Edward L. Bernay's "Propaganda" Reflection

Some ideas from Bernays are still timely even though the book was written 90 years ago. Give a couple of examples of this and explain what's still the same.

Although this book was written some 90 years ago, it's core principles concerning propaganda and business relations to the public, are relatively accurate. Specifically, he references that, "large corporations were obliged to renounce their contention that their affairs were nobody's business". He then goes on to explain that this has changed drastically, as we've evolved as a democratic society to be informed on all issues. The idea that, the free market will govern itself, corporations have realized that all of its conducts regarding business, stand with the public in mind. Diving deeper into public interest about business affairs, the mass production of media within the print industry has become a main source for business to influence public opinions about their brand. To this day, although the print media has been slowing down, digital media has only proven this core concept of business relations and the public to be true.

Another concept that holds true to modern day propaganda is that the truth will always prevail. As society becomes increasingly aware of the activity that is happening around us, we've realized how powerful organizing public opinion can be on the large scale. Having such diverse opinions, ideas and values has allowed us to realize the truth. At the same time, we've realized through outlets like social media, we can gather mass followings to change political stances, and other things we'd like to change.

Why does Bernays believe people rely on "invisible rulers" and "invisible government"?

Bernay's believes that people rely on invisible rulers and invisible government, simply because people have become lazy in their approach to acquiring knowledge to make an informed conclusion. Hence, his two practices about ethical standards regarding propaganda. If we did our own research and experiments of the basis of political and economical knowledge, we'd be experts in configuring the most efficient conclusion to our problems. Instead, due to the mass amounts of information that currently out there, we've allowed our government or the invisible hand to concisely pick out the information for us to make things simpler.

Why must businesses rely on propaganda in order to thrive, according to Bernays?

Businesses rely on propaganda in order to thrive to mainly increase capital. According to Bernay, businesses rely on public opinion to increase capital, and do so by using forms of propaganda. Although he doesn't directly say it's for increasing capital, you can see the motivations by businesses in gaining positive public opinion to increase capital, through industrial stocks. If the business can gain the confidence and goodwill of the public, it can survive among other competitors.

For awhile, as industrial revolution became prevalent, businesses and economics were concerned about demand and supply curves. "Quantity production offers a standardized product the cost of which tends to diminish with the quantity sold". However, the other logical way to increase profit, was to gain aesthetic appeal.

Thus arises the need to use propaganda through advertisements to gain public interest.

How have your attitudes about propaganda changed after reading this book?

My attitude towards propaganda has been definitely changed after reading this book because of the insights I was able to gain. Through the first week of COM 416, I only had a general idea of what propaganda was. I knew propaganda was a big part of our history, mostly regarding different aspects of war. Post reading Bernay's book on propaganda, I learned that it's not only still prevalent in this day and age, but it's integrated in all aspects of life. From education, to politics, economics, business, and even fashion. It's given me a frame of mind to understand the deep concepts of propaganda rooted within our society, and how it effects mass opinion on things. I feel like having a better grasp of the overall societal effects of propaganda, has changed how I will make decisions as a consumer in this society.

Why is fashion a form of propaganda according to Bernays?

Fashion is considered a form of propaganda according to Bernays because the invisible hand, or the underlying fashion setters, set the tone for specific trends. The general public doesn't necessarily know it's being influenced by abstract ideas, but eventually when the trend takes off it sets the tone for others to follow. These fashion setters are marketing an unpopular idea and making it popular through other outlets like in TV shows, commercials, celebrities, and movies. They change the way people view certain products and alter them to become widely accepted.

References;

BERNAY, E. (2016). PROPAGANDA. S.l.: LULU COM.