American History since the Civil War
In the seminal book Propaganda, Edward Bernays instills in the readers the realization that propaganda might be playing a greater role in society and in our own everyday living than we might normally be aware of.
The book is an insightful elaboration of the pervasive role that propaganda has come to acquire in modern life. The present means of communication enable instant dissemination of huge amount of data worldwide. In a democracy, every sphere of life involves various available options.
The theme of the book may be stated as being the inevitable, widespread and effective role that propaganda plays in making decisions in all sectors – such as electing the government, buying consumer products, or watching a move – manageable for the masses in democratic society.
The book contains a deep reflection on the way propaganda willy-nilly influences people’s living. The influence of mass communication in several key sectors is dwelt with at length. The extent to which people are determined in their perceptions and actions by the “invisible” elite in society is highlighted. The author also devotes considerable analysis to the mechanics involved in successful propaganda.
Evidence for the Central Theme
The book begins with its key ideas stated clearly and forcefully. “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.” (Bernays, 1928, 9).
Bernays explains how the very plethora of choices that confronts the individual necessitates their being filtered down to a manageable number. Propaganda helps render the numerous and confusing viable options limited and workable. Bernays describes this process as occurring in almost every sphere of life, be it the polity, industry, culture, art, and the like.
According to Bernays, this differentiation and gradation among alternatives is achieved through propaganda, and it serves several useful functions in society. The people who are responsible for shaping people’s thoughts, tastes, decisions and reactions are relatively few, and it is they who are the most powerful persons in society.
I think Bernays provides ample evidence for his thesis throughout the book. He delves into such disparate sectors as the polity, industry, art, culture, to illustrate how dependent most processes in society have grown on ongoing propaganda.
For instance, for the elections, the electorate has hundreds of options. However, those involved in propaganda make the practical choice limited to barely two or three. This works out in the best interests of everyone.
Likewise, a factory today cannot afford to wait for consumers to learn about its goods by word of mouth from past users. Propaganda is employed even before the goods are manufactured to create a demand for them among the people.
I cannot offhand suggest any other source that the author could have drawn evidence for his theme from, though he might well have elaborated it.
By Way of a Conclusion
The author has been called “the father of the field of public relations”. He pioneered the scientific technique of shaping and manipulating public opinion. The book does not so much advocate the use of propaganda in society, as points out that it is already a ubiquitous and widespread practice.
The book has enabled me to acquire a new insight and a fresh perspective into the workings of modern society. It has helped me realize that public opinion has always played a key role in history.
Bernays makes a valid assertion by observing that tremendous power must invariably come to rest with the few who actually know how to manipulate public opinion in modern times of instant communication.
Being aware of the thesis that Bernays expounds will perhaps help me take my sundry decisions in life more consciously than ever before.
The book is an insightful elaboration of the pervasive role that propaganda has come to acquire in modern life. The present means of communication enable instant dissemination of huge amount of data worldwide. In a democracy, every sphere of life involves various available options.
The theme of the book may be stated as being the inevitable, widespread and effective role that propaganda plays in making decisions in all sectors – such as electing the government, buying consumer products, or watching a move – manageable for the masses in democratic society.
The book contains a deep reflection on the way propaganda willy-nilly influences people’s living. The influence of mass communication in several key sectors is dwelt with at length. The extent to which people are determined in their perceptions and actions by the “invisible” elite in society is highlighted. The author also devotes considerable analysis to the mechanics involved in successful propaganda.
Evidence for the Central Theme
The book begins with its key ideas stated clearly and forcefully. “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.” (Bernays, 1928, 9).
Bernays explains how the very plethora of choices that confronts the individual necessitates their being filtered down to a manageable number. Propaganda helps render the numerous and confusing viable options limited and workable. Bernays describes this process as occurring in almost every sphere of life, be it the polity, industry, culture, art, and the like.
According to Bernays, this differentiation and gradation among alternatives is achieved through propaganda, and it serves several useful functions in society. The people who are responsible for shaping people’s thoughts, tastes, decisions and reactions are relatively few, and it is they who are the most powerful persons in society.
I think Bernays provides ample evidence for his thesis throughout the book. He delves into such disparate sectors as the polity, industry, art, culture, to illustrate how dependent most processes in society have grown on ongoing propaganda.
For instance, for the elections, the electorate has hundreds of options. However, those involved in propaganda make the practical choice limited to barely two or three. This works out in the best interests of everyone.
Likewise, a factory today cannot afford to wait for consumers to learn about its goods by word of mouth from past users. Propaganda is employed even before the goods are manufactured to create a demand for them among the people.
I cannot offhand suggest any other source that the author could have drawn evidence for his theme from, though he might well have elaborated it.
By Way of a Conclusion
The author has been called “the father of the field of public relations”. He pioneered the scientific technique of shaping and manipulating public opinion. The book does not so much advocate the use of propaganda in society, as points out that it is already a ubiquitous and widespread practice.
The book has enabled me to acquire a new insight and a fresh perspective into the workings of modern society. It has helped me realize that public opinion has always played a key role in history.
Bernays makes a valid assertion by observing that tremendous power must invariably come to rest with the few who actually know how to manipulate public opinion in modern times of instant communication.
Being aware of the thesis that Bernays expounds will perhaps help me take my sundry decisions in life more consciously than ever before.
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