I previously asserted that structured opposition (organizing and condensing a limitless variety of viewpoints into two ostensibly antagonistic factions) serves to create an illusion of free speech and a "free marketplace of ideas," when, in fact, anything outside of that dichotomous scheme is actively suppressed. Obviously, as a Marxist, my first example is the way in which Marxist arguments are routinely stigmatized and undermined. They are not legitimate in the public sphere.
But this phenomenon has even deeper significance, particularly for the way in which information is transmitted. Each side of the opposition has their own ideological framework, commitments, and a set of talking points, all of which completely determines the treatment of any new information. It reminds me of Mad Libs. The narrative is already set, but new adjectives and nouns can fill in the blanks as the circumstances require.
So, let's look at the Benghazi attack (obviously my ultimate goal with this post). From the beginning, the military intervention in Libya was framed as a humanitarian undertaking, designed to aid an independently thriving grassroots opposition movement. When Gaddafi was captured, the Obama Administration quickly proclaimed that the operation was done - quick and clean. So easy.
Then there's this attack on an embassy in Benghazi, which we are initially told was a spontaneous reaction to an anti-Muslim film. When information gets out that it was actually a planned attack and there is a large CIA base nearby, there is now the potential for probing questions. What is the CIA doing there? What kind of presence have they had in Libya? Why was the embassy attacked? There is, of course, plenty of evidence that the CIA was quite involved, from the beginning, in the Libyan civil war. There is also plenty of evidence that it is currently using this base to transfer weapons to militant groups (particularly to Syrian rebels) and that the embassy was just providing a cover for the operation. The group that coordinated the attack was upset that the CIA merely used them to serve broader geopolitical goals.
All of this information had the potential to explode into the public sphere. This would have initiated discussions about the role of the CIA in organizing rebel groups and fomenting revolution for the ultimate purpose of regime change. Maybe we could have linked all of this information to the current situation in Mali and then voiced our opposition to military incursions in this region.
But what happened was this. The Republican Party wanted to use the cover up to their benefit, without exposing the CIA. No one wants to mess with the CIA. (Plus, the Republican Party has an ideological loyalty to the military-intelligence complex.) So, in their messaging, they decided to bracket all the information about the CIA, still treat the Benghazi embassy as a legitimate embassy under the control of the State Department, and direct all of their criticism toward the way the State Department secured the embassy and responded to the attack. In other words, they framed it as another case of government incompetence (which is a primary Republican ideological narrative). Of course, the Democrats have the same loyalties to the military-intelligence complex, and simply formed their talking points in reaction to the Republican argument.
The result? A debate about security, and honesty, and the State Department, and very little about the CIA. Since both political parties share a key commitment (and are probably completely subservient to the military and intelligence communities) the public conversation about a potentially illuminating event has elided everything that is important for the public to know, instead focusing on the most trivial details.
Wednesday, January 23, 2013
What is Important about the Benghazi Attack?
Labels:
CIA,
Libya,
MENA,
military intervention
Wednesday, January 2, 2013
Myths About Poor People
One crucial means by which the ideology of progress is sustained is the pervasive yet tacit act of mapping progress schematically onto the existing human population on the basis of race, class, gender, health status, and so on. As a consequence, certain people are made to bear pre-modern traits and represent the conditions from which more enlightened humans have evolved.
This past year poor people have been a particularly favorite target of this ideological mapping, which imbues them with such primitive features as: laziness, irrationality (they spend their money on tvs and cellphones rather than food!), selfishness, addictive behavior, and foolishness (they needed to be educated about how to take care of themselves). The Poverty Myth: people are poor because they don't want to work and they waste their money on drugs and tattoos. In the Social Darwinist view, these are the feebleminded runts of humanity who deserve to die off.
Aside from the structuring idea of progress, other assumptions underly The Poverty Myth.
