The Subtle Power of Propaganda

In his short but mind blowing 1923 masterpiece on propaganda, Crystallizing Public Opinion, Edward Bernays describes his profession as a master propagandist. In his time, he was unsurpassed as a manipulator of mass public opinion. Bernays is considered by many historians to be one of the 100 most influential Americans of the 20th century. He, along with a few other masters of 'public relations' (Bernays invented the term) transformed America from a needs based society to a desires based society. Bernays and a couple of other propagandists working for the US government coaxed a reluctant America to enter into the mindless slaughter of World War I, successfully using the powerful propaganda line of making the world safe for democracy. German Nazis learned their propaganda techniques from Bernays. After he learned that the Nazis were using his techniques to control public opinion and persecute people, he wrote this: They were using my books as the basis for a destructive campaign against the Jews of Germany. This shocked me, but I knew any human activity can be used for social purposes or misused for antisocial ones.

Bernays invented the term 'public relations' for propaganda after the Nazis made the phrase synonymous with lies, deceit, trickery, baseless emotional manipulation and authoritarianism. He went to his grave believing that using propaganda or public relations techniques to manipulate public opinion was for social good because the real goal of 'proper' propaganda is always social. History has proven that he was wrong about this and propaganda or public relations is still seen by many or most people as essentially antisocial, not essentially social. What Bernays taught the world was how to manipulate mass public opinion for any purpose, not merely for social good.

Cigarettes and light bulbs: To sell more cigarettes, Bernays created an advertising campaign that made women who smoked in public seem to be empowered and independent creatures of wisdom and grace. He coined the phrase *'torches of freedom'* for cigarettes and successfully made it socially acceptable for women to smoke in public. Obviously, conning both men and women into accepting women smoking in public did little or nothing to empower women, but that didn't matter. Cigarette sales skyrocketed, which was the only point of the ad campaign. Bernays also turned public opinion to acceptance of private ownership of electrical utilities after powerful individuals saw the vast amounts of money they could make by selling electricity themselves instead of having governments control the sales. Bernays' propaganda was a critical factor is establishing America's current capitalist vision of very powerful, very self-interested electrical utility companies. Opinions will differ as to how that has played out for the public interest in the last century or so.

Politics, truth and propaganda: Despite his dubious claim that he used propaganda only for the public good, see cigarettes above, Bernays was no fool about exactly what terrors and mass slaughter it could unleash. Bernays, a nephew of Sigmund Freud, was acutely aware of the science of his time. He understood people's minds as well as anyone, and far better than most. His comments in *Crystallizing Public Opinion* make that clear. He wrote:

“It is manifestly impossible for either side in [a political] dispute to obtain a totally unbiased point of view as to the other side. . . . . The only difference between ‘propaganda’ and ‘education’, really, is in the point of view. The advocacy of what we believe in is education. The advocacy of what we don’t believe in is propaganda. . . . . Political, economic and moral judgments, as we have seen, are more often expressions of crowd psychology and herd reaction than the result of the calm exercise of judgment. . . . . Intolerance is almost inevitably accompanied by a natural and true inability to comprehend or make allowance for opposite points of view. . . . We find here with significant uniformity what one psychologist has called ‘logic-proof compartments.’ The logic-proof compartment has always been with us.”

His characterization of politics and truth strike this observer as stunningly accurate and deeply disturbing. Bernays clearly described in 1923 what is now the irrational and reality- and reason-untethered thing we call American politics in 2019. His comment on the relativity of truth depending on point of view is spot on. And, when a modern American politician or business mogul gets in hot water over some scandal, their usual first impulse is to call out a public relations folks to formulate the spin and lies they will use against the public to cool the water down so they can stay in power and effectively argue they never did what they did. That spin & lie trick is playing out with a vengeance right now in Washington politics. Propaganda lives. Propaganda works. President Trump is living proof.

A 4-hour documentary on Bernays' life and influence is here:



B&B orig: 3/20/19