AND THE

WHY

THE

OPINION:

PUBLIC

MANIPULATING

HOW

L. BERNAYS
New York City

EDWARD

ABSTRACT

Public opinion, narrowly

is the thought of a society at a given time
defined,
toward a given object; broadly conceived, it is the power of the group to sway
the
but in teaching the
larger public in its attitude. Public opinion can be manipulated,
is safeguarding
the public
public how to ask for what it wants the manipulator
The method of the experimental
against his own possible aggressiveness.
is not as effective in the study of public
psychologist
opinion in the broad sense as is that of
to
psychology. To create and to change public opinion it-is necessary
introspective
to know what special interests are represented by a given
understand human
motives,
of the physical organs of
the function and limitations
population, and to realize
to the public, such as the radio,
the letter, the
the platform, the movie,
approach
If the general principles of swaying
a
newspaper, etc.
public opinion are understood,
of the specific problem
with the correct appraisal
which,
technique can be developed
in such widely different
and the specific audience, can and has been used effectively
as changing the attitude of whites toward Negroes
in America, changing
situations
habits
of American women from felt hats to velvet, silk, and straw hats,
the buying
the American
electorate has of its President,
changing the impression which
of others.
introducing new musical instruments, and a variety
Group adherence is
Authoritative and influential
essential
in changing the attitudes of the public.
may
groups
Ideas
and situations must
become important channels of reaching the larger public.
in order to overcome
the inertia of established
and dramatic
be made impressive
and prejudices.
traditions

opinion is

Public

and alter

its views

science,
art,

of

inertia

of

activity

nearly
industry

and

institutions

society
individuals

our

subject to a variety

commerce,

Civilization,
constantly

on

beliefs

every
are

of

influences

phase of life
in a state of

is constantly

that

develop

today. Religion,
motion.

combatedby

The
the

strong convictions and desires.

is limited
by inertia. We repeat
however,
a cumulative
become
and habits until
they
with

force.

retrogressive

social intercourse, toward economics,

politics continues past attitudes
and strengthensthem under the force of tradition. Comstock lets
fall on a willing Sumner;
his mantle of proselytizing
morality
so
fall his mantle on Butler; Carnegiehis on Schwab;and
Penrose lets
Our

toward

toward

attitude

national

and

international

958

PUBLIC OPINION

MANIPULATING

ad infinitum.
Opposing
is an active public opinion
movement

that

tribal

chiefs,
of attempting

by

privilege

of existing ideas
consciously into

acceptance
been directed

has

Public

inertia.

against

formerly

traditional

this

959

was made

opinion

or changed

by religiousleaders.

by kings,
to sway public opinion

manifestations of democracy
that
convince others and to assumeleadershipon
one of the

Today

is

the

It is

everyone's.

may try to
of his own

anyone
behalf

thesis.
the thought
of any
Narrowly defined,public opinion
represents
at any given time toward a given
given group of society
object.
Looked
at from the broadest standpoint, it is the power of the
to
toward
ideas.
group
sway the larger public in its attitude
New ideas, new precedents, are continually
for a place
striving
in the scheme of things.
often these ideas are sociallysound
Very
and constructiveand put an end to worn-out notions. Usually they
for naturally,
are minority
but regrettably, majority ideas
ideas,
are most often old ones. Public opinion is slow and reactionary,

and doesnot

accept

easily

new ideas.

The innovator, the leader, the specialpleaderfor new ideas,

has through necessity developed a new technique\342\200\224the
psychology
of public
persuasion.
Through the application of this new
that
he is able to bring about changesin public opinion
will
psychology
The
and
habits.
make for the acceptance of new doctrines,
beliefs,
of the public
mind, which is so markeda
manipulation
serves a social purpose. This manipulation
characteristic
of society
today,
of
to gain acceptance
for new ideas. It is a species
serves
for
and
consideration
education in
it presents new problems
that
study
or reject
them.
Never
to the public, and leavesit freeto approve
before was so broad a sectionof the general public so subjected to
of life. Honest education
facts on both sidesof so many
problems
and honest propagandahave much in common. There is this
Education

dissimilarity:
propaganda

is

What

frankly

attempts

to be

while

partisan.

are the various motives

opinion? They

disinterested,

are the motives

for

which

the

dominate

of
self-preservation,
today. The basic
love are the more complexsocial
People
instincts

motives.

