Jung, Magic, and the Manipulation of Eros: How Capitalism Controls Us
Bernay’s classic work, Propaganda (1928) explored the psychology behind manipulating masses and the ability to use symbolic action and propaganda to influence politics and effect social change. Bernays’ thesis is that “invisible” people who create knowledge and propaganda rule over the masses, with a monopoly on the power to shape thoughts, values, and citizen response. “Engineering consent” of the masses, he argued, would be vital for the survival of capitalism.
In this post we explore how the psychology of Carl Gustav Jung and Sigmund Freud’s psychoanalysis have been used by the marketplace to transform products into magical brands that we subconsciously connect with.
What (Freud’s nephew) Edward Bernays and his fellow marketers did was to introduce eros to the marketplace and to explore a new technique to infuse products with its energy. Products started to transmute into pseudo-symbols when charged with psyche, libido, emotional appeal, and the promise to still the desires constantly stirring within the consumer’s unconscious.
Influenced by the insights of psychoanalysis, a new method of marketing was born, one that would reshape the field of advertising and form a psychological framework for the industry that today is referred to as branding.
The word brand derives from Old Norse, a Viking language spoken in Scandinavia until the fifteenth century. Brandr meant ‘to burn’. Later in history, the word came to identify the process of marking cattle, criminals, and slaves using a hot iron, a precursor to the logo.
Brands today are more than mirrors for our unspoken, often unconscious, psychological wants and desires.
Fiat Lux: The Perception of Spacetime and the Fallen Imagination
Introduction: Cosmos as Masterpiece
Francisco de Holanda, self-portrait (c. 1573), the artist presenting his book
As many critics have pointed out, the remarkable work of the Portuguese Renaissance artist Francisco de Holanda “seems to predict another singular genius: William Blake, whom it predates by two centuries” (Michael Benson, Cosmigraphics: Picturing Space Through Time). Equally remarkable is the fact that many of Holanda’s most astonishing paintings were only discovered a few decades ago. As Benson notes in his compelling examination of visual depictions of the creation of the universe and of Holanda’s work in particular (a rarity in itself in Western academic studies, as there is still almost nothing written about this pioneering figure):
Perhaps the most extraordinary set of pictures depicting space-time’s origins dates from 1573. Discovered in the mid-20th century in an obscure notebook in the National Library of Spain, it was painted by the Portuguese artist and philosopher Francisco de Holanda, a student and lifelong friend of Michelangelo.
The Single Eye, the Dividers, and the Pyramid: Understanding the God of This World
Blake has always attracted those who are interested in the esoteric, the occult, and the deeper or more spiritual systems of thought. In his own time (1757-1827), Freemasonry was one of the most prominent and progressive of these systems – its members included Goethe, Mozart, Voltaire, and many of the key architects of the American and French revolutions (Benjamin Franklin, George Washington; Lafayette, Marat, Danton, and Robespierre), which have therefore often been seen as essentially Masonic projects.
God as Imagination: the Image and the Imaginer in the Sufism of Ibn ‘Arabî
Introduction: Ibn ‘Arabî and Islamic mysticism
According to Professor Henry Corbin, one of the 20th century’s most prolific scholars of Islamic mysticism, Ibn ‘Arabî (1165–1240) was “a spiritual genius who was not only one of the greatest masters of Sufism in Islam, but also one of the great mystics of all time.”
Imagination (khayâl), as Corbin has shown, plays a major role in Ibn ‘Arabî’s writings. In the Openings, for example, he says about it, “After the knowledge of the divine names and of self-disclosure and its all-pervadingness, no pillar of knowledge is more complete”.
The Philosopher’s Stone and the integration of the Brain
Mysterium Coniunctionis was Jung’s last great work. He was engaged on it for more than a decade, from 1941-1954, and finished it in his eightieth year. The book therefore occupies, as one critic observed, “the culminating position in his writings” (The Collected Works of C.G. Jung). In it he compellingly links the practices of alchemy and psychology through a profound analysis of symbolism and an examination of their shared ideas of the integration and ‘union of opposites’. As he notes, “Not only does this modern psychological discipline give us the key to the secrets of alchemy, but, conversely, alchemy provides the psychology of the unconscious with a meaningful historical basis.”
It’s a fascinating, illuminating, and at times breath-taking study, which draws not only on a wide number of alchemical texts but also on Kabbalistic ideas and symbols such as Adam Kadmon (Primordial Man), the Sefirot, and the union of the ‘Holy One’ and his bride. According to Jung, humankind has historically moved from a condition in which it projects the contents of its unconscious onto the world and heavens to one in which, as a result of a total identification with the rational powers of the ego, it has not only withdrawn its vivifying projections from the world but also fails to recognize or understand the archetypes of the unconscious mind.
The Human Form Divine: Sacred geometry and its relationship to our physiology
Section 1: The Nature of Sacred Geometry
Measuring Urizen: The geometry of geometry
This first section explores what is meant by “sacred geometry”, studying and measuring its terms in relation to the study of physiology, the ‘science of life’. It therefore provides a sort of “geometry of geometry”. This seems apposite: the very idea of measuring is after all embedded in the word “geometry”, which comes from the ancient Greek words Geos, meaning “Earth”, and Metron, meaning “to measure”. The act or assumption of measurement is therefore contained within the system that is used to measure reality. Urizen thereby inscribes itself in the very utensils it uses to explore the deep: as Neil Postman acutely observed, “within every technology there is embedded an ideology” (Technopoly: The Surrender of Culture to Technology). These sorts of isomorphic (or “fractal”) repetitions and self-reflections constitute one of the defining characteristics of sacred geometry.
Sacred geometry is usually understood as the science and study of the fundamental patterns, shapes, forms, proportions, and ratios that constitute the basic nature of physical, physiological, and psychological reality. In ancient traditions, these geometries were considered ‘sacred’ because they recurred with such remarkable frequency and on so many different levels, thereby seeming to suggest a ‘hidden order’ to the world. As Skinner notes, “geometry and numbers are sacred because they codify the hidden order behind creation”. As such, they were sometimes considered to reveal the “mind” of God: as Galileo succinctly put it, “Mathematics is the alphabet with which God has written the universe.”
The City as Psyche
The geography of William Blake’s illuminated epic poem Jerusalem is organized around four principal cities: London, Babylon, Golgonooza, and Jerusalem. Three of the four are familiar enough, but the arcane city of Golgonooza is likely to seem, to an unsuspecting reader, as unapproachable as some legendary Forbidden City.