s08e39 | Counter Cutlure & Post War Liberalism, with Wokal Distance

Published in 1970, 'The Greening of America' is a seminal work that captures the essence of the counterculture movement. The book introduces a typology of three types of consciousness: Consciousness I (village life), Consciousness II (Corporate State), and Consciousness III (a radical, idealistic new consciousness). Reich argues that social and political change must begin with individual transformation, leading to cultural and eventually systemic change. The book was widely discussed and debated upon its release, reflecting the societal upheavals of the time.

The Conquest of Cool explores how the advertising industry during the 1960s transformed by embracing counterculture, turning it into a marketing tool that fueled consumerism. Frank argues that this shift was not merely a co-optation but a strategic move by advertisers to redefine consumer culture. The book provides a detailed history of advertising's evolution and its impact on American society.

Originally published in 1957, 'The Hidden Persuaders' is a classic examination of how advertisers use motivation research, a psychological technique, to tap into consumers' unconscious desires. The book analyzes products, political campaigns, and television programs of the 1950s to reveal the insidious manipulation practices that dominate the corporate-driven world. It has sold over one million copies and significantly changed the public's perception of advertising.