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Life Inc.: How the World Became a Corporation and How to Take It Back Hardcover – June 2, 2009

4.3 out of 5 stars 112

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This didn’t just happen.

In
Life Inc., award-winning writer, documentary filmmaker, and scholar Douglas Rushkoff traces how corporations went from being convenient legal fictions to being the dominant fact of contemporary life. Indeed, as Rushkoff shows, most Americans have so willingly adopted the values of corporations that they’re no longer even aware of it.

This fascinating journey, from the late Middle Ages to today, reveals the roots of our debacle. From the founding of the first chartered monopoly to the branding of the self; from the invention of central currency to the privatization of banking; from the birth of the modern, self-interested individual to his exploitation through the false ideal of the single-family home; from the Victorian Great Exhibition to the solipsism of MySpace–the corporation has infiltrated all aspects of our daily lives. Life Inc
. exposes why we see our homes as investments rather than places to live, our 401(k) plans as the ultimate measure of success, and the Internet as just another place to do business.

Most of all,
Life Inc. shows how the current financial crisis is actually an opportunity to reverse this six-hundred-year-old trend and to begin to create, invest, and transact directly rather than outsource all this activity to institutions that exist solely for their own sakes.

Corporatism didn’t evolve naturally. The landscape on which we are living–the operating system on which we are now running our social software–was invented by people, sold to us as a better way of life, supported by myths, and ultimately allowed to develop into a self-sustaining reality. It is a map that has replaced the territory.

Rushkoff
illuminates both how we’ve become disconnected from our world and how we can reconnect to our towns, to the value we can create, and, mostly, to one another. As the speculative economy collapses under its own weight, Life Inc. shows us how to build a real and human-scaled society to take its place.

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Editorial Reviews

From Publishers Weekly

Rushkoff (Nothing Sacred) offers a shrill condemnation of how corporate culture has disconnected human beings from each other. An engaging history of commerce and corporatism devolves into an extended philippic on how increasing personal wealth and the rise of nuclear families constituted a failure of community—whose services are now provided by products and professionals. While he makes some good points—for instance, about how some laws are now written to favor the rights of corporations above the rights of human beings, and the phenomenon of pro-wealth spirituality as espoused by The Secret, Creflo Dollar and Joel Osteen—he skews wildly off-course lamenting how œbasic human activity... has been systematically robbed of its naturally occurring support mechanisms by a landscape tilted toward the market's priorities. His unsupported and flawed assumption that societal interdependence is a natural or even preferable state for all people, everywhere, his disdain for filthy lucre and joyless recasting of independence as œselfishness will leave readers weary long before the end. (June)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Since the Renaissance, the corporation—the operating system of the market—has formed and controlled people, and Rushkoff describes how it has infiltrated all aspects of American life. In the twenty-first century, we continue to consider corporations as role models and saviors but engage other people as competitors to be beaten or resources to be exploited. The author bemoans extreme networking (called buzz marketing), which makes our personal, social interactions become promotional opportunities and the lines between fiction and reality and friends and market become blurred. Our lives are overextended, and there is no time, energy, or commitment to do anything but work and perhaps consider family. Rushkoff recommends that we fight back by “de-corporatizing” ourselves. His suggestions include thinking locally by participating directly with our neighbors in community activities and using various Internet sites that provide opportunities to contribute directly to a particular school or to extend a “micro loan” to a specific entrepreneur in the Third World. This is an excellent, thought-provoking book. --Mary Whaley

Product details

  • Publisher ‏ : ‎ Random House; Second Impression edition (June 2, 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 304 pages
  • ISBN-10 ‏ : ‎ 1400066891
  • ISBN-13 ‏ : ‎ 978-1400066896
  • Item Weight ‏ : ‎ 1.15 pounds
  • Dimensions ‏ : ‎ 6.3 x 1.05 x 9.6 inches
  • Customer Reviews:
    4.3 out of 5 stars 112

About the author

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Douglas Rushkoff
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Named one of the “world’s ten most influential intellectuals” by MIT, Douglas Rushkoff is an author and documentarian who studies human autonomy in a digital age. His twenty books include the upcoming Survival of the Richest: Escape Fantasies of the Tech Billionaires, Team Human, based on his podcast, as well as the bestsellers Present Shock, Throwing Rocks and the Google Bus, Program or Be Programmed, Life Inc, and Media Virus. He also made the PBS Frontline documentaries Generation Like, The Persuaders, and Merchants of Cool. His book Coercion won the Marshall McLuhan Award, and the Neil Postman Award for Career Achievement in Public Intellectual Activity.

He coined such concepts as “viral media,” “screenagers,” and “social currency,” and has been a leading voice for applying digital media toward social and economic justice. He a research fellow of the Institute for the Future, and Professor of Media Theory and Digital Economics at CUNY/Queens. He is a columnist for Medium, and his novels and comics, Ecstasy Club, A.D.D, and Aleister & Adolf, are all being developed for the screen.

