[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:03.55,0:00:06.46,Default,,0000,0000,0000,,Public opinion is big business.
Dialogue: 0,0:00:06.46,0:00:11.35,Default,,0000,0000,0000,,As of 2011, there were more than\N7,000 public relations firms in
Dialogue: 0,0:00:11.35,0:00:13.07,Default,,0000,0000,0000,,the United States alone.
Dialogue: 0,0:00:13.07,0:00:17.81,Default,,0000,0000,0000,,These companies work on behalf of\Ncorporations, trade organizations, or
Dialogue: 0,0:00:17.81,0:00:21.70,Default,,0000,0000,0000,,individuals who hope to put\Na positive spin on their image.
Dialogue: 0,0:00:21.70,0:00:26.69,Default,,0000,0000,0000,,Whether it's a celebrity trying to salvage\Nhis or her reputation after a meltdown,
Dialogue: 0,0:00:26.69,0:00:30.98,Default,,0000,0000,0000,,a musician promoting an album, or\Nbusiness combating negative press.
Dialogue: 0,0:00:30.98,0:00:36.36,Default,,0000,0000,0000,,Chances are, you've recently encountered\NPR work and you might not have known.
Dialogue: 0,0:00:36.36,0:00:41.16,Default,,0000,0000,0000,,There's no denying the importance of\Nthis multi-billion dollar industry,
Dialogue: 0,0:00:41.16,0:00:45.02,Default,,0000,0000,0000,,but what exactly is it,\Nhow does it work, and who invented it?
Dialogue: 0,0:00:45.02,0:00:48.55,Default,,0000,0000,0000,,>> We often talk about the propaganda\Nbeing relatively recent, but or
Dialogue: 0,0:00:48.55,0:00:49.55,Default,,0000,0000,0000,,course it isn't.
Dialogue: 0,0:00:50.61,0:00:53.88,Default,,0000,0000,0000,,Even in ancient societies\Nthat weren't democratic,
Dialogue: 0,0:00:53.88,0:00:57.43,Default,,0000,0000,0000,,especially large states it was\Nunderstood by elites that,
Dialogue: 0,0:00:57.43,0:01:01.50,Default,,0000,0000,0000,,if you don't have the support of\Nthe people you could be in trouble.
Dialogue: 0,0:01:01.50,0:01:05.52,Default,,0000,0000,0000,,And so a fair bit of attention\Nwas actually given to
Dialogue: 0,0:01:05.52,0:01:08.72,Default,,0000,0000,0000,,legitimizing military adventures.
Dialogue: 0,0:01:08.72,0:01:12.68,Default,,0000,0000,0000,,>> Propaganda and persuasion have\Nbeen around for centuries, eons.
Dialogue: 0,0:01:12.68,0:01:17.87,Default,,0000,0000,0000,,But propaganda in its modern sense\Ncan be traced to the 15th and
Dialogue: 0,0:01:17.87,0:01:23.82,Default,,0000,0000,0000,,16th century, when the Catholic Church\Nwas in a tough competition with
Dialogue: 0,0:01:23.82,0:01:29.80,Default,,0000,0000,0000,,the Protestants over how to articulate\Na religious vision for the world.
Dialogue: 0,0:01:29.80,0:01:34.77,Default,,0000,0000,0000,,And the reason that I mention this\Nis that it shows that propaganda is
Dialogue: 0,0:01:34.77,0:01:39.58,Default,,0000,0000,0000,,about mindset, it's about ideology,\Nit's about world view.
Dialogue: 0,0:01:39.58,0:01:44.40,Default,,0000,0000,0000,,How people see things as distinct\Nfrom individual policy or
Dialogue: 0,0:01:44.40,0:01:49.43,Default,,0000,0000,0000,,whether you happen to like this\Ncandidate or that candidate.
Dialogue: 0,0:01:49.43,0:01:55.34,Default,,0000,0000,0000,,So, that's where the word came from for\Npropagating the faith.
Dialogue: 0,0:01:55.34,0:01:59.58,Default,,0000,0000,0000,,And that's the way the word was used\Nup until the early 20th century.
Dialogue: 0,0:01:59.58,0:02:05.33,Default,,0000,0000,0000,,And then what emerged, particularly\Nwith World War I, was the application
Dialogue: 0,0:02:05.33,0:02:10.53,Default,,0000,0000,0000,,of this propagating the faith,\Nto refer to international affairs,
Dialogue: 0,0:02:10.53,0:02:16.49,Default,,0000,0000,0000,,to refer to what a national government\Nwould do, a national security policy.
Dialogue: 0,0:02:16.49,0:02:21.09,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:02:21.09,0:02:24.84,Default,,0000,0000,0000,,>> There were clear warning signs\Nlong before the age of the invent.
