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In the 1960s, a radical group of psychotherapists challenged the influence of Freudian ideas in America. They were inspired by the ideas of Wilhelm Reich, a pupil of, who had turned against him and was hated by the Freud family. He believed that the inner self did not need to be repressed and controlled. It should be encouraged to express itself.

Out of this came a political movement that sought to create new beings free of the psychological conformity that had been implanted in people's minds by business and politics.

This programme shows how this rapidly developed in America through self-help movements like Werber Erhard's Erhard Seminar Training - into the irresistible rise of the expressive self: the Me Generation.

But the American corporations soon realised that this new self was not a threat but their greatest opportunity. It was in their interest to encourage people to feel they were unique individuals and then sell them ways to express that individuality. To do this they turned to techniques developed by Freudian psychoanalysts to read the inner desires of the new self.

Originally broadcast on 2nd May 2002.

This episode explores how those in power in post-war America used Freud's ideas about the unconscious mind to try and control the masses.

Politicians and planners came to believe Freud's underlying premise - that deep within all human beings were dangerous and irrational desires and fears. They were convinced that it was the unleashing of these instincts that had led to the barbarism of Nazi Germany. To stop it ever happening again they set out to find ways to control this hidden enemy within the human mind.

Sigmund Freud's daughter, Anna, and his nephew, Edward Bernays, provided the centrepiece philosophy. The US government, big business, and the CIA used their ideas to develop techniques to manage and control the minds of the American people. But this was not a cynical exercise in manipulation. Those in power believed that the only way to make democracy work and create a stable society was to repress the savage barbarism that lurked just under the surface of normal American life.

Originally broadcast on 30th April 2002.

The story of the relationship between Sigmund Freud and his American nephew, Edward Bernays. Bernays invented the public relations profession in the 1920s and was the first person to take Freud's ideas to manipulate the masses. He showed American corporations how they could make people want things they didn't need by systematically linking mass-produced goods to their unconscious desires.

Bernays was one of the main architects of the modern techniques of mass-consumer persuasion, using every trick in the book, from celebrity endorsement and outrageous PR stunts, to eroticising the motorcar.

His most notorious coup was breaking the taboo on women smoking by persuading them that cigarettes were a symbol of independence and freedom. But Bernays was convinced that this was more than just a way of selling consumer goods. It was a new political idea of how to control the masses. By satisfying the inner irrational desires that his uncle had identified, people could be made happy and thus docile.

It was the start of the all-consuming self which has come to dominate today's world.

Originally broadcast on 29th April 2002.

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