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Review: “Public Opinion” Walter Lippman, 1922. I became aware of this book while listening to Jill Lepore’s “These Truths” – an excellent book. This book, published in 1922 was mentioned as a keystone in the study of how Journalists and others “form” Public Opinion.
Crystallizing Public Opinion (Original Classic Edition)
- Download Public Opinion books, A survey of the historical roots, theoretical foundations and normative claims of 20th-century conceptualizations of public opinion. It examines research strategies such as polling, the 'spiral of silence' model, and the role of the media in the formation and expression of public opinion.
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- Author : Edward Bernays
- Publisher :Unknown
- Release Date :2019-10-14
- Total pages :234
- ISBN : 9781722523848
Summary : A seminal work on how public opinion is created and shaped, Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century. With his view that the public behaves like herds of animals, Bernays outlines how to control the masses in whatever way the influencer chooses. With a glimpse into the world of propaganda and advertising, he shows how ideas as different as eating bacon for breakfast and preferring women to be thin were put into our heads. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to “regiment the mind.” Bernays’ work explains a large part of the popularity of today’s TV news shout-fest and angry social media posts. Bernays wrote, “crowds love a contest.” This dynamic fuels the hostile and sarcastic comment chains that populate Twitter and Facebook and taps into what Bernays called “the ‘herd’ point of view,” which results in mass audiences, mass products and mass-media events. Bernays was named as one of the 100 most influential Americans of the 20th Century by Life magazine. He counted among his clients the American Tobacco Company, several U.S. presidents and the opponents of the Guatemalan revolution.
Crystallizing Public Opinion
- Author : Edward Louis Bernays
- Publisher :Unknown
- Release Date :2020-05-12
- Total pages :194
- ISBN : 9798645342401
GET BOOK HERESummary : What is public opinion? Whatever it is, it is often so vague, chameleonic, and evanescent that attempts to formulate it are in vain. But, in general, public opinion may be defined as the aggregate of individual judgments - the conclusions, sometimes uniform, but frequently conflicting - of the men and women constituting society or any one of its various groups. The ever-increasing importance of public opinion in our modern world has created a new profession-'counsel on public relations.' This is a new phrase to describe an activity that is old. In his book, Crystallizing Public Opinion, Mr. Edward L. Bernays, a professor in New York University, sets forth the scope and functions of the profession. The work of the counsel on public relations is of growing importance, he points out, because of three facts: The tendency of small organizations to group themselves in one large organization of a semi-public nature, the increased willingness of the public to make its voice beard in the conduct of affairs, and the keen competition in modern methods of selling. The function of the public relations counsel is, therefore, 'somewhat like the business of the attorney - to advise his client and to litigate his causes for him.' In the motivation of public judgments, he must begin with the established point of view which has its foundations in individual notions or 'stereotypes.' In the technique of his work, he is aided, in spite of the highly heterogeneous nature of society, by the interlapping of innumerable groups which make possible widespread appeals. In the ethical relations involved, certain it is that the counsel on public relations, as purveyor and creator of news, must conform to the highest moral and technical requirements.Thus, in his treatment of the scope and functions of the newly recognized profession - public relations counsel; in his analysis of group psychology underlying the subject; in his description of the technique and methods employed; and in his portrayal of the ethical issues involved, Mr. Bernays has made a contribution to the better understanding of public opinion. He has indicated clearly what is the duty of those who are learned and expert in discovering, interpreting, and creating the public will. In the words of Professor Tonnies, cited by Mr. Bernays, 'They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience.' - Advocate of Peace through Justice, Vol. 86, No. 7.
