探求自我的世纪（2002）

The Century of the Self S01E04

Part 7 April 23, 2021, 2:09 p.m.

which is actually come up with a coherent political opinion that they might have faith in.
这实际上是恒定的政♥治♥观点，他们对此有信心
New labour are faced with a dilemma.
新工党面临进退两难的局面
The system of consumer democracy they have embraced
他们所拥护的消费者民♥主♥制度使他们陷入
has trapped them into a series of short term and often contradictory policies.
一系列短期的、往往相互矛盾的政策之中
There are now growing demands that they fulfill a grander vision.
现在越来越多的人要求他们实现更宏伟的愿景
That they use the power of government, to deal with the problems of growing inequality
他们利用政♥府♥的权力来解决日益加剧的不平等
and the decaying social fabric of the country.
以及国家日益衰退的社会结构
But to do this they will have to appeal to the electorate
但要做到这一点，他们必须呼吁选民
to think outside their own self-interest.
跳出自己的利己主义思维
And this would mean challenging the now dominant Freudian view of human beings
这将意味着挑战现在占主导地位的弗洛伊德派观点
as selfish instinct driven individuals
即人类是由自私本能驱动的个体
which is a concept of human beings that has been fostered and encouraged by business
这是一个被企业培育和鼓励的人类概念
because it produces ideal consumers.
因为它产生了理想的消费者
Although we feel we are free,
虽然我们觉得自己是自♥由♥的
in reality we, like the politicians
但实际上，我们就像政客一样
have become the slaves of our own desires.
成了自己欲望的奴隶
We have forgotten that we can be more than that,
我们忘记了我们可以做得更多
that there are other sides to human nature.
忘记了人性还有其他方面
Fundamentally here, we have two different views of human nature and of democracy.
从根本上说，我们对人性和民♥主♥有两种不同的看法
You have the view that people are irrational
认为人们是非理性的
that they are bundles of unconscious emotion,
是无意识情绪的集♥合♥体
that comes directly out of Freud.
这直接来自于弗洛伊德
And businesses are very able to respond to that,
企业非常能对此做出回应
that's what they have honed their skills to
这就是他们磨练自己技巧的原因
and that's what marketing really is all about -
也是营销真正的意义所在
what are the symbols the images the music, the words
什么样的符号♥，图像，音乐，文字
that will appeal to these unconscious feelings.
才能够吸引这些无意识情感
Politics must be more than that.
政♥治♥肯定还远远不止于此
Politics and leadership are about engaging the public
政♥治♥和领导力应该是，从事与公众
in a rational discussion and deliberation about what is best
共同理性地商讨，什么才是最好的
and treating people with respect in terms of their rational abilities to debate what is best.
并且尊重人们探讨何为最好的理性能力
If it's not that, if it is Freudian if it is basically
如果不是这样，而是弗洛伊德学说
a matter of appealing to the same basic unconscious feelings that business appeals to
如同商业诉求一样，诉诸于无意识的情感最为重要
then why not let business do it?
那么为什么不让企业来做呢？
Business can do it better, business knows how to do it.
商业可以做得更好，商业知道如何去做
Business after all is in the business of responding to those feelings.
毕竟，商业，就是回应这些情绪的生意