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Bernays says "I am aware that the word propaganda carries to many minds an unpleasant connotation" and this was before WWII (pg. 48)! Although propaganda in the mind of the public serves as a negative word even today, Bernays understood the role of propaganda in society. Simply put, propaganda works to influence opinions of the public regarding a group or idea. Bernays also makes a point to say that anyone with influence can pull public opinion to a purpose. One doesn't need to be a public figure to make successful propaganda, as seen with Jason Russell and the creation of Kony 2012. Individuals may not have much pull but modern propaganda works to focus on and realize the desires of the public as a whole to please the majority.

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The brand new idea of public relations in 1928 is almost humorous now as many of the students in the URI Harrington School of Communication and Media are PR majors! Bernays suggests that this PR counsel works to bring ideas to public consciousness to aid clients in getting their message out smoothly. This PR counsel will work to make sure the client is meeting the needs and desires of the public and that the public is getting the propaganda that the client has to give out. Bernays continues to explain that understanding the public as a whole will never be brought down to a science as the psychology of the individual has. When velvet fell out of fashion, PR counsels convinced "fashionistas" in Paris to wear it to get it back into the public eye. Shortly after, this trend spread to American magazines and then American women were in velvet hats and gowns due to this trickle down effect. Although the psychology will never be nailed down, the PR counsel can still work to change the group mind successfully by tapping into the interests of the group.

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Business vs. Political Leadership in Propaganda

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Business vs. Political Leadership in Propaganda

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Bernays describes business and its overall need for the public to have demand to in turn supply goods and services. Propaganda in business lies within advertising with the help of the PR counsel to handle emergency situations. Businesses use propaganda to remain successful and compete with other industries. Within politics, propaganda is not working as well. Politicians can mold and form the will of the public and yet they are behind in the propaganda game. Instead of planning carefully, many politicians work with trial and error and adjust as they go. Politicians work through educating rather than propagandizing. They show the public on specific point in policy to focus on and the voters then have a clear understanding. Businesses would not be able to operate under the slow moving standards of propaganda that politicians do. Today politicians have come up to speed a bit but business definitely has the upper hand when it come to the mind of the public.

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"Women's most obvious influence is exerted when they are organized and armed with the weapon of propaganda." (Bernays, p. 129)

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"Women's most obvious influence is exerted when they are organized and armed with the weapon of propaganda." (Bernays, p. 129)

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Women occupy a unique set of interests and economic pursuits making propaganda unique to them. Women's organizations in the 1920s were able to achieve certain ends especially considering the strides made by suffrage. During suffrage, women used every tactic a propagandist would use in any other situation and this made their work effective. Along with that, women became more involved in mass influence campaigns during the war which then carried over into peacetime. Women's organizations at the time worked from the public good and Bernays was impressed with their ability to come together to create change with their new freedom. Although dated, Bernays is correct in saying women are able to use propaganda in a unique way that allows for effective public influence.

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"Propaganda will never die out." (Bernays, p. 168)

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"Propaganda will never die out." (Bernays, p. 168)

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Bernays ends his book with a bang and tells the reader that propaganda is here to stay. Much like a shape-shifting monster, propaganda and propagandists will continue to meet demands of the public as they change and adapt. They way Bernays described the every changing nature of propaganda made me think of a sci-fi movie where the people (the public) are unaware of what the villains (propagandists) are doing to them and once the people become aware the villains must work quickly to restrategize or "shape-shift." While propaganda isn't the villain in reality and as we know can be used for the greater good, when described as such it seems negative.
In other words, Bernays' words held true. With this book having been written in 1928, we know that instruments of propaganda and propaganda itself have changed drastically. Propaganda in America and the world has shifted and adapted to fit the demands of the public.