O Século do Ego - Ep.1 de 4 - Máquinas da Felicidade (LEGENDADO)
Summary
TLDRThe video script explores Sigmund Freud's theories on human nature and their application by his nephew Edward Bernays in shaping mass consumer behavior. It delves into Bernays' influence on the 20th century through public relations, promoting consumerism as a means to control the 'bewildered herd.' The narrative spans from Freud's psychoanalysis to Bernays' manipulation of public desires, the rise of consumer culture, and the implications for democracy, highlighting the power struggle between corporations and government in shaping public opinion.
Takeaways
- 📚 Sigmund Freud's theories on human nature, focusing on repressed sexual and aggressive instincts, were seen as a way to understand and control the masses.
- 🔍 Freud's nephew, Edward Bernays, applied Freud's theories to manipulate public opinion, pioneering the field of public relations and consumer manipulation.
- 🚬 Bernays' early work included breaking social taboos, such as promoting cigarettes to women by linking them with freedom and empowerment.
- 💡 The idea of consumerism as a means to control the masses by satisfying their inner desires was born out of the need to manage the irrational forces within people.
- 🌐 The 1920s saw the rise of psychoanalysis in America, with Freud's works gaining popularity and influencing the perception of human irrationality in society.
- 🏛️ The interwar period revealed the dangers of unleashing primal human instincts, as seen in the lead-up to World War II and the subsequent atrocities.
- 🔮 Freud became increasingly pessimistic about human nature, believing that civilization was a façade to control our inherent aggressive tendencies.
- 🗳️ The New Deal under President Roosevelt represented a shift towards a more managed democracy, with the government taking a more active role in the economy.
- 🤝 The concept of 'engineering consent' emerged, suggesting that by appealing to people's desires and fears, their behavior could be directed for political or economic ends.
- 🌐 World events, including the annexation of Austria and the rise of Nazi Germany, demonstrated the power of propaganda and manipulation of the masses.
- 🏛️ The struggle between viewing humans as rational citizens versus irrational consumers shaped the development of democracy and the role of public relations in society.
Q & A
What is the main theme of the series discussed in the transcript?
-The main theme of the series is the exploration of Sigmund Freud's theories on human nature and how those in power have used these theories to try and control the masses in an age of mass democracy.
Who is Edward Bernays and how is he related to Sigmund Freud?
-Edward Bernays is Sigmund Freud's nephew, and he was a pioneer in the field of public relations who applied Freud's ideas about human beings to manipulate the masses, particularly in the context of consumerism.
How did Edward Bernays use Freud's theories to influence the 20th century?
-Bernays applied Freud's theories to create advertising and public relations strategies that linked mass-produced goods to people's unconscious desires, thereby manipulating their behavior and shaping consumer culture.
What was the impact of World War I on Freud's views about human nature?
-World War I led Freud to see evidence of the primitive, aggressive forces within human beings that he believed were unleashed by governments during the war, reinforcing his belief in the dangerous, irrational aspects of human nature.
How did Freud's ideas about the unconscious mind influence Bernays' approach to public relations?
-Freud's concept of the unconscious mind, which contains hidden and unwelcome impulses, inspired Bernays to create public relations strategies that tapped into these hidden desires to influence people's choices and behaviors.
What was the 'torches of freedom' campaign and how did it relate to Bernays' work?
-The 'torches of freedom' campaign was an event orchestrated by Bernays to break the taboo against women smoking. He linked the act of women smoking cigarettes to the idea of challenging male authority, making it a symbol of female independence.
How did the Great Depression challenge the ideas of consumerism promoted by Bernays?
-The Great Depression led to widespread unemployment and economic hardship, causing people to stop buying non-essential goods. This reduced consumer demand and challenged the idea of continuous consumption that Bernays had helped to establish.
What was the role of propaganda in shaping public opinion during World War II according to the transcript?
-During World War II, governments used propaganda to control and manipulate the public's emotions and beliefs, seeing the masses as dangerous forces that needed to be managed and directed.
How did Freud's personal experiences in the 1930s influence his writings and theories?
-Freud's experiences with the rise of Nazism, his own battle with cancer, and his eventual move to London due to the annexation of Austria by Germany led him to further develop his ideas about the need for civilization to control the dangerous, animalistic forces within human beings.
What was the significance of the 1939 New York World's Fair in the context of the script?
-The 1939 New York World's Fair was significant as it showcased a vision of the future where democracy and capitalism were intertwined, with business responding to people's desires in ways that politicians could not, reinforcing the idea of consumers as passive recipients of products and ideas.
Outlines
🧐 Freud's Theories and the Birth of Mass Manipulation
The script discusses Sigmund Freud's exploration into the depths of human nature, revealing innate sexual and aggressive forces within the unconscious mind. It highlights how Edward Bernays, Freud's nephew, capitalized on these ideas to manipulate the masses through consumerism, effectively shaping modern society's focus on fulfilling subconscious desires as a means of control and societal management.
🎭 War Propaganda and the Rise of Public Relations
This paragraph delves into Edward Bernays' role as a press agent and his involvement in World War I, where he applied Freudian theory to shape public opinion. Bernays' work in promoting war bonds and the idea of democracy through propaganda is explored, as well as his transition to peacetime, where he established public relations as a means to manage the masses by leveraging their irrational desires.
