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 论文编号：
lw200707250757417537 |
| 论文属性：
Notes |
| 论文语言：English |
| 论文国家：China |
| 登出日期： 2007-07-25 |
| 字数： 5000 |
| 源程序：
无 |
| 价格：
免费论文 |
| 参考相关附件： |
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| 论文大纲，目录 |
| 关键词搜索：AC640 Government Public Policy Political Communication Citizens and Culture |
DeBeers diamond company?
c. Walter Lippmann: “the world outside and the pictures in our heads”
If its intellectual foundations are in crowd theory and the mass society model, the first great
theorist of public relations is Walter Lippmann, one of the most influential people in 20th
century America. Lippmann argued in his 1922 book, Public Opinion, that the average
person wasn’t capable of the rational thought necessary to live in a complex society.
Therefore, it was the responsibility of elites to manufacture accurate pictures of reality for
that person to use. He captured the problem in the title of a chapter in his book, “the world
outside and the pictures in our heads.” A critical view of public relations would argue that it is
Lippmann’s thesis, in actuality a modern-day formulation of the crowd theory and the mass
society problem that motivated them, that underwrites PR today.
The early founders of the PR field, such as Edward Bernays, argued that PR was effectively
peacetime propaganda. The same rules apply to both wartime propaganda and PR:
monopolize as many media as possible; keep the message simple and repeat it often;
appeal to emotion, instinct, and the unconscious, rather than the rational mind; and be sure
to neutralize opposing opinions. Lippmann’s book packaged the insights of the crowd
theorists, and gave them modern form. Lippmann’s book also provided the conceptual basis
for Bernays’ handbook for PR practiti英语论文网 【http://www.51lunwen.org】oners, Crystallizing Public Opinion. The basic themes
and terms in this early and profoundly influential pair of books blur: crowd theory; mass
society; propaganda; public relations. Appreciating that PR begins here, within an
intellectual tradition that sought to “manage” democracy, gives us some insight into the
darker side of PR practice today.
d. Edward Bernays: the “maker of circumstance” If the crowd theorists first imagined a society in need of mediated forms of social control; if
Lippmann modernized the insights of crowd theory; if Ivy Lee was the first PR professional;
then it was Edward Bernays, a nephew of Sigmund Freud, who best personified the field.
The author of some of the earliest manuals in PR practice, Bernays saw himself as the
“maker of circumstance” behind the scenes. In this, he embodied public relations itself–an
unseen presence behind some of the more important events and personalities in 20th
century history.
Bernays brought his deep Freudian credentials to his analysis of the public and PR’s role in
influencing opinion. Using the word “propaganda” to describe and discuss PR—like
Lippmann, Bernays recognized no distinction between the terms—the features of PR were
as follows. It’s founded on an understanding of mass psychology – of how the public thinks,
feels, and acts. Public opinion is interpreted in his work as “the group mind.” Even when the
individual is alone, he or she has so internalized the gr
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