The Legacy of Edward Bernays: How Modern Algorithms Manipulate the Human Mind?

Social media users often believe they are in control of their decisions, whether in choosing content or adopting political stances. However, reality indicates the existence of a complex system for understanding and directing human behavior, rooted in Edward Bernays, the founding father of modern public relations. In his 1928 book 'Propaganda,' Bernays laid terrifying foundations for mind manipulation, foundations that today's digital algorithms have drawn upon to enhance their influence on the masses.

Bernays based his theories on crowd psychology, influenced by his uncle Sigmund Freud's ideas about unconscious human drives. Bernays believed that persuading people was not achieved through facts and logic, but by linking products and ideas to deep emotions such as belonging, power, and freedom. This principle is the actual driver of platforms like TikTok and Facebook today, where content that provokes anger or fear is prioritized to ensure the user stays on screen for as long as possible.

The 'Torches of Freedom' campaign is a striking example of Bernays' success, where he managed to transform cigarette smoking into a symbol of American women's independence at the time. Today, companies and influencers replicate this approach by selling 'lifestyles' instead of mere goods, creating a constant state of comparison and a feeling of inadequacy among users. The only difference is that modern technology possesses accurate data that enables it to treat each individual as an independent psychological case susceptible to penetration.

In the political sphere, the concept of 'engineering consent' coined by Bernays has evolved to become more complex and dangerous in the digital age. Propaganda no longer relies on traditional posters but has shifted to analyzing big data to target voters with personalized messages that touch upon their personal fears. Previous international scandals, such as the Cambridge Analytica case, revealed how this data can be used to direct political behavior and falsify public awareness without the targeted individuals feeling any external guidance.

The abundance of information in the current era does not necessarily mean increased awareness or freedom of thought; rather, it can lead to trapping the user within an intellectual bubble. Algorithms design a filtered world that shows humans only what confirms their beliefs, making them more susceptible to being led by directed agendas. The fundamental question remains whether we are the ones controlling these digital tools, or if they have begun to reshape our consciousness and identity according to Bernays' philosophy, which did not die with him.

Humans do not act logically as they believe, but rather by unconscious desires, emotions, and social symbols.