The Wires that Control the Public Mind

Google Tech Talks
May, 6 2008

ABSTRACT

"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. ... In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons ... who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind." -- Edward Bernays, founder of the public relations industry.

Billions of dollars are spent each year in the United States alone on public relations, a little-understood profession that has become a modern propaganda-for-hire industry. "Publicity" was once the work of carnival hawkers and penny-ante hustlers smoking cigars and wearing cheap suits. Today's PR professionals are recruited from the ranks of former journalists, retired politicians and eager-beaver college graduates eager to rise in the corporate world. They hobnob internationally with corporate CEOs, senators and U.S. presidents. PR wizards concoct and spin the news, organize phony "grassroots" front groups, spy on citizens, and conspire with lobbyists and politicians to thwart democracy. In today's electronic age, they use 800-numbers and telemarketing, advanced databases, and "video news releases" -- entire news stories written, filmed and produced by PR firms and transmitted electronically to thousands of TV stations around the world. Canned news from PR firms is designed to be indistinguishable from real news and is increasingly taking its place, used as "story segments" on TV news shows without any attribution or disclaimer indicating that what viewers are seeing is in fact subtle paid advertisements. On the internet as well, PR firms have created slick websites that promise to inform the public while pushing hidden agendas. Example include:

the Greening Earth Society (funded by the coal industry), which claims that global warming is actually good for the environment
the Foundation for Clean Air Progress (which opposes regulations to control air pollution)
the African American Republican Leadership Council (a conservative organization headed by white Republicans)
Working Families for Wal-Mart (secretly funded, of course, by the Wal-Mart itself)
Project Learning Tree (sponsored by the logging industry)

PR firms create front groups as part of what they call the "third party technique." The basic idea, as described by one PR executive, is to "Put your words in someone else's mouth." They realize that their messages are more likely to persuade the public if they come from seemingly independent "third parties" such as a professor or a pediatrician or someone representing a nonprofit citizens' group. The problem is, these third parties are usually anything but neutral. They have been handpicked, cultivated, and meticulously packaged to make you believe what they have to say--preferably in an "objective" format like a news show or a letter to the editor. And in some cases, they have been paid handsomely for their opinions.


Speaker: Sheldon Rampton
Sheldon Rampton researches deceptive PR firms for the Center for Media and Democracy and is the co-author, with John Stauber, of books including "Toxic Sludge Is Good For You: Lies, Damned Lies and the Public Relations Industry"; "Trust Us, We're Experts: How Industry Manipulates Science and Gambles With your Future": and "Weapons of Mass Deception: The Uses of Propaganda in Bush's War on Iraq." He will discuss the Center's work including its website, Sourcewatch.org, a wiki-powered collaborative research project to document the "names behind the news."

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[xwmgsdbzwx]

only problem with that line of thinking is that individuals are influenced by social groups and media groups, so individuals are most of the time merely reflecting what that group thinks. Very few think critically and for themselves.

[Mistform]

that was really informative,

I'll try to spread it around.

[smmclaug75]

I wonder if any self-interested public relations activity has ever been engaged in by EPA regulators, climatologists, public health organizations like the CDC, anti-smoking groups, Mothers Against Drunk Driving, unions, and gun control groups? Listening to this guy talk, you'd never know it, and I'd bet my next paycheck his organization spends no time exposing it. His examples are so one-sided that all I can say is, "Your agenda is showing, pal."

[smmclaug75]

@xwmgsdbzwx Is what you just posted also merely a reflection of conditioning by your social group? After all, it's not original--in fact it's quite conventional. So should we believe it when you say it, or should we assume it's merely a reflection of a society which takes behavioral psychology to be true?

[jacmunbong]

brilliant.thank u

[imacooldude506]

@MagiMysteryTour not true at all. hes terrible the whole way through

[imacooldude506]

I cannot believe this guy went to Princeton, he seems like a complete idiot. Maybe hes just really nervous, but jesus.

[xjaskix]

amazingly informative video.. 27k views. good job humanity.

[tzmmdcom]

Administration of any system goes by transmitting/receiving information into/from that system.

[Licmycat]

I'm sorry, but I am very upset with all the lies mixed with truth out there that have confused us ALL at one time or another. And our leaders in every possible 'issue' or 'belief' in America have been fed the lies too. PlZ, forgive my screaming...

[Licmycat]

And this is bullshit about smoking!!! You don't see no animals dying from cancer from their owner's smoking!!!! Second-hand smoke my ass, who the fuck r u??? Little lies mixed with truth as USUAL??