A Governmentality Analysis of Authenticity Within Minimalism Discourse
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Less is More Work: A Governmentality Analysis of Authenticity Within Minimalism Discourse by Erin L. Murphy, MA A thesis submitted to the Faculty of Graduate and Postdoctoral Affairs in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Sociology Carleton University Ottawa, Ontario © 2018, Erin L. Murphy Abstract At its core, this is a project about the contemporary crisis of authenticity. Using minimalism discourse as a site to explore this crisis, my research into the minimalist lifestyle and its critique of consumerism is guided by two questions. First, how is the concept of authenticity mobilized within minimalism discourse? And second, how does the notion of authenticity contribute to governing the minimalist lifestyle and shaping the minimalist subject? To explore these questions a selection of self-help texts, or pedagogical lifestyle resources, are used. The discursive sites explored herein include guru books, Reddit forums, a documentary, Instagram posts, TED talks, and media coverage on the minimalist lifestyle. These diverse data sites are analyzed using mixed- methods including discourse analysis, frame analysis, and elements of grounded theory, and are shaped by a governmentality approach to theory and methodology. The notion of authenticity is used to help naturalize governmentality and consumer culture. Minimalism, while offering a critique of consumerism, mobilizes authenticity in much the same way. The use of the rhetoric of authenticity within minimalism discourse takes the form of critique in three primary ways: (1) minimalists often express nostalgia for a pre-consumerism past, (2) minimalists tend to prioritize experiences over objects and (3), minimalists tend to distinguish between needs and consumer culture-created artificial wants in such a way that wants are deemed superfluous to living a fulfilling and meaningful life. What can be seen in minimalism discourse is a complex lifestyle oriented around highly intentional consumption practices and critical of individual participation in mass-consumption. Within this discourse, the rhetoric of authenticity is used as both a critique of consumerism and a justification for a highly regimented and responsibilized way of life that is, I argue, an example of governmentality in action at the level of the individual. It is my contention that through the incorporation of the rhetoric of authenticity, contemporary minimalism embodies neoliberal ways of thinking about the self as a project requiring continuous work. ii Acknowledgements While this often felt like a solo endeavour, it obviously wasn’t, and there are a number of people I need to thank for making this work possible. To my supervisor, Neil Gerlach, thank you for seeing me through the ups and downs of this journey. To my committee members, Mike Mopas and Ira Wagman, thank you for challenging me to make my work better. To the faculty and support staff in the Department of Sociology and Anthropology, thank you for fostering a supportive environment for graduate students. To my friends and family who took for granted that I was capable of this, thank you for believing in me. And, most importantly, to my parents, thank you for everything. You’re my favourites! iii Table of Contents Abstract ii Acknowledgements iii Table of Contents iv List of Illustrations vii Introduction: Situating the Study of Contemporary Minimalism 1 Contextualizing Contemporary Minimalism 4 Political Economy Context 5 Cultural Context 9 Self-help as a Site for Research 15 Defining Contemporary Minimalism 16 Research Questions 19 Justifying and Critiquing Consumer Behaviour 20 Research Contributions 22 Project Outline 24 Chapter 2: Linking Authenticity, Consumerism, and Self-help 27 Consumerism and Consumer Culture 28 Citizens as Consumers 32 Learning Through Self-help 34 What is ‘Authenticity’, Anyway? 41 Foundational Theories of Authenticity 42 Language and Meaning 45 Identifying Authenticity in Objects, Experiences, and Selves 47 Authenticating Objects 48 Experiencing Authenticity 49 The Authentic Self 50 Contemporary Approaches to Authenticity 52 We are What We Buy? 57 Consumerism as Pathology 60 Cultivating a Core Self 61 Situating Minimalism Discourse 64 Voluntary Simplicity 69 Summary 79 Chapter 3: Learning to Self-govern Through Lifestyle 81 Authenticity as Motivation 84 iv Lifestyles of the Autonomous and Disciplined 86 Defining Lifestyle 87 The Role of Consumption in Lifestyle Formation 90 Lifestyle and Governmentality 94 Lifestyle and Politics 97 Governing Through Freedom and Choice 99 Subjectivity and the Minimalist Subject 104 Freedom and Power 107 The Enterprising Subject 109 Summary 116 Chapter 4: Establishing an Approach to Studying Minimalism 117 Linking Theory and Methodology 119 Theorizing Discourse 122 Using Data Across Discursive Sites 126 Data Sources and Collection 131 Reading and Coding 138 Summary 142 Chapter 5: Transitioning from Past to Future 144 Consumerism is Alienating 145 Marketing and Advertising 146 Greed 150 We are Slaves to Consumerism 152 Idealizing and Distancing the Past 157 Imagining the Future 163 Contextualizing Minimalism 169 Summary 175 Chapter 6: Objects, Experiences, and Capital 176 Objects, Stuff, Things, and Possessions 177 Memories 177 Emotions, Meaning, and Identity 179 Discarding is Easy(?) 