Aims
analyse rise of US consumerism
discuss links between consumerism
Sigmund Freud (1856-1939)
new theory of human nature
psychoanalysis
hidden primitive sexual forces and animal instincts which need controlling
Civilisation & its discontents (1930):
Argued that there is a fundamental compatibility between a human being and an animal and its instincts. We retain violent and aggressive instincts, that we can't act upon in civilised society. Human instincts incompatible with the wellbeing of the community.
Society and civilisation are incompatible. Pleasure Principle.
ID- based animalistic desires are located. These desires/instincts inform our ideas and everything we do. (Freuds model of personality structure)
Edward Bernays (1891-19995)
Based on the ideas of Freud
Employed as a propagandist
His innovation was taking the understanding of human nature, and hidden desires (freud), and translating it to the american system of consumerism/capitalism.
Fordism Henry Ford (1863-1947)
Describes the way of making things on the production line, mass production.
Requires large investment but increases productivity so much that relatively high wages can be paid allowing the workers to buy the product they produce.
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