Recently I watched The Century of the Self, a 2002 BBC documentary.
It is a documentary that dives into how psychoanalysis, advertising, and politics joined forces to shape the way we think, shop, and even vote. It’s an interesting story about desires, control, and the unconscious forces that quietly navigates our lives.
You can watch it on archive.org for free. As usual, in this blogpost I’ll share my thoughts.
From Rorschach Tests to Targeted Marketing
It all starts with psychology experiments like Rorschach tests—those inkblot things where one is supposed to act out freely. These tests, while initially used in therapy, became tools for marketers. By watching how people behaved and grouping them into social classes, businesses created marketing strategies that hit people right in their hopes and insecurities. Then came focus groups—discussions designed to dig into what people really want. But they weren’t just about selling products; they revealed deeper fears and desires.
Edward Bernays: The PR Wizard
Edward Bernays (Freud’s nephew) took things to the next level. He used Freud’s ideas that people aren’t rational decision-makers and instead, we’re driven by unconscious desires and emotions. His campaigns dug into these instincts, shaping everything from what we buy to how we vote – e.g. products were no longer marketed to fulfill practical needs but to align with a consumer’s identity, aspirations, or emotions (e.g. buying a car because it represents freedom, not just transportation). Bernays didn’t believe that democracy could actually work – he believed it was too risky to let people, ruled by their emotions, run the show. So, he focused on controlling desires rather than empowering rational thought.
The Iceberg of the Mind
Freud’s iceberg analogy:
- The conscious mind is like the tip of an iceberg—it’s what we’re aware of.
- Just below the surface is the subconscious, which we can access pretty easily.
- The unconscious is the massive, hidden part below the waterline. It’s powerful, mysterious, and marketers, politicians, and businesses know how to tap into it to influence us.
The Humanistic Shift
The documentary shows how Freud’s psychoanalysis evolved with thinkers like Wilhelm Reich, who pushed a more humanistic approach, focusing on growth, self-responsibility, and finding ways to fulfill personal desires. This created a big debate: are people just irrational, emotional creatures, or should we treat them as rational beings capable of making thoughtful decisions?
Democracy and Its Contradictions
While democracy is supposed to be about freedom, the documentary argues that we’re really controlled by our desires. Politicians and marketers manipulate those desires to keep us hooked. For example, focus groups might demand better infrastructure one day and then complain about taxes the next. It’s a mess of contradictions that shows how much our unconscious drives rule the day.
Final Thoughts
So, what’s the takeaway? The documentary asks a tough question: should we see people as selfish, irrational beings (like Freud thought) or respect them as rational and capable? If it’s the first option, then why not let businesses—who are faster and more efficient than governments—run the show? But if it’s the second, then leadership has to focus on empowering people, not just controlling them.
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