185 Objects Keep Us from Living 187 Prioritizing Experiences 191 Identity 191 Fulfillment 194 Community and Giving Back 197 v Millennials and Minimalism 201 Minimalism Requires Capital 203 Summary 206 Chapter 7: Meeting Needs in Pursuit of Wants 208 The Pursuit of Happiness 209 Dealing with ‘What If?’ 215 Physical and Mental Health 222 Physical Health and Weight Loss 222 Mental Health 225 ‘Luxury’ versus ‘Enough’ 232 Environmental Impact 237 Natural and Artificial Needs 240 Summary 243 Conclusion: Critiquing Consumerism 245 Research Questions and Argument 246 Limitations and Future Research 248 Why Minimalism Matters 249 Structuring Discourses 249 Contradictions and Tensions 252 Minimalism, Governmentality, and Authenticity 254 Bibliography 257 vi List of Illustrations Image 1 156 Image 2 172 Image 3 181 Image 4 188 Image 5 196 Image 6 218 Image 7 224 vii Introduction: Situating the Study of Contemporary Minimalism Minimalism is a lifestyle choice. Minimalists choose to get rid of the unnecessary in favor of what’s important. But the level of specificity is up to you. Minimalists search for happiness not through things, but through life itself; thus, it’s up to you to determine what is necessary and what is superfluous to your life. -Joshua Fields Millburn and Ryan Nicodemus aka ‘The Minimalists’ (2015:25) It’s also not just about reducing physical THINGS! It’s about a mental state, and a level of self awareness that helps bring about better choices in life. Thus leading you down a healthier path, towards more happiness. -Reddit comment (original emphasis)1 The quotes opening this project demonstrate the ways in which contemporary minimalism, what I characterize as decluttering minimalism2, unintentionally embodies a neoliberal mentality in its effort to challenge consumerism as a defining feature of contemporary North American society. As Nikolas Rose argues, “… projects for the government of conduct will operate on a territory marked out by the vectors of identity, choice, consumption and lifestyle” (1996:344). Related to consumerism, minimalism, and lifestyle is the notion of authenticity which appears to be a driving force behind consumerism, while conversely, consumerism seems to be a driving force in the ongoing search for authenticity. As I argue herein, the desire for authenticity points to a level of discontent with present day social conditions which, within minimalism discourse, is aimed at contemporary consumerism. However, alternative means for finding authenticity appear to be lacking, and are increasingly being commodified3. Or, as Sarah 1 Reddit, accessed June 14, 2017, https://www.reddit.com/r/minimalism/comments/6exi18/when_you_ started_becoming_more_minimalist_what/?ref=search_posts. 2 This form of minimalism is focused on reducing the number of possessions a person owns and on altering future consumption attitudes and behaviour, rather than decluttering in the sense of organizing one’s possessions. It has gained popularity in North America in recent years, seemingly because many people are questioning their consumer habits and adjusting to the post recession economy. This form of minimalism differs from more extreme forms such as homesteading or off-grid living, but may, for some people, be a precursor to these anti-consumerist lifestyles. 3 Even the minimalism guru texts under investigation in this research are meant to be purchased. Indeed, the ten texts under consideration were purchased for the purposes of this project. 1 Banet-Weiser (2012) argues, branded. According to Banet-Weiser, “in a culture that is increasingly understood and experienced through the logic and strategies of commercial branding, [and] characterized by the postmodern styles of irony, parody, and the superficial, the concept of authenticity seems to carry even more weight, not less” (2012:10 original emphasis). I share Banet-Weiser’s (2012:5) contention that authenticity is a core cultural concept within contemporary North American society that shapes our moral frameworks. Within minimalism discourse ‘authenticity’ is rarely mentioned, but the underlying desire for authenticity is utilized as a moral critique of contemporary consumerism and its participants, and can be