Propaganda

The real work and campaign of business consists of intensive study of the public, the manufacture of products based on this study, and exhaustive use of every means of reaching the public.

Political campaigns to- day are all side shows, all honors, all bombast, glitter, and speeches. These are for the most part unrelated to the main business of studying the public scientifically, of supplying the public with party, candidate, platform, and performance, and selling the public these ideas and products

Politics was the first big business in America. Therefore there is a good deal of irony in the fact that business has learned everything that politics has had to teach, but that politics has failed to learn very much from business methods of mass distribution of ideas and products.

one fact of public opinion of which the party that wishes to be successful might well take cognizance.
To aid in the preparation of the platform there should be made as nearly scientific an analysis as possible of the public and of the needs of the public. A survey of public desires and demands would come to the aid of the political strategist whose business it is to make a proposed plan of the activities of the parties and its elected officials during the coming terms of office

big business that wants to sell a product to the public surveys and analyzes its market before it takes a single step either to make or to sell the product. If one section of the community is absolutely sold to the idea of this product, no money is wasted in reselling it to it. If, on the other hand, another section of the public is irrevocably committed to another product, no money is wasted on a lost cause.

Very often the analysis is the cause of basic changes and improvements in the product itself, as well as an index of how it is to be presented

This is but one of the methods by which business stimulates loyal enthusiasms on the part of directors, the workers, the stockholders and the consumer public. It is one of the methods by which big business performs its function of making and selling products to the public

The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion.

THE great political problem in our modern democracy is how to induce our leaders to lead. The dogma that the voice of the people is the voice of God tends to make elected persons the will- less servants of their constituents.

The political apathy of the average voter, of which we hear so much, is undoubtedly due to the fact that the politician does not know how to meet the conditions of the public mind. He cannot dramatize himself and his platform in terms which have real meaning to the public. Acting on the fallacy that the leader must slavishly follow, he deprives his campaign of all dramatic interest.