Jump to the present day, and The Apprentice is still as popular as ever, going by the fact that my Twitter feed mentions nothing else whenever it is on. I try to follow intelligent, liberal, clear-thinking people. So why do they all get sucked in to The Apprentice? I've not heard anyone say they actually like it, if anything they seem to actively dislike it, but still they tune in every week without fail.
What strange psychological system is in place that makes so many people want to watch the antics of a number of strangers they claim to find repugnant? Is everyone a secret masochist? Does Alan Sugar have some sort of mind-control power? Is the BBC employing weapons-grade
There must be some interesting psychological phenomena in play. This needs investigating. So, as someone experienced in numerous areas of psychology who is largely ignorant about the current format and cast of The Apprentice, I felt I was in a perfect position to offer an objective psychological assessment of it. Here are the notes I made from viewing the latest episode.
2 min: OK, we're barely out of the recap and already Lord Sugar emphatically says he believes "actions speak louder than words". But many of the physical actions humans can perform produce little or no audible output. A metaphor, or does he suffer from synaesthesia?
3 min: I'm thinking Lord Sugar may be using psychological methods to control the contestants and produce the most "stimulating" television. He seems the sort. Also, he strikes me as a cross between an ageing human and a belligerent Brillo pad. Just saying.
5 min: Lord Sugar calls the contestants at 5.20 am. Bit early, a possible attempt at sleep deprivation, leading to an unstable mental state? Also, all the