Dialogue: 0,0:02:24.84,0:02:28.12,Default,,0000,0000,0000,,During the assault on Serbia,\Nunder President Clinton,
Dialogue: 0,0:02:28.12,0:02:31.47,Default,,0000,0000,0000,,a report emerged,\Nby the Dutch journalist, Abe De Vries,
Dialogue: 0,0:02:31.47,0:02:34.62,Default,,0000,0000,0000,,revealing the presence of\NPsy warriors working at CNN.
Dialogue: 0,0:02:35.64,0:02:39.75,Default,,0000,0000,0000,,They derived from the third psychological\Noperations battalion at Fort Bragg in
Dialogue: 0,0:02:39.75,0:02:40.67,Default,,0000,0000,0000,,North Carolina.
Dialogue: 0,0:02:40.67,0:02:46.76,Default,,0000,0000,0000,,De Vries quoted Major Thomas Collins\Nof the US Army information service.
Dialogue: 0,0:02:46.76,0:02:51.42,Default,,0000,0000,0000,,Psyops personnel, soldiers and\Nofficers have been working in CNN's
Dialogue: 0,0:02:51.42,0:02:56.17,Default,,0000,0000,0000,,headquarters in Atlanta through our\Nprogram training with industry.
Dialogue: 0,0:02:56.17,0:02:58.64,Default,,0000,0000,0000,,They helped in the production of news.
Dialogue: 0,0:02:58.64,0:03:03.96,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:03:03.96,0:03:08.79,Default,,0000,0000,0000,,What made the Iraq War different were not\Nso much the tactics or even the scale, but
Dialogue: 0,0:03:08.79,0:03:10.20,Default,,0000,0000,0000,,the high tech synergy.
Dialogue: 0,0:03:11.24,0:03:16.18,Default,,0000,0000,0000,,It was almost impossible to tell where the\Nstate ended and the Fourth Estate began.
Dialogue: 0,0:03:16.18,0:03:19.94,Default,,0000,0000,0000,,>> One of the things that we don't wanna\Ndo is to destroy the infrastructure of
Dialogue: 0,0:03:19.94,0:03:22.82,Default,,0000,0000,0000,,Iraq because in a few days\Nwe're gonna own that country.
Dialogue: 0,0:03:22.82,0:03:24.04,Default,,0000,0000,0000,,>> Should they have used more?
Dialogue: 0,0:03:24.04,0:03:30.23,Default,,0000,0000,0000,,Should they use a MOAB, the mother of\Nall bombs and a few daisy cutters.
Dialogue: 0,0:03:30.23,0:03:33.24,Default,,0000,0000,0000,,And let's not just stop at\Na couple of [INAUDIBLE]
Dialogue: 0,0:03:33.24,0:03:35.06,Default,,0000,0000,0000,,>> You're only 40 [CROSSTALK]
Dialogue: 0,0:03:35.06,0:03:36.21,Default,,0000,0000,0000,,>> The invasion of Iraq
Dialogue: 0,0:03:36.21,0:03:39.99,Default,,0000,0000,0000,,represents a pinnacle of domestic\Npsy-war in the United States.
Dialogue: 0,0:03:39.99,0:03:43.97,Default,,0000,0000,0000,,An unparalleled integration\Nbetween public relations firms,
Dialogue: 0,0:03:43.97,0:03:46.56,Default,,0000,0000,0000,,corporate media, and military psyops.
Dialogue: 0,0:03:47.57,0:03:51.96,Default,,0000,0000,0000,,At the time of the assault, large segments\Nof the American public were convinced that
Dialogue: 0,0:03:51.96,0:03:55.74,Default,,0000,0000,0000,,a nuclear attack by Saddam Hussein on\Ntheir nation was not only possible,
Dialogue: 0,0:03:55.74,0:03:56.54,Default,,0000,0000,0000,,but imminent.
Dialogue: 0,0:03:56.54,0:04:01.23,Default,,0000,0000,0000,,Soldiers who comprised the invading\Nforce were similarly confused.
Dialogue: 0,0:04:01.23,0:04:05.12,Default,,0000,0000,0000,,With a remarkable 77% believing\Nthat Hussein was responsible for
Dialogue: 0,0:04:05.12,0:04:06.60,Default,,0000,0000,0000,,the attacks of 9/11.
Dialogue: 0,0:04:06.60,0:04:07.79,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:04:07.79,0:04:12.73,Default,,0000,0000,0000,,Many earnestly believed that the mission\Nwas to destroy a mysterious group known as
Dialogue: 0,0:04:12.73,0:04:16.06,Default,,0000,0000,0000,,Al-Qaeda while bringing\Nfreedom to the Iraqi people.
Dialogue: 0,0:04:16.06,0:04:20.88,Default,,0000,0000,0000,,Yet but what was actually happening,\Nwas what the Nuremberg charger
Dialogue: 0,0:04:20.88,0:04:26.06,Default,,0000,0000,0000,,describes as the single greatest\Ncrime under international law.
