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Manufacturing America's Dreams

Gregg Shotwell

Abstract


Auto companies shield their low-tech exploitation of workers behind high-tech displays of mechanical prowess. The less a consumer knows about the blood and guts of manufacturing, the easier it is to buy the dream. So how does America think all this crap gets built?… Last summer, in a desperate attempt to entice young viewers to buy grandpa's dream car, General Motors (GM) ran a TV ad that featured a chorus line of robot arms dancing to techno music around a series of Cadillacs strutting like runway models on chrome-plated wheels.… Don't let yourself be seduced and deluded. The auto industry's master talent isn't robotics, it's the ability to automatize humans—including drivers.

Keywords


Capitalism; Political Economy; Labor

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DOI: http://dx.doi.org/10.14452/MR-067-01-2015-05_4

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