Edward L. Bernays Poradie kníh

Edward Bernays (1891–1995), known as “the father of public relations,” was a trailblazer in propaganda and PR. He merged crowd psychology theories with psychoanalytical concepts from his uncle, Sigmund Freud, demonstrating how corporations and politicians could shape public opinion. His influential 1928 work outlined the use of propaganda in various sectors, including government and education, while his 1923 classic established principles that have guided public influence for decades. This comprehensive volume of Bernays’ writings features significant excerpts from his key works, including the full text of his 1947 essay, which discusses applying scientific methods to garner public support for ideas and initiatives. Additionally, it includes extensive selections on topics like education, war propaganda, and polling. Collectively, this material provides an in-depth exploration of Bernays' contributions, highlighting his profound impact on modern propaganda, public relations, and the concept of spin.

The book explores Edward Bernays' connection to a powerful Jesuit network and his relationship with his uncle, Sigmund Freud. It delves into how Freud's influence shaped Bernays' personality, particularly emphasizing his narcissistic traits and tendency to boast. The narrative highlights the complexities of Bernays' character as he navigates the realms of manipulation and public relations, showcasing the interplay between familial ties and personal ambition.

Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and governments have used to influence public attitudes over the past century.

You may not know Edward Bernays, but Edward Bernays knows YOU. As the era of mass media unfolded after the first World War, many people became interested in the new opportunities for mass manipulation. Bernays made a study of the different ways to use propaganda. "Crystallizing Public Opinion" was his first book on how to manipulate the masses.

Publicist Edward L. Bernays offers here the kind of advice individuals and a variety of organizations sought from him on a professional basis during more than four decades. With such knowledge, every intelligent person can carry on his or her activities more effectively. This book provides know-why as well know-how. Bernays explains the underlying philosophy of public relations and the PR methods and practices to be applied in specific cases. He presents broad approaches and solutions as they were successfully carried out in his long professional career. Public relations is not publicity, press agentry, promotion, advertising, or a bag of tricks, but a continuing process of social integration. It is a field of adjusting private and public interest. Everyone engaged in any public activity, and every student of human behavior and society, will find in this book a challenge and opportunity to further both the public interest and their own interest.

"A seminal work on how public opinion is created and shaped, Edward Bernays's 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century. A primer on the then new profession of "public relations counsel," Crystallizing elucidates the "instruments and techniques" that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to "regiment the mind like the military regiments the body." The first ever book ever written about the public relations industry, this all-new edition of Crystallizing Public Opinion features an introduction by Stuart Ewen, author of PR! A Social History of Spin, All Consuming Images: On the Politics of Style in Contemporary Culture, and Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture."--Back cover

Reprint of a seminal 1928 work from the father of public relations and modern political spin