one should nonetheless admit that, when Jean-Francois Lyotard, in The Postmodern Condition, elevated the term from simply naming certain new artistic tendencies (especialy in writing and architecture) to designating a new historical epoch, there was an element of authentic nomination in his act. “Postmodernism” now effectively functioned as a new Master-Signifier introducing a new order of intelligibility into the confused multiplicity of historical experience.
At the level of consumption, this new spirit is that of so-called “cultural capitalism” : we primarily buy commodities neither on account of their utility nor as status symbols; we buy them to get the experience provided by them, we consume them in order to render our lives pleasurable and meaningful. This triad cannot but evoke the Lacanian triad RSI: the Real of direct utility (good healthy food, the quality of a car, etc.), the Symbolic of the status (I buy a certain car to signal my status-the Thorstein Veblen perspective), the Imaginary of pleasurable and meaningful experience.
This is how capitalism, at the level of consumption, integrated the legacy of’68, the critique of alienated consumption: authentic experience matters. A recent Hilton Hotels publicity campaign consists of a simple claim: “Travel doesn’t only get us from place A to place B. It should also make us a better person:’ Only a decade ago, could one have imagined such an ad appearing? Is this not also the reason we buy organic food? Who really believes that half-rotten and overpriced “organic” apples are really healthier than the non-organic varieties? The point is that, in buying them, we are not merely buying and consuming, we are simultaneously doing something meaningful, showing our capacity for care and our global awareness, participating in a collective project . . . (54)
The new spirit of capitalism triumphantly recuperated the egalitarian and anti-hierarchical rhetoric of 1968, resenting itself as a successful libertarian revolt against the oppressive social organizations characteristic of both corporate capitalism and Really Existing Socialism-a new libertarian spirit epitomized by dressed-down “cool” capitalists such as Bil Gates and the founders of Ben and Jerry’s ice cream (56).
On the information sheet in a New York hotel, I recently read: “Dear guest! To guarantee that you will fully enjoy your stay with us, this hotel is totally smoke-free. For any infringement of this regulation, you will be charged $200:’ The beauty of this formulation, taken literally, is that you are to be punished for refUSing to fully enjoy your stay . . . The superego imperative to enjoy thus functions as the reversal of Kant’s “Du kannst, denn du sollst!” (You can, because you must ! ) ; it relies on a “You must, because you can ! ” That is to say, the superego aspect of today’s “nonrepressive” hedonism (the constant provocation we are exposed to, enjoining us to go right to the end and explore all modes of jouissance) resides in the way permitted jouissance necessarily turns into obligatory jouissance.
This drive to pure autistic jouissance (through drugs or other trance-inducing means) arose at a precise political moment: when the emancipatory sequence of 1968 had exhausted its potential. At this critical point (the mid-1970s), the only option left was a direct, brutal, passage a l’acte, a push-towards-the-Real, which assumed three main forms: the search for extreme forms of sexual jouissance; Leftist political terrorism (the RAF in Germany, the Red Brigades in Italy, etc., whose wager was that, in an epoch in which the masses have become totally immersed in the capitalist ideological morass, the standard critique of ideology is no longer operative, and only a resort to the raw Real of direct violence- l’action directe-will awaken the masses); and, finally, the turn towards the Real of an inner experience (oriental mysticism) (58).
What all three shared was the withdrawal from concrete socio-political engagement into a direct contact with the Real. This shift from political engagement to the post-political Real is perhaps best exemplified by the films of Bernardo Bertolucci, that arch-renegade, whose works range from early masterpieces like Prima della rivoluzione to late aestheticist-spiritualist self-indulgences such as the abominable Little Buddha. This span achieved full circle with The Dreamers, Bertolucci’s late film about Paris ’68, in which a couple of French students (a brother and sister) befriend a young American student during the whirlwind of the events. By the film’s end, however, the friends have split up, after the French students become caught up in the political violence, while the American remains faithful to the message of love and emotional liberation (59).
Jean-Claude Milner is keenly aware of how the establishment succeeded in undoing all threatening consequences of 1968 by way of incorporating the so-called “spirit of ’68” and thereby turning it against the real core of the revolt. The demands for new rights (which would have meant a true redistribution of power) were granted, but merely in the guise of “permissions” -the “permissive society” being precisely one which broadens the scope of what subjects are allowed to do without actually giving them any additional power:
“Those who hold power know very well the difference between a right and a permission . . . . A right in a strict sense of the term gives access to the exercise of a power, at the expense of another power. A permission doesn’t diminish the power of the one who gives it; it doesn’t augment the power of the one who gets it. It makes his life easier, which is not nothing”
This is how it goes with the right to divorce, abortion, gay marriage, and so on and so forth- these are all permissions masked as rights; they do not change in any way the distribution of powers. Such was the effect of the “spirit of ’68”: it “effectively contributed to making life easier. This is a lot, but it is not everything. Because it didn’t encroach upon powers.” Therein resides “the secret of the tranquility which has ruled in France over the last forty years”
While May ’68 aimed at total (and totally politicized) activity, the “spirit of ’68” transposed this into a depoliticized pseudo-activity (new lifestyles, etc. ), the very form of social passivity (60).