🚬 Manipulating Minds: The Tobacco Industry and Women's Liberation
The script narrates Bernays' audacious campaign to break the taboo against women smoking, by linking it to the women's suffrage movement and the concept of 'torches of freedom.' This strategic move not only opened up the female market for tobacco companies but also exemplified the power of emotional symbolism in product marketing, embedding the idea that consumer choices could reflect personal empowerment.
🛍️ The Emergence of Consumer Culture and its Impact
The paragraph examines the shift in American society from a needs-based culture to one driven by desires, as orchestrated by corporations and public relations experts like Bernays. The focus was on creating a mentality where consumption became a means of expressing oneself and finding happiness, leading to the rise of department stores and the mass production of goods to cater to this engineered demand.
📊 The Psychology of Consumption and the Stock Market Boom
The script touches on the influence of Edward Bernays in promoting consumerism as a central tenet of American life, with his work in public relations helping to boost the stock market and the economy during the 1920s. It also discusses his role in shaping political perceptions, such as making President Coolidge more relatable to the public, and the dangers of overproduction and the eventual bubble burst.
🌐 Freud's Impact on American Intellectuals and the Emergence of a New Elite
This paragraph explores the reception of Freud's works in America and the subsequent impact on the intellectual community. It discusses the rise of a new elite who believed in managing the 'bewildered herd' through psychological techniques, as proposed by political thinker Walter Lippmann. The idea of democracy is questioned, with a shift towards a belief in the need for an enlightened despotism that guides the masses by appealing to their subconscious desires.
🏛️ The New Deal and the Redefinition of Democracy
The script describes President Franklin D. Roosevelt's New Deal as a response to the Great Depression, which involved government intervention in the economy and a reimagining of democracy. It contrasts Bernays' view of the masses as irrational consumers with the New Deal's approach to treating citizens as rational participants in governance, utilizing scientific polling to gauge and respect public opinion.
🎡 The World's Fair: Showcasing the Link Between Democracy and Capitalism
This paragraph details the 1939 New York World's Fair, where Edward Bernays played a central role in promoting the synergy between democracy and capitalism. The fair presented a vision of a future America, with General Motors' exhibit 'Highways and Horizons' symbolizing the potential of an unfettered free market, while Bernays worked to reinforce the idea that democracy thrives only within a capitalist system.
🚧 The Threat to Democracy and the Rise of Fascism
The script discusses the challenges to democracy posed by the Great Depression and the emergence of fascist ideologies in Europe. It contrasts the American response, which sought to strengthen democracy through the New Deal, with the rise of Adolf Hitler and the Nazi party, who promised order through state control and the harnessing of the masses' irrational instincts.
🗳️ The Power of Public Opinion and the New Deal's Success
This paragraph examines the role of public opinion in the success of the New Deal and the re-election of President Roosevelt. It highlights the use of scientific polling by George Gallup and Elmo Roper, which demonstrated that the public could make informed decisions, thereby supporting the democratic process and challenging the notion that the masses needed to be manipulated or controlled.
🛑 The Backlash Against the New Deal and the Fight for Public Perception
The script describes the efforts by big businesses and the National Association of Manufacturers to counter the New Deal's influence, with Edward Bernays advising on a campaign to create emotional attachments between the public and big business. It outlines the industry's response, which included a vast public relations campaign to associate democracy with private enterprise and to shape public perception through various media.
🌍 Freud's Escape from Nazi-Dominated Europe
This paragraph narrates Sigmund Freud's departure from Austria after the annexation by Nazi Germany, detailing the assistance he received from British psychoanalyst Ernest Jones to secure a work permit for Britain. It concludes with Freud's arrival in London and his death shortly after the outbreak of World War II, setting the stage for the next episode's exploration of post-war shifts in government perspectives on democracy and human nature.
Mindmap
Keywords
💡Sigmund Freud
💡Edward Bernays
💡Psychoanalysis
💡Unconscious
💡Propaganda
💡Consumerism
💡Public Relations
💡Crowd Psychology
💡World's Fair
💡New Deal
💡Rational vs. Irrational
Highlights
Sigmund Freud's theory suggests that primitive sexual and aggressive forces within the human mind can lead to chaos and destruction.
Edward Bernays, Freud's nephew, applied Freud's theories to manipulate the masses, influencing the 20th century significantly.
Bernays demonstrated to corporations how to create desire for mass-produced goods by linking them to unconscious desires.
The concept of satisfying people's inner selfish desires as a political strategy for mass control emerged from Bernays' work.
Freud's psychoanalysis method unveiled the unconscious mind, revealing powerful sexual and aggressive forces.
During World War I, Freud observed governments unleashing primitive forces in humans, leading to devastating consequences.
Bernays used propaganda techniques honed during wartime for peacetime mass persuasion in the United States.
Bernays' public relations strategies helped to break taboos, such as women smoking, by linking it to female empowerment.
The idea of consumerism as a means to express individuality and independence was propagated by Bernays.
Corporations realized the need to shift from a needs to a desires culture, promoting the idea of wanting new things.
Bernays was instrumental in changing the mentality of American consumers from necessity to desire for goods.
The Great Depression challenged the consumer-driven society, leading to a decline in the power of public relations.
Freud's later work, 'Civilization and Its Discontents', argued that civilization is a control mechanism for human instincts.
The rise of totalitarian regimes in Europe showed alternative ways to control human beings, inspired by Freud's theories.
Post-war America saw a shift in government approaches to managing the populace, with an emphasis on controlling dangerous instincts.
Anna Freud, Sigmund's daughter, believed in teaching people to control their irrational forces, leading to government programs on psychological management.
