GENEVA, SWITZERLAND — In a world driven by influencers, viral content, and algorithmic manipulation, the tactics of Edward Bernays—often called the “Father of Public Relations”—are not just alive; they are thriving in their most potent form yet.
ZardozList.com, a Geneva-based digital PR and public influence firm, has released a comprehensive analysis of Bernays’ legacy titled “Edward Bernays: The Father of Public Relations — His Lasting Influence on Modern Online Propaganda.“ The press release dissects the psychological and sociopolitical mechanisms Bernays introduced in the early 20th century and how these same techniques now dominate platforms like TikTok, Instagram, and AI-generated content farms.
A Pioneer of Public Thought Engineering
Edward Louis Bernays, born November 22, 1891, and nephew of Sigmund Freud, reshaped the relationship between truth, perception, and public opinion. His seminal books, Crystallizing Public Opinion (1923) and Propaganda (1928), laid the groundwork for public relations as a profession and revealed the infrastructure behind mass persuasion.
In Propaganda, Bernays argued:
“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society.”
This quote, ZardozList notes, could just as easily describe the current digital content ecosystem—only now, the tools are faster, broader, and often invisible to users.
Bernays’ Tactics in the 21st Century
According to the ZardozList report, Bernays’ core strategies have been amplified by social media, digital platforms, and artificial intelligence. Here’s how:
- Emotion Over Logic
Bernays believed decisions are driven more by feeling than by fact—a truth more relevant than ever. Viral videos showing environmental devastation with tear-jerking music prompt emotional reactions and engagement, not necessarily informed thought.
Modern Example:
Political TikTok campaigns use storytelling over statistics—showing wildfires or floods paired with calls to vote. Engagement surges, and policy nuance disappears.
- Authority by Association
In the 1920s, Bernays used celebrities to endorse cigarettes, toothpaste, and political causes. Today’s equivalent? Influencers with millions of followers sell not only products but ideology.
Modern Example:
Instagram personalities selling crypto, wellness supplements, or political opinions are enacting Bernays’ playbook with every “authentic” post.
- Events That Generate News
Bernays didn’t just send press releases; he orchestrated stunts—like having debutantes march for women’s cigarette smoking rights under the guise of feminism.
Modern Example:
Flash mobs, trending hashtags, or “leaked” videos today are often coordinated efforts staged for coverage—not spontaneous grassroots movements.
- Message Saturation
Bernays encouraged repetition across platforms to reinforce belief. Today, bot farms, coordinated meme campaigns, and content repackaging create echo chambers so immersive that opposing views feel alien.
Modern Example:
AI-generated blogs, TikTok trends, Reddit memes, and influencer posts can all push identical messages in varied formats, reinforcing a single narrative until it appears universally accepted.
ZardozList: Mapping Bernays’ Influence on Digital Influence
“At ZardozList, we see Bernays’ influence everywhere—from influencer marketing to viral disinformation campaigns,” said Elodie Caron, Director of Research at ZardozList. “What he started as emotional engineering through radio and print has now evolved into predictive targeting using algorithms and biometric data.”
The Algorithm: Bernays’ Ideas on Steroids
Social platforms now use engagement-based algorithms to determine what users see. This system favors emotional content—anger, sadness, joy—not objective truth. Bernays theorized it. TikTok and X (formerly Twitter) made it a practice.
Example:
A video showing deforestation with a sad piano score might outperform a data-rich report. Political campaigns exploit this by microtargeting emotional appeals—tailored to demographic, geography, and psychological profile.
Manufactured Consent Through Influencers
One of the most concerning evolutions is the covert use of influencers to distribute branded or political messages without clear disclosure. Unlike media conglomerates of Bernays’ era, today’s influence often appears “organic.”
Example:
During the 2020 “Blackout Tuesday” movement, brands, influencers, and agencies rapidly co-opted grassroots efforts. What began as social justice messaging morphed into branded content campaigns.
AI Content Farms: Mass Persuasion at Scale
Bernays emphasized the power of repetition. Today’s content farms generate hundreds of thousands of pieces daily, flooding search results and social media with seemingly endless support for a message—real or manufactured.
Example:
AI-generated blogs, tweets, and fake news stories were deployed by multiple groups during global elections to dominate narrative space and bury dissenting views.
Ethical Concerns Remain Unanswered
Bernays acknowledged the ethical double-edged sword of his work. In Crystallizing Public Opinion, he wrote:
“The counsel on public relations is in a position to advise clients not only on what is right but also on what is wrong.”
Today, that debate is even more urgent. From digital voter suppression campaigns to manipulative social movements, the use of PR and propaganda has evolved—but the moral questions persist.
“Are these tactics building democracy or hijacking it?” asks Caron. “Bernays raised that question 100 years ago. We still haven’t answered it.”
Final Thoughts: ZardozList Calls for Greater Media Literacy
ZardozList concludes the report with a warning: while Bernays may be gone, his psychological warfare strategies are fully alive—and digitized. From influencer-led ideologies to algorithm-fed misinformation, modern minds are shaped not through logic but engineered emotion.
“In the world Bernays helped build,” says Caron, “what you believe isn’t accidental—it’s curated.”
ZardozList urges institutions, brands, and governments to invest in media literacy, ethical influence strategies, and transparency to counteract the manipulative potential of these tools.
About ZardozList
ZardozList.com is a Geneva-based public relations and strategic communications firm specializing in digital influence, crisis recovery, social engineering campaigns, and reputation management. The agency supports brands, NGOs, and institutions in navigating the modern information landscape with ethical, evidence-based strategies that reflect the evolving architecture of public persuasion.
Contact Information
ZARDOZ LIST
📧 Email: info@zardozlist.com
🌐 Website: www.ZardozList.com
Follow Us:
🔗 LinkedIn
🔗 Twitter/X
🔗 Instagram
🔗 Facebook