Dialogue: 0,0:04:26.06,0:04:30.49,Default,,0000,0000,0000,,The planning, preparation, initiation,\Nor waging of a war of aggression.
Dialogue: 0,0:04:30.49,0:04:33.64,Default,,0000,0000,0000,,[SOUND]
Dialogue: 0,0:04:33.64,0:04:35.90,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:04:35.90,0:04:39.38,Default,,0000,0000,0000,,Seven years later,\Nthe results of the invasion are clear.
Dialogue: 0,0:04:40.43,0:04:44.19,Default,,0000,0000,0000,,According to the Lancet, one of Britain's\Nmost respected medical journals,
Dialogue: 0,0:04:44.19,0:04:48.41,Default,,0000,0000,0000,,approximately 600,000 Iraqis had been\Nkilled from the invasion as of 2006.
Dialogue: 0,0:04:48.41,0:04:56.18,Default,,0000,0000,0000,,By 2009, a polling agency put\Nthe number at over 1 million.
Dialogue: 0,0:04:56.18,0:05:00.05,Default,,0000,0000,0000,,4 million Iraqi have been made\Nrefugees in their own country,
Dialogue: 0,0:05:00.05,0:05:02.33,Default,,0000,0000,0000,,their entire society is shattered.
Dialogue: 0,0:05:02.33,0:05:05.15,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:05:05.15,0:05:09.79,Default,,0000,0000,0000,,How did the land of the free and the home\Nof the brave arrive at a place where
Dialogue: 0,0:05:09.79,0:05:15.11,Default,,0000,0000,0000,,citizens could be manipulated with such\Nefficiency, and on such a massive scale?
Dialogue: 0,0:05:15.11,0:05:20.59,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:05:20.59,0:05:26.05,Default,,0000,0000,0000,,>> Ivy Lee went to work for\Namong other clients the Rockefellers,
Dialogue: 0,0:05:26.05,0:05:31.62,Default,,0000,0000,0000,,the Rockefeller family after\Nthe Ludlow massacre used Ivy Lee to
Dialogue: 0,0:05:31.62,0:05:37.41,Default,,0000,0000,0000,,manage the public perception around\Nthat event and other events.
Dialogue: 0,0:05:37.41,0:05:41.65,Default,,0000,0000,0000,,Ivy Lee's specialty was crisis management.
Dialogue: 0,0:05:41.65,0:05:46.52,Default,,0000,0000,0000,,Among other things, he's credited with\Ninventing the press release which all of
Dialogue: 0,0:05:46.52,0:05:49.28,Default,,0000,0000,0000,,us just sort of think of\Nas something helpful.
Dialogue: 0,0:05:49.28,0:05:53.68,Default,,0000,0000,0000,,You wanna publicize an event,\Na church picnic, call a news conference,
Dialogue: 0,0:05:53.68,0:05:56.28,Default,,0000,0000,0000,,you put out a press release.
Dialogue: 0,0:05:56.28,0:06:01.04,Default,,0000,0000,0000,,But at the time the idea was very radical\Nbecause what Ivy Lee was saying is, well,
Dialogue: 0,0:06:01.04,0:06:04.57,Default,,0000,0000,0000,,we're gonna manage this crisis\Nby calling attention to it.
Dialogue: 0,0:06:04.57,0:06:10.45,Default,,0000,0000,0000,,We're gonna actually assist and help the\Nnews media and journalists in covering it.
Dialogue: 0,0:06:10.45,0:06:15.61,Default,,0000,0000,0000,,What he knew was that the degree to\Nwhich journalists became used to and
Dialogue: 0,0:06:15.61,0:06:21.56,Default,,0000,0000,0000,,dependent on his services was the degree\Nto which he could actually cultivate and
Dialogue: 0,0:06:21.56,0:06:22.96,Default,,0000,0000,0000,,manage coverage.
Dialogue: 0,0:06:22.96,0:06:24.95,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:06:24.95,0:06:28.28,Default,,0000,0000,0000,,>> He began by waging\Na disinformation campaign.
Dialogue: 0,0:06:28.28,0:06:32.72,Default,,0000,0000,0000,,He put up news bulletins claiming that\Nthe 2 women and 11 children at Ludlow,
Dialogue: 0,0:06:32.72,0:06:36.11,Default,,0000,0000,0000,,had not been killed by militia,\Nbut by an overturned stove.
Dialogue: 0,0:06:36.11,0:06:39.30,Default,,0000,0000,0000,,He circulated stories\Nsuggesting that Mother Jones,
Dialogue: 0,0:06:39.30,0:06:44.22,Default,,0000,0000,0000,,in addition to being a labor organizer\Nwas a modern Haryana Bordello.
Dialogue: 0,0:06:44.22,0:06:47.92,Default,,0000,0000,0000,,He ghost wrote letters to the governor and\Neven the President Wilson.
