In short
This episode of Critics at Large, “Our Modern Glut of Choice,” argues that modern life equates endless options with freedom, but that abundance often produces overwhelm, dread, and even involuntary decisions. Guests (critics) discuss how choice feels like a burden in everyday systems: health insurance plan selection for a new baby; streaming platforms where “Netflix slop” makes choosing feel impoverished; Amazon shapewear returns after a New Yorker anniversary party; and everyday markets like groceries (olive oils, breads), dating apps, fashion micro-trends, and algorithmic feeds. They connect this to Sophia Rosenfeld’s book The Age of Choice, A History of Freedom in Modern Life, claiming choice-as-freedom is historically constructed. Notable examples include 18th-century “Mr. Cock” shopping/auctions, the “choice of Hercules” (vice vs. virtue), and religious choice after the Reformation. They also cite how algorithms and marketing can mask coercion and deepen disparities of choice.
Guests
Vincent Cunningham, Nomi Fry, and Alex Schwartz.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOThe Burden of Choice
1:15 to 5:41
Hosts discuss the overwhelming abundance of choices in modern life.
“Each week on this show, we make sense of what's happening in the culture right now and how we got here.”
Personal Experiences with Choice
5:52 to 8:12
Hosts share personal anecdotes illustrating their struggles with choice.
“Okay, let's start by sketching out a bit what we're talking about here.”
Cultural Reflections on Choice
8:13 to 14:02
Discussion on how cultural and technological influences shape our choices.
“Well, in both ways, you're betting on a certain kind of experience.”
Cultural Adjustments in America
14:02 to 15:46
Explore the differences in choice and culture when moving to America.
“Whether it was cultural products, where it was like actually physical products, like I went to the school in my neighborhood, there wasn't a choice about that.”
Engaging with the Audience
15:46 to 16:57
Listeners are invited to share cultural questions for the show.
“This is Critics at Large from The New Yorker.”
Introducing The Age of Choice
16:57 to 17:44
Discussion on Sophia Rosenfeld's book exploring choice in modern life.
“So I wanted us to dig into a new book that gets at this exact topic, and it's called The Age of Choice, A History of Freedom in Modern Life.”
Historical Context of Choice
17:44 to 19:10
Examining how the concept of choice evolved historically and its implications.
“That these were not sort of these ideas did not come into being at the exact same time.”
Mr. Cock and the Invention of Shopping
19:10 to 21:09
How Mr. Cock's auction innovations shaped modern shopping experiences.
“So he had an auction house that, first of all, was delimited in space, only certain, as he said, choice items could appear there.”
The Role of Women in Choice
21:09 to 22:50
Discussion on women's evolving roles in the rise of consumer choice.
“You know, she talks about Jane Austen and how, you know, the kind of like activity of choosing between muslins, which is, again, something I love.”
The Choice of Hercules and Its Implications
22:50 to 24:46
Exploring the ancient parable's relevance to modern choice and virtue.
“which only continues with colonialism and access to more goods from elsewhere.”
Show all 21 chapters
Re-evaluating Choice in Modern Contexts
24:46 to 26:23
How contemporary issues challenge the notion that choice equals freedom.
“But she doesn't present this notion of freedom, individual freedom equated with choice as totally unproblematic.”
The Duality of Choice
26:23 to 28:06
Examining the tension between individual and collective aspects of choice.
“And she also kind of brings up this idea of like what we call choice feminism, you know, the kind of like, oh, yeah, I can I can choose feminism is about being able to like, oh, I want to be like whatever it is.”
The Politics of Choice
28:06 to 30:38
Explore how choice is intertwined with societal status and politics.
“You know, as we know, health care is not something, you know, universal and freely given just because you are a person.”
Illusion of Choice in Modern Media
30:38 to 31:16
Discuss the paradox of having many choices yet feeling limited.
“And what I'm wondering is, do we actually have as much choice as we think we do?”
Algorithmic Influence on Choices
31:16 to 33:51
Analyze how algorithms shape our perception of available choices.
“Because I'm not seeing always such great choices.”
The Burden of Excessive Choice
33:51 to 36:35
Examine how overwhelming choices can lead to a lack of fulfillment.
“In both cases, these things were decided not by myself, but by someone else, by a mechanism outside of myself.”
Choice During the Pandemic
36:35 to 39:37
Reflect on how pandemic restrictions changed our interaction with choice.
“And, you know, speaking of the how technology accelerates and sort of inflects this ethos of choice.”
Finding Meaning in Choice
39:37 to 41:53
Discuss the implications of choice on community and individual well-being.
“Vincent, before you were describing a kind of choice burnout.”
Exploring the Criterion Channel's 24-7 Feature
42:04 to 43:12
Learn about the unique experience of watching films without making choices on the Criterion Channel.
“Lately, the Criterion Channel, which is, of course, another kind of organ of choice, right?”
The Joy of Surprise in Cooking
43:12 to 44:16
Discover the benefits of the CSA model and how surprise ingredients can enhance cooking experiences.
“Well, one aspect, one area in which I deal with choice a lot, both good and bad, is cooking.”
Walking as a Break from Decision-Making
44:16 to 44:48
Understand how taking a walk can help alleviate the burden of making everyday choices.
“Maybe in line with all we've just said about, you know, encounter, accident.”
