The Century of the Self

I watched the documentary The Century of the Self by Adam Curtis the other day. It’s fascinating, yet Adam Curtis treats human beings as those irrational beings whose minds Edward Bernays wanted to control. In summary, Bernays invented advertising by using his uncle Freud’s ideas about the unconscious. He associated products with desires and got everybody hooked on consumerism. After Nazi Germany, Bernays thought necessary, in order to maintain democracy, that the masses had to be manipulated. Satisfying their desires would have kept their irrational unconscious forces at bay. The equation: consumerism = democracy, was soon advocated by many. In the 1960s, the idea was challenged and psychotherapy was advocating the expression of the inner self. Needless to say that ‘power’ exploited this celebration of the self by tailoring advertising to the ‘Me Generation’. In the final episode, the documentary applies the theory to politics seen more as a victim of the ‘me me me’ mantra trying to give people what they wanted through spin and polls. Curtis seems to think that politics by applying psychology has stopped being about rational debate and has regressed to emotions.
It’s a long documentary so I’ll make only few comments.

1. Adam Curtis’ paranoia: there is no place for complexity and contradictions. There are the good people like Roosevelt who fought against the unrestrained capitalism of the market and the conspirators (= big business, CIA, Bernays, Anna Freud?) who want to control people’s minds, albeit to ensure the preservation of democracy. Err, businesses just wanted to sell more cars!
2. Irrational unconscious desires: only sex, money and power figure as unconscious desires. Leaving aside the definition of unconscious (vs. subconscious and so on), whatever happened to the desire for justice, love and respect? Too noble to be seen as emotions? This twisted idea that human ‘rationality’ is superior to our ‘irrationality’, i.e. feelings, is reminiscent of misogynistic Greek thought. It’s never clear what this phantom rationality is (being able to do sums?) and feels rather reductionist and materialistic.
3. Politics: Curtis seems to regret the fact that politicians have sold their souls to the devil (psychology & spin presumably) and have abandoned rational debate. Once more he implies that emotions are bad and shouldn't be listened to. Whilst I agree that emotions run the risk of turning politics into demagoguery, politics is about ideas and about how you feel about them. There’s no equation to prove ideas’ ‘objectivity’. I believe that individual rights and freedoms are paramount because I’ve always had. Politics is about ideas, symbols (NHS, schools…), identity and many other things, not about what is more practical. In politics, you’re dealing with people’s lives. The practical details can be up for discussions (mostly among civil servants), but people vote for a vision, not a manual. Emotions might be difficult to handle but this is what human beings are made of. Managing expectations and people’s emotions is what makes politics challenging and rewarding.

Adam Curtis forgot that we can choose and we do choose. That’s why businesses had to change tactics and products to make them more personal, what we want rather than what is cheaper to produce. They are ahead. Government is starting to catch up now and move to personalised services because, guess what, people are complex and are not all the same!