goes to explore how Freud's developed theories were used by his nephew in order to manipulate the people. Edward Bernays was truly the father of public relations. He associated products with desires and got everybody hooked on consumerism. Edward Bernays was smart to investigated and applied techniques of mass-consumerism. He believed that deep down into all humans there is fear, using that tactic to control the minds of the American people. The ideas were put forth into all areas including economy, business, politics and more. Into analyzing the movie and particular scenes,we can make various direct connections to the sociological theories such as Symbolic Interaction, and the Critical theory and more into Herbert Marcuse's piece of writing.
Firstly, one example that connects to the theory of Symbolic Interaction, is the campaign to convince women to smoke, cigarettes were seen as a source of male sexual power. Therefore, Bernays associated the act of smoking with a sort of challenge to that power, then women smocked the cigarette. This would be a symbol, and satisfy woman’s envy of the male penis. He grouped woman to smoke in a parade, to protest the unequal rights of women, and protest against male dominance by lighting up cigarettes which they called “torches of freedom”.The press came to capture the moment, while women were lighting up their ‘torches of freedom’. For that reason the sales of cigarettes on women went up. He made it socially acceptable. He influenced women that cigarettes were like a symbol of independence and power. This was an idea to control the masses. By using Freud’s techniques to satisfying the inner irra...
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...g class are in great imbalanced. According to them socity was repressed, and the potential of people is limited, therefore they are not free. We follow the public opinion, which is really the opinion of the powers above us. Unlike Bernays who thinks that domocarcy bring stablization, the conflic theorist belief power over society is brought by the interests of the top powers, and that it is not a way to let a society be governed.
Finally, Bernays was very smart in his strategies to manipulate peoples will and play with their emotions. It was the start of the all consuming self which has come to dominate today's world. Bernays proved that it is possible to make people behave irrationally if you can link products to their desires and feelings.The outcome is a whole nation under the mental dominance of a unknow power, a power that has full grip on the population.
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