If we understand the mechanisms and motivations of groupthink, perhaps we can not control and discipline the masses according to our will, without you suspect? The recent practice of propaganda proved to be possible, at least to some extent.
- Edward Bernays, Propaganda, 1928
The Engineering of Consent
Edward Bernays, who idolized Joseph Goebbels, really existed. Tell her cousin Natalie, constantly repeating the "conspiracy theory" which can be silent. Moreover, the phrase "conspiracy theory" is what Bernays called a "seal (rubber stamp)", see Annex 1.
In 1923 Bernays published Crystallizing Public Opinion (Crystallizing public opinion). Modern public relations have been born, and replace the primitive hereinafter advertising techniques.
The Slaughter of Ludlow
not Edward Bernays, who invented the profession of public relations adviser. The first to truly fulfill this role will be Ivy Ledbetter Lee.
not only in Europe where war is raging in 1914. In America, the corporate world is faced with the workers. With machine guns. During a particularly acrimonious strike by miners in Ludlow, Colorado, John D. Rockefeller hired the military, which opened fire on the camp of the strikers. Two women, six men and twelve children die charred and riddled with bullets in the massacre, and hundreds are wounded. Oddly, this small inconvenience damages the image of Rockefeller, who already suffered from the publication of numerous articles that revealed his tricks of debauchery just mafia and human scale of corruption that spawned their tentacular Standard Oil in the world. In fact, the time of the famous "that the public is going to hell" Vanderbilt son is gone. The crowd begins to fill, and perhaps dream finally hang from the lampposts the pigs that killing their children. Because they will happen.
Thus was born the modern era of public relations. Poison Ivy (poison ivy) Lee was hired by Rockefeller to remake his image. Lee fills the newspapers with articles that expose the unions (and all opposition workers) as highly desirable brake on industrial freedom. Moreover, Lee persuaded Rockefeller to the renovation of its image passes by an appearance of greatness of spirit, and financial success of his many posters will only take advantage of it. Where did the idea of all these largesse and generosity, of which adorn the show rude henceforth mercilessly columns of the media machine.
Today, better known Rockefeller for the infinite goodness of his munificent philanthropy than their illegal business practices, their brutality in labor relations, his sinister role in the rise of Nazi Germany. It is a resounding public relations success!
From this day, Ivy Lee preserve the image of Rockefeller and his friends and colleagues, who were preparing for a long century of bad actions, and rightly suspected that the premium to keep Natalie in ignorance, would be injected untold millions in what was not yet called disinformation. No suspect yet to what extent this fun little craft was circus poster to perfect his own eyes, under the combined action of money in cash, the amazing psychoanalysis, and the genius of a little man named Edward L. Bernays.
First weapons
Edward Bernays was born in Vienna in 1891, but at the age of one year, a citizen of the United States when Ely father emigrated to New York. Little Eddie is the nephew of Sigmund Freud, who read the books, and who admire not only for their celebrity, but also for the depth of their discoveries and who maintain close contact. He debuted in his career dealing with market entry into an American tour of the Ballets Russes, then entrepreneur does Caruso, with whom he makes his weapons and thanks to which will be presented to the cream of the entertainment, which will serve later. Tries unsuccessfully to join the military, which rejects due to its distant origins Austrians. That is not why we find him on the staff, where it helps to preach the war effort.
One of his first clients is Masaryk, the president of the newly founded Czechoslovakia. In 1918, Bernays persuaded him to delay the declaration of independence of their country for a day, to ensure best front pages of newspapers. Edward Bernays
force a major breakthrough in the way of launching a product on the market by understanding the most effective industry is indirectly addressed the desire (unconscious) of the customer to their needs.
to the 20's, the company Pepillo Chicken Inc Natalia was proposing to buy chickens for Chicken Inc Pepillo praising its durability, versatility, quality manufacturing, and blablabla. Since Bernays, who begins to experience in managing mass using stimulation of the facet of being irrational, the company rather Natalia convinces that while no has a penis, you can replace it with a chicken shortage Pepillo
Chicken Inc. In the 20's, big American banks huge chain of stores founded and crammed to bursting with countless products. It is the birth of consumer society and, from now on, there's nothing rational in the relationship between the consumer and the product, since it is your unconscious that target. The extent of the phenomenon is striking. It is from this time that restaurant chains are sprouting like mushrooms, offering two main products, the penis (hot dog) and theta (hamburger).
