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War Propaganda: Popular Mind
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Osgood’s distinctive interpretation places Cold War propaganda campaigns in the context of an international arena drastically changed by the communications revolution and the age of mass politics and total war. It provides a new perspective on the conduct of public diplomacy, even as Americans today continue to grapple with the challenges of winning other hearts and minds in another global struggle.
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Gabriel Tarde's Laws of Imitation (1890) and Gustave Le Bon's The Crowd: A Study of the Popular Mind (1897) were two of the first codifications of propaganda techniques, which influenced many writers afterward, including Sigmund Freud. Hitler's Mein Kampf is heavily influenced by Le Bon's theories. Journalist Walter Lippmann, in Public Opinion (1922) ... worked on the subject, as well as the American advertising pioneer Edward Bernays, a nephew of Freud, early in the 20th century.
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"It was, of course, the astounding success of propaganda during the war that opened the eyes of the intelligent few in all departments of life to the possibilities of regimenting the public mind," wrote Bernays in his 1928 bombshell Propaganda. "It was only natural, after the war ended, that intelligent persons should ask themselves whether it was not possible to apply a similar technique to the problems of peace."
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The war propaganda campaign of Lippmann and Bernays produced within six months such an intense anti-German hysteria as to permanently impress American business (and Adolf Hitler, among others) with the potential of large-scale propaganda to control public opinion. Bernays coined the terms "group mind" and "engineering consent", important concepts in practical propaganda work.
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