To Be Modern Only Means To Fill

It Is Not Propaganda’s Task To Be Intelligent, Its Task Is To Lead To Success.

The Essence Of Propaganda Consists In Winning People Over To An Idea So Sincerely, So Vitally, That In The End They Succumb To It Utterly And Can Never Escape From It.

Think Of The Press As A Great Keyboard On Which The Government Can Play.

A Media System Wants Ostensible Diversity That Conceals An Actual Uniformity

There Was No Point In Seeking To Convert The Intellectuals. For Intellectuals Would Never Be Converted And Would Anyway Always Yield To The Stronger, And This Will Always Be "the Man In The Street." Arguments Must Therefore Be Crude, Clear And Forcible, And Appeal To Emotions And Instincts, Not The Intellect. Truth Was Unimportant And Entirely Subordinate To Tactics And Psychology.