Goodbye Lippmann

Walter Lippmann explores stereotypes (i.e. the pictures in our heads), the role of the media, and democracy in “Public Opinion.” Lippmann has a dark attitude toward our government and believes that we are controlled by the media. In other words, the mass media makes decisions for us.

Lippmann thinks that we can avoid this dilemma by calling upon an “intellegencia” to manage public opinion. This would be an independent group of experts to tell us what we should think or who we should vote for. But what if this elite group already exists? If we are greatly influenced by the media, are they the elite group?

Lippmann believes that while democracy gives us the right to vote, the media sets the agenda and this can affect public opinion. Lippmann’s idea goes along with “Agenda-Setting Theory” in that voters vote based on the way the media portrays each candidate. The media may deem certain issues more important than others. In this way, we are influenced by the media because they may sway our decisions.

A little connection for my PR friends:
Walter Lippmann could easily be called the “father of stereotypes,” just as Edward L. Bernays is known as the “father of public relations.” Bernays firmly believed that propaganda was a good thing. Walter Lippmann, on the other hand, worked closely with propaganda during World War I. This era of propaganda generally has a negative connotation. This could be why Lippmann has such a depressing outlook on democracy and our society compared to Bernays’ attitude. Bernays believes that democracy is a positive thing because every individual’s opinion counts. I think I agree with Bernays, even though democracy is far from perfect.