探求自我的世纪（2002）

This is the story of the rise of an idea that has come to dominate our society.
这个故事是关于逐渐主导
It is the belief that the satisfaction of individual feelings and desires
这是一种信念，即满足个人的情感和欲望
is our highest priority.
是我们最优先的事项
Today we are going to tell you how to get whatever you want.
今天我们将告诉你，如何得到你想要的一切
I wanted to live a different life that was
我想过一种不同的生活
not available for me in the image I was born.
是我有生以来没有过的
I'm here, look at me, notice me!
看这里，看着我！
Previous episodes have shown that this rise of the self
之前的节目已表明，自我的崛起
was fostered and promoted by business.
是由商业所促进和推动的
They had used the ideas of Sigmund Freud
他们利用西格蒙德•弗洛伊德的思想
to develop techniques to read the inner desires of individuals
开♥发♥出技术，来解读个人内心的欲望
and then fulfill them with products.
然后用商品来满足它们
This final episode is about how that idea took over politics.
最后一集关于此种理念如何接管了政♥治♥
It tells the story of how politicians on the left in both America and Britain,
讲述美国和英国的左翼政客们
turned to these techniques to regain power.
如何利用这些手段重新掌权
They believed that they were creating a new and better form of democracy,
他们相信，他们正在创造一种更新更好的民♥主♥形式
one that truly responded to the inner feelings of individuals.
一种真正能回应个人内心感受的民♥主♥形式
But what the politicians didn't realize
但是政♥治♥家们没有意识到的是
was the aim of those who had originally created these techniques had not been to liberate the people
那些最初创造这些技术的人，目的并不是解放人♥民♥
but to develop a new way of controlling them in a new age of mass democracy.
而是为了在大众民♥主♥的新时代，开♥发♥控制人♥民♥的新方法
The roots of the story lie way back in the America of the 1920s with one man.
故事的源头可以追溯到20世纪20年代的一个美国人
He was called Edward Bernays, the nephew of Sigmund Freud.
他名为爱德华•伯奈斯，西格蒙德•弗洛伊德的外甥
Bernays had been one of the inventors of the profession of public relations
伯奈斯是公共关系专业的发明者之一
and he was fascinated by his uncle's theory
他着迷于他舅舅的理论
that human behavior was driven by unconscious sexual and aggressive drives.
相信人类的行为是由无意识的性♥欲♥和侵略性驱动的
Many of Bernays' clients were large American corporations
伯奈斯的很多客户都是美国大企业
and he was the first person to show them how they could sell many more products
他是第一个向他们展示如何通过图像和符号♥
if they link them through images and symbols
将产品与弗洛伊德所说的潜意识欲望相联♥系♥
to those unconscious desires that Freud had identified.
从而销♥售♥更多产品的人
Stuart Ewen
斯图尔特·伊万 公共关系史学家
The strategy he offered them was that
他所提供的策略是
people could now look at the goods that emerging within the society and not merely view those goods
人们可以把现在社会中出现的商品，不仅看作是
as things that they needed in order to deal with some specific material want,
他们处理某些特定物质需求所必需的东西
but also as goods which will stroke and respond to deep emotional yearnings.
而且还是能够切中和回应深切情感渴望的东西
You know, how this bar of soap or this bag of flour
要知道，这块肥皂或这袋面粉
will make me a happier more successful more sexually appealing, less fearful person.
会让我成为更快乐、更成功、更有魅力、更无畏的人
Somebody to be admired rather than reviled.
一个值得钦佩，而不是被唾弃的人
The powerful people in that world are those people who are capable of reading the public mind
这世上有权势的人，就是那些能够读懂公众想法
and giving the public what it wants in those terms.
并且能提供他们所求的人
And bernays was at the heart of it?
伯奈斯是核心人物吗？
Bernays was the guy who was the foremost articulator of the theories which were driving this new system.
伯奈斯是推动这个新理论系统最重要的阐述者
By the 1980s Bernays' ideas had come of age.
到了20世纪80年代，伯奈斯的理念已经成熟
A vast industry had grown up in America
一个庞大的产业已在美国成长起来
devoted to reading the inner desires of consumers.