Transcript
Automatic transcript. May contain errors.0:00This summer, Prime Video takes you back before Legally Blonde, before law school, and into the world of Elle Woods in high school. Set in 1995, this Gemini vegetarian knows exactly who she is, until her family moves from Bel Air to Seattle. Packed with iconic fashion, 90s nostalgia, and a throwback soundtrack, Elle proves one thing. Law school was hard. High school was harder. From the world of Legally Blonde, watch Elle, a new original series only on Prime Video. Watch now.
0:36Alexandra Schwartz:Hey listeners, it's Vincent. Critics at Larg is taking the week off, but don't worry, we'll be back in your feeds next Thursday with a brand new episode of I Need a Critic. Remember, send in your voicemails, record your cultural questions on the Voice Memos app on your phone, and email them to themail at newyorker.com with the subject line Critics. In the meantime, we're surfacing a favorite show from our archives. We ran this episode last spring, and if you, like me, find yourself agonizing over the myriad tiny decisions you have to make on any given day, then this episode is for you. Enjoy.
1:14Alexandra Schwartz:Welcome to Critics at Large, a podcast from The New Yorker. I'm Vincent Cunningham.
1:19Vinson Cunningham:I'm Nomi Fry. And I'm Alex Schwartz. Each week on this show, we make sense of what's happening in the culture right now and how we got here. Hello, critics! Hello!
1:33Vinson Cunningham:Okay, I have a series of words I would like to just run by you. I want you to tell me if you know what these things have in common. Okay. Okay, here we go. Are you ready?
1:45Naomi Fry:This is like, yeah, this is like the SATs or something. Is it like one of the scary things? It's not about you.
1:50Vinson Cunningham:It's about them. Do you know what I mean? It doesn't reflect on you. Okay, thank God. Let's just begin with that. Weave it. Pointing. Slipper Satin. Dimity. Oh. That's it? I'll go on. Oh. Wimborne White. Oh. James White. White Tie. Lime White.
2:12Alexandra Schwartz:Oh, these paint colors? Are these swatches? Yes, they are.
2:15Vinson Cunningham:Swatches. Vincent Cunningham. It took me a while.
2:17Naomi Fry:At first I thought it was like something to do with lingerie. Oh, I was a bit tricky about it. Yeah, yeah. You were a bit tricky.
2:23Vinson Cunningham:These are all different shades of white by the luxury paint company Farrow & Ball. These are all shades of white I have lovingly poured over in swatch form an array of choices that my feeble mortal mind simply cannot sort through or understand how to preference one white over the other. Maybe by the end of my days I will have figured it out. But I simply don't know. And I'm bringing this up right now because choice is something that's been much on my mind. It is so woven into the experience of being alive right now in all realms. You want to paint a room? Good luck to you. You know, you go and weave it or you go and win more and white.
3:05Vinson Cunningham:Or are you even going with Farrow and Ball? My lord, have you seen the Benjamin Moore selections? What about Dimity? Don't even get me started. Dimity. So on the one hand, all of us are living more luxuriously than ever before. Or, you know, the idea that I would go to my shuttle ancestors and talk about dimity. It's an insult. Insult. You know, what did they have? They didn't have a thousand shades of this and that. That we can just be serious. No, they were lucky if they didn't get killed with a hatchet. That's right. And here I am. Here I am in my modern life. We laugh, but it's true. Thinking about what color would look best on the wall.
3:42Vinson Cunningham:I'm thinking about what food I want to order at night. Oh, do I want Thai food? Do I want Chilean food? Whatever. The options, they're endless. Too much. They're just at the tip of my fingers, and I'm sitting there paralyzed. The abundance that we have, I mean, it's wonderful. It's amazing. Is it also a bit perhaps soul-crushing, I wonder, the experience of being constantly bombarded with endless options from all sides, you know, for dining, for traveling, for shopping, for clothing, for watching, for reading, whatever. It's endless. It's overwhelming. Certainly. What do you guys think? Yeah, Night Falls, and there I am, looking slack-jawed at Netflix.
4:20Naomi Fry:And I'm like, what of these, like, 17 horrible new documentaries that just came out about, like, various murders, am I going to watch? You know, and I'm just like, does it matter even? Like, can someone decide for me? I need a strong leader.
4:38Vinson Cunningham:Nomi often calls for a strong leader, but still she's here just trying to muddle through.
4:42Alexandra Schwartz:I know.
4:43Vinson Cunningham:No, Vincent, how about you?
4:45Alexandra Schwartz:No, it's true. You get into little squabbles with your partner about who has to choose. I've always had the idea that people want to be the decider, but actually now the fight is over. You, please, you take over.
4:56Vinson Cunningham:Yeah.
4:56Alexandra Schwartz:Somebody's got to do it and I don't want to be it.
4:58Vinson Cunningham:No, it's too much pressure.
5:00Alexandra Schwartz:Yeah.
5:01Vinson Cunningham:Well, all of this brings me to today's topic. We have chosen to talk about this today. The abundance of choice that defines so many of our experiences right now. We're talking about how we got to this place where we think of choice as a fundamental part of living a free life and whether the ability to endlessly customize so much of what we do is making our lives better. And one question I've been thinking about a lot, which I would like us to discuss, is whether we actually have as much choice as we think we do. Are we just being given the illusion that we're sampling from so many different options while there aren't really many good choices?
5:41Vinson Cunningham:So that's today on Critics at Large, our modern glut of choice.