Edward Bernays' adaptability allowed him to work with the American government and CIA, reflecting the changing views on democracy and control.
Transcripts
new theory about human nature is put
forward by Sigmund Freud via discovered
Eastern primitive sexual and aggressive
40 hidden deep inside the minds of all
human beings
forces which have not controlled led
individuals and societies to chaos and
destruction this series is about how
those in power have used Freud's
theories to try and control the
dangerous crowd in an age of mass
democracy at the heart of the story is
not just Sigmund Freud but other members
of the Freud coming this episode is
about Freud's American view Edward
Bernays Bernays is almost completely
unknown today but his influence on the
20th century was nearly as great as his
uncle's eye because Bernays was the
first person to take Freud's ideas about
human beings and use them to manipulate
the masses
he showed American corporations for the
first time how they could make people
love things they didn't need by linking
mass-produced goods to their unconscious
design
out of this become a new political idea
of how to control the masses by
satisfying people inner selfish desires
one made them happy and the slow cycle
it was the start of the all-consuming
self which has come to dominate our
world today
[Music]
always ideas about how the human mind
works have now become an accepted part
of society as a psycho and every year
the psychotherapists foot is held in a
grand palace in Vienna this is the
psychotherapy boy psychotherapy become
some advanced patient asked for former
patient comes and many other people's
friends but also people from the
dealings of science who like to go to a
light elegant comfortable
but it was not always 100 years ago
Freud's ideas were hated by in fact at
that time Vienna was the center of a
vast empire ruling central year as the
part of the nobility of Habsburg court
those ideas are not really embarrassing
but the very idea of examining and
analysing ones you are feeling the
stretch their absolute control you can
see at that time these people have the
power and of course if you just write
nothing to show your bloody feelings I
mean you just couldn't you know I mean
you couldn't if you were unhappy can you
imagine you for instance you see someone
the country in a car you're deeply
unhappy you are a woman and you couldn't
go to your maid and cry on on her
shoulders well you couldn't go into the
village and and complain you know about
your feelings and you couldn't it was
exhaling your texts to somebody to just
couldn't you know because they have to
respect you now of course trying to see
put that thought very much into question
because you you need to examine
yourselves you would have to put a lot
of other things into question your
society everything but surrounds you and
that was difficult thing at that time
money because you're safe
created empires a certain extent would
have fallen to bits much earlier already
but what frightened the rulers of the
Empire even law with Freud's idea that
hidden inside all human beings with
dangerous instinctual drives voice it
devised a method he called
psychoanalysis
by analyzing dreams and free association
he had unearthed Eastern powerful sexual
and aggressive forces which were the
remnants of our animal path feelings
we're oppressed because they were too
dangerous
Freud devised a method for exploring
Obsidian part of the mind which we
nowadays call the unconscious which the
part that is totally unknown to our
consciousness that they're just a
barrier in all our minds which prevents
these hidden and unwelcome impulses for
the unconscious from emerging good night
in 1914 the austro-hungarian Empire led
Europe into war as the horror mounted
Freud saw a terrible evidence of the
truth of the
saddest thing is that this is exactly
the way we should have expected people
to behave from our knowledge of
psychoanalysis governments had unleashed
the primitive forces in human being and
no one seemed to know how to stop
[Music]
at that time Freud's young nephew Edward
Bernays was working at the press agent
in America
your main client was the world famous
opera singer Caruso who was touring the
United States her name is Pam had
emigrated to America 20 years before but
he kept in touch with his uncle and
joined him for husband to help the
bearnaise was now about to return to
Europe for a very different reason on
the night that Caruso opened in Toledo
Ohio America announced it was entering
the war against Germany and Austria as a
part of the war the US government set up
a committee on public information when
Ames was employed a remote American wine
in the proud the President Woodrow
Wilson had announced that the United
States would fight not to restore the
old Empire but to bring democracy to all
of Europe where a huge extremely skilled
in promoting this idea both at home and
abroad but at the end of the world was
asked to accompany the president of the
Paris Peace Conference
then in my surprise they asked me to go
with Woodrow Wilson to the pre-shopping
and at the age of 1926 I was in parish
for the entire time of the peace
counters it was held in the suburb of
Paris and we were to make the world safe
for democracy that would be slowing
Wilson's reception and time was founded
by men the other American propaganda
their propaganda had portrayed Wilson
the liberator of the people
a man who would create a new world in
which the individual be free they have
made him a hero of the matter and as he
watched the crowd surged around Wilson
Bernays began to wonder whether it would
be possible to do the same type of mass
persuasion but in peace in the United
States I decided if you could use
propaganda for war you can certainly use
it for peace
and pop again they got to be a bad word
because of the German Union so what I
did was he tried to find some other
words so we found the way to counsel on
Public Relation Bernays returns a New
York and set up with a public relations
Thompson and a small office of Broadway
which was the first time the travel ever
be you
since the end of the 19th century
America had become an last industrial
for that the millions clustered together
religion
Bernays was determined to find a way to
manage and alter the way his new crowd
thought in fact the Buddha he turned the
writings of his uncle Dickens while
incarcerated country's uncle the gift
from Havana cigar in return
Croy defend him a copy of his general
introduction to psychoanalysis Rene is
ready and the picture of hippies
irrational forces inside human beings
fascinated he wondered whether he might
make money by manipulation young
conscience what Eddie got from Freud was
indeed this idea that there is a lot
more going on in human decision-making
not only among individuals but even more
about the amount groups than this idea
that information drives behavior and so
any began to formulate this idea that
you had to look at things that were