Dialogue: 0,0:06:47.92,0:06:50.42,Default,,0000,0000,0000,,Lee's techniques achieved little success,
Dialogue: 0,0:06:50.42,0:06:53.82,Default,,0000,0000,0000,,in part because he himself had\Nbecome a highly visible figure.
Dialogue: 0,0:06:55.36,0:06:59.89,Default,,0000,0000,0000,,[SOUND] In the future, PR experts would\Nlearn that their techniques are rarely
Dialogue: 0,0:06:59.89,0:07:02.34,Default,,0000,0000,0000,,effective unless practiced in the dark.
Dialogue: 0,0:07:02.34,0:07:05.79,Default,,0000,0000,0000,,Yet, one of Lee's innovations\Nwas epoch making.
Dialogue: 0,0:07:05.79,0:07:09.81,Default,,0000,0000,0000,,Upon learning that the Rockefeller\NFoundation had $100 million set aside for
Dialogue: 0,0:07:09.81,0:07:11.04,Default,,0000,0000,0000,,promotional purposes.
Dialogue: 0,0:07:11.04,0:07:16.01,Default,,0000,0000,0000,,He convinced Rockefeller to donate large\Nsums to colleges hospitals, churches,
Dialogue: 0,0:07:16.01,0:07:21.44,Default,,0000,0000,0000,,and charitable organizations,\Nin order to generate positive publicity.
Dialogue: 0,0:07:21.44,0:07:26.89,Default,,0000,0000,0000,,He also suggested that Rockefeller Senior\Nbegin handing out money in public,
Dialogue: 0,0:07:26.89,0:07:30.87,Default,,0000,0000,0000,,and that Junior appear in\Nstaged photo ups at work sites.
Dialogue: 0,0:07:30.87,0:07:35.30,Default,,0000,0000,0000,,What Ivy Lee understood was that\Nthe corporation needed a makeover.
Dialogue: 0,0:07:35.30,0:07:38.83,Default,,0000,0000,0000,,Widely perceived as greedy,\Ntyrannical institutions,
Dialogue: 0,0:07:38.83,0:07:42.88,Default,,0000,0000,0000,,corporations needed to manufacture\Nan image of worth and caring.
Dialogue: 0,0:07:44.27,0:07:49.42,Default,,0000,0000,0000,,>> This is the beginning of\Nthe public relations industry.
Dialogue: 0,0:07:49.42,0:07:54.02,Default,,0000,0000,0000,,Rockefeller didn't set up\Nthe Rockefeller Foundation until
Dialogue: 0,0:07:54.02,0:07:59.15,Default,,0000,0000,0000,,Rockefeller became very unpopular\Nbecause of his labor policies and
Dialogue: 0,0:07:59.15,0:08:04.03,Default,,0000,0000,0000,,suddenly they Rockville and\Nneeded to create a good impression.
Dialogue: 0,0:08:05.23,0:08:08.96,Default,,0000,0000,0000,,>> Well, it's an interesting phenomenon\Nthat the poor actually give a larger
Dialogue: 0,0:08:08.96,0:08:11.06,Default,,0000,0000,0000,,percentage of their income than the rich.
Dialogue: 0,0:08:11.06,0:08:15.28,Default,,0000,0000,0000,,And I think the rich feel\Nthey're doing more because,
Dialogue: 0,0:08:15.28,0:08:21.24,Default,,0000,0000,0000,,giving 100,000 dollars seems like\Na substantial kind of donation and
Dialogue: 0,0:08:21.24,0:08:25.18,Default,,0000,0000,0000,,it doesn't matter that\Nthey have 100 million,
Dialogue: 0,0:08:25.18,0:08:29.05,Default,,0000,0000,0000,,they still think they've done quite a lot.
Dialogue: 0,0:08:29.05,0:08:35.65,Default,,0000,0000,0000,,>> Ive Lee went to work for the IG Farben\Ncompany, the German industrial company and
Dialogue: 0,0:08:35.65,0:08:42.26,Default,,0000,0000,0000,,we know now that IG Farben Was actually\Npart of the Nazi propaganda inner circle.
Dialogue: 0,0:08:42.26,0:08:48.71,Default,,0000,0000,0000,,One of the most effective and\Nof course horrifying government propaganda
Dialogue: 0,0:08:48.71,0:08:55.37,Default,,0000,0000,0000,,campaigns ever organized was the Nazi\Ncampaign that continued for years and
Dialogue: 0,0:08:55.37,0:09:02.05,Default,,0000,0000,0000,,years under the direction of Nazi\Npropaganda administer Joseph Goebbels.
Dialogue: 0,0:09:02.05,0:09:07.34,Default,,0000,0000,0000,,Ivy Lee, and\Nalso paid Ivy Lee's son to represent,
Dialogue: 0,0:09:07.34,0:09:13.47,Default,,0000,0000,0000,,not just their interests, but\Nthe interests of Nazi Germany
Dialogue: 0,0:09:13.47,0:09:19.99,Default,,0000,0000,0000,,in an effort to paint the Nazi\Nregime as being a friendly regime.
