How much has our understanding of choice evolved throughout history? And what has that invention meant to how we experience and acknowledge freedom?

Sophia Rosenfeld is a professor of history at the University of Pennsylvania and an expert on the history of things taken for granted. Her books, Common Sense: A Political History, Democracy and Truth: A Short History, and most recently The Age of Choice: A History of Freedom in Modern Life, examine the origins of ideas that have become so commonplace in our modern world, they can often go overlooked.

Sophia and Greg discuss the historical role of choice in consumerism, politics, and personal relationships, how choice initially got a reputation for being a feminine phenomenon, what choice has meant for concepts like freedom, and the political evolution of common sense in today’s world.

*unSILOed Podcast is produced by University FM.*

Episode Quotes:

Has choice become the ultimate measure of freedom?

47:24: Choice once had this kind of very moral apparatus around it. And, as I mentioned, over time, choice became more, I would call, value-neutral. It meant pick what you like. I don't have to like your choices; it's just what you prefer. But the strange third twist in this story is that just having the choices itself started to become a moral good. Just saying choice itself was the good, and I think that's not always right because there are certainly moments in which choice is freeing, but there are also choices that are not freeing—there are choices that are contrary to our well-being, there are places where choice is not a benefit. This choice of any weapon to buy, for instance, is a different kind of decision than saying choice in profession. Your choice in profession has little bearing on me. Your choice in weapon might have a large bearing on me or the other guy down the street. So I do question the assumption that more choice, more opportunities, more options is always preferable.

How choice became the definition of freedom

37:22: In the face of the threat of communism on the one hand and the threat of fascism on the other, one thing that starts to emerge most strongly in the U.S., but also in other parts of the sort of allied world, is a convergence around political choice and commercial choice, saying that what freedom is, is having choice in these two different domains. And from that point forward, I think you might say that democracy and capitalism get wedded together around the notion that choice is freedom.

Is having more choices always a good thing?

42:42: We've now seen policies emerge on the right and on the left framed around choice. School choice is usually more appealing on the right, reproductive choice more appealing on the left. So, I would have said that choice is one of those things that we are so used to that it's a kind of unquestioned value across the political spectrum. We might fight about what should be and by whom, but we don't fight about the value of choice itself. And to this day, things are marketed all the time around choice. You look at billboards or look at advertising anywhere you are, and you'll see choice is still a really common term—whether it's banking, house cleaning, or anything else. That may be ending in some spheres on the right.

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