One man who did understand it was Sigmund Freud. Freud was the creator of modern psychology. Edward Bernays is now known as the father of public relations. Public relations or PR is about creating understanding between the public and an idea, group or business. Today, we all know that large companies have a PR department.
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Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again. Open Preview See a Problem? Details if other :. Thanks for telling us about the problem. Return to Book Page. Preview — Propaganda by Edward L. Propaganda by Edward L. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.
Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.
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Rating details. More filters. Sort order. Start your review of Propaganda. Jan 15, Katie rated it it was amazing. Bernays argues that the manipulation of public opinion is necessary for a stable and well functioning society. I found just about every paragraph of this book to be disturbing Five stars because this is the kind of stuff you aren't taught in history class.
If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing it? But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn.
His mind retains the patterns which have been stamped on it by the group influences. View all 3 comments. Dec 24, Mario the lone bookwolf rated it really liked it Shelves: 0-social-criticism.
ENGLISH Laying of the foundation stone for manipulation techniques for politics, business, and interest groups This work, first published in by the guru of public relations work, seems deeply strange in that it offers the foundations for directing and influencing people to an interested public from business and politics.
Initially, the chapters were written in industry journals and potential clients, and peppered with examples from the author's remarkable career. However, concerning optimizati ENGLISH Laying of the foundation stone for manipulation techniques for politics, business, and interest groups This work, first published in by the guru of public relations work, seems deeply strange in that it offers the foundations for directing and influencing people to an interested public from business and politics.
However, concerning optimization, the articles have become both a manifesto of the positivity of public relations and a promotional leaflet for Bernays himself. If the techniques of creeping manipulation to form opinions were used only to increase sales success, they could be defined as subtle but harmless to the household budget.
The problem lies in the applicability to politics, as impressive and gruesome evidenced by the emergence of concepts. Like few other works, the book empowers warmongering and aspiring dictators to implement their world domination plans better and more effectively.
The only thing missing was that Bernays also shows examples of the scheme "How do I eliminate with the help of initially democratic principles, the political opposition and disable the Constitution to take over in the confusion of power and establish a terror state" embedded in his work.
He did not have to because a great admirer of the Jew Bernays took this work from him. Joseph Goebbels. If you realize that 90 years have passed since the book was published, it is difficult to suppress a growing discomfort and goosebumps.
These ingenious diabolical concepts were already of a frightening efficiency without electronic aids. With the parallel development of ever more sophisticated PR techniques and the digital revolution, the influencing mechanisms are getting closer and closer to the degree of perfection. In combination with increasingly powerful computers, big data, widespread surveillance, scary political tendencies in Western democracies, and the emergence of populism and religious fundamentalism, a disturbing development.
Thanks to computer support, empirical, probability, statistics and consensus all desired scenarios, options, and wanted final results can be flexibly varied, calculated in advance, planned, adapted to the circumstances and implemented in the shortest possible time. The thesis of guiding the masses through intelligent and well-meaning elites to the delight of all involved is a double-edged sword.
If a state becomes dependent on the heated mood of the people's soul, not necessarily through reflection or personal opinion-building, but rather through its influence, the danger of conflicts and national discrepancies increases considerably. This is in the broadest sense more democratic than the practiced alternative, but unfortunately not better.
Faced with this frustrating fact many smart men from the fields of sociology, ethics, anthropology, and psychology despaired already. Is the direction of the elites, inciting to abuse of power, better than the rule of the mob under the command of those who are the most demagogic? Unlike other critical scientists, Bernays sees his profession as a positive endeavor for all involved.
Having engaged in a PR code of conduct throughout his life and ceasing to work in the tobacco lobby after learning of the harmfulness of smoking, his ambivalent relationship to the truth is difficult to assess. The fact that the chapters on social work, art and science seem like retrospective distractions speaks volumes.
Not only that they are kept relatively short and do without examples or significant content. No, they also look more like concealment of true intentions under the guise of offering options for charity. Because of Bernay's razor-sharp calculation, one can classify the probability that he would have been convinced of the noble intentions of his clientele in the realm of myths. Above all, because of an unwholesome, until today ravages of incalculable extent causing, dogma swells from the pages of the book.
The outrageous, but unfortunately to a doctrine ascended insanity, that in a free market, bad manufacturers would be selected Darwin style, pushed from the market and ruined by mature, informed customers by a kind of "survival of the most decent", is hilarious.
