Century of the Self (2002, Adam Curtis)

Quoth a banker: “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.”

Another Adam Curtis miracle. Katy and I are pleased as punch by the film’s research, structure and presentation, while being terrified by its content.

Curtis tells how Freud’s theories were pitched in the States by his nephew Edward Bernays, who thought to use his uncle’s psychological techniques in advertising and public relations, a field he effectively started. Freud’s theories are thought to explain the rise of naziism, so the American power elite looks to his daughter Anna for ideas on how to control the peoples’ minds. Former Freud student Wilhelm Reich who became a sex hippie (see also W.R.: Mysteries of the Organism), is the godfather of the opposite side: freeing your mind from conformity, and while Reich himself is imprisoned, his work destroyed by the U.S. government, his ideas inspire industry to promote self-identity through spending. Still later, Tony Blair and Bill Clinton (so apparently well-meaning, yet so deflated by the Adam Curtis docs) use focus groups to turn government and politics into a kind of marketing. And Curtis uses the same language that he’d return to in The Trap: what our leaders and big business presented as a new form of freedom became instead a form of control.

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