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3SOCIAL THEORY Exploiting and Controlling the Consumer CONCLUSIONhis chapter is devoted to the three basic and interrelated theoreticalperspectives that inform this book. The first is the approach of KarlMarx and neo-Marxian theory (including the early work of Jean Baudrillard,a theorist whose ideas will play a prominent role in this analysis). Marxianand neo-Marxian theory is the origin of the concept means of consump-tion.Ž In addition, that theory highlights the fact that the success of moderncapitalism and the cathedrals of consumption is highly dependent on thecontrol and exploitation of the consumer. 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 47 society, the new means of consumption are both bolstered MARXIAN THEORY AND THE MEANS OF CONSUMPTIONThe German social theorist Karl Marx developed his ideas in the 1800s inreaction to the Industrial Revolution and the early, highly exploitive days ofcapitalism. Marx wanted to understand better the workings of capitalism,but he was most concerned with explaining the source of what he perceivedto be its evils and helping to bring about the downfall of capitalism. In themore than 120 years since Marxs death in 1883, capitalism has undergone48ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 48 form in which they...enter productive consumption.Ž 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 49 the kind of consumption„individualŽ as opposed to productiveŽ„thatwill be discussed in this book. Under the heading of individual consumption,Marx differentiates between subsistence and luxury consumption (AdamSmith made a similar distinction). On the one hand are the necessary meansof consumption,Ž or those that enter the consumption of the working class.Ž5On the other are the luxury means of consumption, which enter the con-sumption only of the capitalist class, i.e., can be exchanged only for theexpenditure of surplus-value, which does not accrue to the workers.Ž6foodstuffs would be subsistence means of consumption, whereas elegantautomobiles would be luxury means of consumption.However, there is a logical problem in the way Marx uses the conceptof the means of consumption, especially in comparison to the paired notionof means of production. The means of production occupy an intermediateposition between workers and products; they are the means that make pos-sible both the production of commodities and the control and exploitationof the workers. In contrast, the way Marx uses the idea, the means of con-sumption are not means but rather the end products in his model of con-sumption; they are those things (either subsistence or luxury) that areconsumed. In other words, there is nodistinction in Marxs work betweenconsumer goods and what I see as the means of consumption (e.g., shoppingmalls and cruise ships).7To put it another way, in his work there is no par-allel in the realm of consumption to the mediating and expediting roleplayed by the means of production.In this book I distinguish the means of consumption from that which isconsumed. Fast food restaurants are different from the hamburgers we eatin them.8The means of consumption will be seen as playing the same medi-ating role in consumption that the means of production play in Marxs the-ory of production. That is, just as the means of production are those entitiesthat make it possible for the proletariat to produce commodities and to becontrolled and exploited as workers, the means of consumption are definedas those things that make it possible for people to acquire goods and servicesand for the same people to be controlled and exploited as consumers.9The concept of the means of consumption appears, at least in passing,in various other works,10but most notably in one of Baudrillards earlybooks, The Consumer Society.11At this point in his career Baudrillard wasstill heavily influenced by Marxian theory, although he was to break withthat approach a few years later en route to becoming todays preeminentpostmodern social theorist. Baudrillard does not define the concept, butthe way he uses it makes it clear that (unlike Marx) he is not conflatingthe means of consumption with the commodities to be consumed but isfollowing the definition I am using. Baudrillards paradigm of the means ofconsumption is the Parisian drugstoreŽ:50ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 50 work. He ated a 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 51 The Marxian theory of the exploitation of workers was clear-cutbecause all value came from the workers. If they got anything less thaneverything, they were being exploited (when in fact they received barelyenough to subsist).In what sense can the consumer be said to be exploited? There are manyways to respond to this question. For example, advertisements are designedto lure people into buying things they might not otherwise consume. And itis the consumers who must ultimately pay