I am Me, Me Me, Me, Me!!!

After frequent assertions by Infinite Thought that 'The Century of the Self' is one of the best documentaries ever made I finally realised that Warwick has a huge video library and managed to get a copy of it. And now I must agree with IT.

I have to admit though that I found myself with a grudging admiration of Bernays. Obviously there are huge problems with manipulating the masses but I did find myself thinking that if the masses are so stupid then why the hell not? Bernays' genius lay in selling people things that they didn't actually want (i.e. breaking taboos on women smoking) which founded the whole institution of public relations of mass marketing.

But then this wasn't the stuff that was so troubling about the program. It was the liberal reaction to Bernays' manipulation; what Curtis calls the 'Me generation.' Essentially it was a bunch of hippies yelling at eachother and lying on the floor in giant halls screaming.... scenes that are pretty reminiscint of Von Trier's 'The Idiots'. Theoretically what you are left with is a person stripped of all social control who has the power to build themselves back up the way they want. But of course, corporations managed to adapt to these movements and rather than people creating their own self, they bought it based on what marketing targeted towards various psychological groups. Ha ha, right back where you started.

Anyhow, it once again confirmed some of the various problems with rabid liberalism. A society of self-absorbed selves lacking any sort of social taboos is easily manipulated when told "this car will confirm your identity to the world," or "why not wear these jeans, they'll make you far more sexy." And I couldn't say that I am impervious to such maniuplation, I watch some adverts like a magpie eyes a shiny object. So hats off to Bernays who managed to start the reaction that created a society of 'idiots' who affirmed liberalism and embraced the capitalist trap with such pleasure.


Incidentally, I recommended that a friend of mine who works in advertising read 'Anti-Oedipus,' it should be interesting to see what he makes of it.

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