5:52Vinson Cunningham:Okay, let's start by sketching out a bit what we're talking about here. So when you guys think about being a consumer today right now, are there specific experiences or anecdotes that have defined it for you recently? Well, one thing is having a baby means, of course, that you have to get that baby covered on health insurance.
6:14Alexandra Schwartz:And doing anything that relates to health insurance is an absolute glut, maze, open fire hydrant, any metaphor of overwhelm of your liking, of choice. Choice that you have to read further and further. Okay, this one gives you dent. This one does this. This one, choices that relate to technical realities that sometimes I have no real expertise of. I really don't know what I'm supposed to be choosing. But you have to make all of these choices that become a job in itself. Thinking about it makes my stomach hurt.
6:56Naomi Fry:You know, Vincent, that's actually a really interesting example. And I can sympathize with it. I mean, I think a lot of us can. One thing that I find kind of, I guess, significant or like essential about this example is that one of the reasons that you have a pit in your stomach, I suspect, is that you know you're in some way going to get fucked over. So like the house will win. And I think the way I feel this most in my life right now is in entertainment. Netflix, you know, HBO Max, Hulu, you know, the screen is set before you. You have literally like hundreds, thousands of little squares on which you can click.
7:45Naomi Fry:And yet my feeling, at least, when I sit down before this glut, this, you know, this glorious abundance is, I'm probably not going to be watching something good tonight, something that I'm really going to Like, you know, my feeling is often a kind of dread, right? This is not going to end up well. And, of course, the stakes are different between kind of like choosing health insurance and watching like a shitty whatever, like series, spy series.
8:12Vinson Cunningham:But and yet, you know, there are similarities. Many similarities, yeah. Well, in both ways, you're betting on a certain kind of experience. You know, I have an example for us of a recent choice I had to make. The New Yorker anniversary party was coming up. Ah, yes. we've celebrated this magazine has celebrated its centenary hooray go us go the New Yorker magazine yes and hooray this is a big deal for once in our lives we were invited to a fancy party yeah this never happens never happens we got excited I mean I'm just speaking collectively here I got excited we got excited
8:46Naomi Fry:and oh and we were told also that we need to dress fancy
8:51Vinson Cunningham:well it was encouraged yeah and I took the encouragement and procured a garment and was pretty happy with my choice of garment. I then felt that I needed an undergarment to fit with this jumpsuit I had purchased. So I go on Amazon.com.
9:07Alexandra Schwartz:Oh, no.
9:08Vinson Cunningham:Your little local retailer.
9:09Alexandra Schwartz:Oh, boy.
9:10Vinson Cunningham:And I'm looking for shapewear. I'm looking for something that gives me a kind of short but maybe connected to a lifting bust situation. And I buy so many things, guys. I'm ashamed and I'm embarrassed. I have to make many returns right now because I just bought - Well, probably six. Oh. I ended up with a garment I really enjoyed by a brand called Slimers. Slimers. I think Slimmers was the intent, but 1M does spell Slimers. So I recommend Slimers to anyone who might be looking for a similar thing. But the point is— It's the Alex Schwartz bump. Yeah. Let's see if Slimers can sell a few more—I don't even know what they're called.
9:52Alexandra Schwartz:Shape Slimes. Shape Slimes.
9:54Vinson Cunningham:So that was my recent experience with choice and being bombarded by it. Where else do we see a bloat of options? Just throw out the examples like you're tossing cards on a table. Let's go.
10:08Alexandra Schwartz:Dating profiles. Dating profiles.
10:11Naomi Fry:Food, either ordering food at home or making a reservation at the hot, whatever hot new restaurant. You know, there are many. you know even like scrolling through Instagram and seeing I've been getting served I'm a woman of a certain age so I've been getting served a lot of kind of like plastic surgery and injectable type content you know oh my god you can like your nose could look like this or it could look like this
10:36Alexandra Schwartz:Instagram thinks I need a new nose it's weird they keep showing me noses I like mine by the way
Read the full transcript
10:41Vinson Cunningham:that is odd but this is the thing even choosing to continue with your unmodified face or body is now a choice. It's a choice.
10:49Naomi Fry:It's a choice. It's like a choice that has like ideological baggage with it.
10:54Vinson Cunningham:Can I give you a more basic one? Of course. Grocery shopping. Yes. Olive oils. Hmm. Which one to select? Cottage cheeses. There are quite a few. Breads. Don't even get me started with the breads. Breads.
11:05Naomi Fry:Oh, my God. So many breads.
11:06Vinson Cunningham:And then, and I say this, and you know, like everyone else, I'm talking about how annoying this is, but if I don't have my special choice there, I'm very frustrated.
11:13Alexandra Schwartz:Nobody wants the one.
11:15Naomi Fry:Fashion. Totally. And I just read this article, I believe it was on the cut, about micro trends and how there's too many trends, right? That the mob wife aesthetic, the clean girl aesthetic, the, you know, just like the rocker chick aesthetic. And these things cycle so, so swiftly in and out that the article was making the point that like enough with this glut, enough with this glut. Can we just choose our style and stick with it? Like, why do I suddenly have to like slick my hair back and wear like doorknocker earrings and a fur coat? because, like, Instagram or TikTok has decided that now we're dressing like, you know, Michelle Pfeiffer and married to the mob circa, like, late 80s, you know?
12:02All right, so here's what I want to know.
