The author/historian Stuart Ewen was writing a book in the late 1980’s about public relations – he had done research before about different decades of the twentieth century, and no matter where he turned, he met “the father of public relations,” Edward Bernays. He was astounded to learn in 1990 that he could meet Bernays in the flesh, as the old man still tottered about at age 99. Bernays lived to be 105, dying in 1995.
The essence of the interview was this: Public relations defines reality. It does not lie to people. It guides them to the proper destination. The average citizen has an IQ of 100, and is not capable of fathoming the depths of policy formation. There is only a small class of people of higher intellect capable of dealing with such matters, and they must do so even as a recalcitrant citizenry is brought along.
Over time, and with the advent of mass media, the elite have settled on the public relations industry to guide the public.
I’ll concede all of that to a point. The public is largely uneducated, even those who go through 16 years of education, as I did. The public is emotional. The public has a short attention span. The idea that the public can rule by voting on occasion does not begin to pass the sniff test. Voting has become an end in itself, while governing goes on in private.
Behind every major issue of the day, if we unbolt a few doors, we will find public relations people. They are manipulating our opinions via images and skilled sophistry. They are allowing us to think we govern ourselves even as they guide us to the ‘right’ outlook. We are allowed to fight out intense and meaningless battles between the “two” parties that are really one. It’s all good fun. The outcome does not matter. It’s merely our playground, a place where we are kept occupied while parents go on about their business.
This is reality. This is necessary as well. It can be no other way. But there are pitfalls with this system – that we exist as we are, weak and malleable, is our greatest defect. We are necessarily governed by people who want power for its own sake, otherwise they would not be governing.
But these are not our best people. Far from it. The best leader is the Cincinnatus, the reluctant general called into service who did his duty, and then returned to farming. Our system demands that we force leadership out of reluctant people of high quality, and then as quickly force them out of service before they become enamored of power.
That’s another reality. It works on a small scale, absent mass media, absent public relations. In this mass reality we are governed by an elite – take George W. Bush as an example, even if he was only a front man for a power bloc. He is a man of privilege, and a man not given to contemplation of important issues. He was granted access to elite universities, forgiven all of his sins, and then steered towards the presidency as if by birthright.
“He”, who really represents a whole class of people of similar privilege and birthright, led us from one calamity to another. This is the problem of aristocracy – excellent people are cast aside, privileged people allowed to govern. These privileged people never give up power. Though they are given our best in terms of “education”, they cannot guide us well, as that education only leads them to carry out their base instincts and motives with a flowery cover of high-sounding words. They are stupid people, but appear otherwise. (I like the phrase “supremely stupid,” borrowed from one of my daughter’s high school teachers.)
Bernays, the nephew of Sigmund Freud, lent his high intellect to this class; was actually part of this class. Even at age 99 he self-justified without honest reflection on the results of his life’s work. Far from honor, we need to bestow something less on his legacy – utter contempt.