In an earlier stage of history, humankind was poor but authentic. With modern industrial society, needs are routinely met but we’ve lost ourselves in the process. “Today,” Marcuse writes, “private space has been invaded and whittled down by technological reality. Mass production and mass distribution claim the entire individual, and industrial psychology has long since ceased to be confined to the factory….There is only one dimension, and it is everywhere and in all forms.” Later, Marcuse discusses the Happy Consciousness “the belief that the real is rational and that the system delivers the goods” which then “reflects the new conformism which is a facet of technological rationality translated into social behavior.”
Production, for Marcuse, is no longer a means to serve real needs. It becomes an end-in-itself. Or, rather, production creates artificial needs – the products of boredom, really – to feed the wealth of the few. Through its education-media propaganda machinery, production creates a culture of fake needs. Common folk are mesmerized. Flag and production go hand-in-hand. Patriotism is support for economic order. The status quo is reassuring stability, security and joy. “Most of the prevailing needs to relax, to have fun, to behave and consume in accordance with the advertisements, to love and hate what others love and hate, belong to [the] category of false needs,” Marcuse writes, adding that “The people find their soul in their automobile, hi-fi set, split-level home, kitchen equipment.” This is the “one-dimensional man.”
To be sure, not all are happy campers. They make waves. They vote, strike and protest. But this is all tame stuff, allowed by the economic order as venting mechanisms for those who experience inequality and sense the unfairness. Give protesters their day in court. Calm will return. The status quo will become normal again. For the most part though, these are not a rebellious people. They are unable to see outside the paradigm that imprisons them. They are unable to consider an alternative reality, a world of eternal verity as conveyed by Plato, a world of pureness and harmony, of the good of the whole, and of a fully-blossomed humanity. This is the world of Reason, Rationality and Pacification (no war, exploitation, domination).
It is a world that would have been articulated by philosophers of old but philosophers have been co-opted by the production paradigm that has turned the rational into the irrational. Reason has been reified, not as a Marcusian Truth, but as the applied tool of technology that serves production. Pacification now means the taming of the masses to immunize the production machinery against anger. Positivist philosophy, “One-Dimensional Philosophy,” is the handmaiden of this reason-based scientific paradigm. Linguistic analysis is about the meaning of banality. Looking to any source of truth other than those based on a material-scientific foundation is dismissed as metaphysics and nonsense.
Marcuse’s obtuse writing style is difficult to follow in its particulars, but his central argument seems clear enough. His critique of the modern-day world, though dated with Marxist-Freudian terminology and concepts, are relevant still and a good dusting off is due. Marcuse’s goal – a revitalization of humanity in a way that benefits all – is laudable, but it is not out there in a Platonic sense as Marcuse conveys, which is so easily dismissed as metaphysical nonsense by many. It is within. To be free, to even have equality as the condition for such freedom, is built into our being. The need to be free to seek what we need to live, and to defend against threats is essential to life. Freedom is the philosophical equivalent to survival.
That freedom, though, is met in two fundamentally, divergent ways. Domination that ensures the freedom of some at the expense of others is one way. Accommodating and respecting the interests of others is the other. Both work as survival strategies and these twin prongs of evolutionarily-derived behavior, and everything in between, have been present throughout history. But Marcuse sees only a single, well-intentioned humanity. Rid itself of technology and industrial domination and exploitation, the rational becomes real again and the authentic man re-emerges.
It is a good man, one who abjures the exercise of power, in whatever form. In this alternative reality, power relations are unnecessary. This is where Marcuse strays. There has been, there is, and there will always be, a strong impulse for a good part of humanity to take advantage, to dominate, to deceive. Pacification in Marcuse’s sense plays right into their hands. Sociopathic behavior is not only fueled by culture. It’s in the genes and it is perpetual. There is no single human nature. Some are good, some are not. Most are in between, with behavioral expression dependent on situation and circumstance. The ideal of Tao in a human-constructed world is to create the perfect balance between the freedom of one versus the freedom of the other, but that order requires the application of a countervailing power. Despite its dark, worrisome overtones, peace through strength is the right mantra to achieve Marcuse’s goal of peace and harmony for all.
*Does a “false consciousness” long precede the industrial-production economy? In his book, “The World of Thought in Ancient China,” Benjamin Schwartz, writes that the masses, exposed “to both the seductions of civilization and the oppressions inflicted by civilization,…participate in it fully and long to share in the goals of their masters. They can hardly transcend their environment.” While Lao Tsu sees the correction coming from Taoist sage-rulers, "in the Chuang Tsu strain the pathology of human consciousness is congenital to the entire species and...it is deeply rooted in the human heart/mind itself.” In this Taoist context, “false consciousness” means “little understanding” vis-à-vis the Tao. This may not mean the sort of thing that Marcuse presumes as the essence of human nature (Marcuse seems drawn to Platonic perfection), though superficially at least, the concepts seem aligned in which case, the phenomenon that Marcuse observes has been there all along but, now, is magnified.