CASE: 'Torches of Freedom' - The use of semiology to change women's rights.
I came across this beauty in the first episode of The Century of the Self, where theyāre talking about the work of Edward Bernays, the nephew of Sigmund Freud. This particular project of his is interesting when thinking about semiology and symbolism in communication.Ā
Basically, in the 1920ās, womenās rights were at the forefront of media coverage, with suffragettes winning ladies the right to vote and more female applicants to colleges and universities, etc. Despite this, women were still socially unequal. Smoking was huge during this time, however certain legislative and social laws disallowed women from smoking in public - in 1922, a woman was arrested for smoking in New York City.Ā
The president of the American Tobacco Company knew that his sales would soar if he could get women to smoke in public. He employed Bernays, who used techniques similar to psychoanalysis to break the taboo. His new campaign would use the current empowerment women had gained and put it to use for the tobacco company. Working with Dr A.A. Brill, they figured that cigarettes currently held an association with men, with smoking being a masculine act, and cigarettes being a phallic symbol. He took this imagery, replaced the men with the suffragettes (at the time symbol of equality and womenās rights) and said that cigarettes were ātorches of freedomā. Women everywhere took this ideology for themselves and starting lighting up in public. The performative act of a woman smoking become an icon for womenās rights. This small act was a media sensation and resulted in changing the way people thought about smoking.
(Image source:Ā http://thesocietypages.org/socimages/files/2012/02/TorchesFreedom2.jpeg)
This fascinates me. What was used to help capitalists gain income ended up changing a societies ideas towards a particular act. The performance of a women lighting up a cigarette held such a powerful stigma that it was forceful enough to eradicate the social taboo held against women. It asks the question of how powerful can this be?Ā
Iām reminded that this act would again change in the coming years when the health risks come to light, with the act of smoking adopting a different stigma.Ā
This quote from Bernaysā Propaganda highlights the power that he and his colleagues had in changing the way society thought
Whatever attitude one chooses to take toward this condition, it remains a fact that in almost every act of our daily lives, (...) we are dominated by the relatively small number of personsāa trifling fraction of our hundred and twenty millionāwho understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind, who harness old social forces and contrive new ways to bind and guide the world.
Heās talked about in the documentary as saying that our emotional responses can be linked to an object or symbol, so that symbol will always provoke some sort of feeling within us - by manufacturing the link between our irrational emotion and a symbol (whether thatās a product, an ideology or a person), it can be used to change our way of thinking towards the particular subject. Powerful.Ā
Looking at this linguistically, their use of the phrase āTorches of freedomā is an early example of a slogan. This is the main emotion-invoker, if you like. In todayās world, an example might be Appleās āForward Thinkingā for the new iPhone 5S: in a society where everyone wants the latest thing, simply describing something as āforward thinkingā asserts the idea that this is the newest thing, and our āirrational forcesā, as Freud and Bernays use, want the newest thing. A link is made between our want of the newest technology with this brand or particular product. So we buy it. In the example, the use of āfreedomā, which has powerful, standalone connotations, is the weapon used to effect us emotionally. This response is made worse when itās directed to a group whoās currently fighting for freedom, and in an American society where they live in āthe land of the freeā. As in my checklist, the more significant something is to someone, the more newsworthy it is to them.
(Image source:Ā http://timenerdworld.files.wordpress.com/2013/09/iphone-5s-forward-thinking.jpg?w=480&h=320&crop=1)
There are many similar incidents in todayās world that try to effect us emotionally to make us change our ways of thinking, most notably are the Kony 2012 campaign and the current issue in Russia about LGBT rights. Both are forcing ideas upon us with lexical choices carrying heavy semantic meaning with the hope that it will be enough to get us involved and change how we think about something.Ā