Crystallizing Public Opinion
by Edward Bernays
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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 show more 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. show lessTags
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The psychology of marketing. You'll be as mad as I was realizing how easily swayed we are.
The psychology of marketing. You'll be as mad as I was realizing how easily swayed we are.
Personal copy of Elbridge Colby (with his signature and bookplate in front inside cover). Pasted and folded onto the rear inside cover is a letter from Bernays to Colby at the War Department, Dated March 16, 1925. No dustjacket.
Este livro vale sobretudo por ser uma obra de um dos primeiros teóricos da propaganda e, simultaneamente, um inovador e um prático de um sucesso. É, portanto, uma obra inovadora mas quase cem anos depois é também uma obra desactualizada. O principal valor desta obra reside no seu autor e no facto de ter servido de guia a Goebbles na elaboração da propaganda sobre a “questão judaica”.
Nota-se que para Bernays não há grande diferença entre propaganda política, publicidade e persuasão social, pois apesar de buscarem fins diferentes, recorrem aos mesmos princípios e técnicas. Apesar da obra na sua generalidade estar desactualizada, ainda se encontram muitas ideias interessantes e pertinentes.
Nota-se que para Bernays não há grande diferença entre propaganda política, publicidade e persuasão social, pois apesar de buscarem fins diferentes, recorrem aos mesmos princípios e técnicas. Apesar da obra na sua generalidade estar desactualizada, ainda se encontram muitas ideias interessantes e pertinentes.
Aug 17, 2022Portuguese (Portugal)
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The nephew of Sigmund Freud, Edward Bernays (1891-1995) pioneered the scientific technique of shaping and manipulating public opinion, which he called "engineering of consent." During World War I, he was an integral part - along with Walter Lippmann - of the U.S. Committee on Public Information (CPI), a powerful propaganda machine that advertised show more and sold the war to the American people as one that would "Make the World Safe for Democracy." The marketing strategies for all future wars would be based on the CPI model. Over the next half century, Bernays, combining the techniques he had learned in the CPI with the ideas of Lippmann and Freud, fashioned a career as an outspoken proponent of propaganda for political and corporate manipulation of the population, earning the moniker "father of public relations." Among his powerful clients were President Calvin Coolidge, Procter & Gamble, CBS, the American Tobacco Company and General Electric. In addition, his propaganda campaign for the United Fruit Company in the early 1950s led directly to the CIA's overthrow of the elected government of Guatemala show less
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Common Knowledge
- Canonical title
- Crystallizing Public Opinion
- Original publication date
- 1923
Classifications
- Genres
- Sociology, Nonfiction, General Nonfiction, Business
- DDC/MDS
- 303.3 — Society, government, & culture Social sciences, sociology & anthropology Social processes Coordination and control
- LCC
- HM1236 .B47 — Social sciences Sociology (General) Sociology Social psychology Social influence. Social pressure
- BISAC
Statistics
- Members
- 226
- Popularity
- 144,578
- Reviews
- 4
- Rating
- (3.72)
- Languages
- English, Spanish, Turkish
- Media
- Paper, Audiobook, Ebook
- ISBNs
- 31
- ASINs
- 9
