Instincts of the Herd in Peace and War

Edward Bernays' 1928 classic on how public opinion is shaped. The father of public relations explains the techniques behind modern advertising, politics, and mass persuasion.

Edward L. Bernays

Gustave Le Bon's 1895 study of crowd psychology. It explains why people in groups think and act differently, and how leaders use images, repetition, and prestige to sway them.

Gustave Le Bon

Walter Lippmann's landmark 1922 book on how the pictures in our heads shape what we believe. A deep look at stereotypes, the press, and the manufacture of consent.

Walter Lippmann

Bernays' first book, from 1923, which defined the work of the public relations counsel. It shows how group loyalties and habits shape opinion, and how a campaign can move them.

Edward L. Bernays