![]() ![]() Each man’s rubber stamp is the twin of millions of others, so that when these millions are exposed to the same stimuli, all receive identical imprints. ![]() Bernays expanded on ’s concept of, arguing that predictable elements could be manipulated for mass effects: But instead of a mind, universal literacy has given the common man a rubber stamp, a rubber stamp inked with advertising slogans, with editorials, with published scientific data, with the trivialities of tabloids and the profundities of history, but quite innocent of original thought. Bernays explained in his 1947 essay 'The Engineering of Consent': This phrase quite simply means the use of an engineering approach-that is, action based only on thorough knowledge of the situation and on the application of scientific principles and tried practices to the task of getting people to support ideas and programs. The recent practice of has proved that it is possible, at least up to a certain point and within certain limits.' He later called this scientific technique of opinion-molding the.
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