for the cost of the advertisementsas part of the purchase price of goods or services. In fact, as neo-MarxistsPaul Baran and Paul Sweezy showed long ago, capitalists prefer competitionon the basis of advertising campaigns (and other sorts of sales competition)to price competition because it enables them to keep prices high and to passthe costs of advertising campaigns on to consumers.15However, our focus isnot on the way advertisements are used to exploit consumers, but on howthe new means of consumption perform a very similar function.At one level, the new means of consumption are set up to lead people toconsume more than they intend and perhaps more than they can afford.16another level, the sometimes astronomical cost of constructing and main-taining the cathedrals of consumption leads to high prices that are driveneven higher by the desire of those involved in the cathedrals to reap largeprofits. Credit cards aid the ability of the new means of consumption toexploit consumers by leading them to buy more. Furthermore, credit cardsare exploitative in themselves in the sense that people are lured into debt thatmany find it difficult to extricate themselves from and into paying usuriousinterest rates on balances that serve to stretch indebtedness out for years, ifnot decades. Consumers can be said to be exploited by the new means ofconsumption by being led to buy more than they need, to pay higher pricesthan need be, and to spend more than they should.17It is true that it is far harder to argue that the consumer is exploitedthan it was for Marx to contend that the proletariat was exploited. Theproletariat had no choice. If they wanted to work, they had to sell theirlabor-time to the capitalists in exchange for access to the means of produc-tion and ultimately a subsistence wage. In contrast, the consumer appears tohave the option of avoiding the new means of consumption and obtaininggoods and services in other ways (e.g., making commodities themselves orusing older means of consumption). However, the fact is that the prolifera-tion of the new means of consumption is making it more difficult and lessattractive for consumers to obtain goods and services in other ways. It isincreasingly the case that if consumers want to consume, they must use(laborŽ in) one of the new means of consumption. In a sense, consumersmust give the capitalists their consumption timeŽ in exchange for accessto the means of consumption. Consumers are then able to get goods and52ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 52 services only by placing themselves in a context in which they are likely to buymore, to pay higher prices, and to spend more money than they intended.In a similar way, consumers are not forcedto use credit cards. Theycould pay in cash and avoid many of the problems associated with creditcards. However, in the case of an increasing number of transactions through,for example, cybermalls or home shopping television networks, it is almostimpossible to consume without credit cards. Furthermore, the need to createa credit record to obtain other kinds of credit (e.g., mortgage loans) servesto force people into credit card use. Even in the many cases that consump-tion can be accomplished in other ways, the credit card proves to be anirresistible lure.So although the analogy between workers and consumers is far fromperfect, there is a sense in which both have become exploitable masses.ŽWith the proliferation of the new means of consumption, the choices opento consumers are, at least in some senses, declining. Although they may notbe subject to much, if any, overt coercion, consumers are the objects of avariety of softer, more seductive controlling techniques. And such techniquesare one of the defining characteristics of a postmodern society. Consumerscan still choose venues other than the new means of consumption; they canopt not to pay exorbitant prices and not to buy things that are not absolutelyneeded; but at the same time we must not forget that enormous sums ofmoney are spent on advertising and on the new means of consumption(among other sales mechanisms) to get people to buy and pay more. Onbalance, the evidence seems clear that this money is well spent and peopleoften do what is expected of them.Take the case of the lottery, a new means of consuming gambling thatis traceable to Colonial America but which boomed in the 1970s and 1980sas a result of state government efforts to raise money.18Jackpots have reachedastronomical levels and a wide array of new games have proliferated, mostnotably the multistate Powerball where one can win $100 million or more.Outlets that sell lottery tickets tend to be concentrated in poor areas and totarget those with lower incomes and education. Heavy players may gambleas much as 10% or more of their annual income on the lottery. A great dealof money is spent in advertising lotteries and luring people into playing forthe first time or to continue being regular players. Advertisements are cleverand target specific groups such as low-income players who tend to preferspecific types of games such as Keno, the superstitious with the Lucky Numbersgame, and the more affluent players with games based on themes, such asStar Trek.