The Evolution of Rhetoric

The early idea of human beings as machines seeking increased personal efficiency has roots in eugenics and the admiration of efficiency. This philosophy is familiar to modern productivity advocates who promote the concept of becoming a more efficient machine. While revisiting a 100-year-old book, the old rhetoric of boosterism and the recurrence of similar rhetoric in contemporary media becomes evident. The rhetoric of efficiency and productivity has persisted over the past century, often presented as new concepts. The illustration of time as a material input in a factory, and the competitive and punitive language used by productivity advocates, reflects the industrial time and Taylorism mentality. This challenges the traditional concept of 24 hours in a day, acknowledging the psychological experience of time that stretches and varies. The idea of gardening time by inventing and stewarding different rhythms of life emphasizes the existence of chrono diversity for individuals and communities.