'Crystallizing Public Opinion' by Edward Bernays is a seminal work that delves into the intricacies of shaping public perception and manipulating mass opinion. As the nephew of Sigmund Freud and a pioneer in the field of public relations, Bernays offers profound insights into the mechanisms behind influencing public attitudes and behaviors. Through a blend of theory, case studies, and practical strategies, Bernays illuminates the power dynamics at play in the dissemination of information and the molding of societal beliefs. Published nearly a century ago, this timeless classic remains relevant today, serving as a foundational text for marketers, politicians, and anyone seeking to understand the complex interplay between communication, persuasion, and the public mind.
This is the all original edition. 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.
A seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891-1995) pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed, 'engineering of consent.' During World War I, he was an integral part of the US Committee on Public Information (CPI), a powerful propaganda apparatus that was mobilized to package, advertise, and sell the war to the American people as one that would 'Make the World Safe for Democracy'. The CPI would become the blueprint in which marketing strategies for future wars would be based upon.
Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, as well as his uncle, Sigmund Freud, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science, and education. To listen to this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.
Bu kitap modern dünyaya bakis açinizi degistirecek!
Halkla iliskilerin babasi olan Edward Bernays’tan “Propaganda”!
Her birimiz propagandanin hedefi oldugumuzun farkina bile varmadan günde birçok kez propagandayla karsi karsiyayiz. Hangi kiyafetleri giymeyi seçtiginizi, hangi filmleri izlediginizi, seçimlerde kime oy verdiginizi düsünün. Seçimleriniz kime bagli? Size bagli oldugundan emin misiniz?
Inanmasi zor olabilir ama gerçekten kontrol ediliyoruz, zevklerimiz ve fikirlerimiz bizim için sekillendiriliyor, neyi istememiz, satin almamiz ve sevmemiz gerektigi dayatiliyor. Ve tüm bunlar çogunlukla adini hiç duymadigimiz insanlar tarafindan yapiliyor.
Bernays’a göre propaganda, yeni fikirlerin aktif düsünen bir azinlik araciligiyla topluma nüfuz etmesine dayanir. Yazar, kitlelerin aliskanliklarinin ve fikirlerinin bilinçli ve akilli bir sekilde manipüle edilmesinin demokratik bir toplumun önemli bir bileseni olduguna inanmaktadir. Bu görünmez sosyal mekanizmayi manipüle edenler, herhangi bir ülkedeki gerçek yönetici güç olan gizli hükümeti olustururlar.
Bernays kitabinda propagandanin siyaset, sanat, bilim ve egitim gibi çesitli alanlarda kolektif zihni kontrol etmek için nasil kullanildigini anlatmaktadir. Bu kitap, propaganda sanatinin nasil gelistigini ve kamuoyunu sekillendirmek için hangi yöntemlerin kullanildigini bilmek isteyen herkes için faydali olacaktir.
Bu kitabin yardimiyla sunlari ögreneceksiniz:
• Fikirlerimizi kontrol eden insanlar kim ve neden üzerimizde bu kadar güç sahibidir;
• Propaganda neden gereklidir;
• Halkla iliskiler psikolojisi propaganda yaratmada nasil bir rol oynar;
• Medyanin çalismalari siyasi liderlik, egitim, bilim, sanat, sosyal hizmetler ve kadin hareketleriyle nasil iliskilidir;
• Ve nihayetinde propaganda mekanizmalari nasil isler.
A seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891 - 1995), pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed 'engineering of consent'. During World War I, he was an integral part of the US Committee on Public Information (CPI), a powerful propaganda apparatus that was mobilized to package, advertise, and sell the war to the American people as one that would 'Make the World Safe for Democracy'. The CPI would become the blueprint in which marketing strategies for future wars would be based upon. Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To hear this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.
A seminal work on how public opinion is created and shaped, Edward Bernays's 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century.
A primer on the then new profession of 'public relations counsel,' Crystallizing elucidates the 'instruments and techniques' that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to 'regiment the mind like the military regiments the body.'
The first ever book ever written about the public relations industry, this all-new edition of Crystallizing Public Opinion features an introduction by Stuart Ewen, author of PR! A Social History of Spin, All Consuming Images: On the Politics of Style in Contemporary Culture, and Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture.
A seminal and controversial figure in the history of political thought and public relations, Edward Bernays (1891 - 1995), pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed 'engineering of consent'. During World War I, he was an integral part of the US Committee on Public Information (CPI), a powerful propaganda apparatus that was mobilized to package, advertise, and sell the war to the American people as one that would 'Make the World Safe for Democracy'. The CPI would become the blueprint in which marketing strategies for future wars would be based upon.
Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To hear this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses.
"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."-Edward BernaysA seminal and controversial figure in the history of political thought and public relations, Edward Bernays pioneered the scientific technique of shaping and manipulating public opinion, which he famously dubbed the "engineering of consent." During World War I, he was an integral part of the US Committee on Public Information, or CPI, a powerful propaganda apparatus that was mobilized to package, advertise, and sell the war to the American people as one that would "Make the World Safe for Democracy."
The CPI became the blueprint for the marketing strategies of future wars.Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell, Propaganda, lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science, and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regard to the organized manipulation of the masses.
A seminal work on how public opinion is created and shaped, Edward Bernays's 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century.
A primer on the then new profession of 'public relations counsel,' Crystallizing elucidates the 'instruments and techniques' that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to 'regiment the mind like the military regiments the body.'
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