Mass manipulation has experienced renewed scholarly interest in recent years, particularly regarding the psychological mechanisms that shape collective behavior. This article investigates the pioneering strategies of Edward Bernays, who advanced the concept of “engineering of consent” by leveraging unconscious emotional drivers to influence public opinion and consumer habits. It further explores how Joseph Goebbels adapted these techniques for political propaganda, facilitating totalitarian control. By juxtaposing these two figures, the article highlights the intersection of marketing and ideological manipulation, emphasizing the use of emotions, media channels, and symbolic events to construct shared perceptions. The analysis offers critical insights for organizational psychology, calling attention to ethical considerations when communication strategies extend beyond commercial aims to shape mass attitudes and behaviors.
Paché et al. (Thu,) studied this question.