12:04Vinson Cunningham:Does this feel like a recent thing to you? Because some of the things we're talking about have been with us for a while, but I do think there is a sense that all of this choosiness in modern life has sped up. So is this recent? What do you guys think? I think that it has accelerated drastically alongside certain technological advancements.
12:30Alexandra Schwartz:I mean, the advent of streaming is, you know, you go from you can you can see what Blockbuster has to perhaps you could see any movie in the history of movie making. You could go to your local. I mean, the saddest one for me is having grown up on the Upper West Side of Manhattan and gone to the Tower Records at Lincoln Center like like it was a church. Or now you can go on Spotify. And again, what in the whole history of music making? Would you like art song today or yesterday's new hip hop? Just getting on the train and deciding what to listen to, as I often do, can take half the subway ride.
13:08Alexandra Schwartz:So I think technology has advanced it. But fundamentally, at least in my childhood, this has been the underwriting presented as a good. What we're describing is the American dream. Yeah.
13:22Naomi Fry:I mean, I remember, you know, going to get a little bit personal here. As you guys know, and probably a lot of listeners know, I didn't I didn't I mostly did not grow up in the States. I grew up in Israel and I would come to the States starting in the 80s because of my dad's job intermittently. And Israel, I mean, much can be said about Israel. But in terms of kind of like the economic system in the 80s, the American idea of choice and capitalism certainly hadn't reached Israel. And so the glut was kept at bay. Let's put it this way. Whether it was cultural products, where it was like actually physical products, like I went to the school in my neighborhood, there wasn't a choice about that.
14:10You know, all of these things that when I would go to America would be very different.
14:16Naomi Fry:You know, I mean, even just the ability to pick up fast food. Like the first McDonald's opened in Israel, I think, and I think it was like 1992, maybe. And so, you know, that's kind of crazy if you think about it. And so for me coming to America in the 80s, that was what America was about. It was like, oh, my God, I can actually go to the store, go to the mall, the mall, which we didn't have in Israel when I was growing up, the mall, so many stores, so many department stores, stores within stores, being able to you know there's more than one type of thing you know you can choose a sweater from this brand or from that brand you know it was just like tv the channels yeah you know i mean good god it was like revelatory you know and so of course i think vincent what you're saying about the kind of the advent of technology the apps you know the streaming the the phone even the you know the advent of the iPhone.
15:21Naomi Fry:That's something that made a big difference, I think, in the acceleration of this whole, you know, phenomenon. But essentially, America was always choice.
15:36Vinson Cunningham:Yes, we're sitting around here knocking a proliferation of choice. But at the same time, would you rather choose to have a king ruling you? Let's talk about history. This is Critics at Large from The New Yorker. Choose to stick around.
16:02Alexandra Schwartz:Before we get back to the conversation, listeners, it's that time again. We're working on another I Need a Critic episode. We've come to really love this series because it gives us a chance to hear from you.
16:15Vinson Cunningham:Oh, yeah. You all know the drill at this point. But for anyone who doesn't, don't fear. All you have to do is record a voice memo on your phone with a specific cultural question that we can help you with. Maybe you're looking for the perfect book to read after you just had a baby and you have no attention span or time. Maybe you want to know whether book clubs are actually helpful. Maybe you want an example in media, the movies, what have you, of an actually happy relationship.
16:40Naomi Fry:I mean, who can tell really what you come up with? And we can't wait to find out. You've got questions. We've got answers. Hit us up. Send your voice memos, as always, to themailatnewyorker.com with the subject line critics. And now back to the episode.
17:02Vinson Cunningham:We've been talking about the glut of choice in modern life, the sense that everywhere you look, you have so many options to choose from and a kind of overwhelm, a choice overwhelm with all of these selections that we have to make just to get through the day. So I wanted us to dig into a new book that gets at this exact topic, and it's called The Age of Choice, A History of Freedom in Modern Life. It's by Sophia Rosenfeld, a professor of history at the University of Pennsylvania. I am just going to spoil it for a sec. I love this book.
17:35Alexandra Schwartz:It's a good book.
17:36Vinson Cunningham:I really think this is a great book. I'm so into this book. Rosenfeld's a really good writer. She's a very good writer. So someone, give me the argument that she lays out in the book.
17:47Alexandra Schwartz:In many ways, through lots of wonderful examples, sort of anecdotal, technological, sweepingly historical, it actually makes a pretty simple argument, which is simply that choice was not always the sort of hallmark definition of freedom. That these were not sort of these ideas did not come into being at the exact same time. And that the fact that we now in much of the world equate almost choice and freedom is in fact a historical development. That it was not always, as she says, a doxa, D-O-X-A, an underlying, taken-for-granted ideology. It came into being and that this coming into being has certain consequences.
18:39Vinson Cunningham:Vincent, do you want to just give us a little bit of a sense of when it did come into being?
18:42Alexandra Schwartz:Well, what I like about the age of choice is that it is not totally dogmatic about causes. It does not say here is the beginning of choice as freedom. She does, though, start us in a really beguiling and sort of interesting place with a. . . Are you going to talk about Mr. Cock? I'm going to talk about Christopher Cock.
19:03Naomi Fry:Mr. Cock! It's Mr. Cock. It's Mr. Cock! The unfortunately named Mr. Cock.
