We Govern What The Public Think About.

Modern Business Must Have Its Finger Continuously On The Public Pulse. It Must Understand The Changes In The Public Mind And Be Prepared To Interpret Itself Fairly And Eloquently To Changing Opinion.

We Are Dominated By The Relatively Small Number Of Persons Who Understand The Mental Processes And Social Patterns Of The Masses. It Is They Who Pull The Wires Which Control The Public Mind.

We Have Voluntarily Agreed To Let An Invisible Government Sift The Data And High-spot The Outstanding Issues So That Our Field Of Choice Shall Be Narrowed To Practical Proportions. From Our Leaders And The Media They Use To Reach The Public, We Accept The Evidence And The Demarcation Of Issues Bearing Upon Public Questions; From Some Ethical Teacher, Be It A Minister, A Favorite Essayist, Or Merely Prevailing Opinion, We Accept A Standardized Code Of Social Conduct To Which We Conform Most Of The Time.

The Engineering Of Consent Is The Very Essence Of The Democratic Process, The Freedom To Persuade And Suggest.

In The Ethical Sense, Propaganda Bears The Same Relation To Education As To Business Or Politics. It May Be Abused. It May Be Used To Over-advertise An Institution And To Create In The Public Mind Artificial Values. There Can Be No Absolute Guarantee Against Its Misuse.