Hustle Culture Fuels the Burnout Society
In today’s social media-dominated world, Hustle culture has emerged as a captivating ethos, glorifying social connectedness, personal branding, perpetual productivity, and the blurring of the boundary between work and leisure. Beneath the surface lies a complex interplay of oppression, exploitation, and societal pressures that feeds this relentless pursuit of success in a society that does not sufficiently sustain workers through their day jobs. In this article, we will delve into the underlying mechanisms driving Hustle culture and uncover its detrimental effects on individual happiness.
Hustle culture perpetuates the myth of hard work building wealth, urging individuals to work harder, work more, and prioritise professional success over personal well-being. In the realm of social media, likes and views serve as currency, heightening narcissism and fostering a culture of self-exploitation where hobbies become a commodity. The relentless pursuit of validation creates a vicious cycle of overwork and burnout, as individuals sacrifice their physical and mental health in the pursuit of validation. The glorification of busyness and the fetishisation of productivity lead to a reconfiguration of life around work, with little room for rest, leisure, or genuine fulfilment.
Entrepreneurship embodies the spirit of innovation, resilience, and determination, empowering individuals to pursue their passions, create opportunities, and drive economic growth. Instead of fostering innovation and creativity Hustle culture promotes a cycle of exploitation, stress, and disillusionment, undermining the very essence of entrepreneurship.
Moreover, the object of desire in Hustle culture, often symbolised by material wealth, status, or social recognition, becomes a source of perpetual dissatisfaction. Pursuing unattainable goals, leads to a constant cycle of craving, attainment, and disillusionment, as individuals find themselves trapped in a never-ending quest for growth, as the attainment of desires often reveals their inherent emptiness.
In the context of Neoliberalism, Hustle culture reflects the commodification of the self, wherein individuals are valued primarily for their productivity and economic utility. The erosion of jobs for life and social safety nets exacerbates the precarity and insecurity experienced by individuals, further enhancing the allure of side hustles.
In The Burnout Society, Byung-Chul Han critiques the “achievement society” and “positivity imperative,” whereby individuals are incessantly driven to excel and achieve; and feel compelled to project an image of success and happiness, even amidst profound feelings of stress and exhaustion. This pressure to maintain a facade of positivity not only exacerbates burnout but also contributes to the suffering and disenfranchisement of the individual. Han suggests that the rise of digital technologies exacerbates the problem, blurring the boundaries between work and leisure and perpetuating a state of constant availability that erodes personal autonomy and inner peace.
Moreover, Han’s critique of the capitalist ideal of entrepreneurship underscores the complexities of contemporary labour relations, wherein entrepreneurship is touted as a form of empowerment yet, in the context of social media, leads to unpaid labour, vulnerability, and assimilation. Individuals are left with no room for leisure, their hobbies and personalities are commodified and ranked on platforms like Twitter, TikTok, YouTube, and Facebook. These platforms exert control through their policies, algorithms, and monetisation systems supporting a culture of surveillance and self-discipline, wherein conformity to the platform’s values becomes paramount
Examining the potential ramifications of the Burnout society, Han warns of its corrosive effects on human relationships, creativity, and communities. As individuals become increasingly consumed by the pursuit of validation, success, and self-optimisation, they risk losing sight of the intrinsic value of human pleasure and relaxation.
Ultimately, Han’s analysis invites us to confront the deeper implications of the Burnout society and Hustle culture. It highlights how late Capitalism shapes our leisure, relationships, and aspirations, perpetuating a culture of hyper-productivity and commodification of pleasure that erodes our humanity. Only by challenging the paradigms of Hustle culture can we hope to create a more equitable and enjoyable society.
