The Director brings the group to the Infant Nurseries: Neo-Pavlovian Conditioning Rooms. The students watch as loud noises and electric shocks are used to condition a Bokanovsky Group of Deltas to hate flowers and books. The director explains that Deltas are conditioned to hate nature but love complicated outside sports, so they'll consume (pay for) transportation and sporting goods.
Any pre-determination that the World State can't accomplish through biology is done through psychology. Citizens are conditioned to do things that help industrial society, not themselves. The message is clear: individuals are not important. The World State is.
Next the Director explains the origins of hypnopaedia (sleep-teaching). A Polish boy, Rueben, went to sleep one night while the radio was broadcasting in English. He woke up the next morning able to recite exactly what had been playing on the radio, even though he didn't understand it.
The story of the discovery of hypnopaedia is a story of a scientific discovery.
This discovery of hypnopaedia occurred just twenty-three years after the first sale of one of "Our Ford's" Model-T cars. The Director makes the sign of a T across his chest when he says "Our Ford."
Ford is the "god" of World State society because he invented the production line that emphasized speed and specialization over the individual worker.
While it was discovered that hypnopaedia had no use in intellectual education because it provided only rote memorization, it was perfect for moral training. The Director leads the students into a dormitory of napping Betas. From speakers under every pillow the same voice whispers an Elementary Class Consciousness lesson. The voice says how good it is to be a Beta. Alphas have to work too hard, and the lower three castes are stupid and wear ugly colors. The message repeats, over and over, day after day, until the Betas believe it instinctively.
The government used the scientific discovery of hypnopaedia to produce a technology that helps them condition their citizens to enjoy the life that has been predetermined for them. The success of these methods is evident in the fact that everyone on the tour is proud of these accomplishments. World State citizens think that their slavery is paradise.