All language subtitles for BBC.The.Century.of.the.Self.1of4.Happiness.Machines.DVDRip.x264.AAC.MVGroup.org

A hundred years ago a
new theory about human

nature was put forth
by Sigmund Freud.

He had discovered he said, primitive,
sexual and aggressive forces

hidden deep inside the
minds of all human beings.

Forces which if not
controlled, led individuals

and societies to chaos
and destruction.

This series is about how those in
power have used Freud's theories

to try and control the dangerous
crowd in an age of mass democracy.

But the heart of the story
is not just Sigmund

Freud but other members
of the Freud family.

This episode is about Freud's
American nephew, Edward Bernays.

Bernays is almost completely
unknown today but his influence

on the 20th century was nearly
as great as his uncles.

Because Bernays was the first
person to take Freud's idea

about human beings and use
them to manipulate the masses.

He showed American
corporations for the first

time how to they could
make people want

things they didn't
need by linking mass

produced goods to their
unconscious desires.

Out of this would come a new political
ideal of how to control the masses.

By satisfying people's
inner selfish desires

one made them happy
and thus docile.

It was the start of the all-consuming self
which has come to dominate our world today.

Part One - Happiness Machines

Freud's ideas about how
the human mind works

have now become an
accepted part of society.

As have psychoanalysts.

Every year the psychotherapists' ball
is held in a grand palace in Vienna.

Dr. Alfred Fritz, President
World Council for

Psychotherapy This is
the psychotherapy ball.

Psychotherapists come, some advanced
patients come, former patients come,

and many other people - friends, but
also people from the Viennese society

who like to come to a nice,
elegant, comfortable ball.

But it was not always so.

A hundred years ago Freud's ideas
were hated by Viennese society.

At that time Vienna was the center of
a vast empire ruleing central Europe.

And to the powerful
nobility of the Habsburg

accord, Freud's ideas were
not only embarrassing,

but the very idea of examining and
analyzing ones inner feelings

was a threat to their absolute control.

Countess Erzie Karolyi

- Budapest: You see at that
time these people had the power

and of course you just
weren't allowed to show

your bloody feelings, I
mean you just couldn't.

You know if you were
unhappy, can you imagine,

for instance you sit somewhere
in the country, in a

castle, you are deeply
unhappy, you are a woman;

you couldn't go to your made and cry on her
shoulders, you couldn't go into the village

and complain about your feelings,

it was like selling yourself to
someone, you just couldn't. You know?

Because they had to respect you.
Now of course,

Freud, he put that thought
very much into question

you see to examine
yourself you would have to

put other things into
question - the society,

everything that surrounds you and that
was not a good thing at that time.

- Why not?
- Because your self-created empire

to a certain extent would
have fallen to bits

much earlier already.

But what frightened the rulers of the
empire even more was Freud's idea

that hidden inside all human beings

were dangerous instinctual drives.

Freud had devised a method
he called psychoanalysis.

By analyzing dreams and free
association he had unearthed he said

powerful sexual and aggressive forces which
were the remnants of our animal past.

Feelings we repressed because
they were too dangerous.

Dr. Earnest Jones - Colleague of Freud:
Freud devised a method

for exploring the hidden part of the mind
which we nowadays call the unconscious

this the part is totally
unknown to our consciousness.

That there exists a barrier in all
our minds which prevents these

hidden and unwelcome impulses from
the unconscious from emerging.

In 1914 the Austria-Hungarian
Empire led Europe into war.

As the horror mounted
Freud saw it as terrible

evidence of the truth
of his findings.

The saddest thing he wrote, is that, this
is exactly the way we should have expected

people to behave, from our
knowledge of psychoanalysis.

Governments had unleashed the
primitive forces in humans beings

and no one seemed to know how to stop them.

At that time, Freud's
young nephew, Edward

Bernays was working as a
press agent in America.

His main client was the
world famous opera

singer Caruso who was
touring the United States.

Bernays' parents had emigrated
to America 20 years before,

but he kept in touch with his Uncle who
joined him for Holidays in the Alps.

But Bernays was now about to return to
Europe for a very different reason.

On the night that Caruso
opened in Toledo Ohio

America announced that it was entering
the war against Germany and Austria.

As a part of the war
effort, the US government

set up a committee on
public information

and Bernays was employed to promote
America's war aims in the press.

The president Woodrow Wilson, had announced
that the United States would fight

not to restore the old empires

but to bring democracy to all of Europe.

Bernays proved extremely skillful at
promoting this idea both at home and abroad

and at the end of the war
was asked to accompany

the President to the
Paris Peace Conference.

Edward Bernays - 1991:
Then to my surprise they asked me to go

with Woodrow Wilson to
the peace conference.

