Propaganda

Bernays argues that the deliberate manipulation of the opinions and habits of the masses is necessary for a democratic society to function in a coherent and organized manner. Human beings are able to cooperate in society because in all domains of daily life, whether in politics, business, or social conduct, peoples’ perceptions of social reality are molded by what Bernays calls an “invisible government” of experts “who understand the mental processes and social patterns of the masses” (10). For Bernays, these experts can guide and govern the masses because they hold key positions in society and have both natural leadership qualities and a keen ability to provide the “needed ideas.” In a country of 120 million, Bernays claims, there are very few people who are able to understand socio-political phenomena, and these “invisible governors” provide the direction and organization needed by mass society. He argues that the framers of the Constitution did not envision political parties or the complex machinery of 20th-century politics, and without the direction of propagandists, the American voter would be left in a state of confusion. In a similar sense, the public cannot examine, price, and test the varieties of commodities available to them, so the propagandists step in to narrow the choices to a few select products.