THE CHANGE IN TIMES - BETWEEN 1920 AND PRESENT IN CONSUMERISM
Notes taken:
History of consumerism
The century of self
Those in power have used Freuds theory to control the crowd in a mass democracy
Bernas
Influence great as Freud was his uncle
First person to take frauds idea to manipulate masses
How american corporations make people want things they don't need to; unconcious desires
New political idea on how to control masses
inner selfish desire - satisfying, making people happy thus docile
All consuming self - dominates us today
'Happiness machines'
Freuds ideas used to be hated
The idea of being examined and tested in was embarrassing and to be a threat. People in society at the time were taught not to express emotion or inner feeling, so to be asked to do so was outrageous.
Self created empire would have fallen into pieces.
Phychoanalyis, looking at dreams
Feelings we repressed because they were dangerous
Dr Ernest Jones
An unconscious barrier we have, to letting the unconscious emerging
Edward Bernays
America announced war on germany
employed to promote war aims to press
Was skillful in promoting idea internationally
To be a safer democracy
A hero of the masses
Bernays began to wonder, if it was possible to do the same kind of persuasion (propaganda) for peace
Publics relations officer
America mass industrial society
Bernays was determined to find way to manage and alter way the crowds thought and felt.
Manipulating unconscious
Pat jackson - public relations advisor
Information drives behaviour
what would play to peoples Irrational emotions
CASE STUDY
Freud set out to experiment with the minds of the popular classes; to pursued women to smoke. At the time, it was thought as taboo for women to do so. Cigarettes were seen to represent the penis, to be of power. If a women were to smoke, she would metaphorically have power. During a parade, several women hid cigarettes under their clothing, to be given a signal whilst in the parade. The group of women gave the idea to onlooking press that they were in fact suffragettes making a stand for freedom. An already prepared message, of more independence. The iconic reference of the statue of liberty a suitor as a woman holding a torch. Freud had made women smoking suitably acceptable through the use of this iconic figure. The idea that irrelevant objects, such as a cigarette, can be represented by how you are seen by others, was a new idea.
To sell it to your emotions, not just a purchase, engaging emotionally and personally in object. Emotionally connect to a product of service
Used to buy things for need, as necessities, promoted in functional terms this began to change.
Corporations wanted to get on ball, transform way people thought about products
Needs to desire culture, to be trained to want new things before old have even been consumed Mans desires must over shadow his needs.
EDWARD BERNES - Real person who brought forward physcholigcal theory of how we are going to appeal to the masses (corporances )
1920's
Mass consumer pursuation
Bernes glamorised advertisements
Practise of product placement in movies - Dresses starts in clothes and jewellery from other companies
Cars as male dominance
Fashion shows in fashion stores
1927 American journalist
" A change has come over our democracy, it is called consumptions. The american citizens first importance to its country is no longer citizen, but consumerism. "
Bernes - 'The mind of the crowd.'
Freud
"The unconscious aggressive forces of human nature could be erupt in crowds" (eg mobs)- he became a pessimist and sadistic
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