By Mike Templeton
Exit any stretch of interstate and you will immediately be confronted with the mass of business which defines contemporary American existence. From the multi-lane interchange that draws you off the interstate highway to the seemingly endless retail and restaurant chains, life is one continuous stretch of consumer destinations. Gas stations are full-service outlets selling roller food, beer and wine, lottery tickets, trinkets, ball caps, etc. The gas pumps now have video screens so you can watch sports update videos and some kind of corporate version of the news while you pump gas. From this point onward it is nothing but consumption. Consumer existence is human existence.
The full-service gas stations are generally the first places you encounter upon exiting the highway. BP, Speedway, Pilot—it really does not matter which specific brand you choose they all offer the same things. There are hotdog rollers with taquitos and three or four forms of processed meat tubes. Gourmet coffee and “cappuccino” machines that pour frothy French Vanilla and Caramel flavored hot drinks loaded with high-fructose corn syrup are available at stations with glossy images of crafted Starbuck’s-style drinks. There are generally two walls of coolers stocked with every known soft drink. They have a section for a dozen or so brands of beer ranging from the common American corporate brands to the so-called craft brews (all of which are owned and brewed by the corporate American brands). Row upon row of food-substances the origins of which are unknown and unknowable. Then you move to the microwavable food stations. Many of these service stations have now partnered with fast food chains so some sort of drive-through fare is also available. The entire panoply of consumer choice and consumer life are contained under these multi-purpose service stations designed to make your stop from the interstate as seamless and convenient as possible. Of course, the most important commodity on offer is gasoline: the blood that is the life of contemporary life.
Surrounding these service stations, stretching for miles in any direction, are fast food and restaurant chains of all types and varieties. The obvious McDonald’s, Taco Bell, Wendy’s, etc. are punctuated by the more elaborate fare found in Outback, Cracker Barrell, and Chilie’s. Food of every known kind can be obtained either in drive through or take out, or in the form of an actual dine-in experience with wait staff. Along with food, these thoroughfares will feature Target, Walmart, Home Depot, etc. Each of these big-box retail stores will anchor an entire strip of other retail stores such as Staples and Home Goods. Within these plazas there are also stores with shorter lives: Chinese and Indian take-out, used video game stores, Hallmark stores, Christian bookstores, etc. None of these last long, and each is replaced with something equally transient. Not only is the merchandise consumable and disposable, so are the retail outlets which provide the merchandise.
Nearly any exit off an American interstate will look like what I describe above. Each will be identical. The only changes will be local versions of the same thing—White Castle in the north turns into Krystal in the south. The local fare will reflect the regional identities to the extent that regional identities are easily identifiable across all regions. This is to say that a restaurant in Tennessee will offer something unique to the state of Tennessee only insofar as anyone from outside the region would be able to understand the image. “Hillbilly” will be packaged and marketed so that people from Maine, Minnesota, and California are not in any way mystified by the image of Tennessee. All big-box retail stores are the same in every state and region. Stand in a Target in Ohio and you are standing in the same Target as the one in Nevada. You are effectively in the same place since the place itself is as interchangeable and exchangeable as everything in the store.
Beyond the retail strip and restaurant chains, housing developments stretch off into the distances. Farmland may well still exist, but the developments of new housing will invariably stretch along or through the rural landscape. Each subdivision differs only in the most superficial ways. These are houses which are built in precisely the same way as all mass-produced commodities. Within each subdivision, all individual structures will be virtually identical, differing only in superficial details. These housing developments are arranged so as to create the illusion of a neighborhood. Streets arranged in rows or semi-circles all of which join a central street which is connected to the main artery of retail and commercial sprawl. The neighborhoods are generally named after local features such as trees and geological forms none of which can be seen since all of these things were removed to make way for the retail, restaurant, and housing complexes and sprawls which now occupy the terrain.
