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.
From Logos to Eros: Humans Moving Beyond the Reality Principle
Graffiti Removal by Banksy (2008); Super Supper by Ron English (2010)
“Intensified progress seems to be bound up with intensified unfreedom” Herbert Marcuse observed in his classic work Eros and Civilisation, one of the most profound and compelling books ever written on the problem of ‘civilisation’. In it, he tries to explain and unravel this apparent paradox.