1. A vast majority of human beings are naturally lazy and inept. Now, I don't think most people overtly think about this implication. However, ascribing to The Poverty Myth logically entails this belief on some level of consciousness. The fact of the matter is that the majority of the world lives in poverty. Somehow human beings were able to travel across continents, oceans, and ice bridges; successfully adapt to every climate on earth; learn how to hunt mammoths and buffalo.... and yet most humans are inherently lazy and stupid? Admittedly, there is a certain plausibility to the Great Man Theory of history, if one does not look too far back. But if you examine the earliest years of human existence, the human population was just too small, and the number of obstacles overcome were too great, to sustain that theory. In order to figure out how to cross the Pacific ocean in a small boat, or to survive in the Arctic or the desert, the genius and perseverance of almost every member of these small communities was required. So if the majority of the world's population can't even manage to feed itself hundreds of millennia later, humans have undergone some major devolution.
2. (in response to my conclusion to #1) They may not be naturally lazy and inept, but a vast majority of human beings are handicapped by __CULTURE__ or __SIN__ or __RELIGION__ (fill in the blank however you like). Regardless of how you fill in the blank, the condition of poor people is attributed to their habits and beliefs. Even if it is learned, it is still their fault. Once again, though, if one goes back to the earliest human beings, one has to wonder if any of these things was really absent then, and why is it all of a sudden working against humanity now? Of course, the real culprit is our social system. In the modern world, capitalism necessitates unemployment (the "natural unemployment level"), low wages, and de facto (or real!) slave labor. Capitalism organizes production so that wealth is continually redistributed into the hands of fewer and fewer people. In the modern era, poverty occurs because people cannot organize production to satisfy their own needs, cannot earn enough money to feed themselves, and sometimes cannot find any role in society at all.
Plus, one has to account for the fact that the characteristics associated with poor people often apply as or more aptly to rich people. In this society, rich people (particular those with an inheritance) are much more likely to be lazy and and feel entitled than poor people. Rich people do cocaine and get addicted to prescription pain meds and spend their money on frivolous, irrational things (like jewelry for their pets).
TIME OUT: How are we defining "lazy" and "hardworking"? If we are defining the latter in terms of duration of a task or the physical strength required, poor people have rich people beat. Poor people work multiple jobs. They work in plantations, mines, and factories. They work as maids, field hands, and construction workers. This is the hardest work of all! If you are trying to argue that wealth is associated with hard work, then you would have to define the latter in terms of intellectual labor. Of course, it is not always the case that the ideas come from the top of the hierarchy, or that innovation is independent of opportunity (both in terms of education and employment). Maybe that woman in the Apple sweatshop could be a Steve Jobs if she were born into different circumstances. To contend that the fact of her current existence alone proves she does not have such capabilities is to merely employ circular reasoning. Furthermore (and this is a whole different story for another day), it is not so easy to prove that wealth is a function of good ideas.
3. Starvation and disease are appropriate punishments for laziness. Let's just assume for a second that poverty is caused by laziness. Is it really just - does it fit the "crime" - that lazy people should starve to death? [Well, sure. If someone refuses to do the work to feed themselves, why should they not starve?] Social science to the rescue! Pretty much every human being on this planet has enough of a self-preservation instinct - and a strong enough drive for food - to make that level of laziness impossible. No one is so lazy that they will not feed themselves if they can feed themselves. [Yes, but if someone is always there feeding them, why would they do it themselves?] Clearly, for most of the world, someone is NOT there feeding them, and that is why so many people die of starvation. Even in a welfare state, most people find it demeaning to live on "handouts" and anyway, these are often not sufficient to sate the basic human urges that would impel them, in the absence of obstacles, to work harder. People who talk about welfare queens and the high life of food stamps obviously do not have an experience with poverty that would enable them to make such judgments.
So let's get rid of this ridiculous notion that a considerable number of people are too lazy to feed themselves. The only plausible indolence is the lack of desire to work beyond what is necessary to obtain the means of satisfying basic human urges and necessities.
So what. I am lazy. I do not like to work. I rarely work for the entire 8 hours that I am at the office because it is not necessary. Do I deserve to live in tatters on the street, watching my body decay of malnutrition and AIDS?
