The spectacle is a central notion in the

Situationist The Situationist International (SI) was an Proletarian internationalism, international organization of social revolutionaries made up of avant-garde artists, intellectuals, and Political philosophy, political theorists. It was prominent in Eu ...

theory, developed by

Guy Debord Guy-Ernest Debord (; ; 28 December 1931 – 30 November 1994) was a French Marxist theorist, philosopher, filmmaker, critic of work, member of the Letterist International, founder of a Letterist faction, and founding member of the Situationis ...

in his 1967 book ''

The Society of the Spectacle ''The Society of the Spectacle'' (french: La société du spectacle) is a 1967 work of philosophy and Marxist critical theory by Guy Debord, in which the author develops and presents the concept of the Spectacle. The book is considered a seminal ...

''. In the general sense, the spectacle refers to "the autocratic reign of the market economy which had acceded to an irresponsible sovereignty, and the totality of new techniques of government which accompanied this reign." It also exists in a more limited sense, where ''spectacle'' means the

mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information ...

, which are "its most glaring superficial manifestation." Debord said that the society of the spectacle came to existence in the late 1920s. The critique of the spectacle is a development and application of Karl Marx's concept of fetishism of commodities, reification and alienation,Guy Debord (1967
''Society of the Spectacle''. (Paris, June 1967). Chapter I: Separation Perfected.
/ref> and the way it was reprised by

György Lukács György Lukács (born György Bernát Löwinger; hu, szegedi Lukács György Bernát; german: Georg Bernard Baron Lukács von Szegedin; 13 April 1885 – 4 June 1971) was a Hungarian Marxist philosopher, literary historian, critic, and ae ...

in 1923. In the society of the spectacle, commodities rule the workers and consumers, instead of being ruled by them; in this way, individuals become passive subjects who contemplate the reified spectacle.

History and influences

Bernays and Adorno

Debord claims that in its limited sense, ''spectacle'' means the

, which are "its most glaring superficial manifestation".Debord (1977) thesis 24 However, T. J. Clark regards this as a journalistic cliché. Clark argues that the spectacle came to dominate Paris during the

Second Empire Second Empire may refer to: * Second British Empire, used by some historians to describe the British Empire after 1783 * Second Bulgarian Empire (1185–1396) * Second French Empire (1852–1870) ** Second Empire architecture, an architectural styl ...

thanks to

Haussmann's renovation of Paris Haussmann's renovation of Paris was a vast public works programme commissioned by Emperor Napoleon III and directed by his prefect of Seine, Georges-Eugène Haussmann, between 1853 and 1870. It included the demolition of medieval neighbourho ...

. Debord, however, said that the society of the spectacle came to existence in the late 1920s.Eskilson (2005) pp.377-8Debord (1988) ''Comments on the Society of the Spectacle'', II This is the period in which modern

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

and

public relation Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. Pu ...

s were introduced, most significantly with the innovative techniques developed by

Edward Bernays Edward Louis Bernays ( , ; November 22, 1891 − March 9, 1995) was an American theorist, considered a pioneer in the field of public relations and propaganda, and referred to in his obituary as "the father of public relations". His best-known ca ...

in his campaigns for the tobacco industry.Donley T. Studlar (2002
''Tobacco Control: Comparative Politics in the United States and Canada''
p.55 quotation: In his 1928 book ''

Propaganda Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded ...

'', Bernays theorized the "conscious and intelligent manipulation of the organized habits and opinions of the masses." The critique of the society of the spectacle shares many assumptions and arguments with the critique of the ''

culture industry The term culture industry (german: Kulturindustrie) was coined by the critical theorists Theodor Adorno (1903–1969) and Max Horkheimer (1895–1973), and was presented as critical vocabulary in the chapter "The Culture Industry: Enlightenment ...

