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Goldstein identifies Big Brother as the ultimate face of the Party. It is as if he suggests it is possible that Big Brother doesn't exist. It is understood that Big Brother never dies, so even if there is just one man in the position that rules, he is replaced upon death to keep the life of the Party alive.
Big Brother is the guise in which the Party chooses to exhibit itself to the world. His function is to act as a focusing point for love, fear, and reverence, emotions which are more easily felt towards and individual than an organization.
Big Brother is obviously the personification of the organization of the Party in order to address the human nature of people. Although the effort of the Party is to dehumanize mankind, they recognize what propaganda tools they must use to communicate with their subjects. Big Brother sits atop the pyramid of society as the ultimate authority and leader of the Party.
Winston comes across this information during his perusal of Emmanuel Goldstein’s book, which he got hold of via O’Brien’s arrangements. Big Brother is an entity through which the Party has personified itself in order to elicit desired responses from the people because human beings would relate more to another human being as opposed to a faceless organization. Therefore, Big Brother is not an actual person but rather a face that depicts the Party’s utmost ideals. Big Brother is the leader of the Party and positioned at the very peak of the hierarchical structure of Oceania. In this society’s structure, Big Brother is followed by the Inner Party, the Outer Party and the proles respectively. Big Brother is perfect in all his ways; he is omniscient, omnipresent, and immortal among other admirable qualities.
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