Edwardo Bernayso pozityvioji propaganda
LTStraipsnio tikslas yra aptarti pozityviosios propagandos ir viešųjų ryšių pradininko Edwardo Bernayso samprotavimus apie propagandos taikomąjį charakterį demokratinėje rinkos visuomenėje ir apie šiuolaikines pozityvaus požiūrio į propagandą ir viešuosius ryšius eksplikacijas: socialinę propagandą ir socialinę reklamą. Pagrindiniai žodžiai: propaganda, viešieji ryšiai, informacijos vadyba, socialinė propaganda, socialinė reklama, propagandos subjektas, informacinė rinka.
ENLithuanian mass media and Lithuanian public opinion present propaganda as some art of lie, technology of brain washing, as something that is related with Nazi and Soviet persuasion. On the contrary, modern companies of public relations try don’t show their relations to the propaganda. The article tries to show that there aren't differences between propaganda and public relation on the basis of works and influences of E. Bernays. He was the first who used psychoanalytic technologies for mass persuasion and developed psychological approach for artist propaganda. He developed propaganda and public relation as some positive science of social engineering that is necessary for self government of modern democratic society. Propaganda elaborates and uses technologies of information, explanation, education, mobilization, stimulation, critics for public purposes. Modern man couldn’t be an expert of all spheres of public policy: cultural, health, social, security, international, economics, local. Besides there are different levels of public spaces and public debates and only high professional propagandists or specialists of public relations could present information in the utile form and motivate for the using of information. Modern companies and communities couldn't present themselves in attractive form for all society in the situation of high informational competition. Nobody will hear them or their nice and valuable ideas. The tasks of propagandist are mediate producers and consumers, politics and civic society, artist and public taste. Besides propagandist could manipulate public opinion because manipulation is useful for quick solution of hot problems. The some blitzkriegs of Bernays 'persuasion are discussed in the article. Ironic however J. Goebbels used some proposals of Bernays for totalitarian propaganda. At the end of life Bernays tried to legitimize professional status of propagandists or specialists of public relations.He invited to defend intellectual property and other rights, to build ethics of persuasion, to form international solidarity and self understanding of propagandists. Today there are a lot of international associations of companies of public relations and institutions which try to coordinate persuasion and propaganda or to make promotion of democratic values, like International Public Relations Association, Chartered Institute of Public Relations or to control activity of advertisement like International Chamber of Commerce. Phenomenon of social propaganda and social advertisement are analysed in the end of article. Social advertisements are modern forms of public communication and persuasion for civic responsibility. It is the best argument for the usefulness of Bernays' ideas. Social propaganda helps to resist trafficking of people, child prostitution, pornography, missing children, illegal immigration, alcoholism and drugs, crimes and so on. Besides public relation specialists helps to organize democratic processes: election, voting, public debates, competition of programs and all public policy process. Key words: propaganda, public relations, information management, social propaganda, social advertising, the subject of propaganda, information market.
