I feel that the charity wristband idea has taken on a new meaning besides just supporting charitable causes. Bernays states that large groups can be swayed by strategic messages, but I think alot of the swaying comes from an original message given by the P.R. Professional and then absorbed by a smaller group of people that are representative of the larger group. Once the smaller group has accepted the message and adopted the ideals of the message, the actions and messages(in this case the wristbands) spread out almost like an infection to the larger group. The larger group, no matter how charitable they might be, basically wants to band together with like-minded people. This group mentality is evident in other items in recent memory:
CROCS-small group adopts the shoe because of a functional PR message, and then the larger group jumps on the bandwagon.
MUSIC-A small group hears and identifies with the message of a singer or band, and then the larger group adopts it as well.
So, In essence, I think Bernays might be missing a step in his social equation. The larger group is swayed by the actions of the smaller contingency within the group until it spreads to the whole body. People basically just want to be with others who think similarly to themselves.
MD
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Actually, he does describe a similar phenomenon with the adoption of fashion trends that begin with an elite few in cosmopolitan communities and then spreads to the hinterlands. The crucial element is the endorsement of the new fashion by people who are respected or admirable.
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