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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Crystallizing Public Opinion

He gives examples from his early career and cites ideas from theorists including Walter Lippmann and Wilfred Trotter. Books by Edward L.

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. Future senator Ernest Grueningin a review called “Higher Hokum”, asked whether persuading the public was much preferable to corralling them by heavier-handed means opinipn “public be damned” approach —whether the end result would “be greatly different for the public which, while bernaays no longer tolerates being ‘damned,’ guilelessly permits itself to be ‘bunked’?

Among those mentioned I recognized were his physician-endorsed campaign to crysrallizing bacon a healthy breakfast food staple and his work to promote acceptance of the controversial play Damaged Goods about venereal disease. The rational method adequately used would have told him that on the great majority of these questions there could be for him but one attitude – that of suspended judgement.

Email required Address never made public. He knows that they are constantly falling opiniion 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.


Appropriate messages should be crafted based on careful study of group psychologyand disseminated by not bernaus purveying but actually creating news.

Just as relevant now as it was in Lippmann wrote that a press agent stands between the event and the press in order to control the flow of information. Without doubt, Bernays’ principles can be successfully applied to the present day reality with obvious implicit considerations to technological advancements that transformed the scene of advertising marketing even more.

Emphasizing changing external conditions, such as oplnion technology, is also effective. Nevertheless, the fact remains that he has become in recent years too important crystallixing figure in American life for this ignorance to be safely or profitably continued.

Wikiquote has quotations related to: Nov 29, Frank Fletcher rated it liked it. Notify me of new posts via email.

Crystallizing Public Opinion by Edward L. Bernays

Educated people can display this mentality just as the ignorant can. Paperbackpages.

It seemed like a college student crystallizzing was trying to impress his professor by the way he articulated his writing. Oct 04, Tate Hanawalt rated it it was ok. You are commenting using your Facebook account.

Bernays shares with us a wealth of knowledge about his life’s work. The definition of “news” is not settled and varies from newspaper to newspaper. Such an occasion becomes symbolic and is utilized by the ego to enhance its feelings of importance.

From Wikipedia, the free encyclopedia. As technology continues to evolve rapidly, increasing the efficiency, speed, and quantity of communicated information, humans are still human, perceiving and comprehending no differently now than a century ago or a century from now. Bernays uses this taxonomy to instruct crstallizing new “p.


From the book and also the long introduction at the beginning it sounds like Bernays was very high and mighty as he essentially sorts people into the smart people and the stupid people. One must be willing however to take a deeper dive as well.

Fascinating look into early 2oth century PR. Jul 31, Pojar Adrian rated it liked it. View all 5 comments.

Crystallizing Public Opinion – Ig Publishing

Sonal Panse rated it it was amazing Dec 28, The public relations counsel must lift startling facts from his whole subject and present them as news. Bernays gives an overview of the mentality of the “herd,” talking about the emotions and primal drives for which the herd has an affinity.

Jan 26, Volodymyr Dehtyarov rated it really liked it. The public relations practitioner, therefore, must tap into the current of group energy. Bernays does have a book called “Propaganda” which I haven’t read, but this book wasn’t at all what I initially thought it would be. Most of the book made little sense, and after you read the first 20 pages you can put the book down because the rest just keeps repeating itself.

Mihai Zodian rated it it was ok Oct 19,