00:00a new theory about human nature was put
00:03Freud he had discovered he said
00:06primitive sexual and aggressive forces
00:08hidden deep inside the minds of all
00:10human beings forces which have not
00:13controlled LED individuals and societies
00:19destruction this series is about how
00:21those in power have used Freud's
00:23theories to try and control the
00:25dangerous crowd in an age of mass
00:32at the heart of the story is not just
00:34Sigman Freud but other members of the
00:41family call this episode is about
00:44Freud's American nephew Edward
00:47bernes bernes is almost completely
00:49unknown today but his influence on the
00:5120th century was nearly as great as his
00:54uncles I turned because bernes was the
00:57first person to take Freud's ideas about
01:00human beings and use them to manipulate
01:08masses he showed American corporations
01:10for the first time how they could make
01:12people want things they didn't need by
01:15linking Mass produce Goods to their
01:19desires out of this would come a new
01:21political idea of how to control the
01:25masses by satisfying people's inner
01:28selfish desires when made them happy and
01:32docile it was the start of the all
01:34consuming self which has come to
01:56today Freud's ideas about how the human
01:59mind works have now become an accepted
02:01part of society as have
02:04psychoanalysts every year the
02:06psychotherapist ball is held in a grand
02:11viena this is the Psychotherapy board
02:14psychotherapists come some Advanced
02:17patients come or former patients come
02:21and many other people friends but also
02:25um um uh people from the vienes society
02:29who like to go to a nice elegant
02:36Bo but it was not always
02:41so 100 years ago Freud's ideas were
02:43hated by vies Society at that time
02:47Vienna was the center of a vast Empire
02:51Europe and to the powerful nobility at
02:54the hapsburg court Freud's ideas were
02:56not only embarrassing but the very idea
02:59of examining and analyzing one's inner
03:01feelings was a threat to their absolute
03:06control you see at that time these
03:08people had the power and of course you
03:11just were not allowed to show your
03:13bloody feelings I mean you just couldn't
03:15you know I mean you couldn't if you were
03:17unhappy can you imagine you for instance
03:19you sit somewhere on the country in a
03:21castle you are deeply unhappy you are a
03:22woman I you couldn't go to your maid and
03:25cry on on her shoulders or you couldn't
03:26go into the village and and complain you
03:29know about about your feelings I mean
03:30you couldn't it was like selling
03:33yourself to somebody you just
03:37know because they had to respect you now
03:41of course frud you see put that thought
03:44very much into question because you you
03:47see to examine yourself you would have
03:50to to put a lot of other things into
03:54Society everything what surrounds you
03:57and that wasn't a good thing at that
03:58time why not because
04:02your self-created Empire to a certain
04:05extent would have fallen into bits much
04:07ear already but what frightened the
04:09rulers of the Empire even more was
04:12Freud's idea that hidden inside all
04:14human beings were dangerous instinctual
04:17drives Freud had devised a method he
04:21psychoanalysis by analyzing dreams and
04:23free association he had Unearthed he
04:25said powerful sexual and aggressive
04:27forces which were the remnants of our
04:30past feelings we repressed because they
04:34dangerous Freud devised a method for
04:38exploring a hidden part of the mind
04:40which we nowadays call the
04:42unconscious which a part that is totally
04:45unknown to our Consciousness that there
04:48exists a barrier in all our minds which
04:53prevents these hidden and unwelcomed
04:56impulses of the unconscious from
05:04night in 1914 the Ostro Hungarian Empire
05:10war as the horror mounted Freud saw it
05:12as terrible evidence of the truth of his
05:15findings the saddest thing he wrote is
05:18that this is exactly the way we should
05:20have expected people to behave from our
05:24psychoanalysis governments had unleashed
05:26the Primitive forces in human beings and
05:29no one seemed to know how to stop
05:36them at that time Freud's young nephew
05:39Edward bernes was working as a press
05:42America his main client was the world
05:45famous opera singer Caruso who was
05:54States Bern's parents had immigrated to
05:57America 20 years before but but he kept
05:59in touch with his uncle and joined him
06:03Alps but bernes was now about to return
06:06to Europe for a very different reason on
06:09the night that Caruso opened in Toledo
06:11Ohio America announced it was entering
06:14the war against Germany and
06:19Austria as a part of the war effort the
06:21US government set up a Committee on
06:23Public Information and bernes was
06:26employed to promote America's War AIMS
06:30the President woodro Wilson had
06:32announced that the United States would
06:34fight not to restore the old Empires but
06:37to bring democracy to all of
06:39Europe bernes proved extremely skillful
06:42in promoting this idea both at home and
06:45abroad and at the end of the war he was
06:48asked to accompany the president to the
06:53conference then to my
06:56surprise they asked me to go over with
06:59with wro Wilson to the priest
07:02conference and at the age of
07:061926 I was in Paris for the entire time
07:13conference that was held in the suburb
07:15of Paris and we worked to make the world
07:21safe for democracy that was a big
07:27slogan Wilson's reception Paris
07:30astounded bernes and the other American
07:33propagandists their propaganda had
07:35portrayed Wilson as a liberator of the
07:37people a man who would create a new
07:39world in which the individual would be
07:42free they had made him a hero of the
07:45masses and as he watched the crowds
07:47surge around Wilson bernes began to
07:50wonder whether it would be possible to
07:52do the same type of mass persuasion but
07:56time when I came back to the United
08:02decided that if you could use propaganda
08:06for war you could certainly use it for
08:10peace and propaganda got to be a bad
08:14word because of the Germans using it so
08:20did was to try to find some other
08:24words so we found the word Council on
08:31bernes returned to New York and set up
08:33as a public relations Council in a small
08:36office off Broadway it was the first
08:38time the term had ever been
08:41used since the end of the 19th century
08:44America had become a mass industrial
08:46society with Millions clustered together
08:50cities bernes was determined to find a
08:52way to manage and alter the way these
08:55new crowds thought and
08:57felt to do this he turned to the
08:59writings of his uncle
09:01Sigmund while in Paris bernes had sent
09:04his uncle a gift of some Havana
09:06cigars in return Freud has sent him a
09:10copy of his General introduction to
09:12psychoanalysis ber has read it and the
09:15picture of hidden irrational forces
09:17inside human beings fascinated him he
09:21wondered whether he might make money by
09:25unconscious what Eddie got from Freud
09:28was in indeed this idea that there is a
09:31lot more going on in human decision
09:33making not only among individuals but
09:36even more importantly among groups than
09:39this idea that information drives
09:42behavior and so Eddie began to formulate
09:45this idea that you had to look at things
09:47that would play to people's irrational
09:50emotions and you see that moved Eddie
09:52immediately into a different category
09:54from other people in his field and most
09:57government officials and managers of the
09:59day who thought if you just hit people
10:01with all this factual information they
10:04would look at that and say oh of course
10:06and Eddie knew that was not the way the
10:10worked Bern set out to experiment with
10:13the minds of the popular classes his
10:16most dramatic experiment was to persuade
10:19smoke at that time there was a taboo
10:21against women smoking and one of his
10:23early clients George Hill the president
10:26of the American Tobacco Corporation
10:28asked G to find a way of breaking it he
10:32said we're losing half of our Market
10:35because men have invoked a taboo against
10:43public can you do anything about that I
10:46said let me think about
10:48it and then I said if I your permission
10:52psychoanalyst to find out what
10:55cigarettes mean to women he said what
10:59cost so I called up Dr
11:03Brill AA Brill who is a leading psycho
11:07analist in New York at that time how
11:10come you didn't call your uncle why
11:12didn't you call your uncle cuz he was in
11:15Vienna AA Bru was one of the first
11:18psychoanalysts in America and for a
11:21large fee he told Bernay that cigarettes
11:24were a symbol of the penis and of male
11:27power he told bernes that if he could
11:30find a way to connect cigarettes with
11:32the idea of challenging male power then
11:35women would smoke because then they
11:37would have their own
11:42penises every year New York held an
11:45Easter Day Parade to which thousands
11:47came and bernes decided to Stage event
11:51there he persuaded a group of Rich
11:53debutants to hide cigarettes under their
11:56clothes then they should join the par
11:58parade and at a given signal from him
12:01they were to light up the cigarettes
12:03dramatically bernes then informed the
12:05press that he had heard that a group of
12:07suffragettes were preparing to protest
12:10by lighting up what they called torches
12:12of Freedom he knew this would be an
12:14outcry and he knew that all of the
12:16photographers would be there to capture
12:18this moment and so he was ready with a
12:23phrase which was torches of freedom and
12:26so here you have a symbol women young
12:29women debutants smoking a cigarette in
12:32public with a phrase that means anybody
12:35who believes in this kind of equality
12:37pretty much has to support them in the
12:39ensuing debate about this because
12:44freedom I mean what's on All American
12:47coins it's liberty she's holding up the
12:50torch you see and so all of this is
12:53there together there's emotion there's