Public Relations
- Author : Edward L. Bernays
- Publisher :Unknown
- Release Date :2013-07-29
- Total pages :388
- ISBN : 9780806189826
Summary : Public relations as described in this volume is, among other things, society’s solution to problems of maladjustment that plague an overcomplex world. All of us, individuals or organizations, depend for survival and growth on adjustment to our publics. Publicist Edward L. Bernays offers here the kind of advice individuals and a variety of organizations sought from him on a professional basis during more than four decades. With such knowledge, every intelligent person can carry on his or her activities more effectively. This book provides know-why as well know-how. Bernays explains the underlying philosophy of public relations and the PR methods and practices to be applied in specific cases. He presents broad approaches and solutions as they were successfully carried out in his long professional career. Public relations is not publicity, press agentry, promotion, advertising, or a bag of tricks, but a continuing process of social integration. It is a field of adjusting private and public interest. Everyone engaged in any public activity, and every student of human behavior and society, will find in this book a challenge and opportunity to further both the public interest and their own interest.
Biography of an Idea
- Author : Edward L. Bernays
- Publisher :Unknown
- Release Date :2015-04-07
- Total pages :857
- ISBN : 9781497698673
Summary : The father of public relations looks back on a landmark life spent shaping trends, preferences, and general opinion A twentieth-century marketing visionary, Edward L. Bernays brilliantly combined mastery of the social sciences with a keen understanding of human psychology to become one of his generation’s most influential social architects. In Biography of an Idea, Bernays traces the formative moments of his career, from his time in the Woodrow Wilson administration as one of the nation’s key wartime propagandists to his consultancy for such corporate giants as Procter & Gamble, General Electric, and Dodge Motors. While working with the American Tobacco Company, Bernays launched his now-infamous Lucky Strike campaign, which effectively ended the long-standing taboo against women smoking in public. With his vast knowledge of the psychology of the masses, Bernays was in great demand, advising high-profile officials and counseling the tastemakers of his generation. His masterful and at times manipulative techniques had longstanding influences on social and political beliefs as well as on cultural trends. Biography of an Idea is a fascinating look at the birth of public relations—an industry that continues to hold sway over American society.
Public Opinion
- Author : Walter Lippmann
- Publisher :Unknown
- Release Date :2012-07-12
- Total pages :240
- ISBN : 9780486119908
Summary : A penetrative study of democratic theory and the role of citizens in a democracy, this classic by a two-time Pulitzer Prize-winner offers a prescient view of the media's function in shaping public perceptions.
The Father of Spin
- Author : Larry Tye
- Publisher :Unknown
- Release Date :2002-09-01
- Total pages :304
- ISBN : 9781466818767
Summary : The Father of Spin is the first full-length biography of the legendary Edward L. Bernays, who, beginning in the 1920s, was one of the first and most successful practioners of the art of public relations. In this engrossing biography, Larry Tye uses Bernays's life as a prism to understand the evolution of the craft of public relations and how it came to play such a critical-and sometimes insidious-role in American life. Drawing on interviews with primary sources and voluminous private papers, Tye presents a fascinating and revealing portrait of the man who, more than any other, defined and personified public relations, a profession that today helps shape our political discourse and define our commercial choices.
Public Opinion
- Author : Walter Lippmann
- Publisher :Unknown
- Release Date :2018-09-04
- Total pages :282
- ISBN : 1947844563
Summary : Walter Lippmann wrote his 'Public Opinion' at a time when something like the 'mass media' was coming into existence. Prior to the age of electronic communication, the only mechanism for reaching large numbers of individuals was the newspapers. In World War I, he saw how opportunistic nations used the newspapers to serve their often nefarious aims. Lippmann, however, believed that in the hands of super-intelligent, disinterested, omni-benevelont 'experts, ' the 'mass media' could bring about world peace. The school system, the advent of radio, and of course, the television, were arriving or coming along shortly. Each allowed a small group of people the ability to manage a much larger group, inspiring optimism among liberals and progressives that with the right forumula, the horrors seen in World War I would never occur again. Lippmann wrote 'Public Opinion' in 1922, shortly after World War I. In 1924, a certain Adolf Hitler would be spending time in jail. If this merited any mention in any newspaper, it is doubtful that no expert paid it any mind. 1939 was, after all, a long way off.
Propaganda
- Author : Edward L. Bernays
- Publisher :Unknown
- Release Date :1928
- Total pages :168
- ISBN : 9780970312594
Summary : With politics taking centre stage due to the US presidential election, the time is perfect for a reprint of this classic work from Edward Bernays, the father of public relations and political spin and the man who designed the ad campaign that got the United States involved in World War I. Written in 1928, this was the first book to discuss the manipulation of the masses and democracy by government spin and propaganda.