Dialogue: 0,0:09:19.99,0:09:23.14,Default,,0000,0000,0000,,>> But before lending his\Nexpertise to the Third Reich, Mr.
Dialogue: 0,0:09:23.14,0:09:25.60,Default,,0000,0000,0000,,Lee would do so for\Nthe American government.
Dialogue: 0,0:09:25.60,0:09:29.03,Default,,0000,0000,0000,,Along with other experts in\Nthe burgeoning field of mind science and
Dialogue: 0,0:09:29.03,0:09:33.11,Default,,0000,0000,0000,,public relations, he would engineer\Npropaganda for World War I.
Dialogue: 0,0:09:33.11,0:09:34.92,Default,,0000,0000,0000,,Not just against the enemy,
Dialogue: 0,0:09:34.92,0:09:38.77,Default,,0000,0000,0000,,the Germans, but\Nagainst the American people themselves.
Dialogue: 0,0:09:38.77,0:09:41.79,Default,,0000,0000,0000,,In republic and\Nparliamentary democracy alike,
Dialogue: 0,0:09:41.79,0:09:45.27,Default,,0000,0000,0000,,citizens would be reduced\Nto passive observers.
Dialogue: 0,0:09:45.27,0:09:47.06,Default,,0000,0000,0000,,They would be allowed to pick and
Dialogue: 0,0:09:47.06,0:09:50.33,Default,,0000,0000,0000,,choose which individual make\Ndecisions on their behalf.
Dialogue: 0,0:09:50.33,0:09:53.39,Default,,0000,0000,0000,,But they would not be able to\Nmake those decisions themselves.
Dialogue: 0,0:09:54.80,0:09:59.16,Default,,0000,0000,0000,,Returning to the period after the first\NWorld War I, we find widespread support
Dialogue: 0,0:09:59.16,0:10:03.61,Default,,0000,0000,0000,,amongst intellectuals from Madison's\Nelitist interpretation of democracy.
Dialogue: 0,0:10:03.61,0:10:05.30,Default,,0000,0000,0000,,According to Walter Lippmann,
Dialogue: 0,0:10:05.30,0:10:09.50,Default,,0000,0000,0000,,the public's function in politics was\Nto be interested spectators of action.
Dialogue: 0,0:10:09.50,0:10:11.94,Default,,0000,0000,0000,,Than non-participants.
Dialogue: 0,0:10:11.94,0:10:13.69,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:10:13.69,0:10:16.06,Default,,0000,0000,0000,,Yet, Lippmann perceived a problem.
Dialogue: 0,0:10:16.06,0:10:20.35,Default,,0000,0000,0000,,New technologies in communication and\Ntransportation had awakened millions of
Dialogue: 0,0:10:20.35,0:10:24.73,Default,,0000,0000,0000,,disenfranchised people to a new world\Noutside their towns and cities.
Dialogue: 0,0:10:24.73,0:10:28.29,Default,,0000,0000,0000,,While traditional economic, political,\Nand social structures remained in place.
Dialogue: 0,0:10:28.29,0:10:33.36,Default,,0000,0000,0000,,Something had to change, but\Nrather than advocate structural changes in
Dialogue: 0,0:10:33.36,0:10:40.44,Default,,0000,0000,0000,,society's institutions, Lippman suggested\Nthat propaganda readjust the public mind.
Dialogue: 0,0:10:40.44,0:10:43.47,Default,,0000,0000,0000,,>> In his essays on\Ndemocracy in the 1920s,
Dialogue: 0,0:10:43.47,0:10:47.93,Default,,0000,0000,0000,,which are incidentally called\Nprogressive essays on democracy,
Dialogue: 0,0:10:47.93,0:10:52.41,Default,,0000,0000,0000,,he was a Wilson, Roosevelt,\NKennedy [INAUDIBLE] American sense.
Dialogue: 0,0:10:52.41,0:10:57.88,Default,,0000,0000,0000,,He says that the majority\Nare simply incompetent.
Dialogue: 0,0:10:57.88,0:11:01.63,Default,,0000,0000,0000,,They are ignorant and\Nmeddlesome outsiders in his view,
Dialogue: 0,0:11:01.63,0:11:04.37,Default,,0000,0000,0000,,that's the majority of the population.
Dialogue: 0,0:11:04.37,0:11:07.100,Default,,0000,0000,0000,,And to allow them to participate in\Nthe decision making would be a complete
Dialogue: 0,0:11:07.100,0:11:09.46,Default,,0000,0000,0000,,disaster.