Or is laziness more of a tendency that everyone has to some degree, depending on conditions and varying according to the circumstances - not a static and consistently manifested trait, not an essence.
Where did we get this idea that laziness is the worst thing in the world? This is where we circle back to the ideology of progress.
Saturday, December 15, 2012
Right to Work: Are Unions Still Relevant?
With the union protests in Wisconsin, the teachers’ strike in Chicago, the closing of Hostess, the Right to Work law in Michigan, and other recent events, the discussion about the usefulness and role of unions continues to regain importance in the public sphere. In the U.S., anti-union forces really began to mobilize in the 1980s and have taken advantage of every opportunity to raise questions about the continued relevance of unions. The pro-union voices have typically responded by listing all the things unions accomplished a hundred years ago, thus unintentionally contributing to the perception that unions are a relic of a bygone age, operating within an archaic and simultaneously (paradoxically) overly-bureaucratized structure.
It is interesting to look at how this dynamic played out in the recent debate over Michigan’s Right to Work legislation. On the face of it, and as the bill is publicly presented, the issue revolves around whether union membership should be a choice or a mandate. Thus, it is packaged in the typical liberal discourse of “freedom of choice.” This ensures widespread support.
This “freedom of choice” rhetoric is also used to strengthen strategically propagated (though not entirely false) images of unions robbing paychecks for dues and forcibly promoting their political agendas. Under these circumstances, it seems reasonable that a person may wish to decline participation in a union. And why should any person be forced to join any organization?
Every potential bit of evidence of union coercion is thrown into the spotlight and continually regurgitated to support the ideological goals of the anti-union forces, who have substantial media influence. Employer coercion, in contrast, often lurks beneath the surface and escapes widespread attention. The fact of the matter is that the opposition at stake is not that of union coercion versus freedom, but rather of union coercion versus employer coercion, and unions and employers are not equal forces. It is a well documented fact that employers use every manner of intimidation available to them to discourage union participation. If union participation is not mandated, there is nothing to stop the employer from trying to mandate the opposite, as Walmart, for example, has done. Furthermore, such weakening of unions will by necessity undermine their ability to negotiate. What leverage will unions have when a pool of non-union reserve labor is always available? The ultimate effect of eliminating the mandate, then, is the complete emasculation of unions and the obstruction of their most central function.
This is where the question of their relevance comes in. It is often argued that they really don’t serve any necessary function today. The world of the Industrial Age has long passed, and the concerns of that era are no longer valid. Why is it, then, that U.S. corporations do not hesitate to engender the exact same conditions in other parts of the world, where no opposing force exists to stop them? From Foxconn in China to the Walmart sweatshops in Bangladesh... it is clear that industry still operates according to the exact same principles. I have heard the rebuttal that there are cultural differences in those parts of the world, that they are not as developed or enlightened, and that it is better than sitting in the jungle eating poop. This, of course, is racist. The appeal to “culture” most often is a racial argument. The reality, as I have already explained many times in this blog, is that forces of global capitalism have created underdevelopment and poverty in the Third World. So sweatshops most certainly are not saving them from some supposed savage life. Moreover, industry is not culturally biased. It will build sweatshops wherever it is allowed.
Of course, then the whole issue degenerates into the question of whether workers should willfully work for less than they need to survive or be happy seeing domestic jobs disappear. The very fact that this is an either/or situation proves the inhumanity of capitalism.
So, if one looks at the global organization of production, it is clear that the existence and proper functioning of unions are key to ensuring that workers in particular countries make enough money to feed themselves and their families. In fact, unions have been necessary to the development of capitalism as a whole. The worker unrest that emerged in its earlier stages would have certainly destroyed the entire arrangement if the creation of the welfare state and unions had not placated workers and made them more amenable to being exploited. In some sense the work of unions serves the general conditions that support the functioning of the capitalist system. Not only does it control worker unrest, but higher wages in one business or industry is beneficial to all the other industries in the form of expanded demand. On the other hand, capitalists have always been more concerned about their immediate interests, which union bargaining does frustrate. More than that, the greatest threat posed by the existence of unions (regardless of whether they are functioning effectively or not) is that they organize the working class. Capitalists realize that their system has shaky foundations and have always feared the revolutionary potential of an organized working class. This fear is probably the primary driver for the coordinated propaganda against unions.
