The Occupy Rose Parade octopus (click here if you can’t see the embed video)
Local news coverage by CBS (click here if you can’t see the video embed)
As a native Angeleno, one of my annual rituals is to watch the New Year’s Day Rose Parade. Though I have never witnessed it in person, I have checked out the scene in Pasadena the night before and know many artisans who design and build floats for the annual parade. This year was no different, with the exception that I wanted to share the nostalgia with my kids. However, now that I’m a bit of an ex-pat, I see things that were part of my past with a slightly defamiliarized perspective.
As the parents of former students have told me, media literacy ruins TV watching for the family. Though I wanted to convey my enthusiasm for the artisanship of Rose Parade floats to my daughter, I couldn’t remove my critical hat. I became highly sensitized to the more troubling aspects of the event’s televised broadcast. Before watching it I was keenly aware that an Occupy group planned to tail the parade with their own anti-corporate message, so I was hoping to see if the network coverage (in this case, NBC) would mention or cover the Occupiers. What transpired should be of little surprise to any seasoned media watcher.
The parade coverage opened with a flyover of a Northrop Grumman’s B-2 stealth bomber, ironically dubbed the Spirit. In a sense, Spirit is an apt name for it represents the “spirit” of a particular mode of thinking (as in zeitgeist, which means “spirit of the age”). At a cost of $1.5 billion each, the B-2 represents the absurdity of our social structure in which our government pays outrageous sums to an elite group of military contractors at the expense of a withering infrastructure. Anthropologists and historians of the future will note how incredibly insane such a social system is. Meanwhile, parade commentators Shaun Robinson and Al Roker fawned over the bomber arguing that for most of the audience it was the main attraction. Such death technology warship should not be surprising given that one of NBC’s primary shareholders is the military contractor General Electric.
The rest of the broadcast represented a seamless integration between the values of the military industrial complex and totalitarian capitalist ideology. The parade’s Grand Marshall, J. R. Martinez, is a bit of a rising media personality whose notoriety comes from his experience of overcoming the psychological damage of getting 40% of his body burned while deployed in Iraq. While I admire his perseverance and resilience, none of the discussion of this man’s tragic circumstances get contextualized by how unnecessary it was in the first place. No doubt, with stealth bombers getting applauded by pop culture punditry and parade organizers, these dirty little details need not be aired publicly. Martinez is a perfect metaphor for the denial of our sick system: get burned and disfigured and then turn it into corporate motivation for how to transcend the adversity of Empire’s reckless global behavior.
Meanwhile, each parade float was a mini-ad for its corporate sponsor. It was obvious that Roker’s canned commentary was essentially ad copy penned by the corporate overlords. Meanwhile, interspersed throughout the coverage was a noticeably higher ratio of advertising that mostly hawked product discounts and financial services for the newly poor. Though subtle (or not if you are media savvy), this was truly a hegemonic spectacle selling the ideology of the 1%. Good thing the Occupiers were there to counterbalance the message. Yet.. if you watched NBC, such a perspective didn’t exist. It was eliminated from the parade’s coverage.
This is a blatant example of how alternatives get excluded by the traditional power structure’s media system. Luckily, we no longer exist in a reality bubble of top-down communications. The complex ecology of our current social media allows for alternative perspectives to be shared horizontally. This is not to say that Occupy Rose Parade was entirely ignored. The LA Times and local news stations mentioned it, and those who were in attendance at the parade certainly had a chance to be exposed for the first time to the Occupy message. Not surprisingly, some critics disparaged the protestors for degrading a family event with politics. But in light of the parade’s default message of corporate and military domination, to not see the entire event as political represents a triumph of ideology.
Let’s hope that those who fail to see the political nature of mainstream media spectacles increasingly become the minority. Transforming and educating for a new perspective means we have lots of work to do. To begin with, its time to occupy the spirit of our age. I keep harping on the Occupy theme, but I believe it represents a concrete alternative to the mode of communication propagated by the hyper-capitalist take-over of the cultural commons.










4
Feb 12
Buying in or selling out? The greatest dilemma ever told (#medialit)
CRASS: There Is No Authority But Yourself (click here if you can’t view it)
During my media ethics course this week I launched into an epic rant that frightened some students.
