False consciousness refers to the way in which the material, political and recognized practices of entrepreneurial culture deceive the public. False consciousness results from the Marxist belief that recognizes the state of mind of a person or group of individuals who do not understand their class interests. A number of people academically affiliated with Marxist practice trace the basis of these notions to a philosophy originally established by Marx, widely known as commodity fetishism. Commodity fetishism is the notion that societies value commodities separately from those they inherently possess. For example, a diamond, once it has become a commodity, is not simply a rock possessing the properties of a rock, but in its place an object of value and respect for that individual, as if the rock possessed an intrinsic supremacy which marks it. altered and more valued than all other rocks. False consciousness has the properties of an illusion, of an inability to apprehend an impartial and autonomous realism of the observer. Sigmund Freud was the initiator of psychoanalysis. It has changed the perception of the human mind and how it works. This prompted him to define the unconscious and what for him was the driving force of personality: irrational motivation. The series examines deep questions around the origins and techniques of contemporary consumerism, commodification, typical democracy and its consequences. He is also interested in the current way we perceive ourselves, the way we view fashion and superficiality. Freud's discoveries about the mind were methodically applied by American business and the American government to increase their capital and authority. This technique also provided impre...... middle of paper ......public relations authorities, it was understood that it was likely to sell products by committing not to the needs of the public, but on their unfounded wishes and desires. uncertainties. Marx, Nietzsche, and Freud approached their fields of inquiry with suspect perspectives, refusing to directly consider the stated motivations of experts and subjects. Instead, they pursued historical and theoretical methods of enlightenment that argued that the apparently honest positions of governmental economics, morality, and conscience respectively concealed additional deceptive phenomena or concealed devious intentions. This film explores how Freud's philosophies of the unconscious gave rise to the expansion of public relations and advertising; and why psychoanalysis could still appear today as an acute concept of consumerism and societal conformism.