Dialogue: 0,0:11:09.46,0:11:14.21,Default,,0000,0000,0000,,>> So therefore we have to\Ndesign means to ensure that
Dialogue: 0,0:11:14.21,0:11:17.72,Default,,0000,0000,0000,,what he called the responsible men,
Dialogue: 0,0:11:17.72,0:11:23.38,Default,,0000,0000,0000,,of whom he was of course one,\Nare protected from the roar and
Dialogue: 0,0:11:23.38,0:11:28.61,Default,,0000,0000,0000,,the trampling of the beasts,\Nthe ignorant majority.
Dialogue: 0,0:11:28.61,0:11:31.24,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:11:31.24,0:11:38.09,Default,,0000,0000,0000,,>> [SOUND]\N>> And he devised a number of methods.
Dialogue: 0,0:11:38.09,0:11:40.27,Default,,0000,0000,0000,,Lippmann called it manufacture of consent.
Dialogue: 0,0:11:40.27,0:11:45.50,Default,,0000,0000,0000,,We have to manufacture the consent of\Nthe ignorant and meddlesome outsiders.
Dialogue: 0,0:11:45.50,0:11:47.06,Default,,0000,0000,0000,,The mass of the population and
Dialogue: 0,0:11:47.06,0:11:50.63,Default,,0000,0000,0000,,the huge public relations industry\Nwas developed at the same time.
Dialogue: 0,0:11:50.63,0:11:53.10,Default,,0000,0000,0000,,They are the people who manage and
Dialogue: 0,0:11:53.10,0:11:59.68,Default,,0000,0000,0000,,control the marketing exercises that\Nare called elections in the United States.
Dialogue: 0,0:11:59.68,0:12:02.36,Default,,0000,0000,0000,,They are marketing exercises,\Nand they're well aware of it.
Dialogue: 0,0:12:02.36,0:12:05.29,Default,,0000,0000,0000,,>> Apparently, we have all been wrong.
Dialogue: 0,0:12:05.29,0:12:07.79,Default,,0000,0000,0000,,It is pronounced California.
Dialogue: 0,0:12:07.79,0:12:15.67,Default,,0000,0000,0000,,Ladies and gentlemen, the governor of the\Ngreat state of California, Arnold My God.
Dialogue: 0,0:12:15.67,0:12:19.58,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:12:19.58,0:12:23.98,Default,,0000,0000,0000,,>> So, for example, in the last election,\N2008, the advertising industry gives
Dialogue: 0,0:12:23.98,0:12:27.24,Default,,0000,0000,0000,,a prize every year for\Nthe best marketing campaign of the year.
Dialogue: 0,0:12:27.24,0:12:32.42,Default,,0000,0000,0000,,2008, they gave it to the Obama campaign,\Nwho beat out commercial competitors.
Dialogue: 0,0:12:32.42,0:12:37.49,Default,,0000,0000,0000,,The idea is, we market candidates\Nthe same way we market toothpaste or
Dialogue: 0,0:12:37.49,0:12:40.14,Default,,0000,0000,0000,,life style drugs or automobiles.
Dialogue: 0,0:12:40.14,0:12:43.69,Default,,0000,0000,0000,,Of course it helps to have\Na lot of money and in fact,
Dialogue: 0,0:12:43.69,0:12:48.92,Default,,0000,0000,0000,,Obama greatly outspent McCain and\Nnot because of popular contributions.
Dialogue: 0,0:12:48.92,0:12:53.03,Default,,0000,0000,0000,,It came mostly from financial oil\Nindustries, he was their candidate.
Dialogue: 0,0:12:53.03,0:12:57.17,Default,,0000,0000,0000,,And his policies all predictably\Nrespond to his constituency.
Dialogue: 0,0:12:57.17,0:13:03.53,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:13:03.53,0:13:07.40,Default,,0000,0000,0000,,>> Prominent intellectuals continue to\Nargue that world's complexity makes
Dialogue: 0,0:13:07.40,0:13:08.68,Default,,0000,0000,0000,,democracy impossible.
Dialogue: 0,0:13:08.68,0:13:11.68,Default,,0000,0000,0000,,A recent cover story in\NTIME Magazine claimed that,
Dialogue: 0,0:13:11.68,0:13:15.52,Default,,0000,0000,0000,,democracy is in the worst\Ninterest of national goals.
Dialogue: 0,0:13:15.52,0:13:17.69,Default,,0000,0000,0000,,The modern world is too\Ncomplex to allow the man or
Dialogue: 0,0:13:17.69,0:13:20.03,Default,,0000,0000,0000,,woman in the street to\Ninterfere in its management.
Dialogue: 0,0:13:20.03,0:13:22.76,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:13:22.76,0:13:25.70,Default,,0000,0000,0000,,A man who surely would have\Nagreed was Edward Bernays.
Dialogue: 0,0:13:25.70,0:13:29.94,Default,,0000,0000,0000,,Like Litman, Bernays served as\Na propagandist on the Creel committee, and
Dialogue: 0,0:13:29.94,0:13:33.29,Default,,0000,0000,0000,,like Litman, he went on to\Nrefashion wartime propaganda.
