O SÉCULO DO EGO - VOL 2: Engenharia do Consentimento (Legendado)

00:58:37
https://www.youtube.com/watch?v=Pnn5oDWPtis

Sintesi

TLDREste vídeo explora como as ideas de Sigmund Freud sobre a mente inconsciente foron utilizadas para controlar a sociedade estadounidense despois da Segunda Guerra Mundial. A historia destaca a influencia de Anna Freud e Edward Bernays, que aplicaron técnicas psicoanalíticas para xestionar as ansiedades e desexos ocultos da poboación. A psicoanálise foi inicialmente vista como unha forma de entender e tratar problemas mentais, pero co tempo, converteuse nunha ferramenta para manipular o comportamento dos consumidores e controlar a sociedade. A narrativa culmina na crítica á psicoanálise como unha forma de control social, especialmente tras a traxedia de figuras como Marilyn Monroe, que buscou axuda psicoanalítica sen éxito.

Punti di forza

  • 🧠 Freud propuxo que os soños son a vía real ao inconsciente.
  • 👥 Bernays utilizou ideas de Freud para influír na publicidade e a política.
  • 📉 A psicoanálise foi aplicada para controlar as ansiedades da poboación estadounidense.
  • 💔 A traxedia de Marilyn Monroe cuestionou a eficacia da psicoanálise.
  • 📊 A psicoanálise converteuse nunha ferramenta para manipular consumidores.
  • 🔍 A 'estratexia do desexo' conecta produtos coas emocións ocultas dos consumidores.
  • 🏛️ A psicoanálise influíu na política para manter a estabilidade social.
  • ⚖️ Críticas á psicoanálise apuntan a que promove a conformidade en vez da liberación.
  • 📚 O impacto da psicoanálise na saúde mental foi tanto positivo como negativo.
  • 🌍 A psicoanálise foi utilizada para xestionar a irracionalidade da sociedade.

Linea temporale

  • 00:00:00 - 00:05:00

    A introdución fala sobre os soños e a teoría de Sigmund Freud sobre a mente inconsciente, destacando como os pensamentos reprimidos poden influír na vida adulta. A narrativa explora como as ideas de Freud foron utilizadas en América despois da guerra para controlar a poboación, baseándose na crenza de que os desexos e medos irracionais estaban ocultos dentro de cada persoa.

  • 00:05:00 - 00:10:00

    A historia céntrase en Anna Freud e Edward Bernays, que aplicaron as teorías psicoanalíticas para influír na sociedade estadounidense. O goberno e as grandes empresas utilizaron estas ideas para desenvolver técnicas de control mental, co obxectivo de reprimir a barbarie que se manifestou durante a Segunda Guerra Mundial.

  • 00:10:00 - 00:15:00

    Durante a Segunda Guerra Mundial, o exército estadounidense enfróntase a un alto número de problemas mentais entre os soldados. A psicoanálise foi utilizada para comprender e tratar estas condicións, revelando que as experiencias de combate podían activar recordos reprimidos de sentimentos violentos e desexos.

  • 00:15:00 - 00:20:00

    Os psicoanalistas descubriron que as crisis mentais dos soldados eran un reflexo das forzas irracionais que operan na mente humana. A guerra expuxo a vulnerabilidade da psique humana e a importancia de controlar estas forzas para manter a democracia e a estabilidade social en América.

  • 00:20:00 - 00:25:00

    Os planificadores políticos, preocupados pola irracionalidade humana, buscaron formas de internalizar valores democráticos na poboación. A psicoanálise prometía cambiar a estrutura interna do individuo para que se convertese nun defensor da democracia, controlando así as forzas perigosas da mente.

  • 00:25:00 - 00:30:00

    Anna Freud, tras a morte do seu pai, asumiu un papel de liderado no movemento psicoanalítico, crendo que era posible ensinar ás persoas a controlar os seus desexos internos. A súa experiencia coas fillas de Dorothy Burlingham influíu na súa teoría de que a conformidade social podía fortalecer o ego e controlar os instintos primitivos.

  • 00:30:00 - 00:35:00

    A teoría de Anna Freud sobre a conformidade social como medio para controlar os desexos internos foi aplicada a un experimento social a gran escala. O Acto Nacional de Saúde Mental de 1946 buscaba abordar as ansiedades ocultas da poboación estadounidense, recoñecendo a saúde mental como un problema nacional.

  • 00:35:00 - 00:40:00

    Os psiquiatras formados na psicoanálise comezaron a aplicar as ideas de Anna Freud a adultos e nenos, co obxectivo de ensinar á poboación a controlar os seus desexos inconscientes. A psicoanálise foi vista como unha ferramenta para mellorar a sociedade e reducir comportamentos autodestructivos.

  • 00:40:00 - 00:45:00

    A psicoanálise tamén se introduciu no mundo dos negocios, onde os psicoanalistas comezaron a aplicar técnicas para influír no comportamento dos consumidores. A investigación motivacional de Ernest Dichter buscaba descubrir os desexos ocultos dos consumidores para aumentar as vendas, utilizando grupos de enfoque para explorar as motivacións subxacentes.

  • 00:45:00 - 00:50:00

    A manipulación das emocións e desexos dos consumidores converteuse nunha estratexia para crear unha sociedade estable. A psicoanálise foi utilizada para conectar produtos coas desexos inconscientes, transformando a publicidade en algo que podía influír profundamente na autoimagen e na identidade dos consumidores.

  • 00:50:00 - 00:58:37

    A influencia da psicoanálise comezou a ser cuestionada tras a morte de Marilyn Monroe, que non puido ser axudada a pesar dos esforzos dos psicoanalistas. A crítica á psicoanálise aumentou, cuestionando se realmente beneficiaba aos individuos ou se se convertía nunha forma de control social, especialmente en tempos de crise política e social.

Mostra di più

Mappa mentale

Video Domande e Risposte

  • Quen foi Sigmund Freud?

    Sigmund Freud foi un neurólogo austríaco e o fundador da psicoanálise, unha técnica terapéutica que explora o inconsciente.

  • Que papel xogou Edward Bernays na publicidade?

    Edward Bernays, sobrinho de Freud, é considerado o pai das relacións públicas e utilizou técnicas psicoanalíticas para influír nas decisións de compra dos consumidores.

  • Como se aplicaron as ideas de Freud na sociedade estadounidense?

    As ideas de Freud foron utilizadas para controlar as ansiedades e desexos ocultos da poboación, promovendo a conformidade social e a estabilidade.

  • Que consecuencias tivo a psicoanálise na saúde mental?

    A psicoanálise axudou a comprender e tratar problemas mentais, pero tamén foi criticada por promover a conformidade e a represión emocional.

  • Que é a 'estratexia do desexo'?

    A 'estratexia do desexo' é un enfoque que conecta produtos coas desexos ocultas dos consumidores, buscando satisfacer as súas necesidades emocionais.

  • Como influíu a psicoanálise na política estadounidense?

    A psicoanálise influíu na política ao promover a idea de que a poboación necesitaba ser guiada e controlada para manter a democracia.

  • Que críticas se fixeron á psicoanálise?

    As críticas inclúen a idea de que a psicoanálise se converteu nunha forma de control social, en vez de liberar aos individuos.

  • Que sucedeu con Marilyn Monroe e a psicoanálise?

    Marilyn Monroe buscou axuda psicoanalítica, pero a súa morte por suicidio levantou preguntas sobre a eficacia da psicoanálise.

  • Que é a 'manipulación do inconsciente'?

    A manipulación do inconsciente refírese ao uso de técnicas psicoanalíticas para influír nas decisións e comportamentos das persoas.

  • Como se relaciona a psicoanálise co consumismo?

    A psicoanálise foi utilizada para crear consumidores modelados, conectando produtos coas emocións e desexos ocultos dos individuos.

