Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. Crystallizing Public Opinion is a book written by Edward Bernays and published in . Larry Tye, The Father of Spin: Edward L. Bernays and the Birth of Public Relations; New York: Crown, ; ISBN ; pp. 96– CRYSTALLIZING. PUBLIC OPINION by. EDWARD L. BERNAYS. Counsel on Public Relations. Former Lecturer on Public Relations. andAdjunct Professor.
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Bernays’ uncle was Sigmund Freud so he mixes in quite a bit about human psychology, yb about our tendency to form “herds” and “bandwagons. The counsel on public relations, after examination of the sources of established beliefs, must either dis- credit the old authorities or create new authori- ties by making articulate a mass opinion against the opiniob belief or in favor of the new.
The open market place became a living symbol of the free discussion of competitive ideas. The industry attempted to show that it made only a small profit per quart and rendered an important service to the consumer by bringing a pure product from the farm to the consumer’s table.
But despite this, the activities of the pub- lic relations counsel affect the daily life of the entire population in one form or another.
Even governments to-day act upon the princi- ple that sdward is not sufficient to govern their own citizens well and to assure the people that they are acting whole-heartedly in their behalf.
Public opinion is a term describing an ill-de- fined, mercurial and changeable group of indi- vidual judgments. That a man of his intelligence, in- tegrity, forthrightness and reputation was selected for this job indicated the increased respect being paid to public relations.
The department accordingly does exactly this. They must inject moral and spiritual motives into public opinion. I now defined the term as ” 1 information given to the public, 2 persuasion directed at the public to modify attitudes and actions, and 3 efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institu- tion. This also brought about the counter-offensive of the man known as the most vehement of the anti-Napoleonic forces, the Ger- man Joseph von Gorres, and it brought about the rise of the Rheinischer Merkur, a newspaper which sought to develop a counter-attack on Na- poleon through propaganda methods.
Not so long ago every intelligent man knew that the world was fiat. Do things that will be covered in a publid that reflects your goals.
In a speech made in he defined publicity as. There was a growing awareness at this time that publicity could be utilized to bring about social crystalkizing by government of industrial activi- ties as well as for stimulating the interest of the public in an individual or organization, and build- ing goodwill.
Crystallizing Public Opinion
Fugger family, originally estab- lished in the 15th Century by Jacob Fugger of Augsburg. But be- cause of the growth of advertising, newspapers gradually became more independent and came out of their semi-subsidized state. And, through late Greek and Roman times, this continued as the most powerful instrument of political propaganda and agitation. The Senate news was considerably curtailed, but other news was increased under the Empire. The coming of the Revolution brought with it the use of many skillful methods to present facts and points of view.
Crystallizing Public Opinion by Edward L. Bernays
These examples show him in his position as one who directs and supervises the activities of his clients wherever they impinge upon the daily life of the public. Again, in analyzing the restaurant service of a prominent hotel, he discovers that its menu is built on the desires of the average eater and that a l.begnays group of people with children de- sire special foods for them.
Agitation for and against the War of demonstrated that propaganda crystallizinf play an im- portant role in the new country. Logically his discussion should have been based only upon the sound economic, social and political value of the bill as presented.
Crystallizing Public Opinion – Wikipedia
Machiavelli spoke of publico, voce, the equivalent of the vox populi of Rome. Yet in ancient Sumeria, Babylonia, Syria and Persia in the dawn of civilization even edwarf despotic rulers were aware of their publics. Publicity and related activities were usually delegated to advertising managers and sometimes to publicity directors. John Dickinson, a Pennsylvanian, was another impor- tant factor in building public support for the Revolution.
The difference is due rather to the fundamental assumptions of the antagonists be- ing hostile, and these assumptions are derived from herd-suggestions; to the Liberal certain basal conceptions have acquired the quality of in- stinctive truth, have become a priori syntheses, because of the accumulated suggestions to which he has been exposed; and a similar explanation applies to the atheist, the Christian, and the Con- servative.
The story of what these leaders in Ameri- can business had undertaken to do went out to the country by mail, by word of mouth, by newspaper comment. According to the editorial, the state publishes a magazine, The Vermonier, an attrac- tive publication filled with interesting illustra- tions and well-written text.
John Lilburne, an early pioneer in this movement and leader of the Level- lers, used pamphlets as propaganda tools, and in founded The Moderate, one of the earliest periodicals devoted to political agitation and stir- ring up of public opinion.
Rosebault, the author of an article in the New York Times recently, headed “Men Who Wield the Spotlight,” remarks that the competent public relations counsel has generally had some newspaper training and that the value of this training “is a keen sense of the likes and crystallizng of what we call the public — that is, the average of men and women. It is this necessity opunion has resulted in the development of the counsel on public relations.
All helped to crystallize public opinion in behalf of both the French and the American Revo- lution. Bernays does have a book called “Propaganda” which I haven’t read, but this book wasn’t at all what I initially thought it would be. On the other hand, he is becoming to-day as much of an adviser on actions as he is the communi- cator of these actions to the public. In politics, for example, his understanding of the problem may be fragmentary, yet he will enter excitedly into discussions on bonus and ship subsidy, of which he has made no study.
This faith led to some disillusion- ment, but at the same time helped to further the process of democracy in public life, and provide the background for a greater awareness of the use of communications media as tools to shape attitudes. Funny, how most of what we think are our opinions is publicc based on someone’s else view, be it a book, article, movie Specially printed in connection The wooing of public opinion played a vital part in the activities of leaders. A leading artist was interested in the subject and undertook a survey among the club women leaders of the country.
The activities of the War Depart- ment in the reemployment of ex-service men had already received wide publicity, and the Cham- ber of Commerce of Kansas City appealed di- edwars to the War Department at Washington, after its own efforts in many other directions had failed, for a supply i of men who would assist in the harvesting of the wheat crop. These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions ac- cepted on the authority of his parents, his teach- ers, his church, and of his social, his economic and other leaders.