Professional Documents
Culture Documents
Matteo Pietropaoli
Individualism and the Rise of Egosystems
Matteo Pietropaoli
Individualism and
the Rise of
Egosystems
The Extinction Society
Matteo Pietropaoli
Link Campus University
Rome, Italy
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Contents
1 I ntroduction 1
2 Economy
of Consumption: Starting with Lipovetsky and
Bauman 25
5 Mythical
Individual and Surrogate Individual: The End
of Civilization as a Desire109
B
ibliography129
I ndex135
v
1
Introduction
1 Liberation
Today’s global civilization, represented above all by the most advanced
societies in terms of organization and production, social and civil rights,
knowledge and technologies, has arrived in the second millennium after
Christ and in the fifth from the Pyramids in the proximity of its highest
conquest: the liberation of the human being from himself, that is, the
extinction.
Although this may seem like a boutade or a divertissement, or other
French words that evoke the joke in a cultured way, what is presented
here does not want to make fun of anyone. Rather, we want to point out
how the maximum process of liberation of the single man or woman (and
this distinction already says a lot) will lead in the near future to the extinc-
tion of the species, or at least, in the first place, of the human society to
which we have become accustomed since a few hundred years. And this,
according to the author, is not a drama but a process, at the same time
inevitable, regarding the maturation of autonomy and individual devel-
opment at levels never equalled before.
The goal of “liberation” of the human being, which goes hand in hand
with the process of individualization, seems in fact the point of arrival of
those great societies originating from the process of civilization, includ-
ing ancient ones, once it emerged from tribalism (Mesopotamia, Yangtze
River, Meso and South America, North Africa, etc.). Although primor-
dial or contemporary tribes are also in a certain way societies, and as we
will see indeed they have always been characterized by a very deep cul-
tural theme, intertwined as it is with the natural theme that moderns
instead distinguish (Descola, 2005), here we are not referring to this
when we speak of “the extinction society”. Perhaps the human species
will survive, perhaps through a neo-tribalism or in a renewed wild and
mythical stage, but it will be necessary to see what ecosystem will be
left for it.
The entire process of human development starting from the birth of
civilization, and therefore at the same time of an organized society,
appears today as a progressive path of liberation. This path has had an
infinite number of stages (back-and-forth steps, jumps and falls) and
peculiar characterizations while maintaining some basic features,
1 Introduction 3
especially in the West. Just to mention the main ones: liberation from
need, liberation from loneliness, liberation from suffering and liberation
from constraints. In all these main traits, not unique and at times contra-
dictory, some fundamental historical trajectories can be identified: libera-
tion from nature and liberation from God (or from the gods), but also
liberation from other human beings (slavery, social codes) and liberation
from mental neuroses. Lastly, the current liberation of the human being
from himself, primarily in terms of shared humanity. A tension that leads,
through the progressive rise of egosystems, to self-destruction, as the indi-
vidual’s attempt to free himself from his own shadow. The more freedom
it matures, the more this species commits suicide.
Summarizing here an endless discourse in a narrow way, the human
being, in the trajectory of liberation from natural constraints (and thus
from need, from suffering, from loneliness), develops the social aspect
and societies themselves, from which, in turn, though as an individual he
tries for centuries to free himself (liberation from constraints, again from
suffering) to the point of reaching the latest individualism. Similarly, this
happens in the cultural trajectory of liberation from God (and from the
gods), which in fact is a liberation from a “real world”, of an absolute
truth, in favour of a common and verifiable “empirical world”, up to an
“individual world”, consisting of a perspective truth (Nietzsche, 1969
[1888]). A philosophical liberation first from God for the World (secular-
ization), then from the World for the Soul (psychologization) and finally
from the Soul itself, as a shared “human” soul, from which the individual
frees himself for his own singularity (individualization).
