Edward Bernays was considered the godfather of American propaganda, the dark art politely referred to in corporate circles as public relations and marketing. During a lengthy career—he died at age 103—Bernays successfully sold women on the idea that smoking was preferable to eating and that Lucky Strikes were to be brandished as feminist ‘torches of freedom’ (while privately imploring his wife to quit). Later, he leveraged manufactured populism and credulous journalists to warn of a communist threat in Guatemala, eventually helping engineer a CIA-backed coup that installed a dictator more friendly to the interests of another client, United Fruit Company.
“A rubber stamp inked with advertising slogans, with editorials, with published scientific data, with the trivialities of tabloids and the profundities of history, but quite innocent of original thought,” was how Bernays summarized his methodology.
Decades later, the tools in a propagandist’s Pandora’s Box remain largely unchanged. The contriving of phony public support may be more technologically advanced, but access-hungry stenographers and rote messengers can be had for a few riyal. Well, not quite that cheaply, at least not for LIV Golf. And yet the Saudi-backed circuit’s attempt to simulate buzz for its season finale at Donald Trump’s Doral Resort in Florida was executed with a predictable clumsiness that belies its budget. The more money Greg Norman spends, the less Crown Prince MBS seems to get in return.
Friday brought a deluge of social media posts by players declaring their happiness, excitement, gratitude and amazement at LIV’s growth and game-changing impact. Their dispatches bore all the spontaneity and authenticity of hostage tapes, albeit from willing and well-compensated captives.
“What an amazing year it’s been. Game-changing,” wrote Sergio Garcia.
“Incredible to see LIV grow the sport,” added Louis Oosthuizen.
“This was an amazing year and can’t wait for the next years to come. I’m super honored to be part of Fireballs.” That from Eugenio Lopez-Chacarra. Fireballs refers to his team and not to the missiles his employer has been raining upon Yemeni civilians since the Spaniard was 14 years old.
“I am so proud and honored to be part of the Niblicks,” said Bubba Watson, referring to the team that owns him but for which he hasn’t actually played due to injury. “It’s been an amazing year. Five months ago to where we are today—LIV Golf is…
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