of public

manipulation

man

in our

procreation,
attempt

society
and
to sway

THE AMERICAN

960

other people

OF SOCIOLOGY

JOURNAL

for socialmotives\342\200\224ethical,
for

\342\200\224for
political,

and

for economic,

international,

educational

philanthropic,
for

of

motives

ambition.

personal

From a

social motive

against tuberculosisor
ethics,or to
support

a special
or

cancer,

a philanthropic

for

secure

a campaign
of business
institution. From
the public accept

pleader
may wage
to raise the standard

the political standpoint, he may strive to make

the idea of specific
or economy in government.
efficiency
a special
Internationally
may be seeking peaceamongthenations.
pleader
for an old
Or in economics
he may
market
try to create a new
or
a
market
for
Personal
ambition
to
a
new
product,
product.
to

succeed,

convince

have activated

to

others,

most of

the

win

are

recognition

leaders

of the

There is, of course,one danger

basic

motives

this

essential

that

world.
in

inherent

that
machinery
dealing
public opinion. It is a dangerso grave
and publicists shy from the subject rather than
editors
it.
discuss
Where shall we end, they say, in this welterof conflicting
ideas?
What will come from this chaos? And
cannot
the rtian who has
his
it
to
his
side misuse it for
and
won
manipulated
publicopinion
his own purpose?
he can. There are Ku Klux Klans,
Possibly
of every sort; but a public
thereareMussolinis,
are tyrannies
there
more
more
and
that
learns
and more how to expressitself will learn
more how to overthrow
of every
sort. So that every man
tyranny
the public
is at the same
who
teaches
how to ask for what
it wants
itself against his own
time teaching the public how to safeguard
possible tyrannous aggressiveness.

with

of

How is public opinion

measuring

the

and

technique

recording

The

manipulated?

human

technique

of

been perfectedas has

No Bureauof
relations.
physical
relations

of measuring
micrometers
exists

has not

or public
expert on human
relations.
Experimental
psychology has providedsomeyardsticks,
not
to one
defined
and are moreeasily
are
but
applied
they
clearly
to
the
field of manipulated public opinion\342\200\224advertising\342\200\224than
field of propaganda or public relations.
broader
to test out the comparative efficacy
It is comparatively
simple
Standards

of

with

a page

advertisement

which is printed solidly,

for the

with

or

of a

white

space

and

colored billboard

an advertisement

and a black-and-

OPINION

PUBLIC

MANIPULATING

961

white billboard. But the method of the experimental

laboratories
hardly meets the requirementsof the
deals with public
in the broad.
opinion

Here the specialistin swaying

public
the findings of introspective
psychology.

basic emotionsand desiresof

theirprevalence

and

that

a problem

with

the

psychological
who

technician

He knows
is the first

Analysis

concerns

the public.

the

to reach, and
step in dealing

he intends

public

intensity.

of

himself
in general

avails

opinion

He employs

the

technique

of statistics,
field-surveying, and the various methods of eliciting
and opinions in examining both the public, and the
facts

ideaor

Diagnostic
public

opinion;

essential in

manipulating

later, when the

of

cleavages

He

techniquehasbeenmore

articulating
majority

new idea,

are

adapted to educating the public to new ideas,

minority ideas and strengtheningthem, to making
to
ideas
to making an old principleapply
active,

to substituting

prejudices, to

ideas by

the

platform,

motion

stand

to

picture,

pamphlet,the newspaper.Hemust
translated

into

his public
An

terms

that

fit any

the

for

whole,

his ideas.

for

how

given form of

and to

creating

He must know

the radio, the

his public:

the letter, the

know

to

to overcoming

cliches,

changing

making a part stand

events and circumstances

that
the physical organsof approach
lecture

developed.

scientifically

to his technique. The group

importance of group leaders, and the habits of
part of the technical backgroundof his work.

methods

has

be

contributes

the

society,

followers

latent

ability enters into this question of manipulating

a diagnostic ability that
is perhaps
a greater
it will
public opinion effectively today than

also

Sociology

their

to propagandize.

seeks

he

product

advertisement,the

an idea

can be
and

communication,

that

can understand.

interesting

experiment

an endeavor to chart these

is being
human

conducted in New

relationships

along

York in

scientific

the development
of given
toward given subjects, such as
attitudes
and functioning
internationalism, and so
nationalism,
morality,
religion,
race,
sex,
were often
that attitudes
established
was
forth. The conclusion
of dramatic moment.
or circumstances
created by a circumstance
is called upon to create a circumoften
the propagandist
Very
lines.

