The choices we have

I spend a lot of time consuming things. So, I would assume that it is by my own choice that I consume them. If you tell me that my choices are actually not mine and the things that I buy, wear, read and watch are all determined by forces external to me, I would feel somewhat helpless. Like a puppet. Hopefully, the situation is much more nuanced.

Our choices are determined by the options we have. Whoever controls the options greatly controls the choice. If you go to a market to buy a toothpaste for instance, the toothpaste you buy will depend upon the options presented to you. If there are three, you choose among three. If there is only one, you choose that one. Even if other options exist somewhere, you only get to choose from the given ones.

Constraints and biases also determine choices. While constraints can be both physical and psychological, biases are determined by the narrative around us. Marketing is an example of such narrative. Colgate holds half the market share in its domain. At least every third household in India uses Colgate. This is of course not accidental. It is the result of decades of aggresive marketing and narrative building, so much so that many people in india recognise the commodity itself as colgate. Such narratives unconsciously shape our preferences, goals and compulsions. And since the market often reflects the preferences of its consumers, the narrative determines our options as well.

But this is not exclusive to consumption. Our choices are limited by constraints and biases in all domains of life. While choosing a partner for instance, you are constrained by your appearance, confidence, financial condition, geography and the judgments of your friends and family. You are also biased by your culture, experiences and stereotypes. Naturally, they shrink your options.

Marketing simply makes you more aware of your pre-existing constraints and biases. It might highlight inadequencies that you were otherwise comfortable with, and sell you solutions for the same or it might make you believe that you need something which you really don't. But marketing doesn't take away a choice you otherwise had. It only adds layers to already existing lists of inherent constraints and biases. In simple words, even without marketing, you wouldn't be completely free. [1]

But that said, humans are not passive creatures and we can often expand our options. We don't always have equal amount of agency under all circumstances, but we do always have some.

Rebellion is an expression of such agency. It is often a way of expanding our given options. If you decide to sew you own clothes because you hate every other clothing brand, that is a form of rebellion, and it does expand your options. Same goes for changing your religion or moving to a different city in search of better oppurtunities or uninstalling instagram to avoid being brainwashed. Agency is therefore a spectrum. If you believe you have more, often you actually have more.

But freedom need not be just rebellion. It can also be indifference. Constraints and biases only bother when you care about the options. If you do not care about the choice at all, you are free because the limitations cannot limit you. Blissful ignorance therefore can be a genuine strategy.

I personally try to avoid both extremes. I rather aspire to have the ability to rebel against what's exploitative, being indifferent towards what doesn't need a rebellion, and the judgement to tell the difference.

Footnotes