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This was the neoliberal order of free trade: the systematic reduction of tariff barriers and the creation of a global financial system that facilitated the easy movement of both capital and commodities from one part of the world to another. The rise of new technologies of transport and communications also helped a great deal. One of the consequences of this was the development of multiple alternative centers of capital accumulation. Japan, for example, developed very strongly during the 1960s only to find itself with huge quantities of surplus capital at the end of the 1970s. And what was it going to do with it? The Japanese explored a spatial fix.
Marx has an interesting description of how this spatial fix works. The territory with surplus capital lends money to some other place in the world, which then uses it to buy commodities from the capital surplus country. The destination country can use the commodities it purchases either to satisfy the wants and needs of its population (through consumerism) or to build infrastructures and operations conducive to the further development of capitalism in its territory.
And so, Japan started to ‘colonise’ the US consumer market. The Japanese ‘invasion’ of the US economy followed; they bought the Rockefeller Center, and they got into Hollywood, buying Columbia Pictures. Surplus capital flowed from Japan back into the US, but it also expanded around the rest of the world, even assuming a mini-imperialist posture in many emerging markets, such as in Latin America. Shortly afterwards, we saw similar sequences throughout the rest of Asia. South Korea developed, not initially as a free-market economy but under military dictatorship. The US encouraged this for one very simple reason: the containment of communism.
[...] You don’t end up using a news story about a dead toddler as a peg for white entitlement without a society in which the discourse of righteousness occupies far more public attention than the conditions that necessitate righteousness in the first place.
Here was the opposition principle in action. Through identifying the effects of women’s systemic objectification as some sort of vagina-supremacist witchcraft, the men that congregated on 4chan gained an identity, and a useful common enemy. Many of these men had, likely, experienced consequences related to the “liberal intellectual conformity” that is popular feminism: as the sexual marketplace began to equalize, they suddenly found themselves unable to obtain sex by default. Rather than work toward other forms of self-actualization—or attempt to make themselves genuinely desirable, in the same way that women have been socialized to do at great expense and with great sincerity for all time—they established a group identity that centered on anti-woman virulence, on telling women who happened to stumble across 4chan that “the only interesting thing about you is your naked body. tl;dr: tits or GET THE FUCK OUT.”
It seemed likely that I’d been making this error more generally. For most of my life I’ve believed, without really articulating it, that strange things just drop into my lap—that, especially because I can’t really think unless I’m writing, I’m some sort of blank-brained innocent who has repeatedly stumbled into the absurd unknown. If I ever talk about Girls v. Boys, I say that I ended up on the show by accident, that it was completely random, that I auditioned because I was an idiot killing time at the mall.
I like this story better than the alternative, and equally accurate, one, which is that I’ve always felt that I was special and acted accordingly. It’s true that I ended up on reality TV by chance. It’s also true that I signed up enthusiastically, felt almost fated to do it. I needed my dad’s twenty dollars not as motivation but as cover for my motivation. It wasn’t my egotism that got me to the casting booth, I could tell myself: it was merely the promise of a new flammable halter top to pair with my prize Abercrombie miniskirt and knockoff Reefs. Later on, in my journal, I announce my casting with excitement but no surprise whatsoever. It is now obvious to me, as it always should have been, that a sixteen-year-old doesn’t end up running around in a bikini and pigtails on television unless she also desperately wants to be seen.
same with n tbh
We took the boat out on a black night, in an anvil-heavy quiet. Behind the moving masses of clouds, the milky stars emerged and disappeared. We were all nervous, hushed, agitated: we had all come from families who, I think, wanted to give us adventures like this, but who probably wouldn’t have been able to afford it—thus, maybe, the permission to come on the show. When the boat stopped in the middle of the bay, we trembled with joy. We slipped into the water and started sparkling, as if the stars had fallen, and were clinging to us. In the middle of the absolute darkness we were wreathed in magic, glowing like jellyfish, glittering like the “Toxic” video—swimming in circles, gasping and laughing in the middle of a spreading pale-blue glow. We touched one another’s shoulders and watched our fingers crackle with light. After a long time, we got back in the boat, still dripping in bioluminescence. I squeezed glittering water out of my hair. My body felt so stuffed with good luck that I was choking on it. I felt caught in a whirlpool of metaphysical accident. There were no cameras, and they couldn’t have captured it, anyway. I told myself, Don’t forget, don’t forget.