12:55memory there's a rational phrase even
12:58though it's using a lot of emotional
12:59elements it's a it's a phrase that works
13:01in a rational sense all of this is
13:05together and so the next day this was
13:08not just in all of the New York papers
13:11it was across the United States and
13:12around the world and from that point
13:15forward uh the sale of cigarettes to
13:17women began to rise he had made them
13:20socially acceptable with a single
13:24act what bernes had created was the idea
13:27that if a woman smoked
13:29it made her more powerful and
13:31independent an idea that still persists
13:38me my sweet Andra it made him realize
13:43that it was possible to persuade people
13:45to behave irrationally if you link
13:47products to their emotional desires and
13:50feelings the idea that smoking actually
13:53made women Freer was completely
13:55irrational but it made them feel more
14:00it meant that irrelevant objects could
14:02become powerful emotional symbols of how
14:05you wanted to be seen by
14:08others Eddie bernes saw the way to sell
14:12product was not to sell it to your
14:14intellect that you ought to buy an
14:17automobile but that you will feel better
14:20about it if you have this automobile I
14:23think he originated that idea that they
14:25weren't just purchasing something but
14:27they were in engaging themselves
14:30emotionally or personally in in the
14:32product or service there's not you you
14:35think you need a new piece of clothing
14:38but you'll feel better with the piece of
14:40clothing that was his contribution in a
14:43very real sense we see it all over the
14:45place today but I think he originated
14:47the idea of the emotional connect to a
14:52service what bernes was doing fascinated
14:57corporations they they had come out of
14:59the war rich and Powerful but they had a
15:01growing worry the system of mass
15:04production had flourished during the war
15:06and now millions of goods were pouring
15:09lines what they were frightened of was
15:13overproduction that there would come a
15:15point when people had enough goods and
15:20buying up until that point the majority
15:22of products were still sold to the
15:24masses on the basis of
15:27need are the Rich had long been used to
15:29luxury goods for the millions of
15:32workingclass Americans most products
15:34were still advertised as
15:36Necessities Goods like shoes stockings
15:39even cars were promoted in functional
15:45durability the aim of the advertisements
15:47was simply to show people the product's
15:49Practical virtues nothing
16:00what the corporations realized they had
16:02to do was transform the way the majority
16:04of Americans thought about
16:07products one leading Wall Street Banker
16:09Paul merer of layman Brothers was clear
16:14necessary we must shift America he wrote
16:17from a needs to a desires culture people
16:20must be trained to desire to want new
16:22things even before the old have been
16:26consumed we must shape a new mental in
16:29America man's desires must overshadow
16:34needs prior to that time there was no
16:37American Consumer there was the American
16:39worker and there was American owner and
16:41they manufactured and they saved and
16:42they ate what they had to when the
16:45people shopped for what they needed and
16:47while the very rich may have bought
16:50things they didn't need most people did
16:52not and merer envisioned a break with
16:56that where you would have things that
16:58you didn't didn't actually need but you
17:01wanted as opposed to needed and the man
17:04who would be at the center of changing
17:06that mentality for the corporations was
17:08Edward bernes bernes really is the guy
17:11within the United States more than
17:13anybody else who sort of brings to the
17:16table psychological theory as something
17:20that is an essential part of how from
17:23the corporate side of how we are going
17:26to appeal to the masses effectively and
17:29the whole sort of merchandising
17:31establishment and sales and sales
17:34establishment is ready for Sigman Frey I
17:37mean they are ready for understanding
17:39what motivates the human
17:42mind and so that there's this real
17:45openness to Bern's techniques being used
17:48to sell products to the
17:50masses beginning in the early 20s the
17:53New York Banks funded the creation of
17:55chains of department stores Across
17:56America they were to the outlets for the
17:59mass-- produced goods and Bern's job was
18:02to produce the new type of
18:04customer bernes began to create many of
18:07the techniques of mass consumer
18:08persuasion that we now live with he was
18:12employed by William Randolph Hurst to
18:13promote his new women's magazines and
18:16bernes glamorized them by placing
18:18articles and advertisements that link
18:20products made by others of his clients
18:22to famous film stars like claraa B who
18:27client bernes also began the practice of
18:30product placement in the
18:31movies and he dressed the Stars at the
18:34film's premieres with clothes and
18:36jewelry from other firms he
18:39represented he was he claimed the first
18:41person to tell car companies they could
18:43sell cars as symbols of male
18:46sexuality he employed psychologists to
18:49issue reports that said products were
18:51good for you and then pretended they
18:54studies he organized fashion shows in
18:57the department stores and paid
18:59celebrities to repeat the new and
19:01essential message you bought things not
19:03just for need but to express your inner
19:05sense of yourself to
19:10others there's a psychology of dress
19:13have you ever thought about it how it
19:17character you all have interesting
19:19characters but some of them are all
19:21hidden I wonder why you all want a dress
19:24always the same with the same hats and
19:28I'm sure all of you are interesting and
19:31have wonderful things about you but
19:33looking at you in the
19:35street you all look so much the same and
19:39that's why I'm talking to you about the
19:41psychology of dress try and express
19:44yourselves better in your
19:48dress bring out certain things that you
19:51think are hidden I wonder if you thought
19:54of this angle of your
19:57personality I'd like to ask you some
20:00questions why do you like shortcat oh
20:03because there's more to see more to see
20:06he what what good does that do
20:11hands it makes you more attractive
20:18no in 1927 an American journalist wrote
20:22A change has come over our democracy it
20:25is called consumptionism the American
20:28Citizen's first importance to his
20:29country is now no longer that of citizen
20:35consumer the growing wave of consumerism
20:38helped in turn to create a stock market
20:40boom and yet again Edward bernes became
20:44involved promoting the novel idea that
20:46Ordinary People should buy shares
20:49borrowing money from Banks he also
20:52represented and yet again Millions
20:56advice he was uniquely knowledgeable
21:00about how people in large numbers are
21:02going to react to products and ideas and
21:06on but in term in political terms if he
21:09were to go out so I can't imagine that
21:11he'd get three people stand and
21:13listen wasn't particularly articulate
21:16was a kind of funny looking and didn't
21:20have any sense of reaching out for
21:22people oneon-one none at all he didn't
21:25talk about didn't think about people in
21:27groups of one thought about people in
21:33thousands so I would have nothing to
21:38doing hello Bernay soon became famous as
21:42the man who understood the mind of the
21:44crowd and in 1924 the president
21:48him president kulage was a quiet tacan
21:52man and had become a national Jer the
21:55Press portrayed him as a dull humorous
21:58Bern's solution was to do exactly the
22:00same as he had done with products he
22:03persuaded 34 famous film stars to visit
22:06House and for the first time politics
22:09became involved with public
22:12relations and I lined up these 34 people
22:18and I'd say what's your name he'd say Al
22:22Jon I'd say Mr President Al Jon next St
22:28every newspaper in the United States had
22:34story president coolage
22:38entertains actors at White House and the
22:42times had a headline which said
22:53laugh and everybody was
23:00but while bernes became rich and
23:01Powerful in America in Vienna his uncle
23:05disaster like much of Europe Vienna was
23:07suffering an economic crisis and massive
23:09inflation which wiped out all of Freud's
23:13savings facing bankruptcy he wrote to
23:17help bernes responded by arranging for
23:19Freud's Works to be published for the
23:21first time in America and began to send
23:24his uncle precious dollars which Freud
23:27kept secretly in a foreign bank
23:31account he was Freud's agent if you will
23:34to get his books published well of
23:36course once the books were being
23:37published Eddie couldn't help himself
23:39but uh promote these books see that
23:43everybody read them make them
23:46controversial emphasize the fact that do
23:48you know what fright says about sex and
23:50what he says cigarettes are a symbol of
23:52and so on and so forth how do you
23:53suppose all those stories got out
23:55certainly the academics weren't
23:57spreading these around the country Eddie
23:58Burnes was then when Freud became
24:01accepted well then of course to go to to
24:05a client and say well Uncle sigy see
24:07then that had some cache but notice
24:09there first Eddie created uncle sigy in
24:12the US made him acceptable secondly and
24:16thirdly then capitalized on Uncle sigy
24:20typical Bern's performance bernes also
24:23suggested that Freud promote himself in
24:25the United States he proposed his uncle
24:27an article for cosmopolitan a magazine
24:30that Bern is represented entitled a
24:32woman's mental place in the home Freud
24:35was Furious such an idea he said was
24:38Unthinkable it was vulgar and anyway he
24:43America Freud was now becoming
24:45increasingly pessimistic about human
24:47beings in the mid-20s he retreated in
24:50the Summers to the Alps sometimes
24:52staying in an old hotel the p meritz in
24:55beus Garden it is now our
24:59ruin Freud began to write about group
