Sunday, May 17, 2020

Getting nastier (2001)

Book Review from the May 2001 issue of the Socialist Standard

‘The Age of Access: the New Culture of Hypercapitalism Where All of Life is a Paid-for Experience’. By Jeremy Rifkin, (Penguin-Putnam, 2000, New York)

Rifkin is a writer, teacher, president of the Washington Foundation on Economic Trends, and has the reputation of being a trenchant critic of capitalism. The reputation is undeserved. He reports many unsavoury features of capitalism much as any capitalism-compliant journalist reports a natural disaster or an accident. He clearly has his preferences for, and aversions to, different types of capitalism, but he nowhere expresses any opposition to it as a system.

Rifkin’s main theme, briefly, is that markets are giving way to networking, sellers and buyers are replaced by suppliers and users and virtually everything is accessed at a price. Spelling this out, he writes:
  “We are making a long-term shift from industrial production to cultural production . . . commerce in the future will involve the marketing of a vast array of cultural experiences rather than of just traditional industrial-based goods and services. Global travel and tourism, theme events and parks, destination events and centers, wellness, fashion and cuisine, professional sports and games, gambling, music, films, television, the virtual worlds of cyberspace and electronically mediated entertainment of every kind are fast becoming the center of a new hypercapitalism that trades in access to cultural experiences.”
Much of this isn’t new. Rifkin spends a good deal of his book quoting the findings of others detailing the trends. But, like most reformers, he makes a show of seeking to set limits to the penetration of capitalism into every nook and cranny of our lives. He does this by inviting us to envisage what will happen if we don’t “imagine a world where virtually every activity outside the confines of family relations is a paid-for experience”. The way capitalism is going, this doesn’t take a lot of imagination because in many ways it’s already here.

Rifkin piles on the flesh-creeping pressure a bit more. “Think of waking up one day only to find that every aspect of your being has become a purchased affair, that your life has become the ultimate shopping experience.” Again, we don’t have to think too hard. Examples are all around us-thus a “common-interest development” (gated community) in South Carolina charges non-members $3 for the right to walk on its streets.

With all the chapter and verse of a nasty system that is getting even nastier, Rifkin could have outlined a plan for something fundamentally better. But he doesn’t. He anticipates an Age of (paid-for) Access which in many ways is already here. Socialists look forward to the Age of Free Access, which unfortunately isn’t here, but could be if enough of us resolved to work for it.
Stan Parker

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