There’s an old Sufi saying that Hell is where you receive everything you want. Well how about the prospect of a shiny new, sweet smelling hell where you receive everything you think you want, because that thought has been implanted in your unconscious by the neuroscientists who have been paid to market the product that’s suddenly caught your eye. It’s a closed loop and a done deal for the market driven world in which we live and it’s already happening –
Hmm…I feel like I want to eat bread…woo…that thing there looks a bit like bread…or like my favourite thing…I don’t know…it’s just talking to me somehow…in fact, I must have it. What’s it called?…a thneed! Nice name…what’s it for? Doesn’t matter, I have the strangest intuition that it’s going to solve all my problems. I feel it in my bones, this thneed is so me. And, wow, it’s so much cheaper than I expected. How on earth do they make it for that price? They must be so good and honest and beneficent in heart and mind these people who make thneeds, they are practically giving them away. Such God like charity. Oh! Look at that, I’ve bought it already in some kind of swoon. Ah! Well, I trust my impulse.
Of course, subliminal marketing and manipulation of mass desires has been with us for some time. Sigmund Fraud’s nephew, Edward Bernays developed what we now call public relations in the 20’s using his uncle’s theories of subliminal desires. He commented once that he would have called it Propaganda but the Russians had a trademark on that name. Check out Adam Curtis’ excellent documentary – ‘The Century of the Self’ about Bernays. In fact, check out any Adam Curtis documentary. They expose the thinkers and their theories behind the world views of our world leaders.
Only now, with the recent advances in neuroscience brought about in part by the technology that allows us to see the brain as it is thinking, the brainwashers are really getting a handle on their art. Take, for instance, the selective awareness test, that video on youtube that catches us out and makes us laugh with surprise at how stupid we are…well, I met one of the scientist behind it and he’s funded very well to explore how to place product adverts not moon-walking bears in the edge of our attention, so that it slips through to our unconscious from where it can sow the seeds of our innermost desires.
Like I said, this is not a new front. We who are involved in Theatre of the Oppressed have been fighting the oppression of implanted desires through social conditioning but the enemy have a new armoury and if we are not to become salivating zombie consumers then we need to advance our technology of resistance. The irony is that the technology exists and is at least 2500 years old. It is Mindfulness – the core component of Buddhism, and it is a resistance through acceptance…only by accepting unconditionally and without judgement what is happening at the moment, in our bodies and in our environment can we sensitise our awareness of ourselves to catch the moment before the impulse turns to action. But it will demand continual practice because those thneeds have us surrounded.