The Century of the Self

The Century of Self, by Adam Curtis, discusses the emergence and rise of psychoanalysis as a pivotal means of persuasion for corporations and governments. It covers the work of psychoanalysts Sigmund Freud and Anna Freud, as well as PR consultant Edward Bernays. The series reveals how those in positions of power have used Freud’s theories to influence and control the public.

The Century of Self begins by posing deeper questions about how people perceive themselves, including issues of superficiality, fashion, commodification, and consumerism, and what these attitudes imply. Psychological techniques are shown to be used in both political and commercial spheres to shape and fulfil public desires. The film argues that human desires often overshadow genuine needs, leading to the increasing use of sophisticated methods to manipulate public opinion. It concludes that society has become driven by manufactured desires, leaving people far less free than they believe.