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The Century of the Self (Full Adam Curtis Documentary)
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a new theory about human nature was put
forward by Sigman
Freud he had discovered he said
primitive sexual and aggressive forces
hidden deep inside the minds of all
human beings forces which have not
controlled LED individuals and societies
to chaos and [Music]
[Music]
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
Sigman Freud but other members of the Freud
Freud [Music]
family call this episode is about
Freud's American nephew Edward
bernes bernes is almost completely
unknown today but his influence on the
20th century was nearly as great as his
uncles I turned because bernes 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 want things they didn't need by
linking Mass produce Goods to their unconscious
unconscious
desires out of this would come a new
political idea of how to control the
masses by satisfying people's inner
selfish desires when made them happy and thus
thus
docile it was the start of the all
consuming self which has come to
[Applause] [Music]
today Freud's ideas about how the human
mind works have now become an accepted
part of society as have
psychoanalysts every year the
psychotherapist ball is held in a grand
viena this is the Psychotherapy board
psychotherapists come some Advanced
patients come or former patients come
and many other people friends but also
um um uh people from the vienes society
who like to go to a nice elegant comfortable
Bo but it was not always [Music]
[Music]
so 100 years ago Freud's ideas were
hated by vies Society at that time
Vienna was the center of a vast Empire
ruling Central [Music]
[Music]
Europe and to the powerful nobility at
the hapsburg court Freud's ideas were
not only embarrassing but the very idea
of examining and analyzing one's inner
control you see at that time these
people had the power and of course you
just were not allowed 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 sit somewhere on the country in a
castle you are deeply unhappy you are a
woman I you couldn't go to your maid and
cry on on her shoulders or you couldn't
go into the village and and complain you
know about about your feelings I mean
you couldn't it was like selling
yourself to somebody you just
couldn't you
know because they had to respect you now
of course frud you see put that thought
very much into question because you you
see to examine yourself you would have
to to put a lot of other things into
question your
Society everything what surrounds you
and that wasn't a good thing at that
time why not because
your self-created Empire to a certain
extent would have fallen into bits much
ear already but what frightened the
rulers of the Empire even more was
Freud's idea that hidden inside all
human beings were dangerous instinctual
drives Freud had devised a method he called
called
psychoanalysis by analyzing dreams and
free association he had Unearthed he
said powerful sexual and aggressive
forces which were the remnants of our animal
animal
past feelings we repressed because they
were too
dangerous Freud devised a method for
exploring a hidden part of the mind
which we nowadays call the
unconscious which a part that is totally
unknown to our Consciousness that there
exists a barrier in all our minds which
prevents these hidden and unwelcomed
impulses of the unconscious from emerging
emerging good
night in 1914 the Ostro Hungarian Empire
led Europe into
war as the horror mounted Freud saw it
as terrible evidence of the truth of his
findings the saddest thing he wrote 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 beings and
no one seemed to know how to stop [Music]
[Music]
them at that time Freud's young nephew
Edward bernes was working as a press
agent in
America his main client was the world
famous opera singer Caruso who was
[Music]
States Bern's parents had immigrated to
America 20 years before but but he kept
in touch with his uncle and joined him
for holidays in the
Alps but bernes 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 [Music]
[Music]
Austria as a part of the war effort the
US government set up a Committee on
Public Information and bernes was
employed to promote America's War AIMS
in the Press [Music]
[Music]
the President woodro Wilson had
announced that the United States would
fight not to restore the old Empires but
to bring democracy to all of
Europe bernes proved extremely skillful
in promoting this idea both at home and
abroad and at the end of the war he was
asked to accompany the president to the
conference then to my
surprise they asked me to go over with
with wro Wilson to the priest
conference and at the age of
1926 I was in Paris for the entire time
of the peace
conference that was held in the suburb
of Paris and we worked to make the world
slogan Wilson's reception Paris
astounded bernes and the other American
propagandists their propaganda had
portrayed Wilson as a liberator of the
people a man who would create a new
world in which the individual would be
free they had made him a hero of the
masses and as he watched the crowds
surge around Wilson bernes began to
wonder whether it would be possible to
do the same type of mass persuasion but
in peace
time when I came back to the United
States I
decided that if you could use propaganda
for war you could certainly use it for
peace and propaganda got to be a bad
word because of the Germans using it so
what I
did was to try to find some other
words so we found the word Council on Public
Public Relation
Relation
bernes returned to New York and set up
as a public relations Council in a small
office off Broadway it was the first
time the term had ever been
used since the end of the 19th century
America had become a mass industrial
society with Millions clustered together
in the
cities bernes was determined to find a
way to manage and alter the way these
new crowds thought and
felt to do this he turned to the
writings of his uncle
Sigmund while in Paris bernes had sent
his uncle a gift of some Havana
cigars in return Freud has sent him a
copy of his General introduction to
psychoanalysis ber has read it and the
picture of hidden irrational forces
inside human beings fascinated him he
wondered whether he might make money by
manipulating the
unconscious what Eddie got from Freud
was in indeed this idea that there is a
lot more going on in human decision
making not only among individuals but
even more importantly among groups than
this idea that information drives
behavior and so Eddie began to formulate
this idea that you had to look at things
that would play to people's irrational
emotions and you see that moved Eddie
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
and Eddie knew that was not the way the world
world
worked Bern 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 G to find a way of breaking it he
said we're losing half of our Market
because men have invoked a taboo against
public can you do anything about that I
said let me think about
it and then I said if I your permission
to see a
psychoanalyst to find out what
cigarettes mean to women he said what
cost so I called up Dr
Brill AA Brill who is a leading psycho
analist in New York at that time how
come you didn't call your uncle why
didn't you call your uncle cuz he was in
Vienna AA Bru was one of the first
psychoanalysts in America and for a
large fee he told Bernay that cigarettes
were a symbol of the penis and of male sexual
sexual
power he told bernes that if he could
find a way to connect cigarettes with
the idea of challenging male power then
women would smoke because then they
[Music]
penises every year New York held an
Easter Day Parade to which thousands
came and bernes decided to Stage event
there he persuaded a group of Rich
debutants to hide cigarettes under their
clothes then they should join the par
parade and at a given signal from him
they were to light up the cigarettes
dramatically bernes then informed the
press that he had heard that a group of
suffragettes were preparing to protest
by lighting up what they called torches
of Freedom he knew this would be an
outcry 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 debutants 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 you see and so all of this is
there together there's emotion there's
memory there's a rational phrase even
though it's using a lot of emotional
elements it's a 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 uh the sale of cigarettes to
women began to rise he had made them
socially acceptable with a single symbolic
symbolic
act what bernes had created was the idea
that if a woman smoked
it made her more powerful and
independent an idea that still persists
today embrace
me my sweet Andra it made him realize
that it was possible to persuade people
to behave irrationally if you link
products to their emotional desires and
feelings the idea that smoking actually
made women Freer was completely
irrational but it made them feel more independent
independent
it meant that irrelevant objects could
become powerful emotional symbols of how
you wanted to be seen by
others Eddie bernes 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 in engaging themselves
emotionally or personally in 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 [Music]
[Music]
service what bernes was doing fascinated America's
America's
corporations they they had come out of
the war rich and Powerful but they had a
growing worry the system of mass
production had flourished during the war
and now millions of goods were pouring
off production
lines what they were frightened of was
the danger of
overproduction that there would come a
point when people had enough goods and
would simply stop
buying up until that point the majority
of products were still sold to the
masses on the basis of
need are the Rich had long been used to
luxury goods for the millions of
workingclass Americans most products
were still advertised as
Necessities Goods like shoes stockings
even cars were promoted in functional
durability the aim of the advertisements
was simply to show people the product's
Practical virtues nothing [Music]
[Music] more
more
what the corporations realized they had
to do was transform the way the majority
of Americans thought about
products one leading Wall Street Banker
Paul merer of layman Brothers was clear
about what was
necessary we must shift America he wrote
from a needs to a desires culture people
must be trained to desire to want new
things even before the old have been entirely
entirely
consumed we must shape a new mental in
America man's desires must overshadow his
needs prior to that time there was no
American Consumer there was the American
worker and there was American owner and
they manufactured and 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 and merer envisioned a break with
that where you would have things that
you didn't didn't actually need but you
wanted as opposed to needed and the man
who would be at the center of changing
that mentality for the corporations was
Edward bernes bernes 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 of how from
the corporate side of how we are going
to appeal to the masses effectively and
the whole sort of merchandising
establishment and sales and sales
establishment is ready for Sigman Frey I
mean they are ready for understanding
what motivates the human
mind and so that there's this real
openness to Bern's techniques being used
to sell products to the
masses beginning in the early 20s the
New York Banks funded the creation of
chains of department stores Across
America they were to the outlets for the
mass-- produced goods and Bern's job was
to produce the new type of
customer bernes began to create many of
the techniques of mass consumer
persuasion that we now live with he was
employed by William Randolph Hurst to
promote his new women's magazines and
bernes glamorized them by placing
articles and advertisements that link
products made by others of his clients
to famous film stars like claraa B who
was also his
client bernes also began the practice of
product placement in the
movies and he dressed the Stars at the
film's premieres with clothes and
jewelry from other firms he
represented he was he claimed the first
person to tell car companies they could
sell cars as symbols of male
sexuality he employed psychologists to
issue reports that said products were
good for you and then pretended they
were independent
studies he organized fashion shows in
the department stores and paid
celebrities to repeat the new and
essential message you bought things not
just for need but to express your inner
sense of yourself to [Music]
[Music]
others there's a psychology of dress
have you ever thought about it how it
can express your
character you all have interesting
characters but some of them are all
hidden I wonder why you all want a dress
always the same with the same hats and
the same coats
I'm sure all of you are interesting and
have wonderful things about you but
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
dress bring out certain things that you
think are hidden I wonder if you thought
of this angle of your
personality I'd like to ask you some
questions why do you like shortcat oh
because there's more to see more to see
he what what good does that do
you my
hands it makes you more attractive [Music]
[Music]
no in 1927 an American journalist wrote
A change has come over our democracy it
is called consumptionism the American
Citizen's first importance to his
country is now no longer that of citizen
but that of
consumer the growing wave of consumerism
helped in turn to create a stock market
boom and yet again Edward bernes 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 and so
so
on but in term in political terms if he
were to go out so I can't imagine that
he'd get three people stand and
listen wasn't particularly articulate
was a kind of funny looking and didn't
have any sense of reaching out for
people oneon-one none at all he didn't
talk about didn't think about people in
groups of one thought about people in
doing hello Bernay soon became famous as
the man who understood the mind of the
crowd and in 1924 the president contacted
contacted
him president kulage was a quiet tacan
man and had become a national Jer the
Press portrayed him as a dull humorous figure
figure
Bern's solution was to do exactly the
same as 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 lined up these 34 people
and I'd say what's your name he'd say Al
Jon I'd say Mr President Al Jon next St
every newspaper in the United States had
a front page
story president coolage
entertains actors at White House and the
times had a headline which said
laugh and everybody was happy
happy [Music]
[Music]
but while bernes became rich and
Powerful in America in Vienna his uncle
was facing
disaster like much of Europe Vienna 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 bernes responded by arranging for
Freud's Works to be published for the
first time in America and began to send
his uncle precious dollars which Freud
account he was Freud's agent if you will
to get his books published well of
course once the books were being
published Eddie couldn't help himself
but uh promote these books see that
everybody read them make them
controversial emphasize the fact that do
you know what fright says about sex and
what he says cigarettes are a symbol of
and so on and so forth how do you
suppose all those stories got out
certainly the academics weren't
spreading these around the country Eddie
Burnes was then when Freud became
accepted well then of course to go to to
a client and say well Uncle sigy see
then that had some cache but notice
there first Eddie created uncle sigy in
the US made him acceptable secondly and
thirdly then capitalized on Uncle sigy
typical Bern's performance bernes also
suggested that Freud promote himself in
the United States he proposed his uncle
an article for cosmopolitan a magazine
that Bern 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
hated
America Freud was now becoming
increasingly pessimistic about human
beings in the mid-20s he retreated in
the Summers to the Alps sometimes
staying in an old hotel the p meritz in
beus Garden it is now our
ruin Freud began to write about group
Behavior about how easily the
unconscious aggressive forces in human
beings could be triggered when they were in
in
crowds Freud believed he had
underestimated the aggressive instincts
in human beings they were far more
dangerous than he had originally
thought after World War One F was
basically a pessimist he felt that man
is an Impossible
Creature and very very sadistic and
and uh bad
bad
species and did not believe that man can
be improved man is a ferocious animal
the most ferocious animal the
exist they enjoy torturing and and
men the publication of Freud's Works in
America had an extraordinary effect on
journalists and intellectuals in the
1920s what fascinated and frightened
them was the picture fry painted of
submerged dangerous forces luring just
under the surface of modern
society forces that could erupt easily
to produce the frenzied mob which had
the power to destroy even governments it
was this they belied had happened in
Russia to many this meant that one of
the guiding principles of mass democracy
was wrong the belief that human beings
could be trusted to make decisions on a rational
rational
basis the leading political writer
Walter Lipman argued that if human
beings were in reality driven by
unconscious irrational forces then it
was necessary to rethink
democracy what was needed was a new
Elite who could manage what he called
the bewildered
heard this would be done through
psychological techniques that would
control the unconscious feelings of the
masses so here you have Walter Litman
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 irrationality is animality he
believes that the mob in the street
which is how he sees Ordinary People Are
People 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
uh social
control Edward bernes was fascinated by
litman's arguments and also saw a way to
promote himself by using
them in the 1920s he began to write a
series of books which argued that he had
developed the very techniques Litman was calling
calling
for by stimulating people's inner
desires and then sating them with
consumer products he was creating a new
way to manage the irrational force of
the masses
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 publics out there
would had reliable judgment uh and that
that 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 uh it's a
enlightened despotism ISM 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 that to your own
purposes and then in 1928 a president
came to power who agreed with
bernes President Hoover was the first
politician to articulate the idea
that consumerism would 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
machines machines which have become the
progress what was beginning to emerge in
the 1920s was a new idea a of how to run Mass
Mass
democracy at its heart was the consuming
self which not only made the economy
work but was happy and docile and so
created a stable
Society both ber and litman's concept of
managing the masses takes the idea of
democracy and it turns it into a
paliative it turns it into uh giving
people some kind of feel good Med
medication that will respond to an
immediate pain or an 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 had governed the world for
so long and Bern's concept of democracy
was one of maintaining the relations of
power even if it meant that one needed
to sort of stimulate the psychological
life 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 bernes now became one of the central
figures in a business Elite that
dominated American society and politics
in the
1920s he also became extremely rich and
lived in a suite of rooms in one of New
York's most expensive hotels where he
gave frequent parties oh my goodness he
had a home in the corner Suite of the
Sher Netherland hotel and he here's this
wonderful Suite with all these windows
looking out on Central Park and across
at the plaza and on the Square and he
would use this place to hold a Suare 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 bernes because you know he
himself became a a sort of a famous man
a sort of a magician who could make
these things happen he knows everybody
he knows the mayor and he knows the
senator and he calls politicians on the
telephone as if he did get a literally a
a high or a bang out
of doing what he did and that's fine but
it it can be a little hard on the people
around you especially when you make
other people feel stupid people who
worked for him were stupid and children
were stupid and if people did things in
a way that he didn't that he wouldn't
have done them they were stupid that was
it was a word that he used over and over
and over dope and
[Music]
stupid but Bern's power was about to be
destroyed dramatically and by a type of
human irrationality he could do nothing to
to
control at the end of October 1929
bernes organized a huge National event
to celebrate the 50th anniversary of the
invention of the light bulb president ho
the leaders of major corporations and
bankers like John D Rockefeller were all
summoned by bernes to celebrate the
power of American
business but even as they gathered news
came through that shares on the New York
Stock exch change were beginning to fall [Music]
[Music]
catastrophically throughout the 1920s
speculators had borrowed billions of
dollars the banks 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 was the biggest stock market
crash in
history investors had panicked and begun
to sell in a blind Relentless Fury that
no reassurance by bankers or politicians could
Halt and on the 29th of October
1929 the market [Music]
collapsed the effect of the crash on the
American economy was disastrous faced
with recession and unemployment millions
of American workers stopped buying goods
they didn't need the consumer boom that
burn had done so much to engineer
disappeared and he and the profession of
public relations fell from favor Bern's
brief moment of power seemed to be [Music]
over the effect of the Wall Street Crash
on Europe was also catastrophic it
intensified the growing economic and
political crisis in the new
democracies in both Germany and Austria
there were violent streak battles
between the armed wings of different political
political [Music]
[Music]
parties against this backdrop Freud who
was suffering from cancer at the jaw
retreated 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 AR argued
civilization had actually been
constructed to control the dangerous
animal forces inside human
beings 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 would thus
man doesn't want to be civilized and he is
is
civilization brings discontent but is
necessary to survive otherwise he
couldn't survive so he must be
discontent because this would be the
only way to keep him within
limits but what did Freud think about
the idea of the equality of
man he didn't believe in it
we had 32 parties and Hitler said before
those parties don't vanish there is no
Germany that's true you can't have 32
parties and so they felt this one person
will put an end to this
this
comedy Freud was not alone in his
pessimism politicians like Adolf Hitler
emerged from a growing despair in the
1920s about
democracy the Nazis were convinced that
democracy was dangerous because it
Unleashed a selfish individualism but
didn't have the means to control
it Hitler's party the national
socialists stood in elections promising
in their propaganda that they would
abandon democracy because of the chaos
and unemployment it led [Music]
[Music] to
in 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
different
way one of their first acts was to take
control of business the planning of
production would in future be done by
the state the free market was too
unstable as the crash in America had proved
proved
workers Leisure Time was also planned by
the state through a new organization
called strength through
self but the Nazis did not see this as a
return to an old form of autocratic
control it was a new alternative to
democracy in which 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 the chief exponent of this was
Joseph Geral the minister of [Applause]
propaganda Geral organized huge rallies
whose function he said was to forge the
mind of the nation into a Unity of
thinking feeling and
desire one of his Inspirations he told
an American journalist was the writings
of Freud's nephew Edward
bernes in his work on crowd psychology
Freud had described how the frightening
irrationality inside human beings could
emerge in such groups the Deep what he
called libidinal forces of Desire are
given up to the leader while the
aggressive instincts are Unleashed on
those outside the group Freud wrote this
as a warning but the Nazis were
deliberately encouraging these forces
because they believed they could master
them
well was saying that
masses are bound by by Lial
forces they love each and
and
love not
up I could see from afar looking up will
towards Lindon how those 100,000 of
people when they passed Hitler they just
became completely Delirious they began
to shout
please tce I will never get out of my
Zed and here I got confirmation how
those irrational forces uncontrollable
forces in Germany in the Germans had
erupted had broken out were running Riot
where the part marching marching on
[Music]
and in America too 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 corporations
who were seen to have caused this
disaster then in 1932 a new president
was elected who was also going to use
the power of the state to control the free
free
market but his aim was not to destroy
democracy but to strengthen it and to do
this he was going to develop a new way
of dealing with the
masses I am prepared under my
constitutional duty to recommend the
measures that a 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 Duty that will
then confront me I shall ask the
Congress for the one remaining
instrument to meet the crisis
fraad executive [Music]
power it was the start of what would
become known as the New Deal Roosevelt
assembled a group of young technocrats
and planners in
Washington he told them that their job
was to plan and run giant new industrial
projects for the good of the
nation Rosevelt was convinced that the
stock market crash had shown that lasair
capitalism could no longer run modern
industrial economies it had become the
job of
government big business was horrified
but the new deal attracted the
admiration of the Nazis especially Joseph
Joseph [Music]
for but although Roosevelt like the
Nazis was trying to organize Society in
a different way unlike the nais he
believed that human beings were rational
and could be trusted to take an active
part in
government Roosevelt believed it was
possible to explain his policies to
ordinary Americans and take into account their
their
opinions to do this he was helped by the
new ideas of an American social
scientist called George
Gallop favorite reading of New Deal
Washington the survey of US public
opinion the officers at Princeton New
Jersey are famed statistici Dr George
Gallop tells Washington from week to
week what the nation is thinking
thinking
and in New York Fortune Magazine's
analyst Elmo roer compiles for
publication a continuous record of the
nation's approval or disapproval of how
the country is being
run gallop and rer rejected Bern's 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
they
wanted they argued that one could
measure and predict the opinions and
behavior of the public if one asked
strictly factual questions and avoided
emotions well how about this one do you
think frankon D Roosevelt's New Deal has
been bad for the nation in general no
that question is loaded it automatically
suggests an answer well how about this
is your present feeling toward President
Roosevelt one of General approval or general
general disapproval
disapproval that's
that's
better prior to Scientific polling the
view of of of many people was that um
you couldn't trust public opinion it was
irrational that uh it was Ill informed
chaotic unruly and so forth and and so
that opinion should be dismissed but
with scientific polling um I think it
established very clearly that people do
are rational that they do make good
decisions and this offers democracy
a chance to be truly informed by the
public giving everybody a voice in the
way the country has run I know my father
wouldn't necessarily say the voice of
the public is the voice of God but he he
did feel very much that the the voice of
the of the people is 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
sating their desires instead they were
sensible citizens who could take part in
the governing of the
country in 1936 Roosevelt stood for
re-election he promised further control
over big business to the corporations it
dictatorship Roosevelt interferes with
private Enterprise and he is running the
country into debt for generations to
come the way to get recovery is to let
business alone
but Roosevelt was triumphantly
reelected it looks my friends like a
real Landslide this time so please let
me let me thank you again and tell you
that I hope to see you all very soon and
bid you an affectionate good night faced
with this business now decided to fight
back to regain power in
America at the heart of the battle would
be Edward bernes and the profession he
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 uh
ideological Warfare against the New Deal
and to sort of 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 Bern's techniques being
totally the General Motors parade of
progress traveling the high roads and by
roads of America bringing to millions of
Americans in their own hometowns the
fascinating story behind modern industry
showing the campaign set out to show
dramatically that it was business not
politicians who had created modern
America better mode of living for all of us
bernes was an adviser to General Motors
but he was no longer alone the industry
he had founded now flourished as
hundreds of public relations advisers
organized a vast
campaign they not only used
advertisements and billboards but
managed to insinuate their message into
newspapers it became a bitter fight in
response to the campaign the government
made films that warned of the
unscrupulous manip ation of the press by
big business and the central villain was
man they tried to achieve their Ends by
working entirely behind the scenes
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
institutions the films also showed how
the responsible citizen could monitor
the Press
themselves they could create a chart
that analyzed the reporting for signs of hidden
hidden [Music]
[Music]
bias but such Earnest instruction was to
be no match for the powerful imagination
of Edward [Music]
[Music]
bernes he was about to help create a
vision of the Utopia that free market
capitalism would build in America if it was
was
Unleashed some where over the [Music]
[Music]
rainbow in 1939 New York hosted the
World's Fair Edward bernes was a central
adviser he insisted that the theme be
the link between democracy and American [Music]
Business at the heart of the fair was a
City and the central exhibit was a vast
working model of America's future
constructed by the General Motors
Corporation to my father the World's
Fair was an
opportunity to keep the status quo that is
is
capitalism in a democracy democracy and
and capitalism that
marriage right linking like just like that
that
he did that by manipulating people and
getting them to think that you couldn't
have real democracy in anything but a capitalist
capitalist
society which was capable of doing
anything of creating these wonderful
highways of of making you know moving
pictures inside everybody's house of of
telephones that didn't need cords of
sleek Road I mean it was there were it
was it was it was
consumerist but at the same time you
inferred that in a funny way democracy
and capitalism went
together the World's Fair was an
extraordinary success and captured America's
America's
imagination the vision it portrayed was
of a new form of democracy in which
business responded to people's innermost
Desires in a way politicians could never do
do
but it was a form of democracy that
depended on treating people not as
active citizens as Roosevelt did but as passive
passive
consumers because this bernes believed
was the key to control in a mass
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
passive consumers
consumers
oh driven primarily by instinctual or
unconscious desires and that if you can
in fact trigger those needs and desires
them but 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
family in March 1938 the Nazis annexed
Austria it was called the
anchus Hitler arrived in Vienna to an
extraordinary outpouring of mass
agulation 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 Angelus was a kind of
explosion of terrible hatred against the
enemies so-called enemies or whatever
they considered enemies against the Jews
in in
in totally and also against a lot of
adist aans who had opposed the Nazis in
Austria they said it's legitimate now
you can do what you want so they did
stealing robbing and killing I can't say
it otherwise and human depravity of
course is
uh always near very near to to to normal
quickly as the violence and
assassinations raged in Vienna Freud
decided he had to leave his aim was to
go to to Britain but he knew that
Britain like many countries was refusing
refugees but help came from the leading
psychoanalyst in Britain Ernest Jones he
was in the same Ice Skating Club as the
Home Secretary s Samuel hore and Jones
persuaded hore 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 [Music]
[Music]
Freud arrived in London as Britain Was
preparing for war and he settled with
his daughter Anna in a house in
Hamstead but Freud's cancer was now far
Advanced and in September 1939 just 3
died the second world war would utterly
transform the way governments saw
governed next week's program will show
how the American government as a result
of the war became convinced there were
Savage dangerous forces hidden inside
all human beings forces that needed to be
be
controlled the terrible evidence from
the death camps seemed to show what
happened when these forces were
Unleashed and politicians and planners
in postwar America would come to believe
that hidden under the surface of their
forces and they would turn to the Freud
family to help control this enemy [Music]
[Music]
Within and ever adaptable Edward bernes
would work not just for the American
CIA and Sigman Freud's daughter Anna
would also become powerful in the United
States because she believed that people
could be taught to control the
irrational forces within
them out of this would come vast
government programs to manage the inner
masses this centry of the self continues
next Sunday night on BBC 2 same time
8:00 tonight the final part of SAS [Music]
next let's say a word about three means
we all have thoughts which we never knew
we had they are too uncomfortable too
incompatible with our adult self to be
remembered yet they're often disturbing
rumbling under the surface like lava in a
a
volcano the dream is the Royal Road to these
these
thoughts the royal road to the
unconscious this is the story of how
Sigman Freud's ideas about the
unconscious mind were used by those in
power in postwar America to try and
control the
masses politicians and planners came to
believe that Freud was right to suggest
that hidden deep within all human beings
were dangerous and irrational desires and
and [Music]
[Music]
fears they were convinced that it was
the unleashing of these instincts that
Germany to stop it ever happening again
they set out to find ways to control
mind at the heart of the story are
Sigman Freud's daughter
Anna and his nephew Edward bernes who
had invented the profession of public
relations their ideas were used by the
US government big business and the CIA
to develop techniques to manage and
control the minds of the American
people those in power believed that the
only way to make democracy work and
create a stable Society was to repress the Savage barbarism that lurp just
the Savage barbarism that lurp just under the surface of normal American
under the surface of normal American [Music]
[Applause] Life the Story begins in the middle of
Life the Story begins in the middle of the fierce fighting the Second World War
the fierce fighting the Second World War as the fighting intensified the American
as the fighting intensified the American Army was faced by an extraordinary
Army was faced by an extraordinary number of mental breakdowns among its
number of mental breakdowns among its troops 49% of all soldiers evacuated
troops 49% of all soldiers evacuated from combat were sent back because they
from combat were sent back because they suffered from mental
suffered from mental problems in desperation the Army turned
problems in desperation the Army turned to the new ideas of
to the new ideas of psychoanalysis they made a film record
psychoanalysis they made a film record of the experiment using hidden
of the experiment using hidden cameras it says here on your record that
cameras it says here on your record that you had HIIT and that you had crying
you had HIIT and that you had crying spell yes sir uh I believe in your
spell yes sir uh I believe in your profession is called
profession is called nostalgia in other words homes yes sir
nostalgia in other words homes yes sir mhm it was induced when shortly before
mhm it was induced when shortly before the
the War I received a picture of my
War I received a picture of my sweetheart
yes I'm sorry I can't continue that's all
all right it was the first time that anyone
right it was the first time that anyone had paid such attention to the feelings
had paid such attention to the feelings and anxieties of ordinary
and anxieties of ordinary people at the heart of the experiment
people at the heart of the experiment were a number of refugee psychoanalysts
were a number of refugee psychoanalysts from Central Europe they worked with
from Central Europe they worked with American psychiatrists to guide and
American psychiatrists to guide and shape the project when I first came to
shape the project when I first came to America I worked in the psychiatric
America I worked in the psychiatric service with soldiers trying to