And at the age of 26 I was in Paris for
the entire time of the peace conference

that was held in the
suburb of Paris and we

worked to make the world
safe for democracy.

That was the big slogan.

Wilson's reception in
Paris astounded Bernays

and the other American
propagandists.

Their propaganda has portrayed
Wilson as a liberator deci a

trebuit s[ caut alt cuv\nt ;i
a;a am g[sitof the people.

The man who would create a new world
in which the individual would be free.

They had made him a hero of the masses.

And as he watched the crowd
surge around Wilson,

Bernays began to wonder
whether it would be possible

to do the same type of mass
persuasion, but in peace time.

Edward Bernays

- 1991: When I came back to
the United States, I decided

that if you could use propaganda for war
you could certainly use it for peace.

And propaganda got to be a bad word
because of the Germans using it.

So what I did was try to
find some other words so

we found the word "Council
on Public Relations".

Bernays returned to New York and set
up as a Public Relations Councilman

in small office off Broadway.

It was the first time the
term had even been used.

Since the end of the 19th century, America
had become a mass industrial society

with millions clustered
together in the cities.

Bernays was determined to find a
way to manage and alter the way

these new crowds thought and felt.

To do this he turned to the
writings of his Uncle Sigmund.

While in Paris Bernays had sent his
Uncle a gift of some Havana cigars.

In return Freud had sent him a copy of his
"General Introduction to Psychoanalysis".

Bernays read it, and the
picture of hidden irrational

forces inside human
beings, fascinated him.

He wondered whether he might make money
by manipulation of the unconscious.

Pat Jackson
- Public Relations Adviser and Colleague of

Bernays: What Eddie got from
Freud, was indeed this idea

that there is a lot more going
on in human decision making.

Not only among individuals but
even more importantly among groups

that this idea that
information drives behavior.

So Eddie began to formulate this idea that
you had to look at things that will play

to people's irrational emotions.

You see, that mooved
Eddie immediately into a

different category from
other people in his field

and most government officials
and managers of the day

who thought if you just hit people
with all this factual information

they would look at that say go "of course"

and Eddie knew that was not
the way the world worked.

Bernays set out to experiment with
the minds of the popular classes.

His most dramatic experiment was
to persuade women to smoke.

At that time there was
a taboo against women

smoking and one of his
early clients George Hill,

the President of the
American Tobacco corporation

asked Bernays to find
a way of breaking it.

Edward Bernays - 1991:
He says we're losing half of our market.

Because men have invoked a taboo
against women smoking in public.

Can you do anything about that?
I said let me think about it.

And then I said: If I may have
permission to see a psychoanalyst

to find out what cigarettes mean to women.

He said: what'll cost? So
I called up Dr. Brille,

A.A. Brille, who was the leading
psychoanalyst in New York at the time.

How come you didn't call your uncle?
Why didn'y you call your uncle?

Cause he was in Vienna..

A.A. Brille was one of the first
psychoanalysts in America.

And for a large fee, he told Bernays that
cigarettes were a symbol of the penis

and of male sexual power.

He told Bernays that if he could
find a way to connect cigarettes

with the idea of challenging male power

then women would smoke, because then
they would have their own penises.

Every year New York held an Easter
day parade to which thousands came.

And Bernays decided to
stage an event there .

He persuaded a group of rich debutants
to hide cigarettes under their clothes.

Then, they should join the parade
and at a given signal from him

they were to light up the
cigarettes dramatically.

Bernays then informed the press that he
had heard that a group of suffragettes

were preparing to protest by lighting
up what they called torches of freedom.

Pat Jackson
- Public Relations Adviser and Colleague

of Bernays: He knew
this would be an outcry,

and he knew that all of the photographers
would be there to capture this moment

so he was ready with a phrase
which was "torches of freedom".

So here you have a symbol,
women, young women, debutantes,

smoking a cigarette in public
with a phrase that means

anybody who believes in
this kind of equality

pretty much has to support them
in the ensuing debate about this,

because... "torches of freedom".

I mean, What's on all our
American coins? it's

liberty, she's holding
up the torch, you see?

and so all of this is there
together, there's emotion,

there's memory and there's
a rational phrase,

even knowing it's using
a lot of emotionall,

it's a phrase that works
in a rational sense...

And all of this is together...

And So the next day this was not
just in all the New York papers

it was across the United
States and around the world.

And from that point forward the sale
of cigarettes to woman began to rise.

He had made them socially acceptable
with a single symbolic act.

What Bernays had created was the
idea that if a women smoked

it made her more powerful and independent.

An idea that still persists today.

It made him realize that it was possible
to persuade people to behave irrationally

if you link products to their
emotional desires and feelings.

