how todays public opinion is being shaped by COMMUNIST.
Despite its unprovable central thesis of "psychoanalytic types," the interpretive survey methodology of the Frankfurt School became dominant in the social sciences, and essentially remains so today.
In fact, the adoption of these new, supposedly scientific techniques in the 1930's brought about an explosion in public-opinion survey use, much of it funded by Madison Avenue.
The major pollsters of today—A.C. Neilsen, George Gallup, Elmo Roper—started in the mid-1930's, and began using the I.S.R. methods, especially given the success of the Stanton-Lazersfeld Program Analyzer. By 1936, polling activity had become sufficiently widespread to justify a trade association, the American Academy of Public Opinion Research at Princeton, headed by Lazersfeld; at the same time, the University of Chicago created the National Opinion Research Center.
In 1940, the Office of Radio Research was turned into the Bureau of Applied Social Research, a division of Columbia University, with the indefatigable Lazersfeld as director.
After World War II, Lazersfeld especially pioneered the use of surveys to psychoanalyze American voting behavior, and by the 1952 Presidential election, Madison Avenue advertising agencies were firmly in control of Dwight Eisenhower's campaign, utilizing Lazersfeld's work.
Nineteen fifty-two was also the first election under the influence of television, which, as Adorno had predicted eight years earlier, had grown to incredible influence in a very short time. Batten, Barton, Durstine & Osborne — the fabled "BBD&O" ad agency—designed Ike's campaign appearances entirely for the TV cameras, and as carefully as Hitler's Nuremberg rallies; one-minute "spot" advertisements were pioneered to cater to the survey-determined needs of the voters.
This snowball has not stopped rolling since. The entire development of television and advertising in the 1950's and 1960's was pioneered by men and women who were trained in the Frankfurt School's techniques of mass alienation.
Frank Stanton went directly from the Radio Project to become the single most-important leader of modern television. Stanton's chief rival in the formative period of TV was NBC's Sylvester "Pat" Weaver; after a Ph.D. in "listening behavior," Weaver worked with the Program Analyzer in the late 1930's, before becoming a Young & Rubicam vice-president, then NBC's director of programming, and ultimately the network's president. Stanton and Weaver's stories are typical.
Today, the men and women who run the networks, the ad agencies, and the polling organizations, even if they have never heard of Theodor Adorno, firmly believe in Adorno's theory that the media can, and should, turn all they touch into "football." Coverage of the 1991 Gulf War should make that clear.
The technique of mass media and advertising developed by the Frankfurt School now effectively controls American political campaigning. Campaigns are no longer based on political programs, but actually on alienation. Petty gripes and irrational fears are identified by psychoanalytic survey, to be transmogrified into "issues" to be catered to; the "Willy Horton" ads of the 1988 Presidential campaign, and the "flag-burning amendment," are but two recent examples.
Issues that will determine the future of our civilization, are scrupulously reduced to photo opportunities and audio bites—like Ed Murrow's original 1930's radio reports—where the dramatic effect is maximized, and the idea content is zero.