Either way, the point is that overclasses do one thing and one thing only — pursue the tactics and strategies that carried them to the top of the societies to which they dictate the terms of life.
Alas, as both Orlov and Harris argue, this reliance on doing the same-old-same-old only gets stronger after class decrepitude arrives and the underlying conditions for further exploitation (and further life for the proles) begin to erode themselves. Just when they most need fresh ideas, established overclasses instead only redouble the old ones.
Any brush with the news of the day provides ample proof of this thesis.
My task for today is to pass along the sub-news that the point applies to big business marketing as well as to macro-economic policy and geo-politics.
Consider this comment from Douglas Brooks, Senior Vice President of the Aegis Group’s Media Marketing Assessment unit:
When the fish get finicky, it makes you a better fisherman. The presentation of the bait and how it’s delivered — getting it in the right spot at the right time — becomes critical.
This quote comes in a February 23, 2009 Advertising Age column reporting on how television marketers are seeing the effectiveness of their profit-seeking behavior-modification efforts increase, despite the times. [Article title: “Guess Which Medium is as Effective as Ever: TV”]
Notice the reduction of the supposedly holy and wholly sovereign “consumer” here. In this case, it’s to “fish” swimming past baited hooks. Just as often, it’s to dogs, frogs, pigs, or chickens.
Them’s the terms of the trade inside the leading institution of cultural planning in America, folks…