Flame of Liberty
Bernays with pride how he got them smoking cigarettes to women on the planet.
The American Tobacco paid for years to the great opera stars to think that the Lucky Strike softened voice, resting his throat, his voice magnified and purified the tone. A competitor hired Bernays, who recruits an army of doctors and specialists from the throat and trachea, in charge of expressing the idea that there is no scientific evidence to suggest that the Lucky Strike are better health than their competitors, in fact, all cigarettes are also beneficial for the throat, voice, and overall health, not just the Lucky Strike. The result is immediate. And a year American Tobacco hired Bernays, demanding from the first moment only one thing that does not work harder for their opponents.
snuff American companies had made a great hit during the First World War, by buying the army billion cigarettes, which were distributed to the soldiers with their rations. Until then, men preferred the cigar, pipe or betel considered more masculine, but when front again in 1918, smoking has become synonymous with brotherhood, from victory, and American domination. A problem persists, the woman. On the one hand, the man refuses to see women smoking. Many establishments will prohibit women from entering the halls smoking. Moreover, as the woman herself, is vulgar the idea of smoking in public, and some rare smokers do in secret.
In the 20's, Bernays analyzes the situation and submit their comments to a New York psychiatrist, who confirmed his suspicions. Bernays orchestra one of the greatest marketing coups of history up diverting a Catholic (the procession Easter) to make it a political event for the benefit of the suffragettes. A dozen young first invited by him and carefully instructed in the battle plan, presented in front of the procession, displaying their cigarettes and light up in front of newspaper cameras. Bernays they launched the slogan to reporters: "they light torches in search of freedom."
is evident. Newspapers attach the front page to the news. Conservatives copies sold thanks to the scandalous aspect. Liberals are delighted. Feminists exultant, jubilant show the breadth of popular phenomenon. The whole society is flattered estadinense in their mucous membranes to the inevitable evocation of the sacred freedom . The woman, imbued with emancipation, simply smoking. Smoking is to vote!
Everyone takes advantage of sexy photos of these beautiful young women. Everybody wins! It's fantastic. Bernays had understood that the woman was punished after the war in the factories while the men were in the front and offered a phallic symbol magitud worth of their claims, the butt.
Successes continue for the association Bernays, American Tobacco. In order to inflate sales even more, Edward enlists various medical associations and funds its aggressive campaigns to promote leanness in women. Healthy American women will be as filiforme! Specialized stores and medical publications for publishing articles extolling the virtues of female thinness, but also of Lucky Strike, chosen from the doctors, and always better for health.
Advertisements in newspapers and magazines, presented by groups of doctors, family doctors, dentists and schools about liars (all founded by Bernays funded by American Tobacco) will propose to the woman then directly reach out a cigarette rather than to a candy, which is better for health. The campaign was so successful that the major confectionery and sugar producers are suing American Tobacco in court and claim damages. It is a triumph, the woman is weak, is free, breathing health!
