You can watch it for free on the Web (in fact, I think that's the only way you can see it; I've tried to do the right thing and buy it, but it doesn't seem to be available on DVD).
The documentary starts starts off by profiling the man who founded modern PR: Freud's American nephew.
Ironically, Goebbels was one of his biggest fans.
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| Edward Bernays, Freud's American nephew |
Here are the program notes and the links to each part.
Part I: Happiness Machines
The story of the relationship between Sigmund Freud and his American nephew, Edward Bernays. Bernays invented the public relations profession in the 1920s and was the first person to take Freud's ideas to manipulate the masses.
He showed American corporations how they could make people want things they didn't need by systematically linking mass-produced goods to their unconscious desires.
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| 'You're NOT just one of the crowd.' A poster from 1933 |
His most notorious coup was breaking the taboo on women smoking by persuading them that cigarettes were a symbol of independence and freedom.
But Bernays was convinced that this was more than just a way of selling consumer goods. It was a new political idea of how to control the masses. By satisfying the inner irrational desires that his uncle had identified, people could be made happy and thus docile.
It was the start of the all-consuming self which has come to dominate today's world.
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| Branded baby (at Forward Escape) |
The programme explores how those in power in post-war America used Freud's ideas about the unconscious mind to try and control the masses.
Politicians and planners came to believe Freud's underlying premise - that deep within all human beings were dangerous and irrational desires and fears.
They were convinced that it was the unleashing of these instincts that had led to the barbarism of Nazi Germany. To stop it ever happening again they set out to find ways to control this hidden enemy within the human mind.
Sigmund Freud's daughter, Anna, and his nephew, Edward Bernays, provided the centrepiece philosophy. The US government, big business, and the CIA used their ideas to develop techniques to manage and control the minds of the American people.
But this was not a cynical exercise in manipulation. Those in power believed that the only way to make democracy work and create a stable society was to repress the savage barbarism that lurked just under the surface of normal American life.
In the 1960s, a radical group of psychotherapists challenged the influence of Freudian ideas in America. They were inspired by the ideas of Wilhelm Reich, a pupil of Freud's, who had turned against him and was hated by the Freud family. He believed that the inner self did not need to be repressed and controlled. It should be encouraged to express itself.
Out of this came a political movement that sought to create new beings free of the psychological conformity that had been implanted in people's minds by business and politics.
This programme shows how this rapidly developed in America through self-help movements like Werber Erhard's Erhard Seminar Training - into the irresistible rise of the expressive self: the Me Generation.
But the American corporations soon realised that this new self was not a threat but their greatest opportunity. It was in their interest to encourage people to feel they were unique individuals and then sell them ways to express that individuality.
To do this, they turned to techniques developed by Freudian psychoanalysts to read the inner desires of the new self.
This episode explains how politicians on the left, in both Britain and America, turned to the techniques developed by business to read and fulfil the inner desires of the self.
Both New Labour, under Tony Blair, and the Democrats, led by Bill Clinton, used the focus group, which had been invented by psychoanalysts, in order to regain power. They set out to mould their policies to people's inner desires and feelings, just as capitalism had learnt to do with products.
Out of this grew a new culture of public relations and marketing in politics, business and journalism. One of its stars in Britain was Matthew Freud who followed in the footsteps of his relation, Edward Bernays, the inventor of public relations in the 1920s.
The politicians believed they were creating a new and better form of democracy, one that truly responded to the inner feelings of individual.
But what they didn't realise was that the aim of those who had originally created these techniques had not been to liberate the people but to develop a new way of controlling them.
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