探求自我的世纪（2002）

A new theory about human nature was put forth by Sigmund Freud.
西格蒙德•弗洛伊德提出了一种关于人性的新理论
He had discovered he said, primitive, sexual and aggressive forces
他声称发现了原始的、性和侵略性的力量
hidden deep inside the minds of all human beings.
潜藏在人类的内心深处
Forces which if not controlled,
这些力量如不加以控制
led individuals and societies to chaos and destruction.
就会导致个体和社会陷入混乱与毁灭
This series is about how those in power have used Freud's theories
本系列节目讲述当权者运用弗洛伊德的理论
to try and control the dangerous crowd in an age of mass democracy.
如何试图控制大众民♥主♥时代的危险人群
But the heart of the story is not just Sigmund Freud
但故事的核心不仅仅是西格蒙德•弗洛伊德
but other members of the Freud family.
还有他的其他家族成员
This episode is about Freud's American nephew, Edward Bernays.
本集讲述了弗洛伊德的美国外甥，爱德华•伯奈斯
Bernays is almost completely unknown today
伯奈斯在今天几乎完全不为人知
but his influence on the 20th century was nearly as great as his uncles.
但在20世纪，他的影响力几乎和他舅舅同样巨大
Because Bernays was the first person to take Freud's idea about human beings
因为伯奈斯是第一个把弗洛伊德的人性理论
and use them to manipulate the masses.
用来操控民众的人
He showed American corporations for the first time
他第一次让美国公♥司♥看到
how to they could make people want things they didn't need
如何将大批量生产的商品
by linking mass produced goods to their unconscious desires.
从而使人们想要得到他们本不需要的东西
Out of this would come a new political ideal of how to control the masses.
从中也得出了一个如何操控群众的政♥治♥新理想
By satisfying people's inner selfish desires
通过满足人们内在的自私欲望
one made them happy and thus docile.
而使他们快乐，从而变得驯服
It was the start of the all-consuming self
这就是“完全消费自我”的开始
which has come to dominate our world today.
如今它已支配了我们的世界
Freud's ideas about how the human mind works have now become an accepted part of society.
弗洛伊德“人类心智如何运作”
As have psychoanalysts.
精神分♥析♥师也一样
Every year the psychotherapists' ball is held in a grand palace in Vienna.
每年的精神分♥析♥医师舞会
This is the psychotherapy ball.
这就是精神治疗的舞会
Psychotherapists come, some advanced patients come, former patients come,
心理治疗师、康复中的病人和从前的患者都来了
Dr. Alfred Fritz
阿尔弗雷德·弗里茨 世界精神治疗理事会主席
and many other people - friends, but also people from the Viennese society
还有一些来自维也纳上层社会的朋友
who like to come to a nice, elegant, comfortable ball.
那些喜欢参加愉快、优雅、舒适的舞会的人
But it was not always so.
但是情况并非一直如此
A hundred years ago Freud's ideas were hated by Viennese society.
一百年前，弗洛伊德的思想被维也纳上层社会所痛恨
At that time Vienna was the center of a vast empire ruleing central Europe.
那时的维也纳，是中欧大帝国的统治中心
And to the powerful nobility of the Habsburg accord,
对于掌权的哈布斯堡家族来说
Freud's ideas were not only embarrassing,
弗洛伊德的思想不仅让人难堪
but the very idea of examining and analyzing ones inner feelings
且“审视和分♥析♥人的内心感受”这一理念
was a threat to their absolute control.
也是对贵族绝对统治权的威胁
You see at that time these people had the power
你看着那时的掌权者
and of course you just weren't allowed to show your bloody feelings, I mean you just couldn't.
极端情绪是不许被表达的，我意思是你就是不能
You know if you were unhappy, can you imagine,
如果你不高兴了，你想象一下
Countess Erzie Karolyi
康斯坦丝·厄齐·卡罗伊（布达佩斯）
for instance you sit somewhere in the country, in a castle, you are deeply unhappy, you are a woman;
比如你在这个国家的某地，某个城♥堡♥里 沮丧无比，你是个女人
you couldn't go to your maid and cry on her shoulders,
你不能去侍女的肩膀上哭
you couldn't go into the village and complain about your feelings,
不能跑到村子里，去发泄你的感受
it was like selling yourself to someone, you just couldn't. You know?
