The Coming Onslaught

Julio Vincent Gambuto is the source of today’s re-post. This is righteous stuff, and as solid as a prediction of the human future can be:

And so the onslaught is coming. Get ready, my friends. What is about to be unleashed on American society will be the greatest campaign ever created to get you to feel normal again.

Pretty soon, as the country begins to figure out how we “open back up” and move forward, very powerful forces will try to convince us all to get back to normal. That never happened. What are you talking about? Billions of dollars will be spent in advertising, messaging, and television and media content to make you feel comfortable again. It will come in the traditional forms — a billboard here, a hundred commercials there — and in new-media forms — a 2020–2021 generation of memes to remind you that what you want again is normalcy.

Here at TCT, we think there are 3 interesting questions about this impending typhoon of normalcy marketing:

  1. Will the overclass commence selling normalcy (they’re already promising it, of course) too soon, sending the underlying population “back to work” (note that work here includes the actions of attending and reacting to normalcy marketing campaigns) before there is a viable basis for keeping the COVID19 pathogen from again threatening a mass culling of our huge medically vulnerable and genetically unlucky populations? Or will they somehow repress their base urge enough to wait for genuine safety? A premature “back to normal” effort might truly unmask TBTP and BAU. It remains to be seen if TPTB can recognize this.
  2. Will corporate capitalism — the overall environment for conducting big business — manage to re-inflate itself back to economic normalcy? Many pundits are opining that this is now impossible. Here at TCT, we lean toward thinking a post-COVID boom is actually pretty likely, if not necessarily extremely near. Corporate capitalism is very resilient, and, as thinkers like Joseph Schumpeter, Baran and Sweezy, and Naomi Klein have argued, it thrives on certain kinds of waste and destruction.
  3. Will there be any coherent push-back to whatever re-inflation efforts emerge? The delusionary nature of libertarian and supply-side dogma is about as obvious as it’ll ever be. Marxian and Keynesian rescues are pretty much the only game in town, as some have said all along, and as the headlines now show. But will this almost-admission of reality somehow trigger a viable campaign to finally end the bipartisan Thatcher-Reagan Consensus, which has always revolved around the core claim that society only improves when the already-rich get their hands on even more of society’s disposable wealth? It is possible to have hope. Here at TCT, we tend to worry that our corporate-pwned media ecology and our atomizing, automobile-centered infrastucture for everyday life render such a thing very unlikely.

The Engine of American Unreason

Many wonder about the sources of the profound irrationality of contemporary U.S. culture and society. The main modern engine of this continuing trend has long bragged about what it does, and why, and how:

SAP Chief Marketing Officer Alicia Tillman made the point that this is also good business. She said “humans experience 27 different kinds of feelings and today consumers are using emotions more and more to drive purchasing decisions. In a study of 1,400 ad campaigns, those with purely emotional content performed twice as well as those with purely rational content.” But from there her message got a bit more, well, transactional. “We need to get experiential data to help us understand those 27 feelings,” she said.

Reported in Advertising Age, October 7, 2019

Cities as Spyware

Have you heard about “smart cities”? Guess what? They are a marketing research operation.

This, of course, is no surprise to those of us hip to what corporate capitalism really is. By its nature, it fuels an ever-growing marketing race, which itself requires more and more spaces, places, experiences, and entities to become platforms for commodity-promotion.

Consider LinkNYC. It is run by Intersection, which is a corporate marketing agency.

Here is how Intersection’s Chief Revenue Officer describes LinkNYC, which, again, his firm runs:

With award-winning products like LinkNYC, the largest and fastest free public Wi-Fi network in the world, Intersection connects the digital and physical worlds, enhancing people’s journeys through their cities and offering brands the opportunity to drive more relevant and engaging advertising, rooted in real-world context.

Source: Advertising Age, June 20, 2019

So, yes, sports fans, the moment has arrived: American towns and cities are now themselves data-gathering tools for our behavior-engineering overclass. Big business marketing is now bigger than the biggest metropolises, which it now treats as just another deployable asset.

All, of course, with the help of our dear liberal leaders.

Games and the System

Bosch image According to Nielsen data reported by Advertising Age, in the year 2018, “live sports generated 89 of the year’s 100 largest audiences” on “live plus one” TV in the United States.

This explains why there is so much money flooding into professional and quasi-professional sports now. The inherent suspense and ease-of-understanding in live athletics is now pretty much the only thing that can get large numbers of people to watch television on advertisers’ preferred terms — meaning with low control over their own exposure to ads and in-broadcast marketing messages.

Noam Chomsky is a doubly good source for making sense of the huge meanings of this news about the evolution of big business marketing, which remains by far the main engine of American off-the-job culture, aka “free time.” First, the Herman-Chomsky model of corporate capitalist media has much to offer anybody trying to figure out the filters that affect not just news reporting, but also broadcast entertainment content. Second, Chomsky has sharp and powerful things to say about the socio-political logic of sports fanaticism.

Ralph Nader Thinks Advertising Doesn’t Work?

Ralph Nader has a new interview with Advertising Age. [It may be pay-walled, so TCT refrains from linking; you can find it.]

In the interview, Mr. Nader muses on “advertising inefficacy.” Commenting on the timeless fact that marketing remains something far less efficient than computer programming and that marketers are never sure which parts of their efforts are the ones that produce behavioral changes, Nader is apparently trying the tack of taking all this as proof that advertising is entirely ineffective, a mere vehicle for “misbehavior” by those who plan and sell it.

Nader’s underlying theory seems to be that, if he can only implant the news that advertising is a pointless waste, then TPTB will move against its ever-increasing importance in our lives. Here is Nader’s explanation of his motive:

“The more attention paid to advertising inefficacy, the more the FTC is going to wake up, and the more they wake up, the more Congress may wake up.”

Not only is this stunningly naive in political terms, but it simply ignores the serious evidence on the way marketing and advertising produce their intended results.

If we really want to address the galloping commercialization and commodification of our world, we can’t indulge cavalier opportunism, no matter how venerable the source. Delusion will get us nowhere. We need to describe reality if we want to exert some reasonable control over it. We are up against deep — and deeply logical — institutions. They will not yield to frippery.