Bernays' vision was of a utopian society in which individuals' dangerous libidinal energies, the psychic and emotional energy associated with instinctual biological drives that Bernays viewed as inherently dangerous given his observation of societies like the Germans under Hitler, could be harnessed and channeled by a corporate elite for economic benefit. Through the use of mass production, big business could fulfill the cravings of what Bernays saw as the inherently irrational and desire-driven masses, simultaneously securing the niche of a mass production economy (even in peacetime), as well as sating what he considered to be dangerous animal urges that threatened to tear society apart if left unquelled.

Bernays touted the idea that the "masses" are driven by factors outside their conscious understanding, and therefore that their minds can and should be manipulated by the capable few. "Intelligent men must realize that propaganda is the modern instrument by which they can fight for productive ends and help to bring order out of chaos."[64][65][57]

Propaganda was portrayed as the only alternative to chaos.[66]

One way Bernays reconciled manipulation with liberalism was his claim that the human masses would inevitably succumb to manipulation—and therefore the good propagandists could compete with the evil, without incurring any marginal moral cost.[67] In his view, "the minority which uses this power is increasingly intelligent, and works more and more on behalf of ideas that are socially constructive."[68]

Unlike some other early public relations practitioners, Bernays advocated centralization and planning. Marvin Olasky calls his 1945 book Take Your Place at the Peace Table "a clear appeal for a form of mild corporate socialism." [69]