FROM INGSOC AND NEWSPEAK TO AMCAP, AMERIGOOD, AND MARKETSPEAK
FROM INGSOC AND NEWSPEAK TO AMCAP, AMERIGOOD, AND MARKETSPEAK
Edward S. Herman
Although 1984 was a Cold War document that dramatized the threat
of the Soviet enemy, and has always been used mainly to serve Cold
War political ends, it also contained the germs of a powerful
critique of
such applications in his essay on "Politics and the English
Language" and even more explicitly in a neglected Preface to Animal
Farm. [1] But doublespeak and thought control are far more
important in the West than Orwell indicated, often in subtle forms
but sometimes as crudely as in 1984, and virtually every 1984
illustration of Ingsoc, Newspeak and Doublethink have numerous
counterparts in what we may call Amcap, Amerigood, and Marketspeak.
The Doublethink formulas "War Is Peace" and a "Ministry of Peace"
were highlights of Newspeak. But even before Orwell published 1984,
the
Defense," reflecting the Amcap-Amerigood view that our military
actions and war preparations are always defensive, reasonable
responses to somebody else's provocations, and ultimately in the
interest of peace.
Furthermore, Americans have been much more effective dispensers
of propaganda, doublespeak, and disinformation than the managers of
Ingsoc, in either 1984 or in the real world
of information control in this country was displayed during World
War I in the work of the Creel commission, and in its aftermath the
advertising. Both of these industries have long been mobilized in
the service of politics. During the 1994 election campaign in the
with the aid of a consultant who first polled the public to find
out which words resonated with them, and then incorporated those
words into the Contract without regard to the Contract's substance.
This yielded, for example, a "Job Creation and Wage Enhancement"
title for proposed actions that would reduce the capital gains tax.
Consider also the fact that in this country, as the element of
rehabilitation of imprisoned criminals has diminished, the name of
their places of incarceration has been changed from "jails" and
"prisons" to "corrections facilities." Or that civilians killed by
in
therefore morally acceptable, although there is always an official
disinterest in such numbers, and sometimes even an effort made to
keep this toll under wraps. Or that the 2002 war in
briefly called "Infinite Justice," altered to "Enduring Freedom"
after complaints that only God offers infinite justice. Amcap
represents a significant advance over Ingsoc.
The Role and Mechanisms of Thought Control
In fact, a good case can be made that propaganda is a more
important means of social control in open societies like the United
States than in closed societies like the late
former, the protection of inequalities of wealth and power, which
frequently exceed those in totalitarian societies, cannot rest on
the use of force, and as political scientist Harold Lasswell
explained back in 1935, this compels the dominant elite to manage
the ignorant multitude "largely through propaganda." [2] Similarly,
in his 1922 classic, Public Opinion, Walter Lippmann argued that
"the common interests [sometimes called the "national interest"]
very largely elude public opinion entirely, and can be managed only
by a specialized class whose personal interests reach beyond the
locality," "responsible" men who must "manufacture consent" among
the thoughtless masses. [3]
The claim that such collective action is impossible in a free
society, and that it implies some form of conspiracy, is mistaken.
This claim is refuted both by the record of collective action,
discussed and illustrated briefly below, as well as by an
examination of how Amcap is implemented. Amcap works in part
because it is the responsible men (and women) who own and run
newspapers, TV stations and networks, and the other power centers
in society. They manage national affairs, and "crises in democracy"
are identified by the fact that, as in the infamous 1960s,
important sectors of the usually apathetic general population
organize and press hard for recognition of their needs. The power
of this responsible elite is also reflected in society's
ideological assumptions and ways of thinking about issues, as this
elite manages the flow of advertising and the work of public
relations firms and thinktanks, as well as controlling access to
the mass media. It takes only a small extension of Beckerian
analysis--which insists on economic motives explaining virtually
anything--to understand how a powerful demand for particular lines
of economic and political thought might well elicit an appropriate
supply response, which will be a "responsible" economics and
politics that serves the "national interest."
This system of thought control is not centrally managed, although
sometimes the government orchestrates a particular propaganda
campaign. It operates mainly by individual and market choices, with
the frequent collective service to the national interest arising
from common interests and internalized beliefs. The responsible men
(and women) often disagree on tactics, but not on premises, ends,
and the core ideology of a free market system. What gives this
system of thought control its power and advantage over Ingsoc is
that its members truly believe in Amcap, and their passion in its
exposition and defense is sincere. In their patriotic ardor they
put forth, accept, and internalize untruths and doublethink as
impressive as anything portrayed in 1984. But at the same time they
allow controversy to rage freely, although within bounds, so that
there is the appearance of fully open debate when it is in fact
sharply constrained. And if the responsibles agree that the
"national interest" calls for a military budget of $400 billion,
this is not even subject to any debate whatever, even though
studies of public opinion have regularly shown that the "Proles"
would like that budget sharply cut. [4]
Occasionally the powerful do use the police and armed forces, and
sometimes covert programs of disinformation and disruption--as in
the CIA's Operation Chaos and the FBI's Cointelpro programs--to
keep oppositional movements under control. [5] More often still
are propaganda campaigns to sell policy to the general population.
