The Century of the Self (Full Adam Curtis Documentary)

Introduction

This tutorial provides a comprehensive overview of Adam Curtis's documentary "The Century of the Self." It explores how the development of psychoanalysis has shaped modern consumer culture and impacted societal perceptions of self. By understanding these concepts, viewers can gain insights into the influence of psychological manipulation in advertising and politics.

Step 1: Understand the Origins of Psychoanalysis

• Familiarize yourself with the foundational ideas of Sigmund Freud and his theories on the unconscious mind.
• Recognize how Freud's work laid the groundwork for understanding human behavior and motivations.
• Explore the transition of these theories from clinical settings into broader societal applications, particularly in marketing and advertising.

Step 2: Explore the Role of Edward Bernays

• Learn about Edward Bernays, often referred to as the father of public relations.
• Investigate how Bernays applied psychoanalytic principles to influence public opinion and consumer behavior.
• Review case studies of his campaigns, such as promoting cigarette smoking among women as a symbol of liberation.

Step 3: Analyze the Impact of Consumerism

• Examine how psychoanalysis has been used to create desires and needs in consumers.
• Consider the implications of viewing individuals as consumers first and citizens second.
• Reflect on how this shift has altered societal values and personal identities.

Step 4: Investigate Political Manipulation

• Understand the parallels between consumer advertising and political campaigns.
• Study examples of how leaders have used psychological techniques to sway public opinion and maintain control.
• Analyze the consequences of viewing citizens primarily through the lens of consumer behavior.

Step 5: Reflect on Contemporary Society

• Consider current trends in marketing and politics that stem from these historical developments.
• Evaluate how social media and digital marketing utilize psychological insights to shape user behavior.
• Discuss the ethical implications of these practices in modern society.

Conclusion

The documentary "The Century of the Self" invites viewers to reflect on the powerful intersection of psychology, consumerism, and politics. By understanding the historical context and the evolution of these concepts, you can better navigate the complexities of modern life influenced by these forces. To deepen your understanding, consider watching the documentary in full and exploring additional resources on psychoanalysis and marketing.