Marketing and Market Totalitarianism

For ordinary people in our proto-democratic age, life has three sectors: 1) employment/work, 2) personal life/free time, and 3) politics/the state.

Together, the first two comprise what scholars call “civil society.” In a democracy, free time is actually free, and nourishes independent citizenship, which then in turn governs both state and economy.

As we all know, the antithesis of democracy is totalitarianism, which Merriam-Webster defines thus:

Main Entry: 1to·tal·i·tar·i·an
Pronunciation: (")tO-"ta-l&-'ter-E-&n
Function: adjective
Etymology: Italian totalitario, from totalità totality
1 a : of or relating to centralized control by an autocratic leader or hierarchy : AUTHORITARIAN, DICTATORIAL; especially : DESPOTIC b : of or relating to a political regime based on subordination of the individual to the state and strict control of all aspects of the life and productive capacity of the nation especially by coercive measures (as censorship and terrorism)
2 a : advocating or characteristic of totalitarianism b : completely regulated by the state especially as an aid to national mobilization in an emergency c : exercising autocratic powers : tending toward monopoly

So, here’s the quiz question: Why is subordination to the state part of this definition?

The answer, of course, is that this unnecessary qualification distracts attention from the other possible source of totalitarian control — namely, the “private” economy.

And that is exactly what we now have in the United States — market totalitarianism, a political-economic regime based on subordination of the individual to the big business class and its strict control of all aspects of life.Bentham's Sketch

The state? Everybody who pays attention has long since known that the Money Power owns American governments.

Work? No need to even comment on that topic.

But what about “free time?”

Corporate marketing, the trillion-plus-dollars-a-year juggernaut of managerial manipulation, is the main vehicle by which our overclass dominates “free time” here in the United States. And this domination is far subtler and deeper — and far less recognized — than state-totalitarian methods, horrific as they are, have ever been.

In truth, thanks in no small part to big business marketing, market totalitarianism in the United States is both real and much more effective than state totalitarianism could ever hope to be. Where state despots are all thumbs, big business marketing is a thousand dextrous hands. What’s more, because the system’s single purpose — maximum further profit for the already rich — is pursued by genuinely competing institutions rather than a central Politburo, and because the henchmen of these institutions aim to control the practical circumstances and private communications of civil society rather than public rules, market totalitarianism has enjoyed far greater “deniability” than its more famous, state-centered cousins ever did.

The true bottom line? Unless wesoon wake up to this reality, we (and the world we still dominate) are just as screwed, albeit more slowly, subtly, and (sometimes, somewhat) more pleasurably, as recent history’s other boot-crushed masses.

Marketing and the Thoughtless Society

If I were asked to choose the word that best describes the quality of daily life in corporate capitalist America, that word would be “thoughtless.” Ordinary people here aren’t often really consciously hostile to one another — just as they aren’t often conscious of real political and historical facts. Instead, they are simply heedless of anybody and anything that doesn’t reside or resonate within their bubbleworlds of home, car, workplace, and cell phone PIM.

The lion’s share of the blame for this rests not with ordinary people, but with corporate capitalism. This socio-economic order performs its function of further enriching the already rich by the constant growth of marketing and commodification. As this process unfolds, corporate media and messages, all of which are anchored in profit-making, increasingly crowd out non-commercial activities. As a result, the stuff of salesmanship — flattery, encouragement of navel-gazing and the acquisitive attitude, fear of a “mean world” beyond the supposed safety of packaged entertainments — increasingly erodes the social-psychological basis for thoughtfulness.

Sometimes, this crowding out is literally physical. Take the ongoing decline of automotive turn-signaling. This safety device (within our insanely unsafe corporate capitalist/autos-first transportation regime) is losing ground not just to continuing marketing-induced cognitive and ethical impairment, but to the cellular telephone itself, which, despite its peddlers’ denials, is now part and parcel of driving for growing numbers of ordinary Americans. The task of holding a steering wheel and a cellular phone simply leaves no hand free to flick the turn blinker.

Raymond Williams called this whole crucial process of decline “mobile privatization,” and knew it stemmed from the normal operation of modern capitalism. Alas, thoughtlessness is not just a core symptom of mobile privatization, but it serves as a very effective vaccine against criticism of it and resistance to it. It takes thoughtfulness to care about thoughtlessness!

Funny, isn’t it? In this supposedly “religious” society, institutional normalcy is killing the very basis of all but the pettiest, most selfish, least ethically relevant kinds of caring.

The Reach of Political Marketing

The marketing attitude — surreptitiously probe for and exploit their weakness, and screw their genuine needs and desires — saturates the fabric of our politics. One of the vectors of a major advance in this market-totalitarian trend was/is Mr. Slick Willie Klinton, a man with a corporate pusher’s hole-for-a-soul.

As President, the Man From Smoke hugged and smiled and talked soft in all the right places, all in order to achieve the right’s dream agenda: kill single-payer health insurance, further crush the welfare state, and undermine the independent counsel laws (that didn’t have any later costs, did it?). All this happened only via the constant help of focus group-running devils like James Carville.

A good book review on this disgusting fraudmeister.

Hall of Shame: Axe Body Spray

Capitalism only invented modern marketing in the 1910s, and only began to make it king of the management arts after World War II. In earlier days, the products it sold were mostly common-sense responses to rather obvious natural needs. As corporate capitalism has marched forward from the “marketing revolution” of the 1950s, however, natural needs have receded and laboratory concoctions increasingly rooted in marketing psy-ops have become the new norm.

Exhibit A: “Axe Body Spray,” a perfume sold by the Unilever Corporation and targeted at teen and young adult males. This crap is a naked attempt to fund the bottom line by commodifying young-male insecurities and fantasies about sex. It is as pointless and pathetic a product as ever existed, and one look at the ridiculously large and ridiculously packaged “product line” says all you need to know about the wasted ecological and monetary resources involved:

The Axe Fell Here

For a first-rate commentary on how this appalling junk gets sold and affects youth culture, look at today’s post from The Hater.

Sexism in Corporate Marketing

The same institutional logic that builds intentional racism into big business marketing also builds in intentional sexism. See “Racism in Corporate Marketing” posted below.

The only difference is in the roles portrayed. African-Americans almost always appear in advertising and sponsored shows as athletes, musicians, buffoons, and/or sidekicks. Women appear as mothers, wives, servants, and/or carbon-based blow-up-doll life forms.

The effects on the culture are the same: Subtle and light, yet widely dominant suppression of the chances for further progress in deflating sexist ideology.

I think there are more loopholes and exceptions to sexism than to racism within the marketing juggernaut. Nonetheless, I am convinced that further vanquishment of our legacy of racism and sexism (and also of other bio-fictitious fibs like nationalism) will not occur until we also begin to assail big business marketing and the overclass its serves.