The film then goes to another promoter of this utopian future – an experimental psychologist called B.F. Skinner. He outlines a new way of controlling and ordering people. It is no longer possible, he says, to tell people what to do. In an age of individualism and mass democracy people won’t accept that any longer. Instead you reward them for behaving in the ways you want them to.

You make them happy, and they feel that they are in control – because by doing something they get the reward.