致力于解读消费者内心的欲望
At it's heart was the technique of the focus group.
其核心便是焦点小组的技术
Previous episodes have shown how the focus group
前几集已经展现了焦点小组是由
was invented by psychoanalysts employed by US corporations.
受雇于美国企业的心理分♥析♥师所创建的
The aim was to allow consumers to express their inner feelings and needs
其目的是让消费者表达出他们的内心感受和需求
just as patients did in psychoanalysis.
就像精神分♥析♥中的病人那样
The information was then used to promote and design new products which would fulfill those desires.
这些信息随后被用于推广和设计新产品，以满足这些愿望
And Edward Bernays who was now nearly a hundred years old
爱德华•伯奈斯如今将近一百岁
was celebrated as the founding father of this marketing world.
他被誉为这个营销世界的创始人
Hi,Doctor! Good to see you! Come on up over here! There you go!
很高兴见到您，博士！请这边走！
Doctor! Tell me again what the doctor is! What are we dealing with?
博士，再告诉我一次博士是什么，我们该处理什么？
You're the father of public relations! Well, what we're dealing with, really, is the concept
您是公♥关♥之父！ 其实，我们真正要处理的是…
that people will believe me more if you call me doctor!
如果你叫我博士，人们会更相信我
I see…
也对…
So...That's a good idea!...
是个好主意…
And Bernays' ideas and techniques were also about to conquer Britain in the 1980s.
而伯奈斯的思想和技术，也将在80年代征服英国
Unlike America the ruling elites in Britain
与美国不同，英国的精英统治阶层
had always distrusted the idea of pandering to the masses.
一直不相信迎合大众的想法
It was epitomized by the patrician elite who ran the BBC.
当时掌管英国广播公♥司♥的贵族精英便是缩影
Even as late as the 60s, the popular programs were referred to as 'ground bait'.
甚至到了60年代，流行节目还被视作“地面诱饵”
Their real job was to lure the viewers into watching more serious programs
他们真正的工作是，吸引观众观看更严肃的节目
the elite knew was good for them.
而精英们知道这是对他们有益的
And market research reflected this attitude.
市场调查反映了这种态度
Individuals were observed and classified by market researchers
市场研究人员根据个人的社会阶层
according to their social class, from A through C2, D and E.
从A到C2、D和E对他们进行观察和分类
They might be C2...
他们大概是C2…
Yes, I think...babies,the way they carry their luggage...
是的，我想…孩子…他们拿行李的方式…
No taxi...and all stuffed in the bags like that...
没有出租车，所有东西都塞在那样的袋子里…
I think the lady possibly set her own hair...
我想这位女士肯定是自己弄的头发…
Yes!...Surely they're nicely dressed... Yes, they are!...
当然，他们衣着光鲜… 是啊，确实…
Probably a skilled worker...
可能是技术工人...
Yes! A skilled worker I would think so!
是的，我想是技术工人！
we agree then...C2? Yes! C2! We think so, yes!..
那么就是C2？ 是的，我们同意…
When people were asked their opinion about both products and politics
当人们被问及他们对商品和政♥治♥的看法时
they were selected by social class
他们被按照社会阶层挑选
and asked only strictly factual questions about what they thought.
只被问及对严肃的现实问题的想法
On leaving this end participant, put this on one side, who do you think will win this coming election?
抛开最后一名，把这个也放一边
labour… labour?
工党吧… 工党？
and tell me which you preffer?
告诉我你更喜欢哪个？
which party do you think you will you be voting for?
你会给哪个政党投票？
This time? the liberals...
这次…自♥由♥民♥主♥党吧…
And who do you think will be second?
你认为谁会是第二名呢？
Conservative…
保守党…
This one! Thank you!
这个吧 谢谢
The idea that one might ask people what they themselves felt and desired
询问人们他们的感受和欲望是什么，然后给他们想要的
and then give it to them was seen as alien to the ruling elites
这种想法对于精英统治阶层格格不入
and to challenge their belief that they knew was best for the public.
