The Impact of Mass Mind Manipulation

William Griffin Historical Methods & Writing HIST 301 13-Dec- 013

1 In this paper! I "ill e#amine the histor$ of propaganda to pro%ide a &asis of fundamental understanding of our contemporar$ pu&lic relations industr$' The de%elopment of modern propaganda can &e traced &ac( to the earl$ 0th centur$! mainl$ the 1)10s and 1) 0s' I "ill argue that the priorit$ of the pu&lic relations industr$ "as not to inform the pu&lic properl$ &ut instead pro%ide limited or false information! and ho" this process has come to undermine democrac$' * democratic societ$ relies on an informed pu&lic to ma(e rational choices "hen participating in the decision-ma(ing processes of societ$' We must e#amine the core principles of democrac$ and our econom$ as an instrument in defining "here "e stand in the 1st centur$ as a societ$! democratic or not' Go%ernments had not reali+ed the true potential of propaganda until World War I' In 1)1,! -resident Woodro" Wilson "on the election under the slogan .He (ept us out of "ar/! pla$ing a neutral role in foreign affairs'1 Within si# months! The 0ommittee on -u&lic Information 10-I2! or 0reel 0ommittee! "as formed as a go%ernment propaganda commission "hose main goal "as to persuade *mericans to in%ol%e themsel%es in the "ar efforts a&road' Woodro" Wilson appealed to George 0reel! a muc(ra(ing 3ournalist! for help "ith the goal of selling the 4nited States on "ar' 5ther than using the usual and o&%ious rhetorical media methods such as pamphlets! posters and ad%ertisements! 0reel used the 6our Minute Men' The name deri%ed from the four minutes allocated to these spea(ers 3ust &efore a film "ould pla$ at the local theaters' Information "as sent through a hierarchical chain of command' 5%er se%ent$-fi%e thousand ci%il leaders "ere assem&led to deli%er pro-"ar messages to people at theaters! "hich graduall$ e#panded to churches! la&or unions! and other pu&lic meeting places'3 The 6our Minute Men e#emplif$ the top-do"n approach and the agenda-setting model used in the pu&lic relations industr$'7
1 Stuart 8"en! PR! A Social History of Spin 19e" :or(; <asic <oo(s! 1)),2! 107' 9oam 0homs($! Media Control: the spectacular achievements of propaganda' nd ed' 19e" :or(; Se%en Stories -ress! 00 2! 11-1 ' 3 =isa Mastrangelo! >World War I! -u&lic Intellectuals! and the 6our Minute Men; 0on%ergent Ideals of -u&lic Spea(ing and 0i%ic -articipation!/ Rhetoric & Public Affairs 1 ! no' 7 1 00)2; ,0?-,0)' 7 @r$stina <enson! ed' he !our Minute Men and he Red Cross: "#"$%"#"&' Sal+&urg! *ustria! 01 ' -D6 e-&oo(! A-?'

The 0-I sent out information "ith the goal of shifting pu&lic opinion a&out the "ar utili+ing potential spea(ers that "ere chosen primaril$ for their positions as respected citi+ens "ithin their communities' <erna$s clarifies this top-do"n approach! .'''&ut the opinions "hich the$ promulgate are usuall$ deri%ed from some national authorit$/'A 0reel ran the committee and "as o&%iousl$ successful' This committee "as the first large-scale modern propaganda operation that pro%ed to the "orld the po"er of pu&lic manipulation', -ropaganda helped persuade the *mericans in 3oining the side of the allied forces! the <ritish immediatel$ cut German$Bs ca&le lin(s to the 4nited States! forcing *merican ne"spapers to rel$ on the reports that had alread$ &een filtered through <ritish censorship'? The appearance of the ne" modern propaganda techniCues occurred immediatel$ after World War I during a time of social! political and educational change' 8d"ard <erna$s graduated from this committee and entered the 1) 0s "ith a ne" perspecti%e on ho" democrac$ reCuired propaganda to lead itself a"a$ from su&seCuent "ars' If democrac$ is dependent on an informed pu&lic in "hich the media pla$ a %ital role! "hat might &e causing the information to &ecome o&scuredD Democrac$ can o&%iousl$ function "ith true or false information! &ut the compass of truth dictates "hich group or persons ma$ &enefit' 6alse information to"ards the pu&lic ma$ &enefit the elite and true information ma$ &enefit the people' This constant struggle for information control in a democratic societ$ sho"cases the top-do"n approach of information dissemination across our nation! and glo&e' 5ur information deri%es from some national authorit$' 5ur current econom$ is &ased on scarcit$'EIf scarcit$ didnBt e#ist! our econom$ "ouldnBt e#ist' Scarcit$ causes the same species to turn against one another for the %er$ purpose of sur%i%al' This
A 8d"ard <erna$s' Propaganda' 19e" :or(; Ig! 1) E2! ,0' , Ste%en Smith! .-ersonalities in the 0ro"d; The Idea of the .Masses/ in *merican -opular 0ulture!/ Prospects 1) 11))72; )' ? Michael F' Sproule! Propaganda and 'emocracy he American ()perience of Media and Mass Persuasion' 10am&ridge 4ni%ersit$ -ress! 1))?2! ,' E *rnold! Goger *' Microeconomics* "" ed' 9e" :or(! 9':'; South-Western! 010' @indle 8dition'

