Quotes from book
White Collar: The American Middle Classes

Name: White Collar: The American Middle Classes
Author: C. Wright Mills

White Collar: The American Middle Classes is a study of the American middle class by the sociologist C. Wright Mills, first published in 1951. It describes the forming of a "new class": the white-collar workers. It is also a major study of social alienation in the modern world of advanced capitalism, where cities are dominated by "salesmanship mentality". The issues in this book were close to Mills' own background, his father was an insurance agent and he himself, at that time, worked as a white-collar research worker in a bureaucratic organization, at Paul Lazarsfeld's Bureau for Social Research at Columbia University. From this point of view, it is probably Mills' most private book. The familiarity with the studied object as a lived matter refers with no doubt to Mills himself and his own experiences.

“In a society of employees dominated by the marketing mentality, it is inevitable that a personality market should arise. For in the great shift from manual skills to the art of 'handling', selling and servicing people, personal or even intimate traits of employees are drawn into the sphere of exchange and become commodities in the labor market.”

C. Wright Mills book White Collar: The American Middle Classes

White Collar: The American Middle Classes (1951)

“Kindness and friendliness become aspects of personalized service or of public relations of big firms, rationalized to further the sale of something. With anonymous insincerity, the Successful Person thus makes an instrument of his own appearance and personality.”

C. Wright Mills book White Collar: The American Middle Classes

White Collar: The American Middle Classes (1951)

“The personality market, the most decisive effect and symptom of the great salesroom, underlies the all pervasive distrust and self-alienation so characteristic of metropolitan people. Without common values and mutual trust, the cash nexus that links one man to another in transient contact has been made subtle in a dozen ways, and made to bite deeper into all areas of life and relations. People are required by the salesman ethic and convention to pretend interest in others in order to manipulate them. In the course of time, and as this ethic spreads, it is got on to. Still, it is conformed to as part of one; s job and one's style of life, but now with a winking eye, for one knows that manipulation is inherent in every human contact. Men are estranged from one another as each secretly tries to make an instrument of the other, and in time a full circle is made: one makes an instrument of himself and is estranged from it also.”

C. Wright Mills book White Collar: The American Middle Classes

White Collar: The American Middle Classes (1951)

“Competition has been curtailed by larger corporations; it has been sabotaged by groups of smaller entrepreneurs acting collectively. Both groups have made clear the locus of liberalism's rhetoric of small business and family farm.The character and ideology of the small entrepreneur and the facts of the market are selling the idea of competition short. These liberal heroes, the small businessmen and the farmer, do not want to develop their characters by free and open competition; they do not believe in competition, and they have been doing their best to get away from it.When the small businessmen are asked whether they think free competition is…a good thing, they answer…, 'Yes, of course—what do you mean?' … Finally: 'How about here in this town in furniture?'—or groceries, or whatever the man's line is. Their answers are of two sorts: 'Yes, if it's fair competition,' which turns out to mean: 'if it doesn't make me compete.' … The small businessman, as well as the farmer, wants to become big, not directly by eating up others like himself in competition, but by the indirect ways means practiced by his own particular heroes—those already big. In the dream life of the small entrepreneur, the sure fix is replacing the open market.But if small men wish to close their ranks, why do they continue to talk…about free competition? The answer is that the political function of free competition is what really matters now…[f]or, if there is free competition and a constant coming and going of enterprises, the one who remains established is 'the better man' and 'deserves to be where he is.' But if instead of such competition, there is a rigid line between successful entrepreneurs and the employee community, the man on top may be 'coasting on what his father did,' and not really be worthy of his hard-won position. Nobody talks more of free enterprise and competition and of the best man winning than the man who inherited his father's store or farm. …… In Congress small-business committees clamored for legislation to save the weak backbone of the national economy. Their legislative efforts have been directed against their more efficient competitors. First they tried to kill off the low-priced chain stores by taxation; then they tried to eliminate the alleged buying advantages of mass distributor; finally they tried to freeze the profits of all distributors in order to protect their own profits from those who could and were selling goods cheaper to the consumer.The independent retailer…has been pushing to maintain a given margin under the guise of 'fair competition' and 'fair-trade' laws. He now regularly demands that the number of outlets controlled by chain stores be drastically limited and that production be divorced from distribution. This would, of course, kill the low prices charged consumers by the A&P;, which makes very small retail profits, selling almost at cost, and whose real profits come from the manufacturing and packaging.…Under the threat of 'ruinous competition,' laws are on the books of many states and cities legalizing the ruin of competition.”

C. Wright Mills book White Collar: The American Middle Classes

Section One: The Competitive Way of Life.
White Collar: The American Middle Classes (1951)