19:08Alexandra Schwartz:Yes, who did not invent the auction, but did, in sort of updating the auction, making it sexier and cooler to his London audiences between the 1720s and the 1740s, did sort of invent shopping.
19:26Vinson Cunningham:Yes, yeah.
19:26Alexandra Schwartz:So he had an auction house that, first of all, was delimited in space, only certain, as he said, choice items could appear there. And so Rosenfeld has fun distinguishing choice as we know it, you know, selecting among many options. But also the secondary and a little bit more archaic definition of choice, meaning high value within a certain larger sort of gallery of choices. I brought you only the choice items and you can choose among this choice group. And he put out pamphlets, books of what's there, when you can come and look at the items before the auction and kind of brings this ethic of perusal before choice.
20:14Alexandra Schwartz:What we call shopping, which ends in the mall, as Nomi was talking about, really invents this activity. The fact that shopping could be invented is just like a thrilling notion.
20:27Naomi Fry:I could really kind of like, I could feel it like wetting my appetite, which is crazy. Did you wish that you could pay a visit to Mr. Cox Warehouse? Yes. Of course, me too. Yes, because I love it. It really reminded me of me like even going to a junk shop. I love junk. I love going to like an antique store that's like really junky and being like, oh, my God, what is this disgusting thing? But maybe I like it. You know, it's just like that that thing that Rosenfeld pinpoints is, you know, and she makes also the larger point, I think, in the in the book that women, the category of woman has often been overlooked as a defining animating element in this rise of choice as as a kind of like marker of individual freedom.
21:20Naomi Fry:Right. Through, for one, things like shopping. You know, she talks about Jane Austen and how, you know, the kind of like activity of choosing between muslins, which is, again, something I love. Like I just love, you know, I I love to choose between muslins. Yeah. I love to choose between muslins. Calicos. Calicos. And I love to read about choosing between muslins. It's just like so there's something so pleasurable about it. And Rosenfeld makes the argument that this is something that was absolutely imperative to the kind of rise of the new individual, the new free individual, you know, based on that individual's choices in the marketplace.
21:59Vinson Cunningham:Yeah, you guys are getting at so much of what is really interesting about the story. We're talking about the consumer element of the story and there are other elements, which I want to bring in in a second. But, right, this idea that suddenly you have marketing. You have these two sides of an exchange. You have the creation at the same time of the shopper and of the seller. No longer are you just going to the dry goods store and saying, I need, you know, three bales of cotton or whatever. I guess it wouldn't be bales. Three reams. I don't know what the relevant unit was. And bartering or maybe taking something on credit or the guy goes to the back to see what he has.
22:33Vinson Cunningham:No, now these beautiful things are laid out for you to see. And suddenly your taste comes into it. The idea that people even have taste, that you can distinguish yourself. in a certain way, while, of course, many other people are distinguishing themselves in exactly the same way by getting similar things. But again, she's talking about a kind of glut of options that are there from the beginning of this really heightened period of commercial activity in England in the late 18th century, basically, which only continues with colonialism and access to more goods from elsewhere. One thing I thought was really interesting that I didn't know about before, which Rosenfeld returns to a lot, is this idea of the choice of Hercules.
23:15Vinson Cunningham:Had you guys come across that before?
23:17Alexandra Schwartz:No. I could recognize it in literature, literary tropes, but she explains it in a way that is so paradigm-shifting, sort of.
23:28Vinson Cunningham:The choice of Hercules is this ancient Greek parable about Hercules being offered a choice between vice and virtue and really becomes a motif increasingly in popular culture, according to Rosenfeld, in the 17th and 18th centuries. The choice is obviously supposed to be towards the path of virtue. Which choice will you make? And something that I thought was really interesting that's connected to this that Rosenfeld goes into is the history of choice in religion and in Christianity specifically. There does come to be this idea in post-Reformation Europe that actually people should be able to choose among competing religious practices and conclude which is the right one and which is the best one.
24:13Alexandra Schwartz:Yeah. What Rosenfeld does so well is give the age of choice and its acceleration certain partners. One is Protestantism. The other, to Nomi's point, is a certain kind of woman who is adjacent to privilege, who has certain advantages, but is constrained in her choices. And finally, this is what I love about this book, the form of the novel is brought in. She calls the novel the art form par excellence of the age of choice. That the crises of choice that characterize the novel, who to marry, who to love, what to buy, where to live, that these are artistic renderings of a whole sort of change of epoch.
25:02Naomi Fry:But she doesn't present this notion of freedom, individual freedom equated with choice as totally unproblematic. Right. To the contrary. To the contrary. Certainly not.
25:17Alexandra Schwartz:Yeah. By revealing that this and this is really maybe the deeper argument by revealing that this is not natural, that this idea that choice equals freedom is not just an idea descended from the heavens or whatever. She can therefore look at certain contemporary phenomena talking about maybe the framing of abortion rights as choice as opposed to something like justice. You know what I mean? The current framing of certain areas of our current life can therefore be re-problematized. We can say this is not the only way to talk about these issues.
25:55Naomi Fry:Right. Yeah. Specifically with abortion, she, from my understanding, would like to see it as a kind of more essential right rather than just a kind of like, oh, I can, you know, I can choose just like I choose Calico. This should be kind of a more essential right that doesn't depend on kind of like the whims, say, of the market or the whims of the consumer, which I thought was really interesting. And she also kind of brings up this idea of like what we call choice feminism, you know, the kind of like, oh, yeah, I can I can choose feminism is about being able to like, oh, I want to be like whatever it is.
