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Like most of the pigs, Squealer is a hypocrite in his dealings with the other animals. He doesn't want to put in the same amount of actual labor to serve the common good of the farm, and so he takes steps to improve his own living situation while leaving the hard work for the other animals. This is clearly seen (and is foreshadowing for later events) in the situation with the apple windfalls and milk. Although the other animals expect that all food will be divided up fairly, it comes out that the pigs are taking the milk and apples entirely for themselves. To escape negative judgement, Squealer uses his powers of persuasion:
"You do not imagine, I hope, that we pigs are doing this in a spirit of selfishness and privilege? Many of us actually dislike milk and apples. I dislike them myself... We pigs are brainworkers. The whole management and organisation of this farm depend on us. Day and night we are watching over your welfare. It is for your sake that we drink that milk and eat those apples."
(Orwell, Animal Farm, msxnet.org)
This is, of course, rediculous; Squealer and the other pigs are just taking the better food for themselves while making the other animals work harder. The justification that they "need" extra and higher quality food in order to organize the farm has no merit, but Squealer understands that he can scare the other animals into accepting his explanation with the threat of Jones's return. This also has no merit, but the other animals are not educated enough to understand it, and so they accept Squealer's explanation without protest.
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