The Cult of the Customer: Living In An Age of Exit
On this Easter Sunday, then, there is no resurrection: The two great institutions of voice, religion and politics, have been absorbed by the consumer morality, which is based on choice and exit. Our notions of fairness are now redefined not as whether we are heard or we matter, but whether we can make a choice and we can consume. But we can already see the edges of the system: The apathy, the strange rage witnessed in London Riots or the student protests, which was without an ideology or a purpose. Their purposelessness was precisely the defining feature: It was about exit, non-participation, the idea of not caring, not having to care. It is exactly as it appears now: Absurd, fragmented, somewhat beyond consciousness. But that is the defining stance of the coming era, when we all lose our identities to the things we choose to serve.