并且挑战他们的公众认知信念
Michael Shields M.D.
迈克尔·希尔兹 医学博士
There's evidence that in other countries, in the United States for example,
有证据表明，在其他国家，比如美国
there were polls that have been used before the elections, to interpret the mood of the public,
在选举前就有民♥意♥调查，用来解读公众的情绪
and then you give people what they want to have, and that's what they want to have...
然后你给人们他们想要的，那就是他们的所求
But , again, this could be less or more democratic,... I don't know...
但是，再说一次，这可能会比较不民♥主♥…我不知道…
This could be very dangerous ground I think, though,
不过，我认为，如果要以这种方式使用民调
when polls are used in that way..
可能会非常危险…
But then, in the economic crisis of the mid-70s
但是，在70年代中期的经济危机中
British industries were forced to begin to pay attention to the inner feelings of consumers.
英国工业被迫开始关注消费者的内心感受
As the recession deepened, consumer spending fell dramatically
随着经济衰退的加深，消费者的支出大幅下降
and the advertisers insisted that the only way for companies to survive was to make their advertising more effective.
广♥告♥商坚持认为，企业生存的唯一途径是提高广♥告♥效果
And to do this, they would have to delve into people's
为了做到这一点，他们必须深入研究
underlying psychological motives for purchasing.
人们采购的潜在心理动机
The advertising industry started to bring in Americans
广♥告♥业开始引进美国人
to run focus groups, with British housewives.
与英国家庭主妇一起经营焦点小组
Everyone is a unique person and even though you are a group of 10 today,
每个人都是独一无二的，即使你现在是10个人中的一员
we don't want a group opinion.
我们也不想要一个集体意见
We want to know your ideas, your thoughts,no matter how crazy it might be...
我们想知道你的主张，你的想法，不管它有多疯狂…
Please let your imagination wild,
请尽情发挥你的想象力
because that's how very crazy things like instant coffe got born.
因为速溶咖啡这么非常疯狂的东西就是这样诞生的
Now,so, can we get somebody, ...this lady,.. to be a kitchen sink?
那么，我们先找一位女士，厨房♥水槽应该是？
And, kitchen sink, how do you feel, with these things that are being used, to clean you up?
还有，厨房♥水槽，你感觉如何，用过后清理吗？
Well, I've got to feel clean, I've got to be kept clean...
我觉得要干净，必须要保持干净..
I feel that I should hate if I was all greasy, so I've got to be easy to clean...
如果太油腻了我会很反感，所以我想要容易清洗…
Ok...now the housewife...this lady...
好，那么家庭主妇，这位女士…
What would you use to clean your kitchen sink?
你会用什么来清洁你的厨房♥水槽？
Umm, it's getting harder...
会很麻烦…
Of course a cloth to apply things on...and plenty of water...
当然是布，用来擦东西…还有大量水…
And how do you feel as you're doing this chore?
做这些琐事的时候，你感觉如何？
Do you feel satisfied? Well satisfied, when I have done it, yes...
你觉得满意吗？ 很满意，当我做到了，是的…
I'm doing my duty, I feel it's a job well done..
我在尽我的职责，我觉得这是一项出色的工作
The consumers were encouraged to play at being products from household cleaners to car seatbelts.
消费者被鼓励演绎产品，从家用清洁剂到汽车安全带
The aim was not to talk rationaly, but to act out and reveal
其目的不是理性地探讨，而是行动起来
the inner emotional relationship to products.
揭示产品的内在情感关系
which firmly and unmistakeably underlines...
这些关系会被明确无误地强调
And then, a politician emerged who also believed
然后，一个政♥治♥家出现了
people should be allowed to express themselves.
他也认为人们应该被允许表达自己
Instead of being controlled by the state the individual should become the central focus of society.
个体不应受到国家的控制，而是该成为社会的中心焦点
Some socialists seem to believe that people should be numbers in a state computer...
一些社♥会♥主♥义♥者似乎认为，人应该是国家计算机中的数字…
We believe they should be individuals..
我们认为，他们应该是个体