In this new RSA Animate Professor Renata Salecl explores how capitalism’s shrill exhortations to ‘be oneself’ can be a tyranny which leads to ever-greater dissatisfaction and how the insistence that choice is a purely individual matter obstructs social change.

Is western individualism and freedom of choice really the future and lifestyles we have always dreamt of? It's a fine line... I look forward to seeing a post-consumer society where we move towards community again.