Emily Newell Blair

Deconstructing Edward Bernays’ ‘Propaganda’ (Part 8)

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“The political leader of to-day should be a leader as finely versed in the technique of propaganda as in political economy and civics. If he remains merely the reflection of the average intelligence of his community, he might as well go out of politics.” ~E Bernays

EdwardBernaysGuy Evans finishes breaking down Chapter 6 (‘Propaganda and Political Leadership’) of Edward Bernays’ seminal text ‘Propaganda’. In a mammoth 93 minute edition of the show, find out how Bernays predicted that the politicians of the future would originate from the same social circles; discover how the techniques developed in his era to pique public interest in prominent personalities are still utilized today; and enjoy a special guest interview from Vasko Atanasoski of the Macedonian band ‘Bernays Propaganda’!

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Chapter 6 Transcript – “Propaganda And Political Leadership III”

THE great political problem in our modern democracy is how to induce our leaders to lead. The dogma that the voice of the people is the voice of God tends to make elected persons the will-less servants of their constituents. This is undoubtedly part cause of the political sterility of which certain American critics constantly complain.

No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and cliches and verbal formulas supplied to them by the leaders.

Fortunately, the sincere and gifted politician is able, by the instrument of propaganda, to mold and form the will of the people.

Disraeli cynically expressed the dilemma, when he said: “I must follow the people. Am I not their leader?” He might have added: “I must lead the people. Am I not their servant?”

Unfortunately, the methods of our contemporary politicians, in dealing with the public, are as archaic and ineffective as the advertising methods of business in 1900 would be to-day. While politics was the first important department of American life to use propaganda on a large scale, it has been the slowest in modifying its propaganda methods to meet the changed conditions of the public mind. American business first learned from politics the methods of appealing to the broad public. But it continually improved those methods in the course of its competitive struggle, while politics clung to the old formulas. Continue reading →

Deconstructing Edward Bernays’ ‘Propaganda’ (Part 7)

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“It is obvious that politics would gain much in prestige if the money-raising campaign were conducted candidly and publicly, like the campaigns for the war funds. Charity drives might be made excellent models for political funds drives. The elimination of the little black bag element in politics would raise the entire prestige of politics in America, and the public interest would be infinitely greater if the actual participation occurred earlier and more constructively in the campaign.” ~E Bernays

EdwardBernaysWhat does it mean to be a leader? According to Edward Bernays, the ‘Father of Public Relations’, a leader is most effective when acting as a dictator. In this episode of the Smells Like Human Spirit Podcast, Guy Evans begins to break down Chapter 6 of Bernays’ magnum opus ‘Propaganda’ – revealing the author’s distorted view of leadership, and his widely shared belief that the public’s apathy results in their own oppression. A great episode as ever so download, share with your friends, and peace!

Click here to download this podcast.

Chapter 6 Transcript – “Propaganda And Political Leadership”

The great political problem in our modern democracy is how to induce our leaders to lead. The dogma that the voice of the people is the voice of God tends to make elected persons the will-less servants of their constituents. This is undoubtedly part cause of the political sterility of which certain American critics constantly complain.

No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and cliches and verbal formulas supplied to them by the leaders. Continue reading →