Drilled S3, Ep 6: Manipulating the Masses and Predicting the Future—Edward Bernays and W. Howard Chase
Feb 25, 2020
Explore the manipulation of public opinion by Edward Bernays and W. Howard Chase, key figures in public relations. Learn about Bernays' use of psychology to sway the masses and Chase's focus on issues management. Discover how they shaped public perception and influenced corporate image, including the controversial 'crying Indian ad.'
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Bernays' Influence on Smoking
Edward Bernays broke down the taboo against women smoking by framing cigarettes as 'torches of freedom.' This campaign led to significant changes in public perception and behavior regarding women's smoking.
Manipulation of Public Perception
Bernays viewed public relations as a means to manipulate public perception, believing that the masses could be controlled by a small group of elites. This reflects a broader theme of elitism in public relations.
Anticipate and Manage Issues
Companies should predict potential public issues and manage perceptions proactively. Anticipating issues allows for control over social and cultural narratives in favor of corporate interests.