Televised sports is, as Chomsky always says, an especially important institution in our corporate capitalist, market totalitarian order. Not only does it attract large numbers of eyeballs and eardrums, but it absorbs crucial amounts of intellectual and emotional energy that might otherwise flow in dangerous directions.
Hence, TPTB are starting to get pretty antsy about what COVID-19 means for such a socially crucial activity, which relies on lots of personal physical interaction.
In today’s New York Times, none other than Los Angeles Mayor Eric Garcetti, who has Mr. O.J. Simpson to thank for his own rank and revenue, voices this concern:
“I don’t think we are going to see huge arenas full of people for a long time,” [Garcetti] said in a telephone interview. “I do think you can have games without audiences. We watch much of our sports through television. I think you can create some bubbles. We are hungry for it. It’s a necessary step to build our confidence.” [emphasis added]
Whether or not TPTB can work out a product that doesn’t implode and can attract eyeballs and eardrums might very well prove to be one of the major determinants of the fate of the overclass effort to restore “normalcy.”
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:
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.
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.
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.
Lots of folks have been wondering if the COVID-19 pandemic carries any legitimately hopeful meanings. Here at TCT, we think there’s at least one, and that it’s a doozy. Permit us to explain.
In his classic (though admittedly pretty hard-to-read) book, The Great Transformation, the Hungarian political economist Karl Polanyi argued that, despite official doctrine, no sane person really believes that human beings and natural objects are actually commodities, actually things that can be bought and sold, up to infinifty or down to zero, without regard to underlying physical and ethical realities.
Under certain conditions, Polanyi argued, certain groups of people can get away with pretending that land and labor really are merely salable things. But not always and not forever. When things get over- or under-heated, as they inevitably do, capitalist theory falls away, as people sense the truth of what Polanyi called, on page 76 of The Great Tranformation, “the commodity fiction”:
Now, one of Polanyi’s main subordinate hypotheses was that, despite the efforts of TPTB, society — meaning the democratic majority — would often be forced to defend itself against the commodity fiction by creating “welfare” policies based on the reality that land, labor, and money are not, in fact, infinitely salable quanta, but rather precious, ethically primary, qualitative realities of their own.
With this in mind, TCT would like to suggest that social distancing is, among many other things, a very major proof of the Polanyian “self-protection of society.”
As the most hardcore and/or naive capitalists among us are trying to point out, we could quite easily go back to letting the commodity fiction organize our everyday affairs. Doing so would undoubtedly be very good for capitalism.
But we are instead doing something else, aren’t we?
Why is that?
It is because we are choosing human life and human ethics over market valuations.
Just as Karl Polanyi predicted we would.
And, the news might be even better than this. We seem to be doing this astounding thing with little serious resistance. This may speak to the gradual improvement of our culture, in Polanyian and later culture-war terms.
We are voting with our feet, marching in the direction of the basic pragmatic point that, ultimately, in the real world, economic “markets,” as some have said, can be great servants, but are always, at the end of the day, terrible masters.
A big question now is whether we will somehow become aware of what we are, in fact, doing, and then use our new level of self-clarity to keeping stepping toward the other kinds of self-defenses we pretty obviously need to enact against our other impending realities, which promise to make COVID-19 look like, ahem, a tea party.
Here at TCT, we occasionally bestow our widely un-coveted Golden Hicksie Award on highly deserving individuals and groups.
The GHA commemorates the late comedian Bill Hicks, who once said this:
“Here’s the deal folks: you do a commercial, you’re off the artistic roll call forever. End of story, OK? You’re another corporate fucking shill, you’re another whore at the capitalist gang-bang. And if you do a commercial, there’s a price on your head, everything you say is suspect, and every word that comes out of your mouth is now like a turd falling into my drink.”
Bill Hicks, 1961-1994
The newest GHA recipient is the one-and-only Spike Lee, who is apparently now making mega-commercials for no less a sociopathic, ecocidal, petty-bourgeois thing than the Cadillac Escalade.
Automotive News reports:
Spike Lee is slated to introduce the redesigned Cadillac Escalade during Oscars week in Hollywood next month with the premiere of his latest short film centered on the fifth generation of the Cadillac flagship.
The Oscar-winning actor, producer and director’s film — called “Anthem” — highlights the innovation of the 2021 Escalade with a filming technique that heightens the sense of motion for viewers, according to a Cadillac statement. The film will be shown at the Escalade reveal Feb. 4.
Due to its special achievements in the area of assisting TPTB with courting carmageddon, Mr. Lee’s GHA is being co-awarded by TCT and our sister site, Death by Car.
“I’m honored to be part of the next generation of the Escalade, which embodies style, luxury and prestige conveyed without pretension.”
Notwithstanding this claim, here is the main selling point for this monster, according to your friend and mine, the General Motors corporation:
Among the features the sweeping film highlights is the new Escalade’s industry-first curved OLED screen technology, which offers bold imagery, perfect blacks and the largest color range of any automotive display in production today.
For those keeping track, that’s a brag about a new-and-improved TV in the car. You know, “innovation.”
Lee, of course, has long sold his skills and reputation to corporate marketers. This newest project, though, is truly Hicksie-worthy.
Ordinary people — not even “middle class” Americans — did not spontaneously demand the material infrastructure that is, as it continues to enrich its primary beneficiaries and true designers, presently killing the human biosphere. They just did not. Acceptance and adaptation are not the same thing as invention, design, and promotion.
Nonetheless, the harebrained concept of “consumer culture” still easily addles the minds of those who claim to want to demystify and rescue the world. Consider, for instance, this august statement. Every single work cited there is a positive offense to the cause of rational explication of pertinent relationships and processes.
To say it again, here’s why: “Consumer culture,” as a concept, is irretrievably terrible at both ends.
Ordinary people are product-users, not consumers. The destruction of goods and services — “consumption” — is neither our intended purpose nor something that is in our interest. Eliding this point is eliding a huge swath of reality.
Meanwhile, saying our problem is “culture” implies that pre-existing popular desire usually draws forth capitalist planning and investment, rather than the reverse.
Although it is anathema to say so, the simple fact is that, in the making of the modern material world, right from the start of the corporate epoch, capitalist planning has consistently, easily, and probably (given the stakes and we-should-know-better-now factor) increasingly dominated popular desire.