Psychoanalysis - Hidden primitive sexual forces and animal instincts which need controlling
The Interpretation of Dreams
(1899)
The Unconscious (1915)
The Ego and the Id (1923)
Beyond the Pleasure
Principle (1920)
Civilization & its Discontents
(1930)
(1930)
Fundamental tension
between civilization
and the individual
Human instincts
incompatible with the
well being of
community.
The Pleasure
Principle
Edward Bernays (1891-1995)
Press Agent
Employed by public
information during WW1
Post war- set up ‘The
Council on Public
Relations’
Birth of PR
Based on the ideas of
Freud (his uncle).
Crystallizing Public
Opinion (1923)
Propaganda (1928)
Fordism
Henry Ford (1863 –
1947)
Transposes Taylorism
to car factories of
Detroit
Fordism
Moving assembly line
Standard production
models built as they
move through the
factory
Requires large
investment, but
increases productivity
so much that relatively
high wages can be
paid, allowing the
workers to buy the
product they produce
The Model T Ford, 1908 - 1927
1910 – 20,000
produced, $850
1916 – 600,000,
$360
By 1927 – 15 million
manufactured, $290
Assembly time
reduced from 12.5 to
1.5 hours
Marketing hidden needs
Selling emotional
security
Selling reassurance of
worth
Selling ego-gratification
Selling Creative Outlets
Selling Love Objects
Selling sense of power
Selling a sense of roots
Selling immortality
Consumerism is an ideological project
We believe that through consumption our desires can be met
The Consumer Self
The legacy of Bernays / PR can be felt in all aspects of
C21st society
The conflicts between alternative models of social
organisation continue to this day.
To what extent are our lives ‘free’ under the Western
Consumerist system?
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