played of people's irrational emotions
and you see that moved any immediately
into a different category from other
people in his field and most government
officials and managers of the day who
thought if you just hit people with all
this factual information they would look
at that and say oh of course
in any group that was not the way the
world worked then I set out to
experiment with the minds of the popular
classes his most dramatic experiment was
to persuade women to smoke at that time
there was a taboo against women smoking
and one of his early clients George Hill
the president of the American tobacco
corporation asked our names
to find a way of breaking it they were
losing half of our market because men
have invoked the taboo against women
smoking in public could you do anything
about that I said let me think about it
and then I would say the value of
permission to see a psychoanalyst
find out what cigarettes mean the woman
we said well of course so I called up
dr. grill Abril who's the movie psycho
Hanley in New York at nighttime I can't
even call my uncle why didn't you call
your uncle he was a young a Abril was
one of the first psychoanalyst in
America and for largely he told Bernie
that cigarettes were a symbol of the
penis and of male sexual power
he told Bernays if he could find a way
to connect cigarettes with the idea of
challenging male town and women would
smoke because then they would have their
own penises every year
Neil held an Easter Day Parade to which
thousands King and Bearnaise decided to
stage an event he persuaded a group of
rich every time to hide cigarette under
their clothes then they should join the
parade and as a given signal from him
there was a light up the cigarettes
dramatically Bernays then informed the
press that he had heard that a group of
suffragettes were preparing to protest
by lighting out what they called torches
of freedom
he knew this would be an okra and he
knew that all of the photographers would
be there to capture this moment and so
he was ready with a phrase which was
torches of freedom and so here you have
a symbol women young women debutantes
smoking a cigarette in public with a
phrase that means anybody who believes
in this kind of equality pretty much has
to support them in the ensuing debate
about this because torches of freedom
I mean what's on All American coins it's
Liberty she's holding up the torch again
so all of this is there because it is
emotion there's memory there's a
rational phrase even though it's using a
lot of emotion elements it's it's a
phrase that works in a rational sense
all of this is together and so the next
day this was not just in all of the New
York papers it was across the United
States and around the world
and from that point forward the sale of
cigarettes to women began to write he
had made them socially acceptable with a
single symbolic act what donors have
created with the idea that a woman
smoked it made her more powerful and
independent an idea still persisted
today
[Music]
right and Mason realized that it was
possible to persuade people to behave
irrationally if you link product to
their emotional desires and feelings the
idea that smoking actually made women
freer was completely irrational but it
made them feel more independent
it meant that irrelevant objects could
become powerful emotional symbols of how
you wanted to be seen by others any
Brunei's saw the way to sell product was
not to sell it to your intellect that
you ought to buy an automobile but that
you will feel better about it if you
have this automobile I think he
originated that idea that they weren't
just purchasing something but they were
engaging themselves emotionally or
personally in the product or service
there's not you you think you need a new
piece of clothing but you'll feel better
with the piece of clothing that was his
contribution in a very real sense we see
it all over the place today but I think
he originated the idea of the emotional
connect to a product or service
[Music]
what Bernays was doing fascinated
America's corporation they have come out
of the war rich and powerful but they
had a growing worried system of mass
production had flourished during the war
and now millions of goods the pouring
our production line what they were
frightened was the danger of
overproduction it would come a point
when people had enough goods would
simply stop time
up until that point the majority of
products were still sold for masses on
the basis of me other rich had long been
used to luxury goods for the millions of
working-class Americans most products
were still advertised as necessities
goods like shoes stockings even cars
were promoted in functional terms for
their durability the aim of the
advertisements was simply show people
the products practical virtues nothing
more what the corporation's realized
they had to do was transform the way the
majority of Americans thought about
products one leading Wall Street banker
Paul Mazur of Lehman Brothers was clear
about what was necessary we must shift
America he wrote from a needs to a
desired culture people must be trained
to desire to want new things even before
the old have been entirely consumed we
misshapen new mentality in America man's
desire that's overshadow it needs
prior to that time the West nil American
consumers the American worker and there
was a merkin owner and the manufacturing
they saved and they ate what they had to
when the people shopped for what they
needed and while the very rich may have
bought things they didn't need most
people did not a maser vision but break
with that way you would have things that
you didn't actually need but you wanted
as apposed and needed a man who would be
at the center of changing that mentality
for the corporations with Edward Bernays
renée's really is the guy within the
United States more than anybody else who
sort of brings to the table
psychological theory as something that
is an essential part
wellhow from the corporate side of how
we are going to appeal to the masses
effectively and the whole sort of
merchandising establishment and scales
and sales establishment is ready for
Sigmund Freud I mean they are ready for
understanding what motivates the human
mind and so that if it's real openness
to Grenadiers technique experience to
sell products to the masses beginning in
the early 20th the New York banks undid
the creation of change of department
stores across America they were to be
the outfit for the mass produced goods
and Bearnaise job but to produce the new
type of customer
Bernays began to create many of the
techniques of masking Tina's persuasion
he now liberal he was employed by
William Randolph Hearst promote his new
women's magazines and Bearnaise
glamorized them by placing articles and
advertisements that linked products made
by others of his clans to famous film
stars like Clara Bow who was also a tree
renee has also began the practice of
product placement in the movie and he
dressed the stars of the film's
