Having analyzed these traits, we can now advance a definition of propaganda — not an exhaustive definition, unique and exclusive of all others, but a… - Jacques Ellul

A principal characteristic of technique … is its refusal to tolerate moral judgments. It is absolutely independent of them and eliminates them from its domain. Technique never observes the distinction between moral and immoral use. It tends on the contrary, to create a completely independent technical morality. Here, then, is one of the elements of weakness of this point of view. It does not perceive technique's rigorous autonomy with respect to morals; it does not see that the infusion of some more or less vague sentiment of human welfare cannot alter it. Not even the moral conversion of the technicians could make a difference. At best, they would cease to be good technicians. This attitude supposes further that technique evolves with some end in view, and that this end is human good. Technique is totally irrelevant to this notion and pursues no end, professed or unprofessed.

In the midst of increasing mechanization and technological organization, propaganda is simply the means used to prevent these things from being felt as too oppressive and to persuade man to submit with good grace. When man will be fully adapted to this technological society, when he will end by obeying with enthusiasm, convinced of the excellence of what he is forced to do, the constraint of the organization will no longer be felt by him; the truth is, it will no longer be a constraint, and the police will have nothing to do. The civic and technological good will and the enthusiasm for the right social myths — both created by propaganda — will finally have solved the problem of man.

Propaganda must be total. The propagandist must utilize all of the technical means at his disposal — the press, radio, TV, movies, posters, meetings, door-to-door canvassing. Modern propaganda must utilize all of these media. There is no propaganda as long as one makes use, in sporadic fashion and at random, of a newspaper article here, a poster or a radio program there, organizes a few meetings and lectures, writes a few slogans on walls: that is not propaganda.