Introduction: “The Aesthetics Imperative” and ” Patio Man”
Happiness or pleasure is an abstract concept and has been a subject of several controversies in “The Aesthetics Imperative” and “Patio Man.” Some people regard happiness as inner satisfaction, while others consider it a material gain. Spiritualists view happiness as an attainment of a higher state of thinking, while philosophers liken it to virtue. No single segment of learned individuals or intellectuals has agreed upon a common definition of what happiness is and how it is attainable.
However, the existing world of marketing mechanisms has found that human beings have a certain aesthetic sense that needs to be satisfied to win a greater market segment for a product, as Virginia Postrel has expounded upon in her article “The Aesthetic Imperative.” She argues that everybody has a vision of some material object from which they derive pleasure, defining this as happiness.
On the contrary, David Brooks believes that this sense of pleasure is, in fact, a form of competition in which the winner experiences a sense of satisfaction termed as happiness, albeit it comes with a price, as he argues in his essay “Patio Man.” John Schumaker, however, presents several differing concepts, from the Grecian idea of happiness akin to virtue to the social happiness of Nigerians and Ladakhis. Though he deems the concept of a sustainable or prolonged state of happiness a myth, he quotes John Updike, stating, “America is a vast conspiracy to make you happy,” and adds that happiness must be shared to mature. Nevertheless, there is no clear definition that Schumaker has agreed upon.
The reason for this lack of agreement is that no government can sustain or prolong happiness or legislate to dictate people to share it with others – it is nearly impossible. The reality is that the pursuit of material goods and greed for money may bring happiness to an individual’s life, but these things take away innocence. Therefore, happiness could be described as a spiritual experience or the fulfillment of a person’s goal or vision through competition, after which they may experience some emblem of happiness or momentary pleasure from aesthetic satisfaction.
Spiritual Happiness in “The Aesthetics Imperative” and ” Patio Man”
Happiness is genuinely a spiritual experience, whether it is fleeting or enduring. This assertion holds merit, as observed globally, where numerous poverty-stricken beggars lead fully satisfied and joyful lives. The mystic people of Ladakh, as highlighted by John F. Schumaker, serve as an exemplar of this spiritual happiness. Schumaker also cites examples of the impoverished in Kenya, who find happiness and enjoyment despite uncertainties about their next meal. According to Schumaker, their proximity to nature fosters true spiritualism, or it may be ingrained in their cultural practices, much like the Nigerians.
Schumaker argues that these communities have developed a value system grounded in “mutual respect, community-mindedness, an eagerness to share, reverence for nature, thankfulness, and love of life” (Schumaker 359). This value system distances them from the vices of modernity, such as avarice, greed, and violence. Their separation from the commercial world also shields them from “hurry sickness, toxic success syndrome, frantic family, and pleonexia” (Schumaker 368), creating a form of spiritualism untouched by materialism.
However, when development authorities attempted to implement plans in Ladakh, the people resisted. The commission had to acknowledge that the only way to induce acceptance of development was to instill greed, causing them to abandon their spiritualism. As a result, the onslaught of development brought modern issues like depression, family breakdowns, and crime. Ladakhis, encountering pollution and money for the first time, lost their mutual respect and love. Schumaker contends that happiness does not lie in growth, material possessions, or virtue; rather, it resides in living close to nature, where people build their social foundations on principles that enable them to find happiness even in poverty, akin to Nigeria, declared the happiest country on Earth.
Happiness as Success in “The Aesthetics Imperative” and ” Patio Man”
Happiness, as suggested by David Brooks, can be perceived as a success in the pursuit of acquiring more luxuries and goods. This stems from an individual aligning their goals with the desire for a superior domestic life compared to others. The moment of happiness occurs when the person achieves their desired goal, as illustrated by Brooks in the example of “a man who is about to buy a first-class barbecue grill” (Brooks 324). This person, driven by the American dream or a shared societal aspiration, experiences elation upon acquiring the desired grill and proudly showcasing it to friends. Brooks emphasizes the pleasure derived from making others envious, as friends witness and discuss the individual’s wealth, status, and the success of his party.
