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The Century Of The Self


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The Century Of The Self

  1. 1. The century of the self Com 459 Jeff McNeill Lyn Jang
  2. 2. <ul><li>About Freud </li></ul><ul><li>Unconscious mind, especially involving mechanism of repression; </li></ul><ul><li>his redefinition of </li></ul><ul><li>Sexual desire as mobile and directed toward a wide variety of objects </li></ul><ul><li>The goal of Freudian therapy </li></ul><ul><li>To bring to consciousness represented repressed thoughts and feelings </li></ul><ul><li>-making stronger ego/ satisfy the most basic desire </li></ul>About The century of the self……. “ BBC documents which is about how those in power have used Freud’s theories to try and Contro the dangerous crowd in an age of mass democracy” By Adam Curtis
  3. 3. Episode 1. Happiness Machines <ul><li>Freud’s nephew Edward Bernays takes Freud idea that human beings are essentially irrational beings that act mainly out of self-interest, and applied it to advertising to manipulate masses </li></ul><ul><li>Bernay’s work </li></ul><ul><li>20’s- convincing woman smoke </li></ul><ul><li>40’s- an instant cake with the inclusion </li></ul><ul><li>Of an egg in the mix </li></ul><ul><li>Questions </li></ul><ul><li>Even though it works well, it has some </li></ul><ul><li>Rational problem (smoking is not good </li></ul><ul><li>For the health). Is okay even if this method </li></ul><ul><li>Brings some side effect with the success of </li></ul><ul><li>Control masses? </li></ul><ul><li>Types of techniques Bernay use </li></ul><ul><li>New women’s magazine </li></ul><ul><li>2. Put ad of the product in movies </li></ul><ul><li>3. Make symbol of male sexuality </li></ul><ul><li>4. Employee psychology to understand customer </li></ul><ul><li>5. Organize fashion show </li></ul><ul><li>(use celebrity to send message </li></ul><ul><li>-express yourself innocence to others) </li></ul><ul><li>Key point </li></ul><ul><li>“ use unconscious instinct” </li></ul><ul><li>Question: how can we relate it with Rapaille’s </li></ul><ul><li>Theory? </li></ul>“ Civilization is the express of human progress” ---- the ideal of individual freedom: human being never allowed to express their feeling, because it’s tood dangerous, always to be controlled
  4. 4. Episode 2. The engineering of consent About exploring how those in power in post-war America used Freud’s ideas about the unconscious mind to try and control the messes <ul><li>Talking about how these insights were </li></ul><ul><li>applied to politics, detailing the two views of human </li></ul><ul><li>Natures </li></ul><ul><li>People are irrational </li></ul><ul><li>They can be trusted to make </li></ul><ul><li>Rational decisions if given the correct information </li></ul><ul><li>Question: now we know how it applies to the politics, </li></ul><ul><li>Then how does it work at school? </li></ul>What Bernay’s work? In the 50’s -working to get rid of all the us companies in the Country which controlled their large Banana business in Guatemala Bernays convinced the American public Through various implications, But The Guatemala was a communist front. It was difficult to gather support for A political overthrow Question : how can we think this Situation to the Bush’s policy about “ Terrorists”?
  5. 5. Episode 3. There is a policeman inside all our heads: he must be destroyed It’s about a radical group of psychotherapists challenged the influence of Freudian ideas in America Wilhelm Reich, a pupil of Freud’s who had turned against him and was hated by the Freud family. “ Believed that the inner self did not need to be repressed and controlled. It should be encouraged to express itself” By 60’s - people began to become angry at being considered just consumers, and began to rebel against what they considered Consumerist brainwashing. Question “ what do recent people think about it? Is it matter to them?if not, why?” “ Convince people that the products they buy express who they really are inside” Not only is it not selfish It is our highest calling New term “ Lifestyle ”
  6. 6. Episode. 4 Eight people sipping wine in Kettering <ul><li>“ This episode explains how politicians on Britain and American, turned to the </li></ul><ul><li>techniques developed by business to read and fulfill the inner desires of the self” </li></ul>People’s goal “ Social expression, advantages f For themselves Example : Regan’s message of “ getting The government off of people’s backs” Meaning: people make their own decisions Question: why did people change like that? Can we see this phenomenan in Rapaille’s theory? What will our next controlling party do to control our society?