Early in his career as a Broadway promoter, Bernays was tasked with generating buzz for a play. To capture the public’s imagination, he orchestrated a dramatic event centered around a whale:
: Rather than simply buying a newspaper ad for the play (direct advertising), Bernays used a "third-party" method. He framed the whale as a scientific curiosity and a massive news event.
Bernays, often cited as the "father of public relations", was an expert at "creating circumstances"—staging events that appeared spontaneous to influence public opinion. The Story of the "Whale" Stunt Propaganda – Edward L. Bernays - Whale
The association between and a "whale" typically refers to his early 20th-century publicity stunt involving a beached whale to promote a New York theater production.
: A small number of people (propaganda producers) could guide the habits and opinions of the masses by understanding their hidden motives. Early in his career as a Broadway promoter,
: Reports "leaked" to the press about a whale that had allegedly washed up on a beach or was being brought to New York.
: Public opinion could be shaped through symbols and "meaning management" rather than just facts. Bernays, often cited as the "father of public
: The spectacle drew massive crowds and heavy newspaper coverage. By linking the theater production to this "must-see" event, he turned a simple play into a cultural moment. Bernays' Philosophy in "Propaganda" (1928)