QUOTE : Power is always more secure when cooptive, covert, and manipulative than when nakedly brutish. The support elicited through the control of minds is more durable than the support extracted at the point of a bayonet. The essentially undemocratic nature of the mainstream media, like the other business-dominated institutions of society, must be hidden behind a neutralistic, voluntaristic, pluralistic facade. <br /><br />"For manipulation to be most effective, evidence of its presence should be nonexistent.... It is essential, therefore, that people who are manipulated believe in the neutrality of their key social institutions," writes Herbert Schiller.