Chapter 1: Organizing Chaos Edward Bernays

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Presentation transcript:

Chapter 1: Organizing Chaos Edward Bernays Propaganda: Chapter 1: Organizing Chaos Edward Bernays

Introduction Bernays’ Worldview: Elite Control "We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of." (9) Need for Invisible Government: Those who shape our thoughts, direct our political and economic activities "constitute an invisible government which is the true ruling power of our country." (9)

Bernays’ View of Democracy Intellectual Elite: Those who govern us do so "by their qualities of natural leadership, their ability to supply needed ideas and by their key position in the social structure." (p. 9) Engineering Consent "We are dominated by a relatively small number of persons -- who understand the mental processes and social patterns of the masses" (p. 10)

Bernays’ View of Democracy Leaders Shape Choices: Too much information exists for individuals to make intelligent (independently confirmed) choices regarding most matters. Public Depends on an Informed Leadership Rather, people have to depend (and have "voluntarily agreed" to do so) on "an invisible government to sift the data...so that our field of choices shall be narrowed to practical proportions." (11) Consequently, a vast ongoing effort exists to "capture our minds in the interest of some policy or commodity or idea." (11)

Bernays’ View of Democracy Propaganda and Democracy: Propaganda exists in Democratic societies because in such countries choices are nominally free: We do not have "committees of wise men" making choices for us. Open, Free Societies Require Management and Propaganda Instead, we have an "open" contest of ideas and products that compete for our attention. In the interest of maintaining a "open competition" of ideas, "society has consented to permit free competition to be organized by leadership and propaganda." (12)

Bernays’ View of Democracy Propaganda Fuses Social Classes "Propaganda bridges the interval between the intellectual and practical classes" (p. 113) Rhetoric of Popular Control Necessitates Propaganda "Only through the wise use of propaganda will our government...be able to maintain that intimate relationship with the public which is necessary in a democracy." (113) "Ours must be a leadership democracy administered by the intelligent minority who know how to regiment and guide the masses." (114)