Lasch—Truth, Credibility, Propaganda, Advertising

Christopher Lasch
The Culture of Narcissism
(1979)

[74] Truth and Credibility  The role of the mass media in the manipulation of public opinion has received a great deal of anguished attention. Much of this commentary assumes that the problem is to prevent the circulation of obvious untruths; whereas it is evident, as the more penetrating critics of mass culture have pointed out, that the rise of mass media makes the categories of truth and falsehood irrelevant to an evaluation of their influence. Truth has given way to credibility, facts to statements that sound authoritative without conveying any authoritative information.

...

[76] In propaganda as in advertising, the important consideration is not whether information accurately describes an objective situation but whether it sounds true. It sometimes becomes necessary to suppress information even when it reflects credit on the government, for no other reason than that the facts sound implausible. ... Truth has to be suppressed if it sounds like propaganda. "The only reason to suppress a piece of news," says an Allied handbook used in World War II, "is if it is unbelievable."

It is true that propaganda subtly appeals to the emotions.
[77]
Ellul notes that propaganda uses facts not to support an argument but to exert emotional pressure. The same thing is true of advertising, however. In both cases, the emotional appeal remains muted and indirect; it inheres in the facts themselves; nor is it inconsistent with the "honest desire to be informed." Knowing that an educated public craves facts and cherishes nothing so much as being well informed, the modern propagandist avoids using high-sounding slogans; he rarely appeals to a higher destiny; he seldom calls for heroism and sacrifice or reminds his audience of the glorious past. He sticks to the "facts." Propaganda thus merges with "information."

....

[78] the substitution of symbolically mediated information for immediate experience—of pseudo-events for real events—has not made government more rational and efficient, as both the technocrats and their critics assume. On the contrary, it has given rise to a pervasive air of unreality, which ultimately befuddles the decision makers themselves.