The Century Of The Self

The business and political world uses psychological techniques to read, create and fulfill our desires, to make their products or speeches as pleasing as possible to us. Journalist, Adam Curtis raises the question of the intentions and roots of this fact. Where once the political process was about engaging people's rational, conscious minds, as well as facilitating their needs as a society, the documentary shows how by employing the tactics of psychoanalysis, politicians appeal to irrational, primitive impulses that have little apparent bearing on issues outside of the narrow self-interest of a consumer population.