The set of BBC documentaries entitled “The Century of The Self” is perhaps one of the few movies out there that everyone should watch. This four part series goes through and tells of how Sigmund Freud’s theories as well as those of his close relative, Edward Bernays (the founder of Public Relations) affected society both then and now.
Freud believed that individuals are not driven by rational thought, but by primitive unconscious desires. Bernays believed that people were too dangerous to ever be in control of their own mind. The last part of this documentary goes through how consumer culture was created to give people the illusion of control, while allowing the elite to continue managing society. Its not the people that are in charge but the people’s desires that are in charge, these desires can be and are manipulated.
This documentary shows the effect that Freud’s theories had on various aspects of society as well as the public’s response toward business and even government who utilized Bernay’s methods.
One interesting part is how Bernays got the public to buy into instant cake mix by using his uncle’s ideas. Women felt that the original cake mix was too simple and felt guilty about using it, so Bernays convinced the company by Freud’s psychology to have the housewives add an egg so they could sell more product. And they did!
The last part talks about how Tony Blair and the Labour Party won votes by going with the public on everything, but that when it comes to policy, Public Opinion is ever changing and contradictory. What one person suggests is that now (when the film was released,) the people will have to allow the elected to act beyond their own self interest, at least if more change regarding social inequality is to be enacted. But this would mean challenging the now normal, selfish individualism, a concept of humans which has been encouraged by businesses (which by the way, produces ideal consumers).
We have become slaves of our own desires.
Two views of humans
1. That people are irrational, full of emotion (Freud’s ideas). Businesses are very able to respond to that, that is what marketing is about, what images, symbols, music etc appeals to these unconscious feelings.
2. Politics must be above that, able to engage the public in a rational discussion about what is best, and respecting that they can make good choices.
You can watch it for free or get more information here