3 ps$cholog$ of scarcit$ has &een carried into e%er$ aspect of the *merican social fa&ric' Humans ha%e surpassed &asic sur%i%a&ilit$ through technological ad%ances! "hich should &e creating a homeostatic en%ironment' :et! po"erful organi+ations continue to t"ist the truth and forces humanit$ to &elie%e the$ are li%ing in a "orld of scarcit$! thus perpetuating primiti%e aggression to"ards one another' 5ne e#ample to e#plain the effects of the ps$cholog$ of scarcit$ is the *gricultural *d3ustment *ct' The stipulations of this act "ere created around the the 9e" Deal era! and promulgated the intentional destruction of domestic crops and li%estoc( to reduce crop surplus and increase the %alue of $ields') In the ps$cholog$ of scarcit$! less of an$thing is %alued more' It is completel$ irrational to destro$ crops in "hich humans are dependent on! certainl$ during a time of depression "hen the ma3orit$ is in sham&les' 6rom this e#ample! it outlines ho" the econom$ ta(es precedence in our societ$ and forces people to ma(e irrational decisions for economical gains' Fust li(e crops! our information is &eing intentionall$ reduced and limited for the sa(e of the econom$' This is artificial scarcit$ of information' The artificial scarcit$ of information has caused *mericans to separate themsel%es from one another and into isolated and self-interested groups! sociall$! politicall$ and e%en economicall$'10 Most people might argue that toda$ the earth cannot produce enough food to accommodate an entire planet of se%en &illion people' Ho"e%er! the World Hunger 8ducation Ser%ice has alread$ stated that "e currentl$ produce enough food to feed e%er$one on 8arth o%er !?00 calories! more than enough to sustain a health$ lifest$le'11 Despite the increase in population! our current methods of food production can suppl$ enough calories e%er$one on the planet' In e#amining the pro&lems associated "ith media and democrac$! "e must loo( into its histor$ to grasp a fundamental structure of ho" the pu&lic relations industr$ "as de%eloped! or pioneered'
) Theodore Saloutos! .9e" Deal *gricultural -olic$; *n 8%aluation!/ +ournal of American History ,1 11)?72; 3' 10 Ste%en Smith! .-ersonalities in the 0ro"d; The Idea of the .Masses/ in *merican -opular 0ulture!/ Prospects 1) 11))72; A3' 11 . 013 World Hunger and -o%ert$ 6acts and Statistics!/ World Hunger 8ducation and Ser%ice! accessed 9o%em&er 7! 013! http;HH"""'"orldhunger'orgHarticlesH=earnH"orldI 0hungerI 0factsI 0 00 'htm'

7 8d"ard <erna$sB &oo( Propaganda! "ritten in 1) E! helps to e#plain the de%elopment of modern propaganda and its usage in contemporar$ media' The term .propaganda/ originated in the earl$ se%enteenth-centur$ as a result of spreading religious faith across the ne"l$ disco%ered *mericas'1 -ope Gregor$ JK created The 5ffice of -ropagation of the 6aith to help guide missionar$ efforts in the 9e" World to counter the threatening e#pansion of -rotestantism' 5ne fundamental structure in 0hristianit$ is the spread of faith' In disco%ering a ne" "orld full of .sinners/ to sa%e from damnation and all of the issues associated! it &ecame apparent that the churches "ere &attling o%er these ne" souls for indoctrination into their o"n &elief s$stems' The fact that propaganda "as &orn at a time "hen religious ideologies "ere &attling for e#pansion helps to demonstrate the a&horrent &eha%ior in "hich scarcit$ causes! and the path propaganda "as destined to ta(e' The 1) 0s and 1)30s "as the era in "hich propaganda e#ponentiall$ too( the threshold'13 .In this present structure of societ$! this practice is ine%ita&le'/17 During this era! propaganda too( a different route' <erna$s helped to de%elop "hat is (no"n as .modern propaganda/' With the in%entions of mass production and mass communication! <erna$s pioneered the e#pansion of mass information through his de%elopment of modern propaganda' Gather than focus information dissemination indi%iduall$! it "as a great time to spread information u&iCuitousl$ to the masses' In <erna$sB %ie"! one reason the popularit$ of propaganda gre" "as simpl$ &ecause of the ne" freedoms the people had gained through the deposition of a&solute monarchies' Monarchs "ere once a&le to enforce la"s upon their su&3ects "ith %iolence' In a democrac$! this t$pe of enforcement is unfathoma&le' *s the population gre" through the ad%ancement of technolog$! it "as &ecoming more difficult to control people through %iolent force'1A In addition! the ad%ancement of technologies in the
1 13 17 1A <erna$s! Propaganda! )-10' Stuart 8"en! PR! A Social History of Spin 19e" :or(; <asic <oo(s! 1)),2! 1?7' <erna$s! Propaganda! 7?' 9oam 0homs($! .0onsidering the -u&lic Gelations Industr$ and Social Media!/ :ouTu&e %ideo! posted &$ .Marta=$all!/ Fanuar$ 13! 013! http;HH"""'$outu&e'comH"atch%L8TMat,t-ls8&listL-=%G0MI0Fmg"N&l7MMpm1sMippJ$5f@#+f&inde#L11'

