Yet the Industrial Revolution was above all else the Second Agricultural Revolution.
Each year the US population spends more money on diets than the amount needed to feed all the hungry people in the rest of the world.
The capitalist and consumerist ethics are two sides of the same coin, a merger of two commandments. The supreme commandment of the rich is ‘Invest!’ The supreme commandment of the rest of us is ‘Buy!’
in 1880, the British government took the unprecedented step of legislating that all timetables in Britain must follow Greenwich. For the first time in history, a country adopted a national time and obliged its population to live according to an artificial clock rather than local ones or sunrise-to-sunset cycles.
Today, a single affluent family generally has more timepieces at home than an entire medieval country.
The Industrial Revolution brought about dozens of major upheavals in human society. Adapting to industrial time is just one of them. Other notable examples include urbanisation, the disappearance of the peasantry, the rise of the industrial proletariat, the empowerment of the common person, democratisation, youth culture and the disintegration of patriarchy. Yet all of these upheavals are dwarfed by the most momentous social revolution that ever befell humankind: the collapse of the family and the local community and their replacement by the state and the market.
The state and the market are the mother and father of the individual, and the individual can survive only thanks to them.
Millions of years of evolution have designed us to live and think as community members. Within a mere two centuries we have become alienated individuals. Nothing testifies better to the awesome power of culture.
In the last two centuries, the intimate communities have withered, leaving imagined communities to fill in the emotional vacuum. The two most important examples for the rise of such imagined communities are the nation and the consumer tribe. The nation is the imagined community of the state. The consumer tribe is the imagined community of the market. Both are imagined communities because it is impossible for all customers in a market or for all members of a nation really to know one another the way villagers knew one another in the past.
The Internet, for example, came into wide usage only in the early 1990s, hardly twenty years ago. Today we cannot imagine the world without it.