"This series is about how those in power have used Freud's theories to try and control the dangerous crowd in an age of mass democracy." —Adam Curtis' introduction to the first episode.

Sigmund Freud, the founder of psychoanalysis, changed the perception of the human mind and its workings. His influence on the twentieth century is generally considered profound. The series describes the propaganda that Western governments and corporations have utilized stemming from Freud's theories.

Freud himself and his nephew Edward Bernays, who was the first to use psychological techniques in public relations, are discussed. Freud's daughter Anna Freud, a pioneer of child psychology, is mentioned in the second part, as is one of the main opponents of Freud's theories, Wilhelm Reich, in the third part.

Along these general themes, The Century of the Self asks deeper questions about the roots and methods of modern consumerism, representative democracy, commodification and its implications. It also questions the modern way we see ourselves, the attitudes to fashion and superficiality.

„The Century of the Self stellt tiefergehende Fragen nach den Wurzeln und Methoden des modernen Konsumismus, der repräsentativen Demokratie und ihrer Konsequenzen. Es stellt auch die moderne Art und Weise in Frage, wie wir uns selbst sehen, sowie unsere Einstellung zu Mode und Oberflächlichkeit.“ Und: „Diese Serie dreht sich darum, wie diejenigen, die die Macht haben, Freuds Theorien benutzten, um damit die gefährliche Menge in Zeiten der Massendemokratie zu kontrollieren.“: