edward bernays engineering of consent pdf merge

Touch a nerve at a sensitive spot and you get an automatic response from certain specific members of the organism.' Philosophy Bernays' vision was of a society in which individuals' dangerous energies, the psychic and emotional energy associated with instinctual biological drives that Bernays viewed as inherently dangerous given his observation of societies like the Germans under, could be harnessed and channeled by a corporate elite for economic benefit.

The individual is 'a cell organized into the social unit. Not only psychology but sociology played an important role for the public relations counsel, according to Bernays. The amazing readiness with which large masses accept this process is probably accounted for by the fact that no attempt is made to convince them that black is white.

Each man’s rubber stamp is the twin of millions of others, so that when these millions are exposed to the same stimuli, all receive identical imprints. Bernays expanded on ’s concept of, arguing that predictable elements could be manipulated for mass effects: But instead of a mind, universal literacy has given the common man a rubber stamp, a rubber stamp inked with advertising slogans, with editorials, with published scientific data, with the trivialities of tabloids and the profundities of history, but quite innocent of original thought. Bernays explained in his 1947 essay 'The Engineering of Consent': This phrase quite simply means the use of an engineering approach-that is, action based only on thorough knowledge of the situation and on the application of scientific principles and tried practices to the task of getting people to support ideas and programs. The recent practice of has proved that it is possible, at least up to a certain point and within certain limits.' He later called this scientific technique of opinion-molding the.

Edward bernays engineering of consent pdf merge