A documentary about the rise of psychoanalysis as a powerful means of persuasion for both governments and corporations.
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. The Century of the Self, written and produced by Adam Curtis, is an exhaustive examination of his theories on human desire, and how they’re applied to platforms such as advertising, consumerism, and politics. This four-hour odyssey is divided into four distinct segments.
Part 1: Happiness Machines:
The story of the relationship between Sigmund Freud and his American nephew, Edward Bernays. Bernays invented the public relations profession in the 1920s and was the first person to take Freud’s ideas to manipulate the masses. He showed American corporations how they could make people want things they didn’t need by systematically linking mass-produced goods to their unconscious desires. Bernays was one of the main architects of the modern techniques of mass-consumer persuasion, using every trick in the book, from celebrity endorsement and outrageous PR stunts to eroticizing the motorcar. His most notorious coup was breaking the taboo on women smoking by persuading them that cigarettes were a symbol of independence and freedom. But Bernays was convinced that this was more than just a way of selling consumer goods. It was a new political idea of how to control the masses. By satisfying the inner irrational desires that his uncle had identified, people could be made happy and thus docile. It was the start of the all-consuming self which has come to dominate today’s world.