No scapegoats, I recognize patterns of behavior, stark changes, opportunities to shift people. Another guy you can look into in modern times is the comedian Nathan Fielder, he's a very talented man that has the ability to alternate realities of people even if they are in the same room. He really knows the power of perspective and how to manipulate the subconscious.
As for your every race comment, white people did not know about Edward Bernays until about 40-50 years after he was finished making his impact on their world, their perspective. It doesn't really work like what you're saying, they usually identify a targeted audience and focus on that market. Once that targeted market is 'shifted' then the effect of that shift can permeate throughout society. These people are real and the power they yield over the masses is real. You aren't making your own decisions, people like Edward Bernays make them for you.
If you have ever eaten Bacon and Eggs for breakfast the man Edward Bernays is the reason why... you did not make that decision for yourself. He did that to you.