service with soldiers trying to rehabilitate them and I traveled in the
rehabilitate them and I traveled in the train from the east coast to the West
train from the east coast to the West Coast I I was enormously curious what
Coast I I was enormously curious what goes on in all of those little towns
goes on in all of those little towns that it rain is passing after my years
that it rain is passing after my years in the Army I knew exactly what
in the Army I knew exactly what everybody was doing in the little
everybody was doing in the little towns because I I saw so many people who
towns because I I saw so many people who came from there and I understood their
came from there and I understood their aspirations their disappointments and so
aspirations their disappointments and so forth so it was as if somebody invit Ed
forth so it was as if somebody invit Ed me to a privileged tour in the into the
me to a privileged tour in the into the inner soul of America I'm not doing this
inner soul of America I'm not doing this Liber please believe I I do believe you
Liber please believe I I do believe you um a display of emotion is sometimes
um a display of emotion is sometimes very helpful I hope so sir sure it gets
very helpful I hope so sir sure it gets it off your chest well sir to be
it off your chest well sir to be perfectly honest with you I'm very much
perfectly honest with you I'm very much in love with my sweethe heart she has
in love with my sweethe heart she has been the one person that gave me a sense
been the one person that gave me a sense of
of importance is that through her
importance is that through her cooperation with me we were able to
cooperation with me we were able to surmount so many
surmount so many obstacles take it easy now just talk to
obstacles take it easy now just talk to the psychoanalyst used techniques
the psychoanalyst used techniques developed by Freud to take the men back
developed by Freud to take the men back into their
into their past they became convinced that the
past they became convinced that the breakdowns were not the direct result of
breakdowns were not the direct result of fighting the stress of combat had merely
fighting the stress of combat had merely triggered old childhood
triggered old childhood memories these were memories of the
memories these were memories of the men's own violent feelings and desires
men's own violent feelings and desires which they had repressed because they
which they had repressed because they were too frightening think deeply let's
were too frightening think deeply let's go back when was it to the
go back when was it to the psychoanalysts it was overwhelming proof
psychoanalysts it was overwhelming proof of Freud's theory that underneath human
of Freud's theory that underneath human beings were driven by primitive
beings were driven by primitive irrational forces you won
irrational forces you won that World War II was a major shattering
that World War II was a major shattering experience because I discovered the
experience because I discovered the enormous role of the
enormous role of the irrational in the lives of most most
irrational in the lives of most most people yeah that I can say that I
people yeah that I can say that I learned it that the the ratio between
learned it that the the ratio between the irrational and the rational in
the irrational and the rational in America is very much in favor of the
America is very much in favor of the irrational that there's much greater
irrational that there's much greater unhappiness much more suffering much
more a a sad country than one would imagine it from from the adversity from
imagine it from from the adversity from the advertisements that you get a much
the advertisements that you get a much more problematic
country victory in the second world war was celebrated as a Triumph of
was celebrated as a Triumph of democracy but in private many policy
democracy but in private many policy makers were worried about the
makers were worried about the implications of the analysis of the
implications of the analysis of the soldiers it seemed to show that
soldiers it seemed to show that underneath every American were
underneath every American were irrational violent
irrational violent drives what had happened in Germany
drives what had happened in Germany seemed to bear this out the complicity
seemed to bear this out the complicity of so many ordinary Germans in mass
of so many ordinary Germans in mass killings during the war showed just how
killings during the war showed just how easily these forces could break through
easily these forces could break through and overwhelm
[Music] democracy planners and policy makers had
democracy planners and policy makers had been convinced by their experiences
been convinced by their experiences during World War II that human beings
during World War II that human beings could act very irrationally because of
could act very irrationally because of this sort of teeming and raw and
this sort of teeming and raw and unpredictable emotionality um the kind
unpredictable emotionality um the kind of chaos that lived at the at the at the
of chaos that lived at the at the at the base of human personality could uh in
base of human personality could uh in fact infect the society social
fact infect the society social institutions to such a point that the
institutions to such a point that the society itself would become sick that's
society itself would become sick that's what they believe happened in Germany in
what they believe happened in Germany in which the irrational the anti-democratic
which the irrational the anti-democratic went
went wild it was a vision of of human nature
wild it was a vision of of human nature as incredibly destructive and they were
as incredibly destructive and they were terrified that Americans would in fact
terrified that Americans would in fact behave
behave that way or were capable of Behaving
that way or were capable of Behaving that way and they wanted to avoid a
that way and they wanted to avoid a rerun of that so what is needed is a
rerun of that so what is needed is a human being that can internalize
human being that can internalize Democratic Values so that they are not
Democratic Values so that they are not shaken with the
storm and psychoanalysis carried in it the promise that it can be done it
the promise that it can be done it opened up new Vistas as to how the inner
opened up new Vistas as to how the inner structure of the human being can be
structure of the human being can be changed so that he becomes a more
changed so that he becomes a more vital free supporter and maintainer of
vital free supporter and maintainer of democracy the psychoanalysts were
democracy the psychoanalysts were convinced they not only understood these
convinced they not only understood these dangerous forces but they knew how to
dangerous forces but they knew how to control them too they would use their
control them too they would use their techniques to create Democratic
techniques to create Democratic individuals because democracy left to
individuals because democracy left to itself failed to do
the source of this idea was not only Sigman Freud but his youngest daughter
Sigman Freud but his youngest daughter Anna she had fled with her father to
Anna she had fled with her father to London before the outbreak of war and
London before the outbreak of war and after he died Anna Freud became the
after he died Anna Freud became the acknowledged leader of the world
acknowledged leader of the world psychoanalytic
psychoanalytic movement she saw her job as to fulfill
movement she saw her job as to fulfill her father's dream of making his ideas
her father's dream of making his ideas accepted throughout the
accepted throughout the world at the center of the frud movement
world at the center of the frud movement stood tanaa because she managed to work
stood tanaa because she managed to work herself into that position she was
herself into that position she was recognized as that and not just because
recognized as that and not just because she was a
she was a daughter she worked she worked on that
daughter she worked she worked on that she was rather
she was rather forbidding he was not to me a warm
forbidding he was not to me a warm person not an aunt you could you could
person not an aunt you could you could kiss or put your arms
kiss or put your arms around not at all and her whole life
around not at all and her whole life rotated around the spreading of
psychoanalysis Freud himself had seen the role of psychoanalysis as allowing
the role of psychoanalysis as allowing people to understand their unconscious
people to understand their unconscious drives but Anna Freud believed it was
drives but Anna Freud believed it was possible to teach individuals how to
possible to teach individuals how to control these inner
control these inner forces she had come to believe this
forces she had come to believe this through analyzing children above all the
through analyzing children above all the children of her close friend Dorothy
children of her close friend Dorothy Burlingham Dorothy Burlingham was an
Burlingham Dorothy Burlingham was an American an arys who in the 1920s fled a
American an arys who in the 1920s fled a failed marriage and brought her children
failed marriage and brought her children to Anna Freud in
to Anna Freud in Vienna they were suffering terrible
Vienna they were suffering terrible anxieties and aggression but Anna Freud
anxieties and aggression but Anna Freud was convinced she could free them from
was convinced she could free them from this by changing the world around
this by changing the world around them she thought that she could come in
them she thought that she could come in and um into their environment
and um into their environment essentially because they were children
essentially because they were children you see they didn't have independent
you see they didn't have independent lives of their own she could go talk to
lives of their own she could go talk to the parents or the mother uh she could
the parents or the mother uh she could go to the schools she could influence
go to the schools she could influence their real world the actual external
their real world the actual external world to change their lives and to uh to
world to change their lives and to uh to help them and to change them as people I
help them and to change them as people I think that was uh part of what uh her
think that was uh part of what uh her idea was is that she felt that she could
idea was is that she felt that she could change
change them from her analysis of the Burlingham
them from her analysis of the Burlingham children Anna Freud developed a theory
children Anna Freud developed a theory of how to control the inner
of how to control the inner drives it was simple you taught the
drives it was simple you taught the children to conform to the rules of
children to conform to the rules of society but the this was more than just
society but the this was more than just moral
moral guidance Anna Freud believed that if
guidance Anna Freud believed that if children like the Burlingham strictly
children like the Burlingham strictly followed the rules of accepted social
followed the rules of accepted social conduct then as they grew up the
conduct then as they grew up the conscious part of their mind what was
conscious part of their mind what was called the ego would be greatly
called the ego would be greatly strengthened in its struggle to control
strengthened in its struggle to control the
unconscious but if children did not conform their ego would be weak and they
conform their ego would be weak and they would be prey to the dangerous forces of
would be prey to the dangerous forces of the
the unconscious
unconscious in my father's uh case they were
in my father's uh case they were concerned that he would be a homosexual
concerned that he would be a homosexual and so a lot of their efforts went into
and so a lot of their efforts went into uh preventing or trying to stop my
uh preventing or trying to stop my father from becoming a
father from becoming a homosexual whether or not he would have
homosexual whether or not he would have or did or you know is is you know it's
or did or you know is is you know it's unknown to me why did they want to stop
unknown to me why did they want to stop him because they felt it was abnormal it
him because they felt it was abnormal it wasn't a uh it wasn't a normal uh way to
wasn't a uh it wasn't a normal uh way to develop they wanted to have
develop they wanted to have develop along lines that Society
develop along lines that Society recognized to be normal because if they
recognized to be normal because if they didn't then you're going to be under the
didn't then you're going to be under the control of forces that you don't
control of forces that you don't understand that you're not even aware of
understand that you're not even aware of the analysis seemed to be a great
the analysis seemed to be a great success and in the 30s the Burlingham
success and in the 30s the Burlingham children had returned to
children had returned to America they settled down to happy
America they settled down to happy married lives in the
married lives in the suburbs what they didn't realize was
suburbs what they didn't realize was that their experience was about to
that their experience was about to become a template for a giant social
become a template for a giant social experiment to control the inner mental
experiment to control the inner mental life of the American
life of the American [Music]
[Music] population in 1946 President Truman
population in 1946 President Truman signed the national mental health act it
signed the national mental health act it had been borne directly out of the
had been borne directly out of the wartime discoveries by psychoanalysts
wartime discoveries by psychoanalysts that millions of Americans who had been
that millions of Americans who had been drafted suffered hidden anxieties and
drafted suffered hidden anxieties and fears the aim of the Act was to deal
fears the aim of the Act was to deal with this invisible threat to
society shocked by the appalling percentage of the emotion Ally unstable
percentage of the emotion Ally unstable revealed by the World War II draft
revealed by the World War II draft figures Congress in 1946 passed the
figures Congress in 1946 passed the national mental health act which
national mental health act which recognized for the first time that
recognized for the first time that mental illness was a national
mental illness was a national problem keenly aware of the tremendous
problem keenly aware of the tremendous problems ahead is Dr Robert H Felix
problems ahead is Dr Robert H Felix director of the vast new project a
director of the vast new project a primary objective of the national mental
primary objective of the national mental health program is to increase our fund
health program is to increase our fund of scientific knowledge about mental
of scientific knowledge about mental health and about mental illness we're
health and about mental illness we're not doing this why because there are all
not doing this why because there are all too few skilled mental health workers
too few skilled mental health workers two of the principal architects of the
two of the principal architects of the ACT were the meninger brothers Carl and
ACT were the meninger brothers Carl and will will had run the wartime
will will had run the wartime Psychotherapy experiments and now he and
Psychotherapy experiments and now he and his brother began to train hundreds of
his brother began to train hundreds of new
new psychiatrists the menas were convinced
psychiatrists the menas were convinced that it would be possible to apply Anna
that it would be possible to apply Anna Freud's ideas on a wide scale and to
Freud's ideas on a wide scale and to adults as well as children
adults as well as children the psychiatrist job would be to teach
the psychiatrist job would be to teach ordinary Americans how to control their
ordinary Americans how to control their unconscious drives psychoanalysis could
unconscious drives psychoanalysis could be used to make a better
be used to make a better Society they said psychoanalytic
Society they said psychoanalytic thinking could make for the betterment
thinking could make for the betterment of society because you could change the
of society because you could change the way the mind
way the mind functioned and you could take the ways
functioned and you could take the ways in which
in which people did hurtful things to themselves
people did hurtful things to themselves and others and alter them by enlarging
and others and alter them by enlarging ing their understanding and this was the
ing their understanding and this was the vision psychoanalysis brought that you
vision psychoanalysis brought that you could really change people that you
could really change people that you could really change
could really change people and we could change them almost
people and we could change them almost in Limitless
ways in the late' 40s a vast project began in America to apply the ideas of
began in America to apply the ideas of psychoanalysis to the
psychoanalysis to the masses psychological guidance centers
masses psychological guidance centers were set up in hundreds of
were set up in hundreds of towns they were staffed by psychiatrists
towns they were staffed by psychiatrists who believed it was their job to control
who believed it was their job to control the hidden forces inside the minds of
the hidden forces inside the minds of millions of ordinary
Americans yes I I need something done I I need some help
I mhm did you have any particular teachers that you'd like sort I liked
teachers that you'd like sort I liked all my teachers except one I remember
all my teachers except one I remember what was the trouble with this one I
what was the trouble with this one I don't know she just scared me most of
don't know she just scared me most of the time H her at me and I'd run outside
the time H her at me and I'd run outside and
and vomit I hate my brother loathing
vomit I hate my brother loathing despise at the same time thousands of
despise at the same time thousands of counselors were trained to apply
counselors were trained to apply psychoanalysis to marriage
psychoanalysis to marriage guidance and social workers were sent
guidance and social workers were sent out to visit people's homes and advise
out to visit people's homes and advise on the psychological structure of family
on the psychological structure of family life behind all this was the fundamental
life behind all this was the fundamental idea of Anna freuds that if people were
idea of Anna freuds that if people were encouraged to conform to the accepted
encouraged to conform to the accepted patterns of family and social life then
patterns of family and social life then their ego would be strengthened they
their ego would be strengthened they would be able to control the dangerous
would be able to control the dangerous forces within
them when your emotions control your actions it affects not only yourself but
actions it affects not only yourself but the people around you and if this sort
the people around you and if this sort of flare up is repeated often it might
of flare up is repeated often it might lead to a permanently walked
lead to a permanently walked personality you can control the fire of
personality you can control the fire of your emotions so that your personality
your emotions so that your personality becomes more
pleasant so we expect that someone who's been through that experience to be much
been through that experience to be much more insightful much more understanding
more insightful much more understanding and a much better regulated person and
and a much better regulated person and what happens to the and regulation
what happens to the and regulation includes being able to let go as it were
includes being able to let go as it were to enjoy a football game or a soccer
to enjoy a football game or a soccer [Music]
[Music] game a more understanding yes rational
game a more understanding yes rational but also appropriately emotional person
but also appropriately emotional person the regulatory aspects of the human mind
the regulatory aspects of the human mind would really be in charge instead of
would really be in charge instead of instead of being overwhelmed by our
instead of being overwhelmed by our passions and by our darker
passions and by our darker impulses that one would be master or
impulses that one would be master or Mistress of One's Own
Mistress of One's Own passions they just felt that the road to
passions they just felt that the road to happiness was in adapting to the
happiness was in adapting to the external World in which they lived that
external World in which they lived that people could be uncried from their own
people could be uncried from their own neurotic conflicts and impulses that
neurotic conflicts and impulses that they would not engage in
they would not engage in self-destructive behavior that they
self-destructive behavior that they would in fact adapt to the reality about
would in fact adapt to the reality about them they never questioned the
them they never questioned the reality they never questioned that it
reality they never questioned that it might itself be a source of evil or
might itself be a source of evil or something to which you could not adapt
something to which you could not adapt without uh without compromise or without
without uh without compromise or without suffering or without exploiting yourself
suffering or without exploiting yourself in some way so there was this fit with
in some way so there was this fit with the politics of the day and a balance of
the politics of the day and a balance of emotions is
important to a well-rounded personality but it was only the
personality but it was only the beginning of the rise to power of
beginning of the rise to power of psychoanalysis in America psychoanalysts
psychoanalysis in America psychoanalysts were about to move into big business and
were about to move into big business and use their techniques not just to create
use their techniques not just to create model citizens but model
model citizens but model [Music]
[Music] consumers last week's episode showed how
consumers last week's episode showed how Freud's American nephew Edward bernes
Freud's American nephew Edward bernes had been the first to convince American
had been the first to convince American corporations that they could sell
corporations that they could sell products s by connecting them with
products s by connecting them with people's unconscious
people's unconscious feelings but now a group of
feelings but now a group of psychoanalysts were going to take what
psychoanalysts were going to take what bernes had begun and invent a whole
bernes had begun and invent a whole range of techniques to get inside and
range of techniques to get inside and manage the unconscious mind of the
manage the unconscious mind of the consumer they were led by Ernest dictor
consumer they were led by Ernest dictor dictor had practi his next door to Freud
dictor had practi his next door to Freud in Vienna but he had come to America and
in Vienna but he had come to America and set up the institute for motivational
set up the institute for motivational research in an old mansion north of New
research in an old mansion north of New York this is The Institute for
York this is The Institute for motivational research a place devoted to
motivational research a place devoted to the Intriguing business of finding out
the Intriguing business of finding out why people behave as they do why they
why people behave as they do why they buy as they do why they respond to
buy as they do why they respond to advertising as they do and this is Dr
advertising as they do and this is Dr Ernest dictor we don't go out and ask
Ernest dictor we don't go out and ask directly uh why do you buy why don't you
directly uh why do you buy why don't you what we try to do instead is to
what we try to do instead is to understand the total personality the
understand the total personality the self-image of the customer we use all
self-image of the customer we use all the res sources of modern social
the res sources of modern social sciences it opens up some stimulating
sciences it opens up some stimulating psychological techniques for selling any
psychological techniques for selling any new product like the other
new product like the other psychoanalysts dictor believed that
psychoanalysts dictor believed that American citizens were fundamentally
American citizens were fundamentally irrational beings they could not be
irrational beings they could not be trusted their real reasons for buying
trusted their real reasons for buying products were rooted in unconscious
products were rooted in unconscious desires and
desires and feelings and dictor wanted to find ways
feelings and dictor wanted to find ways to uncover what he called the secret
to uncover what he called the secret self of the American
Consumer he was trying to get out of people's mind the unconscious
people's mind the unconscious motivations that they had for purchasing
motivations that they had for purchasing uh these could be sexual they could be
uh these could be sexual they could be psychological they could be sociological
psychological they could be sociological they could be a demand for status a
they could be a demand for status a demand for recognition there were things
demand for recognition there were things that people couldn't verbalize or
that people couldn't verbalize or wouldn't verbalize because they were too
wouldn't verbalize because they were too secret to them they were too much a part
secret to them they were too much a part of their nature and they would they
of their nature and they would they would be embarrassed they would be
would be embarrassed they would be embarrassed if they came out and said
embarrassed if they came out and said things like this he would inter view
things like this he would inter view people but not ask them direct questions
people but not ask them direct questions but let them talk freely like you do in
but let them talk freely like you do in psychoanalysis and that was his
psychoanalysis and that was his background and so he said why can't we
background and so he said why can't we have a group therapy session about
have a group therapy session about products all right and so dictor built
products all right and so dictor built this room up above his garage and he
this room up above his garage and he said we can have psycho analysis
said we can have psycho analysis products they can actually act out and
products they can actually act out and verbalize their wants and needs what
verbalize their wants and needs what we're going to do is try a couple of
we're going to do is try a couple of these uh salad dressings so let's see
these uh salad dressings so let's see what happens there is our typical
what happens there is our typical housewife she doesn't follow the
housewife she doesn't follow the instruction and they could be observed
instruction and they could be observed and watched and other people could
and watched and other people could comment and they could talk about it and
comment and they could talk about it and everybody could join in he was the first
everybody could join in he was the first to do this this was absolutely the first
to do this this was absolutely the first thing that was ever done and he had a
thing that was ever done and he had a movie Project ctor up there where you
movie Project ctor up there where you could show advertisements and things
could show advertisements and things like that and people could react to them
like that and people could react to them and he invented the whole technique for
and he invented the whole technique for mining the unconscious about the hidden
mining the unconscious about the hidden psychological wants that people had
psychological wants that people had about
about products this became the focus group it
products this became the focus group it worked dictor's breakthrough came with a
worked dictor's breakthrough came with a focus group study he did for Betty
focus group study he did for Betty Crocker
Crocker foods like many food manufacturers in
foods like many food manufacturers in the early 50s they had invented a new
the early 50s they had invented a new range of instant convenience
range of instant convenience foods but although consumers had told
foods but although consumers had told Market researchers they would welcome
Market researchers they would welcome the idea in fact they were refusing to
the idea in fact they were refusing to buy them the worst problem was the Betty
buy them the worst problem was the Betty Crocker cake mix dictor did a series of
Crocker cake mix dictor did a series of focus groups where housewives free
focus groups where housewives free Associated about the cake
Associated about the cake mix he concluded that they felt
mix he concluded that they felt unconscious guilt of the new image being
unconscious guilt of the new image being promoted of ease and
promoted of ease and convenience in other words he understood
convenience in other words he understood that the barrier to the consumption of
that the barrier to the consumption of the product was the housewives feeling
the product was the housewives feeling of guilt about using it they basically
of guilt about using it they basically on one hand wanted to make it easy for
on one hand wanted to make it easy for themselves but they felt guilty about it
themselves but they felt guilty about it so what you've got to do in those
so what you've got to do in those circumstances is remove the barrier the
circumstances is remove the barrier the barrier being guilt the way you do that
barrier being guilt the way you do that is to give the housewife a greater sense
is to give the housewife a greater sense of
of participation and how did you do that by
participation and how did you do that by adding an
egg simple as that as simple as that dictor told Betty Crocker to put an
dictor told Betty Crocker to put an instruction on the packet that the
instruction on the packet that the housewife should add an egg it would be
housewife should add an egg it would be an unconscious symbol he said of the
an unconscious symbol he said of the housewife mixing in her own eggs as a
housewife mixing in her own eggs as a gift to her husband and so would lessen
gift to her husband and so would lessen the guilt Betty Crocker did it and the
the guilt Betty Crocker did it and the sales soared my cake is
sales soared my cake is ready the consumer may have basic needs
ready the consumer may have basic needs that the consumer himself or herself
that the consumer himself or herself doesn't fully understand you have to
doesn't fully understand you have to know what those needs are in order to
know what those needs are in order to fully exploit the
fully exploit the [Applause]
[Applause] consumer is it
consumer is it wrong to give people what they
wrong to give people what they want by taking away their
want by taking away their defenses
defenses helping remove their
helping remove their defenses it seems so much longer than
defenses it seems so much longer than last year it is nearly 4 in longer in
last year it is nearly 4 in longer in some
some models
oh dictor's success led to a rush by corporations and advertising agencies to
corporations and advertising agencies to employ
employ psychoanalysts they became known as the
psychoanalysts they became known as the depth boys and they promised to show
depth boys and they promised to show companies how to make millions by
companies how to make millions by connecting their products with people's
connecting their products with people's hidden desires dictor himself became a
hidden desires dictor himself became a millionaire famous for inventing slogans
millionaire famous for inventing slogans like a tiger in your
like a tiger in your tank even the marketing of the Barbie
tank even the marketing of the Barbie Doll came from a children's focus group
Doll came from a children's focus group and so it
and so it goes but dictor was convinced that this
goes but dictor was convinced that this was far more than just
was far more than just selling like Anna Freud he believed that
selling like Anna Freud he believed that the environment could be used to
the environment could be used to strengthen the human
strengthen the human personality and products have the power
personality and products have the power both to State inner desires and give
both to State inner desires and give people a feeling of common identity with
people a feeling of common identity with those around
those around them it was a strategy for creating a
them it was a strategy for creating a stable society dictor called it the
stable society dictor called it the strategy of
desire to understand a stable citizen you have to know that Modern Man quite
you have to know that Modern Man quite often tries to work off his frustrations
often tries to work off his frustrations by spending on self gratification modern
by spending on self gratification modern man is eternally ready to fill out his
man is eternally ready to fill out his self-image but purchasing products which
self-image but purchasing products which complement it if you identify yourself
complement it if you identify yourself with a product it can have a
with a product it can have a therapeutic value it improves your
therapeutic value it improves your self-image and you become a more secure
self-image and you become a more secure person and you have suddenly this
person and you have suddenly this confidence of going out in the world and
confidence of going out in the world and doing what you want
successfully hernet believed that that would then improve the whole of our
would then improve the whole of our society and become the best Society on
society and become the best Society on this
this [Music]
planet by the early 50s the ideas of psychoanalysis had penetrated deep into
psychoanalysis had penetrated deep into American
American Life the psychoanalysts themselves
Life the psychoanalysts themselves became rich and Powerful many had
became rich and Powerful many had Consulting rooms overlooking Central
Consulting rooms overlooking Central Park in New
Park in New York politicians and famous writers like
York politicians and famous writers like Arthur Miller and Tennesse Williams
Arthur Miller and Tennesse Williams became their
became their patience they were seeking not just help
patience they were seeking not just help but to understand the hidden roots of
but to understand the hidden roots of human
human behavior we were sought after Washington
behavior we were sought after Washington was interested in what we think you know
was interested in what we think you know they they important important writers
they they important important writers important politicians were undergoing
important politicians were undergoing psychoanalysis it was we had we had
psychoanalysis it was we had we had waiting list because there were so many
waiting list because there were so many patients that wanted to be
patients that wanted to be analyzed so it it gave us a little bit
analyzed so it it gave us a little bit of a
of a swellhead and as the psychoanalyst ideas
swellhead and as the psychoanalyst ideas took hold in America a new Elite began
took hold in America a new Elite began to emerge in politics social planning
to emerge in politics social planning and in business
and in business what linked this Elite was the
what linked this Elite was the assumption that the masses were
assumption that the masses were fundamentally
fundamentally irrational to make a free market
irrational to make a free market democracy like America work when had to
democracy like America work when had to use psychological techniques to control
use psychological techniques to control Mass
Mass irrationality they actually believed
irrationality they actually believed that this Elite was necessary because
that this Elite was necessary because individual citizens were not capable if
individual citizens were not capable if left alone of being Democratic citizens
left alone of being Democratic citizens the elite was necessary in order to
the elite was necessary in order to create the conditions that would produce
create the conditions that would produce individuals cap capable of behaving as a
individuals cap capable of behaving as a a good consumer and also behaving as a
a good consumer and also behaving as a democratic citizen they didn't see their
democratic citizen they didn't see their activities as anti-democratic as
activities as anti-democratic as undermining the capacity of individual
undermining the capacity of individual citizens for democracy quite the
citizens for democracy quite the opposite they understood that they were
opposite they understood that they were creating uh the conditions for uh
creating uh the conditions for uh democracy's survival and
democracy's survival and future the rise of psychoanalysis to
future the rise of psychoanalysis to power in America was an extraordinary
power in America was an extraordinary Triumph for Anna Freud and her to
Triumph for Anna Freud and her to promotion of her
promotion of her ideas she remained in England living
ideas she remained in England living with Dorothy
with Dorothy Burlingham on the surface it was an
Burlingham on the surface it was an idilic life she and Dorothy had brought
idilic life she and Dorothy had brought a weekend Cottage on the suffk coast and
a weekend Cottage on the suffk coast and in the Summers Dorothy's children came
in the Summers Dorothy's children came from America to visit with the
from America to visit with the grandchildren but underneath things were
grandchildren but underneath things were going badly wrong both Bob and mby
going badly wrong both Bob and mby Burlingham who Anna Frey had analyzed in
Burlingham who Anna Frey had analyzed in the 1930s had suffered personal
the 1930s had suffered personal breakdowns and their marriages were
breakdowns and their marriages were collapsing
collapsing Bob was drinking heavily and mie
Bob was drinking heavily and mie suffered terrible
suffered terrible anxieties the real reasons for the
anxieties the real reasons for the visits to England were yet more analysis