A communication field allo"ed for the people to acCuire more po"er than e%er! through impro%ements in information dissemination! people had more control o%er their o"n en%ironments' <erna$s said! .If "e understand the mechanism and moti%es of the group mind! is it not possi&le to control and regiment the masses according to our "ill "ithout their (no"ing a&out itD/1, Hence! the importance of controlling that en%ironment &ecause it "ould ultimatel$ dictate ho" that person "ill thin( and act' It is of utmost importance to comprehend the tur&ulent changes that "ere occurring "ithin Western societ$ at the da"n of the 0th centur$' These changes had remar(a&le effects in dri%ing the gro"th of propaganda' 6irst! the methods of mass production deepl$ affected the "a$ in "hich our econom$ operated! "hich our societ$ "as ultimatel$ modeled after' *chie%ing mass production methods through ad%ances in technolog$ created a&undance' The 4S came rushing into the glo&al mar(et as the "orldBs largest and "ealthiest manufacturer of products'1? Henr$ 6ordBs Model-T and the assem&l$-line re%eals the e#tent &$ "hich the 4S propelled into the glo&al arena' The *merican people "ere introduced to a ne" "orld of modernit$' 9e" modes of transport! ne" media! ne" sources of po"er and energ$! ne" materials! all of these ne" technologies stirred up concern for the future of societ$' <$ the 1) 0s! the po"er of photographs and film had altered the %isual e#perience of the common *merican' @no"n as .Modernism!/ the shift from traditional forms of art! to"ards ne" %isuali+ations that adapted to the ne" econom$ of mass production! mass ideas! and mass culture! helped to highlight ho" images and s$m&ols con%e$ed a particular "a$ of %isuali+ing the "orld'1E These de%elopments of mass production techniCues! ad%ances in technolog$! and the adaptation into modernit$ frightened the ma3orit$ of the pu&lic' <erna$s ans"ered the pu&lics unrest "ith propaganda' In his e$es! this chaos had to &e

1, <erna$s! Propaganda! ?1' 1? Ga$ Marshall and Marc Tuc(er! hin,ing for a -iving: (ducation and the .ealth of /ations 19e" :or(; <asic <oo(s! 1)) 2 3' 1E 8"en! PR! A Social History of Spin! 0)- 10'

, controlled "ith propaganda'1) *s 8d"ard <erna$s! the father of the pu&lic relations industr$! said! .The conscious and intelligent manipulation of the organi+ed ha&its and opinions of the masses is an important element in a democratic societ$' Those "ho manipulate this unseen mechanism of societ$ constitute an in%isi&le go%ernment "hich is the true ruling po"er of our countr$/' 0 Those "ho held the most po"er in societ$ in the 1) 0s essentiall$ controlled societ$' <erna$s confirms this "ith his significant influential histor$' 8d"ard <erna$s is one of histor$Bs most influential figures al&eit &eing the least "ell-(no"n' The ma3or (e$ element to &ecoming a successful propagandist "as to remain &ehind the curtain' -ropaganda can &e fought against in onl$ one "a$! a"areness' If people are simpl$ a"are of propaganda! the methods "ill not ha%e an impact on the pu&lic' This is crucial to understand' Hiding &ehind the curtain helped to propel <erna$s onto the top of the social p$ramid' <eing the nephe" of the famous philosopher Sigmund 6reud! he remained &ehind the scenes in order to practice propaganda successfull$' 1 *t the time! I%$ =ee "as <erna$sB top competitor in the pu&lic relations industr$' =eeBs career path! compared to <erna$s! demonstrates the importance of remaining in the shado"s as a propagandist! or pu&lic relations counselor' =ee "ent on to reach cele&rit$ status "hile <erna$s remained in the shado"s' The people "ere simpl$ a"are of the deceptions =ee "ould promote' *s the famous Foseph Goe&&els of 9a+i-German$ once said! .-ropaganda &ecomes ineffecti%e the moment "e are a"are of it/' 3 -ropaganda! or the pu&lic relations industr$! can &e fought against in onl$ one "a$! a"areness' The main influences for <erna$s! other than his uncle 6reudBs de%elopment of ps$choanal$sis! also influenced societ$ as a "hole' *s *merica "as spoon-fed the consumer-&ased econom$ to deal
1) Smith! Personalities in the 0ro"d! A3' 0 <erna$s! Propaganda! 3?' 1 8"en! PR! A Social History of Spin! 3' Scott 9o&le! Psy0ar! http;HHmetanoia-films'orgHps$"arH 1Fanuar$ 01 2! 0;3?' 3 =eonard W' Doo&! Goe&&elsB -rinciples of -ropaganda! Public 1pinion 2uarterly! Kol' 17! 9o' 3! 1*utumn! 1)A02; 71)77 '