sweet
This period, around 2011, reintroduced me to the world of American abundance. The first time I went into a grocery store and saw how many different fruits there were, I cried. At these yoga classes, I marveled at the fanatic high functionality of the women around me. They carried red totes covered with terrifying slogans (“The perfect tombstone would read ‘All used up’ ”; “Children are the orgasm of life”) and they talked about “luncheons” and microdermabrasion and four-hundred-person wedding guest lists. They purchased $90 leggings in the waiting room after class. I was not, at the time, on their level: I had been taking giardia shits in a backyard outhouse for a year straight, and I was flooded with dread and spiritual uselessness, the sense that I had failed myself and others, the fear that I would never again be useful to another human being. In this context, it felt both bad and wonderfully anesthetizing to do yoga around these women. In the hundred-degree heat I would lie back for corpse pose, sweat soaking my cheap mat from Target, and sometimes, as I fluttered my eyes shut, I would catch the twinkle of enormous diamond rings caught in shafts of sunbeam, blinking at me in the temporary darkness like a fleet of indoor stars.
Where women in mid-century America had been occupied with “inexhaustible but ephemeral” domestic work, beating back disorder with fastidious housekeeping and consumer purchases, they were now occupied by inexhaustible but ephemeral beauty work, spending huge amounts of time, anxiety, and money to adhere to a standard over which they had no control. Beauty constituted a sort of “third shift,” Wolf wrote—an extra obligation in every possible setting.
Why would smart and ambitious women fall for this? (Why do I have such a personal relationship with my face wash? Why have I sunk thousands of dollars over the past half decade into ensuring that I can abuse my body on the weekends without changing the way it looks?) Wolf wrote that a woman had to believe three things in order to accept the beauty myth. First, she had to think about beauty as a “legitimate and necessary qualification for a woman’s rise in power.” Second, she had to ignore the beauty standard’s reliance on chance and discrimination, and instead imagine beauty as a matter of hard work and entrepreneurship, the American Dream. Third, she had to believe that the beauty requirement would increase as she herself gained power. Personal advancement wouldn’t free her from needing to be beautiful. In fact, success would handcuff her to her looks, to “physical self-consciousness and sacrifice,” even more.
[...] Today, as demonstrated by the cult success of the makeup and skin-care brand Glossier, we idealize beauty that appears to require almost no intervention—women who look poreless and radiant even when bare-faced in front of an iPhone camera, women who are beautiful in almost punishingly natural ways.
Mainstream feminism has also driven the movement toward what’s called “body acceptance,” which is the practice of valuing women’s beauty at every size and in every iteration, as well as the movement to diversify the beauty ideal. These changes are overdue and positive, but they’re also double-edged. A more expansive idea of beauty is a good thing—I have appreciated it personally—and yet it depends on the precept, formalized by a culture where ordinary faces are routinely photographed for quantified approval, that beauty is still of paramount importance. The default assumption tends to be that it is politically important to designate everyone as beautiful, that it is a meaningful project to make sure that everyone can become, and feel, increasingly beautiful. We have hardly tried to imagine what it might look like if our culture could do the opposite—de-escalate the situation, make beauty matter less.
There is an exaggerated binary fatalism to these stories, in which women are either successes or failures, always one or the other—and a sense of inescapability that rings more true to life. If you can’t escape the market, why stop working on its terms? Women are genuinely trapped at the intersection of capitalism and patriarchy—two systems that, at their extremes, ensure that individual success comes at the expense of collective morality. And yet there is enormous pleasure in individual success. It can feel like license and agency to approach an ideal, to find yourself—in a good picture, on your wedding day, in a flash of identical movement—exemplifying a prototype. There are rewards for succeeding under capitalism and patriarchy; there are rewards even for being willing to work on its terms. There are nothing but rewards, at the surface level. The trap looks beautiful. It’s well-lit. It welcomes you in.
Technology, in fact, has made us less than oppositional: where beauty is concerned, we have deployed technology not only to meet the demands of the system but to actually expand these demands. The realm of what is possible for women has been exponentially expanding in all beauty-related capacities—think of the extended Kardashian experiments in body modification, or the young models whose plastic surgeons have given them entirely new faces—and remained stagnant in many other ways. We still know surprisingly little about, say, hormonal birth control pills, and why they make so many of the one hundred million women around the world who take them feel awful. We have not “optimized” our wages, our childcare system, our political representation; we still hardly even think of parity as realistic in those arenas, let alone anything approaching perfection. We have maximized our capacity as market assets. That’s all.