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But the more time has been released from production, the more imperative it has become to absorb that time in consumption and consumerism, given that, as was earlier argued, capitalist 'economic rationality has no room for authentically free time which neither produces nor consumes commercial wealth'. The ever-present danger is that freely associating and self-creating individuals, liberated from the chores of production and blessed with a whole range of labour-saving and time-saving technologies to aid their consumption, might start to build an alternative non-capitalistic world. They might become inclined to reject the dominant capitalist economic rationality, for example, and start evading its overwhelming but often cruel rules of time discipline. To avoid such eventualities, capital must not only find ways to absorb more and more goods and services through realisation but also somehow occupy the free time that the new technologies release.
But the more time has been released from production, the more imperative it has become to absorb that time in consumption and consumerism, given that, as was earlier argued, capitalist 'economic rationality has no room for authentically free time which neither produces nor consumes commercial wealth'. The ever-present danger is that freely associating and self-creating individuals, liberated from the chores of production and blessed with a whole range of labour-saving and time-saving technologies to aid their consumption, might start to build an alternative non-capitalistic world. They might become inclined to reject the dominant capitalist economic rationality, for example, and start evading its overwhelming but often cruel rules of time discipline. To avoid such eventualities, capital must not only find ways to absorb more and more goods and services through realisation but also somehow occupy the free time that the new technologies release.
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- David Harvey
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