? "ith the radical changes in societ$! discussion of cro"d &eha%ior and mass persuasion s"ept the countr$' 7 Social theorists such as Gusta%e =e <on! William Trotter! and <erna$sB earlier colleague from the 0reel 0ommittee !Walter =ippmann help to fuel this pu&lic discussion' *s these men hea%il$ influenced <erna$s! he Cuic(l$ de%eloped modern propaganda techniCues &ased off of this ne" social perspecti%e' * social perspecti%e that the ma3orit$ of the pu&lic "ere loo(ed at as an incompetent herd of people that reCuired the assistance of the po"erful elite to guide them' <erna$s said! .Trotter and =e <on concluded that the group mind does not thin( in the strict send of the "ord' In place of thoughts it has impulses! ha&its! and emotions/' A This perspecti%e dro%e <erna$s to esta&lish modern propaganda! to appeal to those impulses! ha&its! and emotions' *n e#ample of modern propaganda is "hen <erna$s coordinated an e%ent that associated the "omenBs suffrage mo%ement "ith smo(ing in order to increase the sale of cigarettes' 0igarette manufacturers hired <erna$s to increase the profits &$ appealing to a ne" audienceO "omen' Women! at the time! "ere sociall$ proscri&ed to smo(e cigarettes in pu&lic' 0igarette manufacturers reali+ed that the$ "ere losing potentiall$ half of their mar(et due to this social ineCualit$' <erna$s de%ised a plan that changed e%er$thing o%ernight' 0oordinating an e%ent that sho"cased e#tra%agant "omen "al(ing do"n a popular a%enue in 9e" :or(! (no"n as <road"a$! <erna$s "ent as far as articulating these nuances &$ alternating the camera angles to e#emplif$ their cigarette usage! "hich "as not a common strateg$ at the time' These "omen pulled cigarettes from their pant$-hose and "al(ed do"n <road"a$ holding their cigarettes! or torches of freedom! s$m&oli+ing "omenBs social li&eration' -rior to <erna$s! propaganda has al"a$s ta(en a different route using methods of rationalit$ and authoritati%e appeals' The old method directed its message to the conscious mind of the &u$er' <erna$s flipped the script and &egan appealing the to unconscious mind deli%ering messages of irrational &eha%ior &$ appealing to li&eration! se#! and cigarettes'
7 Smith! Personalities in the 0ro"d! A,- AE' A <erna$s! Propaganda! ?3-?7'

E With this change that s"ept the countr$! the idea of indi%idual personalit$ &ecame an enduring force in *merican popular culture' The idea that one! in the modern "orld! can alter their o"n en%ironment to shape themsel%es' The de%elopments in ps$cholog$ and philosoph$ seemed to undermine free "ill! "hich "as replaced "ith en%ironmental determinism' 8n%ironmental determinism is the %ie" that an areaBs ph$sical characteristics ha%e a strong impact on the ps$chological outloo( of its inha&itants' The media en%ironment dictated man$ of the perspecti%es that people held at the time' The primar$ thought "as to Cuestion "here the indi%idual "ould fit into this ne" idea of the mass mind' , ItBs interesting to note that propaganda de%eloped in some of the most freest nations at the time! such as <ritain and 4S' ? The ma3orit$ of things in "hich the pu&lic participated "ere alread$ prepared and pre-planned' .Men are rarel$ a"are of the real reasons "hich moti%ate their actions/' E <erna$s has influenced the *merican pu&lic in numerous and su&stantial "a$sO eating &acon for &rea(fast! &u$ing pianos for our homes! e#pressing "omenBs freedom through smo(ing cigarettes! the pu&licit$ stunt of =ightBs Golden Fu&ilee! destro$ing the image of Guatemala "hich pa%ed the "a$ for 4S encroachment! and e%en soap car%ing competitions to gather groups .'''of modern societ$ in order to spread ideas/' ) We "ill e#amine these e#amples in further detail' =etBs first e#amine *mericaBs fa%orite &rea(fast item! &acon' <erna$s "as hired to help increase the sale of &acon' *t the time! it "as common for people to eat &acon as a lunch or dinner option' Someho"! the people of *merica &egan eating &acon and eggs for &rea(fast' Most *mericans ate a light &rea(fast' <erna$s did conduct research on &acon! "hich led him to conclude that the human &od$ loses energ$ throughout the night and reCuires a hea%$ &rea(fast to sustain themsel%es throughout an entire "or(da$' When hired for this 3o&! <erna$s did not see( out ad%ertisers' Instead! he Cuestioned
, ? E ) Smith! Ste%en' - E- )' .0onsidering the -u&lic Gelations Industr$ and Social Media'/ <erna$s! Propaganda! ?7' <erna$s! Propaganda! ?)'

) "hat influenced *mericans and their diet' He found that most *mericans "ere ta(ing the ad%ice of their ph$sicians' <erna$s sa" the ad%antage in this and created a national campaign to help persuade ph$sicians to &egin recommending &acon for &rea(fast as a health$ diet' <erna$s e#plained this process perfectl$! .If $ou can influence the leaders! either "ith or "ithout their conscious cooperation! $ou automaticall$ influence the group "hich the$ s"a$/'30 He "as o&%iousl$ successful and a centur$ later *merica had created an emotional relationship "ith &acon for their &rea(fast' This e#ample demonstrates ho" strong the effects of propaganda can &e and ho" o&li%ious indi%iduals ma$ &e to it' .We are go%erned! our minds molded! our tastes formed! our ideas suggested! largel$ &$ men "e ha%e ne%er heard of' This is the logical result of the "a$ in "hich our democratic societ$ is organi+ed' Kast num&ers of human &eings must cooperate in this manner if the$ are to li%e together as a smoothl$ functioning societ$/'31 When <erna$s "as hired to increase the o%erall long-term sale of pianos! he understood that his goal "as not to create competition &et"een piano manufacturers' Gather than appealing to &u$ers through rational means such as pro%iding information on the cost or dura&ilit$ of the piano! <erna$s changed the en%ironment in "hich the custom of &u$ing a piano "ould &e accepted' He sought out the leading architects to design music rooms "ithin their plans' In addition! he sought out famous decorators "ho "ould pro%ide e#hi&itions sho"casing pianos in homes' This method of influencing respected leaders "ould e%entuall$ influence the &u$ing ha&its of their o"n social groups' This helped to create the en%ironment that dro%e consumers to &egin purchasing pianos for their homes' .The modern propagandist therefore sets to "or( to create circumstances "hich "ill modif$ that custom' He appeals perhaps to the home instinct! "hich is fundamental' He "ill endea%or to de%elop pu&lic acceptance of the idea of a music room in the home/'3 <erna$s e#emplifies a strong top-do"n
30 <erna$s! Propaganda! ?3' 31 <erna$s! Propaganda! 3?' 3 <erna$s! Propaganda! ??-?E'