Ž Players are often ill-informed about payout percentages andthe incredibly slim chances of winning. For all of these reasons, and more,it could be argued that the lottery is an exploitative means of consuminggambling.Social Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 53 Nevertheless, the analogy between the exploitation of workers andconsumers is far from ideal. However, various neo-Marxists have offered usa different way of looking at the analogy between the capitalists treatmentof workers and consumers. They contend that the real focus in contempo-rary capitalism is no longer the exploitationof workers, but rather their con-trol.19If control is the central concern as far as contemporary workers areconcerned, then that must certainly be the case for consumers. We are on farfirmer footing simply arguing that the new means of consumption concen-trate on the control of consumers to get them to spend as much as possible.This allows us to skirt the bothersome issue of exploitation without losingany of the focus and power of our argument. And we can retain at least apartial theoretical footing in (neo-) Marxian theory.WEBERIAN THEORY AND ENCHANTMENT, RATIONALIZATION, AND DISENCHANTMENT 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 54 rather than practical and involves an effort to master reality throughincreasingly abstract concepts. Substantive rationalityinvolves a choice ofmeans to ends guided by, and in the context of, larger social values. Formalrationalityinvolves a similar choice of means to ends, but this time guidedby universally applied rules, laws, and regulations. It is formal rationalitythat is the distinctive product of the West.In spite of Webers effort to distinguish among these types of rationality,and to see them operating differently in various institutions, one emergesfrom a reading of his work with a clear sense that there is an overall trendin the West in the direction of the increasing domination of formalrationality„rationality as an iron cage.Ž This idea is clear, for example,in Webers conclusion that socialism would not eliminate or reduce the pos-sibility of such a future: Not summers bloom lies ahead of us, but rathera polar night of icy darkness and hardness, no matter which group maytriumph externally now.Ž20It is phrases like polar night,Ž icy darknessŽand hardnessŽ that convey such a disenchanted, frigid, nightmarish imagewhen the new means of consumption are thought of in terms of Weberstheory of rationalization.Authority StructuresThe trend toward increasing formal rationalization is found in Weberswork on authority. Here Weber differentiated among three types of author-Traditional authorityexists when the leader rules on the basis of a claim to, and a resulting beliefon the part of the followers in, the sanctity of age-old rules and powers. Inthe case of rational-legal authority,the leader rules and has the ability toissue commands on the basis of legally enacted regulations. Followers acceptthat right and those rules and therefore follow the leaders dictates. Finally,charismatic authorityis based on the devotion of followers to the excep-tional sanctity, exemplary character, heroism, or special powers (e.g., theability to work miracles) of the leader, as well as to the normative ordersanctioned by the leader.All three types have existed throughout history, but Weber argued thatin the modern West we are witnessing the triumph of rational-legal author-ity and the progressive elimination of the other two types as legitimate basesof authority. For one thing, fewer people are inclined to accept the authorityof someone (say, a king or queen) who rules on the basis of tradition. Foranother, as rational-legal authority becomes more firmly entrenched, it isless and less vulnerable to overthrow by charismatic leaders and their fol-lowers. As is the case for rationality in general, formal rationality eventuallycomes to reign supreme in the realm of authority.Social Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 55 The demise of tradition and especially charisma as ways of legitimatingauthority is of particular interest. Both traditional and charismatic authoritycan be seen as involving an enchanted relationship between leader and fol-lowers. In one case the enchantment comes from a belief in the way thingshave always been done, and in the other it comes from a belief in the leadersextraordinary qualities. Their demise implies the end of enchantment, atleast in such a relationship. It is clear that the relationship between rational-legal leaders and followers is not enchanted; there is no mystery why somelead and others follow.21It is also the case that Weber sometimes uses charisma in a broader senseto denote not just leaders but anyone with extraordinary abilities. Such indi-viduals can be seen as enchanted, certainly in comparison to those who staffsuch rational-legal systems as the bureaucracy. In a rationalized world thereis less and less room for such individual charisma, and therefore less roomfor enchantment.BureaucracyThe bureaucracy embodies Webers thinking on rationality, authority,and the iron cage. First, bureaucracy is the epitome of formal rationality. AsWeber put it, From a purely technical point of view, a bureaucracy is capa-ble of attaining the highest degree of efficiency, and is in this sense formallythe most rational known means of exercising authority over humanbeings.