If before buying everyone compared the prices

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Horace Liveright in 1928, on the eve of the Great Crisis, a period of exceptional and chaotic economic, social and cultural dynamism from which a new world seemed truly to be born. In reality, this world, dominated by social energies and by the dictates of strong powers, has often manifested itself as robbery capitalism or realized in fearsome criminal organizations, also nested in the palaces of power and giving rise to something far from what was predicted.

Something very different then from what we probably would have expected USA Email List at the time. Let us not forget that for many, Bernays in primis, the terms manipulation and propaganda did not have a negative meaning, but the opposite: the diffusion of trends and the direction of the masses were seen as something positive from a social point of view, of order and growth. In fact, Bernays continues, and we get to the point: "In theory, everyone buys what the market offers at the lowest price, but in practice, and studied the chemical composition of dozens of commercially available industrial soaps, fabrics or loaves of bread, the economic life would be completely paralyzed.



To avoid spreading confusion, society agrees to limit its choices to the sphere of ideas and objects brought to its attention by propaganda of all kinds. It is therefore a question of constantly making an immense effort to capture interest in a policy, product or idea." As evident from this simple concept, two fundamental assumptions emerge for Bernays : The masses are led by forces and wills they do not know The acceptance of this guide is inevitable to avoid the spread of chaos and confusion, first and foremost of economic paralysis in countries founded on capitalism Although of great interest, we are not focusing here on the political and economic aspect of the question, but we would like to highlight the exquisitely social dynamic underlying the psychology.