![]() Where once the political process was about engaging people's rational, conscious minds, as well as facilitating their needs as a group, Stuart Ewen, a historian of public relations, argues that politicians now appeal to primitive impulses that have little bearing on issues outside the narrow self-interests of a consumer society. Curtis questions the intentions and origins of this relatively new approach to engaging the public. The business and political worlds use psychological techniques to read, create and fulfill the desires of the public, and to make their products and speeches as pleasing as possible to consumers and voters. It also questions the modern way people see themselves, the attitudes to fashion, and superficiality. How was the all-consuming self created, by whom, and in whose interests?Īlong these lines, The Century of the Self asks deeper questions about the roots and methods of consumerism and commodification and their implications. Certainly, the people may feel they are in charge, but are they really? The Century of the Self tells the untold and sometimes controversial story of the growth of the mass-consumer society. To many in politics and business, the triumph of the self is the ultimate expression of democracy, where power has finally moved to the people. ![]()
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