Consumerism and Commodification of Human Beings, what Gunther Anders taught us with his work “The Obsolescence of Mankind”
“Indem wir lernen, die Dinge zu benutzen und wegzuwerfen, lernen wir, Menschen ebenso zu behandeln.” “By learning to use and throw away things, we learn to treat people in the same way.”
Günther Anders, a German-Austrian philosopher, is renowned for his profound critique of technological progress and its impact on humanity. One of his central concerns was the transformation of human beings into objects of utility and disposability, a phenomenon he linked to the consumerist mindset of modern society. In his seminal work, Die Antiquiertheit des Menschen (The Obsolescence of Man), Anders argued that the logic of consumption—where objects are designed to be used and discarded—has insidiously permeated human relationships and values. Gunther Anders criticised consumerism, his warnings about the commodification of human beings, and his grim prognosis of humanity’s fate under this paradigm.
“Die Wegwerfmentalität ist nicht auf Gegenstände beschränkt. Sie durchdringt unser ganzes Denken, bis auch Menschen als entbehrlich gelten.”
“The throwaway mentality is not limited to objects. It permeates our entire thinking until even people are regarded as dispensable.”
Utility and Disposability in Consumerist Society
Gunther Anders viewed the rise of consumerism as a consequence of industrial and technological advancements, which fundamentally altered humanity’s relationship with the world. In a consumerist society, objects are produced en masse, used briefly, and then discarded without much thought. Gunther Anders believed this attitude extended beyond material goods to nature, ethics, and even human beings. By treating nature as a resource to exploit, society cultivates a mentality that prioritizes efficiency and utility above all else. This utilitarian mindset does not distinguish between objects and living beings; humans, too, are evaluated based on their usefulness. Workers are reduced to cogs in the machinery of production, relationships are transactional, and individuals are valued only for what they can provide. Once their utility is exhausted, they are cast aside, just like any other disposable commodity.
“Der Mensch wird zur Ware und misst seinen Wert daran, ob er in den Mechanismus der Produktion und des Konsums past.”
“Man becomes a commodity and measures his value by whether he fits into the mechanism of production and consumption.”
Gunther Anders decried this commodification of human life as a profound alienation from the essence of what it means to be human. He argued that technological progress has outpaced moral progress, creating what he termed a “Promethean gap.” This gap reflects humanity’s inability to grasp the consequences of its creations or the ethical dimensions of its actions. The consumerist mindset, Anders believed, exacerbates this gap by normalizing a culture of indifference. In a world dominated by consumerism, people become estranged not only from each other but also from their own humanity. The intrinsic worth of an individual—rooted in dignity, empathy, and connection—is overshadowed by their instrumental value. This dehumanization undermines the moral foundations of society and reduces human beings to mere tools of production and consumption.
The DownFall of Mankind: Anders’ Dire Warning
For Gunther Anders, the ultimate consequence of this devaluation of human life was nothing less than the potential collapse of civilization. He warned that when people treat one another as disposable, society erodes its capacity for solidarity, compassion, and ethical decision-making. This, in turn, creates a moral void where atrocities become conceivable and even rationalized. Gunther Anders frequently referenced the Holocaust and the atomic bomb as emblematic of humanity’s capacity to dehumanize and destroy on an industrial scale. He also foresaw the rise of automation and artificial intelligence, which were exacerbating this trend. As machines replace human labour, people risk becoming obsolete in the very systems they created. Gunther Anders feared that this technological obsolescence would strip individuals of their sense of purpose, reducing them to passive consumers of an increasingly dehumanized world. Moreover, Gunther Anders argued that consumerism’s insatiable demand for resources would eventually lead to ecological catastrophe. By treating nature as a disposable commodity, humanity undermines the very ecosystems that sustain life, accelerating its own downfall.
The Concept of the Promethean Gap
“Unsere Fähigkeiten, die Welt zu gestalten, sind unseren moralischen Kapazitäten davongelaufen.”
“Our abilities to shape the world have outpaced our moral capacities.”
The Promethean gap, as described by Gunther Anders, refers to the growing chasm between what humans can create and what they can ethically and emotionally comprehend. Borrowing from the myth of Prometheus, who gave humanity fire and unleashed unintended consequences, Gunther Anders critiques humanity’s capacity to invent technologies that surpass its ability to predict or manage their impact. For Gunther Anders, the gap is not merely a cognitive shortcoming but a profound ethical crisis. Humanity’s technological ingenuity, particularly in the post-industrial age, has reached unprecedented levels. Yet, the moral frameworks and emotional sensitivities needed to regulate this power remain underdeveloped. This gap leaves humanity in a precarious position, vulnerable to misuse, dehumanization, and self-destruction.