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Sottotitoli
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Scorrimento automatico:
  • 00:00:01
    let's see a word about dreams
  • 00:00:04
    we all have thoughts which we never knew
  • 00:00:06
    we had they are too uncomfortable too
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    incompatible with our adult self to be
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    remembered
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    yet they are often disturbing rumbling
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    under the surface like lava in volcano
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    the dream is the royal road to these
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    thoughts
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    the royal road to the unconscious
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    this is the story of how sigmund freud's
  • 00:00:28
    ideas about the unconscious mind were
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    used by those in power in post-war
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    america to try and control the masses
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    politicians and planners came to believe
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    that freud was right to suggest that
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    hidden deep within all human beings were
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    dangerous and irrational desires and
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    fears
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    they were convinced that it was the
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    unleashing of these instincts that had
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    led to the barbarism of nazi germany
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    to stop it ever happening again they set
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    out to find ways to control this hidden
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    enemy within the human mind
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    [Music]
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    at the heart of the story are sigmund
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    freud's daughter anna
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    and his nephew edward bernays who had
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    invented the profession of public
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    relations
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    their ideas were used by the us
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    government
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    big business and the cia
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    to develop techniques to manage and
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    control the minds of the american people
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    [Music]
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    those in power believed that the only
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    way to make democracy work and create a
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    stable society
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    was to repress the savage barbarism that
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    lurked just under the surface of normal
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    american life
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    [Music]
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    [Applause]
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    the story begins in the middle of the
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    fierce fighting of the second world war
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    [Music]
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    as the fighting intensified the american
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    army was faced by an extraordinary
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    number of mental breakdowns among its
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    troops
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    49 of all soldiers evacuated from combat
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    were sent back because they suffered
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    from mental problems
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    in desperation the army turned to the
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    new ideas of psychoanalysis
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    they made a film record of the
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    experiment using hidden cameras
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    it says here on your record that you had
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    hidden in the jet crime spell yes sir
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    uh i believe that your profession is
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    called nostalgia
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    in other words homesickness yes
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    it was induced when shortly before the
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    war
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    i received a picture of my sweetheart
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    [Music]
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    it was the first time that anyone had
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    paid such attention to the feelings and
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    anxieties of ordinary people
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    at the heart of the experiment were a
  • 00:03:10
    number of refugee psychoanalysts from
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    central europe
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    they worked with american psychiatrists
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    to guide and shape the project
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    when i first came to america i worked in
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    the psychiatric service with soldiers
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    trying to rehabilitate
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    and i traveled in the train from the
  • 00:03:30
    east coast to the west coast
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    i was enormously curious
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    what goes on in all of those little
  • 00:03:38
    towns that the train is passing
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    after my years in the army i knew
  • 00:03:43
    exactly what everybody was doing in the
  • 00:03:46
    little towns
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    because i i saw so many people who came
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    from there and i understood their
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    aspirations their disappointments and so
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    forth so it was as if somebody invited
  • 00:04:02
    me to a privileged tour in the into the
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    inner soul of america i'm not doing just
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    you deliberately
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    a display of emotion is sometimes very
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    helpful
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    i hope so sure it gets it off your chest
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    well sir
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    to perfectly honest with you i'm very
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    much in love with my sweetheart
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    she has been
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    the one person
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    that gave me a sense of importance
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    in that
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    through her cooperation with me
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    we were able to survive so many
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    obstacles
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    take it easy now
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    the psychoanalysts used techniques
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    developed by freud to take the men back
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    into their past
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    they became convinced that the
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    breakdowns were not the direct result of
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    fighting
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    the stress of combat had merely
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    triggered old childhood memories
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    these were memories of the men's own
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    violent feelings and desires which they
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    had repressed because they were too
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    frightening deeply let's go back
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    to the psychoanalyst it was overwhelming
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    proof of freud's theory that underneath
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    human beings were driven by primitive
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    irrational forces
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    world war ii was a major shattering
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    experience because i discovered the
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    enormous role of the irrational
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    in the lives of most people
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    now that i can say
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    that i learned that that
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    the the ratio between the irrational and
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    the rational in america is very much in
  • 00:05:45
    favor of the irrational
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    that there is much greater unhappiness
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    much more suffering
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    much more
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    a sadder country than one would imagine
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    it from from the adversity from the
