Ten most important points raised in the documentary The Century of Self
1. The danger of the individual
Rulers of the empire were frightened of dangerous instinctual drives inside of all individuals, which would unearth powerful and sexual forces. People repressed these feelings because they were too dangerous, and they therefore kept un-welcome impulses to the unconscious hidden away.
2. The turn around of propaganda
Bernays was asked to accompany president Woodrow Wilson as the Paris Peace Conference at the end of the war. It was propaganda that made Wilson so popular, a hero of the masses whilst the war was going on. Bernays saw this, and began to wonder if the same type of mass persuasion could occur during peace time. Propaganda was currently seen as a negative term, as it was used by the Germans, therefore Bernays wanted to find a way to change this. He went on to join the Public Relations council, determined to find a way to manage and alter a way in which the new crowds thought and felt.
3. Breaking the taboo of smoking
Bernays set out to experiment with the minds of the popular classes, beginning with trying to persuade women to smoke. This was not only because there was a taboo against women smoking at that time, but also because the main companies were losing 50% of their custom because of this. Bernays therefore wanted to break this taboo using the idea that cigarettes were seen as a symbol of the penis and male power. If he could find a way to break this symbol, then he could find a ay to make women smoke, giving them their own 'penises' and their own 'power'.
4. Torches of Freedom
Case study - Torches of Freedom. Suffragettes began lighting cigarettes up dramatically during protests, displaying a symbol of young, independent females smoking in public. This meant that everyone supporting these women had to support what they were doing also. It was a sign of liberty, holding up the torch, playing on this idea of memory and irrational phrase. The story set off around the world, and the sale of cigarettes to women began to rise. This made it socially acceptable with a singly symbolic act. Women soon appeared more powerful and independent.
5. Consumerism - desire must overshadow needs
The system of mass production was flourishing after the war, with many fearing that over production may occur. It seemed that the day was soon to come when people would think they had enough goods, and would therefore simply stop buying. Things were being sold on a basis of need, and people were only purchasing the necessities. These necessities were promoted in functional terms for their durability and practical virtues, nothing more. Many believed they had to transform the way Americans though about products - must shift America from a needs to a desire culture, man's desires must overshadow his needs.
6. Appealing to the masses
Bernays was at the centre of changing the above situation for corporations, bringing psychological theory to the table - this idea of appealing to the masses. In the early 20s, banks began to fund chains of shops where mass goods would be sold. Bernays then began to link these products to film stars, put into practice product placement in movies, dress stars in films with clothes and jewellery that belonged to companies he was involved in and pay celebrities to express their inner sense of self to others.
7. Consumerism and consumption
In 1927, a change came over America's democracy. They called it consumerism and consumption.
8. Uncle Siggy
Freud became bankrupt and went to Bernays for help. Bernays managed to get Freud's books published, making them controversial. He then went on to create 'Uncle Siggy', making Freud acceptable, but then capitalising on this.
9. The machine
Consumerism soon became the central motor of American life. The all consuming self made the economy work, whilst making the individual happy and docile, managing the masses. This was a feel good medication that responded immediately to pain.
10. Stopping revolution
Consumerism is a new way of organising society that is akin to social control, stopping revolution because you believe you have a happy life.
Image from the mass media that focuses on consumerism, desire and unconscious
SKYY VODKA
SKYY Vodka are well known for the way in which they advertise and sell their alcoholic products, the majority of which include individuals that comply to the hegemonic notions of beauty. Sexuality and the female body are commonly used to promote their brand, as well as male dominance.
In this particular advert, the image says a lot in relation to the castration complex, and to sexual desires. It suggests that there is a connection between the consumption of the product with the successful seduction of women. As well as this, it creates an image of a successful upper-class gentleman, with expensive jewellery, using the product to work his magic on the subordinate, yet beautiful woman. This may lead some consumers to believe that they are in a higher position than those purchasing other brands.
The man is seen only from the waist down, with his crotch being in the line of focus, standing firmly over the woman. This stance not only shows control, but it also shows power, which is reflected in his clothing and the tight grip he has of the objects in his hands. The background behind the character connotes wealth and sexual adventure.
The woman, on the other hand, is wearing very little, showing off her assets, removing her sunglasses in order to see what is above her. She is in a vulnerable position, although not in danger, as the male is seen as both sharp and superior. This plays on the reader's emotions towards the sexual nature and 'sleekness' of the advertisement.
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