Aesthetic weakness of will is usually thought of as an incongruity between one’s judgment about the quality of an artwork and one’s liking for it. If I think the Twilight movies are really bad but I can’t help but like them, that’s supposed to be aesthetic weakness of will. But is liking really a matter of the will? I might be able to take actions meant to diminish my liking for Twilight: carry around a picture of Bella and Edward and look at it every time I feel nauseous, tell everyone I meet that I like Twilight to give them the opportunity to shame me, or deliberately watch the movies more often than I want to so that I become sick of them. If I judge that I should take these actions but then fail to follow through on them, that sounds like weakness of the will. But the liking itself? I don’t think so. In any case, what if my all-things-considered judgment is that I should just go ahead and like whatever artworks I find myself liking, quality be damned? Surely subsequent incongruity between my judgments about a work’s quality and my liking for it would not constitute weakness of the will.
I want to suggest an alternative way of thinking about aesthetic weakness of the will: it’s basically the current business model of Netflix. Continue reading