Book Review – Captains of Consciousness

Captains of Consciousness, originally published in the mid-70’s but just as relevant today, is an interesting book on the role of advertising in the development of the new world. It’s only been a hundred years since the invention of mass production, which eventually required a culture of mass consumption to go along with it. What good is it to produce a billion widgets a day if there is no one to buy them? The result was the creation of the middle class, at least in America and Europe. Globalization is another matter – the growth of a middle class throughout the world is inevitable but lagging.

The cultural implications are also interesting. Previously, people in our culture were raised to value craftsmanship, quality, and thrift. These values became unsuitable, and had to be replaced with acceptance of disposability and debt. Tradition was replaced by trends. Also, people had to be made perpetually dissatisfied with themselves and everything around them, so they could be made to buy things which promised fleeting satisfactions.

The transformation has been so complete we are almost unaware of it. We take consumer culture so much for granted. Consider: Cultures used to have one book or central legend that lasted them for hundreds of years. Now every single day brings a new “Most Viewed” item on YouTube. Movies that lead the box office two weeks in a row are uncommon. A number one bestselling book or album spends only days at the top of the charts. This is clearly no sustainable economy!

The acceleration of this process seems almost asymptotic. The most significant event in the future history of the world may not even be perceived by anyone, because it will only last for a fraction of a second.

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