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[title] => Let's save the Black Friday natives
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[introtext] => Commentaries - The religion of consumption and its sacrificial rites
by Luigino Bruni
published in Avvenire on 23/11/2018
If anyone still has any doubt that our capitalism has become something very similar to a religion, they just have to take a good look around on the web and the big shopping malls today and then try to figure out what's really going on. In the places where Black Friday is celebrated what is happening is something very similar to a religious phenomenon, with many traits in common with the functions of traditional religions.
[fulltext] => Even this capitalism has a growing need for rites, liturgies, churches, festivals, processions, songs, sacred words, priests and communities; just like any other religion it wants us to cross the threshold of the temple to enter another time in which to enjoy non-ordinary dimensions of life.
But, if we look at it more carefully, we realize that from each of these 'sacred' elements one or more essential components have been amputated. It is precisely this amputation that distances consumer capitalism from 'real' religions (particularly from the Jewish-Christian biblical horizon), and brings it closer to the idolatrous cults typical of the first archaic religious forms, without having the purity of the eyes of ancient people. And so, in the twilight of the gods of traditional religions, contemporary man finds himself in a world freed from the biblical God and repopulated by an infinite number of idols that are less interesting than those of Egypt or Babylon.
To understand this, let's think of the discounts that make up the centre around which the ritual of Black Friday revolves. Even if doubts are raised about their 'truth’ every year, discounts are generally real. It is so because real discount is an essential element of the cult. Discounts must be real, because there is no religion without some form of gift, grace and sacrifice. With one fundamental difference, however, that reveals much of the sacred nature of this day. In traditional religions it is the faithful who offer gifts to their God, in the capitalist 'religion' it is instead the enterprise - god who offers 'gifts' to his faithful. The direction changes because the sense of worship is the opposite. In fact, in the religion of consumption, the idol is not the commodity but the consumer, whom businesses try to retain (or, to use another religious word, make faithful to themselves) with their discount-sacrifice. It’s a gift without gratuitousness, and therefore not religion but idolatry.
But that's not all. The gift of this day is a homoeopathic gift, that is, the like that cures the like. This concept is also very archaic. With the homoeopathic kind of gift you take a very small part of the disease you want to cure and you put it in your body in order to immunize yourself from it. Capitalism knows very well that the true and free gift would be subversive and destabilizing for corporate and financial balances, also because it has no price, it is not for sale, it cannot be encouraged; and so it sterilizes it by introducing 'giftlings’ into its body. In its essence, Black Friday is therefore the great operation attempted by the market to immunize itself from gifts by means of discounts, to try to keep authentic gratuitousness far from its temples.
It is not by coincidence that Black Friday is the day after Thanksgiving. Thanksgiving is the memorial of the great abundance of the first harvest when the ‘pilgrims’ (the first settlers - the tr.) arrived in the New World. It is therefore a feast of gratitude and gratuitousness, which the next day tries to neutralize nowadays. We must do everything so that it does not really happen. Because on the day in which gratuitousness is definitively expelled from the markets and the enterprises the whole economy will implode. The magnificent economic system lives and regenerates every day because millions of people give their businesses more than they should give as per contracts and incentives. And they do it simply by working, entering every morning into offices and shops as whole people, and therefore also with their ability to donate and to donate themselves, because this is where much of our dignity and freedom is played out. The main defence against the constant, tenacious and growing war unleashed against gratuitousness therefore lies above all in trying to preserve our moral and spiritual capacity to distinguish gifts from discounts. We must save this distinction especially for today's children, the 'natives' of Black Friday, because on the day they begin to confuse the gift with the discount they will find themselves in an infinitely poorer world. The price of gratuitousness is infinite; no discount can reduce its value.
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[text] => Commentaries - The religion of consumption and its sacrificial rites
by Luigino Bruni
published in Avvenire on 23/11/2018
If anyone still has any doubt that our capitalism has become something very similar to a religion, they just have to take a good look around on the web and the big shopping malls today and then try to figure out what's really going on. In the places where Black Friday is celebrated what is happening is something very similar to a religious phenomenon, with many traits in common with the functions of traditional religions.
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Economy is a word of ancient Greek origins that refers directly to the house (oikosnomos, rules for managing the house), therefore to the family. Yet modern economy – and its contemporary version even more so – has been thought of as an area governed by different principles, distinct and in many ways opposed to the principles and values that have always held up and continue to hold up the family. A founding principle of the family, perhaps the first and the one underlying the others, is that of gratuitousness, which is the furthest away from capitalist economy that only knows surrogates of gratuitousness (discounts, philanthropy, sales) that play the role of immunizing the markets from real gratuitousness.
The culture of contracts is the big winner of our time of too many poor on the losers' side. It grew from the ashes of the culture of pacts, which had been the backbone of the family, civil and political edifice of the past generations. Until a few decades ago, the reign of the contract was important but delimited, because much of people's life was ruled by the register of pacts (family, friendship, politics, religion, work...).
and collective level, of some special emotions and higher feelings. Social norms, as Adam Smith reminded us already in the mid eighteenth century, are generated by the capacity that human beings have developed to approve and blame the actions and feelings of others (and their own), using the faculty he calls 'sympathy'. Social balance is the result of the spontaneous order of the dynamic of feelings, just as the market is the result of the dynamics of interest.
