Lecture on the Influence of Sigmund Freud and Edward Bernays on Society

Introduction

• Sigmund Freud introduced a theory of human nature involving primitive sexual and aggressive forces within the mind.
• These forces, if uncontrolled, could lead to chaos and destruction in individuals and societies.

Edward Bernays: Freud’s Nephew and His Influence

• Edward Bernays, Freud’s American nephew, applied Freud’s ideas to manipulate the masses.
• Bernays showed corporations how to link mass-produced goods to people’s unconscious desires.
• This led to a new political idea: controlling masses by satisfying inner selfish desires.

Freud’s Impact on Society

• Freud’s ideas on the unconscious mind became accepted in society.
• Psychoanalysis became popular, exemplified by events like the Psychotherapy Ball in Vienna.

Historical Context

• Vienna was a vast empire; Freud’s ideas were initially rejected by its ruling class.
• The Austrian Empire led Europe into war, confirming Freud’s theories about human behavior.

Edward Bernays’ Early Career

• Worked as a press agent, promoting America’s war aims during WWI.
• Observed the power of propaganda, leading to the development of public relations.

The Rise of Consumerism

• Bernays linked consumer products to emotional desires, paving the way for modern consumer culture.
• Promoted the idea that products fulfilled not just needs but emotional and personal desires.

Bernays’ Experiments and Innovations

• Notable experiment: Persuading women to smoke by linking cigarettes to independence.
• Pioneered concepts like product placement and associating products with celebrities.

Economic Context

• Post-WWI, America faced potential overproduction as mass production boomed.
• A cultural shift aimed to make people desire products beyond their needs.
• Bernays played a central role in this transition to a desires-based economy.

The Great Depression and Its Aftermath

• The 1929 stock market crash ended the consumer boom engineered by Bernays.
• Bernays’ power diminished as public relations fell out of favor.

Freud’s Later Years and World War II

• Freud became pessimistic about human nature; his ideas contributed to understanding totalitarianism.
• Freud fled to Britain to escape Nazi persecution; he died shortly before WWII.

The Role of Public Relations in Politics

• Bernays helped create a vision linking democracy with free-market capitalism.
• Organized major events like the World’s Fair to promote these ideas.

Emergence of Scientific Polling

• George Gallop developed polling techniques to understand public opinion, countering Bernays’ focus on unconscious manipulation.

Post-War America and Control of Human Nature

• WWII changed perceptions of democracy and human nature.
• The war led to government efforts to control potentially dangerous inner forces in society, involving the Freud family in these efforts.
• Anna Freud and Edward Bernays played roles in developing psychological management programs.

Conclusion

• Bernays’ work influenced both consumer culture and political manipulation.
• The ideas of Bernays and Freud continue to affect modern society and governance.