26:38Naomi Fry:Like I want to be like an Instagram influencer who is, you know, objectifies herself, you know, and that is what it means to me to be kind of like an untethered, free individual. Right. Like, is that kind of like an essential thing? You know, is that necessarily justice? You know, if we use kind of like a more essential term to kind of like making choices.
27:02Alexandra Schwartz:Yeah. And with this ideology, she points out, comes the rhetoric, too, of personal responsibility. The way we understand not just social behavior, as in choice feminism, but social outcomes. If you are poor, is it perhaps because you made bad choices? Absolutely. So the language of economic redistribution, whether to or not a kind of punitive libertarianism hinges on this, again, this doxa, this bedrock belief that everything has to do, even the outcomes in our lives have to do with choices. And because we are such free, unfettered individuals, it therefore becomes sort of not our responsibility to sort of, as she talks a lot about, choice, choice, choice makes it harder and harder to really figure in your mind what it means to act collectively for the benefit of the whole.
27:57Naomi Fry:Absolutely. And, you know, it makes me think again about your health care example where it's like, oh, I have all of these choices. Yeah, but even the choices you have under the system are given to you because you have managed to achieve a certain status in society, a certain standard of living. You know, as we know, health care is not something, you know, universal and freely given just because you are a person. So even getting to the point where you can make a choice is a political thing.
28:35Vinson Cunningham:Well, that's why I think this tension, which is in Rosenfeld's book, but it's also just in the nature of choice making in general is so interesting, which is the tension between choice as an individual process by which we make decisions about our own lives from the very banal, like what you're going to wear on a given day, to the huge, like what health care your kid is going to have or where they're going to go to school or whatever it might be. But also choice is a collective phenomenon. Like we are all sitting in a country right now that came about as a result of the idea of people choosing their own form of government.
29:09Vinson Cunningham:That's no small thing. And we can poke as many holes in that as we should about who is entitled to choose. But, you know, reading Rosenfeld got me thinking about the Federalist Papers. And I went back to the Federalist Papers. Beautiful. There you were, going Hamilton mode. Yeah, I was going Hamilton mode. I was just, you know, and Madison, please don't forget him. Madison. And John Jay, you know, got to just cite the trio there. And I was having a little glance at Federalist No. 1. And you get right there. it has been frequently remarked that it seems to have been reserved to the people of this country by their conduct and example to decide the important question whether societies of men are really capable or not of establishing good government from reflection and choice or whether they are forever destined to depend for their political constitutions on accident and force.
29:59Vinson Cunningham:And that is so interesting to me, the idea just at its most basic level that choice is itself a revolution and that its alternatives are accident and force. Like, if you hear those things as a choice, which of course is what they're cannily doing in Federalist One, presented to you today, who among us is not choosing choice? As Charlotte York says on Sex and the City, as of course Vincent Cunningham, well-known watcher of Sex and the City, knows, I choose my choice.
30:26Alexandra Schwartz:Yes.
30:30Vinson Cunningham:It feels today like the choices are endless, but do we actually have access to as many options as we think we do? Critics at large from The New Yorker will be right back.
30:57Vinson Cunningham:So we've been talking about the really interesting history of choice, even becoming a thing to contend with in modern life, and how choice eventually comes to me more and more conflated with the idea of freedom, that the more choices you have, the more you are able to exercise your freedom to choose between them. And what I'm wondering is, do we actually have as much choice as we think we do? Because I'm not seeing always such great choices. It's the same thing as what you were saying, Nomi, about, you know, this seems like a trivial example, but I do think it can stand in for a lot of different examples in modern life.
31:33Vinson Cunningham:the Netflix slop. Yeah. The just kind of unwatchable, uninteresting, seemingly algorithmically fashioned, not even really intended to be paid attention to
31:45Naomi Fry:stuff.
31:47Vinson Cunningham:Okay, great. I can choose between many, many, many of these options, but when I am presented with that choice, the act of choosing itself just feels very impoverished.
31:59Alexandra Schwartz:One of the to return briefly to Rosenfeld, one of her most sort of paradoxical and interesting arguments is that sometimes a big proliferation of choice is there precisely to mask deeper disparities of choice. You know how somebody says, if you're not at the table, you're on the menu kind of thing? Sometimes choice comes into play when someone else is being chosen, not doing the choosing. So she, at the same time as she shows the innovation of the posters of Mr. Cock, she shows how similar they are to the posters for slave auctions, you know, choice individuals that you can buy, chattel. And so, so often the language of choice is precisely about force.
32:46Alexandra Schwartz:Force is underneath the seeming choice.
32:49Naomi Fry:Yeah. And I think another point or another aspect of like maybe we don't have as much choice or as free choice as we think we do is you know the classic example of like the different algorithmic bubbles that we live in right I mean x nay twitter is is you know a case in point um where you know it used to be when it was still Twitter that all you would see was your kind of like your kinfolk, you know, all saying kind of like pretty similar things. Right. Then Elon came in. Now I'm getting now I see a lot of like sort of Nazi adjacent stuff. You know, I mean, it's not funny, but I'm like, oh, wow, this is, you know, I thought I had free.