visits to England were yet more analysis with Anna
with Anna [Music]
[Music] Freud well the problem was that it
Freud well the problem was that it didn't look very good did it because
didn't look very good did it because here you have somebody who's having
here you have somebody who's having nervous breakdowns and uh is is uh
nervous breakdowns and uh is is uh having alcoholic binges and uh this is
having alcoholic binges and uh this is not exactly doesn't really sit well um
not exactly doesn't really sit well um oh you know from a Humane standpoint OB
oh you know from a Humane standpoint OB viously this is not desirable you know
viously this is not desirable you know you want to help these people but it
you want to help these people but it also had the wider ramifications of
also had the wider ramifications of everybody in in an analysis in analytic
everybody in in an analysis in analytic circles knew that Bob and mby were
circles knew that Bob and mby were guinea pigs they were the living proof
guinea pigs they were the living proof that this was a wonderful
that this was a wonderful process it was very much swept under the
process it was very much swept under the rug it really didn't get out I mean
rug it really didn't get out I mean these people had
these people had such uh their their power and influence
such uh their their power and influence was
was such uh that you know you were very
such uh that you know you were very careful Anna Freud was a very powerful
careful Anna Freud was a very powerful person and um you were the
person and um you were the grandchildren and uh she knew a great
grandchildren and uh she knew a great deal more than you did about what went
deal more than you did about what went on in your parents' lives and so forth
on in your parents' lives and so forth it was not something you were going to
it was not something you were going to tangle with and you were a product of
tangle with and you were a product of the whole
the whole situation uh but at the same time we all
situation uh but at the same time we all knew that something was really out of
whack as she Grew Older she became more and more important didn't she
and more important didn't she politically and scientifically but she
politically and scientifically but she didn't know when to stop she was a bit
didn't know when to stop she was a bit too
righteous what she did was always the thing and she would never to my my
thing and she would never to my my knowledge
knowledge acknowledge that she could make a
acknowledge that she could make a mistake or be
mistake or be wrong that is my
wrong that is my feeling but the power and influence of
feeling but the power and influence of the Freud family in America was about to
the Freud family in America was about to grow even
more politicians were about to turn to Anna Freud's cousin Edward bernes for
Anna Freud's cousin Edward bernes for help in a time of
help in a time of Crisis he was going to manipulate the
Crisis he was going to manipulate the inner feelings and fears of the masses
inner feelings and fears of the masses to help America's politicians fight the
to help America's politicians fight the Cold War I don't mean to say and no one
Cold War I don't mean to say and no one can say to you that there are no dangers
can say to you that there are no dangers of course there are risks if we are not
of course there are risks if we are not Vigilant but we do not have to be
Vigilant but we do not have to be hysterical in 1953 the Soviet Union
hysterical in 1953 the Soviet Union exploded its first Hydrogen Bomb and the
exploded its first Hydrogen Bomb and the fear of nuclear war and communism
fear of nuclear war and communism gripped the United
gripped the United States those in power became concerned
States those in power became concerned about how to reassure the
about how to reassure the population committees were set up and
population committees were set up and public information films made appealing
public information films made appealing for calm in the face of new threats like
for calm in the face of new threats like nuclear
nuclear fallout it's the fallacy of devoting 85%
fallout it's the fallacy of devoting 85% of one's worrying capacity to an agent
of one's worrying capacity to an agent that constitutes only about 15 % of an
that constitutes only about 15 % of an atomic bomb's destroying potential at
atomic bomb's destroying potential at this point Edward bernes was living in
this point Edward bernes was living in New
New York in the 1920s he had invented the
York in the 1920s he had invented the profession of public relations and was
profession of public relations and was now one of the most powerful PR men in
now one of the most powerful PR men in America he worked for most of the major
America he worked for most of the major corporations and advised politicians
corporations and advised politicians including President
including President Eisenhower like his Uncle Sigman bernes
Eisenhower like his Uncle Sigman bernes was convinced that human beings were
was convinced that human beings were driven by irrational
driven by irrational forces the only way to deal with the
forces the only way to deal with the public was to connect with their
public was to connect with their unconscious desires and
unconscious desires and fears bernes argued that instead of
fears bernes argued that instead of trying to reduce people's fear of
trying to reduce people's fear of Communism one should actually encourage
Communism one should actually encourage and manipulate the fear but in such a
and manipulate the fear but in such a way as it became a weapon in the Cold
way as it became a weapon in the Cold War rational argument was
War rational argument was fruitless what my father understood
fruitless what my father understood about groups is that they are manipul
about groups is that they are manipul they're
they're malleable and that that you can tap into
malleable and that that you can tap into their deepest desires or their deepest
their deepest desires or their deepest fears and use that to your own
fears and use that to your own purposes I don't think he felt that all
purposes I don't think he felt that all those public out there had reliable
those public out there had reliable judgment that they very easily might
judgment that they very easily might vote for the wrong man or want the wrong
vote for the wrong man or want the wrong thing so that they had to be guided from
thing so that they had to be guided from above one of Bern's main clients was the
above one of Bern's main clients was the giant United Fruit Company they own vast
giant United Fruit Company they own vast banana plantations in Guatemala in
banana plantations in Guatemala in Central America for decades United Fruit
Central America for decades United Fruit had controlled the country through
had controlled the country through pliable dictators it was known as a
pliable dictators it was known as a Banana
Banana Republic but in 1950 A young Officer
Republic but in 1950 A young Officer Colonel arens was elected
Colonel arens was elected president he promised to remove United
president he promised to remove United fruits control over the country and in
fruits control over the country and in 1953 he announced the government would
1953 he announced the government would take over much of their land it was a
take over much of their land it was a massively popular move but a disaster
massively popular move but a disaster for United fruit and they turned to
for United fruit and they turned to bernes to help get rid of our Ben United
bernes to help get rid of our Ben United Fruit brings in bernes and he basically
Fruit brings in bernes and he basically understood that what United Fruit
understood that what United Fruit Company had to do was change this from
Company had to do was change this from being a popular elected government that
being a popular elected government that was doing some things that were good for
was doing some things that were good for the people there into this being very
the people there into this being very close to the American Shore a threat to
close to the American Shore a threat to American democracy that it being at a
American democracy that it being at a time in the Cold War when Americans
time in the Cold War when Americans responded to issues of the Red Scare and
responded to issues of the Red Scare and what communism might do he was trying to
what communism might do he was trying to transform this and brilliantly transform
transform this and brilliantly transform it into an issue of a communist threat
it into an issue of a communist threat very close to our Shores taking United
very close to our Shores taking United Fruit again as a commercial client out
Fruit again as a commercial client out of the picture in making it look like a
of the picture in making it look like a question of American democracy American
question of American democracy American values being
values being threatened in reality arbenz was a
threatened in reality arbenz was a Democratic Socialist with no links to
Democratic Socialist with no links to Moscow but bernes set out to turn him
Moscow but bernes set out to turn him into a communist threat to
into a communist threat to America he organized a trip to Guatemala
America he organized a trip to Guatemala for influential American journalists few
for influential American journalists few of them knew anything about the country
of them knew anything about the country or its
or its politics bernes arranged for them to be
politics bernes arranged for them to be entertained and to meet selected
entertained and to meet selected Guatemalan politicians who told them
Guatemalan politicians who told them that arens was a communist controlled by
that arens was a communist controlled by Moscow during the trip there was also a
Moscow during the trip there was also a violent anti-American demonstration in
violent anti-American demonstration in the
the capital many of those who worked for
capital many of those who worked for United Fruit were convinced it had been
United Fruit were convinced it had been organized by bernes
himself he also created a fake Independent News Agency in America
Independent News Agency in America called the middle American information
called the middle American information Bureau it bombarded the American Media
Bureau it bombarded the American Media with press releases saying that Moscow
with press releases saying that Moscow was planning to use Guatemala as a beach
was planning to use Guatemala as a beach head to attack America all of this had
head to attack America all of this had the desire effect in Guatemala the Jacob
the desire effect in Guatemala the Jacob arb's regime became increasingly
arb's regime became increasingly communistic after its Inauguration in
communistic after its Inauguration in 1951 Communists in the Congress and high
1951 Communists in the Congress and high governmental positions controlled major
governmental positions controlled major committees labor and Farm arm groups and
committees labor and Farm arm groups and propaganda facilities they agitated and
propaganda facilities they agitated and led in demonstrations against
led in demonstrations against neighboring countries and the United
neighboring countries and the United [Music]
[Music] States what was profoundly new in terms
States what was profoundly new in terms of what bernes did is he took this
of what bernes did is he took this menace to our backyard in Guatemala for
menace to our backyard in Guatemala for the first time we saw Reds a couple
the first time we saw Reds a couple hundred miles from uh New Orleans who
hundred miles from uh New Orleans who Eddie bernes had us believing were a
Eddie bernes had us believing were a true threat to us that it was going to
true threat to us that it was going to be a Soviet Outpost in our
be a Soviet Outpost in our backyard but what bernes was doing was
backyard but what bernes was doing was not just trying to blacken the aren's
not just trying to blacken the aren's regime he was part of a secret
regime he was part of a secret plot President Eisenhower had agreed
plot President Eisenhower had agreed that America should topple the aren's
that America should topple the aren's government but secretly the CIA were
government but secretly the CIA were instructed to organize a
instructed to organize a coup working with the United Fruit
coup working with the United Fruit Company the CIA trained and armed a
Company the CIA trained and armed a rebel Army and found a new leader for
rebel Army and found a new leader for the country called Colonel
the country called Colonel armas the CIA agent in charge was Howard
armas the CIA agent in charge was Howard hunt later one of the Watergate Bur
hunt later one of the Watergate Bur what we wanted to do was have a terror
what we wanted to do was have a terror campaign uh to terrify our bench
campaign uh to terrify our bench particularly and terrify his his troops
particularly and terrify his his troops much as the German Shuka bombers
much as the German Shuka bombers terrified the population of of Holland
terrified the population of of Holland Belgium and and Poland at the onset of
Belgium and and Poland at the onset of World War II and just rendered everybody
World War II and just rendered everybody paralyzed as planes flown by CIA Pilots
paralyzed as planes flown by CIA Pilots Dro bombs on Guatemala City Edward
Dro bombs on Guatemala City Edward bernes carried on his propaganda
bernes carried on his propaganda campaign in the American Press he was
campaign in the American Press he was preparing the American population to see
preparing the American population to see this as the liberation of Guatemala by
this as the liberation of Guatemala by Freedom Fighters for
democracy he totally understood that the CP would happen when the public in the
CP would happen when the public in the Press when conditions in the public and
Press when conditions in the public and the Press allowed for CP to happen and
the Press allowed for CP to happen and he created those conditions he was
he created those conditions he was totally Savvy in terms of just what he
totally Savvy in terms of just what he was helping create there in terms of
was helping create there in terms of this overthrow But ultimately he was
this overthrow But ultimately he was reshaping reality reshaping public
reshaping reality reshaping public opinion in a way that's undemocratic and
opinion in a way that's undemocratic and manipulative on June the 27th 1954
manipulative on June the 27th 1954 Colonel arens fled the country and armas
Colonel arens fled the country and armas arrived as the new
arrived as the new leader within months Vice President
leader within months Vice President Nixon visited
Nixon visited Guatemala in an event staged by United
Guatemala in an event staged by United fruits PR department he was shown piles
fruits PR department he was shown piles of marxist literature that had been
of marxist literature that had been found it was said in the presidential
found it was said in the presidential Palace
Palace this is the first time in the history of
this is the first time in the history of the world that the communist government
the world that the communist government has been overthrown by the people and
has been overthrown by the people and for that we congratulate you and the
for that we congratulate you and the people of Guatemala for the support they
people of Guatemala for the support they have given and we are sure that under
have given and we are sure that under your leadership supported by the people
your leadership supported by the people whom I have met by the hundreds on my
whom I have met by the hundreds on my visit to Guatemala that Guatemala is
visit to Guatemala that Guatemala is going to enter a new era in which there
going to enter a new era in which there will be prosperity for the people
will be prosperity for the people together with Liberty for the people
together with Liberty for the people thank you very much for allowing us to
thank you very much for allowing us to see this exhibit of Communism in
see this exhibit of Communism in Guatemala good welome and for dinner see
Guatemala good welome and for dinner see what mother has for dessert banana
what mother has for dessert banana gingerbread Shortcake just another of
gingerbread Shortcake just another of the many tempting ways in which this
the many tempting ways in which this nutritious fruit can be prepared so now
nutritious fruit can be prepared so now that you've seen where bananas come from
that you've seen where bananas come from before they reach your table our journey
before they reach your table our journey to Banana land is ended we hope you
to Banana land is ended we hope you enjoyed the trip we know you like the
enjoyed the trip we know you like the Banas bernes had manipulated the
Banas bernes had manipulated the American people but he had done so
American people but he had done so because he like many others at the time
because he like many others at the time beli that the interests of business and
beli that the interests of business and the interests of America were
the interests of America were indivisible especially when faced with
indivisible especially when faced with the threat of
the threat of Communism but bernes was convinced that
Communism but bernes was convinced that to explain this rationally to the
to explain this rationally to the American people was impossible because
American people was impossible because they were not rational instead one had
they were not rational instead one had to touch on their inner fears and
to touch on their inner fears and manipulate them in the interests of a
manipulate them in the interests of a higher Troop truth he called it the
higher Troop truth he called it the engineering of
engineering of consent he was doing it for uh the
consent he was doing it for uh the American way of life and to which he was
American way of life and to which he was devoted uh this sincerely devoted and
devoted uh this sincerely devoted and yet he felt the people were really
yet he felt the people were really pretty stupid and that's the Paradox if
pretty stupid and that's the Paradox if you don't leave it up to the people
you don't leave it up to the people themselves but force them to choose what
themselves but force them to choose what you want them to choose
you want them to choose however subtly uh then it's not
however subtly uh then it's not democracy
anymore it's something else it's being told what to do it's being it's it's
told what to do it's being it's it's it's that old authoritarian
thing but the idea that it was necessary to manipulate the inner feelings of the
to manipulate the inner feelings of the American population in the interests of
American population in the interests of fighting the Cold War now began to take
fighting the Cold War now began to take root in
root in Washington above all in the CIA who were
Washington above all in the CIA who were going to take it much
going to take it much further they were concerned that the
further they were concerned that the Soviets were experimenting with
Soviets were experimenting with psychological methods to actually alter
psychological methods to actually alter the memories and feelings of people the
the memories and feelings of people the aim being to produce more controllable
aim being to produce more controllable citizens it was known as
brainwashing psychologists in the CIA were convinced that this really might be
were convinced that this really might be possible and that they should try to do
possible and that they should try to do it
themselves the image of the human being that was being built up at that
that was being built up at that particular time was that there was a
particular time was that there was a great deal of vulnerability in every
great deal of vulnerability in every human being and that that vulnerability
human being and that that vulnerability could be manipulated to program somebody
could be manipulated to program somebody to be something that I wanted them to be
to be something that I wanted them to be and they didn't want to
be that you could manipulate people in such a way that they could be automatons
such a way that they could be automatons if you will for whatever your own
if you will for whatever your own purposes
purposes were this was the image that people
were this was the image that people thought was
thought was possible in the late 50s the CIA poured
possible in the late 50s the CIA poured millions of dollars into the psychology
millions of dollars into the psychology Departments of universities Across
Departments of universities Across America they were secretly funding
America they were secretly funding experiments on how to alter and control
experiments on how to alter and control the inner drives of human
the inner drives of human beings the most notorious of these
beings the most notorious of these experiments was run by the head of the
experiments was run by the head of the American Psychiatric association Dr Yuan
American Psychiatric association Dr Yuan Cameron
Cameron like many psychiatrists at that time
like many psychiatrists at that time Cameron was convinced that inside human
Cameron was convinced that inside human beings were dangerous forces which
beings were dangerous forces which threatened
threatened Society but he believed that it was
Society but he believed that it was possible not just to control these
possible not just to control these forces but actually remove them he
forces but actually remove them he thought that Psychiatry should not just
thought that Psychiatry should not just concentrate on sick people mentally ill
concentrate on sick people mentally ill but should actually go into government
but should actually go into government that politicians should listen to
that politicians should listen to psychiatrist psychiatrist should be in
psychiatrist psychiatrist should be in every Parliament and should direct and
every Parliament and should direct and monitor political activities because
monitor political activities because they knew in IR rational scientific way
they knew in IR rational scientific way what was good for people Cameron had set
what was good for people Cameron had set up a clinic in a hospital in Montreal
up a clinic in a hospital in Montreal called the Alan Memorial it is now long
called the Alan Memorial it is now long since closed
since closed down Cameron took patients who suffered
down Cameron took patients who suffered a wide range of mental problems his
a wide range of mental problems his theory was that these resulted from
theory was that these resulted from forgotten or oppressed memories but he
forgotten or oppressed memories but he was impatient with the idea of using
was impatient with the idea of using Psychotherapy to uncover them instead he
Psychotherapy to uncover them instead he would simply wipe them Cameron used
would simply wipe them Cameron used drugs including LSD and the technique of
drugs including LSD and the technique of ECT electroconvulsive therapy it was
ECT electroconvulsive therapy it was conventionally used at that time to
conventionally used at that time to relieve depression but Cameron was going
relieve depression but Cameron was going to use it in a new way to produce new
to use it in a new way to produce new people he was really using it to try and
people he was really using it to try and um change the fundamental fun function
um change the fundamental fun function of the individual to um
of the individual to um alter their past memories their past
alter their past memories their past ways of
ways of Behaving uh and as as I think he he said
Behaving uh and as as I think he he said at one point is to just sort of erase
at one point is to just sort of erase everything from their past so that you
everything from their past so that you then had a slate in which you could
then had a slate in which you could record new ways of
record new ways of Behavior Uh and so he used massive doses
Behavior Uh and so he used massive doses of shock people receiving several shocks
of shock people receiving several shocks a day uh and over a course of course of
a day uh and over a course of course of time hundreds of ECT uh treatments so
time hundreds of ECT uh treatments so that they were just reduced
that they were just reduced to a sort of a very primitive vegetable
State I don't remember what happened to me um I was introduced to Dr Cameron and
me um I was introduced to Dr Cameron and I don't remember Dr Cameron at all I
I don't remember Dr Cameron at all I don't remember any of that they shipped
don't remember any of that they shipped me up to what they call the Sleep room
me up to what they call the Sleep room and they gave me all of these electro
and they gave me all of these electro convulsive shock treatments and mega
convulsive shock treatments and mega doses of drugs and LSD and all of that
doses of drugs and LSD and all of that and I have no memory of any of that
and I have no memory of any of that nothing in the in of of that time in the
nothing in the in of of that time in the Ala Memorial or any of my life previous
Ala Memorial or any of my life previous to that all gone
to that all gone white and then having dep patterned
white and then having dep patterned somebody or brought them down to where
somebody or brought them down to where basically uh nothing but the essential
basically uh nothing but the essential functions of of the body were going on
functions of of the body were going on in terms of breathing and things of this
in terms of breathing and things of this nature then he would begin to feed
nature then he would begin to feed material into these individuals positive
material into these individuals positive material such that the brain would be
material such that the brain would be programmed in a positive way so that the
programmed in a positive way so that the individual would be completely altered
individual would be completely altered then he put these tapes under our
then he put these tapes under our pillows called psychic driving he would
pillows called psychic driving he would he would then put back into this empty
he would then put back into this empty brain um a
brain um a program of whatever sort he decided upon
program of whatever sort he decided upon uh and the people like myself would wake
uh and the people like myself would wake up another person I
up another person I guess in fact Cameron's experiments were
guess in fact Cameron's experiments were a complete
a complete disaster all he managed to produce were
disaster all he managed to produce were dozens of individuals with memory loss
dozens of individuals with memory loss and the ability to repeat the phrase I
and the ability to repeat the phrase I am at ease with
am at ease with myself and it was not an isolated case
myself and it was not an isolated case almost all the experiments the CIA
almost all the experiments the CIA funded were equally
funded were equally unsuccessful despite their Ambitions
unsuccessful despite their Ambitions American psychologists were beginning to
American psychologists were beginning to find out how difficult it was to
find out how difficult it was to understand and control the inner
understand and control the inner workings of the human
workings of the human mind we had been really chasing a
mind we had been really chasing a phantom if you will an illusion that the
phantom if you will an illusion that the human mind was more capable of
human mind was more capable of manipulation from the
manipulation from the outside
outside by outside factors than it
by outside factors than it is we found out that the human being is
is we found out that the human being is an extremely complex
an extremely complex thing there were no Simple
Solutions but you've just got to bear in mind that these were very strange
mind that these were very strange times the psychoanalysts had come to
times the psychoanalysts had come to power in America because of their theory
power in America because of their theory that they knew how to control the
that they knew how to control the dangerous forces inside human
dangerous forces inside human beings but now the psychoanalysts were
beings but now the psychoanalysts were about to face a high-profile failure
about to face a high-profile failure that would lead people to begin
that would lead people to begin questioning the very basis of their
questioning the very basis of their ideas it began in
ideas it began in Hollywood the film industry had become
Hollywood the film industry had become fascinated by
fascinated by psychoanalysis and Anna Freud was a
psychoanalysis and Anna Freud was a powerful influence on dozens of analysts
powerful influence on dozens of analysts in Los
in Los Angeles they treated film stars
Angeles they treated film stars directors and Studio
directors and Studio bosses Anna Freud's closest friend was
bosses Anna Freud's closest friend was the most sought after of all Ralph
greenson and in 1960 the most famous star in the world turned to greenson for
star in the world turned to greenson for help Marilyn Monroe was suffering from
help Marilyn Monroe was suffering from Despair and had become addicted to
Despair and had become addicted to alcohol and
alcohol and drugs well when I walked in to dinner
drugs well when I walked in to dinner here was Marilyn mono I made a picture
here was Marilyn mono I made a picture with her got All About Eve this is
with her got All About Eve this is dinner at Ralph greens yes and
dinner at Ralph greens yes and the only thing was
the only thing was that Ralph was trying to show her Romy I
that Ralph was trying to show her Romy I never called him Ralph in my life Romy
never called him Ralph in my life Romy was trying to show
was trying to show her that
her that uh the way of family life ought really
uh the way of family life ought really to
to be so we were walking the dog after us I
be so we were walking the dog after us I said what the hell are you doing here I
said what the hell are you doing here I said you never asked me to
said you never asked me to dinner and he said you weren't that
dinner and he said you weren't that sick and I said oh no he said the point
sick and I said oh no he said the point is just this child has no no frame of
is just this child has no no frame of reference she in other words she doesn't
reference she in other words she doesn't know where she what the goal is what
know where she what the goal is what greenson did was follow Anna Freud's
greenson did was follow Anna Freud's theory if marily Monroe could be taught
theory if marily Monroe could be taught to conform to what Society considered a
to conform to what Society considered a normal pattern of life that would help
normal pattern of life that would help her ego control her inner destructive
her ego control her inner destructive urges but greenson pushed it to an
urges but greenson pushed it to an extreme he persuaded Monroe to move into
extreme he persuaded Monroe to move into a house nearby that was decorated like
a house nearby that was decorated like his own he then took her into his own
his own he then took her into his own family life and he his wife and his
family life and he his wife and his daughter played it being Monroe's own
daughter played it being Monroe's own family greensen himself would become the
family greensen himself would become the model of Conformity and so this someone
model of Conformity and so this someone whom she regarded as important and uh
whom she regarded as important and uh how she
how she idealized if he turned out to be a very
idealized if he turned out to be a very gratifying father figure she her ego
gratifying father figure she her ego would benefit from that that was the
theory his wife and children everyone was involved in they were strengthening
was involved in they were strengthening the person they were strengthening the
the person they were strengthening the mind they were strengthening the agent
mind they were strengthening the agent that controls inner life against
that controls inner life against adversity against insufficiency against
adversity against insufficiency against too much
too much frustration so that Malo with no longer
frustration so that Malo with no longer be a helpless person looking for love
be a helpless person looking for love she'd have enough
she'd have enough love the despite all his efforts
love the despite all his efforts greenson was unable to help Marilyn
greenson was unable to help Marilyn Monroe on August the 5th 1962 she
Monroe on August the 5th 1962 she committed suicide in her
committed suicide in her [Music]
[Music] house the suicide shocked many in the
house the suicide shocked many in the analytic Community including Anna
analytic Community including Anna Freud and high-profile figures in
Freud and high-profile figures in American Life who had previously been
American Life who had previously been enthusiasts for psycho analysis now
enthusiasts for psycho analysis now began to question why psychoanalysis had
began to question why psychoanalysis had become so powerful in
become so powerful in America was it really because it benefit
America was it really because it benefit effed
effed individuals or had it in fact become a
individuals or had it in fact become a form of constraint in the interests of
form of constraint in the interests of social
social order the critics included Monroe's
order the critics included Monroe's ex-husband Arthur
ex-husband Arthur Miller my argument with so much
Miller my argument with so much psychoanalysis is the preconception that
psychoanalysis is the preconception that suffering is a mistake or a sign of
suffering is a mistake or a sign of weakness or a sign even of illness when
weakness or a sign even of illness when in
in fact possibly the greatest truths we
fact possibly the greatest truths we know have come out of people's suffering
know have come out of people's suffering that the problem is not to un do
that the problem is not to un do suffering or to wipe it off the face of
suffering or to wipe it off the face of the Earth but to make it inform Our
the Earth but to make it inform Our Lives instead of trying to cure
Lives instead of trying to cure ourselves of it constantly and avoid it
ourselves of it constantly and avoid it and avoid anything but that lobotomized
and avoid anything but that lobotomized sense of what they call happiness
sense of what they call happiness there's too much of a an attempt that
there's too much of a an attempt that seems to me to think in terms of
seems to me to think in terms of controlling man rather than freeing him
controlling man rather than freeing him of of uh defining him rather than than
of of uh defining him rather than than than uh letting him go and uh it's part
than uh letting him go and uh it's part of the whole ideology of this age which
of the whole ideology of this age which is power
mad hey have you heard about the crazy new way to send the message today it
new way to send the message today it flashed on a screen too quick to see but
flashed on a screen too quick to see but still you get it
still you get it subliminally at the same time an
subliminally at the same time an onslaught was launched on the way
onslaught was launched on the way psychoanalysis was being used by
psychoanalysis was being used by business to control
business to control people the first blow came with the best
people the first blow came with the best seller the hidden persuaders written by
seller the hidden persuaders written by Vance Packard
Vance Packard it accused psychoanalysts of reducing
it accused psychoanalysts of reducing the American people to emotional puppets
the American people to emotional puppets whose only function was to keep the mass
whose only function was to keep the mass production lines
production lines running they did this by manipulating
running they did this by manipulating people's unconscious desires to create
people's unconscious desires to create longings for ever new brands and
longings for ever new brands and models they had turned the population
models they had turned the population into unwitting participants in the
into unwitting participants in the system of planned
obsolescence the second blow came from an influential philosopher and social
an influential philosopher and social critic Herbert Maru user he had been
critic Herbert Maru user he had been trained in
psychoanalysis this is a childish uh application of
application of psychoanalysis which does not take at
psychoanalysis which does not take at all in consider to consideration the
all in consider to consideration the very real uh political systematic waste
very real uh political systematic waste of resources of technology and of the
of resources of technology and of the productive process for example plant
productive process for example plant obsolesence for example the production
obsolesence for example the production of innumerable Brands and gadgets who
of innumerable Brands and gadgets who are uh in the last analysis all the same
are uh in the last analysis all the same the uh production of uh innumerable
the uh production of uh innumerable different marks of automobiles and this
different marks of automobiles and this Prosperity at the same time consciously
Prosperity at the same time consciously or
or unconsciously leads to a kind of
unconsciously leads to a kind of schizophrenic
schizophrenic existence I believe that in this Society
existence I believe that in this Society an incredible Quantum of aggressiveness
an incredible Quantum of aggressiveness and destructiveness is accumula ated
and destructiveness is accumula ated precisely because of the empty
precisely because of the empty Prosperity which then
Prosperity which then U simply
erupts you're dead maru's argument was not simply that psychoanalysis had been
not simply that psychoanalysis had been used for corrupt purposes it was more
used for corrupt purposes it was more fundamental maruza said that the very
fundamental maruza said that the very idea that you needed to control people
idea that you needed to control people was wrong
was wrong human beings did have inner emotional
human beings did have inner emotional drives but they were not inherently
drives but they were not inherently violent or evil it was society that made
violent or evil it was society that made these drives Dangerous by repressing and
