"What rescued the U.S. economy from the economic crisis of the 1970s was a massive wave of consumer capitalism. And behind it were the forces of finance, because they offered credit to millions of people for the first time. In another series I made called The Century of the Self, I tried to show how the other essential component in that wave of consumerism was the idea of self-expression. People were encouraged to buy all kinds of stuff, not to be like each other as they had in the past, but instead to express themselves as individuals. In this way the very idea of self-expression became central to the modern structure of power.
"We look back at past ages and see how things people deeply believed in at the time were actually a rigid conformity that prevented them from seeing important changes that were happening elsewhere. And I sometimes wonder whether the very idea of self-expression might be the rigid conformity of our age. It might be preventing us from seeing really radical and different ideas that are sitting out on the margins—different ideas about what real freedom is, that have little to do with our present day fetishization of the self. The problem with today's art is that far from revealing those new ideas to us, it may be actually stopping us from seeing them."
Lonie Abrams at Artspace interviews Adam Curtis.