This liberation, both physical and psychic, is the difficult transition
from heteronomy to autonomy that every great philosophy (both Western
and Eastern) has wished for the human being. Yet, as for Philipp
Mainländer (1999 [1876]), the death of God is the creation of the world
so that the development of the latter is nothing but the continuous decom-
position of the former, the process of abandoning heteronomy turns out
to be an inclined plane where the required autonomy is always greater. The
human being who progresses all the more in terms of organization and
production, civil and social rights, knowledge and technologies, is build-
ing his own liberation by removing the foundations of concrete survival,
at least as current society if not as millenary civilization. Its human and
4 M. Pietropaoli
2 Individual
In his research on the cultural evolution of advanced societies, Ronald
Inglehart (1990, 2018) notes a fundamental passage that occurs between
the generations belonging to the era of the world wars and those of the
1 Introduction 5
but rather the one in some ways “reflective” and in others “surrogate”:
frantically existing in the mere present and in the particularity (even vir-
tually global), in the continuous search for a self that at most he finds
temporarily, never firmly placed and acting in a world endowed with
meaning.
The term individual in the Greco-Roman classicism has its correspon-
dence with the “atom”; in fact it is the indivisible and completely distin-
guishable of the existing. Philosophically: what of someone is completely
different from other entities, with which he also shares the essential char-
acteristics. All human beings share “humanity”, but each one is his own
individual existence. This makes him an individual: uniqueness in gener-
ality. This uniqueness, furthermore, according to the lesson of Martin
Heidegger (and in general of Western metaphysics), is not just the
uniqueness of an “ego” (psychic or corporeal) disconnected from other
entities, but rather always an extended horizon, an ex-sistentia, a being
outside that is already world (Heidegger, 1927). The individual at the
bottom like the Leibniz’s mundus concentratus proper to the “monad”: an
ego-world.
Precisely, the egosystemic absoluteness of the hypermodern or post-
modern individual, in his attempt to satisfy himself as a world, establishes
his fundamental difference from previous “natural”, “social” and “histori-
cal” individuals. This aspect has at the same time traits of infantilism, in
the sense that the attempt to free oneself from any external and universal
reference, in order to immerse in the present and in the particular of
emotions, recalls a character of childhood. It is no coincidence that what
dominates is the search for pleasure against the resistances (and suffer-
ings) of reality, according to the Freudian distinction between the plea-
sure principle and the reality principle that marks the growth of the
individual, where the former (at least at the end of the nineteenth cen-
tury) had to yield more and more to the latter. The constitution of an
ordered psyche in Ego, Id and Superego, self-directed and responsible,
required precisely this confrontation and clash in the name of civiliza-
tion, as well as the final surrender with respect to reality.
Yet this freeing from constraints and necessities, which is at the same
time a search for lightness with respect to the responsibilities of being an
absolute individual, is precisely that child’s play which accompanies
1 Introduction 7
3 Society
These philosophical conceptions, in themselves elitist and linked to an
intimate path of reflection, reach the public dimension after some time,
in comparison with a mass society that has developed and is changing
from the economic, technological and relational point of view, to the
point of transforming itself in that one conceived by Zygmunt Bauman
8 M. Pietropaoli
mutandis, for society in the broad sense and politics in the strict sense,
above all the democratic one.
A reflection that is found in various considerations by Christopher
Lasch (1979), who analyses, together with the consumerist and narcis-
sistic dynamics (Bauman and Lowen), also one linked to the spectacular-
ization of life due to media. That is television, and now also social
networks, in their mediatic character, which relaunch an “exceptional”
type of life. On the one hand, this model makes the normal individual
want to be exceptional, and therefore generates a hatred and contrast
towards the mass; on the other hand, however, it multiplies his difficulties
in a society of this type, full of projects and opportunities, to accept the
banality of existence, typical of ordinary and daily life, which certainly
does not bear an exceptional nature.
All this has repercussions for Lasch on an ever deeper detachment, in
society and in democratic politics, among the few who manage, due to
their social class and fortunes, to escape from normality and to effectively
guide the processes of their lives, and those who get stuck in it. This ever
larger gap between elites and citizens, in democracies, leads to feel a real
betrayal of the original principles of noblesse oblige that social distinction
claimed and required. And this has for decades started a “cultural war”,
currently exploded in its contradictions, which seems to tear the political
communities and the civic sense, first of all in the West.
