Edward Bernays was born on November 22, 1891 in Austria’s capital, Vienna, but al unitedly one year later the whole family moved to new York City.1 In 1912 Bernays graduated from Cornell University.2 Wellknown “father of psychoanalysis”, Sigmund Freud, was Bernay’s uncle. Bernays unite his uncle’s ideas about psychoanalysis with Gustave Le Bon and Wilfred Trotter theories about crowd psychology.3 He thought of Freud as about a mentor, “and used Freuds insights into the human psyche and motivation to design his public Relations campaigns”4. However, there’s a difference amongst Freud and Bernays. Freud’s mark was to “unearth his patients un conscious drives and hidden motives”.5 He believed that if people were self-conscious they would be able to live healthier, trance Bernays managed to “use psychological techniques to mask the motives of his clients”.6 This strategy’s goal was to keep the public “unconscious of the forces that were working to mold their minds.” 7 As we can read in Bernays’ best-known book, “Propaganda”: “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important fragment in democratic hostelry.
Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling office of our country. We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society. ”8
NNDB, Soylent Communications, retrieved on 23.09.2009 from hypertext transfer protocol://www.nndb.com/people/802/000113463/ 2 The New York Times, retrieved on 23.09.2009 from http://www.nytimes.com/books/98/08/16/specials/bernays-obit.html 3...If you want to get a full essay, localise it on our website: Orderessay
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