Ž22Second, bureaucracy is the organizational structure that is associ-ated with rational-legal authority and its triumph over other forms ofauthority. Indeed, one of the key reasons that rational-legal authority winsout over the others is the superiority of its characteristic bureaucratic formin comparison to the organizations associated with traditional and charis-matic authority. There really is no other option if the objective is massadministration. Third, the bureaucracy is itself an iron cage in terms of thosewho function in it. More generally, as more and more sectors of societycome to be characterized by bureaucracies, they tend to form one enormousiron cage.Although Weber praised the bureaucracy on a variety of grounds, hewas also critical of its constraints on people. He described bureaucracies asescape proof,Ž practically unshatterable,Ž and among the hardest institu-tions to destroy once they are established. Along the same lines, he felt thatindividual bureaucrats could not squirm out of the bureaucracy once theywere harnessedŽ in it. Weber concluded,This whole process of rationalization in the factory as elsewhere, and especiallyin the bureaucratic state machine, parallels the centralization of the material56ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 56 implements of organization in the hands of the master. Discipline inexorablytakes over ever larger areas as the satisfaction of political and economic needs isincreasingly rationalized. This universal phenomenon more and more restrictsthe importance of charisma and of individually differentiated conduct.23The bureaucracy, and formally rational structures in general, must beseen as objective structures that constrain people in very material ways.Rules, offices, hierarchies, and the like constrain people so that althoughthey are enabled to do certain things, they are forced into doing others.CapitalismWeber conceived of capitalism as another formally rational system, andhe offered an extraordinarily clear image of its material, cage-like character:Capitalism is today an immense cosmos into which the individual is born, andwhich presents itself to him, at least as an individual, as an unalterable order ofthings in which he must live. It forces the individual, in so far as he is involvedin the system of market relationships, to conform to capitalist rules of action.24The image that is being conveyed is well-reflected in the fiction of FranzKafka, especially The Trial.To greater or lesser degrees, most of the new means of consumption areobjective structures25(often themselves bureaucratic structures or a part oflarger bureaucracies) that exert constraint on those people who are luredinto them. This constraint is important in itself, for its relationship toexploitation, and also because it makes possible the systematic extraction ofenchantment from these structures.26It is from Friedrich Schiller that Weber derived the notion that as a resultof rationalization the Western world has grown increasingly disenchanted.27It relates to the displacement of magical elements of thought.Ž28As MarkSchneider puts it, Max Weber saw history as having departed a deeplyenchanted past en route to a disenchanted future„a journey that would grad-ually strip the natural world both of its magical properties and of its capacityfor meaning.Ž29Or,In the face of the seemingly relentless advance of science and bureaucratic socialorganization, he believed, enchantment would be hounded further and furtherfrom the institutional centers of our culture. Carried to an extreme, this processSocial Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 57 founders, or the renewers, of religion. Weber differentiated between ethicalthe priests. The priests derive their authority from their position within theProtestant ethic sprang from the Calvinist belief in predestination. Believing 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 58 such as predestination and salvation. In fact, it became inhospitable to theCalvinists, indeed to all religions, because of the tie between religion andenchantment. There was little patience in the rationalized and disenchantedworld of capitalism for such enchanted worlds as religion.EnchantmentWebers thinking on