10 approach in utili+ing modern propaganda techniCues' The genius &ehind the nation"ide cele&ration of =ightBs Golden Fu&ilee in 1) ) "as <erna$s' * pu&licit$ stunt "as designed to &enefit General 8lectric &ut ended in colla&oration "ith Thomas 8dison and Henr$ 6ord' It "as an e#hi&ition cele&rating the A0th anni%ersar$ of 8disonBs incandescent light &ul&! sho"casing light &ul&s to the pu&lic' The e%ent capti%ated audiences around the "orld' *l&ert 8instein and -resident Hoo%er sho"ed their appreciation' This stunt pla$ed a more important role than praising an anni%ersar$! it helped to co%er the electric po"er industr$Bs ongoing in%estigation &$ the 6ederal Trade 0ommission'33 -ropaganda can also &e used as an important di%ersion' Stated as the .culture industr$!/ mindless entertainment had great social! political! and economic importance' .Such entertainment! the$ said! can distract audiences from critical thin(ing! sapping time and energ$ from social and political action'/37 -ropaganda "as used for more purposes than helping the econom$' <erna$s used similar techniCues in "or(ing "ith the 4nited 6ruit 0ompan$ in 1)A7' He helped to engineer pu&lic opinion to help demoni+e the state of Guatemala' This pa%ed the "a$ for the 4nited States to o%erthro" their regime! "hich still remains to this da$'3A Such tactics closel$ resem&le those of the go%ernment con%incing the pu&lic to in%ol%e themsel%es "ith foreign affairs in World War I! perpetrated &$ the 0reel 0ommittee' Walter =ippmann! a leading intellectual of democratic theor$! hea%il$ influenced the %ie" of democrac$ through the e$es of <erna$s' =ippmann coined terms such as .Stereot$pe!/ .0old War!/ and .the <e"ildered Herd'/ The &e"ildered herd descri&ed the pu&lic and ho" the ma3orit$ of the people "ere simpl$ not Cualified to participate in the decision-ma(ing process of democrac$' This notion "as conferred to the responsi&ilit$ of the "ise and intelligent fe" "ho "ere tas(ed to guide the herd to"ards their o"n interests! &ecause the herd "as not capa&le of guiding themsel%es' The herd "as not
33 Sproule! Propaganda and 'emocracy! 3A' H Smith! Personalities in the 0ro"d! 7,- 7?' 37 =ule! Fac(' 3lobali4ation and Media! 1Go"man & =ittlefield -u&lishers! 01 2 @indle edition' 3A 0homs($! Media Control! 30-31'

11 to participate! their onl$ function "as to &e .interested spectators of action/'3, This popular thought sho"ed man$ resem&lances to other ideas at the time! such as Ta$lorism' 6redric( Winslo" Ta$lor pu&lished a &oo( in 1)11 titled! .The -rinciples of Scientific Management/'3? This &oo( "ent on to influence the entire "orld' It introduced ne" methods that replaced con%entional factor$ operation designs' Ta$lor de%eloped a s$stem of scientific management that anal$+ed and s$nthesi+ed "or(flo"s' -articularl$ "ith the assem&l$ line and factor$ "or(ers! Ta$lorism "as o%er"helmingl$ adopted &$ the industrial econom$ that propelled the 4S into the glo&al mar(et as the "orldBs leading e#porter'3E Ta$lor de%ised plans for "or(ers that dictated precise rate of sho%eling per hour and ho" man$ minutes a "or(er should rest' These ideas "ere %ague prior to Ta$lor' Ta$lorism in%ol%ed a top-do"n approach to production in%ol%ing human la&or' The people "ho conducted the most important &usiness decisions and the people "ho engineered the products operated at the top of the s$stem "ith more autonom$! and self-direction! than the con%entional "or(er' *ll others in%ol%ed in the assem&l$-line tas(s had a %er$ detailed process of la&or alread$ organi+ed &$ the people at the top! o&structing their freedoms' The "or(ers "ere onl$ responsi&le for "hat the$ "ere instructed to do! and nothing ne" could &e added to that process' Ta$lor "ould often tell "or(ers that the$ "ere .not supposed to thin(! there are other people paid for thin(ing around here'/3) The arri%ing flo" of lo"-s(illed immigrants "as gro"ing! alongside people from rural farm areas! and pushing into cities due to technological ad%ances and for higher "ages' In order to deal "ith the plentiful resource of lo"-s(illed "or(ers! Ta$lor de%ised his plan to create ma#imum output efficienc$ in production factories "hile simultaneousl$ engaging the lo"-s(illed pu&lic into the econom$' 5ne (e$ factor of profita&ilit$ "as the a&ilit$ to la$ off as man$ "or(ers "hen needed!
3, .6orce and 5pinion!/ The 9oam 0homs($ We&site! accessed on 9o%em&er )! 013! http;HH"""'choms($'infoHarticlesH1))10?--'htm' 3? 6rederic( Winslo" Ta$lor! he Principles of Scientific Management' 11)112 -D6 e-&oo(' 3E Ga$ Marshall and Marc Tuc(er! hin,ing for a -iving: (ducation and the .ealth of /ations 19e" :or(; <asic <oo(s! 1)) 2 3' 3) Marshall and Tuc(er! hin,ing for a -iving! A'