The idea that smoking actually made
women freer, was completely irrational.

But it made them feel more independent.

It meant that irrelevant objects could
become powerful emotional symbols

of how you wanted to be seen by others.

Peter Strauss

- Employee of Bernays 1948-1952:
Eddie Bernays saw the way

to sell product was not to
sell it to your intellect,

that you ought to buy an automobile,

but that you will feel better about
it if you have this automobile.

I think he originated that idea, that
they weren't just purchasing something

that they were engaging
themselves emotionally

or personally in that
product or service.

It's not that you think you
need a new piece of clothing

but you will feel better
with the piece of clothing.

That was his contribution
in a very real sense.

We see it all over the place today,
but I think he originated the idea,

the emotional connect to
a product or service.

What Bernays was doing fascinated
America's corporations.

They had come out of the war rich and
powerful, but they had a growing worry.

The system of mass production
had flourished during the war

and now millions of goods were
pouring off production lines.

that they were frightened of was
the danger of overproduction,

that there would come a
point when people had

enough goods and would
simply stop buying.

Up until that point, the
majority of products were

still sold to the masses
on the basis of need.

While the rich had long
been used to luxury goods,

for the millions of
working class Americans

most products were still
advertised as necessities.

Goods like shoes,
stockings, even cars were

promoted in functional
terms, for their durability.

The aim of the advertisements
were simply to show

people the products practical
virtues, nothing more.

What the corporations
realized they had to do

was transform the way the
majority of Americans

thought about products.

One leading Wall Street
banker, Paul Mazer of Leahman

Brothers was clear about
what was necessary.

We must shift America, he wrote,
from a needs, to a desires culture.

People must be trained to
desire, to want new things

even before the old had
been entirely consumed.

We must shape a new mentality in America.

Man's desires must overshadow his needs.

Peter Solomon - Investment Banker
- Leahman Brothers: Prior to that time

there was no American consumer,
there was the American worker.

And there was the American owner.

And they manufactured, and they
saved and they ate what they had to

and the people shopped
for what they needed.

And while the very
rich may have bought

things they didn't need,
most people did not.

And Mazer envisioned a
break with that, where you

would have things that you
didn't actually need,

but you wanted, as opposed to needed.

And the man who would
be at the center of

changing that mentality
for the corporations,

was Edward Bernays.

Stuart Ewen
- Historian of Public Relations:

Bernays really is the guy
within the United States,

more than anybody else,

who sort of brings out to
the table psychological

theory as something that
is an essential part of

how, from the corporate side, of how we are
going to appeal to the masses effectively

and the whole sort of merchandising
establishment and the sales establishment

is ready for Sigmund Freud.

I mean they are ready for understanding
what motivates the human mind.

And so there's this real
openness to Bernays

techniques being used to
sell products to the masses.

Beginning in the early 20's the New York
banks funded the creation of chains of

department stores across America.

They were to be the outlets
for the mass produced goods.

And Bernays' job was to produce
the new type of customer.

Bernays began to create
many of the techniques of

mass consumer persuasion
that we now live with.

He was employed by William Randolph Hurst
to promote his new women's magazines,

and Bernays glamorized them by
placing articles and advertisements

that linked products made
by others of his clients

to famous film stars like Clara
Bow, who was also his client.

Bernays also began the practice
of product placement in movies,

and he dressed the stars
at the films premieres

with clothes and jewelry from
other firms he represented.

He was, he claimed, the first
person to tell car companies

they could sell cars as
symbols of male sexuality.

He employed psychologists to issue reports
that said products were good for you

and then pretended they
were independent studies.

He organized fashion shows
in department stores

and paid celebrities to repeat
the new and essential message,

you bought things not
just for need but to

express your inner sense
of your self to others.

Mrs. Stillman, 1920s Celebrity Aviator:
There's a psychology of dress,

have you ever thought about it?

How it can express your character?

You all have interesting characters
but some of them are all hidden.

I wonder why you all
want to dress always the

same, with the same hats
and the same coats.

I'm sure all of you are interesting
and have wonderful things about you,

but looking at you in the street
you all look so much the same.

And that's why I'm talking to you
about the psychology of dress.

Try and express yourselves
better in your dress.

Bring out certain things
that you think are hidden.

I wonder if you've thought about
this angle of your personality.

- I'd like to ask you some questions...
- Why do you like short skirts?

- Oh, because there's more to see...

- More to see, eh?
- What good does that do you?

- It makes you more attractive.

- oh, it does?

In 1927 an American journalist wrote:
A change has come over our democracy,

it is called consumptionism.

The American citizens
first importance to his

country is now no
longer that of citizen,

but that of consumer.

