Well, for a start, our media do not present observations of life, exactly. In fact, our media have no epistemic standards per se. There are laws against slander and false advertising, but there are no laws against implication, lying by omission, framing statistics, appearing to say something without doing so, glibness, funny jokes at the expense of serious points, repeating bullshit ideas until they start to sound sensible, wearing a lab coat to sell dog food, and so forth. We inhaled these growing up just by living among televisions and people who watch them. It shaped us as individuals, shaped our perceptions of the world and, in aggregate, shaped our culture. It is of us, but we are equally as much of it.
Some people think that the Big Three media companies answer to the Bilderberg group, take their memos from the Secret Chiefs of international finance in Bohemian Grove, and coordinate their programs like blitzes to make us more pliable to the corporate agenda on a day-to-day basis. They would contend that the deceit is conscious. I disagree, but find the simpler answer even more terrifying: this is what you get when advertising feeds into culture, when increasingly, people learn their basic attitudes from a systematic program of insincere flattery. This is an automatic process.
We live in a culture where supposedly, it’s okay to get what you want, as long as you pay retail value for it. But in reality, we’re all incredibly guilty. We constantly criticize ourselves for having no higher values. We’re anti-intellectual – because we disdain knowledge and erudition that “we don’t need.” We’re consumerists – because if the customer is always right, then everyone else must be wrong. We’re decadent – or so say legions of the religious, because we are so ready to forgive ourselves that we no longer crave the benedictions of God or society. We seem to feel sometimes as though this sort of moral anxiety is the only standard for authenticity in American culture.
We learned anti-intellectualism from our advertisers. They figured out a long time ago that it rates well with children. Of course, children themselves can hardly be blamed; at a really basic, brain-physiological level, they’re resistant to adult intellectuality. Like anybody else faced with something they can’t understand, they laugh at jokes about it. But anti-intellectualism is only one face of the problem, which has many. The common theme is anti-realism: the belief, pervasive in our consumer-empowering media, that wishes ultimately “mean” more than facts. That’s the heart of American consumerism and in many ways – as in movies where the messages are typically as vapid and undemanding as “follow your dream to a happy ending” – it is the heart of American culture itself.
We learned consumerism from the hasty promises of retailers and service providers: we care more than the other guy! We’ll help you faster then they will, we’ll do better work, we’ll charge less! Choose us! Keep us employed! “The customer is always right” is the final, reductio ad absurdum advertising claim. No surprise that when someone found it, everybody had to adopt it. If American consumers seem particularly blind and feckless – if they willingly fund disgusting agencies, if they make irresponsible choices, if they walk into harm from sheer failure to notice it there – can they be blamed? They’ve only assimilated one of our chief cultural messages, one that pervades not only media but the workplace as well.
Or are we too quick to forgive ourselves, as right-wing moralists often claim? Once again, be upset if you like, be dissatisfied with people – but this outcome was inevitable. Our subjectivities are inextricably entangled with the sales pitch – a purchase can be a moral choice, an aesthetic statement, a social subscription, a lifestyle, communion, confession, hajj. Advertisers encourage us toward simple moral essentialism, because ailments of that family are the ones most easily connected with the buying impulse.
The New Republic and other scolds bemoan how the pervasiveness of “postmodern” irony sucks the urgency out of moral situations. We should be asking why we find it so indispensable. The obvious answer is that Americans grow up in an environment where lies are taken for granted, where there’s an inherent conflict between the morals people “want” to have – for example on the anti-consumerist left or the fundamentalist right – and the ones implicit in the overwhelming body of communication – that is, capitalist and democratic messages we receive from the media. Maybe this should suggest some vague comfort: even born and raised in a dark hall, human beings unconsciously find the Exit sign.
But it’s hard to live in a society like this, torn constantly between a mendacious worldview that ill-equips us to survive, make good decisions, or be happy, and the sense that simultaneously, everything we know is unreal – either because the world where we live fails the one we saw growing up on TV, or worse still, because the one on TV seems more plausible than the one in front of us.
Obviously, we can’t ban dishonesty for the same reason we have failed at banning offense: it overlaps too much with well-meaning, failed communication. In any case, even moving toward the problem politically would raise all kinds of First Amendment specters, debating the relative merits of which would politicize everything and make people even more irrational about the whole subject.
Because I know I’m a crank and behooves me to fight my natural pessimism, here’s at least an idea submitted for consideration: if we are going to continue having a massive advertising media, then we should establish a genuine counter-culture to mitigate its effects. But whereas the 60’s counter-culture emphasized developing new values in reaction to the prevailing ones, I am fairly confident that this isn’t the part modern Americans need to worry about. We’ve proven again and again that we can formulate alternatives to mainstream anti-realism, particularly in periods of falling economic fortunes. What we need is a parallel apparatus, a parallel media – one with epistemic standards different from those of the advertising world even if they’re no deeper or truer.
Journalists, scientists and various movements of the arts have all tried at various times to represent themselves as bearers of epistemic standards. They grasped correctly that modern humans’ relationship with reality is what is now at stake. For the sake of surviving modernity, we need to do better than they did.