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Guy Debord

Guy Debord
Pseudo-cyclical time is a time transformed by industry. The time which has its basis in the production of commodities is itself a consumable commodity which includes everything that previously (during the phase of dissolution of the old unitary society) was differentiated into private life, economic life, political life. All the consumable time of modern society comes to be treated as a raw material for varied new products which impose themselves on the market as uses of socially organized time. “A product which already exists in a form which makes it suitable for consumption can nevertheless in its turn become a raw material for another product” (Capital).
In its most advanced sector, concentrated capitalism orients itself towards the sale of “completely equipped” blocks of time, each one constituting a single unified commodity which integrates a number of diverse commodities. In the expanding economy of “services” and leisure, this gives rise to the formula of calculated payment in which “everything’s included”: spectacular environment, the collective pseudo-displacement of vacations, subscriptions to cultural consumption, and the sale of sociability itself in the form of “passionate conversations” and “meetings with personalities.” This sort of spectacular commodity, which can obviously circulate only because of the increased poverty of the corresponding realities, just as obviously fits among the pilot-articles of modernized sales techniques by being payable on credit.
Consumable pseudo-cyclical time is spectacular time, both as the time of consumption of images in the narrow sense, and as the image of consumption of time in the broad sense. The time of image-consumption, the medium of all commodities, is inseparably the field where the instruments of the spectacle exert themselves fully, and also their goal, the location and main form of all specific consumption: it is known that the time-saving constantly sought by modern society, whether in the speed of vehicles or in the use of dried soups, is concretely translated for the population of the United States in the fact that the mere contemplation of television occupies it for an average of three to six hours a day. The social image of the consumption of time, in turn, is exclusively dominated by moments of leisure and vacation, moments presented at a distance and desirable by definition, like every spectacular commodity. Here this commodity is explicitly presented as the moment of real life, and the point is to wait for its cyclical return. But even in those very moments reserved for living, it is still the spectacle that is to be seen and reproduced, becoming ever more intense. What was represented as genuine life reveals itself simply as more genuinely spectacular life.
The epoch which displays its time to itself as essentially the sudden return of multiple festivities is also an epoch without festivals. What was, in cyclical time, the moment of a community’s participation in the luxurious expenditure of life is impossible for the society without community or luxury. When its vulgarized pseudo-festivals, parodies of the dialogue and the gift, incite a surplus of economic expenditure, they lead only to deception always compensated by the promise of a new deception. In the spectacle, the lower the use value of modern survival-time, the more highly it is exalted. The reality of time has been replaced by the advertisement of time.
While the consumption of cyclical time in ancient societies was consistent with the real labor of those societies, the pseudo-cyclical consumption of the developed economy is in contradiction with the abstract irreversible time of its production. While cyclical time was the time of immobile illusion, really lived, spectacular time is the time of self-changing reality, lived in illusion.
What is constantly new in the process of production of things is not found in consumption, which remains the expanded repetition of the same. In spectacular time, since dead labor continues to dominate living labor, the past dominates the present.
Another side of the deficiency of general historical life is that individual life as yet has no history. The pseudo-events which rush by in spectacular dramatizations have not been lived by those informed of them; moreover they are lost in the inflation of their hurried replacement at every throb of the spectacular machinery. Furthermore, what is really lived has no relation to the official irreversible time of society and is in direct opposition to the pseudo-cyclical rhythm of the consumable by-product of this time. This individual experience of separate daily life remains without language, without concept, without critical access to its own past which has been recorded nowhere. It is not communicated. It is not understood and is forgotten to the profit of the false spectacular memory of the unmemorable.
The spectacle, as the present social organization of the paralysis of history and memory, of the abandonment of history built on the foundation of historical time, is the false consciousness of time.
The preliminary condition required for propelling workers to the status of “free” producers and consumers of commodity time was the violent expropriation of their own time. The spectacular return of time became possible only after this first dispossession of the producer.