premiered with clothes and jewelry from
other firms who represent he was
acclaimed the first person to tell car
companies they could sell cars as
symbols of male sexuality he employed
psychologists to issue report said
products were good for you and then
pretended they were independent studies
the organized fashion shown in
department store and paid celebrities to
repeat the new and essential message we
bought things not just for need but to
express your inner sense of yourself to
others there are a psychology of breath
have you ever thought about it I can
expect your character you'll have
interesting characters but some of them
are all hidden so wonder why you wear a
lot a dress always the same or the same
had the same coat I'm sure all of you
are interesting and have wonderful
things about you
they're looking at you in the street you
all look so much the same and that's why
I'm talking to you about the psychology
of dress try and express yourselves
better in your dress
bring out certain things that you think
I hidden I want a few part of this angle
of your personality I like that question
oh why do you like judge good oh there's
more to see what good does that do you
makes more attractive per day in 1927 an
American journalist wrote a change has
come over our democracy which is called
consumption the American citizens first
importance to his country is now no
longer that of citizen but that our
consumer the growing wave of consumerism
helped in turn to create a stock market
and yet again Edward Bernays became
involved promoting the novel idea that
ordinary people should buy shares
borrowing money from banks he also
represented and yet again millions
followed his advice he was uniquely
knowledgeable about how people in large
numbers are going to react to products
and ideas but in terms in political
terms if he were to go out to I can
imagine that he had three people
standing listen wasn't particularly
articulate was a kind of funny looking
and didn't have any sense of reaching
out for people one on one
none at all he didn't talk about didn't
think about people in groups of one
thought about people in groups of
thousand Bernays whom became famous as
the man who understood the mind of the
price and in 1924 the president
contacted him President Coolidge was a
class taciturn man and become a national
joke the perhaps portrayed him as a
ghoul humanist figure Bernays his
solution was to do exactly the same that
he had done with products he persuaded
34 famous film stars to visit the White
House and for the first time politics
became involved with public relations
and I line up the very loyal people and
I'd say what a lady he's al Joffe as in
this crazy al yo she may say every
newspaper in the United States has
a story says Coolidge and detained
actors at White House and The Times has
a headline which said president merely
left and everybody was happy
[Applause]
but while Bernays became rich and
powerful in America in Vienna his uncle
was facing disaster like much of Europe
the and I was suffering an economic
crisis and massive inflation which wiped
out all of Freud's savings facing
bankruptcy he wrote to his nephew for
help
Bernays responded by arranging for
Freud's works to be published for the
first time in America began to send his
uncle precious dollars which Freud kept
secretly in a foreign bank account
he was Freud agent if you will to get
his books published well of course
once the books were being published and
he couldn't help himself but to promote
these books see that everybody around
them make them controversial emphasize
the fact that you know what Freud says
about sex and what he says cigarettes
are a symbol of and so on and so forth
how you suppose all those stories got
out certainly the academics weren't
spreading these around the country Eddie
Bernays was then when Freud became
accepted well then of course devoted to
a client saying well I will see see then
that had some cachet but notice their
first Eddie created uncle siggy in the
u.s. made him acceptable secondly and
thirdly then capitalized a little piggy
typical Bernays performance Brenner is
also suggested that Freud promote
himself in the United States he proposed
his uncle write an article for
cosmopolitan a magazine that Bernay is
represented entitled a woman's mental
place in the home Freud was furious such
an idea he said was unthinkable
it was vulgar and anyway he hated
America
Boyd was now becoming increasingly
pessimistic about human being in the
mid-twenties he retreated in the summers
to the Alps I'm time staying in an old
hotel the posse Armour it's in Bexar
skull
it is now ruined Freud began to write
about group behavior about how easily
the unconscious aggressive forces in
human beings could be triggered when
they were in crowds boy believed he had
underestimated the aggressive instincts
in human beings they were far more
dangerous that he's originally thought
after World War 1 what was basically a
pessimist
he felt that man is any impossible
creature a very very sadistic and and
bad species and they did not beliefs
that may can be brought many said the
horses hammer the most ferocious animal
of excist the enjoy torturing and
killing and he didn't like men
[Music]
publication of Freud's works in America
have an extraordinary effect from
journalist and intellectual in 1920
what fascinated and frightened them was
the picture Freud painted with submerged
dangerous forces lurking just under the
surface of modern society forces that
could erupt easily to produce the
frenzied mob which had the power to
destroy even government
it was this they believe that happen in
Russia many this meant that one of the
guiding principles of mass democracy is
right to believe the human beings could
be trusted to make decisions on a
rational basis the leading political
writer Wilfred Lippmann argued that if
human beings were in reality driven by
unconscious irrational forces and it was
necessary to rethink democracy what was
needed was a new elite who could manage
what he called the bewildered herd this
would be done through psychological
techniques that will control the
unconscious feelings of the masses so
here you have water wetland probably the
most influential political thinker in
the United States who is essentially
saying that the basic mechanism of the
mass mind is unreason is a rationality
is animality he believes that the mob in
the street which is how he sees ordinary
people or people who were driven not by
their minds but by their spinal cords
the notion of kind of animal drives
unconscious instinctual drives lurking
beneath the surface of civilization and
so they started looking towards
psychological science as a way of
understanding the mechanisms by which
the popular mind works specifically with
the goal of figuring out how to
understand how to apply those mechanism
to strategies for social control Edward
Bernays was fascinated by Littman's
arguments and also saw a way to promote
