One-Dimensional Man
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| - | “If the [[worker]] and his [[boss]] enjoy the same television program and visit the same resort places, if the typist is as attractively made up as the daughter of her employer, if the [[Negro]] owns a [[Cadillac]], if they all read the same newspaper, then this assimilation indicates not the disappearance of [[social class|classes]], but the extent to which the needs and satisfactions that serve the preservation of the [[The Establishment|Establishment]] are shared by the underlying population.” -― Herbert Marcuse, ''[[One-Dimensional Man]]'' | + | “If the [[Working class|worker]] and his [[boss]] enjoy the same television program and visit the same resort places, if the typist is as attractively made up as the daughter of her employer, if the [[Negro]] owns a [[Cadillac]], if they all read the same newspaper, then this assimilation indicates not the disappearance of [[social class|classes]], but the extent to which the needs and satisfactions that serve the preservation of the [[The Establishment|Establishment]] are shared by the underlying population.” -- ''[[One-Dimensional Man]]'' (1964) by Herbert Marcuse |
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| - | '''''One-Dimensional Man''''' is a work by [[Herbert Marcuse]], first published in [[1964]]. | ||
| - | ''One-Dimensional Man'' offers the reader a wide-ranging critique of both contemporary [[capitalism]] and the [[Soviet]] model of [[communism]], documenting the parallel rise of new forms of social repression (both public and personal) in both these societies as well as the decline of revolutionary potential in the West. He argued that "advanced industrial society" created [[False consciousness|false needs]], which integrated individuals into the existing system of production and consumption via mass media, advertising, industrial management, and contemporary modes of thought. This results in a "one-dimensional" universe of thought and behaviour in which aptitude and ability for critical thought and oppositional behaviour wither away. Against this prevailing climate, Marcuse promotes the "great refusal" (described at length in the book) as the only adequate opposition to all-encompassing methods of control. Much of the book is a defense of "negative thinking" as a disrupting force against the prevailing positivism. | + | '''''One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society''''' is a 1964 book by the philosopher [[Herbert Marcuse]], in which the author offers a wide-ranging critique of both contemporary [[capitalism]] and the [[Soviet Union]] [[communism]], documenting the parallel rise of new forms of [[social repression]] in both these societies, as well as the decline of revolutionary potential in the West. He argues that "advanced industrial society" created [[False consciousness|false needs]], which integrated individuals into the existing system of production and consumption via mass media, advertising, industrial management, and contemporary modes of thought. |
| - | Marcuse also analyzed the integration of the industrial [[working class]] into capitalist society and new forms of capitalist stabilization, thus questioning the [[Marxism|Marxian]] postulates of the revolutionary proletariat and inevitability of capitalist crisis. In contrast to [[orthodox Marxism]], Marcuse championed non-integrated forces of minorities, outsiders, and radical intelligentsia, attempting to nourish oppositional thought and behavior through promoting radical thinking and opposition. He considered the trends towards bureaucracy in supposedly-Marxist countries to be as oppositional to freedom as those in the Capitalist west. Considered by some to be the most subversive book of the twentieth century, it was severely criticized by both orthodox Marxists and academic theorists of various political and theoretical commitments. Despite its pessimism, it influenced many in the [[New Left]] as it articulated their growing dissatisfaction with both capitalist societies and Soviet communist societies. | + | This results in a "one-dimensional" universe of thought and behavior, in which aptitude and ability for [[critical thinking|critical thought]] and oppositional behavior wither away. Against this prevailing climate, Marcuse promotes the "great refusal" (described at length in the book) as the only adequate opposition to all-encompassing methods of control. Much of the book is a defense of "negative thinking" as a disrupting force against the prevailing [[positivism]]. |
| - | In this work Marcuse describes the idea of ''[[repressive desublimation]]''. | + | Marcuse also analyzes the integration of the industrial [[working class]] into capitalist society and new forms of capitalist stabilization, thus questioning the [[Marxism|Marxian]] postulates of the revolutionary proletariat and the inevitability of [[Crisis theory|capitalist crisis]]. In contrast to [[orthodox Marxism]], Marcuse champions non-integrated forces of [[minority group|minorities]], outsiders, and radical [[intelligentsia]], attempting to nourish oppositional thought and behavior through promoting radical thinking and opposition. He considers the trends towards [[bureaucracy]] in supposedly Marxist countries to be as oppositional to freedom as those in the capitalist West. |
| - | ==Consumerism as a form of social control== | + | |
| - | Herbert Marcuse strongly criticizes [[consumerism]], arguing consumerism is a form of [[social control]]. He suggests that the system we live in may claim to be democratic, but it is actually authoritarian in that the few individuals are dictating our perceptions of freedom by only allowing us choices to buy for happiness. in which consumers act irrationally by working more than they are required to fulfill actual basic needs, ignoring the psychologically destructive effects, ignoring the waste and environmental damage it causes, and also by searching for social connection through material items. | + | |
