- Propaganda (book)
Edward Bernays , the author of "Propaganda", defined a practitioner of the profession of "counsel onpublic relations " as a "practicingsocial scientist " whose "competence is like that of theindustrial engineer , the management engineer, or the investment counselor in their respective fields." He states that to assist clients, public relations counselors use and apply their understanding ofbehavioral science s such asanthropology ,history ,social psychology , andsociology .In "Propaganda", his most important book, Bernays argued that the
scientific manipulation of public opinion was necessary to overcome chaos and conflict in society::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 invisiblegovernment which is the true ruling power of our country. ...We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers ofhuman beings must cooperate in this manner if they are to live together as a smoothly functioning society. ...In almost every act of our daily lives, whether in the sphere ofpolitics or business, in our social conduct or ourethical thinking, we are dominated by the relatively small number of persons...who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind.
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