The brief excerpts from The You You Are that have appeared in Severance are among the funniest bits in the show, but the book as released isn't just for laughs: It's also a great representation of how propaganda works, both in the Severance universe and in real life.
Ricken's book excerpt is hilarious and in keeping with the show's darkly comic style. It opens with, “It’s said that as a child, Wolfgang Mozart killed another boy by slamming his head in a piano. Don’t worry. My research for this book has proven the claim untrue,” and continues in that vein.
Figure out your YouType (more on that below), write it on a piece of paper and affix it to your vanity.
Choose a theology and add a "totem" of it to your YouShrine. “This could be a Christianman’s cross, an An-Ra Scarab, or a Masonic square and compass," Ricken writes, also suggesting you can "use a photo or etching of me."
Think of an insult you've heard. Write an acrostic poem using the letter of each word of the insult and add it to your vanity. Ricken goes with "Everyone laughs at you the second you walk out of the fucking room," which was once said to him by Severance main character Mark S.
“Conceive and found a charitable organization based on a cause that you hold dear...Whether you wish to curtail bear populations, bathe the infirm, or send bottled water to astronauts, stay the course until the organization is procedurally viable. Then, once your licensing paperwork comes in, affix it to the vanity amongst your other totems.”
Does The You You Are include any clues about the plot of Severance?
In Chapter 3, Ricken mentions going to a theater to see "an American religious satire film which I consider to be the most over-celebrated piece of commercial cinema ever produced," a film we know as Sister Act. There's other evidence in the show, but the Sister Act bit confirms that Severance takes place somewhere around now in something like our world, despite the ancient computers and everyone driving cars from the '80s and '90s.
There's no information about how, exactly, Ricken has enough money to afford his relatively lavish lifestyle. It certainly isn't from sales of his books, and his parents were performance artists, so it's not likely to be family money either—unless, as some have theorized online, that Ricken is actually a black sheep member of the Eagan clan.
The deeper meaning of The You You Are within the Severance universe
The "big idea" behind Ricken's book is the "YouType," the kind of made-up psychological concept common to self-help books, pseudo science, and cults—think "love languages," the Myers-Briggs personality inventory, and Scientology's "emotional tone scale."
In the show, when the "powers that be" at Lumon discover the book has inspired the innies to revolt, their reaction isn't to ban or discredit The You You Are. Instead, they approach Ricken with an offer to write a new version of the book, specifically for innies. Ricken, ever the egotist and attention seeker, is eager to go ahead with the project so at least someone will take his book seriously. Lumon's plan is no doubt to coopt the (unintentionally) subversive ideas in Ricken's book and twist them to support the Lumon status quo. It's not a heavy lift, given the book contains passages like, "A society with festering workers cannot flourish, just as a man with rotting toes cannot skip.”
This is all a sly commentary on how revolutionary ideas are routinely manipulated and co-opted to serve the ruling class, and how easily people can be tricked into feeling like they're "sticking it to the Man," even when the Man is at once profiting and protecting itself by taking the teeth out of dangerous ideas. Think Wal-Mart selling Che Guevara t-shirts, or one of the richest corporations in the world making a TV show about the dehumanization and misery of corporate drudgery.
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