Overview

"The Century of the Self" is a documentary series by Adam Curtis that explores the rise of psychoanalysis and its impact on modern society.
The series was first broadcast in 2002 on BBC Four.
It consists of four episodes, each examining different aspects of how the theories of Sigmund Freud and his followers have influenced various aspects of society.

Psychoanalysis and Consumerism

Psychoanalyst Sigmund Freud introduced the concept of the unconscious mind, which held that much of human behavior is influenced by unconscious desires and fears.
Freud's theories were adapted by his nephew, Edward Bernays, who is often credited with the development of public relations and modern advertising.
Bernays used psychoanalytic ideas to manipulate public opinion and consumer behavior, coining the term "engineering of consent."
He applied these techniques to promote products by linking them to unconscious desires, thus creating a consumer culture driven by emotional needs rather than practical ones.

The series highlights how political figures, including American presidents, have used techniques derived from psychoanalysis to shape public opinion and policy.
Bill Clinton and Tony Blair are discussed as examples of leaders who adopted these strategies to appeal to voter emotions.
The documentary examines the shift from policies aimed at satisfying collective needs to those focusing on individual desires, a concept it refers to as "individualism."

The rise of self-help and therapy culture is another central theme.
The documentary argues that the focus on individual self-improvement can be traced back to the influence of psychoanalytic concepts.
This shift has led to a society where personal happiness and fulfillment are seen as paramount, often at the expense of community and collective well-being.

Critics argue that the series simplifies complex psychological theories and their applications.
Some have noted that Curtis's narrative style can be seen as manipulative, using dramatic music and selective editing to convey his points.
Nonetheless, the documentary has been praised for its insightful examination of how psychoanalytic ideas have permeated various aspects of modern life.

"The Century of the Self" has had a significant impact on discussions about consumerism, politics, and individualism.
The series is often cited in academic and professional discussions about the influence of psychology on society.
It has sparked debates about the ethical implications of using psychological techniques to manipulate public opinion and behavior.