Dialogue: 0,0:13:33.29,0:13:33.90,Default,,0000,0000,0000,,For peacetime aims.
Dialogue: 0,0:13:33.90,0:13:35.37,Default,,0000,0000,0000,,[MUSIC]
Dialogue: 0,0:13:35.37,0:13:40.72,Default,,0000,0000,0000,,In his classic text Propaganda,\NBernay suggested that elite regiment
Dialogue: 0,0:13:40.72,0:13:45.81,Default,,0000,0000,0000,,the public mind every bit as much\Nas an army regiments their bodies.
Dialogue: 0,0:13:45.81,0:13:52.27,Default,,0000,0000,0000,,Bernay considered mass mind control so\Ncrucial that it constituted in his words,
Dialogue: 0,0:13:52.27,0:13:55.84,Default,,0000,0000,0000,,the very essence of\Nthe democratic process.
Dialogue: 0,0:13:57.66,0:14:02.28,Default,,0000,0000,0000,,Bernay's opportunity to shine arose when a\Ncrises threatened not only the profits of
Dialogue: 0,0:14:02.28,0:14:05.32,Default,,0000,0000,0000,,major corporations but\Nthe entire capitalist system.
Dialogue: 0,0:14:05.32,0:14:09.64,Default,,0000,0000,0000,,The solution as theorized by business\Nleaders would lead to social breakdown,
Dialogue: 0,0:14:09.64,0:14:14.37,Default,,0000,0000,0000,,environmental catastrophe, and further\Nalienation between the American people and
Dialogue: 0,0:14:14.37,0:14:16.24,Default,,0000,0000,0000,,their government.
Dialogue: 0,0:14:16.24,0:14:18.98,Default,,0000,0000,0000,,It would also lead to wealth on\Na scale never before imagined.
Dialogue: 0,0:14:18.98,0:14:21.36,Default,,0000,0000,0000,,[MUSIC]\N>> The problem of capitalism is
Dialogue: 0,0:14:21.36,0:14:25.97,Default,,0000,0000,0000,,the problem of consumption, and\Nthe problem is that after your
Dialogue: 0,0:14:25.97,0:14:31.32,Default,,0000,0000,0000,,basic needs have been met,\Nthere is no real need for consumption.
Dialogue: 0,0:14:31.32,0:14:35.42,Default,,0000,0000,0000,,And so you have to convince people that\Nin fact their identities are based upon
Dialogue: 0,0:14:35.42,0:14:38.83,Default,,0000,0000,0000,,the consumption of objects for\Nwhich there is no material need.
Dialogue: 0,0:14:38.83,0:14:42.08,Default,,0000,0000,0000,,That's the problem that comes\Nfrom the expansion of the market.
Dialogue: 0,0:14:42.08,0:14:44.19,Default,,0000,0000,0000,,If you look at advertising,\Nit's a very interesting history.
Dialogue: 0,0:14:44.19,0:14:49.47,Default,,0000,0000,0000,,In the first period of advertising,\Nwe can say right up until about the 1920s,
Dialogue: 0,0:14:49.47,0:14:52.68,Default,,0000,0000,0000,,Advertising talked about goods themselves.
Dialogue: 0,0:14:52.68,0:14:56.86,Default,,0000,0000,0000,,It talked about how they were made,\Nwhat they did, how well they lasted, etc,.
Dialogue: 0,0:14:56.86,0:15:01.80,Default,,0000,0000,0000,,It really is a discourse about objects,\Nabout what goods did.
Dialogue: 0,0:15:01.80,0:15:05.25,Default,,0000,0000,0000,,However, starting around 1920,\Nthat changes, and from that period on,
Dialogue: 0,0:15:05.25,0:15:07.84,Default,,0000,0000,0000,,advertising doesn't really\Ntalk about good themselves.
Dialogue: 0,0:15:07.84,0:15:11.53,Default,,0000,0000,0000,,They talk about the relationship\Nof goods to our needs.
Dialogue: 0,0:15:14.18,0:15:18.40,Default,,0000,0000,0000,,>> At the center of the new\Nstrategy was Edward Bernays.
Dialogue: 0,0:15:18.40,0:15:22.15,Default,,0000,0000,0000,,If Walter Litman had concerned\Nhimself with an overarching analysis
Dialogue: 0,0:15:22.15,0:15:26.80,Default,,0000,0000,0000,,of mass media and democracy, Bernays would\Ndevote most of his energies to propaganda
Dialogue: 0,0:15:26.80,0:15:29.08,Default,,0000,0000,0000,,on behalf of the corporation.
Dialogue: 0,0:15:29.08,0:15:32.94,Default,,0000,0000,0000,,His uncle, Sigmund Freud,\Nwould serve as his muse.