25:02Behavior about how easily the
25:04unconscious aggressive forces in human
25:06beings could be triggered when they were
25:10crowds Freud believed he had
25:12underestimated the aggressive instincts
25:14in human beings they were far more
25:16dangerous than he had originally
25:19thought after World War One F was
25:24basically a pessimist he felt that man
25:31Creature and very very sadistic and
25:40species and did not believe that man can
25:44be improved man is a ferocious animal
25:48the most ferocious animal the
25:52exist they enjoy torturing and and
25:57killing and he didn't like
26:02men the publication of Freud's Works in
26:05America had an extraordinary effect on
26:07journalists and intellectuals in the
26:091920s what fascinated and frightened
26:12them was the picture fry painted of
26:14submerged dangerous forces luring just
26:17under the surface of modern
26:19society forces that could erupt easily
26:22to produce the frenzied mob which had
26:23the power to destroy even governments it
26:26was this they belied had happened in
26:29Russia to many this meant that one of
26:32the guiding principles of mass democracy
26:34was wrong the belief that human beings
26:37could be trusted to make decisions on a
26:40basis the leading political writer
26:42Walter Lipman argued that if human
26:45beings were in reality driven by
26:47unconscious irrational forces then it
26:49was necessary to rethink
26:52democracy what was needed was a new
26:54Elite who could manage what he called
26:58heard this would be done through
27:00psychological techniques that would
27:02control the unconscious feelings of the
27:06masses so here you have Walter Litman
27:09probably the most influential political
27:11thinker in the United States who is
27:14essentially saying that the basic
27:16mechanism of the mass mind is unreason
27:19is irrationality is animality he
27:22believes that the mob in the street
27:24which is how he sees Ordinary People Are
27:27People were driven not by their minds
27:29but by their spinal cords the notion of
27:31kind of animal drives unconscious
27:34instinctual drives lurking beneath the
27:37surface of civilization and so they
27:39started looking towards psychological
27:42science as a way of understanding the
27:45mechanisms by which the popular mind
27:49works specifically with the goal of
27:53figuring out how to understand how to
27:55apply those mechanism to strategies for
27:59control Edward bernes was fascinated by
28:02litman's arguments and also saw a way to
28:05promote himself by using
28:08them in the 1920s he began to write a
28:11series of books which argued that he had
28:13developed the very techniques Litman was
28:17for by stimulating people's inner
28:19desires and then sating them with
28:21consumer products he was creating a new
28:24way to manage the irrational force of
28:28he called it the engineering of
28:31consent democracy to my father was a
28:34wonderful concept but I don't think he
28:37felt that all those publics out there
28:40would had reliable judgment uh and that
28:44that that they could that they very
28:46easily might vote for the wrong man or
28:49want the wrong thing so that they had to
28:52be guided from above uh it's a
28:56enlightened despotism ISM in a
28:58sense you appeal to their desires and
29:02their unrecognized longings that sort of
29:07thing that you can tap into their
29:11deepest desires or their deepest fears
29:14and use that to your own
29:17purposes and then in 1928 a president
29:20came to power who agreed with
29:23bernes President Hoover was the first
29:25politician to articulate the idea
29:27that consumerism would become the
29:29central motor of American
29:31life after his election he told a group
29:34of advertisers and public relations men
29:38you have taken over the job of creating
29:40desire and have transformed people into
29:43constantly moving happiness
29:46machines machines which have become the
29:52progress what was beginning to emerge in
29:55the 1920s was a new idea a of how to run
29:59democracy at its heart was the consuming
30:02self which not only made the economy
30:05work but was happy and docile and so
30:11Society both ber and litman's concept of
30:15managing the masses takes the idea of
30:19democracy and it turns it into a
30:22paliative it turns it into uh giving
30:26people some kind of feel good Med
30:28medication that will respond to an
30:30immediate pain or an immediate yearning
30:33but will not alter the objective
30:35circumstances one iota I mean democracy
30:38really the idea of democracy at its
30:41heart was about changing the relations
30:44of power that had governed the world for
30:46so long and Bern's concept of democracy
30:50was one of maintaining the relations of
30:52power even if it meant that one needed
30:54to sort of stimulate the psychological
30:56life lives of the public and in fact in
31:00his mind that was what was
31:02necessary that if you can keep
31:05stimulating the irrational self then
31:08leadership can basically go on doing
31:12do bernes now became one of the central
31:15figures in a business Elite that
31:17dominated American society and politics
31:211920s he also became extremely rich and
31:24lived in a suite of rooms in one of New
31:26York's most expensive hotels where he
31:28gave frequent parties oh my goodness he
31:31had a home in the corner Suite of the
31:34Sher Netherland hotel and he here's this
31:36wonderful Suite with all these windows
31:38looking out on Central Park and across
31:40at the plaza and on the Square and he
31:43would use this place to hold a Suare the
31:47mayor would come all the media leaders
31:49would come the political Leaders The
31:51Business Leaders the people in the Arts
31:53I mean it was a who's who people wanted
31:56to know Eddie bernes because you know he
31:59himself became a a sort of a famous man
32:02a sort of a magician who could make
32:04these things happen he knows everybody
32:06he knows the mayor and he knows the
32:08senator and he calls politicians on the
32:12telephone as if he did get a literally a
32:15a high or a bang out
32:18of doing what he did and that's fine but
32:22it it can be a little hard on the people
32:24around you especially when you make
32:27other people feel stupid people who
32:30worked for him were stupid and children
32:32were stupid and if people did things in
32:35a way that he didn't that he wouldn't
32:38have done them they were stupid that was
32:41it was a word that he used over and over
32:45stupid and the masses they were
32:53stupid but Bern's power was about to be
32:56destroyed dramatically and by a type of
32:59human irrationality he could do nothing
33:02control at the end of October 1929
33:05bernes organized a huge National event
33:07to celebrate the 50th anniversary of the
33:10invention of the light bulb president ho
33:13the leaders of major corporations and
33:15bankers like John D Rockefeller were all
33:17summoned by bernes to celebrate the
33:21business but even as they gathered news
33:24came through that shares on the New York
33:26Stock exch change were beginning to fall
33:33catastrophically throughout the 1920s
33:35speculators had borrowed billions of
33:37dollars the banks had promoted the idea
33:40that this was a new era where Market
33:42crashes were a thing of the
33:43past but they were wrong what was about
33:46to happen was the biggest stock market
33:50history investors had panicked and begun
33:52to sell in a blind Relentless Fury that
33:55no reassurance by bankers or politicians
34:01Halt and on the 29th of October
34:14collapsed the effect of the crash on the
34:16American economy was disastrous faced
34:19with recession and unemployment millions
34:21of American workers stopped buying goods
34:23they didn't need the consumer boom that
34:26burn had done so much to engineer
34:28disappeared and he and the profession of
34:31public relations fell from favor Bern's
34:34brief moment of power seemed to be
34:45over the effect of the Wall Street Crash
34:47on Europe was also catastrophic it
34:50intensified the growing economic and
34:52political crisis in the new
34:54democracies in both Germany and Austria
34:57there were violent streak battles
34:58between the armed wings of different
35:05parties against this backdrop Freud who
35:08was suffering from cancer at the jaw
35:10retreated yet again to the
35:13Alps he wrote a book called civilization
35:17discontents it was a powerful attack on
35:19the idea that civilization was an
35:24progress instead Freud AR argued
35:27civilization had actually been
35:29constructed to control the dangerous
35:31animal forces inside human
35:34beings what was implicit in Freud's
35:37argument was that the ideal of
35:38individual Freedom which was at the
35:40heart of democracy was
35:42impossible human beings could never be
35:45allowed to truly Express themselves
35:47because it was too dangerous they must
35:50always be controlled and would thus
35:59man doesn't want to be civilized and he
36:04civilization brings discontent but is
36:08necessary to survive otherwise he
36:10couldn't survive so he must be
36:13discontent because this would be the
36:15only way to keep him within
36:18limits but what did Freud think about
36:21the idea of the equality of
36:23man he didn't believe in it
36:28we had 32 parties and Hitler said before
36:33those parties don't vanish there is no
36:35Germany that's true you can't have 32
36:39parties and so they felt this one person
36:47comedy Freud was not alone in his
36:49pessimism politicians like Adolf Hitler
36:52emerged from a growing despair in the
36:55democracy the Nazis were convinced that
36:58democracy was dangerous because it
36:59Unleashed a selfish individualism but
37:02didn't have the means to control
37:04it Hitler's party the national
37:06socialists stood in elections promising
37:09in their propaganda that they would
37:11abandon democracy because of the chaos
37:13and unemployment it led
37:34in March 1933 the national socialists
37:37were elected to power in Germany and
37:39they set out to create a society that
37:42would control human beings in a
37:45way one of their first acts was to take
