- analyse the rise of us consumerism
- discuss the links between consumerism and our unconscious desires
- ideas from Sigmund Freud and Edmund Bernays (his nephew)
- consumerism as social control (deliberate)
Naomi Klein - 'No Logo' 1999
No Logo's analysis's corporate and branded world.It tells a story of rebellion and self-determination in the face of our new branded world.
Ideas of Sigmund Freud I studied Psychology A level so I knew and understand the theories we discussed today involving psychoanalysis, and the hidden primitive sexual forces and animal instincts which need controlling need within our unconscious mind.
Reading:
the interpretation of dreams,1899
civilisation and its discontents, 1930
Below, is the model of personality structure, which shows most of our inner most desire are within our unconscious and we do not realise this is happening
civilisation and its discontents, 1930
- fundamental tension between civilisation and the individual
- human instincts incompatible with the well being of community
- the pleasure principle
- cannot realise full potential
- WW1 for freud represented/vindication his theory (repressed animal instincts/core human instincts)
Edward Bernays
press agent
employed by public information office (propaganda office) during ww1
post war - set up 'the council on public relations'
based on the ideas of freud
crystallising public opinion, 1923
propaganda,1928
taking human nature and finding a way for their instinctual desires to be met by buying things, creating a demand for consumer goods.
Launches his career working within a cigarette brand. During the1929 Easter Day Parade - lighting up torches of freedom- symbolic of female power, status and entitlement ( called them suffragettes) became incredibly popular for women to smoke.
1924
product placement
celebrity endorsements - celebrities are symbols of success/desired models, linking product with celeb would make you successful etc.
'more doctors smoke camels'
They paid doctors to write fictional pseudo-scientific reports
They paid doctors to write fictional pseudo-scientific reports
Fordism
Henry Ford (1863-1947)
Transposes Taylorism to car factories of Detroit
Moving assembly line
Standard production models built as they move through the factory
Requires large investment, but increases productivity so much so that relatively high wages can be paid, allowing the workers to buy the product they produce. Creates affluence.
'oldsmobile' - 1909 (not bernays) masculinity, in control. irrational link between instinct and desire.
shift from a needs culture to a desire culture.
the hidden persudaers, vance packard, 1957
8 common techniques companies use to make people desire their products instead of rational level. On a irrational level
marketing hidden needs:
- selling emotional security
- selling reassurance of worth (having food in the fridge)
- selling ego-gratification
- selling creative outlets
- selling love objects
- selling sense of power (masculinity/car advert)
- selling a sense of roots
- selling a sense of immortality (selling life insurance/health products etc)
'a new elite is needed to manage the bewildered herd'
Walter Lippmann, Public Opinion, 1920. Political class has no idea how to manage its citizens, a new leader is needed
black tuesday 1929, the great depression.
`roosevelt and the 'new deal' (1933-36) soft socialism about the affairs of society. begin regualting markets and limit how much the business can make, increased taxation, re distributing money to poor and homeless. creating state control industries where the american gov . A project that created a fairer society.
1940 worlds fair - celebration of us what makes it unique and free in comparison to the soviet union (repressed society/limited consumer goods)
Conclusion
- consumerism is an idealogical project
- we believe that through consumption our desires can be met
- the consumer self
- the legacy of bernays/ps can be felt in all aspects of 21st century society.
- the conflicts between alternative models of social organisation continue to this day
- to what extent are our lives 'free' under western consumerist system?
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