A Summary of Propaganda by Edward Bernays
- Author : Notes Quark
- Publisher :Unknown
- Release Date :2017-11-03
- Total pages :40
- ISBN : 1684114098
Summary : Edward Bernays, the father of public relations, explains what propaganda is and how it is applied on society. It's an explanation of how an elite's class runs the world through the change of public opinion with propaganda as a tool. Edward Bernays, just like Tesla and any other figure that doesn't make it to the history books, is as important as the history books. Everyone owes it to himself to listen to this book. Save time on the go with the compact format and concise summary. Explore key quotations from the book!
The Master Key System (Original Classic Edition)
- Author : Charles F. Haanel
- Publisher :Unknown
- Release Date :2020-10-01
- Total pages :324
- ISBN : 9781722526177
Summary : The Master Key System was a source of inspiration for the book and blockbuster film The Secret. Originally published in 1912 as a correspondence course, it teaches that everything around us was first developed as a thought, the powerful catalyst for turning any idea into a reality. Beautifully designed, this 324-page complete authoritative edition with an easy to read font for a great reader experience includes a new afterword by Joe Vitale, the world-renowned personal development expert and star of The Secret. This original classic edition includes all 24 lessons, the author’s chapter-by-chapter questionnaires and a foreword and an introduction by F. H. Burges. Every word is just as Charles F. Haanel wrote them. One of the greatest books ever written on the subject, The Master Key System uses precise logic and a consistent, common-sense framework presented as a series of 24 lessons. It is one of the finest studies in self-improvement and higher consciousness ever written. This book will assist you to: • Learn the secret of all power, all achievement and all attainment • How to change the way you think • Feel good and think good • Mobilize your untapped resources • Direct your thoughts into productive channels • Use thought as a manifestation of creative energy, and apply it to realize your dreams • Become the best version of yourself • Feel healthy and become wealthy • Discover the key to the solution of every problem whether physical, financial, or environmental. • Take absolute control of your thoughts to achieve that which you most desire
How to Attract Good Luck (Original Classic Edition)
- Author : A.H.Z. Carr
- Publisher :Unknown
- Release Date :2020-12-11
- Total pages :302
- ISBN : 9781722524562
Summary : THE LANDMARK BOOK ON GOOD FORTUNE! Why do some people always seem to have good luck? Is it chance or can luck be learned? This easy-to-read original classic edition with an afterword by historian and New Thought scholar Mitch Horowitz will teach you a workable, practical program for increasing luck in all areas of your life and show you that luck is not chance—it can be cultivated. In How to Attract Good Luck, author A.H.Z. Carr shows you how to develop your character and choose the right opportunities available to all, but which most unthinkingly pass right by. Whether in your career or your relationships, this practical program will guide you to happiness and success as you adjust your mindset to living a life of good fortune. You will learn: • To spot chance events that will bring luck • The personality traits that attract good luck • How to select lucky friends and acquaintances that bring good fortune • To read cycles of luck and take advantage of them • The way to attract lucky breaks and make the most of them • How to avoid bad luck • To place yourself in the path of fate • Immediate steps to increase your luck in all areas of life • How you can align your mind with patterns of behavior that attract luck Throw away your rabbit’s foot, four-leaf clover and lucky charm! This is not a guide for gamblers or a volume of superstition, but a playbook for peak performers and anyone who wants to attain the most they can from life. Luck is an accessible mindset that anyone can achieve.
The Magic Arts in Celtic Britain
- Author : Lewis Spence
- Publisher :Unknown
- Release Date :1999-01-01
- Total pages :198
- ISBN : 0486404471
Summary : Fascinating, painstakingly researched study of occult beliefs and practices in Celtic Britain, with intriguing discussions of the origins of the Druids, Arthurian cults, the mystery of the Holy Grail, Celtic spells and charms, black magic, the Celtic spirit world — with its populations of banshees, leprechauns, brownies and a host of lesser phantoms — and many other topics. A compelling, erudite study that will appeal to anthropologists, folklorists, and anyone interested in the customs and spiritual life of Britain's ancient Celts.