37:47control of business the planning of
37:50production would in future be done by
37:51the state the free market was too
37:54unstable as the crash in America had
37:58workers Leisure Time was also planned by
38:00the state through a new organization
38:02called strength through
38:03Joy one of its mottos was service not
38:12self but the Nazis did not see this as a
38:15return to an old form of autocratic
38:18control it was a new alternative to
38:20democracy in which the feelings and the
38:22desires of the masses would still be
38:25Central but they would be channeled in
38:27such a way as to bind the nation
38:30together the chief exponent of this was
38:32Joseph Geral the minister of
38:51propaganda Geral organized huge rallies
38:54whose function he said was to forge the
38:56mind of the nation into a Unity of
38:58thinking feeling and
39:00desire one of his Inspirations he told
39:03an American journalist was the writings
39:05of Freud's nephew Edward
39:09bernes in his work on crowd psychology
39:12Freud had described how the frightening
39:14irrationality inside human beings could
39:16emerge in such groups the Deep what he
39:19called libidinal forces of Desire are
39:22given up to the leader while the
39:24aggressive instincts are Unleashed on
39:26those outside the group Freud wrote this
39:29as a warning but the Nazis were
39:31deliberately encouraging these forces
39:33because they believed they could master
39:43well was saying that
39:46masses are bound by by Lial
39:51forces they love each
39:57ideas and things do the chap on
40:03top forces well forces of
40:10ha ha ha is delegated to the other's
40:38up I could see from afar looking up will
40:43towards Lindon how those 100,000 of
40:47people when they passed Hitler they just
40:51became completely Delirious they began
40:56please tce I will never get out of my
41:04Zed and here I got confirmation how
41:09those irrational forces uncontrollable
41:13forces in Germany in the Germans had
41:16erupted had broken out were running Riot
41:21where the part marching marching
41:43and in America too democracy was under
41:45threat from the force of the angry
41:49mob the effect of the stock market crash
41:51had been disastrous there was growing
41:54violence as an angry population took out
41:56their frustration on the corporations
41:58who were seen to have caused this
42:01disaster then in 1932 a new president
42:05was elected who was also going to use
42:07the power of the state to control the
42:10market but his aim was not to destroy
42:13democracy but to strengthen it and to do
42:16this he was going to develop a new way
42:20masses I am prepared under my
42:23constitutional duty to recommend the
42:26measures that a stricken nation in the
42:28midst of a stricken world may require
42:31but in the event that the National
42:33Emergency is still critical I shall not
42:37evade the clear course of Duty that will
42:40then confront me I shall ask the
42:43Congress for the one remaining
42:45instrument to meet the crisis
42:55power it was the start of what would
42:57become known as the New Deal Roosevelt
43:00assembled a group of young technocrats
43:04Washington he told them that their job
43:06was to plan and run giant new industrial
43:08projects for the good of the
43:10nation Rosevelt was convinced that the
43:13stock market crash had shown that lasair
43:15capitalism could no longer run modern
43:18industrial economies it had become the
43:22government big business was horrified
43:25but the new deal attracted the
43:27admiration of the Nazis especially
44:13for but although Roosevelt like the
44:16Nazis was trying to organize Society in
44:18a different way unlike the nais he
44:21believed that human beings were rational
44:23and could be trusted to take an active
44:27government Roosevelt believed it was
44:29possible to explain his policies to
44:31ordinary Americans and take into account
44:34opinions to do this he was helped by the
44:36new ideas of an American social
44:38scientist called George
44:41Gallop favorite reading of New Deal
44:44Washington the survey of US public
44:46opinion the officers at Princeton New
44:48Jersey are famed statistici Dr George
44:51Gallop tells Washington from week to
44:53week what the nation is
44:56and in New York Fortune Magazine's
44:58analyst Elmo roer compiles for
45:00publication a continuous record of the
45:02nation's approval or disapproval of how
45:04the country is being
45:06run gallop and rer rejected Bern's view
45:09that human beings were at the mercy of
45:11unconscious forces and so needed to be
45:14controlled their system of opinion
45:17polling was based on the idea that
45:18people could be trusted to know what
45:21wanted they argued that one could
45:23measure and predict the opinions and
45:25behavior of the public if one asked
45:27strictly factual questions and avoided
45:34emotions well how about this one do you
45:37think frankon D Roosevelt's New Deal has
45:39been bad for the nation in general no
45:42that question is loaded it automatically
45:44suggests an answer well how about this
45:48is your present feeling toward President
45:51Roosevelt one of General approval or
45:57better prior to Scientific polling the
46:00view of of of many people was that um
46:04you couldn't trust public opinion it was
46:06irrational that uh it was Ill informed
46:09chaotic unruly and so forth and and so
46:13that opinion should be dismissed but
46:15with scientific polling um I think it
46:18established very clearly that people do
46:21are rational that they do make good
46:23decisions and this offers democracy
46:26a chance to be truly informed by the
46:29public giving everybody a voice in the
46:32way the country has run I know my father
46:34wouldn't necessarily say the voice of
46:36the public is the voice of God but he he
46:38did feel very much that the the voice of
46:40the of the people is is a rational voice
46:44heard what Roosevelt was doing was
46:46forging a new connection between the
46:50politicians no longer were they
46:52irrational consumers who were managed by
46:54sating their desires instead they were
46:56sensible citizens who could take part in
46:58the governing of the
47:00country in 1936 Roosevelt stood for
47:03re-election he promised further control
47:05over big business to the corporations it
47:08was the beginning of a
47:14dictatorship Roosevelt interferes with
47:16private Enterprise and he is running the
47:19country into debt for generations to
47:21come the way to get recovery is to let
47:26but Roosevelt was triumphantly
47:28reelected it looks my friends like a
47:32real Landslide this time so please let
47:37me let me thank you again and tell you
47:40that I hope to see you all very soon and
47:42bid you an affectionate good night faced
47:46with this business now decided to fight
47:48back to regain power in
47:51America at the heart of the battle would
47:53be Edward bernes and the profession he
47:59relations following that
48:02election business people start to get
48:05together and start to carry on
48:08discussions primarily in private and
48:10they start talking to each other about
48:12the need to sort of carry on uh
48:15ideological Warfare against the New Deal
48:18and to sort of reassert the sort of
48:20connectedness between the idea of
48:23democracy on the one hand and the idea
48:25of privately owned business on the other
48:28and so Under the Umbrella of an
48:30organization which still exists which is
48:33called the National Association of
48:35Manufacturers and whose membership
48:37included all of the major corporations
48:40of the United States a campaign is
48:43launched explicitly designed to create
48:46emotional attachments between the public
48:50business it's Bern's techniques being
48:53used on a grand scale I mean
49:00totally the General Motors parade of
49:03progress traveling the high roads and by
49:06roads of America bringing to millions of
49:09Americans in their own hometowns the
49:11fascinating story behind modern industry
49:15showing the campaign set out to show
49:17dramatically that it was business not
49:19politicians who had created modern
49:21America better mode of living for all of
49:27bernes was an adviser to General Motors
49:30but he was no longer alone the industry
49:32he had founded now flourished as
49:34hundreds of public relations advisers
49:38campaign they not only used
49:40advertisements and billboards but
49:41managed to insinuate their message into
49:43the editorial pages of the
49:48newspapers it became a bitter fight in
49:51response to the campaign the government
49:52made films that warned of the
49:54unscrupulous manip ation of the press by
49:57big business and the central villain was
50:00the new figure of the public relations
50:04man they tried to achieve their Ends by
50:07working entirely behind the scenes
50:09corrupting and deceiving the public the
50:12aims of such groups may be either good
50:14or bad so far as the public interest is
50:16concerned but their methods are a grave
50:19danger to democratic
50:21institutions the films also showed how
50:24the responsible citizen could monitor
50:27themselves they could create a chart
50:29that analyzed the reporting for signs of
50:34bias but such Earnest instruction was to
50:36be no match for the powerful imagination
50:43bernes he was about to help create a
50:46vision of the Utopia that free market
50:48capitalism would build in America if it
50:52Unleashed some where over the
51:00rainbow in 1939 New York hosted the
51:03World's Fair Edward bernes was a central
51:07adviser he insisted that the theme be
51:10the link between democracy and American
51:19Business at the heart of the fair was a
51:22giant white Dome that bernes named de
51:28City and the central exhibit was a vast
51:31working model of America's future
51:33constructed by the General Motors
51:35Corporation to my father the World's
51:40opportunity to keep the status quo that
51:45capitalism in a democracy democracy and
51:51marriage right linking like just like
51:56he did that by manipulating people and
51:59getting them to think that you couldn't
52:02have real democracy in anything but a
52:07society which was capable of doing
