Propaganda, Politics, Love and Marriage

Propaganda, Politics, Love and Marriage 

Edward Bernays who is considered the “father of public relations” wrote “Propaganda”. Bernays defined propaganda as “…simply establishing of reciprocal understanding between an individual and a group.” (Bernays, 2005, p. 161) Furthermore, he explained that “[m]odern propaganda is a consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea or group.” (Bernays, 2005, p. 52) In this book, he explained propaganda’s role in the various aspects of society – in business, politics, women’s activities, education, social service, art and science. He ended his book with the chapter on “The Mechanics of Propaganda”.

He acknowledged, “There are invisible rulers who control the destinies of millions.” (Bernays, 2005, p. 61) “Propaganda” advocated on behalf of this silent minority to use propaganda as a calculated, systematic and orderly means to influence people’s opinions. At the same time, he recognized that the public would, over time, identify the machinations behind propaganda. Subsequently, more sophisticated ways of appealing to the masses would be necessary. What he was clear on was that “[p]ropaganda will never die out. Intelligent men must realize that propaganda is the modern instrument by which they can fight for productive ends and help to bring order out of chaos.” (Bernays, 2005, p. 168)

Furthermore, is it possible that Bernays played a decisive role in influencing Elihu Katz and Paul Lazarsfeld’s work “Personal Influence” where they introduced the two-step-flow theory and the concept of opinion leaders? (Katz & Lazarsfeld, 2006) After all, Bernays explained that:

“Trotter and Le Bon concluded that the group mind does not think in the strict sense of the word. In place of thoughts it has impulses, habits and emotions. In making up its mind, its first impulse is usually to follow the example of a trusted leader.” (Bernays, 2005, p. 73) 

Published in 1928, “Propaganda” was probably deemed groundbreaking; perhaps even controversial for its time because it was published when societal institutions such as media, church, and school, among others were thought of as infallible, absolute and above questioning. The book survived the test of time as he presented concepts that still apply today.

On the public spectrum, Bernays highlighted the importance of personality when it comes to propaganda. “Present-day politics places emphasis on personality. An entire party, a platform, an international policy is sold to the public, or is not sold, on the basis of the intangible element of personality.” (Bernays, 2005, pp. 116-117) Even until the present time, this statement is definitely still in action. How many political leaders emerged victorious on the basis of their personalities? For political leaders, it’s no longer enough to merely want to lead. You should be charming and accessible as well. Bernays further noted that a well-oiled political machinery considers that:

“News reaches the public through the printed word – books, magazines, letters, posters, circulars and banners, newspapers; through pictures – photographs and motion pictures; through the ear – lectures, speeches, band music, radio, campaign songs. All these must be employed by the political part if it is to succeed.” (Bernays, 2005, pp. 118-119) 

Interesting enough, his concepts can be further extended from the public into the private sphere. Bernays stated that propaganda “… may be used to over-advertise an institution and to create in the public mind artificial values.” (Bernays, 2005, p. 145) He used the term “institution” to refer to institutions of learning, yet this can also refer to societal institutions. Case in point, the institution of marriage and the concept of weddings. Our society emphasizes the sanctity of marriage as an institution. As a result, the very process of getting married and the corresponding ceremonies gets subjected to propagandization. Nowadays, getting married entails spending an exorbitant amount of money, beginning with the marriage proposal when a man is supposed to give a woman that sparkling diamond to the wedding planning process itself where money is spent on products and services to be used before, during and after the wedding day. How many people benefit from all these? Weddings are unbelievable moneymaking machines with plenty of wedding service providers who profit immensely from it. As for artificial values, there are rampant examples including “it’s your day, the best day of your life, so spend your money, you’re worth it”, even “money’s no object when it comes to your dream wedding”. Yes, the institution of marriage has been propagandized and “over-advertised”, while love has been commodified, with the underlying message being, “If you do not spend a lot of money, then you do not really love each other.”

In conclusion, while Bernays’ ideas might not be extremely comprehensive and, in fact, reflect a certain level of intellectual elitism (especially his encouragement that those who occupy powers of position can, should and must approach the masses with their agenda set already), without him, the field of public relations would not have gotten its early start. It is interesting to note that the field of public relations itself was subjected to propagandizing in order to shed the stigma associated with the word “propaganda”, and transformed itself into public relations as we know it today.  

Works Cited 

Bernays, E. (2005). Propaganda. Brooklyn, NY, USA: Ig Publishing.

Katz, E., & Lazarsfeld, P. (2006). Personal Influence. Transaction Publishers.


[Submitted as Sacred Heart University's CM501 class requirement]