The Century Of Self: Happiness Machines (Episode1)
"He [Edward Bernays] organized fashion shows at department stores and paid celebrities to repeat the new and essential message: You bought things not just for need.. But to express your inner sense of yourself to others."
"In 1927, an American journalist wrote: A change has come over our democracy. It is called consumptionism. The American citizen’s first importance to his country is now no longer that of citizen but that as consumer."
The Century of the Self is an award-winning British television documentary series by Adam Curtis. It focuses on how the work of Sigmund Freud, Anna Freud, and Edward Bernays influenced the way corporations and governments have analyzed, dealt with, and controlled people. This series is banned on YouTube because of the secrets it contains.
"This series is about how those in power have used Freud’s theories to try and control the dangerous crowd in an age of mass democracy." —Adam Curtis’ introduction to the first episode.
Sigmund Freud, the founder of psychoanalysis, changed the perception of the human mind and its workings. The series describes the propaganda that Western governments and corporations have utilized stemming from Freud’s theories.
Freud himself and his nephew Edward Bernays, who was the first to use psychological techniques in public relations, are discussed. Freud’s daughter Anna Freud, a pioneer of child psychology, is mentioned in the second part, as is one of the main opponents of Freud’s theories, Wilhelm Reich, in the third part.
Along these general themes, The Century of the Self asks deeper questions about the roots and methods of modern consumerism, representative democracy, commodification and its implications. It also questions the modern way we see ourselves, the attitudes to fashion and superficiality.
The business and political world uses psychological techniques to read, create and fulfill our desires, to make their products or speeches as pleasing as possible to us. Curtis raises the question of the intentions and roots of this fact. Where once the political process was about engaging people’s rational, conscious minds, as well as facilitating their needs as a society, the documentary shows how by employing the tactics of psychoanalysis, politicians appeal to irrational, primitive impulses that have little apparent bearing on issues outside of the narrow self-interest of a consumer population.
Paul Mazur, a leading Wall Street banker working for Lehman Brothers, is cited as declaring: “We must shift America from a needs- to a desires-culture. People must be trained to desire, to want new things, even before the old have been entirely consumed. […] Man’s desires must overshadow his needs”.
In Episode 4 the main subjects are Philip Gould and Matthew Freud, the great-grandson of Sigmund, a PR consultant. They were part of the efforts during the nineties to bring the Democrats in the US and New Labour in the United Kingdom back into power. Adam Curtis explores the psychological methods they have now massively introduced into politics. He also argues that the eventual outcome strongly resembles Edward Bernays vision for the “Democracity” during the 1939 New York World’s Fair.
It is widely believed that the series was inspired and informed by a book written by the American historian, Stuart Ewen, “PR! A Social History of Spin”.