these drives Dangerous by repressing and distorting
distorting them Anna Freud and her followers had
them Anna Freud and her followers had increased that repression by trying to
increased that repression by trying to make people conform to
make people conform to society in so doing they made people
society in so doing they made people more dangerous not
more dangerous not less maruza challenged that social world
less maruza challenged that social world and he said that's a world that should
and he said that's a world that should not be adapted to and in fact what the
not be adapted to and in fact what the individual was adapting to was
individual was adapting to was corrupt and evil and corrupting other
corrupt and evil and corrupting other words he switched he switched the source
words he switched he switched the source of evil from inward
of evil from inward conflict to the society itself that the
conflict to the society itself that the sickness of society lay at the society
sickness of society lay at the society level not at the sickness of human
level not at the sickness of human beings in it and if people did not
beings in it and if people did not challenge that then they were in fact
challenge that then they were in fact submitting
submitting to
to evil modern psychology has a word that
evil modern psychology has a word that is probably used more than any other
is probably used more than any other word in
word in Psychology it is a word
Psychology it is a word maladjusted it is the ringing Cry of
maladjusted it is the ringing Cry of modern child
modern child psychology maladjusted now of course we
psychology maladjusted now of course we all want to live the well adjusted life
all want to live the well adjusted life in order to avoid neurotic and
in order to avoid neurotic and schizophrenic
schizophrenic personalities but as I move toward my
personalities but as I move toward my conclusion I would like to say to you
conclusion I would like to say to you today in a very honest manner that there
today in a very honest manner that there are some things in our society and some
are some things in our society and some things in our
things in our world which I'm proud to be
world which I'm proud to be maladjusted and I call upon all men of
maladjusted and I call upon all men of Good Will to be maladjusted to these
Good Will to be maladjusted to these things until the good Society is
things until the good Society is realized I must honestly say to you that
realized I must honestly say to you that I never intend to adjust myself through
I never intend to adjust myself through racial segregation and discrimination
racial segregation and discrimination I never intend to adjust myself to
I never intend to adjust myself to religious
religious bigotry I never intend to adjust myself
bigotry I never intend to adjust myself to economic conditions that will take
to economic conditions that will take Necessities from the many to give
Necessities from the many to give luxuries to the few and leave millions
luxuries to the few and leave millions of God's children smothering in an
of God's children smothering in an airtight cage of poverty in the midst of
airtight cage of poverty in the midst of an affluent
society the political influence of the Freudian psychoanalyst was over
Freudian psychoanalyst was over instead they were now accused of having
instead they were now accused of having helped to create a repressive form of
helped to create a repressive form of social
control Anna Freud and darthy Burlingham lived on in Sigman Freud's old house in
lived on in Sigman Freud's old house in London in 1970 darth's son Bob died of
London in 1970 darth's son Bob died of alcoholism and in
alcoholism and in 1973 his sister maby returned for yet
1973 his sister maby returned for yet more analysis with Anna
more analysis with Anna Freud she went back for more analysis
Freud she went back for more analysis she was living in uh in at 20 marville
she was living in uh in at 20 marville Gardens in the Freud house as I guess
Gardens in the Freud house as I guess she did when she wasn't with her husband
she did when she wasn't with her husband and
and uh she committed suicide she took an
uh she committed suicide she took an overdose of sleeping
overdose of sleeping pills in Freud's own house in Freud's
pills in Freud's own house in Freud's own house
right so I mean OB you know the obvious uh there are a lot of implications that
uh there are a lot of implications that one can draw from that and I just think
one can draw from that and I just think she she happened to reach the end of the
she she happened to reach the end of the Rope there
Rope there although uh it would seem to be a very
although uh it would seem to be a very pointed um uh act obviously suicide is a
pointed um uh act obviously suicide is a very politicized act and to do it uh in
very politicized act and to do it uh in Sigman fory its own house is uh is um
Sigman fory its own house is uh is um certainly different from doing it in
certainly different from doing it in Riverdale back in New
York next week's episode will tell the story of the rise to power of the
story of the rise to power of the enemies of the Freud
enemies of the Freud family they believe that the way to
family they believe that the way to build a better Society was to let the
build a better Society was to let the self
self free but what they didn't realize was
free but what they didn't realize was that this idea of Liberation would
that this idea of Liberation would provide business and politics with yet
provide business and politics with yet another way to control the self by
another way to control the self by feeding its infinite
desires you know not what it means to be blue someday you
blue someday you realize and pay for all those lies then
realize and pay for all those lies then you'll know what it means
[Applause] [Music]
baby don't settle for anything less than you can be make your life a
you can be make your life a masterpiece this is a series about how
masterpiece this is a series about how Sigman Freud's ideas about the
Sigman Freud's ideas about the unconscious mind have been used by those
unconscious mind have been used by those in power to control the masses in an age
in power to control the masses in an age of
of democracy last week's episode showed how
democracy last week's episode showed how Freud's ideas spread throughout America
Freud's ideas spread throughout America in the
in the 1950s they were promoted by his daughter
1950s they were promoted by his daughter Anna and by Freud's nephew Edward bernes
Anna and by Freud's nephew Edward bernes who invented public relations he brought
who invented public relations he brought Freud's theories Into the Heart of
Freud's theories Into the Heart of advertising and marketing a man like you
advertising and marketing a man like you I mean would Ur like
I mean would Ur like this what they both believed was that
this what they both believed was that underneath all human beings was a hidden
underneath all human beings was a hidden irrational
irrational self which needed to be controlled both
self which needed to be controlled both for the good of individuals and the
for the good of individuals and the stability of
society but the freuds were about to be toppled from Power by opponents who said
toppled from Power by opponents who said they were wrong about human
nature the inner self did not need to be repressed and controlled it should be
repressed and controlled it should be encouraged to express
encouraged to express [Music]
itself out of this would come a new type of strong human being and a better
of strong human being and a better [Music]
[Music] Society but what in fact emerged from
Society but what in fact emerged from this Revolution was the very opposite an
this Revolution was the very opposite an isolated vulnerable and above all greedy
isolated vulnerable and above all greedy self far more open to manipulation by
self far more open to manipulation by both business and politics than anything
both business and politics than anything that had gone
that had gone before those in power would now control
before those in power would now control the self not by repressing it but by
the self not by repressing it but by feeding its infinite
[Music] [Applause]
desires what goes on here is the liberation of feeling in other words
liberation of feeling in other words feelings not just memories that have
feelings not just memories that have been suppressed for example screaming
been suppressed for example screaming crying anger you get a person really
crying anger you get a person really angry and they're going to let it out no
angry and they're going to let it out no no I could kill
no I could kill you that's I'm I'm an old man listen I
you that's I'm I'm an old man listen I can't get all the strength into this
can't get all the strength into this that young people would get if they have
that young people would get if they have those
those feelings that wasn't bad in the 1950s a
feelings that wasn't bad in the 1950s a small group of renegade psychoanalysts
small group of renegade psychoanalysts began a new form of therapy they worked
began a new form of therapy they worked in small rooms in New York City and
in small rooms in New York City and encouraged their patients to express
encouraged their patients to express their feelings openly I want help I do I
their feelings openly I want help I do I want help it was a direct attack on the
want help it was a direct attack on the ideas of the Freudian psychoanalysts who
ideas of the Freudian psychoanalysts who had become rich and Powerful teaching
had become rich and Powerful teaching Americans how to control their
feelings in Freud work you see they they were afraid of the feeling
were afraid of the feeling they lived that what they wanted was
they lived that what they wanted was contain people very proper doing the
contain people very proper doing the right thing and living a proper life
right thing and living a proper life that's what they wanted but not a not an
that's what they wanted but not a not an intense emotional
intense emotional life Freud wasn't emotional himself I
life Freud wasn't emotional himself I mean he's a he's an intellect
Freud I was an intellect too I know but I also more than that
I also more than that now the leader of this group was a man
now the leader of this group was a man hated by Freud and and his family he was
hated by Freud and and his family he was called Wilhelm Reich Reich lived an
called Wilhelm Reich Reich lived an isolated life in a house he had built
isolated life in a house he had built for himself in remote mountains near the
for himself in remote mountains near the Canadian
Canadian border Reich originally had been a
border Reich originally had been a devoted disciple of freuds in Vienna in
devoted disciple of freuds in Vienna in the
the 1920s but he had challenged Freud over
1920s but he had challenged Freud over the fundamental basis of
the fundamental basis of psychoanalysis Freud argued that at
psychoanalysis Freud argued that at heart human beings were still driven by
heart human beings were still driven by primitive animal
primitive animal instincts the job of society was to
instincts the job of society was to repress and control these dangerous
repress and control these dangerous forces Reich believed the complete
forces Reich believed the complete opposite the unconscious forces inside
opposite the unconscious forces inside the human mind he said were
the human mind he said were good it was their repression by society
good it was their repression by society that distorted them that was what made
that distorted them that was what made people
people [Music]
[Music] dangerous Reich and Freud had two
dangerous Reich and Freud had two fundamentally differing views about what
fundamentally differing views about what was essential human nature at a core
was essential human nature at a core Freud saw an
Freud saw an uncontrolled violent
uncontrolled violent warlike raging Inferno of emotions re
warlike raging Inferno of emotions re said these things are not the way human
said these things are not the way human beings are originally destined to be
beings are originally destined to be they're the result
they're the result of not permitting the original impulse
of not permitting the original impulse to express itself the underlying natural
to express itself the underlying natural impulse Reich argued was the libido
impulse Reich argued was the libido Sexual Energy If This Were released then
Sexual Energy If This Were released then human beings would
human beings would flourish but this idea brought him into
flourish but this idea brought him into direct conflict not only with Sigman
direct conflict not only with Sigman Freud but Freud's daughter Anna who
Freud but Freud's daughter Anna who believed that the sexual forces in
believed that the sexual forces in humans were dangerous if not controlled
humans were dangerous if not controlled my father thought that you should
my father thought that you should Liberate the libido and have freedom and
Liberate the libido and have freedom and he developed the theory rather early
he developed the theory rather early that Neurosis were due to lack of good
that Neurosis were due to lack of good orgasm or any
orgasm or any orgasm um and that was Anna Freud you
orgasm um and that was Anna Freud you know was a virgin I mean this is very
know was a virgin I mean this is very important because she never had a sexual
important because she never had a sexual relation with a man and here was this
relation with a man and here was this man preaching that the way to health was
man preaching that the way to health was through orgasm and here was this woman
through orgasm and here was this woman who had been analyzed by her father cuz
who had been analyzed by her father cuz she was
she was masturbating so here's this woman who's
masturbating so here's this woman who's opposed to sexuality really and here's
opposed to sexuality really and here's this man who who's preaching sexual
this man who who's preaching sexual freedom I mean that was by found to be a
freedom I mean that was by found to be a clash wasn't there the conflict came to
clash wasn't there the conflict came to a head at a conference in 1934 in
a head at a conference in 1934 in Switzerland Anna Freud who had by now
Switzerland Anna Freud who had by now become the acknowledged leader of the
become the acknowledged leader of the psychoanalytic movement forced will hel
psychoanalytic movement forced will hel Reich out she destroyed his
Reich out she destroyed his career she got rid of him very
career she got rid of him very definitely and I guess part of what I'm
definitely and I guess part of what I'm doing is getting rid of
her explain well I think that that Anna Freud shouldn't get away with what she
Freud shouldn't get away with what she did that it should be known maneuvering
did that it should be known maneuvering to get him kicked out of the
to get him kicked out of the interational psychotic
interational psychotic Association so you're taking
Association so you're taking Revenge you might say
Revenge you might say so or wronging a right no writing a
so or wronging a right no writing a wrong you better cut that one out isn't
wrong you better cut that one out isn't that called a Fran yes it
is Reich fled to the United States built his home and a
his home and a laboratory his ideas became grandio to
laboratory his ideas became grandio to the point of
the point of madness he was convinced that he had
madness he was convinced that he had discovered the source of libidinal
discovered the source of libidinal energy he called it orgone energy and
energy he called it orgone energy and Reich built a giant gun which he said
Reich built a giant gun which he said could capture this energy from the
could capture this energy from the atmosphere and concentrated onto clouds
atmosphere and concentrated onto clouds to produce
to produce rain he also said that the gun could be
rain he also said that the gun could be used to destroy UFOs which threaten the
used to destroy UFOs which threaten the future of the
future of the world in 1956 Reich was arrested by the
world in 1956 Reich was arrested by the federal authorities for selling a device
federal authorities for selling a device that he said used orgone energy to cure
that he said used orgone energy to cure cancer Reich was treated as a Madman he
cancer Reich was treated as a Madman he was imprisoned and all his books and
was imprisoned and all his books and papers burnt on the order of the
papers burnt on the order of the Court a year later Reich died in
Court a year later Reich died in prison to the freudians it seemed as if
prison to the freudians it seemed as if their main threat had been removed
forever but they were wrong what the freudians didn't realize was that their
freudians didn't realize was that their influence in American society was also
influence in American society was also about to be challenged and in a way that
about to be challenged and in a way that would lead not only to their decline but
would lead not only to their decline but to the dramatic Resurgence of reich's
to the dramatic Resurgence of reich's ideas in America and throughout the
ideas in America and throughout the capitalist
world the consumer is King his whim makes or unmakes manufacturers hold
makes or unmakes manufacturers hold saers and retailers whoever wins his
saers and retailers whoever wins his confidence wins the game whoever loses
confidence wins the game whoever loses his confidence is lost by the late 50s
his confidence is lost by the late 50s psychoanalysis had become deeply
psychoanalysis had become deeply involved in driving consumerism in
involved in driving consumerism in America most advertising companies
America most advertising companies employed psychoanalysts and as last
employed psychoanalysts and as last week's episode showed they had created
week's episode showed they had created new ways to understand consumers motives
new ways to understand consumers motives above all with the focus group in which
above all with the focus group in which consumers free Associated their feelings
consumers free Associated their feelings about products
about products out of this came new ways to market
out of this came new ways to market products by appealing to the hidden
products by appealing to the hidden unconscious desires of the
unconscious desires of the [Applause]
[Applause] consumer meability
consumer meability steering wheel
steering wheel sybol it dreams think the mistress
sybol it dreams think the mistress something intimate is going
on but in the early 60s a new generation emerged who attacked this they accused
emerged who attacked this they accused American Business of using psychological
American Business of using psychological techniques to manipulate people's
techniques to manipulate people's feelings and turn them into ideal
consumers advertising was manipulation it was a way to get you to do something
it was a way to get you to do something that didn't come out of you it came out
that didn't come out of you it came out of somebody else somebody else said this
of somebody else somebody else said this year you should be wearing powder pink
year you should be wearing powder pink shirts with matching powder pink Buck
shirts with matching powder pink Buck shoes and I said
shoes and I said why that that's not who I am that's who
why that that's not who I am that's who somebody else is they wanted you to be
somebody else is they wanted you to be somebody who would buy their stuff this
somebody who would buy their stuff this whole feeling of being somebody else's
whole feeling of being somebody else's tool um I don't want to be that I don't
tool um I don't want to be that I don't want to be somebody else's man I want to
want to be somebody else's man I want to be me this campus
be me this campus is in the mid-60s a protest movement
is in the mid-60s a protest movement began on America's
began on America's campuses one of the students main
campuses one of the students main targets was Corporate America
targets was Corporate America they accused the corporations of
they accused the corporations of brainwashing the American public
brainwashing the American public consumerism was not just a way of making
consumerism was not just a way of making money it had become the means of keeping
money it had become the means of keeping the masses dos while allowing the
the masses dos while allowing the government to pursue a violent and
government to pursue a violent and illegal war in
illegal war in Vietnam the students Mentor was a famous
Vietnam the students Mentor was a famous radical philosopher called Herbert
radical philosopher called Herbert maruza maruza had studied psychoanalysis
maruza maruza had studied psychoanalysis and was a fierce critic of the
and was a fierce critic of the freudians they had he said helped to
freudians they had he said helped to create a world in which people were
create a world in which people were reduced to expressing their feelings and
reduced to expressing their feelings and identities through mass-produced objects
identities through mass-produced objects it resulted in what he called
it resulted in what he called one-dimensional man conformist and
one-dimensional man conformist and repressed the psychoanalysts have become
repressed the psychoanalysts have become the corrupt agents of those who ruled
the corrupt agents of those who ruled America it was uh one of the most
America it was uh one of the most striking phenomena to see to what extent
striking phenomena to see to what extent the ruling uh Power structure structure
the ruling uh Power structure structure could manipulate manage and control not
could manipulate manage and control not only the Consciousness but also the
only the Consciousness but also the subconscious and unconscious of the uh
subconscious and unconscious of the uh individuals and this it took place on a
individuals and this it took place on a psychological basis by the controls and
psychological basis by the controls and the
the manipulation of the unconscious primary
manipulation of the unconscious primary drives which frud
drives which frud stipulated think about it dear American
stipulated think about it dear American people out there you hear you're all
people out there you hear you're all brainwashed kitties you're all
brainwashed kitties you're all brainwashed that's why your here they're
brainwashed that's why your here they're saying right now kill the bum like look
saying right now kill the bum like look you're in the living room you know
you're in the living room you know you're saying kill
[Music] [Applause]
[Applause] me following the logic of maru's
me following the logic of maru's argument the new student left set out to
argument the new student left set out to attack this system of social
attack this system of social control it was summed up in the slogan
control it was summed up in the slogan there is a policeman inside all our
there is a policeman inside all our heads he must be
heads he must be destroyed and that policeman was going
destroyed and that policeman was going to be destroyed by overthrowing the
to be destroyed by overthrowing the state and the corporations that had put
state and the corporations that had put him there one group the weatherman began
him there one group the weatherman began a series of bomb attacks on companies
a series of bomb attacks on companies that they said both controlled people's
that they said both controlled people's minds through consumer products and made
minds through consumer products and made the weapons being used in
the weapons being used in Vietnam there's no way to be committed
Vietnam there's no way to be committed to nonviolence in the middle of the most
to nonviolence in the middle of the most violent society that history's ever
violent society that history's ever created I'm not committed to
created I'm not committed to non-violence in any
way we want to live a life that isn't based on materialistic values and yet
based on materialistic values and yet the whole system of government and the
the whole system of government and the economy of America America is based on
economy of America America is based on profit on personal greed and selfishness
profit on personal greed and selfishness so that in order to be human in order to
so that in order to be human in order to love each other and be equal with each
love each other and be equal with each other and not Place each other in roles
other and not Place each other in roles we have to destroy the kind of
we have to destroy the kind of government that keeps us from asserting
government that keeps us from asserting our positive values of
our positive values of life but the American state fought back
life but the American state fought back violently at the Democratic Convention
violently at the Democratic Convention in Chicago in 1968 the police and the
in Chicago in 1968 the police and the National Guard were Unleashed to attack
National Guard were Unleashed to attack thousands of demonstrators
thousands of demonstrators it was the start of a phase of Ruthless
it was the start of a phase of Ruthless repression of the new left in America it
repression of the new left in America it culminated in the killing of four
culminated in the killing of four students at Kent State University 18
students at Kent State University 18 months
months [Music]
[Music] later in the face of this the left began
later in the face of this the left began to fall
to fall [Music]
[Music] apart we had met the force of the state
apart we had met the force of the state it was much bigger and stronger and more
it was much bigger and stronger and more powerful than we realized and at that
powerful than we realized and at that point what seemed to happen was that
point what seemed to happen was that there was a a change in
there was a a change in tactics confronted by this violent
tactics confronted by this violent repression many on the new Left began to
repression many on the new Left began to turn to a new idea if it was impossible
turn to a new idea if it was impossible to get the policeman out of one's head
to get the policeman out of one's head by overthrowing the state instead one
by overthrowing the state instead one should find a way of getting inside
should find a way of getting inside one's own mind and removing the controls
one's own mind and removing the controls implanted there by the state and the
implanted there by the state and the corporations out of this would come a
corporations out of this would come a new self and thus a new
Society [Music]
[Music] people who had been politically active
people who had been politically active were persuaded that if they could change
were persuaded that if they could change themselves and be healthy individuals
themselves and be healthy individuals and if a movement grew up just aimed at
and if a movement grew up just aimed at people changing themselves then at some
people changing themselves then at some point all that positive change going on
point all that positive change going on well you could say Quantity would become
well you could say Quantity would become quality and there would be a sort of a
quality and there would be a sort of a spontaneous transformation of society
spontaneous transformation of society but polit but political activism was not
but polit but political activism was not required it's about making a new you
required it's about making a new you that if enough people changed the way
that if enough people changed the way they were that the society would change
they were that the society would change so the personal became political yes the
so the personal became political yes the personal became
personal became political without changing the personal
political without changing the personal you didn't stand a chance of changing
you didn't stand a chance of changing the political coming up against the
the political coming up against the state power of the United
state power of the United States was not an option I they
States was not an option I they outgunned us
and to produce the new self they turned to the ideas and techniques of Wilhelm
to the ideas and techniques of Wilhelm [Music]
[Music] Reich since his death a small group of
Reich since his death a small group of psychotherapists have been developing
psychotherapists have been developing techniques based on reich's
techniques based on reich's ideas their aim was to invent ways that
ideas their aim was to invent ways that would allow individuals to free
would allow individuals to free themselves from the controls implanted
themselves from the controls implanted in their minds by
in their minds by Society their Center was a tiny old
Society their Center was a tiny old Motel on the remote coast of California
Motel on the remote coast of California it was called The eselin
it was called The eselin Institute the dominant figure at Elin
Institute the dominant figure at Elin was a psychoanalyst called Fritz pearls
was a psychoanalyst called Fritz pearls pearls had been trained by Reich and had
pearls had been trained by Reich and had developed a form of group encounter in
developed a form of group encounter in which he pushed individuals to publicly
which he pushed individuals to publicly Express the feelings inside them that
Express the feelings inside them that Society had said were dangerous and
Society had said were dangerous and should be
should be repressed it's a basic fear of that
repressed it's a basic fear of that thing inside me like a little demon in
thing inside me like a little demon in there it doesn't come out very
there it doesn't come out very often it's really hard hard to get it
out now put the thing inside you on that chair talk to it pearls used to call
chair talk to it pearls used to call this getting on the hot seat in front of
this getting on the hot seat in front of a group this if this were the hot seat
a group this if this were the hot seat and you were pearls and you would uh
and you were pearls and you would uh guide me into this process of uh self-
guide me into this process of uh self- enactment
enactment self-revelation um of staying present to
self-revelation um of staying present to all the parts of yourself and noticing
all the parts of yourself and noticing it and then taking ownership of
it and then taking ownership of this as the demon yeah yes I can come
this as the demon yeah yes I can come out I can come right out of him and I
out I can come right out of him and I can push him
can push him aside you see you push I can push you
aside you see you push I can push you aside yeah be the demons with each one
aside yeah be the demons with each one of us I can make you all
of us I can make you all cry I can't make you all feel terrible
cry I can't make you all feel terrible maybe even
maybe even forever I
forever I can
can make the mouth this mouth here do things
make the mouth this mouth here do things and say things I can almost destroy
and say things I can almost destroy anyone each one of
anyone each one of you if I get
out there isn't one of you that I would spare not even you yeah how do you feel
now I feel better I I mean I I feel very honest yeah and you notice
I I feel very honest yeah and you notice the increase of power in other words
the increase of power in other words taking ownership of who you are and how
taking ownership of who you are and how you
you act and how you feel your whole being in
act and how you feel your whole being in the world in other words giving you
the world in other words giving you autonomy owning your
autonomy owning your freedom I'm
freedom I'm frightening when I have my power I am
frightening when I have my power I am frightening see I frighten you with my
frightening see I frighten you with my power I frighten you with my
power I frighten you with my power now where do you feel your power
power now where do you feel your power in your
in your hands your
hands your muscles where
up I want to do for me godam okay okay
godam okay okay okay stop it you it was not phony
okay stop it you it was not phony movement that's what I wanted to do and
movement that's what I wanted to do and I did
I did it what pearls and others working at
it what pearls and others working at esselin believed was that they were
esselin believed was that they were creating ways that allowed individuals
creating ways that allowed individuals to express their true inner
to express their true inner selves I want them to apply it for
selves I want them to apply it for me out of this they believed would come
me out of this they believed would come new autonomous beings free of social
new autonomous beings free of social condition to the left defeated in the
condition to the left defeated in the wake of Chicago it was an enormously
wake of Chicago it was an enormously attractive idea these techniques could
attractive idea these techniques could be used to unleash a new powerful self
be used to unleash a new powerful self strong enough to overthrow the old
strong enough to overthrow the old [Music]
[Music] order in the late 60s and early '70s
order in the late 60s and early '70s thousands flocked to
thousands flocked to eselin only a few years before it had
eselin only a few years before it had been an obscure Fringe Institute now it
been an obscure Fringe Institute now it became the center of a national movement
became the center of a national movement for personal
for personal transformation the human potential
transformation the human potential movement
movement so it became magnetic people wanted to
so it became magnetic people wanted to join this stream of expiration within 7
join this stream of expiration within 7 or8 years there were about 200 of these
or8 years there were about 200 of these centers in America uh looking uh mainly
centers in America uh looking uh mainly to eln for the leadership I feel so
to eln for the leadership I feel so liberated really it's
liberated really it's fantastic and it took on a big political
fantastic and it took on a big political agenda you could not separate personal
agenda you could not separate personal transformation from social
transformation from social transformation the two go together as
transformation the two go together as the movement grew the leaders of esen
the movement grew the leaders of esen decided to try and use their techniques
decided to try and use their techniques to solve social
to solve social problems they began with racism they
problems they began with racism they organized an encounter group for white
organized an encounter group for white and black radicals both groups would be
and black radicals both groups would be encouraged to express their inner racist
encouraged to express their inner racist feelings which had been instilled in
feelings which had been instilled in them by Society by doing this they would
them by Society by doing this they would transcend those feelings and encounter
transcend those feelings and encounter each other as
each other as individuals I started a series of
individuals I started a series of encounters called um racial
encounters called um racial confrontation as transcend Al experience
confrontation as transcend Al experience we thought that we wanted to get that
we thought that we wanted to get that kind of black white confrontation so you
kind of black white confrontation so you could really get down to see what was
could really get down to see what was between the two races not by backing off
between the two races not by backing off and trying to be polite but by going
and trying to be polite but by going right into the belly of the Beast of
right into the belly of the Beast of this Beast of of racial Prejudice and
this Beast of of racial Prejudice and these were extremely dramatic these were
these were extremely dramatic these were the toughest workshops ever convened at
the toughest workshops ever convened at eln Institute I'm looking at you w you
eln Institute I'm looking at you w you got clothes on you got shoes on you're
got clothes on you got shoes on you're just so sure looking at me H you got the
just so sure looking at me H you got the goddamn police in the neighborhood
goddamn police in the neighborhood really they're not my police you got a
really they're not my police you got a governor you got a mayor oh really you
governor you got a mayor oh really you got the president you got ambassadors
got the president you got ambassadors you can vote too you got Debs in Vietnam
you can vote too you got Debs in Vietnam that's the benefits of slave labor you
that's the benefits of slave labor you got build and skyscrapers that you
got build and skyscrapers that you dominate and control economically and
dominate and control economically and politically and tell me that it's not
politically and tell me that it's not yours it's yours too then the blacks all
yours it's yours too then the blacks all got together and attack the whites and
got together and attack the whites and they just let us have it what they call
they just let us have it what they call it was peeping somebody
it was peeping somebody peeping somebody means uh peeping into
peeping somebody means uh peeping into their secrets into their phoniness and
their secrets into their phoniness and so forth like uh the white liberal oh
so forth like uh the white liberal oh they really really got on to the white
they really really got on to the white liberal you know so don't give me no
liberal you know so don't give me no [ __ ] about I'm free you're a goddamn Li
[ __ ] about I'm free you're a goddamn Li you white pink son of a [ __ ] you yeah I
you white pink son of a [ __ ] you yeah I want to know what you came down here for
want to know what you came down here for you want a black Buck huh yep tell the
you want a black Buck huh yep tell the truth you looking for a stud that's all
truth you looking for a stud that's all you huh what did you come here for you
you huh what did you come here for you sitting there with your legs all Gap
sitting there with your legs all Gap wide open showing your draws now what'
wide open showing your draws now what' you come here for the black white
you come here for the black white encounter groups were a disaster the
encounter groups were a disaster the black radicals saw it as an Insidious
