Edward Bernays believed that society could not be trusted to make rational and informed decisions on their own, and that guiding public opinion was essential within a democratic society. Bernays founded the Council on Public Relations and his 1928 book, Propaganda cites the methodology used in the application of effective emotional communication. He discovered that such communication is capable of manipulating the unconscious in an effort to produce a desired effect – namely, a capacity to manufacture mass social adherence in support of products, political candidates and social movements. Nearly a century after his heyday, Bernays’ methodology is apparent in almost every form of civic and consumer persuasion. The platform of social media is being used in unprecedented new ways, one such example is a new online documentary about the Lord’s Resistance Army (LRA), an extremist rebel group operating in Central Africa.

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