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Throngs of Iraqi spontaneously attack a statue of Saddam Hussein, the face obscured with old glory.

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Later, the stars and stripes are replaced with red, white, and black, symbolizing the transference of power from the liberators to the liberated.

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Defence Secretary Donald Rumsfeld describes the scenes as breathtaking.

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For the British Army, they are historic.

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BBC Radio calls them amazing.

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And they were.

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Years after the operation, a U.S. Army report admitted that the toppling of the Saddam statue had been engineered by a psychological operations group.

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The document states, our TPT, or tactical PSYOP team, saw the statue as a target of opportunity.

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A week earlier, another psychological operation laid the groundwork for what followed.

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The script was for a female Rambo turned damsel in distress to be rescued by U.S. armed forces.

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In the situation that we're talking about here with Private Lynch, as you know, on about the 23rd of March, her 507th maintenance company was ambushed.

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A number of the members of that maintenance company were killed, a number were captured, and a number were unaccounted for.

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She being one of them.

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We waited 24 hours to get the cameras there to set up the whole thing to make this this big rescue, and this walking goes in to save her.

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And then she becomes an instant celebrity overnight.

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That story happened the same day that the tanks were rolling into Baghdad.

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That's the same day that we shelled the Palestine Hotel where the independent journalists were.

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The same day we blew up Al Jazeera's television station.

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They killed one of their journalists.

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What we're getting on the front pages of the papers and in the news is the rescue of Jessica Lynch.

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So that was a PR substitute story.

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Toppling of the Saddam statue, they got Shalabi's group.

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The Redding group had actually formed them.

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The CIA had paid the Redding group to form the Iraqi Congress as a counter-group to Saddam Hussein, and they were based here in the U.S.

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Then they flew them over there and they shipped them into Iraq.

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They were the ones that were standing around the statue as, you know, a tank was used to pull it over.

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The Redding group had been around. He worked for George W's father.

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And he worked for Clinton too.

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His firm, he used to be a public relations press guy for Carter.

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And he created a PR firm that specialized in the war.

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The head of the Rendon group, John Rendon, denies that he is a national security strategist or a military tactician.

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Rather, he states, I am a politician and a person who uses communication to meet public policy or corporate policy objectives.

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In fact, I am an information warrior and a perception manager.

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Following the first Gulf War, Rendon was paid $23 million by the CIA to create anti-Saddam propaganda.

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Following 9-11, he was charged with public relations for the U.S. bombing of Afghanistan.

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Rendon is far from alone.

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Public relations has mushroomed into a $200 billion a year industry with PR flags in the United States now outnumbering journalists.

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Propaganda has become the primary means by which the wealthy communicate with the rest of society.

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Whether selling a product, a political candidate, a law or a war, seldom do the powerful deliver messages to the public before consulting their colleagues in the public relations industry.

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Colin Powell presents a now typical case.

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He didn't choose a seasoned diplomat for the position of Under Secretary of State.

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Instead, he chose Charlotte Beers, known in PR circles as the Queen of Madison Avenue.

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Her resume includes successful advertising campaigns for Head & Shoulders Dander Shampoo, Uncle Ben's Rice, and now Uncle Sam.

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You see a news show, you watch 60 Minutes or a Fox program or whatever it is,

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you tend to give more credibility to what you're told is journalism.

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If an advertisement comes on, hopefully you tend to be more skeptical of that,

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because obviously somebody put an awful lot of money into crafting this slick TV ad and airing it.

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But what you probably never suspect is that that news story you just watched was also crafted by a company given to the TV station or network,

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with the understanding that they would put their own logos on it, identify it as real journalism, and air it.

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Colonel Sam Gardner would eventually chart 50 false news stories created and leaked by the Bush White House propaganda apparatus prior to and during the assault on Iraq.

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Foremost amongst these were the lies that led to the war in the first place.

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It was not bad intelligence that led to the invasion, concludes Gardner.

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It was an orchestrated effort that began before the war and was meticulously planned to manipulate the public.

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In 2002, when the Bush administration was conducting its massive public relations campaign to sell the war,

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out of Donald Rumsfeld's office in the Pentagon, there was something now referred to as the Pentagon Pundits Program,

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where literally scores of former high-ranking military generals and admirals and colonels were getting their talking points

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for their appearances on TV news shows directly from the Pentagon.

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They would literally go to the Pentagon, be on phone conferences with the Pentagon, travel with the Pentagon,

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and then go on TV as supposedly independent sources.

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Although most of them were actually being paid in the private sector, because these were retired military officials,

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by defense contractors, and many of them were actually registered lobbyists for military contractors.

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So there's a bit of a conflict of interest right away when your bread and butter is based on being able to sell armaments and bombs and missiles,

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and you're supposed to be just a patriotic ex-general giving an honest opinion of what's going on.

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And even though that's illegal, there's no way to really stop it.

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And the most powerful medium through which it occurred refuses to even report on the scandal.

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You've got just a massive problem, and that's where we're at.

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There were clear warning signs long before the age of the IMVAD.

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During the assault on Serbia under President Clinton, a report emerged by the Dutch journalist Abe DeVries,

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revealing the presence of Psy warriors working at CNN.

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They derived from the 3rd Psychological Operations Battalion at Fort Bragg in North Carolina.

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DeVries quoted Major Thomas Collins of the U.S. Army Information Service.

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PSYOP's personnel, soldiers, and officers have been working in CNN's headquarters in Atlanta through our program,

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training with industry.

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They helped in the production of news.

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What made the Iraq War different were not so much the tactics or even the scale,

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but the high-tech synergy.

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It was almost impossible to tell where the state ended and the 4th Estate began.

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One of the things that we don't want to do is to destroy the infrastructure of Iraq,

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because in a few days we're going to own that country.

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Should they have used more?

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Should they, you know, use Moab, the mother of all bombs, and a few daisy cutters?

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And, you know, let's not just stop at a couple of cruisements.

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The invasion of Iraq represents a pinnacle of domestic PSY war in the United States,

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an unparalleled integration between public relations firms, corporate media, and military PSYOPs.

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At the time of the assault, large segments of the American public were convinced

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that a nuclear attack by Saddam Hussein on their nation was not only possible, but imminent.

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Soldiers who comprised the invading force were similarly confused,

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with a remarkable 77% believing that Hussein was responsible for the attacks of 9-11.

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Many earnestly believed that the mission was to destroy a mysterious group known as Al-Qaeda,

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while bringing freedom to the Iraqi people.

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He's here for your f****** freedom! So back up right now!

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Yet what was actually happening was what the Nuremberg charter describes as the single greatest crime under international law.

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The planning, preparation, initiation, or waging of a war of aggression.

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Seven years later, the results of the invasion are clear.

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According to The Lancet, one of Britain's most respected medical journals,

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approximately 600,000 Iraqis have been killed from the invasion as of 2006.

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By 2009, a polling agency put the number at over one million.

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Four million Iraqis have been made refugees in their own country.

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Their entire society is shattered.

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How did the land of the free and the home of the brave arrive at a place where citizens could be manipulated with such efficiency and on such a massive scale?

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Our story begins in an unlikely place.

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A coal mine.

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When we think of public relations, this is not an image that springs to mind.

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Yet it was here, at the turn of the century, in the town of Ludlow, Colorado, that PR as we know it began to take shape.

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From the beginning, it was steeped in class warfare.

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The conditions that men, women, and children worked under in 19th century America were very much like what we think of now as the conditions in the global south,

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in which 13, 14-hour days were not uncommon.

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Living conditions were often in barrack-like housing.

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Children worked right alongside their parents.

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Those were the kind of conditions, and certainly if you picture what we see in the global south today, almost slave-like conditions.

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You can make the comparison pretty easily.

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Like workers in most other industries at the time, the coal miners in the town of Ludlow were organizing to win basic rights.

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In 1914, the United Mine Workers Union called for coal companies to grant safe working conditions, tolerable wages, and compliance with state mining laws.

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In response, a labor organizer at Ludlow was shot to death by gunmen working for the Colorado Fuel and Iron Corporation, owned by the Rockefeller family.

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Then as now, the Rockefellers were synonymous with wealth and power.

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William Avery Rockefeller had made a living as a literal snake oil salesman, but his son, John Davidson, had achieved the American dream.

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His fortune was built by exploiting oil reserves in Mexico and the United States.

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John Davidson Rockefeller was America's first billionaire, but it was his son, John D. Jr., who would define the Rockefeller legacy in the 20th century.

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24 hours after striking workers and their families celebrated Easter, the end came. It became known as the Ludlow Massacre.

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The strike went on from the fall of 1913 to the spring of 1914, and they still couldn't break the strike.

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The strike, the strikers were living in tent colonies set up by their union, the United Mine Workers.

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And in April of 1914, the National Guard, which at this time was being paid by the Rockefellers National Guard,

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attacked the tent colony. Men, women, children killed many people, set the tents afire.

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They found the next day the bodies of 11 children and 2 women who were burned, suffocated to death in that fire.

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That was called the Ludlow Massacre.

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A brief glance at events prior to Ludlow reveals that the brutalization of workers in the United States was not an unusual occurrence.

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Sixty years earlier, in 1847, a nationwide general strike was met with violent oppression by Federal troops.

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Over 30 workers were killed and 100 wounded at the Battle of the Viaduct in Chicago.

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In 1894, Federal troops killed 34 American Railway Union members, also in the Chicago area.

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The troops were attempting to break a strike, led by Eugene Depps against the Pullman Company.

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In 1897, 19 unarmed coal miners were killed and 36 wounded by a posse organized by a sheriff near Latimer, Pennsylvania.

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Most of the workers were shot in the back while attempting to flee.

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The world view of the great capitalists at the turn of the century can be summed up in the words of William Vanderbilt.

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In response to a suggestion that the New York Central Railroad should adjust its train schedules to accommodate the public, he replied,

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He replied, the public redound.

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But the relationship between the public and corporations was changing.

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This year's

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was part of Joe Somali's

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In-N-N-D-T Intenses

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400

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代ish

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The

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couple doet

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In progress

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不gesetzt

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Decades of organizing and rebellion had given rise to a vast network of labor groups with increasing political power.

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Over time, these included the Grange Movement, the Socialist Party, the Greenbackers, the Populists and Progressives,

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and perhaps most significantly, the Anarchist Union, known as the Industrial Workers of the World, or the Wobblies.

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Following the massacre at Ludlow, soldiers in Denver refused to participate in further attacks against the miners,

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declaring that they would not engage in the shooting of women and children.

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Demonstrations erupted across the country.

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A march occurred in front of the Rockefeller offices in New York City.

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A clergyman protested outside a church where Rockefeller liked to give sermons, only to be beaten by police.

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In modern parlance, it was a PR nightmare.

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I.V. Lee went to work for, among other clients, the Rockefellers.

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The Rockefeller family, after the Ludlow massacre, hired, used Eddie Lee to manage the public perception around that event and other events.

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I.V. Lee's specialty was crisis management.

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Among other things, he's credited with inventing the press release, which, you know, all of us just sort of think of as something helpful.

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You want to publicize an event, a church picnic, call a news conference, you put out a press release.

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But at the time, the idea was very radical because what I.V. Lee was saying is,

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well, we're going to manage this crisis by calling attention to it.

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We're going to actually assist and help the news media and journalists in covering it.

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What he knew was that the degree to which journalists became used to and dependent on his services

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was the degree to which he could actually cultivate and manage coverage.

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Lee began by waging a disinformation campaign.

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He put out news bulletins claiming that the two women and 11 children at Ludlow

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had not been killed by militia, but by an overturned stove.

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He circulated stories suggesting that Mother Jones, in addition to being a labor organizer,

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was a madam who ran a bordello.

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He ghost-wrote letters to the governor and even to President Wilson.

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Lee's techniques achieved little success,

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in part because he himself had become a highly visible figure.

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In future,

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PR experts would learn that their techniques are rarely effective unless practiced in the dark.

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Yet one of Lee's innovations was epoch-making.

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Upon learning that the Rockefeller Foundation had $100 million set aside for promotional purposes,

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he convinced Rockefeller to donate large sums to colleges,

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hospitals, churches, and charitable organizations in order to generate positive publicity.

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He also suggested that Rockefeller Sr. begin handing out money in public

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and that Jr. appear in staged photo ops at worksites.

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What Ivy Lee understood was that the corporation needed a makeover.

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Widely perceived as greedy, tyrannical institutions,

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corporations needed to manufacture an image of warmth and caring.

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This was the beginning of the public relations industry.

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Rockefeller didn't set up the Rockefeller Foundation

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until Rockefeller became very unpopular because of his labor policies.

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And suddenly Rockefeller needed to create a good impression.

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Well, it's an interesting phenomenon that the poor actually give a larger percentage of their income

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than the rich.

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I think the rich feel that they're doing more because, you know,

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giving $100,000 seems like a substantial kind of donation.

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And, you know, it doesn't matter that they have $100 million.

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They still think, well, they've done quite a lot.

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So it's partly a result of this distortion of economic values.

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And it's partly a result of being cheap, you know.

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I mean, people don't want to give away their wealth, Ted Turner said,

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because they're afraid their status in the Forbes 400 is going to go down that little bit.

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So they give it away when it's prudent or when it's beneficial,

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when they can get some display benefit out of it

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or when it can give them access to a different sort of social class

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or a different group that they want to be part of.

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But they have a more functional view of their wealth

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rather than a strictly charitable view.

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Charity and private charity and you might say government charity.

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Any kind of action that sort of relieves people's distress a little bit

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without changing the system maintains the system.

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In fact, that is the way the American system,

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00:23:00,780 --> 00:23:03,040
which is very exploitative and very unfair,

215
00:23:03,580 --> 00:23:05,840
that's the way the American system is being maintained

216
00:23:05,840 --> 00:23:08,220
for all these centuries, really,

217
00:23:08,540 --> 00:23:11,860
by giving people a little bit

218
00:23:11,860 --> 00:23:15,080
and giving enough people, just enough,

219
00:23:15,460 --> 00:23:18,220
to prevent them from breaking out in open rebellion.

220
00:23:18,220 --> 00:23:24,880
Today, one of the largest PR firms in the world

221
00:23:24,880 --> 00:23:27,120
specializes in the art of crisis management.

222
00:23:29,980 --> 00:23:32,520
Burson Marsteller holds offices in 35 countries

223
00:23:32,520 --> 00:23:35,680
and has served clients as varied as cigarette maker Philip Morris,

224
00:23:36,260 --> 00:23:38,060
chemical giant Union Carbide,

225
00:23:38,420 --> 00:23:39,740
and the Monsanto Corporation,

226
00:23:40,300 --> 00:23:43,620
a company specializing in genetic engineering and other life sciences.

227
00:23:43,620 --> 00:23:45,680
Like the Rendon Group,

228
00:23:46,100 --> 00:23:48,320
Burson Marsteller is bipartisan to the core.

229
00:23:49,320 --> 00:23:52,180
Its worldwide president and chief executive, Mark Penn,

230
00:23:52,620 --> 00:23:56,660
served as Hillary Clinton's key political advisor during the 2008 election.

231
00:23:56,660 --> 00:24:05,460
The most disturbing facet of Burson Marsteller

232
00:24:05,460 --> 00:24:09,040
is its willingness to work with the world's worst human rights violators.

233
00:24:10,100 --> 00:24:12,000
They ran PR for the Indonesian government

234
00:24:12,000 --> 00:24:14,340
as it committed genocide in East Timor.

235
00:24:17,360 --> 00:24:19,680
They worked closely with the Nigerian government

236
00:24:19,680 --> 00:24:21,120
and Royal Dutch Shell

237
00:24:21,120 --> 00:24:23,640
during and after the Biafran War in Nigeria.

238
00:24:23,640 --> 00:24:28,520
And they helped to improve the image of a U.S.-backed Argentine military junta

239
00:24:28,520 --> 00:24:30,760
led by General Jorge Videla.

240
00:24:33,760 --> 00:24:36,840
One of their clients in the 1970s

241
00:24:36,840 --> 00:24:39,760
was the brutal Argentine junta

242
00:24:39,760 --> 00:24:41,940
which had taken control of the government there

243
00:24:41,940 --> 00:24:45,140
and was rounding up dissidents,

244
00:24:45,580 --> 00:24:49,020
systematically torturing, beating, killing people

245
00:24:49,020 --> 00:24:51,860
and flying out over the ocean

246
00:24:51,860 --> 00:24:53,300
and dumping bodies.

247
00:24:56,820 --> 00:24:59,020
Not a really good public image.

248
00:24:59,520 --> 00:25:01,020
So the Burson Marsteller firm

249
00:25:01,020 --> 00:25:03,560
was used by Argentina,

250
00:25:03,720 --> 00:25:04,600
hired by Argentina

251
00:25:04,600 --> 00:25:07,040
and went to work for them quite happily

252
00:25:07,040 --> 00:25:09,020
under a FAT contract

253
00:25:09,020 --> 00:25:12,640
to improve the image of Argentina

254
00:25:12,640 --> 00:25:15,360
in the international financial community

255
00:25:15,360 --> 00:25:17,560
and in the Western press.

256
00:25:18,740 --> 00:25:19,880
In some ways,

257
00:25:20,180 --> 00:25:21,140
it should not be surprising

258
00:25:21,140 --> 00:25:22,800
that public relations has evolved

259
00:25:22,800 --> 00:25:24,480
into companies like Burson Marsteller

260
00:25:24,480 --> 00:25:25,560
and the Rendon Group.

261
00:25:26,280 --> 00:25:28,180
Looking back at the career of its first guru,

262
00:25:28,760 --> 00:25:30,500
we find a remarkably similar pattern.

263
00:25:33,780 --> 00:25:37,460
Ivy Lee went to work for the IG Farben company,

264
00:25:38,000 --> 00:25:40,220
a big German industrial company

265
00:25:40,220 --> 00:25:42,640
and we know now that IG Farben

266
00:25:42,640 --> 00:25:47,320
was actually part of the Nazi propaganda inner circle.

267
00:25:47,660 --> 00:25:49,140
One of the most effective

268
00:25:49,140 --> 00:25:50,440
and, of course, horrifying

269
00:25:50,440 --> 00:25:54,420
government propaganda campaigns ever organized

270
00:25:54,420 --> 00:25:56,680
was the Nazi campaign

271
00:25:56,680 --> 00:25:58,520
that continued for years and years

272
00:25:58,520 --> 00:26:01,380
under the direction of Nazi propaganda minister

273
00:26:01,380 --> 00:26:02,420
Joseph Goebbels.

274
00:26:04,180 --> 00:26:07,460
And IG Farben paid Ivy Lee

275
00:26:07,460 --> 00:26:09,440
and also paid Ivy Lee's son

276
00:26:09,440 --> 00:26:12,000
to represent not just their interests

277
00:26:12,000 --> 00:26:14,700
but the interests of Nazi Germany

278
00:26:14,700 --> 00:26:18,560
in an effort to paint the Nazi regime

279
00:26:18,560 --> 00:26:23,660
as being a friendly regime.

280
00:26:24,400 --> 00:26:26,200
But before lending his expertise

281
00:26:26,200 --> 00:26:27,200
to the Third Reich,

282
00:26:27,480 --> 00:26:28,500
Mr. Lee would do so

283
00:26:28,500 --> 00:26:29,620
for the American government.

284
00:26:30,720 --> 00:26:31,840
Along with other experts

285
00:26:31,840 --> 00:26:33,560
in the burgeoning field of mind science

286
00:26:33,560 --> 00:26:34,600
and public relations,

287
00:26:35,180 --> 00:26:36,400
he would engineer propaganda

288
00:26:36,400 --> 00:26:37,400
for World War I,

289
00:26:37,920 --> 00:26:39,160
not just against the enemy,

290
00:26:39,440 --> 00:26:40,080
the Germans,

291
00:26:40,080 --> 00:26:43,040
but against the American people themselves.

292
00:26:56,000 --> 00:26:57,540
We often talk about

293
00:26:57,540 --> 00:26:59,820
the propaganda being relatively recent,

294
00:27:00,000 --> 00:27:00,960
but of course it isn't.

295
00:27:01,820 --> 00:27:03,220
Even in ancient societies

296
00:27:03,220 --> 00:27:04,380
that weren't democratic,

297
00:27:05,640 --> 00:27:07,240
especially large states,

298
00:27:07,340 --> 00:27:08,800
it was understood by elites

299
00:27:08,800 --> 00:27:11,240
that if you don't have the support of the people,

300
00:27:11,720 --> 00:27:12,580
you could be in trouble.

301
00:27:13,280 --> 00:27:14,520
And so a fair bit of attention

302
00:27:14,520 --> 00:27:15,460
was actually given

303
00:27:15,460 --> 00:27:19,580
to legitimizing military adventures.

304
00:27:20,580 --> 00:27:22,360
I'm remembering here a passage

305
00:27:22,360 --> 00:27:23,620
from an old Chinese text,

306
00:27:23,700 --> 00:27:24,720
I think it's Han Fei,

307
00:27:24,720 --> 00:27:26,840
so it would be about 2,300 years ago,

308
00:27:27,440 --> 00:27:29,360
where the author of the book says,

309
00:27:29,520 --> 00:27:30,080
in general,

310
00:27:30,440 --> 00:27:31,280
and I'm quoting now,

311
00:27:31,360 --> 00:27:31,820
in general,

312
00:27:31,980 --> 00:27:32,740
war is a thing

313
00:27:32,740 --> 00:27:34,020
that the people despise.

314
00:27:35,160 --> 00:27:35,480
Therefore,

315
00:27:36,160 --> 00:27:36,960
when a young man

316
00:27:36,960 --> 00:27:38,160
is to be sent off to war,

317
00:27:38,220 --> 00:27:38,820
his wife,

318
00:27:39,340 --> 00:27:39,860
his parents,

319
00:27:39,960 --> 00:27:40,360
his family

320
00:27:40,360 --> 00:27:41,480
should gather around him

321
00:27:41,480 --> 00:27:42,080
and say to him,

322
00:27:42,380 --> 00:27:42,740
conquer,

323
00:27:43,600 --> 00:27:45,280
or let me never see you again.

