Marie89, 1/13

“The idea of being ‘modern’…changed with the belief, inspired by modern science, in the infinite progress of knowledge…” (99). It is believed in the American society that one must gain infinite knowledge in order to compete as all other people are also searching for that which will give them an edge up on all other competition. In reality, we are all on a hedonic treadmill which implies that everyone is moving at same pace as one another, making it impossible to surpass others unless everyone else gives up. This never ending cycle has overcome out culture and has created a competitive model difficult to overcome. It is the same with the media and American advertising. American aesthetics are now driven by Habermas’ theory of “the cult of the new.” This idea implies that newer is better because it is the most modern version of something, implying the most recent knowledge has gone into its creation. This concept of the newer version surpassing all preceding versions quite honestly gives me a headache. Somehow, an ideology has been put in place that makes one assume that newer is better. Therefore, companies continue to be inventive and come out with newer versions which are then advertised to the society as being better than the last. With the hedonic treadmill in place as well, it is impossible for Americans to avoid this principle, and they are tricked into buying the products even if their older version was perfectly capable. A clear example of this concept would be technology. For example, the iPod has become an ever changing product as Apple continues to come out with a new and improved product every other month. This is the way the media tricks us into then buying products to accompany our newer version that no longer fits in the same case or is no longer compatible with the software that is now out of date. The same applies to cell phones, cars. etc. It is an ingenious plan by advertising industries as it pulls Americans in, whether they realize it or not. Even if we do acknowledge the ideology, we are still forced to compete with others in society if we ever do want an edge up in this competitive society.