Crasses et Voluptés

psychic maladies such as depression and burnout define our times. In contemporary American self-help literature, the magic word is healing. The term refers to self-optimization that is supposed to therapeutically eliminate any and all functional weakness or mental obstacle in the name of efficiency and performance. Yet perpetual self-optimization, which coincides point-for-point with the optimization of the system, is proving destructive. It is leading to mental collapse. Self-optimization, it turns out, amounts to total self-exploitation…the only pain that is tolerated is pain that can be exploited for the purposes of optimization. But the violence of positivity is just as destructive as the violence of negativity. Neoliberal psychopolitics, with the consciousness industry it promotes, is destroying the human soul, which is anything but a machine of positivity (Positivmaschine). The neoliberal subject is running aground on the imperative of self optimization, that is, on the compulsion always to achieve more and more. Healing, it turns out, means killing.

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Power that is smart and friendly does not operate frontally – i.e., against the will of those who are subject to it. Instead, it guides their will to its own benefit. It says ‘yes’ more often than ‘no’; it operates seductively, not repressively. It seeks to call forth positive emotions and exploit them. It leads astray instead of erecting obstacles. Instead of standing opposed to the subject, smart and friendly power meets the subject halfway. Smart power cosies up to the psyche rather than disciplining it through coercion or prohibitions. It does not impose silence. Rather, it is constantly calling on us to confide, share and participate: to communicate our opinions, needs, wishes and preferences – to tell all about our lives. Friendly power proves more powerful, as it were, than purely repressive power. It manages not to be seen at all. Today’s crisis of freedom stems from the fact that the operative technology of power does not negate or repress freedom so much as exploit it. Free choice (Wahl) is eliminated to make way for a free selection (Auswahl) from among the items on offer. Smart power with a liberal, friendly appearance – power that stimulates and seduces – is more compelling than power that imposes, threatens and decrees. Its signal and seal is the Like button. Now, people subjugate themselves to domination by consuming and communicating – and they click Like all the while. Neoliberalism is the capitalism of ‘Like’. It is fundamentally different from nineteenth-century capitalism, which operated by means of disciplinary constraints and prohibitions. Smart power reads and appraises our conscious and unconscious thoughts. It places its stock in voluntary self-organization and self-optimization. As such, it has no need to overcome resistance. Mastery of this sort requires no great expenditure of energy or violence. It simply happens. The capitalism of Like should come with a warning label: Protect me from what I want.

Psychopolitics: Neoliberalism and New Technologies of Power
Byung-Chul Han