focuses on how the work of Sigmund Freud, Anna Freud, and Edward Bernays influenced the way corporations and governments have analyzed, dealt with, and controlled people.
"This series is about how those in power have used Freud's theories to try and control the dangerous crowd in an age of mass democracy"
Sigmund Freud, the founder of psychoanalysis, changed the perception of the human mind and its workings. His influence on the twentieth century is generally considered profound. The series describes the propaganda that Western governments and corporations have utilized stemming from Freud's theories.
Freud himself and his nephew Edward Bernays, who was the first to use psychological techniques in public relations, are discussed. Freud's daughter Anna Freud, a pioneer of child psychology, is mentioned in the second part, as is one of the main opponents of Freud's theories, Wilhelm Reich, in the third part.
Along these general themes, The Century of the Self asks deeper questions about the roots and methods of modern consumerism, representative democracy, commodification and its implications. It also questions the modern way we see ourselves, the attitudes to fashion and superficiality.
The business and political world uses psychological techniques to read, create and fulfill our desires, to make their products or speeches as pleasing as possible to us. Curtis raises the question of the intentions and roots of this fact. Where once the political process was about engaging people's rational, conscious minds, as well as facilitating their needs as a society, the documentary shows how by employing the tactics of psychoanalysis, politicians appeal to irrational, primitive impulses that have little apparent bearing on issues outside of the narrow self-interest of a consumer population.
Paul Mazur, a Wall Street banker working for Lehman Brothers in the 1930s, is cited as declaring "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".