black radicals saw it as an Insidious attempt to destroy their power realiz by
attempt to destroy their power realiz by trying to turn them into liberated
trying to turn them into liberated individuals eselin was removing the one
individuals eselin was removing the one thing that gave them power and
thing that gave them power and confidence in their struggle Against
confidence in their struggle Against Racism their Collective identity is
Racism their Collective identity is Blackson for my reason for your reason
Blackson for my reason for your reason take this your reason for being here is
take this your reason for being here is different from my
different from my reason so the human potential movement
reason so the human potential movement turned to another social group group who
turned to another social group group who they believed would benefit from
they believed would benefit from personal
transformation nuns and this time they were more
were more successful the convent of the Immaculate
successful the convent of the Immaculate Heart in Los Angeles was one of the
Heart in Los Angeles was one of the largest seminaries in
largest seminaries in America a group of radical
America a group of radical psychotherapists approached the convent
psychotherapists approached the convent they wanted to try out their techniques
they wanted to try out their techniques for personal Liberation on individuals
for personal Liberation on individuals whose identities were defined by a
whose identities were defined by a series of external rules which they had
series of external rules which they had deeply internalized
deeply internalized the convent anxious to appear modern
the convent anxious to appear modern agreed to the
agreed to the experiment and we did weekend encounter
experiment and we did weekend encounter workshops uh for several hundred
workshops uh for several hundred Immaculate Heart nuns nuns who were
Immaculate Heart nuns nuns who were reserved and they tended to be more
reserved and they tended to be more reserved than other normal people were
reserved than other normal people were told don't be so reserved let it all out
told don't be so reserved let it all out you're a good person you can afford to
you're a good person you can afford to be who you really are you don't need to
be who you really are you don't need to play the role of a none you don't need
play the role of a none you don't need to keep downcast eyes and uh Prudence is
to keep downcast eyes and uh Prudence is an oversold virtue you're trying to um
an oversold virtue you're trying to um assert yourself trying to find out who
assert yourself trying to find out who you are who you're becoming at the same
you are who you're becoming at the same time you're trying to live a life of
time you're trying to live a life of dedication of service and you're trying
dedication of service and you're trying to make all these things fit into who
to make all these things fit into who you are and you're just you know it's
you are and you're just you know it's just it's such a turmoil at times that
just it's such a turmoil at times that you just you you just blow a gasket and
you just you you just blow a gasket and do silly crazy things you running around
do silly crazy things you running around the Orchard and stealing oranges and
the Orchard and stealing oranges and taking Cokes out of the refrigerator and
taking Cokes out of the refrigerator and crazy czy things I felt like I was being
crazy czy things I felt like I was being a hypocrite and I wanted people to
a hypocrite and I wanted people to respect me for what I was not for what I
respect me for what I was not for what I was wearing and so I'm glad for the
was wearing and so I'm glad for the change you feel frightened but you'll go
change you feel frightened but you'll go on oh yeah I'm scared to death but but
on oh yeah I'm scared to death but but it's worth it the experiment began to
it's worth it the experiment began to transform the convent the nuns voted to
transform the convent the nuns voted to discard their habits in favor of
discard their habits in favor of ordinary
ordinary clothes but the psychotherapists found
clothes but the psychotherapists found they had awoken other Sol solid one of
they had awoken other Sol solid one of the things we unleashed was Sexual
the things we unleashed was Sexual Energy the kind of thing that the church
Energy the kind of thing that the church had been very good at restraining was no
had been very good at restraining was no longer to be restrained one sister who
longer to be restrained one sister who was a member of the community she got
was a member of the community she got the idea that she could be Freer than
the idea that she could be Freer than she had been before and she seduced one
she had been before and she seduced one of her classmates and then seduced uh
of her classmates and then seduced uh the Mistress of novices who was an older
the Mistress of novices who was an older woman very reserved and her program of
woman very reserved and her program of freeing this older woman was sexual she
freeing this older woman was sexual she drove her to the store and when they
drove her to the store and when they drove back um and drove into the garage
drove back um and drove into the garage she leaned over and gave her a big kiss
she leaned over and gave her a big kiss on the lips and thereafter sister who
on the lips and thereafter sister who had perhaps Never Been Kissed before was
had perhaps Never Been Kissed before was ready for
ready for more the effect of the experiment on the
more the effect of the experiment on the convent was
convent was cataclysmic within a year 300 nuns more
cataclysmic within a year 300 nuns more than half the convent petitioned the
than half the convent petitioned the Vatican to be released from their vows
Vatican to be released from their vows and 6 months later the convent closed
and 6 months later the convent closed its
its doors all that was left was a small
doors all that was left was a small group of nuns
group of nuns but they had become radical lesbian nuns
but they had become radical lesbian nuns the rest gave up the religious life they
the rest gave up the religious life they gave up being nuns they did yeah they
gave up being nuns they did yeah they became
became [Music]
[Music] persons by the late 60s the idea of
persons by the late 60s the idea of self- exloration was spreading rapidly
self- exloration was spreading rapidly in America encounter groups became the
in America encounter groups became the center of what was seen as a radical
center of what was seen as a radical alternative culture based on the
alternative culture based on the development of the self free of a
development of the self free of a corrupt capitalist
corrupt capitalist culture we just want the freedom to to
culture we just want the freedom to to be ourselves and that's for love for
be ourselves and that's for love for experience positive way of life we don't
experience positive way of life we don't we don't say uh that you're wrong we
we don't say uh that you're wrong we just want to be free to to be what we
just want to be free to to be what we want to be or what we find ourselves to
want to be or what we find ourselves to be as we continue to search ourselves
be as we continue to search ourselves and it was beginning to have a serious
and it was beginning to have a serious effect on Corporate America because
effect on Corporate America because these new selves were not behaving as
these new selves were not behaving as predictable
predictable consumers the life insurance industry in
consumers the life insurance industry in particular was concerned that fewer and
particular was concerned that fewer and fewer college students were buying life
fewer college students were buying life insurance when they left
insurance when they left University they asked Daniel Yankovich
University they asked Daniel Yankovich America's leading Market researcher to
America's leading Market researcher to investigate he had studied
investigate he had studied psychoanalysis the life insurance
psychoanalysis the life insurance business more than any other business at
business more than any other business at the time was built on the Protestant
the time was built on the Protestant ethic you only bought life insurance if
ethic you only bought life insurance if you were a person who sacrificed for the
you were a person who sacrificed for the future if you lived in the present you
future if you lived in the present you had no need for life insurance so they
had no need for life insurance so they had some sense that maybe the sort of
had some sense that maybe the sort of core values of the Protestant ethic were
core values of the Protestant ethic were being challenged by some of these uh new
being challenged by some of these uh new values that were beginning to appear and
values that were beginning to appear and I was really astonished at what I found
I was really astonished at what I found the conventional interpretation the
the conventional interpretation the dominant interpretation was that it had
dominant interpretation was that it had to do with political
to do with political radicalism you know it was clear to us
radicalism you know it was clear to us that that was a mask a cover the core of
that that was a mask a cover the core of it had to do with self-expressiveness
it had to do with self-expressiveness that this preoccupation with the self
that this preoccupation with the self and the inner self that was what was so
and the inner self that was what was so important to people the ability to be
important to people the ability to be self-expressive wow what a
self-expressive wow what a feeling 300 miles
feeling 300 miles go Yankovic began to track the growth
go Yankovic began to track the growth and behavior of these new expressive
and behavior of these new expressive selves what he told the corporations was
selves what he told the corporations was that these new beings were consumers but
that these new beings were consumers but they no longer wanted anything that
they no longer wanted anything that would place them within the narrow
would place them within the narrow strata of American society instead what
strata of American society instead what they wanted were products that would
they wanted were products that would Express their
Express their individuality their difference in a
individuality their difference in a conformist world the very things that us
conformist world the very things that us corporations did not
corporations did not make products have always had an
make products have always had an emotional meaning what was new was
emotional meaning what was new was individuality the idea that this product
individuality the idea that this product expresses me and uh whether it was a
expresses me and uh whether it was a small European
small European car the particular music
car the particular music system relaxation your presentation of
system relaxation your presentation of self your
self your clothing for immediate energy from our
clothing for immediate energy from our muscles and
muscles and relx these become ways in which people
relx these become ways in which people can expend their money in order to say
can expend their money in order to say to the world who they are
but the manufacturers they had no idea of what was going on really in the uh
of what was going on really in the uh with consumers and in the Market at like
with consumers and in the Market at like major advertising companies set up what
major advertising companies set up what they called operating groups to try and
they called operating groups to try and work out how to appeal to these new
work out how to appeal to these new individuals the head of one agency sent
individuals the head of one agency sent a memo to all staff we must conform he
a memo to all staff we must conform he told them to the new
told them to the new non-conformists we must listen to the
non-conformists we must listen to the music of Bobby Dylan and go to the
music of Bobby Dylan and go to the theater more but the problem was few of
theater more but the problem was few of the self-expressive individuals would
the self-expressive individuals would take part in focus groups the
take part in focus groups the advertisers were left to their own
advertisers were left to their own devices there's a new cereal that tastes
devices there's a new cereal that tastes So Right makes you dance it's a way out
So Right makes you dance it's a way out of sight it's tasty little squares of
of sight it's tasty little squares of malted wheat it's crispy and it's
malted wheat it's crispy and it's crunchy and a
crunchy and a t faster though that's what I'm saying
t faster though that's what I'm saying use a folk rock with more rock than Folk
use a folk rock with more rock than Folk and there was an even more serious
and there was an even more serious problem to make products for people who
problem to make products for people who wanted to express themselves would mean
wanted to express themselves would mean creating variety but the systems of mass
creating variety but the systems of mass production that had been developed in
production that had been developed in America were only profitable if they
America were only profitable if they made large numbers of the same objects
made large numbers of the same objects this had fitted perfectly with the
this had fitted perfectly with the limited range of desires of a conformist
limited range of desires of a conformist Society the expressive self threatened
Society the expressive self threatened this whole system of
this whole system of manufacturer and the threat was about to
manufacturer and the threat was about to grow rapidly
go because an entrepreneur had invented a way of mass producing this new
a way of mass producing this new independent
cell he was called wner AAR some of the stuff that we traditionally think of as
stuff that we traditionally think of as being in your mind is actually in the
being in your mind is actually in the world was you're moving to that
world was you're moving to that too aard had invented a system called
too aard had invented a system called EST aard seminar training hundreds of
EST aard seminar training hundreds of people came for weekend sessions to be
people came for weekend sessions to be taught how to be themselves and EST was
taught how to be themselves and EST was soon copied by other groups like
soon copied by other groups like exeresis in
exeresis in Britain many of ahad's techniques came
Britain many of ahad's techniques came from the human potential movement but he
from the human potential movement but he criticized the movement for not having
criticized the movement for not having gone far enough their idea that there
gone far enough their idea that there was a central core inside all human
was a central core inside all human beings was he said just another
beings was he said just another limitation on human
limitation on human freedom in reality there was no fix self
freedom in reality there was no fix self which meant that you could be anything
which meant that you could be anything that you wanted to
that you wanted to be the thesis of the human potential
be the thesis of the human potential movement was that there was something
movement was that there was something really good down in there and if you
really good down in there and if you took these layers off what you were
took these layers off what you were going to wind up with was a kernel a
going to wind up with was a kernel a something that was innately
something that was innately self-expressive that was the true self
self-expressive that was the true self that was going to be a wonderful thing
that was going to be a wonderful thing in actuality you found people who' gone
in actuality you found people who' gone to the last layer and took off the last
to the last layer and took off the last layer and found that what was left was
layer and found that what was left was nothing all right
nothing all right push move do it the S sessions were
push move do it the S sessions were intense and often brutal the
intense and often brutal the participants signed contracts agreeing
participants signed contracts agreeing not to leave and to allow the trainers
not to leave and to allow the trainers to do anything they thought necessary to
to do anything they thought necessary to break down their socially constructed
break down their socially constructed identities get sandwiched in there for a
identities get sandwiched in there for a whn if I push harder than you do I'm
whn if I push harder than you do I'm going to squash you so you better push
going to squash you so you better push fast now hard do it that's it do it
fast now hard do it that's it do it again push good good good again
Yes the real point to the S training was to go down through layer after layer
to go down through layer after layer after layer after layer until you got to
after layer after layer until you got to the last layer and peeled it off where
the last layer and peeled it off where the recognition was that it it's really
the recognition was that it it's really all meaningless and
empty now that's existentialism end point s when a step further in that
point s when a step further in that people began to recognize that it was
people began to recognize that it was not only meaningless and empty
not only meaningless and empty but it was empty and meaningless that it
but it was empty and meaningless that it was empty and
was empty and meaningless and in that there's an
meaningless and in that there's an enormous Freedom all the constrictions
enormous Freedom all the constrictions all of the rules you've placed on
all of the rules you've placed on yourself are
yourself are gone and what you're left with is
gone and what you're left with is nothing and nothing is an
nothing and nothing is an extraordinarily powerful place to stand
extraordinarily powerful place to stand because it is only from nothing that you
because it is only from nothing that you can
can create and from this nothing people were
create and from this nothing people were able to invent a life and allowing them
able to invent a life and allowing them to create
themselves invent themselves invent themselves you can be what you want to
themselves you can be what you want to be I want you to start to make that
be I want you to start to make that sound and on that sound create and
sound and on that sound create and people the world the way you want to
people the world the way you want to create
create it what aart did was to say that only
it what aart did was to say that only the individual
the individual matters that there is no societal
matters that there is no societal concern that you living a fulfilled life
concern that you living a fulfilled life is all you need be concerned about s
is all you need be concerned about s people came out of those trainings
people came out of those trainings feeling that it wasn't selfish to think
feeling that it wasn't selfish to think about yourself it was your highest Duty
about yourself it was your highest Duty so kiss me and smile for me tell me that
so kiss me and smile for me tell me that you wait for me hold me like you never
you wait for me hold me like you never let me go the training is uh is two
let me go the training is uh is two weekends MH and uh it was quite an
weekends MH and uh it was quite an incredible experience in my life I'll
incredible experience in my life I'll forever be grateful for the experience I
forever be grateful for the experience I got a great deal out of it we really
got a great deal out of it we really want to know who we are there are things
want to know who we are there are things going on we learn more and more about
going on we learn more and more about ourselves all the time and to really
ourselves all the time and to really find out what it make what it is that
find out what it make what it is that makes us tick and how we are discovering
makes us tick and how we are discovering the
sound es became hugely successful singers film stars and hundreds of
singers film stars and hundreds of thousands of ordinary Americans
thousands of ordinary Americans underwent the training in the
underwent the training in the 1970s but in the process the political
1970s but in the process the political idea that had begun the movement for
idea that had begun the movement for personal transformation began to
personal transformation began to disappear the original Vision had been
disappear the original Vision had been that through discovering and expressing
that through discovering and expressing the a new culture would be born one that
the a new culture would be born one that would challenge the power of the
would challenge the power of the [Music]
[Music] state we will not let them separate our
state we will not let them separate our culture from our politics we are a
culture from our politics we are a people we are all together
people we are all together together but what was now emerging was
together but what was now emerging was the idea that people could be happy
the idea that people could be happy simply within themselves and that
simply within themselves and that changing Society was
changing Society was irrelevant one of the proponents of this
irrelevant one of the proponents of this was Jerry Rubin in 1968 Rubin as leader
was Jerry Rubin in 1968 Rubin as leader of the yippies had led the march on
of the yippies had led the march on Chicago but now he had undergone s
training I was willing to die and I and I had a martyr complex in a sense I
I had a martyr complex in a sense I think we all did and I've given up that
think we all did and I've given up that ideal of sacrifice um and I'm not as um
ideal of sacrifice um and I'm not as um I'm not as overwhelmingly moved by
I'm not as overwhelmingly moved by Injustice as I was and now we
Injustice as I was and now we reincarnated ourselves from within
reincarnated ourselves from within basically the politics were lost and and
basically the politics were lost and and and and totally replaced by this
and and totally replaced by this lifestyle and and then the desire to
lifestyle and and then the desire to become deeper and deeper into the self
become deeper and deeper into the self by now a grandiose sense of the self and
by now a grandiose sense of the self and and my uh uh good friend uh and one of
and my uh uh good friend uh and one of the original yippy Founders Jerry rubben
the original yippy Founders Jerry rubben definitely moved in that direction and
definitely moved in that direction and and I think he was buying into beginning
and I think he was buying into beginning to buy into the notion that he could be
to buy into the notion that he could be happy and fully self-developed on his
happy and fully self-developed on his own socialism in one
own socialism in one person yes was he alone in that traj
person yes was he alone in that traj although that of course is
although that of course is capitalism that's that's the whole joke
I think it's funny I think it's funny because people
funny I think it's funny because people spend so much of their life being
spend so much of their life being bedeviled by their past and being locked
bedeviled by their past and being locked into their past and being uh limited by
into their past and being uh limited by their past and there's an enormous
their past and there's an enormous freedom from that letting people create
freedom from that letting people create themselves is
it EST was only the most Vivid and intense expression of an idea that was
intense expression of an idea that was spreading rapidly through all strata of
spreading rapidly through all strata of American
American society books and television programs
society books and television programs promoted the idea that one's first Duty
promoted the idea that one's first Duty was to be
was to be oneself and those monitoring this shift
oneself and those monitoring this shift were astonished at the speed with which
were astonished at the speed with which the idea was
the idea was spreading in
spreading in 1970 it was a small percentage of the
1970 it was a small percentage of the total population maybe 3 to
total population maybe 3 to 5% by
5% by 1980 it had spread to the vast majority
1980 it had spread to the vast majority of the public up to
of the public up to 80% you asked the question how do you
80% you asked the question how do you get self-actualized you take this day
get self-actualized you take this day and you say when I shave every morning I
and you say when I shave every morning I look in that mirror I say to myself I
look in that mirror I say to myself I really say this I say nobody is going to
really say this I say nobody is going to ruin this day for you Wayne Dyer nobody
ruin this day for you Wayne Dyer nobody that this preoccupation with the self
that this preoccupation with the self and the inner self traveled and spread
and the inner self traveled and spread throughout the society in the
throughout the society in the 1970s it helped me to stop living in the
1970s it helped me to stop living in the past and start building from today and
past and start building from today and using my experience is in a positive way
using my experience is in a positive way to be a better person today and tomorrow
to be a better person today and tomorrow but then the problem comes well how do
but then the problem comes well how do you be
self-expressive and it was at this point that American capitalism decided it was
that American capitalism decided it was going to step in and help these new
going to step in and help these new individuals to express themselves and in
individuals to express themselves and in the process make a lot of
the process make a lot of money the first thing they were going to
money the first thing they were going to do was to find a way of getting inside
do was to find a way of getting inside their heads to discover what these new
their heads to discover what these new beings wanted in order to be themselves
beings wanted in order to be themselves [Music]
[Music] this came not from Madison Avenue but
this came not from Madison Avenue but from one of the most powerful scientific
from one of the most powerful scientific research institutes in
research institutes in America Stanford Research Institute in
America Stanford Research Institute in California worked for corporations and
California worked for corporations and government it had done much of the early
government it had done much of the early work on computers and was also working
work on computers and was also working for the Department of Defense on what
for the Department of Defense on what would become the Star Wars
project in 1978 a group of economists and psychologists at SRI decided to find
and psychologists at SRI decided to find a way to read measure and fulfill the
a way to read measure and fulfill the desires of these new unpredictable
desires of these new unpredictable consumers the idea was to create a
consumers the idea was to create a rigorous tool for measuring uh a whole
rigorous tool for measuring uh a whole range of of of desires wishes values
range of of of desires wishes values that uh uh prior to that time had been
that uh uh prior to that time had been kind of overlooked they say in business
kind of overlooked they say in business you know what gets measured gets
you know what gets measured gets done we were basically telling
done we were basically telling manufacturers if you're really going to
manufacturers if you're really going to satisfy not just the basic needs but
satisfy not just the basic needs but individuated wants whims and desires of
individuated wants whims and desires of of more highly uh developed human beings
of more highly uh developed human beings you're going to have to segment you're
you're going to have to segment you're going to have to
going to have to individuate to do this SRI turned for
individuate to do this SRI turned for help to those who had begun The
help to those who had begun The Liberation of the self in particular one
Liberation of the self in particular one of the leaders of the human potential
of the leaders of the human potential movement a psychologist called Abraham
movement a psychologist called Abraham maslo through observing the work work at
maslo through observing the work work at places like esselin maslo had invented a
places like esselin maslo had invented a new system of psychological
new system of psychological types he called it the hierarchy of
types he called it the hierarchy of needs and it described the different
needs and it described the different emotional stages that people went
emotional stages that people went through as they liberated their feelings
through as they liberated their feelings at the top was
at the top was self-actualization this was the point at
self-actualization this was the point at which individuals became completely
which individuals became completely self-directed and free of
society the team at SRI thought that maso's hierarchy might form the basis
maso's hierarchy might form the basis for a new way to categorize
for a new way to categorize Society not by social class but by
Society not by social class but by different psychological Desir and
different psychological Desir and drives to test this they designed a huge
drives to test this they designed a huge questionnaire with hundreds of questions
questionnaire with hundreds of questions about how people saw themselves their
about how people saw themselves their inner
inner values the questions were designed to
values the questions were designed to see whether people fitted into maso's
see whether people fitted into maso's categories we were trying to find out
categories we were trying to find out what people really felt like so we asked
what people really felt like so we asked these really penetrating questions and
these really penetrating questions and we hired a a company that administers
we hired a a company that administers surveys you know to do them they said
surveys you know to do them they said they've never seen anything like it
they've never seen anything like it usually you have to send out a postcard
usually you have to send out a postcard six weeks and then another postcard and
six weeks and then another postcard and then you got to call the people up you
then you got to call the people up you know to get the return rates up we had
know to get the return rates up we had an 86% return and they only sent out one
an 86% return and they only sent out one postcard people loved filling out this
postcard people loved filling out this questionnaire we got several
questionnaire we got several questionnaires back with a note attached
questionnaires back with a note attached saying do you have any other
saying do you have any other questionnaires I could fill out because
questionnaires I could fill out because people we were asking people to think
people we were asking people to think about things that they had never thought
about things that they had never thought about before and they liked thinking
about before and they liked thinking about them like what like what they felt
about them like what like what they felt inside yeah like what they felt inside
inside yeah like what they felt inside what what motivated them what was their
what what motivated them what was their life about what was important to them it
life about what was important to them it was sort of like wow the answers were
was sort of like wow the answers were then analyzed by computer it revealed
then analyzed by computer it revealed that there were underlying patterns in
that there were underlying patterns in the way people felt about themselves
the way people felt about themselves which fitted maso's categories and at
which fitted maso's categories and at the top of the hierarchy were a large
the top of the hierarchy were a large and growing Group which cut across all
and growing Group which cut across all social classes the SRI team called them
social classes the SRI team called them the inner
the inner directors these were people who felt
directors these were people who felt they were not defined by their place in
they were not defined by their place in society but by the choices they made
society but by the choices they made themselves but what SRI discovered was
themselves but what SRI discovered was that these people could be defined by
that these people could be defined by the different patterns of behavior
the different patterns of behavior through which they chose to express
through which they chose to express themselves self-expression was not
themselves self-expression was not infinite it fell into identifiable types
infinite it fell into identifiable types [Music]
[Music] the SRI team invented a new term for it
the SRI team invented a new term for it Lifestyles they had managed to
Lifestyles they had managed to catagorize the new
catagorize the new individualism they called their system
individualism they called their system values and Lifestyles vowels for
short at the Forefront of this change are three new vs groups groups we call
are three new vs groups groups we call Inner directed these are people for whom
Inner directed these are people for whom personal satisfaction is more important
personal satisfaction is more important than status or money they tend to be
than status or money they tend to be self-expressive complex and individual
self-expressive complex and individual [Music]
[Music] istic Rob is an IM IM IM are searching
istic Rob is an IM IM IM are searching for new values breaking away from
for new values breaking away from traditions and inventing their own
traditions and inventing their own standards Rob even invented his own name
standards Rob even invented his own name Rob knous jod is an
Rob knous jod is an experiential this is a group seeking
experiential this is a group seeking inner growth through direct experience
inner growth through direct experience experientials aren't in one place much
experientials aren't in one place much this is the try anything once crowd and
this is the try anything once crowd and all that activity takes goods and
all that activity takes goods and services their hobbies are Hands-On and
services their hobbies are Hands-On and their possessions are simple but not
their possessions are simple but not always simply
always simply priced I'm a book seller I sell
priced I'm a book seller I sell books uh I'm a
books uh I'm a businessman um it doesn't necessarily
businessman um it doesn't necessarily believe mean that I believe in
believe mean that I believe in capitalism it just happens to be what
capitalism it just happens to be what I'm doing
I'm doing now SRI created a simplified
now SRI created a simplified questionnaire with just 30 key questions
questionnaire with just 30 key questions anyone who answered them could be
anyone who answered them could be immediately fitted into a TH or so of
immediately fitted into a TH or so of these new
these new groups it allowed businesses to identify
groups it allowed businesses to identify which groups were buying their products
which groups were buying their products and from that how the goods could be
and from that how the goods could be marketed so they became powerful emblems
marketed so they became powerful emblems of those groups inner values and
of those groups inner values and Lifestyles it was the beginning of
Lifestyles it was the beginning of Lifestyle
Lifestyle marketing so it allowed people not just
marketing so it allowed people not just to look at people as demographics group
to look at people as demographics group of age and income and whatever but to
of age and income and whatever but to really understand the underlying
really understand the underlying motivations I mean most of marketing was
motivations I mean most of marketing was looking at people's actions and trying
looking at people's actions and trying to figure out what to do but what we
to figure out what to do but what we were doing is we were trying to look
were doing is we were trying to look more into people's underlying values so
more into people's underlying values so that we could predict what is their
that we could predict what is their lifestyle what kind of house do they
lifestyle what kind of house do they live in what kind of car do they drive
live in what kind of car do they drive so the corporations were then able to
so the corporations were then able to sell things to them by understanding
sell things to them by understanding them by having labels by knowing what
them by having labels by knowing what these people look like where they live
these people look like where they live what their lifestyles
what their lifestyles are if a new product expressed a
are if a new product expressed a particular group's values it would be
particular group's values it would be bought by them this is what made the
bought by them this is what made the values and Lifestyle system so powerful
values and Lifestyle system so powerful its ability to predict what new products
its ability to predict what new products self-actualizers would
self-actualizers would choose and this power was about to be
choose and this power was about to be demonstrated dramatically vows would
demonstrated dramatically vows would show it could predict not just the
show it could predict not just the products they would buy but the
products they would buy but the politicians they were going to choose to
politicians they were going to choose to elect ladies and gentlemen the next
elect ladies and gentlemen the next president of the United States of
president of the United States of America Ronald
America Ronald Reagan in 1980 Ronald Reagan ran for
Reagan in 1980 Ronald Reagan ran for president he and his advisers were
president he and his advisers were convinced they could win on a program of
convinced they could win on a program of a new individualism it would be an
a new individualism it would be an attack on 50 years of government
attack on 50 years of government interference in people's
interference in people's [Music]
[Music] lives I wrote a speech about let the
lives I wrote a speech about let the people make the basic decisions get
people make the basic decisions get judges out of the way get bureaucrats
judges out of the way get bureaucrats out of the way get centralized
