Edward Bernays: Mass

Edward Bernays was American public relations consultant, marketing pioneer. Explore interesting quotes on mass.
Edward Bernays: 56   quotes 12   likes

“The conscious and intelligent manipulation of the organized 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.”

Edward Bernays book Propaganda

Source: Propaganda (1928), p. 37 <!-- the first two sentences are very widely cited -->
Context: The conscious and intelligent manipulation of the organized 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. We are governed, our minds are 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.

Intelligence , Country

“If we understand the mechanism and motives of the group mind, is it now possible to control and regiment the masses according to our will without their knowing it?”

Edward Bernays book Propaganda

Page 71 (1928 edition?)
Propaganda (1928)

Motivation , Understanding

“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.”

Edward Bernays

"Manipulating Public Opinion", American Journal of Sociology 33 (May, 1928), p. 958–971

Age , Idea

“But when the example of the leader is not at hand and the herd must think for itself, it does so by means of clichés, pat words or images which stand for a whole group of ideas or experiences. Not many years ago, it was only necessary to tag a political candidate with the word interests to stampede millions of people into voting against him, because anything associated with "the interests" seemed necessary corrupt. Recently the word Bolshevik has performed a similar service for persons who wished to frighten the public away from a line of action.
By playing upon a old cliché, or manipulating a new one, the propagandist can sometimes swing a whole mass group emotions.”

Edward Bernays book Propaganda

Page 74
Propaganda (1928)

People , Idea , Thinking , Personality

“If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn. His mind retains the patterns which have been stamped on it by the group influences.”

Edward Bernays book Propaganda

Page 73 (1928 edition)
Propaganda (1928)

Men , Feeling , Nature

“In almost every act of our lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons […] who understand the mental processes and social patterns of the masses. It is they who pull the wires that control the public mind, who harness old social forces and contrive new ways to bind and guide the world.”

Edward Bernays book Propaganda

Source: Propaganda (1928), p. 37–38

World , Way , Understanding , Business

“It is chiefly the psychologists of the school of Freud who have pointed out that many of man's thoughts and actions are compensatory substitutes for desires which he has been obliged to suppress. A thing may be desired not for its intrinsic worth or usefulness, but because he has unconsciously come to see in it a symbol of something else, the desire for which he is ashamed to admit to himself…This general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology…Human desires are the steam which makes the soial machine work. Only by understanding them can the propagandist control that cast, loose-jointed mechanism which is modern society.”

Edward Bernays book Propaganda

Page 75 as quoted in Historical Archaeologies of Capitalism edited by Mark P. Leone, Jocelyn E. Knauf, p.40
Propaganda (1928)

Men , School , Motivation , Understanding