Who am I? what do I do? what do I do? You, the self; Herd animal and at the same time individual. Fit in both categories. Yourself is much more than your consciousness. Yourself is also the subconscious.
Using the theories developed by Sigmund Freud to manipulate people. Today we call it advertising. Freud’s nephew Edward Bernays was one of the guys who designed advertising. In the amazing serie they let us see the century of the self.