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Certainly the humanist thinkers of the eighteenth and nineteenth centuries, who are our ideological ancestors, thought that the goal of life was the full unfolding of a person’s potentialities; what mattered to them was the person who is much, not the one who has much or uses much. For them economic production was a means to the unfolding of man, not an end. It seems that today the means have become ends, that not only "God is dead", as Nietzsche said in the nineteenth century, but also man is dead; that what is alive are the 30 organizations, the machines, and that man has become their slave rather than being their master.
毫无疑问，18、19世纪的人本主义思想家——我们观念形态方面的先贤——认为，生活的目的在于充分开发人的潜力。他们看重的是人自身的价值，而不是他拥有的财产或他的消费量。对他们来说，经济生产是人类开发自身的一种手段，而不是目的。但今天这一手段似乎成了目的；不但如尼采在19世纪说的那样，"上帝已经死了"，人类似乎也死了；活着的只剩那些组织、那些机器，人似乎成了它们的奴隶，而非主人。
Each society creates its own type of personality by its way of bringing up children in thefamily, by its system of education, by its effective values (that is, those values that arerewarded rather than only preached). Every society creates the type of "social character" which is needed for its proper functioning. It forms men who want to do what they have to do. What kind of men does our large-scale, bureaucratized industrialism need?
每个社会都借助它家庭抚育孩子的方式、它的教育制度及其有效价值观念（即那些受到褒奖的而非仅仅宣扬一番的价值观念)来塑造自己的个性类型。每个社会都塑造自身正常运作所需的"社会性格"类型，凭此造就自觉按照社会要求行事的人。那么，我们这个官僚机构管理下的大规模工业化社会体制需要何种类型的人呢？
It needs men who cooperate smoothly in large groups, who want to consume more and more, and whose tastes are standardized and can be easily influenced and anticipated. It needs men who feel free and independent, yet who are willing to be commanded, to do what is expected, to fit into the social machine without friction, men who can be guided without force, led without leaders, prompted without an aim except the aim to be on the move, to function, to go ahead.
它所需要的人能在大团体中合作愉快，热衷于不断增加消费，其口味按同一标准铸成，而且易受影响，易于预料。它所需要的人自己觉得是自由独立的，然而又甘愿受人指挥，叫做什么就做什么，毫无抵触地纳入社会机器，做到无须强迫就跟着走，没有领袖也会跟着跑，没有目标也会一推就动。要说目标，那只有一个：不停忙碌，行使职责，一直往前。
