John Locke – The Modern Frame

An Introduction to Consumer Society

Our modern lives have become increasingly characterized by consumption. This is not to say that we merely aspire to consume, but that a life of consuming has itself (to varying degrees) become necessary in contemporary Western society.¹ Indeed, the everyday consumption of products and services has gained a prominence hitherto unknown. No sooner are the objects of our desire obtained, before others, new and unforeseen, present themselves. The ends of consumer society lure us onward and “upward”, into a sort of Sisyphean cycle.² In previous essays I have mentioned consumer society, but have yet failed to offer a more comprehensive explanation of what I mean. What exactly I mean, as well as some account of both how it developed and some of its effects, is what I hope to begin exploring in this essay.³

Cultural Existentialism: The Absurdity of American Individualism

In the previous essay I hoped to make clear the connection between the phenomenon of cultural existentialism with that of its formal counterpart–the philosophy of Existentialism. Again, I believe the connection between them is one of similarity rather than direct causality, and that the primary difference between the two is merely the extent to which they are articulated. Still, the average person is not a philosopher–let alone Sartre–so in many ways the accusation that cultural existentialism is widely embodied but not articulated is unfair. For a more common view of cultural existentialism, I would like to turn to the excellent work of the sociologist Robert Bellah, and some of his colleagues, such as Richard Madsen, William M. Sullivan, Ann Swindler, and Steven M. Tipton.¹ Much of their research, findings, and collaboration on American culture from the early 1980s will help color the outline I have sketched thus far.

Introduction to Cultural Existentialism

At the close of my essay The Individual and The Human World, I spoke briefly about the contemporary West–and America in particular–as a place where “individuals determine and create themselves in their own image–rooted in the satisfaction of their own preferences–the sole authors of their lives.”¹ This phenomenon, which is admittedly broad and multifaceted, has become hegemonic in the contemporary West. Here I will attempt to explore some of its contours, though certain details will have to be postponed for the time being. As a kind of umbrella term, I will refer to this state of affairs as cultural existentialism.²

Human Action

Human action takes place within the space of the human world. But while the human world is the stage upon which human actions are performed, it also provides the context which renders our actions intelligible to others as well as ourselves. There is no such thing as an abstracted human action, existing apart and independently from its context–such a thing is unintelligible. Human actions, therefore, must possess the property of intelligibility.¹ In order to avoid potential misunderstandings, it is important to remember that I am talking about those actions which are distinctively and characteristically human. Breathing could be construed as an action: the taking in of oxygen and expulsion of carbon dioxide by the lungs. But breathing is not a human action because it does not properly take place within the human world.² Speech, however, is an example of human action, since to speak a language is to communicate within a given context of a shared social understanding. We must begin with considerations of human action if we wish to sufficiently understand not only the notions of virtue and practical rationality (ethics), and the narrative character of human life, but also to place ourselves in a position to evaluate competing views in ethics, personal identity, and others.

The Individual and The Human World

Up to this point, I have used the word “world” without disclosing what is meant by it.¹ Yet this should have gone more or less unnoticed, since it is part of the nature of our existence to be embedded within our world, and thus its context provides us with many underlying assumptions which we take for granted. The world I am speaking of is what I will call the human world, which makes up “a world within the world”, so to speak. It is a world which–though metaphysically inseparable from the physical and especially biological aspects of our existence–nonetheless transcends them. An understanding of the depth and complexity of this will be necessary if we are to make certain concepts and observations sufficiently intelligible, and its articulation will help us better understand our situation, placing us in a better position to evaluate the phenomena we are considering. In this initial exposition, I am drawing heavily upon the work of Hannah Arendt and Raymond Tallis.²

Preliminary Thoughts on How We Adopt The Modern Frame

Something that has been asserted in both the Introduction and A General Overview is the idea that modernity “presses upon us certain presuppositions, paradigms, and ways of thinking about our world and ourselves”. What this means, exactly, and how it happens may not be entirely clear. Nor is it obvious what sort of things I am referring to, though the list of ideas and circumstances mentioned in the overview should offer some clues.