The growing wave of consumerism helped
in turn to create a stock market boom.

And yet again Edward
Bernays became involved.

Promoting the novel idea that
ordinary people should buy shares,

borrowing money from banks,
that he also represented.

And yet again, millions
followed his advice.

Peter Strauss
- Employee of Bernays 1948-1952:

He was uniquely
knowledgeable about

how people in large numbers are going
to react to products and ideas,

but in political terms if he were to go out

I can't imagine he could get three
people to stand and listen.

He wasn't particularly articulate, he was
kind of funny looking, and didn't have

any sense of reaching out for
people one on one. None at all.

He didn't talk about, didn't think
about people in groups of one,

he thought about people
in groups of thousands.

Bernays soon became famous as the man
who understood the mind of the crowd,

and in 1924 the President contacted him.

President Coolidge was a quiet taciturn
man and had become a national joke.

The press portrayed him as
a dull humorless figure.

Bernays' solution was to do exactly the
same as he had done with products.

He persuaded 34 famous film
stars to visit the White House,

and for the first time politics became
involved with public relations.

Bernays speaking in
1991: And I lined up

these 34 people and I'd
say what's your name,

and he'd say Al Jolson, and I'd
say Mr. President, Al Jolson.

The next day every newspaper in the
United States had a front page story:

"President Coolidge Entertains
Actors at White House".

And the Times had a headline which
said "President Nearly Laughed"

and everybody was happy.

But while Bernays became
rich and powerful in

America, in Vienna his
uncle was facing disaster.

Like much of Europe Vienna was suffering
an economic crisis and massive inflation

which wiped out all of Freud's' savings.

Facing bankruptcy he wrote
to his nephew for help.

Bernays responded by
arranging for Freud's works

to be published for the
first time in America,

and began to send his uncle
precious dollars which

Freud kept secretly in a
foreign bank account.

Pat Jackson
- Public Relations Adviser and

Colleague of Bernays:
He was Freud's "agent"

if you will, to get his books published.

Well of course, once
the books were being

published, Eddie couldn't
help himself but to

promote these books; see that everybody
read them, make them controversial;

emphasize the fact that "do you
know what Freud says about sex?"

and what he thinks cigarettes are a
symbol of and so on and so forth...

How do you suppose all
those stories got out?

Certainly the academics
weren't spreading these

around the country,
Eddie Bernays was...

Then when Freud became
accepted, well then of

course to go to a client
and go 'well Uncle Siggy'

see then that had some cache.

But notice there, first
Eddie created Uncle

Siggy in the US, made him
acceptable secondly,

and thirdly then,
capitalized on Uncle Siggy.

Typical Bernays performance.

Bernays also suggested Freud promote
himself in the United States.

He proposed his uncle
write an article for

Cosmopolitan, the magazine
that Bernays represented,

entitled 'A Woman's Mental
Place in the Home'.

Freud was furious. Such an
idea he said was unthinkable,

it was vulgar and anyway, he hated America.

Freud was becoming increasingly
pessimistic about human beings.

In the mid 20s he retreated
in the summers to the Alps,

sometimes staying in an old hotel,
the Pension Moritz in Berchtesgaden.

It is now a ruin.

Freud began to write about group behavior;

about how easily the unconscious
aggressive forces of human beings

could be triggered when
they were in crowds.

Freud believed he had underestimated the
aggressive instincts within human beings;

they were far more dangerous
than he had originally thought.

Dr. Ernst Federn
- Viennese Psychoanalyst: After

World War-I, Freud was
basically a pessimist.

He felt that man is an impossible creature

and a very sadistic and bad species

and did not believe that
man can be improved.

Man is a ferocious animal,

the most ferocious animal that exists.

They enjoy torturing and killing

and he didn't like man.

The publication of Freud's works in
America had an extraordinary effect

on journalists and
intellectuals in the 1920s.

What fascinated and frightened
them was the picture

Freud painted of submerged
dangerous forces

lurking just under the
surface of modern society.

Forces that could erupt easily
to produce the frenzied mob

which had the power to
destroy even governments.

It was this they believed
had happened in Russia.

To many this meant that one of the guiding
principles of mass democracy was wrong;

the belief that human
beings could be trusted

to make decisions on
a rational basis.

The leading political writer,
Walter Lippmann argued that

if human beings were in reality driven
by unconscious irrational forces

then it was necessary
to re-think democracy.

What was needed was a new elite that could
manage what he called the bewildered herd.

This would be done through psychological
techniques that would control

the unconscious feelings of the masses.

Stewart Ewen
- Historian of Public Relations: And so here

you have Walter Lippmann,
probably the most influential

political thinker in the United States,

who is essentially saying the basic
mechanism of the mass mind is unreason,

is irrationality, is animality.

