and provide proper citations according to the required style guide (APA, MLA, Chicago, etc.).


5. Common Mistakes to Avoid


5.1. Overusing Quotes

Relying too heavily on quotes can overshadow your voice. Use them sparingly to support your arguments, not replace them.


5.2. Lack of Analysis

Presenting a quote without analysis or explanation can leave readers questioning its relevance. Always follow up with your interpretation or discussion.


5.3. Misquoting or Taking Out of Context

Ensure that quotes are accurate and not taken out of context, as this can mislead readers and undermine your credibility.



6. Quotes in Different Contexts


6.1. Academic Writing

In academic writing, quotes are used to support arguments, provide evidence, and engage with existing literature. Proper citation is crucial to avoid plagiarism.


6.2. Journalism

Journalists use quotes to provide firsthand accounts, add authenticity, and present multiple perspectives within a story.


6.3. Literature and Creative Writing

In literature, quotes can be used to convey character voices, themes, and stylistic elements. They enrich narratives and provide depth to storytelling.



7. Punctuation and Formatting


Understanding the correct punctuation and formatting of quotes is essential:


Quotation Marks: Always enclose direct quotes within quotation marks.


Punctuation Placement: In American English, periods and commas are placed inside quotation marks, while colons and semicolons are placed outside.


Block Quotes: For longer quotes, format them as block quotes without quotation marks, and indent the entire block.



8. Ethical Considerations


Ethical use of quotes involves accurate representation, proper attribution, and respect for intellectual property. Misuse can lead to plagiarism, which carries serious academic and professional consequences.

9. Tools for Managing Quotes


Utilize tools like citation generators and plagiarism checkers to manage quotes effectively. These tools help ensure proper formatting and originality in your writing.



Conclusion


Quotes are invaluable in enriching content, providing evidence, and conveying complex ideas succinctly. When used appropriately, they enhance the quality and credibility of your writing. Always ensure relevance, proper integration, and ethical usage to maximize their impact.


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