52:10anything of creating these wonderful
52:13highways of of making you know moving
52:18pictures inside everybody's house of of
52:21telephones that didn't need cords of
52:24sleek Road I mean it was there were it
52:29consumerist but at the same time you
52:32inferred that in a funny way democracy
52:37together the World's Fair was an
52:39extraordinary success and captured
52:43imagination the vision it portrayed was
52:45of a new form of democracy in which
52:48business responded to people's innermost
52:51Desires in a way politicians could never
52:55but it was a form of democracy that
52:57depended on treating people not as
52:59active citizens as Roosevelt did but as
53:03consumers because this bernes believed
53:06was the key to control in a mass
53:09democracy it's not that the people are
53:12in charge but that the people's desires
53:15charge the people are not in charge the
53:18people exercise no decision-making power
53:22environment so democracy is reduced from
53:26something which assumes an active
53:28citizenry to the idea of the public as
53:35oh driven primarily by instinctual or
53:38unconscious desires and that if you can
53:41in fact trigger those needs and desires
53:43you can get what you want from
53:47them but this struggle between the two
53:50views of human beings as to whether they
53:52were rational or irrational was about to
53:55be dramatically affected by events in
53:58Europe events that would also change the
54:00fortunes of the Freud
54:05family in March 1938 the Nazis annexed
54:08Austria it was called the
54:10anchus Hitler arrived in Vienna to an
54:13extraordinary outpouring of mass
54:15agulation but even as he drove through
54:17the city behind the scenes the Nazis
54:20were systematically whipping up and
54:22unleashing the hatred of the crowd
54:24against the enemies of the new greater
54:27Germany the Angelus was a kind of
54:31explosion of terrible hatred against the
54:34enemies so-called enemies or whatever
54:36they considered enemies against the Jews
54:40in totally and also against a lot of
54:45adist aans who had opposed the Nazis in
54:50Austria they said it's legitimate now
54:53you can do what you want so they did
54:55stealing robbing and killing I can't say
54:57it otherwise and human depravity of
55:02uh always near very near to to to normal
55:06behavior it be it can change very
55:17quickly as the violence and
55:19assassinations raged in Vienna Freud
55:21decided he had to leave his aim was to
55:24go to to Britain but he knew that
55:26Britain like many countries was refusing
55:28entry to most Jewish
55:32refugees but help came from the leading
55:34psychoanalyst in Britain Ernest Jones he
55:37was in the same Ice Skating Club as the
55:39Home Secretary s Samuel hore and Jones
55:42persuaded hore to issue Freud a British
55:48permit and in May 1938 Freud his
55:51daughter Anna and other members of his
55:53family set off for London
56:02Freud arrived in London as Britain Was
56:04preparing for war and he settled with
56:06his daughter Anna in a house in
56:10Hamstead but Freud's cancer was now far
56:12Advanced and in September 1939 just 3
56:16weeks after the outbreak of War he
56:23died the second world war would utterly
56:26transform the way governments saw
56:28democracy and the people they
56:32governed next week's program will show
56:34how the American government as a result
56:36of the war became convinced there were
56:39Savage dangerous forces hidden inside
56:41all human beings forces that needed to
56:46controlled the terrible evidence from
56:48the death camps seemed to show what
56:50happened when these forces were
56:53Unleashed and politicians and planners
56:55in postwar America would come to believe
56:57that hidden under the surface of their
56:59own population were the same dangerous
57:04forces and they would turn to the Freud
57:06family to help control this enemy
57:15Within and ever adaptable Edward bernes
57:18would work not just for the American
57:23CIA and Sigman Freud's daughter Anna
57:26would also become powerful in the United
57:28States because she believed that people
57:31could be taught to control the
57:32irrational forces within
57:34them out of this would come vast
57:37government programs to manage the inner
57:39psychological life of the
57:53masses this centry of the self continues
57:56next Sunday night on BBC 2 same time
57:588:00 tonight the final part of SAS
58:22next let's say a word about three means
58:26we all have thoughts which we never knew
58:28we had they are too uncomfortable too
58:30incompatible with our adult self to be
58:33remembered yet they're often disturbing
58:36rumbling under the surface like lava in
58:40volcano the dream is the Royal Road to
58:44thoughts the royal road to the
58:47unconscious this is the story of how
58:49Sigman Freud's ideas about the
58:51unconscious mind were used by those in
58:54power in postwar America to try and
58:58masses politicians and planners came to
59:00believe that Freud was right to suggest
59:03that hidden deep within all human beings
59:05were dangerous and irrational desires
59:11fears they were convinced that it was
59:13the unleashing of these instincts that
59:15had led to the barbarism of Nazi
59:19Germany to stop it ever happening again
59:22they set out to find ways to control
59:24this hidden enemy within the human
59:31mind at the heart of the story are
59:34Sigman Freud's daughter
59:36Anna and his nephew Edward bernes who
59:39had invented the profession of public
59:42relations their ideas were used by the
59:44US government big business and the CIA
59:48to develop techniques to manage and
59:50control the minds of the American
59:53people those in power believed that the
59:55only way to make democracy work and
59:58create a stable Society was to repress
01:00:01the Savage barbarism that lurp just
01:00:03under the surface of normal American
01:00:19Life the Story begins in the middle of
01:00:21the fierce fighting the Second World War
01:00:25as the fighting intensified the American
01:00:27Army was faced by an extraordinary
01:00:29number of mental breakdowns among its
01:00:32troops 49% of all soldiers evacuated
01:00:35from combat were sent back because they
01:00:37suffered from mental
01:00:39problems in desperation the Army turned
01:00:42to the new ideas of
01:00:44psychoanalysis they made a film record
01:00:46of the experiment using hidden
01:00:48cameras it says here on your record that
01:00:51you had HIIT and that you had crying
01:00:53spell yes sir uh I believe in your
01:00:55profession is called
01:00:57nostalgia in other words homes yes sir
01:01:00mhm it was induced when shortly before
01:01:04War I received a picture of my
01:01:18yes I'm sorry I can't continue that's
01:01:22right it was the first time that anyone
01:01:25had paid such attention to the feelings
01:01:27and anxieties of ordinary
01:01:29people at the heart of the experiment
01:01:32were a number of refugee psychoanalysts
01:01:34from Central Europe they worked with
01:01:36American psychiatrists to guide and
01:01:38shape the project when I first came to
01:01:41America I worked in the psychiatric
01:01:44service with soldiers trying to
01:01:47rehabilitate them and I traveled in the
01:01:50train from the east coast to the West
01:01:53Coast I I was enormously curious what
01:01:57goes on in all of those little towns
01:02:01that it rain is passing after my years
01:02:04in the Army I knew exactly what
01:02:06everybody was doing in the little
01:02:09towns because I I saw so many people who
01:02:13came from there and I understood their
01:02:17aspirations their disappointments and so
01:02:20forth so it was as if somebody invit Ed
01:02:24me to a privileged tour in the into the
01:02:29inner soul of America I'm not doing this
01:02:32Liber please believe I I do believe you
01:02:36um a display of emotion is sometimes
01:02:39very helpful I hope so sir sure it gets
01:02:42it off your chest well sir to be
01:02:45perfectly honest with you I'm very much
01:02:47in love with my sweethe heart she has
01:02:50been the one person that gave me a sense
01:02:55importance is that through her
01:02:59cooperation with me we were able to
01:03:04obstacles take it easy now just talk to
01:03:07the psychoanalyst used techniques
01:03:09developed by Freud to take the men back
01:03:12past they became convinced that the
01:03:14breakdowns were not the direct result of
01:03:17fighting the stress of combat had merely
01:03:19triggered old childhood
01:03:22memories these were memories of the
01:03:24men's own violent feelings and desires
01:03:27which they had repressed because they
01:03:28were too frightening think deeply let's
01:03:30go back when was it to the
01:03:32psychoanalysts it was overwhelming proof
01:03:34of Freud's theory that underneath human
01:03:36beings were driven by primitive
01:03:38irrational forces you won
01:03:41that World War II was a major shattering
01:03:46experience because I discovered the
01:03:49enormous role of the
01:03:52irrational in the lives of most most
01:03:55people yeah that I can say that I
01:03:58learned it that the the ratio between
01:04:02the irrational and the rational in
01:04:05America is very much in favor of the
01:04:09irrational that there's much greater
01:04:11unhappiness much more suffering much
01:04:17more a a sad country than one would
01:04:21imagine it from from the adversity from
01:04:24the advertisements that you get a much
01:04:30country victory in the second world war
01:04:33was celebrated as a Triumph of
01:04:35democracy but in private many policy
01:04:37makers were worried about the
01:04:39implications of the analysis of the
01:04:41soldiers it seemed to show that
01:04:43underneath every American were
01:04:45irrational violent
01:04:48drives what had happened in Germany
01:04:50seemed to bear this out the complicity
01:04:53of so many ordinary Germans in mass
01:04:55killings during the war showed just how
01:04:57easily these forces could break through
01:05:05democracy planners and policy makers had
01:05:08been convinced by their experiences
01:05:11during World War II that human beings
01:05:13could act very irrationally because of
01:05:16this sort of teeming and raw and
