26
The general separation of worker and product tends to eliminate any direct personal communication between the producers and any comprehensive sense of what they are producing. With the increasing accumulation of separate products and the increasing concentration of the productive process, communication and comprehension are monopolized by the managers of the system. The triumph of this separation-based economic system proletarianizes the whole world.

34
The spectacle is capital accumulated to the point that it becomes images.

40
The development of productive forces has been the unconscious history that has actually created and altered the living conditions of human groups-the conditions enabling them to survive and the expansion of those conditions. It has been the economic basis of all human undertakings. Within natural economies, the emergence of a commodity sector represented a surplus survival. Commodity production, which implies the exchange of varied products between independent producers, tended for a long time to retain its small-scale craft aspects, relegated as it was to a marginal economic role where its quantitative reality was still hidden. But wherever it encountered the social conditions of large-scale commerce and capital accumulation, it took total control of the economy. The entire economy then became what the commodity had already shown itself to be in the course of this conquest: a process of quantitative development. This constant expansion of economic power in the form of commodities transformed human labor itself into a commodity, into wage labor, and ultimately produced a level of abundance sufficient to solve the initial problem of survival-but only in such a way that the same problem is continually regenerated at a higher level. Economic growth has liberated societies from the natural pressures that forced them into an immediate struggle for survival; but they have not yet been liberated from their liberator. The commodity's independence has spread to the entire economy it now dominates. This economy has transformed the world, but it has merely transformed it into a world dominated by the economy. The pseudo-nature within which human labor has become alienated demands that such labor remain forever in its service; and since this demand is formulated by and answerable only to itself, it in fact ends up channeling all socially permitted projects and endeavors into its own reinforcement. The abundance of commodities-that is, the abundance of commodity relations-amounts to nothing more than an augmented survival.

43
Whereas during the primitive stage of capitalist accumulation "political economy considers the proletarian only as a worker,'' who only needs to be allotted the indispensable minimum for maintaining his labor power, and never considers him "in his leisure and humanity,'' this ruling-class perspective is revised as soon as commodity abundance reaches a level that requires an additional collaboration from him. Once his workday is over, the worker is suddenly redeemed from the total contempt toward him that is so clearly implied by every aspect of the organization and surveillance of production, and finds himself seemingly treated like a grown-up, with a great show of politeness, in his new role as a consumer. At this point the humanism of the commodity takes charge of the worker's "leisure and humanity'' simply because political economy now can and must dominate those spheres as political economy. The "total denial of man" has thus taken charge of all human existence.

45
Automation, which is both the most advanced sector of modern industry and the epitome of its practice, obliges the commodity system to resolve the following contradiction: the technological developments that objectively tend to eliminate work must at the same time preserve labor as a commodity, because labor is the only creator of commodities. The only way to prevent automation (or any other less extreme method of increasing labor productivity) from reducing society's total necessary labor time is to create new jobs. To this end the reserve army of the unemployed is enlisted into the tertiary or "service" sector, reinforcing the troops responsible for distributing and glorifying the latest commodities at a time when increasingly extensive campaigns are necessary to convince people to buy increasingly unnecessary commodities.

65
The diffuse spectacle is associated with commodity abundance, with the undisturbed development of modern capitalism. Here each individual commodity is justified in the name of the grandeur of the total commodity production, of which the spectacle is a laudatory catalog. Irreconcilable claims jockey for position on the stage of the affluent economy's unified spectacle, and different star commodities simultaneously promote conflicting social policies. The automobile spectacle, for example, strives for a perfect traffic flow entailing the destruction of old urban districts, while the city spectacle needs to preserve those districts as tourist attractions. The already dubious satisfaction alleged to be obtained from the consumption of the whole is thus constantly being disappointed because the actual consumer can directly access only a succession of fragments of this commodity heaven, fragments which invariably lack the quality attributed to the whole.

66
Each individual commodity fights for itself. It avoids acknowledging the others and strives to impose itself everywhere as if it were the only one in existence. The spectacle is · the epic poem of this struggle, a struggle that no fall of Troy can bring to an end. The spectacle does not sing of men and their arms, but of commodities and their passions. In this blind struggle each commodity, by pursuing its own passion, unconsciously generates something beyond itself: the globalization of the commodity (which also amounts to the commodification of the globe). Thus, as a result of the cunning of the commodity, while each particular manifestation of the commodity eventually falls in battle, the general commodity-form continues onward toward its absolute realization.

67
The satisfaction that no longer comes from using the commodities produced in abundance is now sought through recognition of their value as commodities. Consumers are filled with religious fervor for the sovereign freedom of commodities whose use has become an end in itself. Waves of enthusiasm for particular products are propagated by all the communications media. A film sparks a fashion craze; a magazine publicizes night spots, which in turn spin off different lines of products. The proliferation of faddish gadgets reflects the fact that as the mass of commodities becomes increasingly absurd, absurdity itself becomes a commodity. Trinkets such as key chains which come as free bonuses with the purchase of some luxury product, but which end up being traded back and forth as valued collectibles in their own right, reflect a mystical self-abandonment to commodity transcendence. Those who collect the trinkets that have been manufactured for the sole purpose of being collected are accumulating commodity indulgences -- glorious tokens of the commodity's real presence among the faithful. Reified people proudly display the proofs of their intimacy with the commodity. Like the old religious fetishism, with its convulsionary raptures and miraculous cures, the fetishism of commodities generates its own moments of fervent arousal. All this is useful for only one purpose: producing habitual submission.

69
The image of blissful social unification through consumption merely postpones the consumer's awareness of the actual divisions until his next disillusionment with some particular commodity. Each new product is ceremoniously acclaimed as a unique creation offering a dramatic shortcut to the promised land of total consummation. But as with the fashionable adoption of seemingly aristocratic first names which end up being given to virtually all individuals of the same age, the objects that promise uniqueness can be offered up for mass consumption only if they are numerous enough to have been mass-produced. The prestigiousness of mediocre objects of this kind is solely due to the fact that they have been placed, however briefly, at the center of social life and hailed as a revelation of the unfathomable purposes of production. But the object that was prestigious in the spectacle becomes mundane as soon as it is taken home by its consumer-at the same time as by all its other consumers. Too late it reveals its essential poverty, a poverty that inevitably reflects the poverty of its production. Meanwhile, some other object is already replacing it as justification of the system and demanding its own moment of acclaim.

128
The social appropriation of time and the production of man by human labor develop within a society divided into classes. The power that establishes itself above the poverty of the society of cyclical time, the class that organizes this social labor and appropriates its limited surplus value, simultaneously appropriates the temporal surplus value resulting from its organization of social time: it alone possesses the irreversible time of the living. The wealth that can only be concentrated in the hands of the rulers and spent in extravagant festivities amounts to a squandering of historical time at the surface of society. The owners of this historical surplus value are the only ones in a position to know and enjoy real events. Separated from the collective organization of time associated with the repetitive production at the base of social life, this historical time flows independently above its own static community. This is the time of adventure and war, the time in which the masters of cyclical society pursue their personal histories; it is also the time that emerges in the clashes with foreign communities that disrupt the unchanging social order. History thus arises as something alien to people, as something they never sought and from which they had thought themselves protected. But it also revives the negative human restlessness that had been at the very origin of this whole (temporarily dormant) development.