Dialogue: 0,0:15:32.94,0:15:36.40,Default,,0000,0000,0000,,Rather than focus on the intrinsic\Nworth of a particular product,
Dialogue: 0,0:15:36.40,0:15:39.61,Default,,0000,0000,0000,,Bernay's suggested a strategy\Nwhere products became linked
Dialogue: 0,0:15:39.61,0:15:41.97,Default,,0000,0000,0000,,with the unconscious\Ndesires of the public.
Dialogue: 0,0:15:41.97,0:15:45.95,Default,,0000,0000,0000,,In this manner there would be virtually\Nno limits to either production or
Dialogue: 0,0:15:45.95,0:15:47.45,Default,,0000,0000,0000,,consumption.
Dialogue: 0,0:15:47.45,0:15:49.54,Default,,0000,0000,0000,,>> Freud's nephew was a man\Nby the name of Bernay.
Dialogue: 0,0:15:49.54,0:15:53.34,Default,,0000,0000,0000,,And he's regarded as the father\Nof modern public relations,
Dialogue: 0,0:15:53.34,0:15:56.14,Default,,0000,0000,0000,,particularly in the United States.
Dialogue: 0,0:15:56.14,0:16:00.84,Default,,0000,0000,0000,,His contribution if you want to\Ncall it that was to take propaganda
Dialogue: 0,0:16:00.84,0:16:06.31,Default,,0000,0000,0000,,techniques that have been developed for\Nmilitary psychological warfare,
Dialogue: 0,0:16:06.31,0:16:09.99,Default,,0000,0000,0000,,national security type\Nissues during World War I.
Dialogue: 0,0:16:09.99,0:16:14.34,Default,,0000,0000,0000,,and apply them in a systematic\Nway to commercial issues.
Dialogue: 0,0:16:14.34,0:16:20.67,Default,,0000,0000,0000,,One of his best known efforts had to do\Nwith encouraging females, women to smoke.
Dialogue: 0,0:16:20.67,0:16:23.17,Default,,0000,0000,0000,,He would stage beauty pageants.
Dialogue: 0,0:16:23.17,0:16:27.56,Default,,0000,0000,0000,,He would stage what are today would be\Ncalled photo ops and that sort of thing.
Dialogue: 0,0:16:27.56,0:16:35.19,Default,,0000,0000,0000,,In which smoking by women was\Nportrayed as women's liberation.
Dialogue: 0,0:16:35.19,0:16:41.64,Default,,0000,0000,0000,,Was portrayed as a way to be free and\Nempowered is getting addicted to nicotine.
Dialogue: 0,0:16:41.64,0:16:49.09,Default,,0000,0000,0000,,The audience, the market in Bernay's\Nmind had a clear desire to be free,
Dialogue: 0,0:16:49.09,0:16:53.79,Default,,0000,0000,0000,,to be stronger,\Nto be more self- empowered.
Dialogue: 0,0:16:53.79,0:16:58.76,Default,,0000,0000,0000,,So women clearly wanted these things along\Ncomes Bernays in the tobacco industry and
Dialogue: 0,0:16:58.76,0:17:00.38,Default,,0000,0000,0000,,says here is how to have it.
Dialogue: 0,0:17:00.38,0:17:04.84,Default,,0000,0000,0000,,>> The major story that advertising\Ntells us about human happiness is that
Dialogue: 0,0:17:04.84,0:17:09.18,Default,,0000,0000,0000,,the way to happiness is through\Nthe consumption of things.
Dialogue: 0,0:17:09.18,0:17:12.31,Default,,0000,0000,0000,,That, in fact, buying something in\Nthe marketplace will make you happy.
Dialogue: 0,0:17:12.31,0:17:14.79,Default,,0000,0000,0000,,In fact, that's the message\Nof almost every single ad.
Dialogue: 0,0:17:14.79,0:17:18.34,Default,,0000,0000,0000,,And it's not often that you can say,\Nthat there's one message that is in
Dialogue: 0,0:17:18.34,0:17:21.33,Default,,0000,0000,0000,,the literally millions of ads\Nthat are produced every year.
Dialogue: 0,0:17:21.33,0:17:25.30,Default,,0000,0000,0000,,Well actually I think that is the message,\Nthe message of advertising as a whole is
Dialogue: 0,0:17:25.30,0:17:27.38,Default,,0000,0000,0000,,that it's better to buy\Nthan to not to buy.
Dialogue: 0,0:17:27.38,0:17:29.70,Default,,0000,0000,0000,,That in fact the way to become, and
Dialogue: 0,0:17:29.70,0:17:33.79,Default,,0000,0000,0000,,that you'll happier as a result\Nof buying than not buying.
Dialogue: 0,0:17:33.79,0:17:37.20,Default,,0000,0000,0000,,That idea in fact I think\Nis the major force for
Dialogue: 0,0:17:37.20,0:17:40.80,Default,,0000,0000,0000,,global social change\Nover the last 50 years.