01:05:18unpredictable emotionality um the kind
01:05:22of chaos that lived at the at the at the
01:05:24base of human personality could uh in
01:05:28fact infect the society social
01:05:31institutions to such a point that the
01:05:33society itself would become sick that's
01:05:36what they believe happened in Germany in
01:05:39which the irrational the anti-democratic
01:05:43wild it was a vision of of human nature
01:05:46as incredibly destructive and they were
01:05:49terrified that Americans would in fact
01:05:54that way or were capable of Behaving
01:05:57that way and they wanted to avoid a
01:05:58rerun of that so what is needed is a
01:06:03human being that can internalize
01:06:06Democratic Values so that they are not
01:06:13storm and psychoanalysis carried in it
01:06:16the promise that it can be done it
01:06:18opened up new Vistas as to how the inner
01:06:23structure of the human being can be
01:06:25changed so that he becomes a more
01:06:31vital free supporter and maintainer of
01:06:36democracy the psychoanalysts were
01:06:38convinced they not only understood these
01:06:40dangerous forces but they knew how to
01:06:42control them too they would use their
01:06:45techniques to create Democratic
01:06:47individuals because democracy left to
01:06:49itself failed to do
01:06:56the source of this idea was not only
01:06:58Sigman Freud but his youngest daughter
01:07:01Anna she had fled with her father to
01:07:03London before the outbreak of war and
01:07:06after he died Anna Freud became the
01:07:08acknowledged leader of the world
01:07:10movement she saw her job as to fulfill
01:07:13her father's dream of making his ideas
01:07:16accepted throughout the
01:07:19world at the center of the frud movement
01:07:22stood tanaa because she managed to work
01:07:27herself into that position she was
01:07:29recognized as that and not just because
01:07:34daughter she worked she worked on that
01:07:41forbidding he was not to me a warm
01:07:44person not an aunt you could you could
01:07:47kiss or put your arms
01:07:51around not at all and her whole life
01:07:56rotated around the spreading of
01:08:00psychoanalysis Freud himself had seen
01:08:02the role of psychoanalysis as allowing
01:08:04people to understand their unconscious
01:08:07drives but Anna Freud believed it was
01:08:09possible to teach individuals how to
01:08:11control these inner
01:08:13forces she had come to believe this
01:08:15through analyzing children above all the
01:08:17children of her close friend Dorothy
01:08:21Burlingham Dorothy Burlingham was an
01:08:23American an arys who in the 1920s fled a
01:08:26failed marriage and brought her children
01:08:30Vienna they were suffering terrible
01:08:32anxieties and aggression but Anna Freud
01:08:35was convinced she could free them from
01:08:37this by changing the world around
01:08:40them she thought that she could come in
01:08:42and um into their environment
01:08:45essentially because they were children
01:08:46you see they didn't have independent
01:08:48lives of their own she could go talk to
01:08:50the parents or the mother uh she could
01:08:52go to the schools she could influence
01:08:54their real world the actual external
01:08:56world to change their lives and to uh to
01:08:59help them and to change them as people I
01:09:03think that was uh part of what uh her
01:09:05idea was is that she felt that she could
01:09:10them from her analysis of the Burlingham
01:09:12children Anna Freud developed a theory
01:09:14of how to control the inner
01:09:16drives it was simple you taught the
01:09:19children to conform to the rules of
01:09:22society but the this was more than just
01:09:26guidance Anna Freud believed that if
01:09:29children like the Burlingham strictly
01:09:31followed the rules of accepted social
01:09:33conduct then as they grew up the
01:09:35conscious part of their mind what was
01:09:37called the ego would be greatly
01:09:39strengthened in its struggle to control
01:09:43unconscious but if children did not
01:09:46conform their ego would be weak and they
01:09:49would be prey to the dangerous forces of
01:09:55in my father's uh case they were
01:09:57concerned that he would be a homosexual
01:09:59and so a lot of their efforts went into
01:10:02uh preventing or trying to stop my
01:10:05father from becoming a
01:10:07homosexual whether or not he would have
01:10:09or did or you know is is you know it's
01:10:12unknown to me why did they want to stop
01:10:15him because they felt it was abnormal it
01:10:17wasn't a uh it wasn't a normal uh way to
01:10:21develop they wanted to have
01:10:24develop along lines that Society
01:10:27recognized to be normal because if they
01:10:29didn't then you're going to be under the
01:10:31control of forces that you don't
01:10:33understand that you're not even aware of
01:10:36the analysis seemed to be a great
01:10:37success and in the 30s the Burlingham
01:10:39children had returned to
01:10:41America they settled down to happy
01:10:43married lives in the
01:10:45suburbs what they didn't realize was
01:10:47that their experience was about to
01:10:49become a template for a giant social
01:10:51experiment to control the inner mental
01:10:53life of the American
01:10:58population in 1946 President Truman
01:11:01signed the national mental health act it
01:11:04had been borne directly out of the
01:11:05wartime discoveries by psychoanalysts
01:11:08that millions of Americans who had been
01:11:09drafted suffered hidden anxieties and
01:11:13fears the aim of the Act was to deal
01:11:16with this invisible threat to
01:11:20society shocked by the appalling
01:11:22percentage of the emotion Ally unstable
01:11:24revealed by the World War II draft
01:11:26figures Congress in 1946 passed the
01:11:29national mental health act which
01:11:31recognized for the first time that
01:11:33mental illness was a national
01:11:36problem keenly aware of the tremendous
01:11:39problems ahead is Dr Robert H Felix
01:11:42director of the vast new project a
01:11:44primary objective of the national mental
01:11:46health program is to increase our fund
01:11:49of scientific knowledge about mental
01:11:51health and about mental illness we're
01:11:54not doing this why because there are all
01:11:57too few skilled mental health workers
01:12:01two of the principal architects of the
01:12:03ACT were the meninger brothers Carl and
01:12:06will will had run the wartime
01:12:08Psychotherapy experiments and now he and
01:12:10his brother began to train hundreds of
01:12:14psychiatrists the menas were convinced
01:12:16that it would be possible to apply Anna
01:12:18Freud's ideas on a wide scale and to
01:12:22adults as well as children
01:12:24the psychiatrist job would be to teach
01:12:26ordinary Americans how to control their
01:12:28unconscious drives psychoanalysis could
01:12:32be used to make a better
01:12:34Society they said psychoanalytic
01:12:36thinking could make for the betterment
01:12:38of society because you could change the
01:12:42functioned and you could take the ways
01:12:47people did hurtful things to themselves
01:12:50and others and alter them by enlarging
01:12:53ing their understanding and this was the
01:12:56vision psychoanalysis brought that you
01:12:58could really change people that you
01:13:00could really change
01:13:02people and we could change them almost
01:13:08ways in the late' 40s a vast project
01:13:11began in America to apply the ideas of
01:13:13psychoanalysis to the
01:13:16masses psychological guidance centers
01:13:18were set up in hundreds of
01:13:20towns they were staffed by psychiatrists
01:13:23who believed it was their job to control
01:13:25the hidden forces inside the minds of
01:13:27millions of ordinary
01:13:32Americans yes I I need something done I
01:13:39I mhm did you have any particular
01:13:42teachers that you'd like sort I liked
01:13:45all my teachers except one I remember
01:13:48what was the trouble with this one I
01:13:50don't know she just scared me most of
01:13:52the time H her at me and I'd run outside
01:13:56vomit I hate my brother loathing
01:14:02despise at the same time thousands of
01:14:04counselors were trained to apply
01:14:06psychoanalysis to marriage
01:14:08guidance and social workers were sent
01:14:11out to visit people's homes and advise
01:14:13on the psychological structure of family
01:14:16life behind all this was the fundamental
01:14:19idea of Anna freuds that if people were
01:14:22encouraged to conform to the accepted
01:14:24patterns of family and social life then
01:14:26their ego would be strengthened they
01:14:29would be able to control the dangerous
01:14:35them when your emotions control your
01:14:38actions it affects not only yourself but
01:14:41the people around you and if this sort
01:14:43of flare up is repeated often it might
01:14:46lead to a permanently walked
01:14:49personality you can control the fire of
01:14:52your emotions so that your personality
01:14:57pleasant so we expect that someone who's
01:15:00been through that experience to be much
01:15:01more insightful much more understanding
01:15:04and a much better regulated person and
01:15:07what happens to the and regulation
01:15:08includes being able to let go as it were
01:15:10to enjoy a football game or a soccer
01:15:17game a more understanding yes rational
01:15:21but also appropriately emotional person
01:15:24the regulatory aspects of the human mind
01:15:27would really be in charge instead of
01:15:30instead of being overwhelmed by our
01:15:32passions and by our darker
01:15:35impulses that one would be master or
01:15:37Mistress of One's Own
01:15:40passions they just felt that the road to
01:15:43happiness was in adapting to the
01:15:46external World in which they lived that
01:15:49people could be uncried from their own
01:15:52neurotic conflicts and impulses that
01:15:55they would not engage in
01:15:56self-destructive behavior that they
01:15:57would in fact adapt to the reality about
01:15:59them they never questioned the
01:16:03reality they never questioned that it
01:16:05might itself be a source of evil or
01:16:08something to which you could not adapt
01:16:10without uh without compromise or without