With regard to the political framework of this society, the philosopher
Byung-Chul Han defines it as a neoliberal regime dominated by “psycho-
politics” (Han, 2014), characterizing it in differentiation from what was
the modern disciplinary society governed by “biopolitics” (Foucault,
1975). In short, he affirms that there was previously a society structured
around a political power which tried to control the bodies, conforming
them, training them and imposing a certain individual model useful for
certain social and economic systems (example of indoctrination struc-
tures such as factories, barracks, asylums and schools themselves). While
disciplinary society worked orthopedically on bodies, for Han psychopo-
litical power works on minds, trying to establish not so much mecha-
nisms of duty as mechanisms of possibility. It actually works on the
freedom of individual, to optimize himself, to be the best project of him-
self and therefore, at the same time, determined as he is within the
10 M. Pietropaoli
capitalist market system, to exploit himself for work and consumer pur-
poses according to the dominant societal dynamics.
This concept implies that this neoliberal regime manifests itself through
an “excess of positivity”, as will be seen better, compared to a society that
instead disciplined everything, through the negativity of training. The
problem with this passage for Han is that in the excess of positivity, any
possibility of resistance is lacking. Any attempt to oppose, culturally and
socially depleted, in fact fails to conform revolutionary subjects or at least
conscious citizens, but only creates a generic “dissent”, in which the soli-
tary struggle of those who rebel, unable to constitute a collective “us”,
ends up turning against themselves, generating depressed subjects.
Indeed, the social theme of individualism and the “pathologies of free-
dom”, including primarily depression but also burnout, attention disor-
der and addiction, dominates the reflection of Alain Ehrenberg (1998).
He tries to show the passage from a modernity shaped by conflict, and by
the social, existential and psychological dynamics linked to it (above all
the Freudian neuroses), to one shaped by freedom, in the sense of both
psychic liberation and individual initiative and responsibility. Ehrenberg
in turn will recall Nietzsche (1973 [1887]) in an attempt to characterize
today’s individual as a democratized sovereign individual, with all the mod-
ulations, dynamics and pathologies that concern him and that affect cur-
rent society and politics. If in fact democracy, as Isaiah Berlin (1959) said,
requires a continuous balance between “equality” and “freedom”, which
relate to each other in an inversely proportional way, what happens when
the very concept of individual freedom is radicalized and the scales start
to tilt heavily to one side?
While in fact several contemporary philosophers and sociologists focus
on the negative effects of this evident “individualization” for the socio-
political dynamics of democracy (Sennett, 1977; Lasch, 1995; Han,
2013) or for the future of the world also in terms of survival to global
risks (Beck, 1999; Benasayag & Schmit, 2003), just as many authors try
to grasp the peculiarities of a new “society of individuals” which involves
a change of perspective that is sometimes positive (Giddens, 1990;
Lipovetsky, 2006; Millefiorini, 2015). Indeed, by reading the phenom-
ena of autonomy and individual freedom as gains, by facing the patholo-
gies and deviances of the new dynamics, an entire horizon is opened to
1 Introduction 11
4 Truth
The concept of truth has been changing much more in the last century
than in the previous four millennia. Obviously, we mean the concept of
truth for human beings, their civilizations and their culture. Although in
human history, there have been exceptional individuals, out of the norm,
who reflected on truth and contradicted the dominant visions. These
thinkers, philosophers and mystics, however, have always been a rarity
(Ortega y Gasset, 1930). They lived mostly isolated or in any case under-
stood by few. For the great mass of humanity, before the past hundred
years, the truth was a clear, stable and univocal thing.