out of the way get centralized government out of the way I gave Reagan
government out of the way I gave Reagan a choice of several titles for the
a choice of several titles for the speech and the one he picked was let the
speech and the one he picked was let the people rule let the people regain gain
people rule let the people regain gain rule regain control over their own
rule regain control over their own destiny away from a remote Elite in
destiny away from a remote Elite in Washington I would like to think that
Washington I would like to think that the kind of leadership that I would
the kind of leadership that I would exercise in Washington is not the kind
exercise in Washington is not the kind of leadership that I would pretend that
of leadership that I would pretend that I can solve all the problems I've been
I can solve all the problems I've been discussing here but the together you and
discussing here but the together you and I can I would like to be take the lead
I can I would like to be take the lead in taking government off the backs of
in taking government off the backs of the American people and turning you
the American people and turning you loose to do what I know
loose to do what I know it was Radical moderate Republicans
it was Radical moderate Republicans thought it was suicide Jimmy Carter
thought it was suicide Jimmy Carter called it ridiculous the Press was
called it ridiculous the Press was extremely negative but the odd thing is
extremely negative but the odd thing is that it pulled very well in New
that it pulled very well in New Hampshire which was the first primary
Hampshire which was the first primary State the state that we had to win what
State the state that we had to win what was odd was that there seemed to be a
was odd was that there seemed to be a strange Mosaic of support for Reagan's
strange Mosaic of support for Reagan's policies the traditional posters could
policies the traditional posters could see no coherent pattern across class age
see no coherent pattern across class age or gender
or gender but those who had designed the values
but those who had designed the values and Lifestyle System believed that they
and Lifestyle System believed that they knew why they were testing their system
knew why they were testing their system in both America and Britain and they
in both America and Britain and they were convinced that both Reagan's and
were convinced that both Reagan's and Mrs Thatcher's message about individual
Mrs Thatcher's message about individual Freedom would appeal to the group at the
Freedom would appeal to the group at the top of their hierarchy the inner
top of their hierarchy the inner directeds because it fitted with the way
directeds because it fitted with the way they saw
they saw themselves they were really concerned
themselves they were really concerned about being individuals being
about being individuals being individualistic and so in the early
individualistic and so in the early stages when we were looking at the
stages when we were looking at the messages that both Thatcher and then
messages that both Thatcher and then Reagan were were putting across we said
Reagan were were putting across we said they are using words that will really
they are using words that will really appeal to a lot of the younger people
appeal to a lot of the younger people and particularly to the people who are
and particularly to the people who are moving towards self-actualization we
moving towards self-actualization we call them the inner directed people a
call them the inner directed people a lot of our colleagues said you you
lot of our colleagues said you you that's absolutely ridiculous because
that's absolutely ridiculous because inner directeds are very socially aware
inner directeds are very socially aware very socially concerned um they'll never
very socially concerned um they'll never vote conservative or they'll never vote
vote conservative or they'll never vote um for the
um for the Republicans but we said if fer and
Republicans but we said if fer and Reagan continue to appeal to them in
Reagan continue to appeal to them in this way they really will and I Vision
this way they really will and I Vision leadership in taking government off your
leadership in taking government off your backs and turning you loose to do what
backs and turning you loose to do what you can do so well thank you very much
you can do so well thank you very much the idea that the new self-actualizing
the idea that the new self-actualizing individuals would choose a politician
individuals would choose a politician from the right not the left seemed
from the right not the left seemed extraordinary
extraordinary but to test their prediction the values
but to test their prediction the values and Lifestyles team did a survey of
and Lifestyles team did a survey of voting intentions and they correlated it
voting intentions and they correlated it with their new psychological
with their new psychological categories when we said in our surveys
categories when we said in our surveys who are you going to vote for sure
who are you going to vote for sure enough it was the in directives who said
enough it was the in directives who said that they would vote for Thatcher and
that they would vote for Thatcher and for Reagan and they made the difference
for Reagan and they made the difference in those
in those elections because of their they're
elections because of their they're voting for thatan Reagan and it really
voting for thatan Reagan and it really surprised our colleagues even within my
surprised our colleagues even within my own organization
own organization it really showed the power of this
it really showed the power of this approach because it's very difficult to
approach because it's very difficult to identify in a directives on the
identify in a directives on the street these people who voted for thatch
street these people who voted for thatch and Reagan these inner directeds came
and Reagan these inner directeds came from any Walk of Life it's really hardly
from any Walk of Life it's really hardly correlated with social class at all I
correlated with social class at all I mean if you just go along and look at
mean if you just go along and look at age sex social
age sex social class uh you would never pick them up
class uh you would never pick them up but if you if you really go along with a
but if you if you really go along with a questionnaire that gets at their values
questionnaire that gets at their values you can identify them very easily and
you can identify them very easily and that was new and that was completely new
that was new and that was completely new yeah at the beginning of 1981 Ronald
yeah at the beginning of 1981 Ronald Reagan was inaugurated as president but
Reagan was inaugurated as president but he took charge of a country that was
he took charge of a country that was facing economic
facing economic disaster the terrible inflation of the
disaster the terrible inflation of the 1970s had destroyed much of America's
1970s had destroyed much of America's traditional heavy Industries and
traditional heavy Industries and millions were
millions were unemployed but true to his campaign
unemployed but true to his campaign promises Reagan told the country he
promises Reagan told the country he would not step into help as as all
would not step into help as as all previous governments had since the war
previous governments had since the war these United States are confronted with
these United States are confronted with an economic Affliction of great
an economic Affliction of great proportions we suffer from the longest
proportions we suffer from the longest and one of the worst sustained
and one of the worst sustained inflations in our National History idle
inflations in our National History idle Industries have cast workers into
Industries have cast workers into unemployment human misery and personal
unemployment human misery and personal indignity in this present
indignity in this present crisis government is not the solution to
crisis government is not the solution to our problem government is the problem
our problem government is the problem but America's alien economy was about to
but America's alien economy was about to be rescued not by government but by the
be rescued not by government but by the new groups that the market researchers
new groups that the market researchers had identified the self-actualizing
had identified the self-actualizing individuals they were about to become
individuals they were about to become the motor for what would be called the
the motor for what would be called the new
economy you can be what you want to be so regarding V8 what do you really want
so regarding V8 what do you really want uh tasty product that's good for me what
uh tasty product that's good for me what do you want that for one technique is
do you want that for one technique is that we ask people the same question
that we ask people the same question over and over and over again and we say
over and over and over again and we say what do you want what do you really want
what do you want what do you really want what do you want that for and they start
what do you want that for and they start to talk about it and they kind of get
to talk about it and they kind of get intimate with what's going on what we're
intimate with what's going on what we're doing with that technique is unpeeling
doing with that technique is unpeeling the onion if you want to think of a
the onion if you want to think of a person kind of having layers and layers
person kind of having layers and layers and layers of protection and thoughts
and layers of protection and thoughts and behaviors and belief we want to get
and behaviors and belief we want to get to that Center core in the wake of the
to that Center core in the wake of the invention of values and Lifestyles a
invention of values and Lifestyles a vast industry of psychological market
vast industry of psychological market research grew
research grew up and the old technique of the focus
up and the old technique of the focus group invented by the Freudian
group invented by the Freudian psychoanalysts in the 50s was used in a
psychoanalysts in the 50s was used in a new and Powerful
new and Powerful way the original aim of the focus group
way the original aim of the focus group had been to find ways to entice people
had been to find ways to entice people to buy a limited range of mass-produced
to buy a limited range of mass-produced goods but now focus groups we used in a
goods but now focus groups we used in a different way to explore the inner
different way to explore the inner feelings of Lifestyle groups and out of
feelings of Lifestyle groups and out of that invent whole new ranges of products
that invent whole new ranges of products which would allow those groups to
which would allow those groups to express what they felt was their
express what they felt was their individuality and the generation who had
individuality and the generation who had once rebelled against the Conformity
once rebelled against the Conformity imposed by consumerism now embraced it
imposed by consumerism now embraced it because it helped them to be
because it helped them to be themselves what capitalism managed to do
themselves what capitalism managed to do that was brilliant was to actually
that was brilliant was to actually create products that people like me
create products that people like me would be interested in that people like
would be interested in that people like Jerry Rubin would be interested in
Jerry Rubin would be interested in capitalism developed a whole industry at
capitalism developed a whole industry at developing products that evoked a larger
developing products that evoked a larger sense of self that that um that seemed
sense of self that that um that seemed to agree with us that the self was
to agree with us that the self was infinite that you could be anything you
infinite that you could be anything you wanted to be that that took our
wanted to be that that took our philosophy and agreed with it and then
philosophy and agreed with it and then created products that supposedly helped
created products that supposedly helped you AIDS that helped you be this
you AIDS that helped you be this Limitless self the product sells you a
Limitless self the product sells you a way of life a way of being the product
way of life a way of being the product sells you values you you dress this
sells you values you you dress this way you live in a house like this you
way you live in a house like this you you have furniture like like this you
you have furniture like like this you use this
computer you have do you have the regular jeam or oh Gloria Vander does a
regular jeam or oh Gloria Vander does a lot in denim in silks and in Cotton you
lot in denim in silks and in Cotton you eat in these restaurants their values
eat in these restaurants their values there hipness coolness this is not I
there hipness coolness this is not I repeat not a marketing scheme so the
repeat not a marketing scheme so the notion that you could buy an identity
notion that you could buy an identity replace the original movement notion
replace the original movement notion that you were perfectly free to create
that you were perfectly free to create an identity
an identity and you were perfectly free to change
and you were perfectly free to change the world and make the world anything
the world and make the world anything you wanted it to be well what I wear is
you wanted it to be well what I wear is um a
um a statement and this vast range of new
statement and this vast range of new desires fitted perfectly with changes in
desires fitted perfectly with changes in industrial
industrial production computers now allowed
production computers now allowed manufacturers to economically produce
manufacturers to economically produce short runs of consumer goods the old
short runs of consumer goods the old restrictions of mass production
restrictions of mass production disappeared as did the worry that have
disappeared as did the worry that have beveled Cor Corporate America ever since
beveled Cor Corporate America ever since mass production had been invented that
mass production had been invented that they would produce too many Goods with
they would produce too many Goods with the new self consumer desire seemed to
the new self consumer desire seemed to have no limit in the United States the
have no limit in the United States the concern of companies was always that
concern of companies was always that Supply without strip demand that we were
Supply without strip demand that we were we were producing too much and that
we were producing too much and that there was not a market for it you don't
there was not a market for it you don't hear that kind of talk anymore because
hear that kind of talk anymore because you've gone from a con ception of a a
you've gone from a con ception of a a market of limited needs and if you fill
market of limited needs and if you fill them they're filled to a market of
them they're filled to a market of unlimited everchanging needs dominated
unlimited everchanging needs dominated by self-expressiveness
by self-expressiveness that products and services can satisfy
that products and services can satisfy in an endless variety of ways and ways
in an endless variety of ways and ways that change all the
that change all the time and consequently economies have
time and consequently economies have unlimited
Horizons out of this explosion of design came what seemed a NeverEnding consumer
came what seemed a NeverEnding consumer boom that regenerated the American
boom that regenerated the American economy the original idea had been that
economy the original idea had been that the liberation of the self would create
the liberation of the self would create new kinds of people free of social
new kinds of people free of social constraint that radical change had
constraint that radical change had happened but while the new beings felt
happened but while the new beings felt liberated they had become increasingly
liberated they had become increasingly dependent for their identity on
dependent for their identity on business the corporations had realized
business the corporations had realized that it was in their interests to
that it was in their interests to encourage people to feel that they were
encourage people to feel that they were Unique Individuals and then offer them
Unique Individuals and then offer them ways to express that
ways to express that individuality a world in which people
individuality a world in which people felt they were rebelling against
felt they were rebelling against Conformity was not a threat to business
Conformity was not a threat to business but its greatest
but its greatest [Music]
opportunity it was in a sense the Triumph of the self it was the Triumph
Triumph of the self it was the Triumph of a certain
of a certain self-indulgence a view that
self-indulgence a view that everything in the world and all moral
everything in the world and all moral judgment was appropriately viewed
judgment was appropriately viewed through the lens of personal
through the lens of personal satisfaction indeed the ultimate ending
satisfaction indeed the ultimate ending point of that logic is that there is no
point of that logic is that there is no Society there is only a bunch of
Society there is only a bunch of individual people making individual
individual people making individual choices to promote their own individual
choices to promote their own individual [Music]
[Music] well-being
well-being next week's episode tells the story of
next week's episode tells the story of how politicians on the left in both
how politicians on the left in both Britain and America turn to the
Britain and America turn to the techniques developed by business in
techniques developed by business in order to regain
order to regain power but what they didn't realize is
power but what they didn't realize is that what had worked for business would
that what had worked for business would undermine the very basis of their
undermine the very basis of their political
political beliefs they would find themselves
beliefs they would find themselves trapped by the greedy desires of the new
trapped by the greedy desires of the new [Music]
[Music] self
nothing is beyond you this is the story of the rise of an idea that has come to
of the rise of an idea that has come to dominate our
dominate our society it is the belief that the
society it is the belief that the satisfaction of individual feelings and
satisfaction of individual feelings and desires is our highest priority today
desires is our highest priority today we're going to tell you how to get
we're going to tell you how to get whatever you want I wanted to live a
whatever you want I wanted to live a different life that wasn't available to
different life that wasn't available to me in the image I was born I am here
me in the image I was born I am here look at me notice me prev episodes have
look at me notice me prev episodes have shown how this rise of the South was
shown how this rise of the South was fostered and promoted by
fostered and promoted by business they had used the ideas of
business they had used the ideas of Sigman Freud to develop techniques to
Sigman Freud to develop techniques to read the inner desires of individuals
read the inner desires of individuals and then fulfill them with
products this final episode is about how that idea took over
that idea took over politics it tells the story of how
politics it tells the story of how politicians on the left in both America
politicians on the left in both America and Britain turned to these techniques
and Britain turned to these techniques to regain
to regain power they believed that they were
power they believed that they were creating a new and better form of
creating a new and better form of democracy one that truly responded to
democracy one that truly responded to the inner feelings of
the inner feelings of individuals but what the politicians
individuals but what the politicians didn't realize was that the aim of those
didn't realize was that the aim of those who had originally created these
who had originally created these techniques had not been to liberate the
techniques had not been to liberate the people but to develop a new way of
people but to develop a new way of controlling them in an age of mass
controlling them in an age of mass [Music]
the roots of the story lie way back in the America of the 1920s with one
the America of the 1920s with one man he was called Edward bernes the
man he was called Edward bernes the nephew of Sigman
nephew of Sigman Freud bernes had been one of the
Freud bernes had been one of the inventors of the profession of public
inventors of the profession of public relations and he was fascinated by his
relations and he was fascinated by his uncle's theory that human behavior was
uncle's theory that human behavior was driven by unconscious sexual and
driven by unconscious sexual and aggressive
aggressive drives
drives many of Bern's clients were large
many of Bern's clients were large American
American corporations and he was the first person
corporations and he was the first person to show them how they could sell many
to show them how they could sell many more products if they linked them
more products if they linked them through images and symbols to those
through images and symbols to those unconscious desires that Freud had
unconscious desires that Freud had identified the strategy he offered them
identified the strategy he offered them was that people could now look at the
was that people could now look at the goods that were emerging within this
goods that were emerging within this society and not merely view those goods
society and not merely view those goods as things that they needed in order to
as things that they needed in order to deal with some specific material want
deal with some specific material want but also as Goods which would stroke and
but also as Goods which would stroke and respond to deep emotional
respond to deep emotional yearnings you know how this bar of soap
yearnings you know how this bar of soap or this bag of flour will make you a
or this bag of flour will make you a happier more successful more sexually
happier more successful more sexually appealing less fearful person somebody
appealing less fearful person somebody to be admired rather than
to be admired rather than reviled the powerful people in that
reviled the powerful people in that world are those people who are capable
world are those people who are capable of reading the public mind and giving
of reading the public mind and giving the public uh what it wants in those
the public uh what it wants in those terms and bernes was at the heart of it
terms and bernes was at the heart of it bernes was the guy who was the foremost
bernes was the guy who was the foremost articulator of the theories which were
articulator of the theories which were driving this new
system by the 1980s Bern's ideas had come of age a vast industry had grown up
come of age a vast industry had grown up in America devoted to reading the inner
in America devoted to reading the inner desires of consumers at its heart was
desires of consumers at its heart was the technique of the focus group
the technique of the focus group previous episodes have shown how the
previous episodes have shown how the focus group was invented by
focus group was invented by psychoanalysts employed by us
psychoanalysts employed by us corporations the aim was to allow
corporations the aim was to allow consumers to express their inner
consumers to express their inner feelings and needs just as patients did
feelings and needs just as patients did in
in psychoanalysis the information was then
psychoanalysis the information was then used to promote and design new products
used to promote and design new products that would fulfill those
that would fulfill those desires and Edward bernes who is now
desires and Edward bernes who is now nearly 100 years old was celebrated as
nearly 100 years old was celebrated as the founding father of this marketing
the founding father of this marketing world
world hi doctor good to see you come on up
hi doctor good to see you come on up over here there you
over here there you go doctor what uh tell me again what the
go doctor what uh tell me again what the doctor is what are we dealing with
doctor is what are we dealing with you're the father of public relations
you're the father of public relations we're dealing with really is the concept
we're dealing with really is the concept that people will believe me more if you
that people will believe me more if you call me doctor oh I
see so it's a good idea and Bern is his idea
so it's a good idea and Bern is his idea and techniques were also about to
and techniques were also about to conquer Britain in the
conquer Britain in the 1980s unlike America the ruling Elites
1980s unlike America the ruling Elites in Britain had always distrusted the
in Britain had always distrusted the idea of pandering to the
idea of pandering to the masses it was epitomized by the
masses it was epitomized by the Patrician Elite who ran the
Patrician Elite who ran the BBC even as late as the 60s popular
BBC even as late as the 60s popular programmers were referred to as
programmers were referred to as groundbait their real job was to lure
groundbait their real job was to lure the viewers into watching the more
the viewers into watching the more serious programs the elite knew was good
serious programs the elite knew was good for
for them
them and market research reflected this
and market research reflected this attitude individuals were observed and
attitude individuals were observed and classified by market researchers
classified by market researchers according to their social class from a
according to their social class from a through C2 d and
through C2 d and [Music]
[Music] e imagine probably they might be C TOS
e imagine probably they might be C TOS yes I think uh by these the way they're
yes I think uh by these the way they're carrying their luggage or no taxi and
carrying their luggage or no taxi and all stuffed in in the bags like that I
all stuffed in in the bags like that I think the lady possibly sets her own
think the lady possibly sets her own hair which is always an indication the
hair which is always an indication the children are nicely dressed yes they are
children are nicely dressed yes they are probably a skilled
probably a skilled worker some a skilled worker I think
worker some a skilled worker I think certain an apprenticeship or G some
certain an apprenticeship or G some qualifying we agree then yes we we think
qualifying we agree then yes we we think so yes when people were asked their
so yes when people were asked their opinion about both products and politics
opinion about both products and politics they were selected by social class and
they were selected by social class and asked only strictly factual questions
asked only strictly factual questions about what they thought leaving your own
about what they thought leaving your own party sympathies on one ins side who do
party sympathies on one ins side who do you think will win this world coming El
you think will win this world coming El labor and tell me which you
prefer which party do you think you'll be voting for this time this liberals
be voting for this time this liberals you'll be voting for the
Liberals and who do you think will be second
second conservative this one okay the idea that
conservative this one okay the idea that one might ask people what they
one might ask people what they themselves felt and desired and then
themselves felt and desired and then give it to them was SE is alien to the
give it to them was SE is alien to the ruling Elites which would challenge
ruling Elites which would challenge their belief that they knew what was
their belief that they knew what was best for the
best for the public there's evidence in other
public there's evidence in other countries in the United States for
countries in the United States for example where pollers have been used
example where pollers have been used before elections to interpret the mood
before elections to interpret the mood of the public and then you give people
of the public and then you give people more they want to have unless what they
more they want to have unless what they ought to have but again this could be to
ought to have but again this could be to be more democratic I don't know it's
be more democratic I don't know it's very dangerous ground I think though
very dangerous ground I think though when polls are used uh in that
when polls are used uh in that way but then in the economic crisis of
way but then in the economic crisis of the mid '70s British industry was forced
the mid '70s British industry was forced to begin to pay attention to the inner
to begin to pay attention to the inner feelings of
feelings of consumers as the recession deepened
consumers as the recession deepened consumer spending fell dramatically and
consumer spending fell dramatically and the advertisers insisted that the only
the advertisers insisted that the only way for companies to survive was to make
way for companies to survive was to make their advertising more effective and to
their advertising more effective and to do this they would have to delve into
do this they would have to delve into people's underlying psychological
people's underlying psychological motives for
motives for purchasing the advertising industry
purchasing the advertising industry started to bring in Americans to run
started to bring in Americans to run focus groups with British
Housewives everyone is a unique person and even though you're a group of 10
and even though you're a group of 10 today we don't want a group opinion and
today we don't want a group opinion and we want to know your ideas and your
we want to know your ideas and your thoughts no matter how crazy it might be
thoughts no matter how crazy it might be please let your imagination run wild
please let your imagination run wild because that's how very crazy things
because that's how very crazy things like instant coffee got born now can we
like instant coffee got born now can we get somebody this lady to be a kitchen
get somebody this lady to be a kitchen sink and kitchen sink how do you feel
sink and kitchen sink how do you feel with with these things that are being
with with these things that are being used to clean you up well I've got to
used to clean you up well I've got to feel clean I've got to be kept clean so
feel clean I've got to be kept clean so I feel that I should hate it if I was
I feel that I should hate it if I was all greasy so I've got to be easy to
all greasy so I've got to be easy to clean okay now the housewife this lady
clean okay now the housewife this lady what would you use to clean your kitchen
what would you use to clean your kitchen sink um a scaring
sink um a scaring powder of course a cloth to apply the
powder of course a cloth to apply the things on and plenty of
things on and plenty of water now how do you feel as you're
water now how do you feel as you're doing this chore um feel satisfied well
doing this chore um feel satisfied well satisfied when I have done it yes I'm
satisfied when I have done it yes I'm doing my duty I feel it's a job well
doing my duty I feel it's a job well done the consumers were encouraged to
done the consumers were encouraged to play at being products from household
play at being products from household cleaners to car seat belts the aim was
cleaners to car seat belts the aim was not to talk rationally but to act out
not to talk rationally but to act out and reveal their inner emotional
and reveal their inner emotional relationship to
products which firmly and unmistakably
firmly and unmistakably underlines
underlines and then a politician emerged who also
and then a politician emerged who also believed that people should be allowed
believed that people should be allowed to express themselves instead of being
to express themselves instead of being controlled by the state the individual
controlled by the state the individual should become the central focus of
should become the central focus of society some socialists seem to believe
society some socialists seem to believe that people should be numbers in a state
that people should be numbers in a state computer we believe they should be
computer we believe they should be individuals we're all unequal no one
individuals we're all unequal no one thank heavens is quite like anyone else
thank heavens is quite like anyone else however much the Socialists May end
however much the Socialists May end otherwise and we believe that everyone
otherwise and we believe that everyone has the right to be unequal but to us
has the right to be unequal but to us every human being is equally
important a man's right to work as he will to spend what he earns to own
will to spend what he earns to own property to have the state as servant
property to have the state as servant and not as Master they are the essence
and not as Master they are the essence of a free economy and on that freedom
of a free economy and on that freedom all our other freedom
all our other freedom [Music]
[Music] depend Mrs Thatcher's Vision was of a
depend Mrs Thatcher's Vision was of a society in which the wants and desires
society in which the wants and desires of millions of individuals would be
of millions of individuals would be satisfied through the free market this
satisfied through the free market this she believed would be the engine to
she believed would be the engine to regenerate Britain and with her Ascent
regenerate Britain and with her Ascent of power the advertising and marketing
of power the advertising and marketing Industries flourished their task was to
Industries flourished their task was to find out what the British people really
find out what the British people really wanted and then sell it to
wanted and then sell it to them in this new climate the focus group
them in this new climate the focus group flourished and those who ran them
flourished and those who ran them borrowed from the techniques of
borrowed from the techniques of psychotherapy to delve ever deeper into
psychotherapy to delve ever deeper into people's feelings about
products we're trying to understand how people feel about Brands how they relate
people feel about Brands how they relate to brands that is to say what the brands
to brands that is to say what the brands personality is as far as consumers are
personality is as far as consumers are concerned and there are a number of
concerned and there are a number of techniques which are very very helpful
techniques which are very very helpful for uh getting to that uh to that
for uh getting to that uh to that understanding the consumer has given
understanding the consumer has given crayons to Doodle to express their
crayons to Doodle to express their feelings to go into inside their own
feelings to go into inside their own head pull out their feelings and somehow
head pull out their feelings and somehow get them onto paper and these are
get them onto paper and these are ordinary drinkers uh expressing their
ordinary drinkers uh expressing their feelings about drinking Guinness here
feelings about drinking Guinness here you see a rich very female aspect of
you see a rich very female aspect of Guinness so if you were describing a
Guinness so if you were describing a woman who somehow to you had that
woman who somehow to you had that character what sort of person is it
character what sort of person is it Paula Yates who used to lay in bed
Paula Yates who used to lay in bed surrounded with magazines and chocolates
surrounded with magazines and chocolates like a 50 Starlet out of this research
like a 50 Starlet out of this research the marketeers began to detect a new
the marketeers began to detect a new individualism in particular among those
individualism in particular among those who had voted conservative for the first
who had voted conservative for the first time in
time in 1979 they no longer wanted to be seen as
1979 they no longer wanted to be seen as part of social classes but to express
part of social classes but to express themselves and crucial to this were the
themselves and crucial to this were the products they chose to
products they chose to buy we identified that there was this
buy we identified that there was this trend towards what might be called
trend towards what might be called individualism where people wanted to
individualism where people wanted to still be part of a crow but to express
still be part of a crow but to express themselves as individuals within it to
themselves as individuals within it to have their own personalities to be I
have their own personalities to be I suppose their own men I didn't want to
suppose their own men I didn't want to be the same as everybody else I wanted
be the same as everybody else I wanted it to be little bit different a little
it to be little bit different a little bit individual it's quite individual
bit individual it's quite individual upstairs it's not remarkable but I think
upstairs it's not remarkable but I think it's quite individual it is expensive
it's quite individual it is expensive it's Italian it's Italian it's expensive
it's Italian it's Italian it's expensive and it's good quality we different yeah
and it's good quality we different yeah we want to set our own standards so
we want to set our own standards so nobody else has got what we've got we
nobody else has got what we've got we just didn't want it be the same as
just didn't want it be the same as everybody else we just want to be
everybody else we just want to be different business responded eagerly to
different business responded eagerly to this new individualism but it soon
this new individualism but it soon became one of the main forces driving
became one of the main forces driving the growing consumer boom in
the growing consumer boom in Britain using the data from the focus
Britain using the data from the focus groups the manufacturers created new
groups the manufacturers created new ranges of products that allowed people
ranges of products that allowed people to express their
to express their [Music]
[Music] individuality business also
individuality business also recategorized people they were no longer
