Crystallizing Public Opinion
Crystallizing Public Opinion by Edward L. Bernays, published independently on July 5, 2019, is a significant work in the field of public relations. This 140-page book offers insights into the realms of propaganda and advertising, exploring how societal norms and preferences are shaped. Bernays, a key figure in the development of public relations, presents a thought-provoking examination of how ideas, such as dietary choices and beauty standards, are influenced by strategic messaging.
Readers will find a detailed analysis of the techniques used to sway public opinion, reflecting Bernays’ belief in the irrational nature of the masses. The book delves into the mechanisms of influence, showcasing how various entities, including corporations and political figures, have utilized these methods to achieve their goals. With a focus on business and economics, as well as advertising and promotion, this edition serves as a foundational text for understanding the dynamics of public perception and the power of communication strategies.
Official synopsis Publisher
Written by the nephew of Sigmund Freud and named by PBS as one of its ‘Books That Shook the World’, Crystallizing Public Opinion was the first book ever written about the public relations industry. It gives a fascinating and frightening glimpse into the world of propoganda and advertising, and shows how ideas as different as eating bacon for breakfast and preferring women to be thin were put into our heads.
Edward Bernays was named as one of the 100 most influential Americans of the 20th Century by Life magazine. With his view that the public are irrational and behave like herds of animals, he outlines here techinques to control the masses in whatever way the influencer chooses. He counted among his clients the American Tobacco Company, several U.S. presidents, and the opponents of the Guatemalan revolution.
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