Public Opinion

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

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

A classic on the herd instinct and why people follow the group. Trotter explains suggestibility and conformity, ideas that shaped later thinking on propaganda and mass persuasion.

Wilfred Trotter