Whether it was a pantheon of gods, only one God or a cosmos ordered
according to universal laws, every mythology and cosmogony, even the
“positivistic” one of the nineteenth century, offered to the human beings
of a specific civilization a clear, stable and univocal understanding of
truth. And mind you, not only of the physical truth of a world, but also
of the moral truth of the same. That is, the truth both of world and of
human being. Without going into the Nietzschean issue concerning the
various passages of the so-called history of truth, from the true world
(otherworldly) to the empirical world (contingent) that has become in
turn true world, it is interesting here that more than a century ago
Nietzsche (1969 [1888]) defined the history of truth as “history of
an error”.
According to Nietzsche, in fact, the truth is an “error”, but that error
is necessary for the human being in order to live. An error useful for life,
instrumental to it, through which the living one does not abandon itself
12 M. Pietropaoli
5 Politics
Since the self-referentiality of today’s individual has nothing to do with a
common resonance, shared codes and a relationship to the other aimed at
the synchronic creation of something, the same polarization also in poli-
tics represents for the individual the attempt to assert himself in a highly
desired exceptionality. Within a social framework where no one really has
a role and meaning, as well as in the absence of a total narrative and com-
mon references, the individual tries to show himself as someone (Han,
2013). Unable to authentically relate to others but thrilled by the desire
to be recognized as exceptional (for the narcissist “the world is a mirror”
16 M. Pietropaoli
or the turning to more emotional than rational plans (ideal or even uto-
pian), is an attitude provoked by the exasperation of not counting demo-
cratically for anything. Not only for the individual, but for the entire
group of common citizens. Polarization (extremization), abstentionism
and populism can all be scornful responses to the feeling that, even in a
democracy, nothing can be changed in the proceeding of a society, also if
the elected representatives change.
Already in 1956, Robert Dahl coined the term polyarchy, that is, a
form of government in which the participation of citizens is limited to
the choice, more or less free, between competing elites in the manage-
ment of power (Dahl, 1956). These elites, continuing to manage power
alternately, have increasingly moved closer to one another and agreed on
various aspects, causing, together with the increase in bureaucracy (more
complex and capillary societies, which require numerous technicians)
and the domination of epistemic communities (sole holders of recog-
nized knowledge), the distance from common citizenry and the impover-
ishment of the power’s portion due to it.
The self-definition given by political communication is furthermore
what twists and aggravates the public problem. With the mass society
disappearing, with its modern party organization (mass parties with mil-
lions of members and great ideologies) and the centrality of politics itself
in favour of other power groups (primarily economic and financial ones),
the only thing left to politicians of the current era is communication. Or
rather, and this needs to be clarified, politicians are left with the same
power and need they have always had, namely the power to select the rul-
ing class and the need to obtain consent, but this logic of action no longer
meets the criteria of the modern era. The hypermodern or postmodern
politician does not seek to implement major reforms and social changes,
both because he does not have a clear idea of another society and real
solutions to global problems (as will be seen) and because the real powers
holding the mainly economic status quo are now non-political and trans-
versal (especially transnational). Between the expertise of bureaucrats, the
knowledge of epistemic communities and the control of money by cor-
porations, the politician elected even in democratic nations is a passing
individual, who in turn contributes to decide which elite group to sup-
port and how to obtain that consent useful for being re-elected.
18 M. Pietropaoli
worrying global threat for the human community: the climate disaster,
namely the end of human society as it has been understood for centuries.
The contradiction of this catastrophe lies precisely in the very high
level of development and wellbeing achieved by the individual in today’s
advanced societies. Even the person belonging to the so-called low classes,
in socio-economic terms, finds himself having more possibilities of con-
sumption, comfort and leisure than was available to an eighteenth-
century nobleman. Today’s society has in fact increasingly levelled what
was prerogative only of the upper classes and has made it largely available
to everyone. The individual has such opportunities above all for con-
sumption (material, experiential, emotional) that seems to have reached
the so-called wellbeing society, at least in terms of goods and possibilities.
Yet at the same time, this consumer’s paradise, apparently capable of sat-
isfying every need and desire, does not immediately correspond to the
individual’s paradise, since happiness, as shown by the numerous psychic
pathologies and widespread disorders, really seems impossible to buy.
