ABSTRACT
Bernays and his colleagues at the Committee of Public Information (CPI) adopted a strategic concept according to which the desired influence on the masses could be obtained by simply repeating the message. Repetition produces results which are difficult to generalize. If exposure to a message occurs too many times, it can lead to loss of validity and to being perceived as tedious. Judging when the number of viewings has become excessive is rather arduous as the tolerance level is a subjective quantity. Today, boredom can arise with advertising messages which attract a lot of attention, either because they contain humouristic scenes or they are purely informative. Thus, repetition of messages did not pose a problem, at least not at the beginning of the conflict. Negative aspects of repetition in the media sector could be that it is also used to increase the credibility of news, even if improbable or unfounded, or to distract public attention from other, more important issues.
