I tend to think in similar though more Marxist terms (as a result of my undergraduate exposure to sociology) such as "alienation" and "division of labor" and how these things lead to the "mindlessness" that Terry was talking about. The division of labor creates a society in which there is so much stuff, TOO much stuff, that we are not able to be masters of everything, and in fact we end up masters of very little. For example, I don't have a clue how a microwave works, but I use it every day. I don't know how the pen I use was made. I don't know where my food comes from or how it is grown, yet I know I can buy it at
Tesco. I am "alienated" from nearly everything that surrounds me. Terry mentioned that learning to grow one's own food might be an antidote to some of the problems of unsustainable living/design. I think this is because it assuages some of the alienation we have toward the very things we put in our bodies.
What happens when we are alienated?
Firstly, we have none of the pride that comes from doing a job well - a crucial thing, I think! If we all cared deeply about doing our jobs well (i.e. creating for a greater purpose, a greater good), our world would be sustainable, peaceful, etc., in short a more
spiritually minded place. But when Adam Smith wrote about the division of labor (
The Wealth of Nations), he gave the example of the pin factory in which people who had once supervised the production of the pin from start to finish,
an entire pin, were now in charge of specifics of the pin production assembly line: one would create the top, one would create the pointy end, one would glue the two together, one would paint the pins... each person becoming an expert in a very specific task and losing sight of the greater picture, i.e. becoming
alienated from products of their labor. This has become one of the main
tenets of the Western worldview: divide and conquer. The result is that people have become experts in smaller and smaller fields because it is all that one brain is able to process (because of how complex the world is now, we simply cannot be experts in everything... we would have to know everything there is to know about agriculture, education, industrial production, rocket science, nuclear fission... etc, etc.). And just as this worldview has affected design and production, it has also affected education (something Smith pointed out, too, I believe). We are expected to confine our education to specific,
pre-approved disciplines in order to make ourselves
marketable in the job world. My feeling is we need interdisciplinary thinking (and education) in order to learn to make sense of our world to counteract the problems brought about by the myopic thinking that the division of labor not only facilitates but requires.
Secondly, this feeling of alienation is, I believe, the root of our pathological need for control. What happens when we are
alienated from the things we consume is that we are filled with a sense of fear and thus willingly give up control to those we feel know more than ourselves. So we buy into advertisements (and purchase products) that help us feel more in control. Terry talked a lot about this need for control and how it has allowed unsustainable, myopic design solutions to dominate the marketplace. We seek fast, reliable solutions to the tangible problems we see in the world (or are told by advertisers exist in the world) because we are so afraid of all the things we don't understand.
This is essentially why my work since 2005 has sought an interdisciplinary way of thinking. We need to be masters in the world, not idiot-savants. I think that what
McDonaldization has allowed to happen is that it has produced a culture of robots. This is a perfect example of how the technology or systems we produce end up producing us (Terry talked about the
Alchemistic principle that the act of bringing forth actually changes us, and this is another way of describing the same phenomenon): the division of labor that brought about factory production and assembly lines has in turn produced fleets of robotic humans (Smith, again, talks about this). One of the things I am interested in exploring is how the computer age has changed the way in which we think. A book I intend to read (I bought it and everything!) is called
The Big Switch: Rewiring the World from Edison to Google, and it is about how the very fact that we give up so much responsibility to the computer (it does our spellchecking for us, our taxes, it calculates for us, we communicate with it, it stores our phone numbers and remembers email addresses we use frequently... in short we rely on it to do many of things we formerly had to be experts in ourselves) means that
we are now dis-empowered. As comedienne Ellen
Degeneres put it: "We have buttons to do everything. I can't remember anything anymore because of the buttons that are remembering things for me!" So what I would like to explore in my Design Ethnography work is
how systems design can function to re-empower humanity, rather than to continue to lessen our burden to the point of stupefaction.