In this contradiction, between the apex of material wellbeing on the
one hand and the global threat of extinction on the other lies in part that
existential void which afflicts the individual in the final phase of his lib-
eration process. Liberation from oneself, namely the end of human civi-
lization (or of the species), involves at the same time freeing individual
from the last constraint that still oppresses him: to be happy. The convic-
tion to freedom, as Sartre (1946) recalled, becomes for the twentieth-
century individual the only burden from which he seems unable to free
himself, the responsibility for what he does (and even more for what he
“is”). His absolutely autonomous testimony, no longer entrusted to an
eternal truth and a given essence of human (heteronomy), nor derived
from natural, social and historical necessities, throws him naked in his
existence, in his “being-there” (Heidegger, 1927). In this flow, which is a
becoming impoverished in meaning, the attribution of an order and a
morality fully falls on the individual, who must choose from Kierkegaard’s
lesson whether to live “without essence”, in an aesthetic way and in con-
tingency, or give himself one, in ethical terms (Kierkegaard, 2015).
To all this burden, as a result of the process of individual liberation
(secular, corporal, moral, social, psychic), the single person responds
mostly in a double way: either with the reference to lightness seen above
1 Introduction 21
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2
Economy of Consumption: Starting
with Lipovetsky and Bauman
1 Consumption of Happiness
This chapter is dedicated to the theme of economy, or rather to the theme
of consumption, as the main social and individual reference of the current
economy. The leading authors of this phase are Gilles Lipovetsky and
Zygmunt Bauman, who in different ways have placed consumption at
the centre of their reflection. Both in particular have compared this
theme, with different declinations of “hyper-consumption” and “con-
sumerist syndrome”, to that of hedonism and narcissism. In fact, what is
today’s consumerism if not a spasmodic individual search for happiness?
Certainly also something else, such as a new social symbolism (Baudrillard,
1970), but without this removing happiness from the role of fundamen-
tal motive.
The path of individual’s liberation, his individualization, is certainly a
eudemonic process. The will to freedom in itself is at one time a search
for happiness through the affirmation of himself in his own world, regard-
less of others and of reality. So that there is a lot of narcissism in this
individual’s liberation and in his pursuit of happiness. Yet this process of
liberation and self-affirmation is not really a progress in happiness, even
if it aims at happiness. How Lipovetsky will come to evaluate: “happiness
has no progress” (Lipovetsky, 2006, p. 286). Which means: there is no
trend change in the degree of happiness for the individual, nor an
advancement with respect to past eras, one is happy or is not. The Roman
peasant of 200 BC may be as happy on a sunny day as today’s multi-
billionaire for his luxury entertainment, or not.
There is no progress in happiness and, even more, there is no possession
in happiness. One is happy and then it passes; it is not maintained as an
asset. For this reason, the current individual is above all a consumer, but
a consumer of happiness, or at least of experiences that tend towards hap-
piness. The consumption of goods, emotions, people, and thus all the
hedonism and narcissism that revolves around it is basically aimed at the
pursuit of happiness, which does not progress and is not possessed,
regardless of development and means. According to Lipovetsky, the “par-
adoxical happiness” of today’s society, very advanced in terms of means
and possibilities, attests to the whole drama of an existential duality, in
2 Economy of Consumption: Starting with Lipovetsky… 27
which wellbeing and comfort are available to the majority, therefore for
the most part we live better than in the past, but we are constantly threat-
ened by “ill-being” and by happiness that eludes expectations.
The individual’s liberation does not necessarily correspond to the indi-
vidual’s happiness, quite the contrary. In freedom there is progress, and in
happiness there is not. There is no such thing as a movement in happi-
ness, nor such thing as an increase, whereas liberation is exactly a move-
ment and an increase in freedom. Even more, the only way to be free in
the proper sense, since also freedom is not a possession (rather the oppo-
site), is the constant process of liberation from the bonds formed each
time. Thus the attempt of freedom to achieve happiness reaches a point
where the former far exceeds the latter, exactly the situation that is under-
stood here as “extinction society”.