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    advertisements that you get
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    and much more problematic country
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    victory in the second world war was
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    celebrated as a triumph of democracy
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    but in private many policymakers were
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    worried about the implications of the
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    analysis of the soldiers
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    it seemed to show that underneath every
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    american were irrational violent drives
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    what had happened in germany seemed to
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    bear this out
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    the complicity of so many ordinary
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    germans in mass killings during the war
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    showed just how easily these forces
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    could break through
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    and overwhelm democracy
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    [Music]
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    planners and policymakers had been
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    convinced by their experiences during
  • 00:06:49
    world war ii that human beings could act
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    very irrationally because of this sort
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    of teeming and raw and unpredictable
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    emotionality
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    the kind of chaos that lived at the at
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    the at the base of human personality
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    could uh in fact
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    infect the society social institutions
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    to such a point that the society itself
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    would become sick
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    that's what they believe happened in
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    germany in which the irrational the
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    anti-democratic went wild
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    but with the vision of of human nature
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    as incredibly destructive and they were
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    terrified that
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    americans would impact behave that way
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    or were capable of behaving that way and
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    they wanted to avoid a rerun of that so
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    what is needed
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    is a human being that can internalize
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    democratic values so that they are not
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    shaken with the storm
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    [Music]
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    and psychoanalysis carried any promise
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    that it can be done it opened up new
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    vistas as to how the inner structure of
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    the human being can be changed so that
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    he becomes a more
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    vital
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    free
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    supporter and maintainer of democracy
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    psychoanalysts were convinced they not
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    only understood these dangerous forces
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    but they knew how to control them too
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    they would use their techniques to
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    create democratic individuals
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    because democracy left to itself failed
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    to do this
  • 00:08:34
    the source of this idea was not only
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    sigmund freud but his youngest daughter
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    anna
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    she had fled with her father to london
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    before the outbreak of war
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    and after he died anna freud became the
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    acknowledged leader of the world
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    psychoanalytic movement
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    she saw her job as to fulfill her
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    father's dream of making his ideas
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    accepted throughout the world
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    at the center of the freud movement
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    stood tantiana
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    because she
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    managed
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    to work herself into that position
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    she was recognized as that and not just
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    because she was a daughter
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    she
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    worked she worked on that
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    she was rather forbidding
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    he was not to me a warm person not an
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    article you could
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    kiss or put your arms around
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    not at all
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    and her whole life rotated around the
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    spreading of psychoanalysis
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    [Music]
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    freud himself had seen the role of
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    psychoanalysis as allowing people to
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    understand their unconscious drives
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    but anna freud believed it was possible
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    to teach individuals how to control
  • 00:09:50
    these inner forces
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    she had come to believe this through
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    analyzing children above all the
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    children of her close friend dorothy
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    burlingame
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    dorothy burlingham was an american
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    millionaires who in the 1920s fled a
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    failed marriage and brought her children
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    to anna freud in vienna
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    they were suffering terrible anxieties
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    and aggression
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    but anna freud was convinced she could
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    free them from this by changing the
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    world around them
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    she thought that she could come in and
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    into their environment essentially
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    because they were children you see they
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    didn't have independent lives of their
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    own she could go talk to the parents or
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    the mother
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    she could go to the schools she could
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    influence their real world the actual
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    external world to change their lives and
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    to uh to help them
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    and to change those people
  • 00:10:41
    i think that was a part of what her idea
  • 00:10:44
    was is that she felt that she could
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    change them
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    from her analysis of the birlingham
  • 00:10:50
    children anna freud developed a theory
  • 00:10:52
    of how to control the inner drives
  • 00:10:55
    it was simple you taught the children to
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    conform to the rules of society
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    but this was more than just moral
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    guidance
  • 00:11:06
    anna freud believed that if children
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    like the burlingames strictly followed
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    the rules of accepted social conduct
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    then as they grew up the conscious part
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    of their mind what was called the ego
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    would be greatly strengthened in its
  • 00:11:18
    struggle to control the unconscious
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    but if children did not conform their
  • 00:11:25
    ego would be weak
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    and they would be prey to the dangerous
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    forces of the unconscious
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    [Music]
