Aldous Huxley’s ‘Brave New World’ tells of a parentless caste society in which the supposedly civilised human beings are hatched and conditioned to love whatever labour is required of them. Their non-labour time allows them to partake in unfettered consumption, in which sex, devoid of subsequent connection between partners, is freely available. This prospect is made all the more enticing by society’s dedication to ensuring all civilised members remain artificially youthful and attractive in appearance. And if ever a moment of descension occurs to one of society’s oh-so-willing participants, they can simply eliminate their discomfort with a hefty dose of ‘soma’, a drug that will send them into a deep, gratifying stupor.
All those not part of this supposedly utopian caste system, are labelled savages and their contrasting lifestyle is revealed when dissident Bernard Marx visits their dedicated ‘Savage Reservation’. There he finds a decrepit mother living in squalid conditions with her young adult son, the pair of them holding outlandish beliefs in concepts of love and religion.
Savage John, despite the perennial squalor he has existed in, is found to be more virtuous than the supposedly civilised, who scoff at the idea of family and love, their own scope for dangerous activities such as free thought eliminated by their enduring state of consumption.
Reading this warning of the dangers of allowing science and technology to dominate life was particularly harrowing in 2024. Every promising student is now advised to pursue a STEM subject, as it is in those areas where the best jobs will be. The idea that a bright student in 2024 would opt to study a humanities degree would be regarded by many as an act of self-harm. In the UK, the former Prime Minister Rishi Sunak went on record about his desire to tackle the scourge of ‘rip-off degrees’ that don’t lead to secure employment and also hammered home the importance of students excelling in maths. While it is perfectly rational to choose a degree based on its career prospects, the notion that every talented student should do this is concerning. What will a world in which all our brightest minds are funnelled in fintech, computer programming and engineering be like to live in? While the latter two have undoubtedly changed our world, they do not provide meaning and joy in the way that art can. No-one ever streamed their favourite film and became moved to tears at the thought of the platform’s compression algorithm; no one ever drove a car through the mountains and found themselves awestruck by the smoothness of the transmission; and no one ever listened to their favourite piece of music and sang out their love of Bluetooth speaker connectivity at the chorus. I concede that there may be some extremely nerdy exceptions to such rules, but my point is that a world devoid of new and engaging art, revolving solely around science and technology is well… rather dystopian. And that worryingly is where we are seemingly headed.
Then there are the practices of our world’s dominant tech companies, which don’t exactly scream: here comes a bright, warm, and comfortable future for all. Google was not long ago declared to have an illegal monopoly; the horror stories of Amazon warehouse workers being sacked for taking toilet breaks are well-known; and Meta, despite its claims of innocence, has taken a seemingly liberal approach to its possession of user data over the years. Big tech’s next big idea is artificial intelligence, not an unwelcome technology if leveraged correctly to minimise human toil and create abundance, but something tells me monopolistic tech companies are unlikely to deploy AI with such benevolence.
For all the troubling scientific and technological practices that are undertaken in our current world, we have at least not yet reached the nadir of growing and conditioning our children via shock therapy as infants. Nonetheless, two aspects of Huxley’s dystopia seemed, if not entirely true to our currently reality, chillingly close to it.
The desirable upper echelons of the Brave New World’s Caste system are predicated on ageless, consistent beauty in abundance and a perpetual state of consumption. In our own rather disturbing new world, these two principles are deeply entrenched in the world’s most popular social media apps. Beauty brings the eyeballs, the followers, the (tries not to throw up as typing) clout, and is therefore paid to flog the products for the masses to consume. Similarly, those who by weight of numbers have confirmed themselves to be beautiful depict their life as an endless stream of consumption, featuring all the holidays, clothes, meals and drinks at fancy restaurants and bars one could wish for. This, so they claim to their followers, is the life of dreams: endless, limitless consumption. So why would anyone watching not want to be beautiful? The inextricable link between beauty and consumerism big tech has created is enough to make one wonder if there is in fact a Huxleyesque Director figure co-ordinating the whole thing.
So in our own new world, beauty and resultant wealth, above all else, are the goals. More specifically, a particular vision of beauty thrust front and centre by the algorithms. Women must have flawless faces, full lips and a curvaceous body akin those of the Kardashian Clan, while men must preferably be built like the incredible hulk minus the greenness and have the facial profile of Brad Pitt. It is also customary for both to have phosphorescent white teeth that no human in existence has ever been naturally born with. This is where science comes in, for if one is not born like the digital kings and queens of clout, then with enough money they can pay to remove all signs of aging and ugliness and join the royals themselves. Women flat in the chest, meagre in the rump and thin in their lips can have the relevant zones suitably inflated; and men who have spent six days a week in the gym for five years and eaten near unconsumable numbers of chicken breast can turbocharge their in-flesh and online gains with a few strategic injections. Once every pixel of an image is delivered exactly to the algorithm’s liking, it will be pushed to the masses, at which point the gates to the promised land of limitless consumption will swing open for the newly beautiful, while their followers look on in wonder, unknowingly commencing the following cycle of aesthetics doping. While the pursuit of beauty is something that was not invented by social media, the ideal male and female aesthetic that the biggest apps project is now so far removed from a naturally attainable appearance for most that the thought of what people may be willing to do to themselves to achieve a potentially even more narrow and extreme look in a few years is genuinely worrying.
Personally, I think I’d rather remain an ugly, aging savage and not place the entire value of my existence on my physical appearance and the lavishness of my consumption habit. Sadly, I feel as though increasingly few people agree with me.