The Ten Commandments of Propaganda
- Author : Brian Anse Patrick
- Publisher :Unknown
- Release Date :2013-01-01
- Total pages :204
- ISBN : 9781907166815
Summary : 'Employing humor and otherwise charming prose . . . Patrick weaves a compelling story of persuasive elements that define and drive propaganda. In addition, he uses contemporary and historical examples to clearly and precisely explain complex ideas. This text is a keeper!'NProf. Bruce L. Plopper, School of Mass Communication, University of Arkansas at Little Rock.
The Decline of the West
- Author : Oswald Spengler,Arthur Helps
- Publisher :Unknown
- Release Date :2006
- Total pages :414
- ISBN : 9781400097005
Summary : The late German historian considers all forms and movements of human affairs as he predicts the inevitable eclipse of Western civilization, in an abridged edition of the classic study, first published more than eighty years ago. Reprint.
Your First CFO
- Author : Pam Prior
- Publisher :Unknown
- Release Date :2018-01-13
- Total pages :100
- ISBN : 9781683505563
Summary : If you kill your bookkeeper, who will write the bail check? Are you paying good money for an accountant and bookkeeper, but still lack enough confidence in your company’s financials to answer critical money questions? Do you sit up at night processing and reprocessing unresolved questions about how to keep your business on a solid financial footing or nurture it to the next level? Do you feel like you’re flying blind and fast with your finances and have no sense of the terrain ahead? Your First CFO is a step-by-step blueprint for using the tools and people you’ve already paid for to shine a spotlight on your business finances so they make sense to you. YYour First CFO will transform your current stress and uncertainty about bookkeepers, accounting, and finance into a foundation of steady confidence about the future of your business.
Secrets of Self-Mastery
- Author : Mitch Horowitz
- Publisher :Unknown
- Release Date :2020-01-21
- Total pages :256
- ISBN : 9781722521806
Summary : WHAT DOES IT TAKE TO REVOLUTIONIZE YOUR LIFE? In Secrets of Self-Mastery, Mitch Horowitz, one of today’s most literate voices of self-help and practical spirituality, produces a powerful and immensely useful guide to heightening your persuasiveness, abilities, business acumen, charisma, and overall ability to attract backing, money, customers, and clients. Secrets of Self-Mastery, the third volume in the Napoleon Hill Success Course series, highlights, updates, and adds to the most powerful ideas in Think and Grow Rich, while staking out new ground in the field of success philosophy. Mitch provides immensely revealing and actionable ideas that can place you at the gravitational center of your field. Moreover, he explores how to pursue success with nobility, ethics, and a code of honor. “We often hear that a single idea can change a life, or change the world,” Mitch writes. “That’s an inspiring thought—but it’s incomplete.” In Secrets of Self-Mastery Mitch probes the lives of entrepreneurs, artists, and military leaders to demonstrate how to bridge the divide that separates ideas from action—and how to unite the two to reach your apex of success. “HOROWITZ COMES ACROSS AS THE REAL DEAL: HE IS AN AUTHENTIC ‘ADEPT MIND’ AND HE KNOWS HIS STUFF.” —Boing Boing “ONE OF THE FEW FIGURES TO BREAK THROUGH INTO MAINSTREAM AND NATIONAL MEDIA AS A VOICE OF ESOTERIC IDEAS.” —Science of Mind “A NO-NONSENSE HISTORIAN SPECIALIZING IN MATTERS OF METAPHYSICS, NEW THOUGHT, AND THE OCCULT. HIS WORKS DON’T STOP AT MERE DESCRIPTION OF THESE MOVEMENTS BUT OFTEN DELVE INTO METHOD AND EXPERIENCE...A TRUSTED VOICE ON ESOTERIC TOPICS.” — Unity Magazine
Disciplined Minds
- Author : Jeff Schmidt
- Publisher :Unknown
- Release Date :2001-12
- Total pages :304
- ISBN : 0742516857
Summary : This book details the battle one must fight to be an independent thinker, showing how an honest reassessment of what it means to be a professional in today's corporate society can be remarkably liberating. Poignant examples from the world of work reveal the workplace as a battleground for the very identity of the individual. Schmidt contends that professional work is inherently political—that the unstated duty of professionals is to maintain strict 'ideological discipline.' Career dissatisfaction evolves as workers lose control over the political component of their creative work. After reading this insightful book, no one who works for a living will ever think the same way about their job. Jeff Schmidt lives in Washington, D.C., where he is an editor forPhysics Today.