If unions have become in any way irrelevant, this is the crucial area where that has occurred. In the past, unions had connections to revolutionary political parties and organizations. They questioned the system and in some cases tried to fight against it. The biggest blow to the power and relevance of unions was, in the decades following the Great Depression, when the Democrats incorporated them into their coalition. Unions no longer promote the type of consciousness that is needed to challenge capitalism. They function as a wing of the Democratic party. They are happy to concern themselves primarily with the haggling over wages and benefits (which I do not mean to disparage) and have ceded any broader transformative role. In that sense, they are supporting the system that oppresses them.
It is interesting to look at how this dynamic played out in the recent debate over Michigan’s Right to Work legislation. On the face of it, and as the bill is publicly presented, the issue revolves around whether union membership should be a choice or a mandate. Thus, it is packaged in the typical liberal discourse of “freedom of choice.” This ensures widespread support.
This “freedom of choice” rhetoric is also used to strengthen strategically propagated (though not entirely false) images of unions robbing paychecks for dues and forcibly promoting their political agendas. Under these circumstances, it seems reasonable that a person may wish to decline participation in a union. And why should any person be forced to join any organization?
Every potential bit of evidence of union coercion is thrown into the spotlight and continually regurgitated to support the ideological goals of the anti-union forces, who have substantial media influence. Employer coercion, in contrast, often lurks beneath the surface and escapes widespread attention. The fact of the matter is that the opposition at stake is not that of union coercion versus freedom, but rather of union coercion versus employer coercion, and unions and employers are not equal forces. It is a well documented fact that employers use every manner of intimidation available to them to discourage union participation. If union participation is not mandated, there is nothing to stop the employer from trying to mandate the opposite, as Walmart, for example, has done. Furthermore, such weakening of unions will by necessity undermine their ability to negotiate. What leverage will unions have when a pool of non-union reserve labor is always available? The ultimate effect of eliminating the mandate, then, is the complete emasculation of unions and the obstruction of their most central function.
This is where the question of their relevance comes in. It is often argued that they really don’t serve any necessary function today. The world of the Industrial Age has long passed, and the concerns of that era are no longer valid. Why is it, then, that U.S. corporations do not hesitate to engender the exact same conditions in other parts of the world, where no opposing force exists to stop them? From Foxconn in China to the Walmart sweatshops in Bangladesh... it is clear that industry still operates according to the exact same principles. I have heard the rebuttal that there are cultural differences in those parts of the world, that they are not as developed or enlightened, and that it is better than sitting in the jungle eating poop. This, of course, is racist. The appeal to “culture” most often is a racial argument. The reality, as I have already explained many times in this blog, is that forces of global capitalism have created underdevelopment and poverty in the Third World. So sweatshops most certainly are not saving them from some supposed savage life. Moreover, industry is not culturally biased. It will build sweatshops wherever it is allowed.
Of course, then the whole issue degenerates into the question of whether workers should willfully work for less than they need to survive or be happy seeing domestic jobs disappear. The very fact that this is an either/or situation proves the inhumanity of capitalism.
So, if one looks at the global organization of production, it is clear that the existence and proper functioning of unions are key to ensuring that workers in particular countries make enough money to feed themselves and their families. In fact, unions have been necessary to the development of capitalism as a whole. The worker unrest that emerged in its earlier stages would have certainly destroyed the entire arrangement if the creation of the welfare state and unions had not placated workers and made them more amenable to being exploited. In some sense the work of unions serves the general conditions that support the functioning of the capitalist system. Not only does it control worker unrest, but higher wages in one business or industry is beneficial to all the other industries in the form of expanded demand. On the other hand, capitalists have always been more concerned about their immediate interests, which union bargaining does frustrate. More than that, the greatest threat posed by the existence of unions (regardless of whether they are functioning effectively or not) is that they organize the working class. Capitalists realize that their system has shaky foundations and have always feared the revolutionary potential of an organized working class. This fear is probably the primary driver for the coordinated propaganda against unions.
