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Psychological theories and political ideologies have intertwined, shaping our society in deep ways. Sigmund Freud’s work in psychoanalysis, Edward Bernays’ use of these ideas in public relations, and Leo Strauss’s blend of psychoanalysis with political thought have all contributed to the rise of neoconservatism and its partnership with neoliberalism. This analysis looks at how these ideas have been used to strengthen elite power, influence public thinking, and maintain global dominance, while leaving many people politically and economically marginalized.
Sigmund Freud changed how we understand human behavior with ideas like the unconscious mind, repression, and the id, ego, and superego. These concepts didn’t just change psychology; they seeped into culture and society, paving the way for the manipulation of public opinion and consumer habits.
Edward Bernays, Freud’s nephew and the "Father of Public Relations," took Freudian ideas and turned them into powerful PR campaigns. By tapping into the unconscious and societal repression, Bernays created initiatives that shaped societal norms and desires. Notable examples include:
"Torches of Freedom" campaign: Encouraged women to smoke as a sign of liberation, linking consumer behavior to hidden desires for equality.
United Fruit Company’s geopolitical influence: Used PR tactics in geopolitics to shape public opinion and policy in favor of corporate and national interests.
Bernays laid the groundwork for modern PR and advertising, showing how psychological insights can control the masses.
The cover of the book Propaganda by Edward Bernays
Leo Strauss pushed Freud’s ideas further by mixing them with political philosophy. His works, like "Natural Right and History" and "Persecution and the Art of Writing," turned psychoanalytic theory into geopolitical strategies, heavily influencing neoconservative thought. Strauss’s support for elite governance and the idea of a natural right to rule gave neoconservative policies a philosophical cover, promoting ideological dominance through controlled narratives and subtle pressure.
Leo Strauss
Surface Contradictions, Underlying Unity
Neoliberalism and neoconservatism often seem opposed, but they are two sides of the same coin. Both aim to disenfranchise the masses economically and politically, strengthening elite dominance through their complementary strategies.
Manufactured consent: Neoconservatism justifies neoliberal policies that benefit the elite while sidelining the broader public.
Elite control: Neoconservatives provide the ideological cover (e.g., natural rights to rule, from Leo Strauss), while neoliberals implement policies (e.g., deregulation, privatization, austerity) that deepen economic hierarchies.
Link to Freud's Legacy
This partnership follows from Freudian psychoanalysis, especially Bernays’ manipulations, which distort public consciousness to serve elite interests, ensuring compliance through constant media and consumerism.
Author: Mark Fox
Crisis and Co-optation
Neoliberalism is facing a "crisis of legitimacy" as it struggles to push policies that harm collective interests. Neoconservatism steps in to support this failing system by promoting a hierarchical worldview, claiming the natural superiority of elites and their right to rule. This tactic aligns public sentiment with elite interests, similar to Bernays’ use of Freudian principles in PR.
Parallel to Gatekeeping
The neoliberal/neoconservative alliance creates political gatekeepers. Neoconservatives provide the moral and philosophical support to suppress democratic demands, keeping the neoliberal agenda intact and in elite hands.
Historical Echoes of Capitalist Domination
Neoliberalism aims to return to 19th-century capitalism, where unchecked capital rules without meaningful regulation. This move revives oppressive elite power structures under the guise of progress.
Cultural Focus Over Class Struggle
Both neoliberalism and neoconservatism divert attention to identity politics and cultural issues, breaking up potential alliances that could challenge economic inequalities and maintain elite control.
Depoliticization as a Strategy
By depoliticizing the public, neoliberalism and neoconservatism weaken the ability to organize against elite control, using tactics similar to those that depoliticize class struggles in leftist movements.
Author: Mark Fox
Elite Justifications for Power
Leo Strauss’s philosophy provides a weak theoretical basis for elite rule, reinforcing existing hierarchies under the pretense of natural rights. This fits with Freud’s legacy, where Bernays’ manipulation of public opinion keeps elites in power by portraying them as the enlightened few.
Cultural Hegemony
The neoliberal/neoconservative alliance mirrors the cultural control seen in Freudian and Frankfurt School ideas, maintaining elite dominance through intellectual and ideological power while creating an illusion of progress or opposition.
When cultural manipulation and depoliticization fail to suppress dissent, elites turn to force—surveillance, policing, and militarization become their tools. This approach echoes critical theorists like Herbert Marcuse, who discussed repression’s role in societal control, though in practice, these ideas are used to target less threatening critiques.
Parallels with Identity Politics
The Left’s focus on identity politics splits opposition to elite dominance, much like neoliberalism and neoconservatism distract from economic inequalities. This division prevents unified resistance against elite control.
Strategies for Reunification
To break these manipulative dynamics, the Left must combine class-based critiques with identity concerns, highlighting their intersection under capitalism. Reclaiming agency means challenging intellectual gatekeeping and building coalitions that address both economic and social injustices.
Role of Intellectual Movements
Intellectual movements must reject complicity with elite power and foster genuine opposition, empowering marginalized groups. Addressing gatekeeping in cultural and intellectual institutions is key to forming a united front against elite manipulation.
The combination of Strauss’s "noble lies" and Bernays’s propaganda methods represents ideological control, where dominant ideas are kept through strategic deception and psychological manipulation. This partnership allows neoconservatives to shape public opinion, justify aggressive foreign policies, and maintain global dominance. Historical examples include:
Cold War propaganda: Using psychological manipulation to fuel anti-communist sentiments and justify questionable geopolitical actions.
Middle East interventions: Employing media manipulation and strategic deception to gain support for military and political actions.
The path from Freud’s psychoanalytic theories through Bernays’s manipulative PR strategies and Strauss’s distorted political philosophy shows the deep and harmful impact of psychological insights on public relations, political ideology, and elite control. The neoliberal/neoconservative alliance demonstrates how these ideas merge to control public thought, uphold economic hierarchies, and maintain global power. This history calls for a critical look at ethical issues and the complex nature of political movements. Future research must continue to explore the links between psychology, public relations, and political ideology to fully understand their combined effect on today’s society and global affairs.
To break the stronghold of elite control maintained by the neoliberal/neoconservative alliance, progressive movements should:
1. Reintegrate class and identity politics: Create a unified approach that addresses both economic inequalities and social injustices, recognizing their interconnectedness.
2. Challenge intellectual gatekeeping: Develop intellectual and cultural spaces that resist elite manipulation and encourage radical critiques of existing power structures.
3. Expose mechanisms of control: Increase awareness of how psychological manipulation and propaganda maintain elite dominance, empowering the public to recognize and resist these tactics.
4. Build inclusive coalitions: Form broad-based alliances that unite diverse groups under common goals of economic and social justice, overcoming divisions caused by identity politics.
5. Promote ethical public relations: Advocate for transparency and ethical standards in media and public relations to counteract manipulative narratives and support genuine democratic discourse.
By following these strategies, progressive movements can work to dismantle elite control mechanisms and build a more equitable and democratic society.