Einherjar86
Active Member
But wait. Surely people can decide to drink or not to drink. No, no, say the intellectual elite who tell us constantly of the “myth of choice” in the market. We are swayed by weird forces outside our control. We fear that if we don’t drink Coke, we will not be part of the mainstream of life, will not fit corporately imposed expectations for how we are supposed to behave. Instead we are pawns in a game in which this scary company is king.
Well, think again. It turns out that the real power is in the hands of consumers after all. Stop drinking the stuff and the stuff goes away. That’s how markets work. Not even a 127-year legacy and a seemingly unstoppable cultural tradition are able to override the basic decision to buy or not to buy.
No, the company is not king. This is a profound misunderstanding of what the "myth of the commodity" and the "myth of choice" are. Coke can certainly fade away and disappear... because it's been replaced by a different object of our affection. The apparatus isn't Coke itself, but the techno-media sprawl behind the commodity; what channels our libidinal drives onto certain fixations, what trends catch on, what fads twinkle like ecstatic starlight, what fractals draw us into the spiral.
The disappearance of Coke doesn't disprove the myth of the commodity in any way, shape, or form; and it doesn't prove the power of choice.
The cult of choice reflects the fact that we must improvise our lives. That we cannot do otherwise is a mark of our unfreedom. Choice has become a fetish; but the mark of a fetish is that it is unchosen.