Pawn Power in Chess
- Author : Hans Kmoch
- Publisher :Unknown
- Release Date :2013-04-09
- Total pages :320
- ISBN : 9780486319698
Public Opinion Book Pdf Download 2017
GET BOOK HERESummary : Profoundly original book demonstrates how basic relationships of one or two pawns constitute winning strategy. Multitude of examples illustrate theory. 182 diagrams. Index of games.
Media Control
- Author : Noam Chomsky
- Publisher :Unknown
- Release Date :2011-01-04
- Total pages :112
- ISBN : 9781609800154
Summary : Noam Chomsky’s backpocket classic on wartime propaganda and opinion control begins by asserting two models of democracy—one in which the public actively participates, and one in which the public is manipulated and controlled. According to Chomsky, 'propaganda is to democracy as the bludgeon is to a totalitarian state,' and the mass media is the primary vehicle for delivering propaganda in the United States. From an examination of how Woodrow Wilson’s Creel Commission 'succeeded, within six months, in turning a pacifist population into a hysterical, war-mongering population,' to Bush Sr.'s war on Iraq, Chomsky examines how the mass media and public relations industries have been used as propaganda to generate public support for going to war. Chomsky further touches on how the modern public relations industry has been influenced by Walter Lippmann’s theory of 'spectator democracy,' in which the public is seen as a 'bewildered herd' that needs to be directed, not empowered; and how the public relations industry in the United States focuses on 'controlling the public mind,' and not on informing it. Media Control is an invaluable primer on the secret workings of disinformation in democratic societies.
Within the Context of No Context
- Author : George W. S. Trow
- Publisher :Unknown
- Release Date :1997
- Total pages :119
- ISBN : 0871136740
Summary : Brief reflections on contemporary American culture cover celebrity, privilege, crime, drugs, teen-age alcoholism, race relations, politics, and the media
The History of Sexuality
- Author : Michel Foucault
- Publisher :Unknown
- Release Date :2012-04-18
- Total pages :176
- ISBN : 9780307819284
Summary : Michel Foucult offers an iconoclastic exploration of why we feel compelled to continually analyze and discuss sex, and of the social and mental mechanisms of power that cause us to direct the questions of what we are to what our sexuality is.
| Author | Walter Lippmann |
|---|---|
| Country | United States |
| Language | English |
| Subject | Public opinion |
| Genre | Nonfiction |
| Publisher | Harcourt, Brace & Co. |
Publication date | 1922 |
| Text | Public Opinion at Wikisource |
Public Opinion is a book by Walter Lippmann, published in 1922. It is a critical assessment of functional democratic government, especially of the irrational and often self-serving social perceptions that influence individual behavior and prevent optimal societal cohesion.[1] The detailed descriptions of the cognitive limitations people face in comprehending their sociopolitical and cultural environments, leading them to apply an evolving catalogue of general stereotypes to a complex reality, rendered Public Opinion a seminal text in the fields of media studies, political science, and social psychology.
Pseudo-environment[edit]
The introduction describes man's inability to interpret the world: 'The real environment is altogether too big, too complex, and too fleeting for direct acquaintance'[2] between people and their environment. People construct a pseudo-environment that is a subjective, biased, and necessarily abridged mental image of the world, and to a degree, everyone's pseudo-environment is a fiction. People 'live in the same world, but they think and feel in different ones.'[3]
Human behavior is stimulated by the person's pseudo-environment and then is acted upon in the real world.[4] Some of the general implications of the interactions among one's psychology, environment, and the mass communications media are highlighted.