For this individual, making others envious is the essence of true happiness, as he emerges successfully through the competition. His personal goal of having a family, all the amenities of life, and friends praising his success brings him inner satisfaction. As Brooks concludes, “This vision of domestic bliss is what Patio man has been shooting for all his life” (326). This domestic bliss represents the pinnacle of happiness for him, signifying a state of peace. However, this happiness is momentary and not sustainable or permanent. While the act of purchasing the barbecue grill brought immediate joy, the question remains unanswered as to whether this personal happiness is a lasting one.
Desires as Happiness and “The Aesthetics Imperative” and ” Patio Man”
Another facet of happiness lies in the fulfillment of personal wishes, offering momentary pleasure derived from aesthetics. Individuals find joy in possessing the best, most beautiful, or the most attractive objects for themselves, with aesthetics becoming an obsession where true happiness resides. Two crucial factors influencing a person’s happiness are their nature and culture. For instance, a person might appreciate “weather-beaten paint” due to its reminder of rustic origins, while another may have a passion for pop music because it evokes memories of their youth (Postrel 315).
Virginia Postrel, in her article “The Aesthetic Imperative,” argues that “the look and feel of things” have a profound impact on human imagination, a notion leveraged by multinational marketing experts to resonate with their audience emotionally. When a person purchases a product aligned with their aesthetic taste, they experience a sense of happiness. However, this happiness is fleeting, dissipating as the product loses its appeal, leading to a cycle of indulging in beautiful things. Postrel quotes Brown, highlighting that human beings are “visual, tactile creatures” who derive pleasure from things that bring them joy, forming the basis for fashion and style. She underscores the importance of the aesthetic imperative, asserting that it drives individuals to seek happiness, uniqueness, and satisfaction in the modern age. According to her, this pursuit is the essence of real happiness.
Controversy over Happiness in “The Aesthetics Imperative” and ” Patio Man”
However, none of them has agreed what happiness actually is. According to Brooks it is the success in competition in making domestic life a bliss, while Schumaker terms it a spiritual happiness that is life close to nature and away from the modern age and its ailments. However, Virginia Postrel terms happiness purchase of beautiful things, the reason that multinational companies always target customers according to their taste and style. The people make themselves beautiful, because they feel that they need to look beautiful. This makes them happy. However, as Schumaker has stated that this could be a personal feeling. The state of happiness depends on the culture, nature of the person, proximity to nature, and distance from the modern ailments. However, this is not all true. He is of the view that a good and mature happiness “must be shared—whether by those around or by tomorrow’s children” and if this is not so, it can be the source of depression (370). It is because a person becomes happy when happy people are around him, and he is sharing this happiness with others. This is contagious. Or in other words, the real happiness lies in helping others. Therefore, to say that real happiness is a personal matter is just a façade, because a person experience only transient happiness according to his own perceptions. When that transient moment, whether it is of competition or of personal achievement or of shopping spree, passes, the depression returns with full intensity. These are just modern ways of filling a void in the spirit. Otherwise, there is no such thing as personal happiness. The happiness lies only in sharing it with others. This could be called sustainable happiness, or else it is the same transient fit of happiness that a person experiences.
Works Cited: “The Aesthetics Imperative” and ” Patio Man”
- Postrel, Virginia. “The Aesthetic Imperative.” Wired, 1 July 2003, https://www.wired.com/2003/07/the-aesthetic-imperative/.
- Brooks, David. On Paradise Drive: How We Live Now (And Always Have) in the Future Tense, 2 June 2005, Paperback.
- Schumaker, John F. “The Happiness Conspiracy: What Does it Mean to be Happy in a Modern Consumer Society.”
Relevant Questions about “The Aesthetics Imperative and ” Patio Man”
- In Virginia Postrel’s “The Aesthetic Imperative,” how does the author explore the relationship between aesthetics and happiness? How does she argue for the significance of aesthetics in our lives, and what implications does this have for our overall well-being?
- Considering David Brooks’ book “On Paradise Drive: How We Live Now (And Always Have) in the Future Tense,” how does the author discuss the pursuit of happiness in the context of contemporary living? What societal trends or cultural aspects does Brooks highlight as influencing our understanding of happiness in the present and future?
- In John F. Schumaker’s “The Happiness Conspiracy: What Does it Mean to be Happy in a Modern Consumer Society,” what perspectives does the author present regarding happiness in the context of a modern consumer-driven society? How does Schumaker analyze the cultural and societal factors that may impact individuals’ pursuit and understanding of happiness in such a setting?
