Zitate von Edward Bernays
Edward Bernays
Geburtstag: 22. November 1891
Todesdatum: 9. März 1995
Edward Louis Bernays gilt neben Ivy Lee und anderen als Vater der Public Relations und bedeutender Spin-Doctor. Er selbst prägte für seinen Beruf die Bezeichnung PR-Berater .
Zitate Edward Bernays
„The new profession of public relations has grown up because of the increasing complexity of modern life and the consequent necessity for making the actions of one part of the public understandable to other sectors of the public. It is due, too, to the increasing dependence of organized power of all sorts upon public opinion. Governments, whether they are monarchical, constitutional, democratic or communist, depend upon acquiescent public opinion for the success of their efforts and, in fact, government is government only by virtue of public acquiescence. Industries, public utilities, educational movements, indeed all groups representing any concept or product, whether they are majority or minority ideas, succeed only because of approving public opinion. Public opinion is the unacknowledged partner in all broad efforts.
The public relations counsel, then, is the agent who, working with modern media of communications and the group formations of society, brings an idea to the consciousness of the public.“
— Edward Bernays, buch Propaganda
Quelle: Propaganda (1928), p. 63
„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.“
"Manipulating Public Opinion", American Journal of Sociology 33 (May, 1928), p. 958–971
„The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.“
— Edward Bernays, buch Propaganda
Quelle: Propaganda (1928), p. 37 <!-- the first two sentences are very widely cited -->
Kontext: The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society.
„When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And "propaganda" got to be a bad word because of the Germans using it, so what I did was to try and find some other words. So we found the words "counsel on public relations."“
Quoted in Adam Curtis' The Century of the Self (2002)
„Propaganda is the executive arm of the invisible government.“
— Edward Bernays, buch Propaganda
Quelle: Propaganda (1928), p. 48
„If we understand the mechanism and motives of the group mind, is it now possible to control and regiment the masses according to our will without their knowing it?“
— Edward Bernays, buch Propaganda
Page 71 (1928 edition?)
Propaganda (1928)
„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, buch Propaganda
Quelle: Propaganda (1928), p. 39
„If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn. His mind retains the patterns which have been stamped on it by the group influences.“
— Edward Bernays, buch Propaganda
Page 73 (1928 edition)
Propaganda (1928)
„While, under the handicraft of small-unit system of production was that typical a century ago, demand created the supply, today supply must actively seek to create its corresponding demand. 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. This entails a vastly more complex system of distribution than formerly.“
— Edward Bernays, buch Propaganda
Page 84
Propaganda (1928)
„No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and clichés and verbal formulas supplied to them by the leaders.“
— Edward Bernays, buch Propaganda
Page 109
Propaganda (1928)
„The best place to find things: the public library.“
Quoted in L. Tye The Father of Spin (1998) p. 102
„Who are the men, who, without our realizing it, give us our ideas, tell us whom to admire and whom to despise, what to believe about the ownership of public utilities.. about immigration who tell us how our houses should be designed, what furniture we should put into them, what menus we should serve at our table, what kind of shirts we must wear, what sports we should indulge in, what plays we should see, what charities we should support, what pictures we should admire, what slang we should affect, what jokes we should laugh at?“
— Edward Bernays, buch Propaganda
Quelle: Propaganda (1928), p.59
„It is chiefly the psychologists of the school of Freud who have pointed out that many of man's thoughts and actions are compensatory substitutes for desires which he has been obliged to suppress. A thing may be desired not for its intrinsic worth or usefulness, but because he has unconsciously come to see in it a symbol of something else, the desire for which he is ashamed to admit to himself…This general principle, that men are very largely actuated by motives which they conceal from themselves, is as true of mass as of individual psychology…Human desires are the steam which makes the soial machine work. Only by understanding them can the propagandist control that cast, loose-jointed mechanism which is modern society.“
— Edward Bernays, buch Propaganda
Page 75 as quoted in Historical Archaeologies of Capitalism edited by Mark P. Leone, Jocelyn E. Knauf, p.40
Propaganda (1928)
„One reason, perhaps, why the politician today is slow to take up methods which are a commonplace in business life is that he has such ready entry to the media of communication on which his power depends.
The newspaperman looks to him for news. And by his power of giving or withholding information the politician can often effectively censor political news. But being dependent, every day of the year and for year after year, upon certain politicians for news, the newspaper reporters are obliged to work in harmony with their news sources.“
— Edward Bernays, buch Propaganda
Page 120
Propaganda (1928)
„The best defense against propaganda: more propaganda.“
Quoted in L. Tye The Father of Spin (1998) p. 102
„Goebbels […] was using my book Crystallizing Public Opinion as a basis for his destructive campaign against the Jews of Germany. This shocked me.“
Biography of an Idea: Memoirs of Public Relations Counsel (1965)
„The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest.“
"The Engineering of Consent", Annals of the American Academy of Political and Social Science No. 250 (March 1947), p. 113; Reprinted in Edward L. Bernays, Howard Walden Cutler, The Engineering of Consent, University of Oklahoma Press, 1955