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    in my father's case they were
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    concerned that he would be a homosexual
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    and so a lot of their efforts went into
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    preventing or trying to stop my father
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    from becoming a homosexual
  • 00:11:46
    whether or not he would have or did or
  • 00:11:49
    you know is is you know it's unknown to
  • 00:11:51
    me
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    because they felt it was abnormal it
  • 00:11:55
    wasn't a uh it wasn't a normal
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    uh way to develop they wanted to have
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    him
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    develop along lines that society
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    recognized to be normal because if they
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    didn't then you're going to be under the
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    control of forces that you don't
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    understand that you're not even aware of
  • 00:12:14
    the analysis seemed to be a great
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    success and in the 30s the birling and
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    children had returned to america
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    they settled down to happy married lives
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    in the suburbs
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    what they didn't realize was that their
  • 00:12:26
    experience was about to become a
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    template for a giant social experiment
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    to control the inner mental life of the
  • 00:12:32
    american population
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    [Music]
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    in 1946 president truman signed the
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    national mental health act
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    it had been born directly out of the
  • 00:12:44
    wartime discoveries by psychoanalysts
  • 00:12:46
    but millions of americans who had been
  • 00:12:48
    drafted suffered hidden anxieties and
  • 00:12:50
    fears
  • 00:12:52
    the aim of the act was to deal with this
  • 00:12:54
    invisible threat to society
  • 00:12:59
    shocked by the appalling percentage of
  • 00:13:01
    the emotionally unstable revealed by the
  • 00:13:03
    world war ii draft figures congress in
  • 00:13:06
    1946 passed the national mental health
  • 00:13:08
    act which recognized for the first time
  • 00:13:11
    that mental illness was a national
  • 00:13:13
    problem
  • 00:13:15
    keenly aware of the tremendous problems
  • 00:13:17
    ahead is dr robert h felix director of
  • 00:13:20
    the vast new project a primary objective
  • 00:13:24
    of the national mental health program
  • 00:13:26
    is to increase our fund of scientific
  • 00:13:28
    knowledge about mental health
  • 00:13:30
    and about mental illness we're not doing
  • 00:13:32
    this why
  • 00:13:34
    because there are all too few skilled
  • 00:13:37
    mental health workers
  • 00:13:39
    two of the principal architects of the
  • 00:13:41
    act were the menenger brothers carl and
  • 00:13:43
    will
  • 00:13:45
    will had run the wartime psychotherapy
  • 00:13:47
    experiments and now he and his brother
  • 00:13:49
    began to train hundreds of new
  • 00:13:50
    psychiatrists
  • 00:13:53
    the meningers were convinced that it
  • 00:13:55
    would be possible to apply anna freud's
  • 00:13:57
    ideas on a wide scale
  • 00:13:59
    and to adults as well as children
  • 00:14:02
    the psychiatrist's job would be to teach
  • 00:14:05
    ordinary americans how to control their
  • 00:14:07
    unconscious drives
  • 00:14:09
    psychoanalysis could be used to make a
  • 00:14:11
    better society
  • 00:14:13
    they said psychoanalytic thinking could
  • 00:14:15
    make for the betterment of society
  • 00:14:17
    because you could change the way the
  • 00:14:19
    mind functioned
  • 00:14:21
    and you could take the ways
  • 00:14:24
    in which people
  • 00:14:26
    did hurtful things to themselves and
  • 00:14:28
    others and alter them by enlarging their
  • 00:14:32
    understanding
  • 00:14:33
    and this was the vision psychoanalysis
  • 00:14:35
    brought
  • 00:14:36
    that you could really change people that
  • 00:14:38
    you could really change people
  • 00:14:41
    and you could change them almost in
  • 00:14:43
    limitless ways
  • 00:14:48
    in the late 40s a vast project began in
  • 00:14:50
    america to apply the ideas of
  • 00:14:52
    psychoanalysis to the masses
  • 00:14:55
    psychological guidance centers were set
  • 00:14:57
    up in hundreds of towns
  • 00:14:59
    they were staffed by psychiatrists who
  • 00:15:01
    believed it was their job to control the
  • 00:15:04
    hidden forces inside the minds of
  • 00:15:06
    millions of ordinary americans
  • 00:15:11
    yes i
  • 00:15:12
    i i need something done i need some help
  • 00:15:19
    do you have any particular teachers that
  • 00:15:21
    you like
  • 00:15:23
    i like all my teachers except one i
  • 00:15:25
    remember
  • 00:15:26
    what was the trouble with this one i
  • 00:15:28
    don't know she just scared me most of
  • 00:15:30
    the time
  • 00:15:31
    poller at me and i'd run outside and
  • 00:15:33
    vomit
  • 00:15:34
    [Music]
  • 00:15:35
    i hate my brother
  • 00:15:38
    load
  • 00:15:39
    despising
  • 00:15:41
    at the same time thousands of
  • 00:15:43
    councillors were trained to apply
  • 00:15:44
    psychoanalysis to marriage guidance
  • 00:15:48
    and social workers were sent out to
  • 00:15:49
    visit people's homes and advise on the
  • 00:15:52
    psychological structure of family life
  • 00:15:55
    behind all this was the fundamental idea
  • 00:15:57
    of ana freud's
  • 00:15:59
    that if people were encouraged to
  • 00:16:01
    conform to the accepted patterns of
  • 00:16:03
    family and social life then their ego
  • 00:16:05
    would be strengthened
  • 00:16:07
    they would be able to control the
  • 00:16:08
    dangerous forces within them
  • 00:16:11
    [Music]
  • 00:16:14
    when your emotions control your actions
  • 00:16:17
    it affects not only yourself
  • 00:16:19
    but the people around you
  • 00:16:21
    and if this sort of flare-up is repeated
  • 00:16:23
    often it might lead to a permanently
  • 00:16:26
    walked personality
  • 00:16:29
    you can control the fire of your
  • 00:16:30
    emotions so that your personality
  • 00:16:32
    becomes more pleasant
  • 00:16:36
    so we expect that someone who's been
  • 00:16:38
    through that experience would be much
  • 00:16:40
    more insightful much more understanding
  • 00:16:42
    and a much better regulated person and
  • 00:16:45
    what happens and regulation includes
  • 00:16:47
    being able to let go as it were
  • 00:16:49
    to enjoy a football game or a soccer
  • 00:16:51
    game
  • 00:16:52
    [Music]
  • 00:16:56
    a more understanding yes rational
  • 00:16:59
    but also appropriately emotional person
  • 00:17:02
    the regulatory aspects of the human mind
  • 00:17:05
    would really be in charge
  • 00:17:07
    instead of instead of being overwhelmed
  • 00:17:10
    by our passions and by our darker
  • 00:17:12
    impulses
  • 00:17:14
    that one would be master or mistress of
  • 00:17:16
    one's own passions
  • 00:17:19
    they just felt that the road to
  • 00:17:21
    happiness was in adapting
  • 00:17:24
    to the external world in which they
  • 00:17:26
    lived that people could be uncrippled
  • 00:17:29
    from their own neurotic conflicts and
  • 00:17:32
    impulses
  • 00:17:33
    that they would not engage in
  • 00:17:34
    self-destructive behavior that they
  • 00:17:35
    would in fact adapt to the reality about
  • 00:17:37
    them
  • 00:17:38
    they never questioned
  • 00:17:40
    the reality
  • 00:17:42
    they never questioned that it might
  • 00:17:44
    itself be a source of evil or something
  • 00:17:46
    to which you could not adapt
  • 00:17:48
    without uh without compromise or without
  • 00:17:51
    suffering or without exploiting yourself
  • 00:17:53
    in some way
  • 00:17:54
    so there was this fit with the politics
  • 00:17:57
    of the day
  • 00:17:58
    and
  • 00:17:59
    a balance of emotions
  • 00:18:01
    is important
  • 00:18:04
    to a well-rounded personality
  • 00:18:08
    but it was only the beginning of the
  • 00:18:10
    rise to power of psychoanalysis in
  • 00:18:12
    america
  • 00:18:13
    it's psychoanalysts were about to move
  • 00:18:15
    into big business and use their
  • 00:18:17
    techniques not just to create model
  • 00:18:18
    citizens but model consumers
  • 00:18:21
    [Music]
  • 00:18:23
    last week's episode showed how freud's
  • 00:18:25
    american nephew edward bernays had been
  • 00:18:27
    the first to convince american
  • 00:18:29
    corporations that they could sell
  • 00:18:31
    products by connecting them with
  • 00:18:32
    people's unconscious feelings
  • 00:18:36
    but now a group of psychoanalysts were
  • 00:18:37
    going to take what bernays had begun
  • 00:18:40
    and invent a whole range of techniques
  • 00:18:41
    to get inside and manage the unconscious
  • 00:18:44
    mind of the consumer
  • 00:18:47
    they were led by ernest dictor
  • 00:18:49
    victor had practiced next door to freud
  • 00:18:51
    in vienna but he had come to america and
  • 00:18:53
    set up the institute for motivational
  • 00:18:55
    research in an old mansion north of new
  • 00:18:58
    york
  • 00:19:00
    this is the institute for motivational
  • 00:19:03
    research
  • 00:19:04
    a place devoted to the intriguing
  • 00:19:06
    business of finding out why people
  • 00:19:08
    behave as they do
  • 00:19:10
    why they buy as they do
  • 00:19:13
    why they respond to advertising as they
  • 00:19:15
    do
  • 00:19:16
    and this is dr ernest dicter
  • 00:19:19
    we don't go out and ask directly
  • 00:19:22
    why do you buy why don't you what we try
  • 00:19:24
    to do instead is to understand the total
  • 00:19:27
    personality the self-image of the
  • 00:19:29
    customer we use all the resources of
  • 00:19:31
    modern social sciences
  • 00:19:33
    it opens up some stimulating
  • 00:19:35
    psychological techniques for selling any
  • 00:19:36
    new product
  • 00:19:38
    like the other psychoanalysts dicta
  • 00:19:40
    believed that american citizens were
  • 00:19:42
    fundamentally irrational beings they
  • 00:19:45
    could not be trusted
  • 00:19:47
    their real reasons for buying products
  • 00:19:48
    were rooted in unconscious desires and
  • 00:19:50
    feelings
  • 00:19:52
    and dicta wanted to find ways to uncover
  • 00:19:54
    what he called the secret self of the
  • 00:19:56
    american consumer
