Free Download Crystallizing Public Opinion, by Edward Bernays

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Crystallizing Public Opinion, by Edward Bernays

Free Download Crystallizing Public Opinion, by Edward Bernays

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Product details

Paperback: 216 pages

Publisher: Ig Publishing; Reprint edition (August 16, 2011)

Language: English

ISBN-10: 193543926X

ISBN-13: 978-1935439264

Product Dimensions:

5 x 0.5 x 7.8 inches

Shipping Weight: 15.2 ounces (View shipping rates and policies)

Average Customer Review:

4.1 out of 5 stars

60 customer reviews

Amazon Best Sellers Rank:

#165,524 in Books (See Top 100 in Books)

This piece addresses the fundamentals of engineering what in contemporary management jargon is called "buy-in". If you want a source piece for the basic means by which public relations officers operate, you can do worse than this. However, remember that Crystallizing Public Opinion is merely a reciprocal piece with Bernays' other work, Propaganda. If you read one, you really ought to read the other as well.

Four stars for content--no stars for editing (or lack thereof). That said, on to content.Ed Bernays is possibly the most influential person of the 20th Century, but hardly anyone has ever heard of him. He was the genius who invented most of the techniques used in public relations, marketing, and political campaigns, and his impacts -- through the use of those techniques -- have been incalculable in sociology, in politics, in economics, you name it. There is no area of modern human existence that has not been shaped--or distorted--by spin.In 1933 a journalist named Karl vonWiegand interviewed Dr. Goebbels, Hitler's infamous propaganda minister. Goebbels told vonWiegand how important this book, "Crystallizing Public Opinion," had been in shaping his, Goebbels', career. VonWiegand told Bernays, who was Jewish, about this. He was not surprised. His attitude was that--just as in science--once techniques that work are out there in public view, there is no way to control who will use them and to what ends.If you want to understand how you and everyone else is manipulated by almost everybody with a PR budget, read this book (and try to ignore all the typos).

Simply a fascinating read – not only educational but reflective of an America new to radio and the newspaper industry that was still evolving, this book was published in 1923 and the copyright was renewed in 1951. The book here is only different from the 1923 original in that Stuart Ewen provides an introduction that is a lengthy description of his professional endurance to speak with Mr. Bernays. He is able to do so in the early 1990’s before Mr. Bernays passes away at the age of 103 in 1995 8 months’ shy of his 104th birthday. Mr. Bernays we learn in the introduction by Mr. Ewen was the nephew to Sigmund Freud; his mother was the sister to the renowned psychologist and his father was the brother to Sigmund Freud’s wife. Thus, making him a double nephew to one household biologically speaking. This was merely an interesting side point to the greater topic of Public Relations Counsel (PRC). He has had his critics over the years – but this book in my opinion is simply critically well and very relevant today in the computer age.Mr. Bernays touches upon public opinion in association with the newspaper industry of 1923; the radio was still relatively new at this point in time and he touches upon the PRC and the medium that has yet to have been tapped into for this consumer need. Unlike the websites that profess he assisted the acceptability of women smoking in the late 1920’s; he actually had women doing this during suffrage marches in the late second decade of the 20th century – most seem to report this point as an occurrence 10 years after the fact. Effectively Mr. Bernays breaks down the PRC need by societal needs. He reflects historically and accurately at how during the time of the American Revolution pamphlets were all that was needed to express an opinion locally – but matters change with the influx of immigration from all corners of Europe during the late 1800’s. Mr. Bernays spends a great deal of effort in reinforcing the fact that the press has an ethical obligation and so too the persons later to become PRC professionals. Today of course the PRC is simply known as “PR”. After reading this educational book on the matter it is apparent to the times that both the newspapers and PR types have left a lot of ethical decisions behind – that point too could be argued by some in that the evolution of PR and newspapers to radio to television to computer to cell phone apps has simply placed the news at the need of the PR and vice versa – after all it is society as a whole that has also forced this matter of “news feeds” and “public opinion” to be told (at least in part) what they want to hear.One must be willing however to take a deeper dive as well. One person’s “advertisement” is another person’s “propaganda”. Mr. Bernays stated “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, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind.” The question I am left with is whether there is a moral compass here – the goal seems to be making money and nothing more; regardless of whether the item is “good” or “bad”. In the late 1920’s as he was continuing the smoking acceptability for women he forced his own wife to quit smoking – this before 1930. In this manner observation can lend credence to the point that “money” was the goal. Maybe I am off base but this is what it “feels like” to me. Making things “necessary” for public consumption by mere association. Ivory Soap sculpting became popular by this point in time as well in order to get children to bathe regularly. But Public Relations Counsel or Public Relations never became an institution to which persons had to become certified as say a Doctor, Lawyer, or Police Officer for that matter. Hence, any person could and still can become a PR Person with no credentials other than the ability to show they helped someone or some other company “make money”.Early on the evolution of this process became a part of the political machine. The political machines of many countries and leaders – the unfortunate thing is the link between Nazism and Bernays’ processes – Bernays would write in the 1960’s how disgusted he became as a result of discovering this point later. Either way there are two sides to this coin of “public opinion”. Increasingly I for one am sick of public opinion polls – in one sense they are necessary to gain a “gauge” on the issues and products of the day – on the other hand it feels as though these processes by many who are merely talking heads, beat the public opinion polls to death and many more are unable to “explain” what they mean. This is where in “my opinion” important to me only that PR people and “public opinion polls” are irrelevant. The “herd” however seems to follow the person in front of them, taking one step in front of the other – the true counter culture today are independent thinkers and doers in “my opinion”.This book is an important read for every independent thinker; it is good to consider how the masses are swayed; this book is as relevant today as it was in 1923 – the evolution of technology may have changed but the basic mechanisms remain. This is why I give this book 5 stars.

I'm giving this five stars owing to the author's complete frankness regarding the nature of his project.When you say you really like something--from deodorant to a political candidate--do you really, or have you just been led there by skilled manipulators of public opinion?

The IG edition of this book is poorly edited. The edition is rife with spell-check typos/Homonym errors, approximately every three-four pages, because no one at IG publishing proofread the book. The introduction is worthwhile.The book: Worth the price of admission simply for explaining why all the self-proclaimed "free-thinkers" in this world think alike.Also worth it for pointing out most people think their opinions are fact. Hilarious. An offensive and dangerous book for people with many and strong opinions.

I've known of Edward Bernays for decades because I work in PR. I've read much about him. But it wasn't until I was researching for my podcast called Shaping Opinion that I bought and read this book. I wish I'd done so much sooner. That said, in my podcast we talked about how Edward Bernays invented the American bacon and eggs breakfast as part of a PR idea to get Americans to eat heavier breakfast. Many of the principles from this book come to play in such a simple story.

This is a great book to read if you want to gain an understanding of how the government uses mind control to control our every movement. The trick is to make the people think they have a choice... it's scary what this world has become. This book was written a long time ago, and now you can see so much of these evil tactics unfold.

A must read. Very informative.. I am watching it now unfold after the terrible event in Las Vegas.

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