The Ethics of Bernays and Freud
Edward Bernays published his seminal book Propaganda in 1928, which addressed the control of the collective consciousness of the masses. In it, he explained how psychology and public relations could be used to direct the behavior of the unconscious masses by manipulating desires and latent instincts rather than conscious logic. He asserted that the masses are incapable of making rational decisions and must therefore be “engineered” through opinion leaders and the media to serve the interests of the government or the elite. He argued that methods of control operate through indirect influence, utilizing a “third party,” such as experts, analysts, and celebrities, to justify messages intended for promotion or suppression. This approach was evident in his famous 1929 campaign aimed at popularizing smoking among women, linking it to personal freedom, and transforming consumption of all kinds into a “social need.” Here, the role of the media is highlighted in turning news into a propaganda tool for controlling collective perception, often without the awareness of the audience or the receiver.
Bernays, the nephew of the renowned psychologist Sigmund Freud, also discovered that Americans ate a light breakfast. He sought and obtained endorsements from celebrity doctors to assert that a heavy breakfast was healthier, then disseminated media stories linking coffee with the consumption of bacon. This significantly increased the consumption of the products he promoted. Additionally, he contributed to the creation of the “Government Information Committee” and the “Four-Minute Men” program, where thousands of volunteers delivered short speeches to mobilize public opinion against Germany and promote the sale of war bonds, resulting in increased donations to cover war costs. His propaganda also contributed to the overthrow of the Guatemalan government in 1954, through the American monopolistic United Fruit Company, by tarnishing the image of President Árbenz and labeling him a communist, which led to a coup backed by the U.S. government.
Bernays’ work demonstrated the power of political and commercial propaganda, successfully transforming his book from a mere text on public relations into a strategic science based on psychology to guide public opinion and collective behaviors. This contributed to the emergence of the class of “public relations counselors,” who serve as an ethical tool for managing complex democratic societies by influencing the subconscious. He also introduced the use of polls and behavioral studies to understand unconscious desires, forming the basis of today’s campaigns, such as digital marketing on social media and the transformation of consumption culture by turning products into social symbols, as seen in his tobacco promotion campaigns. This is evident today in the emotional branding of companies. His methods also influenced electoral campaigns through the use of celebrities and experts to steer elections and political advertising.
The book raised widespread concerns about the collective manipulation of people’s opinions and emotions, yet it established ethical standards in public relations. Despite the fact that Bernays applied Freud’s concept of the “Id,” which represents basic instincts such as hunger and sex, to argue that the masses are driven by unconscious and illogical desires that must be “engineered” through emotional symbols rather than logical arguments, focusing primarily on life instincts and libido to market consumer desires and emotional guidance. Lobby groups, such as AIPAC, have long exploited Bernays’ theories to influence the American voter.
Ahmed Al-Sarraf
