Cynicism as a Form of Ideology
The Sublime Object of Ideology (London; New York: Verso, 1989), pp. 28-30.
The most elementary definition of ideology is probably the well-known phrase from Marx's Capital: "Sie wissen das nicht, aber sie tun es" ("they do not know it, but they are doing it"). The very concept of ideology implies a kind of basic, constitutive naïveté: the misrecognition of its own presuppositions, of its own effective conditions, a distance, a divergence between so-called social reality and our distorted representation, our false consciousness of it. That is why such a 'naive consciousness' can be submitted to a critical-ideological procedure. The aim of this procedure is to lead the naïve ideological consciousness to a point at which it can recognize its own effective conditions, the social reality that it is distorting, and through this very act dissolve itself. In the more sophisticated versions of the critics of ideology -that developed by the Frankfurt School, for example — it is not just a question of seeing things (that is, social reality) as they 'really are', of throwing away the distorting spectacles of ideology; the main point is to see how the reality itself cannot reproduce itself without this so-called ideological mystification. The mask is not simply hiding the real state of things; the ideological distortion is written into its very essence.
We find, then, the paradox of a being which can reproduce itself only in so far as it is misrecognized and overlooked: the moment we see it 'as it really is', this being dissolves itself into nothingness or, more precisely, it changes into another kind of reality. That is why we must avoid the simple metaphors of demasking, of throwing away the veils which are supposed to hide the naked reality. We can see why Lacan, in his Seminar on The Ethic of Psychoanalysis, distances himself from the liberating gesture of saying finally that "the emperor has no clothes". The point is, as Lacan puts it, that the emperor is naked only beneath his clothes, so if there is an unmasking gesture of psychoanalysis, it is closer to Alphonse Allais's well-known joke, quoted by Lacan: somebody points at a woman and utters a horrified cry, "Look at her, what a shame, under her clothes, she is totally naked" (Lacan, 1986, p.231).
But all this is already well known: it is the classic concept of ideology as 'false consciousness', misrecognition of the social reality which is part of this reality itself. Our question is: Does this concept of ideology as a naive consciousness still apply to today's world? Is it still operating today? In the Critique of Cynical Reason, a great bestseller in Germany (Sloterdijk, 1983), Peter Sloterdijk puts forward the thesis that ideology's dominant mode of functioning is cynical, which renders impossible- or, more precisely, vain — the classic critical-ideological procedure. The cynical subject is quite aware of the distance between the ideological mask and the social reality, but he none the less still insists upon the mask. The formula, as proposed by Sloterdijk, would then be: "they know very well what they are doing, but still, they are doing it". Cynical reason is no longer naïve, but is a paradox of an enlightened false consciousness: one knows the falsehood very well, one is well aware of a particular interest hidden behind an ideological universality, but still one does not renounce it.
We must distinguish this cynical position strictly from what Sloterdijk calls kynicism. Kynicism represents the popular, plebeian rejection of the official culture by means of irony and sarcasm: the classical kynical procedure is to confront the pathetic phrases of the ruling official ideology — its solemn, grave tonality — with everyday banality and to hold them up to ridicule, thus exposing behind the sublime noblesse of the ideological phrases the egotistical interests, the violence, the brutal claims to power. This procedure, then, is more pragmatic than argumentative: it subverts the official proposition by confronting it with the situation of its enunciation; it proceeds ad hominem (for example when a politician preaches the duty of patriotic sacrifice, kynicism exposes the personal gain he is making from the sacrifice of others).
Cynicism is the answer of the ruling culture to this kynical subversion: it recognizes, it takes into account, the particular interest behind the ideological universality, the distance between the ideological mask and the reality, but it still finds reasons to retain the mask. This cynicism is not a direct position of immorality, it is more like morality itself put in the service of immorality — the model of cynical wisdom is to conceive probity, integrity, as a supreme form of dishonesty, and morals as a supreme form of profligacy, the truth as the most effective form of a lie. This cynicism is therefore a kind of perverted 'negation of the negation' of the official ideology: confronted with illegal enrichment, with robbery, the cynical reaction consists in saying that legal enrichment is a lot more effective and, moreover, protected by the law. As Bertolt Brecht puts it in his Threepenny Opera: "what is the robbery of a bank compared to the founding of a new bank?"
It is clear, therefore, that confronted with such cynical reason, the traditional critique of ideology no longer works. We can no longer subject the ideological text to 'symptomatic reading', confronting it with its blank spots, with what it must repress to organize itself, to preserve its consistency — cynical reason takes this distance into account in advance. Is then the only issue left to us to affirm that, with the reign of cynical reason, we find ourselves in the so-called post-ideological world? Even Adorno came to this conclusion, starting from the premiss that ideology is, strictly speaking, only a system which makes a claim to the truth — that is, which is not simply a lie but a lie experienced as truth, a lie which pretends to be taken seriously. Totalitarian ideology no longer has this pretension. It is no longer meant, even by its authors, to be taken seriously — its status is just that of a means of manipulation, purely external and instrumental; its rule is secured not by its truth-value but by simple extra-ideological violence and promise of gain.
It is here, at this point, that the distinction between symptom and fantasy must be introduced in order to show how the idea that we live in a post-ideological society proceeds a little too quickly: cynical reason, with all its ironic detachment, leaves untouched the fundamental level of ideological fantasy, the level on which ideology structures the social reality itself.
From: Zizek, Slavoj. The Sublime Object of Ideology (London; New York: Verso, 1989), pp. 28-30.