Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. Book Source: Digital Library of India Item : Bernays Edward ioned. Few books have been as quietly powerful as Edward L. Bernays’s Crystallizing Public Opinion. First published in , it is a groundbreaking and, as history has .

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It seems like the edsard found specific examples to reinforce his ideas rather than come to conclusions based on events. Trotter, that we find ‘the ineradicable impulse mankind has always displayed towards segregation into classes.

Crystallizing Public Opinion by Edward L. Bernays

Anna Pitsaros rated it it was amazing Mar 12, After discussing the mutual influence between the press and the public, suggesting that the public relations counsel should understand the established public opinion in its complexity.

To ask other readers questions about Crystallizing Public Opinionplease sign up. Bernays’s books were punctuated throughout by vivid narratives—stories publjc Bernays’s earliest campaigns, public relations feats, and commonplace sales situations—each presented to demonstrate how social psychology, brnays the social scientific approach more generally, might be employed in the everyday work of a publicist.

Oct 04, Tate Hanawalt rated it it was ok. You are commenting using your WordPress. One is that people are stubborn and can’t have their minds changed.

This book was hard to rate for me because it was both fascinating and surprising, but also kind of boring. Nice read with a bunch of historical examples.

Each one of us in his opinions and conduct, in matters of amusement, religion, and politics, is compelled to obtain the support of a class, of a herd within the herd.

Crystallizing Public Opinion

Ana-Maria rated it really liked it Jul 18, Funny, how most of what we think are our opinions is actually based on someone’s ooinion view, be it a book, article, movie When I first heard about this book I thought it was going to be more about the dark side of PR, such as using propaganda and sneaky publiv to brainwash people into thinking what you want them to.


Bernays we learn in the introduction by Mr. Want to Read Currently Reading Read. And the lessons that it is teaching are common sense facts, that any one person should know. If you are already familiar with this ecosystem and possible channels, then this is not a book for you. Just a moment while we sign eeward in to your Goodreads account. This edition has an Introduction by Stuart Ewen that includes an exclusive interview with Bernays in This difficulty is further emphasized by the fact that often these crowds live in different traditional, moral and spiritual worlds.

Bernays passes away at the age of in 8 Simply a fascinating read — not only educational but reflective of an America new to radio and the newspaper industry that was still evolving, this book was published in and the copyright was renewed in This page was last edited on 31 Julyat Email required Address never made public.

He describes two theories about how people think. Early on the evolution of this process became a part of the political machine. But Public Relations Counsel or Public Relations never became an institution to which persons had to become certified as say a Doctor, Lawyer, or Police Officer for that matter. You’ll be as mad as I was realizing how easily swayed we are.

Bernays gives an overview of the mentality of the “herd,” talking about the emotions and primal drives for which the herd has an affinity. The advocacy of what we don’t believe in ecward propaganda. What Constitutes Public Opinion?

The advocacy of what we believe in is education. People should be targeted as members of “interlapping groups” which involve different aspects of their identity. He knows that they are constantly falling into false reasoning about the things within his personal knowledge, – that is, within the narrow circle of his special education, – and so he assumes that they make the same, or even worse, errors about other things, whether intellectual or moral.

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Bernays was cognizant of the rapid development of technology to deliver thought communication in a variety of media and methods, such as the printing press, radio, telegraph, and motion picture, to influence public opinion. The psychology of marketing. Jan 26, Volodymyr Dehtyarov rated it really liked it. Once rcystallizing news is created it will propagate itself through media channels which already seek to capture public attention.

To Bernays, this is impossible because there are no individuals in “the masses. This is a fairly horrifying manifesto, penned by the “father of public relations” who in the early- to midth century took the theories of his uncle Sigmund Freud and married them to both rhetoric and the logic of capitalism to invent a whole new occupation. The print i’m reading has tons of typos and run on sentences.

This book seems to be yet more proof of this. It is safer to hire a press agent who stands between the group and the newspapers. Bernays writes that a counsel on public relations does not merely purvey news but create it. Jun 06, Bill DeGenaro rated it it was ok. puglic

The disunity of forces which seek to overthrow dominant groups is illustrated every day in every phase of our lives. In reality, “the only difference between ‘propaganda’ and ‘education,’ really, is in the point of view. Professor Opiniob Curry Jansen argues that Bernays distorted Lippman’s work and that public relations historians such as Stuart Ewen and Larry Tye have uncritically recapitulated Bernays on this point.

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