recategorized people they were no longer divided by social class but by their
divided by social class but by their inner psychological
inner psychological needs if the primary need is security
needs if the primary need is security and belonging we call the groups
and belonging we call the groups mainstreamers um if it's status and the
mainstreamers um if it's status and the esteem of others then it's aspirers if
esteem of others then it's aspirers if it's control it's succeeders and if it
it's control it's succeeders and if it self-esteem it's
self-esteem it's reformers and this new marketing culture
reformers and this new marketing culture began to take over the institutions
began to take over the institutions previously dominated by a patrici elite
previously dominated by a patrici elite in particular the world of Journalism
in particular the world of Journalism the assault was led by the profession of
the assault was led by the profession of public
public relations in the past PR had been seen
relations in the past PR had been seen as seedy and corrupt now it became a
as seedy and corrupt now it became a glamorous business promoting products
glamorous business promoting products and
and [Music]
[Music] celebrities and one of the Rising Stars
celebrities and one of the Rising Stars was another member of the Freud family
was another member of the Freud family Matthew Freud the son of the liberal MP
Matthew Freud the son of the liberal MP Clement what Freud and other PRS
Clement what Freud and other PRS realized was that they could use their
realized was that they could use their celebrities as levers to infiltrate
celebrities as levers to infiltrate advertising into the editorial content
advertising into the editorial content of
of newspapers the newspapers were offered
newspapers the newspapers were offered exclusive interviews with celebrities
exclusive interviews with celebrities but only if they also agreed to mention
but only if they also agreed to mention products made by Freud's corporate
products made by Freud's corporate clients in terms dictated by the
clients in terms dictated by the company what happened with Freud's was
company what happened with Freud's was that you effectively got some kind of
that you effectively got some kind of product placement or even product the
product placement or even product the manufacturers of the product got some
manufacturers of the product got some degree of control over how their
degree of control over how their products would appear in print so if for
products would appear in print so if for example you did want to write about
example you did want to write about Capri's passion for stuffed cross Pizza
Capri's passion for stuffed cross Pizza you would sign a contract which
you would sign a contract which guaranteed that you would mention The
guaranteed that you would mention The Firm Pizza Hut uh in at least twice in
Firm Pizza Hut uh in at least twice in certain positions in the introductory
certain positions in the introductory paragraph of of of the article you would
paragraph of of of the article you would agree to run the Pizza Hut logo at such
agree to run the Pizza Hut logo at such and such a size in such and such a place
and such a size in such and such a place and of course you would agree to run the
and of course you would agree to run the enclosed pictures of Capri eating her
enclosed pictures of Capri eating her stuffed cross Pizza there was no choice
stuffed cross Pizza there was no choice about how you would run this article in
about how you would run this article in the Press you were effectively told how
the Press you were effectively told how to run the article in the Press by
to run the article in the Press by freuds by
freuds by freuds it's a rise of the corporate
freuds it's a rise of the corporate culture and the rise of of business to
culture and the rise of of business to traditional journalists this
traditional journalists this infiltration of advertising into the
infiltration of advertising into the editorial Pages was a Corruption of
editorial Pages was a Corruption of their
their profession but to Mrs Thatcher's allies
profession but to Mrs Thatcher's allies like Rupert Murdoch who owned the sun
like Rupert Murdoch who owned the sun and the times it was part of a
and the times it was part of a democratic Revolution against an
democratic Revolution against an arrogant Elite who had too long ignored
arrogant Elite who had too long ignored the feelings of the
the feelings of the masses they hate to see someone
masses they hate to see someone communicating with the masses they feel
communicating with the masses they feel that newspapers the written word is not
that newspapers the written word is not for the masses that should be left to
for the masses that should be left to television or perhaps to nobody I'm very
television or perhaps to nobody I'm very proud of the sun and the sun was not
proud of the sun and the sun was not represented tonight in your film you
represented tonight in your film you just took page three which it w seem so
just took page three which it w seem so fascinated with I about page one page
fascinated with I about page one page two every other page of the paper it was
two every other page of the paper it was typical piece of slanting and elitism by
typical piece of slanting and elitism by the BBC who after all in order to get
the BBC who after all in order to get viewers for this program and put on a
viewers for this program and put on a very sexy episode of Star Trek just
very sexy episode of Star Trek just which I was watching out in the room
which I was watching out in the room there I don't think they put it on to
there I don't think they put it on to get us viewers I think we just luck they
get us viewers I think we just luck they try to carry viewers into these show
try to carry viewers into these show programs know how it's
programs know how it's done
done by the late 80s Mrs Thatcher and her
by the late 80s Mrs Thatcher and her allies in advertising and the media had
allies in advertising and the media had brought the desires of the individual to
brought the desires of the individual to the center of
the center of society as last week's episode showed it
society as last week's episode showed it was the same transformation that
was the same transformation that President Reagan had brought about in
President Reagan had brought about in America both politicians had encouraged
America both politicians had encouraged business to take over from government
business to take over from government the role of fulfilling the needs of the
the role of fulfilling the needs of the people in the process consumers were
people in the process consumers were encouraged to see the satisfaction of
encouraged to see the satisfaction of their their desires as the overriding
their their desires as the overriding priority to that and Reagan this was a
priority to that and Reagan this was a new and better form of
new and better form of [Applause]
[Applause] democracy but to their opponents in the
democracy but to their opponents in the parties of the left they had summoned up
parties of the left they had summoned up the most selfish and greedy aspects of
the most selfish and greedy aspects of human
human nature Ronald rean and Margaret Sater
nature Ronald rean and Margaret Sater both embraced an economic philosophy it
both embraced an economic philosophy it says the unit of judgment was not only
says the unit of judgment was not only the individual but it was the indiv
the individual but it was the indiv individual's personal satisfaction the
individual's personal satisfaction the individual's own unique happiness and
individual's own unique happiness and well-being it was in a sense the Triumph
well-being it was in a sense the Triumph of regarding individuals as purely
of regarding individuals as purely emotional beings who have needs and
emotional beings who have needs and wants and desires that need to be
wants and desires that need to be satisfied and can be satisfied
satisfied and can be satisfied unconsciously it goes way back to the
unconsciously it goes way back to the early part of the 20th century to Freud
early part of the 20th century to Freud to Notions of the
to Notions of the unconscious um the assumptions that we
unconscious um the assumptions that we are uh in terms of our rational Minds
are uh in terms of our rational Minds we're little corks bobbing around on
we're little corks bobbing around on this great sea of hopes and fears and
this great sea of hopes and fears and and desires of which we are only dimly
and desires of which we are only dimly aware and that the role of a
aware and that the role of a marketer the role of somebody selling
marketer the role of somebody selling something including a politician is to
something including a politician is to appeal to this Great Swamp of of Desire
appeal to this Great Swamp of of Desire of unconscious desire
of unconscious desire [Music]
[Music] the left believed the opposite that the
the left believed the opposite that the way to create a better Society was not
way to create a better Society was not to treat people as emotional isolated
to treat people as emotional isolated individuals but to persuade them to
individuals but to persuade them to realize that they had common interests
realize that they had common interests with others to help them rise above
with others to help them rise above their individual feelings and
their individual feelings and Fears let me assert my firm belief that
Fears let me assert my firm belief that the only thing we have to fear is fear
the only thing we have to fear is fear here
here itself nameless unreasoning unjustified
itself nameless unreasoning unjustified Terror which paralyzes needed efforts to
Terror which paralyzes needed efforts to convert Retreat into
convert Retreat into Advance this idea had flourished in
Advance this idea had flourished in America in the depression of the
America in the depression of the 1930s President Roosevelt faced with the
1930s President Roosevelt faced with the chaos caused by the Wall Street Crash
chaos caused by the Wall Street Crash encouraged Americans to join together in
encouraged Americans to join together in trades unions to set up consumer groups
trades unions to set up consumer groups and to pay for a welfare system for
and to pay for a welfare system for those trapped in
those trapped in poverty his aim was to create a
poverty his aim was to create a collective awareness which would become
collective awareness which would become a powerful weapon against the unfettered
a powerful weapon against the unfettered power of capitalism which had caused the
power of capitalism which had caused the crisis that idea had driven the
crisis that idea had driven the Democratic party for 50 years but now
Democratic party for 50 years but now Roosevelt's inheritors railed vainly
Roosevelt's inheritors railed vainly against the effects of the self-interest
against the effects of the self-interest encouraged by President
encouraged by President [Music]
[Music] Reagan there is despair Mr
Reagan there is despair Mr President in the face that you don't see
President in the face that you don't see maybe Mr President if you stopped in at
maybe Mr President if you stopped in at a shelter in
a shelter in Chicago and spoke to the homeless
Chicago and spoke to the homeless there maybe Mr President if you asked a
there maybe Mr President if you asked a woman who had been denied the help she
woman who had been denied the help she needed to feed her children because you
needed to feed her children because you said you needed the money for a tax
said you needed the money for a tax break for a millionaire or for a missile
break for a millionaire or for a missile we couldn't afford to
we couldn't afford to use the worst thing Ronald Reagan did
use the worst thing Ronald Reagan did was to make the denial of compassion
was to make the denial of compassion respectable he said you've worked hard
respectable he said you've worked hard you've made your money you shouldn't
you've made your money you shouldn't have to feel guilty about refusing to
have to feel guilty about refusing to throw it away on people who choose to be
throw it away on people who choose to be homeless and who choose not to work
homeless and who choose not to work that's what he said he said it with an
that's what he said he said it with an elegance and a kind of benign aspect
elegance and a kind of benign aspect that disguised its
that disguised its harshness you think we can do anything
harshness you think we can do anything about it well why not if we can work
about it well why not if we can work together now to look after the lives of
together now to look after the lives of the people people here I don't see why
the people people here I don't see why we couldn't work together afterwards to
we couldn't work together afterwards to clear up the mess and help build a
clear up the mess and help build a better world in which these things can't
better world in which these things can't possibly happen the qualities we've
possibly happen the qualities we've learned from comradeship and common
learned from comradeship and common suffering are not going to be wasted
suffering are not going to be wasted after this war it's out of experience
after this war it's out of experience like ours that the new world will be
like ours that the new world will be built that same idea of marshalling the
built that same idea of marshalling the collective force of the masses to
collective force of the masses to challenge the entrenched power of wealth
challenge the entrenched power of wealth and business but also led the labor
and business but also led the labor party to power in Britain after the
party to power in Britain after the war but in the ' 880s labor like the
war but in the ' 880s labor like the Democrats in America lost election after
Democrats in America lost election after election as Millions who had once voted
election as Millions who had once voted for them switch their allegiance to the
conservatives There It Is Going blue just about everywhere sweeping the
just about everywhere sweeping the country rural parts of Britain now gone
country rural parts of Britain now gone for they are the party of yesterday and
for they are the party of yesterday and tomorrow is
tomorrow is ours in the face of this a growing
ours in the face of this a growing number within the labor party became
number within the labor party became convinced that if were ever to regain
convinced that if were ever to regain power labor would have to come to terms
power labor would have to come to terms with the new
with the new individualism one of them was an
individualism one of them was an advertising executive called Philip G
advertising executive called Philip G who had been a lifelong labor
who had been a lifelong labor supporter G believed that Labor's
supporter G believed that Labor's leadership had become corrupted by the
leadership had become corrupted by the same Patrician arrogance that dominated
same Patrician arrogance that dominated all Britain's
all Britain's institutions they denigrated and
institutions they denigrated and disapproved of the new aspirations of
disapproved of the new aspirations of workingclass Voters labor stopped
workingclass Voters labor stopped listening to these people and I remember
listening to these people and I remember remember uh the best example of this was
remember uh the best example of this was after the election of 1983 which was the
after the election of 1983 which was the election above all where the people's
election above all where the people's voices just were not heard and I had
voices just were not heard and I had dinner with a
dinner with a leading uh labor party figure who' been
leading uh labor party figure who' been involved in the defeat heavily devolved
involved in the defeat heavily devolved in involved in the defeat and his wife
in involved in the defeat and his wife said God these workingclass people these
said God these workingclass people these workingclass people they just you know
workingclass people they just you know we give them education we give them
we give them education we give them chances in life what do they do they
chances in life what do they do they read the Sun and they just don't vote
read the Sun and they just don't vote for us and there was such a gap
for us and there was such a gap between these people just trying to make
between these people just trying to make lies of themselves better lies of
lies of themselves better lies of themselves and the kind of theism of the
themselves and the kind of theism of the labor party that was just S A Chasm that
labor party that was just S A Chasm that that that that had to be
that that that had to be filled G became part of a small group of
filled G became part of a small group of modernizers centered around Peter
modernizers centered around Peter mandelson their aim was to reconnect
mandelson their aim was to reconnect labor with the Lost
labor with the Lost voters to do this G turned to the
voters to do this G turned to the technique he knew well from his work in
technique he knew well from his work in advertising
advertising the focus
the focus group ghoul commission focus groups in
group ghoul commission focus groups in Suburban areas across the country with
Suburban areas across the country with small groups of Voters who had switched
small groups of Voters who had switched to Mrs
to Mrs Thatcher people were encouraged not to
Thatcher people were encouraged not to talk rationally about policies but to
talk rationally about policies but to express their underlying
express their underlying feelings and what G discovered was a
feelings and what G discovered was a fundamental shift in people's
fundamental shift in people's relationship to
relationship to politics they no longer saw themselves
politics they no longer saw themselves as part of any group but as individuals
as part of any group but as individuals who could demand things from politicians
who could demand things from politicians in return for paying
in return for paying taxes just as business had taught them
taxes just as business had taught them to do as
consumers and I found that the people have become consumers people now wanted
have become consumers people now wanted to have you know politics and life on
to have you know politics and life on their own terms I mean not just in
their own terms I mean not just in politics but all aspects of life too
politics but all aspects of life too people see themselves as they are as
people see themselves as they are as autonomous powerful individuals who are
autonomous powerful individuals who are entitled to be respected who are
entitled to be respected who are entitled to have the best not just in um
entitled to have the best not just in um you know going to Tesco or wherever but
you know going to Tesco or wherever but the best in terms of health and in
the best in terms of health and in education too all this was about getting
education too all this was about getting the labor party to understand the people
the labor party to understand the people really really really had changed and the
really really really had changed and the labor party had not unless the labor
labor party had not unless the labor party change it would not win Philip G
party change it would not win Philip G Now set out to try and persuade the
Now set out to try and persuade the labor party that they would have to make
labor party that they would have to make concessions to what he called the new
concessions to what he called the new aspirational classes but he was going to
aspirational classes but he was going to face implacable
face implacable position in the runup to the 1992
position in the runup to the 1992 election G argued that the only way to
election G argued that the only way to win was for Labour to promise not to put
win was for Labour to promise not to put up taxes but the shadow Chancellor John
up taxes but the shadow Chancellor John Smith angrily refused label would stick
Smith angrily refused label would stick to its fundamental policies they would
to its fundamental policies they would fight the election with the promise of
fight the election with the promise of tax increases to create a fairer
tax increases to create a fairer society and as the campaign began it
society and as the campaign began it seemed as if Philip G was
seemed as if Philip G was wrong the traditional polls consistently
wrong the traditional polls consistently showed labor ahead despite the
showed labor ahead despite the conservative campaign message the labor
conservative campaign message the labor government would put up
government would put up [Music]
[Music] taxes even the conservatives oldest
taxes even the conservatives oldest allies in the Press became convinced
allies in the Press became convinced that by Haring on about tax the
that by Haring on about tax the conservatives were cutting their own
conservatives were cutting their own throats so the worry about the Tores
throats so the worry about the Tores must be that they're not at the moment
must be that they're not at the moment conveying a sense of grip and being in
conveying a sense of grip and being in control and unless they can do better
control and unless they can do better than that I think they're going to lose
than that I think they're going to lose and is the other thing is they still say
and is the other thing is they still say that they are going to go on and on with
that they are going to go on and on with this one single message of tax and I
this one single message of tax and I think I mean part of the difficulty this
think I mean part of the difficulty this morning was that you had a whole lot of
morning was that you had a whole lot of uh people who' been going to the same
uh people who' been going to the same press conference for S days had
press conference for S days had virtually the same message thrust at
virtually the same message thrust at them and kind of getting bored and
them and kind of getting bored and restless and hitting back on it I think
restless and hitting back on it I think the media sense a big story coming in
the media sense a big story coming in the Tor is being
the Tor is being defeated and the labor party too was
defeated and the labor party too was convinced it would win and finally
convinced it would win and finally return to power it's now time to meet
return to power it's now time to meet the men and women who will form the next
the men and women who will form the next government labor Chancellor of exer John
government labor Chancellor of exer John Smith and now it is time time for the
Smith and now it is time time for the next prime minister Neil
next prime minister Neil kinck those running Labor's campaign
kinck those running Labor's campaign believed that by modern presentation
believed that by modern presentation they would attract back the voters we
they would attract back the voters we yet keep the old policies
yet keep the old policies but Philip good was convinced that
but Philip good was convinced that Labour were going to lose through his
Labour were going to lose through his focus groups he knew that the very
focus groups he knew that the very people who were telling the traditional
people who were telling the traditional pollsters they would vote labor were in
pollsters they would vote labor were in reality preparing to vote conservative
reality preparing to vote conservative out of
out of self-interest but they were too
self-interest but they were too embarrassed to admit it you he and John
embarrassed to admit it you he and John Major also knew this because his focus
Major also knew this because his focus groups were telling him the same
groups were telling him the same [Music]
[Music] thing what you make of a pole which puts
thing what you make of a pole which puts labor five points
labor five points ahead daily feel out the streets that
ahead daily feel out the streets that matters you it's feeling good on the
matters you it's feeling good on the streets is feeling good on the streets
streets is feeling good on the streets yes has been feeling surprisingly good
yes has been feeling surprisingly good on the streets for some time quite
on the streets for some time quite surprisingly quite out of line with
surprisingly quite out of line with opinion poles don't ask me to explain it
opinion poles don't ask me to explain it but it feels all right anyway come on no
but it feels all right anyway come on no Lads you must sit down we waiting to
Lads you must sit down we waiting to go John Major's victory in 1992 was a
go John Major's victory in 1992 was a disaster for the labor
disaster for the labor party a small group of reformers
party a small group of reformers centered around Peter mandon and Philip
centered around Peter mandon and Philip G were convinced that the only way for
G were convinced that the only way for the party to survive was to change its
the party to survive was to change its basic
basic policies but their ideas were rejected
policies but their ideas were rejected by John Smith who had now become
by John Smith who had now become leader Philip G left Britain to go to
leader Philip G left Britain to go to work for the campaign to elect Bill
work for the campaign to elect Bill Clinton president in
Clinton president in America the 1992 election during it and
America the 1992 election during it and afterwards people felt under great
afterwards people felt under great strain and really did feel
strain and really did feel demoralized and dejected and then to go
demoralized and dejected and then to go from this to the Clinton campaign it was
from this to the Clinton campaign it was an extraordinary experience because here
an extraordinary experience because here suddenly I found articulated many of the
suddenly I found articulated many of the ideas that I'd had but not fully myself
ideas that I'd had but not fully myself been able to encapsulate or to
been able to encapsulate or to articulate if you want a president who
articulate if you want a president who will restore the middle class reclaim
will restore the middle class reclaim the future for the middle class and
the future for the middle class and restore the American dream vote for Bill
restore the American dream vote for Bill Clinton in New Hampshire and send a
Clinton in New Hampshire and send a signal to the country that we are coming
signal to the country that we are coming together what G discovered was that like
together what G discovered was that like the labor party the Democrats had also
the labor party the Democrats had also been doing focus groups with swing
been doing focus groups with swing voters the difference was that Bill
voters the difference was that Bill Clinton had decided to tailor his
Clinton had decided to tailor his policies to fit with these voters
policies to fit with these voters desires above all with their ferocious
desires above all with their ferocious belief that they should only pay tax for
belief that they should only pay tax for things that benefited them not for the
things that benefited them not for the welfare of
welfare of others I have no idea what percentage of
others I have no idea what percentage of my tax dollars go to welfare but even if
my tax dollars go to welfare but even if it's a minuscule percentage you know
it's a minuscule percentage you know even if it's a quarter of a percent you
even if it's a quarter of a percent you know it's still too much for the people
know it's still too much for the people that are receiving these benefits that
that are receiving these benefits that that are basically non productive the
that are basically non productive the Clinton team decided that to win they
Clinton team decided that to win they had to promise tax cuts for these
had to promise tax cuts for these Suburban
Suburban voters and they also used the focus
voters and they also used the focus groups throughout the campaign to check
groups throughout the campaign to check every appearance speech and policy with
every appearance speech and policy with them for their
them for their approval what Clinton called The
approval what Clinton called The Forgotten middle class became Central
Forgotten middle class became Central figures in a new type of reactive
figures in a new type of reactive politics candidates for the presidency
politics candidates for the presidency in the United States had been
in the United States had been prepackaged and designed for many many
prepackaged and designed for many many years what was new was an attempt to use
years what was new was an attempt to use very sophisticated or pseudo
very sophisticated or pseudo sophisticated techniques to Plum the
sophisticated techniques to Plum the public psychology to find out precisely
public psychology to find out precisely what the desires of the individuals were
what the desires of the individuals were and then to come up with a candidate and
and then to come up with a candidate and a platform and images and words that
a platform and images and words that exactly responded to those deep desires
exactly responded to those deep desires this was packaging at a new level this
this was packaging at a new level this was polling uh at an extreme I'm not
was polling uh at an extreme I'm not going to raise taxes on the middle class
going to raise taxes on the middle class and the middle class needs a break
and the middle class needs a break government is in the way it's taking
government is in the way it's taking more of your money and giving you less
more of your money and giving you less in
in return in the name of the hardworking
return in the name of the hardworking Americans who make up our forgotten
Americans who make up our forgotten middle class I proudly accept your
middle class I proudly accept your nomination for president of the United
nomination for president of the United States stay focused talk about things
States stay focused talk about things that are matter to people you know it's
that are matter to people you know it's the economy stupid okay but Clinton's
the economy stupid okay but Clinton's campaign team led by James Carville and
campaign team led by James Carville and George Stephanopoulos did not believe
George Stephanopoulos did not believe that they were capitulating to the
that they were capitulating to the selfish desires of the middle classes
selfish desires of the middle classes tax cuts were the price they had to pay
tax cuts were the price they had to pay to regain power but once in power they
to regain power but once in power they would still fulfill traditional
would still fulfill traditional democratic policies and helped the poor
democratic policies and helped the poor who had been neglected under Reagan
who had been neglected under Reagan above all with the reform of
above all with the reform of healthcare they would pay for the tax
healthcare they would pay for the tax cuts by cutting defense spending and
cuts by cutting defense spending and increasing taxes on the very rich in
increasing taxes on the very rich in this way they beli they were forging a
this way they beli they were forging a coalition of the new and the old voters
coalition of the new and the old voters both of whom could be satisfied probably
both of whom could be satisfied probably for the first time in a generation
for the first time in a generation tomorrow we're going to win and that
tomorrow we're going to win and that means that more people are going to have
means that more people are going to have better jobs people are going to pay a
better jobs people are going to pay a little less for healthare get better
little less for healthare get better care and um more kids are going to go to
care and um more kids are going to go to better
better schools um so
thanks but the democrat's optimism was to be
to be shortlived in November 1992 Clinton was
shortlived in November 1992 Clinton was triumphantly elected president but
triumphantly elected president but within weeks his administration
within weeks his administration discovered that the budget deficit was
discovered that the budget deficit was far greater than they had
far greater than they had anticipated at a meeting in the White
anticipated at a meeting in the White House house in January 1993 the head of
House house in January 1993 the head of the Federal Reserve told them that the
the Federal Reserve told them that the deficit was nearly $300
deficit was nearly $300 billion there was no way they could
billion there was no way they could borrow any more without panicking the
borrow any more without panicking the markets and causing a
markets and causing a crisis the only way to pay for the
crisis the only way to pay for the proposed tax cuts would be to cut
proposed tax cuts would be to cut government spending not just on defense
government spending not just on defense but on
welfare Clinton was faced with a choice between the old politics and the new and
between the old politics and the new and he chose the old the tax cuts were
he chose the old the tax cuts were dropped and he tried to inspire the
dropped and he tried to inspire the country with the old democratic ideal of
country with the old democratic ideal of government spending to help the poor and
government spending to help the poor and disadvantaged tonight I want to talk
disadvantaged tonight I want to talk with you about what government can do
with you about what government can do because I believe government must do
because I believe government must do more to put people to work now to create
more to put people to work now to create a half a million jobs jobs to rebuild
a half a million jobs jobs to rebuild our highways and airports to renovate
our highways and airports to renovate housing to bring new life to rural
housing to bring new life to rural communities and spread hope and
communities and spread hope and opportunity among our nation's youth
opportunity among our nation's youth care reform sounds like a great idea to
care reform sounds like a great idea to me well I know but some of these details
me well I know but some of these details sure scare the heck out of me like what
sure scare the heck out of me like what well like for at the start of the
well like for at the start of the Clinton Administration many of us
Clinton Administration many of us including I believe President Clinton
including I believe President Clinton himself reverted back to an older
himself reverted back to an older tradition tried to lift the public to
tradition tried to lift the public to talk about genuine ideals uh beyond the
talk about genuine ideals uh beyond the individual and that reform agenda being
individual and that reform agenda being not only Universal Health Care and child
not only Universal Health Care and child care and dealing with widening
care and dealing with widening inequalities in our society and
inequalities in our society and homelessness many things that
homelessness many things that many citizens just particularly
many citizens just particularly middle-income citizens didn't want to
middle-income citizens didn't want to deal
deal with but the Suburban voters who had
with but the Suburban voters who had been promised tax cuts were not inspired
been promised tax cuts were not inspired by Bill Clinton's Vision they felt
by Bill Clinton's Vision they felt betrayed and wanted
betrayed and wanted [Music]
[Music] Revenge their opportunity came in 1994
Revenge their opportunity came in 1994 with the Congressional elections the
with the Congressional elections the Republicans led by new Gingrich promised
Republicans led by new Gingrich promised huge tax cuts and to dismantle the
huge tax cuts and to dismantle the welfare system the voters who had
welfare system the voters who had defected to Clinton switch sides yet
defected to Clinton switch sides yet again and the Republicans won both
again and the Republicans won both houses of Congress in a
houses of Congress in a landslide well I think it's a tremendous
landslide well I think it's a tremendous vote in favor of smaller government
vote in favor of smaller government lower taxes and in a sense a renewal of
lower taxes and in a sense a renewal of the fer Reagan tradition and I think in
the fer Reagan tradition and I think in that sense it's pretty decisive it means
that sense it's pretty decisive it means that the welfare state is going to be
that the welfare state is going to be less hospitable for people who are not
less hospitable for people who are not willing to take responsibility for their
willing to take responsibility for their own situation no question about it I
own situation no question about it I think this is today is the beginning of
think this is today is the beginning of the end of the Ware
the end of the Ware state for Clinton it was a disaster
state for Clinton it was a disaster faced with a hostile Congress there was
faced with a hostile Congress there was no way for him to get his reforms
no way for him to get his reforms through his personal popularity
through his personal popularity plummeted and it seemed certain he would
plummeted and it seemed certain he would not be reelected in 2 years
not be reelected in 2 years time in desperation and without telling
time in desperation and without telling his cabinet Clinton turned for help to
his cabinet Clinton turned for help to one of America's most ruthless political
one of America's most ruthless political strategists Dick
strategists Dick Morris what he wants you to do save his
Morris what he wants you to do save his butt Clinton was in serious trouble uh
butt Clinton was in serious trouble uh he had lost the 94 election he had lost
he had lost the 94 election he had lost control of Congress and he hired me to
control of Congress and he hired me to come back and help save him uh so he was
come back and help save him uh so he was basically asking me to perform roughly
basically asking me to perform roughly the same role as a life preserver what
the same role as a life preserver what if you're
if you're drowning what Morris told Clinton was
drowning what Morris told Clinton was that to win re-election he would have to
that to win re-election he would have to transform the very nature of
transform the very nature of politics The crucial swing voters in the
politics The crucial swing voters in the suburbs now thought and behaved like
