Commodity Solutions Market Quotes

To the degree that advertising reaches us, occupying our time and thought, it keeps us vibrating within strict limits. If forty million people see a commercial for a car, then forty million people have a car commercial in their heads, all at the same time. This is bound to have more beneficial effect on the commodity system than if, at that moment, all those people were thinking separate thoughts which, in some cases, might not be about commodities at all. Of course, advertising people will argue against the notion that the purpose and result of their activities is to unify and homogenize people and culture. They are forever speaking of the dazzling array of choices our market system provides and how advertising provides the information we need to make choices. It is an ominous sign that so many people can accept this argument, which confuses diversity of product choice with diversity of life-style or thoughts. It ought to be self-evident that if I choose a Ford and you choose a Volvo, we are not expressing diversity, we are expressing unity. Moreover, if you and I at any one moment are both occupied with mental images and feelings related to products—any products— rather than some experience which is not connected to purchasing, then in terms of the commodity system, the gross national product, and the world of advertising, we are indistinguishable; we have merged as “market.” While it might matter to Upjohn or Cutter Laboratories which drug a consumer buys, both are in agreement that they benefit whenever people seek any drug rather than a nondrug solution to a problem. Advertising, then, serves to further the movement of humans into artificial environments by narrowing the conception of diversity to fit the framework of commodities while unifying people within this conception. The result is a singularly channeled mentality, nicely open to receiving commercial messages, ready to confuse brand diversity with diversity itself, and to confuse human need with the advertiser’s need to sell commodities.

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Drucker remarks that the concept of intellectual property, which is a juridical concept at the root of classical economics and the capitalist system, no longer has any meaning in an age when the circulating commodity is information and the market is the infosphere: We have to rethink the whole concept of intellectual property, which was focused on the printed word. Perhaps within a few decades, the distinction between electronic transmissions and the printed word will have disappeared. The only solution may be a universal licensing system. Where you basically become a subscriber, and where it’s taken for granted that everything that is published is reproduced. In other words, if you don’t want everybody to know, don’t talk about it. (Ibid).

This is the intrinsic flaw, the infuriating circular logic. We operate under game theory conditions, under market forces, under the belief that we will lie to each other because someone else has more, and we have more to gain. And so we create solutions that further exacerbate this inequality. This is what happens when resources like food are treated as commodities to be bought and sold, to make money from, instead of a basic human right.

In the early twentieth century the problem of production had been solved; after that it was the problem of consumption that plagued society. In the 1950's and '60's, consumer commodities and farm products began to pile up in vast towering mountains all over the Western World. As much as possible was given away--but that threatened to subvert the open market. By 1980, the pro tem solution was to heap up the products and burn them: billions of dollars' worth, week after week. Each Saturday, townspeople had collected in sullen, resentful crowds to watch the troops squirt gasoline on the cars and toasters and clothes and oranges and coffee and cigarettes that nobody could buy, igniting them in a blinding conflagration. In each town there was a burning-place, fenced off, a kind of rubbish and ash heap, where the fine things that could not be purchased were systematically destroyed. The Quizzes had helped, a trifle. If people couldn't afford to buy the expensive manufactured goods, they could still hope to win them. The economy was propped up for decades by elaborate give-away devices that dispensed tons of glittering merchandise. But for every man who won a car and a refrigerator and a TV set there were millions who didn't. Gradually, over the years, prizes in the Quizzes grew from material commodities to more realistic items: power and prestige. And at the top, the final exalted post: dispenser of power--Quizmaster, and that meant running the Quiz itself.