The first study

of

this

group

was

to trace

962

THE

JOURNAL

AMERICAN

OF SOCIOLOGY

stance that will eventuate in the desired reactionon the part

public he is endeavoringto reach.
Somuch for principle;
how, in practice, does this manipulating
out?

work

process

of the

Take the

question

of

the

fight

against

lynching,

Jim Crowism,

and the civil discriminations

the Negro below the Mason
against
and Dixonline.How was public opinion manipulated after the war
to bring about a change,or at least a modification
for the better, in
the
The National
the public attitude toward
Association
Negro?
for the Improvementof the Colored People had the fight in hand.
As a matter of techniquethey
to dramatize
the year's
decided
in
an
center
annual
convention which would
attention at one
campaign
timeand at one place upon the ideas they stood for and upon the
stood for these ideas. The purpose of this convention
was
for
for
the
and
its
the
up
proponents
support of
question
all those who would necessarily
learn of the conference.
The first step in the technique settled, the next step was to
to make it most effective.
decide
how
Shouldit be held in the North, South, West, or East? Since
the purposewas to affect the entire country, the associationwas
advised
to hold
it in the South. For, said the propagandist,
a point of
on a southern question, emanating from
a southern
view
center,
would have a greater force of authority
than
the same point of
that
from
view
issuing
point
any other locality, particularly when
of view was at odds with
the
southern
of
traditional
view.
point
men who
to build

chosen.

was

Atlanta

who
third step was to surroundthe conference
with
people
all
over
the
were stereotypes
for ideas that carried
weight
country.
The support
of leaders
of diversified groups was sought. Telegrams
to leaders of religious,political,social,
letters
and
were
dispatched
for their point of view on the
and
educational
asking
groups,
in
of
But
addition to these group leadersof
the
conference.
purpose

The

national

standing

to secure

standpoint

even

from

conference

to

could

it was

Atlanta

particularly

the opinions of

itself,

to emphasize

important
group

from

leaders

the purposes

technical

the

of the
of

public. There was one group in Atlanta

A group of ministers, on the basisof
be approached.
the

entire

South,

the
which
Chris-

PUBLIC

MANIPULATING

tianity, had beenboldenough

This

amity.

conference.

Here,

main

were

then,

conferenceto be

leaders and

national

factors

a southern

in

held

963

interracial
and agreed to co-operatein the
out for

come

to

was approached

group

OPINION

especiallywith

a greater

of a

created circumstance; a

city,

with

the

the

of

participation

participation

of southern

gentlemen.

The scenehad beenset. The

the

followed

scheme.

general

of the

play followed

logically.
scheduled. The programitself
the
South
Negroes and white men from
acts

off as

ran

event

the

And

same platform, expressingthe samepoint

of view.
A dramatic
element spotlighted here and there. A national
from Massachusetts,
leader
descendant of an Abolitionist,agreeing
in principle
a Baptist
from the South.
and in practice with
preacher
If the radio had beenin effect, the whole country would have
heardand beenmoved by the speeches and the principles expressed.
But the public readthe words and the ideas in the press of the
For the event had been createdof such
country.
important
as to awaken interest throughout the country and to gain
componentparts
for
its ideas even in the South.
support
The editorialsin the southern press, reflecting the public
showed that the subject had becomeone
opinion of their
communities,
of
interest
to the editors because of the participation by southern
on the

leaders.

event

The

with

weapons
Further

naturally gave the Associationitself substantial

circle.
to appeal to an increasinglywider
of these thoughts
was attained by mailing reports,

which

expansion

to selected groups of the public. Who

what
homes,
smoking-rooms in Pullman cars and
what
what
schoolrooms,
churches, what Rotary and Kiwanis
hotels,
struck
clubs respondedto the keynote
by these men and women

letters,

other

and

can

tell

speakingin Atlanta
As

documents

what

for

the practical

results, the

immediateonewas

a change

in

the minds of many southern editorswho realized

at issue was not an emotionalone,but a discussable
one; and that
reflected to their readers. As
this point of view was immediately
rule.
a slide
for
the further
results, these are hard to measurewith
that

the question

THE

964

OF SOCIOLOGY

JOURNAL

AMERICAN

The conference had its effect

in changing
the attitude of
in
it
its definite effect
southerners; had
building up the racial consciousness
and
of the Negroes;
it had its effect
in bringing
to the
solidarity
South in a very dramatic
a
realization
of
the
way
problemsit was
more

ably.

