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I do love readinng Aeon Magazine. This essay by Bence Nanay questions how much control we have over our desires in society.  It is a fascinating question as I think the commonly held belief we all have is that we, as individuals, are ever-present and mostly unchanging over time as we interact with society.  It isn’t really the case as we are far from the immutable social islands that we think we are and more like a slowly flowing stream that is in a gradual state of constant change.

Unfortunately advertisers have latched onto this very human tendency and try to exploit our quasi-fluid state of desiring things by shaping advertising messages to foment desires with us, to get us to buy their particular product.  Quite insidious, really.  But then again, most of capitalism is.

 

“But what would be the screening mechanism for direct desire infection? Beliefs form a coherent network, but desires don’t. We can, and very often do, have conflicting desires. Just because a desire I acquired by means of desire infection contradicts some other desire of mine, I will not normally reject it. Contradictions between beliefs are easier to spot than contradictions between desires.

Cigarette or beverage commercials are very efficient ways of infecting you with desires. They are not trying to communicate a message. If they did, they would probably choose a more efficient message than Real men smoke a certain brand of cigarette. Such commercials are trying to trigger desires in you, bypassing your screening mechanism, which is probably against smoking and consuming sugary beverages. And they do so very efficiently: even though you think that a certain brand of sugary beverage is very unhealthy and bad for you, if the commercial is well-done, it will nonetheless trigger a desire in you.

Is there no screening mechanism against direct desire infection then? Here is one option: we want lots of things, but we want to only want very few things. Wanting to want something is what makes it stand out from the crowd. So this second-order desire (of not just wanting but wanting to want) could be thought of as the screening mechanism for direct desire infection. We screen out desires we do not want to have. And there are desires we do want to have – these are the ones that pass the screening and get to be endorsed.

This would give us a nice parallel with the screening mechanism for beliefs based on testimony. The problem is that it is unlikely to work. Second-order desires are also desires. So given that we can acquire first-order desires by direct desire infection, there is no obvious reason why second-order desires could not be acquired by direct desire infection. But then what would protect us from the infection of our second-order desires? Maybe third-order desires? If we need second-order desires to decide which of our first-order desires are infected, we would then also need third-order desires to decide which of our second-order desires are infected. And so on. As a screening mechanism against infected desires, this won’t work.

The contrast I made between the screening mechanism of beliefs and that of desires is not supposed to be absolute. Our screening of false beliefs often fails. And, as some techniques in psychiatry show, some ‘unwanted’ desires often do get screened out, for example, by making the conflict between them blatantly obvious. But while there is a default mechanism for the screening of beliefs, there is no comparable default screening mechanism for desires. And this has serious potential implications for how we think of the self.

Our desires change. The question is, what changes them? We acquire many of our desires by means of desire infection, and there is no real screening of these desires. But this means that many of our desires are, in some sense, inherited from the people around us.

A radical consequence of this argument concerns the way we should think about the self in light of these considerations. A widespread way of thinking about the self, going at least as far back as the 18th century and David Hume, is that it consists of the set of all our desires (besides some other mental states). But if this is so, then who we are (or the self) is a result, to a large extent, of random desire infection.

We know that we systematically ignore the possibility that our future self could be different from our present self. This is called the ‘end of history illusion’: we have a tendency to consider our self a finished product, but it is blatantly not. And this ‘end of history illusion’ makes it even more likely that we will try to give post-hoc rationalisations for any desires we might acquire by means of direct desire infection.

So the self changes. The question is, how much of this change is under our control? Some of it is: we have pretty good control over what new beliefs we acquire. And we might even have control over really wild, crazy desires. But we have no full control. Direct desire infection can have a real effect on who we are and whom we become – it is a phenomenon we should take very seriously.