He believes that the mob in the street,
which is how he sees ordinary people,

are people who are driven not by their
minds but by their spinal chords.

The notion of animal drives,
unconscious and instinctual drives,

lurking beneath the
surface of civilization;

and so they started looking towards
psychological science

as a way of understanding the mechanisms
by which the popular mind works

specifically with the goal of figuring out
how to understand and how to apply

those mechanisms to strategies
for social control.

Edward Bernays was fascinated
by Lippmann's arguments

and also saw a way to promote
himself by using them.

In the 1920s he began
to write a series of

books which argued
that he had developed

the very techniques that
Lippmann was calling for.

By stimulating people's inner desires and
then sating them with consumer products

he was creating a new way to manage
the irrational force of the masses.

He called it "The engineering of consent".

Ann Bernays, Daughter
of Edward Bernays:

Democracy to my father
was a wonderful concept,

but I don't think he felt that all those
publics out there had reliable judgment,

and that they very easily might vote for
the wrong man or want the wrong thing;

so that they had to be guided from above.

It's enlightened despotism in a sense.

You appeal to their desires and
unrecognized longings, that sort of thing.

That you can tap into their
deepest desires or their

deepest fears and use that
to your own purposes.

And then in 1928 a President came
to power, who agreed with Bernays.

President Hoover was the first
politician to articulate the idea

that consumerism would become the
central motor of American life.

After his election he told a group of
advertisers and public relations men:

"You Have taken over the
job of creating desire

and have transformed people into
constantly moving happiness machines.

Machines which have become the
key to economic progress."

What was beginning to
emerge in the 1920s was

a new idea of how to
run mass democracy.

At it's heart was the consuming self
which not only made the economy work

but was also happy and docile and
so created a stable society.

Stewart Ewen
- Historian of Public Relations: Both

Bernays and Lippmann's concept
of managing the masses

takes the idea of democracy and
turns it into a palliative,

It turns it into giving people
some kind of feel good medication

that will respond to an immediate
pain or immediate yearning

but will not alter the objective
circumstances one iota.

The idea of democracy at it's heart was
about changing the relations of power

that had governed the world for so long;

and Bernays' concept of democracy was one
of maintaining the relations of power,

even if it meant that
one needed to stimulate

the psychological
lives of the public.

And in fact in his mind
that is what was necessary.

That if you can keep stimulating
the irrational self

then leadership can go on
doing what it wants to do.

Bernays now became one of the
central figures in a business elite

that dominated American society
and politics in the 1920s.

He also became extremely
rich and lived in a suite

of rooms in one of New
York's most expensive hotels

where he gave frequent parties.

Peter Strauss
- Employee of Bernays 1948-1952:

Oh my goodness, he had a
home in the corner suite

of the Sherry Netherland hotel

and here's this wonderful
suite with all these windows

looking out on central park
and across at the plaza,

and on the square,

and he would use this
place to hold a soiree.

The mayor would come, all the
media leaders would come,

the political leaders, the business
leaders, the people in the arts;

it was a who's who. People wanted to
know Eddie Bernays because he himself

became a sort of a famous man, a sort of
magician that could make things happen.

Ann Bernays, Daughter of Edward Bernays:
He knows everybody he knows the mayor,

and he knows the
senator, and he calls

politicians on the
telephone as if he did get

literally a high or bang
out of doing what he did,

and that's fine, but it can be a
little hard on the people around you.

Especially when you make
other people feel stupid.

The people who worked for him were
stupid, the children were stupid,

and if people did things in a way that he
wouldn't have done them, they were stupid.

It was a word that he used over and over:
"don't be stupid".

- And the masses?
- They were stupid.

But Bernays' power was about
to be destroyed dramatically

and by a type of human rationality
that he could do nothing to control.

At the end of October
1929 Bernays organized

a huge national
event to celebrate

the 50th anniversary of the
invention of the light bulb.

President Hoover, the
leaders of major

corporations and bankers
like John D Rockefeller

were all summoned by Bernays to celebrate
the power of American business.

But even as they gathered news came through
that shares on the New York stock exchange

were beginning to fall catastrophically.

Throughout the 1920s speculators
had borrowed billions of dollars.

The banks had promoted the
idea that this was a new

era where market crashes
were a thing of the past.

But they were wrong. What
was about to happend

was the biggest stock
market crash in history.

Investors had panicked and begun to sell in
a blind relentless fury that no reassurance

by bankers or politicians could halt.

And on the 29th of October
1929, the market collapsed.

The effect of the crash on the
American economy was disastrous.

Faced with recession and unemployment,
millions of American workers

stopped buying goods they didn't need.

