Cultural Clones in/despite an age of choice
While working on something else, I was glancing through some old notes I’d taken on various books, and retrieved this brilliantly incisive description of the way the western culture of capitalism makes us conform, in Naomi Klein’s seminal No Logo (recently updated for its 10th Anniversary).
This was written in 1999, but we appear not to have moved on that much…
The Kinko’s, Starbucks and Blockbusters buy their uniform of khakis and white or blue shirts at the Gap; the ‘Hi! Welcome to Gap!’ greeting cheer is fuelled by Starbucks double espressos; the resumes that got them the jobs were designed at Kinko’s on friendly Macs, in 12-point Helvetica on Microsoft Word. The troops show up for work smelling of CK One (except at Starbucks, where colognes and perfumes are thought to compete with the ‘romance of coffee’ aroma), their faces freshly scrubbed with Body Shop Blue Corn Mask, before leaving apartments furnished with Ikea self-assembled bookcases and coffee tables.
Naomi Klein, No Logo, p131
The irony, it seems to me, is that it results in a uniformity every bit as powerful as that which communism attempted to impose… with one essential, but subtle, distinction. We actually choose this conformity under the illusion that we are autonomous.
So yet again (a theme I return to repeatedly on Q), Communism and Capitalism are merely different manifestations of the same dehumanising, modernist worldview.