Technological Progress and Human Alienation
“Die Maschinen, die wir schaffen, verlangen, dass wir uns ihnen anpassen, statt dass sie sich uns anpassen.”
“The machines we create demand that we adapt to them, rather than them adapting to us.”
Gunther Anders saw technological progress as a double-edged sword. While it has improved living standards and expanded possibilities, it has also alienated humans from the consequences of their actions. Modern technologies often operate at scales too vast, complex, or abstract for individuals to fully grasp. For instance, the invention of nuclear weapons represents humanity’s ability to annihilate itself—a capacity so overwhelming that individuals struggle to emotionally or morally engage with it. This alienation is exacerbated by what Gunther Anders termed “moral anaesthesia,” where the scale and indirectness of technological impacts dull people’s sense of responsibility. A factory worker assembling parts of a missile, for example, may never confront the weapon’s destructive potential, reducing moral accountability to mere technical efficiency. The Promethean gap thus fosters a dangerous detachment, where individuals contribute to systems they neither control nor understand.
“Das Schlimmste ist nicht, dass die Maschinen uns ersetzen könnten, sondern dass sie uns ersetzen wollen – und dass wir uns bereitwillig darauf einlassen.”
“The worst is not that machines could replace us, but that they want to replace us—and that we willingly allow it.”
The Unethically Immoral Disastrous Consequences of the Promethean Gap
Environmental Devastation:
The Promethean gap extends to humanity’s relationship with nature. Technologies developed to exploit natural resources often disregard long-term ecological consequences. Anders saw this as a reflection of humanity’s inability to align its actions with the sustainability of life on Earth.
Loss of Responsibility:
The complexity of modern systems fragments responsibility. No single individual feels accountable for the collective harm caused by technological advancements, such as environmental destruction or war. Anders argued that this diffusion of responsibility erodes humanity’s ability to act ethically.
Normalization of Atrocities:
When humanity’s capacity to create surpasses its capacity to reflect, destructive technologies and practices become normalized. The atomic bomb, for instance, epitomized the transformation of mass destruction into an accepted reality of geopolitics.
Dehumanization:
The Promethean gap also diminishes the value of human life. By prioritizing technological efficiency over ethical considerations, society risks reducing people to disposable cogs in a vast machine. Anders warned that this dehumanization undermines the very foundation of civilization.
“Wenn wir uns und die Welt als Werkzeuge betrachten, verlieren wir den Sinn für das, was uns menschlich macht.”
“When we regard ourselves and the world as tools, we lose the sense of what makes us human.”
“Das, was wir schaffen, wird uns überholen, und wir werden zu Dienern unserer eigenen Produkte degradiert.”
“What we create will surpass us, and we will be degraded to servants of our own products.”
Overcoming the Stigma of Consumerism
Despite his grim outlook, Gunther Anders did not entirely abandon hope. He believed that awareness and critique were the first steps toward reclaiming humanity’s lost moral compass. To counteract the dehumanizing forces of consumerism, Anders advocated for a renewed emphasis on human dignity and ethical responsibility. He called for a reevaluation of progress, urging society to prioritize values such as empathy, cooperation, and sustainability over efficiency and profit. Gunther Anders also emphasized the importance of rejecting the passive acceptance of technological determinism. He argued that humanity must regain control over its creations and resist the tendency to view technological advancement as an inevitable, uncontrollable force. Despite his bleak outlook, Gunther Anders believed that awareness of the Promethean gap was the first step toward bridging it. He argued for a reorientation of society’s priorities, placing ethical reflection and human dignity above technological advancement. Critical Reflection on Progress:
Anders urged humanity to question the notion of progress. Not all advancements, he argued, are beneficial, and some may even threaten the survival of humanity. Technological innovation must be guided by ethical considerations, not just technical feasibility.
Cultivating Moral Imagination:
To close the Promethean gap, individuals must develop the ability to emotionally and ethically engage with the consequences of their actions. This involves fostering empathy, accountability, and a sense of global responsibility.
Resisting Technological Determinism:
Anders rejected the idea that technological progress is an unstoppable force. He believed that humanity has the power to shape its relationship with technology, rather than passively adapting to it. By asserting control over its creations, society can mitigate the risks posed by unchecked advancements.
Emphasizing Sustainability:
Anders emphasized the need for a sustainable approach to progress, one that respects the limits of nature and prioritizes the well-being of future generations.
READ MORE:
https://libcom.org/library/chapter-1-world-delivered-your-home
