Watch The Century of the Self

The Century of the Self is a documentary series that delves into the world of marketing and public relations, exploring how these industries have shaped the way we think, feel, and act. Created by acclaimed filmmaker Adam Curtis, the series spans four episodes, each of which provides a thought-provoking and insightful look into different aspects of the ways in which corporations and politicians have manipulated the public over the past century.

In the first episode, "Happiness Machines," Curtis explores the ideas of Sigmund Freud and his nephew, Edward Bernays, who applied Freud's theories to the field of advertising in order to shape public opinion and control consumer behavior. Bernays and his contemporaries believed that people were not rational beings, but rather emotional creatures who could be influenced through appeals to their subconscious desires and fears. Using interviews with experts such as advertising executives and historians, Curtis shows how this idea was put into practice in the early 20th century through the creation of the first PR campaigns and the promotion of consumer culture.

The second episode, "The Engineering of Consent," delves deeper into the role of PR in shaping public opinion and manipulating democracy. Curtis shows how politicians and corporations used PR tactics to control the public's perception of events such as the Iran-Contra scandal and the Gulf War, and how this led to a new era of political spin doctors who carefully crafted public images for their clients.

In the third episode, "There is a Policeman Inside All Our Heads: He Must Be Destroyed," Curtis explores the rise of consumerism and the ways in which corporations have exploited people's desires for status and happiness in order to sell more products. He shows how this led to a culture of individualism and selfishness in the United States during the 1980s, which in turn had detrimental effects on society as a whole.

Finally, in the fourth episode, "Eight People Sipping Wine in Kettering," Curtis examines the ways in which politicians have used focus groups and other market research techniques to gauge public opinion and tailor their messages accordingly. He argues that this has led to a political environment in which politicians serve the interests of corporations and the wealthy rather than the people they are supposed to represent.

Throughout the series, Curtis weaves together archival footage, interviews, and his own insightful commentary to create a compelling and thought-provoking narrative that challenges viewers to think critically about the role of marketing, PR, and politics in shaping our society. Featuring appearances by experts such as economist Robert Reich and Bernays' daughter, Ann, The Century of the Self is a must-watch for anyone interested in the ways in which power and influence work in the modern world.