Commentaries - The religion of consumption and its sacrificial rites
by Luigino Bruni
published in Avvenire on 23/11/2018
If anyone still has any doubt that our capitalism has become something very similar to a religion, they just have to take a good look around on the web and the big shopping malls today and then try to figure out what's really going on. In the places where Black Friday is celebrated what is happening is something very similar to a religious phenomenon, with many traits in common with the functions of traditional religions.
Even this capitalism has a growing need for rites, liturgies, churches, festivals, processions, songs, sacred words, priests and communities; just like any other religion it wants us to cross the threshold of the temple to enter another time in which to enjoy non-ordinary dimensions of life.
But, if we look at it more carefully, we realize that from each of these 'sacred' elements one or more essential components have been amputated. It is precisely this amputation that distances consumer capitalism from 'real' religions (particularly from the Jewish-Christian biblical horizon), and brings it closer to the idolatrous cults typical of the first archaic religious forms, without having the purity of the eyes of ancient people. And so, in the twilight of the gods of traditional religions, contemporary man finds himself in a world freed from the biblical God and repopulated by an infinite number of idols that are less interesting than those of Egypt or Babylon.
To understand this, let's think of the discounts that make up the centre around which the ritual of Black Friday revolves. Even if doubts are raised about their 'truth’ every year, discounts are generally real. It is so because real discount is an essential element of the cult. Discounts must be real, because there is no religion without some form of gift, grace and sacrifice. With one fundamental difference, however, that reveals much of the sacred nature of this day. In traditional religions it is the faithful who offer gifts to their God, in the capitalist 'religion' it is instead the enterprise - god who offers 'gifts' to his faithful. The direction changes because the sense of worship is the opposite. In fact, in the religion of consumption, the idol is not the commodity but the consumer, whom businesses try to retain (or, to use another religious word, make faithful to themselves) with their discount-sacrifice. It’s a gift without gratuitousness, and therefore not religion but idolatry.
But that's not all. The gift of this day is a homoeopathic gift, that is, the like that cures the like. This concept is also very archaic. With the homoeopathic kind of gift you take a very small part of the disease you want to cure and you put it in your body in order to immunize yourself from it. Capitalism knows very well that the true and free gift would be subversive and destabilizing for corporate and financial balances, also because it has no price, it is not for sale, it cannot be encouraged; and so it sterilizes it by introducing 'giftlings’ into its body. In its essence, Black Friday is therefore the great operation attempted by the market to immunize itself from gifts by means of discounts, to try to keep authentic gratuitousness far from its temples.
It is not by coincidence that Black Friday is the day after Thanksgiving. Thanksgiving is the memorial of the great abundance of the first harvest when the ‘pilgrims’ (the first settlers - the tr.) arrived in the New World. It is therefore a feast of gratitude and gratuitousness, which the next day tries to neutralize nowadays. We must do everything so that it does not really happen. Because on the day in which gratuitousness is definitively expelled from the markets and the enterprises the whole economy will implode. The magnificent economic system lives and regenerates every day because millions of people give their businesses more than they should give as per contracts and incentives. And they do it simply by working, entering every morning into offices and shops as whole people, and therefore also with their ability to donate and to donate themselves, because this is where much of our dignity and freedom is played out. The main defence against the constant, tenacious and growing war unleashed against gratuitousness therefore lies above all in trying to preserve our moral and spiritual capacity to distinguish gifts from discounts. We must save this distinction especially for today's children, the 'natives' of Black Friday, because on the day they begin to confuse the gift with the discount they will find themselves in an infinitely poorer world. The price of gratuitousness is infinite; no discount can reduce its value.