magicians, prophets, the Protestant ethic, andcharismatic and traditional leaders had a great deal to do with enchantment.However, his thinking on more recent developments, especially in the West,had much more to do with rationalization and disenchantment, enchant-ment having been largely driven out by the machine-like bureaucracy andrational-legal authority. A formally rational world is a disenchanted world.In a modern context it is not unusual to associate Weber with the imageryof disenchanted and rationalized iron cages, but it is unusual to link him tothe idea of enchantment. However, such a connection has been made byColin Campbell, who has extended Weberian theory, at least as it relates tothe Protestant ethic thesis, in such a way that it is able to encompass theideas of enchantment, dreams, and fantasies.33The Romantic EthicIn The Romantic Ethic and the Spirit of Modern Consumerism,34Campbell does not contest Webers basic argument about the central roleof early Calvinism in the rise of capitalism, but merely contends thatWeber did not take his analysis far enough. That is, Weber analyzed theProtestant ethic up to approximately 1700, but it continued to evolve afterthat point and began to move in a very different direction. AlthoughCampbell pointed out that there was more emotion35in early Calvinismthan Weber recognized, he argued that later Calvinism became even moreaccepting of emotion. In other words, there were elements of enchantmentin later Calvinism.Although the early Calvinists required signs of success to help them todetermine whether they were to be saved, later Calvinists sought evidence oftheir good taste. Good taste was linked to beauty and beauty to goodness.The Calvinist who demonstrated good taste simultaneously displayed good-ness. In other words, pleasure-seeking came to be linked with the ideals ofcharacter. An easy mechanism for demonstrating that one had good tastewas to show that one was in fashion. The later Calvinists grew eager to fol-low fashion and hence to consume luxury goods with avidity.Ž36The later Protestant ethic led, albeit unintentionally, to the spiritof modern consumerism.Defining this spirit was what Campbell calledSocial Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 59 is part of our normal condition, and far from having fled...it continues to 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 60 The Parisian ArcadeWalter Benjamins recently translated work, The Arcades Project(Passagen-Werk), is a major resource for thinking about the enchantment ofthe new means of consumption. This fragmentary, unfinished undertakingfocuses on the 19th-century Parisian arcades,40which were, in their time,seemingly as little grist for the scholarly mill as fast food restaurants or dis-count department stores are today. However, Benjamin used the arcades asa lens to gain greater insight not only into the era in which they flourishedbut also into the time in which he wrote (roughly 1920…1940). Benjaminswork on the arcades not only serves as a model for this work, but the arcadesthemselves were forerunners to many of the means of consumption discussedin this book.One key difference between the two works is that Benjamin was look-ing back to phenomena (the arcades) that, by the time Benjamin wrote, hadlost their central place in the process of consumption in France to later devel-opments such as the department store. In contrast, in this work we are exam-ining phenomena that have only recently attained center stage in the worldof consumption or, in some cases (e.g., cybermalls) are only beginning toacquire centrality. However, we should keep in mind that the newer meansof consumption, like the arcades and even the department stores that even-tually triumphed over them, will eventually recede and be replaced by as yetunknown, even newer means of consumption.The arcades were essentially privately owned covered city streets linedon both sides with shops of various sorts. The streets were closed to vehiculartraffic allowing consumers to wander from shop to shop in order to buy ormerely window shop. (Fremont Street in downtown Las Vegas has a canopythat has made it into a kind of arcade except that it is lined more with casi-nos than shops.) Here is a description of the arcades used by Benjaminhimself:These arcades, a recent invention of industrial luxury, are glass-roofed, marble-walled passages cut through whole blocks of houses, whose owners have com-bined in this speculation. On either side of the passages, which draw their lightfrom above, run the most elegant shops, so that an arcade of this kind is a city,indeed, a world in miniature.41The arcades had their origin in Paris of the late 1700s. While Londonhad broad streets with sidewalks that came to be lined with shops, Paris hadnarrow streets that lacked sidewalks and therefore could not easily accom-modate shoppers. Hence there was a need in Paris for arcades that provideda public area for strolling and shopping. The first arcade, the Palais Royalem,Social Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 61 Johannesburg, and Singapore.sensible! Wear wool!