Why are Japanese considered as intelligent people? Why are the Chinese industrious and many of the countries dependent on them for manufacturing?
Why do we think some cars are considered the best, even though others have better features? Is it just a public relations exercise or propaganda or plain truth?
Look no further than Edward Bernays, an American pioneer in the field of public relations and propaganda, who is known as ‘the father of public relations.’ He worked as a consultant to international companies and set down the principles that companies and governments have used to influence public attitudes over the past century.
Propaganda aims to endear people to ideas and information emotionally. This is done through harmless systematic plans. But in many cases it brings unintended harm like wasting people’s money.
Is it possible to change our habits, opinions or increase the desirability of brands?
This reminds me of the words of Bernays who said: “If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.”
In politics, for example, the domination of the media by individuals or groups, can influence minds and emotions.
It is important to know that there is a difference between advertising and propaganda. Advertising depends on tactics in marketing the product and working on customer retention, as well as working a methodology to attract new customers. Advertising tells you what to buy, while propaganda seeks to mislead people and convince them to follow their behaviour and tradition and to change their attitude towards the product, as well as changing a particular habit or culture to which a society is accustomed.
In the sense that propaganda uses emotion to reach the recipient to change his attitude and thought towards a particular topic.
Propaganda infiltrates our minds and misleads us without allowing us to think whether it is suitable or not.
Globalisation has also bought in westernisation. Many societies have lost their identity and traditions like the crow who tried to imitate the pigeon in walking and finally became lame.
The social media influencers make their followers rush to buy one brand at the expense of another. They determine the sales of some products and make some dishes popular.
Changes and new ideas are inevitable. One must change opinion or spend money wisely after fair judgment without compromising social values.
Oman Observer is now on the WhatsApp channel. Click here