33:40Naomi Fry:I thought I was like surfing merrily along. I mean, I didn't really, But that is kind of like the illusion you work under. And now I'm like, oh, now the choice looks totally different. In both cases, these things were decided not by myself, but by someone else, by a mechanism outside of myself. So that seemingly free choice to click on whatever tweet or, you know, and like engage with it as one will is, in fact, totally predetermined. And it's kind of that's pretty dark, I guess. Yeah. It kind of brought it home to me.
34:21Vinson Cunningham:I guess I just feel that there is a way in which choosing and being required to choose so often is itself something that has been chosen for us. I'm thinking of an article I recently read in the New York Times about people who were confronting their own self-diagnosed, basically, shopaholicism, shopaholism. People who felt that they were unable to stop making purchases online because they were presented with so many options all the time. They were getting the alerts from the brands that they had signed up for to get the discount code. Stuff that is really, really rote and basic in our society.
34:58Vinson Cunningham:We all know what it is to be bombarded by the, you know, get 15 percent off on whatever today. And going on Amazon or going on any of these, which, you know, I find it ironic. I'm sure I'm not the only one that Amazon is itself the choice, this huge megastore, which seemingly presents all these different options. It's just this one monolith that we're purportedly choosing. But are we really? There it is. And everyone is drawn to it like a magnet. But I was reading this article because there was that boycott. Did you guys look into this at all the other week? It sort of seemed to hit various social media feeds.
35:37Naomi Fry:Sort of anecdotally, there was like a kind of a cute cartoon type thing where it was like they would know Amazon.
35:44Vinson Cunningham:Yeah, it was a boycott that was called for, I think, February 28th to not shop at Amazon or other big box stores. The idea, right, was to have an economic blackout. Show them our power if we choose not to choose. Yes. I bring it up because it seems to have created for certain people an awareness around how much of their choosing was really involuntary. And how much just going through the day has meant deciding you need something, deciding you want that. I'm thinking about want and need a lot lately because my two-year-old confuses the words. So, you know, I need green grapes is a phrase that's often.
36:21Vinson Cunningham:Yeah. And it's like you do feel you need them. But I guess part of the point is as one grows older, you're supposed to be able to distinguish between those things. And yet a society with a glut of choice doesn't want you to, I guess is where I'm coming out on this. Doesn't want you to distinguish between want and need.
36:35Alexandra Schwartz:Yeah. And, you know, speaking of the how technology accelerates and sort of inflects this ethos of choice. The new technology makes it so that you kind of sort of do need to at least interact with the field of choice. You have to eat. It's just a question of therefore mechanisms that we build in. And now where all of these choices are presented on the very same interface, the phone, where you kind of do all of your other urgent functions, it has sort of twin want and need in this way where you kind of – they become increasingly hard to parse.
37:20Vinson Cunningham:Yeah, Nomi, you were talking about how Mr. Cock, the originator of shopping, the auctioneer with flair, ends at the mall. Well, no. Mr. Cock ends on our phones. We all have Mr. Cock in our pockets.
37:33Alexandra Schwartz:Don't we ever.
37:34Vinson Cunningham:I'm so sorry. Some of us more than others.
37:38Alexandra Schwartz:If he's reaching the pocket, it's a crisis. But go ahead.
37:42Vinson Cunningham:I was committed to bringing up Mr. Cock as many times as possible in this episode as I humanly can. I love commerce and the pleasure of commerce, by which I mean just walking down a street, popping in, popping out, browsing, speaking to someone. And yeah, I understand why people, including me, shop on Amazon. Of course, I get it. Absolutely. But I do think there's a kind of human impoverishment in the world of choice being moved to the digital realm, just like there is with many other kinds of human activity. You know, do I wish that I was browsing my muslins in person? Yeah.
38:23Naomi Fry:I mean, this all brings to mind for me the pandemic, the early pandemic, when, as all of us may recall, you know, we couldn't really – we barely left our houses. Certainly everything was closed. All the stores were closed. Bookstores were closed. and we would walk around the neighborhood in Bed-Stuy and people, you know, would put out books as they often do. And usually like when you pass that sort of, I always look because I love junk. I love the tactility of things left behind. This was like super jackpot. I would be like, oh my God, which book can we choose to take home and read? The stores are closed.
39:09Naomi Fry:And I kind of, I can't say I missed this. It was awful, obviously, But there is something about that, Alex, to your point, where I'm just like, okay, the choice, the funnel was, you know, the funnel was funneling. There wasn't that much to choose from. And in some ways, not to, again, romanticize a really bad time, but it made one more grateful for what you could kind of discover.
39:37Vinson Cunningham:Vincent, before you were describing a kind of choice burnout.
39:41Alexandra Schwartz:Yeah.
39:41Vinson Cunningham:I don't want to choose. You choose for me. There's just too much stuff, too many things to have to select from. Scarcity can make choice seem more precious.
40:23Alexandra Schwartz:Yeah. Sure. But also as the member of a society, like a kind of during the pandemic, part of this was your choices were limited by a certain kind of maybe it was a return a little bit to the Hercules choice. It was, yes, I can be I can order something and make somebody else leave their house and do all these things for me and live like a prince and be an asshole. Or I can get up and go to the grocery store that the that the conception of the self had widened just a little bit. But, you know, do I make my neighbor sick? Do I not? Do I expose someone else to outdoors? Do I not? The self as being not just a site of individual choice, this very bracketed notion of liberty, but also as like someone who can in a way help his or her neighbors, you know, and this being an important function of selfhood.