In 1983--only one year before 1984--the Reagan administration
organized a so-called Office of Public Diplomacy to sell its war
against
specialist in psychological warfare, it was explicitly designed to
demonize the leftwing Sandinista government of
that included the spread of disinformation. An office to engage in
covert "public diplomacy" with the American people, its specific
program titled "Operation Truth," sounds like something straight
out of 1984. But it was successful, as the media rarely if ever
mentioned or criticized the OPD or Operation Truth, and they
accommodated to its program. [6]
One manifestation of this accommodation provides us with an
almost perfect illustration of doublethink in action. The Reagan
administration wanted to build public support for the government of
which it featured the high voter turnout and long lines of smiling
voters, and played down the legal requirement to vote, the
destruction of the two independent newspapers, the ongoing state
terror, and the inability of the left to enter candidates. In the
very same time frame, the Sandinista government of
an election, but here the Reagan administration wished to deny that
government legitimacy, so it used a different set of criteria to
judge that election. Here it ignored the high turnout and smiling
voters (and the absence of a legal requirement to vote) and focused
on the harassment of La Prensa and the voluntary refusal to
participate by one oppositional candidate (who was on the CIA
payroll). In a miracle of doublethink, forgetting a set of
electoral criteria "and then, when it becomes necessary again, to
draw it back from oblivion" (1984, 163), [7] the New York Times and
its confreres followed the Reagan agenda and called the Nicaraguan
election a "sham" on the basis of criteria they had completely
ignored in finding the Salvadoran elections heart-warming moves
toward democracy. [8]
Amcap and Amerigood and Their Problematics
There are two dominant strands of thought in Amcap. One is that
benevolent and democratic ends. This has a Newspeak corollary that
we may call Amerigood.
The second strand of Amcap thought and ideology is the belief in
the "miracle of the market" and the view that the market can do it
all. In this system of thought, and in its Newspeak counterpart,
Marketspeak, the market is virtually a sacred totem, "reform" means
a move toward a freer market irrespective of conditions or effects,
and accolades to and proofs of the market's efficiency crowd the
intellectual marketplace. This system corresponds closely to
Orwell's "goodthink," a body of orthodox thought immune to
evidence, and it approximates Orwell's view of the outlook of "the
ancient Hebrew who knew, without knowing much else, that all
nations other than his worshipped 'false gods'" (232).
There has been a major conflict between Amerigood and
Marketspeak, however, in that market openings and a prized
"favorable climate of investment" have often been expedited by
military leaders willing to destroy trade unions, kill social
democrats and radicals, and ruthlessly terminate democracy itself.
The
market at the expense of human rights and democracy. [9] But
Amerigood and Marketspeak have met this challenge brilliantly, with
much greater efficiency than Ingsoc and Newspeak ever met the needs
of the
Resolution by definition. One mode of handling the problem in
Amerigood is by an internalized belief system in which words with
negative connotations simply cannot be applied to us. Thus this
country is never an aggressor, terrorist, or sponsor of terrorism,
by definition, whatever the correspondence of facts to standard
definitions. Back in May 1983, for five successive days the Soviet
radio broadcaster Vladimir Danchev castigated the Soviet assault on
resist. He was lauded as a hero in the
temporary removal from the air was bitterly criticized. But in many
years of study of the
I have never found a single mainstream journalistic reference to a
its own puppet government lacking minimal legitimacy. There was no
Danchev in the
is ungood" was "a self-evident absurdity" (235), the notion of the
comprehensible thought.
Resolution by forgetting and remembering according to need. The
intellectual mechanism of forgetting and remembering according to
momentary need is also urgently important, because in Amerigood
this country favors and actively promotes democracy abroad, whereas
in real world practice it supports democracy only very selectively.