himself by using
in 1920 she began to write a series of
books which argued that he had developed
the very technique Lippmann was calling
for by stimulating people's inner
desires and then stating them with
consumer products he was creating a new
way to manage the irrational force of
the market he called it the engineering
of consent democracy to my father was a
wonderful concept but I don't think he
felt that all those public's out there
would have reliable judgment not that
they could that they very easily might
vote for the wrong man or want the wrong
thing so that they had to be guided from
above its enlightened despotism in a
sense you appeal to their desires and
their unrecognized longings that sort of
thing that you can tap into their
deepest desires or their deepest fears
and use up to your own purposes breath
in 1928 President came to pas who agreed
with Burma
president Hoover with the first
politician to articulate the idea that
consumerism has become the central motor
of American life after his election he
told a group of advertisers and public
relations men you have taken over the
job of creating desire and have
transformed people into constantly
moving happiness machine machines which
have become the key to economic program
you
what was beginning to emerge in nineteen
twenties with a new idea of how to run
mass democracy at its heart was the
consuming self which not only made the
economy which was happy and voted and
created a stable Society both relays and
rhythms concept of managing the masses
takes the idea of democracy and it turns
it into a palliative it turns it into
giving people some kind of feel good
medical medication that will respond to
an immediate pain or immediate yearning
but will not alter the objective
circumstances one iota
I mean democracy really the idea of
democracy at its heart was about
changing the relations of power that he
governed the world for so long and
Bearnaise concept of democracy was one
of maintaining the relations of power
even if it meant that one needed to sort
of stimulate the psychological lives of
the public and in fact in his mind that
was what was necessary that if you can
keep stimulating the irrational self
then leadership can basically go on
doing what it wants to do ranae's now
became one of the central figures and a
business elite that dominated American
society and politics in the nineteen
trenches he also became extremely rich
and lived in a suite of rooms in one of
New York's most expensive hotels when he
gave frequent parties oh my good he had
a home in the corner suite of the
sherry-netherland hotel and here's this
wonderful suite Lolly's windows looking
out on Central Park and across at the
Plaza and on the square and he would use
this place to hold a soiree
the mayor would come all the media
leaders would come the political leaders
the business leaders the people in the
arts I mean it was a who's who people
wanted to know Eddie Bernays because you
know he himself became a sort of a
famous man a sort of a magician who
could make these things happen
he knows that
buddy knows the mayor and you know the
senator and he calls politicians I'm
telephone as if he did get literally a
higher bang out of doing what he did and
that's fine but it can be a little hard
on the people around you especially when
you make other people feel stupid people
worked for him were stupid children was
stupid and if people did things in a way
that he didn't so he wouldn't have done
them they were stupid that was it was a
word that he used over and over Albert
dopants to this they was stupid but
Bernays is power with about to be
destroyed dramatic and by a type of
human rationality he could do nothing to
control at the end of October 1929
Bernays organized a huge national event
to celebrate the fiftieth anniversary of
the invention of the light bulb
President Hoover the leaders of major
corporations and bankers like john d
rockefeller we're all summoned by
grenades to celebrate the power of
American business but even as they
gathered news came through that shares
on the New York Stock Exchange were
beginning to fall crop
[Music]
throughout the 19th actuator had
borrowed billions of dollars the bank
had promoted the idea that this was a
new era where market crashes were a
thing of the past but they were wrong
what was about to happen is the biggest
stock market crash in history investors
of panic and began to sell in a blind
relentless fury that no reassurance web
bankers or politicians could hold and on
the 29th of October 1929 the market
collapsed
[Music]
the effect of the crash on the American
economy the disaster faced with
recession and unemployment millions of
American workers stopped buying good
they didn't need the consumer group that
Bernays have done so much to engineer
disappear he the profession of public
relations Sultan things
Bernays his brief moments of power seem
to be the effect of the Wall Street
Crash on Europe was also catastrophic it
intensified the growing economic and
political crisis in the new democracy in
both Germany and Austria there were
violent street battles between the armed
wing of different political policy
against this backdrop Freud who is
suffering from cancer of the jaw were
treated yet again to the Alps he wrote a
book called civilization and its
discontents it was a powerful attack on
the idea that civilization was an
expression of human progress instead
Freud argued civilization had actually
been constructed to control the
dangerous animal forces inside human
being what was implicit in Freud's
argument was that the ideal of
individual freedom which was at the
heart of democracy was impossible human
beings could never be allowed to truly
express themselves because it was too
dangerous they must always be controlled
and the dust is you just can't change
man doesn't want to be civilized and he
is a lot the civilization brings
discontent but this is necessary to
survival otherwise he couldn't survive
so he must be discontent because this
would be the only way to keep him within
limits what is fry think that we are
here he called here and he didn't
believe in it we had 32 parties and it
was it before those bodies don't vanish
there is no Germany that's true you
can't have 32 parties and so they afraid
this one person very important into this
comedy Freud was not alone in his
pessimism politicians like Adolf Hitler
emerge from a growing despair in 1920s
about democracy the Nazis were convinced
the democracy was dangerous because it
unleashed a selfish individualism but
didn't have a means to control it
Hitler's party the National Socialists
stood in elections promising in their
propaganda they would abandon democracy
because of the chaos and unemployment it
led to love
[Music]
March 1933 the National Socialists were
elected to power in Germany and they set
out to create a society that would
control human beings in a different way
one of their faster is to take control
of business planning production would in
