Useless Labor and Production of the Self

… we want to feel useful, and there are fewer opportunities for that in the sphere of production. So consumption becomes production, and the main way that happens is to make what we consume more salient and more socially significant, to have it inflect an ever-shifting language of status signifiers.

This whole set-up, in turn, fuels the view that narcissism and hipsterism are increasing society-wide, since self-production in the mode of marketing copy (developing the personal brand) is more and more what people do, if not for a living, then simply to appear, to be socially relevant.

From popmatters.com, via @timoreilly

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