The irreducibly biological element which remains in labor, both in the dependence on the natural cycle of waking and sleep and in the existence of irreversible time in the expenditure of an individual life, is a mere accessory from the point of view of modern production; consequently, these elements are ignored in the official proclamations of the movement of production and in the consumable trophies which are the accessible translation of this incessant victory. The spectator’s consciousness, immobilized in the falsified center of the movement of its world, no longer experiences its life as a passage toward self-realization and toward death. One who has renounced using his life can no longer admit his death. Life insurance advertisements suggest merely that he is guilty of dying without ensuring the regularity of the system after this economic loss; and the advertisement of the American way of death insists on his capacity to maintain in this encounter the greatest possible number of appearances of life. On all other fronts of the advertising onslaught, it is strictly forbidden to grow old. Even a “youth-capital,” contrived for each and all and put to the most mediocre uses, could never acquire the durable and cumulative reality of financial capital. This social absence of death is identical to the social absence of life.
Time, as Hegel showed, is the necessary alienation, the environment where the subject realizes himself by losing himself, where he becomes other in order to become truly himself. Precisely the opposite is true in the dominant alienation, which is undergone by the producer of an alien present. In this spatial alienation, the society that radically separates the subject from the activity it takes from him, separates him first of all from his own time. It is this surmountable social alienation that has prohibited and petrified the possibilities and risks of the living alienation of time.
Under the visible fashions which disappear and reappear on the trivial surface of contemplated pseudo-cyclical time, the grand style of the age is always located in what is oriented by the obvious and secret necessity of revolution.
The natural basis of time, the actual experience of the flow of time, becomes human and social by existing for man. The restricted condition of human practice, labor at various stages, is what has humanized and also dehumanized time as cyclical and as separate irreversible time of economic production. The revolutionary project of realizing a classless society, a generalized historical life, is the project of a withering away of the social measure of time, to the benefit of a playful model of irreversible time of individuals and groups, a model in which independent federated times are simultaneously present. It is the program of a total realization, within the context of time, of communism which suppresses “all that exists independently of individuals.”
The world already possesses the dream of a time whose consciousness it must now possess in order to actually live it.
Capitalist production has unified space, which is no longer bounded by external societies. This unification is at the same time an extensive and intensive process of banalization. The accumulation of commodities produced in mass for the abstract space of the market, which had to break down all regional and legal barriers and all the corporative restrictions of the Middle Ages that preserved the quality of craft production, also had to destroy the autonomy and quality of places. This power of homogenization is the heavy artillery which brought down all Chinese walls.
In order to become ever more identical to itself, to get as close as possible to motionless monotony, the free space of the commodity is henceforth constantly modified and reconstructed.
This society which eliminates geographical distance reproduces distance internally as spectacular separation.
Critical theory must be communicated in its own language. It is the language of contradiction, which must be dialectical in form as it is in content. It is critique of the totality and historical critique. It is not “the nadir of writing” but its inversion. It is not a negation of style, but the style of negation.
In its very style. the exposition of dialectical theory is a scandal and an abomination in terms of the rules and the corresponding tastes of the dominant language, because when it uses existing concrete concepts it is simultaneously aware of their rediscovered fluidity, their necessary destruction.
This style which contains its own critique must express the domination of the present critique over its entire past. The very mode of exposition of dialectical theory displays the negative spirit within it. “Truth is not like a product in which one can no longer find any trace of the tool that made it” (Hegel). This theoretical consciousness of movement, in which the movement’s very trace must be evident, manifests itself by the inversion of the established relations between concepts and by the diversion of all the acquisitions of previous critique. The inversion of the genetive is this expression of historical revolutions, consigned to the form of thought, which was considered Hegel’s epigrammatic style. The young Marx, recommending the technique Feuerbach had systematically used of replacing the subject with the predicate, achieved the most consistent use of this insurrectional style, drawing the misery of philosophy out of the philosophy of misery. Diversion leads to the subversion of past critical conclusions which were frozen into respectable truths, namely transformed into lies. Kierkegaard already used it deliberately, adding his own denunciation to it: “But despite all the tours and detours, just as jam always returns to the pantry, you always end up by sliding in a little word which isn’t yours and which bothers you by the memory it awakens” (Philosophical Fragments). It is the obligation of distance toward what was falsified into official truth which determines the use of diversion, as was acknowledged by Kierkegaard in the same book: “Only one more comment on your numerous allusions aiming at all the grief I mix into my statements of borrowed sayings. I do not deny it here nor will I deny that it was voluntary and that in a new continuation to this pamphlet, if I ever write it, I intend to name the object by its real name and to clothe the problem in historical attire.”