Aldous Huxley's inspired 1956 essay detailed the vivid, mind-expanding, multisensory insights of his mescaline adventures. By altering his brain chemistry with natural psychotropics, Huxley tapped into a rich and fluid world of shimmering, indescribable beauty and power. With his neurosensory input thus triggered, Huxley was able to enter that parallel universe described by every mystic and space captain in recorded history. Whether by hallucination or epiphany, Huxley sought to remove all controls, all filters, all cultural conditioning from his perceptions and to confront Nature or the World or Reality first-hand - in its unpasteurized, unedited, unretouched, infinite rawness. Those bonds are much harder to break today, half a century later. We are the most conditioned, programmed beings the world has ever known. Not only are our thoughts and attitudes continually being shaped and molded; our very awareness of the whole design seems like it is being subtly and inexorably erased. The doors of our perception are carefully and precisely regulated. Who cares, right? It is an exhausting and endless task to keep explaining to people how most issues of conventional wisdom are scientifically implanted in the public consciousness by a thousand media clips per day. In an effort to save time, I would like to provide just a little background on the handling of information in this country. Once the basic principles are illustrated about how our current system of media control arose historically, the reader might be more apt to question any given popular opinion. If everybody believes something, it's probably wrong. We call that Conventional Wisdom. In America, conventional wisdom that has mass acceptance is usually contrived: somebody paid for it. Examples: * Pharmaceuticals restore health * Vaccination brings immunity * The cure for cancer is just around the corner * Menopause is a disease condition * When a child is sick, he needs immediate antibiotics * When a child has a fever he needs Tylenol * Hospitals are safe and clean. * America has the best health care in the world. * Americans have the best health in the world. * Milk is a good source of calcium. * You never outgrow your need for milk. * Vitamin C is ascorbic acid. * Aspirin prevents heart attacks. * Heart drugs improve the heart. * Back and neck pain are the only reasons for spinal adjustment. * No child can get into school without being vaccinated. * The FDA thoroughly tests all drugs before they go on the market. * Back and neck pain are the only reason for spinal adjustment. * Pregnancy is a serious medical condition * Chemotherapy and radiation are effective cures for cancer * When your child is diagnosed with an ear infection, antibiotics should be given immediately 'just in case' * Ear tubes are for the good of the child. * Estrogen drugs prevent osteoporosis after menopause. * Pediatricians are the most highly trained of al medical specialists. * The purpose of the health care industry is health. * HIV is the cause of AIDS. * AZT is the cure. * Without vaccines, infectious diseases will return * Fluoride in the city water protects your teeth * Flu shots prevent the flu. * Vaccines are thoroughly tested before being placed on the Mandated Schedule. * Doctors are certain that the benefits of vaccines far outweigh any possible risks. * There is a power shortage in California. * There is a meningitis epidemic in California. * The NASDAQ is a natural market controlled only by supply and demand. * Chronic pain is a natural consequence of aging. * Soy is your healthiest source of protein. * Insulin shots cure diabetes. * After we take out your gall bladder you can eat anything you want * Allergy medicine will cure allergies. This is a list of illusions, that have cost billions and billions to conjure up. Did you ever wonder why you never see the President speaking publicly unless he is reading? Or why most people in this country think generally the same about most of the above issues? HOW THIS WHOLE SET-UP GOT STARTED In Trust Us We're Experts, Stauber and Rampton pull together some compelling data describing the science of creating public opinion in America. They trace modern public influence back to the early part of the last century, highlighting the work of guys like Edward L. Bernays, the Father of Spin. From his own amazing chronicle Propaganda, we learn how Edward L. Bernays took the ideas of his famous uncle Sigmund Freud himself and applied them to the emerging science of mass persuasion. The only difference was that instead of using these principles to uncover hidden themes in the human unconscious, the way Freudian psychology does, Bernays used these same ideas to mask agendas and to create illusions that deceive and misrepresent, for marketing purposes. THE FATHER OF SPIN Bernays dominated the PR industry until the 1940s, and was a significant force for another 40 years after that. (Tye) During all that time, Bernays took on hundreds of diverse assignments to create a public perception about some idea or product. A few examples: As a neophyte with the Committee on Public Information, one of Bernays' first assignments was to help sell the First World War to the American public with the idea to "Make the World Safe for Democracy." (Ewen) A few years later, Bernays set up a stunt to popularize the notion of women smoking cigarettes. In organizing the 1929 Easter Parade in New York City, Bernays showed himself as a force to be reckoned with. He organized the Torches of Liberty Brigade in which suffragettes marched in the parade smoking cigarettes as a mark of women's liberation. Such publicity followed from that one event that from then on women have felt secure about destroying their own lungs in public, the same way that men have always done. Bernays popularized the idea of bacon for breakfast. Not one to turn down a challenge, he set up