I've recently rewatched The Century of the Self (COTS), a four part BBC special on the birth and explosion of public relations/advertising, and it's impact on American culture. The series documents how the Freudian theory of subconscious irrational behavior was seized on and manipulated by governments and businesses in the 21st century, initially spearheaded by Edward Bernays, the nephew of Sigmund Freud, and consultant to several administrations (Coolidge, Roosevelt, Wilson per COTS). While watching, I had to agree that the 20th century WAS the century of the self, and in no small part from the cultural push/pull of advertising/media. The films creator, Adam Curtis, seemed to suggest that studying the behaviors of individuals is interesting, but that the real power to move societies lies in the ability to impact the psychology of crowds, via appealing to subconscious desires (for freedom, status, etc.)

Tonights (in absentia) Campfire questions revolve around the possibility, that the Century of Self could be followed by a Century of Self(less), or if similar machiavellian actors will continue to steer society in the years/decades to come.