Educational curriculum: original content, an overview of the influence of Edward Bernays. Recommended as companion to Adam Curtis' documentary: "Century of the Self" episode 1, "Happiness Machines" - http://archive.org/details/AdaCurtisCenturyoftheSelf_0. Also recommended viewing: "Apathy" by Dave Meslin (TEDx on YouTube).

1. Edward Bernays
The Story of One Man
Whose Career Led to the Ongoing
Deaths of Millions
Zoe E. Masongsong, M.S.

2. Who Was Edward Bernays?
 1891-1995 (104 yrs)
 Uncle = Sigmund Freud

6. The Theorist

8. “America's No. 1 Publicist”
 1920’s:
– Bacon & eggs
– Women smokers
 1950’s:
– Overthrow of Guatemala’s president Arbenz

9. The All-American Breakfast
 1924: 1st packaged bacon slices

10.  Client: American Tobacco Company

11. Torches of Freedom

12.  Progress!

13.  Good for you!

14.  Celebrate!

15. Millions of Dead Women
 More women than men die from lung disease
 Women smokers die sooner than men:
– Women lose 14.5 years of their lives
– Men lose 13.2 years of their lives (Cancer.org)
 13% smoked in last 3 months of pregnancy (CDC)

17. Gatekeeper
 “First news anyone received”

18. Defense Minister, 1944-1951
President, 1951-1954

19. Thousands of Dead Mayans

20. Guatemala  Cuba  Vietnam

21. Bernays vs. Democracy
 American public’s judgment is unreliable:
“They could very easily vote for the
wrong man or want the wrong thing, so
that they had to be guided from above".
~Anne Bernays, interviewed by Adam Curtis

22. Bernays vs. Democracy
“The engineering of consent is the very
essence of the democratic process, the
freedom to persuade and suggest.”
~Edward Bernays
The Engineering of Consent (1955)

23. Enlightened Despotism
 The sovereign knew the
interests of his subjects
better than they
themselves did.
 His responsibility to them
thus precluded their
political participation.

24. The Legacy: American Apathy?
Notice Of St. Johns River Water
NOTICE OF ST. JOHNS RIVER WATER MANAGEMENT DISTRICT INTENDED DECISION(S) The District intends to approve of the
Compliance Report(s) of the following permittee(s) and to modify the terms and/or conditions of the existing Consumptive Water Use Permit(s)
described below at the District's Governing Board meeting on April 10, 2012. Bass-Carlton Sod Inc, PO Box 420067, Kissimmee, FL 34742,
application #3429. This is a 10-year compliance report of a permit issued on May 8, 2001. The District proposes a reduction from the previously
permitted allocation of 2157.4 million gallons per year (mgy) to 977.4 mgy for irrigation of 1989 acres of sod, hay, cornand vegetable crops. The
withdrawals used by this project will consist of groundwater from FAS - Upper Floridan Aquifer via 3 active wells and 3 proposed wells in Osceola
County, located in Sections: 25, 26, 27, 34, 35 and 36, Township: 31 South, Range: 33 East; Sections: 5 and 6, Township: 32 South, Range: 34
East; Sections: 29, 30, 31 and 32, Township: 31 South, Range: 34 East; Sections: 1, 2 and3, Township: 32 South, Range: 33 East, known as Bass-
Carlton Sod. If you wish to receive a copy of a Technical Staff Report (TSR) that provides the St. Johns River Water Management District (District)
staffs' analysis on the above-listed compliance report(s) and associated permit(s), please submit your request to: Director, Bureau of Regulatory
Support, P.O. Box 1429, Palatka, FL 32178-1429. Once a TSR becomes available, you may also review it by going to the Permitting section of the
District's website at floridas water.com/permitting/index.html. To obtain information on how to find and view a TSR, visit
https://permitting.sjrwmd.com/epermitting/html/EP_FAQs.html, and then follow the directions provided under "How to find a Technical Staff
Report (TSR) or other application file documents." A person whose substantial interests are or may be affected has the right to request an
administrative hearing by filing a written petition with the District. Pursuant to Chapter 28-106 and Rule 40C-1.1007, Florida Administrative Code
(F.A.C.), the petition must be filed (received) either by delivery at the office of the District Clerk at District Headquarters, P. O. Box 1429, Palatka
Florida 32178-1429 (4049 Reid St., Palatka, FL 32177) or by e-mail with the District Clerk at Clerk@sjrwmd.com, within twenty-one (21) days of
newspaper publication of the notice of intended District decision (for those persons to whom the District does not mail or email actual notice). A
petition for an administrative hearing is deemed filed upon receipt of the complete petition by the District Clerk at the District Headquarters in
Palatka, Florida during the District's regular business hours. The District's regular business hours are 8 a.m. - 5 p.m., excluding weekends and
District holidays. Petitions received by the District Clerk after the District's regular business hours shall be deemed filed as of 8 a.m. on the next
regular District business day. A petition must comply with Sections 120.54(5)(b)4. and 120.569(2)(c), Florida Statutes (F.S.), and Chapter 28-106,
F.A.C. The District's acceptance of petitions filed by e-mail is subject to certain conditions set forth in the District's Statement of Agency
Organization and Operation (issued pursuant to Rule 28-101.001, F.A.C.), which is available for viewing at floridaswater.com. The District will not
accept a petition sent by facsimile (fax). Mediation may be available if you meet the conditions stated in the full Notice of Rights (see last
paragraph). The right to an administrative hearing and the relevant procedures to be followed are governed by Chapter 120, F.S., Chapter 28-106,
F.A.C., and Rule 40C-1.1007, F.A.C. Because the administrative hearing process is designed to formulate final agency action, the filing of a petition
means the District's final action may be different from the position taken by it in this notice. Failure to file a petition for an administrative hearing
within the requisite time frame shall constitute a waiver of the right to an administrative hearing. (Rule 28-106.111, F.A.C.). If you wish to do so,
please visit http://floridaswater.com/nor_intdec/ to read the complete Notice of Rights to determine any legal rights you may have concerning the
District's intended decision(s) on the compliance report(s) described above. You can also request the Notice of Rights by contacting the Director,
Bureau of Regulatory Support, P. O. Box 1429, Palatka, FL 32178, tele. no. (386)329-4268. OSC1178998 3/17/2012
~Apathy, TEDx lecture by Dave Meslin

25. Ad for Nike
~Apathy, TEDx lecture by Dave Meslin

26. Invitation for Public Comment
~Apathy, TEDx lecture by Dave Meslin

28. Sources
– 7 PR Campaigns That Changed The World,
blog: “PR, Films & Fantasies” (1/2/11)
– Apathy, Dave Meslin (TEDx on YouTube)
– Books That Shook the World, PBS.org
– Century of the Self, Adam Curtis (2002)
– Edward Bernays, Wikipedia (3/14/12)
– Google Images