For every and each individual, the possibility to be happy is different. I believe that the methods that one take to pursue that sample of bliss varies as well. Adam Curtis shows numerous perspectives of happiness in several individuals with his documentary. There is the manipulation of people for commercial means by Edward Bernays, in which he seemingly enjoyed doing, and Hitler's controlling of the nation to pursue what he envisioned to be happiness within Germany. The difficulty in which one attains happiness is different as well.
The first element that is shown in Adam Curtis' film is the effective application of Sigmund Freud's observations on human psychology to business. Although Edward Bernays was technically manipulating people to buy material goods, is it not correct to say that those people who bought them felt overall happy? The film looks at the situation from a perspective that perceives a negative connotation, but it also implies people attaining their joy through Edward Bernays' exploit of human nature. Take the women's cigarette campaign for example. Females had never been accepted to smoke before this campaign, and it can be said that there are some individual women who had wanted to smoke, and probably did so secretively. However, after the campaign, women who smoke are accepted socially. Does Adam Curtis not imply that those women were able to achieve some level of happiness by showing us the results of this event? Not only does he show us this event, but also the promotion of individuality in women. This also proves as evidence for us to feel joy when we are shown the post-reactions of women. However, Adam Curtis portrays the ability to be happy in more than just one way.
Another portion of the film was dedicated to Hitler and his use of Freud's and Bernays' successful methods to appeal to the people of Germany. Although his pursuit of happiness strayed towards the extreme, he had successfully met peoples' needs and granted them their desire of recovery from the crisis they faced. With that, he also provided people with their happiness for a brief period of time. After a long period of economic depression and low standards of living, who would not be happy to receive aid and have their standards improved? I believe that Curtis has successfully outlined a second view on happiness by showing us it is not only attained by getting what we desire, but what we need as well.
The first element that is shown in Adam Curtis' film is the effective application of Sigmund Freud's observations on human psychology to business. Although Edward Bernays was technically manipulating people to buy material goods, is it not correct to say that those people who bought them felt overall happy? The film looks at the situation from a perspective that perceives a negative connotation, but it also implies people attaining their joy through Edward Bernays' exploit of human nature. Take the women's cigarette campaign for example. Females had never been accepted to smoke before this campaign, and it can be said that there are some individual women who had wanted to smoke, and probably did so secretively. However, after the campaign, women who smoke are accepted socially. Does Adam Curtis not imply that those women were able to achieve some level of happiness by showing us the results of this event? Not only does he show us this event, but also the promotion of individuality in women. This also proves as evidence for us to feel joy when we are shown the post-reactions of women. However, Adam Curtis portrays the ability to be happy in more than just one way.
Another portion of the film was dedicated to Hitler and his use of Freud's and Bernays' successful methods to appeal to the people of Germany. Although his pursuit of happiness strayed towards the extreme, he had successfully met peoples' needs and granted them their desire of recovery from the crisis they faced. With that, he also provided people with their happiness for a brief period of time. After a long period of economic depression and low standards of living, who would not be happy to receive aid and have their standards improved? I believe that Curtis has successfully outlined a second view on happiness by showing us it is not only attained by getting what we desire, but what we need as well.
Showing us these two individuals, Curtis outlines different methods in being happy. It might be of a grand scale like Hitler's, where he helped people with what they needed, or of Bernays, where he fuelled peoples' desires. After analysing the film "Happiness Machines", I come to the conclusion that Curtis believes that humans can be happy to a certain extent, and the amount is dependant on the individual.
But, isn't happiness (for Curtis) a fleeting sensation that is quickly replaced by further desire for more material goods? You say that it is dependent on the individual. However, doesn't the individual's ability to achieve happiness (in this framework) depend on his or her socio-economic position? Doesn't the individual require material resources to continue buying happiness?
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