Consumerism – The Modern Frame

Some Thoughts on the Limits of American Democracy

It is not an accident that the rise of democratic and republican forms of government in the modern period coincided with the rise of the public sphere of rational-critical debate.¹ This is particularly clear in the case of America, where the founding itself was the product of a rich and robust public discussion and debate. Although many members of the Constitutional Convention were not college-educated, they nonetheless were very well-read and informed.² At the time, it was even reported that some British booksellers were selling more law books in the colonies than in England.³ But although the genesis of government “of, by, and for the people” has its roots in a public sphere of rational-critical debate, such a foundation is equally necessary for the endurance and continued existence of such governments and societies. Yet today in America the public sphere of rational-critical debate has all but disappeared, in many ways existing only as a simulacrum of what it once was. For the most part, it has transformed into the mass media of opinions ready-made to consume and independent structures of sociological propaganda.⁴ This general weakening of the public sphere is connected to at least three socioeconomic factors, each of which in its own way undermines our ability as a society to participate in democratic behavior.

The Isolated Self and the Limits of Communication, Part III

Up to this point, I have considered the isolated self as a phenomenon understood on the basis of hardening theoretical frameworks situated within the more general landscape of the contemporary struggle to communicate. The quest for certainty and calm in a world marked by historic levels of uncertainty and anxiety–as witnessed by the work of Erich Fromm and Jacques Ellul–has helped elucidate some of the psychological basis, or impetus, behind the emergence of this phenomenon.¹ Perhaps equally important is the commodification of rational-critical debate, as explored by Jürgen Habermas, which has become more pronounced today than ever before. Taken together, both help shed necessary light on the emergence and continued endurance of the isolated self and the factionalism it gives rise to.² But the picture I am attempting to paint in these essays will not be complete until a proper consideration of propaganda has taken place.³ Indeed, everything that has been said up to now has laid the groundwork for an understanding of propaganda, which will further bring into contrast the problem that we, as a society, face. In so doing, Jacques Ellul’s work on the subject will be my primary resource, especially when considered in light of the relatively recent development of the internet.

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: Instances and Instrumentality

While the previous essays¹ laid the foundation and began exploring some of the architecture of what I have called cultural existentialism, at this point the following can be offered as a working definition: Cultural existentialism is the phenomenon that views the individual as entirely free and unencumbered–by history, family, community, tradition, inherited ideas, et al.–and, therefore, free to live and define themselves as they see fit; the sole author of their life.² In this essay, I want to explore some of the more outward forms of cultural existentialism, as well as its relation to what I have called the instrumental stance. In so doing, I hope to shed some light on the question of the more recent origins of this phenomenon. Again, my focus will remain on America.

The Modern Culture of Achievement

As the concept of a calling became unmoored from its historically religious roots it gradually gave way to the secular concept of success.¹ Over time, success effectively became the end-goal or purpose of everyday life and existence.² This is the framework in which the modern culture of achievement was born. It is not a coincidence that this culture originated, developed, and matured to the greatest extent in America–a country wedded more than any other to the economic system of capitalism. The dream of success became the preoccupation of many and was reinforced in what I have called the “mainline thought” of self-help or success literature as it existed in the early to mid-twentieth century.³ It is within the overlap of the Social and Economic spheres, as well as the particulars of success literature itself that the image of the modern culture of achievement finally comes into view.

The Origins of the Modern Culture of Achievement, Part III

The previous essay dealt with some of the origins of what will become the mainline¹ thought in self-help or success literature throughout the twentieth century and beyond. In addition to this developing main-current we will find the emergence of offshoots and others, which at first begin slowly, and accelerate over time, up through the present day. Sometimes they are a departure in approach, sometimes they are a more focused look at a specific subject or category–such as personal finance, sales-techniques, human relationships, or something else. Nevertheless, the end-goal or purpose remains the same: success.² As such, what underlies the totality of this literature is a clear sense of utility or pragmatism–it is paradigmatic of the instrumental stance. This is not literature to be contemplated, it is a literature to be used.

The Origins of the Modern Culture of Achievement, Part II

The dawn of the twentieth century witnessed the birth of a unique development in the history of success literature. Ideas and concepts that can be found in both the Transcendentalist and New Thought movements steadily came to be applied to the end-goal of success and wealth creation. This unique synthesis also led to the development of a peculiar science, or what I will refer to as a theology, which was intended to support it.¹ In the wider scheme, technological innovations and continuing industrialization led to an expanding scope of economic and sociological change. Among these changes is the growing use of the telephone and electricity, the development of the automobile and airplane, the age of radio and broadcasting, the rise of the motion picture and the film industry of Hollywood.² The growth of corporations and mass production yielded an ever-expanding set of commodities and consumer goods, in turn leading to the arrival of the professional salesman–a unique sociological type which provided perhaps the first popular audience for the burgeoning industry of success literature.³

The Origins of the Modern Culture of Achievement, Part I

Like most of what I have written about on The Modern Frame, the development of a culture of achievement in modernity, or what I have sometimes called an “ethic of success or wealth”, is a complex subject. It is sometimes referred to as a postmodern phenomenon since much of self-help literature and the like did not become hegemonic until the latter half of the twentieth century.¹ What I refer to is a very broad and general cultural phenomenon where individuals and groups increasingly come to view success–most commonly rooted in monetary success, i.e., wealth creation–as the end-goal or purpose of everyday life and existence. Though there are exceptions, throughout history the rich and powerful have generally been envied by those less fortunate. With the rise of capitalism, we find a broadening of the scope and possibilities for wealth and power. More and more people are able to achieve levels of wealth hitherto unknown. Advances in technology, such as newspapers, pamphlets, mass printing of books, et al., made possible the emergence of a unique body of literature–success literature–which proposed for the first time in history to disclose the so-called wisdom and knowledge of those who claimed to know the way to success, wealth, and prosperity.

Some Further Thoughts on Modern Education

Given what I have said so far about education in the West, specifically about ancient and medieval forms of higher education as they relate to instrumentality and specialization, my treatment of modern forms of higher education needs to be further explored and expanded upon. Here I will continue the general focus on higher education and concerns of instrumentality and specialization, but with an exclusive focus on the modern epoch.

A Sketch of The Workaday World

We live in an age of work for work’s sake, of production, acquisition, and consumption, of income and expenses, GDP and unemployment percentages. Production, acquisition, and consumption have come to be the definitive organizing principles of our lives, conceived–or rather, lived out–as ends in themselves.¹ This provides modern man with what the Greek’s called telos–an end or purpose–and thus structures our lives in a specific way. The tasks of income, wealth, and its management become our primary concerns, and within this Economic sphere, efficiency likewise becomes an end in itself. This situation is unprecedented in history.²