  • 00:20:00
    he was trying to get out of people's
  • 00:20:02
    mind the unconscious motivations that
  • 00:20:05
    they had for purchasing
  • 00:20:08
    these could be sexual they could be
  • 00:20:10
    psychological they could be sociological
  • 00:20:12
    they could be a demand for status a
  • 00:20:14
    demand for recognition there were things
  • 00:20:16
    that people couldn't verbalize or
  • 00:20:18
    wouldn't verbalize because they were too
  • 00:20:20
    secret to them they were too much a part
  • 00:20:22
    of their nature and they would they
  • 00:20:24
    would be embarrassed they would be
  • 00:20:26
    embarrassed if they came out and said
  • 00:20:27
    things like this he would
  • 00:20:30
    interview people
  • 00:20:32
    but not ask them direct questions
  • 00:20:36
    but let them talk
  • 00:20:38
    freely
  • 00:20:39
    like you do
  • 00:20:41
    in psychoanalysis
  • 00:20:44
    and that was his background
  • 00:20:47
    and so he said why can't we have a group
  • 00:20:50
    therapy session about products
  • 00:20:52
    all right
  • 00:20:53
    and so
  • 00:20:55
    dictor built this room up above his
  • 00:20:58
    garage and he said we can have
  • 00:21:00
    psychoanalysis of products they can
  • 00:21:01
    actually act out and verbalize their
  • 00:21:04
    wants and needs what we're going to do
  • 00:21:06
    is try
  • 00:21:07
    a couple of these
  • 00:21:09
    salad dressings
  • 00:21:11
    let's see what happens
  • 00:21:13
    here's our typical housewife
  • 00:21:17
    and they could be observed and watched
  • 00:21:20
    and other people could comment and they
  • 00:21:22
    could talk about it and everybody could
  • 00:21:24
    join in he was the first to do this this
  • 00:21:27
    was absolutely the first thing that was
  • 00:21:28
    ever done
  • 00:21:29
    and he had a movie projector up there
  • 00:21:32
    where you could show advertisements and
  • 00:21:34
    things like that and people could react
  • 00:21:35
    to them and he invented the whole
  • 00:21:38
    technique for mining the unconscious
  • 00:21:40
    about the hidden psychological wants
  • 00:21:42
    that people had about products
  • 00:21:45
    this became the focus group
  • 00:21:47
    it worked
  • 00:21:50
    victor's breakthrough came with a focus
  • 00:21:52
    group study he did for betty crocker
  • 00:21:54
    foods
  • 00:21:55
    like many food manufacturers in the
  • 00:21:57
    early 50s they had invented a new range
  • 00:21:59
    of instant convenience foods
  • 00:22:02
    but although consumers had told market
  • 00:22:04
    researchers they would welcome the idea
  • 00:22:07
    in fact they were refusing to buy them
  • 00:22:09
    the worst problem was the betty crocker
  • 00:22:11
    clique mix
  • 00:22:13
    victor did a series of focus groups
  • 00:22:15
    where housewives free associated about
  • 00:22:17
    the cake mix
  • 00:22:20
    he concluded that they felt unconscious
  • 00:22:22
    guilt of the new image being promoted of
  • 00:22:24
    ease and convenience
  • 00:22:26
    [Music]
  • 00:22:27
    in other words he understood that the
  • 00:22:30
    barrier to the consumption of the
  • 00:22:31
    product was the housewives feeling of
  • 00:22:34
    guilt about using it they basically on
  • 00:22:37
    one hand wanted to make it easy for
  • 00:22:38
    themselves but they felt guilty about it
  • 00:22:40
    so what you've got to do in those
  • 00:22:42
    circumstances is remove the barrier the
  • 00:22:45
    barrier being guilt the way you do that
  • 00:22:47
    is to give the housewife a greater sense
  • 00:22:49
    of participation
  • 00:22:51
    and how do you do that
  • 00:22:53
    by hearing an egg
  • 00:22:57
    simple as that how simple is that
  • 00:22:59
    dicta told betty crocker to put an
  • 00:23:01
    instruction on the packet that the
  • 00:23:03
    housewife should add an egg
  • 00:23:05
    it would be an unconscious symbol he
  • 00:23:07
    said of the housewife mixing in her own
  • 00:23:09
    eggs as a gift to her husband and so
  • 00:23:12
    would lessen the guilt
  • 00:23:14
    betty crocker did it and the sales
  • 00:23:16
    soared
  • 00:23:17
    my cake is ready
  • 00:23:20
    the consumer may have basic needs that
  • 00:23:23
    the consumer himself or herself doesn't
  • 00:23:25
    fully understand you have to know what
  • 00:23:28
    those needs are in order to fully
  • 00:23:31
    exploit the consumer
  • 00:23:36
    is it wrong
  • 00:23:38
    to give people what they want
  • 00:23:42
    by taking away their defenses
  • 00:23:45
    helping
  • 00:23:47
    remove their defenses
  • 00:23:50
    it seems so much longer than last year
  • 00:23:52
    it is
  • 00:23:53
    nearly four inches longer in some models
  • 00:24:00
    dicta's success led to a rush by
  • 00:24:02
    corporations and advertising agencies to
  • 00:24:05
    employ psychoanalysts
  • 00:24:07
    they became known as the depth boys and
  • 00:24:09
    they promised to show companies how to
  • 00:24:11
    make millions by connecting their
  • 00:24:13
    products with people's hidden desires
  • 00:24:16
    victor himself became a millionaire
  • 00:24:18
    famous for inventing slogans like a
  • 00:24:20
    tiger in your tank
  • 00:24:22
    even the marketing of the barbie doll
  • 00:24:24
    came from a children's focus group
  • 00:24:27
    and so it goes
  • 00:24:29
    but dicta was convinced that this was
  • 00:24:31
    far more than just selling
  • 00:24:33
    like anna freud he believed that the
  • 00:24:35
    environment could be used to strengthen
  • 00:24:37
    the human personality
  • 00:24:39
    and products have the power both to sate
  • 00:24:42
    inner desires and give people a feeling
  • 00:24:44
    of common identity with those around
  • 00:24:46
    them
  • 00:24:47
    it was a strategy for creating a stable
  • 00:24:49
    society
  • 00:24:51
    dicta called it the strategy of desire
  • 00:24:56
    to understand a stable citizen you have
  • 00:24:58
    to know that modern man quite often
  • 00:25:00
    tries to work off his frustrations by
  • 00:25:02
    spending on self-gratification
  • 00:25:04
    modern man is eternally ready to fill
  • 00:25:07
    out his self-image by purchasing
  • 00:25:09
    products which complement it if you
  • 00:25:11
    identify yourself with a product
  • 00:25:15
    it
  • 00:25:16
    can have a therapeutic
  • 00:25:19
    value
  • 00:25:20
    it improves your
  • 00:25:23
    self-image and you become a more secure
  • 00:25:27
    person
  • 00:25:28
    and you have suddenly this confidence of
  • 00:25:32
    going out in the world and doing what
  • 00:25:35
    you want successfully
  • 00:25:39
    bennett believes that that would then
  • 00:25:42
    improve the whole of our society
  • 00:25:46
    and
  • 00:25:47
    become the best society on this planet
  • 00:25:57
    by the early 50s the ideas of
  • 00:25:58
    psychoanalysis had penetrated deep into
  • 00:26:01
    american life
  • 00:26:03
    the psychoanalysts themselves became
  • 00:26:05
    rich and powerful
  • 00:26:07
    many had consulting rooms overlooking
  • 00:26:08
    central park in new york
  • 00:26:12
    politicians and famous writers like
  • 00:26:14
    arthur miller and tennessee williams
  • 00:26:16
    became their patients
  • 00:26:18
    they were seeking not just help but to
  • 00:26:21
    understand the hidden roots of human
  • 00:26:22
    behavior
  • 00:26:24
    we were sought after washington was
  • 00:26:26
    interested in what we think
  • 00:26:29
    you know the
  • 00:26:30
    the important important writers
  • 00:26:33
    important politicians were undergoing
  • 00:26:36
    psychoanalysis
  • 00:26:38
    it was we had we had waiting lists
  • 00:26:41
    because there were so many patients that
  • 00:26:43
    wanted to be analyzed
  • 00:26:46
    so it it gave us a little bit of a swell
  • 00:26:50
    ahead
  • 00:26:52
    and as the psychoanalyst ideas took hold
  • 00:26:54
    in america a new elite began to emerge
  • 00:26:56
    in politics social planning and in
  • 00:26:59
    business
  • 00:27:00
    what linked this elite was the
  • 00:27:02
    assumption that the masses were
  • 00:27:03
    fundamentally irrational
  • 00:27:06
    to make a free-market democracy like
  • 00:27:08
    america work one had to use
  • 00:27:10
    psychological techniques to control mass
  • 00:27:13
    irrationality
  • 00:27:15
    they actually believed that this elite
  • 00:27:17
    was necessary because individual
  • 00:27:19
    citizens were not capable
  • 00:27:21
    if left alone
  • 00:27:22
    of being democratic citizens the elite
  • 00:27:25
    was necessary in order to create the
  • 00:27:27
    conditions that would produce
  • 00:27:29
    individuals capable of behaving as a a
  • 00:27:33
    good consumer and also behaving as a
  • 00:27:35
    democratic citizen they didn't see
  • 00:27:38
    their activities as anti-democratic as
  • 00:27:41
    undermining the capacity of individual
  • 00:27:43
    citizens for democracy quite the
  • 00:27:46
    opposite they understood that they were
  • 00:27:48
    creating
  • 00:27:49
    the conditions for uh democracy's
  • 00:27:51
    survival and future
  • 00:27:54
    the rise of psychoanalysis to power in
  • 00:27:56
    america was an extraordinary triumph for
  • 00:27:58
    anna freud and her tireless promotion of
  • 00:28:01
    her ideas
  • 00:28:03
    she remained in england living with
  • 00:28:04
    dorothy burlingame
  • 00:28:06
    on the surface it was an idyllic life
  • 00:28:09
    she and dorothy had bought a weekend
  • 00:28:10
    cottage on the suffolk coast
  • 00:28:13
    and in the summers dorothy's children
  • 00:28:15
    came from america to visit with the
  • 00:28:16
    grandchildren
  • 00:28:19
    but underneath things were going badly
  • 00:28:20
    wrong
  • 00:28:22
    both bob and mabby burlingham who anna
  • 00:28:24
    freud had analyzed in the 1930s had
  • 00:28:26
    suffered personal breakdowns and their
  • 00:28:28
    marriages were collapsing
  • 00:28:30
    bob was drinking heavily and maddy
  • 00:28:33
    suffered terrible anxieties
  • 00:28:35
    the real reasons for the visits to
  • 00:28:37
    england were yet more analysis with anna
  • 00:28:39
    freud
  • 00:28:43
    well the problem was that it didn't look
  • 00:28:45
    very good did it because here you have
  • 00:28:47
    somebody who's having nervous breakdowns
  • 00:28:49
    and uh is is uh having alcoholic binges
  • 00:28:52
    and this is not exactly
  • 00:28:55
    doesn't really sit well um
  • 00:28:58
    well you know from a humane standpoint
  • 00:29:00
    obviously this is not desirable you know
  • 00:29:02
    you want to help these people but it
  • 00:29:04
    also had the wider ramifications of
  • 00:29:06
    everybody in in analysis in analytic
  • 00:29:09
    circles knew that bob and abby were
  • 00:29:11
    guinea pigs they were the living proof
  • 00:29:14
    that this was a wonderful process
  • 00:29:17
    it was very much swept under the rug it
  • 00:29:19
    really didn't get out i mean these
  • 00:29:22
    people had such
  • 00:29:24
    uh their their power and influence was
  • 00:29:27
    such
  • 00:29:28
    uh that
  • 00:29:30
