Propaganda is a book that focuses mainly on the intelligent manipulation of planned habits and opinions in order to influence the masses in a democratic society

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Electronic Media

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Propaganda is a book that focuses mainly on the intelligent manipulation of planned
habits and opinions in order to influence the masses in a democratic society. Edward Bernays
views media propaganda as an intelligent and carefully crafted skill that is used to achieve
meaningful schemes. His eccentric support for propaganda is evident throughout the book. In his
submission, he declares that it is a necessary tool for an orderly society (Bernayss, 2004). It is
important to state that according to Edwards view, media propaganda has been used to
manipulate the masses by being made an invisible tool in the competitive society.
One of the major points in Bernays’ opening remarks is how he views the relationship
between media propaganda and democracy. He states that, in a democratic society, governance
and leadership rely heavily on media propaganda. Lack of this would either lead to chaos or
paralysis. Bernays’ first argument is that, the society has been transformed from a local and
sectional entity to a global village with ideas that are easily transmitted instantaneously. He
points to technological advancement as the main reason for the rapid development in information
transmission (Bernayss, 2004). There is also the aspect of modernity, where he states that in the
19th century, information flow was a slow and boring process that few dared to venture into. His
change of heart is informed by the current developments that have seen the enhancement of
technical structures across the planet.
Bernays believes that the current society is yet to gain fully from the possibilities
presented by the improved information flow. He points out governance as one of the areas that
would significantly gain from this phenomenon. The author rightly states that, in a democratic
society, media propaganda is as important as any other tool of governance. He claims that his
book is specifically meant to explain the process of media propaganda and how it can be
manipulated to create public approval of specific ideas. It is surprising to note that the author

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does not see the ethical dilemma that media propaganda posses though he understands the
dangers of news manipulation (Bernayss, 2004). All the concerns raised about media propaganda
are considered orderlies of life by the author.
Through the first part of the book, Bernays has spent much time trying to explain why
media propaganda is not a bad term. He uses many examples to justify his assertion. One of the
most interesting examples he uses to justify his stand is the use of democracy as a way of
justifying media propaganda. The author explains that, without media propaganda, governance
would become a problem. This would then translate into weak democratic structures which
would reduce the quality of life. He explains that successful leaderships have relied on media
propaganda at one time or the other. His reflection on the events that happened before 1928 is
aimed at explaining to the reader the origin of his argument. He contends that there is no society
without incidents of personality inflation or misleading promotion of ideas with the aim of
improving one’s stature. He therefore, concludes in the first part of the book that, media
propaganda is not worthy of the criticism that it is currently receiving (Bernayss, 2004).
The chapter on ‘psychology of public relations’ is used to drive his point home by
relating to group habits. The author notes that public relations are a process that relies on reading
habits of a group and developing products that suit into these habits. This in itself is viewed as
the simplest form of media propaganda by the author. The chapter further claims that,
manipulation of impulses, emotions and habits of a given group, without interfering with the
individuals, is the highest form of media propaganda.
The first three chapters of the book present specific arguments. In chapter one, two and
three, the author dedicates much of his time to defend the role of media propaganda in the

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modern society. Although he uses relevant examples to prove his point, research has shown that
media propaganda has no place in the modern business setting.
Exceptions are made in chapter three where he tackles the influence of the new
propagandists. In this chapter, the author transforms his topic into the pressing issues that is
afflicting the society. He uses examples of governors, senators and the president of the United
States as representatives of the new breed of propagandists. He also includes chairmen of
corporations and boards of directors of successful multinational companies as a part of the new
breed of propagandists.
Although he initially presents these individuals as persons who mold public opinion, he
still believes that the molding process is filled with media propaganda and untold truths. This
transformation is short-lived as he embarks on a third mission to defend his stand. His third
defense is unsatisfactory as it fails to point out the major areas of public relation that rely heavily
on media propaganda. Research has shown that companies and institutions that have adopted
media propaganda as their means to gaining public approval have experienced short-lived
successes. A good case in point was the Hitler administration that thrived on media propaganda
for a limited period of time (O'Donnell, 2011).
In chapter five, the author admits that the relationship between business and the general
public is getting closer each year. He accepts the importance of business in today’s public by
stating that the public is forming a strong partnership with business as a result of a number of
causes that include economic issues and the growing understanding of business etiquette. In this
chapter, it is stated that business has realized that its interaction with the public is not only on the
manufacturing and selling of products, but, also on selling itself and the things that it stands for.
The influence of the public in business management is also highlighted in this chapter. The

