first uses
repetition of slogans in public chants or incantations to brainswash
the animals, particularly the sheep. Here a type of "group
hysteria" and "bandwagon" technique gets the animals go 'go with the flow' in the
direction he desires. You see this particularly in the change of the chant "Four legs
good, two legs bad" into "Four legs good, two legs better"
where the animals don't even seem to recognize the difference. Unlike 's attempts to educate the
animals through his multiple social programs and committees, Napoleon rather exploits the
animals by keeping them in their
ignorance.
Just as
important is 's role as middle man, public spokesman and propaganda
expert. Napoleon is not particularly gifted at public speaking, but at least he has enough sense
to confer this role to somebody else more influential and persuasive. Aptly stated was the
observation that Squealer could turn white into black and black into white. His help is crucial
in establishing Napoleon's influence over the other farm animals.
Napoleon
also uses reward and punishment to condition
the animals' responses. They are given extra portions of food (rarely but sometimes) after
battles or during celebrations. The old crow Moses' tales of Sugarcandy Mountain in the
hereafter and the more immediate prospect of the benefits of the windmill to make life easier on
the farm use the "carrot before the nose" tactic of promise of a better day
forthcoming. Here both religion and philosophy
are truly "the opiate of the people" (or
"animals," as this is an ). On the other hand, the animals are severely punished for
any form of resistance or insurrection, such as the hens' rebellion over having their eggs
confiscated. With the help of his secret police
(Bluebell's puppies, trained to kill and now adult), he extorts forced
confessions and even has a couple of animals executed in consequence of their
"crimes."
By living in the house with the pigs, Napoleon creates a
physical division and elitist privileged class whose members are at his beck and call to curry
any favour they can. The establishment of such an oligarchy
is indipensible in Napoleon's keeping everything under control, for
without the help of these privileged few, Napoleon would be powerless.
Napoleon also eliminates Snowball as
his rival by having him chased away from the
farm and then keeps him away through
propaganda, having stories circulated about how
he was a spy. He even blows up the windmill, blaming this sabatoge on Snowball. (Over time, the
animals seem to even forget that the idea of the windmill was Snowball's in the first place!).
He also uses the threat of 'Jones coming back' to coerce the animals into subjection.
The answer to your question stops here, but note that Napoleon doesn't rely simply on
the animals' decisions to stay in power. He subtly seeks allies and
alliances from the outside, such as the trading arrangements made with
the neighbouring farms and a "middle man" to deliver whiskey. (Note thatwas implying
England and Germany by neighbouring farmers Pilkington and Frederick.)
Finally, his subversive change in laws with no control by
"checks and balances" is apparent throughout the story.
Laws are written and rewritten to suit the fancy of the moment, and such changes escape all
sanction whatsoever. In such a way the Seven Commandments are completely distorted from what
they meant in the beginning. What was law becomes a simple game of semantics. Napoleon's
ultimate sacrilege is when he has Squealer modify "All animals are equal" to "All
animals are equal, but some are more equal than others."
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