'' made by

Theodor W. Adorno Theodor W. Adorno ( , ; born Theodor Ludwig Wiesengrund; 11 September 1903 – 6 August 1969) was a German philosopher, sociologist, psychologist, musicologist, and composer. He was a leading member of the Frankfurt School of criti ...

and

Max Horkheimer Max Horkheimer (; ; 14 February 1895 – 7 July 1973) was a German philosopher and sociologist who was famous for his work in critical theory as a member of the Frankfurt School of social research. Horkheimer addressed authoritarianism, militari ...

in 1944.

Marx and Lukács

With ''

'', Debord attempted to provide the Situationist International (SI) with a Marxist

critical theory A critical theory is any approach to social philosophy that focuses on society and culture to reveal, critique and challenge power structures. With roots in sociology and literary criticism, it argues that social problems stem more from soci ...

. The concept of "the spectacle" expanded to all society the Marxist concept of reification drawn from the first section of

Karl Marx Karl Heinrich Marx (; 5 May 1818 – 14 March 1883) was a German philosopher, economist, historian, sociologist, political theorist, journalist, critic of political economy, and socialist revolutionary. His best-known titles are the 1848 ...

's ''Capital'', entitled ''The Fetishism of Commodities and the Secret thereof'' and developed by

in his work, ''History and Class Consciousness''. This was an analysis of the logic of commodities whereby they achieve an ideological autonomy from the process of their production, so that "social action takes the form of the action of objects, which rule the producers instead of being ruled by them." Developing this analysis of the logic of the commodity, ''The Society of the Spectacle'' generally understood society as divided between the passive subject who consumes the spectacle and the reified spectacle itself. In a spectacular society, the system of commodity production generates a continual stream of images, for consumption by people who lack the experiences represented therein. The spectacle represents people solely in terms of their subordination to commodities, and experience itself becomes

commodified Within a capitalist economic system, commodification is the transformation of things such as goods, services, ideas, nature, personal information, people or animals into objects of trade or commodities.For animals"United Nations Commodity Trad ...

. In the opening of ''

Das Kapital ''Das Kapital'', also known as ''Capital: A Critique of Political Economy'' or sometimes simply ''Capital'' (german: Das Kapital. Kritik der politischen Ökonomie, link=no, ; 1867–1883), is a foundational theoretical text in Historical mater ...

'', Marx makes the observation that within the capitalist mode of production we evaluate materials not by what purpose they serve or what they're actually useful for, but we instead recognize them based on their value in the market.Karl Marx (1867) ''Volume I, Section 4. The Fetishism of Commodities and the Secret thereof''. Das Kapital (1867). In capitalist society, virtually identical products often have vastly different values simply because one has a more recognizable or prestigious

brand name A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

. The value of a

commodity In economics, a commodity is an economic good, usually a resource, that has full or substantial fungibility: that is, the market treats instances of the good as equivalent or nearly so with no regard to who produced them. The price of a comm ...

is abstract and not tied to its actual characteristics. Much in the same way capitalism commodifies the material world, the situationists assert that

advanced capitalism In political philosophy, particularly Frankfurt School critical theory, advanced capitalism is the situation that pertains in a society in which the capitalist model has been integrated and developed deeply and extensively and for a prolonged p ...

commodifies experience and perception.

Features and aspects of the Spectacle

Recuperation

As early as 1958, in the situationist manifesto, Debord described

official culture Official culture is the culture that receives social legitimation or institutional support in a given society. Official culture is usually identified with bourgeoisie culture. For revolutionary Guy Debord, official culture is a "rigged game", where ...

as a "rigged game", where conservative powers forbid subversive ideas to have direct access to the

public discourse The public sphere (german: Öffentlichkeit) is an area in social life where individuals can come together to freely discuss and identify societal problems, and through that discussion influence political action. A "Public" is "of or concerning the ...

. Such ideas get first trivialized and sterilized, and then they are safely incorporated back within mainstream society, where they can be exploited to add new flavors to old dominant ideas. This technique of the spectacle is sometimes called ''recuperation''. To survive, the spectacle must maintain social control and effectively handle all threats to the

social order The term social order can be used in two senses: In the first sense, it refers to a particular system of social structures and institutions. Examples are the ancient, the feudal, and the capitalist social order. In the second sense, social order ...

