On the surface, encouragements to “Choose Joy” and “Find Happiness” seem straightforward and obvious. And yet, as described in the last post, such advice is underdetermined. Are we pursuing a hedonic or a eudaimonic vision of joy and happiness? Leaving that question unasked and unspecified nudges people toward hedonic well-being and away from the eudaimonic life well lived. Choosing joy defaults to choosing pleasure, the pursuit of the pleasant and happy life. The satisfied life over the good life.
Added to this is the cultural context that defines and directs hedonic well-being. The pleasant and pleasurable life runs through some deep cultural grooves.
Broadly speaking, our pursuit of hedonic well-being is taking place within a neoliberal context. This neoliberal cultural milieu co-opts and directs our pursuit of hedonic well-being in ways that sabatoge our flourishing. That is to say, a generic pursuit of hedonic well-being may, on its own terms, undermine our eudaimonic well-being and fail us in actualizing a rich and fulfilling life. But a neoliberal vision of hedonic well-being has us pursuing aims that do not simply fail to actualize the good life but actively undermine it and harm us. The pursuit of hedonic well-being may cause us to drift and become lost. Chasing the neoliberal vision of hedonic well-being actually damages us. It is one thing to build your life on a shaky foundation, quite another to actively tear the house down.
But what do I mean by a “neoliberal vision of hedonic well-being”?
First, before the “neo” in neoliberalism there was liberalism itself, often called classical liberalism. At the heart of classical liberalism was a vision of freedom from. Two freedoms were especially critical. The first, which began with the Protestant Reformation, was freedom from religious authorities and their moral traditions. Within liberal societies, people became free to adopt or reject religious beliefs or moral codes as they saw fit. Beyond harming your neighbors, no one can tell you what is good versus bad or right versus wrong. The second freedom was freedom from the coercion of the state. According to classical liberalism, citizens are bearers of “natural rights,” and the state cannot violate those rights. Exhibit A here is the opening lines of the Declaration of Independence.
Given this, how does classical liberalism shape and direct hedonic well-being? As critics of liberalism have long pointed out, liberalism privileges the individual over religious authority, moral tradition, and communal obligation. Hedonic well-being reduces to “what’s good for me,” “what makes me happy,” and “what I want,” free of communal duties or moral constraints.
To be sure, freedom from coercion is a great good. But recall that eudaimonic well-being has a normative aspect, a life lived in relation to the good. Liberalism explicitly and aggressively sidelines the good as a communal duty, religious obligation, or moral rule. In the midst of that normative vacuum, the liberal individual is asked to select their own vision of the good. The self asks, “What is good for me?” And more often than not, the answer to this question is, “What is good for me is what I want.” The good suffers hedonic capture. Well-being becomes the pursuit of pleasure. Eudaimonic normativity is exchanged for hedonic happiness. The good life is exchanged for the pleasant life.
The advent of neoliberalism happened when democracy, rooted in classical liberalism, became fused with capitalism. Building upon the individualism of classical liberalism, neoliberalism brought the logic of free markets to bear upon cultural life. Two critical aspects of this neoliberal vision concern maximization and competition.
At the heart of capitalism is the notion of “utility maximization.” Free markets work when everyone pursues their own self-interest, attempting to maximize their “utility,” an economic abstraction that captures the ranking of our preferences, getting what you most want.
Maximization supercharges the pursuit of hedonic well-being. Pleasure and happiness become optimization problems This creates hedonic restlessness and craving, especially in a consumeristic culture where hedonic pleasures are a moving target. Bigger and better products and experiences are persistently set before you, undermining contentment and engendering dissatisfaction. As a maximization project, hedonic well-being is a receding horizon that we can never quite reach.
Worse, the maximization of our happiness is taking place in a competitive context. We call this the “meritocracy.” Happiness is something we must “win.” For example, parents want their children to be happy, so in order to achieve that they help their children compete in grades, sports, and the arts. From elite college admission, to travel sports teams, to who gets to be Sugar Plum Fairy in the annual Nutcracker performance, parents fight against other parents in a zero-sum battle. The game continues on from there, through college and into adulthood. Our pursuit of happiness is haunted by rivalry, envy, jealousy, and constant social comparison.
Stepping back, when we tell people to “Choose Joy” or “Find Happiness,” those imperatives are taking place within a neoliberal context. A context characterized by:
Radical individualism: Happiness is what I want over against communal duties and moral obligations.
Maximization: Chronic dissatisfaction and craving within a consumeristic culture.
Competition: Happiness is something I must win in competition against others.
As described above, when our pursuit of happiness is captured by neoliberalism, our deeper flourishing is compromised. Tragically, neoliberalism is the air we breathe. Or rather, neoliberalism is a poisonous gas we cannot see or smell. We tell people to “Choose Joy.” They deeply inhale.
And then they die.









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