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Capitalism and Desire: The Psychic Cost of Free Markets, by Todd McGowan

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Review

Capitalism and Desire turns around the predominant leftist whining about the devastating psychic consequences of global capitalism, about how it undermines elementary structures of psychic stability which enable individuals to lead a meaningful life. The focus of Todd McGowan's effort is, rather, the enigma of the success of capitalist ideology: how was it possible for such a destabilizing life practice to fully capture the libidinal lives of billions, how was it possible that continuous crises and states of exception only strengthened its hold? In short, how is it possible that capitalism again and again imposes itself as the cure for the crisis it brings about? In answering these difficult questions, McGowan has produced a classic. (Slavoj Žižek)McGowan's argument is positively brilliant―almost every page brings a startling insight and every chapter compels an exciting reorientation of thought. Because of its paradigm-shifting originality, Capitalism and Desire places McGowan among the most prominent critical thinkers of his generation and competes admirably even with the very best work of the generation before him. (Mari Ruti, author of The Call of Character: Living a Life Worth Living)With Capitalism and Desire, McGowan provides an admirably accessible and intellectually sophisticated analysis of the real connections between capitalism and psychoanalysis. This is a wonderful book demonstrating immense intellectual vitality―it is simply impossible to ignore. (Fabio Vighi, author of Critical Theory and the Crisis of Contemporary Capitalism)How many syntheses of Marx and Freud have been forged in an attempt to ground a critique of capitalism―only in the end to fail? After tallying their individual failures, this smart book goes on to confront their underlying problem: a botched reading of Freud. Relying on Lacan's radical re-excavation of Freud, McGowan offers brand-new ideas about the subject's ensnarement in the "freedoms" of capitalism and the possibilities of resistance to them. (Joan Copjec, author of Read My Desire: Lacan Against the Historicists)The immense satisfaction of McGowan's latest and most ambitious book is achieved, appropriately enough, by putting capitalism to the test of a suitably profound (and paradoxical) conception of satisfaction. Astonishingly far-ranging in its references yet written in perfectly limpid prose, Capitalism and Desire sets a new high-water mark in contemporary social and political philosophy. A dazzling work of theory. (Richard Boothby, author of Sex on the Couch: What Freud Still Has To Teach Us About Sex and Gender)

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About the Author

Todd McGowan is associate professor of film studies at the University of Vermont. He is the author of Enjoying What We Don't Have: The Political Project of Psychoanalysis (2013) and The Impossible David Lynch (Columbia, 2007), among other books.

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Product details

Hardcover: 304 pages

Publisher: Columbia University Press (September 20, 2016)

Language: English

ISBN-10: 9780231178723

ISBN-13: 978-0231178723

ASIN: 0231178727

Product Dimensions:

6.3 x 1.1 x 9 inches

Shipping Weight: 11.2 ounces (View shipping rates and policies)

Average Customer Review:

3.9 out of 5 stars

5 customer reviews

Amazon Best Sellers Rank:

#854,183 in Books (See Top 100 in Books)

The scant negativity in reviews of this book end up reviewing the reviewer rather than the book itself. This is a shame. This book is vital for understanding contemporary attachment to capitalism. It’s a breath of fresh air in a crowded marketplace of intelligent books that endeavor to explain what capitalism is, what it does, why it does it, why it’s destined to fail. These books stop short of the territory McGowan deftly explores in this book: why, despite all of its manifest problems, do individuals and society at large sustain capitalism? McGowan’s answer, that there is keen psychic investment in capitalism, is a novel one and one worthy of a look by any reader who is in the mood for an incisive take on what can, in the hands of other writers, feel like an overwhelming topic.

A very insightful analysis of how living in a capitalist society affects/shapes our psyche.

This book is like psychoanalysis itself: it offers hope, but no guarantees, and understanding that it may or may not make one "better" or "improved" or more "conscious." I felt fortunate to have read it within the circumstances of our current life world, given as it is to promises that are not going to be kept and sales techniques overtly intended to deceive. That huge analytic word, desire, and the even larger concept of satisfaction that circulates through advertising and consumer goods messages, are given a common currency in McGowan's estimation of the psychic costs of Capitalism at the personal level of consumption and wish-fulfillment. Because we never get what we believe we are looking for - the sublime - we keep pursuing it - through production and spending. The disappointment keeps us as individuals suspended in a state of disappointment and loss, the actual aim of Capitalism's strategic schemas, and keeps the Capital system expanding, with ever more promise of ever more impossible satisfactions.We are not left out in the rain in McGowan's thought. Indeed, two primary "solutions" (there may be a better word for what he offers) to the ongoing experience of loss and disappointment are given. The first involves being appreciative of labor, of the actual work of production, in the moment of its embodied fabrication. The means to ends becomes an ever-present means that is a constant end, and is in our hands. The second involves the challenge of finding the sublime in the ordinary, the faraway perfection of fantasy in the mundane and at hand of the human, and the corresponding arrival of ethical accomplishment in our current configuration of concerns, rather than some future fantasy of superior ethical becoming.We are human, and we do the best we can. That is or should be enough. And that consciousness and practice is the end of Capitalism as an ideology of dominance and signification. The psyche, as such, appropriates the moment and those with whom we share and value it. There is no better love, product, message, image, commodity or fetish over the horizon or just around the corner. You and I are enough, in any context. The de-contextualizations of our moment to moment lives, the disturbance of desire with the seductions of greater value, beauty, wealth, power or knowledge, become the acts of displacement and usurpation that they are; production is assumed by us, in the moment, and that where the story ends because that is where the only real and temporal satisfactions are to be enjoyed.Wrestling outside this framework of immanent human involvement and concern wounds and frustrates. Capital feeds on the resulting confusion and despair. Capitalism is stimulated by our suffering, frustration and unhappiness. And because Capitalism can reward and enrich, at least temporarily, that potential for wounded and even pathogenic suffering grows, too. McGowan gives us complete responsibility for changing this by inviting us, as would any competent analyst, to take responsibility for our frameworks of living and our orientation toward what is and is not enough. I, for one, found the struggle to read and understand this book amply rewarding. It's payoff involves the recognition that our dissatisfaction, and our apparent preference for it over satisfaction, is not a by-product of a defective nature but the consequence of an internalized ideology that attention and care to what is close, human and immanently at hand can begin to reverse.We don't overthrow capitalism with resistance and rebellion; we transmute our ongoing dissatisfaction with the ordinary into a renewed apprehension of the sublime, locating it in the seemingly mundane of the human in the moments at hand. This is an inside job. The simplest and most immediate of things and persons turn out to be the greatest gift for achieving this revolutionary aim. In the long run, it probably turns out to be good for business, too.

I was at times charmed by some of the authors insights, and having a BA in philosophy, training in psychoanalysis, and a current interest in affect theories, I was also puzzled and eventually unconvinced by many of his connections and propositions. The lack of empirical evidence is not by itself a total detriment but given some of the seemingly outrageous ideas advanced. For example, proposing that car alarms in small cars are not primarily used to deter theft but to enhance the cars sublime image to the owner. pp. 227-8. If that is true, I'd like some evidence. I always thought the owner was taking a precaution so that they didn't have to walk home after losing several thousands of dollars to car theft. A factor of utility and use value not sublimation. On the other hand, I did find some of his perspectives on our attractions and disappointments engaging as well as the other authors he references. I can only recommend this book if the subject matter of the title is an intense interest to the reader.

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