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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER I

THE PUBLIC CAN BE REACHED ONLY THROUGH ESTABLISHED MEDIUMS OF COMMUNICATION

When the United States was made up of small social units with common traditions and a small geographic and social area, it was comparatively simple for the proponent of a point of view to address his public directly. If he represented a social or a political idea, he could, at no very great expense and with no very great difficulty in the early Eighteenth Century, cover New England with his pamphlets. He could arouse the thirteen colonies with his journals and brochures. That was because the heritage of these groups made them sensitive to the same stimuli. One man, remarks Mr. Lippmann, then was able single-handed to crystallize the common will of his country ...

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