The pro-democracy stance can be emphasized when the
attacks
not discuss and reflect on the absence of a "Saudi Democracy Act"
(and the presence of
authoritarian regime) in the same or nearby articles. In the case
of the steadfast 32 year
or its support of Marcos's dictatorship in the
necessary to forget that the
democracy, as long as these tyrants delivered a "favorable climate
of investment." But once they ceased to be viable rulers, suddenly
the
could be done without the mainstream media dwelling on the long
positive support of autocracy, or looking closely at any
compromising elements in the shift (such as continued support for
the Indonesian army). In both cases, also, the media suddenly
discovered that Suharto and Marcos had looted their countries (and
attention while the looters were still serving the
interest." This is a virtual media law, and displays their
dependable service in forgetting and remembering.
Resolution by a resort to the "long run". Some "realists" and
Marketspeak philosophers who believe that "what's good for
is good for the world" have a different way of reconciling
support of dictators and state terrorists with the
democracy. They argue that the support for a Castillo Branco in
markets they introduce will serve democracy in the long run. In
Marketspeak there is in fact a strong tendency to make "freedom"
synomymous with freedom of markets rather than political (or any
other kind of) freedom. This tendency, plus the complaisance and
even enthusiasm at the termination of democracy in the short run,
suggests that elite interest in a "favorable climate of investment"
may be stronger than any devotion to democracy. The realists' case
also suffers from its use of an argument long projected on to Big
Brother: namely, that ugly means are justified by a supposedly
benign end and do not themselves contaminate and even contradict
that end.
Resolution by "disappearing" people. In the world of Ingsoc
individuals become "unpeople" and simply disappear. In Amcap we
have a comparable phenomenon whereby entire populations become
expendable for political reasons, effectively "disappear" from the
mainstream media, and can be massacred or starved without political
cost. When the
politically costly and must be avoided. From the Vietnam War era
onward this has resulted in the increased use of capital intensive
warfare, that reduces
soldiers and their civilian populations. But those casualties have
no domestic political cost, and official and media reporting of
such losses is exceedingly sparse if not absent altogether. This
permits large scale killing of target forces and civilians who have
been rendered "unpeople."
It also permits entire populations to be held hostage and
starved to achieve some political objective. When back in 1996
former Secretary of State Madeleine Albright replied to a question
on the costs and benefits of the estimated death of half a million
Iraqi children as a result of sanctions by saying that this "was
worth it," [10] her calculus rested in part on the fact that with
the help of the mainstream media the Iraqi children were "unpeople"
whose deaths involved no political costs to
This process of dehumanization is also evident in the treatment
of client state terror and mass killings. When Pol Pot killed large
numbers in
attention and indignation were great. When in the same years
the population than did Pol Pot, media attention was minimal and
fell to zero in the New York Times as Indonesian terror reached its
peak in 1977 and 1978.
a favorable climate of investment, and the mainstream media
treatment of the East Timorese as an unpeople was closely
coordinated with
Even more dramatic, when the priest Jerzy Popieluszko was
murdered by the police of Communist Poland in 1984,
and media attention and indignation were intense. In fact, media
coverage of the Popieluszko murder was greater than its coverage of
the murder of 100 religious victims in
and 1980s taken together, even though eight of these victims were
killed by an enemy state and propaganda points could be scored
against the enemy; the 100 religious in
in
attention to their victimization would have been inconvenient to
victims (and victims of Pol Pot) and away from victims in our own
backyard (and in
the
with quiet support from the
the ideology of Amerigood.
No agreements with demons possible. As one other illustration of
an Ingsoc analogue in Amcap, in Ingsoc, "any past or future
agreement with him [the demonized enemy] was impossible....The
Party said that Oceania had never been in alliance with
He, Winston Smith, knew that
are done more subtly. We simply pretend that our high moral stance
in fighting the demon represents continuous policy, and the
mainstream media cooperate by not discussing the subject.
After Pol Pot was overthrown by the Vietnamese in December 1978,
the
giving him aid directly and indirectly, approving his retention of
the election process of the 1990s. The
for the demon under the rug. The
Noriega in 1989, allegedly because of his involvement in the drug
trade, but actually because he failed to meet
support in the war aginst
the drug trade for more than a decade previously without causing
any withdrawal of
discuss the earlier agreement with the demon.
Saddam Hussein became "another Hitler" on August 2, 1990, when
he invaded
steady
received billions in loans, access to weapons, intelligence
information on Iranian military deployments, and he was not
ostracized because of his use of chemical weapons against
his own Kurds. Following August 2, 1990, when he became an enemy,
it would be difficult to find in the mainstream media any reference
to the fact that this demon "had been in alliance with the
short a time ago as" August 1, 1990.
