Small groups of persons can, and do, make the rest of us think what they please about a given subject. But there are usually proponents and opponents of every propaganda, both of whom are equally eager to convince the majority. Edward Bernays More Quotes by Edward Bernays More Quotes From Edward Bernays As civilization has become more complex, and as the need for invisible government has been increasingly demonstrated, the technical means have been invented and developed by which opinion may be regimented. Edward Bernays government civilization mean We govern what the public think about. Edward Bernays thinking The invisible government tends to be concentrated in the hands of the few because of the expense of manipulating the social machinery which controls the opinions and habits of the masses. To advertise on a scale which will reach fifty million persons is expensive. To reach and persuade the group leaders who dictate the public's thoughts and actions is likewise expensive. Edward Bernays government leader hands Propaganda is the executive arm of the invisible government. Edward Bernays manipulation arms government The systematic study of mass psychology revealed to students the potentialities of invisible government of society by manipulation of the motives which actuate man in the group. Edward Bernays psychology groups men In some departments of our daily life, in which we imagine ourselves free agents, we are ruled by dictators exercising great power. Edward Bernays freedom exercise life The great enemy of any attempt to change men's habits is inertia. Civilization is limited by intertia. Edward Bernays men civilization enemy The normal school should provide for the training of the educator to make him realize that his is a twofold job: education as a teacher and education as a propagandist. Edward Bernays education teacher jobs It is sometimes possible to change the attitudes of millions but impossible to change the attitude of one man. Edward Bernays impossible attitude men In the ethical sense, propaganda bears the same relation to education as to business or politics. It may be abused. It may be used to over-advertise an institution and to create in the public mind artificial values. There can be no absolute guarantee against its misuse. Edward Bernays guarantees mind may The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice is inevitable. Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. Propaganda is the executive arm of the invisible government. Edward Bernays agriculture powerful practice Just as women supplement men in private life, so they will supplement men in public life by concentrating their organized efforts on those objects which men are likely to ignore. There is a tremendous field for women as active protagonists of new ideas and new methods of political and social housekeeping. When organized and conscious of their power to influence their surroundings, women can use their newly acquired freedom in a great many ways to mold the world into a better place to live in. Edward Bernays freedom men ideas If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. Edward Bernays cooperation groups leader Propaganda will never die out. Intelligent men must realize that propaganda is the modern instrument by which they can fight for productive ends and help to bring order out of chaos. Edward Bernays intelligent fighting men The public is not cognizant of the real value of education, and does not realize that education as a social force is not receiving the kind of attention it has the right to expect in a democracy. Edward Bernays receiving democracy real In theory, everybody buys the best and cheapest commodities offered to him on the market. In practice, if every one went around pricing, and chemically testing before purchasing, the dozens of soaps or fabrics or brands of bread which are for sale, economic life would become hopelessly jammed. Edward Bernays dozen fabric practice Mass production is only profitable if its rhythm can be maintained.. that is, if it can continue to sell its product in steady or increasing quantity. The result is that while, under the handicraft or small-unit system of production that was typical a century ago, demand created the supply, today supply must actively seek to create its corresponding demand. Edward Bernays typical demand today I believe that competition in the future will not be only an advertising competition between individual products or between big associations, but that it will in addition be a competition of propaganda. Edward Bernays competition association believe This is an age of mass production. In the mass production of materials a broad technique has been developed and applied to their distribution. In this age, too, there must be a technique for the mass distribution of ideas. Edward Bernays technique age ideas A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable. Edward Bernays demand waiting order
