20. On British capitalists' discussions of the need to "create wants" in Jamaica after the abolition of slavery in the 1830s, see for example, Thomas Holt, The Problem of Freedom: Race, Labor, and Politics in Jamaica and Britain, 1832-1938, Baltimore: Johns Hopkins University Press, 1992, especially 44-73. This study notes that as abolition was being prepared in Jamaica, British Member of Parliament Rigby Watson argued on June 10, 1833 (p. 54):
"To make them labour, and give them a taste for luxuries and comforts, they must be gradually taught to desire those objects which could be attained by human labour. There was a regular progress from the possession of necessaries to the desire of luxuries; and what once were luxuries, gradually came, among all classes and conditions of men, to be necessaries. This was the sort of progress the negroes had to go through, and this was the sort of education to which they ought to be subject in their period of probation [after emancipation]."
Similarly, John Daughtrey remarked (p. 71):
"Every step they take in this direction is a real improvement; artificial wants become in time real wants. The formation of such habits affords the best security for negro labour at the end of the apprenticeship."
The British leaders also addressed the problem of the fertile land that would be available to the newly freed slaves (p. 73):
Early in 1836, Lord Glenelg [the Colonial Secretary] forwarded to all the West Indian governors a dispatch addressing one of these policy problems. He began by noting that during slavery, labor could be compelled to be applied wherever the owner desired. Now, with the end of apprenticeship, the laborer would apply himself only to those tasks that promised personal benefit. Therefore, if the cultivation of sugar and coffee were to continue, "we must make it the immediate and apparent interest of the negro population to employ their labour in raising them."
21. For other examples of capitalists' conscious discussions of the necessity of "creating wants," see for example, Aviva Chomsky, West Indian Workers and the United Fruit Company in Costa Rica, 1870-1940, Baton Rouge: Louisiana State University Press, 1996. An excerpt (pp. 56-59):
[The United Fruit] company claimed in its propaganda that its role was to instill consumer values among its workers. . . . In 1929, Crowther, another United Fruit biographer, explicitly explained the importance of the spread of a consumer mentality as he waxed eloquent on the virtues of capitalism and bemoaned the immoral effects of a subsistence economy: "The mozos or working people [in Central America] have laboured only when forced to and that was not often, for the land would give them what little they needed." But this could be changed, he explained, by infusing these laborers with the desire for upward mobility. "The desire for goods, it may be remarked, is something that has to be cultivated. In the United States this desire has been cultivated. . . . American movies, radio, and especially magazines were everywhere, and "our advertising is slowly having the same effect as in the United States -- and it is reaching the mozos. For when a periodical is discarded, it is grabbed up, and its advertising pages turn up as wall paper in the thatched huts. I have seen the insides of huts completely covered with American magazine pages. . . . All of this is having its effect in awakening desires."
Hans Schmidt, The United States Occupation of Haiti, 1915-1934, New Brunswick, NJ: Rutgers University Press, 1971. An excerpt (p. 158):
[T]he problem of introducing American pragmatism and efficiency involved confrontation with basic Haitian values and ambitions regarding work and material rewards for work. . . . Financial Adviser Arthur C. Millspaugh stated: "The peasants, living lives which to us seem indolent and shiftless, are enviably carefree and contented; but, if they are to be citizens of an independent self-governing nation, they must acquire, or at least a larger number of them must acquire, a new set of wants" [see Arthur Millspaugh (U.S. proconsul in Haiti), "Our Haitian Problem," Foreign Affairs, Vol. VII, No. 4, July 1929, pp. 556-570].
Angie Debo, And Still The Waters Run, New York: Gordian, 1966 (original 1940), especially pp. 20-30 (classic study discussing the U.S. government's efforts to drive an awareness of their true wants into the native population during its program of "Indian removal" and annexation). An excerpt (pp. 21-23):
Senator Henry L. Dawes of Massachusetts, a distinguished Indian theorist, gave a glowing description of a visit of inspection he had recently made to the Indian Territory [in 1883]. The most partisan Indian would hardly have painted such an idealized picture of his people's happiness and prosperity and culture, but, illogically, the Senator advocated a change in this perfect society because it held the wrong principles of property ownership. Speaking apparently of the Cherokees, he said: "The head chief told us that there was not a family in that whole nation that had not a home of its own. There was not a pauper in that nation, and the nation did not owe a dollar. It built its own capitol, in which we had this examination, and it built its schools and its hospitals. Yet the defect of the system was apparent. They have gone as far as they can go, because they own their land in common. It is Henry George's system [George was a nineteenth-century American land reformer], and under that there is no enterprise to make your home any better than that of your neighbors. There is no selfishness, which is at the bottom of civilization. Till this people will consent to give up their lands, and divide them among their citizens so that each can own the land he cultivates, they will not make much more progress."
Chomsky's mentioned that the footnotes to the book are so extensive and thoroughly researched that he often refers to them himself; you can see why. I've always felt that Chomsky needs a good editor, and Understanding Power is at the top of my list of recommendations of his writing as a direct result of the extraordinary work that Peter R. Mitchell and John Schoeffel did in organizing the book itself and compiling the footnotes.