I’m a fan of Freud. Despite a lot of funny ideas, his investment in self-awareness – and his method of attaining it, free association – makes him a crucial figure in the enlightenment of our species. Nonetheless, we live in dark times. I’m not a pessimist about nature, but I don’t believe in the progressive arc of history. As Freud himself asserts, human beings have to work to improve themselves. I take this to be true writ large. Without a vast, shared commitment to better our world, we will doom ourselves to horrors old and new. And a sentiment of shared commitment seems to be waning.

As always, though, bad news spells opportunity. In times of darkness, great minds usually arise to challenge the status quo; Freud himself is an example of this. Surprisingly, then, Freud’s philosophy is at the heart of the most scathing critique of modern society I have seen in some time: Adam Curtis’ The Century of the Self.

Curtis doesn’t take issue with Freud’s ideas directly. He attacks them for their consequences. If you have any interest in Freud whatsoever, you MUST watch this documentary. Here is Curtis in his own words:

I don’t say there was a conspiracy but that consumerism had an ideology just as much as fascism or communism did. It was another way of managing the masses in an age of mass democracy. People like [Edward] Bernays were the first architects of that. And the model they used was fundamentally the pessimistic Freudian view that we are just emotional, irrational creatures and nothing more…

Bernays [Freud's nephew] provided the ideas that were used by the US government, big business, and the CIA to develop techniques to manage and control the minds of the American people. But this was not a cynical exercise in manipulation. Those in power believed that the only way to make democracy work and create a stable society was to repress the savage barbarism that the psychoanalysts told them lurked just under the surface of normal American life…

What happened was that a group of psychoanalysts took what Bernays had begun and invented a whole range of techniques to get inside and manage the unconscious mind of the consumer. By the early 50s the ideas of psychoanalysis had penetrated deep into American life. The psychoanalysts themselves became rich and powerful and had many famous politicians, writers and show business celebrities as patients. And, as their ideas took hold, a new elite began to emerge — in politics, social planning, and the business world. What linked them was the assumption that the masses were fundamentally irrational. The way to manage a free market democracy, like America, was to use their psychological understanding to control this irrationality in the interests of everyone.

This may sound a bit marxist for your tastes, with its powerful elite controlling the minds of many. But Curtis is really the opposite of a conspiracy theorist – he’s interested in the consequences of good intentions. With an eye and ear for breathtaking historical detail, he illustrates how Freud’s followers undermine the notion of public good.

It’s safe to assume Freud would be horrified by Curtis’ picture. Freud meant to demystify the unconscious, as a way of freeing us from pain and misery. But his savviest disciples proved to be master manipulators. More shillers than healers, they used Freud’s theories to toy with the unconscious instead.

Curtis’ history is beyond shocking, if only because none of it is secret. He weaves together a grand narrative that seems utterly obvious and yet painfully fresh. Yes, it is true: Freud is the great uncle of public relations, the grandaddy of consumer culture. Watch The Century of the Self and you’ll be convinced.

Part One: Happiness Machines

Part Two: The Engineering of Consent

Part Three: There Is a Policeman Inside All Our Heads He Must Be Destroyed

Part Four: Eight People Sipping Wine in Kettering

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[I don't want to suggest that buying an iPad is an act of murder, but in our ever-demanding quest for cheaper products, we're the ones forcing big business to "externalize costs." (Watch The Story of Stuff for an excellent illustration of this phenomenon.) If an iPad seems miraculously cheap, it isn't – someone, or something (the planet, say), is paying the price for your savings. The notion that everyone should be able to afford an iPad is delightfully democratic. Unfortunately, citizens in any fairly representative government wouldn't stand for conditions like Foxconn's. Democratizing technology seems at odds with democratizing the world. -Ed.]

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Read Judi’s Blog, Life As A Hospice Patient

Americans live in a political, social, and historical context that advances personal freedom, choice, and self-determination above all else,” write authors Hazel Rose Markus (Stanford University) and Barry Schwartz (Swarthmore College). “Contemporary psychology has proliferated this emphasis on choice and self-determination as the key to healthy psychological functioning…”

“Moreover, the enormous opportunity for growth and self-advancement that flows from unlimited freedom of choice may diminish rather than enhance subjective well-being… Even in contexts where choice can foster freedom, empowerment, and independence, it is not an unalloyed good. Choice can also produce a numbing uncertainty, depression, and selfishness.”

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[Ironically, we solve this dilemma by choosing to limit our choices. Shopping for clothes used to be a nightmare for me, because I didn't know where to begin – until I learned to take my whims more seriously. Once I started dismissing most things out of hand (often with no good reason), I could get choosing underway. -Ed.]