Corporate propaganda[1] refers to the strategic use of communication by corporations to shape public perception and attitudes towards their interests. Originating in the 20th century, propaganda was initially viewed as a tool for psychological manipulation, with key figures like Edward Bernays redefining its role in public relations[2]. Despite its negative connotations, especially from its use in World War I and Nazi Germany, Bernays asserted its potential for ethical application in influencing consumer[4] behavior and societal norms. However, the manipulative nature of propaganda often blurs its distinction from ethical public relations. The impact of corporate propaganda extends beyond influencing consumer choices; it shapes societal narratives and drives public opinion, necessitating research into its psychological mechanisms, societal effects, and ethical implications. Its role in the digital age, particularly in social media[3], is also an area of growing interest.
Corporate propaganda 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 and Edward Bernays. Some scholars refer to propaganda terms such as public relations, marketing, and advertising as Organized Persuasive Communication (OPC). Corporations must learn how to use OPC in order to successfully target and control audiences.