“The Society of the Spectacle” is a concept that originated in the 1960’s by writer Guy Debord. Debord’s work answers the question of how do we (as human beings) end up being persuaded by advertising to endlessly consume. The spectacle isn’t a tangible thing but more so a concept that is fed to the masses that can be perceived in many different forms. Spectacles can take on the form of tabloids to clothes to simply the feeling of “perceived need”. Although this text was written in the 60s, the concept has never rung more true than in today’s society.
In terms of “commodity as a spectacle”, modern media has become proficient at constantly feeding into one’s “perceived needs” and but never fully satisfying you. Debord describes modern spectacle perfecting stating, “The spectacle is the stage at which the commodity has succeeded in totally colonizing social life. Commodification is not only visible, we no longer see anything else; the world we see is the world of the commodity. “ [1] This concept can tie into the modern theory that we as humans don’t decide our actions but they are already predetermined by the media. For example, TV commercials for McDonalds, we may see one a couple times at night and then the next day on your commute to work you decide to stop there for breakfast. You didn’t make that decision on your own; media threw it at you so many times that as soon as you see that big yellow M, you “need” to go there. We are so blinded by all the commodities constantly being shoved down our throats that it’s all we see, all we think about, all we need.
Not buying into the spectacle by seeing
commodities for what they truly are is a sign of protest, but how can once
protest what one doesn’t realize is happening to them. Debord says, “As long as
the economy’s role as material basis of social life was neither noticed nor
understood — remaining unknown precisely because it was so familiar — the
commodity’s dominion over the economy was exerted in a covert manner.” [2]
Once the masses are convinced they are in need of something whether it be to to climb the social ladder or deepen their pockets, it creates a foundation for economic
prosperity, which our consumerist society relies on.
The first contemporary example that
comes to mind is sales, specifically Black Friday. This one day during the holiday seasons stirs
up so much NEED and WANT and DESIRE in consumers. People start planning the commodities they
need to buy months in advance and corporations know this. Every commercial,
every billboard, every circular and internet ad we see during the season and
just fattening us up for that day. It’s a huge spectacle. No one needs to buy
seven laptops just because they are at a discounted rate, but Walmart convinces
them that they need to. Whether it be to flaunt their wealth and position in
society or simply just to say they are a smart shopper and will use all seven
eventually. There is no need for people to get trampled over as the doors open
at midnight or to camp overnight in a mile long line just to get that 80 pack
double d battery set that you will never put to use. Sales are the biggest
spectacle there is. People are convinced that just because it’s on sale, I need
to have it.
"Suddenly, witnesses and the
police said, the doors shattered, and the shrieking mob surged through in a
blind rush for holiday bargains. One worker, Jdimytai Damour, 34, was thrown
back onto the black linoleum tiles and trampled in the stampede that streamed
over and around him. Others who had stood alongside Mr. Damour trying to hold
the doors were also hurled back and run over, witnesses said." This
article titled, "Walmart Employee trampled to Death"
depicts the senseless death that occurred on Black Friday in 2008 due to
the spectacle being so integrated within our consciousness that we are
convinced it is real and are unable to separate ourselves from the false
reality. When shoppers heard that a life had been taken they complained that "[they've] been on line since yesterday morning,". The spectacle is so strong that people disregard death in order to get to those sale items. Debord hit the nail on the head with his notions and unfortunately I don't see our society proving him wrong any time soon.
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