La Experiencia de Mery Buda

Tatuajes, cómic y Música por María Bustamante Tejeda

Bernays, Edward. Propaganda

Bernays, E. (1928) Propaganda. New York: Horace Liveright

In theory, everybody buys the best and cheapest commodities offered him on the market. In practice, if every one went around pricing, and chemically testing before purchasing, the dozens of soaps or fabrics or brands of bread which are for sale, economic life would become hoppelessly jammed. To avoid such confusion, society consents to have its choice narrowed to ideas and objects brought to its attention through propaganda of all kinds. There is consequently a vast and continuous effort going on to capture our minds in the interest of some policy or commodity or idea. (pag 11)

To-day, however, a reaction has set in. The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice is inevitable. Whatever of social importance is done to-day, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. Propaganda is the executive arm of the invisible government. (Bernays:1928;20)

I am aware that the word “propaganda” carries to many minds an unpleasant connotation. Yet whether, in any instance, propaganda is good or bad depends upon the merit of the cause urged, and the correctness of the information published. (Bernays:1928;20)

…we can see that in its true sense propaganda is a perfectly legitimate form of human activity. Any society, whether it be social, religious or political, which is possessed of certain beliefs, and sets out to make them know, either by the spoken or written words, is practicing propaganda. (Bernays:1928;22)

…if any body of men believe that they have discovered a valuable truth, it is not merely their privilege but their duty to disseminate that truth. If they realize, as they quickly must, that this spreading of the truth can be done upon a large scale and effectively only by organized effort, they will make use of the press and the platform as the best means  to give it wide circulation. Propaganda becomes vicious  and reprehensive only when its authors consciously and deliberately disseminate what they know to be lies, or what they aim at effects which they know to be prejudicial to the common good. (Bernays:1928;22)

 

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