Propaganda by Bernays: critical analysis and review

Bernay: A Review

Propaganda: A Review

In 1928, the American business community was in the process of undergoing a transformation. This transformation included a higher level of participation by the American public. Until his time, American business represented an upper class that conducted its affairs in private. They paid close attention to their image, so they could easily sway American opinion. The propaganda system first came into full swing during World War I, when the need arose to control American thought and opinion in order to gain support. Bernays' key thesis is that the opinions of the American public could be shaped and controlled through an organized campaign. The great propaganda machine was born. This research will take a critical look at this famous work.

Bernay's Evidence

Bernay's thesis examines how the American public makes purchase decisions. In the first chapter, we find that buying decisions are governed by who can get the best product for the cheapest price. Bernay presents American society as highly segregated and complex. He uses a multitude of examples of this segregation by presenting an impressive laundry list various professional and social organizations that exist. It is difficult to argue with Bernay on this point, although, one seldom considers it on a daily basis.

In Chapter II, Bernay examines how the face of propaganda was in the process of change during the time of his writing. In his argument, Bernay brings up the point that literacy is supposed to give man more freedom to choose. However, he then uses the principle of stimulus and response to explain how advertising works. According to Bernay, advertising works by carefully selecting the content to produce a predictable response by the reader. Once again, Bernay uses a plethora of examples to support his thesis. His examples include headlines from newspapers and other forms of mass media manipulation at the time.

Chapter III Bernay further explores examples of how propaganda creeps into our daily lives through the shoes that an actress wears, to the suit that is worn by the President at public gatherings. Bernay introduces this new form of propaganda as a form of communication. Chapter IV continues to add support through an explanation of group psychology and how it works to influence individual choice by making a personal appeal.

Chapter V examines how big business is able to use this new tool to gain an advantage over competition and to gain the support of the public. This chapter relies largely on logical appeal to make its point, but it does so in a convincing manner, without major flaws in thought. Chapter V gives the reader the first examples of how the science of public relations is used to influence public opinion and decisions. He supported he examples by using select rumors from newspapers and how they influenced stock prices. This example can be seen on a daily basis through CNN Money and other news sources. His examples can still be found today, and one can observe similar reactions as those described in Bernay's work.

Chapter VI explores how propaganda influences public leadership and how politicians use these techniques in a deliberate attempt to influence public opinion. Bernay sees the public and the American voter as an apathetic group. Bernay talks about how the modern leader must be able to create circumstances for their own benefit, using an example of how Czecho-Slovakia suddenly became a free state on a Monday, as opposed to a Sunday. The announcement was made so that it would be timely and presented at a time when more people would hear the news and would be more receptive.

Chapters VII, VIII, IX and X give examples of how propaganda is used in various segments of society and the changes that it has made in these areas. Bernay found examples of propaganda in women's issues, education, social service, and the arts and sciences. Chapter XI explores the mechanics of propaganda on a macro level, rather than from the individual psychological standpoint presented in Chapter II. Bernay makes extensive use of examples to support his key thesis.

Conclusion