The Century of the Self - Part 1: "Happiness Machines"

Sigmund Freud introduced a theory on human nature, claiming that primitive sexual and aggressive forces lie within all individuals, and if uncontrolled, can lead to societal chaos. This series explores how these theories have been utilized by those in power to manage the masses in a democratic environment, focusing on Freud's nephew, Edward Bernays, who effectively applied these ideas to manipulate public desire and behavior.

Edward Bernays, though not widely known today, played a significant role in shaping 20th-century thought by applying Freud's understanding of human desires to mass marketing. He was the first to demonstrate how corporations could tap into unconscious desires to persuade people to buy unnecessary products, creating a culture driven more by desires than needs in a consumer society.

Freud's influence extended to the practice of psychoanalysis, which became more accepted over time. The annual Psychotherapy Ball in Vienna symbolized a shift from rejection to acceptance of Freud's ideas, illustrating a transformation in societal attitudes toward mental health and individual emotions over the last century.

Freud's theories were initially met with resistance from the conservative Vienna society, which found the analysis of feelings threatening to their control. A hundred years ago, expressing personal emotions was taboo, but Freud's work challenged these norms and prompted a dangerous examination of hidden instincts within society, unsettling the ruling elite.

Freud's perspective was reinforced during World War I when he observed how unleashed primitive human forces contributed to chaos. As these ideas developed, Bernays emerged as a key player in using propaganda. Initially working as a press agent, his experiences as America entered the war led him to harness public relations tactics in promoting political agendas and managing public sentiment.

During the war, Bernays was tasked with advancing America’s war aims, leveraging propaganda to portray a heroic image of President Woodrow Wilson, which sparked his interest in mass persuasion. Upon his return to America, he aimed to utilize these techniques for peace, coining the term 'public relations' and beginning a new era of influencing consumer behavior in a mass industrialized society.

Post-war consumerism and the need to manage a burgeoning market prompted Bernays to explore consumer psychology further. He experimented with the idea of linking products to emotional desires, exemplified by his notable campaign that normalized women smoking by symbolically connecting it to independence and empowerment.

Bernays' groundbreaking techniques informed how corporations marketed their products, transitioning from a focus on need to desire. His campaigns used emotional appeals, and in doing so, redefined the relationship between consumer and product, eventually leading to a societal shift where market-driven desires overshadowed practical needs.

The changing dynamics of American society in the 1920s posed a challenge as corporations feared market saturation and sought to transform consumer behavior. Bernays was pivotal in devising strategies that shifted the American mindset towards a culture of desire rather than need, enriching corporations and altering consumer relationships significantly.

As the decade advanced, Bernays' public relations strategies increasingly blended with political discourse, showcasing how celebrities and modern media played essential roles in shaping public perception and consumer engagement. This campaign for consumerism became central in defining the American identity during the economic boom of the Roaring Twenties.