Propaganda Methods (III.)
Glittering Generalities
In this our third article on this subject we want to introduce the reader to the "Glittering Generalities" device that is so often used to cause us to accept a certain idea or project. Once again I wish to quote from the Institute for Propaganda Analysis, Inc.'s publication to help us understand better this method of swaying people's minds.
"Glittering Generalities" is a device by which the propagandist identifies his program with virtue by use of "virtuous words." Here he appeals to our emotions of love, generosity and brotherhood. He uses words like truth, freedom, honor, liberty, social justice, public service, the right to work, loyalty, progress, democracy, the American way and Constitution defender. Those words suggest shining ideals. All persons of good will believe in these ideals. Hence the propagandist by identifying his individual group, nation, race, policy, practice or belief with such ideals, seems to win us to his cause. As "Name Calling" is a device to make us form a judgment to reject and condemn without examining the evidence, "Glittering Generalities" is a device to make us accept and approve without examining the evidence.
In the "Name Calling" and "Glittering Generalities" devices, words are used to stir up our emotions and to befog our thinking. In one device "bad words" are used to make us glad.
The propagandist is most effective in use of these devices when his words make us create devils to fight or gods to adore. By his use of "bad words" we personify as a "devil" some nation, race, group, individual, policy, practice or ideals; we are made fighting mad to destroy it. By use of "good words" we personify as a god-like idol some nation, race, group, etc. Words which are "bad" to some are "good" to others, or may be made so. Thus, to some the New Deal was "a prophecy of social salvation: while to others it was an "omen of social disaster."
To the careful reader it can be seen that the above device can easily be used in religion and is often used. Space would not permit us to note the many, many times that "Glittering Generalities" are used to sway our thinking in favor of some project or idea. In 1955 the Herald of Truth put out a brochure which had the following statement in it: "There is still a challenge... THE 1965 MACEDONIAN CALL.. ... "Go ye into all the world and preach the gospel to every creature. Mark 16:15." Thus this program was associated in the minds of those reading with the Macedonian call of the apostle Paul. Also, it was associated with Mark 16:15 which supposedly was the authority for such a program. The program was identified with such accepted scriptural practices of the apostle Paul and the general statement to go and preach to all the world and would be readily accepted without further study by a number of people. In 1958 the Herald of Truth sent out an advertisement which stated that "THE SUN NEVER SETS ON THE HERALD OF TRUTH." This may well be true but proves little. However, it does identify the person supporting this program with a project that is world-wide in nature and makes him "feel good" to be associated with such a large project. Whether or not it is scriptural is not even considered. The important thing is that we are associated with such a world-wide endeavor.
Many times those who espouse the building and maintaining of homes for the orphans and church support of such homes will quote James 1:27. This general statement is supposed to cover the building and maintaining of such organizations. It is a general statement which is true. Everyone wants to practice pure and undefiled religion so naturally everyone will want to support such organizations. At least that is what is to be accepted by the use of this general passage.
Many times brethren to rally support to colleges will make statements that are for the purpose of arousing fear for the future of the church in the hearts of the people. They will make general statements which are to be accepted, and which many times are, without any proof. Such a statement appeared recently in THE MESSENGER edited by Wright Randolph while he was at Montebello. Brother Randolph was showing that some brethren believe that the success of the Lord's church depends upon the college. He quoted from L. R. Wilson who said, "If Christians do not operate schools where they may train their children, we might as well give up the fight for New Testament Christianity." Many people would at once rally to support the college to save the future church. No one wants to give up the fight for Christianity--so support the colleges.
Brother Batsell Barrett Baxter in his efforts to prove such church support for the colleges says in his tracts, QUESTIONS AND ISSUES OF THE DAY, "The church is the people and Christians are the church all of the time, " This statement is a general statement of truth but it does not prove that Christians function as the church all the time or that the church can do everything the Christian can do. This "Glittering Generality" proves nothing more than what is stated. But many people will accept it as proof that the church may support the college and will support such church action.
However, we must not think that all the "Glittering Generalities" are confined to brethren who support such institutions as mentioned above. Many brethren who do not support such still use this device. Many times they will suggest that such and such a preacher is a "sound preacher." What does this mean? In what is he sound? This is too general. To some a "sound preacher" is one who agrees with them on whether or not an elder has to have more than one child in the church. To another it may refer to whether or not he supports various institutions among us. To still another it may have reference to his position on the "marriage question." Some may even lump all of these together and insist that a preacher agree with them on all points before they can give him their blessing as a sound preacher. So when we use the general statement that a preacher is sound we need to recognize that it is just that, a general statement, and that we need to be more specific. Too often also we equate soundness to agreement with our peculiar position rather than to what the Bible may say. And we may use it in a general way to refer to soundness on a particular point and then may be quite "unsound" on a number of other very important things.
All of us need to learn to be more specific in our statements. It is certainly all right to use general statements but let us be sure that we are not using them to sway the people's minds and to cause them to form a judgment without examining the facts.
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