Because of the messages spread by these same companies, it would be possible to classify them as good or bad. As a fairy tale quite entertaining, in reality, pure horror show. Das Problem liegt in der Anwendbarkeit auf Politik, wie seit dem Aufkommen der Konzepte eindrucksvoll und grauenhaft bewiesen wird. Diese genial diabolischen Konzepte waren schon ohne elektronische Hilfsmittel von einer erschreckenden Effizienz.
Die These von der Lenkung der Massen durch intelligente und wohlmeinende Eliten zur Freude aller Beteiligten ist ein zweischneidiges Schwert. Das ist zwar im weitesten Sinn demokratischer als die praktizierte Alternative, nur leider eben nicht besser. Nicht nur, dass sie relativ kurz gehalten sind und ohne Beispiele oder nennenswerten Inhalt auskommen. View all 4 comments. The fact that I am struggling to come up with a rating for this book, because I feel extremely ambivalent about its contents, doesn't mean it is not a book that shouldn't be read.
It's an extremely important history book for anyone interested in how society really works View 2 comments. A bit dated PR manual. Mar 29, Eric Gulliver added it Shelves: culturalstudies , mediastudies. I give this book no stars because it is a chilling read into the virtual manifesto of who some have labeled as the "father of modern public relations. With such tools, as Bernays argues, it will be easier and more necessary to augment the minds of the masses in order to seperate the realm of politics and social life.
The 'engineering o I give this book no stars because it is a chilling read into the virtual manifesto of who some have labeled as the "father of modern public relations. The 'engineering of consent,' which is seemingly a spin from Lippman's term 'the manufacture of consent,' is in Bernays eyes, a process that must be utilized by a specialized class of men in order to influence, control, and direct the minds of the common man.
I speak in general terms because Bernays speaks in generalized terminology. This book is in agreement with Walter Lippman's "Public Opinion,' in that control of these processes is crucially reserved to specificed private enterprise in order to keep decision making out of the realm of the public.
In this book as well as Lippman's, there is an underlying belief that "the common man," left to his own will is lost and bewildered, and must be controled and regimented in order to make 'proper' and 'correct' decisions. The one thing I do appreciate about this text is the title, at least in the early 20th century they were a bit more honest with their line of business.
Sep 28, Craig Werner rated it did not like it Shelves: political-economy. There's nothing quite like this. An absolutely unapologetic argument in favor of propaganda as the key tool available to the elite who form the "invisible government" directing the course of modern society. Published in , the book is an attempt to rehabilitate "propaganda" as a nece3ssary and ultimately benevolent part of a democratic society.
While that attempt failed in the narrow sense--it was running an uphill battle in the wake of WW I with Hitler and Stalin just down the road--Bernays There's nothing quite like this. While that attempt failed in the narrow sense--it was running an uphill battle in the wake of WW I with Hitler and Stalin just down the road--Bernays is damn near prophetic in his vision of Public Relations as the central organizing principle of every sphere of modern life: business, politics, education, art
While no single person can claim exclusive credit for the ascendancy of advertising in American life, no one deserves credit more than a man most of us have never heard of: Edward Bernays. The fact that 20 years have elapsed since his death provides a fitting opportunity to reexamine his legacy. The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind.
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Propaganda Summary: The 10 Best Lessons I Learned From Edward Bernays
Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. A seminal and controversial figure in the history of political thought and public relations, Edward Bernays , pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed "engineering of consent. Committee on Public Information CPI , a powerful propaganda apparatus that was mobilized to package, advertise and sell the war to the American people as one that would "Make the World Safe for Democracy. Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population.
His best-known campaigns include a effort to promote female smoking by branding cigarettes as feminist " Torches of Freedom " and his work for the United Fruit Company connected with the CIA-orchestrated overthrow of the democratically elected Guatemalan government in Of his many books, Crystallizing Public Opinion and Propaganda gained special attention as early efforts to define and theorize the field of public relations. Citing works of writers such as Gustave Le Bon , Wilfred Trotter , Walter Lippmann , and Sigmund Freud his own double uncle , he described the masses as irrational and subject to herd instinct —and outlined how skilled practitioners could use crowd psychology and psychoanalysis to control them in desirable ways. His great grandfather was Isaac Bernays , chief rabbi of Hamburg. Bernays was a "double nephew" of Viennese psychoanalyst Sigmund Freud —by virtue of his mother, Freud's sister , and of his father's sister, Martha Bernays Freud , who married Sigmund. The Bernays family moved from Vienna to the United States in the s.