“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.”
This is the paragraph opening the book published in 1928 by S Freud’s nephew Edward Bernays, considered the father of modern public relations. The book’s title?
Propaganda
Bernays articulated Freud’s core idea:
most decisions aren’t based on logic. We’re really guided by unconscious desires—for status, security, belonging, approval—that we don’t always notice.
For example, someone buys a car not because it takes them from A to B, but for the sense of success, status, prestige it gives them.
We see ourselves as rational, but those underlying drives condition our decisions.
His recipe for control is simple: target those hidden motivations directly, skip the logical filters, and you can influence huge groups of people—while they feel like the decisions are completely their own
He developed crowd psychology with ideas picked from Freud and Gustave Le Bon:
when people strongly identify with a group, individual critical thinking tends to fade. The pull of belonging becomes stronger than the need for objective truth.
You don’t need an actual crowd for this to happen. Being part of an online community or feed creates the same dynamic.
Bernays referred to this system as an “invisible government”—influence operating behind the scenes, without elections or public accountability.
Recipe for top control :
1- signal to basic human drives like status, fear, belonging, desire
2-Strengthen group identities so questioning the group feels like betrayal
3- Repeat the ideas consistently until they seem like obvious/absolute truth or personal belief
4- Divide ppl. A solid group is much harder to control emphasising divisions based on race, class, gender, religion, ideology. People end up fighting each other instead of fighting you
- Same principles supercharged by technology
Media’s algorithms amplify outrage
Fear
Deepfakes manufacture false realities
Disinformation fractures communities
Disguised as content influencers are psyops
Static propaganda has evolved into something constant and personalized—right in your notifications and timeline Every second, heartbeat, Post, Note
exponentially speeding up tech v immutable human psychology. we prioritize fitting in over standing alone, feelings over facts, and the illusion of free choice even when it’s shaped by the Leviathan
Freud’s solution the best defence :::
develop your own independent thinking. question the assumptions your tribe holds. examine your immediate reactions strong opinions words
One to oneself asks Why do I feel so convinced about this? What’s really driving it? self-questioning protects your autonomy sovereignty Freedom
The moment you stop thinking for yourself someone else thinks for you
(A. Crimson. Red Moonlight)
⌨️ #alizarincrimson
📷 #barbarakruger 1982
#freud #propaganda #control #artstr #crimson #acrimson
