We are dominated by the relatively small number of persons who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind.
Edward BernaysRead
In some departments of our daily life, in which we imagine ourselves free agents, we are ruled by dictators exercising great power.
Interpretation
What this quote means
Our perceptions of freedom may be illusions as we are often controlled by unseen influences.
Edward Bernays' quote suggests that in areas of our daily lives where we believe we have complete autonomy, we are often unknowingly influenced or controlled by powerful entities. This highlights the paradox of freedom and control, illustrating how societal structures and media can dictate our beliefs and choices despite our self-image as independent decision-makers.
Themes
FreedomInfluenceControlSocietyPower
In practice
Example use cases
In a discussion about consumer choices, this quote highlights how advertising shapes our decisions.
More from Edward Bernays
All quotes →The invisible government tends to be concentrated in the hands of the few because of the expense of manipulating the social machinery which controls the opinions and habits of the masses. To advertise on a scale which will reach fifty million persons is expensive. To reach and persuade the group leaders who dictate the public's thoughts and actions is likewise expensive.
Edward BernaysRead
Any person or organization depends ultimately on public approval, and is therefore faced with the problem of engineering the public's consent to a program or goal.
Edward BernaysRead
No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and clichés and verbal formulas supplied to them by the leaders.
Edward BernaysRead
We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized. Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society.
Edward BernaysRead
Men (people) are rarely aware of the real reasons which motivate their actions.
Edward BernaysRead
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