. Recuperation, a concept first proposed by

,Robert Chasse, Bruce Elwell, Jonathon Horelick, Tony Verlaan. (1969)
Faces of Recuperation
'. In the American section of the Situationist International, issue #1 (New York, June 1969). is the process by which the spectacle intercepts socially and politically radical ideas and images, commodifies them, and safely incorporates them back within mainstream society. More broadly, it may refer to the appropriation or co-opting of any subversive works or ideas by mainstream media. It is the opposite of

détournement A détournement (), meaning "rerouting, hijacking" in French, is a technique developed in the 1950s by the Letterist International, and later adapted by the Situationist International (SI),''Report on the Construction of Situations'' (1957) that ...

, in which conventional ideas and images are reorganized and recontextualized with radical intentions. Debord discusses the close link between revolution and culture and

everyday life Everyday life, daily life or routine life comprises the ways in which people typically act, think, and feel on a daily basis. Everyday life may be described as mundane, routine, natural, habitual, or normal. Human diurnality means most peop ...

, and the reason why conservative powers are interested in forbidding them "any direct access to the rigged game of

." Debord recalls that worldwide revolutionary movements that emerged during the 1920s were followed by "an ebbing of the movements that had tried to advance a liberatory new attitude in culture and everyday life," and that such movements were brought to a "complete social isolation."

Different forms

In ''Comments on the Society of the Spectacle'' (1988), Debord modified his argument, and claimed that the spectacle manifests itself in three different forms:

Concentrated spectacle

The spectacle associated with concentrated bureaucracy. Debord associated this spectacular form mostly with the

Eastern Bloc The Eastern Bloc, also known as the Communist Bloc and the Soviet Bloc, was the group of socialist states of Central and Eastern Europe, East Asia, Southeast Asia, Africa, and Latin America under the influence of the Soviet Union that existed du ...

and

Fascism Fascism is a far-right, authoritarian, ultra-nationalist political ideology and movement,: "extreme militaristic nationalism, contempt for electoral democracy and political and cultural liberalism, a belief in natural social hierarchy an ...

, although today mixed backward economies import it, and even advanced capitalist countries in times of crisis. Every aspect of life, like property, music, and communication is concentrated and is identified with the bureaucratic class. The concentrated spectacle generally identifies itself with a powerful political leader. The concentrated spectacle is made effective through a state of permanent violence and police terror.

Diffuse spectacle

The diffuse spectacle is the spectacle associated with advanced

capitalism Capitalism is an economic system based on the private ownership of the means of production and their operation for Profit (economics), profit. Central characteristics of capitalism include capital accumulation, competitive markets, pric ...

and commodity abundance. In the diffuse spectacle, different commodities conflict with each other, preventing the consumer from consuming the whole. Each commodity claims itself as the only existent one, and tries to impose itself over the other commodities: The diffuse spectacle is more effective than the concentrated spectacle. The diffuse spectacle operates mostly through seduction, while the concentrated spectacle operates mostly through violence. Because of this, Debord argues that the diffuse spectacle is more effective at suppressing non-spectacular opinions than the concentrated spectacle.

Integrated spectacle

The spectacle associated with modern capitalist countries. The integrated spectacle borrows traits from the diffuse and concentrated spectacle to form a new synthesis. Debord argues that this is a very recent form of spectacular manifestation, and that it was pioneered in France and Italy. According to Debord, the integrated spectacle goes by the label of

liberal democracy Liberal democracy is the combination of a liberal political ideology that operates under an indirect democratic form of government. It is characterized by elections between multiple distinct political parties, a separation of powers into diff ...

. This spectacle introduces a state of permanent general secrecy, where experts and specialists dictate the morality, statistics, and opinions of the spectacle.

