MOONDEERS NOTES on Bernays' PROPAGANDA

In art as in politics the minority rules, but it can rule only by going out to meet the public on its own ground, by understanding the anatomy of public opinion and utilizing it.

Propaganda can play a part in pointing out what is and what is not beautiful, and business can definitely help in this way to raise the level of American culture.

The public must be interested by means of associational values and dramatic incidents. New inspiration, which to the artist may be very technical and abstract kind of beauty, must be made vital to the public by association with values which it recognizes and responds to.

The treasures of beauty in a museum need to be interpreted to the public, and this requires a propagandist.

Pure science was once guarded and fostered by learned societies and scientific associations. Many of the laboratories in which abstract research is being pursued are now connected with some large corporation, which is quite willing to devote hundreds of thousands of dollars to scientific study, for the sake of one golden invention or discovery which may emerge from it. Big business of course gains heavily when the invention emerges. But at that very moment it assumes the responsibility of interpreting its meaning to the public.

Propaganda, by repeatedly interpreting new scientific ideas and inventions to the public, has made the public more receptive. Propaganda is accustoming the public to change and progress.