• According to Freud, in human nature there are sexual and aggressive forces hidden in the minds of all human beings—forces that if not controlled, lead society to chaos and destruction
  • Today, theory used to control mass crowd in world of mass democracy
  • Edward Bernais- first person to use Freud’s ideas to manipulate masses
  • Showed corporations how they could make people want things they don’t need by linking mass produced goods to their unconscious desires
  • Political idea- how to control masses- by satisfying inner selfish desires; made happy and docile- all consuming self
  • 100 years ago, Freud’s ideas hated by society- Vienna- ideas embarrassing and idea of examining inner feelings was threat to Empire control
  • Hidden inside all human beings are dangerous and instinctual drives
  • Devised psychoanalysis– by analyzing dreams and free association, he unearthed sexual and aggressive forces, which are remnants of our animal past
  • These forces are feelings we repress because they are too dangerous
  • War- how people expected to behave due to psychoanalysis- government forces unleashed primitive forces
  • Making money by manipulating human brain

Experiment A: Persuade Women to Smoke

Can We Help with Your Assignment?

Let us do your homework! Professional writers in all subject areas are available and will meet your assignment deadline. Free proofreading and copy-editing included.

–          What do cigarettes mean to women?

–          Cigarettes=symbol of penis and male power

–          Must find way to connect cigarettes to challenging male power, and then women would smoke

"Be Bold" No-Essay $10,000 Scholarship

The $10,000 “Be Bold” Scholarship is a no-essay scholarship that will be awarded to the applicant with the boldest profile. To us, boldest does not mean “best”, or “most accomplished”. Being bold means being: Earnest, Determined, Moving. The scholarship will be awarded to the student whose profile is most bold, according to these characteristics.

**CIGARETTES= TORCHES OF FREEDOM

–          used debutantes smoking as catalyst

–          across US, cigarettes among women became socially acceptable

–          made a woman independent

**POSSIBLE TO PERSUADE PEOPLE TO BEHAVE IRRATIONALLY BY LINKING PRODUCTS TO EMOTIONAL DESIRES AND FEELINGS**

Ex. the idea that smoking is freeing= irrational

–          played on the desire to be independent

**IRRELEVANT OBJECTS COULD BECOME POWERFUL EMOTIONAL SYMBOLS OF HOW YOU WANT TO BE SEEN BY OTHERS **

READ:
Karen Horney Biography and Contributions

–          emotional connection to product or service

–          products always been promoted in functional ways- practicality

“Shift America from trained to desired culture”

**DESIRES MUST OVERSHADOW NEEDS**

–          What motivates the human mind?

–          Produce new type of customer

Ex. Cars= symbol of male sexuality

–          Celebrities express character through clothing

*how easy unconscious aggressive forces in human beings could be triggered when they were in crowds

– underestimated aggressive instincts of human beings

–          submerged, dangerous forces

–          just under surface of society; forces that could erupt easily and produce frenzied mob capable of destroying government

Democracy wrong?

–          belief that humans could be trusted to make rational decisions on a rational basis is WRONG

–          stimulating inner desires then confronting them with consumer products

–          consumerism= central motor in everyday life

–          how to run mass democracy: happy and docile consumers

o   stimulate irrational self

Stock Market Crash

–          consumers stopped buying desired objects

Attack on civilization as sign of human progress

–          civilization actually created to control dangerous animal forces

–          idea of individual freedom (democracy) impossible; human beings never allowed to truly express themselves (too dangerous); always be controlled and therefore discontent

Roosevelt

–          human beings rational and could take active part in government

–          explain policies, take opinions into account

*George Gallop and Elmo Roper rejected Bernais

–          based on idea people could be trusted to know what they want

–          one could measure and predict behaviour of the public when asked strictly factual questions, and avoid manipulating their emotions

Scientific Polling: people behave rationally and make good decisions, but must be truly informed about government workings

*voice of people is rational and should be heard

  • Under umbrella of National Organization of Manufacturers- campaign launched to connect public and big business
    • Businesses responded to desires where politics couldn’t
    • Depended on treating people not as active citizens but as passive consumers because this is the key to control in a mass democracy
      • People not in charge, but desires are in charge
      • No decision making
      • Driven by instinctual desires, and if you can trigger these desires, you can get what you want

* World War II- altered view of democracy and the way the world was governed

guest
0 Comments
Inline Feedbacks
View all comments