the advertising format along with the AMA that lasted for nearly 50 years proving that cigarettes are beneficial to health. Just look at ads in issues of Life or Time from the 40s and 50s. During the next several decades Bernays and his colleagues evolved the principles by which masses of people could be generally swayed through messages repeated over and over hundreds of times. One the value of media became apparent, other countries of the world tried to follow our lead. But Bernays really was the gold standard. Josef Goebbels, who was Hitler's minister of propaganda, studied the principles of Edward Bernays when Goebbels was developing the popular rationale he would use to convince the Germans that they had to purify their race. (Stauber) SMOKE AND MIRRORS Bernay's job was to reframe an issue; to create a desired image that would put a particular product or concept in a desirable light. Bernays described the public as a 'herd that needed to be led.' And this herdlike thinking makes people "susceptible to leadership." Bernays never deviated from his fundamental axiom to "control the masses without their knowing it." The best PR happens with the people unaware that they are being manipulated. Stauber describes Bernays' rationale like this: "the scientific manipulation of public opinion was necessary to overcome chaos and conflict in a democratic society." Trust Us p 42 These early mass persuaders postured themselves as performing a moral service for humanity in general - democracy was too good for people; they needed to be told what to think, because they were incapable of rational thought by themselves. Here's a paragraph from Bernays' Propaganda: "Those who manipulate the unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds molded, our tastes formed, our ideas suggested largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society. In almost every act of our lives whether in the sphere of politics or business in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons who understand the mental processes and social patterns of the masses. It is they who pull the wires that control the public mind." A tad different from Thomas Jefferson's view on the subject: "I know of no safe depository of the ultimate power of the society but the people themselves; and if we think them not enlightened enough to exercise that control with a wholesome discretion, the remedy is not take it from them, but to inform their discretion." Inform their discretion. Bernays believed that only a few possessed the necessary insight into the Big Picture to be entrusted with this sacred task. And luckily, he saw himself as one of that few. HERE COMES THE MONEY Once the possibilities of applying Freudian psychology to mass media were glimpsed, Bernays soon had more corporate clients than he could handle. Global corporations fell all over themselves courting the new Image Makers. There were dozens of goods and services and ideas to be sold to a susceptible public. Over the years, these players have had the money to make their images happen. A few examples: Philip Morris Pfizer Union Carbide Allstate Monsanto Eli Lilly tobacco industry Ciba Geigy lead industry Coors DuPont Chlorox Shell Oil Standard Oil Procter & Gamble Boeing General Motors Dow Chemical General Mills Goodyear THE PLAYERS Dozens of PR firms have emerged to answer that demand. Among them: Burson-Marsteller Edelman Hill & Knowlton Kamer-Singer Ketchum Mongovin, Biscoe, and Duchin BSMG Buder-Finn Though world-famous within the PR industry, these are names we don't know, and for good reason. The best PR goes unnoticed. For decades they have created the opinions that most of us were raised with, on virtually any issue which has the remotest commercial value, including: pharmaceutical drugs vaccines medicine as a profession alternative medicine fluoridation of city water chlorine household cleaning products tobacco dioxin global warming leaded gasoline cancer research and treatment pollution of the oceans forests and lumber images of celebrities, including damage control crisis and disaster management genetically modified foods aspartame food additives; processed foods dental amalgams LESSON #1 Bernays learned early on that the most effective way to create credibility for a product or an image was by "independent third-party" endorsement. For example, if General Motors were to come out and say that global warming is a hoax thought up by some liberal tree-huggers, people would suspect GM's motives, since GM's fortune is made by selling automobiles. If however some independent research institute with a very credible sounding name like the Global Climate Coalition comes out with a scientific report that says global warming is really a fiction, people begin to get confused and to have doubts about the original issue. So that's exactly what Bernays did. With a policy inspired by genius, he set up "more institutes and foundations than Rockefeller and Carnegie combined." (Stauber p 45) Quietly financed by the industries whose products were being evaluated, these "independent" research agencies would churn out "scientific" studies and press materials that could create any image their handlers wanted. Such front groups are given high-sounding names like: Temperature Research Foundation International Food Information Council Consumer Alert The Advancement of Sound Science Coalition Air Hygiene Foundation Industrial Health Federation International Food Information Council Manhattan Institute Center for Produce Quality Tobacco Institute Research Council Cato Institute American Council on Science and Health Global Climate Coalition Alliance for Better Foods Sound pretty legit don't they? CANNED NEWS RELEASES As Stauber explains, these organizations and hundreds of others like them are front groups whose sole mission is to advance the image of the global corporations who fund