On re-reading Packard’s The Hidden Persuaders

Of all the ideas put forward by Karl Marx one that has always resonated with me is his view that people are ‘authors’ of their society yet have forgotten their authorship. In one sense this is unexceptional. Not everyone has the time, opportunity or breadth of mind to appreciate the social construction of reality, the uses of legitimation and the many ways that powerful interests favour themselves above others. On the other hand there’s something increasingly bizarre about the way that entire populations in the rich West have been sold a notion of ‘the good life’ based on a 20th century invention known as affluent consumerism. For if one thing has become clear it’s the undeniable fact that this way of life has been on a collision course with planetary systems for some time. As Sam Alexander puts it:

Capitalism wants or needs what it cannot have: that is, limitless growth on a finite planet. This ecological predicament is the defining contradiction of capitalism in the 21st century, insofar as growth is now causing the problems that growth was supposed to be solving (Alexander, 2018).

While browsing recently in a small bookshop in Wigtown, Scotland, I came across a Penguin paperback of Vance Packard’s book The Hidden Persuaders, first published in 1956. It’s perhaps 50 years since I first read it but it left a strong impression. It’s almost certainly one of the underlying reasons I’ve never accepted full-on commercial advertising as anything other than what Donella Meadows called ‘an unwanted tax on humanity’. (She also said that ‘you only have to spend millions on promoting something if its worth is in doubt.’) Continue reading…