In fact, the set of practices of the individual’s self-affirmation, in hedo-
nistic and narcissistic terms, is currently aimed at happiness through the
instrument, or the syndrome, of consumption. What Lipovetsky (2006,
p. 111) defines as “consumption-world” is at the same time the set of
individual reference symbols for every aspect of existence and the same
way in which he understands all the external to himself, including objects,
people and the natural environment. Simply put, his egosystem of con-
sumption. What was defined as world-environment by a biologist like von
Uexküll (1934), that is, the whole of stimuli and reactions, is now ori-
ented on consumerism in eudemonic function, as consumption-world.
However, this implies, among other things, that the objects of consump-
tion (and the desire for consumption) include among their ranks the
subject, that is the individual himself, who evaluates, exalts and in fact
also consumes himself in the optics of an unstoppable pursuit of
happiness.
Given the endless possibilities of experience in today’s advanced societ-
ies, the individual no longer evaluates the issue of duration and stability as
primary, but tries to consume time as quickly and hedonistically as pos-
sible, fragmenting it and fragmenting himself. For Bauman, postmodern
eternity resides precisely in marking moments with consumerist activi-
ties, continuous beginnings and discards, which do not allow us to per-
ceive the limit of existence (Bauman, 2005). “In skating over thin ice our
safety is in our speed”, according to the words of Ralph Waldo Emerson
28 M. Pietropaoli
(2018, p. 35). In this way, however, the entire attention of the consumption-
world is focused on the subject of consumption, not on the environment
of consumption, that is, on the environment-society that allows such
possibilities. The destruction of natural environment and the important
social lacerations, which will lead to the end of the enjoyment’s system,
are not perceived by today’s individual, who is totally focused on his
eudemonic research.
Since his happiness cannot be postponed, nor the consumerist and
narcissistic existence that he aims at slowed down, in the process of lib-
eration and affirmation of oneself as an individual the attention to the
environment-society is completely lost, hence the upcoming “extinc-
tion”. The same attempt to delegate the process of change and revolution
in current schemes to new generations, claiming the importance of edu-
cation and change of perspective, is another way for today’s individual to
protect his interests and his eternal life’s hope, in the sense of filling the
moments with experiences, pleasures and happiness as much as possible.
Without giving up and without slowing down, before the inevitable end.
The consumption-world is now assumed by individuals as “destiny”, inter-
nalized precisely in the spread of dissent and criticism, which do not
imply renunciation to the personal search for happiness, but find in turn
a niche of affirmation and consummation (even dissent is commercial-
ized). In fact, one protests against consumerism as one inveighs against
God, or against fate, only when one believes in its unshakable dominion.
But what is this domain and what was the path of this consumer society,
which freed the individual from natural, material, social (as well as moral
and psychic) constraints, yet receiving so much criticism and dissent?
due to the lack of meaning and stable references (social, political, existen-
tial, truthful). These are not individual issues for Bauman, but rather a
complex of culture and social stimuli which operates on the individual,
causing the great change that distinguishes the passage from a production
society to a consumer society: “the reversal of values attached respectively
to duration and transience” (Bauman, 2005, p. 83).
This basically prevents satisfaction and is therefore a malignant syn-
drome: the excessive expectation, never postponed but at the same time
never realized, always relaunched, of a socio-economic system which
indicates “consuming” as a source of happiness, with all the implications
and consequences (professional, relational, sentimental, community-
related, psychic) of a frenetic existence based on continuous use and waste.
Also for Lipovetsky, whose peculiar reading of consumer society
through archetypal interpretations will be addressed shortly, excessive
expectation is the primary problem of individual ill-being widespread
even in highly advanced societies, characterized by a high level of material
wellbeing (Lipovetsky, 2006). However, this expectation is not betrayed
by goods and consumptions in themselves, nor by the economic system,
rather by the type of happiness to which an individual aspires: advanced
and stable, an ultimate happiness that cannot exist for the human being.
