On Propaganda

Propaganda propagates as it is found to be more effective. It’s like a living organism.

The American hive mind can be attributed to the ease in which a person can go from group to group disseminating ideas. - Bernays

Propaganda by Edward Bernays outlines how people are losing the ability to distinguish between news and advertising. One day, they wake up broke, at war, and unable to easily distinguish friend from foe. Sound familiar?

News, as a concept, is gone. Science, as a concept, is gone. In information warfare, the assumption that reliable, low-context communication is even possible recedes into fantasy, taking with it both news and science and replacing them with politics and marketing. We are past Scientism and unbiased journalism and are fully engulfed by narratives with bias driving from one extreme to the other. There is no more Signal just oceans of Noise.

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That was an advertisement. Are advertisements propaganda? Yes. Propaganda refers to information, ideas, or rumors spread deliberately and often misleadingly to influence public opinion or promote a particular point of view. In this case, it is to buy a Porsche. We all want a Porsche, but do we all need a Porsche? Where did the want come from? Thank Bernays. It is used to shape people's beliefs, emotions, and behaviors, typically to benefit a specific cause, organization, or government. Propaganda can be found in various forms, such as advertisements, political campaigns, media content, and social media posts. It is essential to critically evaluate information to avoid falling victim to manipulative tactics often employed in propaganda.

You’re going to need a stronger stomach if you’re going to be back in the kitchen seeing how the sausage is made.– Bert Cooper, Mad Men, Season 1, Episode 4, “New Amsterdam”

And now back to our regularly scheduled content…

Who was Edward Bernays?

Propaganda bridges the gap from the intellectual to the masses. - Bernays

Edward Bernays (1891-1995) was an Austrian-American pioneer in the field of public relations and propaganda. He is often referred to as the "Father of Public Relations." Bernays was a nephew of Sigmund Freud, and he used insights from psychology to shape public opinion and manipulate behavior through communication strategies.

Bernays applied principles of psychology to create effective advertising and propaganda campaigns. He believed that people could be influenced and controlled through their unconscious desires and emotions. He is known for orchestrating numerous successful public relations campaigns for various industries and governments.

One of his most notable campaigns was the "Torches of Freedom" campaign in 1929, where he linked smoking to women's empowerment, leading to an increase in cigarette sales among women.

While his work contributed to advancements in marketing and communication, it also sparked debates about ethical implications and the manipulation of public opinion. Bernays' ideas and techniques continue to be studied and discussed in the fields of advertising, public relations, and media manipulation.

Advertising

Edward Bernays' ideas were influential in shaping modern advertising techniques. He utilized insights from psychology and social sciences to create effective advertising campaigns that tapped into people's unconscious desires and emotions. Some key ways his ideas were used in advertising include:

• Appealing to Emotions: Bernays emphasized the importance of appealing to emotions rather than focusing solely on rational arguments. Advertisers began using emotional triggers to create strong connections with their target audience, such as happiness, fear, or nostalgia.

• Associating Products with Desirable Qualities: Bernays believed in associating products with positive qualities or values to make them more appealing. By linking products to ideas like freedom, status, or success, advertisers made consumers perceive the products as a way to fulfill their aspirations.

• Influencing Social Trends: Bernays understood the power of social influence and utilized it to shape public opinion. Advertisers adopted strategies to position their products as part of the latest trends, making consumers feel the need to keep up with the crowd.

• Celebrity Endorsements: Bernays popularized the use of celebrities and influencers to endorse products. Associating famous figures with products helped create a sense of trust and aspiration among consumers.

• Creating Subconscious Associations: Bernays believed that subtle cues and symbols could influence consumer behavior without them consciously realizing it. Advertisers started using symbols, colors, and imagery that evoked certain emotions or associations tied to their products.

• Storytelling: Bernays emphasized the importance of storytelling in advertising. Advertisers began crafting narratives around their products, making them more relatable and memorable to consumers.

Bernays' ideas revolutionized the advertising industry, leading to more sophisticated and persuasive advertising campaigns that continue to shape consumer behavior today. However, these techniques have also raised ethical concerns about the potential manipulation of consumers and the authenticity of advertising messages.

News

Edward Bernays' ideas have also influenced the field of news and journalism, particularly in how news stories are framed, presented, and disseminated to the public. Some ways his ideas have been applied in news media include:

Agenda Setting: Bernays' concept of agenda setting, which involves influencing which topics receive attention and how they are covered in the media, has been employed by news organizations and political actors. By emphasizing specific issues and shaping the narrative around them, they can influence public discourse and perception.

Sensationalism and Emotional Appeals: Bernays' emphasis on appealing to emotions has sometimes led to sensationalism in news reporting. Media outlets may focus on dramatic or emotionally charged stories to capture audience attention and boost ratings.

Framing News Stories: News stories can be framed in a way that influences how readers or viewers interpret the events. Bernays' principles of framing have been used to present information from particular angles to shape public opinions or reactions.

Media Ownership and Control: Bernays' influence on the field of public relations and media manipulation has raised concerns about media ownership and control. Concentration of media ownership can result in biased reporting and control over the information presented to the public.

Propaganda Techniques: Some critics argue that Bernays' ideas have contributed to the use of propaganda techniques in news reporting. News stories may be spun to support specific political or corporate interests, leading to a lack of objectivity and impartiality.

Public Relations and News Sources: Bernays' work in public relations has also affected how news sources are used in reporting. Journalists may rely on press releases and information from public relations professionals, leading to a blurring of lines between news and public relations content.

Commercialization of News: Bernays' focus on advertising and marketing principles has influenced the commercialization of news media. News outlets may prioritize stories that attract more viewers or generate higher revenue, potentially compromising journalistic integrity.

Bernays' ideas have had an impact on the news media landscape, journalism's core principles, such as objectivity, accuracy, and accountability, remain crucial for maintaining public trust and providing credible and informative news coverage. Small groups of persons can and do make the rest of us think what they please about a given subject.