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The rapper took to Twitter to take on the idea of consumerism, sharing a four-hour long documentary named The Century of the Self, which focuses on Sigmund Freud’s nephew, Edward Bernays, capitalizing on his uncle’s philosophies to “create modern-day consumerism.”
According to Ye, Bernays once masterminded a plan for companies to sell more cigarettes during a time when they were not used in public. On top of his notes on a consumerist culture, West urged his fans to consider our collective addiction to our cell phones, tweeting, “Google dopamine,” referring to a chemical naturally released by our brains that makes us feel good when a notification pops up on our phones.