    you know you were very careful anna
  • 00:29:31
    freud was a very powerful person and um
  • 00:29:34
    you were the grandchildren
  • 00:29:37
    and uh she knew a great deal more than
  • 00:29:39
    you did about what went on in your
  • 00:29:41
    parents lives and so forth it was not
  • 00:29:43
    something you were going to tangle with
  • 00:29:45
    and you were a product of the whole
  • 00:29:46
    situation
  • 00:29:48
    but at the same time we all knew that
  • 00:29:50
    something was really out of whack
  • 00:29:57
    as she grew older she became more and
  • 00:29:59
    more important didn't she politically
  • 00:30:02
    and scientifically but she didn't know
  • 00:30:04
    when to stop
  • 00:30:05
    she was a bit too righteous
  • 00:30:10
    what she did was always the thing
  • 00:30:14
    and she would never
  • 00:30:16
    to my my knowledge acknowledge
  • 00:30:19
    that she could make a mistake or be
  • 00:30:22
    wrong
  • 00:30:24
    that is my feeling
  • 00:30:26
    [Applause]
  • 00:30:27
    but the power and influence of the freud
  • 00:30:29
    family in america was about to grow even
  • 00:30:32
    more
  • 00:30:35
    politicians were about to turn to anna
  • 00:30:37
    freud's cousin edward bernays for help
  • 00:30:39
    in a time of crisis
  • 00:30:42
    he was going to manipulate the inner
  • 00:30:43
    feelings and fears of the masses to help
  • 00:30:46
    america's politicians fight the cold war
  • 00:30:49
    i don't mean to say and no one can say
  • 00:30:51
    to you that there are no dangers
  • 00:30:54
    of course there are risks that we are
  • 00:30:55
    not vigilant
  • 00:30:56
    but we do not have to be hysterical
  • 00:31:00
    in 1953 the soviet union exploded its
  • 00:31:02
    first hydrogen bomb and the fear of
  • 00:31:04
    nuclear war and communism gripped the
  • 00:31:07
    united states
  • 00:31:09
    those in power became concerned about
  • 00:31:11
    how to reassure the population
  • 00:31:13
    committees were set up and public
  • 00:31:15
    information films made appealing for
  • 00:31:17
    calm in the face of new threats like
  • 00:31:19
    nuclear fallout
  • 00:31:23
    it's the fallacy of devoting 85 percent
  • 00:31:25
    of one's worrying capacity to an agent
  • 00:31:27
    that constitutes only about 15 percent
  • 00:31:30
    of an atomic bomb's destroying potential
  • 00:31:33
    at this point edward bernays was living
  • 00:31:35
    in new york
  • 00:31:37
    in the 1920s he had invented the
  • 00:31:39
    profession of public relations
  • 00:31:41
    and was now one of the most powerful pr
  • 00:31:43
    men in america
  • 00:31:45
    he worked for most of the major
  • 00:31:46
    corporations and advised politicians
  • 00:31:49
    including president eisenhower
  • 00:31:52
    like his uncle sigmund bernays was
  • 00:31:55
    convinced that human beings were driven
  • 00:31:57
    by irrational forces
  • 00:31:59
    the only way to deal with the public was
  • 00:32:01
    to connect with their unconscious
  • 00:32:03
    desires and fears
  • 00:32:06
    bernays argued that instead of trying to
  • 00:32:08
    reduce people's fear of communism one
  • 00:32:11
    should actually encourage and manipulate
  • 00:32:13
    the fear
  • 00:32:15
    but in such a way as it became a weapon
  • 00:32:17
    in the cold war
  • 00:32:19
    rational argument was fruitless
  • 00:32:22
    what my father understood about groups
  • 00:32:24
    is that they are
  • 00:32:26
    manipulable they're malleable
  • 00:32:29
    and that that you can
  • 00:32:31
    tap into their
  • 00:32:33
    deepest desires or their deepest fears
  • 00:32:36
    and use that to your own purposes
  • 00:32:39
    [Applause]
  • 00:32:41
    i don't think he felt that all those
  • 00:32:43
    publics out there had reliable judgment
  • 00:32:46
    that they very easily might vote for the
  • 00:32:48
    wrong man or want the wrong thing
  • 00:32:51
    so that they had to be guided from above
  • 00:32:55
    one of bernays's main clients was the
  • 00:32:57
    giant united fruit company
  • 00:32:59
    they owned vast banana plantations in
  • 00:33:01
    guatemala in central america
  • 00:33:04
    for decades united fruit had controlled
  • 00:33:06
    the country through pliable dictators
  • 00:33:08
    it was known as a banana republic
  • 00:33:12
    but in 1950 a young officer colonel
  • 00:33:14
    arbenz was elected president
  • 00:33:17
    he promised to remove united fruits
  • 00:33:19
    control over the country
  • 00:33:21
    and in 1953 he announced the government
  • 00:33:23
    would take over much of their land
  • 00:33:26
    it was a massively popular move but a
  • 00:33:28
    disaster for united fruit
  • 00:33:30
    and they turned to bernays to help get
  • 00:33:32
    rid of our bends
  • 00:33:34
    he had fruit brings in grenades and he
  • 00:33:36
    basically understood that what united
  • 00:33:37
    fruit company had to do was change this
  • 00:33:40
    from being a popular elected government
  • 00:33:42
    that was doing some things that were
  • 00:33:43
    good for the people there
  • 00:33:45
    into this being
  • 00:33:46
    very close to the american shore a
  • 00:33:48
    threat to american democracy that it
  • 00:33:50
    being at a time in the cold war when
  • 00:33:52
    americans responded to issues of the red
  • 00:33:55
    scare and what communism might do
  • 00:33:57
    he was trying to transform this and
  • 00:33:59
    brilliantly did transform it into an
  • 00:34:00
    issue of a communist threat very close
  • 00:34:03
    to our shores taking united fruit again
  • 00:34:06
    as a commercial client out of the
  • 00:34:07
    picture and making it look like a
  • 00:34:09
    question of american democracy american
  • 00:34:12
    values being threatened
  • 00:34:15
    in reality our benz was a democratic
  • 00:34:17
    socialist with no links to moscow but
  • 00:34:20
    bernays set out to turn him into a
  • 00:34:22
    communist threat to america
  • 00:34:25
    he organized a trip to guatemala for
  • 00:34:27
    influential american journalists
  • 00:34:30
    few of them knew anything about the
  • 00:34:31
    country or its politics
  • 00:34:33
    [Music]
  • 00:34:35
    bernie's arranged for them to be
  • 00:34:36
    entertained and to meet selected
  • 00:34:38
    guatemalan politicians who told them
  • 00:34:41
    that arbenz was a communist controlled
  • 00:34:43
    by moscow
  • 00:34:45
    during the trip there was also a violent
  • 00:34:47
    anti-american demonstration in the
  • 00:34:49
    capital
  • 00:34:51
    many of those who worked for united
  • 00:34:52
    fruit were convinced it had been
  • 00:34:54
    organized by bernays himself
  • 00:34:56
    [Music]
  • 00:34:59
    he also created a fake independent news
  • 00:35:01
    agency in america
  • 00:35:03
    called the middle american information
  • 00:35:05
    bureau
  • 00:35:06
    it bombarded the american media with
  • 00:35:08
    press releases saying that moscow was
  • 00:35:10
    planning to use guatemala as a beach
  • 00:35:12
    head to attack america
  • 00:35:14
    all of this had the desired effect
  • 00:35:16
    in guatemala the jacob r ben's regime
  • 00:35:19
    became increasingly communistic after
  • 00:35:21
    its inauguration in 1951.
  • 00:35:24
    communists in the congress and high
  • 00:35:26
    governmental positions controlled major
  • 00:35:28
    committees labor and farm groups and
  • 00:35:30
    propaganda facilities
  • 00:35:32
    they agitated and led in demonstrations
  • 00:35:34
    against neighboring countries and the
  • 00:35:36
    united states
  • 00:35:39
    what was profoundly new in terms of what
  • 00:35:41
    bernays did is he took this menace to
  • 00:35:43
    our backyard in guatemala for the first
  • 00:35:46
    time we saw reds
  • 00:35:48
    a couple hundred miles from uh new
  • 00:35:50
    orleans who eddie bernays had us
  • 00:35:53
    believing were a true threat to us that
  • 00:35:55
    it was going to be a soviet outpost in
  • 00:35:57
    our backyard
  • 00:35:59
    but what bernays was doing was not just
  • 00:36:01
    trying to blacken the arbenz regime
  • 00:36:03
    he was part of a secret plot
  • 00:36:06
    president eisenhower had agreed that
  • 00:36:08
    america should topple the albans
  • 00:36:10
    government but secretly
  • 00:36:12
    the cia were instructed to organize a
  • 00:36:14
    coup
  • 00:36:16
    working with the united fruit company
  • 00:36:18
    the cia trained and armed a rebel army
  • 00:36:21
    and found a new leader for the country
  • 00:36:23
    called colonel armas
  • 00:36:25
    the cia agent in charge was howard hunt
  • 00:36:28
    later one of the watergate burglars what
  • 00:36:30
    we wanted to do was have a terror
  • 00:36:32
    campaign
  • 00:36:34
    uh to terrify our bench particularly
  • 00:36:37
    terrify his his troops much as the
  • 00:36:41
    german stuka bombers terrified the
  • 00:36:43
    population of holland belgium and poland
  • 00:36:47
    at the onset of world war ii
  • 00:36:49
    and just rendered everybody paralyzed
  • 00:36:53
    as planes flown by cia pilots dropped
  • 00:36:56
    bombs on guatemala city edward bernays
  • 00:36:58
    carried on his propaganda campaign in
  • 00:37:00
    the american press
  • 00:37:02
    he was preparing the american population
  • 00:37:04
    to see this as the liberation of
  • 00:37:06
    guatemala by freedom fighters for
  • 00:37:08
    democracy
  • 00:37:12
    he totally understood that the coup
  • 00:37:15
    would happen when the public and the
  • 00:37:16
    press
  • 00:37:18
    when conditions in the public and the
  • 00:37:19
    press allowed for coup to happen and he
  • 00:37:21
    created those conditions he was totally
  • 00:37:23
    savvy in terms of just what he was
  • 00:37:25
    helping create there in terms of his
  • 00:37:26
    overthrow but ultimately he was
  • 00:37:28
    reshaping reality reshaping public
  • 00:37:31
    opinion in a way that undemocratic and
  • 00:37:34
    manipulative
  • 00:37:36
    on june 27th 1954 colonel arbenz fled
  • 00:37:40
    the country and armas arrived as the new
  • 00:37:42
    leader
  • 00:37:44
    within months vice president nixon
  • 00:37:46
    visited guatemala
  • 00:37:48
    in an event staged by united fruits pr
  • 00:37:50
    department he was shown piles of marxist
  • 00:37:53
    literature that had been found it was
  • 00:37:55
    said in the presidential palace
  • 00:38:00
    this is the first time in the history
  • 00:38:02
    of the world that the communist
  • 00:38:04
    government has been overthrown
  • 00:38:06
    by the people
  • 00:38:07
    and for that we congratulate you and the
  • 00:38:10
    people of guatemala for the support they
  • 00:38:11
    have given
  • 00:38:13
    and we are sure that under your
  • 00:38:14
    leadership
  • 00:38:15
    supported by the people whom i have met
  • 00:38:17
    by the hundreds on my visit to guatemala
  • 00:38:20
    that guatemala is going to enter a new
  • 00:38:23
    era
  • 00:38:24
    in which there will be prosperity for
  • 00:38:27
    the people
  • 00:38:28
    together with liberty for the people
  • 00:38:31
    thank you very much for
  • 00:38:33
    allowing us to see this exhibit of