The consumer boom that Bernays had
done so much to engineer, disappeared.

And he and the profession of
public relations fell from favor.

Bernays' brief moment of
power seemed to be over.

The effect of the Wall Street crash
on Europe was also catastrophic.

It intensified the growing economic and
political crisis in the new democracies.

In both Germany and Austria, there
were violent street battles

between the armed wings of
different political parties.

Against this backdrop Freud
who was suffering from

cancer of the jaw retreated
yet again to the alps.

He wrote a book called "Civilization
and it's Discontents".

It was a powerful
attack on the idea that

civilization was an
expression of human progress.

Instead Freud argued, civilization
had been constructed to control

the dangerous animal forces
inside human beings.

What was implicit in Freud's argument was
that the ideal of individual freedom

which was at the heart of
democracy was impossible.

Human beings could never
be allowed to truly

express themselves because
it was too dangerous.

They must always be controlled
and thus always be discontent.

Dr. Ernst Federn

- Viennese Psychoanalyst: Man
doesn't want to be civilized

and civilization brings discontent
but is necessarily to survival

so he must be discontent
because this would be

the only way to keep you
within your limits.

What did Freud think about the
idea of the equality of man?

He didn't believe in it.

We had 32 parties and
Hitler said: "before those

parties don't vanish
there is no Germany".

That's true, you can't have
32 parties so they said

this one person will put
an end to this comedy.

Freud was not alone in his pessimism.

Politicians like Adolf
Hitler emerged from a

growing despair in the
1920s about democracy.

The Nazis were convinced
that democracy was dangerous

because it unleashed a
selfish individualism

but didn't have the means to control it.

Hitler's party
- "The National Socialists" stood

in elections promising
in their propaganda

they would abandon democracy because of
the chaos and unemployment it led to.

"The democratic parties are
promising a heaven on earth!"

"38 parties - over 6 million unemployed"

In March 1933, the National Socialists
were elected to power in Germany

and they set out to create
a society that would

control human beings
in a different way.

One of their first acts was
to take control of business.

The planning of production would in
the future be done by the state.

The free market was too unstable as
the crash in America had proven.

Workers leisure time was
also planned by the state

through a new organization
called "strength through joy".

One of it's mottos was:
"Service, not self!".

But the Nazi's did not see this as return
to an old form autocratic control.

It was a new alternative to democracy,

in which the feelings and desires of
the masses would still be central,

but they would be channeled in such a
way as to bind the nation together.

The chief exponent of this was Joseph
Goebbels, the Minister of Propaganda.

It may be a good thing to
hold power based on guns

It is far better though if you
win the heart of the nation

and keep it's affection !

Goebbels organized huge
rallies whose function

he said was to forge
the mind of the nation

into a unity of thinking,
feeling and desire.

One of his inspirations, he
told an American journalist

was the writings of Freud's
nephew, Edward Bernays.

In his work on crowd psychology,
Freud had described how

the frightening irrationality inside human
beings could emerge in such groups.

The deep what he called 'libidinal' forces
of desire were given up to the leader

while the aggressive instincts are
unleashed on those outside the group.

Freud wrote this as a
warning, but the Nazis

were deliberately
encouraging these forces

because they believed they
could master and control them.

Dr Leoppold Lowenthal
- Freudian Psychoanalyst at a

rally in Vienna in 2000:
Freud was saying that masses

are bound by libidinal forces.

They love each other and
delegate their ideas

and feelings through
the "jack on top".

What are libidinal forces?

Well, forces of love.

Not hate? No,.. hate?... Hate is
delegated on the others, outside.

The mob...

I could see from afar,
looking up between the trees

how there were hundreds of thousands
of people when they passed Hitler

they were speaking completely
delirious and they began

to shout, this cries will
never get out of my ears...

"Heil! Sieg Heil!" (Hail!
Hail Victory!)...and here

I got confirmation how
those irrational forces,

uncontrollable forces in Germany, in the
Germans, had erupted, were brought out

were running wild where the party
was marching, marching on."

Fuehrer (Leader's) comand we will follow!

Crowds and their behavior

And in America too democracy was under
threat from the force of the angry mob.

The effect of the stock market
crash had been disastrous.

There was growing violence
as an angry population

took out there frustration
on the corporations

who were seen to have caused this disaster.

Then in 1932 a new
President was elected who

was also going to use
the power of the state

to control the free market.

But his aim, was not to destroy
democracy, but to strengthen it.

And to do this he was going to develop
a new way of dealing with the masses.

President Roosevelt's in
his inauguration speech:

"I am prepared under
my constitutional duty

to recommend the measures
that a stricken nation

in the midst of stricken
world, may require.