Bernays invented the concept of bidirectionality of the relationship between the product and the customer. Eddie is the first to suggest going to see the consumer in person to hear his voice. Polling institutes are born of this new need. Gallup is the first in 1935. Is organized one of the very first focus groups and there Bernays discovered a major defect of smoke in the conquest of the female public, color. First, the modern woman wants to wear lipstick (just just just convince her that her lips were not good dye) and paint stains smoking. That's not nice. We offer cigarettes for first fashion, with dark tip. It's not all. The green package of Lucky Strikes dislike the ladies, and that does not match anything you wear. Bernays American Tobacco proposes to modify the package color to harmonize with the tints of the time. Faced with a categorical refusal. The mark put so much energy to impose its image that it is out of the question. Not intimidated. Eddie engages contacts in the fashion and textiles (other clients of his) and gets to create the green Lucky Strike pack. Green became one of the trendy colors of the roaring twenties and essential thing, the modern woman can get your package of Lucky Strike anywhere, blends with her dress, wall hangings, piano, lamp, carpet. And his complexion. Detail
funny, during the same period, the association of pork producers in the United States hire Bernays. He realizes that Americans are content with a simple coffee mostly or orange juice for breakfast. Eddy stirs all directions, some doctors are prepared to do anything for a small check, and embarks on a campaign to convince multi estadinenses to start the day with eggs and bacon. At that time, thus a single company public relations, Bernays, made while the advocacy of thinness and sing the virtues of bacon.
Teapot Dome
Poison Ivy had left their mark and made their bonanza thanks to the Ludlow massacre. It is called the Teapot Dome scandal that really throws Bernays and makes him worthy of his nickname, Father of Spin (the father of misinformation). In the midst of a tug of war by the Teapot Dome scandal, President Harding comes to Bernays. This may not prevent it a little shot. Poisoned died of a stroke, a heart attack and / or the suspension of breath, complicated by a strange inaction of physicians during a train journey.
is an opportunity to open a (another) Annex the Evil century, to be titled > Small Theft Scam Manual . Vice President Coolidge becomes president instead of president, and Bernays continues its work of repairing the image. First sell the reassuring idea that Coolidge is a character dull, boring, an ordinary man, a good husband (as opposed to having girlfriends Harding), a small college without the scale of the rakes used. As the world swallowed this idea, we take care of making sad pseudo character go through a quietly fascinating man. Bernays hosts parties at the White House with all the Hollywood elite. The journalists come, photographers delight. Coolidge becomes large. Bernays is a successful member of New York society, giving party on evening at her elegant apartment in the Netherlands Hotel where you get both the stars and the politicians, the rich, the powerful of this world. Everyone is happy. Nobody remembers that the Teapot Dome was related to the party of Coolidge, carried the election. Keep cool with Coolidge!
is also during these years that Bernays developed the idea of being a consumer. Walter Lippman (author in 1922 of "manufacturing consent" - Manufacturing Consent ) and Bernays (which goes further with "engineering of consent" - engineering Consent ) consider both the mass must be controlled, guided and restricted. Their hopes, desires, needs and aspirations must be channeled by the elite, the shepherds of the flock. The elite of American society (the big bankers, industrialists and their lackeys) dreams of a stable, manageable and profitable.
The consensus among historians would be that Hoover was apparently lacking in charisma, was not understood in politics, there was little support among the elect, I knew nothing about economics. Nice challenge to Bernays. Herbert Clark Hoover is elected president instead of Coolidge in 1928. Assume the March 4, 1929. He had been secretary of commerce under Harding and Coolidge, then the Teapot Dome incident had happened during his tenure! Who would remember that?! Who cares?! Hoover keeps Bernays at work, various taskings. From October of the first year in office this grotesque pazzi, Crash occurs. Bernays is therefore at the top of the tower during these crucial years of the Great Depression, during which the major American and international banks proceed with its huge scam.
Soap, chemical tricks
In 1924, Procter and Gamble hired Bernays. Does the problem? Children hate soap. Why? Makes their eyes burn. Bernays is launching a national competition for Ivory Soap sculpture. Millions of children participate! By doing this, tame the soap. From However, at the home of Procter good laugh, schools buy boxes of soap to their courses of art! To distribute to the mothers of guidelines that explain how to transform leftover chips in the laundry soap. Bernays be used in Procter & Gamble for nearly forty years.