other efforts

this and

two

association.

crowding out the

hats and hat ornamentsupon

men and women
in
employed

The millinery

of industry.

that

by a

was hanging

ago

years

and was

arrived

the

of

us touch another field,

But let

industry

its leadersto facethem

the declinein lynching
is an effect of

desire among

the consequent
It is evident that

with

facing,

thread. The felt

of

manufacture

which

an

it had

subsisted.

had

hat

kinds of

all those

of

and thousands

industry

do

to

What

to

debacle?

prevent

counsel was called in by the association

of
the
both wholesale and retail. He analyzed
hat

A public-relations
the

trade,

millinery

and found that

situation

the hats made by

the

could

manufacturer

six groups: the lace hat,

the straw and feather-trimmedand other ornamented
be classified into

roughly

the ribbon

hat,
and

hats,

so on.

The public

relations counseltabulated

that

structure

social

the

the hat-using

dominated

found comprised four classes:

woman at the fountain-head of style
he

approval. Second,there was

the

Fir^t, the
who

style

made

expert,

of the

elements

habits

of

society

women.

These

leader,

the fashion by
the writer or

the

her

information. Third was the

to the styles. Fourth,
artist,
approval
were
beautiful
and not unimportant
women to wear the
either,
embodied
ideas
sanctioned
by the other groups. The problem,then,
and preferably
was
to bring into juxtaposition all of these
groups,
those
b
efore
an
audience
of
most
at one time and at oneplace,
who was

the

concerned,

fashion

enunciated

publicist who

needed to give

facts and
artistic

of hats.

buyers

With that as a

workingplan of how
about the desiredresult, the remainder
in

filling
A

the

outline

committee

sixmost

beautiful

tableaux,

the

six most

with real

in New

beautiful

shape events to bring

the work was simply

people.

of prominent
girls

to
of

artists was organized to choosethe

York to wear, in a series of six

hats of the sixstyle

classifications

at a

PUBLIC OPINION

MANIPULATING

editor of
Leo

committee.

the

Creange,

be held at the Hotel Astor.

Heyworth
Campbell,
the Conde Nast publications,was head of the
the sculptor;
Charles Dana Gibson; Henry
Lentelli,
art director;
Ray Greenleaf, joined the group and
to choose
from among hundreds of applicants the
to

fete

fashion

art

965

toiled mightily

sixmostdesirable

candidates.

In

the

distinguished

meantime

there was

American

women

organized a style
on a basis of

who,

of

committee
their

interest

in the

to add
the
development of an American industry, were willing
of
their
names
to
the
idea.
t
here
was
authority
And, simultaneously,
a style committee
of Vogue,
organized
consisting of CarmelWhite,
and other prominent fashion authorities who
to
were
willing
the
idea
because
of
been
its
value.
The
had
chosen.
support
style
girls
Now they chose the hats.
On
the
of the fashion show everything
had
been
evening
for
of
of
elements
for
the
dramatic
all
these
arranged
juxtaposition
The
their
lovely
girls\342\200\224beautiful
girls\342\200\224in
molding public opinion.
hats and costumes paraded on the running-boardbeforean
audience

the

of

onlookers,

but

story of
of

her

the

the

to the

not only

affected

event

also of

the buying habits of

the women throughout

the

country.

The

consumer by the newsservice

advertisementof her favorite
the
went to the millinery buyer from
flashed

as well

newspaper

manufacturer, and

trade.
the

was

event

Broadsides

store.
went

entire

the

of

The news

rotogravure

to the

as by the
of the

lovely women in the

consumer in the smallesttown.

In

ten

days

lovely

hats

the industry

was humming. One manufacturer stated that whereas beforethe

it he sold
he had not sold any large trimmed
after
show
hats,
but
felt hat was put to rout; not by Paris
thousands.
The
immediately,
the
in
the
this
who
women
accepted
country,
quite
rightly
by
of the fashion
groups who had created the circumstancesas
leadership
they

are

outlined

here.

trimmed hats could put to rout the small felt cloche,

the
then perhaps
velvet could also makeits inroads upon
style
the
velvet
million women. Analysis showed that
habits of twenty-three
could not start their fashion here. Fashioncame
manufacturers
home of silk manufactories,and Paris,
That
Paris.
from
Lyons,
If large

