24/7 is a time of indifference, against which the fragility of human life is increasingly inadequate and within which sleep has no necessity or inevitability. In relation to labor, it renders plausible, even normal, the idea of working without pause, without limits. It is aligned with what is inanimate, inert, or unageing. As an advertising exhortation it decrees the absoluteness of availability, and hence the ceaselessness of needs and their incitement, but also their perpetual non-fulfillment. The absence of restraints on consuming is not simply temporal. We are long past an era in which mainly things were accumulated. Now our bodies and identities assimilate an ever-expanding surfeit of services, images, procedures, chemicals, to a toxic and often fatal threshold. The long-term survival of the individual is always dispensable if the alternative might even indirectly admit the possibility of interludes with no shopping and its promotion. In related ways, 24/7 is inseparable from environmental catastrophe in its declaration of permanent expenditure, of endless wastefulness for its sustenance, in its terminal disruptions of the cycles and seasons on which ecological integrity depends.
Jonathan Crary, 24/7: Late Capitalism and the Ends of Sleep