Chapters VI and XI of Mein Kampf are directly inspired by Cristallizing . Goebbels, the first rival, after Hitler's right arm in the 20's and Nazi propaganda minister from 1933 to 1945, openly admired to Bernays and was inspired by his books and his exploits from beginning to end. The Nazis unsuccessfully Bernays invited to come and work for them. Although shared his violent hatred of communists, Eddy, Jewish, patriotic and progressive hated fascism and declined. To Edward Bernays, the elite had effectively dictate its will on the people, but recommended a sweet and sophisticated way to bring the herd into the enclosure, as opposed to stick method of Mussolini, Franco and Salazar. The Nazis were people open, reasonable and modern! Gave a mixed method, using a little stick, a little ditty, and carried with great force on the poultry flock, as is known.
thirties The
Bernays convinced the architects and interior designers from the thirties embedded libraries everywhere. Is your customer? The giant publisher Simon & Schuster. Newlyweds looking for books to decorate their libraries.
In 1931, the film Thirty Million Frenchmen , Maurice Chevalier sings a song that one of the verses is "You've got Those Ways, Those fetching Ways, That make me rush out to Cartier's" (Tu charmingly makes me want to go and buy jewels used by the rich). Edward Bernays paid to producers of the film that include this verse in the film. Eddie "The client? Cartier.
Similarly, ignoring all historical realism, Hollywood cowboys begin smoking cigarettes on screen. Cigarette butts are added scenes awkwardly at the time of the shooting, often located a bit everywhere. The important thing is simply to believe in a tradition associated with the man, the true, the cigarette. The hero of Western movies is almost never a cowboy (farm worker), but almost always the sheriff. Sheriff = poly = authority = civilization. It is thus the story element that represents the will of the elite to bring order, to enslave people to the needs of the city. To impose the will of free people empire. I invite parents from my readers to meditate on the characters and action from the movie Toy Story to their children watched 1974 times. Leadership is assumed by the army and police. The skin is white. Sex is male. The lower still, help make the best possible, collaborate. This is what is asked. The ultimate evil (identified by the music): modify industrial products to make them something new (certainly could be called art). The products suffer when they are disrespectful. This film proves that Bernays is eternal.
One of the great historical obsessions of America is Order out of Chaos (bring forth order from chaos). Is a of Rockefeller's favorite phrases, that during the conquest of the West to conquer the world. It is also one of the favorite expressions of Edward Bernays, often uses it in his writings. They are the last words of his 1928 book, Propaganda.
In 1936, Bernays was hired by the company to develop the market Philco radio estadinense until then stalled. This went very well.
New World Exposition
In 1939, Bernays participates in multiple ways at the World Exposition taking place in New York. Bernays is infatuated with the link between the corporation and democracy. General Motors and Ford dominate the exhibition.
GM, one of Bernays's clients, presents his vision of future America, with its much visited flag, Futurama, where you can see the designs of what will become the extension, Suburbia , a futuristic world guided by the power of the corporation.
A miniature city is part of the exhibits, call Democracity , showing a commercial and industrial center surrounded by vast land covered with bungalows. The model looks like two drops of water in North America today. The work of true visionaries. They had guessed the future!
must be said that the large cartels bankers had taken advantage of the Crash of 1929 to deprive the farmers of huge tracts of land in the Midwest. The plan for the development of these extensions has matured. Some people believe that this model of civilization is the result of chance, or even a natural emergence. These people fabricated opinions. Better.
Some careful observers noted the absence of places of worship in the reduced model. Before the scandal breaks out, as if by demagia, you add some churches. What does it matter? The inhabitants of the Futuropolis not exercise real power, but rather their unconscious desires.
Germany was surprisingly absent from the exhibition, in the sense that there is no flag rented. Instead, his presence was felt throughout the two years of filing, as the nations represented had made the outrageous tendency to annex or conquer one after another by the same discrete Teutonic power.
Czechoslovakia, then Poland, Denmark, Holland, Belgium, Luxembourg, France, Norway ... Some halls remained open until the end of the site in 1940, the last vestiges of sovereignty of their mother countries.