1 "hich helps demonstrate that the interests of this s$stem "as not of the "or(ers &ut to ma(e profit'70 Fust as Ta$lor "as interested in the profita&ilit$ of the factor$! <erna$s "as interested in the efficienc$ of democrac$' The ma3orit$ of people! in the %ie" of <erna$s or Ta$lor! "ere loo(ed upon more as a resource to use rather than a human &eing to loo( o%er' This "as common thought in the earl$ 0th centur$ and &oth processes undermined the %er$ essence of democrac$' <erna$s "as not the onl$ influential figure that &elie%ed in this direction' -eople from all spheres of influence ha%e thought this "a$' Fames Madison! a founding father! once said the primar$ responsi&ilit$ of go%ernment is to .protect the minorit$ of the opulent against ma3orit$/'71 Ta$lorism "as so popularl$ used that it ultimatel$ shaped the 4S education s$stem' Gather than teaching future generations of *mericans the methods of creati%it$! %alues of cooperation! or creating a population of pro&lem sol%ers! the 4S education s$stem modeled itself after Ta$lorism! producing onl$ o&edient citi+ens "ith 3ust enough (no"ledge to carr$ out menial la&or tas(s'7 This coupling of Ta$lorism in the factor$ and planned education did "or( to &oost the 4S into the glo&al mar(et' :et! this dual perspecti%e failed to account for the long-term effects it might produce as a result of chasing profita&ilit$' The result of undermining democrac$ and ta(ing po"er a"a$ from the people' When people are forced through an education s$stem that doesnBt properl$ educate and moti%ated &$ irrational incenti%es perpetuated &$ our societ$! it forces people into positions that are similar to sla%e-li(e conditions' 8#cept! "age-sla%er$ applies to all people' Simpl$ put! democrac$ ceases to function properl$! the %er$ opposite of ho" <erna$s en%isioned societ$' <erna$s "as a ma3or pla$er in shifting the econom$ from a craft-econom$ into a consumingeconom$' 5ne (e$ component in the success of <erna$s and &ig &usiness "as due to the de%elopment of pu&lic-anal$sis' *s propaganda influenced man$ corporations! the ac(no"ledgement of the critical
70 Marshall and Tuc(er! hin,ing for a -iving! ,' 71 9oam 0homs($! Consent 0ithout Consent: Profit 1ver People! 1Se%en Stories -ress! 1)))2! accessed 9o%em&er 1?! 013! http;HH"""'third"orldtra%eler'comH0homs($H0onsent-5-M0hom'html' 7 Marshall and Tuc(er! hin,ing for a -iving! 1A-1?! 0'

13 %alue of pu&lic-anal$sis gre" aggressi%el$' -u&lic-opinion measurement da"ned out of this period' <ig &usiness reali+ed the importance of pu&lic measurement as &eing part of the ne" &usiness model' -opular pu&lic measurements gre" out of this! such as the Gallup -oll' .To &u$ is the %ote/! <erna$s once said'73 Fust as General 8lectric used =ightBs Golden Fu&ilee to help conceal their in%estigation! persuading the pu&lic to %ie" an$ &usiness in an enlightening respect remains to &e a %ital feature in securing a profita&le return' Therefore! pu&lic-anal$sis &ecome a priorit$ in the &ig &usiness "orld' The fate of an$ &usiness depends on the pu&licBs %ie" of that &usiness' The people "ere &ecoming a commodit$! opinions measured! anal$+ed! and sold to the highest &idder'77 More than eight$ $ears later authors li(e Fac( =ule! author of Glo&ali+ation and Media! puts this notion into simple terms! .-eople are encouraged to thin( of products! not politics' The$ are consumers! not citi+ens'''P&ig &usiness oligopoliesQ helps to create a passi%e apolitical populace that rises from the couch primaril$ for consumption'/7A This current and popular train of thought "as &orn out of the earl$ 0th centur$ and &ig &usiness too( the pu&lic into partnership' * fe" reasons as to "h$ pu&lic-anal$sis has &ecome so popular "as due to ne" massproduction! the capa&ilit$ to transport products across an entire continent! and the pursuit of profit' 6actories cannot manage to sta$ operating unless customers relentlessl$ consume "hat is produced' -lants and "arehouses ha%e a necessit$ to (eep the consumption rate on par "ith the production rate! if not! the$ "ould &e run do"n due to such a&undant production' 0onseCuentl$! &usinesses are forced to see( out ne" methods to consistentl$ dra" the pu&lic &ac( into the store senselessl$' In addition! the reCuirement of endless consumption is a deterrent for long-lasting products' <efore the term planned o&solescence "as e%en coined! <erna$s mentions it as one important element in sustaining a profita&le &usiness' In fact! he sa$s &usinesses canBt maintain themsel%es "ithout some t$pe of planned
73 Smith! Personalities in the Cro0d! AA' 77 8"en! PR!A Social History of Spin! 1)0' 7A =ule! 3lobali4ation and Media'