324
00:27:45,280 --> 00:27:48,860
And this is a very powerful sense of,

325
00:27:49,380 --> 00:27:50,180
well, first of all,

326
00:27:50,240 --> 00:27:51,820
the violence done to that young man,

327
00:27:52,360 --> 00:27:55,320
but also of the sense that

328
00:27:55,320 --> 00:27:57,920
war is disgusting to most people,

329
00:27:58,300 --> 00:28:01,160
and it is often not in their best interest,

330
00:28:01,600 --> 00:28:02,120
and therefore,

331
00:28:02,500 --> 00:28:04,600
one needs all kinds of songs and dances.

332
00:28:05,800 --> 00:28:06,580
And in this case,

333
00:28:07,380 --> 00:28:07,780
you know,

334
00:28:07,920 --> 00:28:08,900
threatening the young man

335
00:28:08,900 --> 00:28:10,240
essentially with dispossession.

336
00:28:10,440 --> 00:28:12,020
You can't return to your family,

337
00:28:12,020 --> 00:28:13,280
you can't return home,

338
00:28:13,820 --> 00:28:15,020
you'll be disgraced

339
00:28:15,020 --> 00:28:15,740
to honor,

340
00:28:16,000 --> 00:28:16,460
security,

341
00:28:16,600 --> 00:28:18,320
everything is being played upon her,

342
00:28:18,940 --> 00:28:19,900
and it continues.

343
00:28:23,140 --> 00:28:23,940
So, yeah,

344
00:28:24,060 --> 00:28:24,940
national security

345
00:28:24,940 --> 00:28:26,680
is one of the most powerful notions

346
00:28:26,680 --> 00:28:28,320
in modern times.

347
00:28:28,860 --> 00:28:29,920
To swindle,

348
00:28:30,040 --> 00:28:30,420
I think,

349
00:28:30,520 --> 00:28:30,840
people

350
00:28:30,840 --> 00:28:32,180
to do things

351
00:28:32,180 --> 00:28:34,260
that are not in their best interest,

352
00:28:34,600 --> 00:28:36,160
and to support massive

353
00:28:36,160 --> 00:28:38,200
military complexes

354
00:28:38,200 --> 00:28:40,760
that are not in anybody's interest,

355
00:28:40,760 --> 00:28:41,380
but that are

356
00:28:41,380 --> 00:28:44,440
like cancers feeding on society frequently.

357
00:28:45,020 --> 00:28:47,300
Propaganda and persuasion

358
00:28:47,300 --> 00:28:49,360
have been around for centuries,

359
00:28:49,600 --> 00:28:49,940
eons,

360
00:28:50,320 --> 00:28:51,100
but propaganda

361
00:28:51,100 --> 00:28:53,200
in its modern sense

362
00:28:53,200 --> 00:28:54,820
can be traced to the

363
00:28:54,820 --> 00:28:56,600
15th and 16th century

364
00:28:56,600 --> 00:28:58,280
when the Catholic Church

365
00:28:58,280 --> 00:29:00,500
was in a tough competition

366
00:29:00,500 --> 00:29:01,700
with the Protestants

367
00:29:01,700 --> 00:29:02,300
over

368
00:29:02,300 --> 00:29:04,440
how to articulate

369
00:29:04,440 --> 00:29:06,040
a religious vision

370
00:29:06,040 --> 00:29:07,080
for the world.

371
00:29:07,080 --> 00:29:07,900
And the reason

372
00:29:07,900 --> 00:29:08,600
that I mention this

373
00:29:08,600 --> 00:29:09,240
is that

374
00:29:09,240 --> 00:29:10,580
it shows that

375
00:29:10,580 --> 00:29:11,440
propaganda

376
00:29:11,440 --> 00:29:13,520
is about mindset,

377
00:29:14,200 --> 00:29:15,200
it's about ideology,

378
00:29:15,640 --> 00:29:16,020
it's about

379
00:29:16,020 --> 00:29:17,080
worldview,

380
00:29:17,440 --> 00:29:18,760
how people see things

381
00:29:18,760 --> 00:29:19,840
as distinct

382
00:29:19,840 --> 00:29:21,780
from an individual policy

383
00:29:21,780 --> 00:29:22,480
or whether you

384
00:29:22,480 --> 00:29:23,440
happen to like

385
00:29:23,440 --> 00:29:24,080
this candidate

386
00:29:24,080 --> 00:29:24,920
or that candidate.

387
00:29:25,420 --> 00:29:25,800
So,

388
00:29:26,800 --> 00:29:27,840
that's where the word

389
00:29:27,840 --> 00:29:28,460
came from

390
00:29:28,460 --> 00:29:30,700
for propagating

391
00:29:30,700 --> 00:29:31,700
the faith.

392
00:29:31,700 --> 00:29:33,660
And that's the way

393
00:29:33,660 --> 00:29:33,980
the word

394
00:29:33,980 --> 00:29:34,740
was used

395
00:29:34,740 --> 00:29:35,580
up until the early

396
00:29:35,580 --> 00:29:36,360
20th century.

397
00:29:36,880 --> 00:29:37,500
And then

398
00:29:37,500 --> 00:29:38,860
what emerged,

399
00:29:38,980 --> 00:29:39,600
particularly with

400
00:29:39,600 --> 00:29:40,440
World War I,

401
00:29:40,880 --> 00:29:42,740
was the application

402
00:29:42,740 --> 00:29:43,460
of this

403
00:29:43,460 --> 00:29:45,460
propagating the faith

404
00:29:45,460 --> 00:29:47,300
to refer to

405
00:29:47,300 --> 00:29:48,660
international affairs,

406
00:29:49,120 --> 00:29:49,880
to refer to

407
00:29:49,880 --> 00:29:51,280
what a national government

408
00:29:51,280 --> 00:29:51,840
would do,

409
00:29:52,360 --> 00:29:54,200
a national security policy.

410
00:29:54,200 --> 00:30:20,980
in the run-up

411
00:30:20,980 --> 00:30:21,880
to World War I

412
00:30:21,880 --> 00:30:23,440
and during World War I,

413
00:30:23,440 --> 00:30:25,420
what one saw

414
00:30:25,420 --> 00:30:27,240
on the geopolitical stage

415
00:30:27,240 --> 00:30:28,520
was a crisis

416
00:30:28,520 --> 00:30:29,340
of empires.

417
00:30:29,500 --> 00:30:30,100
Empires were

418
00:30:30,100 --> 00:30:30,820
disintegrating,

419
00:30:30,940 --> 00:30:31,920
they were falling apart.

420
00:30:32,780 --> 00:30:33,740
The British Empire

421
00:30:33,740 --> 00:30:35,800
seemed extremely strong

422
00:30:35,800 --> 00:30:36,420
at that time

423
00:30:36,420 --> 00:30:37,380
and yet nevertheless

424
00:30:37,380 --> 00:30:40,080
was in a downward phase.

425
00:30:40,260 --> 00:30:40,920
It couldn't afford

426
00:30:40,920 --> 00:30:42,000
to support

427
00:30:42,000 --> 00:30:42,680
its own army,

428
00:30:42,800 --> 00:30:43,320
for example.

429
00:30:43,860 --> 00:30:44,900
Same with the French,

430
00:30:45,500 --> 00:30:47,900
same with the Austro-Hungarians,

431
00:30:48,120 --> 00:30:50,140
same with the Russians,

432
00:30:50,360 --> 00:30:51,160
the Tsarist empires,

433
00:30:51,320 --> 00:30:52,220
same with the Ottoman

434
00:30:52,220 --> 00:30:53,480
Turkish Empire

435
00:30:53,480 --> 00:30:54,020
and so on

436
00:30:54,020 --> 00:30:54,640
around the world.

437
00:30:55,200 --> 00:30:57,780
When that war

438
00:30:57,780 --> 00:30:59,580
was underway,

439
00:31:00,200 --> 00:31:01,080
most particularly

440
00:31:01,080 --> 00:31:03,100
the United Kingdom

441
00:31:03,100 --> 00:31:04,080
came up

442
00:31:04,080 --> 00:31:04,960
with an office

443
00:31:04,960 --> 00:31:06,640
whose specific purpose

444
00:31:06,640 --> 00:31:07,980
was promoting

445
00:31:07,980 --> 00:31:09,160
the war aims

446
00:31:09,160 --> 00:31:10,640
of the United Kingdom,

447
00:31:10,820 --> 00:31:11,440
the English,

448
00:31:12,040 --> 00:31:13,700
through publicity,

449
00:31:14,120 --> 00:31:15,260
through covert operations,

450
00:31:15,780 --> 00:31:16,300
through what would

451
00:31:16,300 --> 00:31:17,320
today be called

452
00:31:17,320 --> 00:31:18,100
dirty tricks,

453
00:31:18,100 --> 00:31:20,020
through telling the truth,

454
00:31:20,520 --> 00:31:22,180
through a whole number

455
00:31:22,180 --> 00:31:23,860
of different applications

456
00:31:23,860 --> 00:31:25,540
of information,

457
00:31:25,820 --> 00:31:26,940
using information

458
00:31:26,940 --> 00:31:29,160
as an instrument of war.

459
00:31:30,740 --> 00:31:31,940
And from the get-go,

460
00:31:32,080 --> 00:31:32,900
from the very beginning,

461
00:31:33,400 --> 00:31:34,880
it was both aimed

462
00:31:34,880 --> 00:31:37,260
at the enemy

463
00:31:37,260 --> 00:31:39,060
and aimed

464
00:31:39,060 --> 00:31:40,240
at the home population.

465
00:31:40,240 --> 00:31:41,200
The Creole Commission

466
00:31:41,200 --> 00:31:42,660
was the American variant

467
00:31:42,660 --> 00:31:43,020
of it.

468
00:31:43,380 --> 00:31:43,980
Woodrow Wilson

469
00:31:43,980 --> 00:31:45,020
came into office

470
00:31:45,020 --> 00:31:46,180
in 1916

471
00:31:46,180 --> 00:31:47,620
with the slogan

472
00:31:47,620 --> 00:31:49,120
Peace Without Victory.

473
00:31:49,940 --> 00:31:50,240
He said,

474
00:31:50,400 --> 00:31:50,980
what we want

475
00:31:50,980 --> 00:31:51,640
is an end

476
00:31:51,640 --> 00:31:53,200
to the World War I.

477
00:31:53,320 --> 00:31:53,920
Neither side

478
00:31:53,920 --> 00:31:55,480
deserves their support.

479
00:31:55,860 --> 00:31:56,520
And the population

480
00:31:56,520 --> 00:31:57,040
didn't want

481
00:31:57,040 --> 00:31:57,660
to enter the war.

482
00:31:58,100 --> 00:31:58,540
In America,

483
00:31:58,700 --> 00:32:00,560
1916 was an election year.

484
00:32:00,560 --> 00:32:05,520
The war was

485
00:32:05,520 --> 00:32:06,420
the dominant issue.

486
00:32:07,440 --> 00:32:08,400
The election campaigns

487
00:32:08,400 --> 00:32:09,000
of the parties

488
00:32:09,000 --> 00:32:09,820
crystallized

489
00:32:09,820 --> 00:32:10,880
the sway of opinion.

490
00:32:11,900 --> 00:32:12,500
Neutralism,

491
00:32:12,720 --> 00:32:13,800
the profound wish

492
00:32:13,800 --> 00:32:15,120
to stay out of the war,

493
00:32:15,580 --> 00:32:16,240
still possessed

494
00:32:16,240 --> 00:32:17,120
a doughty champion

495
00:32:17,120 --> 00:32:17,840
in the president.

496
00:32:19,320 --> 00:32:20,780
Support for Wilson's policy

497
00:32:20,780 --> 00:32:21,400
was strong

498
00:32:21,400 --> 00:32:22,180
in the Middle West

499
00:32:22,180 --> 00:32:23,260
and Pacific states.

500
00:32:24,140 --> 00:32:24,800
Europe's war

501
00:32:24,800 --> 00:32:26,120
seemed more remote there

502
00:32:26,120 --> 00:32:27,600
than on the Atlantic seaboard.

503
00:32:27,600 --> 00:32:31,180
At the Democratic Convention,

504
00:32:31,460 --> 00:32:32,580
Wilson was re-nominated

505
00:32:32,580 --> 00:32:33,740
presidential candidate.

506
00:32:34,940 --> 00:32:35,480
The chairman

507
00:32:35,480 --> 00:32:36,660
opened his speech

508
00:32:36,660 --> 00:32:37,260
with a text

509
00:32:37,260 --> 00:32:38,680
from the Sermon on the Mount.

510
00:32:39,660 --> 00:32:41,300
Blessed are the peacemakers,

511
00:32:41,700 --> 00:32:43,420
for they shall be called

512
00:32:43,420 --> 00:32:45,200
the children of God.

513
00:32:45,800 --> 00:32:46,940
Within a couple of months,

514
00:32:47,320 --> 00:32:48,600
Wilson was talking about

515
00:32:48,600 --> 00:32:50,520
victory without peace.

516
00:32:51,160 --> 00:32:51,880
And you had to somehow

517
00:32:51,880 --> 00:32:53,240
drive the population

518
00:32:53,240 --> 00:32:55,400
into accepting

519
00:32:55,400 --> 00:32:57,460
this sharp change

520
00:32:57,460 --> 00:32:57,980
of policy,

521
00:32:58,120 --> 00:32:58,600
the opposite

522
00:32:58,600 --> 00:32:59,520
of what they voted for.

523
00:32:59,920 --> 00:33:00,460
And that's where

524
00:33:00,460 --> 00:33:01,180
the Creel Commission

525
00:33:01,180 --> 00:33:01,700
came in.

526
00:33:02,360 --> 00:33:03,040
George Creel

527
00:33:03,040 --> 00:33:03,920
described his work

528
00:33:03,920 --> 00:33:05,300
with unabashed enthusiasm.

529
00:33:07,160 --> 00:33:08,240
It was a plain

530
00:33:08,240 --> 00:33:09,320
publicity proposition,

531
00:33:10,060 --> 00:33:11,000
a vast enterprise

532
00:33:11,000 --> 00:33:11,760
in salesmanship,

533
00:33:12,380 --> 00:33:13,160
the world's greatest

534
00:33:13,160 --> 00:33:14,460
adventure in advertising.

535
00:33:16,800 --> 00:33:18,700
75,000 civil leaders,

536
00:33:19,060 --> 00:33:19,380
known as

537
00:33:19,380 --> 00:33:20,000
War Minutemen,

538
00:33:20,480 --> 00:33:21,000
were assembled

539
00:33:21,000 --> 00:33:22,380
to deliver pro-war messages

540
00:33:22,380 --> 00:33:23,420
to people in churches,

541
00:33:23,960 --> 00:33:24,240
theaters,

542
00:33:24,700 --> 00:33:25,400
and civic groups.

543
00:33:27,460 --> 00:33:31,320
periodicals were sent

544
00:33:31,320 --> 00:33:32,760
to 600,000 teachers.

545
00:33:34,340 --> 00:33:35,240
Boy Scouts delivered

546
00:33:35,240 --> 00:33:36,560
copies of President Wilson's

547
00:33:36,560 --> 00:33:37,560
addresses to households

548
00:33:37,560 --> 00:33:38,400
across America.

549
00:33:39,880 --> 00:33:40,680
It was, in short,

550
00:33:40,940 --> 00:33:42,520
the largest wartime propaganda

551
00:33:42,520 --> 00:33:43,520
campaign in the history

552
00:33:43,520 --> 00:33:44,560
of the United States.

553
00:33:46,460 --> 00:33:47,760
Central to the committee's

554
00:33:47,760 --> 00:33:48,280
propaganda

555
00:33:48,280 --> 00:33:49,820
were two basic ideas.

556
00:33:50,360 --> 00:33:50,580
One,

557
00:33:50,920 --> 00:33:52,080
the American homeland

558
00:33:52,080 --> 00:33:53,560
was an imminent danger

559
00:33:53,560 --> 00:33:54,380
from a savage,

560
00:33:54,740 --> 00:33:55,800
bloodthirsty foe.

561
00:33:57,800 --> 00:33:58,680
And two,

562
00:33:59,600 --> 00:34:00,300
it was the fate

563
00:34:00,300 --> 00:34:01,360
of the American nation,

564
00:34:01,760 --> 00:34:03,000
in President Wilson's words,

565
00:34:03,520 --> 00:34:04,660
to make the world safe

566
00:34:04,660 --> 00:34:05,820
for democracy.

567
00:34:08,320 --> 00:34:09,380
The first thing

568
00:34:09,380 --> 00:34:10,680
was a time-honored tactic

569
00:34:10,680 --> 00:34:12,200
long used in the United States

570
00:34:12,200 --> 00:34:13,020
and other countries

571
00:34:13,020 --> 00:34:14,700
to vilify foreign enemies,

572
00:34:15,140 --> 00:34:15,920
indigenous peoples,

573
00:34:16,220 --> 00:34:16,740
and slaves.

574
00:34:18,040 --> 00:34:19,320
During the Great War,

575
00:34:19,320 --> 00:34:20,760
the savage Indian

576
00:34:20,760 --> 00:34:22,300
and the subhuman Negro

577
00:34:22,300 --> 00:34:23,320
would transform

578
00:34:23,320 --> 00:34:24,740
into the barbaric Hun.

579
00:34:24,740 --> 00:34:29,700
religiosity of themal

580
00:34:29,700 --> 00:34:29,920
and the band

581
00:34:29,920 --> 00:34:30,220
in the亞

582
00:34:30,220 --> 00:34:42,580
and the midwre

583
00:34:42,580 --> 00:34:42,980
when the war takes

584
00:34:42,980 --> 00:34:43,840
the right time out

585
00:34:43,840 --> 00:34:43,980
towards America.

586
00:34:43,980 --> 00:34:45,040
The core of the people

587
00:34:45,040 --> 00:34:45,800
in the Union

588
00:34:45,800 --> 00:34:47,380
is to assist

589
00:34:47,380 --> 00:34:48,680
by private qualifications

590
00:34:48,680 --> 00:34:49,300
and scholarships

591
00:34:49,300 --> 00:34:51,820
by young guards

592
00:34:51,820 --> 00:34:52,240
andyr Jessica

593
00:34:52,240 --> 00:34:52,940
to

594
00:34:52,940 --> 00:34:53,900
of

595
00:34:53,900 --> 00:35:01,780
The caricature of the bloodthirsty Hun was bolstered by a series of fake news reports

596
00:35:01,780 --> 00:35:05,820
leaked by the new propaganda industry and disseminated to the public.

597
00:35:06,740 --> 00:35:10,180
Among them, the babies in Belgium had had their hands cut off,

598
00:35:10,660 --> 00:35:14,420
were being impaled on bayonets, and in one case, nailed to a door.

599
00:35:17,120 --> 00:35:20,280
That a Canadian had been crucified by German soldiers,

600
00:35:20,280 --> 00:35:25,460
and that dead bodies were being boiled down in so-called corpse factories

601
00:35:25,460 --> 00:35:28,200
to be used for ammunitions and pig food.

602
00:35:30,040 --> 00:35:32,940
In a foreshadowing of the Freedom Fries incident,

603
00:35:33,700 --> 00:35:36,080
sauerkraut was renamed Liberty Cabbage.

604
00:35:38,620 --> 00:35:43,040
False atrocity stories would become a staple for nations in wartime throughout the 20th century.

605
00:35:43,860 --> 00:35:46,700
The recent example occurred prior to the First Gulf War.

606
00:35:46,700 --> 00:35:51,420
While I was there, I saw the Iraqi soldiers coming to the hospital with guns.

607
00:35:52,560 --> 00:35:54,360
They took the babies out of the incubators.

608
00:35:57,620 --> 00:36:00,960
Took the incubators and left the children to die on a cold war.

609
00:36:01,960 --> 00:36:05,180
As it turns out, the massacre of babes never occurred.

610
00:36:06,100 --> 00:36:08,840
The young girl was actually a member of the Kuwaiti royal family,

611
00:36:09,280 --> 00:36:12,360
and had been coached by the public relations firm Hill & Knowlton

612
00:36:12,360 --> 00:36:14,380
to give persuasive false testimony.

613
00:36:14,380 --> 00:36:18,160
The kids in incubators, and they were thrown out of the incubators

614
00:36:18,160 --> 00:36:22,260
so that Kuwait could be systematically dismantled.

615
00:36:28,660 --> 00:36:32,580
The attempt to engender hatred against Germans in support of the war effort

616
00:36:32,580 --> 00:36:33,820
was highly successful.

617
00:36:34,720 --> 00:36:38,880
But there was another equally important aspect to the domestic propaganda campaign.

618
00:36:38,880 --> 00:36:41,720
If every adventure story needs a villain,

619
00:36:42,660 --> 00:36:44,080
it also needs a hero.

620
00:36:44,080 --> 00:37:08,680
Now, this is a song I made about when he was driving the men.

621
00:37:08,680 --> 00:37:34,920
Creel estimated that 72 million copies of 30 different booklets about American ideals

622
00:37:34,920 --> 00:37:38,380
were sent across the United States, with millions more sent abroad.

623
00:37:39,440 --> 00:37:41,600
In addition to influencing the minds of Europeans,

624
00:37:42,120 --> 00:37:44,500
the goal was to redefine for the home population

625
00:37:44,500 --> 00:37:47,420
the very concept of what it meant to be American.

626
00:37:48,220 --> 00:37:50,680
The new American would not interpret events

627
00:37:50,680 --> 00:37:53,600
from what Creel called a class or sectional standpoint,

628
00:37:54,080 --> 00:37:55,880
but rather as a unified collective.

629
00:37:55,880 --> 00:38:01,340
In this manner, the people could be herded into one white-hot mass instinct.

630
00:38:05,780 --> 00:38:08,600
Previously, military action by the United States

631
00:38:08,600 --> 00:38:11,420
had been justified under the pretense of maintaining order,

632
00:38:12,220 --> 00:38:13,500
protecting American interests,

633
00:38:13,960 --> 00:38:15,820
and bringing civilization to the savages.

634
00:38:15,820 --> 00:38:21,220
Now, the word civilization would transmute into democracy.

635
00:38:31,780 --> 00:38:34,720
Marshall McLuhan, the Canadian communications theorist,

636
00:38:34,800 --> 00:38:36,960
once said that if a fish could talk,

637
00:38:37,460 --> 00:38:38,880
and you could ask a fish,

638
00:38:39,600 --> 00:38:41,920
what's the most obvious element of your environment?

