Bernays had manipulated the American people but he had done so because he like many others at the time believed that the interests of business and the interests of America were indivisible … He called it the Engineering of Consent. ibid.
But the idea that it was necessary to manipulate the inner feelings of the American population in the interests of fighting the Cold War now began to take root in Washington. Above all in the CIA who were going to take it much further. They were concerned that the Soviets were experimenting with psychological methods to actually alter the memories and feelings of people. The aim being to produce more controllable citizens. It was known as brainwashing. Psychologists in the CIA were convinced that this really might be possible and that they should try to do it themselves. In the late ’50s the CIA poured millions of dollars into the psychology departments of universities across America. They were secretly funding experiments on how to alter and control the inner drives of human beings. The most notorious of these experiments was run by the head of the American Psychiatric Association, Dr Ewen Cameron. ibid.
In fact Cameron’s experiments were a complete disaster. All he managed to produce were dozens of individuals with memory loss, and the ability to repeat the phrase, I am at ease with myself. And it was not an isolated case. Almost all the experiments the CIA funded were equally unsuccessful. Despite their ambitions, American psychologists were beginning to find out how difficult it was to understand and control the inner workings of the human mind. ibid.
High profile figures in American life who had previously been enthusiasts for psychoanalysis now began to question why psychoanalysis had become so powerful in America. Was it really because it benefited individuals? Or had it in fact become a form of constraint in the interests of social order? ibid.
At the same time [as the CIA’s mind-control experiments], an onslaught was launched on the way psychoanalysis was being used by business to control people. The first blow came with the best seller The Hidden Persuaders, written by Vance Packard. It accused psychoanalysts of reducing the American people to emotional puppets whose only function was to keep the mass-production lines running. ibid.
But the Freuds were about to be toppled from power by opponents who said they were wrong about human nature. The inner self did not need to be repressed and controlled, it should be encouraged to express itself. Out of this would come a new type of strong human being and a better society. But what in fact emerged from this revolution was the very opposite: an isolated, vulnerable and above all greedy self, far more open to manipulation by both business and politics than anything that had gone before. Adam Curtis, The Century of the Self III: There is a Policeman Inside All Our Heads
In the 1950s a small group of renegade psychoanalysts began a new form of psychotherapy. They worked in small rooms in New York City and encouraged their patients to express their feelings openly. It was a direct attack on the ideas of the Freudian psychoanalysts who had become rich and powerful teaching Americans how to control their feelings. ibid.
Freud argued that at heart human beings were still driven by primitive animal instincts. The job of society was to repress and control these dangerous forces. ibid.
By the late ’50s psychoanalysis had become deeply involved in driving consumerism in America. Most advertising companies employed psychoanalysts … They had created new ways to understand consumers’ motives above all with the focus group. ibid.
But in the early ’60s a new generation emerged who attacked this. They accused American business of using psychological techniques to manipulate people’s feelings and turn them into ideal consumers. ibid.
Consumerism was not just a way of making money, it had become the means of keeping the masses docile, which allowed the government to pursue a violent and illegal war in Vietnam. ibid.
But the American state fought back violently … a phase of ruthless oppression of the new left. ibid.
And to produce the new self they turned to the ideas and techniques of Wilhelm Reich. ibid.
By the late ’60s the idea of self-exploration was spreading radically in America. ibid.
But while the new beings felt liberated, they had become increasingly dependent for their identity on business. ibid.
This rise of the self was fostered and promoted by business. They had used the ideas of Sigmund Freud to develop techniques to read the inner desires of individuals and then fulfil them with products. Adam Curtis, The Century of the Self IV: Eight People Sipping Wine in Kettering
Politicians on the left in both America and Britain turned to these techniques to regain power. ibid.
Many of Bernays’ clients were large American corporations and he was the first person to show them how they could sell many more products if they linked them to images and symbols, to those unconscious desires Freud had identified. ibid.
By the late ’80s Mrs Thatcher and her allies in advertising and media had brought the ideas of the individual to the centre of society. ibid.
