Edward Bernays (1891–1995) is the nephew of Sigmund Freud, the “father of PR” and the pioneer of the scientific technique of forming and managing public opinion. Each of us encounters propaganda many times a day, without even understanding what is its target. When you go to a store, what products do you choose? When looking through a TV poster, what names of actors do you catch your eye on? Who does your choice depend on? Are you sure it's from you?! According to Bernays, propaganda is based on the fact that new ideas penetrate society through an active thinking minority. Public opinion is an indispensable condition for the success of any activity of a monarchical, constitutional, democratic or communist government - in fact, it is a government solely with the consent of the masses. Bernays is the creator of the modern propaganda machine, a pioneer in the use of psychology and other social sciences in the PR industry. He called this scientific method of creating public opinion “consensus engineering” and in his book explores the idea of using propaganda to control the collective mind in various fields: politics, art, science and education.