639
00:38:41,920 --> 00:38:45,460
The last thing that the fish would say would be water.

640
00:38:46,180 --> 00:38:47,800
That's the last thing the fish would notice.

641
00:38:48,240 --> 00:38:49,580
And it's true about any culture.

642
00:38:49,860 --> 00:38:53,400
Those things that are most powerful and most obvious to an outsider

643
00:38:53,400 --> 00:38:56,340
don't get seen by the people swimming in that water.

644
00:38:56,820 --> 00:38:58,720
Americans is God's chosen people.

645
00:38:59,480 --> 00:39:01,800
This goes back, as far as back to 1630,

646
00:39:01,960 --> 00:39:03,700
where John Winthrop on the Arabella,

647
00:39:03,800 --> 00:39:05,300
coming from England to the United States,

648
00:39:05,740 --> 00:39:07,240
said, we're a city on a hill.

649
00:39:07,240 --> 00:39:11,060
It's not an accident that in the campaign, you know,

650
00:39:11,380 --> 00:39:14,900
debates and stumps of the recent candidates,

651
00:39:15,240 --> 00:39:17,780
yet Obama, Barack Obama,

652
00:39:17,920 --> 00:39:20,160
actually saying that we are a city on a hill,

653
00:39:20,260 --> 00:39:21,440
as well as Sarah Palin.

654
00:39:22,380 --> 00:39:25,300
Ronald Reagan said it in his inaugural address.

655
00:39:26,080 --> 00:39:29,240
I've spoken of a shining city all my political life,

656
00:39:29,620 --> 00:39:31,920
but I don't know if I ever quite communicated

657
00:39:31,920 --> 00:39:33,720
what I saw when I said it.

658
00:39:33,720 --> 00:39:37,220
But in my mind, it was a tall, proud city,

659
00:39:37,720 --> 00:39:39,620
built on rocks, stronger than oceans,

660
00:39:40,180 --> 00:39:42,100
windswept, God-blessed,

661
00:39:42,440 --> 00:39:44,320
and teeming with people of all kinds,

662
00:39:44,740 --> 00:39:46,140
living in harmony and peace.

663
00:39:46,520 --> 00:39:47,540
We're a city on a hill.

664
00:39:48,040 --> 00:39:50,620
And so our mission is to democratize the rest of the world.

665
00:39:50,780 --> 00:39:52,340
We've got the best system possible.

666
00:39:52,960 --> 00:39:55,140
And basically, people ought to pay attention to us,

667
00:39:55,200 --> 00:39:55,720
because we know.

668
00:39:55,720 --> 00:40:03,760
The idea of a particular state

669
00:40:03,760 --> 00:40:05,340
cast as savior of the world

670
00:40:05,340 --> 00:40:07,840
would be taken to new heights in the United States.

671
00:40:08,520 --> 00:40:10,280
But it wasn't an American invention.

672
00:40:11,220 --> 00:40:13,280
The savior motif was used as a justification

673
00:40:13,280 --> 00:40:15,720
for virtually every imperial intervention

674
00:40:15,720 --> 00:40:17,020
during the colonial era.

675
00:40:20,720 --> 00:40:23,040
French leaders spoke of a civilizing mission

676
00:40:23,040 --> 00:40:24,320
in their new colonies.

677
00:40:25,720 --> 00:40:29,560
British leaders spoke of bringing progress

678
00:40:29,560 --> 00:40:31,160
and civilized government to India.

679
00:40:32,600 --> 00:40:34,700
Imperial Japan spoke of unleashing

680
00:40:34,700 --> 00:40:36,400
an earthly paradise in Asia,

681
00:40:37,160 --> 00:40:40,080
while the Third Reich dreamt of a worldwide utopia.

682
00:40:40,080 --> 00:40:47,340
A decade before World War I,

683
00:40:47,880 --> 00:40:49,980
Mark Twain stated that my kind of loyalty

684
00:40:49,980 --> 00:40:51,600
was loyalty to one's country,

685
00:40:52,140 --> 00:40:54,300
not to its institutions or its officeholders.

686
00:40:55,380 --> 00:40:58,720
Decades later, George Orwell came to a similar conclusion,

687
00:40:59,420 --> 00:41:02,360
that patriotism is a devotion to a certain place and people,

688
00:41:02,820 --> 00:41:03,900
contrary to nationalism,

689
00:41:04,340 --> 00:41:06,260
which is inseparable from lust for power.

690
00:41:06,260 --> 00:41:09,760
However, this concept of patriotism remains elusive.

691
00:41:09,760 --> 00:41:13,240
Once the war against Saddam begins,

692
00:41:13,420 --> 00:41:16,460
we expect every American to support our military,

693
00:41:16,600 --> 00:41:18,340
and if they can't do that, to shut up.

694
00:41:18,340 --> 00:41:21,580
Equating super-patriotism with militarism,

695
00:41:21,900 --> 00:41:24,420
military endeavor, military achievements,

696
00:41:25,780 --> 00:41:27,160
military struggles and victories,

697
00:41:27,320 --> 00:41:31,480
that's all supposedly a special manifestation of super-patriotism.

698
00:41:32,000 --> 00:41:36,340
And I argue that a real patriot wants something different for his country.

699
00:41:36,440 --> 00:41:37,720
He wants social justice,

700
00:41:37,720 --> 00:41:40,040
He wants peace and stability.

701
00:41:40,820 --> 00:41:41,820
He wants fairness.

702
00:41:42,620 --> 00:41:45,060
He wants an end to racism and sexism.

703
00:41:45,240 --> 00:41:49,920
He takes pride in his country's ability at social betterment,

704
00:41:50,080 --> 00:41:56,220
rather than his country's ability to invade and knock around other countries.

705
00:41:56,500 --> 00:41:59,220
A real patriot feels an attachment to his country,

706
00:41:59,540 --> 00:42:02,420
but not at the expense of other countries.

707
00:42:02,420 --> 00:42:07,860
He or she may feel a special attachment to the history of his own country.

708
00:42:08,480 --> 00:42:10,860
He values the accomplishments of his country,

709
00:42:11,020 --> 00:42:12,560
like the abolition of slavery,

710
00:42:13,000 --> 00:42:14,480
emergence of collective bargaining,

711
00:42:14,840 --> 00:42:17,460
and the rights of working people for a better life,

712
00:42:17,840 --> 00:42:24,480
the gains made by women in terms of being able to get into public life.

713
00:42:24,640 --> 00:42:28,320
These are the kind of things that the real patriot would value.

714
00:42:28,320 --> 00:42:33,280
In October 2001, George W. Bush signed into law

715
00:42:33,280 --> 00:42:38,040
what civil libertarians characterized as an all-out assault against the Bill of Rights.

716
00:42:38,560 --> 00:42:40,180
It was called the Patriot Act.

717
00:42:41,020 --> 00:42:44,000
During the Great War, similar bills were passed.

718
00:42:44,620 --> 00:42:49,000
The Espionage Act of 1917 and the Sedition Act, passed a year later,

719
00:42:49,540 --> 00:42:53,760
authorized huge fines and lengthy prison terms for anyone who obstructed the military draft

720
00:42:53,760 --> 00:42:56,900
or encouraged what was termed disloyalty to the state.

721
00:42:56,900 --> 00:43:00,220
The sweeping legislation was quickly put into effect.

722
00:43:01,280 --> 00:43:03,300
And first on the list were the Wobblies.

723
00:43:03,300 --> 00:43:05,300
The Wobblies.

724
00:43:05,360 --> 00:43:06,620
The Wobblies.

725
00:43:06,620 --> 00:43:07,080
The Wobblies.

726
00:43:07,080 --> 00:43:08,200
The Wobblies.

727
00:43:08,200 --> 00:43:36,200
music plays

728
00:43:36,200 --> 00:43:44,180
In many ways, the Wobblies were the most impressive example of a union movement in the history

729
00:43:44,180 --> 00:43:49,500
of the U.S. working class. Wobblies was the nickname for an organization called the Industrial

730
00:43:49,500 --> 00:43:57,440
Workers of the World, IWW, which flourished in the first decade and a half of the 20th

731
00:43:57,440 --> 00:44:02,640
century. The American Federation of Labor, which was the main craft union at the time,

732
00:44:02,640 --> 00:44:12,040
refused to organize African Americans, immigrants, and women workers. So that meant excluding the

733
00:44:12,040 --> 00:44:16,320
vast majority of the working class from the union movement. Along come the Wobblies,

734
00:44:16,660 --> 00:44:25,300
and they set out from the beginning specifically to organize immigrants, women, African Americans

735
00:44:25,300 --> 00:44:31,340
alongside white workers in what they called One Big Union. They led some of the most successful

736
00:44:31,340 --> 00:44:37,240
strikes. One of their strikes was the first sit-down strike at the time. Women workers

737
00:44:37,240 --> 00:44:43,260
played leadership roles, something that was absolutely unheard of at the time. Their

738
00:44:43,260 --> 00:44:49,100
philosophy was a revolutionary philosophy. It's known as anarcho-syndicalism.

739
00:44:49,100 --> 00:45:01,320
A federated, decentralized system of free associations incorporating economic as well as social institutions

740
00:45:01,320 --> 00:45:07,020
would be what I refer to as anarcho-syndicalism. And it seems to me that it is the appropriate

741
00:45:07,020 --> 00:45:15,020
form of social organization for an advanced technological society in which human beings do not have to

742
00:45:15,020 --> 00:45:18,480
be forced into the position of tools, of cogs in a machine.

743
00:45:26,740 --> 00:45:32,900
On September 5th, 1917, federal agents raided offices of the Wobblies across the nation,

744
00:45:33,500 --> 00:45:39,160
leading to arrests for the offense of causing insubordination, disloyalty, and refusal of duty

745
00:45:39,160 --> 00:45:44,940
in the military and naval forces. 101 of the defendants were found guilty and received prison

746
00:45:44,940 --> 00:45:54,660
sentences up to 20 years. Wilson carried out a brutal internal repression called the Red Scare,

747
00:45:54,780 --> 00:45:59,540
which is the worst in American history, far worse than McCarthy, far worse than anything

748
00:45:59,540 --> 00:46:06,160
that's going on now. They arrested thousands of people, smashed the labor movement, heavy constraints

749
00:46:06,160 --> 00:46:11,000
on free expression, threw lots of people in jail, expelled all sorts of people from the country.

750
00:46:14,940 --> 00:46:21,940
Yet what had started as a hunt against radicals soon spread to every corner of American society.

751
00:46:23,400 --> 00:46:27,780
Patriots were encouraged to inform on friends and neighbors who spoke out against the war,

752
00:46:28,580 --> 00:46:33,940
while surveillance increased dramatically, not only by the military, but by seemingly benign institutions

753
00:46:33,940 --> 00:46:35,400
like the postal system.

754
00:46:35,400 --> 00:46:42,220
The state flourishes in time of war. The state goes stronger in time of war. The state accumulates power.

755
00:46:42,660 --> 00:46:50,160
The military is enhanced. The forces of repression are enhanced. War is an opportunity for the government

756
00:46:50,160 --> 00:46:52,440
to grow in power.

757
00:46:54,200 --> 00:47:00,500
By the time the war ended, the total number of deaths had reached approximately 9.7 million soldiers,

758
00:47:00,500 --> 00:47:05,260
with millions more suffering life-changing injuries and severe post-traumatic stress.

759
00:47:07,540 --> 00:47:09,220
To what end was not clear.

760
00:47:10,020 --> 00:47:13,420
The mass of bloodshed had not made the world safe for freedom and democracy.

761
00:47:14,260 --> 00:47:18,900
What it had done was produce enormous fortunes for a handful of corporations and banks,

762
00:47:19,320 --> 00:47:22,000
while leaving the worldwide labor movement in disarray.

763
00:47:22,520 --> 00:47:25,320
If the Great War had been a test of the Constitution,

764
00:47:25,320 --> 00:47:29,440
and the concept of balancing the powers by each other, it failed.

765
00:47:30,400 --> 00:47:34,380
The United States Supreme Court established in Schenck v. United States

766
00:47:34,380 --> 00:47:36,560
and Abrams v. United States

767
00:47:36,560 --> 00:47:40,180
that the federal government could suspend constitutional rights

768
00:47:40,180 --> 00:47:41,740
when the nation faced, quote,

769
00:47:42,160 --> 00:47:43,700
a clear and present danger.

770
00:47:44,680 --> 00:47:45,420
Randolph Bourne,

771
00:47:45,860 --> 00:47:47,400
speaking of the Great War as a whole,

772
00:47:48,200 --> 00:47:49,300
responded preemptively

773
00:47:49,300 --> 00:47:51,140
with a now-famous dictum.

774
00:47:51,880 --> 00:47:52,600
War, he said,

775
00:47:53,180 --> 00:47:54,640
is the health of the state.

776
00:47:54,640 --> 00:48:15,520
The definition of polyarchy that we have in the social sciences

777
00:48:15,520 --> 00:48:18,160
is a system where the participation of masses of people

778
00:48:18,160 --> 00:48:22,900
is limited to voting among one or another representatives of the elite

779
00:48:22,900 --> 00:48:24,980
in periodic elections.

780
00:48:25,280 --> 00:48:26,240
And in between elections,

781
00:48:26,380 --> 00:48:28,080
the masses are now expected to keep quiet,

782
00:48:28,200 --> 00:48:29,980
to go back to life as usual,

783
00:48:30,120 --> 00:48:32,300
while the elite make their decisions and run the world

784
00:48:32,300 --> 00:48:34,760
until they can choose between one or another elite

785
00:48:34,760 --> 00:48:36,380
another four years later.

786
00:48:37,100 --> 00:48:38,620
So really, polyarchy

787
00:48:38,620 --> 00:48:42,040
is a system of elite rule,

788
00:48:42,500 --> 00:48:43,620
and a system of elite rule

789
00:48:43,620 --> 00:48:45,040
which is a little more soft core

790
00:48:45,040 --> 00:48:46,480
than the type of elite rule

791
00:48:46,480 --> 00:48:48,780
that we would see under a military dictatorship,

792
00:48:49,040 --> 00:48:49,460
for instance.

793
00:48:49,460 --> 00:48:51,860
But what we see is that under a polyarchy,

794
00:48:52,040 --> 00:48:54,800
the basic socioeconomic system does not change.

795
00:48:54,880 --> 00:48:56,180
It does not become democratized.

796
00:48:56,300 --> 00:48:58,280
Wealth is not redistributed downward.

797
00:48:58,860 --> 00:49:01,560
You don't see a more equitable redistribution of wealth and resources.

798
00:49:01,700 --> 00:49:02,340
So that's the key.

799
00:49:02,540 --> 00:49:04,220
Economic, socioeconomic dictatorship

800
00:49:04,220 --> 00:49:06,840
and free elections.

801
00:49:07,080 --> 00:49:08,800
That's the prescription for polyarchy.

802
00:49:09,600 --> 00:49:11,100
Participatory democracy would see

803
00:49:11,100 --> 00:49:14,240
not only more participation of people

804
00:49:14,240 --> 00:49:15,600
in the running of their daily affairs,

805
00:49:15,600 --> 00:49:18,220
but it would see a democratization of the economy,

806
00:49:18,420 --> 00:49:20,040
a democratization of social relations.

807
00:49:20,460 --> 00:49:21,680
In the 20th century,

808
00:49:22,260 --> 00:49:26,140
you can't really talk openly about rule by the rich.

809
00:49:26,460 --> 00:49:27,760
That doesn't sound nice.

810
00:49:28,020 --> 00:49:29,600
The devices that have been developed,

811
00:49:30,240 --> 00:49:31,160
propaganda devices,

812
00:49:31,420 --> 00:49:34,840
are ruled by the more competent,

813
00:49:35,100 --> 00:49:36,600
the technocratic elite,

814
00:49:37,160 --> 00:49:38,820
the responsible people,

815
00:49:39,020 --> 00:49:40,400
the educated sectors.

816
00:49:40,740 --> 00:49:42,320
There's a huge literature on this,

817
00:49:42,320 --> 00:49:45,880
but maybe the primary source for the 20th century

818
00:49:45,880 --> 00:49:47,880
is the leading public intellectual

819
00:49:47,880 --> 00:49:50,040
of the 20th century in the United States,

820
00:49:50,300 --> 00:49:50,940
Walter Lippman,

821
00:49:51,400 --> 00:49:54,240
highly respected commentator on public affairs,

822
00:49:54,360 --> 00:49:55,780
also a theorist of democracy.

823
00:49:56,020 --> 00:49:57,260
During World War I,

824
00:49:57,780 --> 00:50:00,440
people who later emerged

825
00:50:00,440 --> 00:50:02,520
as sort of the founding fathers

826
00:50:02,520 --> 00:50:04,400
of modern communication research,

827
00:50:04,700 --> 00:50:06,320
modern communication applications,

828
00:50:06,980 --> 00:50:08,220
mass media applications,

829
00:50:08,800 --> 00:50:09,560
quite a number of them

830
00:50:09,560 --> 00:50:12,260
had worked as propagandists during World War I.

831
00:50:12,320 --> 00:50:15,420
often as relatively young people

832
00:50:15,420 --> 00:50:18,800
who were shaping their own ideas at the time.

833
00:50:19,320 --> 00:50:20,580
One of them was Walter Lippman,

834
00:50:20,820 --> 00:50:23,740
and Lippman has emerged,

835
00:50:24,460 --> 00:50:25,940
really to this day,

836
00:50:26,300 --> 00:50:29,560
as a leading intellectual light

837
00:50:29,560 --> 00:50:32,180
of a particular way of looking at society.

838
00:50:33,060 --> 00:50:35,240
Today, Walter Lippman is known

839
00:50:35,240 --> 00:50:36,960
as the Dean of American Journalism.

840
00:50:37,440 --> 00:50:38,600
Yet during the Great War,

841
00:50:38,880 --> 00:50:40,400
he had been chief leaflet writer

842
00:50:40,400 --> 00:50:42,540
and editor of a U.S. propaganda unit.

843
00:50:43,400 --> 00:50:45,720
He also served as secretary of the Inquiry,

844
00:50:46,120 --> 00:50:47,660
a quasi-intelligence agency.

845
00:50:49,340 --> 00:50:51,340
Before dealing with Lippman's contributions

846
00:50:51,340 --> 00:50:52,480
to political theory,

847
00:50:52,820 --> 00:50:54,180
we first have to understand

848
00:50:54,180 --> 00:50:55,340
the forms of democracy

849
00:50:55,340 --> 00:50:57,440
that have characterized the United States

850
00:50:57,440 --> 00:50:58,980
and other Western nations

851
00:50:58,980 --> 00:51:00,820
since the age of the Great Revolutions.

852
00:51:00,820 --> 00:51:03,620
A leap forward from the age of monarchy,

853
00:51:04,180 --> 00:51:05,220
the new nation-states

854
00:51:05,220 --> 00:51:07,120
would nevertheless preserve the concept

855
00:51:07,120 --> 00:51:08,440
that wealthy elites

856
00:51:08,440 --> 00:51:09,540
had the right to rule over

857
00:51:09,540 --> 00:51:10,780
the mass of the population.

858
00:51:11,260 --> 00:51:12,660
Well, it's done me a sight of good

859
00:51:12,660 --> 00:51:14,640
coming forward in time like this.

860
00:51:15,300 --> 00:51:17,420
You see how wonderful things have turned out.

861
00:51:18,420 --> 00:51:20,740
But I wish I could take you back with me.

862
00:51:21,260 --> 00:51:22,100
Back in time.

863
00:51:23,200 --> 00:51:24,640
Back those 200 years

864
00:51:24,640 --> 00:51:26,000
when we were statin' as a nation.

865
00:51:26,000 --> 00:51:29,960
I wish you could have seen this country then.

866
00:51:29,960 --> 00:51:56,120
George Washington was a slave owner.

867
00:51:56,720 --> 00:51:58,860
James Madison was a slave owner.

868
00:51:58,860 --> 00:52:01,860
Thomas Jefferson was a slave owner.

869
00:52:02,760 --> 00:52:03,880
Importantly, Jefferson,

870
00:52:04,020 --> 00:52:05,800
who was the most democratic of the lot,

871
00:52:06,160 --> 00:52:07,960
wasn't at the Philadelphia Convention.

872
00:52:08,660 --> 00:52:10,220
He was ambassador to France.

873
00:52:10,480 --> 00:52:12,380
And he picked up a lot of radical ideas

874
00:52:12,380 --> 00:52:13,440
from the French Revolution

875
00:52:13,440 --> 00:52:14,980
which didn't exactly endear him

876
00:52:14,980 --> 00:52:16,600
to people like Alexander Hamilton.

877
00:52:17,620 --> 00:52:20,800
The initial divide in American politics

878
00:52:20,800 --> 00:52:23,300
then goes back to those roots.

879
00:52:23,760 --> 00:52:25,900
It's Jeffersonian Democrats

880
00:52:25,900 --> 00:52:28,180
against Federalists,

881
00:52:28,180 --> 00:52:31,360
the leader of whom Tilly was killed by Burr

882
00:52:31,360 --> 00:52:32,780
was Alexander Hamilton.

883
00:52:33,840 --> 00:52:35,020
Essentially a class struggle

884
00:52:35,020 --> 00:52:36,020
and class conflict.

885
00:52:36,360 --> 00:52:38,040
Thomas Jefferson was in fact

886
00:52:38,040 --> 00:52:41,420
a fairly radical democratic thinker

887
00:52:41,420 --> 00:52:42,240
in his time.

888
00:52:43,100 --> 00:52:45,180
And clearly the Declaration's statement

889
00:52:45,700 --> 00:52:47,140
that we hold these truths

890
00:52:47,140 --> 00:52:48,000
to be self-evident

891
00:52:48,000 --> 00:52:49,860
that all men are created equal

892
00:52:49,860 --> 00:52:51,220
and endowed by their creator

893
00:52:51,220 --> 00:52:52,780
with certain unalienable rights

894
00:52:52,780 --> 00:52:56,360
was a powerful democratic statement.

