QUOTE : As for the public, the PR man, like the advertising expert and others who deal with people in the lump, including a number of would-be-statesmen and redeemers-at-large, conceive of that body as composed of non-ideographic units which are to be regarded not as ourselves but as, ultimately, gadgets of electrochemical circuitry operated by a push-button system of remote control. In fact, in dealing with the public in a purely technological society, the very notion of self is bypassed by various appeals to an undifferentiated unconscious, such appeals often having little or no relation to the vendible object or idea; in this connection history gives us to contemplate the fact that the psychologist J.B. Watson, the founder of American behaviorism, wound up in the advertising business. So history may become parable.