Customer reviews

4.3 out of 5 stars
4.3 out of 5
112 global ratings

Top reviews from the United States

Reviewed in the United States on June 8, 2014
This book should be required reading for all Americans, starting with Corporate Heads, Bank Presidents and all Government Officials. Rushkoff brilliantly traces the roots of our present monetary system back hundreds of years, and makes crystalline clear the reasons that our present way of doing business cannot help but fail. Lucid, engaging and informative, he also offers tips and suggestions to help us undo the trap we've all been building for ourselves for centuries, and helps remove a great deal of the polarizing demonization of individuals or groups of people that has become so commonplace. Read this book, so that we can get on with the business of reversing the death-slide of corporatism and return to a way of life that values all equally and enriches rather than impoverishes.
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Reviewed in the United States on June 15, 2009
The book starts with a telling anecdote: the author, Douglas Rushkoff got mugged on Christmas Eve in from of his Brooklyn apartment, and instead of getting sympathy, he was basically urged to shut up by local residents, afraid as they were that the incident would damage the reputation of their neighborhood, i.e. reduce the value of their home. "When faced with a local mugging, the community of Park Slope first thought to protect its brand instead of its people," Rushkoff writes. The anecdote is Rushkoff's starting point to analyze how, since the Renaissance, "the market and its logic have insinuated themselves into every area of our lives." He argues that they mediate every single aspect of our existence, disconnecting us from everything that surrounds us. The book is quite expectedly somewhat controversial -- yet may also be one of the most inspiring recent books for entrepreneurs and innovative marketers.

Chapter after chapter, the author recounts how charters disconnected us from commerce, how by mistaking the map for the territory, we got disconnected from place, how the real estate business disconnected us from home, public relations from one another, consumer empowerment from choice, a unified financial architecture from the meaning of currency, big business from the creation of value - and how many of our attempts to combat corporate power are likely to disconnect us even more. "Brands were invented to substitute for the real connections we had to people, places and values."

The system that we have created for ourselves through a "six-hundred-year-old-business-deal" is a "progress" that translates into a loss. The book reads like an inexorable dispossession of connectedness to people and our environment, and like a sobering appendix to the five ages of man that Hesiod outlined in Works and Days in 700 BC. From one tectonic shift to the other, we have landed ourselves in the Age of Simulacra: "Step by step, place became property, property became a mortgage, and mortgages became derivative instruments;" we depend on brands and ad-agencies for our self-presentation and identity; our "positive thinking" and self-confidence result from intense packaging efforts and "corporate-enabled self-improvement." We can buy Disneyland souvenirs in any shopping mall without ever having been to LA. Spiritual centers, from Esalen to the Omega Institute, are well-oiled businesses, and our speculative economy has deprived us from the ability to perceive the value we create or to even create value. Even the buzz and word-of-mouth is now mediated: "In Apple's earlier days, Macintosh enthusiasts could be counted on to go into CompUSA stores when new products were released and demonstrate their benefits to consumers. But today's brand enthusiasts are paid spokespeople, faking their loyalty for money. It's big economy. New firms such as Buzz Marketing and industry groups like WOMMA, the Word of Mouth Marketing Association now conduct word-of-mouth campaigns on a scale unimaginable before." So much for our friendly social sites!

The book is phenomenally well documented and provides fantastic insights into some of the roots of the current financial debacle. The way the story is recounted is fascinating -- even if you may have questions about the angle taken by Rushkoff. One can argue that while it may be true that local trade using local currencies did foster more interactions between people and a thriving economy between the eleventh and thirteenth century, and that "real people did the best when prosperity was a bottom-up approach," the idea that the corporatist economy initiated by the Renaissance also initiated a downward spiral that all subsequent innovations only enhanced feels somewhat simplistic at times -- along with the assumption that mankind has somehow strayed from a better stage to a worse one. In the end, the evaluation of what connected/disconnectedness may depend on the frame of reference. Plato/Socrates fought the Sophists's ability to brand anything as a result of their disconnectedness from the essential, the realm of Forms and Ideas.

The book is also an insightful approach to the history of the United States, full of interesting reminders. Mirroring the techniques of the railroad barons of the century before, GM crafted the legislation that made highways federally funded and controlled - and idealized suburbs. Yes, Teddy Roosevelt, fighting corporations, may have been more progressive than FDR when the latter endorsed the Home Owners Loan Corporation (HOLC) that changed the perception of mortgages (from a stigma to a plus), but ended up empowering appraisers as they assessed the quality of neighborhoods (and this to the detriment of Jews and blacks). The magic of PRs in the country has a unique ability to reframe or gloss over history. PR artists such as George Creel and Edward Bernays enabled Woodrow Wilson, who had run for reelection in 1916 on the platform that "he kept us out of the war," to persuade everybody "to make the world safe for democracy" a year later. In the same fashion, it's stunning how fast we forgot that IBM sold punch-card tabulators to the Nazis, that GE partnered with Krupp (a German munition firm) and that GM and Ford, which already controlled 70 percent of the German automobile market, retooled their factories to supply Nazis with war vehicles. As I say that, I can only suggest that you read a few foundational books in the history of marketing persuasion (of which many currently successful marketing books are spin derivatives), mentioned by Rushkoff, especially Edward Bernays's Crystallizing Public Opinion, Public Relations or Propaganda. While at it, also read Larry Tye's book, The Father of Spin: Edward L. Bernays and The Birth of Public Relations. Also consider another classic: Vance Packard's The Hidden Persuaders or The Status Seekers. Also, Douglas Rushkoff has written several other interesting books. One of them,MEDIA VIRUS - Hidden Agendas in Popular Culture, is the origin of the expression "viral marketing."