895
00:52:57,320 --> 00:53:00,960
And although Jefferson would not have applied it

896
00:53:00,960 --> 00:53:02,320
to women or to Indians

897
00:53:02,320 --> 00:53:03,860
or to blacks,

898
00:53:04,240 --> 00:53:05,100
nonetheless,

899
00:53:05,460 --> 00:53:06,640
in all of those cases,

900
00:53:06,900 --> 00:53:08,060
those words would come back

901
00:53:08,060 --> 00:53:09,680
to be very serviceable

902
00:53:09,680 --> 00:53:10,540
for those groups

903
00:53:10,540 --> 00:53:12,260
in pushing civil rights

904
00:53:12,260 --> 00:53:13,160
and civil liberties

905
00:53:13,160 --> 00:53:15,380
forward in the United States

906
00:53:15,380 --> 00:53:16,820
from where Jefferson's statement

907
00:53:16,820 --> 00:53:18,380
left them.

908
00:53:19,180 --> 00:53:21,600
The problem with the Declaration of Independence

909
00:53:21,600 --> 00:53:24,000
was that once independence

910
00:53:24,000 --> 00:53:25,600
was gone from Britain,

911
00:53:25,800 --> 00:53:27,960
then the question became one of governance.

912
00:53:28,160 --> 00:53:30,300
How were these former colonies of Britain

913
00:53:30,300 --> 00:53:30,900
to govern?

914
00:53:30,900 --> 00:53:32,980
What led immediately

915
00:53:32,980 --> 00:53:36,200
to the Constitutional Convention in 1787

916
00:53:36,200 --> 00:53:39,480
were a series of uprisings

917
00:53:39,480 --> 00:53:41,060
by debtors, essentially,

918
00:53:41,700 --> 00:53:42,940
not just in Massachusetts.

919
00:53:43,180 --> 00:53:44,440
The most famous is, of course,

920
00:53:44,520 --> 00:53:46,580
the Shays Rebellion in 1786.

921
00:53:47,000 --> 00:53:48,740
The American state was founded

922
00:53:48,740 --> 00:53:50,660
largely to get the Ohio Valley,

923
00:53:50,920 --> 00:53:53,160
largely to cross the Appalachians.

924
00:53:53,840 --> 00:53:56,080
The American, that is the Constitution,

925
00:53:56,300 --> 00:53:58,120
to organize an army and money

926
00:53:58,120 --> 00:54:00,700
in order to conquer further lands

927
00:54:00,700 --> 00:54:01,560
more to the West.

928
00:54:01,780 --> 00:54:03,240
That's the origin of the USA.

929
00:54:03,960 --> 00:54:04,780
But to do that,

930
00:54:04,960 --> 00:54:05,820
the slave masters

931
00:54:05,820 --> 00:54:07,340
are not going to do the fighting.

932
00:54:07,500 --> 00:54:08,200
What they will do

933
00:54:08,200 --> 00:54:09,920
is hire poor people to do it.

934
00:54:10,500 --> 00:54:12,200
But when they don't pay the poor people,

935
00:54:12,280 --> 00:54:13,880
as they didn't pay Daniel Shays,

936
00:54:14,240 --> 00:54:15,640
Daniel Shays takes matters

937
00:54:15,640 --> 00:54:17,580
into his own hands in 1787

938
00:54:17,580 --> 00:54:19,380
and goes to the courts

939
00:54:19,380 --> 00:54:20,500
and shuts down the courts

940
00:54:20,500 --> 00:54:21,900
because the courts were beginning

941
00:54:21,900 --> 00:54:24,480
to foreclose on the grounds

942
00:54:24,480 --> 00:54:25,960
that Daniel Shays

943
00:54:25,960 --> 00:54:27,020
and the other veterans

944
00:54:27,020 --> 00:54:28,500
from the American War of Independence

945
00:54:28,500 --> 00:54:30,400
did not have the money to pay back.

946
00:54:30,600 --> 00:54:31,820
Debtor riots were happening

947
00:54:31,820 --> 00:54:33,380
throughout the 1780s

948
00:54:33,380 --> 00:54:36,300
and they were sufficiently scary

949
00:54:36,300 --> 00:54:37,180
from the point of view

950
00:54:37,180 --> 00:54:38,220
of people with property

951
00:54:38,220 --> 00:54:40,960
that they had to do something about it.

952
00:54:41,220 --> 00:54:42,480
And what they did about it

953
00:54:42,480 --> 00:54:44,020
was essentially overthrow

954
00:54:44,020 --> 00:54:45,560
the Articles of Confederation

955
00:54:45,560 --> 00:54:49,420
and instill a much stronger,

956
00:54:49,900 --> 00:54:52,380
much more able government

957
00:54:52,380 --> 00:54:54,240
to protect the property's interests

958
00:54:54,240 --> 00:54:56,720
that were in dire threat

959
00:54:56,720 --> 00:54:59,100
from the people, quote unquote.

960
00:54:59,100 --> 00:55:00,760
This was an elitist,

961
00:55:01,200 --> 00:55:03,140
you could almost say coup d'etat,

962
00:55:03,360 --> 00:55:04,900
except there wasn't any strong

963
00:55:04,900 --> 00:55:05,660
central government

964
00:55:05,660 --> 00:55:07,640
to launch a coup against.

965
00:55:08,020 --> 00:55:09,940
They were really trying to set one up

966
00:55:09,940 --> 00:55:11,540
and protect it against

967
00:55:11,540 --> 00:55:13,400
majoritarian interests,

968
00:55:13,760 --> 00:55:15,240
especially economic interests,

969
00:55:15,400 --> 00:55:16,780
especially property interests,

970
00:55:17,500 --> 00:55:19,280
especially threats from people

971
00:55:19,280 --> 00:55:21,160
who didn't have much.

972
00:55:21,160 --> 00:55:22,520
The first thing they did

973
00:55:22,520 --> 00:55:23,720
when they got to Philadelphia

974
00:55:23,720 --> 00:55:26,440
in 1787 was they locked the doors.

975
00:55:26,800 --> 00:55:27,660
The only reason we know

976
00:55:27,660 --> 00:55:30,940
what happened behind those closed doors

977
00:55:30,940 --> 00:55:32,920
were that people like James Madison

978
00:55:32,920 --> 00:55:34,420
kept extensive notes.

979
00:55:34,820 --> 00:55:35,720
The American Constitution

980
00:55:35,720 --> 00:55:37,720
was formulated primarily

981
00:55:37,720 --> 00:55:38,900
by James Madison.

982
00:55:39,280 --> 00:55:40,320
He's the major framer

983
00:55:40,320 --> 00:55:41,160
of the Constitution

984
00:55:41,160 --> 00:55:44,100
and he wanted to overcome

985
00:55:44,100 --> 00:55:44,880
what he called

986
00:55:44,880 --> 00:55:46,120
the tyranny of the majority.

987
00:55:46,500 --> 00:55:48,780
He said a primary goal of government

988
00:55:48,780 --> 00:55:51,480
is to ensure that the opulent

989
00:55:51,480 --> 00:55:54,640
are protected from the majority.

990
00:55:55,120 --> 00:55:56,220
So therefore he designed

991
00:55:56,220 --> 00:55:57,080
the Constitution

992
00:55:57,080 --> 00:55:59,040
in such a way that,

993
00:55:59,460 --> 00:56:00,240
as he put it,

994
00:56:00,300 --> 00:56:02,420
the wealth of the nation

995
00:56:02,420 --> 00:56:04,340
will be in charge.

996
00:56:05,300 --> 00:56:07,140
The more responsible set of men,

997
00:56:07,400 --> 00:56:09,060
those who sympathize

998
00:56:09,060 --> 00:56:10,220
with property owners

999
00:56:10,220 --> 00:56:10,980
and their rights,

1000
00:56:11,560 --> 00:56:13,240
and the system was designed that way.

1001
00:56:13,540 --> 00:56:14,840
The power was in the Senate,

1002
00:56:15,060 --> 00:56:17,920
which was the least representative body.

1003
00:56:17,920 --> 00:56:20,000
And it was the wealth of the nation.

1004
00:56:20,300 --> 00:56:21,340
In fact, it still is.

1005
00:56:21,960 --> 00:56:23,100
The House of Representatives,

1006
00:56:23,400 --> 00:56:24,480
which is more democratic,

1007
00:56:25,060 --> 00:56:25,540
in theory,

1008
00:56:25,880 --> 00:56:27,700
was given much less power.

1009
00:56:28,500 --> 00:56:29,940
And the powerful executive

1010
00:56:29,940 --> 00:56:31,480
is also supposed to represent

1011
00:56:31,480 --> 00:56:32,460
the wealth of the nation.

1012
00:56:33,460 --> 00:56:35,940
In Madison's defense,

1013
00:56:36,120 --> 00:56:36,760
one should say

1014
00:56:36,760 --> 00:56:38,880
that he was really pre-capitalist

1015
00:56:38,880 --> 00:56:40,380
in his mentality.

1016
00:56:40,380 --> 00:56:44,260
He assumed that the wealthy

1017
00:56:44,260 --> 00:56:46,140
would be what he called

1018
00:56:46,140 --> 00:56:48,000
benevolent gentlemen

1019
00:56:48,000 --> 00:56:49,920
who would not be concerned

1020
00:56:49,920 --> 00:56:50,940
with their own interests,

1021
00:56:51,120 --> 00:56:53,740
but with the benefit of the people.

1022
00:56:54,380 --> 00:56:56,240
Adam Smith, who preceded him,

1023
00:56:56,900 --> 00:56:58,100
was much more realistic.

1024
00:56:59,440 --> 00:57:00,740
He pointed out

1025
00:57:00,740 --> 00:57:03,120
that the principal architects of policy,

1026
00:57:03,660 --> 00:57:04,420
namely the merchants

1027
00:57:04,420 --> 00:57:06,260
and manufacturers in his day,

1028
00:57:06,260 --> 00:57:09,520
they ensure that policies are designed

1029
00:57:09,520 --> 00:57:10,780
so that their own interests

1030
00:57:10,780 --> 00:57:11,500
are protected,

1031
00:57:12,200 --> 00:57:14,740
no matter how grievous

1032
00:57:14,740 --> 00:57:16,040
the effect on others,

1033
00:57:16,140 --> 00:57:17,320
including the people of England.

1034
00:57:17,680 --> 00:57:18,840
It's rather interesting

1035
00:57:18,840 --> 00:57:22,560
to compare Madison's thinking,

1036
00:57:22,820 --> 00:57:24,040
which founded this country,

1037
00:57:24,680 --> 00:57:26,580
with the first major book

1038
00:57:26,580 --> 00:57:27,620
on politics,

1039
00:57:28,180 --> 00:57:29,900
namely Aristotle's Politics.

1040
00:57:30,300 --> 00:57:31,500
Aristotle surveyed

1041
00:57:31,500 --> 00:57:33,000
many kinds of systems

1042
00:57:33,000 --> 00:57:34,580
and decided that

1043
00:57:34,580 --> 00:57:35,560
of all of them,

1044
00:57:35,740 --> 00:57:36,720
didn't like any of them,

1045
00:57:36,800 --> 00:57:37,720
but he said of all of them,

1046
00:57:37,800 --> 00:57:39,340
democracy is probably the best.

1047
00:57:39,900 --> 00:57:40,840
But he said that

1048
00:57:40,840 --> 00:57:41,940
democracy has a problem,

1049
00:57:42,680 --> 00:57:43,880
and it was the same problem

1050
00:57:43,880 --> 00:57:46,000
that Madison noticed

1051
00:57:46,000 --> 00:57:46,840
centuries later.

1052
00:57:47,320 --> 00:57:48,700
He said if in Athens

1053
00:57:48,700 --> 00:57:50,300
everyone had a right to vote,

1054
00:57:50,480 --> 00:57:51,660
the poor majority

1055
00:57:51,660 --> 00:57:53,380
would attack the property

1056
00:57:53,380 --> 00:57:53,900
of the rich,

1057
00:57:54,120 --> 00:57:55,280
insist that it be divided,

1058
00:57:55,440 --> 00:57:56,260
and he also felt

1059
00:57:56,260 --> 00:57:57,120
that was unfair.

1060
00:57:57,840 --> 00:57:59,500
But Madison and Aristotle

1061
00:57:59,500 --> 00:58:01,060
had opposite solutions.

1062
00:58:01,060 --> 00:58:03,060
Madison's solution

1063
00:58:03,060 --> 00:58:04,660
was to restrict democracy.

1064
00:58:05,760 --> 00:58:06,800
Aristotle's solution

1065
00:58:06,800 --> 00:58:08,540
was to restrict inequality.

1066
00:58:09,880 --> 00:58:11,100
Opponents of the new government

1067
00:58:11,100 --> 00:58:12,640
were called anti-federalists,

1068
00:58:13,060 --> 00:58:14,040
though the term is inaccurate.

1069
00:58:14,900 --> 00:58:15,780
The majority favored

1070
00:58:15,780 --> 00:58:17,000
some form of federation,

1071
00:58:17,540 --> 00:58:18,360
but insisted on

1072
00:58:18,360 --> 00:58:19,580
more localized control,

1073
00:58:19,860 --> 00:58:21,180
with a more participatory

1074
00:58:21,180 --> 00:58:22,220
democratic system.

1075
00:58:23,320 --> 00:58:24,300
The Bill of Rights,

1076
00:58:24,400 --> 00:58:25,300
the first ten amendments

1077
00:58:25,300 --> 00:58:26,220
of the Constitution,

1078
00:58:27,120 --> 00:58:28,440
they were the price

1079
00:58:28,440 --> 00:58:30,520
the federalists had to pay,

1080
00:58:30,520 --> 00:58:32,100
in the ratifying conventions,

1081
00:58:32,520 --> 00:58:34,480
to pass the document.

1082
00:58:35,320 --> 00:58:35,580
So,

1083
00:58:35,920 --> 00:58:39,040
the democratic element

1084
00:58:39,040 --> 00:58:40,140
of the Constitution,

1085
00:58:40,500 --> 00:58:41,100
which of course

1086
00:58:41,100 --> 00:58:42,060
is the Bill of Rights,

1087
00:58:42,600 --> 00:58:44,360
was forced down their throats.

1088
00:58:44,440 --> 00:58:45,100
It didn't come out

1089
00:58:45,100 --> 00:58:46,420
of Philadelphia at all.

1090
00:58:46,640 --> 00:58:47,940
It was appended

1091
00:58:47,940 --> 00:58:49,580
in 1791,

1092
00:58:49,580 --> 00:58:52,500
and forced down

1093
00:58:52,500 --> 00:58:53,860
on the Constitution

1094
00:58:53,860 --> 00:58:56,640
by the more democratic elements

1095
00:58:56,640 --> 00:58:57,600
in the society.

1096
00:58:58,180 --> 00:58:59,840
Even with the Bill of Rights,

1097
00:59:00,340 --> 00:59:01,540
we have a system

1098
00:59:01,540 --> 00:59:02,400
which, you know,

1099
00:59:02,660 --> 00:59:03,860
is hardly perfect

1100
00:59:03,860 --> 00:59:04,740
from the point of view

1101
00:59:04,740 --> 00:59:05,520
of civil rights

1102
00:59:05,520 --> 00:59:06,320
and civil liberties.

1103
00:59:06,880 --> 00:59:08,100
Let's put it mildly.

1104
00:59:08,580 --> 00:59:09,700
It trampled all over

1105
00:59:09,700 --> 00:59:11,000
with the rights of citizens.

1106
00:59:11,000 --> 00:59:11,320
So,

1107
00:59:11,680 --> 00:59:12,340
the Bill of Rights

1108
00:59:12,340 --> 00:59:12,920
is hardly

1109
00:59:12,920 --> 00:59:14,260
an ironclad set

1110
00:59:14,260 --> 00:59:14,920
of guarantees

1111
00:59:14,920 --> 00:59:16,120
for civil rights

1112
00:59:16,120 --> 00:59:16,860
and civil liberties

1113
00:59:16,860 --> 00:59:17,620
in the United States.

1114
00:59:18,100 --> 00:59:18,700
I hate to think

1115
00:59:18,700 --> 00:59:19,400
of the United States

1116
00:59:19,400 --> 00:59:19,940
without it.

1117
00:59:20,200 --> 00:59:21,520
The anti-federalists

1118
00:59:21,520 --> 00:59:23,460
were significantly

1119
00:59:23,460 --> 00:59:24,900
more partial

1120
00:59:24,900 --> 00:59:28,300
to democratic elements

1121
00:59:28,300 --> 00:59:29,340
in the society

1122
00:59:29,340 --> 00:59:30,820
and to the rights

1123
00:59:30,820 --> 00:59:32,020
of ordinary people

1124
00:59:32,020 --> 00:59:33,700
than were the

1125
00:59:33,700 --> 00:59:35,180
significantly more

1126
00:59:35,180 --> 00:59:36,000
elitist federalists.

1127
00:59:36,000 --> 00:59:38,180
If the greatest legacy

1128
00:59:38,180 --> 00:59:39,400
of the anti-federalists

1129
00:59:39,400 --> 00:59:40,360
was the Bill of Rights,

1130
00:59:40,680 --> 00:59:41,120
their dream

1131
00:59:41,120 --> 00:59:42,160
of direct democracy

1132
00:59:42,160 --> 00:59:42,980
was not to be.

1133
00:59:43,740 --> 00:59:44,340
At the time,

1134
00:59:44,720 --> 00:59:45,400
many dissidents

1135
00:59:45,400 --> 00:59:46,100
made predictions

1136
00:59:46,100 --> 00:59:47,100
for what they believed

1137
00:59:47,100 --> 00:59:48,000
would come to pass

1138
00:59:48,000 --> 00:59:49,100
as the new nation

1139
00:59:49,100 --> 00:59:50,000
grew and flourished.

1140
00:59:51,620 --> 00:59:53,260
The natural course of power

1141
00:59:53,260 --> 00:59:54,580
is to make the many slaves

1142
00:59:54,580 --> 00:59:55,180
to the few,

1143
00:59:55,440 --> 00:59:56,740
one anti-federalist wrote.

1144
00:59:58,340 --> 00:59:59,340
Another objected

1145
00:59:59,340 --> 01:00:00,080
to the new government

1146
01:00:00,080 --> 01:00:00,860
because the bulk

1147
01:00:00,860 --> 01:00:01,380
of the people

1148
01:00:01,380 --> 01:00:02,120
can have nothing

1149
01:00:02,120 --> 01:00:02,820
to say to it.

1150
01:00:03,140 --> 01:00:03,540
The government

1151
01:00:03,540 --> 01:00:04,320
is not a government

1152
01:00:04,320 --> 01:00:04,980
of the people.

1153
01:00:06,720 --> 01:00:07,880
The men of fortune

1154
01:00:07,880 --> 01:00:08,500
would not feel

1155
01:00:08,500 --> 01:00:09,460
for the common people.

1156
01:00:11,640 --> 01:00:13,420
An aristocratical tyranny

1157
01:00:13,420 --> 01:00:14,260
would arise

1158
01:00:14,260 --> 01:00:15,100
in which the great

1159
01:00:15,100 --> 01:00:15,540
will struggle

1160
01:00:15,540 --> 01:00:16,100
for power,

1161
01:00:16,320 --> 01:00:16,540
honor,

1162
01:00:16,760 --> 01:00:17,220
and wealth.

1163
01:00:17,840 --> 01:00:18,420
The poor become

1164
01:00:18,420 --> 01:00:19,380
a prey to avarice,

1165
01:00:19,780 --> 01:00:20,220
insolence,

1166
01:00:20,440 --> 01:00:20,900
and oppression.

1167
01:00:22,500 --> 01:00:22,840
In short,

1168
01:00:22,920 --> 01:00:23,760
my fellow citizens,

1169
01:00:24,140 --> 01:00:24,720
it can be said

1170
01:00:24,720 --> 01:00:25,560
to be nothing less

1171
01:00:25,560 --> 01:00:26,680
than a nasty stride

1172
01:00:26,680 --> 01:00:27,780
to universal empire.

1173
01:00:36,000 --> 01:00:37,120
A significant model

1174
01:00:37,120 --> 01:00:38,500
for both the federalists

1175
01:00:38,500 --> 01:00:39,920
and anti-federalists

1176
01:00:39,920 --> 01:00:41,080
were the Iroquois

1177
01:00:41,080 --> 01:00:41,980
who had created

1178
01:00:41,980 --> 01:00:42,960
a highly sophisticated

1179
01:00:42,960 --> 01:00:44,580
and democratic federation

1180
01:00:44,580 --> 01:00:45,960
of self-governing units.

1181
01:00:47,300 --> 01:00:48,160
In stark contrast

1182
01:00:48,160 --> 01:00:49,240
to European forms

1183
01:00:49,240 --> 01:00:49,680
of government,

1184
01:00:50,520 --> 01:00:51,400
the Iroquois people

1185
01:00:51,400 --> 01:00:52,060
had the ability

1186
01:00:52,060 --> 01:00:53,160
to immediately remove

1187
01:00:53,160 --> 01:00:53,920
corrupt leaders.

1188
01:00:54,880 --> 01:00:55,420
Women played

1189
01:00:55,420 --> 01:00:56,300
a significant role

1190
01:00:56,300 --> 01:00:57,060
in decision-making.

1191
01:00:57,940 --> 01:00:58,920
Everyone was permitted

1192
01:00:58,920 --> 01:01:00,160
to participate in debate

1193
01:01:00,160 --> 01:01:01,420
and policy formulation.

1194
01:01:04,720 --> 01:01:05,940
Native Americans

1195
01:01:05,940 --> 01:01:07,780
were exceedingly democratic

1196
01:01:07,780 --> 01:01:09,060
in the way they operate.

1197
01:01:09,620 --> 01:01:11,000
No society is perfect.

1198
01:01:11,260 --> 01:01:12,360
When you make comparisons,

1199
01:01:12,600 --> 01:01:13,080
you see that.

1200
01:01:13,260 --> 01:01:15,140
They were sometimes small,

1201
01:01:15,240 --> 01:01:16,140
but sometimes 30,000,

1202
01:01:16,140 --> 01:01:17,240
40,000 people

1203
01:01:17,240 --> 01:01:18,180
and more

1204
01:01:18,180 --> 01:01:19,920
in a large confederacy

1205
01:01:19,920 --> 01:01:21,880
that operated

1206
01:01:21,880 --> 01:01:23,360
on a basis

1207
01:01:23,360 --> 01:01:24,740
of mutual respect.