If unions have become in any way irrelevant, this is the crucial area where that has occurred. In the past, unions had connections to revolutionary political parties and organizations. They questioned the system and in some cases tried to fight against it. The biggest blow to the power and relevance of unions was, in the decades following the Great Depression, when the Democrats incorporated them into their coalition. Unions no longer promote the type of consciousness that is needed to challenge capitalism. They function as a wing of the Democratic party. They are happy to concern themselves primarily with the haggling over wages and benefits (which I do not mean to disparage) and have ceded any broader transformative role. In that sense, they are supporting the system that oppresses them.
Labels:
neoliberalism,
unions
Friday, December 14, 2012
On Violence
I thought it would be fitting, given today's horror of an elementary school shooting, to repost some of my previous discussions about violence.
Why gun control is not a panacea
Violence and gender
More on the systemic nature of violence
Why gun control is not a panacea
Violence and gender
More on the systemic nature of violence
Labels:
violence
Sunday, December 2, 2012
The Feminization of Consumption
It recently struck me that the act of consumption is considered to be inherently feminine. I mean, obviously the archetypal woman loves going to the mall and shopping. But I started to notice how, in movies and tv shows and advertisements, men don't even know how to shop. They don't need to buy things. They are content with what they have. Unless Father's Day is approaching, in which case they need new tools. But if they need to pick out a ring or something, god help them.
I started to think more about this as I viewed this advertisement. In a subtle way, the ad implies that knowing how to shop well is a feminine trait.
This idea may have germinated in the post-WW2 era, when the necessities of capitalist expansion brought women more deeply into the productive and consumptive spheres. Once women started to work outside of the home (providing their conveniently cheap labor) they provided a ready market for time-saving domestic devices (washing machines, microwaves, etc.). This was a boon to the economy.
It seems that this felicitous trend was further exploited by capitalist forces, which have insisted that women need to be beautiful and well-dressed to be successful. So women spend their paychecks on tanning, hair dye, mani/pedis, jewelry, handbags, shoes, make-up, age-defying moisturizers, and on and on.
Of course, as the natural homemakers and interior designers, women have a knack for picking out the kitchenware, the decor, the linens, and the furniture. And, when kids are involved, they are the most concerned about choosing the right baby formulas, diapers, toys, food, and clothes.
So it appears that capitalist interests have been able to use gender to drive consumption. They helped to create the narrative that women have a lot of needs (pertaining to their outward appearance and domestic well-being). And then women, who already, as a group, make less money than men, are supposed to sustain the levels of consumption required by the capitalist system.
I started to think more about this as I viewed this advertisement. In a subtle way, the ad implies that knowing how to shop well is a feminine trait.
This idea may have germinated in the post-WW2 era, when the necessities of capitalist expansion brought women more deeply into the productive and consumptive spheres. Once women started to work outside of the home (providing their conveniently cheap labor) they provided a ready market for time-saving domestic devices (washing machines, microwaves, etc.). This was a boon to the economy.
It seems that this felicitous trend was further exploited by capitalist forces, which have insisted that women need to be beautiful and well-dressed to be successful. So women spend their paychecks on tanning, hair dye, mani/pedis, jewelry, handbags, shoes, make-up, age-defying moisturizers, and on and on.
Of course, as the natural homemakers and interior designers, women have a knack for picking out the kitchenware, the decor, the linens, and the furniture. And, when kids are involved, they are the most concerned about choosing the right baby formulas, diapers, toys, food, and clothes.
So it appears that capitalist interests have been able to use gender to drive consumption. They helped to create the narrative that women have a lot of needs (pertaining to their outward appearance and domestic well-being). And then women, who already, as a group, make less money than men, are supposed to sustain the levels of consumption required by the capitalist system.
