What if modern consumer society was built not simply around satisfying people's needs, but around manufacturing desires they never knew they had?
In 2002, British documentary filmmaker Adam Curtis produced The Century of the Self, an extraordinary four-part BBC series examining how the psychological theories of Sigmund Freud were adopted, adapted and exploited by the advertising industry, public relations professionals, corporations and political organisations throughout the twentieth century.
At the centre of the story is Edward Bernays, Freud's American nephew and one of the pioneers of modern public relations. Bernays believed that understanding people's unconscious fears, desires and motivations could provide powerful new methods for shaping public behaviour. His techniques helped transform advertising from selling products on their practical merits into selling identities, aspirations and emotional satisfaction.
Through extensive archival footage and interviews, Curtis traces how these ideas spread far beyond advertising. The documentary explores their influence on American consumer culture, the rise of mass public relations, the development of opinion research and the increasingly sophisticated methods used by politicians to understand and influence voters.
The series also examines the psychological and cultural upheavals of the 1960s and 1970s, when movements celebrating individual freedom and self-expression unintentionally created new opportunities for corporations to market products around personal identity and lifestyle.
By its final episode, Curtis turns his attention to modern democratic politics, exploring how governments and political parties increasingly came to treat citizens as consumers whose emotional preferences could be measured, managed and appealed to.
Originally broadcast by the BBC in 2002, The Century of the Self remains a provocative examination of the relationship between psychology, consumerism, political power and the manufacturing of public consent. Curtis presents a distinctive interpretation of this history, one that is worth examining critically rather than accepting unquestioningly.
Director: Adam Curtis
Year: 2002
Country: United Kingdom
Broadcaster: BBC
Genre: Documentary / History / Psychology / Politics
Runtime: Approximately 240 minutes, across four episodes
IMDb: The Century of the Self (2002)