“The so-called consumer society and the politics of corporate capitalism have created a second nature of man which ties him libidinally and aggressively to the commodity form. The need for possessing, consuming, handling and constantly renewing the gadgets, devices, instruments, engines, offered to and imposed upon the people, for using these wares even at the danger of one’s own destruction, has become a “biological” need." Herbert Marcuse "One-Dimensional Man"
Herbert Marcuse is a German philosopher who was of jewsih ancestry born in Berlin in 1898. During World War 1, he was drafted into the German army, but never fought only worked in horse stables. He received his Ph. D at the university of Freiburg and eventually went on to join the School of Frankfurt. which he cofounded alongside Theodore Adorno and Max Horkheimer. Here they created a new model of Critical Theory which was influenced by Psychoanalysis and Existentialism, and which sought to critique Capitalism and German Facism.During Hitler's rise to power the School of Frankfurt was shutdown and most of its philosophers fleed from the country and established themselves in Nyc. During the 1950's is when he published most of his literary achievements including:"One-Dimensional Man, Eros and Civilization, and Reason and Revolution" Herbert Marcus died in 1979 at the age of 81 on a trip back to Germany.
In the quote above, Herbert Marcuse underlines that Capitalism has "imposed" a "biological" need of wanting unto itsmembers. This "need" of wanting the newest product out in the market, slaves the people into a consumerism frenzy. Making society a slave to its production. Technology allows for faster output while Capitalism imposes a need to purchase these products in order to feel "happy." Current times prove that Marcuse was right. In today's world, we have become zombies to the newest and latest fad. We are always in a hurry to buy the newest high definition T.V. or the latest Ipad or Iphone. It seems as if we are living a repetitive never ending cycle of consumerism. Worst of all, we are unhappy when we do not buy these latest fads. Thus, leaving us with an unsatisfied want.
Thats an interesting statement of making society a slave to its production. I agree with this and its absolutely true. It amazes me how at time people can purchase a product use it for a while and once the new one comes out they got to have it. I guess its just the type of society that we live in. I don't know to call it greed or gluttony. But this society today to me are overconsumers. We spend more than we save and some do not see that as a problem. What happen to people striving for the American dream, being homeowners and things of that nature? Your right all this consumption is leaving a void which is why I believe people continue to shop in the manner that they do trying to fulfill to emptiness.
ReplyDeleteWell, the liberal response is to say we have to reform ourselves and get back to the american dream, like you said. Marcuse being a communist however would say that there is no difference between the american dream and greed and overconsumption, it is more like ideology, or what conceals or censors the real conditions of exploitation. It is a a very sobering question and has serious consequences, especially how or if you can separate "necessary" production or things we need from unnecessary things.
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