1208
01:01:25,480 --> 01:01:26,420
Mutual respect

1209
01:01:26,420 --> 01:01:27,140
that developed

1210
01:01:27,140 --> 01:01:28,380
out of experience

1211
01:01:28,380 --> 01:01:29,640
because if you didn't

1212
01:01:29,640 --> 01:01:30,740
treat people equally,

1213
01:01:31,500 --> 01:01:33,420
then they were going

1214
01:01:33,420 --> 01:01:34,100
to give you trouble.

1215
01:01:34,440 --> 01:01:35,180
Societies were

1216
01:01:35,180 --> 01:01:36,180
extremely collaborative,

1217
01:01:36,580 --> 01:01:37,880
but they were also

1218
01:01:37,880 --> 01:01:39,560
exceedingly individualist.

1219
01:01:39,940 --> 01:01:41,400
The individual was honored,

1220
01:01:41,920 --> 01:01:43,280
but the values

1221
01:01:43,280 --> 01:01:45,080
were collaborative

1222
01:01:45,080 --> 01:01:45,780
because you had

1223
01:01:45,780 --> 01:01:46,360
to get along.

1224
01:01:46,760 --> 01:01:48,100
Everybody was included

1225
01:01:48,100 --> 01:01:49,060
in every decision

1226
01:01:49,060 --> 01:01:49,980
that affected them.

1227
01:01:50,960 --> 01:01:51,880
Elders, obviously,

1228
01:01:52,020 --> 01:01:52,540
were honored.

1229
01:01:52,800 --> 01:01:53,460
They knew more.

1230
01:01:54,000 --> 01:01:55,080
You listened to your elders,

1231
01:01:55,080 --> 01:01:56,460
but everybody had a son.

1232
01:01:57,140 --> 01:01:58,080
You have an extremely

1233
01:01:58,080 --> 01:01:59,520
participatory society

1234
01:01:59,520 --> 01:02:00,820
and as it moved up

1235
01:02:00,820 --> 01:02:01,420
to larger,

1236
01:02:01,520 --> 01:02:02,040
there was a great deal

1237
01:02:02,040 --> 01:02:02,940
of decentralization.

1238
01:02:03,400 --> 01:02:04,080
So if you had

1239
01:02:04,080 --> 01:02:06,420
a large number of people

1240
01:02:06,420 --> 01:02:07,720
and they would be

1241
01:02:07,720 --> 01:02:08,680
in a federation,

1242
01:02:08,900 --> 01:02:10,360
the village would decide

1243
01:02:10,360 --> 01:02:11,100
for itself.

1244
01:02:11,260 --> 01:02:12,920
The tribe would then decide,

1245
01:02:13,440 --> 01:02:15,580
but the individual villages

1246
01:02:15,580 --> 01:02:16,500
would have to decide.

1247
01:02:16,600 --> 01:02:17,460
Then the tribes

1248
01:02:17,460 --> 01:02:18,420
in the federation,

1249
01:02:18,680 --> 01:02:19,560
their representatives

1250
01:02:19,560 --> 01:02:20,120
would meet.

1251
01:02:20,640 --> 01:02:21,860
But they wouldn't decide

1252
01:02:21,860 --> 01:02:23,140
for everyone.

1253
01:02:23,320 --> 01:02:23,960
They'd have to have

1254
01:02:23,960 --> 01:02:24,560
the consensus

1255
01:02:24,560 --> 01:02:25,500
of local people.

1256
01:02:25,500 --> 01:02:26,620
So if there wasn't

1257
01:02:26,620 --> 01:02:27,780
consensus already,

1258
01:02:28,020 --> 01:02:29,200
they would have to go back

1259
01:02:29,200 --> 01:02:30,180
and discuss it.

1260
01:02:30,620 --> 01:02:31,960
So that to the extent

1261
01:02:31,960 --> 01:02:33,400
that there was representation,

1262
01:02:33,860 --> 01:02:35,020
these were representatives

1263
01:02:35,020 --> 01:02:36,800
who were truly representative.

1264
01:02:37,920 --> 01:02:39,860
They would have to go back.

1265
01:02:39,940 --> 01:02:40,460
They wouldn't keep

1266
01:02:40,460 --> 01:02:41,080
their positions

1267
01:02:41,080 --> 01:02:42,800
unless they consulted people.

1268
01:02:43,480 --> 01:02:44,200
And they knew that.

1269
01:02:44,260 --> 01:02:45,780
Even if they had the authority

1270
01:02:45,780 --> 01:02:46,780
to make a decision,

1271
01:02:47,440 --> 01:02:48,680
people would go elsewhere

1272
01:02:48,680 --> 01:02:49,520
and not keep them

1273
01:02:49,520 --> 01:02:50,040
as leaders

1274
01:02:50,040 --> 01:02:51,580
if they didn't listen to them

1275
01:02:51,580 --> 01:02:53,180
and they didn't treat them.

1276
01:02:53,620 --> 01:02:54,520
By and large,

1277
01:02:54,600 --> 01:02:55,440
you had a much more

1278
01:02:55,440 --> 01:02:57,660
participatory society

1279
01:02:57,660 --> 01:02:59,820
and even on the larger,

1280
01:02:59,980 --> 01:03:01,200
more representative level,

1281
01:03:01,600 --> 01:03:02,300
the representatives

1282
01:03:02,300 --> 01:03:03,820
really had to listen

1283
01:03:03,820 --> 01:03:05,040
to their constituencies.

1284
01:03:06,440 --> 01:03:07,540
Ironically referred to

1285
01:03:07,540 --> 01:03:08,880
as primitive and savage,

1286
01:03:09,600 --> 01:03:10,280
Native Americans

1287
01:03:10,280 --> 01:03:11,200
had actually created

1288
01:03:11,200 --> 01:03:12,680
a far more democratic system

1289
01:03:12,680 --> 01:03:13,560
of self-governance

1290
01:03:13,560 --> 01:03:15,020
than any civilized nation

1291
01:03:15,020 --> 01:03:15,600
in history.

1292
01:03:17,900 --> 01:03:19,560
But their anarchic models,

1293
01:03:20,060 --> 01:03:20,780
as well as the more

1294
01:03:20,780 --> 01:03:22,120
limited democratic systems

1295
01:03:22,120 --> 01:03:23,720
proposed by the Anti-Federalists,

1296
01:03:24,140 --> 01:03:24,940
were incompatible

1297
01:03:24,940 --> 01:03:26,480
with Madison's elitist vision.

1298
01:03:28,560 --> 01:03:29,460
In republic

1299
01:03:29,460 --> 01:03:31,600
and parliamentary democracy alike,

1300
01:03:32,140 --> 01:03:33,260
citizens would be reduced

1301
01:03:33,260 --> 01:03:34,280
to passive observers.

1302
01:03:34,980 --> 01:03:35,560
They would be allowed

1303
01:03:35,560 --> 01:03:36,320
to pick and choose

1304
01:03:36,320 --> 01:03:37,120
which individual

1305
01:03:37,120 --> 01:03:38,580
made decisions on their behalf.

1306
01:03:39,920 --> 01:03:41,240
But they would not be able

1307
01:03:41,240 --> 01:03:42,240
to make those decisions

1308
01:03:42,240 --> 01:03:42,920
themselves.

1309
01:03:44,200 --> 01:03:45,460
Returning to the period

1310
01:03:45,460 --> 01:03:46,840
after the First World War,

1311
01:03:47,000 --> 01:03:48,360
we find widespread support

1312
01:03:48,360 --> 01:03:49,500
amongst intellectuals

1313
01:03:49,500 --> 01:03:50,520
for Madison's elitist

1314
01:03:50,520 --> 01:03:51,900
interpretation of democracy.

1315
01:03:53,840 --> 01:03:54,960
According to Walter Lippmann,

1316
01:03:55,220 --> 01:03:56,080
the public's function

1317
01:03:56,080 --> 01:03:56,760
in politics

1318
01:03:56,760 --> 01:03:58,020
was to be interested

1319
01:03:58,020 --> 01:03:59,180
spectators of action,

1320
01:03:59,700 --> 01:04:00,640
but not participants.

1321
01:04:03,440 --> 01:04:04,840
Yet Lippmann perceived

1322
01:04:04,840 --> 01:04:05,360
a problem.

1323
01:04:06,020 --> 01:04:06,720
New technologies

1324
01:04:06,720 --> 01:04:07,520
in communication

1325
01:04:07,520 --> 01:04:08,440
and transportation

1326
01:04:08,440 --> 01:04:09,960
had awakened millions

1327
01:04:09,960 --> 01:04:11,360
of disenfranchised people

1328
01:04:11,360 --> 01:04:12,280
to a new world

1329
01:04:12,280 --> 01:04:13,160
outside their towns

1330
01:04:13,160 --> 01:04:13,680
and cities,

1331
01:04:14,240 --> 01:04:15,680
while traditional economic,

1332
01:04:15,940 --> 01:04:16,240
political,

1333
01:04:16,560 --> 01:04:17,620
and social structures

1334
01:04:17,620 --> 01:04:18,560
remained in place.

1335
01:04:19,520 --> 01:04:20,740
Something had to change.

1336
01:04:21,560 --> 01:04:22,840
But rather than advocate

1337
01:04:22,840 --> 01:04:23,680
structural changes

1338
01:04:23,680 --> 01:04:25,160
in society's institutions,

1339
01:04:25,780 --> 01:04:26,540
Lippmann suggested

1340
01:04:26,540 --> 01:04:27,360
that propaganda

1341
01:04:27,360 --> 01:04:28,760
readjust the public mind.

1342
01:04:28,760 --> 01:04:31,780
It has essays on democracy

1343
01:04:31,780 --> 01:04:33,620
in the 1920s,

1344
01:04:34,140 --> 01:04:35,180
which are incidentally called

1345
01:04:35,180 --> 01:04:36,280
progressive essays

1346
01:04:36,280 --> 01:04:37,080
on democracy.

1347
01:04:37,340 --> 01:04:38,680
He was a Wilson,

1348
01:04:39,040 --> 01:04:39,540
Roosevelt,

1349
01:04:39,920 --> 01:04:40,380
Kennedy,

1350
01:04:40,840 --> 01:04:42,360
liberal in the American sense.

1351
01:04:42,540 --> 01:04:43,860
He says that

1352
01:04:43,860 --> 01:04:44,860
the majority

1353
01:04:44,860 --> 01:04:46,860
are simply incompetent.

1354
01:04:47,600 --> 01:04:49,360
They are ignorant

1355
01:04:49,360 --> 01:04:50,940
and meddlesome outsiders,

1356
01:04:51,280 --> 01:04:51,860
in his view.

1357
01:04:52,080 --> 01:04:53,080
That's the majority

1358
01:04:53,080 --> 01:04:53,880
of the population.

1359
01:04:54,440 --> 01:04:55,260
And to allow them

1360
01:04:55,260 --> 01:04:55,960
to participate

1361
01:04:55,960 --> 01:04:57,040
in decision-making

1362
01:04:57,040 --> 01:04:58,360
would be a complete disaster.

1363
01:04:59,060 --> 01:04:59,540
So therefore,

1364
01:04:59,700 --> 01:05:01,480
we have to design means

1365
01:05:01,480 --> 01:05:03,120
to ensure that

1366
01:05:03,120 --> 01:05:03,920
what he called

1367
01:05:03,920 --> 01:05:05,060
the responsible men,

1368
01:05:05,820 --> 01:05:07,360
of whom he was,

1369
01:05:07,500 --> 01:05:08,080
of course, one,

1370
01:05:08,200 --> 01:05:08,880
are protected

1371
01:05:08,880 --> 01:05:11,000
from the roar

1372
01:05:11,000 --> 01:05:12,580
and the trampling

1373
01:05:12,580 --> 01:05:14,200
of the beasts,

1374
01:05:14,400 --> 01:05:16,100
the ignorant majority.

1375
01:05:24,740 --> 01:05:26,580
And he devised

1376
01:05:26,580 --> 01:05:27,440
a number of methods.

1377
01:05:27,680 --> 01:05:28,720
Lippmann called it

1378
01:05:28,720 --> 01:05:30,180
the manufacture of consent.

1379
01:05:30,480 --> 01:05:31,840
We have to manufacture

1380
01:05:31,840 --> 01:05:32,640
the consent

1381
01:05:32,640 --> 01:05:33,720
of the ignorant

1382
01:05:33,720 --> 01:05:35,040
and meddlesome outsiders,

1383
01:05:35,800 --> 01:05:36,780
mass of the population.

1384
01:05:36,960 --> 01:05:37,600
And the huge

1385
01:05:37,600 --> 01:05:38,960
public relations industry

1386
01:05:38,960 --> 01:05:39,680
was developed

1387
01:05:39,680 --> 01:05:40,620
at the same time.

1388
01:05:40,800 --> 01:05:41,620
They are the people

1389
01:05:41,620 --> 01:05:42,920
who manage

1390
01:05:42,920 --> 01:05:44,260
and control

1391
01:05:44,260 --> 01:05:46,700
the marketing exercises

1392
01:05:46,700 --> 01:05:47,400
that are called

1393
01:05:47,400 --> 01:05:48,820
elections in the United States.

1394
01:05:49,320 --> 01:05:50,780
They are marketing exercises,

1395
01:05:51,000 --> 01:05:52,000
and they're well aware of it.

1396
01:05:52,000 --> 01:05:52,940
Apparently,

1397
01:05:52,940 --> 01:05:54,260
we have all been wrong.

1398
01:05:54,940 --> 01:05:56,020
It is pronounced

1399
01:05:56,020 --> 01:05:57,040
California.

1400
01:05:57,980 --> 01:05:58,760
Ladies and gentlemen,

1401
01:05:59,180 --> 01:05:59,660
the governor

1402
01:05:59,660 --> 01:06:00,480
of the great state

1403
01:06:00,480 --> 01:06:01,260
of California,

1404
01:06:01,420 --> 01:06:02,460
Arnold Schwarzenegger.

1405
01:06:02,460 --> 01:06:05,020
He's the one who's

1406
01:06:05,020 --> 01:06:05,860
going to be

1407
01:06:05,860 --> 01:06:07,140
can't shine.

1408
01:06:09,140 --> 01:06:10,240
So, for example,

1409
01:06:10,320 --> 01:06:11,180
in the last election,

1410
01:06:11,340 --> 01:06:12,100
2008,

1411
01:06:12,440 --> 01:06:13,420
the advertising industry

1412
01:06:13,420 --> 01:06:14,840
gives a prize every year

1413
01:06:14,840 --> 01:06:15,920
for the best marketing

1414
01:06:15,920 --> 01:06:16,900
campaign of the year.

1415
01:06:17,560 --> 01:06:18,040
2008,

1416
01:06:18,380 --> 01:06:18,840
they gave it

1417
01:06:18,840 --> 01:06:19,940
to the Obama campaign

1418
01:06:19,940 --> 01:06:20,920
who beat out

1419
01:06:20,920 --> 01:06:22,260
commercial competitors.

1420
01:06:22,600 --> 01:06:23,300
The idea is

1421
01:06:23,300 --> 01:06:25,080
we market candidates

1422
01:06:25,080 --> 01:06:25,680
the same way

1423
01:06:25,680 --> 01:06:27,020
we market toothpaste

1424
01:06:27,020 --> 01:06:28,680
or lifestyle drugs

1425
01:06:28,680 --> 01:06:29,640
or automobiles.

1426
01:06:30,100 --> 01:06:30,420
Of course,

1427
01:06:30,480 --> 01:06:31,020
it helps to have

1428
01:06:31,020 --> 01:06:31,600
a lot of money.

1429
01:06:32,420 --> 01:06:32,940
And, in fact,

1430
01:06:33,420 --> 01:06:34,100
Obama

1431
01:06:34,100 --> 01:06:36,720
greatly outspent McCain

1432
01:06:36,720 --> 01:06:37,560
and not because

1433
01:06:37,560 --> 01:06:38,800
of popular contributions.

1434
01:06:39,160 --> 01:06:39,520
It came mostly

1435
01:06:39,520 --> 01:06:40,700
from financial industries.

1436
01:06:40,960 --> 01:06:41,900
He was their candidate

1437
01:06:41,900 --> 01:06:44,220
and his policies

1438
01:06:44,220 --> 01:06:45,060
will presumably

1439
01:06:45,060 --> 01:06:46,060
respond to

1440
01:06:46,060 --> 01:06:47,220
his constituency.

1441
01:06:53,140 --> 01:06:54,360
Prominent intellectuals

1442
01:06:54,360 --> 01:06:55,120
continue to argue

1443
01:06:55,120 --> 01:06:56,260
that the world's complexity

1444
01:06:56,260 --> 01:06:57,780
makes democracy impossible.

1445
01:06:58,720 --> 01:06:59,700
A recent cover story

1446
01:06:59,700 --> 01:07:00,560
in Time magazine

1447
01:07:00,560 --> 01:07:01,220
claimed that

1448
01:07:01,220 --> 01:07:01,860
democracy

1449
01:07:01,860 --> 01:07:03,320
is in the worst interest

1450
01:07:03,320 --> 01:07:04,400
of national goals.

1451
01:07:05,260 --> 01:07:05,960
The modern world

1452
01:07:05,960 --> 01:07:06,720
is too complex

1453
01:07:06,720 --> 01:07:07,540
to allow the man

1454
01:07:07,540 --> 01:07:08,500
or woman in the street

1455
01:07:08,500 --> 01:07:09,320
to interfere

1456
01:07:09,320 --> 01:07:10,080
in its management.

1457
01:07:12,020 --> 01:07:13,220
A man who surely

1458
01:07:13,220 --> 01:07:13,880
would have agreed

1459
01:07:13,880 --> 01:07:15,180
was Edward Barnese.

1460
01:07:15,180 --> 01:07:16,280
Like Lippmann,

1461
01:07:16,920 --> 01:07:17,600
Barnese served

1462
01:07:17,600 --> 01:07:18,520
as a propagandist

1463
01:07:18,520 --> 01:07:19,360
on the Creel Committee

1464
01:07:19,360 --> 01:07:20,380
and, like Lippmann,

1465
01:07:20,700 --> 01:07:21,740
he went on to refashion

1466
01:07:21,740 --> 01:07:22,820
wartime propaganda

1467
01:07:22,820 --> 01:07:24,000
for peacetime aims.

1468
01:07:27,840 --> 01:07:29,340
In his classic text

1469
01:07:29,340 --> 01:07:30,120
Propaganda,

1470
01:07:30,540 --> 01:07:31,360
Barnese suggested

1471
01:07:31,360 --> 01:07:31,980
that elites

1472
01:07:31,980 --> 01:07:33,400
regiment the public mind

1473
01:07:33,400 --> 01:07:34,260
every bit as much

1474
01:07:34,260 --> 01:07:35,260
as an army regiments

1475
01:07:35,260 --> 01:07:35,880
their bodies.

1476
01:07:37,680 --> 01:07:38,520
Barnese considered

1477
01:07:38,520 --> 01:07:39,600
mass mind control

1478
01:07:39,600 --> 01:07:40,360
so crucial

1479
01:07:40,360 --> 01:07:40,380
so crucial

1480
01:07:40,380 --> 01:07:41,740
that it constituted,

1481
01:07:41,960 --> 01:07:42,580
in his words,

1482
01:07:42,960 --> 01:07:43,880
the very essence

1483
01:07:43,880 --> 01:07:45,460
of the democratic process.

1484
01:07:47,380 --> 01:07:48,240
Barnese's opportunity

1485
01:07:48,240 --> 01:07:48,880
to shine

1486
01:07:48,880 --> 01:07:49,940
arose when a crisis

1487
01:07:49,940 --> 01:07:50,740
threatened not only

1488
01:07:50,740 --> 01:07:51,240
the profits

1489
01:07:51,240 --> 01:07:52,360
of major corporations

1490
01:07:52,360 --> 01:07:53,460
but the entire

1491
01:07:53,460 --> 01:07:54,440
capitalist system.

1492
01:07:55,280 --> 01:07:55,900
The solution,

1493
01:07:56,400 --> 01:07:57,040
as theorized

1494
01:07:57,040 --> 01:07:57,960
by business leaders,

1495
01:07:58,440 --> 01:07:58,940
would lead to

1496
01:07:58,940 --> 01:07:59,740
social breakdown,

1497
01:08:00,220 --> 01:08:01,280
environmental catastrophe,

1498
01:08:01,700 --> 01:08:03,000
and further alienation

1499
01:08:03,000 --> 01:08:04,220
between the American people

1500
01:08:04,220 --> 01:08:05,020
and their government.

1501
01:08:05,020 --> 01:08:06,840
It would also lead

1502
01:08:06,840 --> 01:08:07,360
to wealth

1503
01:08:07,360 --> 01:08:08,180
on a scale

1504
01:08:08,180 --> 01:08:09,600
never before imagined.

1505
01:08:20,740 --> 01:08:22,080
The major story

1506
01:08:22,080 --> 01:08:23,400
that advertising tells us

1507
01:08:23,400 --> 01:08:24,260
about human happiness

1508
01:08:24,260 --> 01:08:25,240
is that

1509
01:08:25,240 --> 01:08:26,780
the way through happiness

1510
01:08:26,780 --> 01:08:27,760
is through the consumption

1511
01:08:27,760 --> 01:08:28,400
of things.

1512
01:08:29,020 --> 01:08:29,540
That, in fact,

1513
01:08:29,660 --> 01:08:30,960
buying something

1514
01:08:30,960 --> 01:08:31,580
in the marketplace

1515
01:08:31,580 --> 01:08:32,420
will make you happy.

1516
01:08:32,820 --> 01:08:33,000
In fact,

1517
01:08:33,040 --> 01:08:33,580
that's the message

1518
01:08:33,580 --> 01:08:34,740
of almost every single ad.

1519
01:08:34,740 --> 01:08:35,440
And it's not often

1520
01:08:35,440 --> 01:08:36,040
you can say

1521
01:08:36,040 --> 01:08:37,600
that there is one message

1522
01:08:37,600 --> 01:08:38,340
that is in

1523
01:08:38,340 --> 01:08:39,380
the literally millions

1524
01:08:39,380 --> 01:08:39,920
of ads

1525
01:08:39,920 --> 01:08:40,480
that are produced

1526
01:08:40,480 --> 01:08:41,100
every year.

