Political Communication

Political Communication in the Age of Persuasion

Readings

Niccolo MACHIAVELLI

(Florence, 1469 – 1527)

Statesman and political philosopher.
His most important work: “Il Principe” (The Prince)
Written in 1513, but published in 1532
Guide for the monarchical ruler

It may surprise you to start this learning unit with an author who lived between the 15th and the 16th century. Still, Niccoló Machiavelli’s contribution to the field of political communication is timeless – among many other reasons because he donated an adjective to posterity: Machiavellian.

One of the goals of this learning unit is to show you how Machiavellian logic is thriving nowadays.

Machiavelli’ Quotations

Chapter 18

“Therefore it is unnecessary for a prince to have all the good qualities I have enumerated, but it is very necessary to appear to have them. And I shall dare to say this also, that to have them and always to observe them is injurious (harmful), and that to appear to have them is useful; to appear merciful, faithful, humane, religious, upright (honest), and to be so, but with a mind so framed that should you require not to be so, you may be able and know how to change to the opposite.”

Chapter 21

“And a prince ought, above all things, always to endeavour in every action to gain for himself the reputation of being a great and remarkable man.”

Chapter 19

“And here it should be noted that hatred is acquired as much by good works as by bad ones, therefore, as I said before, a prince wishing to keep his state is very often forced to do evil; for when that body is corrupt whom you think you have need of to maintain yourself- it may be either the people or the soldiers or the nobles- you have to submit to its humours and to gratify them, and then good works will do you harm.”

Crystallizing Public Opinion

The PR Counsel

We introduced the name of Edward L. Bernays in the previous learning unit. As a pioneer in the field of public relations, Bernays, known as the “father of public relations” was also very active in the field of political communication. As a matter of fact, the title of his classic “Crystallizing Public Opinion” can be regarded as a perfect definition of what political communication is all about. Plus, the whole book – actually, Bernays entire life – is a perfect illustration of what we call here Machiavellian logic. Keep in mind that Bernays was a member of the Committee on Public Information (CPI), the U.S, propaganda agency created during World War I.

In this learning unit, we will focus on one aspect of Bernays Machiavellian logic. When he created and defined the job of “public relations counsel” in Portrait of Profession (1923), he emphasized an essential element:

“The public Relations Counsel is a creator of news for whatever medium he chooses to transmit his ideas” (171)

Bernays saw the power of media as the perfect channel to have an impact on the desired audiences. He also understood the nature of news. As Walter Lippmann explained in 1922 (it is not a coincidence that Bernays’ book appeared a year later), news and truth are not synonymous. Both concepts refer to different epistemological categories. The goal of news is to signalize an event that will sell well. The priority of the political communicator is to create events that have news value.

“First of all, there are the circumstances and events he helps to create. After that there are the instruments by which he broadcasts facts and ideas to the public.” (51)

Daniel Boorstin

(The Image: A Guide of Pseudo-Events in America , 1961)

In 1961, the historian Daniel Boortin coined the term “pseudo-event” to refer to those synthetic events produced by the legion of people working for any type of PR agency or organization. Five decades had passed since Edward L. Bernays defined the main job of the PR counsel. During that time, the persuasion industries had flooded the U.S. media with an avalanche of events created with the only purpose of becoming “news”.

Simulations, Fabrications, Illusions, Counterfeit, …
Events vs. Pseudo-Events …
Heroes vs. Celebrities ….

Pseudo-events

“It is not spontaneous, but comes about because someone has planned.”
“It is planted primarily (not always exclusively) for the immediate purpose of being reported or reproduced.”
“Its relation to the underlying reality of the situation is ambiguous.”
“Usually it is intended to be a self-fulfilling prophecy.”

Why pseudo-events are growing in geometric progression

“Pseudo-events are more dramatic.”
“Pseudo-events, being planned for dissemination, are easier to disseminate and to make vivid.”
“Pseudo-events can be repeated at will.”
“Pseudo-events, being planned for intelligibility, are more intelligible and hence more reassuring.”
“Pseudo-events are more sociable, more conversable, and more convenient to witness.”
“Knowledge of pseudo-events – of what has been reported, or what has been staged, and how – becomes the test of being informed.”
“Finally, pseudo-events spawn other pseudo-events in geometric progression.”

Celebrity

Celebrities are killing heroes and heroism.
Heroes perform feats that last beyond their times.
Through their actions, they create their own legend.
Celebrities are created by media.
Celebrities are in constant need of publicity.
When publicity fails, the celebrity status vanishes.

Media Control

The question “Who controls the news” is essential to differentiate between democratic and autocratic state models.

Democracy only works on the assumption that the citizens are well informed. Without reliable information, we cannot not expect any educated judgment. The quality of democracy decreases when que information the citizens have available deteriorates.

In this video, I explore the difference between the media control model in autocratic and democratic states.

Wag the Dog (1997)

Director: Barry Levinson
Script: Hilary Henkin, David Mamet (based on the novel “American Hero” by Larry Beinhart)
Cast: Dustin Hoffman, Robert de Niro