SKILL 383
triumphs
wither
into dust in the absence of
the
organizing
skill of a
bureaucracy. The
"bureaucratic culture
pattern,"
traced
with
care
by
W.
C.
MacLeod, has
exercised
a
standardizing
influence over the course of
political
organ-
ization.
Skill in
bargaining has been so
important in the world
of
business
and diplomacy
that it may justifiably be sin-
gled out
for independent
consideration. With the gradual
dissolution
of customary
restrictions on the terms of trans-
actions,
modern
industrialism has, until recently, widened
the scope
of the
competitive market. Skill
in
"buying
cheap and
selling dear"
became
a
royal pathway
to
wealth
and distinction.
Another major skill is advocacy,
especially in
the
form
of
propaganda. There are
forms
of
propaganda
in
which
the
personal convictions of the
propagandist are important.
This
is
true in the
missionary activities
of
the proselyting
religions, and it is true of
the propaganda
of
revolutionary
movements. Where personal
danger
is
involved, conviction
counts. But most modern
propaganda is carried out under
the direction of those who have
no particular convictions
about what
their clients want. The modern public
relations
counsel or
advertising agency or press agent has the same
code as the
lawyer, without the restraints which surround
the
lawyer. They accept fees to
organize
symbols to pro-
mote the attitudes desired by their clients. The late Ivy Lee
rose
to
eminence as a counselor of the
Pennsylvania
Rail-
road,
of
the Rockefeller interests, and of
other important
clients. Shortly before his death he
disclosed in
a Con-
gressional
investigation that he had been retained
by
the
German
dye trust to
advise
on
their problem of handling
the
attitudes of the
American
public toward
the German
government. Only after the
World War did the propagan-
dists
begin
to
attain public recognition, and to overcome