The Century of the Self
This documentary really surprised me, because I honestly had never heard of Edward Bernays before this. It’s almost funny, because at the beginning of the video the narrator says, “Edward Bernays is almost completely unknown today,” and yet based on the documentary he seems to have had an enormous impact on history. I almost feel ignorant for not knowing who he is.
I was really interested in how Bernays changed the advertising strategy, from being one about function and practicality to one that plays on the desires and wants of the population. It is interesting to see where that all started, considering that it is such a huge form of advertising today. Also, I thought it was interesting that the term public relations grew out of the term propaganda - that PR is really just a non-threatening way to say propaganda. I never looked at it like that before.
While I would like to think that we are rational beings who can make proper decisions for ourselves, I feel like I have to concede a little bit to the other side after watching how they used Bernays’ theories of people being irrational to get them to do stuff - both in advertising and in politics. I found it extremely interesting that Nazi propaganda used Bernays ideas.
I think that something that’s going on in the media environment right now that could be an example of using Bernays ideas is the whole Green Movement. Being eco-friendly is used in so many advertisements today, and I think a lot of the reason why it is working is because the advertisers are playing on the inner fears of people. They are making them emotionally attached because of the fear of global warming and the uncertain future of the Earth if we don’t take strides to better the environment. I don’t think that people would, without being scared into it, take green steps on their own.
All in all I found this video really informative and interesting!