1527
01:08:41,760 --> 01:08:42,300
But I think

1528
01:08:42,300 --> 01:08:42,980
that is the message.

1529
01:08:43,100 --> 01:08:43,980
The message of advertising

1530
01:08:43,980 --> 01:08:44,520
as a whole

1531
01:08:44,520 --> 01:08:46,200
is that it's better

1532
01:08:46,200 --> 01:08:47,240
to buy than not to buy.

1533
01:08:47,780 --> 01:08:48,260
That, in fact,

1534
01:08:48,320 --> 01:08:49,120
the way to become...

1535
01:08:49,120 --> 01:08:50,120
And that you will be happier

1536
01:08:50,120 --> 01:08:51,320
as a result of buying

1537
01:08:51,320 --> 01:08:52,440
than not buying.

1538
01:08:52,960 --> 01:08:53,260
And I think

1539
01:08:53,260 --> 01:08:54,660
that idea, in fact,

1540
01:08:54,700 --> 01:08:56,240
I think is the major force

1541
01:08:56,240 --> 01:08:58,420
for global social change

1542
01:08:58,420 --> 01:09:00,960
over the last 50 years.

1543
01:09:04,740 --> 01:09:09,800
In the 1920s,

1544
01:09:10,200 --> 01:09:10,800
business leaders

1545
01:09:10,800 --> 01:09:11,920
were faced with a dilemma.

1546
01:09:13,000 --> 01:09:14,200
Overproduction of goods

1547
01:09:14,200 --> 01:09:15,380
had exceeded demand.

1548
01:09:16,360 --> 01:09:18,040
Production between 1860

1549
01:09:18,040 --> 01:09:18,920
and 1920

1550
01:09:18,920 --> 01:09:20,120
had increased

1551
01:09:20,120 --> 01:09:21,580
by 12 to 14 times,

1552
01:09:22,060 --> 01:09:22,920
while the population

1553
01:09:22,920 --> 01:09:24,080
only increased

1554
01:09:24,080 --> 01:09:25,180
by a factor of three.

1555
01:09:25,180 --> 01:09:34,200
There were several ways

1556
01:09:34,200 --> 01:09:35,100
of solving the problem.

1557
01:09:35,580 --> 01:09:36,440
One was to reduce

1558
01:09:36,440 --> 01:09:37,160
working hours

1559
01:09:37,160 --> 01:09:38,280
and raise wages

1560
01:09:38,280 --> 01:09:39,040
so that production

1561
01:09:39,040 --> 01:09:39,660
and consumption

1562
01:09:39,660 --> 01:09:40,680
reached an equilibrium.

1563
01:09:42,580 --> 01:09:43,540
This would have led

1564
01:09:43,540 --> 01:09:44,340
to more leisure time

1565
01:09:44,340 --> 01:09:44,920
for workers

1566
01:09:44,920 --> 01:09:45,880
and a higher standard

1567
01:09:45,880 --> 01:09:46,320
of living.

1568
01:09:48,080 --> 01:09:48,880
The problem

1569
01:09:48,880 --> 01:09:49,580
with this solution

1570
01:09:49,580 --> 01:09:50,520
is that it could have

1571
01:09:50,520 --> 01:09:50,860
entailed

1572
01:09:50,860 --> 01:09:51,680
a slight decrease

1573
01:09:51,680 --> 01:09:52,340
in profits.

1574
01:09:53,020 --> 01:09:53,460
Corporations

1575
01:09:53,460 --> 01:09:54,580
are mandated by law

1576
01:09:54,580 --> 01:09:55,700
to maximize profits

1577
01:09:55,700 --> 01:09:56,940
on behalf of their shareholders,

1578
01:09:57,440 --> 01:09:58,400
regardless of social

1579
01:09:58,400 --> 01:09:59,600
or environmental costs.

1580
01:10:03,920 --> 01:10:05,300
According to business leaders,

1581
01:10:05,560 --> 01:10:06,480
there was another problem.

1582
01:10:07,420 --> 01:10:08,060
John Edgerton,

1583
01:10:08,240 --> 01:10:08,940
president of the

1584
01:10:08,940 --> 01:10:09,840
National Association

1585
01:10:09,840 --> 01:10:10,820
of Manufacturers,

1586
01:10:11,200 --> 01:10:12,520
warned that a shorter work week

1587
01:10:12,520 --> 01:10:13,280
would undermine

1588
01:10:13,280 --> 01:10:13,960
the work ethic

1589
01:10:13,960 --> 01:10:14,720
and potentially

1590
01:10:14,720 --> 01:10:16,080
ferment radicalism.

1591
01:10:17,120 --> 01:10:18,240
If people had time

1592
01:10:18,240 --> 01:10:19,100
to stop and think,

1593
01:10:19,440 --> 01:10:20,520
they might also take the time

1594
01:10:20,520 --> 01:10:21,000
to rethink

1595
01:10:21,000 --> 01:10:22,060
their position in life.

1596
01:10:22,960 --> 01:10:23,440
The emphasis

1597
01:10:23,440 --> 01:10:24,820
should be put on work,

1598
01:10:25,160 --> 01:10:25,920
Edgerton stated.

1599
01:10:26,560 --> 01:10:27,040
More work

1600
01:10:27,040 --> 01:10:27,780
and better work

1601
01:10:27,780 --> 01:10:29,220
instead of upon leisure.

1602
01:10:30,160 --> 01:10:30,940
It seems a harmless

1603
01:10:30,940 --> 01:10:31,620
enough statement,

1604
01:10:32,020 --> 01:10:32,940
but what businessmen

1605
01:10:32,940 --> 01:10:33,680
were advocating

1606
01:10:33,680 --> 01:10:34,820
was revolutionary.

1607
01:10:36,560 --> 01:10:36,960
Production

1608
01:10:36,960 --> 01:10:37,800
would no longer be

1609
01:10:37,800 --> 01:10:38,520
about satisfying

1610
01:10:38,520 --> 01:10:39,320
human needs.

1611
01:10:39,700 --> 01:10:40,720
It would be an end

1612
01:10:40,720 --> 01:10:42,200
in and of itself.

1613
01:10:42,980 --> 01:10:43,460
Rather than

1614
01:10:43,460 --> 01:10:44,820
a democracy of ideas

1615
01:10:44,820 --> 01:10:46,100
or a democracy

1616
01:10:46,100 --> 01:10:47,220
of mass participation,

1617
01:10:47,740 --> 01:10:48,640
the United States

1618
01:10:48,640 --> 01:10:49,040
would become

1619
01:10:49,040 --> 01:10:49,680
a democracy

1620
01:10:49,680 --> 01:10:50,880
of material goods.

1621
01:10:50,880 --> 01:10:51,960
the citizen

1622
01:10:51,960 --> 01:10:53,180
would be replaced

1623
01:10:53,180 --> 01:10:54,000
by the consumer.

1624
01:10:55,320 --> 01:10:56,360
Look at those goods

1625
01:10:56,360 --> 01:10:57,400
piled up over there.

1626
01:10:58,600 --> 01:10:59,360
I'm worried.

1627
01:11:00,180 --> 01:11:00,920
Here we are.

1628
01:11:01,000 --> 01:11:02,040
We've got the new machines

1629
01:11:02,040 --> 01:11:02,720
and they're doing

1630
01:11:02,720 --> 01:11:03,880
even better than we expected.

1631
01:11:04,680 --> 01:11:05,420
They've not only

1632
01:11:05,420 --> 01:11:06,760
cut production costs,

1633
01:11:07,480 --> 01:11:08,500
but they've increased

1634
01:11:08,500 --> 01:11:09,800
output over 50%.

1635
01:11:09,800 --> 01:11:11,300
But we're not selling

1636
01:11:11,300 --> 01:11:12,280
this additional product.

1637
01:11:13,140 --> 01:11:14,340
Inventories are piling up.

1638
01:11:14,980 --> 01:11:15,600
Now what are we going

1639
01:11:15,600 --> 01:11:16,200
to do about it?

1640
01:11:16,200 --> 01:11:18,260
It seems to me

1641
01:11:18,260 --> 01:11:19,020
we've got to change

1642
01:11:19,020 --> 01:11:19,960
our plan completely.

1643
01:11:20,640 --> 01:11:21,380
Now that we're

1644
01:11:21,380 --> 01:11:22,320
increasing production,

1645
01:11:22,740 --> 01:11:23,520
we've got to put on

1646
01:11:23,520 --> 01:11:24,100
more pressure,

1647
01:11:24,560 --> 01:11:25,260
work the territory

1648
01:11:25,260 --> 01:11:26,300
more intensively.

1649
01:11:26,940 --> 01:11:27,700
You mean

1650
01:11:27,700 --> 01:11:29,280
more advertising?

1651
01:11:30,060 --> 01:11:30,440
Yes.

1652
01:11:30,700 --> 01:11:31,680
The problem of capitalism

1653
01:11:31,680 --> 01:11:32,500
is the problem

1654
01:11:32,500 --> 01:11:33,040
of consumption.

1655
01:11:33,460 --> 01:11:34,540
And the problem is

1656
01:11:34,540 --> 01:11:35,700
that after your basic

1657
01:11:35,700 --> 01:11:36,700
needs have been met,

1658
01:11:36,920 --> 01:11:38,060
there is no real need

1659
01:11:38,060 --> 01:11:38,880
for consumption.

1660
01:11:39,380 --> 01:11:39,840
And so you have

1661
01:11:39,840 --> 01:11:40,700
to convince people

1662
01:11:40,700 --> 01:11:41,420
that in fact

1663
01:11:41,420 --> 01:11:42,100
their identities

1664
01:11:42,100 --> 01:11:43,120
are based upon

1665
01:11:43,120 --> 01:11:44,060
the consumption

1666
01:11:44,060 --> 01:11:44,620
of objects

1667
01:11:44,620 --> 01:11:45,900
for which there is

1668
01:11:45,900 --> 01:11:47,180
no material need.

1669
01:11:47,340 --> 01:11:48,020
That's the problem

1670
01:11:48,020 --> 01:11:48,720
that comes from

1671
01:11:48,720 --> 01:11:49,280
the expansion

1672
01:11:49,280 --> 01:11:49,900
of the market.

1673
01:11:50,080 --> 01:11:50,960
If you look at advertising,

1674
01:11:51,080 --> 01:11:52,160
it's a very interesting history.

1675
01:11:52,680 --> 01:11:53,460
In the first period

1676
01:11:53,460 --> 01:11:54,020
of advertising,

1677
01:11:54,320 --> 01:11:55,400
we can say right up

1678
01:11:55,400 --> 01:11:57,260
until about the 1920s,

1679
01:11:57,860 --> 01:11:58,840
advertising talked

1680
01:11:58,840 --> 01:12:00,360
about goods themselves.

1681
01:12:00,740 --> 01:12:01,300
They talked about

1682
01:12:01,300 --> 01:12:02,080
how they were made,

1683
01:12:02,280 --> 01:12:03,140
what they did,

1684
01:12:03,520 --> 01:12:04,400
how well they lasted,

1685
01:12:04,640 --> 01:12:05,000
et cetera.

1686
01:12:05,340 --> 01:12:06,460
It really is a discourse

1687
01:12:06,460 --> 01:12:07,500
about objects,

1688
01:12:08,000 --> 01:12:08,980
about what goods did.

1689
01:12:09,480 --> 01:12:09,720
However,

1690
01:12:09,860 --> 01:12:10,920
starting around 1920,

1691
01:12:11,320 --> 01:12:11,920
that changes.

1692
01:12:12,180 --> 01:12:13,400
And from that period on,

1693
01:12:13,800 --> 01:12:14,460
advertising doesn't

1694
01:12:14,460 --> 01:12:15,280
really talk about

1695
01:12:15,280 --> 01:12:16,320
goods themselves.

1696
01:12:16,460 --> 01:12:16,960
They talk about

1697
01:12:16,960 --> 01:12:17,560
the relationship

1698
01:12:17,560 --> 01:12:18,300
of goods

1699
01:12:18,300 --> 01:12:19,540
to our needs.

1700
01:12:21,800 --> 01:12:22,720
At the center

1701
01:12:22,720 --> 01:12:23,640
of the new strategy

1702
01:12:23,640 --> 01:12:25,060
was Edward Bernays.

1703
01:12:26,520 --> 01:12:27,760
If Walter Lippmann

1704
01:12:27,760 --> 01:12:28,780
had concerned himself

1705
01:12:28,780 --> 01:12:29,580
with an overarching

1706
01:12:29,580 --> 01:12:30,940
analysis of mass media

1707
01:12:30,940 --> 01:12:31,620
and democracy,

1708
01:12:32,360 --> 01:12:33,180
Bernays would devote

1709
01:12:33,180 --> 01:12:34,060
most of his energies

1710
01:12:34,060 --> 01:12:34,920
to propaganda

1711
01:12:34,920 --> 01:12:36,460
on behalf of the corporation.

1712
01:12:37,160 --> 01:12:37,680
His uncle,

1713
01:12:38,060 --> 01:12:38,740
Sigmund Freud,

1714
01:12:39,220 --> 01:12:40,440
would serve as his muse.

1715
01:12:41,440 --> 01:12:42,220
Rather than focus

1716
01:12:42,220 --> 01:12:43,360
on the intrinsic worth

1717
01:12:43,360 --> 01:12:44,540
of a particular product,

1718
01:12:44,780 --> 01:12:45,580
Bernays suggested

1719
01:12:45,580 --> 01:12:46,280
a strategy

1720
01:12:46,280 --> 01:12:47,240
where products

1721
01:12:47,240 --> 01:12:47,940
became linked

1722
01:12:47,940 --> 01:12:48,760
with the unconscious

1723
01:12:48,760 --> 01:12:49,960
desires of the public.

1724
01:12:50,420 --> 01:12:51,100
In this manner,

1725
01:12:51,700 --> 01:12:52,440
there would be virtually

1726
01:12:52,440 --> 01:12:53,500
no limits to either

1727
01:12:53,500 --> 01:12:55,000
production or consumption.

1728
01:12:55,460 --> 01:12:56,240
Freud's nephew

1729
01:12:56,240 --> 01:12:57,280
was a man by the name

1730
01:12:57,280 --> 01:12:57,980
of Bernays,

1731
01:12:58,060 --> 01:12:58,900
and he's regarded

1732
01:12:58,900 --> 01:13:00,420
as the father

1733
01:13:00,420 --> 01:13:02,260
of modern public relations,

1734
01:13:02,440 --> 01:13:03,640
particularly in the United States.

1735
01:13:04,180 --> 01:13:05,840
His contribution,

1736
01:13:06,040 --> 01:13:07,140
if you want to call it that,

1737
01:13:07,540 --> 01:13:09,360
was to take propaganda techniques

1738
01:13:09,360 --> 01:13:10,880
that had been developed

1739
01:13:10,880 --> 01:13:12,800
for military,

1740
01:13:13,040 --> 01:13:14,100
psychological warfare,

1741
01:13:14,620 --> 01:13:16,320
national security type issues

1742
01:13:16,320 --> 01:13:17,940
during World War I

1743
01:13:17,940 --> 01:13:19,400
and apply them

1744
01:13:19,400 --> 01:13:20,480
in a systematic way

1745
01:13:20,480 --> 01:13:22,100
to commercial issues.

1746
01:13:22,440 --> 01:13:24,920
One of his best-known efforts

1747
01:13:24,920 --> 01:13:26,320
had to do with

1748
01:13:26,320 --> 01:13:27,480
encouraging females,

1749
01:13:27,760 --> 01:13:27,960
women,

1750
01:13:28,160 --> 01:13:28,600
to smoke.

1751
01:13:29,080 --> 01:13:31,220
He would stage beauty pageants,

1752
01:13:31,300 --> 01:13:32,020
he would stage

1753
01:13:32,020 --> 01:13:33,880
what would today be called

1754
01:13:33,880 --> 01:13:34,540
photo ops

1755
01:13:34,540 --> 01:13:35,380
and that sort of thing,

1756
01:13:35,940 --> 01:13:37,820
in which smoking

1757
01:13:37,820 --> 01:13:39,440
by women

1758
01:13:39,440 --> 01:13:40,940
was portrayed

1759
01:13:40,940 --> 01:13:42,560
as women's liberation,

1760
01:13:43,220 --> 01:13:43,920
was portrayed

1761
01:13:43,920 --> 01:13:45,420
as a way

1762
01:13:45,420 --> 01:13:46,520
to be free

1763
01:13:46,520 --> 01:13:47,360
and empowered,

1764
01:13:47,740 --> 01:13:48,580
is getting addicted

1765
01:13:48,580 --> 01:13:49,200
to nicotine.

1766
01:13:49,840 --> 01:13:51,040
The audience,

1767
01:13:51,220 --> 01:13:51,760
the market,

1768
01:13:52,300 --> 01:13:53,860
in Bernays' mind,

1769
01:13:54,420 --> 01:13:57,520
had a clear desire

1770
01:13:57,520 --> 01:13:58,980
to be free,

1771
01:13:59,300 --> 01:14:00,140
to be stronger,

1772
01:14:00,280 --> 01:14:01,720
to be more self-empowered.

1773
01:14:01,920 --> 01:14:02,720
So women clearly

1774
01:14:02,720 --> 01:14:03,780
wanted these things.

1775
01:14:03,780 --> 01:14:05,280
Along comes Bernays

1776
01:14:05,280 --> 01:14:06,540
in the tobacco industry

1777
01:14:06,540 --> 01:14:07,200
and says,

1778
01:14:07,400 --> 01:14:09,060
here is how to have it.

1779
01:14:33,780 --> 01:14:39,000
Goods don't make us very happy.

1780
01:14:39,640 --> 01:14:40,520
Goods are not central

1781
01:14:40,520 --> 01:14:41,160
to satisfaction.

1782
01:14:41,300 --> 01:14:41,880
What actually really

1783
01:14:41,880 --> 01:14:42,680
makes people happy

1784
01:14:42,680 --> 01:14:44,340
are non-material things.

1785
01:14:44,580 --> 01:14:45,880
What makes people happy

1786
01:14:45,880 --> 01:14:46,940
seems to be

1787
01:14:46,940 --> 01:14:48,120
things connected

1788
01:14:48,120 --> 01:14:48,840
with sociability.

1789
01:14:49,380 --> 01:14:50,320
I don't mean to say by that

1790
01:14:50,320 --> 01:14:51,060
that material things

1791
01:14:51,060 --> 01:14:51,660
have nothing to do

1792
01:14:51,660 --> 01:14:52,120
with happiness.

1793
01:14:52,420 --> 01:14:53,580
Poor people are not happy.

1794
01:14:53,640 --> 01:14:54,440
They don't have access

1795
01:14:54,440 --> 01:14:55,980
to clean drinking water.

1796
01:14:56,060 --> 01:14:56,620
They don't have access

1797
01:14:56,620 --> 01:14:57,100
to food.

1798
01:14:57,200 --> 01:14:57,740
They don't have access

1799
01:14:57,740 --> 01:14:58,220
to shelter.

1800
01:14:58,220 --> 01:14:59,560
So it's not that

1801
01:14:59,560 --> 01:15:00,240
material things

1802
01:15:00,240 --> 01:15:00,920
are not connected

1803
01:15:00,920 --> 01:15:01,440
to happiness.

1804
01:15:01,640 --> 01:15:02,740
They are to some degree.

1805
01:15:03,560 --> 01:15:04,540
Once you get past

1806
01:15:04,540 --> 01:15:06,000
a certain level of comfort,

1807
01:15:06,280 --> 01:15:06,740
material things

1808
01:15:06,740 --> 01:15:08,160
simply don't provide us happiness.

1809
01:15:08,520 --> 01:15:09,340
At the same time,

1810
01:15:09,460 --> 01:15:10,140
there is this giant

1811
01:15:10,140 --> 01:15:11,080
propaganda system

1812
01:15:11,080 --> 01:15:12,200
of advertising

1813
01:15:12,200 --> 01:15:13,220
that is again

1814
01:15:13,220 --> 01:15:14,560
perpetually telling us

1815
01:15:14,560 --> 01:15:15,520
that the way to happiness

1816
01:15:15,520 --> 01:15:16,280
is through objects.

1817
01:15:16,380 --> 01:15:16,980
The way to happiness

1818
01:15:16,980 --> 01:15:17,960
is through consumption.

1819
01:15:18,420 --> 01:15:19,300
What makes people happy

1820
01:15:19,300 --> 01:15:20,000
are things to do

1821
01:15:20,000 --> 01:15:20,660
with society,

1822
01:15:20,800 --> 01:15:21,400
with connection,

1823
01:15:21,400 --> 01:15:24,520
with personal connection,

1824
01:15:25,120 --> 01:15:26,080
with autonomy,

1825
01:15:26,340 --> 01:15:27,140
with relaxation.

1826
01:15:30,820 --> 01:15:31,400
In fact,

1827
01:15:31,460 --> 01:15:31,980
when you ask people

1828
01:15:31,980 --> 01:15:32,340
what it is

1829
01:15:32,340 --> 01:15:33,020
that makes them happy,

1830
01:15:33,440 --> 01:15:34,560
goods very rarely

1831
01:15:34,560 --> 01:15:35,260
come into it.

1832
01:15:35,720 --> 01:15:36,020
However,

1833
01:15:36,100 --> 01:15:36,740
the problem is

1834
01:15:36,740 --> 01:15:37,300
that capitalism

1835
01:15:37,300 --> 01:15:38,260
has to sell goods.

1836
01:15:38,800 --> 01:15:39,320
The marketplace

1837
01:15:39,320 --> 01:15:39,960
provides goods

1838
01:15:39,960 --> 01:15:40,520
and therefore,

1839
01:15:40,980 --> 01:15:41,720
what it did was

1840
01:15:41,720 --> 01:15:42,740
it took the images

1841
01:15:42,740 --> 01:15:44,540
of the life

1842
01:15:44,540 --> 01:15:45,680
that people really want,

1843
01:15:46,300 --> 01:15:47,360
which is a life

1844
01:15:47,360 --> 01:15:48,020
of meaning,

1845
01:15:48,260 --> 01:15:48,900
of connection,

1846
01:15:49,680 --> 01:15:50,560
of sociability,

1847
01:15:50,560 --> 01:15:51,600
of friendship,

1848
01:15:52,000 --> 01:15:52,980
of family,

1849
01:15:53,200 --> 01:15:53,760
of intimacy,

1850
01:15:54,320 --> 01:15:54,960
of sexuality.