The Taliban government in
1998, following the bombing of two
cadres affiliated with Osama Bin Laden, who made his headquarters
in
Pentagon bombings on September 11, 2001, by terrorists allegedly
linked to Bin Laden, the Bush administration issued an ultimatum to
the Taliban to deliver Bin Laden and his Al-Qaeda cadres to this
country or suffer the consequences. The Taliban not complying,
forces attacked
replacement government. Following 9/11, the Taliban government was
declared to be monstrous and intolerable, even apart from its
sheltering Bin Laden, and this was the general view in the
mainstream media. But here again, it would be hard to find
mainstream news reports or commentary recounting the fact that the
Taliban and Al-Qaeda had been organized and supported by the United
States and its allies
fight Soviet forces in
backed the Taliban's assumption of power in 1996 because it brought
"stability" and might make possible the construction of an oil
pipeline through
Marketspeak
As in the case of Ingsoc, Marketspeak serves to consolidate the
power of the dominant elite. In Ingsoc, the claim that Big Brother
could do it all served Party domination, Party economic advantage,
and helped contain the incomes of the Proles. Marketspeak does the
same for the dominant elite in
economic inequality has been made permanent" (157), and Marketspeak
has done the same here, even facilitating its substantial increase
in recent decades.
In fact, in an interesting turnabout, the supposedly permanent
condition of the victims of Ingsoc has proven to be impermanent
(i.e., the
been struggling since 1989 to enter the world of Amcap and
Marketspeak), whereas the victims of Amcap and Marketspeak in both
the former
condition where, as Mrs. Thatcher so happily pronounced, "there is
no alternative." The power of capital and finance to dominate
elections, to limit policy options by the threat of their enhanced
mobility, and their domination of the means of communication, has
seemingly ended challenges to the policy dictates of capital. Under
the regime of Ingsoc "there is no way in which discontent can
become articulate" (158). Under the regime of Amcap and Marketspeak
as well there is no way discontent can materialize in meaningful
political choices or programs; rather, they will be channeled into
bursts of anger and scapegoating of "government" and other
convenient targets.
Under the regime of Ingsoc, the Proles were kept down by "heavy
physical work, the care of home and children, petty quarrels with
neighbors, films, football, beer, and above all gambling." (56)
Orwell mentioned television as a valuable diversionary instrument
for keeping the Proles in line. The transformation of
commercial broadcasting into an essentially entertainment vehicle,
with a heavy emphasis on films, football, and other sports, and its
virtual annihilation of any public service and public sphere role,
is Amcap's and Marketspeak's clear improvement over the primitive
workings of Ingsoc. The growth of lotteries and casinos, partly
driven by capital's pressure on governments to seek funding outside
of taxes, also improves on Ingsoc's methods of providing Prole
diversion and depoliticization.
Under the regime of Amcap and Marketspeak, the Proles are kept
down not only by physical work and diversions, but also by
insecurity. In 1995, Fed Chairman Allan Greenspan explained to
congress that the inflation threat was minimal because of a
generalized worker insecurity, which he presented as a bonanza,
although such insecurity would seem to be in itself a serious
welfare detriment, on the assumption that the condition of the
Proles was an important policy goal. His instrumental view of the
Proles can also be seen in economic theory, where the "natural rate
of unemployment" ties inflation (the bad) very closely too
excessive wage demands on the part of the Proles.
This view of Prole wage increases as a threat to the national
interest is a throwback to mercantilist attitudes and doctrine,
where high wages were deemed bad "because they would reduce
words of the historian of mercantilism, Edgar S. Furniss. [14] He
notes that in this class-biased view of the national interest "the
dominant class...attempt[ed] to bind the burdens upon the shoulders
of those groups whose political power is too slight to defend them
from exploitation and will find justification for its policies in
the plea of national necessity." In this mercantilist and
Marketspeak view of the Proles, as a cost and instrument rather
than a group whose well-being is the policy objective, the Proles,
like citizens of an enemy state, become "unpersons."
The accommodation of economic science to the demands of Amcap and
Marketspeak have been extensive, and in many of these cases the
intellectual abuses and somersaults carried out to salvage
Marketspeak are similar to those used to defend Ingsoc. As one
example, during each merger wave from 1897-1903 onward, Marketspeak
economists have found the movement to be based on efficiency
considerations, and downgraded the importance of other bases of
merger activity and any negative effects on competition. They have
struggled valiantly to prove that the market works well in
providing net public benefits here as elswhere.
In recent years Marketspeak economists have done this by
measuring the efficiency of mergers on the basis of stock price
movements before and at the time of the merger, not post-merger
results, although stock price measures suffer from problems of
timing, contamination by influences other than efficiency, and are
at best indirect. In one classic of this genre, Michael Jensen and
Robert Ruback, as an afterthought, did look at post-merger
financial results, which turned out to show "systematic reductions
in the stock price of bidding firms following the event." [15] They
concluded that such results "are unsettling because they are
inconsistent with market efficiency and suggest that changes in
stock prices during takeovers overestimte the future efficiency
gains from mergers." But as Marketspeak says that free market
behavior enhances efficiency, the authors did not allow those
"systematic" findings to alter their conclusions.
