Beyond Mass: Distributed
I recently wrote about Rostow’s teleological model of economic development, with its highest or end stage of high mass consumption plus high mass production. I’ve also talked some about how an economy creates subjects and subects constitute an economy (consider some sections of my recent conference presentations, as well as what I’ve been doing with Gibson-Graham.
Zuboff and Maxmin offer an interesting spin on the intersection of these things, suggesting that we’ve already begun to move past simple “mass” consumption and production, and pointing out what that move has to do with the way individuals work in a networked economy of consumption. “In an advanced industrial society,” they write, “consumption is a necessity, not a luxury. It is what people must do to survive. It is the way that individuals take care of themselves and their families, much as hunting and gathering or growing crops were for people of earlier societies. For today’s women and men, consumption decisions encompass everything from education to health care, insurance, transportation, and communication, as well as food, shelter, clothing, and luxuries. Through the consumption of experience — travel, shelter, college — people both achieve and express individual self-determination. No one can escape the centrality of consumption. There is no distinct class of consumers. Everyone is a consumer, no matter what their status or income level” (7). So first, there’s an interesting construction of class; second, while the construction of education as a consumable experience good strikes me as problematic (I still don’t have an adequate understanding of the ways in which students, teachers, institutions, societies, and economies interact to produce and consume education, which may simply indicate that the production/consumption binary cannot be adequately applied to education), I’m happy to see them noting the informatization of consumption in addition to Zuboff’s earlier attention to the informatization of production.
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