966

AMERICAN

THE

home of

OF SOCIOLOGY

JOURNAL

couturidresand milliners,influenced

the

American

there was no doubt.

source. It was determined
to
substitute
for chance,
and to utilize the regular sourcesfor
purpose
fashion
and to influence the public from
the
sources.
distribution,
A velvet fashion service, openlysupported by the manufacturers,
was organized.
Its first function was to establish contactwith the
manufactories
and the Paris couturidresto find
out
what
Lyons
of velvet,
and
they were doing, to encouragethem to act on behalf
to help in the proper exploitationof their wares.
An intelligent
into the work. It was he who
Parisian
was
enlisted
visited
and
Lanvin
them
to use velvet in
Worth, Agnes and Patou, etc., and induced
their gownsand their hats. It was he who arranged for the
Countess
this or Duchess that to wear the hat or the gown.
distinguished
of the idea to the public,the American
And
as for the presentation
or the American woman of fashion
shown the
was
buyer
simply
velvet creations in the atelierof the dressmaker
or the milliner.
She bought the velvet
because
she liked
it and because it was in
and the fashion
fashion. The editorof the American
magazine
of
the
American
likewise
reporter
newspaper,
subjected to the actual
it in her news, which, in
reflected
(thoughcreated)circumstance,
a
nd
the
consumer
the
here to the same
turn, subjected
buyer
influences.
The
result
a trickle
of velvet
was that what was at first
A demand was slowly beingcreated,not fortuitously,
became
a flood.
A big department store,aimingto be a style
but consciously.
of French
velvet
advertised
gowns and hats on the authority
leader,
them.
The
couturidres
and quoted original cables receivedfrom
from
of department
hundreds
echo of the new style note resounded
to be style leaders too.
stores throughout the country who wanted
mail
the
followed the cables,
Broadside followed
broadside,
traveler
before ship news
woman
and the American
appeared
markets,

of

both

manufacture

The attack

to

had

photographers

in

velvet

be made

gown

and distribution,

at the

and hat.

had
The created circumstances
had
veered
fashion. \"Ficklefashion

comment.

And

againkept thousands

the

industry
busy.

their

effect.

was the

was one newspaper

Manchester and Patterson

to velvet,\"

in South

Velvet

The fieldsin which

In politics,

for

President

When

up

brought

can be

order

in

was

manipulated to

running

the hitherto

to humanize

an individual:

for office the

unknown

question was
of

personality

House could be projected

tothe

in the White

967

as varied as life itself.

instance,

Coolidge

of how

opinion

public

result are

a desired

to

conform

OPINION

PUBLIC

MANIPULATING

the

man

country.

suggested that an event in which the most human

groups
would
be brought into juxtaposition with
the
would
have
president
the desired result. Actors
and
actresses
were invited to breakfast
with
Mr.
at the White House. The country
a
felt
that
Coolidge
man in the White House who could laugh with
Al Jolson
and the
It was

Dolly sisters

wasnot frigid

and

unsympathetic.

example of international propagandais the

was waged
to make 110,000,000 people in America
a small country
on the Baltic was not simply a spot on
Lithuania
was
reflected
to this country in its drama,

An interesting
that

campaign
realize

that

the map.
music,
word

The printed
and agriculture.
to symbolize facts and ideasmade
the conditions in Lithuania and of its just aspirations.

events

and

America
aware

economics,

habits,

literature,

of

created

Ignorance was dissipated and sympathies

strengthened
into
action.
where these feelingsbecametranslated
aid and political recognition.
received
economic

to a

point

Lithuania

From Lithuania to silks is a long distance.And yet the same

freed
the Lithuanians
technique of creating circumstancewhich
silks.
beautiful
helped to create a market for more
Although the
silks made in America
the
American
were
inspired
by France,
until
Paris
had
of
refused
to recognize
their style
woman
beauty
the problem:
to
was
put its stamp of approval on them. That
silk
that
American
was
to
the
idea
public
opinion
accept
develop
to use French authority in accomplishing that end. The
and
artistic,

silkswere

was

authentic

developed

in

to have

beauty,

and style.

workmanship,

the silks exhibitedin

the

Louvre,

plan

because

in the American mind.

