Advertising is the art of convincing people to spend money they don't have for something they don't need. - Will Rogers
Originally published in 1953, this dystopian tale critiques wild consumerism, savage capitalism, the influence of advertising in societies, and the bovine acceptance of what passes for benefits by the people.
It is a classic example of satirical dystopian science fiction that critiques the path Eastern societies were already taking in the 50s
Society is entirely driven, cattle-like, to consumption, manipulated into buying unnecessary products through relentless advertising supported by the absence of any kind of regulation. The ultimate capitalist wet dream.
Corporations hold immense power, effectively replacing governments and controlling every aspect of life, from marriage contracts (Increase of population was always good news to us. More people, more sales...), educational system (Decrease of IQ was always good news to us. Less brains, more sales...) to resource allocation. As a consequence, the planet is severely overpopulated and polluted due to unchecked industrial expansion to answer the ever-increasingly artificial consumer demands.
If this isn't some prescience in foreseeing many aspects of today's societies, even if exaggerated for satirical effect, it remains a chilling and thought-provoking read.
Money makes the world go round, and few know the truth of that more than the advertising agencies. For them, it isn't just a cliché; it's the fundamental principle that underpins their entire existence and operation (Advertising is a valuable economic factor because it is the cheapest way of selling goods, particularly if the goods are worthless...).
They are constantly working to optimize the flow of money from clients to consumers (in a ratio of 95% to 5%, obviously) and back again, with their services acting as the crucial intermediary.
I don’t believe capitalism is the worst thing to happen to humanity. It has its problems, but so do all social systems. Whenever there is an economy, some people will try to take advantage of others for profit or personal gain.
The criticism of advertising, and thus of corporate domination, is biting and hits home today, with its abusive work environment built in a closed circuit rigged to benefit the company and enslave the employee. Let me explain without spoilers: The company's blue-collar job includes, in the "normal" contract, the supplied health system, communications, union labour protection, entertaining addictions, food, and housing, but at a total cost that exceeds the employee income, in a system set up so that it's impossible to avoid falling into debt. When the work contract theoretically expires, since the worker is in debt from the very beginning, the contract is automatically extended until the debt is erased, which is impossible...
Many of the companies depicted in the book are reflected in very familiar ways today.
Let me give you a real example:
About 20 years ago, while living and working in Portugal as an average middle-class white-collar worker, for two years I got used to finding in my mailbox letters from the bank where I had my accounts, with pre-approved loans. All I had to do was sign the papers and return them to the bank, and 24 hours later, the money would be in my account.
I never asked for a loan from any bank, ever. I wasn't an entrepreneur, investor, or speculator. So why the pre-approved loans? According to my "personal" bank account manager, usually known as a "Loan Shark" (Give a man a gun and he will rob a bank. Give a man a bank and he will rob everyone.) I was selected because I was a "safe" client, clarified internally to be the target of those magnanimous offers, which I translated as -You are the perfect sucker to milk.
I never accepted any of those proposals, and my "love affair" with my bank ended with me going to France and them going bankrupt. No tears were shed by any party.
They were smooth and convincing, and I wonder if "Space Merchants" wasn't one of their training manuals.
The tactic was very simple: praise the customer (known as the "idiot") and convince him/her how special they are to them and show how delighted they are to make all this wonderful money available to him/her, at no extra cost, just to keep the production and consumption machine running smoothly. And they never forgot to remind them that the curves of the profit graphs must always be ascending; otherwise, Armageddon would be just around the corner.
Does this resonate? Come on... a little bit, no?
I believe that one of the most difficult things in science fiction literature is to predict the future, particularly the near future. Jumping ahead, thousands of years away, into a world dramatically or diametrically opposite from the one we know, is in some ways simpler because of the freedom of the absence of cognitive references than imagining what changes might be real as a logical sequence of technological development.
In the 50s, when Pohl and Kornbluth were writing The Space Merchants, scientists were toying with Malthus' theory. An ever-increasing population on Earth would begin to outstrip food production; resources would soon be exhausted, and pollution would cause ecological collapse. In parallel, despite warnings, Eastern societies were engaging in an orgy of consumerism without any consideration for consequences; that is a continuing problem today.
This alone is already bringing the planet to its knees. Now add the very real possibilities of the deployment of nuclear weapons, given the political tensions and the existing climate change already in progress, and Earth’s future looks very bleak and short. It's a real possibility that by the end of the twenty-first century, humanity will have engineered its own demise.
Phol and Kornbluth predicted that more and more billionaires would start infiltrating and evolving in political parties and governments. Democracy is a farce and has been replaced by the dominance of corporations holding the government hostage - for instance, U.S. senators advocate for corporations rather than their constituents.
(Our representative government now is perhaps more representative than it has ever been before in history. It is not necessarily representative per capita, but it most surely is ad valorem. If you like philosophical problems. Here is one for you: should each human being's vote register alike, as the lawbooks pretend and as some say the founders of our nation desired? Or should a vote be weighted according to the wisdom, the power, and the influence—that is, the money—of the voter?)
Given what we witness today, I wonder how wide of the mark they were. I believe they just got their dates wrong; while exaggerated for satirical impact, everything they depicted is already happening.
The only glimmer of hope is the promise of building a new Utopia elsewhere, and that works (only) in the book because it's a fantasy, like a mirage in the desert that lets you wonder if the "oasis" you see in the far distance is real and is going to save your life or is an illusion attracting you to your death.
As is expected, in a self-euthanising society in a dying world, the so-called "elite" do not suffer much, but the common people teeter on the edge of scarcity while being kept pressed ever harder to consume and produce.
We are still far from the madness of a world where cafeterias hand out to kids branded products that include "Kiddiebutt" cigarettes and coffee with addictive alkaloids. Actually, we are on a crusade against tobacco (It was an appeal to reason, and they're always dangerous. You can't trust reason. We threw it out of the ad profession long ago and have never missed it.) and certain types of food advertising, and slowly, billboards are being regulated and even restricted. On the other hand, whole new possibilities have opened up for advertising in smartphones, the Internet, and AI, tools that provide marketers access to more sophisticated types of consumer research and tracking far beyond the wildest imagination. Do a little research about "Palantir" and its CEO; it's chilling.
Satire remains an important and effective form of storytelling and always will. To me, "The Space Merchants" served as one of many warnings our civilisation needs to try to start to plot a different course in our future that doesn't lead to total annihilation.