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Title : The Bernaysian Manipulation of the Human Psyche
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The Bernaysian Manipulation of the Human Psyche

Steven MacMillan
Activist Post

Edward Bernays was the master of influence and shape public opinion that was developed in the ideas of the previous social psychologists and the work of his uncle, Sigmund Freud, in order to create techniques to manipulate the subconscious desires of the masses.

throughout its life of 103 years, " father of PR "was at the pinnacle of their field to advise US presidents Coolidge, Eisenhower, Hoover and Wilson, as well as the inventor Thomas Edison, the American industrialist Henry Ford and first lady Eleanor Roosevelt. invitations by Hitler and Franco He also refused to work on campaigns fascist propaganda Europe.

At the end of World War 1 Bernays served as a propagandist of America before moving on to work with various government departments and businesses throughout his life, including: the US State Department, CBS, Procter and Gamble, and the American Tobacco Company, as well as the design of the propaganda campaign for the United Fruit Company that led the CIA coup against the president of Guatemala, Jacobo Arbenz in 1954.


Bernays combines the work of people like the French social psychologist Gustave Le Bon to create techniques that appeal to the subconscious emotions of the public, as opposed to public participation in the rational and intellectual debate. Le Bon studied the mental characteristics and behavior of the crowd, in the belief that when part of a mass, individuals are subordinate to the crowd and behaves mind of a human being in a more emotional and irrational way. Bernays observed that if a propagandist could understand the "motives of the group mind," which possess the ability to "control and regulate the masses":

The systematic study of the psychology of students masses revealed the potential of the invisible government of society by handling the reasons that trigger man in the group. Trotter and Le Bon, who addressed the issue in a scientific manner, and Graham Wallas, Walter Lippmann, and others who continued studies in search of the group mind, established that the group is different from the individual mental characteristics, and it is motivated by impulses and emotions that can not be explained on the basis of what we know of individual psychology. So the question naturally arose :? If we understand the mechanism and motives of the group mind, it is not possible to control and regulate the masses according to our will without them knowing it "(Bernays, 1928, p.71)

Bernays continues highlighting the growing capacity propaganda understand and alter successful way "public opinion" back in the 1920s, long before television sets were in every home and the sophisticated techniques of modern means today:

the recent practice of propaganda has it shown that it is possible, at least to a certain extent and within certain limits. mass psychology is still far from an exact science and the mysteries of human motivation are by no so all it revealed. But at least, the theory and practice have been combined with sufficient success to allow us to know that in some cases can make a change in public opinion with a reasonable degree of accuracy by the operation of a specific mechanism , as the driver may control the speed of a car by manipulating the flow of gasoline. (Bernays, 1928, p.71 and p.72)

The basic premise of Bernays thesis is that human beings are "rarely aware" of the true motivations of ads wishes to light their actions, and if certain individuals could discover the real desires of the mind of the masses, the public could be influenced and manipulated without their knowledge of it:

men rarely are aware of the real reasons for their actions. . . It is mainly school psychologists Freud have pointed out that many of the thoughts and actions of man are substitutes for compensatory desires has been forced to delete. One thing can be undesirable for their intrinsic value or usefulness, but because he has unconsciously come to see it as a symbol of something else, the desire to be ashamed to admit to himself .... This general principle, that men are driven largely for the reasons that hide themselves, as in the case of mass and individual psychology. Clearly, the successful propagandist must understand the true motives and not be content to accept the reasons given by men for what they do. . . Human desires are water vapor makes the work of the social machine. Only by understanding them can control propaganda that the release mechanism of articulation that is modern society. (. Bernays, 1928, p 74, p.75 and p.76)

The study of psychology and herd behavior of the masses were important areas that had to be understood intelligently to manipulate public opinion:

the whole basis of successful propaganda is to have a goal and then try to get to it through a precise knowledge of the public circumstances and modification to manipulate and convince the public (Bernays, 1928, p .126). But it is clear that it is the intelligent minorities who have to make use of continuous and systematic propaganda. . . Small groups of people can, and do, make the rest of us think whatever they want about a given topic. (Bernays, 1928, p.57)

In ancient times, the leaders of a tribe, group or society process enormous power over other people, especially if they are experts in the art of persuasion. Political leaders in modern times have the ability to shape and mold the psychology of his followers in a really profound way, especially if they have the ability to effectively use propaganda:

The voice of the people expresses the minds of people, and that the mind was offset by the leaders of the groups who believe and those who understand the manipulation of public opinion. Fortunately, sincere and gifted politician is able, by the instrument of propaganda, to mold and shape the will of the people. (. Bernays, 1928, p 109)

Bernays reveals the power propagandists have to manipulate and control "public opinion" through the understanding of management techniques of public opinion:

The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of. . . Whatever attitude one chooses to this condition, it remains a fact that in almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by a relatively small number of people - an insignificant fraction of our one hundred twenty million - who understand the mental processes and social patterns of the masses. It is they who pull the strings that control the public mind, that take advantage of social forces and contrive new ways of old bind and guide the world. (Bernays, 1928, p.37 and p.38)

Sources:
Edward Bernays - Propaganda 1928

Steven MacMillan He is a researcher and writer who founded Scottish Analyst Report , where this article appeared for the first time .

"The Bernaysian Manipulation of the Human Psyche", article source: riseearth.com

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