Some areas off the interstates are devoted primarily to commercial development. These consist mostly of information processing industries, transportation of goods and services, and corporate headquarters for companies which may still be in the business of manufacturing goods, but the actual manufacturing takes place miles away, often in different countries altogether. Shipping companies occupy large areas in order to facilitate the transfer and movement of consumer goods. Office parks occupy massive geographical areas with enormous parking lots. Surrounding all of the commercial plots are carefully landscaped grounds complete with circulating lakes and manicured greenspaces. The natural environment which once defined these areas, the rural landscapes and natural terrain were completely cleared and replaced by these artificial landscapes which give rise to an industry of landscaping and lawncare all to itself.
The images described above have overtaken the American landscape. Various regions of the country will differ according to the climate, but the basic layout of consumer life, commercial development, and suburban development will remain constant. There is no place that is significantly different than any other place. Place itself is interchangeable and exchangeable so that individual places no longer exist except insofar as places have been commodified and branded. Neighborhoods exist because land developers have named them as neighborhoods. Regional identities exist to the extent that they are marketable brands of regional identities. Individual places are unrecognizable, and the space between individual places exists only to be overcome with the greatest speed and convenience. Even the fundamental identity of the rural world and rural culture has been effaced by the encroachment of consumer life and suburban development. The only remnant of rural life is the brand of rural life found in Cracker Barrell where one can buy “farm-style” breakfast plates stuffed with every example of breakfast food imaginable. These feed people who sit in cars and work in offices and only walk as far as the front doors of their newly constructed pre-fab homes to their cars.
Although all of this development takes place within the domain of civic authority, the actual force of authority are the capitalist ventures which own the land and the points of consumption. This is to say that all actual power and authority remains squarely within the realm of capitalist ownership. Civil law and the concept of a civic arena are subordinate to the private ventures which fuel these forms of consumer developments and the consumer culture which drives the private ventures. It is a reciprocal system to the extent that individual demand drives corporate development and corporate development creates the space and conditions for consumer demand. This is a purely spectacular world, one which is driven by forms of authority which far exceed the civic domain. The cultural conditions of contemporary American terrain are defined by the capitalist drives which fuel consumer culture, and this finds its most extreme expression in landscape I have described above. As Debord explains:
At the core of these conditions we naturally find an authoritarian decision-making process that abstractly develops any environment into an environment of abstraction. The same architecture appears everywhere just as soon as industrialization begins. (The Society of the Spectacle, 122-123)
American geography has become an environment of abstraction. The Real—any idea of the Real—which may have once existed has been plowed under and replaced by abstract forms of geography designed entirely to facilitate a culture of pure consumption, a culture which produces nothing but consumption and waste. The lives of individuals who live in these regions are defined in terms of consumption and waste. All commodities lose value the moment they are purchased and must endlessly be renewed with new versions of the same thing. This is culture abstracted from material life and rendered entirely in the form of consumption.
Consumer capital is all there is, and virtually all of life is subsumed by consumer capital. Basic needs are provided through a diffuse network of supply which is so far removed from the sources of food, fuel, electricity, and water that all of these things appear to simply appear ex nihilo. The massive waste generated by this world is also removed and landfilled in regions largely cut-off from the lives and businesses which generate the waste. Once dumped, it no longer exists. The super-highway interstate system makes all of this possible. A vast system of interstates connects the entire country via a network of space which provides nothing but the means to move past it. The space of the interstate system is nothing but space to be overcome. The sole reason for its being is to pass it behind. The interstate system and the worlds which develop along their length and breadth are heterotopias, abstract spaces on which abstract lives are lived in relation to a world which grows ever more abstract. What is the highway but a space of abstraction in which “(t)he undifferentiated daily flow is punctuated only by the statistical, foreseen, and foreseeable series of accidents, about which THEY keep us all the better informed as we never see them with our own eyes—accidents which are never experienced as events, as deaths, but as a passing disruption whose every trace is erased within the hour” (This is Not a Program, 152). As the highway effaces all difference through its endless uniformity and totalizing program of mathematical planning and control, everything else becomes undifferentiated to the point that what marks one “thing” apart from another is lost. Accidents and real deaths are experienced only as transitory moments in which the ceaseless flow becomes momentarily interrupted. And as all space becomes continuous in a seamless flow of undifferentiated space, space itself is lost. Designed to facilitate the movement over distances, “the pure space of the highway captures the abstraction of all place more than all distance” (152). This “all place” is also the multiple “places” in which everyday life is now lived in the abstraction of space. Suburban sprawl is pure abstraction laid out in accordance with the abstraction of the highway.
