The Annihilation of Autonomy

Willy Wonka will die a sad man knowing that the Chocolate Factory is no longer the place where unimaginable magic happens. Actually, it has all been imagined, you should catch the West End play at Covent Garden, London. It’s an absolute must. Anyway, Marketing is the new king in town. The Marketing industry is where the magic now happens. You’re either a part of it, or you’re a product; both being awful choices and worth being judged for. Let the game begin.

He’s watching you. Don’t flatter yourself by thinking you’re special or anything. He just wants to know if you’re watching him. What your vanity does not allow you to observe is that he just wants to know whether or not he is being noticed. Freshly manicured nails, nose hair clipped and eyebrows shaped, he’s looking dapper in the Emporio/Giorgio Armani suit he’s wearing. Or so he assumes you’re thinking. He’s confident, intimidating, alluring…isn’t he?

What we have established till now is that he clearly cannot think because you’re already doing the thinking for him. What he cannot see is that everything has been cleverly manufactured by you- not just limited to his attire, you have created him, his identity, his ideals; everything. You smirk as his eyes linger on each pair in sight, constantly gauging reactions, verifications that he is in possession of all things desirable. He is your guniea pig and he smiles back to what he mistakes as your approval, clearly missing the sinister gleam in your eyes as you watch yet another creation of yours.

You are the creator. He is the consumer. He is your consumer. You have created everything he believes in, you have carefully changed his lifestyle, and the beauty is he will never know that. He believes it’s all him! They say ‘power cannot be innocent’ and one can only imagine the thrill of creating a SIMS character you actually love. That’s consumerism today. You create. You control.

All I ask of you is to be mindful. For, those who identify the pattern, capitalise on the chaos. Be mindful while purchasing items, and observe the identities created by others. What to wear? Where to eat? What opinion to endorse? Whom to date? Which is your spirit animal?

 Think.