Consumerism and The Century of the Self

The Century of the Self: Manipulating Consumer Behavior

The podcast episode discusses the documentary 'The Century of the Self' and its exploration of how American corporations use psychological techniques to influence consumer behavior. It highlights the role of Eddie Bernays, Sigmund Freud's nephew, who saw the potential to sell more products by appealing to people's unconscious desires and emotions. Bernays successfully linked cigarettes to women's liberation, creating an emotional connection and boosting sales. The episode also touches on the shift from a needs-based culture to a desires-based culture, where people are encouraged to desire new products before fully consuming the old ones. This emphasis on consumerism has transformed the concept of democracy, with individuals being viewed primarily as passive consumers rather than active citizens.