During a recent visit to California, I attended a party at a professor's house with a Slovene friend, a heavy smoker. Late in the evening, my friend became desperate and politely asked the host if he could step out on the veranda for a smoke. When the host (no less politely) said no, my friend suggested that he step out on to the street, and even this was rejected by the host, who claimed such a public display of smoking might hurt his status with his neighbours … But what really surprised me was that, after dinner, the host offered us (not so) soft drugs, and this kind of smoking went on without any problem – as if drugs are not more dangerous than cigarettes.
This weird incident is a sign of the impasses of today's consumerism. To account for it, one should introduce the distinction between pleasure and enjoyment elaborated by the psychoanalyst Jacques Lacan: what Lacan calls jouissance (enjoyment) is a deadly excess beyond pleasure, which is by definition moderate. We thus have two extremes: on the one hand the enlightened hedonist who carefully calculates his pleasures to prolong his fun and avoid getting hurt, on the other the jouisseur propre, ready to consummate his very existence in the deadly excess of enjoyment – or, in the terms of our society, on the one hand the consumerist calculating his pleasures, well protected from all kinds of harassments and other health threats, on the other the drug addict or smoker bent on self-destruction. Enjoyment is what serves nothing, and the great effort of today's hedonist-utilitarian "permissive" society is to tame and exploit this un(ac)countable excess into the field of (ac)counting.
Enjoyment is tolerated, solicited even, but on condition that it is healthy, that it doesn't threaten our psychic or biological stability: chocolate, yes, but fat-free; Coke, yes, but diet; coffee, yes, but without caffeine; beer, yes, but without alcohol; mayonnaise, yes, but without cholesterol; sex, yes, but safe sex …
So, what is going on here? In the last decade or so there has been a shift in the accent of marketing, a new stage of commodification that the economic theorist Jeremy Rifkin designated "cultural capitalism". We buy a product – an organic apple, say – because it represents the image of a healthy lifestyle. As this example indicates, the very ecological protest against the ruthless capitalist exploitation of natural resources is already caught in the commodification of experiences: although ecology perceives itself as the protest against the virtualisation of our daily lives and advocates a return to the direct experience of sensual material reality, ecology itself is branded as a new lifestyle. What we are effectively buying when we are buying "organic food" etc is already a certain cultural experience, the experience of a "healthy ecological lifestyle".
And the same goes for every return to "reality": in a publicity spot widely broadcast in the US a decade or so ago, a group of ordinary people was shown enjoying a barbecue with country music and dancing, with the accompanying message: "Beef. Real food for real people." The irony is that the beef offered here as the symbol of a certain lifestyle (the "real" grass-root working-class Americans) is much more chemically and genetically manipulated than the "organic" food consumed by an "artificial" elite.
What we are witnessing today is the direct commodification of our experiences themselves: what we are buying on the market is fewer and fewer products (material objects) that we want to own, and more and more life experiences – experiences of sex, eating, communicating, cultural consumption, participating in a lifestyle. Michel Foucault's notion of turning one's self itself into a work of art thus gets an unexpected confirmation: I buy my bodily fitness by way of visiting fitness clubs; I buy my spiritual enlightenment by way of enrolling in the courses on transcendental meditation; I buy my public persona by way of going to the restaurants visited by people I want to be associated with.
The anti-consumerist ecology is also a case of buying authentic experience.
by Slavoj Žižek, The Guardian | Read more:
Image: 2014 Prix Pictet: Hong Hao
This weird incident is a sign of the impasses of today's consumerism. To account for it, one should introduce the distinction between pleasure and enjoyment elaborated by the psychoanalyst Jacques Lacan: what Lacan calls jouissance (enjoyment) is a deadly excess beyond pleasure, which is by definition moderate. We thus have two extremes: on the one hand the enlightened hedonist who carefully calculates his pleasures to prolong his fun and avoid getting hurt, on the other the jouisseur propre, ready to consummate his very existence in the deadly excess of enjoyment – or, in the terms of our society, on the one hand the consumerist calculating his pleasures, well protected from all kinds of harassments and other health threats, on the other the drug addict or smoker bent on self-destruction. Enjoyment is what serves nothing, and the great effort of today's hedonist-utilitarian "permissive" society is to tame and exploit this un(ac)countable excess into the field of (ac)counting.Enjoyment is tolerated, solicited even, but on condition that it is healthy, that it doesn't threaten our psychic or biological stability: chocolate, yes, but fat-free; Coke, yes, but diet; coffee, yes, but without caffeine; beer, yes, but without alcohol; mayonnaise, yes, but without cholesterol; sex, yes, but safe sex …
So, what is going on here? In the last decade or so there has been a shift in the accent of marketing, a new stage of commodification that the economic theorist Jeremy Rifkin designated "cultural capitalism". We buy a product – an organic apple, say – because it represents the image of a healthy lifestyle. As this example indicates, the very ecological protest against the ruthless capitalist exploitation of natural resources is already caught in the commodification of experiences: although ecology perceives itself as the protest against the virtualisation of our daily lives and advocates a return to the direct experience of sensual material reality, ecology itself is branded as a new lifestyle. What we are effectively buying when we are buying "organic food" etc is already a certain cultural experience, the experience of a "healthy ecological lifestyle".
And the same goes for every return to "reality": in a publicity spot widely broadcast in the US a decade or so ago, a group of ordinary people was shown enjoying a barbecue with country music and dancing, with the accompanying message: "Beef. Real food for real people." The irony is that the beef offered here as the symbol of a certain lifestyle (the "real" grass-root working-class Americans) is much more chemically and genetically manipulated than the "organic" food consumed by an "artificial" elite.
What we are witnessing today is the direct commodification of our experiences themselves: what we are buying on the market is fewer and fewer products (material objects) that we want to own, and more and more life experiences – experiences of sex, eating, communicating, cultural consumption, participating in a lifestyle. Michel Foucault's notion of turning one's self itself into a work of art thus gets an unexpected confirmation: I buy my bodily fitness by way of visiting fitness clubs; I buy my spiritual enlightenment by way of enrolling in the courses on transcendental meditation; I buy my public persona by way of going to the restaurants visited by people I want to be associated with.
The anti-consumerist ecology is also a case of buying authentic experience.
by Slavoj Žižek, The Guardian | Read more:
Image: 2014 Prix Pictet: Hong Hao
