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pIn writing this book I have tried to set down the board principles that govern the profession of public relations. It is certain that the power of public opinion is constantly increasing and will keep on increasing. It is equally certain that it is more and more being influenced, changed, stirred by impulses from below. The danger which this development contains for a progressive ennobling of human society and a progressive heightening of human culture is apparent. The duty of the higher strata of society--the cultivated, the learned, the expert, the intellectual--is therefore clear. They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience.p

Crystallizing Public Opinion | Bernays Edward L. | Twarda | Twarda

pCrystallizing Public Opinion is a book written by Edward Bernays and published in 1923. It is perhaps the first book to define and explain the field of public relations.ppBernays defines the counsel on public relations, as, more than a press agent, someone who can create a useful symbolic linkage among the masses. Appropriate messages should be crafted based on careful study of group psychology, and disseminated by not merely purveying but actually creating news.ppHe gives examples from his early career and cites ideas from theorists including Walter Lippmann and Wilfred Trotter.ppCrystallizing Public Opinion appeared the year after Lippmann's Public Opinion and can be construed as an application of Lippman's principles to the active manipulation of public opinion. Whereas Lippmann saw a bigger role for government in steering public opinion, Bernays focused on the corporation and its public relations attach .ppProfessor Sue Curry Jansen argues that Bernays distorted Lippman's work and

Crystallizing Public Opinion | Bernays Edward L. | Paperback | Twarda

pYou may not know Edward Bernays, but Edward Bernays knows emyouem. As the era of mass media unfolded after the first World War, many people became interested in the new opportunities for mass manipulation. A relative of Sigmund Freud and already a fan of Walter Lippmann, Bernays was ready and willing to pick up the mantle. He made a study of the different ways to use propaganda. Crystallizing Public Opinion was his first major effort to sell himself and his philosophy of public relations. Bernays would find plenty of businesses and organizations eager to put him to work. ppBernays would be called in to help overthrow governments, sell products that no one wanted, and leave some lasting legacies that no one is even aware of today, such as engineering the acceptance of adding fluoride to a community's water. Thanks to work by people like Bernays, you can never be quite sure that what we accept as good and proper today was not in fact originally a marketing scheme by some business lookin

Crystallizing Public Opinion | Bernays Edward | Paperback | Twarda

pA seminal work on how public opinion is created and shaped, Edward Bernays's classic emCrystallizing Public Opinionem set down the principles that corporations and government have used to influence public attitudes over the past century.br  br  A primer on the then new profession of -public relations counsel, - emCrystallizingem elucidates the -instruments and techniques- that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to -regiment the mind like the military regiments the body.-br  br  The first ever book ever written about the public relations industry, this all-new edition of emCrystallizing Public Opinionem features an introduction by Stuart Ewen, author of emPR  A Social History of Spin, All Consuming Images On the Politics of Style in Contemporary Cultureem, and emCaptains of Consciousness Advertising and the Social Roots of the Consumer Cu

bA seminal work on how public opinion is created and shaped, Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century. With his view that the public behaves like herds of animals, Bernays outlines how to control the masses in whatever way the influencer chooses.b With a glimpse into the world of propaganda and advertising, he shows how ideas as different as eating bacon for breakfast and preferring women to be thin were put into our heads. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to '  regiment the mind.'   Bernays'   work explains a large part of the popularity of today'  s TV news shout-fest and angry social media posts. Bernays wrote, '  crowds love a contest.'   This dynamic fuels the hostile and sarcastic comment chains that populate Twitter and Facebook and taps into what Bernays called '  the '  herd'

Crystallizing Public Opinion | Bernays Edward | Twarda

pCrystallizing Public Opinion is Edward Bernays' pioneering work on the topic of public relations. Published in 1923, this groundbreaking book laid the foundation for the modern method of mass persuasion through media and advertising. Sometimes referred to as father of public relations, Bernays was one of the most influential Americans of the 20th century. He aimed his insightful advice at governments and corporations who wished to build support or spread a particular message. Bernays related his own experiences as a public relations counsel to numerous organizations, such as helping Lithuania bolster its national identity by spreading positive information about Lithuania to intellectuals, sports fans, and politicians, who in turn would influence others. Bernays recognized the increasing importance of public perception as a matter of interest to both official organizations and private companies. He combined a study of individual human psychology and group identity with an understanding

A seminal work on how public opinion is created and shaped, Edward Bernays's 1923 classic iCrystallizing Public Opinioni set down the principles that corporations and government have used to influence public attitudes over the past century. pA primer on the then new profession of public relations counsel, iCrystallizingi elucidates the instruments and techniques that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to regiment the mind like the military regiments the body. pThe first ever book ever written about the public relations industry, this all-new edition of iCrystallizing Public Opinioni features an introduction by Stuart Ewen, author of iPR! A Social History of Spin, All Consuming Images On the Politics of Style in Contemporary Culturei, and iCaptains of Consciousness Advertising and the Social Roots of the Consumer Culture.br

p2019 Reprint of 1923 Edition. Bernays was an Austrian-American pioneer in the field of public relations and propaganda, referred to in his obituary as emthe father of public relationsem. He was named one of the 100 most influential Americans of the 20th century by emLifeem. Celebrated by PBS in its emBooks That Shook the Worldem feature, emCrystallizing Public Opinionem occupies a fascinating place in history, defining both a concept and a system that were taken up by progressive social movements, corporate barons, and national governments alike. It is a revolutionary work on public relations and gained special attention as an early effort to define and theorize this new discipline. Citing works of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and his own double uncle Sigmund Freud, he described the masses as irrational and subject to herd instinct--and outlined how skilled practitioners could use crowd psychology and psychoanalysis to control them in desirable way

EAN: 9781638233473"Bernays Edward""Www.Snowballpublishing.Com"

Crystallizing Public Opinion | Bernays Edward | Twarda | Twarda

Edward Bernays, famed as The Father of Public Relations, pioneered the technique of working to change attitudes rather than just selling products. In this 1923 classic, he describes how public opinion is created and shaped, including the use of surveys and endorsements from opinion leaders, celebrities, and experts. These methods formed the principles that corporations and governments have employed for the past century to influence social attitudes.

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