I. ORGANIZING CHAOS- Bernays stresses to his readers that nearly everything we are and choose is because of a decision made by a select group of people he deems the "invisible governors". Bernays argues that our minds are shaped by the invisible influence these "men" have over our lives. He says this system is vital to a democratic society like ours and necessary to the orderly function of our group life otherwise confusion would occur. Bernays argues that society consented to have its choices narrowed to only ideas brought to their attention. A powerful quote from the beginning of this chapter that summarizes this idea well is "it is they who pull the wire which control the public mind, who harness old social forces and contrive new ways to bind and guide the world." (10)
II. THE NEW PROPAGANDA- In this chapter, Bernays makes the point that “whatever of social importance is to-day….must be done with the help of propaganda. Propaganda is the executive arm of the invisible government.” (20) He addresses the bad connotation with the word propaganda saying that it can be good or bad given the merit of the cause or uses of lies. It is proper meaning, propaganda is legitimate and just the spending of ideas. “New propaganda” is the new technique where it takes into account not only the individual, mass mind AND the anatomy of society. “It sees the individual not only as a cell in the social organism but as a cell organized into the social unit.” (28)
III. THE NEW PROPAGANDISTS- This chapter talks about who the people are that form the public opinion through propaganda. The list would comprise thousands of people including the President of the United States. He points out that it is “not generally realized the extent to which our thoughts and habits are modified by authorities.” (35) We imagine ourselves to be free agent in daily life but we are not. Our interests and likes are dictated to us by people selling ideas and products. He argues that governments depend upon acquiescent public opinion for the success of their efforts. In fact that all groups only work and succeed because of good public opinion hence the need for public relations. Bernays then continues into talking about how to work in public relations. In summary, it is to be continuously effective and honest.
IV. THE PSYCHOLOGY OF PUBLIC RELATIONS- Psychology plays a huge part in Propaganda. Bernays asks the question “If we understand 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?” (47) The answer is that it is possible with propaganda and has been proven to work in some cases. It is not an exact science like economics and sociology because it deals with human beings. The group mind does not think in the strict sense of the word, instead it has impulses, habits, desires and emotions. These impulses are taken from the trusted leader. Thus in order to influence people, you have to influence the leader and they will follow. (50) Targeting the impulses, habits, desires and emotions is how you sell ideas and products to people.
VII. WOMEN'S ACTIVITIES AND PROPAGANDA- Bernays says that “women’s most obvious influence is exerted when they are organized and armed with the weapon of propaganda”(115) He talks the most about women in politics because they are an example of a good use of new propaganda “to secure attention and acceptance of minority ideas” (117-118) He believes that when organized and conscious of their power, women can gain freedom and mold the world into a better place.
REACTION - I have learned from reading these chapters from this book is that propaganda is about more trying to spread a concept to influence others. It is about leadership being able to persuade the masses in hopefully an honest and authentic way. Which reminds me how modern day Public Relations is taught-The first rule is to never lie to the public or journalists. Edward Bernays was a strong believer in ethics as am I. This is important to me in going into the field of Public Relations. As much as it displeases me, I am convinced by Organizing Chaos. I think that he is right that the public would be confused if we had to deal with narrowing down the thousands of choices we could have, it could get messy. I also agree that propaganda was made negative by frightening uses that became infamous like Nazi propaganda. The idea that targeting the emotions is how you sell to consumer reminds me of commercial advertising. Their appeals to our emotions like insecurity are how they are able to sell their product so well. My one question that I'm going to ponder is how women's activities would be different without propaganda. Would women have come this far without it?
II. THE NEW PROPAGANDA- In this chapter, Bernays makes the point that “whatever of social importance is to-day….must be done with the help of propaganda. Propaganda is the executive arm of the invisible government.” (20) He addresses the bad connotation with the word propaganda saying that it can be good or bad given the merit of the cause or uses of lies. It is proper meaning, propaganda is legitimate and just the spending of ideas. “New propaganda” is the new technique where it takes into account not only the individual, mass mind AND the anatomy of society. “It sees the individual not only as a cell in the social organism but as a cell organized into the social unit.” (28)
III. THE NEW PROPAGANDISTS- This chapter talks about who the people are that form the public opinion through propaganda. The list would comprise thousands of people including the President of the United States. He points out that it is “not generally realized the extent to which our thoughts and habits are modified by authorities.” (35) We imagine ourselves to be free agent in daily life but we are not. Our interests and likes are dictated to us by people selling ideas and products. He argues that governments depend upon acquiescent public opinion for the success of their efforts. In fact that all groups only work and succeed because of good public opinion hence the need for public relations. Bernays then continues into talking about how to work in public relations. In summary, it is to be continuously effective and honest.
IV. THE PSYCHOLOGY OF PUBLIC RELATIONS- Psychology plays a huge part in Propaganda. Bernays asks the question “If we understand 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?” (47) The answer is that it is possible with propaganda and has been proven to work in some cases. It is not an exact science like economics and sociology because it deals with human beings. The group mind does not think in the strict sense of the word, instead it has impulses, habits, desires and emotions. These impulses are taken from the trusted leader. Thus in order to influence people, you have to influence the leader and they will follow. (50) Targeting the impulses, habits, desires and emotions is how you sell ideas and products to people.
VII. WOMEN'S ACTIVITIES AND PROPAGANDA- Bernays says that “women’s most obvious influence is exerted when they are organized and armed with the weapon of propaganda”(115) He talks the most about women in politics because they are an example of a good use of new propaganda “to secure attention and acceptance of minority ideas” (117-118) He believes that when organized and conscious of their power, women can gain freedom and mold the world into a better place.
REACTION - I have learned from reading these chapters from this book is that propaganda is about more trying to spread a concept to influence others. It is about leadership being able to persuade the masses in hopefully an honest and authentic way. Which reminds me how modern day Public Relations is taught-The first rule is to never lie to the public or journalists. Edward Bernays was a strong believer in ethics as am I. This is important to me in going into the field of Public Relations. As much as it displeases me, I am convinced by Organizing Chaos. I think that he is right that the public would be confused if we had to deal with narrowing down the thousands of choices we could have, it could get messy. I also agree that propaganda was made negative by frightening uses that became infamous like Nazi propaganda. The idea that targeting the emotions is how you sell to consumer reminds me of commercial advertising. Their appeals to our emotions like insecurity are how they are able to sell their product so well. My one question that I'm going to ponder is how women's activities would be different without propaganda. Would women have come this far without it?
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