This episode explains how politicians on the left, in both Britain and America, turned to the techniques developed by business to read and fulfil the inner desires of the self.

Both New Labour, under Tony Blair, and the Democrats, led by Bill Clinton, used the focus group, which had been invented by psychoanalysts, in order to regain power. They set out to mould their policies to people’s inner desires and feelings, just as capitalism had learnt to do with products.

Out of this grew a new culture of public relations and marketing in politics, business and journalism. One of its stars in Britain was Matthew Freud who followed in the footsteps of his relation, Edward Bernays, the inventor of public relations in the 1920s.

The politicians believed they were creating a new and better form of democracy, one that truly responded to the inner feelings of individual. But what they didn’t realise was that the aim of those who had originally created these techniques had not been to liberate the people but to develop a new way of controlling them.

Eight People Sipping Wine in Kettering

Category: Psychology, Video

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4 Responses to “The Century Of The Self Part 4: Sipping Wine”

  1. Ivana Puke says:

    Addicting stuff can’t stop.

  2. Dylan says:

    The British Labor Party run by Tony Blair was heavily criticized for using ‘spin doctors’ having PR professionals dress up every policy they came up with, and for Tony Blair’s use of ‘Sound bites’ The Conservative party currently in power, lead by David Cameron did away with ‘Spin Doctors’ and the results have been disastrous…..bad headline after bad headline….They had good policies but bad PR lead to headlines such as ‘Tory Granny Tax’ and ‘Cameron’s Pasty Tax’….We are social animals by nature, our ancestors could have been the most intelligent people but would have died a useless death without cooperation and help from the group. That is just how it is. Get over it. It is the nature of the human species
    to vastly over-rate their intelligence.

  3. CitizenWhy says:

    This is a surprise to me. People really think they can get anything they want? This is hard to believe.

  4. CitizenWhy says:

    Are we really that trivial? Well, I guess we are.