O nly through the active energy of the intelligent few can the public at large become aware of and act upon new ideas.
P ropaganda bears the same relation to education as to business or politics. It may be abused. It may be used to over-advertise an institution and to create in the public mind artificial values. There can be no obstacle guarantee against its misuse.
A presidential candidate may be "drafted" in response to "overwhleming popular demand," but it is well known that his name may be decided upon by half a dozen men sitting around a table in a hotel room.
G overnments, whether they are monarchial, constitutional, democratic or communist, depend upon acquiescenet public opinion for the success of their efforts and, in fact, government is is government only by virtue of public acquiescence.
A s civilization has become more complex, and as the need for invisible government has been increasingly demonstrated, the technical means have been invented and developed by which opinion may be regimented.
N owadays the successors of the rulers, those whose position or ability gives them power, can no longer do what they want without approval of the masses, they find in propaganda a tool which is increasingly powerful in gaining that approval.
D emocracy is administered by the intelligent minority who know how to regiment and guide the masses.
A n entire party, a platform, an international policy is sold to the public, or is not sold, on the basis of the intangible element of personality.
- Edward Bernays, Propaganda
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