Miller also points out that Bernays primarily lists examples from his own propaganda work for clients, while using passive verbs to bypass the reader's suspicion. To get the public to buy more bacon, Bernays hired doctors to promote it because of how dependent people are on the advice of physicians. For a piano manufacturer client, he suggested working with the real estate industry to put a music room in newly built homes. The public relations counsel "appeals perhaps to the home instinct which is fundamental. He will endeavor to develop public acceptance of the idea of a music room in the home. ...lifting the idea of the music room to a place in the public consciousness which it did not have before. [...] It will come to [the homeowner] as his own idea." (7) Bernays was busy serving major clients throughout the 1920s, when companies such as General Motors, Procter & Gamble, John D. Rockefeller, and General Electric paid propagandists enormous sums of money to help turn public opinion in their favor. The "new propagandists" had a few advantages. One was that, as Bernays writes, "Men are rarely aware of the real reasons which motivate their actions." (8) At the same time, people believe that they know the reasons for certain -- the result of a self-deception faculty in the human psyche. Another advantage was that the new propaganda industry had worked the psychological concepts of Bernays's uncle, Sigmund Freud, into its arsenal. "It is chiefly the psychologists of the school of Freud who have pointed out that many of man's thoughts and actions are compensatory substitutes for desires which [he] has been obliged to suppress." (9) Insights into group psychology proved the most rewarding for the fledgling public relations industry. "Trotter and Le Bon concluded that the group does not think in the strict sense of the word. In place of thoughts it has impulses, habits, and emotions. In making up its mind, its first impulse is usually to follow the example of a trusted leader." (10) The universality of such a phenomenon suggests that individual human beings tend to automatically surrender their own ability to make decisions -- what we'd call a rational thought process or problem-solving faculty -- and instead default to whatever leadership is in place. Though the model was still relatively vague, Bernays understood that a group reacts most to clichés, symbols, and formulaic phrases. It didn't take long to turn this knowledge into standard practice. "So the question naturally arose: If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?" (11) Bernays had been influenced by the ideas of journalist Walter Lippmann, especially the notion that "the manufacture of consent" was required to keep a modern democracy in functioning order. (12) The overarching point of Bernays's story is that, for almost 100 years now, an entire industry has devoted its energies to turning the consumers of a capitalist "democracy" into addicts who feel a psychological compulsion to spend money on products and services, regardless of actual necessity. Of course, because of the business interest at stake, it would have been dangerous for the public to know anything about these tactics. Propaganda formed a symbiotic relationship with any financially motivated organization that depended on public opinion, be it government, corporation, or church. What Bernays called "new propaganda" has now split into the roles of public relations, advertising, marketing -- even, to a certain extent, sociology and legislative lobbying. So it's no stretch to say that psychological awareness among the public would have been a very direct threat to all parties involved. As a result, students today are lucky if they get to take a single psychology class in high school or college -- and even if they do, it's an almost useless kind of psychology with no real-life application whatsoever. That's evidenced by the fact that allmost people know of Freud is the "id, ego, superego" model of the human psyche -- or his "oral, anal, and genital stages" of development. On top of that, Freud's followers were a particularly dogmatic bunch who focused almost entirely on repression caused by denied sexual impulses, lowering the general appeal of psychoanalysis. Furthermore, most people haven't even heard of Carl Jung or other important psychologists. Luckily books preserve the knowledge that we require to understand our predicament. Betty Friedan's The Feminine Mystique appeared in 1963, serving as a major contribution to the civil rights movement that helped define the decade. Friedan noticed a strange paradox in which American women -- allowed for the first time in world history to vote, own property, attend