Those running Labour’s campaign believed that by modern presentation they would attract back the voters yet keep the old policies. ibid.
John Major’s victory in 1992 was a disaster for the Labour Party. A small group of reformers centred around Peter Mandelson and Philip Gould were convinced that the only way for the party to survive was to change its basic policies. But their ideas were rejected by John Smith who had become leader. ibid.
But the Democrats’ optimism was to be short-lived. In November 1992 Clinton was triumphantly elected president. But within weeks his administration discovered that the budget deficit was far greater than they had anticipated. At a meeting at the White House in January 1993 the head of the Federal Reserve told them that the deficit was nearly $300 billion. There was no way they could borrow any more without panicking the markets and causing a crisis. The only way to pay for the proposed tax cuts would be to cut government spending not just on defence but on welfare. Clinton was faced with a choice between the old politics and the new, and he chose the new. ibid.
In August 1996 Clinton signed a bill which ended the system of guaranteed help for the poor and unemployed. ibid.
In 1994 Tony Blair had become the leader of the Labour Party. And the reforming group centred around Peter Mandelson became all powerful. Almost every night Philip Gould ran focus groups with swing voters in the suburbs. ibid.
Privately, Bernays did not believe true democracy would ever work … Consumerism was a way of giving people the illusion of control while allowing a responsible elite to continue managing society. ibid.
New Labour are faced with a dilemma. The system of consumer democracy that they have embraced has trapped them into a series of short-term and often contradictory policies. ibid.
We like the politicians have become the slaves of our own desires. We have forgotten that we can be more than that. That there are other sides to human nature. ibid.
In the early ’60s R D Laing set up a psychiatric practice in Harley Street in London. He offered radical new treatments for schizophrenia and quickly became a media celebrity. But his research into the causes of schizophrenia convinced him that a much wider range of human problems were caused by the pressure-cooker of family life. Laing decided to investigate how power and control were exercised within the world of normal families. And to do this he would use the techniques of Game Theory. Adam Curtis, The Trap: What Happened to Our Dream of Freedom: Fuck You Buddy, BBC 2007
Laing produced matrices which showed how just as in the Cold War couples use their everyday actions as strategies to control and manipulate each other. His conclusion was stark. That what was normally seen as acts of kindness and love were in reality weapons used selfishly to exert power and control. From this research, Laing argued that the modern family, far from being a nurturing caring institution, was in reality a dark arena where people played continuous selfish games with each other. ibid.
Laing was radicalised by his findings. He believed that the struggle for power and control that he had uncovered in the family was inextricably linked to the struggle for power and control in the world. In a violent and corrupt society the family had become a machine for controlling people. Laing believed that this was an objective reality revealed by his scientific methods, above all by Game Theory. But these very methods contained within them bleak, paranoid assumptions about what human beings were really like, assumptions borne out of the hostilities of the Cold War. ibid.
The system that was trying to control your mind and destroy your freedom … What Laing and the counter-culture were doing was tearing down Britain’s institutions in the name of freedom. ibid.
A group of right-wing economists in America now put forward a theory why this was happening. At the heart of their idea was Game Theory. They said that the fundamental reality of life in society was one of millions of people continually watching and strategising against each other, all seeking only their own advantage. An assumption had become a truth. The self-interested model of human behaviour that had been developed in the Cold War to make the mathematical equations work had now been adopted by these economists as a fundamental truth about the reality of all human social interaction. ibid.
Public Choice theory … James Buchanan: ‘no meaningful concept that could be called the public interest.’ ibid.
Psychiatry, said Laing, was a fake science used as a system of political control to shore up a violent collapsing society. Its categories of madness and sanity had no reality. Madness was simply a convenient label used to lock away those who wanted to break free. ibid.
All human judgment would be removed and replaced instead by a system based on the power of numbers; they gave up on the idea they could understand the human mind and cure it; instead, American psychiatry created a new set of measurable categories that were only based on the surface behaviour of human beings. ibid.
More than 50% of Americans suffered from some type of mental disorder. ibid.