During a recent visit to California, I attended a party at a professor’s house with a Slovene friend, a heavy smoker. Late in the evening, my friend became desperate and politely asked the host if he could step out on the veranda for a smoke. When the host (no less politely) said no, my friend suggested that he step out on to the street, and even this was rejected by the host, who claimed such a public display of smoking might hurt his status with his neighbours … But what really surprised me was that, after dinner, the host offered us (not so) soft drugs, and this kind of smoking went on without any problem – as if drugs are not more dangerous than cigarettes.
This weird incident is a sign of the impasses of today’s consumerism. To account for it, one should introduce the distinction between pleasure and enjoyment elaborated by the psychoanalyst Jacques Lacan: what Lacan calls jouissance(enjoyment) is a deadly excess beyond pleasure, which is by definition moderate. We thus have two extremes: on the one hand the enlightened hedonist who carefully calculates his pleasures to prolong his fun and avoid getting hurt, on the other the jouisseur propre, ready to consummate his very existence in the deadly excess of enjoyment – or, in the terms of our society, on the one hand the consumerist calculating his pleasures, well protected from all kinds of harassments and other health threats, on the other the drug addict or smoker bent on self-destruction. Enjoyment is what serves nothing, and the great effort of today’s hedonist-utilitarian “permissive” society is to tame and exploit this un(ac)countable excess into the field of (ac)counting.
Enjoyment is tolerated, solicited even, but on condition that it is healthy, that it doesn’t threaten our psychic or biological stability: chocolate, yes, but fat-free; Coke, yes, but diet; coffee, yes, but without caffeine; beer, yes, but without alcohol; mayonnaise, yes, but without cholesterol; sex, yes, but safe sex …
[Extract. Appeared in The Guardian on May 21st, 2014.]