I wish to point out something painfully apparent, something swirling all about us but to which all seem oblivious. It is this: Campaign rhetoric does not translate into public policy. During election cycles politicians hire public relations and advertising firms, and these are the ones who craft the talking points. They poll, research attitudes, use focus groups and psychology. But none of this is done with any notion that the result might be a new law or citizen initiative. As soon as the election is over, it all vaporizes.
Advertising, to be cost-effective, cannot dwell on individual traits. Rather, it must focus on groups. Let’s go back to Edward Bernays and his book on advertising, “Propaganda” (about advertising, and not what we now call propaganda, an offshoot. The word “propaganda in his time was not tainted as it is now.):
The systematic study of mass psychology revealed to students the potentialities of invisible manipulation of motives which actuate man in the group. Trotter* and Le Bon**, who approached the subject in a scientific manner, and Graham Wallas***, Walter Lippmann****, and others who continued with searching study of the group mind, established that the group has mental characteristics distinct from those of the individual, and is motivated by impulses and emotions which cannot be explained on the basis of what we know of individual psychology. So the question naturally arose: If we understood the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing it?[Footnotes are mine.]
It’s the group, baby. Just the group. That’s all that matters – move groups into voting blocs.
Continue reading “There is no “I” in “Group Psychology””





