1. The Role of Mass Media Propaganda in Shaping American Culture: A Study on the Torches of Freedom
- Author:
- Oğuz Kartav and Mikail Uğuş
- Publication Date:
- 01-2025
- Content Type:
- Journal Article
- Journal:
- The Rest: Journal of Politics and Development
- Institution:
- Centre for Strategic Research and Analysis (CESRAN)
- Abstract:
- This study examines the profound impact of mass media propaganda on American culture, with a particular focus on the iconic Torches of Freedom campaign. Originating in the late 19th century and led by Edward Bernays, this campaign aimed to reshape social norms surrounding women and smoking. Initially, a societal taboo prevailed, suggesting that respectable women did not smoke. Although tobacco consumption was common in America during the late 19th century, women were neither expected nor permitted to partake in the consumption of tobacco products until 1929. Women were eventually allowed the option to smoke discreetly, but even then, it was considered taboo by American society due to its perceived unfeminine nature. Particularly in North America and Europe, women’s smoking had long been associated with immorality and questionable sexual behaviour. Through the analysis of historical documents, media artefacts, and scholarly literature, this research examines the multifaceted impact of the Torches of Freedom campaign on American culture. It explores how mass media, through carefully crafted messages and imagery, played a significant and influential role in shaping public perceptions and behaviour. By examining the campaign’s relationship with dominant cultural ideologies and its effects on gender roles, the research aims to illuminate the complex interplay between propaganda, cultural values, and social change. The study focuses on advertising, consumerism, and cultural practices in the United States by examining the strategies employed in the Torches of Freedom campaign through the lens of propaganda.
- Topic:
- Mass Media, Culture, Propaganda, and Advertising
- Political Geography:
- North America and United States of America