Freud's American Nephew: Edward Bernays and the Selling of Psychoanalysis

Abstract

Sigmund Freud’s relationship with his nephew, the Austrian-American public relations consultant Edward Bernays, was significant but not that of mentor and protégé. Because Bernays became known as an expert in propaganda, however, many biographers, scholars, and critics have concluded that Bernays applied Freud’s theories of the unconscious to manipulate the masses and undermine democracy. Contrary to the myth, this article explores the ways Bernays worked to publicize Freud’s works and popularize psychoanalysis in the United States. Bernays is responsible for much of the mythologizing because he did nothing to dispel the suggestive reports about his relationship with his famous uncle. Based on research in the Bernays papers at the Library of Congress, this article argues that Bernays was skilled not in psychoanalysis but in publicity tactics, and he knew what worked to garner press attention and promote a business, an idea, a cause, or, in the case his own business – himself.