01:16:13suffering or without exploiting yourself
01:16:15in some way so there was this fit with
01:16:18the politics of the day and a balance of
01:16:25important to a well-rounded
01:16:29personality but it was only the
01:16:31beginning of the rise to power of
01:16:32psychoanalysis in America psychoanalysts
01:16:36were about to move into big business and
01:16:38use their techniques not just to create
01:16:40model citizens but model
01:16:44consumers last week's episode showed how
01:16:46Freud's American nephew Edward bernes
01:16:49had been the first to convince American
01:16:51corporations that they could sell
01:16:52products s by connecting them with
01:16:54people's unconscious
01:16:56feelings but now a group of
01:16:58psychoanalysts were going to take what
01:17:00bernes had begun and invent a whole
01:17:02range of techniques to get inside and
01:17:05manage the unconscious mind of the
01:17:08consumer they were led by Ernest dictor
01:17:11dictor had practi his next door to Freud
01:17:13in Vienna but he had come to America and
01:17:15set up the institute for motivational
01:17:17research in an old mansion north of New
01:17:21York this is The Institute for
01:17:24motivational research a place devoted to
01:17:27the Intriguing business of finding out
01:17:29why people behave as they do why they
01:17:33buy as they do why they respond to
01:17:36advertising as they do and this is Dr
01:17:39Ernest dictor we don't go out and ask
01:17:43directly uh why do you buy why don't you
01:17:46what we try to do instead is to
01:17:48understand the total personality the
01:17:50self-image of the customer we use all
01:17:52the res sources of modern social
01:17:54sciences it opens up some stimulating
01:17:57psychological techniques for selling any
01:17:58new product like the other
01:18:01psychoanalysts dictor believed that
01:18:03American citizens were fundamentally
01:18:05irrational beings they could not be
01:18:07trusted their real reasons for buying
01:18:10products were rooted in unconscious
01:18:13feelings and dictor wanted to find ways
01:18:15to uncover what he called the secret
01:18:17self of the American
01:18:21Consumer he was trying to get out of
01:18:23people's mind the unconscious
01:18:26motivations that they had for purchasing
01:18:29uh these could be sexual they could be
01:18:31psychological they could be sociological
01:18:34they could be a demand for status a
01:18:36demand for recognition there were things
01:18:38that people couldn't verbalize or
01:18:40wouldn't verbalize because they were too
01:18:42secret to them they were too much a part
01:18:44of their nature and they would they
01:18:46would be embarrassed they would be
01:18:48embarrassed if they came out and said
01:18:49things like this he would inter view
01:18:53people but not ask them direct questions
01:18:58but let them talk freely like you do in
01:19:05psychoanalysis and that was his
01:19:08background and so he said why can't we
01:19:11have a group therapy session about
01:19:13products all right and so dictor built
01:19:18this room up above his garage and he
01:19:21said we can have psycho analysis
01:19:23products they can actually act out and
01:19:24verbalize their wants and needs what
01:19:27we're going to do is try a couple of
01:19:29these uh salad dressings so let's see
01:19:33what happens there is our typical
01:19:36housewife she doesn't follow the
01:19:38instruction and they could be observed
01:19:41and watched and other people could
01:19:43comment and they could talk about it and
01:19:45everybody could join in he was the first
01:19:48to do this this was absolutely the first
01:19:50thing that was ever done and he had a
01:19:52movie Project ctor up there where you
01:19:54could show advertisements and things
01:19:56like that and people could react to them
01:19:58and he invented the whole technique for
01:20:00mining the unconscious about the hidden
01:20:02psychological wants that people had
01:20:05products this became the focus group it
01:20:11worked dictor's breakthrough came with a
01:20:13focus group study he did for Betty
01:20:16foods like many food manufacturers in
01:20:19the early 50s they had invented a new
01:20:21range of instant convenience
01:20:23foods but although consumers had told
01:20:26Market researchers they would welcome
01:20:27the idea in fact they were refusing to
01:20:30buy them the worst problem was the Betty
01:20:33Crocker cake mix dictor did a series of
01:20:36focus groups where housewives free
01:20:38Associated about the cake
01:20:40mix he concluded that they felt
01:20:43unconscious guilt of the new image being
01:20:45promoted of ease and
01:20:48convenience in other words he understood
01:20:51that the barrier to the consumption of
01:20:53the product was the housewives feeling
01:20:55of guilt about using it they basically
01:20:58on one hand wanted to make it easy for
01:21:00themselves but they felt guilty about it
01:21:02so what you've got to do in those
01:21:04circumstances is remove the barrier the
01:21:06barrier being guilt the way you do that
01:21:09is to give the housewife a greater sense
01:21:12participation and how did you do that by
01:21:18egg simple as that as simple as that
01:21:21dictor told Betty Crocker to put an
01:21:23instruction on the packet that the
01:21:25housewife should add an egg it would be
01:21:27an unconscious symbol he said of the
01:21:30housewife mixing in her own eggs as a
01:21:32gift to her husband and so would lessen
01:21:34the guilt Betty Crocker did it and the
01:21:37sales soared my cake is
01:21:41ready the consumer may have basic needs
01:21:44that the consumer himself or herself
01:21:47doesn't fully understand you have to
01:21:49know what those needs are in order to
01:21:52fully exploit the
01:21:59wrong to give people what they
01:22:02want by taking away their
01:22:08helping remove their
01:22:11defenses it seems so much longer than
01:22:13last year it is nearly 4 in longer in
01:22:21oh dictor's success led to a rush by
01:22:24corporations and advertising agencies to
01:22:28psychoanalysts they became known as the
01:22:30depth boys and they promised to show
01:22:32companies how to make millions by
01:22:34connecting their products with people's
01:22:36hidden desires dictor himself became a
01:22:39millionaire famous for inventing slogans
01:22:41like a tiger in your
01:22:43tank even the marketing of the Barbie
01:22:46Doll came from a children's focus group
01:22:50goes but dictor was convinced that this
01:22:53was far more than just
01:22:54selling like Anna Freud he believed that
01:22:57the environment could be used to
01:22:58strengthen the human
01:23:00personality and products have the power
01:23:03both to State inner desires and give
01:23:05people a feeling of common identity with
01:23:08them it was a strategy for creating a
01:23:11stable society dictor called it the
01:23:17desire to understand a stable citizen
01:23:20you have to know that Modern Man quite
01:23:22often tries to work off his frustrations
01:23:24by spending on self gratification modern
01:23:27man is eternally ready to fill out his
01:23:29self-image but purchasing products which
01:23:31complement it if you identify yourself
01:23:35with a product it can have a
01:23:40therapeutic value it improves your
01:23:45self-image and you become a more secure
01:23:49person and you have suddenly this
01:23:53confidence of going out in the world and
01:23:56doing what you want
01:24:00successfully hernet believed that that
01:24:03would then improve the whole of our
01:24:07society and become the best Society on
01:24:18planet by the early 50s the ideas of
01:24:20psychoanalysis had penetrated deep into
01:24:24Life the psychoanalysts themselves
01:24:27became rich and Powerful many had
01:24:29Consulting rooms overlooking Central
01:24:33York politicians and famous writers like
01:24:36Arthur Miller and Tennesse Williams
01:24:39patience they were seeking not just help
01:24:42but to understand the hidden roots of
01:24:45behavior we were sought after Washington
01:24:48was interested in what we think you know
01:24:51they they important important writers
01:24:55important politicians were undergoing
01:24:59psychoanalysis it was we had we had
01:25:02waiting list because there were so many
01:25:04patients that wanted to be
01:25:07analyzed so it it gave us a little bit
01:25:12swellhead and as the psychoanalyst ideas
01:25:15took hold in America a new Elite began
01:25:17to emerge in politics social planning
01:25:22what linked this Elite was the
01:25:24assumption that the masses were
01:25:27irrational to make a free market
01:25:29democracy like America work when had to
01:25:31use psychological techniques to control
01:25:36irrationality they actually believed
01:25:38that this Elite was necessary because
01:25:40individual citizens were not capable if
01:25:43left alone of being Democratic citizens
01:25:47the elite was necessary in order to
01:25:49create the conditions that would produce
01:25:51individuals cap capable of behaving as a
01:25:55a good consumer and also behaving as a
01:25:57democratic citizen they didn't see their
01:26:00activities as anti-democratic as
01:26:02undermining the capacity of individual
01:26:05citizens for democracy quite the
01:26:07opposite they understood that they were
01:26:10creating uh the conditions for uh
01:26:12democracy's survival and
01:26:15future the rise of psychoanalysis to
01:26:17power in America was an extraordinary
01:26:20Triumph for Anna Freud and her to
01:26:24ideas she remained in England living
01:26:27Burlingham on the surface it was an
01:26:29idilic life she and Dorothy had brought
01:26:32a weekend Cottage on the suffk coast and
01:26:35in the Summers Dorothy's children came
01:26:37from America to visit with the
01:26:40grandchildren but underneath things were
01:26:42going badly wrong both Bob and mby
01:26:45Burlingham who Anna Frey had analyzed in
01:26:47the 1930s had suffered personal
01:26:49breakdowns and their marriages were
01:26:52Bob was drinking heavily and mie
01:26:54suffered terrible
01:26:56anxieties the real reasons for the
01:26:58visits to England were yet more analysis