17 o&solescence;

.Mass production is onl$ profita&le if its rh$thm can &e maintained- that is! if it can continue to sell its product in stead$ or increasing Cuantit$' The result! is that "hile! under the handicraft or small-unit s$stem of production that "as t$pical a centur$ ago! demand created the suppl$! toda$ suppl$ must acti%el$ see( to create its corresponding demand' * single factor$! potentiall$ capa&le of suppl$ing a "hole continent "ith its particular product! cannot afford to "ait until that pu&lic as(s for its productO it must maintain constant touch! through ad%ertising and propaganda! "ith the %ast pu&lic in order to assure itself the continuous demand "hich alone "ill ma(e its costl$ plant profita&le''' To ma(e customers is the ne" pro&lem' 5ne must understand not onl$ his o"n &usiness -the manufacture of a particular product- &ut also the structure! the personalit$! the pre3udices! of a potentiall$ uni%ersal pu&lic'/7,

<erna$s! more than an$ other person at the time! reali+ed the ne" pro&lem of de%eloping a strong customer &ase' <erna$s "ent on to create the term .engineering of consent!/ the art of manipulating people' .The engineering of consent is the %er$ essence of the democratic process! the freedom to persuade and suggest'/7? This process of ma(ing ne" customers! the "a$ mass-production techniCues affected our econom$! and disco%er$ of modern propaganda tactics all led to the creation of the -u&lic Gelations Industr$! or propaganda industr$' The -u&lic Gelations industr$ undermines democrac$ in its entiret$ &$ aiming to create uninformed consumers ma(ing irrational choices' *n e#ample of this t$pe of pu&licit$ is the greatest propaganda machine e%er created! the tele%ision' *d%ertisements! "hich are a form of media and %er$ common! ha%e no intention of informing the
7, <erna$s! Propaganda! E7' 7? .The 8ngineering of 0onsent/! Annals of the American Academy of Political and Social Science! 9o' A0! 1March! 1)7?2! 113'

1A pu&lic to ma(e rational decisions' Gather! the ad%ertisements are intended to persuade the pu&lic to &ecome consumers and ma(ing irrational decisions' In addition! this also undermines our economic s$stem &ecause the consumers are dependent on media-supplied information to ma(e rational choices in the mar(et' In 4S economics! scarcit$ is the foundation' So! the opposite of scarcit$ "ould eliminate the mar(et s$stem' Mass-production radicall$ changed much of the econom$! &ut po"erful people used propaganda to (eep the radicali+ation do"n to a minimum' Instead of producing enough products! or resources! to pro%ide for an entire continent of people! the &enefits of mass-production techniCues disco%ered in the earl$ 0thcentur$ "ere ta(en a"a$ from the pu&lic' 8lites in po"erful positions used propaganda to help persuade the pu&lic of other non-sense! resulting in our current o%er-consuming societ$' In a nutshell! <erna$s helped to (eep this status-Cuo mentalit$ of scarcit$ &$ promoting more consumption of products' Gather than affording people more leisure time due to technological ad%ances! someho" the pu&lic "as persuaded into consuming more products to maintain the econom$ "hich resulted in maintaining "or( hours' *lthough our planet is made of finite resources! massproduction should ha%e created an entirel$ ne" t$pe of econom$ &ased on a&undance! &ut our econom$ is &ased on the gro"th of consumption! "hich has &een maintained through propaganda' The %er$ essence of our econom$ in a finite "orld is irrational' The circumstances might ha%e influenced much of the thought at the time! &ut <erna$s thought that he "as acting morall$ &$ s"itching propagandaBs uses from "ar to consumption' The thin(ing &ehind this scarcit$ helps e#plain the de%elopment of modern propaganda' =eading intellectuals at the time such as Walter =ippmann! an *merican pu&lic intellectual! "riter! reporter and pu&lic commentator on the principles of democrac$! said .elites must &e a&le to go%ern "ithout the impediment of an acti%e or participator$ pu&lic'/7E Fust as =ippmann and <erna$s &oth
7E 8"en! PR!! 17?'

