Propaganda
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Summary
Editor's review
In today's era of information overload, rereading Bernays has unique contemporary significance. The book's analysis of concepts such as "group psychology," "symbolic association," and "third-party endorsement" accurately foreshadows the operating logic of contemporary social media marketing, the influencer economy, and political propaganda. Bernays's key proposition remains striking today: in a democratic society, should the public be manipulated by an invisible hand, or should rational citizens with media literacy be cultivated?
The translation published by the Communication University of China Press retains the original's speculative edge, and the annotation system provides the necessary academic context. Readers will find that the cases described in 1928—from how tobacco companies linked smoking to the symbol of women's liberation to how politicians used emotional narratives to win votes—are strikingly similar in essence to today's traffic manipulation and brand storytelling marketing. This reminds us that technological evolution has never changed the core of propaganda: insight into and exploitation of human nature.
It is recommended to maintain a critical distance while reading: Bernays both reveals manipulation techniques and implies a warning about democratic society. The value of this book lies not only in understanding communication mechanisms but also in awakening our awareness of the information environment—only when we know the ropes exist can we avoid becoming marionettes.
Who it's for
A good fit for
- Scholars and students interested in the intersection of communication studies, sociology, and psychology
- Professionals in marketing, brand planning, and public relations
- Social observers concerned with the formation of public opinion and the social function of media
- General readers who wish to improve media literacy and identify information manipulation
Not a good fit for
- Pragmatists seeking simple operation guides and quick propaganda techniques
- Readers who lack patience for theoretical speculation and prefer light reading
Reading tips
- Read alongside classics such as The Crowd and Public Opinion to understand the genealogy of 20th-century public opinion research
- Distinguish Bernays's empirical descriptions from his value stance—revealing techniques does not mean endorsing their abuse
- Pay attention to the reflective questions at the end of each chapter, which point to the enduring tension between propaganda ethics and democratic society
About the publisher
Communication University of China Press focuses on broadcasting and hosting, journalism and communication, film and television arts, and media management, while also covering language and writing, applied psychology, social sciences, and exam preparation books. Representative titles in the library include Research Methods in Communication (2nd Edition), Communication and Society: Political Economy and Cultural Analysis, Empire and Communication, and The Structure and Function of Social Communication, as well as The Network State: Telecommunications as Institutional Legacy, Models of Mental Disorder: Critical Reflections of a Psychiatry Professor, and News and Public Opinion: Selected Papers of Robert E. Park. Its author resources include Richard R. John, Peter Taylor, Ke Huixin, Jin Gengxing, Sun Li, Zhang Tian, Qiu Jianyin, and Wu Yanru, combining translated classics in communication studies with original Chinese research.
Contents
- 版权信息
- 总序
- 导读 伯内斯公共关系思想研究与批判
- 第一章 组织乱象
- 第二章 新宣传
- 第三章 新宣传家
- 第四章 公共关系心理学
- 第五章 商业与公众
- 第六章 宣传和政治领袖
- 第七章 女性运动和宣传
- 第八章 为教育而宣传
- 第九章 社会公益服务中的宣传
- 第十章 艺术与科学
- 第十一章 宣传的机制
FAQ
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About the author
Bernays is an author about whom little public information is available: his nationality, dates of birth and death, education, and professional career are not clearly documented, and even his English name is unknown. Two of his works are held in the collection, with Propaganda and The Crystallization of Public Opinion as his representative titles, commonly classified under language and writing. Judging from the available bibliographic information, his writing centers on propaganda and public opinion, focusing on the relationship between language expression, information dissemination, and the formation of public views, a subject area where communication studies and applied language intersect. Works of this kind typically emphasize conceptual clarification and analysis of phenomena, with an argumentative and expository style, and are suitable for readers interested in the mechanisms of communication and the use of language. Because verifiable biographical material is very scarce, it is currently difficult to describe his creative background or the full scope of his writings; readers may use these two works as an entry point for understanding his basic argumentative direction and writing style.
