Edward L. Bernays, nephew of Sigmund Freud and one of pioneers in the study of mass psychology, wrote in his book Propaganda (1928), "The deliberate and intelligent manipulation of structured habits and opinions of the masses is a important in democratic societies "element.
Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded on, our tastes formed, our ideas suggested, largely by men who have never heard of. Also it bases the livelihood of all systems of government in the "manipulation of public opinion", stating that "the governments, whether monarchical, constitutional, democratic or communist, depend on the acquiescence of public opinion to make a success port their efforts and, in fact, the government is only Government under this public acquiescence"
.In another of his books, "Crystallizing public opinion", unravels the brain mechanisms of the group and the influence of propaganda as a method to unify their thinking. Thus, in his words, "the group mind does not think, in the strict sense of the word. Instead of thinking he has impulses, habits and emotions. When deciding your first impulse is usually to follow the example of a leader you trust. This is one of the principles most firmly established by mass psychology, "so that the propaganda of the establishment will be directed not to the individual subject but the group in which the personality of the one-dimensional individual is diluted and is wrapped in scraps of false expectations created and common aspirations that underlie it.
Thus, the American Harold Lasswell (one of the pioneers of "mass communication research"), studied after World War propaganda techniques and identified a way to manipulate the masses (the theory of "hypodermic needle or magic bullet "), theory embodied in his book" Techniques of propaganda in world war (1927) and based on "injected into the population a concrete idea with the help of the mass media to direct public opinion to their advantage and allows obtain the support of individuals to their political ideas without resorting to violence ", the result of brain-critical awareness of current society favored by a journalistic practice dangerously influenced by the absence of exegesis or objectivity in articles opinion and the settlement of the journalistic code of ethics that would have its implementation in the implementation of self-censorship and submission "nolis Volis" the editorial line of the media (fruit of atavistic endemism of servitude to the powers of the status quo ) and the journalist have become mere transmission belt of the postulates of establishment or dominant system.
The current or dominant system establishment of Western societies as use the invisible dictatorship of compulsive consumption of material goods to override the ideals of the early individuals and transform it into an uncritical, fearful and conformist be that will go inevitably join the ranks of a homogeneous society, uniform and easily manipulated by the techniques of mass manipulation. Thus, the German sociologist and philosopher Herbert Marcuse, in his book "One Dimensional Man (1964) explains that" the basic function of the media is to develop pseudonecesidades of goods and services produced by giant corporations, tying individuals to cart consumption and political passivity "political systems that are breeding grounds for pathogenic virus known as" auto-kratos "or autocracy form of government exercised by a single person with an absolute and unlimited power, a kind of endogenous parasite of other systems government (including the so-called formal democracy), starting from the chrysalis of a partisan proposal chosen through free elections, come to power metamorphoses into Presidentialist leader with clear totalitarian dyes (inflexible, centralist and authoritarian), confirming the aphorism of Lord Acton, "Power tends to corrupt and absolute power corrupts absolutely.
"However, thanks to the interactivity that social networking sites (called the Fifth Power linking and helps the formation of modern identities), it would be breaking the endemic isolation and passivity of the submissive and uncritical individual Western consumerist societies (one dimensional Man) and would already emerging a new individual reaffirmed in a strong critical consciousness, based on obsolescent but present in our atavistic code as solidarity and collective outrage at the corruption and prevailing and willing to break the rules injustice values and the laws imposed by the dominant system, Individual Multidimensional a popular tsunami generator denouncing the current democratic, social and constructive values and instigator of chaos that will end up diluting the opioid inhibitor of critical consciousness (compulsive consumerism) deficit.