Century of the self essay

After watching Century of the Self in class, I have become more familiar with concepts and ideas that Psycho analyst Edward Bernays has mentioned. In my essay, I will discuss and supply my own examples and personal experiences that supports Bernay’s stance in the psycho analysis of human beings in society.

            During the first portion of the documentary, Edward Bernays mentioned that human beings are irrational beings. Their thoughts have no reasoning. He even went further to state that human beings are dangerous when they are left to their own devices. They are driven by their irrational wants. According to Bernays, this is why society was constructed and has played a role in inhibiting the “dangerous” wants of human beings. Concluding, that human beings will never be happy and content because they will never get what they want.

            After watching the documentary and wondering what to write for my essay, I began my day like any other: going to work and then attending class. While at work at Trader Joe’s, I began stacking apples while deep in my thoughts of my pending assignment for school. As I propped my opened box of fresh Granny Smiths on a cart, I began lining the scattered apples for the construction. My apple stacking was going great as I turned to take two apples from the box onto the construction on the display. Soon, customers began to hover around and then squeezed their way into my position. As I stepped back in retreat, I realized they were doing what many customers guided by their wants were doing. They were taking the apples from the construction. I wondered why they couldn’t just take the apples from the box that was conveniently propped up and fresher. They saw that I was taking it from the box onto the construction, so why did they insist on ruining my construction so that the Trader Joe’s worker has to start again? “So irrational” I thought.

            I continued to think about the incident as it happens often. I even began to think of all the irrational actions I’ve encountered in a super market environment where people come to shop for not only their wants but also their needs. It’s been said that while working in retail, you see the worst in humanity and sometimes I think I’ve seen it. Not to overblow the whole situation but little things makes one delve into deep thought especially when that person is stacking apples.

            I’ve encountered so many types of customers. While, Trader Joe’s honors its policy of providing the best customer service, there are those keen enough to take advantage of this policy. In a way it becomes then that the environment is uninhibited as there is no one to denounce their actions. Similarly, Bernays mentioned that if  people were born unconditioned to any environment or circumstance then their nature would be evil.  Bernay's theory of people somewhat supported what i have seen in most customers,  that they were not nice and they were not considerate.

Bernay’s theory of people were that they were irrational but their minds were so easy to mold. As a result, after testing this theory, Bernays himself became a master of public relations. He was able to sell products and companies in such a way that it shifted public opinion, culture and attitude. Similarly, governments have the same influence as they have the authority to shift certain attitudes of a nation. It even trickles down onto the social aspects of a community.

A few weeks ago, I watched a sad video on youtube of a toddler in China getting hit by a car and left on the road. The car drove away and the child was injured. As the video went on, nobody came to the aid of the child. There were even people sidestepping the child and going on about their day. In another incident, a second car runs over the child again stops for a second and then runs her over again with the back wheels and drives off. After watching this video, I was enraged and heart broken at this community that couldn’t even stop for a helpless child. I recognized a strong statement this video made.

As a Tibetan I have always been aware of the Chinese government and how low they have prioritized human rights. They have consistently oppressed people of different circumstances who have been asking for freedoms and have contentiously denied them of it.  They have no value in human rights just a political agenda. Therefore, this type of behavior has impacted the millions of people in China from the wealthy in Beijing to the farmers of the countryside. Their minds have been molded by the government perhaps not directly, but indirectly, and have learned from their examples that there is no value in human rights. That suffering is a normal concept for any man, woman or child. They were not instilled the value of humanity from their government because their government themselves does not honor it in any way.
In conclusion, after watching the documentary century of the self I was able to definitely take away some of the concepts Edward bernays based his career and theories on. I  found that people are for the most part guided by their own self interest and their set of values that was coordinated by their society or the source that was molding their perceptions. In one case, people in a super market setting were attaining their basic necessity of food for their own survival that became a value they held close. In another, under a government that lacked the basic value of humanity the people certainly illustrated it clear. 

 

Chapter 9: Magazines

This chapter explores the culture of magazines through its early history and how it stands today. The magazine industry has risen in their popularity and development over the years through a number of factors. The first was that magazine distribution was good and widespread. They were able to reach a broad range of people and tell a single story. The second was that magazines served a purpose in unveiling and investigating on certain topics. Therefore it truly documented certain issues that early America went through.

Soon enough, magazines served other purposes. A purpose of informing people on certain topics of interest. It became more categorized and prevalent. Marketers found that women were bigger consumers. The industry then began catering to women. In that grew publications of fashion, home journals and other topics of interest developed from then on.

From that point, a new social reform took place. One in which people proactively educated themselves on topics of interest or politics, investigative reports. People were made to be socially aware of their surroundings because it was now readily available. At the same time with the special interest publication targeting women, it gave women the power to be the true consumers of their society. They were now ones who seeked out products that were featured in magazines.

Today, you can find a magazine that will cater to any topic. Just recently i saw a magazine dedicated to the topic of Marijuana. It was called "The High Times". There is just about a magazine targeted to every type of group.

Chapter 7: Movies and the Impact of Images

I have found this chapter to be interesting to me as it pertains to the field in which i hope to venture. Movies and the impact of images is a subject of importance as i hope it creates a movement for the Tibetan people. I hope to make documentaries that will reveal the suffering of Tibetan people inside their own country under Chinese Government Occupation and a flow of awareness is spread. This is my goal.

That is precisely why movies and images have so much influence, it creates an awareness that cant be ignored. It can create a movement, it can inspire and create opinion. Aside from this aspect, it is a world that can be molded. It is truly a visual depiction of your mind, worlds that you have created. Personally, a good story gets my attention every time.

However, nowadays it has become a little difficult to find original films. A film in which a concept has not been used, or characters that have not been recycled. Especially in Hollywood.  Yet, it has reigned and dominated the film industry worldwide. The American culture or what it is supposedly permeates through the films in which we create and other people are watching them. Therefore it has cultural imperialistic tendencies. People overseas have admired, imitated and envied the lives of the American characters or American situation they see onscreen. They ask for more each time. Hollywood films dominate the international box office hits. American Films are  dubbed in foreign languages and shown in theaters.

Chapter 5: Television and the power of visual culture

This chapter explores the history of television. From its origins and early development to how it stands today. It is interesting to note the existing culture and how it has changed since i was a young girl. Television has always been a part of my childhood. I remember when i first watched cable television. There was an all day network for cartoon watching and i was thrilled. My favorite channels growing up were nickolodeon and cartoonetwork. To this day i remember the programs, characters and theme songs. It brings back sweet memories.  when i get together with my friend from high school, we are able to talk for hours and base our conversation on old cartoons we watched as kids. It is a comforting memory and takes me back to when i was a kid. It was the culture of our generation at that time and it still holds relevance to this day as we look back.

Unfortunately, these programs have since been discontinued, forgotten and replaced by newer programs that will in turn serve to be someone else's memory. Just recently i was able to revive these programs because of the transformation television has undergone in recent years. It is now possible for me to watch my cartoons again. The same ones that has served my youth. and it is amazing.

Television has transformed into a partnership with newer technology of this day. in fact even if you don't have a television you can still watch the programs. You can still talk about last night's episode with your friends.  The Internet has archived and preserved almost every aspect of television. MOst probably you will find uploaded video on youtube and an entire discussion by net members are displayed. people are proactive in preserving certain programs of interest.