Today our children grow up being educated mainly by the television and mobile phones, in the company of new soap operas for kids, which do not represent anything more on the screen than what the boys live every day, without any ability to make them dream and wish for greater things than what’s already in their heart. The television stories of my childhood were 'Pinocchio' by Collodi, played by Comencini and 'Michael Strogoff' by Decourt, adapted from Jules Verne. Not long ago I listened to the soundtracks of those films again and suddenly I had a flashback of those days and my first emotions about good and evil by others - I learned it without a teacher’s help that a father can sell his only jacket to be able to send his son to school and that a poor farmer may donate his only horse for a greater ideal.
A great utopia of our capitalism is the construction of a society where there is no more need for human labour. There has always been a spirit of the economy that dreamed of "perfect" enterprises and markets to the point where you can manage without humans beings. Managing and controlling men and women is much more difficult than managing docile machines and obedient algorithms. Real people go through crises, they protest, they enter into conflict with each other, they always do things other than those that they should do according to their job descriptions, often they do better things.
Resurrection is a great word on earth. Life reborn from death is the first law of nature, that of plants and flowers that fill the world with colour and beauty, because they tell us that life is greater than death that feeds it. Women and men are reborn many times throughout their existence, finding themselves resurrected after grief, abandonment, depression or diseases that had crucified them before. Sometimes we rise again by resurrecting someone else from their tomb, and those have surely been the most beautiful and true resurrections we have witnessed. If resurrection had not been a human word, a friend and something familiar, those women and men of Galilee would not have been able to perceive anything of the unique mystery that had been completed between the cross and the day after the Sabbath.
The duty of hospitality is the main wall of western civilization, and the ABC of good of humanity. In the ancient Greek world a stranger was the bearer of a divine presence. There are many myths in which the gods take the form of passing strangers. The Odyssey is also a great lesson on the value of hospitality (Nausicaa, Circe...) and the severity of its desecration (Polyphemus the Cyclops, Antinous). In ancient times, hospitality was regulated by real sacred rites, as an expression of the reciprocity of gifts. From the first gesture of welcome to the moment of the guest's departure, complete with a "parting gift" the host had several duties which he had to perform in a discrete and above all, grateful way.
The topic of welfare, well-being, public happiness or social well-being has been and still is at the centre of the Italian tradition of civil economy. In recent years there was a significant growth of the debate around the need to go beyond GDP or, according to some, to start using other indicators telling about the other dimensions of well-being as well.
The European Community, like every community, is a form of common good. And as the economic science teaches us, common goods are by their nature subject to the possibility of their own destruction. The so-called 'tragedy of the commons' (Garrett Hardin, 1968) is a well-known term for a what happens when the users of a common resource seek to maximize their individual interests, forgetting or leaving too much in the background the deterioration of the common resource caused by their consumption. If - as in the most famous example - the users of the same piece of grazing land only look at their own costs and benefits, they feel induced to bring more and more cows out, and so the final outcome of the process will be the destruction of the pasture.
So many people talk about economic recovery and GDP nowadays, as if GDP alone was capable of telling good tidings to us. The reality of our economy, however, says that businesses are suffering and will continue to suffer for a long time, and so will the world of work, too. And it is not only for the lack of markets and sales that they suffer. In fact, a common cause of suffering and failure can be found in some typical errors in the management of workers during the crisis. When going through long and difficult phases, in fact, we are more likely to commit many serious mistakes in the relationships between the ruling class and workers.
[fulltext] =>
Canadian political scientist Jennifer Nedelsky, professor at the University of Toronto, is one of the most innovative voices in the debate on the issues of care, rights and social relations. She is convinced that in our time there is a big priority that, however and unfortunately, remains much in the background of the life of democracies: the profound rethinking of the relationship between work and care, and thus between men and women, the young and the old, the rich and the poor. In fact, it is a critical issue in a world with more and more elderly people, and with elderly people who, thank God, live longer and longer. Without a collective and serious breakthrough in the culture of care in relation to the culture of work, democracy and equality among people are basically denied. I've known professor Nedelsky for a few years (and that explains the informal register of our interview); this time I met her in Italy at the
“Parallel with the intensification of the economic crisis, a greater spread of the phenomenon of usury was observed, evidenced by reports of the doubling of suspicious transactions in 2013 over the previous year.” There are documents like this one – just published by the Financial Information Unit of the Bank of Italy – that every responsible and mature citizen should read, meditate on, and then act accordingly. Usury is a typical disease of any monetary society, since it is the visible phenomenon of the power relations and the power that are hidden under the apparent neutrality of money. The existence of money has many benefits, but it also generates high costs that are growing in intensity and importance with the expansion of the area covered by money within society.