The outsourcing of the self

When I was reading about Want-ology last week, I came across this wonderful phrase: the outsourcing of the self. It says so much, without needing to be explained; it gives enormous satisfaction by filling a definite lexicological gap.

This is how Rhys Blakely got onto the subject:

Look no further than the growing list of intimate tasks, or ‘hyper-personal services’, that can be outsourced to paid strangers in LA.

There are nameologists to name children, who are then potty trained by hired baby-whisperers; there are ‘elderly-care managers’ and professional graveside-visitors; there are love coaches and ‘decluttering consultants’, and I once met a banker who hired somebody to read his children bedtime stories down the phone.

So is it really surprising to learn that you can now pay someone to tell you what you want?

[Times2, p4, March 14, 2013]

It’s hard to believe some of this Californian excess, but there are plenty of more mainstream examples.

I don’t know if she actually coined the phrase, but Arlie Russell Hochschild is the author of The Outsourced Self. This is from a review by Judith Shuleviz.

In “The Outsourced Self,” Hochschild talks to love coaches, wedding planners, surrogate mothers, nannies, household consultants and elder-care managers, but also, and with deep empathy, their clients. A majority of these people are middle-aged or near middle age; the main thing is, they’re not young, which means they are not yet used to a virtualized and monetized social existence and can still express doubts about it. Most are women, who have long been the main providers of care, love and charity.

Hochschild’s consumers buy hyperpersonal services because they lack the family support or social capital or sheer time to meet potential mates, put on weddings, whip up children’s birthday parties, build children’s school projects, or care for deteriorating parents.

Or these folks think they just couldn’t perform such tasks as well as the pros. The providers sell their services because the service economy is where the money is, or because they take pleasure in helping others. Everybody worries about preserving the human element in the commercial encounter. Very few succeed.

Shuleviz gives this example:

Evan Katz is a love coach who teaches would-be online daters “How to Write a Profile That Attracts People You Want to Meet.” One of his clients is Grace (virtually all names have been changed), a divorced 49-year-old engineer who wants to search for love as methodically as she solves an engineering problem. Katz tells her “to show the real you through real stories.” When Grace comes up with a story about learning humility by scrubbing toilets at a Zen monastery, he reels her back in: “That might be a little too out there.”

On a mass medium like the Internet, the best “real you” is average, not quirky: “Everyone needs to aim for the middle so they can widen their market,” Katz says. He encourages daters to rate themselves from 1 to 10, and not to aim higher than their own rating.

On the other hand, he worries that daters will objectify themselves and others so zealously they’ll equate dating and shopping: “They want to quickly comb through the racks and snap their fingers, next . . . next . . . next. . . . You can be too efficient, too focused on your list of desired characteristics, so intent on getting the best deal that you pass over the right one.” Luckily, Grace escapes that trap when she agrees to go out with a tattooed, bald musician who doesn’t fit the criteria on her list, and falls in love.

We are outsourcing the self all the time. It’s part of what makes us human, that our personal lives are never completely separated from the culture, and that there is often a transactional element to this.

We share tasks; we give and take; we are responsible for each other in different ways. The line between what is personal, familial, cultural, technological, and commercial is always being re-negotiated. That doesn’t mean we can’t make mistakes or cross a line into a kind of existence that is almost depersonalised. This is the real question that Hochschild is raising.

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