Thus the deception of this new passage in the development of civilization
is not caused by commercial economy, which boasts unimaginable satis-
factions, since what can be done in terms of material wellbeing, comfort,
health and safety seems to have reached levels never seen before. Rather,
deception is caused by the individual who thinks happiness must always
be available to him or can be purchased when needed.
Precisely because the technical-scientific development is so advanced,
and the liberation of the individual so progressed that it focuses almost
entirely on his happiness, people who are well cannot conceive dissatis-
faction, that is, they cannot tolerate that unhappiness persists and,
depending on the case, they take refuge in consumer goods or blame
these for their ill-being.
The development of a consumer capitalism with respect to a production
economy has certainly changed the type of society, culture and existence in
which people identify themselves: a “civilization of desire” very different
from the previous “civilization of duty” (or of “shame” and “guilt”).
2 Economy of Consumption: Starting with Lipovetsky… 31
This passage, typical of liberal societies, was above all a process that
reflected (and favoured) the growing individualization in the economic
plan, making the consumer the main reference of the commercial system,
to the detriment of the individual producer (the craftsman or worker in
general) and the traditional intermediary (the shopkeeper). In the con-
sumer society, which evidently, where it has developed, has improved peo-
ple’s lives in terms of material wellbeing, both for the statistically verifiable
aspects and the less objective qualitative ones, there are social roles and
figures that win and others that lose, or just fade away. All this is mani-
fested mostly in the West since the end of the nineteenth century, with the
United States as a forerunner, and is determined in a series of steps that
Lipovetsky (2006) groups into three “phases”. Each of these phases has its
own characteristics, ultimately destined not to the exhaustion of consump-
tion or modernity, in terms of de-consumption and postmodernity, but to
their evolution as hyper-consumption and hypermodernity.
Although the term “consumer society” was used for the first time start-
ing from the development of the 1920s in the United States and became
popular only after the war, particularly between the 1950s and 1960s, the
consumerist evolution of civilization begins for Lipovetsky as early as mass
production and mass market of the late nineteenth century. In this phase,
which extends up to the Second World War, the scientific and technologi-
cal advancement, in terms of both machinery and factory work’s organiza-
tion, makes it possible to manufacture huge quantities of goods at much
lower prices than before. The scientific intuitions of Taylorism and the
technologically applied ones of Fordism, typical of production, are also
accompanied by advances in the transport and communication sectors
applied to commerce, that is the beginning of the still fundamental mar-
keting processes: branding, packaging and publicity. Aspects that not only
contributed concretely to the mass market’s possibilities, but also favoured
the consumption’s mentality in terms of educating citizens, as opposed to
the adverse cultural conceptions typical of the previous era.
In this phase, the traditional commercial chain almost disappears, of
craftsman or worker in general who produces something, mostly on
order, with very high costs and times, or supplies it raw to a shopkeeper
who packages it and sells it in retail, often through bargaining. Now a
company produces very large quantities of goods in a short time, which
32 M. Pietropaoli
means low costs, places a brand on it, makes large investments on adver-
tising as a guarantee of quality and recognition, eliminating the impor-
tance of the shopkeeper, and finally exposes the product in a “department
store” (facilities typical of this period) with a clear price tag, available to
the consumer. This process in itself opens the consumer market to a
greater number of people, although in this initial phase it is still limited
to the bourgeoisie, while the idea (or the syndrome) of consumerism
begins to spread among the population, thanks to advertising communi-
cation and new cathedrals of desire, such as the department stores. The
second phase identified by Lipovetsky is the one that most widely defines
the consumer society as a “mass consumer society” and takes place
between 1950s and 1980s. Here the civilization of duty is not only
replaced by the civilization of desire, but this desire is somehow realized,
since in material terms we start to see a substantial “abundance” and
improvement in quality of life appearing in Western societies, later
described as economic boom and even as a new “golden age” for the West
(Hobsbawm, 1994). In this phase, the democratization of purchasing
begins, allowing a much greater number of people to take advantage of
available technological products, from cars to TV sets, passing through a
whole range of household appliances (which contribute to the process of
women’s liberation). Thanks to further increase in production, the intro-
duction of welfare and the increase in wages, the spread of credit for
individual citizen (“instalments”), the purchase of goods (still durable
and standardized here) and consumption in general become really mass.