| - | It is even more irrational in the sense that the creation of new products, calling for the disposal of old products, fuels the economy and encourages the increased need to work more to buy more. An individual loses his or her humanity and becomes a tool to the industrial machine and a cog in the consumer machine. Additionally advertising sustains consumerism, which disintegrates societal demeanor, delivered in bulk and informing the masses that happiness can be bought, an idea that is psychologically damaging. | + | ''One-Dimensional Man'' bolstered Marcuse's fame as a contemporary Western philosopher. |
| - | There are other alternatives to counter the consumer lifestyle. [[Anti-consumerism]]: a lifestyle that demotes any unnecessary consumption, and with that, demotes unnecessary extra work, extra waste, etc. But even this alternative is complicated with the extreme penetration of advertising and commodification because everything is a commodity, even the things that are actual needs. | + | ==Summary== |
| + | Marcuse strongly criticizes [[consumerism]] and modern "industrial society", which he claims is a form of [[social control]]. Marcuse argues that while the system we live in may claim to be democratic, it is actually totalitarian. A form of technological rationality has imposed itself on every aspect of culture and public life, and has become hegemonic. Our identification with this hegemonic ideology of modern industrial society, this ideology doesn't only represent a form of "false-conscious", yet rather has succeeded in becoming reality. | ||
| - | ==See also== | + | Modern industrial societies have furthermore created an "affluent society", which in increasing comfort have disguised the exploitative nature of the system, and have therefore strengthened means of domination and control. Modern "affluent society" therefore limits opportunities for political revolution against capitalism. |
| + | In modern consumer societies, Marcuse argues that a small number of individuals are empowered to dictate our perceptions of freedom by providing us with opportunities to buy our happiness. In this state of "unfreedom", consumers act irrationally by working more than they are required to in order to fulfill actual basic needs, by ignoring the psychologically destructive effects, by ignoring the waste and environmental damage it causes, and by searching for social connection through material items. | ||
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| + | It is even more irrational in the sense that the creation of new products, calling for the disposal of old products, fuels the economy and encourages the need to work more to buy more. An individual loses his humanity and becomes a tool in the industrial machine and a cog in the consumer machine. Additionally, advertising sustains consumerism, which disintegrates societal demeanor, delivered in bulk and informing the masses that happiness can be bought, an idea that is psychologically damaging. | ||
| + | |||
| + | There are alternatives to counter the consumer lifestyle. [[Anti-consumerism]] is a lifestyle that demotes any unnecessary consumption, as well as unnecessary work, waste, etc. But even this alternative is complicated by the extreme interpenetration of advertising and [[commodification]] because everything is a commodity, even those things that are actual needs. | ||
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| + | ==Reception== | ||
| + | |||
| + | The critical theorist [[Douglas Kellner]] wrote that ''One-Dimensional Man'' was one of the most important books of the 1960s and one of the most subversive books of the twentieth century. Despite its pessimism, represented by the citation of the words of [[Walter Benjamin]] at the end of this book that "''Nur um der Hoffnungslosen willen ist uns die Hoffnung gegeben''" ("It is only for the sake of those without hope that hope is given to us"), it influenced many in the [[New Left]] as it articulated their growing dissatisfaction with both capitalist societies and Soviet communist societies. | ||
| + | |||
| + | The philosopher Ronald Aronson wrote in 2018 that ''One-Dimensional Man'' is more prescient than Marcuse could have ever realized and that it is more relevant today than ever. | ||
| + | |||
| + | ==See also== | ||
| + | * [[Repressive desublimation]] | ||
| * [[Totalitarian democracy]] | * [[Totalitarian democracy]] | ||
| * [[Minority rights]] | * [[Minority rights]] | ||
| * [[J. L. Talmon]] | * [[J. L. Talmon]] | ||
| * ''[[Drux Flux]]'', an animated short inspired by ''One-Dimensional Man''. | * ''[[Drux Flux]]'', an animated short inspired by ''One-Dimensional Man''. | ||
| + | *''[[Unflattening]]'', a scholarly graphic novel expanding on many ideas from ''One-Dimensional Man''. | ||
| * [[Critical theory]] | * [[Critical theory]] | ||
| * [[Criticism of capitalism]] | * [[Criticism of capitalism]] | ||
| * [[Inverted totalitarianism]] | * [[Inverted totalitarianism]] | ||
| * [[Superficiality]] | * [[Superficiality]] | ||
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Current revision
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“If the worker and his boss enjoy the same television program and visit the same resort places, if the typist is as attractively made up as the daughter of her employer, if the Negro owns a Cadillac, if they all read the same newspaper, then this assimilation indicates not the disappearance of classes, but the extent to which the needs and satisfactions that serve the preservation of the Establishment are shared by the underlying population.” -- One-Dimensional Man (1964) by Herbert Marcuse |
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One-Dimensional Man: Studies in the Ideology of Advanced Industrial Society is a 1964 book by the philosopher Herbert Marcuse, in which the author offers a wide-ranging critique of both contemporary capitalism and the Soviet Union communism, documenting the parallel rise of new forms of social repression in both these societies, as well as the decline of revolutionary potential in the West. He argues that "advanced industrial society" created false needs, which integrated individuals into the existing system of production and consumption via mass media, advertising, industrial management, and contemporary modes of thought.