The places which emerge at every exit and on-ramp off and onto the highway are completely interchangeable and exchangeable places. They are nothing but forms of abstract space. The housing developments are abstractions based on a flimsy reference to what once occupied actual places. Where there were farms, expanses of woodland, and even small towns, there are now abstractions of those places that bear metonymical links with what once marked those places as real. The woodland that was clear-cut and plowed under is replaced with a pre-fab development of completely indistinguishable housing units arranged in some geometric pattern and then named after a species of tree which once grew in the woodland. It may be named after a native American tribe wiped out centuries ago, and now the local school system takes its name. The lost Lakota Indians become Lakota High School and the people who live in this abstract no-place can find a point of identification with the linguistic representation of an idea no one knows anything about and suture that linguistic representation to a life which unfolds amid absolutely nothing but things to be consumed. Words and individual identities are evacuated of all meaning and re-filled with exchangeable meanings that can be traded along the interstate corridor of abstraction. Consumption is life, and life takes place in the abstract space of pure nullity.
All of life is “presided over in unmediated fashion by the requirements of consumption” (Debord, 123). What of the culture of this world? What emerges within this landscape of nullity is a new form of peasantry, one which is conditioned entirely by the logic of consumer society. Unlike the old peasantry in which natural ignorance was a function of an isolated world, the new peasantry is conditioned to their ignorance by a cultural logic which denies anything exterior to consumer culture. In this landscape of consumerism,
Natural ignorance has given way to the organized spectacle of error. The “new towns” [subdivisions] of technological pseudo-peasantry are the clearest indications, inscribed on the land, of the break with historical time on which they are founded: their motto might well be: “On this spot nothing will ever happen—and nothing ever has.” (124)
An organized spectacle of error is the inevitable result of a population who derive all knowledge of the world from the spectacle of the image and the mediation of the commodity. Nothing can be known except insofar as it is represented in a consumable form that is exchangeable with any other commodity. Therefore, knowledge itself is a commodity, and if it is not commodified knowledge, it is not knowledge. The break with historical time comes about, at least in part, from the ex nihilo fashion in which these communities spring up around consumer culture and consumer culture springs up around these communities. The process is one of expressive causality. One aspect of consumer life does not precede the other. The entire landscape and culture of the American landscape now simply appears on the horizon complete with everything I described above and much more. Any history of the regions which may have preceded the creation of the consumer landscape is denuded with the very land on which the spaces are built. Since this historical narrative is completely negated, any narrative of the existence of these regions is created from within the same cultural logic by which they come into being. Nothing ever happened here because everything happens exactly the same way every minute of every day. Nothing will ever happen here because everything that could happens is a reproduction of everything else that has ever happened. The term peasantry is perfect since what we see in the people whose lives are defined by these regions and the forms of culture which define these regions consists of a population which lives in total ignorance of what is beyond the society of the spectacle.
We are left with a geography of homogeneity and a population which mistakes this homogenous nullification of life for life itself. There are no spaces to be; only spaces to have…
Michael Templeton is an independent scholar, writer, and musician. He completed his Ph.D. in literary studies at Miami University of Ohio in 2005. He has published scholarly studies and written cultural analysis, creative non-fiction, and poetry published in small independent publications. He currently works as a freelance writer providing articles for a non-profit called the Urban Appalachian Community Coalition. He is also the lead guitar player for the IdleAires, a communications service and information dissemination apparatus operating as a Rock n' Roll trio. I live in Cincinnati, Ohio with my wife who is an artist.
Works Cited
Debord, Guy. The Society of the Spectacle. Tr. Donald Nicholson-Smith. New York: Zone Books,1995.
The Invisible Committee. This is Not a Program. Tr. Joshua David Jordan. Cambridge:
Semiotext(e). 2011.
