The father of modern propaganda
Edward Bernays is recognized as the founding father of the modern propaganda and public relations. This term acquired a negative connotation, but his vision opened a new communications era. “Propaganda” explores influencing public opinion, a hot topic in today's media age.
According to Bernays, propaganda promotes products, ideas or behaviors. It educates by shaping the desires of the public. This involves studying human motivations to formulate impactful messages.
His approach is intended to be nuanced, not to deceive but to convince through rational and emotional arguments. A difficult balance in contemporary marketing.
Understanding psychological springs
A major principle of Bernays: deciphering the psychological springs guiding behavior. It analyzes unconscious motivations, beliefs and social influences.
It examines the impact of fear, pride or the need to belong on decisions. These emotional levers would make it possible to persuade better. But question the ethics.
Bernays also emphasizes the importance of opinion leaders in the dissemination of ideas. Gaining their support creates a movement in civil society, a wise tactic.
A visionary but controversial legacy
When it was published, Bernays' work came under fire from critics calling him a “modern Machiavelli”. However, its methods are used everywhere: political marketing, advertising, lobbying.
It is criticized for having made individuals impressionable in the face of constructed discourses. But its detractors overlook its goal of acting in the public interest.
His legacy remains controversial given current manipulative excesses. Training a critical mind and rigorous ethics is essential.
A visionary influenced by psychoanalysis
Nephew of the famous Sigmund Freud, Edward Bernays was immersed in the innovative precepts of psychoanalysis from an early age. This early immersion in Freudian theories lastingly shaped his vision of the human mind. By dissecting the workings of the unconscious, Bernays understood the crucial importance of the deep desires and motivations that drive individuals.
This unique insight into the deep nature of humans would prove decisive. He then extensively theorized his approach in successful works such as “Public Relations” in 1923 then “Propaganda” in 1928. These works laid the foundations of this new discipline essential to the modern era.
Exploit collective myths and fantasies
At the heart of Bernays' work is the imperative to finely decipher the psychological mechanisms of crowds. He recommends carefully analyzing the myths, fantasies, taboos and other structuring mental constructions of a society. Identifying these elements allows you to design impactful messages that will resonate favorably.
The man of influence must know how to precisely target the narcissistic valorization points of his target audience. Skillfully flattering the feeling of belonging to a group or social class stimulates membership. The ultimate goal is to create a lasting and deep emotional connection with the product or idea being promoted.
Subtle manipulation of minds
Bernays nevertheless remains lucid about the inherent limits of persuasion on the masses. According to his analysis, it would be illusory to want to entirely shape and mold minds. These in fact retain a fundamental foundation of critical thinking that must be respected.
Also, the best result that a seasoned practitioner can reasonably achieve remains to subtly guide the perceptions and motivations of crowds. A nuanced vision of psychological manipulation which nonetheless remains controversial with regard to ethical considerations.
