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Bernays first and foremost, the terms manipulation and propaganda did not have a negative meaning, but the opposite: the diffusion of trends and the direction of the masses were seen as something positive from a social point of view, harbingers of order and growth. In fact, Bernays continues, and we get to the point of the discussion: "In theory everyone buys at the lowest price what is best offered by the market, but in practice if before purchasing everyone compared the prices and studied the chemical composition of dozens of industrial soaps, fabrics or loaves of bread put on the market.

The economic life would be completely paralyzed. To avoid the spread of confusion, society wedding photo editing service agrees to limit its choices to the range of ideas and objects brought to its attention by propaganda of all kinds. It is therefore a question of constantly making an immense effort to capture interest in a policy, product, or idea." As evident from this simple concept, two fundamental assumptions emerge for Bernays : The masses are guided by forces and wills they do not know Acceptance of this guide is inevitable to avoid the spread of chaos and confusion, primarily economic paralysis in countries founded on capitalism Although of great interest, we do not focus here on the political and economic aspect of the issue, but we would like to highlight the exquisitel.



Social dynamics underlying the psychology of consumption and marketing or, as Bernays understood it, the science of public relations since the its first formulations. The connection of groups to each other Every member of a social group now as then, for example, high society, financiers, criminals, experts, consultants, politicians, immigrants, the rich or the poor is connected to other groups , whether they are associations, chambers of commerce, cultural clubs, religious institutions and so on. Opinions developed and nourished in a group tend to spread primarily through explicit sharing, but also and above all through implicit sharing, made up of gestures.