Terrorism Terrorism, in its broadest sense, is the use of criminal violence to provoke a state of terror or fear, mostly with the intention to achieve political or religious aims. The term is used in this regard primarily to refer to intentional violen ...

is the invented enemy of the spectacle, which specialists compare with their "liberal democracy", pointing out the superiority of the latter one. Debord argues that without terrorism, the integrated spectacle wouldn't survive, for it needs to be compared to something in order to show its "obvious" perfection and superiority.

Legacy

A long tradition of work exists in

political science Political science is the scientific study of politics. It is a social science dealing with systems of governance and power, and the analysis of political activities, political thought, political behavior, and associated constitutions and la ...

on the "political spectacle"McLagan, Meg. "Spectacles of difference: cultural activism and the mass mediation of Tibet", ''Media Worlds: Anthropology on New Terrain'', 2002, p.107 started with Debord; many

literary critics Literary criticism (or literary studies) is the study, evaluation, and interpretation of literature. Modern literary criticism is often influenced by literary theory, which is the philosophical discussion of literature's goals and methods. Th ...

and

philosopher A philosopher is a person who practices or investigates philosophy. The term ''philosopher'' comes from the grc, φιλόσοφος, , translit=philosophos, meaning 'lover of wisdom'. The coining of the term has been attributed to the Greek th ...

s in the 20th century contributed to this analysis. According to anthropologist Meg McLagan, "Debord analyzes the penetration of the commodity form into mass communication, which he argues results in the spectacle". Andrew Hussey claims in his biography of Debord that the term spectacle began life not in a Marxist context, but was first borrowed from

Nietzsche Friedrich Wilhelm Nietzsche (; or ; 15 October 1844 – 25 August 1900) was a German philosopher, Prose poetry, prose poet, cultural critic, Philology, philologist, and composer whose work has exerted a profound influence on contemporary philo ...

and his concept of the

mass secret Mass is an intrinsic property of a body. It was traditionally believed to be related to the quantity of matter in a physical body, until the discovery of the atom and particle physics. It was found that different atoms and different elementar ...

. The critic

Sadie Plant Sadie Plant (born Sarah Jane Plant; 16 March 1964 in Birmingham, England) is a British philosopher, cultural theorist, and author. Education She earned her PhD in Philosophy from the University of Manchester in 1989 and subsequently taught at ...

argues that later theories of postmodernism, particularly those of

Baudrillard Jean Baudrillard ( , , ; 27 July 1929 – 6 March 2007) was a French sociologist, philosopher and poet with interest in cultural studies. He is best known for his analyses of media, contemporary culture, and technological communication, as wel ...

and Lyotard, owe much to Debord's theory, and represent an apolitical appropriation of its criticism of the unreality of life under

late capitalism Late capitalism, late-stage capitalism, or end-stage capitalism is a term first used in print by German economist Werner Sombart around the turn of the 20th century. In the late 2010s, the term began to be used in the United States and Canada to ...

. Debord was a rebel to his core and despised academic

commodification Within a capitalist economic system, commodification is the transformation of things such as goods, services, ideas, nature, personal information, people or animals into objects of trade or commodities.For animals"United Nations Commodity Trad ...

of his ideas and their integration into the diffuse spectacle. Throughout his life he fought to make his ideas truly revolutionary. In ''Green Illusions'', Ozzie Zehner draws largely on Debord to argue that the spectacles of solar cells, wind turbines, and other technologies have organized environmental thinking around energy-production at the expense of energy-reduction strategies.

Notes

References

*Eskilson, Stephen (2005) ''The Spectacle at the Fair'' in Deborah J. Johnson, David Ogawa, Kermit Swiler Champabr>''Seeing and Beyond: A Festschrift on Eighteenth to Twenty-First Century Art in Honor of Kermit S. Champa''
ed. Deborah J. Johnson and David Ogawa (Bern, Berlin, Frankfurt and New York: Peter Lang Verlag * Debord, Guy (1977) 967 ''

'', translation by Fredy Perlman and Jon Supak (Black & Red, 1970; rev. ed. 1977). Online a
Library.nothingness.org
and at

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