41:20Alexandra Schwartz:When all you do is choose, choose, choose, self, self, self, what you end up is by yourself. What it is is loneliness. And so it's like about putting yourself with people, again, seems to be one of the perhaps like salves for what is being described here.
41:38Vinson Cunningham:Amen. As George Costanza said, we live in a society and now you've heard it from Vincent Cunningham too.
41:43Alexandra Schwartz:We ought to.
41:44Vinson Cunningham:We ought to. Yeah, we ought to make choices that are for the greater good, such as vaccinating one's children against measles, dare I say. Definitely. Yeah. Well, I have one last question for my fellow critics, and it is this. What recommendations do you have for taking a break from choice, if you have any?
42:03Naomi Fry:These are tiny, small things. Of course. Lately, the Criterion Channel, which is, of course, another kind of organ of choice, right? One of the many apps that we have. Although a well-curated one. A well-curated one, to be sure. But they've started doing this thing called 24-7, where you just, much like an old-time TV or single-channel television, you click it, and then you just end up on whatever it is they're giving you. You don't need to choose anything. And they don't tell you what it is, even. You can like check online, but it doesn't even say, you know, in a little box like this is this or that movie.
42:49Naomi Fry:You know, we've been occasionally, you know, going to that and being like, let's see what they give us. Oh, my God. It's a movie with John Moreau from like 1961 that I've never watched. And I wouldn't have chosen probably had it been given to me in the lineup of choices. And that's kind of that's kind of nice. Yeah.
43:13Vinson Cunningham:Beautiful. I love it. Well, one aspect, one area in which I deal with choice a lot, both good and bad, is cooking. What am I going to cook? Oh, my God, I can't believe I need to eat again. I can't believe my child needs to eat again. But I will say, you know, I've often liked the whole CSA model, community-sustained agriculture, where you just sign up for a farm share and you get a box of vegetables and you don't know what's going to be in that box, and there they are. Lately, I've joined a fish share. Fish here? Yes. Oh, my God. It's run by the fish store Mermaid Garden in Prospect Heights, Brooklyn.
43:49Naomi Fry:Mermaid Garden.
43:50Vinson Cunningham:And I don't know what the fish is going to be from week to week. I find out on the Friday before I pick it up on the Saturday. And I trust the choosers, the fish curators.
44:00Alexandra Schwartz:Would you call these curators also mongers? They're mongers. Fish mongers?
44:03Vinson Cunningham:Oh, they're mongers.
44:04Alexandra Schwartz:Oh, God.
44:05Vinson Cunningham:They're mongering. They're curating. They're choosing. and I say just tell me what I'm cooking and I will show up and I will get my fish and I will cook it.
44:14Naomi Fry:Gosh, I love that. I love that. Going little house on the prairie mode. Bless a monger.
44:19Alexandra Schwartz:Get yourself a monger.
44:20Vinson Cunningham:Vincent?
44:21Alexandra Schwartz:Maybe in line with all we've just said about, you know, encounter, accident. You know what's a good way not to make choices? Is take a walk. I don't mean to be all touch grass about it, but whim enters the conversation once again. You don't have to decide a route. you go, you come back.
44:39Naomi Fry:Something that really helps is if you know that you're going to pass some windows that have cats in them.
44:43Alexandra Schwartz:I see. Cats.
44:45Naomi Fry:Just watching. Cat shopping. Window cat shopping. Window cat shopping.
44:55Alexandra Schwartz:This has been Critics at Large. Our senior producer is Rhiannon Corby and Alex Barish is our consulting editor. Our executive producer is Stephen Valentino. Alexis Quadrato composed our theme music, and our show is mixed by Mike Kutchman. You can find every episode of Critics at Large at newyorker.com slash critics. See you soon.
From the publisher
For many of us, daily life is defined by a near-constant stream of decisions, from what to buy on Amazon to what to watch on Netflix. On this episode of Critics at Large, Vinson Cunningham, Naomi Fry, and Alexandra Schwartz consider how we came to see endless selection as a fundamental right. The hosts discuss “The Age of Choice,” a book by the historian Sophia Rosenfeld, which traces how our fixation with the freedom to choose has evolved over the centuries. Today, an abundance of choice in one sphere often masks a lack of choice in others—and, with so much focus on individual rather than collective decision-making, the glut of options can contribute to a profound sense of alienation. “When all you do is choose, choose, choose, what you do is end up by yourself,” Cunningham says. “Putting yourself with people seems to be one of the salves.”
This episode originally aired on March 13, 2025.
Read, watch, and listen with the critics:
“Could Anyone Keep Track of This Year’s Microtrends?” by Danielle Cohen (The Cut)
“The Age of Choice: A History of Freedom in Modern Life,” by Sophia Rosenfeld
“The Federalist Papers,” by Alexander Hamilton, James Madison, and John Jay
“What Does It Take to Quit Shopping? Mute, Delete and Unsubscribe,” by Jordyn Holman and Aimee Ortiz (The New York Times)
New episodes drop every Thursday. Follow Critics at Large wherever you get your podcasts.
Critics at Large is a weekly discussion from The New Yorker which explores the latest trends in books, television, film, and more. Join us every Thursday as we make unexpected connections between classic texts and pop culture.
Learn about your ad choices: dovetail.prx.org/ad-choices