Ž demands the next window of me ...I...almost stum-...Knipp-Knapp cufflinks, which are certainly the best, and...At the exit, 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 62 even more pretentious forms.Žthe new urban phantasmagoria...railroad stations, museums, wintergardens, 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 63 increasingly goes to the heart of modern society. It is easy to accept Benjaminsgoal of illumination and even of social change, although we must bear inmind that the modern world has produced temples of consumption and acornucopia of consumer goods and services that would be the envy of thedenizens of every other era in human history. Yet the means of consumption,as well as the consumerism that they help fuel, have more than their shareof problems. Thus, at the minimum, one might want to offer changes thatretained the best of the consumer society while coping with some of its worstexcesses. One thing, though, that is almost impossible to accept, in this post-modern era following the death of communism, is Benjamins Marxist-inspired hope for social revolution.47However, Benjamins major attraction to us in this context is the factthat he sees the arcades not only as disenchanted, reified structures but alsoas enchanted storehouses of dreams and fantasies. The arcades and theirgoods are seen as commodity fetishes, but ones that are used to evokedreams, especially the collective dream of the commodity phantasmago-ria.Ž48In general, in the process of commodification the wish image con-geals into fetish.Ž49These wish images can also be said to petrify or solidifyinto fossils,Ž or in this case, commodities and the structures in which theyare sold. More specifically, the arcades are seen as houses without exteriorsŽthemselves just like dreams.Ž50The arcades can be seen as having housedthe first consumer dream worlds.Ž And more generally, Benjamin was inter-ested in the mass marketing of dreams within a class system.Ž51The idea of a phantasmagoria is crucial to understanding the new meansof consumption as enchanted worlds. On the one hand, it implies a cornu-copia of goods and services that offers the possibility of exciting and satisfy-ing peoples wildest fantasies. The dream here, and one that is played to bymost of the new means of consumption, is to be immersed in a world filledwith everything one could ever imagine, with all of these things there for thetaking. It is akin to the childhood dream of finding oneself in a land in whicheverything is made of candy and all of it is within reach.On the other hand, phantasmagoria also implies a negative side ofenchantment„a nightmare world filled with specters, ghosts, and a profu-sion of things that seem simultaneously to be within ones grasp and impos-sible to obtain. William Leach describes the turn-of-the-20th-century meansof consumption as the sometimes dreamlike, sometimes nightmarish worldof modern merchandising.Ž52More contemporaneously, the modern mall,for example, is both a dream world filled with a cornucopia of goods andservices and a modern nightmare for many of us since while we might beable to afford to buy a few of those offerings, most of them remain beyondour reach. Of course, this is far from the only nightmare associated with themall. Another might be one in which we come to the realization that all of64ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 64 our needs and abilities have atrophied because of our single-minded effort toacquire all that the mall has to offer. Thus, just as we are destined to live outsome of our dreams within the mall, we are also simultaneously doomed tonightmares involving frustration and failure. The same can be said of ourinvolvement in all of the new means of consumption.In integrating a concern with enchanted dreams (and nightmares),Benjamin was influenced by the surrealists (e.g., the art of Salvador Dali) andtheir fascination with urban phenomena,Ž which they experienced both assomething objectiveand as something dreamt.53The surrealists questionedthe prioritization of material reality by the realists and sought instead tofocus on the subconscious, unconscious, irrational, and dream-like.54Thevantage point of the surrealists also allows us another way of seeing thatwhat are described as dreams can just as easily turn into nightmares. Whilethe surrealists offered an attractive theoretical orientation, and one that ishelpful in this book as well, Benjamin was critical of them for their lack ofa practical interest in awakening people from the reverie that is being createdfor them by these structures.This leads us to the point that while dreams are usually thought of inpositive terms, they also can be interpreted negatively not only as nightmaresbut also in the sense that they tend to lull people into a reverie that blindsthem to the material realities that surround them. In other words, they canbe conceived of as a kind of opiateŽ of the masses. Williams (see below)uses such notions as numbered hypnosisŽ to describe consumers.55Thus,the dreams created by the new means of consumption can be seen as creat-ing a false consciousnessŽ among consumers in much the same way thatsuch a consciousness was created among the proletariat in the heyday of pro-ducer capitalism. Adrift in a dreamworld of consumption, people are unableto see what is happening to them as well as the realities of the economicsystem in which they are immersed.Rosalind Williams sees settings like the early French department store asenchanted dream worlds.