Commodification of utopia: The lotus eaters revisited

Abstract

This article responds to recent lamentations about the waning of utopia. Through an explanation of different concepts of utopia and an analysis of a recent shopping mall development project, the article shows how utopia has been appropriated by commercial actors. Drawing on the work of Herbert Marcuse and Giorgio Agamben and with the help of the Homeric allegory of the lotus eaters and contemporary popular culture, the article analyzes this state of affairs. It argues that an important part of the perceived decline of utopia is due to its commodification and that utopia, with the potential of being a ‘means without end’, is in need of what Agamben calls ‘profanation.’

Keywords:

• utopia
• consumption
• profanation
• lotus eaters

Notes

1. Shangri‐La Plaza is a mall located in Mandaluyong City, in the Metro Manila area, in the Philippines (website: http://www.shangrila-plaza.com/). The Shangri‐la hotels and resorts markets itself as ‘the world’s leading Asia‐based luxury hotel group,’ with 57 hotels and resorts (website: http://www.shangri-la.com/). The Shangri‐la Chinese restaurants are located in, for example, York, Pennsylvania (PA); West Bloomfield, Michigan (MI); Phoenix, Arizona (AZ); and Sydney, NSW, Australia (website: http://www.shangrilachineserestaurant.com/).

2. Paradise Wildlife Park is located in Broxbourne, Hertfordshire, UK (website: http://www.pwpark.com/). Paradise Pier Hotel is one of the Disneyland resort’s hotels, located on Disneyland Drive, Anaheim, CA.

3. The World is a cruise ship with 165 residences, marketed as a ‘seagoing community’ and a ‘luxuriously secure environment.’ The World offers both short‐term and long‐term accommodation, and there are apartments for sale (website: http://www.aboardtheworld.com/, check also the company managing it at http://www.residensea.com/index.html). Freedom Ship’s proposed ‘voyage would continuously circle the globe’ is available at http://www.freedomship.com/freedomship/overview/overview.shtml. Note: all websites were last accessed on 3 February 2009.