The Society of the Spectacle I
Behind the glitter of the spectacle’s distractions, modern society lies in thrall to the global domination of a banalizing trend that also dominates it at each point where the most advanced forms of commodity consumption have seemingly broadened the panoply of roles and objects available to choose from. The vestiges of religion and of the family (still the chief mechanism for the passing on of class power), and thus too the vestiges of the moral repression that these institutions ensure, can now be seamlessly combined with the rhetorical advocacy of pleasure in this life. The life in question is after all produced solely as a form of pseudogratification which still embodies repression. A smug acceptance of what exists is likewise quite compatible with a purely spectacular rebelliousness, for the simple reason that dissatisfaction itself becomes a commodity as soon as the economics of affluence finds a way of applying its production methods to this particular raw material.
Media stars are spectacular representations of living human beings, distilling the essence of the spectacle’s banality into images of possible roles. Stardom is a diversification in the semblance of life – the object of an identification with mere appearance which is intended to compensate for the crumbling of directly experienced diversifications of productive activity. Celebrities figure various styles of life and various views of society which anyone is supposedly free to embrace and pursue in a global manner. Themselves incarnations of the inaccessible results of social labor, they mimic byproducts of that labor, and project these above labor so that they appear as its goal. The byproducts in question are power and leisure – the power to decide and the leisure to consume which are the alpha and the omega of a process that is never questioned. In the former case, government power assumes the personified form of the pseudostar; in the second, stars of consumption canvas for votes as pseudopower over life lived. But, just as none of these celestial activities are truly global, neither do they offer any real choices.
The individual who in the service of the spectacle is placed in stardom’s spotlight is in fact the opposite of an individual, and as clearly the enemy of the individual in himself as of the individual in others. In entering the spectacle as a model to be identified with, he renounces all autonomy in order himself to identify with the general law of obedience to the course of things. Stars of consumption, though outwardly representing different personality types, actually show each of these types enjoying an equal access to the whole realm of consumption and deriving exactly the same satisfaction therefrom. Stars of decision, meanwhile, must possess the full range of accepted human qualities; all official differences between them are thus canceled out by the official similarity which is an inescapable implication of their supposed excellence in every sphere. Khrushchev had to become a general in order to have been responsible for the outcome of the battle of Kursk – not on the battlefield but twenty years later, as master of the State. And Kennedy the orator survived himself, so to speak, and even delivered his own funeral oration, in the sense that Theodore Sorenson still wrote speeches for Kennedy’s successor in the very style that had done so much to create the dead man’s persona. The admirable people who personify the system are indeed well known for not being what they seem to be; they have achieved greatness by embracing a level of reality lower than that of the most insignificant individual life – and everyone knows it.