The ideas of Edward Bernays, a phycologist, outlined in his influential book Propaganda, continue to echo strongly in 2026, particularly in a rapidly digitizing country like India. Bernays introduced the concept of the “engineering of consent,” suggesting that public opinion could be shaped through repeated messaging, trusted voices, and emotional appeal.
Nearly a century later, modern technology has amplified these methods far beyond what was possible in his time.
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A famous example of Bernays’ method was the “Torches of Freedom” campaign of 1929. At that time, women smoking cigarettes in public was socially unacceptable in the United States. Bernays orchestrated a paid women march in a public parade while smoking cigarettes, presenting it as a symbol of women’s independence and equality. By linking smoking to the powerful emotion of freedom, he successfully changed public attitudes and increased cigarette sales. This example shows how ideas can be framed emotionally to influence behavior —an approach that remains widely used today.
In today’s digital environment, algorithms act as silent persuaders. Social media platforms analyze user behavior—what people watch, like, or share—and then present similar content repeatedly. This continuous exposure reinforces certain viewpoints while limiting exposure to opposing perspectives. Over time, such repetition creates echo chambers, where beliefs are strengthened simply because they are constantly repeated. In India, where smartphones are the primary source of information for millions, this pattern significantly influences how opinions are formed.
Bernays also highlighted the importance of trusted messengers in shaping public thinking. In the past, this role was played by experts and celebrities; today, digital influencers and widely followed online personalities perform a similar role. Their opinions can reach millions instantly, and followers may accept these views without questioning their accuracy.
Another principle central to Bernays’ thinking was the use of emotion as a persuasive force. Modern digital content often relies on strong emotional triggers—fear, pride, outrage, or excitement—to capture attention and encourage sharing. Emotional messages travel faster than neutral information, making them effective tools for shaping perception. In the present times propoganda movies are a new source to create illusions which convinces the masses more easily.
In subtle ways, the modern digital landscape reflects Bernays’ original insights: public opinion is rarely accidental – it is often shaped quietly, repeatedly, and strategically.
Understanding these patterns is essential for preserving independent thought in an age dominated by technology.
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