from "The Coming Insurrection" by the Invisible Committee

First Circle

“I AM WHAT I AM”

“I AM WHAT I AM.” This is marketing’s latest offering to the world, the final stage in the development of advertising, far beyond all the exhortations to be different, to be oneself and drink Pepsi. Decades of concepts in order to get where we are, to arrive at pure tautology. I = I. He’s running on a treadmill in front of the mirror in his gym. She’s coming back from work, behind the wheel of her Smart car. Will they meet?

“I AM WHAT I AM.” My body belongs to me. I am me, you are you, and something’s wrong. Mass personalization. Individualization of all conditions – life, work and misery. Diffuse schizophrenia. Rampant depression. Atomization into fine paranoiac particles. Hysterization of contact. The more I want to be me, the more I feel an emptiness. The more I express myself, the more I am drained. The more I run after myself, the more tired I get. We cling to our self like a coveted job title. We’ve become our own representatives in a strange commerce, guarantors of a personalization that feels, in the end, a lot more like an amputation. We insure our selves to the point of bankruptcy, with a more or less disguised clumsiness.

Meanwhile, I manage. The quest for a self, my blog, my apartment, the latest fashionable crap, relationship dramas, who’s fucking who… whatever prosthesis it takes to hold onto an “I”! If “society” hadn’t become such a definitive abstraction, then it would denote all the existential crutches that allow me to keep dragging on, the ensemble of dependencies I’ve contracted as the price of my identity. The handicapped person is the model citizen of tomorrow. It’s not without foresight that the associations exploiting them today demand that they be granted a “subsistence income.”

The injunction, everywhere, to “be someone” maintains the pathological state that makes this society necessary. The injunction to be strong produces the very weakness by which it maintains itself, so that everything seems to take on a therapeutic character, even working, even love. All those “how’s it goings?” that we exchange give the impression of a society composed of patients taking each other’s temperatures. Sociability is now made up of a thousand little niches, a thousand little refuges where you can take shelter.  Where it’s always better than the bitter cold outside. Where everything’s false, since it’s all just a pretext for getting warmed up. Where nothing can happen since we’re all too busy shivering silently together. Soon this society will only be held together by the mere tension of all the social atoms straining towards an illusory cure. It’s a power plant that runs its turbines on a gigantic reservoir of unwept tears, always on the verge of spilling over.

“I AM WHAT I AM.” Never has domination found such an innocent-sounding slogan. The maintenance of the self in a permanent state of deterioration, in a chronic state of near-collapse, is the best-kept secret of the present order of things. The weak, depressed, self-critical, virtual self is essentially that endlessly adaptable subject required by the ceaseless innovation of production, the accelerated obsolescence of technologies, the constant overturning of social norms, and generalized flexibility. It is at the same time the most voracious consumer and, paradoxically, the most productive self, the one that will most eagerly and energetically throw itself into the slightest project, only to return later to its original larval state.


http://tarnac9.files.wordpress.com/2009/04/thecominsur_booklet.pdf