Exam 2 Deck 11 (Century of Self)

Freud

psychologist that said we subconsciously repress traumatic thoughts, memories, and impulses

• attributed these impulses to our animal past

repression

a self-protective form of control

• thoughts, memories, and impulses are in the subconscious and remain there

• it can manifest in various problems, such as physical ailments

chaos

what thoughts, memories, and impulses lead to if not repressed and controlled

public relations

what propaganda got renamed to

crowds

who Edward Bernays could relate to instead of individuals

Edward Bernays

psychologist that realized decisions and behaviors were based on emotions more than facts

• one must look at emotions, not logic or facts, to change behavior

• used propaganda techniques during peacetime

hidden desire

Bernays connected cigarettes to a ______ ______ to get women to smoke.

• rebranded it as a symbol of female independence

want

back in the early 1900s, there was no such thing as a consumer because there was no such thing as a _______

too much supply

the dilemma of the early 1900s after mass production arises

encourage self-expression

how corporations market themselves and create the modern identity

rational decisions

Bernays and others thought the average person couldn’t be trusted to make _____ ______

• leads to engineering consent

give them nice things

how to subdue the population and make them docile (control people)

Arthur Miller

person that said we should learn from suffering and not control it

• turned against psychoanalysis and control

Vance Packard

author that exposed the manipulations by businesses

• turning against psychoanalysis and control

the inner self needs to come out

what the new breed of psychologists thought you need instead of repression

Herbert Marcuse

philosopher that said corporations were brainwashing people and turning them into 1-dimensional people

• equivalent to The Minimalists

The Weathermen

A radical activist group that felt consumerism kept citizens “sedate” while the government sought its own goals in Vietnam

• in order to be human again, the government and businesses had to be destroyed

The Human Potential Movement

Led by the Esalen Institute that “de-programmed” manipulation over consumerism

• it says to make enough “new you’s” so that political action isn’t required

• if you can’t beat the environment, change yourself

• self-actualization over material success

• authenticity over social conformity

self-expressives

group of people that wouldn’t join focus groups and weren’t so much hippie radicals, but consumers

• didn’t want products that put them into mainstream of society

• they wanted products that would express their individuality

Werner Erhard

person that disagreed with the human potential movement and said that if you strip away the brainwashing, you’re left with nothing

• in EST training, there isn’t a fixed self

standford research institute

developed a tool to measure how people saw themselves

• found that unique individuals were not so unique

• people fell into just a few main categories

primary drivers, resources available

2 critical concepts of the SRI tool

ideals, achievement, self-expression

3 primary motivations part of the SRI tool

thinkers

group of people that are planners, financially established, and prefer traditional, proven products

resources

concept of the SRI tool that was more than just finances. It could be in the form of:

• energy

• self-confidence

• intellectualism

• leadership

• novelty

experiencers

group of people that want everything, first on a trend, physically active, and friend-driven

strivers

group of people that seek approval from others, are trend-conscious, and fun-loving