Horses, hats and political propaganda as Wyoming prepares to vote

If your mailbox is anything like mine, it’s starting to fill up with gaudy campaign mailers from politicians who are trying their damnedest to channel Chris LeDoux (and we’ll tip our Stetsons when that name is mentioned) and failing miserably. It’s comical to watch these dudes and dudettes try to cowboy up just to get the voters’ attention!

I don’t own a television, but I’ll bet a dollar to a donut the same stuff is assaulting your eyeballs from the boob tube screen.

Their mailers and ads show politicians standing nervously next to a photogenic horse, forcing smiles through their fear. That’s because there isn’t enough money in the campaign budget to convince them to climb aboard a critter as big and scary as a horse. They wear a sombrero that looks like it was purchased under the stands at Frontier Days, and a brand new pearlsnap shirt with the price tag still attached.

Or they pose in front of a buck n’ rail fence in some rustic Wyoming meadow, clutching a gun with their trigger fingers outside the guard, as the director instructed. You can almost hear the photographer’s voice off-camera suggesting, “Now, try to look tough.”

What we are seeing in our mailboxes and on our screens is the classic Madison Avenue ploy of manufacturing opinion through an appeal, not to the consumer’s logic or reason, but to emotion and attachment to symbols. The American cowboy is one of the most powerful symbols in the propaganda professional’s toolbox, and he gets trotted out to work his magic every election season.

Decades ago, I worked on several Marlboro commercials as a wrangler and background model. The producer, from Leo Burnett advertising company of Chicago, told me that the image of the Marlboro Man was worth several billion dollars a year to the tobacco company, because the cowboy symbol sold cigarettes to folks in countries like Libya and North Korea who hated America but loved cowboys.

Think about that for a moment. One simple image is powerful enough to sell a carcinogenic American product to millions of people who hate America but identify with cowboys. That is the psychological power of advertising symbols.

Edward Bernays, Sigmund Freud’s nephew, is widely regarded as the godfather of modern advertising, public relations and propaganda. Bernays understood, in the early 20th century, how symbolic images and slogans could bypass critical thinking and implant a message directly into the subconscious reptilian part of the human brain, where instinct and emotion rule. When that part of our brain is stimulated, we act instead of think. We just say “ditto!”

That is precisely how political media manipulation works on us.

The political advertisements, resplendent with drugstore cowboy politicians, that bombard us every election are the direct lineal result of Bernays and the public relations/advertising/propaganda machine he created, and it has made vast fortunes and influenced our society for over a century.

The irony is that these mailers and videos never show politicians doing real cowboy stuff — like indulging in a three-fingered dip of Copenhagen, drinking Wild Turkey 101 straight from the bottle or getting bucked off into cactus and rattlesnakes. Images like that aren’t very mythological and won’t gather many votes.

But I digress. Every election season, we become lab rats in an ongoing experiment in politics and psychological manipulation, and the laboratory is our own brains. We are inundated with evocative pictures and slogans intended to short-circuit our intellects and engage our emotions. We are force-fed politicians who wrap themselves in appealing images and focus group-approved slogans that are intended to make us switch off our brains.

We confront Edward Bernays’ ditto-ism machine whenever we open our mailboxes or look at our screens. With every political advertisement, we are invited to suspend our intellects and just go along with the crowd.

A real cowboy would call bullshit on that nonsense.

So, it is critically important that we understand how and why political advertisers try so hard to make us act without thinking. Knowing the forces at work during a political campaign, and how they try to worm their message into our noggins, builds a healthy immune system that can resist manipulation by seductive but meaningless symbols.

A healthy skepticism toward political messaging is a necessary component in a functioning bullshit detector. Here endeth the lesson.