them, like those listed on page 2 above. This is accomplished in part by an endless stream of 'press releases' announcing "breakthrough" research to every radio station and newspaper in the country. (Robbins) Many of these canned reports read like straight news, and indeed are purposely molded in the news format. This saves journalists the trouble of researching the subjects on their own, especially on topics aboutwhich they know very little. Entire sections of the release or in the case of video news releases, the whole thing can be just lifted intact, with no editing, given the byline of the reporter or newspaper or TV station - and voilá! Instant news - copy and paste. Written by corporate PR firms. Does this really happen? Every single day, since the 1920s when the idea of the News Release was first invented by Ivy Lee. (Stauber, p 22) Sometimes as many as half the stories appearing in an issue of the Wall St. Journal are based solely on such PR press releases.. (22) These types of stories are mixed right in with legitimately researched stories. Unless you have done the research yourself, you won't be able to tell the difference. THE LANGUAGE OF SPIN As 1920s spin pioneers like Ivy Lee and Edward Bernays gained more experience, they began to formulate rules and guidelines for creating public opinion. They learned quickly that mob psychology must focus on emotion, not facts. Since the mob is incapable of rational thought, motivation must be based not on logic but on presentation. Here are some of the axioms of the new science of PR: * technology is a religion unto itself * if people are incapable of rational thought, real democracy is dangerous * important decisions should be left to experts * when reframing issues, stay away from substance; create images * never state a clearly demonstrable lie Words are very carefully chosen for their emotional impact. Here's an example. A front group called the International Food Information Council handles the public's natural aversion to genetically modified foods. Trigger words are repeated all through the text. Now in the case of GM foods, the public is instinctively afraid of these experimental new creations which have suddenly popped up on our grocery shelves which are said to have DNA alterations. The IFIC wants to reassure the public of the safety of GM foods, so it avoids words like: Frankenfoods Hitler biotech chemical DNA experiments manipulate money safety scientists radiation roulette gene-splicing gene gun random Instead, good PR for GM foods contains words like: hybrids natural order beauty choice bounty cross-breeding diversity earth farmer organic wholesome. It's basic Freudian/Tony Robbins word association. The fact that GM foods are not hybrids that have been subjected to the slow and careful scientific methods of real cross-breeding doesn't really matter. This is pseudoscience, not science. Form is everything and substance just a passing myth. (Trevanian) Who do you think funds the International Food Information Council? Take a wild guess. Right - Monsanto, DuPont, Frito-Lay, Coca Cola, Nutrasweet - those in a position to make fortunes from GM foods. (Stauber p 20) CHARACTERISTICS OF GOOD PROPAGANDA As the science of mass control evolved, PR firms developed further guidelines for effective copy. Here are some of the gems: - dehumanize the attacked party by labeling and name calling - speak in glittering generalities using emotionally positive words - when covering something up, don't use plain English; stall for time; distract - get endorsements from celebrities, churches, sports figures, street people...anyone who has no expertise in the subject at hand - the 'plain folks' ruse: us billionaires are just like you - when minimizing outrage, don't say anything memorable - when minimizing outrage, point out the benefits of what just happened - when minimizing outrage, avoid moral issues Keep this list. Start watching for these techniques. Not hard to find - look at today's paper or tonight's TV news. See what they're doing; these guys are good! SCIENCE FOR HIRE PR firms have become very sophisticated in the preparation of news releases. They have learned how to attach the names of famous scientists to research that those scientists have not even looked at. (Stauber, p 201) This is a common occurrence. In this way the editors of newspapers and TV news shows are often not even aware that an individual release is a total PR fabrication. Or at least they have "deniability," right? Stauber tells the amazing story of how leaded gas came into the picture. In 1922, General Motors discovered that adding lead to gasoline gave cars more horsepower. When there was some concern about safety, GM paid the Bureau of Mines to do some fake "testing" and publish spurious research that 'proved' that inhalation of lead was harmless. Enter Charles Kettering. Founder of the world famous Sloan-Kettering Memorial Institute for medical research, Charles Kettering also happened to be an executive with General Motors. By some strange coincidence, we soon have the Sloan Kettering institute issuing reports stating that lead occurs naturally in the body and that the body has a way of eliminating low level exposure. Through its association with The Industrial Hygiene Foundation and PR giant Hill & Knowlton, Sloane Kettering opposed all anti-lead research for years. (Stauber p 92). Without organized scientific opposition, for the next 60 years more and more gasoline became leaded, until by the 1970s, 90% or our gasoline was leaded. Finally it became too obvious to hide that lead was a major carcinogen, and leaded gas was phased out in the late 1980s. But during those 60 years, it is estimated that some 30 million tons of lead were released in vapor form onto American streets and highways. 