Labels:
consumption,
gender
Friday, November 30, 2012
Will Statehood Help the Palestinians?
The hope that Palestinians pin on the UN and statehood status is just another example of the pitfalls of trying to create change within the system.
The Palestinians are not being screwed by Israel. They are being screwed by a global system, of which Israel is merely one component.
Do the Palestinians really believe that having the status of a sovereign state will protect them from being occupied or invaded? Do they think that, in obtaining statehood, they will suddenly be freed from their open-air prisons and no longer be deprived of basic necessities? The answer, of course, is no, but the hope is that any steps toward statehood will give them certain rights under international law and perhaps some leverage via the UN.
Then I must ask, do you really think the UN is going to deliver? We're talking about the same UN, right?
The fact of the matter is that the UN serves the interests of the global capitalist elite who control its institutional machinery. So long as Palestinian subjugation is useful in the capitalist system, it will continue.
The Palestinians would be better served by recognizing the way in which all modern institutions (including the system of nation-states and international law) functioning together with capitalism as an integrated whole. If the Palestinians want their freedom, they will not find it in the international legal system. Perhaps the only way out of captivity is the path (more or less) of the Zapatistas.
The Palestinians are not being screwed by Israel. They are being screwed by a global system, of which Israel is merely one component.
Do the Palestinians really believe that having the status of a sovereign state will protect them from being occupied or invaded? Do they think that, in obtaining statehood, they will suddenly be freed from their open-air prisons and no longer be deprived of basic necessities? The answer, of course, is no, but the hope is that any steps toward statehood will give them certain rights under international law and perhaps some leverage via the UN.
Then I must ask, do you really think the UN is going to deliver? We're talking about the same UN, right?
The fact of the matter is that the UN serves the interests of the global capitalist elite who control its institutional machinery. So long as Palestinian subjugation is useful in the capitalist system, it will continue.
The Palestinians would be better served by recognizing the way in which all modern institutions (including the system of nation-states and international law) functioning together with capitalism as an integrated whole. If the Palestinians want their freedom, they will not find it in the international legal system. Perhaps the only way out of captivity is the path (more or less) of the Zapatistas.
Labels:
international law,
international relations,
Israel,
MENA,
Palestine,
reform,
Resistance,
the state,
Zapatistas
Monday, November 26, 2012
Political Parties and Branding
Branding has come to occupy an interesting role in Late Capitalism, particularly in the constitution of the “global,” often providing a key linkage between the local and the global. Branding constructs a formidable international terror syndicate out of a ragtag collection of disparate local activist groups; it creates the impression of cultural homogenization and modernization despite an immense amount of global variation; it allows for the functioning of an international legal discourse (that of “human rights”) and value system (the spread of “democracy”) that can be strategically manipulated in different situations. In the U.S. (and probably elsewhere?), it also shapes party politics and the bodies of rhetoric that political parties regulate.
American democracy is not a system whereby citizens choose from a collection of representatives associated with an innumerable spectrum of viewpoints. Generally there are one or two viable candidates, and voters often base their decisions on party affiliations. For example, a person who agrees with much of the Republican Party platform (thus self-identifying as a Republican) will assume that any Republican politician represents the Republican “brand.” This obviously encourages people to vote for candidates without knowing anything about them other than their party affiliations (witness the election to U.S. congress of a man who believes he is Santa Claus). It also creates an extremely black-and-white environment for thinking about and discussing politics. But, finally, it allows for a certain degree of control over such thought and discussion on the part of party leaders, as brand loyalty makes particular arguments and ideologies easier to sell to the base.
