Krupa, Henrieta2024-10-112024-10-112024-06-291307-83641307-9999https://dergipark.org.tr/tr/download/article-file/3803617https://dergipark.org.tr/tr/pub/ijsi/issue/86648/1454849https://hdl.handle.net/11452/46259In the previous century, Sigmund Freud developed a method called psychoanalysis. By analyzing dreams, exploring the unconscious processes of the mind, and practicing the free association method, he came up with theories about human nature. According to Freud, powerful instinctual drives govern individuals and masses. He was called the archeologist of mind and argued that these primitive drives are remnants of the human’s animalistic past. If not repressed and controlled, they would have led societies into destruction and chaos. The article offers a historical overview and reflects on how authorities used psychoanalytic and scientific findings on group behavior to manipulate and control masses and eventually, to foster consumerism. The article also discusses the reasons why the Freudian theory of repression, initially serving the system of power, gradually failed to do so and thus, discusses the historical context that explains the transition into the ideology of the liberated self to serve financial purposes. Finally, the article suggests that consumerism, governing many contemporary societies, is a political ideology, not much different from types of mass control generally associated with totalitarianism.eninfo:eu-repo/semantics/openAccessEdward BernaysSigmund FreudPropagandaPsychoanalysisPublic relationsArticle197214172https://doi.org/10.37093/ijsi.1454849