More recent research uses the term 'social constructionism' or 'constructed reality' to describe what Lippmann (1922) called 'pseudo-environment'.
News and truth[edit]
By definition, pertinent facts are never provided completely and accurately; by necessity they are arranged to portray a certain, subjective interpretation of an event. Those who are most familiar with the greatest amount of facts regarding a certain environment, construct a pseudo-environment that aligns with their own 'stereotypes' and convey this to the public, knowingly or not, to suit their own private needs. This is inescapable human nature. Propaganda is inherently impossible without a barrier of censorship between the event and the public. As a consequence, the mass communication media, by their very nature as vehicles for informational transmission, are essentially vulnerable to manipulation.
The blame for that perceptual parallax falls not upon the mass media technology (print, radio, cinema, or, inferentially, television) or logistical concerns but upon certain members of society who attend to life with little intellectual engagement. That causes the following:
- The buying public: the 'bewildered herd' (a term here borrowed from The Phantom Public) must pay for understanding the unseen environment by the mass communications media. The irony is that although the public's opinion is important, it must pay for its acceptance. People will be selective and will buy the most factual media at the lowest price: 'For a dollar, you may not even get an armful of candy, but for a dollar or less people expect reality/representations of truth to fall into their laps.' The media have the social function of transmitting public affairs information and their business profit role of surviving in the market.
- Nature of news: people publish already-confirmed news that are thus less disputable. Officially-available public matters will constitute 'the news' and unofficial (private) matters are unavailable, are less available, or are used as 'issues' for propaganda.
- News truth and conclusion: the function of news is to signal an event, and that signalling, eventually, is a consequence of editorial selection and judgement; journalism creates and sows the seeds (news) that establish public opinion.
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Manufacture of consent[edit]
Lippman argues that, when properly deployed in the public interest, the manufacture of consent is useful and necessary for a cohesive society, because, in many cases, 'the common interests' of the public are not obvious except upon careful analysis of the collected data, a critical intellectual exercise in which most people are uninterested or are incapable of doing. Therefore, most people must have the world summarized for them by the well-informed, and will then act accordingly.
Public Opinion Book Pdf Download 2020
That the manufacture of consent is capable of great refinements no one, I think, denies. The process by which public opinions arise is certainly no less intricate than it has appeared in these pages, and the opportunities for manipulation open to anyone who understands the process are plain enough. . . . [a]s a result of psychological research, coupled with the modern means of communication, the practice of democracy has turned a corner. A revolution is taking place, infinitely more significant than any shifting of economic power.... Under the impact of propaganda, not necessarily in the sinister meaning of the word alone, the old constants of our thinking have become variables. It is no longer possible, for example, to believe in the original dogma of democracy; that the knowledge needed for the management of human affairs comes up spontaneously from the human heart. Where we act on that theory we expose ourselves to self-deception, and to forms of persuasion that we cannot verify. It has been demonstrated that we cannot rely upon intuition, conscience, or the accidents of casual opinion if we are to deal with the world beyond our reach.
The political elite are members of the class of people who are incapable of accurately understanding, by themselves, the complex 'unseen environment' wherein the public affairs of the modern state occur; thus, Lippmann proposes that a professional, 'specialized class' collect and analyze data, and present their conclusions to the society's decision makers, who, in their turn, use the 'art of persuasion' to inform the public about the decisions and circumstances affecting them.[5]
Public Opinion proposes that the increased power of propaganda and the specialized knowledge required for effective political decisions have rendered the traditional notion of democracy impossible. The phrase 'manufacture of consent' was introduced, which the academics Noam Chomsky and Edward S. Herman used as the title of their book Manufacturing Consent: The Political Economy of the Mass Media (1988). Chomsky has extensively criticized Lippman's thesis as deeply opposed to democracy.
Public Opinion Book Pdf Download 2019
Notes[edit]
- ^Walter Lippmann (1922), Public Opinion, WikidataQ1768450
External links[edit]
- Public Opinion at Project Gutenberg
- Public Opinion, public domain audiobook at LibriVox
- Open Library. Public Opinion. 1922