The Tyranny of Choice

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Renata Salecl
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The Tyranny of Choice.pdf


We are encouraged from all sides to view our lives as being full of choices. Like the products on a supermarket shelf, our careers, our relationships, our bodies, our very identities seem to be there for the choosing. But paradoxically this seeming freedom to choose can create extreme anxiety, and feelings of inadequacy and guilt. The Tyranny of Choice explores how late capitalism's shrill exhortations to 'be oneself' can be a tyranny which only leads to ever-greater disquiet and how insistence on choice being a purely individual matter prevents social change.With wisdom, humour and sensitivity, Renata Salecl examines the complexity of the essential human capacity to choose which has become mired in consumerist ironies.

Consumers can neglect most product information and yet make good choices, so long as either there is no conflict among the product attributes or the attributes are unequally important. In these conditions, only one attribute is enough to select a good option - one within ten percent of the highest value possible ... The Paradox of Choice - Why More Is Less is a 2004 book by American psychologist Barry Schwartz.

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