Modernity and Schizophrenia:

Man is inherently schizo. He is assembled from multiplicity of single 'I's, each constantly fighting for control of his imagined unified-self. Man believes himself to be in control, yet in only believes this from the perspective of a single I.

In less disordered times, with decreased over-stimulation, man's singular 'I's could attach with ease to coherent facets of society: Family, tradition, community, Church, academia, business etc. Men often became men of a certain social aspect.

As techonomic capital accelerated the process of social atomization, the competitive aspect inherent with man's 'I's went into overdrive. Attempting to seize its singular territory at all times without thought for the rest of the man.

Modernity locked into the schizophrenic mode of being and attuned its dynamics to the addictive personality of each singular 'I'. Abusing its imaginary perspective of control, techonomic capital seeks to drain each singular I of its value, before moving on to the next...

All 'I's battle for the privilege of consumption:

The I that diets, the I that overeats
The I that reads, the I that accepts
The I that gives in, the I that abstains
The I that exercises, the I that lounges
The I that theorizes, the I that acts

In the actualization of a single I the user imagines a complete control which is twice illusory. Firstly as it is taken as the whole, and secondly as it is taken over by techno-capital.

The process of techno-capital atomization is one wherein a singular I becomes possessed and imagines the power-to-consume as synonymous with control. As a single I consumes, the man himself perceives himself to be fully at the reins of his Being, he is wrong.

The trick is to notice yourself being pulled around. Which I has taken control, remember which 'I's do what, and why they seek to intrude. Try not to hone in a singular I, but simply notice the assemblage itself.