But, in the event that the national
emergency is still critical

I shall not evade the clear course
of duty that will then confront me.

I shall ask the congress for
the one remaining instrument

to meet the crisis -
broad executive power."

It was the start of what would
become known as "The New Deal".

Roosevelt assembled a group of young
technocrats and planners in Washington.

He told them that their job
was to plan and run giant

new industrial projects for
the good of the nation.

Roosevelt was convinced the
stock market crash had shown

that "laissez faire"-capitalism could no
longer run modern industrial economies.

This has become the job of government.

Big business was horrified but The New Deal
had attracted the admiration of the Nazis,

especially Joseph Goebbels.

Joseph Goebbels: "I am very interested
in social developments in America.

I believe that President Roosevelt
has chosen the right path.

We are dealing with the greatest
social problems ever known.

Millions of unemployed
must get their jobs back

and this cannot be left
to private initiative.

It's the government that
must tackle the problem."

But although Roosevelt
like the Nazis was

trying to organize society
in a different way,

unlike the Nazis he believed
that human beings were rational

and could be trusted to take
an active part in government.

Roosevelt believed it was possible to
explain his policies to ordinary Americans

and to take into account their opinions.

To do this he was helped
by the new ideas of an

American social scientist
called George Gallup.

"Favorite reading of new deal Washington
- the survey of US public opinion.

From offices at Princeton
New Jersey a famed

statistician, dr. George
Gallup tells Washington

from week to week, what
the nation is thinking.

And in New York Fortune
Magazines analyst Elmo

Roper compiles for publication
a continuous record

of the nations approval or disapproval
of how the country is being run."

Gallup and Roper rejected
Bernays' view that human

beings were at the mercy
of unconscious forces

and so needed to be controlled.

Their system of opinion polling
was based on the idea that people

could be trusted to know what they wanted.

They argued that one could
measure and predict

the opinions and
behavior of the public

if one asked strictly factual questions
and avoided manipulating their emotions.

Well, how about this one?
Do you think Franklin D.

Roosevelt's new deal

has been bad for the nation in general?

No, that question is loaded.. It
automaticly sugests an answer..

Well, how 'bout this? Is
your present feeling towards

president Roosevelt, one
of general aproval,

or general disaproval?

That's better!...

George Gallup Jr.
- Son of George Gallup: Prior

to scientific polling
the view of many people

was that you couldn't trust public
opinion, that it was irrational;

that it was ill-informed, that it
was chaotic, unruly and so forth;

and so that opinnnion should be dismissed.

But with scientific polling
I think it established

very clearly that
people are rational,

that they do make good decisions,

and this offers democracy a chance
to be truly informed by the public

giving everybody a voice in
the way the country is run.

I know my father wouldn't
necessarily say that

the voice of the public
is the voice of God,

but he did feel very much
that the voice of the

people is a rational voice
and should be heard.

What Roosevelt was doing
was forging a new

connection between the
masses and politicians.

No longer were they irrational consumers
who were managed by sating their desires,

instead, they were sensible
citizens who could

take part in the governing
of the country.

In 1936 Roosevelt stood for re-election. He
promised further control over big business.

To the corporations it was the
beginning of a dictatorship.

Big business leader
speaking in an interview:

"Roosevelt interferes
with private enterprise

and he's running the country into
debt for generations to come.

The way to get recovery is
to let business alone."

But Roosevelt was triumphantly re-elected.

"It looks , my friends, like a
real land-slide, this time..

So, please let me thank you again, and tell
you that I hope to see you all very soon,

and wish you an affectionate good night!

Faced with this, business now decided to
fight back, to regain power in America.

At the heart of the battle would be Edward
Bernays and the profession he had invented,

public relations.

Stewart Ewen

- Historian of Public Relations:
Following that lecture,

business people start to get together
and start to carry on discussions,

primarily in private and
they start talking to

each other about the
need to sort of carry on

ideological warfare against the New Deal.

And to sort of reassert
the sort of connectedness

between the idea of
democracy on the one hand

and the idea of privately
owned business on the other.

And so, under the umbrella of an
organization that still exists

which is called The National
Association of Manufacturers

and whose membership included all of the
major corporations of the United States

a campaign is launched explicitly
designed to create emotional attachments

between the public and big business;

it's Bernays' techniques being used
on a grand scale. I mean totally.

A film story of the "General
Motors Parade of Progress"

The campaign set out to show dramatically
that it was business not politicians

who have created modern America.

Bernays was an advisor to General
Motors but he was no longer alone.

The industry he had founded now flourished

as hundreds of public relations
advisors organized a vast campaign.

They not only used
advertisements and billboards

but managed to insinuate
their message

into the editorial pages of the newspapers.

It became a bitter fight.

