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De ce fumeaza femeile? | ![]() | ![]() | ![]() |
Polemici |
Scris de Ninel Ganea |
Joi, 21 Iulie 2011 11:48 |
In ziua urmatoare aceasta stire a fost pe prima pagina a multor ziare din SUA, iar investigatia reporterilor nu a mai continuat. Daca nu s-ar fi oprit aici sau ziaristii ar fi fost cat de cat sinceri, ar fi putut spune publicului lucruri cel putin la fel de interesante.
In primul rand, prezenta lor la acel eveniment fusese aranjata de Eddie Bernays, nepotul lui Sigmund Freud si omul din spatele fenomenului numit relatii publice. Apoi ar fi descoperit ca Berth Hunt nu era o fumatoare dedicata, ci doar secretara lui Eddie Bernays care, in calitatea sa de PR, incheiase, in urma cu un an, un contract de 25.000 dolari anual cu American Tobacco, o companie ce incerca sa isi extinda cota de piata prin vanzarea de tigari femeilor.”Daca le vom face sa fumeze ar fi ca si cum am deschide o noua mina de aur chiar in gradina noastra”, avea sa-i spuna lui Bernays George Washington Hill, seful AT. In campania de publicitate ce a urmat evenimentului, un rol foarte important l-a jucat si A. Brill, unul din discipolii lui Freud. “Este perfect normal ca femeile sa isi doreasca sa fumeze. Emanciparea femeilor a suprimat foarte multe din dorintele lor feminine. Mai multe femei fac astazi munca de barbati. Multe femei nu mai fac copii, cele care fac, fac foarte putini. Trasaturile feminine sunt ascunse. Tigarile, care sunt echivalate cu masculinitatea, au devenit torte ale libertatii”, afirm Brill. Peste foarte multi ani, Bernays avea sa rezume concludent strategia intregii campanii pentru fumat la modul feminin: “Traditii foarte vechi pot fi puse la pamant printr-un apel dramatic, diseminat de o retea media”. Este limpede ca nu doar evenimentul de la parada din New York a distrus inhibitiile femeilor in privinta tigarilor (in sec 19 si chiar la inceputul sec 20 cele care fumau erau privite drept tarfe si prostituate). Insa actiunea initiata de Bernays are o semnificatie mai ampla din perspectiva filozofiei propuse si a simbolisticii lumii moderne. O miscare de eliberare (in cazul de fata a femeilor) a fost de fapt doar paravanul prin care un grup de indivizi foarte abili si-au impus controlul social asupra unei mari parti din populatie. Si totul in numele libertatii. Nepotul lui Freud a descris foarte sincer mecanismele ce domina lumea secolului 20 in cartea sa “Propaganda”: “Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. …We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of. This is a logical result of the way in which our democratic society is organized… In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons…who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind”. Partea inspaimantatoare din povestea lui Bernays este ca el nu doar descria, ci recomanda aceasta filozofie. In opinia lui, oamenii erau “niste prosti” ce trebuie manipulati pana in cele mai mici detalii, mai ales ca stiinta a gasit (credea el) mijloacele perfecte pentru aceasta inginerie sociala. Nu conta prea mult daca marile corporatii, guvernul sau amandoua se ocupau cu influentarea oamenilor. Importanta era elita din spatele scenei, din care Bernays considera ca face parte. In opinia lui Marvin Olasky, problema principala a inventatorului propagandei era lipsa de credinta in Dumnezeu: “A world without God rapidly descended into social chaos. Therefore, he contended that social manipulation by public relations counselors was justified by the end of creating man-made gods who could assert subtle social control and prevent disaster…” Merita amintit, cel putin ca fapt divers, ca pe masa lui Adolf Hitler se gaseau la loc de cinste cele doua carti ale lui Eddie Bernays, “Propaganda” si “Cristalizarea opiniei publice”, alaturi de o fotografie a lui Henry Ford.Iar din cate imi amintesc, la cel putin o facultate de comunicare din Bucuresti se predau ideile lui Bernays, bineinteles “value free”.
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