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Born in Vienna, Bernays was a nephew of Sigmund Freud, the father of psychoanalysis, and his public relations efforts helped popularize Freud's theories in the United States. Bernays also pioneered the PR industry's use of psychology and other social sciences to design its public persuasion campaigns. "If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without their knowing it," Bernays argued. He called this scientific technique of opinion molding the "engineering of consent."
One of Bernays's favorite techniques for manipulating public opinion was the indirect use of "third party authorities" to plead for his clients' causes. "If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway," he said. In order to promote sales of bacon, for example, he conducted a survey of physicians and reported their recommendation that people eat hearty breakfasts. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a hearty breakfast.
Bernays's clients included President Calvin Coolidge, Procter & Gamble, CBS, the American Tobacco Company, General Electric, Dodge MotorsAlternate use: Dodge (disambiguation Dodge is an automobile and light to heavy duty truck brand name. History In 1901 John Francis Dodge and Horace Elgin Dodge moved their Dodge Brothers Bicycle & Machine Factory to Detroit, Michigan. Their bearings and o, and the fluoridationists of the Public Health Service. Beyond his contributions to these famous and powerful clients, Bernays revolutionized public relations by combining traditional press agentry with the techniques of psychology and sociology to create what one writer has called "the science of ballyhoo."
PR industry historian Scott Cutlip describes Bernays as "perhaps public relations' most fabulous and fascinating individual, a man who was bright, articulate to excess, and most of all, an innovative thinker and philosopher of this vocation that was in its infancy when he opened his office in New York in June 1919." Much of Bernays's reputation today stems from his persistent public relations campaign to build his own reputation as "America's No. 1 Publicist." During his active years, many of his peers in the industry were offended by Bernays's continuous self-promotion. According to Cutlip, "Bernays was a brilliant person who had a spectacular career, but, to use an old-fashioned word, he was a braggart."
"When a person would first meet Bernays," says Cutlip, "it would not be long until Uncle Sigmund would be brought into the conversation. His relationship with Freud was always in the forefront of his thinking and his counseling." According to Irwin Ross, another writer, "Bernays liked to think of himself as a kind of psychoanalyst to troubled corporations." In the early 1920s, Bernays arranged for the US publication of an English-language translation of Freud's General Introduction to Psychoanalysis. In addition to publicizing Freud's ideas, Bernays used his association with Freud to establish his own reputation as a thinker and theorist—a reputation that was further enhanced when Bernays authored several landmark texts of his own, most notably Crystallizing Public Opinion ( 1923Centuries: 19th century 20th century 21st century Decades: 1870s 1880s 1890s 1900s 1910s 1920s 1930s 1940s 1950s 1960s 1970s Years: 1918 1919 1920 1921 1922 1923 1924 1925 1926 1927 1928 Events January 1 Grouping of all UK railway companies into four larg, BooksEnthsiast.com), Propaganda ( 1928Centuries: 19th century 20th century 21st century Decades: 1870s 1880s 1890s 1900s 1910s 1920s 1930s 1940s 1950s 1960s 1970s Years: 1922 1923 1924 1925 1926 1927 1928 1929 1930 1931 1932 See also 1928 in aviation 1928 in film 1928 in literature 1928 in mu, BooksEnthsiast.com) and "The Engineering of Consent" in Annals of the American Academy of Political and Social Science (March 1947Events January January 1 British mines nationalized January 1 Nigeria gains limited autonomy January 1 The Canadian Citizenship Act went into effect January 3 Proceedings of the United States Congress are televised for the first time. January 10 United Na).
Bernays defined the profession of "counsel on public relations" as a "practicing social scientist” whose "competence is like that of the industrial engineer, the management engineer, or the investment counselor in their respective fields." To assist clients, PR counselors used "understanding of the behavioral sciences and applying them—sociology, social psychology, anthropology, history, etc." In Propaganda, his most important book, Bernays argued that the scientific manipulation of public opinion was necessary to overcome chaos and conflict in society:
Bernays's celebration of propagandaNorth Korean propaganda showing a soldier destroying the Capitol building. This article is about the type of communication. For other meanings, see Propaganda (disambiguation). Propaganda is a specific type of message presentation, aimed at serving an age helped define public relations, but it didn't win the industry many friends. In a letter to President Franklin Roosevelt, Supreme Court Justice Felix Frankfurter described Bernays and Ivy Lee as "professional poisoners of the public mind, exploiters of foolishness, fanaticism and self-interest." And history itself showed the flaw in Bernays's claim that "manipulation of the masses" is natural and necessary in a democratic society. The fascist rise to power in Germany demonstrated that propaganda could be used to subvert democracy as easily as it could be used to "resolve conflict."
In his autobiography, titled Biography of an Idea, Bernays recalls a dinner at his home in 1933 where
Bernays is held in high regard (by some; thoroughly despised by others) even today, and was even named as one of the 1000 most influential people of all time.
Source: Toxic Sludge Is Good For You: Lies, Damn Lies and the Public Relations Industry by John Stauber and Sheldon Rampton.
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