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Propaganda Paperback – September 1, 2004
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''Bernays' honest and practical manual provides much insight into some of the most powerful and influential institutions of contemporary industrial state capitalist democracies.'' --Noam Chomsky, American linguist, philosopher, and social activist
''Released in 1928, this was the first book that explored the use of propaganda as a government and business means of manipulating the masses. Bernays, the first public relations guru, was in charge of the US Committee on Public Information, which had the task of designing an ad campaign to make World War I look like a good idea. Somehow it worked. He discusses that and much more here.'' --Library Journal
About the Author
Edward Bernays (1891-1995) was an Austrian American pioneer in the field of public relations and propaganda and was referred to in his obituary as ''the father of public relations.'' He combined the ideas of Gustave Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud. He was named one of the hundred most influential Americans of the twentieth century by Life magazine.
Audiobook Narrator Bio: Grover Gardner is an award-winning narrator with over eight hundred titles to his credit. Named one of the ''Best Voices of the Century'' and a Golden Voice by AudioFile magazine, he has won three prestigious Audie Awards, was chosen Narrator of the Year for 2005 by Publishers Weekly, and has earned more than thirty Earphones Awards.
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Top Customer Reviews
''From his observations on the Allied propaganda drives’ immense success (and his own stint as a U.S. war propagandist), and from his readings of Gustave LeBon, Graham Wallas and John Dewey, among others, Lippmann had arrived at the bleak view that “the democratic El Dorado” is impossible in modern mass society, whose members—by and large incapable of lucid thought or clear perception, driven by herd instincts and mere prejudice, and frequently disoriented by external stimuli—were not equipped to make decisions or engage in rational discourse.''
Wow! Society ''incapable of lucid thought''. Now what?
'' 'Democracy' therefore requires a supra-governmental body of detached professionals to sift the data, think things through, and keep the national enterprise from blowing up or crashing to a halt. Although mankind surely can be taught to think, that educative process will be long and slow. In the meantime, the major issues must be framed, the crucial choices made, by 'the responsible administrator.' ''
Requires a ''supranational governmental body''! Who is that?
“It is on the men inside, working under conditions that are sound, that the daily administration of society must rest.” While Lippmann’s argument is freighted with complexities and tinged with the melancholy of a disillusioned socialist, Bernays’s adaptation of it is both simple and enthusiastic: “We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of.”
''These “invisible governors” are a heroic elite, who coolly keep it all together, thereby “organizing chaos,” as God did in the Beginning. “It is they who pull the wires which control the public mind, who harness old social forces and contrive new ways to bind and guide the world.” While Lippmann is meticulous—indeed, at times near-Proustian—in demonstrating how and why most people have such trouble thinking straight, Bernays takes all that for granted as “a fact.”
As God did? Who is this??
''It is a sort of managerial aristocracy that quietly determines what we buy and how we vote and what we deem as good or bad. “They govern us,” the author writes, “by their qualities of natural leadership, their ability to supply needed ideas and by their key position in the social structure.”
I - ORGANIZING CHAOS
II - THE NEW PROPAGANDA
III - THE NEW PROPAGANDISTS
IV - THE PSYCHOLOGY OF PUBLIC RELATIONS
V - BUSINESS AND THE PUBLIC
VI - PROPAGANDA AND POLITICAL LEADERSHIP
VII - WOMEN’S ACTIVITIES AND PROPAGANDA
VIII -PROPAGANDA FOR EDUCATION
IX - PROPAGANDA IN SOCIAL SERVICE
X - ART AND SCIENCE
XI - THE MECHANICS OF PROPAGANDA
WW1 changed everything - ''it was not until 1915 that governments first systematically deployed the entire range of modern media to rouse their populations to fanatical assent. Here was an extraordinary state accomplishment: mass enthusiasm at the prospect of a global brawl that otherwise would mystify those very masses, and that shattered most of those who actually took part in it. The Anglo-American drive to demonize “the Hun,” and to cast the war as a transcendent clash between Atlantic “civilization” and Prussian “barbarism,” made so powerful an impression on so many that the worlds of government and business were forever changed.''
Propaganda now rules!
''Today, however, a reaction has set in. The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice in inevitable. Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda.''
''Propaganda is the executive arm of the invisible government. Universal literacy was supposed to educate the common man to control his environment. Once he could read and write he would have a mind fit to rule. So ran the democratic doctrine. But instead of a mind, universal literacy has given him rubber stamps, rubber stamps inked with advertising slogans, with editorials, with published scientific data, with the trivialities of the tabloids and the platitudes of history, but quite innocent of original thought.''
''Each man’s rubber stamps are the duplicates of millions of others, so that when those millions are exposed to the same stimuli, all received identical imprints. It may seem an exaggeration to say that the American public gets most of its ideas in this wholesale fashion. The mechanism by which ideas are disseminated on a large scale is propaganda, in the broad sense of an organized effort to spread a particular belief or doctrine.''
The balance of this book explains how this new 'propaganda' can/does function.
(Rebecca Goldstein notes in her book on Gödel - ''He came to believe that there was a vast conspiracy, apparently in place for centuries, to suppress the truth “and make men stupid.” Those who had discovered the full power of a priori reason, men such as the seventeenth-century’s Leibniz and the twentieth-century’s Gödel, were, he believed, marked men.'' (48 Is this so different than Bernays? One sophisticated influence peddler, the other an ivory tower world famous logician! Amazing!)
(See - ''Propaganda: The Formation of Men's Attitudes'', by Jacques Ellul. This focuses on the psychological/philosophical basis of propaganda. Outstanding!)
What is truly amazing about this book is that Edward L Bernays truly believed that Corporate America had all Americans' interest at heart. I do not believe that Bernays was malicious in any way. Clearly Goebbels and Goering bastardized Bernays work in a truly evil way by developing the "Big Lie" and making "propaganda" a dirty word for eternity.
Clearly Hitler's henchmen's use of propaganda has found a new home in America. Bernays' propaganda bears no resemblance to today's Corporate America's propaganda. We are repeatedly lied to by the corporate media and we are fed utter nonsense when we read the newspapers, listen to the radio, watch television and go to the movies. The Corporate Media has "everything to sell and nothing to tell." Clearly this was not the intent of Edward L Bernays.
Again, this book should be mandatory freshman high school English class reading. I believe that the book was written in a unique period of American history where America still held innocence and there wasn't the possibility of an instant death nuclear holocaust or slow death global warming.
It makes one aware of the weaknesses in human thought patterns and the need for belief and trust. This however makes propaganda a useful tool to influence millions of people simultaneously in different locations.
'The 1%' have been influencing culture and society through propaganda for many years and most have no idea of the subtle and not so subtle manipulations ingested.
This book shows us how the father of modern day propaganda thought and how he used propaganda campaigns for hundreds of America's best corporations and political leaders. Political leaders all over the world sought this man's council for executing their own agenda.
It became obvious half way through reading this book was in itself propaganda written by the author to attract more wealthy clients; thus, the book lacks a definitive step-by-step guide.