college, pursue a career, and generally develop as full adult individuals -- were continually being pushed into a very narrow role, both in the family and in society as a whole. That role was essentially defined by a commercialized image. Friedan asks, "Does the image by which modern American women live also leave something out...? [...] This image -- created by the women's magazines, by advertisements, television, movies, novels, columns and books by experts on marriage and the family, child psychology, sexual adjustment and by the popularizers of sociology and psychoanalysis -- shapes women's lives today and mirrors their dreams. It may give a clue to the problem that has no name, as a dream gives a clue to a wish unnamed by the dreamer." (13) Friedan notes that the consumer culture was arranged in a way that not only made it difficult for a woman to achieve her true potential; it also made it very easy for her to drop out of college, marry a guy with a degree and job lined up, and start making babies. Yet at a time when everyone should have been showing concern about such matters, Friedan saw this as a nearly unspeakable topic. Friedan wonders, "Why is it never said that the really crucial function, the really important role that women serve as housewives is to buy more things for the house. ...the perpetuation of housewifery, the growth of the feminine mystique, makes sense (and dollars) when one realizes that women are the chief customers of American business." (14)
While Friedan sensed that "powerful forces" were engineering the mystique, she tried to remain pragmatic as evidence piled up suggesting some concerted capitalist scheme against women everywhere. She imagines corporate executives and psychologists having a secret meeting and plotting to "stop this dangerous movement of women out of the home," but then writes it off as an impossible fiction. (15) Her opinion: "It was not an economic conspiracy directed against women. It was a byproduct of our general confusion lately of means with ends; just something that happened to women when the business of producing and selling and investing in business for profit...began to be confused with the purpose of our nation, the end of life itself." (16) Friedan was correct about the misplaced priorities of consumerism, but to say that no secret meetings ever occurred might be too cautious. After all, in her imagined scenario she lists some of the very companies that Miller mentions in the introduction to Propaganda -- General Electric and General Motors in particular -- who actually had been running campaigns for decades, not only to turn people into sedated consumers, but into ones with preferences that fit their own specific business model. Since Friedan never once refers to Bernays, it seems that she wasn't fully aware of the historical prominence of the propaganda field. However, she did visit Dr. Ernest Dichter at the Institute for Motivational Research, her account of which practically contradicts what she said before about the unlikelihood of a conspiracy. She says Dichter, a man in possession of 300,000 studies of individual consumers, was "paid approximately a million dollars a year for his professional services in manipulating the emotions of American women to serve the needs of business." (17) (At the time of my writing, that would be the equivalent of slightly more than $7 million.) (18)
NOTES: 1. Charters, Ann. Kerouac: A Biography. 1973. New York: St. Martin's Press, 1987. pp. 55-56. 2. Burroughs, William S. "Deposition: Testimony Concerning a Sickness." Naked Lunch: The Restored Text. New York: Grove Press, 2004. pp. 199-206. 3. Burroughs, W.S. Ibid. 4. Burroughs, W.S. Ibid. 5. Bernays, Edward. Propaganda. 1928. New York: Ig Publishing, 2005. p. 77. 6. Bernays, E. Ibid. From the introduction by Mark Crispin Miller. p. 14. 7. Bernays, E. Ibid. pp. 77-78. 8. Bernays, E. Ibid. p. 74. 9. Bernays, E. Ibid. p. 75. 10. Bernays, E. Ibid. p. 73. 11. Bernays, E. Ibid. p. 71. 12. Bernays, E. Ibid. From the introduction by Mark Crispin Miller. p. 13. 13. Friedan, Betty. The Feminine Mystique. 1963. New York: Dell Publishing, 1984. p. 34. 14. Friedan, B. Ibid. pp. 206-207. Italics hers. 15. Friedan, B. Ibid. p. 207. 16. Friedan, B. Ibid. p. 207. 17. Friedan, B. Ibid. p. 208. I found the names of both Dichter and the institute in the footnote on p. 429. 18. "CPI Inflation Calculator." Bureau of Labor Statistics. Accessed on 2/21/2011. http://www.bls.gov/data/inflation_calculator.htm 19. Friedan, B. Ibid. p. 208. 20. Friedan, B. Ibid. p. 214. Italics from original report. 21. Friedan, B. Ibid. p. 219. 22. Friedan, B. Ibid. pp. 220-221. 23. Friedan, B. Ibid. p. 288











