|
''Propaganda'', an influential book written by Edward L. Bernays in 1928, incorporated the literature from social science and psychological manipulation into an examination of the techniques of public communication. Bernays wrote the book in response to the success of some of his earlier works such as Crystallizing Public Opinion (1923) and A Public Relations Counsel (1927). ''Propaganda'' explored the psychology behind manipulating masses and the ability to use symbolic action and propaganda to influence politics, effect social change, and lobby for gender and racial equality.〔Edward Bernays, Propaganda. (Routledge, 1928).〕 Walter Lippman was Bernays’ unacknowledged American mentor and his work The Phantom Public greatly influenced the ideas expressed in ''Propaganda'' a year later.〔Stephen Bender, LewRockwell.com, "Karl Rove & the Spectre of Freud’s Nephew." Last modified 2005. Accessed March 26, 2013. http://www.lewrockwell.com/orig6/bender2.html.〕 The work propelled Bernays into media historians’ view of him as the “father of public relations.”〔Joseph Turow, Media Today: An Introduction to Mass Communication. (New York, New York: Routledge, 2011), (accessed March 28, 2013), 565.〕 ==Synopsis== Chapters one through six address the complex relationship between human psychology, democracy, and corporations. Bernays’ thesis is that “invisible” people who create knowledge and propaganda rule over the masses, with a monopoly on the power to shape thoughts, values, and citizen response.〔Edward Bernays. Propaganda. (Routledge, 1928), 20.〕 “Engineering consent” of the masses would be vital for the survival of democracy.〔Edward Bernays. Propaganda. (Routledge, 1928), 11.〕 Bernays explains: “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 are molded, our tastes formed, our ideas suggested, largely by men we have never heard of.”〔Edward Bernays. Propaganda. (Routledge, 1928), 9.〕 Bernays expands this argument to the economic realm, appreciating the positive impact of propaganda in the service of capitalism.〔Edward Bernays. Propaganda. (Routledge, 1928), 61.〕 “A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable.”〔Edward Bernays. Propaganda. (Routledge, 1928), 57.〕 Bernays places great importance on the ability of a propaganda producer, as he views himself, to unlock the motives behind an individual’s desires, not simply the reason an individual might offer. He argues, “Man’s thoughts and actions are compensatory substitutes for desires which he has been obliged to suppress.”〔Edward Bernays. Propaganda. (Routledge, 1928), 52.〕 Bernays suggests that propaganda may become increasingly effective and influential through the discovery of audiences’ hidden motives. He asserts that the emotional response inherently present in propaganda limits the audience’s choices by creating a binary mentality, which can result in quicker, more enthused responses.〔Edward Bernays. Propaganda. (Routledge, 1928), 28, 100.〕 The final five chapters largely reiterate the concepts voiced earlier in the book and provide case studies for how to use propaganda to effectively advance women’s rights, education, and social services.〔Edward Bernays, Propaganda. (Routledge, 1928).〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Propaganda (book)」の詳細全文を読む スポンサード リンク
|