THE COLLECTED WORKS OF THORSTEIN VEBLEN: Business Theories, Economic Articles & Essays. Thorstein Veblen
various items of their daily consumption. The cultural or civilizing efficacy of this inculcation of correct habits of thought with respect to the consumption of time and commodities is scarcely to be overrated; nor is its economic value to the individual who acquires these higher and more reputable ideals inconsiderable. Under the circumstances of the existing pecuniary culture, the reputability, and consequently the success, of the individual is in great measure dependent on his proficiency in demeanor and methods of consumption that argue habitual waste of time and goods. But as regards the ulterior economic bearing of this training in worthier methods of life, it is to be said that the effect wrought is in large part a substitution of costlier or less efficient methods of accomplishing the same material results, in relations where the material result is the fact of substantial economic value. The propaganda of culture is in great part an inculcation of new tastes, or rather of a new schedule of proprieties, which have been adapted to the upper-class scheme of life under the guidance of the leisure-class formulation of the principles of status and pecuniary decency. This new schedule of proprieties is intruded into the lower-class scheme of life from the code elaborated by an element of the population whose life lies outside the industrial process; and this intrusive schedule can scarcely be expected to fit the exigencies of life for these lower classes more adequately than the schedule already in vogue among them, and especially not more adequately than the schedule which they are themselves working out under the stress of modern industrial life.
All this of course does not question the fact that the proprieties of the substituted schedule are more decorous than those which they displace. The doubt which presents itself is simply a doubt as to the economic expediency of this work of regeneration—that is to say, the economic expediency in that immediate and material bearing in which the effects of the change can be ascertained with some degree of confidence, and as viewed from the standpoint not of the individual but of the facility of life of the collectivity. For an appreciation of the economic expediency of these enterprises of amelioration, therefore, their effective work is scarcely to be taken at its face value, even where the aim of the enterprise is primarily an economic one and where the interest on which it proceeds is in no sense self-regarding or invidious. The economic reform wrought is largely of the nature of a permutation in the methods of conspicuous waste.
But something further is to be said with respect to the character of the disinterested motives and canons of procedure in all work of this class that is affected by the habits of thought characteristic of the pecuniary culture; and this further consideration may lead to a further qualification of the conclusions already reached. As has been seen in an earlier chapter, the canons of reputability or decency under the pecuniary culture insist on habitual futility of effort as the mark of a pecuniarily blameless life. There results not only a habit of disesteem of useful occupations, but there results also what is of more decisive consequence in guiding the action of any organized body of people that lays claim to social good repute. There is a tradition which requires that one should not be vulgarly familiar with any of the processes or details that have to do with the material necessities of life. One may meritoriously show a quantitative interest in the well-being of the vulgar, through subscriptions or through work on managing committees and the like. One may, perhaps even more meritoriously, show solicitude in general and in detail for the cultural welfare of the vulgar, in the way of contrivances for elevating their tastes and affording them opportunities for spiritual amelioration. But one should not betray an intimate knowledge of the material circumstances of vulgar life, or of the habits of thought of the vulgar classes, such as would effectually direct the efforts of these organizations to a materially useful end. This reluctance to avow an unduly intimate knowledge of the lower-class conditions of life in detail of course prevails in very different degrees in different individuals; but there is commonly enough of it present collectively in any organization of the kind in question profoundly to influence its course of action. By its cumulative action in shaping the usage and precedents of any such body, this shrinking from an imputation of unseemly familiarity with vulgar life tends gradually to set aside the initial motives of the enterprise, in favor of certain guiding principles of good repute, ultimately reducible to terms of pecuniary merit. So that in an organization of long standing the initial motive of furthering the facility of life in these classes comes gradually to be an ostensible motive only, and the vulgarly effective work of the organization tends to obsolescence.
What is true of the efficiency of organizations for non-invidious work in this respect is true also as regards the work of individuals proceeding on the same motives; though it perhaps holds true with more qualification for individuals than for organized enterprises. The habit of gauging merit by the leisure-class canons of wasteful expenditure and unfamiliarity with vulgar life, whether on the side of production or of consumption, is necessarily strong in the individuals who aspire to do some work of public utility. And if the individual should forget his station and turn his efforts to vulgar effectiveness, the common sense of the community-the sense of pecuniary decency—would presently reject his work and set him right. An example of this is seen in the administration of bequests made by public-spirited men for the single purpose (at least ostensibly) of furthering the facility of human life in some particular respect. The objects for which bequests of this class are most frequently made at present are schools, libraries, hospitals, and asylums for the infirm or unfortunate. The avowed purpose of the donor in these cases is the amelioration of human life in the particular respect which is named in the bequest; but it will be found an invariable rule that in the execution of the work not a little of other motives, frequency incompatible with the initial motive, is present and determines the particular disposition eventually made of a good share of the means which have been set apart by the bequest. Certain funds, for instance, may have been set apart as a foundation for a foundling asylum or a retreat for invalids. The diversion of expenditure to honorific waste in such cases is not uncommon enough to cause surprise or even to raise a smile. An appreciable share of the funds is spent in the construction of an edifice faced with some aesthetically objectionable but expensive stone, covered with grotesque and incongruous details, and designed, in its battlemented walls and turrets and its massive portals and strategic approaches, to suggest certain barbaric methods of warfare. The interior of the structure shows the same pervasive guidance of the canons of conspicuous waste and predatory exploit. The windows, for instance, to go no farther into detail, are placed with a view to impress their pecuniary excellence upon the chance beholder from the outside, rather than with a view to effectiveness for their ostensible end in the convenience or comfort of the beneficiaries within; and the detail of interior arrangement is required to conform itself as best it may to this alien but imperious requirement of pecuniary beauty.
In all this, of course, it is not to be presumed that the donor would have found fault, or that he would have done otherwise if he had taken control in person; it appears that in those cases where such a personal direction is exercised—where the enterprise is conducted by direct expenditure and superintendence instead of by bequest—the aims and methods of management are not different in this respect. Nor would the beneficiaries, or the outside observers whose ease or vanity are not immediately touched, be pleased with a different disposition of the funds. It would suit no one to have the enterprise conducted with a view directly to the most economical and effective use of the means at hand for the initial, material end of the foundation. All concerned, whether their interest is immediate and self-regarding, or contemplative only, agree that some considerable share of the expenditure should go to the higher or spiritual needs derived from the habit of an invidious comparison in predatory exploit and pecuniary waste. But this only goes to say that the canons of emulative and pecuniary reputability so far pervade the common sense of the community as to permit no escape or evasion, even in the case of an enterprise which ostensibly proceeds entirely on the basis of a non-invidious interest.
It may even be that the enterprise owes its honorific virtue, as a means of enhancing the donor's good repute, to the imputed presence of this non-invidious motive; but that does not hinder the invidious interest from guiding the expenditure. The effectual presence of motives of an emulative or invidious origin in non-emulative works of this kind might be shown at length and with detail, in any one of the classes of enterprise spoken of above. Where these honorific details occur, in such cases, they commonly masquerade under designations that belong in the field of the aesthetic, ethical or economic interest. These special motives, derived from the standards and canons of the pecuniary culture, act surreptitiously