那就像是你被卖♥♥给了某人，你就是不能这样做
You know?
知道吧
Because they had to respect you.
因为他们不得不尊重你
Now of course, Freud, he put that thought very much into question
当然了，弗洛伊德，他质疑这种想法
you see to examine yourself you would have to put other things into question
你开始检视自己，不得不开始质疑其他事
your society, everything that surrounds you and that was not a good thing at that time.
你的社交圈、你周围的一切...
and that was not a good thing at that time.
这在当时可不是件好事
Why not?
为什么不是？
Because your self-created empire to a certain extent would have fallen to bits much earlier already.
- 因为你自己创造的帝国
But what frightened the rulers of the empire even more was Freud's idea
但让帝国统治者更害怕的是，弗洛伊德所说
that hidden inside all human beings were dangerous instinctual drives.
那些危险的，潜伏在人们内部的驱动本能
Freud had devised a method he called psychoanalysis.
弗洛伊德设计了一种方法，他称之为精神分♥析♥法
By analyzing dreams and free association he had unearthed he said
通过分♥析♥梦境和挖掘其关联，他声称
powerful sexual and aggressive forces which were the remnants of our animal past.
强大的性♥欲♥和侵略性，是我们源自兽♥性♥的残留
Feelings we repressed because they were too dangerous.
感情被压制，因为它们太危险
Freud devised a method for exploring the hidden part of the mind
弗洛伊德设计了一个方法来探索心灵的隐藏部分
Dr. Earnest Jones
厄内斯特·琼斯 弗洛伊德的同事
which we nowadays call the unconscious
如今我们称之为潜意识
this the part is totally unknown to our consciousness.
对我们的意识部分来说，它是完全未知的
That there exists a barrier in all our minds which prevents
在我们的心灵中存在着一道屏障，它抑制了
these hidden and unwelcome impulses from the unconscious from emerging.
源自潜意识的那些隐藏的、不受欢迎的冲动显现
In 1914 the Austria-Hungarian Empire led Europe into war.
1914年奥匈帝国导致欧洲进入战争
As the horror mounted Freud saw it as terrible evidence of the truth of his findings.
随着战况加剧，弗洛伊德觉得
The saddest thing he wrote, is that, this is exactly the way we should have expected
最悲惨的就是，他写道，果然不出所料
people to behave, from our knowledge of psychoanalysis.
人们这些举动正是我们的精神分♥析♥学有所预料的
Governments had unleashed the primitive forces in humans beings
政♥府♥解开了人类的原始驱力的束缚
and no one seemed to know how to stop them.
似乎却没人知道该如何阻止它
At that time, Freud's young nephew, Edward Bernays
此时，弗洛伊德的年轻外甥爱德华•伯奈斯
was working as a press agent in America.
正在美国从事发言人的工作
His main client was the world famous opera singer Caruso
他的主要客户是世界著名男高音卡鲁索
who was touring the United States.
当时他正在美国巡回演出
Bernays' parents had emigrated to America 20 years before,
伯奈斯的父母在20年前移♥民♥美国
but he kept in touch with his Uncle who joined him for Holidays in the Alps.
但他和自己的舅舅保持着联♥系♥
But Bernays was now about to return to Europe for a very different reason.
现在伯奈斯因为特殊原因返回欧洲
On the night that Caruso opened in Toledo Ohio
卡鲁索在俄亥俄州托勒多的开唱之夜
America announced that it was entering the war against Germany and Austria.
美国对德国和奥地利宣战
As a part of the war effort, the US government set up a committee on public information
为了筹备战事，美国政♥府♥成立了一个公共信息委员会
and Bernays was employed to promote America's war aims in the press.
伯奈斯受雇在媒体上宣扬美国参战的目的
The president Woodrow Wilson, had announced that the United States
伍德罗•威尔逊总统宣布
would fight not to restore the old empires but to bring democracy to all of Europe.
美国不是为了复兴古老的帝国而战
Bernays proved extremely skillful at promoting this idea both at home and abroad
伯奈斯将此理念相当巧妙地散播于国内外
and at the end of the war was asked to accompany the President to the Paris Peace Conference.
