I keep going back to Edward Bernays … the process I see around me now, with passage of the Senate health care bill, is much like soldiers inspecting bodies on the battlefield after the conflict and finishing off any that are still alive.
The victory achieved by AHIP and PhRMA is monumental, but won’t go down easy unless people are convinced that something good has happened. The usual suspects, the Democrats, are now starting to ridicule people who oppose the bill, which is pretty much in its final form now.
These passages are taken from Bernays’ writings in 1928. He is considered the father of modern public relations, and his early work was on the Committee on Public Information (The “Creel Committee”), that notorious group that led a reluctant American public into involvement in a war that was none of their concern. It was that group that first discovered the power of public relations -the ability of group leaders to shape and manage opinions.
Small groups of persons can, and do, make the rest of us think what they please about a given subject. But there are usually proponents and opponents of every propaganda, both of whom are equally eager to convince the majority.
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?
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. It is evident that the successful propagandist must understand the true motives and not be content to accept the reasons that men give for what they do.
No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by group leaders in who it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and cliches and verbal formulas supplied to them by the leaders.
Political campaigns today are all side shows, all honors, all bombast, glitter and speeches. These are for the most part unrelated to the main business of studying the public scientifically, or supplying the public with party, candidate, platform and performance, and selling the public these ideas and practices.
The important thing for the statesman of our age is not so much to know how to please the public, but how to sway the public. In theory, this education might be done by means of learned pamphlets explaining the intricacies of public question. In actual fact, it can be done only by meeting the conditions of the public mind, by creating circumstances which set up trains of thought, by dramatizing personalities, by establishing contact with the group leaders who control the opinions of their public.
The name of the book, “Propaganda“, doesn’t set well anymore. It was written before World War II, when the word still had a certain functionality without negative connotations. But Bernays lays out the strategy for selling public policy in the same manner that toothpaste and fashions are marketed. People form opinions in a pyramid, each group looking to the group above to know what to think about the important issues of the day. The Democrats are now looking up to their party leaders, and forming opinions about the health care bill accordingly.