Marketing Politicians Through Social Engineering

The Century of the Self is a four part BBC documentary that delves deeply into the work of Edward Bernays, commonly known as the father of public relations. Parts 3 and 4 explore the glorification of selfish consumption after World War II and how Reagan, Thatcher, Clinton and Blair perfected the “politics of self” to win and hold power.

The Century of the Self

BBC Documentary (2005)

Film Review

Part 3 (There’s a Policeman Inside All Our Heads) and Part 4 (Eight People Sipping Wine in Kettering)

Link to Part 1 and 2

The Politics of Self

Following World War II, the CIA hired Sigmund Freud’s nephew Edward Bernays to advise them on controlling the “irrational aggression” of the masses. They were concerned that 49% of US soldiers evacuated from combat had to leave the battlefield for “emotional problems.” Today their condition would be diagnosed as post traumatic stress disorder (PTSD).  In the mid-forties, the psychoanalysts who interviewed them diagnosed that they had unresolved conflicts related to their unconscious aggressive and sexual drives.

Convinced these problems were widespread among the greater population, in 1946 the Truman administration championed the passage of the Mental Health Act. The Act funded new guidance centers throughout the US to assist Americans to control and suppress their dangerous unconscious drives.

Meanwhile the public relations industry hired psychoanalysts to set up focus groups to use advertising more effectively to improve consumer demand for corporate products. These early focus groups employed psychoanalytic techniques to help advertisers improve sales by secretly appealing to unconscious needs and insecurities.

Students Opt for Self-Liberation

The anti-Vietnam War movement of the late sixties quickly morphed into a broader anti-capitalist movement that attacked corporations for corrupting government and brainwashing the public. This movement was strongly influenced by Wilhelm Reich and Herbert Marcuse, who had split with Sigmund and Anna Freud over their belief that unconscious aggressive and sexual drives had to be suppressed and controlled. Reich and Marcuse taught that it was repression itself that distorted unconscious aggressive and sexual drives and made them dangerous.

In 1970 the National Guard massacre of unarmed Kent State students in 1970 split in this anti-capitalist movement. For the most part middle class student supporters shifted their focus to “liberating” themselves rather than organizing for political change.

In addition to widespread experimentation with illicit drugs, this shift led to a surge of self-improvement initiatives and therapies, collectively called the Human Potential Movement.

Values and Lifestyle Marketing

Employing computer technology and psychologists trained in self-improvement techniques, the public relations industry adapted to this new individualism and preoccupation with self-expression with “values and lifestyle marketing.”

One of their main strategies was to blur the line between advertising and journalism by incorporating three key messages into news reporting: selfishness is good, the needs of individuals are more important than the needs of society and that only business can properly satisfy individual needs.

The Politics of Self

This deliberate promotion of selfishness and individualism cut across social classes and was a key factor in persuading blue collar voters to vote for Ronald Reagan and Margaret Thatcher – and programs that significantly hurt their own economic interests.

Ultimately it was Bill Clinton and Tony Blair who perfected this new “politics of self” by incorporating focus groups and lifestyle marketing into their political campaigns. Their advisers convinced them that voters had to be regarded as consumers and that the secret to getting elected was by catering (i.e. pandering) to voters’ unconscious primitive selfish desires. It was a hell of a way to run government and would cause the Democrats to get the boot in 2000 and the Labour Party in 2010.

The Role of Youth in Making Revolution

(Sharing more of my research for my new novel A Rebel Comes of Age)

Much has been made of the role of youth in sparking the “Arab Spring” revolutions in the Middle East and North Africa. The willingness of Arab citizens to rebel against some of the world’s most oppressive regimes is a new and significant phenomenon. It highlights the distinction between political and psychological oppression. Psychological repression is a state of wholesale resignation, when a population believes any resistance will be totally crushed.

The Role of Youth in Sparking Revolution

Youth are nearly always the engine behind any movement to throw off psychological oppression. Older people have an overwhelming drive for “business as usual.” Austrian-born child psychologist Bruno Bettelheim credits this drive for the failure of European Jews to resist the Nazi campaign to enslave and exterminate them. Teenagers, in contrast, possess an illusion an illusion of immortality. They often find it difficult to grasp the finality of death.

Lessons from History: Soweto and the Intifada

Both the 1976 Soweto uprising in South Africa and the first Palestinian Intifada (1987) were initiated by teenagers. Both South Africa and Palestine were riding the crest of a baby boom and faced high youth unemployment. In addition, both the South African townships and occupied Palestine faced a general breakdown in parental authority. In both settings, parents traveled long distances (to Johannesburg or Israel). A whole generation of children, were left on their own to raise themselves. The link between the breakdown of parental authority and youth rebellion is a major theme of my first novel The Battle for Tomorrow.

The Anti-Apartheid Movement

The 1976 Soweto uprising is widely credited as the start of mass popular resistance to apartheid. The students who started it came from a generation that essentially raised themselves. Strict pass laws implemented in the 1950s forced many black residents to give up to their homes in South African cities and move to black-only townships or Bantustans, where there was no work. The only work open to black men was in remote work camps at the gold and diamond mines. While Sowetan women worked as domestics and nannies for white families in Johannesburg and only returned to their own children on weekends.

In 1976 Soweto teenagers had a lot in common with homeless teens, third world street children and “young carers” (children who care for parents with physical or mental disabilities or drug and alcohol problems). Forced to look after themselves from an early age, it’s typical for these teenagers to exhibit  precocious maturity.

Conditions that Politicized the Bantu Schools

The event the triggered the 1976 uprising was a decree requiring that all Bantu schools teach their subjects in Afrikaans (the language of the original Dutch settlers of South Africa), rather than English. Owing to atrocious conditions in the Bantu schools, students were already highly politicized. While education in white schools was free, black parents were charged 51 rand a year (a half month’s salary) The Bantu schools were also incredibly overcrowded, with sixty or more students per class and teachers who often had no education qualifications.

The prelude to the June 16 uprising was a classroom boycott in early June of seventh and eight graders at Orlando West Primary School. Students from seven other Soweto schools immediately joined in. On Sunday June 13th, 400 students met in Orlando (hard to imagine without cellphones Facebook  or Twitter) to call for a mass boycott and demonstration for June 16^th. They also made a pact not to inform their parents, who they believed would try to stop them.

On June 16, fifteen to twenty thousand students age 10-20 in school uniform met at Orlando West Secondary school to march to the stadium. When the students refused to disperse, the police opened fire, killing several. The others went wild, throwing rocks and bottles at the police and setting fire to all symbols of apartheid – government buildings, liquor stores, beer halls and trucks, buses and cars belonging to white businesses.

Where Deadly Police Force Fails

The next morning rioting spread to other townships, as well as to Pretoria, Durban and Capetown with “colored” (mixed race) and Indian students also joining the rebellion. The police were totally unable to quell the rioters, even with force, owing to the students’ greater numbers and their total disregard for their own safety. It would take sixteen months for peace to be restored in the townships.

(To be continued, with a discussion of the role of teenagers in the Palestinian  Intifada.)

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In A Rebel Comes of Age, seventeen-year-old Angela Jones and four other homeless teenagers occupy a vacant commercial building owned by Bank of America. The adventure turns deadly serious when the bank obtains a court order evicting them. Ange faces the most serious crisis of her life when the other residents decide to use firearms against the police SWAT team.

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