Century of Self

Century of Self

Century of Self

Extremely interesting even though it can be quite dry at times.

This should be mandatory viewing. It's incredibly well-put together from the editing to the soundtrack, it's unique and compelling in its content and structure, and Adam Curtis manages to make an unbelievable convincing point which ultimately will empower citizens to understand the history of the world. Absolutely unmissable.

The documentary explores the various ways that governments and corporations have used Freud's theories. The untold and sometimes controversial story of the growth of the mass-consumer society. The roots and methods of consumerism and commodification and their implications. The business and political worlds use psychological techniques to read, create and fulfill the desires of the public, and to make their products and speeches as pleasing as possible to consumers and voters. "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."

Adam Curtis documents the rise of consumer culture, public relations, propaganda and advertising. The main focus is Edward Bernays, Sigmund Freud's nephew who used his uncle's behavioral theories in his advertising, public relations, and propaganda business. He was also hired by the US to soften public resistance to entering WWI. In 1928 Bernays wrote a book called "Propaganda" and its first paragraph should be all you need to read to want to watch this documentary; "The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country." Got that? That was in 1928, His methods have since evolved into predictable science.

Learn how a few people, using Sigmund Freud's ideas, manufactured the modern consumerist thinking of today. Honest BBC Worldwide documentary that shows how the likes of Eddie Bernays managed to popularize the idea that masses of people are led and can be controlled through their basic needs alone, the reason why all the crap around is crap. And it's not a conspiracy theory, not science fiction, but history. The first episode alone makes it completely worth watching, but the other three are good, too. See how to different philosophies of psychology battle to gain control over how we treat human beings, both being right and wrong at the same time. Learn how big business and politicians are pulling just a few important strings and huge number of people just jump like marionettes. And all of it while convinced it is done for democracy and our individual self's sake. Sometimes it gets a little repetitive and biased. I think it could have been a really good two hour and a half movie, with no episodes, but it's great as it is too and I really recommend watching it.

This documentary is about the history of psychology but also about how it affects the average person. It covers early attempts to understand and shape human behaviour which were applied in the context of government and advertising. Really fascinating.

The Century of the Self is one of the best documentaries i've ever seen. Using archive footage Adam Curtis told the story of how today's consumer society came into existence. Also it goes to show how we, the today's consumers, make our choices. It all began by Edward Bernays, the nephew of Sigmund Freud, who did consulting in corporate marketing. Using Freud's ideas Bernays created demand for products people didn't consciously need. As the twentieth century progressed, these ideas grew beyond marketing and influenced contemporary politics. They remained between two poles, though. One claimed that people can't and shouldn't make their choices and needed guidance from those in the know. The other stated how we should be liberated by peeling layer after layer of consciousness until we find what we really want. Of course, the truth was probably somewhere in between, but this hadn't prevented those in power from doing what they want. The joke is that eventually even the politicians started fulfilling the needs and wants of the voters instead steering them. You might as well check Adam Curtis blog on BBC website.