  • 00:38:35
    communism in guatemala
  • 00:38:39
    and for dinner see what mother has for
  • 00:38:41
    dessert banana gingerbread shortcake
  • 00:38:44
    just another of the many tempting ways
  • 00:38:46
    in which this nutritious fruit can be
  • 00:38:48
    prepared
  • 00:38:49
    so now that you've seen where bananas
  • 00:38:51
    come from before they reach your table
  • 00:38:53
    our journey to banana land has ended we
  • 00:38:56
    hope you enjoyed the trip we know you
  • 00:38:59
    like bananas
  • 00:39:00
    [Music]
  • 00:39:01
    bernays had manipulated the american
  • 00:39:03
    people but he had done so because he
  • 00:39:06
    like many others at the time believed
  • 00:39:08
    that the interests of business and the
  • 00:39:10
    interests of america were indivisible
  • 00:39:13
    especially when faced with the threat of
  • 00:39:14
    communism
  • 00:39:16
    but bernays was convinced that to
  • 00:39:18
    explain this rationally to the american
  • 00:39:20
    people was impossible
  • 00:39:22
    because they were not rational
  • 00:39:24
    instead one had to touch on their inner
  • 00:39:26
    fears and manipulate them in the
  • 00:39:28
    interests of a higher truth
  • 00:39:30
    he called it the engineering of consent
  • 00:39:34
    he was doing it for
  • 00:39:37
    the american way of life and with to
  • 00:39:39
    which he was devoted
  • 00:39:42
    uh
  • 00:39:42
    sincerely devoted
  • 00:39:44
    and yet he felt the people were really
  • 00:39:47
    pretty stupid
  • 00:39:48
    and that's the paradox
  • 00:39:51
    if you
  • 00:39:52
    don't leave it up to the people
  • 00:39:54
    themselves but force them to
  • 00:39:57
    choose what you want them to choose
  • 00:40:00
    however subtly
  • 00:40:02
    then it's not democracy anymore
  • 00:40:07
    it's something else it's being told what
  • 00:40:09
    to do it's being
  • 00:40:11
    it's it's it's that old authoritarian
  • 00:40:14
    thing
  • 00:40:17
    but the idea that it was necessary to
  • 00:40:19
    manipulate the inner feelings of the
  • 00:40:21
    american population in the interests of
  • 00:40:23
    fighting the cold war now began to take
  • 00:40:25
    root in washington
  • 00:40:27
    above all in the cia who were going to
  • 00:40:29
    take it much further
  • 00:40:31
    [Music]
  • 00:40:33
    they were concerned that the soviets
  • 00:40:34
    were experimenting with psychological
  • 00:40:36
    methods to actually alter the memories
  • 00:40:38
    and feelings of people the aim being to
  • 00:40:41
    produce more controllable citizens
  • 00:40:44
    it was known as brainwashing
  • 00:40:45
    [Music]
  • 00:40:49
    psychologists in the cia were convinced
  • 00:40:51
    that this really might be possible
  • 00:40:53
    and that they should try to do it
  • 00:40:55
    themselves
  • 00:40:59
    the image of the human being that was
  • 00:41:01
    being built up at that particular time
  • 00:41:04
    was that there was a great deal of
  • 00:41:06
    vulnerability in every human being
  • 00:41:09
    and that that vulnerability could be
  • 00:41:12
    manipulated to program somebody
  • 00:41:15
    to be something that i wanted them to be
  • 00:41:19
    and they didn't want to be
  • 00:41:21
    [Music]
  • 00:41:24
    that you could manipulate people
  • 00:41:26
    in such a way that they could be
  • 00:41:29
    automatons if you will for whatever your
  • 00:41:31
    own purposes were this was the image
  • 00:41:34
    that people thought was possible
  • 00:41:37
    in the late fifties the cia poured
  • 00:41:39
    millions of dollars into the psychology
  • 00:41:41
    departments of universities across
  • 00:41:43
    america
  • 00:41:45
    they were secretly funding experiments
  • 00:41:47
    on how to alter and control the inner
  • 00:41:49
    drives of human beings
  • 00:41:52
    the most notorious of these experiments
  • 00:41:54
    was run by the head of the american
  • 00:41:55
    psychiatric association
  • 00:41:57
    dr ewan cameron
  • 00:42:00
    like many psychiatrists at that time
  • 00:42:02
    cameron was convinced that inside human
  • 00:42:04
    beings were dangerous forces which
  • 00:42:06
    threatened society
  • 00:42:08
    but he believed that it was possible not
  • 00:42:10
    just to control these forces but
  • 00:42:12
    actually remove them
  • 00:42:14
    he thought that psychiatry should not
  • 00:42:16
    just concentrate on sick people mentally
  • 00:42:19
    ill but
  • 00:42:20
    should actually go into government that
  • 00:42:22
    politicians
  • 00:42:24
    should listen to psychiatrists
  • 00:42:26
    psychiatrists should be in every
  • 00:42:27
    parliament and should direct and monitor
  • 00:42:31
    political activities because
  • 00:42:34
    they knew
  • 00:42:35
    in a rational
  • 00:42:36
    scientific way what was good for people
  • 00:42:41
    cameron had set up a clinic in a
  • 00:42:42
    hospital in montreal called the allen
  • 00:42:44
    memorial
  • 00:42:45
    it is now long since closed down
  • 00:42:49
    cameron took patients who suffered a
  • 00:42:51
    wide range of mental problems
  • 00:42:53
    his theory was that these resulted from
  • 00:42:55
    forgotten or oppressed memories but he
  • 00:42:58
    was impatient with the idea of using
  • 00:42:59
    psychotherapy to uncover them
  • 00:43:02
    instead he would simply wipe them
  • 00:43:05
    cameron used drugs including lsd and the
  • 00:43:07
    technique of ect
  • 00:43:09
    electroconvulsive therapy it was
  • 00:43:12
    conventionally used at that time to
  • 00:43:14
    relieve depression
  • 00:43:15
    but cameron was going to use it in a new
  • 00:43:17
    way
  • 00:43:18
    to produce new people
  • 00:43:21
    he was really using it to try
  • 00:43:24
    and
  • 00:43:25
    um
  • 00:43:26
    change the fundamental function of the
  • 00:43:29
    individual
  • 00:43:31
    to
  • 00:43:32
    um
  • 00:43:33
    alter
  • 00:43:35
    their past memories their past ways of
  • 00:43:38
    behaving
  • 00:43:40
    and as as i think he he said at one
  • 00:43:43
    point it is to just sort of erase
  • 00:43:46
    everything from their past so that you
  • 00:43:48
    then had a slate in which you could
  • 00:43:52
    record new ways of behavior
  • 00:43:55
    uh
  • 00:43:56
    and so he used massive doses of shock
  • 00:44:00
    people receiving
  • 00:44:02
    several shots a day
  • 00:44:05
    and over a course of course of time
  • 00:44:07
    hundreds of ect
  • 00:44:10
    treatments so that they were just
  • 00:44:11
    reduced to
  • 00:44:14
    a sort of a very primitive vegetable
  • 00:44:16
    state
  • 00:44:19
    i don't remember what happened to me
  • 00:44:21
    i was introduced to dr cameron and i
  • 00:44:23
    don't remember dr cameron at all
  • 00:44:26
    i don't remember any of that they
  • 00:44:28
    shipped me up to what they call the
  • 00:44:30
    sleep room
  • 00:44:32
    and
  • 00:44:32
    they gave me all of these electro
  • 00:44:34
    convulsive shock treatments and
  • 00:44:36
    megadoses of drugs and lsd and
  • 00:44:39
    all of that and i have no memory of any
  • 00:44:41
    of that
  • 00:44:43
    nothing in the
  • 00:44:44
    in of of that time in the allen memorial
  • 00:44:47
    or any of my life
  • 00:44:48
    previous to that all gone
  • 00:44:51
    wiped
  • 00:44:52
    and then having de-patterned somebody or
  • 00:44:56
    brought them down to where basically
  • 00:44:59
    nothing but the essential functions of
  • 00:45:02
    the body were going on in terms of
  • 00:45:04
    breathing and things of this nature then
  • 00:45:07
    he would begin to feed material into
  • 00:45:09
    these individuals positive material such
  • 00:45:12
    that the brain would be programmed in a
  • 00:45:16
    positive way so that the individual
  • 00:45:18
    would be completely altered then he put
  • 00:45:20
    these tapes under our pillows
  • 00:45:22
    called psychic driving he would he would
  • 00:45:25
    then put back into this empty brain
  • 00:45:28
    uh a program
  • 00:45:30
    of whatever sort he decided upon
  • 00:45:33
    and
  • 00:45:34
    the people like myself would
  • 00:45:37
    wake up another person i guess
  • 00:45:41
    in fact cameron's experiments were a
  • 00:45:44
    complete disaster
  • 00:45:46
    all he managed to produce were dozens of
  • 00:45:48
    individuals with memory loss
  • 00:45:50
    and the ability to repeat the phrase
  • 00:45:53
    i am at ease with myself
  • 00:45:54
    [Music]
  • 00:45:56
    and it was not an isolated case almost
  • 00:45:59
    all the experiments the cia funded were
  • 00:46:01
    equally unsuccessful
  • 00:46:04
    despite their ambitions american
  • 00:46:06
    psychologists were beginning to find out
  • 00:46:08
    how difficult it was to understand and
  • 00:46:10
    control the inner workings of the human
  • 00:46:13
    mind
  • 00:46:15
    we had been really
  • 00:46:17
    chasing a
  • 00:46:19
    phantom if you will an illusion
  • 00:46:22
    that the human mind was more capable of
  • 00:46:25
    manipulation from the outside
  • 00:46:29
    by outside factors than it is
  • 00:46:33
    we found out that the human being is an
  • 00:46:36
    extremely complex thing
  • 00:46:40
    there were no simple solutions
  • 00:46:45
    but
  • 00:46:46
    you've just got to bear in mind that
  • 00:46:48
    these were very strange times
  • 00:46:51
    [Applause]
  • 00:46:52
    the psychoanalysts had come to power in
  • 00:46:54
    america because of their theory that
  • 00:46:56
    they knew how to control the dangerous
  • 00:46:58
    forces inside human beings
  • 00:47:01
    but now the psychoanalysts were about to
  • 00:47:03
    face a high profile failure
  • 00:47:05
    that would lead people to begin
  • 00:47:07
    questioning the very basis of their
  • 00:47:09
    ideas
  • 00:47:12
    it began in hollywood
  • 00:47:15
    the film industry had become fascinated
  • 00:47:17
    by psychoanalysis
  • 00:47:18
    and anna freud was a powerful influence
  • 00:47:21
    on dozens of analysts in los angeles
  • 00:47:24
    they treated film stars directors and
  • 00:47:26
    studio bosses
  • 00:47:28
    anna freud's closest friend was the most
  • 00:47:31
    sought after of all ralph greenson
  • 00:47:37
    and in 1960 the most famous star in the
  • 00:47:39
    world turned to greenson for help
  • 00:47:42
    marilyn monroe was suffering from
  • 00:47:44
    despair and had become addicted to
  • 00:47:46
    alcohol and drugs
  • 00:47:49
    well when i walked in to dinner here was
  • 00:47:51
    marilyn monroe i made a picture with her
  • 00:47:54
    called all about eve this is dinner at
  • 00:47:55
    ralph green's yes
  • 00:47:58
    and
  • 00:47:59
    the only thing was that
  • 00:48:02
    ralph was trying to show her
  • 00:48:04
    romy i never called him ralph in my life
  • 00:48:07
    romy was trying to show her
  • 00:48:10
    that uh
  • 00:48:13
    the way a family life ought really to be
  • 00:48:16
    so we were walking the dog after us i
  • 00:48:18
    said what the hell are you doing here
  • 00:48:20
    i said you never asked me to dinner
  • 00:48:23
    and he said you weren't that sick
  • 00:48:27
    and i said
