Editing One-Dimensional Man (section)

==Summary==
Marcuse strongly criticizes [[consumerism]] and modern "[[industrial society]]", which he claims is a form of [[social control]]. Marcuse argues that while the system the West lives in may claim to be [[Democracy|democratic]], it is actually [[Totalitarianism|totalitarian]]. A form of [[technological rationality]] has imposed itself on every aspect of [[culture]] and [[Politics|public life]], and has become [[Hegemony|hegemonic]]. Through our identification with this [[Cultural hegemony|hegemonic ideology]] of [[Modern industrialized country|modern industrial society]], this [[ideology]] doesn't only represent a form of "[[false consciousness]]", yet rather has succeeded in becoming [[reality]]. 

Modern industrial societies have furthermore created an "[[affluent society]]", which in increasing comfort have disguised the [[Exploitation of natural resources|exploitative]] nature of the system, and have therefore strengthened means of domination and control. Modern "affluent society" therefore limits opportunities for political revolution against capitalism.

Marcuse contends that in contemporary [[Consumerism|consumer societies]], a select few wield the power to shape our conceptions of freedom by offering us the means to purchase our own happiness.<ref>{{cite book | last1 = Marcuse | first1 = Herbert | title = One-dimensional Man: studies in ideology of advanced industrial society | chapter = Introduction to the Second Edition | publisher = Routledge | year = 1991 | location = London | pages = 3 | isbn = 978-0-415-07429-2}}</ref> In this state of "unfreedom",<ref>{{cite book | last1 = Marcuse | first1 = Herbert | title = One-dimensional Man: studies in ideology of advanced industrial society | chapter = Introduction to the Second Edition | publisher = Routledge | year = 1991 | location = London | pages = 1, 7 | isbn = 978-0-415-07429-2}}</ref> consumers act irrationally by working more than they are required to in order to fulfill actual basic needs, by ignoring the psychologically destructive effects, by ignoring the waste and environmental damage it causes, and by searching for social connection through material items.<ref>{{cite book | last1 = Marcuse | first1 = Herbert | title = One-dimensional Man: studies in ideology of advanced industrial society | chapter = Chapter 1 | publisher = Routledge | year = 1991 | location = London | isbn = 978-0-415-07429-2}}</ref>

It is even more irrational in the sense that the creation of new products, calling for the disposal of old products, fuels the economy and encourages the need to work more to buy more. An individual loses his humanity and becomes a tool in the industrial machine and a cog in the consumer machine. Additionally, advertising sustains consumerism, which disintegrates [[societal demeanor]], delivered in bulk and informing the masses that happiness can be bought, an idea that is psychologically damaging.

There are alternatives to counter the consumer lifestyle. [[Anti-consumerism]] is a lifestyle that demotes any unnecessary consumption, as well as unnecessary work, waste, etc. But even this alternative is complicated by the extreme interpenetration of advertising and [[commodification]] because everything is a commodity, even those things that are actual needs.