And so political parties are a terrain on which a constant struggle plays out. Different interest groups attempt to wrest control over the messaging of the party, in order to cement their viewpoints as hegemonic. It is interesting to observe, for example, the different wings of the Republican Party that overlap with and diverge from each other based on religious loyalties, commitment to libertarian values, and the evangelical zeal of American Exceptionalism. It appears that the faction of the Party that recently came to control the messaging was too extreme to engage a majority of the American public, and now there is in-fighting and finger-pointing in the aftermath of the election. The Republican Party is trying to figure out how to re-brand itself in order to increase its appeal. Which ties into the second form of struggle: the relationship with the public at large. Political rhetoric has to be carefully calibrated to both “sell” the party and its ideology (i.e. to appeal to the market) and simultaneously influence public opinion, by providing the language with which various issues are discussed. It is the changing dynamic among powerful interest groups and their relationship to different segments of the American population that accounts for shifts in party ideology and demographic composition. Of course, one must account for the fact that political parties and campaigns are composed of people with external aims (economic, social, geopolitical) AND those whose primary goal is to win elections. The latter are all too willing to adopt any messaging that is strategically useful.
One characteristic of branding that very aptly describes the American political scene is its ability to alter perception. People believe they are getting what the marketing tells them they are getting, especially if it is popular. In the U.S., it does not matter what a political party actually does when it acquires power. People believe the messaging over the reality. In fact, their view of reality is distorted by the branding. People believe that Republicans are more fiscally responsible, even though that is not the case. They believe that Democrats are friendlier to minorities and the poor, even though that also is not the case. Even more fundamentally, branding creates the illusion of distinction. People don’t realize that Orbit gum is really the same as Eclipse, and both are owned by the same parent company. Just as they don’t realize that Democrat is, in actual practice, the same as Republican, and both are owned by the same parent company.
American democracy is not a system whereby citizens choose from a collection of representatives associated with an innumerable spectrum of viewpoints. Generally there are one or two viable candidates, and voters often base their decisions on party affiliations. For example, a person who agrees with much of the Republican Party platform (thus self-identifying as a Republican) will assume that any Republican politician represents the Republican “brand.” This obviously encourages people to vote for candidates without knowing anything about them other than their party affiliations (witness the election to U.S. congress of a man who believes he is Santa Claus). It also creates an extremely black-and-white environment for thinking about and discussing politics. But, finally, it allows for a certain degree of control over such thought and discussion on the part of party leaders, as brand loyalty makes particular arguments and ideologies easier to sell to the base.
And so political parties are a terrain on which a constant struggle plays out. Different interest groups attempt to wrest control over the messaging of the party, in order to cement their viewpoints as hegemonic. It is interesting to observe, for example, the different wings of the Republican Party that overlap with and diverge from each other based on religious loyalties, commitment to libertarian values, and the evangelical zeal of American Exceptionalism. It appears that the faction of the Party that recently came to control the messaging was too extreme to engage a majority of the American public, and now there is in-fighting and finger-pointing in the aftermath of the election. The Republican Party is trying to figure out how to re-brand itself in order to increase its appeal. Which ties into the second form of struggle: the relationship with the public at large. Political rhetoric has to be carefully calibrated to both “sell” the party and its ideology (i.e. to appeal to the market) and simultaneously influence public opinion, by providing the language with which various issues are discussed. It is the changing dynamic among powerful interest groups and their relationship to different segments of the American population that accounts for shifts in party ideology and demographic composition. Of course, one must account for the fact that political parties and campaigns are composed of people with external aims (economic, social, geopolitical) AND those whose primary goal is to win elections. The latter are all too willing to adopt any messaging that is strategically useful.
One characteristic of branding that very aptly describes the American political scene is its ability to alter perception. People believe they are getting what the marketing tells them they are getting, especially if it is popular. In the U.S., it does not matter what a political party actually does when it acquires power. People believe the messaging over the reality. In fact, their view of reality is distorted by the branding. People believe that Republicans are more fiscally responsible, even though that is not the case. They believe that Democrats are friendlier to minorities and the poor, even though that also is not the case. Even more fundamentally, branding creates the illusion of distinction. People don’t realize that Orbit gum is really the same as Eclipse, and both are owned by the same parent company. Just as they don’t realize that Democrat is, in actual practice, the same as Republican, and both are owned by the same parent company.
Labels:
branding,
political parties
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