One of Karl Marx most famous and well-renowned theories is the theory of Alienation. When we first read this word, we can refer it to as the act of being an “alien.” Through Karl Marx, he theorized this as being estranged, not just from yourself but from work production and from others as well. Moreover, this term means a form of estrangement and separation. This term is more often related to capitalism and reflects the effects of commodity fetishism. Though we realize it or not, alienation can be all around us and we can even fall victim to this unsettling theory. Unfortunately, in capitalism, this theory is still very present and has taken a toll on many. However, we must endure the vicious cycle, as we have to make a living for ourselves. Individuals from different work backgrounds, such as in universities, fall victim to the idea of alienation due to the necessity of keeping a stable job as well as providing an income for their families.
The term “alienation” as mentioned, was termed from sociologist, Karl Marx. He first introduced this theory in 1844 through his work, Economical and Philosophical Manuscripts. He derived this theory from the capitalist system. Within this economic system, goods and material objects are made at the emotional and physical expense of others. In this work system, the workers often face a form of “false consciousness.” This is “a consciousness that takes the form of the ideology that dominates their thinking.” (Berger:50). Workers are unaware that they are victims of alienation, as it becomes part of their everyday being. Unfortunately, because of this, there is no room left for the individual to express their creative self.
As part of the capitalist system, individuals are forced to be part of the “proletariat” or working class. Under the capitalist system, alienation is a necessary feature to have. For the working class, work provides enough income to provide for their day-to-day existence. Through that, it does not provide an end to the vicious cycle. In this respect, the worker is then alienated in three different ways.
One way they experience this alienation is through being alienated from the process and product. They have little control over the product as well as the process. For example, they do not know what materials are being used, how to divide up each task, how to use the product, etc. As a result, the product becomes a kind of power that controls the worker. The second way they are alienated is from themselves (Berger: 50 & Marx: 1964, 169-170). Through the long, strenuous labor they cannot reach their full potential to express their creative nature. Lastly, the workers are also alienated from the rest of society. They are considered just another commodity that is either bought or sold.
Mass media, as Berger writes (Berger:50), plays a crucial role in the capitalist system as a means of distracting the individual from the persons work. As a way to escape this alienation, workers are drawn to the idea of consumption and advertisements they see on television. They often purchase commodities to fulfill a monetary gratification (Berger:50). Sometimes they treat these commodities as if they have the power to escape the reality of work. An individual is drawn toward the leisurely activities and the effect the commodity has on the individual. Overtime, consumers become obsessed with purchasing commodities, which is also known as commodity fetishism. They begin to develop an unhealthy relationship between the regular consumption of goods and rely on these goods to bring happiness. In Apple’s First Macintosh Commercial of 1984, we see a mass group of followers wearing the same outfits who have fallen victim into buying this commodity. They look as though they have become hypnotized by this “leader” who has brainwashed its consumers into buying the product. This is an example of commodity fetishism as consumers have developed this obsession to continuously buy commodities in order to be the same as society and gain happiness they so think will last. However, in order to receive those commodities, they have to go back to work and generate income. As Berger describes, “it is a kind of vicious cycle.” (Berger:50) There is no end to this means.
We can often relate the idea of alienation to adjunct professors in universities. In the film, Freeway Fliers: Higher Education’s Best Kept Secret, adjunct professors are professors not on tenure and are often referred to as “freeway fliers” as they have to travel to different universities to receive multiple paychecks just to make ends meet. In order to be an adjunct professor, they must be flexible with their schedule and work twice as hard compared to professors on tenure. They have to account for more than a hundred students and keep up with the curriculum at each university.
Alienation and adjunct professors relate in that the professors become a slave to their work. Adjunct professors constantly commute from university to university as a way to generate enough income. As time goes on, they become normalized into this routine of lecturing and then progressing into the next lecture. Without their knowing, they continue this routine without thinking about it but go on with it each day because they know that they have bills to pay and must provide for their families. In order to enjoy a nice vacation during the summer, they must continue to work long hours. During their vacation, they are able to stray from school activities and enjoy leisurely time. Unfortunately, in order to provide for the next vacation, it is back to being a “freeway flier.” This relates to alienation because professors “sell their soul” into the university system. As a result of low wages, they must keep working at multiple universities to receive a steady paycheck. They are overcome with stress and fatigue but still work into the next school day just as workers in a factory.
Individuals from different work backgrounds, such as in universities, fall victim to the idea of alienation due to the necessity of generating a stable income and purchasing commodities to bring them a temporary happiness. Commodities enable workers to forget their harsh workloads and enjoy themselves. As a way of achieving that commodity, they “sell their soul” into the workplace and work long, strenuous hours. Though this is a difficult idea to grasp, as it is rather disheartening, it is what the capitalist system entails. Realistically, there is no end to this mean. The only way out of it is to become part of the Bourgeoisie, or property-owning class, which is next to impossible.
References
Berger – Alienation & The Consumer Society
Freeway Fliers: Higher Education’s Best Kept Secret. Brad Rettelle. Reciprocal Media, 2016. Youtube.
1984 Apple’s First Macintosh Commercial. Sean Collier. 2005. Youtube.
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