It was a new political idea of how to control the masses. By satisfying the inner irrational, people could be made happy and thus docile. It was the start of the all-consuming self which has come to dominate today's world. The story of the relationship between Sigmund Freud and his American nephew, Edward Bernays. Bernays invented the public relations profession in the 1920s and was the first person to take Freud's ideas to manipulate the masses. He showed American corporations how they could make people want things they didn't need by systematically linking mass-produced goods to their unconscious desires.