Tag: empowerment

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The Good Life

How do you live a “good life”?  It’s a question philosophers have pondered and pollsters still pose. Answers vary a lot, given differences in opinion and the breadth of the issue. What often comes to mind is a definition of happiness or what makes a life satisfying. For most people, the question entails both “self-directed” aspects of personal experience and “other-directed” elements of one’s place among others.[i]  Definitions of the good life can refer to abundance (“luxury, pleasure, or comfort”) or insight (“simplicity, health and morality).”[ii]  Other qualities include freedom or the idea of life as a journey.  This chapter explores how people view and pursue the good life, and what obstacles may stand in their way.

Discussions of the good life date to the ancient Greek concept of eudaimonia, a word commonly translated as “happiness,” “flourishing,” or “well-being.”[iii] Aristotle cast eudaimonia as an aspirational state that individuals could achieve by demonstrating authenticity and virtue in the eyes of the divine. This differed somewhat from the more immediate state of pleasure and enjoyment known as hedonia. As later philosophers gave people more credit for self-determination, enlightenment era figures like René Descartes and Baruch Spinosa linked the good life to a reasoned control of human passions.[iv] Christian interpretations of the good life sometimes gave it a moral character in beliefs that humans were created in God’s image, which is “good” by definition. In this line of thinking, virtue and success in life go hand-in-hand.

Historical figures sometimes made lists to define the good life. Socrates said such a life should follow five principles: temperance, courage, piety, justice, and wisdom.[v] Gautama Buddha spoke of an eightfold path of understanding, thought, speech, action, livelihood, effort, mindfulness, and concentration.[vi] Almost all traditional good life lists had people conforming to widely held doctrines or belief systems, with the “self” cast as an element in a larger plan. In today’s more secular times most people see the good life as a matter of perspective. Unfortunately, this relativization has brought with it a certain emptiness. A simple online search for good life will provide you with a list of “bucket lists” of activities such as traveling or skydiving. Continue reading “The Good Life”

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Empowerment for Sale

“Yes You Can,” (Sprint), “Be All that You Can Be” (U.S. Army), “Because You’re Worth it,” (L’Oréal) in “Your World, Delivered” (AT&T). You’ve seen these new ads: pitches for products or services to let you “be yourself” or “take control” of some aspect of your life. It’s a new strategy called “empowerment marketing,” based on the premise that in media savvy age people are smarter about advertising and need to be approached in a way that flatters their evolved sensibilities. As a recent feature in Your Business put it, “Traditional marketing depends on creating anxiety in the customer in convincing her that she has a need that only the product or service sold can help her fill.”  In contrast, “Empowerment marketing subverts traditional marketing techniques by recasting the consumer as the hero who has the power to effect change and use the product or service being sold to achieve success.”[i]

Nice as this sounds, it is really a case of putting old wine in new bottles. The example Your Business uses is the familiar Nike “Just Do it” campaign, which doesn’t so much promote a certain shoe as much as “the message that anyone can be an athlete if they’re willing to work hard.”[ii] And indeed, this is exactly the message that appears on the first page of Nike’s current website: “Your daily motivation with the latest gear, most effective workouts and the inspiration you need to test your limits––and unleash your potential” with a fashion item lower on the page captioned “Dress like a champion.”[iii] In other words, the new empowerment advertising doesn’t really forgo conventional appeals to consumer anxiety. It simply personalizes the pitch with the lure of enhanced autonomy. The Nike ad itself sums up this contradiction perfectly in stating: “Life isn’t about finding your limits. It’s about realizing you have none.”[iv] Continue reading “Empowerment for Sale”