future be done by the state the free
market was too unsafe as the crash and
workers who work at leisure time was
also keen on straight to a new
organization will thank you join one of
its muscles with service not so
but the Nazis did not see this as a
return to an old form of autocratic
control it was a new alternatives
democracy it wished the feelings and the
desires of the masses would still be
central but they would be channeled in
such a way as to bind the nation
together
chief expose the Joseph girl and
minister of propaganda it's much food
saying mass of resistance the Australian
root desperado burger Lucinda assess the
health and asparagus supervenient
Buddhist October gurbles
organize huge rallies his function he
said was to forge the mind of the nation
into a unity of thinking feeling and
design one of his inspirations he told
the American journalist with the
writings of Freud's nephew Edward
Bernays
in his work on crowd psychology Freud
described how the frightening
irrationality inside human beings could
emerge in such groups the deep what he
called libidinal forces of desire were
given up to the leader while the
aggressive instincts unleashed on those
outside the group Freud wrote this in a
warning but the Nazis were deliberately
encouraging these forces because they
believed they could master and control
[Music]
muscles are found by the reason for fear
they love each other and delicate ideas
are looking to be checked on top Faber
wasn't the technical well positive love
this
[Music]
Oh
I could see from afar looking up with a
mob towards food linen how all those
hundred thousand of people when they
parted it can completely live until they
began to shout his wife I will never get
out of my medicine and here I've got
confirmation how those irrational for
uncontrollable for enjoy in with long
everyone it worked
we are running wild that it comes much
much you
[Music]
and in America true democracy was under
threat from the force of the angry mob
the effect of the stock market crash had
been disastrous there was growing
violence as an angry population took out
their frustration on the corporation who
a theme for a colorful design then in
1932 a new president was elected who is
also going to use the power of the state
to control the free market but his aim
was not to destroy democracy but to
strengthen and to do this he was going
to develop a new way dealing with the
map I am prepared under my
constitutional duty to recommend the
measures that are stricken nation in the
midst of a stricken world may require
but in the event that the national
emergency is still critical
I shall not evade the clear course of
beauty that will then confront me I
shall ask the Congress for the one
remaining instrument to meet the crisis
broad executive power
[Music]
it was the start of what would become
known as the New Deal Roosevelt
assembled a group of young technocrats
and planners in Washington who told them
that their job was to plan and run janou
industrial projects for the good of the
nation
Roosevelt was convinced the stock market
crash had shown that Lacey faire
capitalism could no longer run modern
industrial economy it had become the job
of government big business was horrified
but the New Deal attracted the
aberration of the novel especially
Joseph Goebbels applicant o'clock in
America with an allegory positive in in
greater conversion dr. festive observing
that President Roosevelt was a liberator
of the mystic in Vegas in a hundred fish
in the task undisclosed the webshop
dahyun sub-caliber brain al-abideen
the film in Jordan Arabic flows in the
Arab lecture and the Machine on Indian
control and Belova hobbling Iran era
Alton alabaster and sorcery on the
skirmish align diplomatic initiative
developed in the open house located east
of the person began this poison hidden
mass slam and anger but although
Roosevelt liked phenoms was trying to
organize society in a different way
unlike
he believes that human beings were
rational we could be trusted to take an
active part in government but is not
believed it was possible to explain his
policies to ordinary Americans and take
into account their opinion to do this he
was helped by the new ideas of an
American social scientist called George
Gallup
favorite reading of UDL Washington the
survey of US public opinion on officers
at Princeton New Jersey of pain
statistician dr. George Gallup tells
Washington from week to week
what's the nation is thinking and in New
York Fortune magazine's analyst Elmo
Roper compiles for publication a
continuous record of the nation's
approval or disapproval of how the
country is being run
Gallup and Roper rejected Bernays view
that human beings were at the mercy of
unconscious forces and so needed to be
controlled their system of opinion
polling was based on the idea that
people could be trusted to know what
they wanted they argued that one could
measure and predict the opinions and
behavior of the public if one are
strictly factual questions and avoided
manipulating their emotions well how
about this one
do you think bank and D Roosevelt's New
Deal has been bad for the nation in
general now that question floated they
automatically suggest massive well how
about this is your present feelings
toward Christ and rose above one of
general approval or general disapproval
that's better
prior to scientific polling the view of
many people was that you couldn't trust
public opinion it was irrational that it
was ill-informed chaotic unruly and so
forth and so that opinion should be
dismissed but with scientific polling I
think it established very clearly that
people do are rational that they do make
good decisions and this office democracy
a chance to be truly informed by the
public giving everybody a voice in the
way the country is run I know my father
wouldn't necessarily say the voice for
the public is the voice of God but he he
did feel very much that the voices of
the people is a rational voice and
should be heard what Roosevelt was doing
was forging a new connection between the
masses and politicians no longer were
they irrational consumers who were
managed by stating their desire they
said they were sensible citizens who
could take part in the governing of the
country in 1936 Roosevelt stood for
reelection he promised further control
of a big business to the corporation did
at the beginning of a dictatorship
Roosevelt interferes with private
enterprise and is running the country
into debt for generations to come
the way to get recovery is to let
business alone the Roosevelt with
triumphantly reelection my friends would
like a real landslide this time thank
you again
anyone I also see you all very soon and
vigil and affectionate tonight faced
with this business now decided to fight
back to regain power in America at the
heart of the battle would be Edward
Bernays and the profession here invented
public relations following that election
business people start to get together
and start to carry on discussions