  • 00:48:28
    oh
  • 00:48:29
    no he said the one is just this child
  • 00:48:31
    has no
  • 00:48:33
    no
  • 00:48:34
    frame of reference
  • 00:48:37
    in other words she doesn't know where
  • 00:48:38
    she what the goal is
  • 00:48:40
    what greenson did was follow anna
  • 00:48:42
    freud's theory
  • 00:48:44
    if marilyn monroe could be taught to
  • 00:48:46
    conform to what society considered a
  • 00:48:48
    normal pattern of life
  • 00:48:49
    that would help her ego control her
  • 00:48:52
    inner destructive urges
  • 00:48:54
    but greenson pushed it to an extreme he
  • 00:48:57
    persuaded monroe to move into a house
  • 00:48:59
    nearby that was decorated like his own
  • 00:49:02
    he then took her into his own family
  • 00:49:04
    life and he his wife and his daughter
  • 00:49:07
    played at being monroe's own family
  • 00:49:10
    greenson himself would become the model
  • 00:49:12
    of conformity
  • 00:49:14
    so this someone whom she regarded as
  • 00:49:17
    important and
  • 00:49:19
    uh
  • 00:49:20
    and she idealized
  • 00:49:22
    if he turned out to be a very
  • 00:49:25
    gratifying father figure
  • 00:49:27
    she her ego would benefit from that that
  • 00:49:29
    was the theory
  • 00:49:33
    his wife and children everyone was
  • 00:49:34
    involved yet
  • 00:49:36
    they were strengthening the person they
  • 00:49:38
    were strengthening the mind they were
  • 00:49:39
    strengthening the agent that controls
  • 00:49:41
    inner life against adversity
  • 00:49:44
    against insufficiency against
  • 00:49:47
    too much
  • 00:49:49
    frustration
  • 00:49:51
    so that marilyn monroe would no longer
  • 00:49:52
    be a helpless person looking for love
  • 00:49:55
    she'd have enough love
  • 00:49:58
    but despite all his efforts greenson was
  • 00:50:00
    unable to help marilyn monroe
  • 00:50:03
    on august 5th 1962 she committed suicide
  • 00:50:06
    in her house
  • 00:50:10
    the suicide shocked many in the analytic
  • 00:50:12
    community including anna freud
  • 00:50:16
    and high profile figures in american
  • 00:50:17
    life who had previously been enthusiasts
  • 00:50:20
    for psychoanalysis now began to question
  • 00:50:22
    why psychoanalysis had become so
  • 00:50:24
    powerful in america
  • 00:50:27
    was it really because it benefited
  • 00:50:28
    individuals
  • 00:50:30
    or had it in fact become a form of
  • 00:50:32
    constraint
  • 00:50:33
    in the interests of social order
  • 00:50:36
    the critics included monroe's ex-husband
  • 00:50:38
    arthur miller my argument with so much
  • 00:50:41
    psychoanalysis is the preconception that
  • 00:50:44
    suffering is a mistake
  • 00:50:46
    or a sign of weakness or sign even of
  • 00:50:49
    illness when in fact
  • 00:50:52
    possibly the greatest truths we know
  • 00:50:54
    have come out of people's suffering
  • 00:50:56
    that the problem is not to undo
  • 00:50:58
    suffering or to wipe it off the face of
  • 00:51:00
    the earth but to make it inform our
  • 00:51:02
    lives instead of trying to cure
  • 00:51:04
    ourselves of it constantly and avoid it
  • 00:51:07
    and avoid anything but that lobotomized
  • 00:51:10
    sense of what they call happiness
  • 00:51:13
    there's too much of an attempt that
  • 00:51:14
    seems to me to think in terms of
  • 00:51:16
    controlling
  • 00:51:17
    man rather than freeing him
  • 00:51:19
    of of uh defining him rather than than
  • 00:51:23
    than uh letting him go
  • 00:51:25
    and uh it's part of the whole ideology
  • 00:51:27
    of this age which is power mad
  • 00:51:32
    hey have you heard about the crazy
  • 00:51:36
    [Music]
  • 00:51:46
    at the same time an onslaught was
  • 00:51:48
    launched on the way psychoanalysis was
  • 00:51:50
    being used by business to control people
  • 00:51:54
    the first blow came with the bestseller
  • 00:51:55
    for hidden persuaders written by vance
  • 00:51:57
    packard
  • 00:51:59
    it accused psychoanalysts of reducing
  • 00:52:01
    the american people to emotional puppets
  • 00:52:04
    whose only function was to keep the mass
  • 00:52:06
    production lines running
  • 00:52:08
    they did this by manipulating people's
  • 00:52:10
    unconscious desires to create longings
  • 00:52:13
    for ever new brands and models
  • 00:52:16
    they had turned the population into
  • 00:52:18
    unwitting participants in the system of
  • 00:52:20
    planned obsolescence
  • 00:52:23
    the second blow came from an influential
  • 00:52:25
    philosopher and social critic herbert
  • 00:52:27
    marcuse he had been trained in
  • 00:52:30
    psychoanalysis
  • 00:52:34
    this is a childish
  • 00:52:36
    application of psychoanalysis
  • 00:52:38
    and which does not take at all and
  • 00:52:40
    contribute to consideration the very
  • 00:52:42
    real
  • 00:52:44
    political systematic waste of resources
  • 00:52:47
    of technology and of the productive
  • 00:52:50
    process
  • 00:52:51
    for example plant obsolescence
  • 00:52:53
    for example the production of
  • 00:52:55
    innumerable brands and gadgets who are
  • 00:53:00
    in the last analysis all the same
  • 00:53:02
    the
  • 00:53:03
    production of uh innumerable different
  • 00:53:07
    marks of automobiles
  • 00:53:09
    and this prosperity at the same time
  • 00:53:13
    consciously or unconsciously
  • 00:53:15
    leads to a kind of schizophrenic uh
  • 00:53:18
    existence
  • 00:53:19
    [Music]
  • 00:53:21
    i believe that in this society an
  • 00:53:23
    incredible quantum of aggressiveness and
  • 00:53:26
    destructiveness is accumulated
  • 00:53:29
    precisely because of the empty
  • 00:53:31
    prosperity
  • 00:53:33
    which then
  • 00:53:36
    simply erupts
  • 00:53:46
    marcus's argument was not simply that
  • 00:53:48
    psychoanalysis had been used for corrupt
  • 00:53:50
    purposes
  • 00:53:51
    it was more fundamental
  • 00:53:54
    marcus said that the very idea that you
  • 00:53:56
    needed to control people was wrong
  • 00:53:59
    human beings did have inner emotional
  • 00:54:01
    drives but they were not inherently
  • 00:54:03
    violent or evil
  • 00:54:05
    it was society that made these drives
  • 00:54:07
    dangerous by repressing and distorting
  • 00:54:09
    them
  • 00:54:11
    anna freud and her followers had
  • 00:54:13
    increased that repression by trying to
  • 00:54:15
    make people conform to society
  • 00:54:18
    in so doing they made people more
  • 00:54:20
    dangerous not less
  • 00:54:22
    marcusa challenged that social world and
  • 00:54:25
    he said that's a world that should not
  • 00:54:26
    be adapted to
  • 00:54:28
    and in fact
  • 00:54:30
    what the individual was adapting to
  • 00:54:32
    was corrupt
  • 00:54:34
    and evil
  • 00:54:36
    and corrupting in other words he
  • 00:54:38
    switched he switched the source of evil
  • 00:54:41
    from inward conflict
  • 00:54:44
    to the society itself
  • 00:54:46
    that the sickness of society lay into
  • 00:54:48
    society level not at the sickness of
  • 00:54:50
    human beings in it and if people did not
  • 00:54:53
    challenge that
  • 00:54:55
    then
  • 00:54:55
    they were in fact submitting
  • 00:54:59
    to evil
  • 00:55:01
    modern psychology has a word that is
  • 00:55:03
    probably used more than any other word
  • 00:55:05
    in psychology
  • 00:55:07
    it is a word male adjusted
  • 00:55:11
    it is a ring in quiet of modern child
  • 00:55:13
    psychology
  • 00:55:15
    male adjusted now of course we all want
  • 00:55:18
    to live the well-adjusted life in order
  • 00:55:20
    to avoid neurotic and schizophrenic
  • 00:55:23
    personalities
  • 00:55:25
    but as i move toward my conclusion i
  • 00:55:28
    would like to say to you today
  • 00:55:30
    in a very honest manner
  • 00:55:32
    that there are some things in our
  • 00:55:34
    society and some things in our world
  • 00:55:38
    which i'm proud to be maladjusted
  • 00:55:41
    and i call upon all men of good will to
  • 00:55:44
    be maladjusted to these things until the
  • 00:55:47
    good societies realized
  • 00:55:49
    i must honestly say to you that i never
  • 00:55:51
    intend to adjust myself
  • 00:55:54
    through racial segregation and
  • 00:55:56
    discrimination
  • 00:55:58
    i never intend to adjust myself to
  • 00:56:02
    religious bigotry
  • 00:56:04
    i never intend to adjust myself to
  • 00:56:06
    economic conditions
  • 00:56:08
    that will take necessities from the
  • 00:56:10
    minute to give luxuries to the few and
  • 00:56:13
    leave millions of god's children
  • 00:56:15
    smothering in an anti-cage of poverty in
  • 00:56:18
    the midst of an affluent society
  • 00:56:21
    [Music]
  • 00:56:24
    the political influence of the freudian
  • 00:56:26
    psychoanalyst was over
  • 00:56:28
    instead they were now accused of having
  • 00:56:31
    helped to create a repressive form of
  • 00:56:33
    social control
  • 00:56:34
    [Music]
  • 00:56:37
    anna freud and dorothy birlingham lived
  • 00:56:39
    on in sigmund freud's old house in
  • 00:56:41
    london
  • 00:56:43
    in 1970
  • 00:56:44
    dorothy's son bob died of alcoholism
  • 00:56:47
    and in 1973
  • 00:56:49
    his sister mabi returned for yet more
  • 00:56:52
    analysis with anna freud
  • 00:56:55
    she went back for more analysis she was
  • 00:56:56
    living in uh in
  • 00:56:58
    20 marysville gardens in the freud house
  • 00:57:01
    as i guess she did when she wasn't with
  • 00:57:02
    her husband and uh
  • 00:57:05
    she committed suicide she took an
  • 00:57:07
    overdose of sleeping pills
  • 00:57:12
    in freud's own house right
  • 00:57:19
    so i mean obvi you know the obvious uh
  • 00:57:21
    there are a lot of implications that one
  • 00:57:23
    can draw from that and i just think she
  • 00:57:25
    she happened to reach the end of the
  • 00:57:27
    rope there
  • 00:57:28
    although uh it would seem to be a very
  • 00:57:30
    pointed um
  • 00:57:32
    uh
  • 00:57:32
    act obviously suicide is a very
  • 00:57:35
    politicized act and to do it uh in
  • 00:57:38
    sigmund freud's own else is
  • 00:57:40
    is
  • 00:57:41
    certainly
  • 00:57:42
    different from doing it in riverdale
  • 00:57:44
    back in new york
  • 00:57:50
    next week's episode will tell the story
  • 00:57:52
    of the rise to power of the enemies of
  • 00:57:53
    the freud family
  • 00:57:56
    they believed that the way to build a
  • 00:57:57
    better society was to let the self free
  • 00:58:01
    but what they didn't realize was that
  • 00:58:03
    this idea of liberation would provide
  • 00:58:05
    business and politics with yet another
  • 00:58:07
    way to control yourself
  • 00:58:09
    by feeding its infinite desires
  • 00:58:14
    you know not what it means to be blue
  • 00:58:18
    [Music]
  • 00:58:20
    someday you realize
  • 00:58:22
    and pay for all those lies then you'll
  • 00:58:25
    know what it means
  • 00:58:31
    [Applause]
  • 00:58:32
    [Music]
Tag
  • Freud
  • psicoanálise
  • Bernays
  • control social
  • inconsciente
  • consumismo
  • política
  • manipulación
  • sociedade
  • saúde mental