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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER IV

THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION

The influence of any force which attempts to modify public opinion depends upon the success with which it is able to enlist established points of view. A middle ground exists between the hypothesis that the public is stubborn and the hypothesis that it is malleable. To a large degree the press, the schools, the churches, motion pictures, advertising, the lecture platform and radio all conform to the demands of the public. But to an equally large degree the public responds to the influence of these very same mediums of communication.

Some analysts believe that the public has no opinions except those which various institutions provide ready made for it. From Mr. Mencken ...

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