1851
01:15:55,140 --> 01:15:55,860
Those are the images

1852
01:15:55,860 --> 01:15:56,440
that it took

1853
01:15:56,440 --> 01:15:57,940
and it linked them

1854
01:15:57,940 --> 01:15:58,600
to objects.

1855
01:15:59,260 --> 01:15:59,820
And so advertising

1856
01:15:59,820 --> 01:16:01,000
is both true

1857
01:16:01,000 --> 01:16:01,520
and false

1858
01:16:01,520 --> 01:16:02,220
at the same time.

1859
01:16:02,860 --> 01:16:03,860
If you're simply false,

1860
01:16:03,980 --> 01:16:04,140
you know,

1861
01:16:04,180 --> 01:16:05,040
it wouldn't work.

1862
01:16:05,560 --> 01:16:06,160
But advertising

1863
01:16:06,160 --> 01:16:07,480
is true to the extent

1864
01:16:07,480 --> 01:16:08,540
that it reflects

1865
01:16:08,540 --> 01:16:09,840
our real desires.

1866
01:16:13,220 --> 01:16:14,100
As bizarre

1867
01:16:14,100 --> 01:16:14,900
as it may sound

1868
01:16:14,900 --> 01:16:15,340
for people

1869
01:16:15,340 --> 01:16:15,760
who dream

1870
01:16:15,760 --> 01:16:16,760
of fantastic wealth

1871
01:16:16,760 --> 01:16:17,500
as a cure

1872
01:16:17,500 --> 01:16:18,300
for unhappiness,

1873
01:16:18,920 --> 01:16:19,640
the same holds

1874
01:16:19,640 --> 01:16:20,260
for the wealthy.

1875
01:16:20,560 --> 01:16:21,780
Beyond a certain level

1876
01:16:21,780 --> 01:16:22,840
of material comfort,

1877
01:16:23,520 --> 01:16:24,840
deprivation is relative.

1878
01:16:25,920 --> 01:16:27,200
At the bottom level,

1879
01:16:27,300 --> 01:16:28,080
sure, it's 5 million

1880
01:16:28,080 --> 01:16:28,980
to 10 million dollars

1881
01:16:28,980 --> 01:16:29,420
a year.

1882
01:16:29,720 --> 01:16:30,460
But once you've got

1883
01:16:30,460 --> 01:16:31,380
5 or 10 million,

1884
01:16:31,860 --> 01:16:32,520
that doesn't seem

1885
01:16:32,520 --> 01:16:33,040
like enough

1886
01:16:33,040 --> 01:16:33,900
because you're associated

1887
01:16:33,900 --> 01:16:34,340
with people

1888
01:16:34,340 --> 01:16:35,480
who have 15 or 20.

1889
01:16:36,100 --> 01:16:37,020
And when you get

1890
01:16:37,020 --> 01:16:37,640
15 or 20,

1891
01:16:37,720 --> 01:16:38,320
then it's 50

1892
01:16:38,320 --> 01:16:38,820
and 100.

1893
01:16:39,380 --> 01:16:40,620
And you wind up

1894
01:16:40,620 --> 01:16:41,500
never feeling

1895
01:16:41,500 --> 01:16:42,580
as if you have enough.

1896
01:16:42,800 --> 01:16:43,260
And in fact,

1897
01:16:44,520 --> 01:16:46,220
people really never

1898
01:16:46,220 --> 01:16:47,100
even thought of themselves

1899
01:16:47,100 --> 01:16:47,560
as rich,

1900
01:16:47,560 --> 01:16:48,120
even when they

1901
01:16:48,120 --> 01:16:49,360
were colossally rich

1902
01:16:49,360 --> 01:16:51,180
because of this phenomenon

1903
01:16:51,180 --> 01:16:51,980
that psychologists

1904
01:16:51,980 --> 01:16:53,820
called relative deprivation.

1905
01:16:54,460 --> 01:16:55,180
They were comparing

1906
01:16:55,180 --> 01:16:55,980
themselves not with

1907
01:16:55,980 --> 01:16:56,480
you and me

1908
01:16:56,480 --> 01:16:57,720
but with each other

1909
01:16:57,720 --> 01:16:58,560
in this little world

1910
01:16:58,560 --> 01:16:59,400
that they'd come

1911
01:16:59,400 --> 01:17:00,020
to inhabit.

1912
01:17:00,020 --> 01:17:13,860
In his book,

1913
01:17:13,960 --> 01:17:14,860
The Status Seekers,

1914
01:17:15,320 --> 01:17:16,020
Vance Packard

1915
01:17:16,020 --> 01:17:16,820
uses the phrase

1916
01:17:16,820 --> 01:17:18,080
merchants of discontent

1917
01:17:18,080 --> 01:17:19,100
to describe

1918
01:17:19,100 --> 01:17:20,160
a deliberate strategy

1919
01:17:20,160 --> 01:17:20,960
by advertisers

1920
01:17:20,960 --> 01:17:21,840
of targeting

1921
01:17:21,840 --> 01:17:22,800
the less affluent

1922
01:17:22,800 --> 01:17:24,220
with status symbol messages.

1923
01:17:24,880 --> 01:17:25,300
For someone

1924
01:17:25,300 --> 01:17:26,040
with little chance

1925
01:17:26,040 --> 01:17:26,440
of changing

1926
01:17:26,440 --> 01:17:27,420
their social conditions

1927
01:17:27,420 --> 01:17:27,900
in life,

1928
01:17:28,340 --> 01:17:29,320
consumerism offers

1929
01:17:29,320 --> 01:17:30,060
a quick fix

1930
01:17:30,060 --> 01:17:31,100
that allows people

1931
01:17:31,100 --> 01:17:31,920
to feel as though

1932
01:17:31,920 --> 01:17:32,480
they are climbing

1933
01:17:32,480 --> 01:17:33,400
the social hierarchy

1934
01:17:33,400 --> 01:17:34,520
when in fact

1935
01:17:34,520 --> 01:17:35,700
they are standing still.

1936
01:17:40,040 --> 01:17:41,040
The strategy

1937
01:17:41,040 --> 01:17:42,560
was particularly evident

1938
01:17:42,560 --> 01:17:43,460
in mid-century

1939
01:17:43,460 --> 01:17:44,660
automobile advertising.

1940
01:17:45,220 --> 01:17:45,880
Studies found

1941
01:17:45,880 --> 01:17:46,860
the people who lived

1942
01:17:46,860 --> 01:17:47,880
in housing developments

1943
01:17:47,880 --> 01:17:48,840
were more likely

1944
01:17:48,840 --> 01:17:49,680
to park their cars

1945
01:17:49,680 --> 01:17:50,820
outside of the garage

1946
01:17:50,820 --> 01:17:51,760
than those who could

1947
01:17:51,760 --> 01:17:53,060
afford more expensive homes.

1948
01:17:53,560 --> 01:17:54,460
A typical example

1949
01:17:54,460 --> 01:17:55,480
is this advertisement

1950
01:17:55,480 --> 01:17:56,200
from Plymouth.

1951
01:17:56,720 --> 01:17:57,160
It reads,

1952
01:17:57,420 --> 01:17:58,240
We're not wealthy.

1953
01:17:58,480 --> 01:17:59,160
We just look it.

1954
01:18:00,340 --> 01:18:01,540
The American way of life

1955
01:18:01,540 --> 01:18:02,460
would be characterized

1956
01:18:02,460 --> 01:18:03,280
by a myth

1957
01:18:03,280 --> 01:18:04,160
which would seem

1958
01:18:04,160 --> 01:18:05,420
to make political activism

1959
01:18:05,420 --> 01:18:05,980
unnecessary.

1960
01:18:06,940 --> 01:18:07,800
In the new democracy

1961
01:18:07,800 --> 01:18:08,860
of material goods,

1962
01:18:09,080 --> 01:18:09,920
there were an infinite

1963
01:18:09,920 --> 01:18:10,840
number of possessions

1964
01:18:10,840 --> 01:18:11,620
to be purchased

1965
01:18:11,620 --> 01:18:12,940
by rich and poor alike.

1966
01:18:13,500 --> 01:18:14,240
There was no need

1967
01:18:14,240 --> 01:18:15,280
to change institutions

1968
01:18:15,280 --> 01:18:16,380
because the system

1969
01:18:16,380 --> 01:18:17,460
was already perfect.

1970
01:18:18,140 --> 01:18:18,760
It was called

1971
01:18:18,760 --> 01:18:19,840
the American dream

1972
01:18:19,840 --> 01:18:20,940
and happiness

1973
01:18:20,940 --> 01:18:22,640
was just one possession away.

1974
01:18:22,640 --> 01:18:27,520
We're young adults

1975
01:18:27,520 --> 01:18:29,220
and the shopping centers

1976
01:18:29,220 --> 01:18:30,860
are built in their image.

1977
01:18:33,860 --> 01:18:35,380
Selling to young adults

1978
01:18:35,380 --> 01:18:37,100
demands a new kind

1979
01:18:37,100 --> 01:18:37,700
of marketing.

1980
01:18:37,700 --> 01:18:46,700
For these young adults,

1981
01:18:46,880 --> 01:18:47,660
the shopping centers

1982
01:18:47,660 --> 01:18:48,900
have built fountains,

1983
01:18:49,300 --> 01:18:50,240
commissioned statues,

1984
01:18:51,140 --> 01:18:52,040
put in restaurants

1985
01:18:52,040 --> 01:18:53,780
and freestanding stairways.

1986
01:18:54,400 --> 01:18:55,400
They've included banks,

1987
01:18:55,940 --> 01:18:56,560
loan offices,

1988
01:18:57,000 --> 01:18:57,820
rental plans,

1989
01:18:58,300 --> 01:18:59,120
plant nurseries,

1990
01:18:59,560 --> 01:19:00,140
and places

1991
01:19:00,140 --> 01:19:01,580
to buy building materials.

1992
01:19:01,580 --> 01:19:04,020
The shopping centers

1993
01:19:04,020 --> 01:19:05,200
see these young adults

1994
01:19:05,200 --> 01:19:06,560
as people whose homes

1995
01:19:06,560 --> 01:19:07,600
are always in need

1996
01:19:07,600 --> 01:19:08,420
of expansion.

1997
01:19:09,800 --> 01:19:10,960
People who buy

1998
01:19:10,960 --> 01:19:12,040
in large quantities

1999
01:19:12,040 --> 01:19:13,360
and truck it away

2000
01:19:13,360 --> 01:19:14,080
in their cars.

2001
01:19:16,820 --> 01:19:18,180
It's a big market.

2002
01:19:18,640 --> 01:19:19,740
In the tinsel and glitter

2003
01:19:19,740 --> 01:19:20,980
world of Beverly Hills,

2004
01:19:21,160 --> 01:19:22,500
superstars reign supreme

2005
01:19:22,500 --> 01:19:23,920
in million-dollar mansions

2006
01:19:23,920 --> 01:19:25,860
that hold a weird fascination

2007
01:19:25,860 --> 01:19:26,980
for everyone else.

2008
01:19:27,740 --> 01:19:29,580
Visitors rubberneck for hours

2009
01:19:29,580 --> 01:19:30,780
just for a glimpse

2010
01:19:30,780 --> 01:19:32,040
through the guarded gates.

2011
01:19:32,540 --> 01:19:33,580
But for one man,

2012
01:19:33,640 --> 01:19:34,500
already on the ladder

2013
01:19:34,500 --> 01:19:35,500
of a superstardom,

2014
01:19:35,800 --> 01:19:37,360
just a look wasn't enough.

2015
01:19:37,680 --> 01:19:38,140
For him,

2016
01:19:38,220 --> 01:19:39,940
it was love at first sight.

2017
01:20:00,780 --> 01:20:23,540
We just had,

2018
01:20:23,800 --> 01:20:25,200
at the time of this filming,

2019
01:20:25,300 --> 01:20:26,600
it was just a few days ago,

2020
01:20:26,600 --> 01:20:27,820
there was an incident

2021
01:20:27,820 --> 01:20:28,660
at a Walmart

2022
01:20:28,660 --> 01:20:29,720
in Long Island

2023
01:20:29,720 --> 01:20:30,960
the day after Thanksgiving

2024
01:20:30,960 --> 01:20:32,400
where basically people

2025
01:20:32,400 --> 01:20:33,240
were lining up

2026
01:20:33,240 --> 01:20:33,940
for a sale

2027
01:20:33,940 --> 01:20:35,540
five in the morning

2028
01:20:35,540 --> 01:20:37,140
and one of the workers

2029
01:20:37,140 --> 01:20:38,400
there was crushed to death,

2030
01:20:38,460 --> 01:20:39,500
was actually trampled

2031
01:20:39,500 --> 01:20:40,120
to death

2032
01:20:40,120 --> 01:20:42,720
by these shoppers.

2033
01:20:42,920 --> 01:20:43,340
And when

2034
01:20:43,340 --> 01:20:45,200
the ambulance arrived

2035
01:20:45,200 --> 01:20:46,000
or whatever it was

2036
01:20:46,000 --> 01:20:46,840
to take the poor guy

2037
01:20:46,840 --> 01:20:47,480
to the morgue

2038
01:20:47,480 --> 01:20:48,060
or the hospital

2039
01:20:48,060 --> 01:20:48,900
or whatever they were going to take,

2040
01:20:48,980 --> 01:20:49,600
they didn't want

2041
01:20:49,600 --> 01:20:50,340
to get out of the way.

2042
01:20:50,520 --> 01:20:50,800
They said,

2043
01:20:50,860 --> 01:20:51,620
we've been waiting here

2044
01:20:51,620 --> 01:20:52,560
for five in the morning.

2045
01:20:52,660 --> 01:20:53,140
I'm not leaving.

2046
01:20:53,140 --> 01:20:55,540
So there would be

2047
01:20:55,540 --> 01:20:56,560
the consumer society

2048
01:20:56,560 --> 01:20:57,300
at its finest.

2049
01:20:58,800 --> 01:20:59,840
And oddly enough,

2050
01:21:00,560 --> 01:21:01,540
exactly to the day

2051
01:21:01,540 --> 01:21:02,480
five years ago

2052
01:21:02,480 --> 01:21:03,440
on that day,

2053
01:21:03,620 --> 01:21:04,660
a day after Thanksgiving,

2054
01:21:05,620 --> 01:21:07,060
the same thing happened

2055
01:21:07,060 --> 01:21:07,680
at a Walmart

2056
01:21:07,680 --> 01:21:08,480
in Orlando.

2057
01:21:09,120 --> 01:21:10,040
It was not a worker,

2058
01:21:10,180 --> 01:21:10,840
it was a woman

2059
01:21:10,840 --> 01:21:11,820
who was shopping there

2060
01:21:11,820 --> 01:21:12,980
and she wasn't killed

2061
01:21:12,980 --> 01:21:13,800
but she was trampled

2062
01:21:13,800 --> 01:21:14,300
unconscious

2063
01:21:14,300 --> 01:21:15,280
and people wouldn't

2064
01:21:15,280 --> 01:21:15,980
get out of the way

2065
01:21:15,980 --> 01:21:16,640
for the medics

2066
01:21:16,640 --> 01:21:17,480
to take her away.

2067
01:21:18,120 --> 01:21:18,880
So when you get

2068
01:21:18,880 --> 01:21:20,080
finally to that point,

2069
01:21:20,080 --> 01:21:22,180
this is what Marcuse

2070
01:21:22,180 --> 01:21:23,260
was talking about

2071
01:21:23,260 --> 01:21:23,960
on the whole idea

2072
01:21:23,960 --> 01:21:25,120
of one-dimensional man

2073
01:21:25,120 --> 01:21:25,600
and so on

2074
01:21:25,600 --> 01:21:26,320
was this tremendous

2075
01:21:26,320 --> 01:21:27,200
emptiness again.

2076
01:21:27,820 --> 01:21:29,260
And so I'm going to buy things

2077
01:21:29,260 --> 01:21:30,600
to fill that emptiness up.

2078
01:21:31,040 --> 01:21:31,980
And then we see

2079
01:21:31,980 --> 01:21:33,440
the religious power of it

2080
01:21:33,440 --> 01:21:35,440
because if the medics arrive

2081
01:21:35,440 --> 01:21:36,740
basically to take

2082
01:21:36,740 --> 01:21:37,640
the corpse away

2083
01:21:37,640 --> 01:21:38,300
or the body

2084
01:21:38,300 --> 01:21:38,840
of the hospital

2085
01:21:38,840 --> 01:21:39,740
and you're not going

2086
01:21:39,740 --> 01:21:40,400
to get out of the way

2087
01:21:40,400 --> 01:21:41,020
because you're going

2088
01:21:41,020 --> 01:21:41,620
to save $50

2089
01:21:41,620 --> 01:21:43,020
on a DVD player,

2090
01:21:43,620 --> 01:21:44,640
that suggests something

2091
01:21:44,640 --> 01:21:46,080
has gone fundamentally wrong.

2092
01:21:46,240 --> 01:21:47,300
Everybody's looking restless.

2093
01:21:47,300 --> 01:22:16,200
I think there's

2094
01:22:16,200 --> 01:22:17,580
not much difference

2095
01:22:17,580 --> 01:22:18,540
between assuaging

2096
01:22:18,540 --> 01:22:19,660
your anxiety

2097
01:22:19,660 --> 01:22:20,660
by buying things

2098
01:22:20,660 --> 01:22:21,640
and investing

2099
01:22:21,640 --> 01:22:22,560
in the American dream.

2100
01:22:22,720 --> 01:22:23,940
They seem to go hand in hand.

2101
01:22:24,300 --> 01:22:25,180
The American dream

2102
01:22:25,180 --> 01:22:26,360
is a story

2103
01:22:26,360 --> 01:22:28,580
about how society works.

2104
01:22:29,220 --> 01:22:30,340
The American dream says

2105
01:22:30,340 --> 01:22:32,780
that if you work hard,

2106
01:22:33,020 --> 01:22:33,700
you will succeed.

2107
01:22:34,460 --> 01:22:35,140
Now the bedrock

2108
01:22:35,140 --> 01:22:36,400
of our economic success

2109
01:22:36,400 --> 01:22:38,020
is the American dream.

2110
01:22:38,120 --> 01:22:39,140
It's a dream shared

2111
01:22:39,140 --> 01:22:40,080
in big cities

2112
01:22:40,080 --> 01:22:41,100
and small towns

2113
01:22:41,100 --> 01:22:42,680
across races,

2114
01:22:43,060 --> 01:22:43,420
regions,

2115
01:22:43,800 --> 01:22:44,580
and religions

2116
01:22:44,580 --> 01:22:46,460
that if you work hard,

2117
01:22:46,860 --> 01:22:47,840
you can support a family.

2118
01:22:48,620 --> 01:22:49,560
That if you get sick,

2119
01:22:50,080 --> 01:22:51,020
there will be health care

2120
01:22:51,020 --> 01:22:52,420
that you can afford.

2121
01:22:52,920 --> 01:22:54,040
That you can retire.

2122
01:22:55,760 --> 01:22:56,820
That you can retire

2123
01:22:56,820 --> 01:22:57,620
with the dignity

2124
01:22:57,620 --> 01:22:58,540
and security

2125
01:22:58,540 --> 01:22:59,740
and respect

2126
01:22:59,740 --> 01:23:00,920
that you've earned.

2127
01:23:01,040 --> 01:23:02,100
That your children

2128
01:23:02,100 --> 01:23:03,400
can get a good education

2129
01:23:03,400 --> 01:23:04,520
and young people

2130
01:23:04,520 --> 01:23:05,340
can go to college

2131
01:23:05,340 --> 01:23:06,680
even if they don't come

2132
01:23:06,680 --> 01:23:07,660
from a wealthy family.

2133
01:23:08,380 --> 01:23:09,120
And so he says,

2134
01:23:09,180 --> 01:23:09,860
we might start off

2135
01:23:09,860 --> 01:23:10,480
with different positions.

2136
01:23:10,800 --> 01:23:11,520
There are people

2137
01:23:11,520 --> 01:23:11,960
who are rich

2138
01:23:11,960 --> 01:23:12,420
and there are people

2139
01:23:12,420 --> 01:23:12,920
who are poor

2140
01:23:12,920 --> 01:23:13,580
and they're born

2141
01:23:13,580 --> 01:23:14,220
into different kind

2142
01:23:14,220 --> 01:23:14,780
of contexts.

2143
01:23:15,160 --> 01:23:16,100
But the playing field

2144
01:23:16,100 --> 01:23:16,520
is level.

2145
01:23:16,900 --> 01:23:17,620
That's the dream.

2146
01:23:17,680 --> 01:23:18,240
That's the dream

2147
01:23:18,240 --> 01:23:19,360
of pulling yourself

2148
01:23:19,360 --> 01:23:20,560
up by your own bootstraps.

2149
01:23:20,840 --> 01:23:21,800
The problem with that

2150
01:23:21,800 --> 01:23:22,660
is that it's actually

2151
01:23:22,660 --> 01:23:23,340
at odds with

2152
01:23:23,340 --> 01:23:24,680
how social mobility works.

2153
01:23:24,900 --> 01:23:25,360
Social mobility

2154
01:23:25,360 --> 01:23:26,180
actually is much more

2155
01:23:26,180 --> 01:23:27,320
based upon class

2156
01:23:27,320 --> 01:23:29,120
and upon the resources

2157
01:23:29,120 --> 01:23:29,700
that you have

2158
01:23:29,700 --> 01:23:30,480
available to you

2159
01:23:30,480 --> 01:23:31,820
into which you're born.

2160
01:23:31,820 --> 01:23:35,740
Hi, I'm Paris Hilton

2161
01:23:35,740 --> 01:23:36,260
and you're here

2162
01:23:36,260 --> 01:23:37,400
for the fit on MySpace.

2163
01:23:37,680 --> 01:23:38,460
Let's go check out

2164
01:23:38,460 --> 01:23:39,500
my shoe closet first.

2165
01:23:40,820 --> 01:23:42,460
So, welcome to my shoe closet.

2166
01:23:42,640 --> 01:23:43,440
As you can tell,

2167
01:23:43,560 --> 01:23:44,960
I really love shoes.