for the idea of accredited
beauty
the American ambassador officially open the
that
It was suggested
of America's
leadership in the
recognition
exhibition,as a fitting
he was doing his duty in
that
field. He felt legitimately
men and women in the French
American
Leading
industry.
encouraging

that stands

968

capital were invited

OF SOCIOLOGY

JOURNAL

AMERICAN

THE

consequence that by
cable,by motion picture, by mail, the American public was soon
made
of the fact that
conscious
its own
silk had received the
the
of
French
art
authorities.
It
must be good,therefore!
recognition
And
the
best index of the success of the plan
was the fact that the

leadingcitiesof the
of exhibitingwhat

to

the

United
the

exhibition,

with

had

of

the

each
other
for the honor
whereas
before
shown,
they had
America's
looms simply as so much

vied

States

Louvre

regarded productions
merchandise.

with the

interested in gaining acceptance for new

the inertia of the public without
overcome
inventions,
some
stimulus
to
applying
public opinion?The panatrope,an
instrument
is the result of years of painstaking
which
experimentationin
the electrical
and acoustical laboratories of four great
the General
corporations\342\200\224the
Electric, the Radio
Westinghouse,
As

for

the

companies
how can they

companies\342\200\224was
Corporation,and the Brunswick-Balke-Collender

perfected

and

ready

used to launch it to

for general
affect

the

sale.
minds

must be
who presumably
and Lindbergh
than in

definite

technique

of millions

are much more interestedin football

scores
a new mechanicalprinciplein music-making
machinery.
Group
is the
fulcrum
around which broad acceptance for new
adherence
are
ideas
can most rapidly be moved. Certainsmallgroups
to influence
the attitudes of large groups that
important enough
overlap
of
First were the music loversand critics,whose
them.
acceptance
the
of
musical
this new idea carried weight with
average
buyer
as
their aid could not formulate
an opinion
who
without
instruments,
Scientists
were selected to join the
to the quality of this machine.
that
had been formed. Their support of
committeeof sponsorship
correct. Third
to the public that it was scientifically
the
idea meant
was the stereotypeof the Metropolitan
Opera House, which stands
in music. It was decided to
in the public mind
for
achievement
gatherall of these elements together at a single dramatic event in a
of
plape which should further symbolizethe idea.The patrons
Kahn
Mrs. Vincent Astor and Mr. Otto
music were
chosen:
joined
Hammond
and Doctor
The scientists, John Hays
the committee.
to the idea
their authority
to give
Alfred N. Goldsmith, werehappy
and joinedthe committee.
Gigli, a tenor of the MetroBenjamino

Opera Company, gave the

politan

event.

And

place at which the

representative audience
important

and

and

interesting
and

969
of

approval

Hall, the nucleus

event

was

to be

held.

of

to the

music,

events

was

to the invitation. The event

was
took a prominent place among the
of the day. The consequence
was
that

responded

ideas

competitive

artistic stamp

Aeolian

naturally

quite

as the

chosen

OPINION

PUBLIC

MANIPULATING

the

received acceptance as an important

Without
the definite procedure of implanting a
musical
instrument.
new idea in the public
the inertia
of society might
have
mind,
retarded
the
of this invention in the musical field
for
acceptance
immediately

Panatrope

years.

many

be marshaledfor or against even salad

was made the basis
dressings. Here the American'ssenseof humor
of a plan to makelargenumbers
of the public
receptive to a new
relations
between
the
and the palette in
product. Reciprocal
palate
in oil were made the basis of a picturesque
terms of harmonies
joke.
The public, more seriouslyoccupiedwith
Chinese
revolutions
and
Nicaraguan
questions, responded immediatelyto the ideathat art
Public

opinion may

of salads
as
places, not only for still-lifes
of
in
also
of
but
art
examples
cooking.
artists,
to famous artists were therefore
dedicated
salads
prepared
Beautifully
canvases
underneath
painted
displayed
by famous artists. The
in focusing
exhibit
colorful
and spirited and had its effect
was

are fitting

galleries

famous

paintedby

attention
columns

salad

on
and

relevant point.
fancy

and

and as

That newspapers offer space in their

and attention to such an exhibitis not the
is that an idea may strike the
is relevant
What
of hundreds of thousands
of people,
the attention

dressing.
time

devote

arrest

such can be communicated

thought-transmission

of

which

to

modern

every form
through
business
avails itself.

them

of

toward
and its causes is the first
step
the
on
the public mind
analysis
any subject. Occasionally
shaping
of a manufacturer.
points to a basic changein the policy
There was no
Take the case of a certain
shortening.
vegetable
sale of this food product in certain sections of the public. A
orthodox
It was found that
careful research
was made.
Jews would not
of
conformto
the
did
not
it
it
because
requirements
dietary
buy
their religion. The manufacturer alteredthe product itselfto make

Analysis

of

the

problem

970

OF SOCIOLOGY

JOURNAL

AMERICAN

THE

it conform to the dietary stricturesof this market.