Conclusion: A Promising Amcap Future
Ingsoc has given way to a potent replacement in Amcap, and Amcap
has actually taken on more vitality with the death of Ingsoc. The
ideologists of Amcap have proclaimed an "end of history," with
freedom and liberal democracy triumphant and doublethink and
thought control presumably ended with the close of the system of
tyranny. But such claims have little basis in reality. History has
not "ended," and since the death of the
political and economic instability, ethnic cleansing, the global
polarization of incomes, and environmental distress and threats,
seem to have increased in frequency and/or intensity. Freedom and
liberal democracy are increasingly constrained by national and
global power structures that sharply limit any actions helpful to
the Proles.
In the increasingly inegalitarian system that prevails, Amcap,
Amerigood and Marketspeak are flourishing and have a more important
role to play than ever. They have been doing their job--"largely
the defense of the indefensible" as Orwell put it--with a
sophistication and effectiveness that Ingsoc could never command.
Their innovations in language are continuous, filling all emerging
propaganda gaps. At home, a law encroaching on civil liberties is
called a "Patriot Act;" laws that free the weak and poor from their
"entitlements" by pushing them into the labor market are referred
to as "reform" and "empowerment," and is said to reflect "tough
love" of the suffering Proles. In military and foreign policy, a
government agency openly designed to disseminate disinformation is
entitled "Office of Strategic Influence;" [16] missiles are
"Peacekeepers," and military alliances are "Partnerships for
Peace." The appeasement of amenable state terrorists (Mobutu,
Suharto, the governments of apartheid
"constructive engagement"; civilian deaths from the "humanitarian
bombing" of "rogue states" is "collateral damage."
The progress and prospects of Amcap are impressive. This
immensely powerful system of thought control should get the credit
and recognition that it deserves.
-- Endnotes --
[1] The "50th Anniversary Edition" of Animal Farm (
Harcourt, Brace and Company, 1995), includes this Preface as
Appendix 1.
[2] Harold Lasswell, "Propaganda," in Encyclopedia of the Social
Sciences (New York: Macmillan, 1933).
[3] Walter Lippman, Public Opinion (
Company, 1922), pp. 31-32, 248, 310.
[4] See Steven Kull, "Americans on Defense Spending: A Study of
Public Attitudes," Report on Findings, Program on International
Policy Attitudes,
June 19, 1996.
[5] Nelson Blackstock, Cointelpro: The FBI's Secret War on Political
Freedom (New York: Vintage, 1975); Frank Donner, The Age of
Surveillance (New York: Vintage, 1981)
[6] For an account of OPD and Operation Truth, see Peter Kornbluh,
for Policy Studies, 1987), chapter 4.
[7] Otherwise unattributed page numbers in the text are to George
Orwell, 1984 (New York: Signet Book, 1950).
[8] For details, Edward S. Herman and Noam Chomsky, Manufacturing
Consent: The Political Economy of the Mass Media (
Pantheon Books, 1988 and 2002), chapter 3.
[9] For details, Edward S. Herman, The Real Terror Network (
South End Press, 1982), esp. chapter 3; Herman. "The
Versus Human Rights in the
Journal, Spring 1991; William Blum,
Common Courage Press, 2000).
[10] Albright's statement was made in answer to a question by Leslie
Stahl on the CBS program 60 Minutes, May 12, 1996.
[11] For details, Noam Chomsky and Edward S. Herman, The Washington
Connection and
chapter 3; Edward S. Herman and David Peterson, "How The New York
Times Protects Indonesian Terror In
July/August, 1999.
[12] For a full account, Herman and Chomsky, Manufacturing Consent,
chapter 2.
[13] Ahmed Rashid, Taliban: Militant Islam, Oil and Fundamentalism
in Central Asia (
[14] Edgar S. Furniss, The Position of the Laborer in a System of
Nationalism (Boston: Houghton Mifflin Company, 1920). pp. 201, 203.
[15] Michael Jensen and Richard Ruback, "The Market For Corporate
Control: The Scientific Evidence," Journal of Financial Economics,
vol. 5, 1983, p. 30.
[16] This organization was quickly closed down after receiving
considerable negative publicity. However, the contract for services
to be carried out on behalf of the Office of Strategic Influence
was not cancelled.


