
Replacing civil society and taking over the legacy of state and institutionalized religion, corporations turned into a dominant force in consumer democracies.
Even though who thinly cling to the idea of anti-consumerism, for the most part, are willing participants in propping up the corporatocracy that our country and most of the Western world has become which functions not only as a new form of authoritarian power but also as and idolatry. Even the simple favoritism of a brand of beer based on a preferential taste gives this system wind beneath its wings. I can still remember being repulsed by the taste of beer but, in the end, being seduced by its price and availability.
The markets replacing governments are not democratic: the logic of business lies in coercion, monopolies and the destruction of the weak–but not in creating universal choices, services, affluence or the benefit of humanity.
In crushing the weak, markets mirror evolutionary structure. The dominant business survive by using whatever strengths and powers their development has mutated to crush all competition. As a society, we cannot help but morally favor biological diversity regardless of the evolutionary cost, because the other path leads to the power of life and death being placed in the hands of ego and ideology (see: the Holocaust). In economic ecosystems, we see no value in letting diversity, including those entities born with decencies, to continue to survive. The logic follow that if a greater diversity of options were desired then a greater diversity would flourish to fill these desires.
Using rhetoric’s of change that veil issues of inevitability and agency, business colonized culture and replaced politics as a force of transformation.
This transition seems to have occurred sometime in the late 60’s or early 70’s. Political protests and violent outbursts led to the end of much of the institutional racism of the past (much of which was later reinstated in a different form). Now Pepsi is just a likely to push forth new ideas about race, sexuality, and culture than a March on Washington (such as endorsing a version of Madonna’s “Like a Prayer”). Chilli’s is building hospitals with your donations.
Human agency is reduced to the idea that people express themselves through markets and consumer choice, the binary agency of buy and sell and the bipolar order of mood swings. The myth of brands is part of the everyday consumer experience, every product brand a potential investment into a mindshare, a part of the brain.
I think that it’s hard to deny at this point that our society is extremely polarized and increasing psychotic. We have stopped representing ourselves as ideas and started representing ourselves as commodities. To buy (into) a brand is not just to purchase a good but is also to become a part of a collective. Intention is irrelevant to this experience, because even if you claim no part in a community of brand-loyalists it will not stop them from claiming you. Also, the implicit thoughts that some brands are superior to others surfaces during every consumer experience. When buying electronic equipment, I often find myself thinking of a Sony product as superior to a JVC product and based on this thinking I am willing to pay more for the quality associated with the brand.
Consumer democracy imagines individuals as fully rational economic actors only as long as they stay within the belief system of market doctrines. Otherwise they are exposed as despicable fools and irrational brutes driven by insidious alien influences. To protest the cult of the invisible hand is to exclude oneself from the family of mankind.
Anyone off the grid is doing so, obviously, for criminal and/or degenerate reasons, because they practice a system of life that violates the norms of society at large. In reality, people making alternative economic choices in their engagement with society are ostracized precisely for the choice to reject the idea of the free-market, yet even today people, in ironic tones, are still referred to as long-haired godless communist pinkos.
If art is in the business of exploring paradoxes, here is a biggie. How do you critique the system without ostracizing yourself from it? Irony is a starting point, since it can give the appearance of glorifying the system while subtlety undermining it. Bald-faced politics is out of the question, thus the failure of the majority of most political art to amount to anything outside of ideological masturbation. I am brought back, as I often am, to Andy Warhol who said, “Business is art. Making money is art.” Warhol was his own brand. The Factory was a brand, but these brands contained within them a reflection of the shallow, plastic emptiness at the heart of the market system. Could it be that aesthetic celebration of markets and brands with no intent to accumulate wealth but, instead, to simply add fuel to the fire of the celebration could, in the long run, result in a reactionary swing on the right towards the regulation of art markets? A small victory perhaps.