The Century of the Self is a 2002 British television four episodes documentary series by filmmaker Adam Curtis. It focuses on the work of psychoanalysts Sigmund Freud and Anna Freud, and PR consultant Edward Bernays. sYIn episode one, Curtis says, “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.” “Different episodes present varying perspectives’1.Happiness Machines” (originally broadcast 17 March 2002)[2] “The Engineering of Consent” (originally broadcast 24 March 2002)[3] “There is a Policeman Inside All Our Heads; He Must Be Destroyed” (originally broadcast 31 March 2002)[4] “Eight People Sipping Wine in Kettering” (originally broadcast 7 April 2002).
The founder of psychoanalysis, Sigmund Freud’ changed our perception of the mind and its workings. The documentary explores the various ways that governments, global organizations, and corporations have used Freud’s theories. Freud and his nephew Edward Bernays, who was the first to use psychological techniques in public relations, are discussed in part one. His daughter Anna Freud, a pioneer of child psychology, is mentioned in part two. Wilhelm Reich, an opponent of Freud’s theories, is discussed in part three.
Too many in politics and business, the triumph of the self is the ultimate expression of democracy, where power has finally moved to the people. Certainly, the people may feel they are in charge but are they? The Century of the Self tells the untold and sometimes controversial story of the growth of the mass-consumer society. How was the all-consuming self-created, by whom, and in whose interests? Along these lines, The Century of the Self asks deeper questions about the roots and methods of consumerism and commodification and their implications. It also questions the modern way people see themselves, their attitudes to fashion, and superficiality. The business and political worlds use psychological techniques to read, create and fulfill the public’s desires, and make their products and speeches as pleasing as possible to consumers and voters. Curtis questions the intentions and origins of this relatively new approach to engaging the public.
Where once the political process was about engaging people’s rational, conscious minds, as well as facilitating their needs as a group, Stuart Ewen, a historian of public relations, argues that politicians now appeal to primitive impulses that have little bearing on issues outside the narrow self-interests of a consumer society. The words of Paul Mazur, a leading Wall Street banker working for Lehman Brothers a leading Wall Street firm in 1927, are cited: “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 part four the main subjects are Philip Gould, a political strategist, and Matthew Freud, a PR consultant and the great-grandson of Sigmund Freud. In the 1990s, they were instrumental in bringing the Democratic Party in the US and New Labor in the United Kingdom back into power through the use of the focus group, originally invented by psychoanalysts employed by US corporations to allow consumers to express their feelings and needs, just as patients do in psychotherapy.
Curtis ends by saying, “Although we feel we are free, in reality, we—like the politicians—have become the slaves of our desires,” and compares Britain and America to ‘Democracy’, an exhibit at the 1939 New York World’s Fair created by Edward Bernays.
The legacy of famed psychoanalyst Sigmund Freud informs the lives of people throughout the world even to this day, though it’s a phenomenon of which most are unaware.
A century of the self, is an exhaustive examination of his theories on human desire, and how they’re applied to platforms such as advertising, consumerism, and politics. The film’s second segment engineering of the minds recounts the efforts of Bernays and Freud’s daughter Anna, who collaborated alongside the American government to devise methods for suppressing the barbaric potential of the human mind. It was only through these activities, the government believed, that a harmonious democracy would be possible.
A century of the self showed that the tenants of Freud’s theories could be successfully manipulated regardless of the temperature of the times. The Century of the Self unlocks many essential human truths: our vulnerability to influence and our need to be controlled.
