The business and political world uses psychological techniques to read, create and fulfill the desires of the public, to make their products or speeches as pleasing as possible to consumers and citizens.
Curtis raises the question of the intentions and roots of this fact. Where once the political process was about engaging people's rational, conscious minds, as well as facilitating their needs as a society,
the documentary shows how by employing the tactics of psychoanalysis, politicians appeal to irrational, primitive impulses that have little apparent bearing on issues outside of the narrow self-interest of a consumer population.
Paul Mazur, a leading Wall Street banker working for
Lehman Brothers, is cited as declaring: "We must shift America from a needs- to a desires-culture.
People must be trained to desire, to want new things, even before the old have been entirely consumed. [...] Man's desires must overshadow his needs".[2]