The diatribe was inspired by a recent controversy covered by Boing Boing about the (mis)appropriation of a logo belonging to the infamous punk band, Crass (click here for the initial post and here for the follow-up). The backstory is that some fashion designer in London, Hardware, blatantly ripped off the Crass logo to convert it into some apolitical fashion icon (if you compare the current Hardware Website with the logo posted at Boing Boing, you will see that Hardware hastily fixed their plagiarism problem). Concurrently, for our class we watched The Greatest Movie Ever Sold by Morgan Spurlock (maker of Super Size Me), which has the subtitle, “He’s not selling out, he’s buying in.” In a nutshell, Spurlock made a movie about branding and product placement by branding and selling his “doc-buster” to advertisers. The question for my class about the film–and what spurned the epic rant–was, Can a critical film about marketing use branding to make its point?
I’ll get to Spurlock’s film momentarily. Returning to Crass, the logo controversy led me to YouTube where I found a documentary about the band. Watching it reminded my of how in the early 1980s Crass had been such an ethical influence on me as a young punk rocker. Crass fans were considered “peace punks” that were into the scene not for style, but to participate in oppositional politics and an alternative social movement. As an anarchist collective Crass practiced what they preached. Whenever they performed they donated whatever was left after expenses to local charity. They were truly a not-for-profit endeavor that wanted to live by their principle, “There is no authority but yourself.” In retrospect this phrase is not in-sync with ecology, which eschews such pronounced individualism, but the basic anti-authority stance is still valid.
Our culture should not be dictated by an economic ideology that has taken over virtually all realms of life (see the book Monoculture for a good overview of this point). Relatedly, I asked the class if it were anachronistic to have a strong anti-commercial stance that contradicts the prevailing paradigm that views privatization and the commercialization of public space as gospel. I have found that many students these days seem to accept the blanket marketing of their lives as the price for doing business as usual. Many have internalized the age-old justification for screwing over anyone: it’s just business. Indeed!
At Boing Boing commentators criticized Xeni Jardin (who posted about the Crass controversy) by arguing that it was hypocritical to promote open culture and remixing but then not apply the same standards when a fashion designer does it. My response is that we’re not talking about an absolute ideology that can’t differentiate between an open and closed commons. Crass were about sharing and generosity. Corporate theft from punk rockers is the opposite. It’s evil. There is a difference between fair use and plagiarism, which comes down to intent. What is the purpose of the appropriation technique? You can tell the difference by observing which act is participatory and which one is not. This is the thin red line of dissent versus exploitation, and fair play versus cheating.
Trailer for The Greatest Movie Ever Sold. Click here if you can’t see it.
Which brings me to Spurlock’s documentary, a film that I essentially experienced as a major mind fuck. On the one hand, it does exactly what it sets out to do: it makes transparent the entire process of selling out. So in the process of making a film that is potentially a critique of marketing, the filmmaker must sell out. How does one reconcile this contradiction? Is it even possible? Has media criticism devolved into self-mockery?
One way for me to respond to this film is to go back to the problem of “postirony.” The term, coined in Alex Shakar, appears in the book The Savage Girl. It is described as follows:
One way this insidious phenomena manifests itself is in the way marketers have appropriated culture jamming into their repertoire of manipulation. The classic example is Sprite’s Obey Your Thirst ad campaign that features celebrities making fun of themselves selling products. In media literacy parlance, these are the “wink, wink” and “flattery” persuasion techniques that essentially argue, “we marketers know we are full of crap, and we know that you know that we are a bunch of bull, so buy our product anyway!” Thankfully many see through this, but these techniques also do a lot of idealogical work. Essentially, this approach turns grassroots media activism and education into market research, undoing and refracting our legitimate critique into a hall of mirrors (for example, watch how this Fed Ex ad uses media literacy deconstruction techniques in its Super Bowl ad). In this way, capitalism has the incredibly capacity to absorb critique and then turn it on its critics (Occupy movement, watch out!).
So where does that leave us with Spurlock? The truth is, I think the film is a great tool for discussion, or what I like to call an “object-to-think-with.” For that, I believe it has educational value. I believe he is sincere and treats the subject with a lot of respect. (Check out Spurlock’s TED talk for more insight into his thinking about the film.)
But I still remain incredibly uncomfortable with its “truth in advertising” approach. My discomfort is grounded in an old school punk mentality–as outdated as it may seem–that there are lines that should not be crossed. One cannot “market” the revolution, as one major label A & R guy once promised Crass (they politely refused). What is at stake is the cultural commons, which is “all that we share.” As long as there is a commercial barrier between us and the access point to that shared space, then buying in really means fencing off. I still believe that there should be noncommercial spaces that are free from the nefarious influence of corporate power. The more we succumb to the temptation to allow corporations to mediate our methods of critique and engagement, the more we erode our capacity for culture to grow, learn and evolve. No one but a corrupt legal system bequeathed these corporations the right to take over our cultural life. Why do we continue enabling them?
OK, rant over. Thanks for listening!