What was once a prerogative only of the upper classes, in terms of shop-
ping, comfort and leisure, now becomes something common among
people even in the lower and middle classes.
During this period, which has the characteristics of transition phases,
marketing extends itself to many areas of life previously unrelated to the
market, imposing the idea of growth, accumulation and constant socio-
economic improvement in people’s minds (a characteristic of the so-
called baby boomers generation). Furthermore, as a post-war era, the very
customs receive a liberalization which, having the United States always as
a forerunner, will profoundly transform personal and community objec-
tives, in the name of hedonism against sacrifice, fun against seriousness,
in short, towards those aspects of life that favour (and are favoured by)
consumerism.
2 Economy of Consumption: Starting with Lipovetsky… 33
First of all, he is always poor; and he is far from being tender and beautiful,
as the many believe, but is tough, squalid, shoeless, and homeless, always
lying on the ground without a blanket or a bed, sleeping in doorways and
along waysides in the open air; he has the nature of his mother, always
dwelling with neediness. (Bernadete, 2001, p. 33)
Penia is therefore the one who is not invited to the feast of beauty, but
still creeps in. Unwanted guest of advanced capitalism is the lack, which
infiltrates the triumph of hedonism and narcissism, deep down into con-
sumer dynamics of an abundance society. In a secluded place of this feast,
together with the art of arranging oneself, she generates Eros, which has
36 M. Pietropaoli
nothing to do with the rest. Love is born at the feast of beauty, but he is
not the son of Aphrodite, he is the son of lack. This allegory helps to
understand in another way what Lipovetsky will see: the paradox of hap-
piness for the hyper-consumer is that it resides not in what he has but in
what he seeks, starting from what he has. The lack still functions as a
stimulus for the existential satisfaction of today’s individual, who, far
from being fully satisfied with goods and consumption, is increasingly
looking for what he loves and loves what he is looking for.
According to Lipovetsky, the most attentive social observers noted,
starting from the society of mass consumption (the second phase), that
the rise in the standard of living and material wellbeing did not corre-
spond to an increase in happiness, on the contrary, growing discontent
and personal dissatisfaction were spreading. The critics of this process had
attributed the problem to an alienation of the individual towards materi-
alistic things and desires, which, although it could be present in the soci-
ety of mass consumption, is no longer central in the age of
hyper-consumption. The hyper-consumer of the third phase is certainly
linked to comfort and material wellbeing, but now to a point where these
are taken for granted so that his search also as a user of goods is in view
of a very personal existential wellbeing (emotional and experiential).
The disappointment and frustration of today’s individual, despite his
highly advanced and comfortable lifestyle, is not so much oriented on
goods and consumption (which indeed still reserve him joys and enthusi-
asm as well as appreciated usefulness) but rather on the relationship with
other human beings and primarily with himself. Instead of things, it is the
relationships, professional and sentimental, as well as mass experiences,
communication and personal emotions, that make us feel disappointed
for the socio-economic system. The perceived lack does not concern the
hell of material goods and consumption, which would alienate the indi-
vidual from himself, but precisely the hyperbolic search for himself in
terms of love that seems to escape, even with all the material wellbeing.
If a component relating to consumerist desires obviously plays its part
in this, since as Bauman recalls that this “syndrome” also afflicts rela-
tional, work and sentimental processes, making everything become a
commodity to use and discard, it is not the goods in themselves and
material services that generate a lack for the individual. Rather, the
2 Economy of Consumption: Starting with Lipovetsky… 37
(Mortel — Immortel)