Propaganda and the Problem of Blogging

Someday, I'm going to get through Ellul's Propaganda. I've started and stopped a dozen times, but his style reads like a finished game of Tetris (at least in his sociological works -- his theological stuff is much more fluid) and it's just difficult to break it apart and get into it.

But in the meantime, knowing that Ellul's definition of propaganda is rather broad (we're not talking war bonds posters here; think some more along the lines of the Foucault's conception of power as relational), I stumble upon this question:

How does the contemporary intellectual avoid perpetuating their own propaganda?

I suspect Ellul's response would be somewhere along the lines of "Know your enslavement to technique/propaganda" and/or his maxim of "Think globally; act locally". The two are interrelated, really.

But isn't the act of writing (and, to a greater extent, publishing) an act that moves beyond the local? Should contemporary intellectual culture become an oral culture (and thus more local)? Is orality even possible in contemporary culture?

Hmm.