This results in a "one-dimensional" universe of thought and behavior, in which aptitude and ability for critical thought and oppositional behavior wither away. Against this prevailing climate, Marcuse promotes the "great refusal" (described at length in the book) as the only adequate opposition to all-encompassing methods of control. Much of the book is a defense of "negative thinking" as a disrupting force against the prevailing positivism.
Marcuse also analyzes the integration of the industrial working class into capitalist society and new forms of capitalist stabilization, thus questioning the Marxian postulates of the revolutionary proletariat and the inevitability of capitalist crisis. In contrast to orthodox Marxism, Marcuse champions non-integrated forces of minorities, outsiders, and radical intelligentsia, attempting to nourish oppositional thought and behavior through promoting radical thinking and opposition. He considers the trends towards bureaucracy in supposedly Marxist countries to be as oppositional to freedom as those in the capitalist West.
One-Dimensional Man bolstered Marcuse's fame as a contemporary Western philosopher.
Summary
Marcuse strongly criticizes consumerism and modern "industrial society", which he claims is a form of social control. Marcuse argues that while the system we live in may claim to be democratic, it is actually totalitarian. A form of technological rationality has imposed itself on every aspect of culture and public life, and has become hegemonic. Our identification with this hegemonic ideology of modern industrial society, this ideology doesn't only represent a form of "false-conscious", yet rather has succeeded in becoming reality.
Modern industrial societies have furthermore created an "affluent society", which in increasing comfort have disguised the exploitative nature of the system, and have therefore strengthened means of domination and control. Modern "affluent society" therefore limits opportunities for political revolution against capitalism.
In modern consumer societies, Marcuse argues that a small number of individuals are empowered to dictate our perceptions of freedom by providing us with opportunities to buy our happiness. In this state of "unfreedom", consumers act irrationally by working more than they are required to in order to fulfill actual basic needs, by ignoring the psychologically destructive effects, by ignoring the waste and environmental damage it causes, and by searching for social connection through material items.
It is even more irrational in the sense that the creation of new products, calling for the disposal of old products, fuels the economy and encourages the need to work more to buy more. An individual loses his humanity and becomes a tool in the industrial machine and a cog in the consumer machine. Additionally, advertising sustains consumerism, which disintegrates societal demeanor, delivered in bulk and informing the masses that happiness can be bought, an idea that is psychologically damaging.
There are alternatives to counter the consumer lifestyle. Anti-consumerism is a lifestyle that demotes any unnecessary consumption, as well as unnecessary work, waste, etc. But even this alternative is complicated by the extreme interpenetration of advertising and commodification because everything is a commodity, even those things that are actual needs.
Reception
The critical theorist Douglas Kellner wrote that One-Dimensional Man was one of the most important books of the 1960s and one of the most subversive books of the twentieth century. Despite its pessimism, represented by the citation of the words of Walter Benjamin at the end of this book that "Nur um der Hoffnungslosen willen ist uns die Hoffnung gegeben" ("It is only for the sake of those without hope that hope is given to us"), it influenced many in the New Left as it articulated their growing dissatisfaction with both capitalist societies and Soviet communist societies.
The philosopher Ronald Aronson wrote in 2018 that One-Dimensional Man is more prescient than Marcuse could have ever realized and that it is more relevant today than ever.
See also
- Repressive desublimation
- Totalitarian democracy
- Minority rights
- J. L. Talmon
- Drux Flux, an animated short inspired by One-Dimensional Man.
- Unflattening, a scholarly graphic novel expanding on many ideas from One-Dimensional Man.
- Critical theory
- Criticism of capitalism
- Inverted totalitarianism
- Superficiality