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author argues that twenty five years ago, businesses sought to handle their own affairs regardless
of public approval. This is one argument that any reader of the book will agree with the author.
Thirty years ago, the role of public relation was restricted to selling products to the masses.
Companies did not value the significance of establishing a strong bond with their customers. As
completion increased, desperate measures were adopted to hold in consolidation of market
portions (O’Donnell, 2011). This led to the development of a public relations policy that was
based on media propaganda. There is a strong correlation between public relation exercises of
the 1970s and the growth of media propaganda during the same decade. Major cases have been
recorded of how companies embraced media propaganda as a tool to fight competition in the
1970s.
In chapter 6, the author offers an in-depth analysis of media propaganda and the current
political leadership. He starts by noting that the biggest problem facing the society today is how
to induce our leaders to lead. The widely held view that the voice of people is the voice of the
almighty has compromised the work ethics of elected leaders. This dogma has made the leaders
believe that they were chosen by God. The author argues that this feeling has been entrenched in
the minds of the leaders making them will-less servants of the community. The above expression
is one of the modern forms of media propaganda.
Bernays seeks to inform the reader of the misplaced beliefs about leadership. He further
states that sociologists have proven that the voice of people may not be necessarily the voice of
God. In their defense, the author states that sociologists have done various researches to
disapprove this dogma. One may agree fully with the author’s point of view is due to a number
of facts. First, the society has been brainwashed to believe that leaders are chosen from heaven.
This is a fact that has no religious or social basis. As a result of this failed belief, most leaders

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have manipulated the people for their own gain (Ryan, 2000). The author is also quick to point
out that the methods used by our contemporary politicians are archaic and ineffective. He
compares their methods to the advertising method used by businesses in 1900. Bernays goes on
to admit that while politicians were the first professionals to utilize media propaganda as their
tool of business, they have failed miserably in updating their approach to issues.
Failure to update media propaganda methods is pointed out as one of the biggest
setbacks of modern politics. It is stated that the American business community first learned from
politics about the methods of appealing to the society. Faced by stiff competition, the business
community systematically improved these methods while politics stuck to its old approach. Big
businesses realized that in order to succeed, they must use public emotions as much as possible.
The author is quick to point out that the oratory methods of exploiting emotions have been in use
for at least one hundred years and are no longer effective.
As a reader, one would fully agree with the authors argument in this chapter as it brings
to the fore the failures in the political system. Worldwide opinions have shown that the political
class has been unable to utilize media propaganda as much as their business counterparts
(Sproule, 2001). Sticking to traditional ways of emotion manipulation by politicians is seen as
the biggest obstacle to improvement of relationship between the public and the rulers.
During the writing of this research paper, I uncovered several facts. The first fact is that the
media has been the main source of propaganda. Even though politics has been mainly associated
by propaganda, it is emerging that the media is the most effective tool for emotional
manipulation.
The second fact that has emerged during the writing of this research paper is that
propaganda has evolved into an institutional practice that is widely embraced in the business

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community. The use of different approaches to manipulate public trust is the most complicated
form of propaganda. The case of Manson motors of 1926 is a classic example of how companies
can use this form of propaganda to wage war against their competitors.

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References
Bernayss, E. (2004). Propaganda. New York: Ig Publishing.
O'Donnell, G. (2011). Propaganda & Persuasion. SAGE Publications.
Ryan, S. (2000). Prime Time Activism: Media Strategies for Grassroots Organizing Media
Studies. Washington: South End Press.
Sproule, M. (2001). Propaganda and Democracy: The American Experience of Media and Mass
Persuasion. Cambridge: Cambridge University Press.
This is the first comprehensive study on the relationship of propaganda to
participatory democracy in the United States during the twentieth century.
The Muckrackers were the first critics to question whether the standard
practices of communications industries, such as advertising and public
relations, undermined the ability of citizens to gather enough reliable
information in order to participate meaningfully in society. The
communications industry has countered that propaganda merely circulates
socially useful information in an efficient manner and further, that
propaganda is harmless to democracy because of competition and
professional codes. This study critically examines these various schools of
thought in an effort to determine and understand the contribution and effects
of propaganda in a democratic society.