Another one of these amusing details, the flag of Poland was a neighbor of the Soviet Union. In 1940, the entire section is destroyed by the bulldozer to make room for a space called the Commune Estadinense.
Route
The company hired Bernays Mack Trucks in 1949. Their problem: they can sell more trucks. Saturated the market. Eddie understands that competition comes from other manufacturers, but the railway. Can impose his client a totally crazy idea, attack the train by a rabid promotion of the highway. A fortune is engulfed in the project. We are naive citizens committees, false experts write two articles that appear everywhere, popular pressure incumbent on authorities and corrupted by contributions not insignificant, is a veritable tsunami that taken by assault the American countryside! The cover of ways! I must say that General Motors is also a client of Bernays, and that supposedly separate the tentacles of the Standard Oil are present to contribute to the effort. The only thing missing is to remove the sleeve Bernays other National Committees of Family Physicians to praise the virtues of asphalt in the fight against ingrown toenails. The civilization of the car begins its real boom.
Bananas
Of course, Eddie estadinense works for the government during World War II. First as a promoter of the entry into war, then the industrial effort, but eventually as a consultant to the OSS (the organization's counterintelligence service), which later become the CIA. As it was secret, we do not know much about the secret activities of Bernays for the Secret Service. As a great philosopher said, "if I tell you my secret, a secret agent would be nothing." A rumor runs according to what Eddie was involved in the study of Japan's psyche that led to employment nuclear weapons against Japan. OSS also cherished the project would blow up the fault lines of the island bombing the edges of tectonic plates, but this curse, this would be sheer folly.
probably during its passage through the OSS Edward Bernays befriends friendly Dulles brothers, John Foster and Allen. These are lawyers, politicians and big fans of fruit. Invite Eddie to work for a nice company you are lawyers and are major shareholders, the United Fruit. These lovely ladies will be discussed in a chapter exclusively for them, so I will not dwell too much on the great works of his charming bizness . The truth is that had many bananas to sell, the truth is that it is the power of your company (and its obsession with banana) that spawned the term "banana republic" and the truth is that Edward Bernays obviously not encountered a challenge when asked to sell bananas to the unconscious ego of the western consumer. Think big.
In terms of foreign policy, there is no bacon omelette without breaking eggs. Not everything always went smoothly for our friends Dulles. Evoke here only the case Arbenz, who took time because the matter is one of the masterpieces Bernays. The plan set for this operation often later served and still serves today. To say that will be used until the end of time, if unfortunately we were up there.
Colonel Jacobo Arbenz Guzman was elected president of Guatemala in 1950. Is a moderate pragmatist, concerned to develop the economic potential of their country and improve living conditions. Long story short, Arbenz has the idea of buying from United Fruit's extensive uncultivated land it owns in the country. Given the negative American giant, a law is enacted, allowing farmers to acquire land abandoned by agribusiness. The problem is that the United Fruit absolutely requires these lands to ensure control of production and avoid competition, allowing you to set prices. The peasants starve looking fields where nothing is planted is not part of equation. United Fruit and Wall Street on one side, and the people of Guatemala and its government on the other, are hereinafter referred to the sword unsheathed. But the empire of the fruit has a weapon of mass persuasion.
Bernays is commissioned to conduct a smear campaign in American media, during which the Guatemalan government is branded a communist and measures in favor of the peasants are shown as evidence of the terrible influence of the Soviet ogre in geographical catchment area full estadinense in own backyard of Uncle Sam (the familiar term backyard ).
The public itself just to claim a military intervention and imperialist weapon and organized a coup in 1954. The Western press advertise cables triumphantly good news of liberation of the country. These texts come directly from the office of Edward Bernays, informed by the hour for his network of spies and agents, part of United Fruit, part CIA, which infest the capital city of Guatemala.
A military junta replaced the democratic government that has prevailed since the time of the country, working harmoniously with the United Fruit and its subsequent incarnations, who took all their rights. Unfortunately we had to execute, rape, torture and imprison some hundreds of thousands of people, but is the price we pay to live in a world free and safe.