The last chapter of the book, "Here and Now," subtitled "The Opportunity to Reconnect," is in fact better than any marketing book, and may give you great ideas of companies that can make a difference. As the author reminds us in the previous chapter, PayPal's original plan was to offer an alternative payment service. True, the business model changed as Paypal activity was perceived as a violation of the banking laws. But you may have other ideas... and it's when they read scouring, abrasive books that entrepreneurs invent new rules -- and eventually might pave the way towards a new economy, or creatively revisit Adam Smith's The Wealth of Nations. "Like the founders of America, who may have differed on almost everything else but this," notes Rushkoff, "Smith saw economics as characterized by small, scaled, local economies working in interaction with one another."
130 people found this helpful
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Reviewed in the United States on January 20, 2022
Douglas just speaks to me like no author has in a long time. Everything I have thought and felt but couldn’t put words to he has been able to do just that and I just love his books. Such a profound understanding of the human species and all its crazy connections with each other (or lack there of) and other entities that are not human.
Reviewed in the United States on November 2, 2011
Read this book. It may change your understanding of how our current society is structured. Written in a lively manner, it is informative and engaging. Rushkoff outlines how society and culture have been infected by the corporate virus. Importantly, he offers methods for disengaging from corporate culture. The books sounds a timely warning. Read it before it's too late.
Reviewed in the United States on July 29, 2012
If it was not for the fact that my high school Economics teacher made my class read this book I wouldn't had of gotten it. Overall I found that the book was hard to understand because it changed story lines a lot, but that's just me. Although the book did come on time and in great condition when I ordered it.
Reviewed in the United States on February 27, 2010
Life Inc. offers an amazing historical context as to how our present-day economic "operating system" came into existence.

The modern corporation has evolved from an invention that started over six hundred years ago. It was originally created to increase the wealth and power of favored businessmen by the governments that favored them.

Corporatism has become such a universal feature of our economy and most of us have given little thought to its origins - or to how our economies are structured to suit this model. This is exactly the topic of Douglas Rushkoff's latest book.

Top reviews from other countries

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Ugo Harris
5.0 out of 5 stars Very useful book you must absolutely read
Reviewed in Italy on August 2, 2023
This book is very interesting and useful because it deals with some important problems of our civilization.
Ivan Fedorets
5.0 out of 5 stars A lot of history references yet it is not boring, on the contrary - it's fascinating to observe ...
Reviewed in Canada on August 9, 2017
It's a must read book for any critical thinker who is concerned about the Future. A lot of history references yet it is not boring, on the contrary - it's fascinating to observe the author's work uncovering trends and developments crossing the continents and lasting dozens and hundreds of years. Author offers his analysis as well as solutions which can be applied on any level. Author manages to stay on a constructive and positive path which is no easy task considering that the topic affects everybody directly. I learned a ton. Looking forward to read other Douglas' books.. and reread this one again.
Seriously
5.0 out of 5 stars Fascinant mais terrifiant!
Reviewed in France on August 14, 2017
Un livre qui est bien écrit et intéressant à lire même si ça traite souvent des concepts économiques. Terrifiant car le constat de ce qui se passe dans le monde et surtout dans les grandes entreprises fait peur. Je conseille ce livre à toute personne désenchantée qui travaille dans une grande entreprise ou qui se demande parfois dans quel monde on vit...
Quelques passages sont un peu idéalistes et les 'solutions' ne sont pas toujours évidentes mais ça donne vraiment à réfléchir quand même. A noter que le livre est en anglais et il faut avoir un niveau assez élevé pour suivre. Autre chose à noter est la police du texte - assez petite et pas la plus facile à lire.
Knapp Herbert
5.0 out of 5 stars Beispielhaft für Geschichtsunterricht
Reviewed in Germany on February 14, 2014
Ausgesprochen gutes Lehrmaterial für den Geschichtsunterricht an allen höheren Schulen, besonders auch weil sehr anschaulich, alltagsbezogen und für jedes Lebensalter verständlich.
Mrs. Wendy Adam
5.0 out of 5 stars good
Reviewed in the United Kingdom on December 16, 2012
this was easy to find, was what i was looking for, was good quality with no hassels what so ever