Bernays.

Propaganda

only through the active energy of the intelligent few can the public at large become aware of and act upon new ideas.

propaganda bears the same relation to education as to business or political. It may be abused. It may be used to over-advertise an institution and to create in the public mind artificial values. There can be no absolute guarantee against its misuse.

a presidential candidate may be ‘drafted in response to ‘overwhelming popular demand,’ but it is well known that his name may be decided upon by half a dozen men sitting around a table in a hotel room.

governments, whether they are monarchical, constitutional, democratic or communist, depend upon acquiescent public opinion for the success of their effort and, in fact, government is government only by virtue of public acquiescence.

a civilization has become more complex, and as the need for invisible government has been increasingly demonstrated, the technical means have been invented and developed by which opinion may be regimented.

nowadays the successors of the rulers, those whose position or ability gives them power, can no longer do what they want without the approval of the masses, they find in propaganda a tool which is increasingly powerful in gaining that approval.

democracy is administered by the intelligent minority who know how to regiment and guide the masses.

an entire part, a platform, an international policy is sold to the public, or is not sold, on the basis of the intangible element of personality.

“Edward Bernay’s honest and practical manual provides much insight into some of the most powerful and influential institutions of contemporary industrial-state capitalist democracies.” -Noam Chomsky