In a democratic state any propagandist will have rivals competing with him for the support of the public. In totalitarian states there is no liberty of expression for writers and no liberty of choice for their readers. There is only one propagandist — the state.
That all-powerful rulers who make regular use of terrorism should also be the most active propagandists known to history seems at first sight paradoxical. But you can do anything with bayonets except sit on them. Even a despot cannot govern for any length of time without the consent of his subjects.
Dictatorial propaganda aims first of all at the legitimizing in popular estimation of the dictator’s government. Old- established governments do not need to produce certificates of legitimacy. Long habit makes it seem “natural” to people that they should be ruled by an absolute or constitutional monarch, by a republican president, by a prince-bishop, by an oligarchy of senatorial families — whichever the case may be. New rulers have to prove that they have not usurped their title, but possess some higher right to govern than the mere fact of having grabbed power. Usurpation, like any other crime, has to justify itself in terms of the prevailing code of values — in terms, that is to say, of the very system which brands it as a crime. For example, in Italy during the fourteenth and fifteenth centuries there were two acknowledged sources of political power: the Empire and the Church. For this reason the men who had succeeded, by fraud or violence, in seizing the government of a city, generally hastened to have themselves appointed Vicars of the Church or Hereditary Captains of the Empire. To be able to tyrannize effectively they needed the title and appearance of constitutional authority. Since the French Revolution the recognized sources of power have been the People and the Nation.
When modern despots have to legitimize their usurpations, they do so in terms of nationalism and of that humanitarian democracy they themselves have overthrown. They issue propaganda to prove that their regime is for the good of the people, or else, if the economic facts make nonsense of such a claim, for the good of that mystical entity, different from and superior to the mere individuals composing it, the Nation. But the general acknowledgment that his government is legitimate is not enough for the totalitarian dictator; he demands from his subjects that they shall all think and feel alike, and he uses every device of propaganda in order to make them think and feel alike. But fifty million professionally specialized men and women cannot live together without emphasizing one another’s natural diversities. Nor, with the best will in the world, can the dictator isolate himself from all contact with the outside world. This is one of the reasons why, in the long run, he is bound to fail.
Meanwhile he is sure of at least a partial and temporary success. Dictatorial propaganda demands obedience and even considerable financial and other sacrifices; but by way of compensation it assures the individual that, as a member of a chosen nation, race, or class, he is superior to all other individuals in the world; it dissipates his sense of personal inferiority by investing him with the vicarious glory of the community; it gives him reasons for thinking well of himself; it provides him with enemies whom he may blame for his own shortcomings and upon whom he may vent his latent brutality and love of bullying. Dictatorial propaganda, which is always nationalistic or revolutionary propaganda, encourages men and women to give free rein to their pride, vanity, and other egotistical tendencies, and provides them with psychological devices for overcoming their sense of personal inferiority. Dictatorial propaganda promotes the ugly reality of prejudice and passion to the rank of an ideal. Dictators are the popes of nationalism; and the creed of nationalism is that what ought to be is merely what is, only a good deal more so. All individuals seek justifications for such passions as envy, hatred, avarice, and cruelty; by means of nationalistic and revolutionary propaganda dictators provide them with such justifications.