2168
01:23:45,480 --> 01:23:46,160
Part of those

2169
01:23:46,160 --> 01:23:47,140
are material resources

2170
01:23:47,140 --> 01:23:48,000
and part of those

2171
01:23:48,000 --> 01:23:49,240
are also cultural resources

2172
01:23:49,240 --> 01:23:49,640
as well.

2173
01:23:50,160 --> 01:23:51,860
There are class structures

2174
01:23:51,860 --> 01:23:53,660
that keep people

2175
01:23:53,660 --> 01:23:54,820
mostly in their places.

2176
01:23:55,300 --> 01:23:56,200
There are some slight

2177
01:23:56,200 --> 01:23:57,000
exceptions to this

2178
01:23:57,000 --> 01:23:57,700
where there's movement

2179
01:23:57,700 --> 01:23:59,580
between one rung and another

2180
01:23:59,580 --> 01:24:01,840
but the level of social mobility

2181
01:24:01,840 --> 01:24:03,780
is remarkably low

2182
01:24:03,780 --> 01:24:05,060
in the society

2183
01:24:05,060 --> 01:24:06,940
and then the American dream

2184
01:24:06,940 --> 01:24:08,180
is punctuated by

2185
01:24:08,180 --> 01:24:09,900
these very visible examples

2186
01:24:09,900 --> 01:24:10,540
in the media

2187
01:24:10,540 --> 01:24:11,300
that show us

2188
01:24:11,300 --> 01:24:12,720
people who are poor

2189
01:24:12,720 --> 01:24:13,800
who are now rich.

2190
01:24:14,620 --> 01:24:15,320
Now, the question is

2191
01:24:15,320 --> 01:24:16,700
if those people are rich,

2192
01:24:17,300 --> 01:24:18,520
if those people have made it

2193
01:24:18,520 --> 01:24:20,620
and a vast majority

2194
01:24:20,620 --> 01:24:21,460
of the people have not

2195
01:24:21,460 --> 01:24:23,120
and the major thing

2196
01:24:23,120 --> 01:24:23,960
that separates them

2197
01:24:23,960 --> 01:24:25,400
is their own hard work,

2198
01:24:25,800 --> 01:24:26,540
then the reason

2199
01:24:26,540 --> 01:24:27,540
that the vast majority

2200
01:24:27,540 --> 01:24:28,520
of people are where they are

2201
01:24:28,520 --> 01:24:29,620
is because that is

2202
01:24:29,620 --> 01:24:30,440
where they deserve to be.

2203
01:24:30,580 --> 01:24:31,660
You didn't work hard enough.

2204
01:24:31,740 --> 01:24:32,900
You're not intelligent enough.

2205
01:24:33,800 --> 01:24:34,640
The right to life,

2206
01:24:35,820 --> 01:24:36,080
liberty,

2207
01:24:37,080 --> 01:24:38,520
and the pursuit of happiness.

2208
01:24:40,340 --> 01:24:41,280
Some are smart,

2209
01:24:41,440 --> 01:24:41,880
some not.

2210
01:24:42,500 --> 01:24:43,260
Some are successful,

2211
01:24:43,560 --> 01:24:44,040
some not.

2212
01:24:44,040 --> 01:24:45,160
The United States

2213
01:24:45,160 --> 01:24:47,040
never had mass prosperity

2214
01:24:47,640 --> 01:24:49,060
throughout its history.

2215
01:24:49,420 --> 01:24:50,320
It was just a period

2216
01:24:50,320 --> 01:24:52,040
from 1946 to 1980

2217
01:24:52,600 --> 01:24:53,960
where the prosperity

2218
01:24:53,960 --> 01:24:54,760
was really,

2219
01:24:55,040 --> 01:24:55,620
it looked like

2220
01:24:55,620 --> 01:24:56,340
it was just going

2221
01:24:56,340 --> 01:24:56,980
better and better

2222
01:24:56,980 --> 01:24:57,320
and better

2223
01:24:57,320 --> 01:24:58,220
for everybody

2224
01:24:58,220 --> 01:24:59,420
and that came

2225
01:24:59,420 --> 01:25:00,960
after World War II

2226
01:25:00,960 --> 01:25:03,280
with the backlog

2227
01:25:03,280 --> 01:25:04,940
of tremendous earnings

2228
01:25:04,940 --> 01:25:06,240
from war industry

2229
01:25:06,240 --> 01:25:06,840
and such,

2230
01:25:07,320 --> 01:25:08,200
the GI Bill

2231
01:25:08,200 --> 01:25:09,060
that came in

2232
01:25:09,060 --> 01:25:10,060
that developed

2233
01:25:10,060 --> 01:25:10,880
a whole new

2234
01:25:10,880 --> 01:25:12,340
big professional class

2235
01:25:12,340 --> 01:25:12,840
and the like

2236
01:25:12,840 --> 01:25:13,880
and that lasted

2237
01:25:13,880 --> 01:25:14,960
until about 1980.

2238
01:25:15,180 --> 01:25:15,600
Since then,

2239
01:25:15,880 --> 01:25:16,200
there have been

2240
01:25:16,200 --> 01:25:17,800
cutbacks to human services,

2241
01:25:18,240 --> 01:25:20,280
cutbacks in educational opportunities

2242
01:25:20,280 --> 01:25:21,660
and greater and greater

2243
01:25:21,660 --> 01:25:22,400
inequality.

2244
01:25:22,400 --> 01:25:24,920
since 2000 to 2008,

2245
01:25:25,520 --> 01:25:26,860
the inequality

2246
01:25:26,860 --> 01:25:28,300
between the very rich

2247
01:25:28,300 --> 01:25:29,540
and the rest of us,

2248
01:25:29,920 --> 01:25:30,680
that inequality

2249
01:25:30,680 --> 01:25:31,460
is greater

2250
01:25:31,460 --> 01:25:32,360
than it's been

2251
01:25:32,360 --> 01:25:33,760
throughout the 20th century.

2252
01:25:34,220 --> 01:25:34,740
So we're back

2253
01:25:34,740 --> 01:25:35,620
to like 1900

2254
01:25:35,620 --> 01:25:37,160
in terms of inequality.

2255
01:25:37,620 --> 01:25:39,200
Everybody just can't make it.

2256
01:25:39,200 --> 01:25:44,720
throughout history,

2257
01:25:44,720 --> 01:25:47,400
the rich have always argued

2258
01:25:47,400 --> 01:25:48,780
that the poor

2259
01:25:48,780 --> 01:25:49,800
are the authors

2260
01:25:49,800 --> 01:25:51,060
of their own poverty.

2261
01:25:51,720 --> 01:25:52,320
They're poor

2262
01:25:52,320 --> 01:25:53,380
because they're stupid,

2263
01:25:53,720 --> 01:25:55,220
they're disreputable,

2264
01:25:55,540 --> 01:25:56,160
they're hopeless.

2265
01:25:56,540 --> 01:25:57,400
People are poor

2266
01:25:57,400 --> 01:26:00,260
because they are paid

2267
01:26:00,260 --> 01:26:02,000
less than the value

2268
01:26:02,000 --> 01:26:02,900
that they produce.

2269
01:26:03,280 --> 01:26:04,680
You need poverty.

2270
01:26:05,240 --> 01:26:06,400
Poverty is needed

2271
01:26:06,400 --> 01:26:07,660
if you're going to have wealth.

2272
01:26:08,280 --> 01:26:08,960
The only way

2273
01:26:08,960 --> 01:26:10,760
a rich slaveholder,

2274
01:26:11,160 --> 01:26:12,160
a Roman senator

2275
01:26:12,160 --> 01:26:15,100
or antebellum plantation owner

2276
01:26:15,100 --> 01:26:15,940
in the South,

2277
01:26:16,080 --> 01:26:16,780
the only way

2278
01:26:16,780 --> 01:26:17,740
they can live

2279
01:26:17,740 --> 01:26:19,220
in this fabulously

2280
01:26:19,220 --> 01:26:21,220
luxurious mode

2281
01:26:21,220 --> 01:26:23,840
is by having slaves

2282
01:26:23,840 --> 01:26:24,580
who work

2283
01:26:24,580 --> 01:26:26,740
from the crack of dawn

2284
01:26:26,740 --> 01:26:28,700
down into the night.

2285
01:26:29,120 --> 01:26:30,360
That's expropriation.

2286
01:26:30,540 --> 01:26:31,320
That's creating

2287
01:26:31,320 --> 01:26:33,100
the poverty of the slave

2288
01:26:33,100 --> 01:26:34,140
or the serf

2289
01:26:34,140 --> 01:26:35,200
or the worker

2290
01:26:35,200 --> 01:26:36,880
so that the slaveholder

2291
01:26:36,880 --> 01:26:38,200
or the lord,

2292
01:26:38,340 --> 01:26:39,100
the feudal lord

2293
01:26:39,100 --> 01:26:40,540
or the plutocrat,

2294
01:26:40,620 --> 01:26:41,120
the capitalist,

2295
01:26:41,520 --> 01:26:43,760
can really accumulate wealth.

2296
01:26:43,760 --> 01:26:45,160
Part 1,

2297
01:26:57,220 --> 01:26:57,480
theFORE,

2298
01:26:57,480 --> 01:26:57,980
where we are

2299
01:26:57,980 --> 01:26:59,460
near the 1980s,

2300
01:26:59,460 --> 01:26:59,620
which isangle

2301
01:26:59,620 --> 01:27:01,100
or the назвations

2302
01:27:01,380 --> 01:27:01,660
or the assassin

2303
01:27:01,660 --> 01:27:02,500
or the!!)

2304
01:27:02,500 --> 01:27:02,820
of the translates

2305
01:27:02,820 --> 01:27:03,320
into 5,

2306
01:27:03,380 --> 01:27:03,540
the res solidarity

2307
01:27:03,540 --> 01:27:04,440
or the bond

2308
01:27:04,440 --> 01:27:04,880
or theworking

2309
01:27:04,880 --> 01:27:05,240
or thegang

2310
01:27:05,380 --> 01:27:05,620
or the pertaining

2311
01:27:05,620 --> 01:27:06,020
of the suffrage

2312
01:27:06,020 --> 01:27:06,600
or the male

2313
01:27:06,600 --> 01:27:06,820
or the Japanese

2314
01:27:06,980 --> 01:27:07,640
or the an enemy

2315
01:27:07,640 --> 01:27:07,920
or the tent

2316
01:27:07,920 --> 01:27:08,360
or whatever

2317
01:27:09,080 --> 01:27:09,820
или whatever

2318
01:27:09,820 --> 01:27:11,520
or the people

2319
01:27:11,520 --> 01:27:12,260
or the fans

2320
01:27:12,260 --> 01:27:12,920
or the brave

2321
01:27:12,920 --> 01:27:32,780
The idea that human happiness is connected to the immense accumulation of commodities.

2322
01:27:32,780 --> 01:27:37,920
I think that idea is what is driving development in what we used to call the developed world.

2323
01:27:37,920 --> 01:27:41,420
It's driving development in China, it's driving development in India.

2324
01:27:41,420 --> 01:27:44,420
I think it will increasingly drive development in Africa as well.

2325
01:27:44,420 --> 01:27:50,040
I think we're starting to see the results of what that means for the planet, when not

2326
01:27:50,040 --> 01:27:55,920
only the 5% of the American population strives for that, but when increasingly the rest of

2327
01:27:55,920 --> 01:28:00,360
the world also is brought into that and you then have to provide the goods and the energy

2328
01:28:00,360 --> 01:28:09,640
that those goods take to produce, we're arriving at the kind of exhaustion of the physical planet.

2329
01:28:09,640 --> 01:28:15,640
The ancient philosopher Confucius, he was asked what he would do if he were ever to rule

2330
01:28:15,640 --> 01:28:16,640
the state.

2331
01:28:16,640 --> 01:28:18,640
Someone said, okay, you're in charge of the state, what would you do?

2332
01:28:18,640 --> 01:28:19,640
And he said a very interesting thing.

2333
01:28:19,640 --> 01:28:23,640
He said, he would quote, rectify the language.

2334
01:28:23,640 --> 01:28:27,640
And I think if he was asked that in modern age, he would say, let me control the media.

2335
01:28:27,640 --> 01:28:32,640
If you can control the stories, you don't need to have soldiers on the street corners to control

2336
01:28:32,640 --> 01:28:33,640
them.

2337
01:28:33,640 --> 01:28:35,640
You can control people in their own heads and their own imaginations.

2338
01:28:35,640 --> 01:28:38,640
On one hand, it's really depressing because it's like, how do you then get out of it?

2339
01:28:38,640 --> 01:28:40,640
Because there's no way you can have control of the media.

2340
01:28:40,640 --> 01:28:45,640
There's no way you can compete with these stories that are told thousands of times a day,

2341
01:28:45,640 --> 01:28:50,640
through advertising, through programming, through newspapers, through the internet now, through

2342
01:28:50,640 --> 01:28:52,640
video games, through all kinds of ways.

2343
01:28:52,640 --> 01:28:55,640
At the same time, the reason I'm hopeful, the reason it actually gives me some optimism

2344
01:28:55,640 --> 01:28:59,640
is that capitalism has to do that.

2345
01:28:59,640 --> 01:29:02,640
That unless it does that, they know that things will fall apart.

2346
01:29:02,640 --> 01:29:04,640
So capitalism in that sense is like a house of cards.

2347
01:29:04,640 --> 01:29:07,640
A house of cards, it has to be constantly held together.

2348
01:29:07,640 --> 01:29:10,640
We have to be told every single day what this story is.

2349
01:29:10,640 --> 01:29:12,640
And they have to do it every day because it's unnatural.

2350
01:29:12,640 --> 01:29:14,640
If it was natural, they wouldn't have to do it.

2351
01:29:14,640 --> 01:29:17,640
And if they stop, they know that in fact it would fall apart.

2352
01:29:17,640 --> 01:29:20,640
That actually is the great hope for me.

2353
01:29:20,640 --> 01:29:26,640
It's in fact the amount of time they have to spend convincing us about the value of this society.

2354
01:29:26,640 --> 01:29:33,640
It is in fact what gives me hope that there is an alternative just below the surface.

2355
01:29:33,640 --> 01:29:38,640
And that alternative is much more human, much more compassionate,

2356
01:29:38,640 --> 01:29:42,640
is much more connected to concern for other people,

2357
01:29:42,640 --> 01:29:45,640
is much more connected to concern for the planet.

2358
01:29:45,640 --> 01:29:50,640
And that it's being held down by this incredible and relentless propaganda system.

2359
01:29:50,640 --> 01:30:00,640
If a decision is made by a centralised authority,

2360
01:30:00,640 --> 01:30:04,640
it's going to represent the interests of the particular group in power.

2361
01:30:04,640 --> 01:30:08,640
If power is actually rooted in large parts of the population,

2362
01:30:08,640 --> 01:30:11,640
if people can actually participate in social planning,

2363
01:30:11,640 --> 01:30:15,640
then they will presumably do so in terms of their own interests.

2364
01:30:15,640 --> 01:30:23,640
That's why Madison, for example, and Lipman, and Bernays, and a whole host of others,

2365
01:30:23,640 --> 01:30:27,640
have argued that we cannot permit the population to participate.

2366
01:30:27,640 --> 01:30:31,640
Because if they do, they will pursue their own interests.

2367
01:30:31,640 --> 01:30:34,640
Not the interests of the wealth of the nation.

2368
01:30:34,640 --> 01:30:38,640
If you have centralised power, they'll use it for their own interests.

2369
01:30:38,640 --> 01:30:40,640
You don't have to read that in a complicated textbook.

2370
01:30:40,640 --> 01:30:43,640
It should be understandable by any ten-year-old child.

2371
01:30:43,640 --> 01:30:49,640
Not by educated people, though they have it driven out of their heads.

2372
01:30:49,640 --> 01:30:54,640
Various illusions replacing self-serving illusions.

2373
01:30:54,640 --> 01:30:58,640
If the population are participants, they'll serve their own interests.

2374
01:30:58,640 --> 01:31:00,640
Public opinion is very well studied.

2375
01:31:00,640 --> 01:31:04,640
So we have a wealth of information about what the public wants.

2376
01:31:04,640 --> 01:31:09,640
And there's a huge disconnect between public opinion and public policy.

2377
01:31:09,640 --> 01:31:15,640
The public and policymakers differ enormously on crucial issues.

2378
01:31:15,640 --> 01:31:17,640
It's all very natural.

2379
01:31:17,640 --> 01:31:20,640
There's nothing surprising about it, and people understand it.

2380
01:31:20,640 --> 01:31:29,640
So about 80% of the population in the United States says that the government is run by a few big interests looking after themselves.

2381
01:31:29,640 --> 01:31:31,640
What do you mean by democracy?

2382
01:31:31,640 --> 01:31:49,640
If you mean by democracy a system that accepts that the relative distribution of power and influence and wealth and income in the society is sacrosanct.

2383
01:31:49,640 --> 01:32:13,640
If the social system we call and know as capitalism is inviolable and you can't, in fact, erode or undercut the primacy of that class's power and property politically, then you've just ruled out democracy.

2384
01:32:13,640 --> 01:32:27,640
The founders had a very clear idea that in order for political power to be democratic and to be equal, economic power also had to be democratic and equal.

2385
01:32:27,640 --> 01:32:28,640
Okay.

2386
01:32:28,640 --> 01:32:30,640
And that was the last thing they wanted.

2387
01:32:30,640 --> 01:32:40,640
So they saw clearly that behind political democracy was economic democracy.

2388
01:32:40,640 --> 01:32:45,640
Behind political equality was economic equality.

2389
01:32:45,640 --> 01:32:48,640
And they did everything they could to block it.

2390
01:32:48,640 --> 01:33:05,640
The claims of mind control are based on a belief that human beings are powerless or relatively powerless when they become the targets of psychological operations and propaganda.

2391
01:33:05,640 --> 01:33:16,640
Media control, yeah, it has an impact on public opinion. Without a doubt, it has an impact on the assumptions that people bring to trying to figure out what to do in their lives.

2392
01:33:16,640 --> 01:33:21,640
It's powerful, but it's not the same as mind control.

2393
01:33:21,640 --> 01:33:31,640
I think the best way to stop propaganda is for people to understand what it is and how it works.

2394
01:33:31,640 --> 01:33:37,640
I don't think we're going to stop propaganda so long as we have freedom of speech.

2395
01:33:37,640 --> 01:33:42,640
And frankly, I think that's a good thing for us.

2396
01:33:42,640 --> 01:33:46,640
But there will always be people who exploit freedom of speech for their own ends.

2397
01:33:46,640 --> 01:33:52,640
But propaganda loses its effectiveness if people understand what is going on.

2398
01:33:52,640 --> 01:34:01,640
A very important thing that can be done to reduce the power of propaganda is to force the players to the surface.

2399
01:34:01,640 --> 01:34:14,640
So that where you have campaigns, political campaigns, product campaigns, cultural campaigns that are organized by big propaganda agencies, public relations agencies,

2400
01:34:14,640 --> 01:34:28,640
then part of the task for people who are observing this going on is to make this public, make it understood that what's appearing on the front page of the Washington Post, for example,

2401
01:34:28,640 --> 01:34:39,640
really is a propaganda or public relations campaign that's coming from a particular faction of society who are paying for it and that they have names.

2402
01:34:39,640 --> 01:34:49,640
It depends on what people believe, what people perceive, what people know, and for a democracy to really function and thrive.

2403
01:34:49,640 --> 01:34:56,640
Unlike Eddie Bernays, I would say what we need is more information, more freedom, more transparency,

2404
01:34:56,640 --> 01:35:03,640
and more information about who's manipulating public opinion and the public mind.

2405
01:35:03,640 --> 01:35:13,640
Eddie Bernays believed that fundamentally people were unable to govern themselves in a democracy because most of us were just too dumb to figure it out.

2406
01:35:13,640 --> 01:35:21,640
And so he used that to justify his practice that he exalted of managing and manipulating public opinion.

2407
01:35:21,640 --> 01:35:40,640
I think actually what we need is a lot more exposure and education about how public opinion is managed and manipulated so that we have a citizenry that can actually function and be critical thinkers and decision makers and govern ourselves in a democracy.

2408
01:35:40,640 --> 01:35:47,640
Clearly, individual and public opinion is crucial to everything.

2409
01:35:47,640 --> 01:36:00,640
As long as you can manage and manipulate public opinion or as Bursa Marstiller likes to put it, public perception, you can control public behavior and policy.

2410
01:36:00,640 --> 01:36:05,640
That's what Eddie Bernays knew. That's what he was saying when he talked about engineering consent.

2411
01:36:05,640 --> 01:36:12,640
And so, yeah, I believe that the ultimate battlefield really is in the mind.

2412
01:36:35,640 --> 01:36:37,640
I put a spell on you.

2413
01:36:45,640 --> 01:36:47,640
Cause you're mine.

2414
01:36:57,640 --> 01:36:58,640
Stop the things you do.

2415
01:37:05,640 --> 01:37:09,720
Watch out!

2416
01:37:10,600 --> 01:37:13,020
I ain't lying

2417
01:37:13,020 --> 01:37:20,080
I can't stand

2418
01:37:20,080 --> 01:37:26,100
No running around

2419
01:37:26,100 --> 01:37:31,080
I can't stand

2420
01:37:31,080 --> 01:37:36,120
I can't stand

2421
01:37:36,120 --> 01:37:37,420
No putting me down

2422
01:37:37,420 --> 01:37:42,080
I put a spell on you

2423
01:37:42,080 --> 01:37:49,000
Because

2424
01:37:49,000 --> 01:37:54,540
You're mine

2425
01:37:54,540 --> 01:37:58,440
Oh yeah

2426
01:37:58,440 --> 01:38:05,640
Stop the things you do

2427
01:38:05,640 --> 01:38:15,320
Watch out! Watch out!

2428
01:38:15,320 --> 01:38:17,360
I ain't lying

2429
01:38:28,440 --> 01:38:35,640
I ain't lying

2430
01:38:35,640 --> 01:38:38,900
You can't stand

2431
01:38:38,900 --> 01:38:39,600
You'm you

2432
01:38:39,600 --> 01:38:39,780
I ain't lying

2433
01:38:39,780 --> 01:38:44,700
You just

2434
01:38:44,700 --> 01:38:45,760
Hey!