Posts tagged consumerism
Posts tagged consumerism
We are again confronted with one of the most vexing aspects of advanced industrial civilization: the rational character of its irrationality. Its productivity and efficiency, its capacity to increase and spread comforts, to turn waste into need, and destruction into construction, the extent to which this civilization transforms the object world into an extension of man’s mind and body makes the very notion of alienation questionable. The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment. The very mechanism which ties the individual to his society has changed, and social control is anchored in the new needs which it has produced.
The prevailing forms of social control are technological in a new sense. To be sure, the technical structure and efficacy of the productive and destructive apparatus has been a major instrumentality for subjecting the population to the established social division of labor throughout the modem period. Moreover, such integration has always been accompanied by more obvious forms of compulsion: loss of livelihood, the administration of justice, the police, the armed forces. It still is. But in the contemporary period, the technological controls appear to be the very embodiment of Reason for the benefit of all social groups and interests- to such an extent that all contradiction seems irrational and all counteraction impossible.
Herbert Marcuse, One Dimensional Man, chapter 1
Indeed, as the Economist pleads, don’t bring back Marcuse! What if people realize that, on the one hand, they have not in fact invented the wheel and, on the other, start reading Marxist theory that challenges the very foundations of not just Wall Street, but every idea that makes “Western thought” palatable for the masses.
This, of course, is SUPER DANGEROUS, SUBVERSIVE AND SHOULD NOT BE SPOKEN: The people recognize themselves in their commodities; they find their soul in their automobile, hi-fi set, split-level home, kitchen equipment. The very mechanism which ties the individual to his society has changed, and social control is anchored in the new needs which it has produced. Or else, protesters might realize that actually, they are not the first ones to have articulated such thoughts.
(via redlightpolitics)
(via aliveforalittlewhile)