01:27:04Freud well the problem was that it
01:27:06didn't look very good did it because
01:27:08here you have somebody who's having
01:27:09nervous breakdowns and uh is is uh
01:27:12having alcoholic binges and uh this is
01:27:15not exactly doesn't really sit well um
01:27:19oh you know from a Humane standpoint OB
01:27:22viously this is not desirable you know
01:27:23you want to help these people but it
01:27:25also had the wider ramifications of
01:27:28everybody in in an analysis in analytic
01:27:30circles knew that Bob and mby were
01:27:33guinea pigs they were the living proof
01:27:35that this was a wonderful
01:27:38process it was very much swept under the
01:27:40rug it really didn't get out I mean
01:27:45such uh their their power and influence
01:27:49such uh that you know you were very
01:27:53careful Anna Freud was a very powerful
01:27:55person and um you were the
01:27:58grandchildren and uh she knew a great
01:28:00deal more than you did about what went
01:28:02on in your parents' lives and so forth
01:28:04it was not something you were going to
01:28:06tangle with and you were a product of
01:28:09situation uh but at the same time we all
01:28:11knew that something was really out of
01:28:18whack as she Grew Older she became more
01:28:21and more important didn't she
01:28:23politically and scientifically but she
01:28:25didn't know when to stop she was a bit
01:28:31righteous what she did was always the
01:28:35thing and she would never to my my
01:28:40acknowledge that she could make a
01:28:48feeling but the power and influence of
01:28:51the Freud family in America was about to
01:28:55more politicians were about to turn to
01:28:58Anna Freud's cousin Edward bernes for
01:29:01help in a time of
01:29:03Crisis he was going to manipulate the
01:29:05inner feelings and fears of the masses
01:29:07to help America's politicians fight the
01:29:09Cold War I don't mean to say and no one
01:29:12can say to you that there are no dangers
01:29:16of course there are risks if we are not
01:29:17Vigilant but we do not have to be
01:29:20hysterical in 1953 the Soviet Union
01:29:23exploded its first Hydrogen Bomb and the
01:29:26fear of nuclear war and communism
01:29:28gripped the United
01:29:30States those in power became concerned
01:29:32about how to reassure the
01:29:34population committees were set up and
01:29:36public information films made appealing
01:29:39for calm in the face of new threats like
01:29:44fallout it's the fallacy of devoting 85%
01:29:47of one's worrying capacity to an agent
01:29:49that constitutes only about 15 % of an
01:29:53atomic bomb's destroying potential at
01:29:55this point Edward bernes was living in
01:29:58York in the 1920s he had invented the
01:30:01profession of public relations and was
01:30:04now one of the most powerful PR men in
01:30:06America he worked for most of the major
01:30:08corporations and advised politicians
01:30:11including President
01:30:13Eisenhower like his Uncle Sigman bernes
01:30:16was convinced that human beings were
01:30:18driven by irrational
01:30:20forces the only way to deal with the
01:30:22public was to connect with their
01:30:24unconscious desires and
01:30:27fears bernes argued that instead of
01:30:30trying to reduce people's fear of
01:30:32Communism one should actually encourage
01:30:34and manipulate the fear but in such a
01:30:37way as it became a weapon in the Cold
01:30:39War rational argument was
01:30:42fruitless what my father understood
01:30:45about groups is that they are manipul
01:30:50malleable and that that you can tap into
01:30:54their deepest desires or their deepest
01:30:57fears and use that to your own
01:31:02purposes I don't think he felt that all
01:31:04those public out there had reliable
01:31:07judgment that they very easily might
01:31:10vote for the wrong man or want the wrong
01:31:12thing so that they had to be guided from
01:31:16above one of Bern's main clients was the
01:31:19giant United Fruit Company they own vast
01:31:22banana plantations in Guatemala in
01:31:24Central America for decades United Fruit
01:31:27had controlled the country through
01:31:28pliable dictators it was known as a
01:31:33Republic but in 1950 A young Officer
01:31:36Colonel arens was elected
01:31:38president he promised to remove United
01:31:40fruits control over the country and in
01:31:431953 he announced the government would
01:31:45take over much of their land it was a
01:31:48massively popular move but a disaster
01:31:51for United fruit and they turned to
01:31:53bernes to help get rid of our Ben United
01:31:56Fruit brings in bernes and he basically
01:31:58understood that what United Fruit
01:31:59Company had to do was change this from
01:32:02being a popular elected government that
01:32:04was doing some things that were good for
01:32:05the people there into this being very
01:32:08close to the American Shore a threat to
01:32:11American democracy that it being at a
01:32:13time in the Cold War when Americans
01:32:15responded to issues of the Red Scare and
01:32:17what communism might do he was trying to
01:32:20transform this and brilliantly transform
01:32:22it into an issue of a communist threat
01:32:24very close to our Shores taking United
01:32:26Fruit again as a commercial client out
01:32:29of the picture in making it look like a
01:32:31question of American democracy American
01:32:35threatened in reality arbenz was a
01:32:38Democratic Socialist with no links to
01:32:40Moscow but bernes set out to turn him
01:32:43into a communist threat to
01:32:46America he organized a trip to Guatemala
01:32:49for influential American journalists few
01:32:52of them knew anything about the country
01:32:56politics bernes arranged for them to be
01:32:58entertained and to meet selected
01:33:00Guatemalan politicians who told them
01:33:03that arens was a communist controlled by
01:33:06Moscow during the trip there was also a
01:33:09violent anti-American demonstration in
01:33:12capital many of those who worked for
01:33:14United Fruit were convinced it had been
01:33:16organized by bernes
01:33:20himself he also created a fake
01:33:22Independent News Agency in America
01:33:25called the middle American information
01:33:27Bureau it bombarded the American Media
01:33:30with press releases saying that Moscow
01:33:32was planning to use Guatemala as a beach
01:33:34head to attack America all of this had
01:33:37the desire effect in Guatemala the Jacob
01:33:40arb's regime became increasingly
01:33:42communistic after its Inauguration in
01:33:451951 Communists in the Congress and high
01:33:47governmental positions controlled major
01:33:49committees labor and Farm arm groups and
01:33:52propaganda facilities they agitated and
01:33:55led in demonstrations against
01:33:56neighboring countries and the United
01:34:00States what was profoundly new in terms
01:34:02of what bernes did is he took this
01:34:04menace to our backyard in Guatemala for
01:34:07the first time we saw Reds a couple
01:34:11hundred miles from uh New Orleans who
01:34:14Eddie bernes had us believing were a
01:34:16true threat to us that it was going to
01:34:17be a Soviet Outpost in our
01:34:20backyard but what bernes was doing was
01:34:22not just trying to blacken the aren's
01:34:24regime he was part of a secret
01:34:27plot President Eisenhower had agreed
01:34:29that America should topple the aren's
01:34:31government but secretly the CIA were
01:34:35instructed to organize a
01:34:37coup working with the United Fruit
01:34:40Company the CIA trained and armed a
01:34:42rebel Army and found a new leader for
01:34:44the country called Colonel
01:34:46armas the CIA agent in charge was Howard
01:34:49hunt later one of the Watergate Bur
01:34:52what we wanted to do was have a terror
01:34:55campaign uh to terrify our bench
01:34:58particularly and terrify his his troops
01:35:01much as the German Shuka bombers
01:35:04terrified the population of of Holland
01:35:07Belgium and and Poland at the onset of
01:35:10World War II and just rendered everybody
01:35:14paralyzed as planes flown by CIA Pilots
01:35:17Dro bombs on Guatemala City Edward
01:35:20bernes carried on his propaganda
01:35:22campaign in the American Press he was
01:35:24preparing the American population to see
01:35:27this as the liberation of Guatemala by
01:35:29Freedom Fighters for
01:35:33democracy he totally understood that the
01:35:36CP would happen when the public in the
01:35:38Press when conditions in the public and
01:35:41the Press allowed for CP to happen and
01:35:42he created those conditions he was
01:35:44totally Savvy in terms of just what he
01:35:47was helping create there in terms of
01:35:48this overthrow But ultimately he was
01:35:50reshaping reality reshaping public
01:35:52opinion in a way that's undemocratic and
01:35:57manipulative on June the 27th 1954
01:36:00Colonel arens fled the country and armas
01:36:03arrived as the new
01:36:05leader within months Vice President
01:36:09Guatemala in an event staged by United
01:36:11fruits PR department he was shown piles
01:36:14of marxist literature that had been
01:36:16found it was said in the presidential
01:36:22this is the first time in the history of
01:36:24the world that the communist government
01:36:26has been overthrown by the people and
01:36:29for that we congratulate you and the
01:36:31people of Guatemala for the support they
01:36:33have given and we are sure that under
01:36:36your leadership supported by the people
01:36:38whom I have met by the hundreds on my
01:36:40visit to Guatemala that Guatemala is
01:36:44going to enter a new era in which there
01:36:47will be prosperity for the people
01:36:50together with Liberty for the people
01:36:53thank you very much for allowing us to
01:36:55see this exhibit of Communism in
01:36:59Guatemala good welome and for dinner see
01:37:02what mother has for dessert banana
01:37:04gingerbread Shortcake just another of
01:37:06the many tempting ways in which this
01:37:08nutritious fruit can be prepared so now
01:37:11that you've seen where bananas come from
01:37:13before they reach your table our journey
01:37:16to Banana land is ended we hope you
01:37:18enjoyed the trip we know you like the
01:37:22Banas bernes had manipulated the