1, thought that the ma3orit$ of the population should not participate in the decision-ma(ing process of democrac$! Ta$lor &elie%ed that the ma3orit$ of "or(ers in an$ factor$ should not participate in the decision-ma(ing process of the firm' =ippmann de%ised the a&ilit$ to .manufacture consent!/ to emplo$ techniCues that could assem&le mass support &ehind e#ecuti%e action' <erna$sB idea of the .engineering of consent/ deri%ed from =ippmannBs analog$! &ut ma(ing it more applica&le to the pu&lic and in %arious forms rather than clinging to political theor$' =ippmann! <erna$s! and Ta$lor ha%e a similar approach to their "or(' *ll three reflect an elitism of a small minorit$ of pri%ileged people "ith the a&ilit$ to direct the rest of the cro"d into their o"n desired direction! "hich their o"n desired interests supposedl$ represented the &enefit of societ$ as a "hole' This small minorit$ "ere the %alua&le contenders in the important decision-ma(ing processes of societ$ andHor a factor$' The topdo"n approach! "hether applied in factor$ settings or "ithin democratic societies! has &een "idel$ influential throughout the past centur$ of modernit$' The glo&al e#pansion of media and communication technologies o%er the past centur$ %astl$ shaped the "orld toda$' The effects and methods used in the communication industr$ ha%e &een perfected and are "idel$ a&undant' More precisel$! the pu&lic relations industr$ has s"ept the countr$! and glo&e! into a passi%e-aggressi%e consuming societ$ of competiti%e indi%iduals e#pressing narcissistic attitudes among one another' Man$ historians do agree that the de%elopment of the pu&lic relations industr$ is important to understand! as the common man in toda$Bs "orld is o&li%ious to the propaganda that surrounds him' Marshall Mc=uhan descri&ed it perfectl$' If $ou "ere to as( a random fish to descri&e their o"n en%ironment! the %er$ last thing the$ "ould mention "ould &e "ater'7) The most important! po"erful! and o&%ious elements of our o"n societies and en%ironments are not seen or noticed' The "ater in the en%ironment of the fish is e#actl$ "hat propaganda is to a citi+en of the 4nited States of *merica'
7) .Morris <erman'/ Psy0ar' 6ilm' Directed &$ Scott 9o&le' S'I'; Metanoia 6ilms! 010'

1? Historians seem to ha%e the same general consensus a&out the histor$ of pu&lic relations' The methods that ha%e &een de%eloped nearl$ a centur$ ago are still in effect throughout all of societ$' 9ot onl$ did the 4S pioneer the modern pu&lic relations industr$! &ut "as hea%il$ influenced &$ a multiple of factors and ideas' The idea of the mass mind coupled "ith the ne" mass production methods assem&led the perfect en%ironment for the ps$cholog$ of consumerism and scientific management to materiali+e' These thoughts ha%e onl$ unfolded into more mediums throughout our "orld of glo&ali+ation' <erna$s said decades ago! .-ropaganda "ill ne%er die out'/A0 He 3ust might &e correct'

A0 <erna$s! Propaganda! 1,E'

1E <i&liograph$

*rnold! Goger *' Microeconomics' 9e" :or(; South-Western! 010' @r$stina <enson! ed' he !our Minute Men and he Red Cross: "#"$%"#"&' Sal+&urg! *ustria! 01 ' <erna$s! 8d"ard' Propaganda' 9e" :or(; Ig! 1) E' 9oam 0homs($' Consent 0ithout Consent: Profit 1ver People* 1Se%en Stories -ress! 1)))2' *ccessed 9o%em&er 1?! 013' http;HH"""'third"orldtra%eler'comH0homs($H0onsent-5-M0hom'html' 9oam 0homs($' .0onsidering the -u&lic Gelations Industr$ and Social Media'/ :ouTu&e %ideo' posted &$ .Marta=$all'/ Fanuar$ 13! 013' http;HH"""'$outu&e'comH"atchD%L8TMat,t-ls8' The 9oam 0homs($ We&site' .6orce and 5pinion'/ *ccessed on 9o%em&er )! 013' http;HH"""'choms($'infoHarticlesH1))10?--'htm' 0homs($ 9oam' Media Control: the spectacular achievements of propaganda' Se%en Stories -ress! 00 ' 8"en! Stuart' PR! A Social History of Spin 9e" :or(; <asic <oo(s! 1)),' =eonard W' Doo&! Goe&&elsB -rinciples of -ropaganda! Public 1pinion 2uarterly! Kol' 17! 9o' 3 1*utumn! 1)A02; 71)-77 ' =ule! Fac(' 3lobali4ation and Media* Go"man & =ittlefield -u&lishers! 01 ' Marshall! Ga$ and Marc Tuc(er' hin,ing for a -iving: (ducation and the .ealth of /ations 9e" :or(; <asic <oo(s! 1)) ' Mastrangelo! =isa' >World War I! -u&lic Intellectuals! and the 6our Minute Men; 0on%ergent Ideals of -u&lic Spea(ing and 0i%ic -articipation'/ Rhetoric & Public Affairs 1 ! no' 7 1 00)2; ,0?-,33' 9o&le! Scott' Psy0ar* http;HHmetanoia-films'orgHps$"arH' 1Fanuar$ 01 2' Saloutos! Theodore' .9e" Deal *gricultural -olic$; *n 8%aluation!/ +ournal of American History ,1 11)?72' Smith! Ste%en' .-ersonalities in the 0ro"d; The Idea of the .Masses/ in *merican -opular 0ulture'/ Prospects 1) 11))72; A- ??' Sproule! F' Michael' Propaganda and 'emocracy: he American ()perience of Media and Mass Persuasion' 0am&ridge! 4'@'; 0am&ridge 4ni%ersit$ -ress! 1))?'
nd

ed' 9e" :or(;

1) 6rederic( Winslo" Ta$lor! he Principles of Scientific Management' 1)11' *ccessed on 9o%em&er 07! 013' http;HHnationalhumanitiescenter'orgHpdsHgildedHprogressHte#t3Hta$lor'pdf' World Hunger 8ducation and Ser%ice' . 013 World Hunger and -o%ert$ 6acts and Statistics'/ *ccessed 9o%em&er 7! 013' http;HH"""'"orldhunger'orgHarticlesH=earnH"orldI 0hungerI 0facts I 0 00 'htm'