In the middle group are the Birch-type blind men who produce millions and millions of dollars’ worth of wasted propaganda; wasted because it is not designed to do the job they really want and need done, but is instead what they like to hear. These people have never yet stopped to reflect that in order to win they need not just the thinkers — the right-wingers, the bourgeois, rich folks, and the rest of the elite minority — but the vast masses of the people who support demagogues like Johnson, FDR, and Kennedy. Goldwater’s catastrophe was the result of producing propaganda and campaigns designed to win thinkers instead of masses. The result was that twenty-seven million Goldwater thinkers were swamped at the polls by some forty-three million Johnson wishers and hopers, who can never, never, never be reached by “conservative” logic, facts, and boring, sissy tea parties.
The worst waste of money I have ever seen in the whole field of propaganda was the special Sunday supplement the Birch Society put out not so long ago in newspapers all over America. It cost as much as a quarter of a million dollars in some cities. Had it been designed to appeal to the mass, the “average man,” the man who votes with his heart instead of his head, it could have been worth the millions it took to publish. But it was foolishly aimed at a relatively tiny minority. On the front cover, in full color, it showed a typical Birch Society meeting, in the home of a man obviously wealthy — in the kind of living room which would make the average, working-class, overalled American uncomfortable. The Birchers were sitting around sipping tea with their pinkies daintily extended, and the whole atmosphere was foreign, ridiculous, and even painful to the man in overalls — as America’s millions of “ordinary Joes.” There might have been some sense in printing that piece in Fortune. But to spend money to put that advertisement (which could reach only the rich and the sophisticated) in a mass medium, at the cost of a mass medium, was the kind of thoughtlessness which keeps the right wing powerless, eternally defeated, and discouraged.
Does this mean that the Birch Society’s high-level appeal is a total waste? Should all their propaganda be like that of the Klan? An elephant is neither all leg nor all tail nor all trunk. A complete, whole elephant needs all of these parts to live. The Jews, masters of the art of propaganda that they are (unlike the right wing), have understood this fundamental truth and have organized their “pitch” to appeal to all levels. For the kids and the primitives — for the “masses” — the Jews produce comic books and comic strips; crude, apparently “obvious” television programs, movies, and radio presentations; and the sort of printed material one can find in True Confessions and similar magazines — or on privy walls. For the lower-middle classes, they provide pseudo-“objective” and thoughtful television “documentaries,” which flatter the unthinking bourgeois into imagining that they are participating in a scholarly and high-level “study” of a controversial subject, while actually the Jews are pumping into their smug, ego-blinded minds massive doses of raw lies and hatred. They also provide this kind of “intellectual” pap in Look, Life, and other mass-circulation periodicals.
For the upper-middle classes — the college graduates, professionals, and business executives — the Jews produce their Harper’s Magazine and Atlantic Monthly “think-pieces,” which are genuinely intellectual but nevertheless so subtly poisoned by false basic assumptions and misdirections that all the thinking in the world is bound to lead only to error. This is the sort of thing one finds among the sincere race-mixers and liberals, who have been taught, as religious dogmata, that anything other than democracy is unthinkable, that black men are only white men with dark skins, and that all opponents of liberalism are “fascists” who seek to murder almost everybody and who have no ideas other than bloodshed and tyranny.