Video - Century of the Self Pt One
Business responded to people's innermost desires in a way that politicians never could do.
It was a form of democracy that depended on treating people not as active citizens, as Roosevelt did, but as passive consumers,
because this, as Bernays believed, was the key to control in a mass democracy.
It's not that the people are in charge, but that the people's desires are in charge.
The people are not in charge, the people exercise no decision making power in this environment.
So democracy is reduced from active citizenry to the idea of the public as passive consumers driven primarily by unconscious desires.
If you can in fact trigger those desires, you can get what you want from them.
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