primarily in private and they start
talking to each other about the need to
sort of carry on ideological warfare
against the New Deal and to reassert the
sort of connectedness between the idea
of democracy on the one hand and the
idea of privately owned business on the
other and so under the umbrella of an
organization which still exists which is
called the National Association of
Manufacturers and whose membership
included all of the major corporations
of the United States a campaign is
launched explicitly designed to create
emotional attachments between the public
and big business it's grenades
techniques being used on a grand scale I
mean totally
General Motors parade of parkland
traveling the high roads and by roads of
America bringing to millions of
Americans in their own hometown the
fascinating story behind modern industry
drawing act the campaign set out to show
dramatically that it was business not
politicians who had created modern
America battle mode of living were
Oliver
Bernays was an advisor to General Motors
but he was no longer alone the industry
he had found it now flourished as
hundreds of public relations advisors
organized a vast campaign they not only
used versus prints and billboards but
managed to insinuate their message into
the editorial pages of the newspapers if
the came of bitter fight in response to
the campaign the government made film
that warned of the unscrupulous
manipulation of the press by big
business and the central villain was the
new figure of the public relations man
they try to achieve their aims by
working entirely behind the scene
corrupting and deceiving the public the
aims of such groups may be either good
or bad so far as the public interest is
concerned but their methods are a grave
danger to democratic institution the
films also showed how the responsible
citizen could monitor the press
themselves they could create a charge
that analyzed the reporting for signs of
hidden bias but such earnest instruction
there should be no match for the
powerful imagination of Edward Bernays
[Music]
he was about to help create a vision of
the Utopia that free-market capitalism
would build in America if it was
unleashed
[Music]
in 1939 New York hosted the world's fat
adword banners of the central advisor he
insisted that the theme is a link
between democracy and American business
[Music]
at the heart of the fair with a giant
white dome the Bernays named democracy
tea and the central exhibit was a vast
working model of American future
constructed by the General Motors
Corporation - my father the World's Fair
was an opportunity to keep the status
quo that is capitalism in a democracy
democracy and capitalism that marriage
linking like just like that he did that
by manipulating people and getting them
to think that she couldn't have real
democracy in anything but a capitalist
society which was capable of doing
anything of creating these wonderful
highways of making evil moving pictures
inside everybody's house of telephones
that didn't need cords of squeak
roadsters I mean it was if they were it
was it was it was consumerist but at the
same time you inferred that in a funny
way democracy and capitalism weren't
together the world's power was an
extraordinary success and captured
America's imagination the vision it
portrayed was of a new form of democracy
in which business responded to people's
innermost desire in a way politicians
could never do
but it was a form of democracy that
depended on treating people not as
active citizens of Roosevelt did it as
passive consumers because this burn
Athens is the key to control and amass
democracy it's not that the people are
in charge but that the people's desires
are in charge the people are not in
charge the people exercise no
decision-making power within this
environment so democracy is reduced from
something which assumes an active
citizenry to the idea of the public as
passive consumers ah driven primarily by
instinctual or unconscious desires and
that if you can in fact trigger those
needs and desires you can get what you
want them for this struggle between the
two views of human beings as to whether
they were rational or irrational was
about to be dramatically affected by
events in Europe events that would also
change the fortunes of the Freud Amelie
in March 1938 the knot is annexed
Austria it is called the unsure if you
are arrived Indiana to an extraordinary
outpouring of math regulation but even
as he drove through the city behind the
scenes the Nazis were systematically
whipping up and unleashing the hatred of
the crowd against the enemies of the new
greater Germany
the untruth was a kind of exploring of
Cobra hatred against the enemy is the
so-called enemies of all thoroughly
considered enemies against the Jews him
in who totally and also against a lot of
atheist audiences who had opposed in our
face in Austria they said it's
legitimate now you can do what you want
so they did it stealing robbing and
killing and country than one and human
depravity of course is always near very
near to to normally it can change very
quickly
as the violence and assassinations raged
in Vienna
Freud decided he had to leave his aim
was to go to Britain but he knew that
Britain like many countries was refusing
entry to most Jewish refugees but help
came from the leading psychoanalyst in
Britain Ernest Jones he was in the same
ice skating club as the Home Secretary
for Samuel 4 and Jones persuaded her to
issue Freud a British work permit and in
May 1938 Freud his daughter Anna and
other members of his family set off for
London
Freud arrived in London as Britain was
preparing for war he settled with his
daughter Anna in a house in Hampstead
the Freud's cancer was now far advanced
and in September 1939 just three weeks
after the outbreak of war he died the
second world war would utterly transform
the way government's saw democracy and
the people they governed
next week's program will show how the
American Gold results Apple became
convinced the worst savage dangerous
forces hidden inside all human beings
forces that needed to be controlled the
terrible evidence from the death camps
seemed to show what happened when these
forces were Unleashed and politicians
and planners in post-war America would
come to believe that hidden under the
surface of their own population for the
same dangerous
when they would transfer Freud family to
help control his enemy within
[Music]
and ever adaptable Edward Bernays would
work not just for the American
government but the CIA and Sigmund
Freud's daughter Anna would also become
powerful in the United States but she
believed that people could be taught to
control the irrational forces within it
out of this would come vast government
programs to manage the inner
psychological life of the matter the
century of the self continues next
Monday night on BBC 2 same time 8
o'clock tonight the final part of FAA
[Music]
[Music]
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