Bernays and Lippmann

Bernays and Lippmann both characterize the rhetorical situation in a similar way. They are not so specific as to use terms like channel or message, but the idea is there. What I’ve deduced about the rhetorical situation and persuasion from both readings is this: there are three basic steps in attempting to sway ‘public opinion.’

After establishing a goal (Bernays’ simple example was humanizing Calvin Coolidge during his run for office), the first step is to analyze the goal, the situation, and the possible actions to take. Second, develop a situation or solution that best addresses or attacks the problem. Finally, select the best way to reach the public and put the plan in motion (by dining with several actors and actresses, Coolidge seemed more relaxed and real, which appealed to his voters).

In many of Bernays’ examples, the best way to reach the public was through a powerful speaker or an event that brought the issue to be persuaded or presented to the forefront of the public’s attention. Lippmann implies that the best way to get the public’s opinion is simply by appealing to the public’s sense of self-interest. Bernays also addresses this thought by commenting that at the heart of each public is its desire to move forward, evolve, and “move in the direction of ultimate social and individual benefit”—something anyone who hopes to succeed in persuasion must keep in mind.

It may be manipulative, but it works. A public’s self-interest can be a really powerful tool, and we see how well it works in advertising. Women don’t select Maybelline mascara because it’s the first brand they see on the shelf; they buy it because of self-interest—they want for themselves the beauty and glamour portrayed in the product’s ads, you know: Maybe she’s born with it…