🔸 How (Sigmund Freud) Brainwashed the World Through Cult Control & Consumerism
The Century of the Self
"Unexpressed emotions will never die. They are buried alive and will come forth later in uglier ways."
— Sigmund Freud
In today’s world, it’s easy to take for granted the “in-your-face” impact of advertising, marketing, and public relations on our daily lives.
Just like you, I’m bombarded with messages telling us what to buy, what to wear, and even how to think.
Have you ever pause and wonder, where did it all came from? Where is the source?
The origins of these techniques lie deep in the work of Sigmund Freud, the father of psychoanalysis, and his nephew… Edward Bernays.
Together, they unknowingly laid the foundation for the modern world’s obsession with consumerism, control, and… the manipulation of the masses.
At the heart of this story is a fundamental truth about HumanNature:
We are driven by desires and impulses that often lie beneath the surface of our conscious minds.
I later found out that this is what Freud discovered in his groundbreaking work on the unconscious mind. And it’s what Bernays leveraged to create a world where people are not just consumers, but "happiness machines," endlessly seeking fulfillment through material goods.
In this essay, we will explore how Freud’s ideas were used to reshape society, drive consumerism, and change the way governments and corporations interacted with the masses, us.
Through stories, examples, and insights, let us all see how these hidden forces continue to shape our lives today—and how we can better understand and navigate them.
As always, we will dissect this topic in 6 Acts: 🔪
The Hidden Forces of HumanNature: Freud’s Revolution
Edward Bernays: The Father of Public Relations
[?]
The Engineering of Consent: Democracy and Control
The Legacy of Freud and Bernays: The Post-War Era and Beyond
Wrapping it all up (Human Nature and the Path Forward: Lessons from Freud and Bernays)
Act 1: The Hidden Forces of HumanNature: Freud’s Revolution
"Most people do not really want freedom, because freedom involves responsibility, and most people are frightened of responsibility."
— Sigmund Freud
In the early 20th century, Sigmund Freud introduced a radical new theory of human nature.
He believed that deep within every person lay primitive, unconscious forces—sexual and aggressive instincts that were remnants of our animal past. These forces, Freud argued, were repressed by society but constantly threatened to break through, leading individuals and entire societies toward chaos and destruction.
Freud’s method of psychoanalysis was designed to explore these hidden parts of the mind.
By analyzing dreams and encouraging free association, Freud sought to bring these unconscious desires to light, helping people understand and control them. His work laid the foundation for modern psychology and had a profound impact on fields as diverse as literature, art, politics, and economics.
But Freud’s ideas about the unconscious mind were controversial, especially in his hometown of Vienna
The ruling elite of the Austro-Hungarian Empire saw Freud’s theories as a threat. The notion of examining one’s inner feelings and desires was dangerous in a society built on rigid social norms and hierarchical structures. To the aristocracy, Freud’s work challenged the very foundations of their power.
But Freud’s theories would not remain confined to the world of psychology.
They would soon be used in ways that Freud himself never have imagined.
Act 2: Edward Bernays: The Father of Public Relations
"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a true democratic society."
— Edward Bernays
Edward Bernays, Freud’s American nephew, took his uncle’s ideas and applied them in a very different context.
I first came across Edward Bernays when I read his book on Propaganda (1928).
While Freud was focused on understanding and treating individuals, Bernays saw an opportunity to use these psychological insights to influence the masses.
Working as a press agent in the United States during World War I, Bernays quickly realized the power of propaganda.
He helped shape public opinion to support the war effort, using carefully crafted messages to persuade people to back the government’s policies. After the war, Bernays wondered if the same techniques could be used in peacetime—to sell products, shape political opinions, and mentally control society.
Bernays believed that people were not primarily driven by logic and reason, but by their unconscious desires. He saw that by tapping into these desires, he could manipulate public behavior on a massive scale. He began to experiment with these ideas in the world of advertising and public relations, with remarkable success.
One of Bernays’ most famous campaigns involved breaking the social taboo against women smoking:
At the time, smoking in public was seen as inappropriate for women. But Bernays, working for the American Tobacco Corporation, saw an opportunity to expand the market. He consulted a psychoanalyst who told him that cigarettes symbolized male power. If Bernays could position cigarettes as symbols of female empowerment and challenge men, he could make smoking socially acceptable for women.
The result was the "Torches of Freedom" campaign, staged at the 1929 Easter Day Parade in New York.
Bernays recruited debutantes to light up cigarettes in a public display, framing it as an act of feminist defiance. The campaign was a resounding success. Photographs of women smoking appeared in newspapers across the country, and soon, smoking became a symbol of independence and empowerment for women.
This campaign wasn’t just about selling cigarettes—it was about shaping society’s attitudes and behaviors.
Bernays had shown that by linking products to emotional desires, he could make people want things they didn’t need. And in doing so, he helped create the mass consumer culture that dominates our world today.
That to me, is a mind of a villain.
"We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of."
— Edward Bernays
Act 3: Consumerism as Social Control: The Rise of the "Happiness Machine"
I find the impact of Bernays’ work went far beyond advertising.
His ideas fundamentally changed the way corporations and governments thought about the masses. If people could be made happy and content by satisfying their desires, they would be easier to control. If humans were constantly distracted and kept docile, they would not be a threat.
I then learned that this idea became central to the way society was managed in the 20th century and beyond.
Bernays showed that consumerism could be used as a form of social control.
By encouraging people to focus on acquiring material goods, corporations could keep them distracted from deeper social and political issues. As long as people were content with their purchases, they were less likely to challenge the status quo.
This concept of the "happiness machine" became a guiding principle for American business and politics.
Corporations realized that by creating a culture of desire, they could keep people consuming—and keep the economy growing. At the same time, politicians saw that a contented population was easier to govern.
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