suburbs now thought and behaved like consumers the only way to win them back
consumers the only way to win them back was to forget all ideology and instead
was to forget all ideology and instead turn politics into a form of consumer
turn politics into a form of consumer business Clinton must try to identify
business Clinton must try to identify their personal desires and whims and
their personal desires and whims and then promise to fulfill them if he
then promise to fulfill them if he followed those consumer rules they would
followed those consumer rules they would follow
follow him I said that I felt the most
him I said that I felt the most important thing for him to do was to
important thing for him to do was to bring to the political system the same
bring to the political system the same consumer rule rules philosophy that we
consumer rule rules philosophy that we that the business Community has because
that the business Community has because I think politics needs to be as
I think politics needs to be as responsive to the whims and the desires
responsive to the whims and the desires of the marketplace as businesses uh and
of the marketplace as businesses uh and it should needs to be as sensitive to
it should needs to be as sensitive to the bottom line profits or votes as a
the bottom line profits or votes as a business is I think that all of this
business is I think that all of this involves really a changed view of the
involves really a changed view of the voters so that instead of treating them
voters so that instead of treating them as targets you treat them as owners
as targets you treat them as owners instead of treating them as someone
instead of treating them as someone something that you can manipulate you
something that you can manipulate you treat them as something you need to
treat them as something you need to learn from and instead of feeling that
learn from and instead of feeling that you can stay in one place and you can
you can stay in one place and you can manipulate the voters you need to learn
manipulate the voters you need to learn what they want and move yourself to
what they want and move yourself to accommodate it to get inside the minds
accommodate it to get inside the minds of the Swing voters Morris brought
of the Swing voters Morris brought lifestyle marketing into politics for
lifestyle marketing into politics for the first
the first time he went to one of America's most
time he went to one of America's most prominent market research firms called
prominent market research firms called pen and shern and commissioned what they
pen and shern and commissioned what they called a neuro personality
poll it was a massive survey of hundreds of thousands of Voters but the only
of thousands of Voters but the only political questions it asked were to
political questions it asked were to find out whether someone was a swing
find out whether someone was a swing voter or
voter or not all the other questions were
not all the other questions were intimate psychological ones designed to
intimate psychological ones designed to see whether swing voters fell into
see whether swing voters fell into identifiable psychological
identifiable psychological types well we were asking people like um
types well we were asking people like um you know do you think you're the life of
you know do you think you're the life of the
the party uh do you think uh when you you
party uh do you think uh when you you see things that uh you like to have a
see things that uh you like to have a list and organize them uh do you uh do
list and organize them uh do you uh do you typically uh you know try to plan
you typically uh you know try to plan things ahead or do you like to be more
things ahead or do you like to be more spontaneous uh where do you like to go
spontaneous uh where do you like to go what sports do you like to play what
what sports do you like to play what would you do with your spouse in a
would you do with your spouse in a romantic uh weekend so we were asking
romantic uh weekend so we were asking people some very personal questions
people some very personal questions about their own lives to try to see were
about their own lives to try to see were the kinds of people that were likely to
the kinds of people that were likely to change their vote also possessing a
change their vote also possessing a certain certain kinds of personality
certain certain kinds of personality traits and in fact they
traits and in fact they were the neuro personality poll allowed
were the neuro personality poll allowed the Clinton team to segment swing voters
the Clinton team to segment swing voters into different lifestyle types they were
into different lifestyle types they were given names like pools and patios or
given names like pools and patios or caps and gowns who were Urban
caps and gowns who were Urban intellectuals living in University
intellectuals living in University towns from this the team could identify
towns from this the team could identify ways in which they could make
ways in which they could make individuals feel more secure in their
individuals feel more secure in their chosen lifestyles just as business had
chosen lifestyles just as business had learned to do with
learned to do with products Dick Morris called it small B
products Dick Morris called it small B politics tiny details of people's lives
politics tiny details of people's lives and personal anxieties which politics
and personal anxieties which politics had never even thought about or noticed
had never even thought about or noticed before but which now have become the key
before but which now have become the key to winning
to winning [Music]
[Music] power it was an America that focused on
power it was an America that focused on day-to-day practical concerns should I
day-to-day practical concerns should I wear seat belts should I stop smoking uh
wear seat belts should I stop smoking uh should I wear school uniform uh is my
should I wear school uniform uh is my neighborhood being protected it was a
neighborhood being protected it was a not so much a new individualism as the
not so much a new individualism as the social order as we had known it had
social order as we had known it had broken down so we got into people's
broken down so we got into people's heads understood their psychology about
heads understood their psychology about lifestyle about values what they thought
lifestyle about values what they thought was important what issues they wanted
was important what issues they wanted politicians and particularly the
politicians and particularly the president to address and these issues
president to address and these issues proved to be very very different from
proved to be very very different from what the conventional wisdom had
what the conventional wisdom had suggested as the election campaign began
suggested as the election campaign began Clinton revealed Morris's new approach
Clinton revealed Morris's new approach to a shocked White
to a shocked White House all traditional policies were to
House all traditional policies were to be dropped instead he would concentrate
be dropped instead he would concentrate exclusively on policies that targeted
exclusively on policies that targeted the worries of the Swing voters V chips
the worries of the Swing voters V chips would be fitted into televisions to
would be fitted into televisions to prevent children from watching
prevent children from watching pornography and mobile phones would be
pornography and mobile phones would be fitted into school buses to make parents
fitted into school buses to make parents feel more
feel more secure Dick Morris also persuaded the
secure Dick Morris also persuaded the president to spend his leisure time in
president to spend his leisure time in the same way as particular groups of
the same way as particular groups of Swing
Swing voters he sent Clinton on a hunting
voters he sent Clinton on a hunting holiday dressed in exactly the gortex
holiday dressed in exactly the gortex outfits a group called Big Sky families
outfits a group called Big Sky families liked the aim was to reflect swing
liked the aim was to reflect swing voters Lifestyles back to them the
voters Lifestyles back to them the Liberals in Clinton's cabinet hated this
Liberals in Clinton's cabinet hated this approach and I would say well dick why
approach and I would say well dick why have a campaign this was the 1996
have a campaign this was the 1996 campaign if all the president is going
campaign if all the president is going to do is offer up these little bite-size
to do is offer up these little bite-size miniature initiatives that appeal to
miniature initiatives that appeal to people's uh desire
people's uh desire uh like consumers buying soap uh a v
uh like consumers buying soap uh a v chips that you could put in your tele
chips that you could put in your tele televisions so you can make sure that
televisions so you can make sure that your children did not have pornography
your children did not have pornography and and school uniforms why talk about
and and school uniforms why talk about them they're they're they're so mundane
them they're they're they're so mundane and they're so tiny and he would say
and they're so tiny and he would say back if we don't do this we may not get
back if we don't do this we may not get reelected uh and I would say what's the
reelected uh and I would say what's the point of getting getting reelected if
point of getting getting reelected if you have no mandate to do anything when
you have no mandate to do anything when you're reelected and he'd say what's the
you're reelected and he'd say what's the point of having a mandate if you can't
point of having a mandate if you can't get reelected
get reelected isn't the ultimate goal getting
reelected but Morris's New Politics were an extraordinary success Clinton's
an extraordinary success Clinton's ratings among the swing voters began to
ratings among the swing voters began to soore and Dick Morris along with the
soore and Dick Morris along with the marketeer mark Penn took aective charge
marketeer mark Penn took aective charge of making White House
of making White House policy Mark Penn set up a huge call
policy Mark Penn set up a huge call center in an office Block in Denver and
center in an office Block in Denver and every night hundreds of telephone
every night hundreds of telephone operators called swing voters in suburbs
operators called swing voters in suburbs across the country to check with them
across the country to check with them every detail of policies that Clinton
every detail of policies that Clinton was
was proposing the policy was made by a group
proposing the policy was made by a group of people manning telephones in Denver
of people manning telephones in Denver Colorado placing calls to voters in
Colorado placing calls to voters in places like Westchester and uh Pasadena
places like Westchester and uh Pasadena and asking them what they wanted from
and asking them what they wanted from their government um and asking them very
their government um and asking them very specifically about specific policies
specifically about specific policies that Bill Clinton was considering would
that Bill Clinton was considering would you be more likely to support him if he
you be more likely to support him if he offered this particular government
offered this particular government service or if he offered that one those
service or if he offered that one those people told them what they thought Mark
people told them what they thought Mark Penn transmitted that to Bill Clinton
Penn transmitted that to Bill Clinton and it came out of his mouth so
and it came out of his mouth so essentially it was suburbanite voters
essentially it was suburbanite voters Suburban voters in the 9s were creating
Suburban voters in the 9s were creating American domestic policy and some of its
American domestic policy and some of its foreign policy as
foreign policy as well yeah Mark Penn was polling on
well yeah Mark Penn was polling on questions like whether we should bomb
questions like whether we should bomb and Bosnia things like that Morris also
and Bosnia things like that Morris also insisted that Clinton make a symbolic
insisted that Clinton make a symbolic sacrifice of the old politics to
sacrifice of the old politics to convince the swing voters to trust him
convince the swing voters to trust him in August 1996 Clinton signed a bill
in August 1996 Clinton signed a bill which ended the system of guaranteed
which ended the system of guaranteed heal for the poor and
heal for the poor and unemployed welfare would be cut back
unemployed welfare would be cut back after 2 years in order to force people
after 2 years in order to force people into work the new system was called
into work the new system was called welfare to work and would he said be a
welfare to work and would he said be a hand up not a hand
out it was the effective end of the guaranteed welfare system created by
guaranteed welfare system created by president Roosevelt 60 years
president Roosevelt 60 years before for many in Clinton's cabinet it
before for many in Clinton's cabinet it was also the end of the progressive
was also the end of the progressive political ideal that Roosevelt had
political ideal that Roosevelt had represented the belief that one used a
represented the belief that one used a position of leadership to persuade the
position of leadership to persuade the voters to think and behave as social
voters to think and behave as social beings not as self-interested
beings not as self-interested individuals Dick Morris and the
individuals Dick Morris and the pollsters had won and by that I mean
pollsters had won and by that I mean that the people who ultimately got to
that the people who ultimately got to the president shaped the president's
the president shaped the president's mind were those who viewed the voters as
mind were those who viewed the voters as just a collection of individual desires
just a collection of individual desires that had to be catered to and pandered
that had to be catered to and pandered to it suggests that democracy is nothing
to it suggests that democracy is nothing more and should be nothing more than
more and should be nothing more than pandering to these unthought about very
pandering to these unthought about very primitive desires primitive in the sense
primitive desires primitive in the sense that they are not even necessarily
that they are not even necessarily conscious just what people want in in
conscious just what people want in in terms of satisfying
terms of satisfying [Music]
[Music] themselves and the same Triumph of the
themselves and the same Triumph of the politics of the S was about to happen in
politics of the S was about to happen in Britain
too in 1994 Tony Blair had become the leader of the labor party and the
leader of the labor party and the reforming group centered around Peter
reforming group centered around Peter mandon became all
powerful almost every night Philip G ran focus groups with swing voters in the
focus groups with swing voters in the suburbs but this time he was listen to
suburbs but this time he was listen to and the desires and the fears of the new
and the desires and the fears of the new aspirational classes became the central
aspirational classes became the central Force shaping labor party
Force shaping labor party policies in that period I was talking to
policies in that period I was talking to people who used to vote conservative and
people who used to vote conservative and were considering voting labor and the
were considering voting labor and the want who understood that they are
want who understood that they are financially pressed and that there are
financially pressed and that there are limits to uh the extent to which
limits to uh the extent to which taxation can be improved they they think
taxation can be improved they they think that crime is an issue that matters to
that crime is an issue that matters to them and should be uh respected they you
them and should be uh respected they you know they want welfare to go to people
know they want welfare to go to people who deserve welfare not to people um who
who deserve welfare not to people um who do not this was seen of by many in the
do not this was seen of by many in the labor party as selfish I never saw that
labor party as selfish I never saw that it was selfish I believe that you know a
it was selfish I believe that you know a dad or a mom doing the best of their
dad or a mom doing the best of their family isn't selfish that doing the best
family isn't selfish that doing the best of their family and that's what people
of their family and that's what people do a Crackdown on those who make life
do a Crackdown on those who make life hell in their local neighborhoods
hell in their local neighborhoods through noise or disturbance Law and
through noise or disturbance Law and Order is a labor issue
Order is a labor issue [Applause]
[Applause] today philosophy of campaigning is let's
today philosophy of campaigning is let's concentrate on swing voters let's focus
concentrate on swing voters let's focus group them to find out what they want
group them to find out what they want and what will appeal to them and let's
and what will appeal to them and let's just relentlessly push those themes in
just relentlessly push those themes in the
the election something is happening to
election something is happening to you after promising to put money in your
you after promising to put money in your pocket the conservatives are quietly
pocket the conservatives are quietly taking it away Philip G was was crucial
taking it away Philip G was was crucial because he gave the raw material if you
because he gave the raw material if you like for these politicians to do uh this
like for these politicians to do uh this kind of politics in that when he came up
kind of politics in that when he came up with stuff they'd follow it you know
with stuff they'd follow it you know pretty much without exception Blair
pretty much without exception Blair himself would pour over these sort of
himself would pour over these sort of 12-page memos and say well this is what
12-page memos and say well this is what we must do we want people to earn more
we must do we want people to earn more to consume the good things of life we
to consume the good things of life we want people to pay lower
want people to pay lower taxes Jordon brownan says a labor
taxes Jordon brownan says a labor government would hold the main tax rates
government would hold the main tax rates unchanged a labor government will not
unchanged a labor government will not increase the basic rate of
increase the basic rate of tax I want to make it clear that I will
tax I want to make it clear that I will not increase tax in fact the labor party
not increase tax in fact the labor party does stand for Middle England those that
does stand for Middle England those that aspire to do better to get on in life
aspire to do better to get on in life and be ambitious for themselves and
and be ambitious for themselves and their families will do better with labor
their families will do better with labor groups of eight people drinking wine and
groups of eight people drinking wine and nibbling you know Cheerios um what they
nibbling you know Cheerios um what they thought determined effectively
thought determined effectively everything that the labor party
everything that the labor party did and although those running the
did and although those running the campaign like to portray the new
campaign like to portray the new approach as their invention it was in
approach as their invention it was in fact copied from the Americans even down
fact copied from the Americans even down to the phrases that the American
to the phrases that the American marketeers had tested on their swing
marketeers had tested on their swing voters Peter mandelson and his team were
voters Peter mandelson and his team were in the United States watching what we
in the United States watching what we did and copied almost verbatim our
did and copied almost verbatim our approach in their 1997 campaign the
approach in their 1997 campaign the benefit system should be about giving
benefit system should be about giving people a hand up not just a hand out
people a hand up not just a hand out mandon is not fool if he's anything he
mandon is not fool if he's anything he saw something at work so why not do
saw something at work so why not do it and I can remember reading their
it and I can remember reading their Manifesto and saying to myself they just
Manifesto and saying to myself they just took it Lock Stock and
took it Lock Stock and Barrel you know on one hand you're proud
Barrel you know on one hand you're proud and on another hand you're [ __ ] and as
and on another hand you're [ __ ] and as in America labor was forced to drop
in America labor was forced to drop policies that would not directly benefit
policies that would not directly benefit the swing voters even if it meant
the swing voters even if it meant sacrificing its fundamental principles
sacrificing its fundamental principles the commitment to public control of
the commitment to public control of Industry which was enshrined as Clause 4
Industry which was enshrined as Clause 4 of the party Constitution was
of the party Constitution was dropped the aim of clause 4 had been to
dropped the aim of clause 4 had been to use the collective power of the people
use the collective power of the people to challenge the unfettered greed of
to challenge the unfettered greed of business but now Tony Blair was faced
business but now Tony Blair was faced with crucial voters who no longer saw
with crucial voters who no longer saw themselves as exploited by the free
themselves as exploited by the free market they saw themselves as individual
market they saw themselves as individual consumers who were fulfilled and given
consumers who were fulfilled and given identity by what business delivered them
identity by what business delivered them the new clause for promised not to
the new clause for promised not to control the free market but to let it
control the free market but to let it flourish business is more powerful than
flourish business is more powerful than government it is quicker it is more
government it is quicker it is more creative business is the lifeblood of
creative business is the lifeblood of the country from this come all the
the country from this come all the benefits that Society needs employment
benefits that Society needs employment investment I think frankly there is only
investment I think frankly there is only one party getting business right and
one party getting business right and that's new
that's new labor what new labor did suits people
labor what new labor did suits people who exert power in
who exert power in society not through the political system
society not through the political system or or not through the Democratic
or or not through the Democratic political system so it suits big
political system so it suits big business and it suits entrenched
business and it suits entrenched interests and it suits the status qu um
interests and it suits the status qu um you know those three things of course
you know those three things of course just off the top of my head being the
just off the top of my head being the things that the labor party is supposed
things that the labor party is supposed to be you know a counterforce too what
to be you know a counterforce too what that means is Big Business get to carry
that means is Big Business get to carry on exerting their power behind the
on exerting their power behind the scenes getting their way because there's
scenes getting their way because there's no counterveiling pressure counter
no counterveiling pressure counter veting pressure isn't going to come from
veting pressure isn't going to come from you know eight people sipping whing
you know eight people sipping whing ketering here he goes turning an awful
ketering here he goes turning an awful lot of other blue seats red as
well very happy very rened very exhilerated but those who masterminded
exhilerated but those who masterminded Labor's victory in 1997 saw it as a
Labor's victory in 1997 saw it as a triumphant Vindication of a new form of
triumphant Vindication of a new form of democracy by understanding and
democracy by understanding and fulfilling people's inner desires
fulfilling people's inner desires through the focus group they were giving
through the focus group they were giving power to individuals not treating them
power to individuals not treating them as faceless groups who were told by
as faceless groups who were told by politicians what was good for
politicians what was good for [Music]
[Music] them I don't believe I don't see the
them I don't believe I don't see the focus group as some marketing tool I see
focus group as some marketing tool I see the focus group as a way of hearing what
the focus group as a way of hearing what the people have to say and I see the
the people have to say and I see the focus group as a way to a new form of
focus group as a way to a new form of politics what the people give the people
politics what the people give the people can take away we are the servants they
can take away we are the servants they are the Masters
are the Masters now 1997 was I think fundamentally
now 1997 was I think fundamentally important in that I think it is the end
important in that I think it is the end the end of the uh elitist politics
the end of the uh elitist politics that's dominated Britain for so much of
that's dominated Britain for so much of the last uh 100
the last uh 100 [Music]
[Music] years in 1939 Edward bernes Sigman
years in 1939 Edward bernes Sigman Freud's nephew created a vision of a
Freud's nephew created a vision of a future world in which the the consumer
future world in which the the consumer was
King it was at the World's Fair in New York and bernes called it
York and bernes called it democracy it was one of the earliest and
democracy it was one of the earliest and most dramatic portrayals of a
most dramatic portrayals of a consumerist democracy a society in which
consumerist democracy a society in which the needs and desires of individuals
the needs and desires of individuals were read and fulfilled by business and
were read and fulfilled by business and the free
the free market the World's Fair created a
market the World's Fair created a spectacle in which all of these concerns
spectacle in which all of these concerns were met and there were were met by
were met and there were were met by Westinghouse and General Motors and the
Westinghouse and General Motors and the American cash register company and
American cash register company and Company after company presented itself
Company after company presented itself as this sort of centerpiece of a society
as this sort of centerpiece of a society in which human desire and human want and
in which human desire and human want and human anxiety would all be responded to
human anxiety would all be responded to and would be all be met purely through
and would be all be met purely through the free enterprise system there was
the free enterprise system there was this sort of notion that the free market
this sort of notion that the free market was something that was not Guided by
was something that was not Guided by ideologies or by political power it was
ideologies or by political power it was something that simply L was Guided by
something that simply L was Guided by The People's
The People's will this was the model of democracy
will this was the model of democracy that both new labor and the American
that both new labor and the American Democrats had bought into in order to
Democrats had bought into in order to regain
regain power they had used techniques developed
power they had used techniques developed by business to read the desires of
by business to read the desires of consumers and they had accepted Bern's
consumers and they had accepted Bern's claim that this was a better form of
democracy but in reality the World's Fair have been an elaborate piece of
Fair have been an elaborate piece of propaganda designed by bernes for his
propaganda designed by bernes for his clients the giant American
clients the giant American corporations privately bernes did not
corporations privately bernes did not believe that true democracy could ever
believe that true democracy could ever work he had been profoundly influenced
work he had been profoundly influenced in this by his uncle's theories of human
in this by his uncle's theories of human nature Freud believed that individuals
nature Freud believed that individuals were not driven by rational thought but
were not driven by rational thought but by primitive unconscious desires and
by primitive unconscious desires and feelings and bernes believed that this
feelings and bernes believed that this meant it was too dangerous to let the
meant it was too dangerous to let the masses ever have control over their own
masses ever have control over their own lives and consumerism was a way of
lives and consumerism was a way of giving people the illusion of control
giving people the illusion of control while allowing a responsible Elite to
while allowing a responsible Elite to continue managing
continue managing [Music]
[Music] Society it's not that the people are in
Society it's not that the people are in charge but that the people's desires are
charge but that the people's desires are in
in charge the people are not in charge the
charge the people are not in charge the people exercise no decision-making power
people exercise no decision-making power within this environment so democracy
within this environment so democracy is reduced from something which assumes
is reduced from something which assumes an active
an active citizenry to something which now
citizenry to something which now increasingly is predicated on the idea
increasingly is predicated on the idea of the public as passive
of the public as passive consumers the public as people who
consumers the public as people who essentially what you're delivering them
essentially what you're delivering them are doggy
are doggy treats the problem for new labor was
treats the problem for new labor was that it believed the
that it believed the propaganda they took at face value the
propaganda they took at face value the idea promoted by business that the
idea promoted by business that the systems invented to read the consumers
systems invented to read the consumers mind could form the basis for a new type
mind could form the basis for a new type of
of democracy once in power new labor tried
democracy once in power new labor tried to govern through a system that Philip G
to govern through a system that Philip G called continuous
called continuous democracy but what worked for business
democracy but what worked for business in designing products led the labor
in designing products led the labor government into a bewildering Maze of
government into a bewildering Maze of contradictory whims and
contradictory whims and desires for much of Labor's first term
desires for much of Labor's first term the focus groups said that the railways
the focus groups said that the railways were not a high priority and Labor's
were not a high priority and Labor's policies Faithfully reflected this
policies Faithfully reflected this but now those same groups are blaming
but now those same groups are blaming the government for not having invested
the government for not having invested more money sooner in the
more money sooner in the railways the point about focus group
railways the point about focus group politics is that there isn't one because
politics is that there isn't one because people are contradictory and irrational
people are contradictory and irrational and so you have a problem in terms of
and so you have a problem in terms of deciding what you're going to do if all
deciding what you're going to do if all you do is actually listen to a mass of
you do is actually listen to a mass of individual opinions that have forever
individual opinions that have forever fluctuating and don't really have any
fluctuating and don't really have any coherence and crucially are not set in
coherence and crucially are not set in context so that's why people can say you
context so that's why people can say you know um I want lower taxes and better
know um I want lower taxes and better Public Services of course they do you
Public Services of course they do you know you say um do you want to pay more
know you say um do you want to pay more taxes to get better Public Services
taxes to get better Public Services people are less sure they then don't
people are less sure they then don't believe that if they do pay more taxes
believe that if they do pay more taxes they will be spent on better public
they will be spent on better public services so you end up in this Quagmire
services so you end up in this Quagmire where you the truth is a politician has
where you the truth is a politician has to say look this is what I believe I
to say look this is what I believe I believe that you should pay slightly
believe that you should pay slightly more taxes to to make better public
more taxes to to make better public services and I pledge that I'm competent
services and I pledge that I'm competent enough to actually use that money wisely
enough to actually use that money wisely do you want that vote for me yes or no
do you want that vote for me yes or no and that's what blur has failed to do
and that's what blur has failed to do Tony blur turns around and sort of tries
Tony blur turns around and sort of tries to feed back to them what they already
to feed back to them what they already believe and given what what they believe
believe and given what what they believe is sort of a load of individual um in
is sort of a load of individual um in incoherent contradictory nonsense that's
incoherent contradictory nonsense that's all he has to offer and then he wonders
all he has to offer and then he wonders why people don't get him you know the
why people don't get him you know the answer they don't get him is because
answer they don't get him is because they're looking for someone to do
they're looking for someone to do something that they can't do themselves
something that they can't do themselves which has actually come up with a cerent
which has actually come up with a cerent political opinion that they might have
political opinion that they might have faith in new labor are faced with a
faith in new labor are faced with a dilemma the system of consumer democracy
dilemma the system of consumer democracy that they have embraced has trapped them
that they have embraced has trapped them into a series of short-term and often
into a series of short-term and often contradictory
contradictory policies there are now growing demands
policies there are now growing demands that they fulfill a grand division that
that they fulfill a grand division that they use the power of government to deal
they use the power of government to deal with the problems of growing inequality
with the problems of growing inequality and the decaying social fabric of the
and the decaying social fabric of the country but to do this they will have to
country but to do this they will have to appeal to the electorate to think
appeal to the electorate to think outside their own
outside their own self-interest and this would mean
self-interest and this would mean challenging the now dominant Freudian
challenging the now dominant Freudian view of human beings beings as selfish
view of human beings beings as selfish Instinct driven individuals which is a
Instinct driven individuals which is a concept of human beings that has been
concept of human beings that has been fostered and encouraged by business
fostered and encouraged by business because it produces ideal
consumers although we feel we are free in reality we like the politicians have
in reality we like the politicians have become the slaves of our own
desires we have forgotten that we can be more than that that there are other
more than that that there are other sides to Human Nature
sides to Human Nature fundamentally here we have two different
fundamentally here we have two different views of human nature and of democracy
views of human nature and of democracy you have the view that people
you have the view that people are irrational that they are bundles of
are irrational that they are bundles of unconscious emotion uh that comes
unconscious emotion uh that comes directly out of flud and businesses are
directly out of flud and businesses are very able to respond to that that's what
very able to respond to that that's what they have honed their skills doing
they have honed their skills doing that's what marketing is really all
that's what marketing is really all about what are the symbols the music the
about what are the symbols the music the images the words that will appeal to
images the words that will appeal to these unconscious
these unconscious feelings politics must be more than that
feelings politics must be more than that politics and
politics and leadership are about engaging the public
leadership are about engaging the public in a rational discussion and
in a rational discussion and deliberation about what is
deliberation about what is best and treating people with
best and treating people with respect in terms of their rational
respect in terms of their rational abilities to debate what is best if it's
abilities to debate what is best if it's not that if it is Freudian if it is
not that if it is Freudian if it is basically a matter of appealing to the
basically a matter of appealing to the same basic unconscious feelings that
same basic unconscious feelings that business appeals to then why not let
business appeals to then why not let business do it business can do it better
business do it business can do it better business knows how to do it business
business knows how to do it business after all is in the business of
after all is in the business of responding to those
responding to those [Music]
feelings I see trees of green red roses
green red roses to I see them
to I see them blue for me and you and I think to
blue for me and you and I think to [Music]
[Music] myself what a wonderful
myself what a [Music]
[Music] wonderful oh yeah
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