The concept of corporate propaganda is rooted in the deliberate empleo[1] of communication strategies by businesses to mold the public’s viewpoints and attitudes in line with their corporate objectives. This practice emerged in the 20th century, with propaganda initially perceived as a mechanism for psychological coercion. Notable individuals such as Edward Bernays played a significant role in repurposing its use within the sphere of public relations. Despite the negative associations linked to its utilization in World War I and Nazi Germany, Bernays emphasized its potential for ethical usage in shaping consumer habits and societal standards. Nonetheless, the deceptive essence of propaganda often obscures its differentiation from ethical PR practices. The influence of corporate propaganda is not confined to affecting consumer decisions; it also forms societal narratives and sways public sentiment, thereby highlighting the need for studies into its psychological workings, societal impacts, and ethical considerations. The role it plays in today’s digital era, particularly on social media platforms, is a subject of increasing exploration.
Propaganda empresarial refers to corporations or government entities that spread specific ideology in order to shape public opinion or perceptions and promote its own interests. The more well known term, propaganda, refers to the spreading of information or ideas by someone who has an interest in changing another persons thoughts or actions. Two important early developers in this field were Harold Lasswell y Edward Bernays. Some scholars refer to propaganda terms such as public relations, marketingy publicidad as Organized Persuasive Communication (OPC). Corporations must learn how to use OPC in order to successfully target and control audiences.
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