When I speak about the "tyranny of choice," I mean an ideology that originates in the era of … - Renata Salecl

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It is the privilege of posterity to set matters right between those antagonists who, by their rivalry for greatness, divided a whole age.

Renata Salecl

When I speak about the "tyranny of choice," I mean an ideology that originates in the era of post-industrial capitalism. It began with the American Dream - the idea of the self-made man, who works his way up from rags to riches. By and by, this career concept developed into a universal life philosophy. Today we believe we should be able to choose everything: the way we live, the way we look, even when it comes to the coffee we buy, we constantly need to weigh our decision. That is extremely unhealthy.

Believe, Coffee, Dream, Era, Live, Philosophy

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The position of the hysterical subject is that he or she always guesses what is behind the curtain, that is why such a subject usually ends up [. . . ] giving up on love.

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Love emerges at the point of a lacking word, and one offers one's being to fill the lack.

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Sigmund Freud already discovered that suffering gives us pleasure - in a strange masochistic way. The tyranny of choice exploits that weakness. Consumer culture exhausts us. We suffer. We destroy ourselves. And we just can't stop.

Choice, Choices, Discovered, Freud, Giving, Suffering

Every time we decide for something, we lose something else. Buying a car is a great example. A lot of people not only read ratings before they buy their car but they continue afterwards - to make sure they really made the right choice.

Car, Choices, Continue, People, Right

We aren't really the victims. After all, we created the system ourselves and as long as we keep consuming, it will continue to exist. Ultimately, capitalism only mirrors human nature.

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