Back to Branding Cattle

I recently learned about Edward Bernays and how he changed the way advertising is done. The basis for his work was that of his uncle, Sigmund Freud. In case you are unaware, here are a couple facts: Bernays instigated the field of 'public relations' (around the time of the first world war) and later wrote a book called The Engineering of Consent. Similar to how the weaponization of racism by the Republican Party in the mid-1960's represented a fundamental change in politics, so did the introduction of propaganda at home alter everyday life. Rather than advertising a product on its merits (or outright lying), Bernays used techniques to manipulate consumers in subtle and gross ways. Rather than a factual, rational basis for buying a product, the intent was to introduce an emotional, non-conscious desire for something (or what the object represented: freedom, power, etc.). A common example is hiring attractive women to smoke cigarettes in public so as to reduce social stigma in order to sell cigarettes to the other half of the population. It is commonplace for "celebrities" to endorse a product in order to lure customers, with the most recent version being social media "influencers". The very label is indicative of the crass nature of the field, and a blatant (if unheeded) warning to individuals about what they are consuming. In recent years, there has been much made of 'building brands', discussions of what a 'brand' means, and how 'branding' builds customer loyalty. This can be seen in advertising slogans and campaigns going back decades, telling us we are part of something when we make the choice to buy one product over another (sodas or cars). All of this is actually just refinements on the original use of psychological discoveries to lure consumers and keep them "loyal", which is to say "spending their money with us instead of elsewhere". This is the basic concept of advertising: to turn individuals into consumers (a commodity to be drained of capital).

 

Now we return to the subject hinted at above, since this all seems to me related to the idea of "race". This notion of "race" was initially used to differentiate groups of people based on appearance and eventually to justify slavery. The seductive excuse of 'superior' and 'inferior' races, for instance: ones which possessed inherent traits that determined whether they were capable of reason or not. For a quick explanation of this, I highly recommend this TED talk. To this day, the discussion of race bears the mark of this origin; just by using the term, we are framing our conversation around an imaginary, outmoded idea of differences which do not truly exist. While advertising and "race" may not seem immediately related, allow me to conjecture a link. Bernays' version of ads are about utilizing psychological understanding in order to manipulate consumers and drive behaviors. The explicit goal is to collect more money; the underlying goal is to trap consumers in a system whereby their primary drives are used to steer them into choices, in other words: to exert control. Can the same be said for the concept of "race", or its concomitant, racism? Whereas advertising is a relatively straightforward process, the weaponization of "race" seems less so. I will rely on former U.S. president Lyndon Johnson, who most clearly expressed it thus: "If you can convince the lowest white man he's better than the best colored man, he won't notice you're picking his pocket. Hell, give him somebody to look down on, and he'll empty his pockets for you." Again, while he is overtly speaking in terms of 'emptying pockets' of money, unpacking it reveals the real motive is power. He is speaking of the utilization of "race" as a means to drive citizens to give up their independence of thought, freedoms, and even rights in order to prevent some prophesied calamity due to an other "race". Again, this can be seen in history; one recognizable example would be the trope (at least in the U.S.) which sexualizes "black" men and creates a primal fear in "white" men about loss of status and potency. You likely know the name of Emmett Till, who is but one of many innocents who lost their life to this insidious lie. So there is no confusion: I am not excusing racism or racist behavior, only seeking to understand how it works; understanding something allows for change to that thing.

 

To resume this exploration of how "race" is used to control individuals, we must understand that while the idea is to place some group "superior" to another, neither is free as long as the structure of "race" exists. Just as the above trope illustrates, any supposed "superiority" must be jealously and closely guarded. This means that the "superior" group is trapped in a fight (with an imaginary foe, played out with real persons) and cannot have an unguarded moment, lest some sign of the falsity of their narrative be found out. After all, what would it mean for Johnson's "lowest white man" if they were just the same as that "best colored man"? Because we are looking at this through a (non-professional) psychological lens, we can recognize that these motivations can play out without conscious thought or direction. In fact, the strategy of racism, and subsequent control of racists, does not require any particular cohesion. Just inculcate a fear and hatred of some group, and let those motivators work on people; the results are stunningly predictable. This is terrible enough, but-as mentioned above-what is worse is that no one is free of this system as long as the concept of "race" holds sway. The greater risk is that a construct becomes an overwhelming force within society-something one can either work for, or against, but cannot ignore or escape.