PROPAGANDA

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Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society. [1]

Couldn't be more appropriate as a description of the notorious Fake News dumped on the public each day to manipulate the blue agenda. Make a list of 5 influencers you could partner with. Let’s say you want to promote a business, product, or idea. First decide who you want to reach, then find out what groups they belong to, and then who the leaders of those groups are. The great enemy of any attempt to change men’s habits is inertia. Civilization is limited by intertia. [2] The funny thing is that influencer marketing is usually presented as a revolutionary new strategy, but this book is talking about basically the same idea almost 100 years ago!

It is not necessary for the politician to be the slave of the public’s group prejudices, if he can learn how to mold the mind of the voters in conformity with his own ideas of public welfare and public service. The important thing for the statesman of our age is not so much to know how to please the public, but to know how to sway the public. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. [2] Edward Bernays said there is an “invisible government” run by “invisible governors” which really hold the power in every democracy. They organize the “opinions of the masses” so that societies don’t break down into chaos.

The newer salesmanship, understanding the group structure of society and the principles of mass psychology, would first ask: "Who is it that influences the eating habits of the public?" The answer, obviously, is: "The physicians." The new salesman will then suggest to physicians to say publicly that it is wholesome to eat bacon. He knows as a mathematical certainty, that large numbers of persons will follow the advice of their doctors, because he understands the psychological relation of dependence of men upon their physicians.Small groups of persons can, and do, make the rest of us think what they please about a given subject. But there are usually proponents and opponents of every propaganda, both of whom are equally eager to convince the majority. [1] Today big businesses continue to use the same strategy, like Nike will pay top athletes to wear their shoes. And on a smaller scale, there is “influencer marketing,” where a company will pay someone with a social media following to promote their product. Go 1.5x speed or faster. Do you usually listen to audiobooks or podcasts at a faster speed. We've got that feature, too.

Such coincidence and overlapping of interests is as infinite as the interlacing of group formations themselves. For example, a railway wishes to develop its business. The counsel on public relations makes a survey to discover at what points its interests coincide with those of its prospective customers. The company then establishes relations with chambers of commerce along its right of way and assists them in developing their communities. It helps them to secure new plants and industries for the town. It facilitates business through the dissemination of technical information. It is not merely a case of bestowing favors in the hope of receiving favors; these activities of the railroad, besides creating good will, actually promote growth on its right of way. The interests of the railroad and the communities through which it passes mutually interact and feed one another.Bernays helped to convince the American public that water fluoridation was safe and beneficial to human health. [2] Food edit While communication methods change over time, the core techniques of propaganda will continue to stay the same. Because people continue to have the same human needs, join groups, and follow leaders.

The conscious and intelligent manipulation of the organised 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. [1] The normal school should provide for the training of the educator to make him realize that his is a twofold job: education as a teacher and education as a propagandist. [2] But then in 1914 World War I happened. During the war, the leaders of both sides used media very effectively, to demonize the enemy and motivate their own people to fight. And that kind of left a bad taste in people’s mouths, so “propaganda” became another word for lies. This point is most important in successful propaganda work. The leaders who lend their authority to any propaganda campaign will do so only if it can be made to touch their own interests. There must be a disinterested aspect of the propagandist's activities. In other words, it is one of the functions of the public relations counsel to discover at what points his client's interests coincide with those of other individuals or groups. The old-fashioned propagandist, using almost exclusively the appeal of the printed word, tried to persuade the individual reader to buy a definite article, immediately. This approach is exemplified in a type of advertisement which used to be considered ideal from the point of view of directness and effectiveness:This is an age of mass production. In the mass production of materials a broad technique has been developed and applied to their distribution. In this age, too, there must be a technique for the mass distribution of ideas. [2]