在战争末期，他受命陪同总统出席巴黎和会
Edward Bernays
爱德华·伯奈斯（1991年）
Then to my surprise
当时出乎我的意料
they asked me to go with Woodrow Wilson to the peace conference.
他们要求我和伍德罗•威尔逊一起参加巴黎和会
And at the age of 26 I was in Paris for the entire time of the peace conference
在26岁这个年纪，整个和谈期间我都在巴黎
that was held in the suburb of Paris
会议在巴黎郊区举♥行♥
and we worked to make the world safe for democracy.
我们致力于为民♥主♥创造一个安全的世界
That was the big slogan.
这是巨大的宣传语
Wilson's reception in Paris astounded Bernays and the other American propagandists.
威尔逊在巴黎的欢迎仪式，震惊了伯奈斯等美国宣传者
Their propaganda has portrayed Wilson as a liberator of the people.
他们的宣传活动把威尔逊描绘成一位解放者
The man who would create a new world in which the individual would be free.
这个人将创造一个新的世界，这个世界里个人将是自♥由♥的
They had made him a hero of the masses.
他们把他打造成一位大众英雄
And as he watched the crowd surge around Wilson,
而当看着围绕威尔逊的汹涌人潮时
Bernays began to wonder whether it would be possible
伯奈斯开始自问，是否有可能
to do the same type of mass persuasion, but in peace time.
在和平时期也制♥造♥出同样的群众信念呢？
When I came back to the United States, I decided
当我回到美国，我决定了
that if you could use propaganda for war
如果你能在战争时期使用宣传
you could certainly use it for peace.
那么和平年代当然也可以用
And propaganda got to be a bad word because of the Germans using it.
宣传已经变成一个糟糕的词，因为它被德国人用了
So what I did was try to find some other words
我要做的是试图找到其他用语
so we found the word "Council on Public Relations".
所以我们发明了“公共关系部”
Bernays returned to New York and set up as a Public Relations Councilman
伯奈斯回到纽约，在百老汇的一间小办公室里开业
in small office off Broadway.
成了一位公共关系员
It was the first time the term had even been used.
这是此术语首次被使用
Since the end of the 19th century, America had become a mass industrial society
19世纪末以来，美国已经成为了大型工业社会
with millions clustered together in the cities.
几百万人聚居在城市里
Bernays was determined to find a way to manage and alter the way
伯奈斯决定寻找一种方法来管理和改变
these new crowds thought and felt.
这些新社群的思考和感受
To do this he turned to the writings of his Uncle Sigmund.
为此，他转向了舅舅西格蒙德的作品
While in Paris Bernays had sent his Uncle a gift of some Havana cigars.
在巴黎时，伯奈斯送了舅舅一份礼物：一些哈瓦那雪茄
In return Freud had sent him a copy of his "General Introduction to Psychoanalysis".
弗洛伊德给了他一本自己的著作 《精神分♥析♥简介》的副本作为回礼
Bernays read it,
伯奈斯阅读了它
and the picture of hidden irrational forces inside human beings, fascinated him.
隐藏在人类内部的非理性驱力图景让他着迷
He wondered whether he might make money by manipulation of the unconscious.
他自问，是否可以靠潜意识的操控来赚钱呢？
Pat · Jackson
帕特·杰克逊 公共关系顾问、伯奈斯的同事
What Eddie got from Freud, was indeed this idea
埃迪从弗洛依德那获取的真正思想就是
that there is a lot more going on in human decision making.
人类的决策是一个很复杂的过程
Not only among individuals but even more importantly among groups
不仅是个人之间，更重要的是在群体之间
that this idea that information drives behavior.
这种思想信息驱使着行为
So Eddie began to formulate this idea
所以埃迪开始形成这个想法
that you had to look at things that will play to people's irrational emotions.
你必须去观察那些，会影响人们非理性情绪的东西
You see, that moved Eddie immediately into a different category from other people in his field
这让埃迪从他的同僚当中迅速脱颖而出
and most government officials and managers of the day
那时，大多数政♥府♥官员和经理们认为
who thought if you just hit people with all this factual information
只要你用事实资料就能说服人们
they would look at that say go of course
人们会看看这些资料，然后说我们干吧