Yet others had nearly the opposite reaction, responding to propaganda's dramatic success not with dismay but enthusiasm, in the sense of glimpsing a grand opportunity. Among them was the young, Vienna-born Edward Bernays, the nephew of Sigmund Freud. Residing in the United States, and just twenty-four at the start of the war, he was making his living as a journalist turned press agent. To create publicity for his clients, Bernays was already employing his uncle's idea of a human nature driven by unconscious desires. (According to legend, Sigmund Freud gave him his General Lectures in exchange for a box of cigars.) During the war Bernays worked, like many journalists, on the Creel Committee, and like Lippmann, he emerged with a sense of the futility of democracy. But unlike Lippmann, Bernays drew from the experience a belief in the necessity of enlightened manipulation. Otherwise, he wrote, the public "could very easily vote for the wrong man or want the wrong thing, so that they had to be guided from above." As he saw it, "the conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society."

Tim Wu, The Attention Merchants, loc. 170