“It turns out that behind the so-called screen which is supposed to conceal the interior, there is nothing to be seen unless we go behind it ourselves, not only in order that we may see, but also that there may be something behind there that can be seen.”—Hegel, The Phenomenology of Spirit, 1807
The Situationist International (SI) infamously claimed that ‘situationist theory is in people like fish are in water’. In making what some have considered an outrageously egomaniacal claim, the situationists were simply restating an argument that had been around since at least Marx. Considering that the task of proletarian self-emancipation is the project of the proletariat themselves, the understanding of such a modern condition—“proletarian”—is likewise the project of the proletariat themselves and not merely that of intellectual specialists, whether proletarian or bourgeois, revolutionary or academic. As Marx put it some five years before the foundation of the First International, people become conscious of the contradictions of the social production of their existence by way of ‘the legal, political, religious, artistic or philosophic – in short, ideological forms’. Consequently, in any struggle to overcome such contradictions one must ‘fight it out’ amidst such forms. There is a relationship of entailment—an identity in the Hegelian sense—between these ‘forms’ of consciousness and the ‘material’ conditions of capitalist life. Indeed, the ideological forms are so much material of the social relation, whether more or less materialized; more or less ineffable: the dreams and conversations of an epoch.
To the end of illustrating the science fiction spectacle—a subgenre of capitalist ideology and its immanent contradictions—I am going to compare and contrast a text by the Situationist International and an excerpt from a science fiction story by John Jakes. The Ed Emshwiller cover illustration (above), provides a suitable visualisation of the coming ‘programmed people’ become literal punch cards of the computerized masters. Note that all of these pieces were published in 1963.
The SI text muses on the police like nature of academic sociology, and its relationship to the coming science fiction dystopia of computerized ‘modern information technologies’. John Jakes imagines a near future—early 21st century—in which the imperatives of the fashion industry of the early 1960s and the principles of planned obsolescence have been extended to the human personality. Both texts expound, in their own way, upon what the SI derisively calls ‘sociological beauty’: the ‘mystified and mystifying elevation of the partial that hides totalities and their movement’. Missing from both, tellingly given the year of composition, is a critical feminist perspective. Beauty simply is associated with a sort of implicitly timeless “femininity”, which remained, regrettably, unquestioned.
1963 is fairly late in the development of the science fiction spectacle. For instance, other authors were in advance of John Jakes speculations. Just as the Situationists noted that they did not invent the critique of this new commodified society, merely pointed out certain explosive consequences of such criticisms, so too Jakes was already working an exploited seam, a “new” fictional tradition extending back as far as Frederick Pohl and C.M. Kornbluth’s Gravy Planet/The Space Merchants (1952/53) and further. Indeed, so-called ‘sociological science fiction’ can be seen, in part, to be coterminous with the science fiction spectacle.
Over the coming weeks and months, I will offer more thoughts on the science fiction spectacle.
Note that my method of inquiry and criticism is informed by the situationist practice of détournement, as opposed to the more conventional semiotic analysis that dominates much cultural criticism. In this way I am more interested in exploiting the critical insights that often sit uncomfortably alongside confused and bigoted themes in pop culture (for instance, in the story The Sellers of Dreams, which I use, below).
Check out this post of mine for more details.
This is an identikit drawing [Fr: portrait–robot] of the “ideal woman”, published in France-soir on 31 August 1962, and based on ten details taken from ten female celebrities considered the most beautiful in the world. This synthetic star furnishes an eloquent example of what can lead to the totalitarian dictatorship of the fragment, opposed here to the dialectical play of the face. This dream face of cybernetics is modeled on modern information technologies, which are truly effective as repression, control, classification and the maintenance of order—for instance, the identikit portrait has proved itself in police research. Obviously, the aims and methods of this information technology are opposed to the existence of knowledge, poetry and our possible appropriation of the world. Sociological beauty is the equivalent of industrial sociology or the sociology of urban life—and for the same reasons: it is a mystified and mystifying elevation of the partial that hides totalities and their movement. Inserted into the society of the spectacle without even wanting to think about it, the precise scientific moralism of sociology also indicates, along with beauty, its use: This new translation of Hic Rhodus hic salta can be read: “Here is beauty, here you consume!”
—Situationist International, January 1963 
The Sellers of Dreams
[pdf of the story in its original published format available here]
[A] crowd of distributors hurrying into the auditorium beneath a banner reading:
Things To Come Incorporated
“Last Year’s Woman Is
This Year’s Consumer”
“Gentlemen,” Krumm said, “first the bad news.”
At the unhappy grumble he held up his hand. “Next year—I promise!—TTIC will absolutely and without qualification be ready to introduce the concept of the obsolescent male personality, exactly as we did in the female market ten years ago. I can only emphasis again the tremendous physical problems confronting us, and point to the lag in male fashion obsolescence that was not finally overcome until the late twentieth century, by the sheer weight of promotion. Men, unlike women, accept new decorative concepts slowly. TTIC has a lucrative share of the semiannual male changeover, but we are years behind the female personality market. Next year we catch up.”
“May we see what you have for the girls, old chap?” someone asked. “Then we’ll decide whether we’re happy.”
“Very well.” Krumm began to read from a promotion script: “This year we steal a leaf from yesterday’s—uh—scented album.” The lights dimmed artfully. Perfume sprayed the chamber from hidden ducts. A stereo orchestra swelled. The curtains parted. […]
A nostalgic solido view of New York when it was once populated by people flashed on the screen. Violins throbbed thrillingly.
“Remember the sweet, charming girl of yesteryear? We capture her for you—warm, uncomplicated, reveling in—uh, let’s see—sunlight and outdoor sports.”
A series of solido slides, illustrating Krumm’s points with shots of nuclear ski lifts or the Seine, merged one into another.
“Gone is the exaggerated IQ of this year, gone the modish clothing. A return to softness. A simple mind, clinging, sweet. The stuff of everyman’s dream. Gentleman, I give you—”
Hidden kettledrums swelled. The name flashed on the screen:
“Dream Desire! New Woman of the 2007-08 market year!”
—John Jakes, June 1963
UPDATED 22 AUGUST 2020
 Thesis 165, Inwood translation (2018).
 Internationale situationniste, ‘Du rôle de l’I.S.’, internationale situationniste, no. 7, April 1962.
 See, founding document of the International Workingmen’s Association of 1864.
 Karl Marx, ‘Preface’, A Contribution to the Critique of Political Economy, 1859.
 Much as the fashion industry of the US and other Western nations at that time dreamed of a ‘peacock revolution’ for the male industry, Jakes imagines the world on the verge of another one, though this time in terms of the entire personality as commodity.
 Internationale situationniste, ‘Beauté de la sociologie’, internationale situationniste, no. 8, January 1963. Note that an earlier version of this translation is available here.
 “Hic Rhodus, hic salta!” is Marx’s détournement—i.e., plagiarism and correction—of Hegel’s “Hic Rhodus, hic saltus”. For “jump” (saltus) Marx substitutes “dance” (salta). See this.
 From internationale situationniste no. 8, January 1963, p. 33.
 From ‘The Sellers of the Dream’, Galaxy Magazine, June 1963, pp. 161, 162-63.