Ž56She focuses on such things as the use of decorto lure customers to the stores and to imbue the stores merchandise withglamour, romance, and, therefore consumer appeal.Ž57The stores were inthe business of enchanting and seducing their customers. In these settings,consumers could live out many of their fantasies by either purchasing goodsor merely imagining what it would be like to own them. In other words, theearly French department stores strove mightily to be enchanted worlds.Although Williams has done relatively little with the rationalized, andtherefore disenchanted, characteristics of the early French department stores,Social Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 65 that issue gets much more attention in Michael Millers study of BonMarché.58The early Bon Marché, was a fusion of the emerging rationalizedworld with more traditional elements of French bourgeois culture; over theyears it moved increasingly in the direction of becoming a rationalized,bureaucratized structure. That is, it encountered an incessant push towardsgreater efficiency.Ž59Among the rationalized elements of the store were itsdivision into departments; its partitioning of Paris for the purposes of mak-ing deliveries; its files and statistics, records and data; its telephone lines,sliding chutes, conveyor belts, and escalators; and its blanc,Ž or great whitesale, the most organized week of the store.Ž60Taken together, the work of Williams and Miller indicate that the earlyFrench department store, like contemporary cathedrals of consumption, wasboth enchanted and disenchanted. Perhaps the most general conclusion to bedrawn from this discussion is that enchantment and disenchantment are noteasily distinguished from one another; one does not necessarily preclude theother. There is a reciprocal relationship. Fantasies draw people into the newmeans of consumption, and those fantasies can be rationalized to furtherdraw people in and to reinforce the cage. The cage quality of the new meansof consumption can itself be a fantasy„the fantasy of being locked into oneof those cages with ready access to all of its goods and services. In fact,Campbell concluded his work with just such an image: Modern individualsinhabit not just an iron cage of economic necessity, but a castle of romanticdreams, striving through their conduct to turn the one into the other.Ž61Marxian theory leads us to see the new means of consumption as ori-ented to, and based on, the control (and exploitation) of the consumer.Weberian theory points us toward some of the problems involved in beingable to control consumers. Enchanted settings would seem to be well-suitedto controlling consumers by luring them into a dream-like state so that it iseasier to part them from their money. However, in the long run, to serviceand control large numbers of consumers, the cathedrals of consumption areforced to rationalize, and rationalization leads to disenchantment and thedecline in the capacity to continue luring consumers or to create the dream-like states needed for hyperconsumption. The cathedrals of consumption,therefore, are faced with a seemingly unresolvable dilemma. However, athird, very contemporary resource„postmodern social theory„suggests away out of this dilemma. POSTMODERN SOCIAL THEORY AND REENCHANTMENTIt is almost impossible to summarize postmodern social theory in a sectionof a book devoted to so many other matters, but I can offer a brief66ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 66 ...[the] cycle of gifts and countergifts.