30 million tons. That is PR, my friends. JUNK SCIENCE In 1993 a guy named Peter Huber wrote a new book and coined a new term. The book was Galileo's Revenge and the term was junk science. Huber's shallow thesis was that real science supports technology, industry, and progress. Anything else was suddenly junk science. Not surprisingly, Stauber explains how Huber's book was supported by the industry-backed Manhattan Institute. Huber's book was generally dismissed not only because it was so poorly written, but because it failed to realize one fact: true scientific research begins with no conclusions. Real scientists are seeking the truth because they do not yet know what the truth is. True scientific method goes like this: 1. form a hypothesis 2. make predictions for that hypothesis 3. test the predictions 4. reject or revise the hypothesis based on the research findings Boston University scientist Dr. David Ozonoff explains that ideas in science are themselves like "living organisms, that must be nourished, supported, and cultivated with resources for making them grow and flourish." (Stauber p 205) Great ideas that don't get this financial support because the commercial angles are not immediately obvious - these ideas wither and die. Another way you can often distinguish real science from phony is that real science points out flaws in its own research. Phony science pretends there were no flaws. THE REAL JUNK SCIENCE Contrast this with modern PR and its constant pretensions to sound science. Corporate sponsored research, whether it's in the area of drugs, GM foods, or chemistry begins with predetermined conclusions. It is the job of the scientists then to prove that these conclusions are true, because of the economic upside that proof will bring to the industries paying for that research. This invidious approach to science has shifted the entire focus of research in America during the past 50 years, as any true scientist is likely to admit. Stauber documents the increasing amount of corporate sponsorship of university research. (206) This has nothing to do with the pursuit of knowledge. Scientists lament that research has become just another commodity, something bought and sold. (Crossen) THE TWO MAIN TARGETS OF "SOUND SCIENCE" It is shocking when Stauber shows how the vast majority of corporate PR today opposes any research that seeks to protect: Public Health and The Environment It's a funny thing that most of the time when we see the phrase "junk science," it is in a context of defending something that may threaten either the environment or our health. This makes sense when one realizes that money changes hands only by selling the illusion of health and the illusion of environmental protection. True public health and real preservation of the earth's environment have very low market value. Stauber thinks it ironic that industry's self-proclaimed debunkers of junk science are usually non-scientists themselves. (255) Here again they can do this because the issue is not science, but the creation of images. THE LANGUAGE OF ATTACK When PR firms attack legitimate environmental groups and alternative medicine people, they again use special words which will carry an emotional punch: outraged sound science junk science sensible scaremongering responsible phobia hoax alarmist hysteria The next time you are reading a newspaper article about an environmental or health issue, note how the author shows bias by using the above terms. This is the result of very specialized training. Another standard PR tactic is to use the rhetoric of the environmentalists themselves to defend a dangerous and untested product that poses an actual threat to the environment. This we see constantly in the PR smokescreen that surrounds genetically modified foods. They talk about how GM foods are necessary to grow more food and to end world hunger, when the reality is that GM foods actually have lower yields per acre than natural crops. (Stauber p 173) The grand design sort of comes into focus once you realize that almost all GM foods have been created by the sellers of herbicides and pesticides so that those plants can withstand greater amounts of herbicides and pesticides. (The Magic Bean) THE MIRAGE OF PEER REVIEW Publish or perish is the classic dilemma of every research scientist. That means whoever expects funding for the next research project had better get the current research paper published in the best scientific journals. And we all know that the best scientific journals, like JAMA, New England Journal, British Medical Journal, etc. are peer-reviewed. Peer review means that any articles which actually get published, between all those full color drug ads and pharmaceutical centerfolds, have been reviewed and accepted by some really smart guys with a lot of credentials. The assumption is, if the article made it past peer review, the data and the conclusions of the research study have been thoroughly checked out and bear some resemblance to physical reality. But there are a few problems with this hot little set up. First off, money. Even though prestigious venerable medical journals pretend to be so objective and scientific and incorruptible, the reality is that they face the same type of being called to account that all glossy magazines must confront: don't antagonize your advertisers. Those full-page drug ads in the best journals cost millions,Jack. How long will a pharmaceutical company pay for ad space in a magazine that prints some very sound scientific research paper that attacks the safety of the drug in the centerfold? Think about it. The editors aren't that stupid. Another problem is the conflict of interest thing. There's a formal requirement for all medical journals that any financial ties between an author and a product manufacturer be disclosed in the article. In practice, it never happens. A study done in 1997 of 142 medical journals did not find even one such disclosure. (Wall St. Journal, 2 Feb 99)