There are few things better than watching a video by a jolly bearded fat man during the holiday season. I am, of course, referring to Slavoj Zizek and the video that was posted in the comments in Part 1 (found here). This post will be a response to that video, and a bit of an elaboration on that response toward the end.
I want to be clear, I like Zizek. I think he presents some good points and he does it in an entertaining way. He is completely unfazed by his lisp and accent as he powers through tongue twisters of Anglophone philosophical prose and social commentary. This confidence, combined with clever book titles and turns of phrase, is what I think has earned him the popularity of much of the western world. My high-level criticism of Zizek, however, is that he will generally start off with a good idea but, using a semantic (and albeit poetic) distraction, he will reach conclusions based on an appeal to intuition and emotion rather than a careful reasoning of the facts.
In the video, Zizek groups a variety of economic issues and paints them all with his “Cultural Capitalism” brush. It is a common technique to compare your opponent’s position to something ludicrous or unethical in order to make your position seem like the only viable option. You may have experienced an extreme but common example of this when, in a discussion, someone compares your opinion to that of a famous dictator (see Godwin’s Law), or calls you by a label with which you feel no association. Zizek employs this technique, though subtly, when he plays fast and loose with concepts like capitalism, consumerism and evil. Capitalism and consumerism are NOT the same thing, but many people have come to believe that one implies the other. Consumerism is a cultural phenomenon that has the potential to arise in any number of economic settings. Consumerism is to capitalism what the keg party is to social drinking.
Zizek implies that the current state of “Cultural Capitalism”, which he describes as the pairing of consumerism and anti-consumerism, is likely to increase into the future, and presents Tom’s shoes as a ridiculous example of this model run amok. As mentioned in Part 2, Tom’s shoes is not an ethical agent at this point, it is what I called proto-ethical. It is an experiment that is filling a demand in the current market. As the market changes, becomes more informed and more educated, so too will the business model. These cause-marketed companies, like Tom’s Shoes, are a mere stepping stone, not a final destination as Zizek would portray.
Ironically, the accurate and eloquent presentation of issues in the current system, as done by Zizek and his peers, will serve as a catalyst to educate the public. As mentioned in parts 1 and 2, education is key to the public making informed purchasing decisions, and ultimately driving demand toward the ethical. Zizek, in a way, describes this evolution in the video when he talks about Soros doing things the “old way”, then Starbucks, then Tom’s shoes. Each step has an element of market demand-driven iterative improvements and experiments.
There has been some question as to whether the description of the economy using evolutionary theory is valid. The short answer is yes, and it has nothing to do with them both being of “natural causes”. The analogy is not new, and ultimately originates with Thomas Malthus, who identified a problem with the increase in the food supply versus the speed at which population was increasing. Malthus found that the result from the growth disparity would be a mass extinction due to a scarcity of resources. Malthus’ idea was foundation for Charles Darwin’s Origin of Species and Adam Smith’s Wealth of Nations, of course Darwin and Smith replaced extinction with competition.
Subsequent theories and improvements on Darwin and Smith have been applicable in both fields. From game theory to fractal geometry, applications designed for one system ended up in the other and the fields of economic theory and evolutionary theory became irrevocably linked. The power of the evolutionary analogy comes through a second time in Zizek’s video when you consider the fact that the theory only allows for incremental improvements which result in inefficient and seemingly illogical intermediate forms (like the “semantic over-investment” in Starbucks and Tom’s).
The point here is that capitalist agents respond to their environment, which in their case is consumer demand. As I stated in part 2, the ultimate responsibility rests with the consumer since the consumer ultimately shapes the environment. When I watch Zizek’s video I’m reminded of one of those conversations I’ve had, after hours of talking, I realize that I actually agreed with my opponent the whole time. Zizek’s points do not disagree with the Ethical Capitalist model, he rightly points out that capitalism has caused capitalist agents to change. What he fails to realize, or mention, is that these agents will continue to change as shaped by demand. Every point that Zizek has made represents an evolutionary stepping stone, not an end-point, that makes up the environment that will produce the ethical agents that we are waiting for.
The plan is for the next post to cover choice in the market, then predictions for the future and finally follow-up with some conclusions. If there is a really good point made in a comment or message then there might be an extra post or so to cover that.
Thanks for reading!