Consent: The Engineering Of

: Using psychology and social science to learn why and how people act. Key Tactics

" The Engineering of Consent " is a seminal essay by Edward Bernays, first published in 1947 and later expanded into a book in 1955. Bernays, often called the "father of public relations," argued that in a democratic society, leaders must use scientific principles to persuade and win over the public to achieve socially constructive goals. The engineering of consent

: Setting clear, specific goals for what the public should think or do. : Using psychology and social science to learn

: He focused on convincing "group leaders" (doctors, editors, community heads) who then influence their own followers, creating a chain reaction of support. : Setting clear, specific goals for what the

: Calculating available tools and budgets.

: Bernays famously used these principles to popularize bacon and eggs as the standard American breakfast by getting doctors to endorse a "hearty" breakfast in newspapers. Legacy and Criticism