Amazing irony
product Small this comic and unexpected coup in a young man was buddies house upon taking the capital. This young doctor beatnik , until that day rather drinker, womanizer and bored by politics, has been so stunned by Acontecimento their lives changed radically as a result. His name was Ernesto Guevara Lynch de la Serna.
Flu-horror
the late 40's, the U.S. military bombs. Many pumps. Nuclear. One byproduct of this industry, fluoride, was a violent poison. It was hard to get rid of that expensive. In anticipation of possible lawsuits inevitable victims of the plague were in danger of starting, were commissioned and produced studies to make believe that this toxic waste was a panacea ... Bernays led the operation, and their small dental schools were already assets, the same as recommended smoking for 20 years, it was decided that this squeaky mother was good for teeth and Eddie took over the job. Instead of spending millions to find a way for public safety have this industrial crap, sell it to the communities, with tax money, our money, mix it with drinking water.
Golda Meir approached Bernays who then took over the public image of Israel in the United States. India also hired him for the same job. In both cases, scrupulously reported to the Department Bernays State, so his friends Dulles.
Bernays lived to the age of 105 years. Never liked smoking and never smoked. Update from the 30's, as their employers at the time, the dangers of snuff, even convinced his wife to quit smoking. Possibly eaten by guilt, lent his talents to the anti snuff from the sixties, even proposing such radical campaigns that were rejected by the authorities.
Partly conscious (a Guy Debord little less than, say) on the harmful aspects of the monster that had spawned, tried for forty years limit the potential excesses of propaganda and public relations, proposing laws, councils and professional societies ...
no avail.
Epilogue
Finally, a collection of premium ammunition for Natalia! ...
Bernays said
No sociologist really think from now on in this absurd idea as the public voice which represents a kind of divine idea, wise or great. The voice of the people expresses the mind of the people and this thought is made for him by its leaders and people who understand the manipulation of public opinion. This consists of traditional prejudices, symbols, clichés (more common) and verbal formulas inculcated the public by the elite.
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In all the gestures of our daily lives, whether in political or economic, in our behavior in society or our ethical thinking, we are dominated by a small number of people - a tiny fraction of society - who understand the mental processes and social frameworks that govern the masses.
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is relatively easy to change the attitudes of millions, while it is impossible to change the attitude of one person.
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is easier to accept the view own citing authorities worthy of respect, framing the angle at which our idea germinated, and referring to the tradition of telling someone they are wrong.
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A phrase that speaks to the audience should never have more than sixteen words and one idea.
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The best defense against the propaganda, propaganda.
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I was shocked to know that my books adorning the shelves of the library of Goebbels. But I knew that all human activity could serve social objectives or antisocial. Quite obviously the attacks against Jews in Germany had nothing emotional explosion and everything carefully and deliberately planned campaign.
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I am the victim, not the beneficiary of my own propaganda.
- - -
public school teacher should be trained and made to understand that their work includes two aspects: education as a teacher and education as a propagandist.
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Can we call this government by propaganda? If you prefer, call this the government for education. However, education in the academic sense of the word is insufficient. It takes a propaganda expert and illuminated through the creation of circumstances, staging of significant events, and the dramatization of certain subjects. The elder statesman of the future is thus able to mobilize the public thought about certain political points accurate, and may discipline a vast number of heterogeneous offering voters a clear understanding of the situation, which will lead to intelligent action.
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Some will object, of course, that propaganda will eventually self-destruct in the time that the mechanisms become evident to the public. My opinion is no.
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Fuentes:
Propaganda; Edward Bernays
Cristallizing Public Opinion; Edward Bernays
The Father of Spin; Larry Tye
The Prize; Daniel Yergin
Manufacturing Consent; Noam Chomsky
Mein Kampf; Adolf Hitler
La Exposición Mundial de 1939
http://xroads.virginia.edu/~1930s/DISPLAY/39wf/frame.htm
Wikipedia
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Translation: Rolando Lequeux
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