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Century of Self by Adam Curtis Essay

Assignment id 1003612
Discipline Biology
Assignment type Essay
Words 1756
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The documentary Century of Self Documentary written, directed and produced by Adam Curtis, goes to research the way Freud's developed theories were utilized by his nephew to be able to manipulate the people. Edward Bernays was truly the father of public relations. He associated products with desires and got everyone hooked on consumerism. Edward Bernays was smart to investigated and applied techniques of mass-consumerism. He considered that deep down to all people there is fear, using that tactic to control the heads of the American people. The ideas were set forth into all areas including market, business, politics and more. Into analyzing the film and special scenes,we can create various direct connections to the sociological theories like Symbolic Interaction, and the crucial theory and much more into Herbert Marcuse's piece of writing. Firstly, one example that connects to the theory of Symbolic Interaction, is that the campaign to convince women to smoke, cigarettes were viewed as a supply of male sexual power. Therefore, Bernays correlated the action of smoking with a sort of challenge to this power, then women smocked the smoke. This could be a sign, and satisfy woman’s envy of the male penis. He grouped woman to smoke in a parade, to protest the unequal rights of girls, and protest against male dominance by light up cigarettes which they predicted “torches of freedom”.The press came to capture the moment, while women were lighting up their ‘torches of freedom’. Because of this the sales of cigarettes on girls went up. He made it socially acceptable. He affected women that smokes were like a sign of liberty and power. This is an idea to control the masses. By using Freud’s techniques to satisfying the internal irra...

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