Tuesday, March 10, 2009
Would you like fries with that?
Herbert Marcuse in One-Dimensional Man (1964) speaks about new forms of control. He theorizes that we as human beings are not slaved by viewable, tactable forces, instead we are slaves of companies whose advertisements tell us what we want and need. There is no more individuality as all we choose to be us is predisposed and predetermined by controlling companies. These companies can be anywhere from the media (news) to Abercrombie and Fitch ads. Marcuse states that we are unhappy as " most of the prevailing needs to relax, to have fun, to behave and consume (are) in accordance with the advertisements, to love and hate what others love and hate..."(Marcuse, 1964) these categories all exist to this predominant one, the idea of "false needs" (Marcuse, 1964). So, in reality I do not need or want to get a blackberry phone, I do not need it and will not make me happy if I get it, in fact it will make me unhappy as my individuality was lost and I gave in to this new form of slavery. Do you agree with Marcuse in stating that all we own and want or need is a product of slavery that is intended to dominate us in a very suddle way? What could you see as one thing that is needed (that you need) that is not an object to slave you and make you fall into this consumer trap? Or, do you think that even these choices we make that slave us do have a way to make us unique and happy?