The problem
that lay before him then was to acquaint this sectorof the
populationwith
the change.
This problem was handled with
success.
The
of
was
the
leaders
and
stamp
approval
given
product
by religious
officials.
Institutions
such
as
special dietary
hospitals, that were
known
to conform
to the dietary rules, wereaskedto
scrupulously
convince
themselves
of the character
and quality of the product.
Their

their

respected

and that is
evacuation

authority.

of changing people's ideashas been often used,

to substitute new ideas for old by changing clichSs. The
the war came in for a certain amount
during
hospitals
of the summary way in which they handled
because

criticism

their wounded. Thenamewas changed

to
the
one
m
No
cliche.
changing
expectedore
told to

reliableauthority,

me by a

is a

post,\" thus

\"evacuation
than

adequate

This story,

so named.

institution

of an

treatment

emergency

who

of people

thousands

the

with

method

One

of

bore weight

approval

which

was

of the

illustration

clear

principle.

Before

connection

1925

few people

with

art.

Few

artistic ramifications

of

the

realizing

however,

that he
was

Hoover, secretary

associate

appointed

of

group
of

any

seriously of the
of

people,

American

commerce,

industry,
and

suggested

made.

and
on the
report
and Decorative Arts at Paris in 1925.
We appointed about 150
commissioner.

industries

different

from

was

report

Industrial

of

delegates
A

A small
of this phase

had

industry

thought

work.

their

that

appoint a commissionto visit

International
Exposition

felt

manufacturers

importance

Herbert

aproached

in America

Industry

to study the exposition at Paris.

itself became consciousof the new

a
Since
then
of themselves that had been made in this way.
in
beenmade
has
determined
progress toward authentic beauty
the country.
industries
large
throughout
the
market
and a new use when
found
a
new
Soap
clichS

of a

public-relations
counsel

large soap

beauty of a strong minority

as a mediumfor sculpture
educational
several

years

for

aid

in

schools.

a leading

corporation called upon

of

as a

the

the

desire

for

and introduced soap

for children and as an

population

pastime

An annual

art gallery,

contest has beenheld for

and exhibits of

the

works

of

PUBLIC OPINION

MANIPULATING
of

thousands

galleries

leading

and amateur

professional
and

of the

museums

Instantaneous attention was

W.

Z.

asking

Ripley,

for

full

of

a large

majority

new awareness
forced the New

removal of
taboos

to

articles of
reports of stock
latent in the minds

financial

the

in financial

publicity

that

idea

was

of the public. The nextstepwas

into action. Public opinion,
aroused

York StockExchange

a prejudice.

to new

country.

the manipulation

Occasionally

sculptors shown in the

given

corporations. He articulatedan

Prejudices

conditions. They

971

to
of

the

take

to

convert
by

this

Ripley,

action.

public

mind

entails

are often the applicationof

are illogical,emotional,and

the
old

for example, the feeling that

used
to
In
in this
its early stages of manufacture
exist against margarine.
country, margarinewas, like as not, made of impure animal matter.
Its stateof wholesomeness
was not apparent.
Today margarine is
or animal ingredients that have been
made of pure vegetable
determined
as wholesome and passed as pure by
scientifically
upon
the
Yet the prejudice carried over, and a difficult
government.
is still being waged to remove this prejudice.
campaign
of
is carried
on with officials and leaders in the field
Correspondence
manifold
and dietetics, and the result of their
medicine,
hygiene,
after
to
The
r
emained
out
the
public.
long
prejudice
study given
its cause had been altered.
Thisis an age of mass production. In the mass production of
materials
a broad
technique has been developedand applied to
In
this age, too, there must be a technique for
their distribution.
of ideas. Public opinion can be moved,
the
mass
distribution
formed
and
by such a technique. But at the core of this
directed,
to
will
heterogeneous
body of public opinion is a tenacious
great
and
to
in
ultimate
the
direction
of
social
move
to
live,
progress,
must
He who seeks to manipulate public opinion
benefit.
individual
hampering

always

to

heed

progress.

it.

Take,