Propaganda by Edward Bernays, 1928, Excerpts
Modern propaganda is a consistent, enduring effort to create or shape events to influence the relations of the public to an enterprise, idea or group. This practice of creating circumstances and of creating pictures in the minds of millions of persons is very common. Virtually no important undertaking is now carried on without it. Its use is growing as its efficiency in gaining public support is recognized.
It takes account not merely of the individual, nor even of the mass mind alone, but also and especially of the anatomy of society, with its interlocking group formations and loyalties. The public is made up of interlocking groups – economic, social, religious, educational, cultural, racial, collegiate, local, sports, and hundreds of others. It sees the individual not only as a cell in the social organism but as a cell organized into the social unit. Touch a nerve at a sensitive spot and you get an automatic response from certain specific members of the organism.
The whole basis of successful propaganda is to have an objective and then to endeavor to arrive at it through an exact knowledge of the public and modifying circumstances to manipulate and sway that public. Propaganda is most effective through the manner of its introduction.
Joseph Goebbels, March 1933:
This is the secret of propaganda: Those who are to be persuaded by it should be completely immersed in the ideas of the propaganda, without ever noticing that they are being immersed in it.