Propaganda by Edward Bernays

Propaganda by Edward Bernays

"The conscious and intelligent manipulation of the organised habits and opinions of the masses is an important element in democratic society." That is the opening of Bernays' 1928 book, and he means it as a description of a job, not an accusation.

Freud's nephew invented modern public relations, and here he explains exactly how it works — why you persuade the group rather than the individual, why you use doctors to sell bacon and feminists to sell cigarettes, and why the people shaping opinion should never be the ones visibly making the argument.

Under a hundred pages, written a century ago, and still the clearest explanation of how advertising and political messaging actually operate.

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