Žexchanges occur 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 67 ed by symbolicof the world.Postmodernity... brings re-enchantmentŽ of the world after the protractedirrational....order. ...We learn to live with events and acts that are not only not-yet- 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 68 The introduction of the concept of reenchantment allows us to create anexpanded model of Webers theory. Weber offers a theory of the relationshipamong enchantment, rationalization, and disenchantment. We have seenthat some neo-Weberians (Campbell, especially) allow for the possibility ofenchantment in the contemporary world, but the postmodernists offer astronger thesis. Postmodern thinkers such as Baudrillard tend to think of reen-chantment as either a possibility within modern society or the basis of a futurealternative to modern society and its numbing disenchantment. However, inthis work, reenchantment will be viewed as an ongoing and very real develop-ment within the contemporary cathedrals of consumption. It constitutes theway out of the dilemma posed by the disenchantment of the world in generaland of the means of consumption in particular. To continue to attract, control,and exploit consumers, the cathedrals of consumption undergo a continualprocess of reenchantment. Of course, those efforts at reenchantment may,themselves, be rationalized from the beginning. Even if they are not, with reen-chantment the stage is set for the entire process to recur.Postmodern theory offers us three other perspectives that are crucial tothis analysis. First, postmodern theorists tend to see the contemporary worldas both exhilarating and threatening. Most of the processes associated withthe reenchantment of the cathedrals of consumption can easily be seen asquite exhilarating in reviving and reinvigorating those cathedrals. And manyof those same processes are also quite threatening, even to the very existenceof those cathedrals.Second, postmodern theory offers a useful corrective on the idea that themeans of consumption control and exploit consumers. Although there iscontrol and exploitation in the sense that people are led to buy and to spendtoo much, the fact is that people are not, in the main, being coerced intodoing so, but are quite eager to behave in these ways. As we have seen, thisis not only true of American consumers; much of the rest of the world seemsintent on consuming like Americans. Most consumers do not see themselvesas being controlled and exploited and would vehemently reject the idea thatthis is what is taking place. Whatever the objective realities (if one can evenspeak of such realities in a postmodern world) of prices paid and quantitiespurchased, most consumers seem willing to pay the prices and would, if any-thing, consume even more if they could.There is an even stronger point to be made about postmodern con-sumers. Rather than having their consumption orchestrated by people suchas advertising executives and directors of cathedrals of consumption, it maybe that it is consumers who are in control. It is the consumers who demandreenchanted cathedrals of consumption, and those demands must be met iftheir business is to be retained. However, once one setting has been reen-chanted, competitors must follow suit or risk the permanent loss of business.Social Theory and the New Means of Consumption—— 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 69 The means of consumption are in constant competition with one anotherto see which one can be most responsive to the demands of consumers for(re-)enchanted settings in which to consume. In fact, it could be argued thatconsumers are forcing the means of consumption into a reckless and poten-tially destructive war to see which one can offer the most (re-)enchantedsetting. This is nowhere clearer than in contemporary Las Vegas where oldhotels have been torn down and enormously expensive new ones constructedwith ever more enchanted themes and settings.Third, modern social theory tends to focus on agents and their inten-tions. Postmodern social theory, however, seeks to decenter the analysis byabandoning such a focus. This is one of the reasons why this book does notfocus on consumers as agents, but rather on the settings in which consump-tion occurs. In addition, this postmodern perspective leads us to the viewthat the processes involved in the reenchantment of the means of consump-tion are only in part a result of the intentions of the agents operating onbehalf of the cathedrals of consumption (see Chapters 5 and 6). CONCLUSIONIn the end, this is not a work in postmodern theory, or any other theory forthat matter. The goal is to gain a greater understanding of the new means ofconsumption and to that end theoretical tools that work will be employed,whatever their origin.73To create the theoretical framework for this book,I have borrowed the ideas of exploitation, control, rationalization, phantas-magoria, and disenchantment from modern social theory and the notion ofreenchantment (as well as implosion and simulation) from postmodernsocial theory. This book offers what the postmodernists call a pasticheŽ (amixture of sometimes seemingly contradictory ideas) of modern and post-modern ideas in order to analyze the cathedrals of consumption. The latter,of course, are themselves combinations of modern, postmodern, and evenpremodern elements. Both the subject matter and the theoretical perspectiveof this book stand with one foot in some of social theorys oldest ideas andthe other in some of its most contemporary thinking.70ENCHANTING A DISENCHANTED WORLD 03-Ritzeer’s Enchanting.qxd 6/21/2004 4:17 PM Page 70