In response to the campaign
the government made

films to warn about the
unscrupulous manipulation

of the press by big business

and the central villain was the new
figure of the public relations man.

"They try to achieve their ends by
working entirely behind the scenes

corrupting and deceiving the public.

The aims of such groups
may be either good or

bad so far as the public
interest is concerned,

but their methods are a grave
danger to democratic institutions."

The films also showed
how the responsible

citizens could monitor
the press themselves.

They could create a chart that analyzed
the reporting for signs of hidden bias.

But such earnest instruction
was to be no match

for the powerful imagination
of Edward Bernays.

He was about to help create a vision of
the utopia that free market capitalism

would build in America if it was unleashed.

In 1939 New York hosted the World's Fair.
Edward Bernays was a central adviser.

He insisted that the theme be the link
between democracy and American business.

At the heart of the fair was a giant white
dome that Bernays named "Democra-City"

and the central exhibit was a vast
working model of America's future

constructed by the General
Motors corporation.

Ann Bernays - Daughter of Edward Bernays:
To my father, the World's Fair,

was an opportunity to keep the status quo.

That is, capitalism in a democracy,
democracy and capitalism and that marriage.

He did that by manipulating people
and getting them to think that

you couldn't have real democracy in
anything but a capitalist society

which was capable of doing anything;
of creating these wonderful highways,

of making moving pictures
inside everybody's house,

of telephones that didn't need
chords, of sleek roadsters.

It was consumerist but at the
same time you inferred that

in a funny way that democracy
and capitalism went together.

The World's Fair was an extraordinary
success and captured America's imagination.

The vision it portrayed was
of a new form of democracy

in which business responded
to people's innermost

desires in a way politicians
could never do.

But it was a form of
democracy that depended

on treating people not
as active citizens,

like Roosevelt did, but
as passive consumers.

Because this Bernays believed,

was the key to control in a mass democracy.

Stewart Ewen
- Historian of Public Relations:

It's not that the
people are in charge

but that the people's
desires are in charge.

The people are not in
charge, the people exercise

no decision making power
within this environment.

So democracy is reduced from something
which assumes an active citizenry

to the idea of the public
as passive consumers

driven primarily by instinctual
or unconscious desires

and that if you can in
fact trigger those needs

and desires, you can get
what you want from them.

But this struggle between
the two views of human

beings as to whether they
were rational or irrational

was about to be dramatically
affected by events in Europe.

Events that would also change the
fortunes of the Freud family.

In March 1938 the Nazis annexed Austria.
It was called the Anschluss.

Hitler arrived in Vienna to an
extraordinary outpouring of mass adulation

but even as he drove through
the city behind the

scenes the Nazis were
systematically whipping up

and unleashing the hatred
of the crowd against

the enemies of the
new greater Germany.

Marcel Faust - Resident of Vienna 1930's:
The Anschluss was a kind of an explosion

of terrible hatred of aginst
enemies, so called enemies

or whatever they considered as
enemies, against the Jews totally

and also against a lot of Austrians
who opposed the Nazis in Austria.

They said it's legitimate now, you can
do what you want, so they did it...

Stealing and robbing and killing,
I can't stay there a while;

human depravity was always near to normal
behavior, it can change very quickly...

As the violence and assassinations raged
in Vienna, Freud decided he had to leave.

His aim was to go to Britain, but
he knew Britain like many countries

was refusing entrance to
most Jewish refugees.

But help came from the leading
psychoanalyst in Britain, Ernest Jones.

He was in the same ice skating
club as the Home Secretary

- Sir Samuel Hall,

and Jones persuaded Hall to issue
Freud a British work permit

and in May 1938 Freud,
his daughter Anna and

other members of his
family set off for London.

Freud arrived in London
as Britain was preparing

for war and he settled
with his daughter Anna

in a house in Hampstead.

But Freud's cancer was now far
advanced and in September 1939,

just 3 weeks after the
outbreak of war, he died.

The second world war would utterly
transform the way government saw democracy

and the people they governed.

Next week's program will show how the
American government, as a result of the war

became convinced there
were savage dangerous

forces hidden inside
all human beings.

Forces that needed to be controlled.

The terrible evidence from the death
camps seemed to show what happened

when these forces were unleashed.

And politicians and planners
in post war America

would come to believe that hidden under
the surface of their own population

were the same dangerous forces.

And they would turn to the Freud family
to help control this enemy within.

And ever adaptable Edward
Bernays would work not

just for the American
government but the CIA

and Sigmund Freud's daughter Anna, would
also become powerful in the United States

because she believed that
people could be taught

to control the irrational
forces within them.

Out of this, would come
vast government programs to

manage the inner psychological
life of the masses.