The Engineering of Consent is an essay by Edward Bernays first published in He defines engineering consent as the art of manipulating people. Edward Bernays applied the principles of propaganda to marketing. he developed an approach he dubbed “the engineering of consent. The PR techniques to engineer consent were first developed and propagated by Edward Bernays, one of the most influential PR-practitioners.

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He later recounted bernzys his autobiography: Thus conflict and controversy should once again take their rightful place in the political process. Walter fngineering Wartburg, an international communications spokesperson for Novartis the Swiss pharmaceutical giant formed by the merger of Ciba-Geigy and Sandoz, which owns baby food company Gerber suggests that a company should deal with public criticism by providing a “psychological underpinning of [a company’s] own statement through third parties which enjoy public trust”.

Edgar Schuler [5] called the book a “convenient and compact introduction to the field of public relations.

Neurotic Knight rated it it was amazing Nov 17, Concealment of industry attempts to manipulate public debate is an essential feature of corporate propaganda.

Eager to do their best for “our common future”, they claim to be keen to listen to their critics.

The Engineering of Consent

This requires companies to “ensure that conxent small amounts of breastmilk substitutes needed for the minority of infants who require them engineeirng maternity wards and hospitals are made available through the normal procurement channels and not through free or subsidised supplies”. Corporations use public relations techniques to limit campaigns against the socially-irresponsible or environmentally-destructive practices of transnational companies.

They state that “one of the best ways to define public relations is to describe what its practitioners do”.

Health Action International, for example, is currently co-organising a campaign for public access to information underlying decisions giving market approval for new medicinal drugs in Europe. The leaking of Ogilvy and Mather’s plan engineeering the plan from being set in motion. Most activists know that this is not the case. One important PR technique in assessing ‘where a company is at’ is ‘environmental monitoring’ which tracks “trends in public opinion and events in the sociopolitical environment” which enginering affect the company’s operations.


Edward Bernays and the Engineering of Consent

While promoting cigarettes as soothing and slimming, Bernays, it seems, was aware of some of the early studies linking smoking to cancer. It therefore highlights the need for on-going monitoring which is independent of the manufacturers and distributors of breastmilk substitutes.

Many TNCs say they have seen the error of their ways and have rectified their mistakes or at least are in the process of doing so. Marketing lecturer Craig Smith states that dialogues can be used not only to find out what the problems are and to “comply” with societal demands, but also to fight pressure groups or manipulate the debate. Return to Book Page. Ryan Rodgers rated it really liked it May 27, To contribute to democratic decision-making, such meetings should be conducted and recorded in a way which is transparent to the public.

The Engineering of Consent also applies to the pioneered application of Freudian psychoanalytic concepts and techniques to business—in particular to the study of consumer behavior in the marketplace. These included “pesticides and other agricultural chemicals; oil, natural gas and petrochemicals; pharmaceuticals; fast and processed foods; alcoholic beverages; tobacco; nuclear power; armaments and weaponry; news, media and communications; and banking, insurance and other financial services”.

In short, it requires an introduction to contemporary corporate public relations or PR.

Given their limited financial resources and humanpower, however, action groups often have to decide between these two strategies. The next task was to “induce those holding favourable attitudes to take constructive action”. He hernays aspects of timing, forbearance, approach, surprise, participation, association, disassociation, crossroads, personalization, bland withdrawal, apparent withdrawal, apparent runner-up, omission, reversal, mosaic, and understatement.

Marketing is often based on themes and symbols that unconsciously influence consumer behavior. The Code bans all promotion berays breastmilk substitutes, feeding bottles and teats.

The Engineering of Consent – Wikipedia

Sami Shirhan rated it it was amazing May 08, Ezzuddin Abu hussein rated it it was amazing Feb 19, Journalists and activists are often silenced through the implied, if not open, threat of libel. One of the major enginfering facing citizen groups campaigning to prevent, minimise, limit or regulate socially-irresponsible or environmentally-degrading practices of transnational corporations TNCs is how to deal with the corporations’ increasing calls for ‘dialogue’ consentt ‘cooperation’.


The centrepiece of the plan was its religious strategy, which warned that:. Should I kill spiders in my home? Extending this tactic, PR organisations have started to organise corporate ‘grass-roots’ organisations or movements, a technique known as ‘astroturf lobbying’.

Trying not to be used to enhance the image of an industry To prevent, or at least limit, being used to enhance a corporate image, professional associations and actions groups should continue discussing all these issues among themselves and establish clear policies on funding.

A corporate PR campaign designed to engineer engineerring consent to a particular industry’s views bernaus tries to hide the origin and true aim of the persuasive message. Republish our articles for free, online or in print, under Creative Commons license. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. Intelligence Gathering and Assessments One important PR technique in assessing ‘where a company is at’ is ‘environmental monitoring’ which tracks “trends in public opinion and events in the sociopolitical environment” conaent may affect the company’s operations.

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He promoted Lucky Strikes by convincing women that the forest green hue of the cigarette pack was among the most fashionable of colors. The Inside of Public RelationsVol.

Bernays explained, “Professionally, [public relations] activities are planned and executed by trained practitioners in accordance with scientific principles, based on the findings of social scientists.

Thus ‘dialogues’ are often anything but straightforward discussions about controversial issues.