The more pervasive and unchallenged
propaganda is, the more effective it becomes. As a salesman by trade,
I handle a lot of promotional materials for the products we sell at
my workplace (booklets and product samples). These range from
decking, to fasteners, all the way to kitchen faucets. I have a
front-row seat to the construction industry’s view of itself. For
the purposes of this article, I will focus on one example: door
slabs.
In one of our slots is a thick
booklet from the creators of Masonite® Doors. The front cover
features a woman walking through a door and beaming. The slab itself
is prominently displayed in all its cleanness, beauty, and glory.
On the next page, we see the image of a father joyfully watching his
two daughters run off to soccer practice. He is standing in a doorway
with a wood-grain texture Masonite® Door. The front of the house is
pristine, clearly amplified by the gorgeous door.
After a few pages touting the long
list of benefits (one of the slogans we are taught to memorize at my
workplace: “lead the
customer to the benefits!”)
we have a photograph of a family enjoying a meal in the dining room,
all facing the camera and laughing! Spotless kitchen, gourmet
meal—and behind them, a perfect door. That Oxford Style Masonite®
Door behind them sure helped bring joy to this family!
The message is clear: “Buy our
product, and you will find joy.” This message rings everywhere in
capitalist society. You cannot escape. It calls to us on the roads,
sings to us during our broadcasts, and is even present on the pump
handles at gas stations.
As a social system, capitalism has
been running the longest, most successful propaganda campaign in
human history. In our time, we refer to this as “advertising.”
Necessarily, capitalist propaganda goes beyond advertising into the
news media, TV shows, and from public officials themselves (who are
often capitalists or former capitalists). But the vast bulk of this
propaganda, and the heart of its focus, lies in advertising.
Advertising is the all-pervasive
and unchallenged propaganda of our time. It has fulfilled its task
well, for most workers do not see it as propaganda.
What makes it propaganda?
Some skeptical minds will remain
suspicious. “Propaganda,” they might say, “is a tool used by
malicious governments to trick their populations. Individual
corporations trying to make their way in the market are not producing
propaganda.”
Yes, history shows malicious
governments having used propaganda to manipulate their populations.
But to claim that this is propaganda in its
entirety, is false.
Properly understood, propaganda is
a widely applied message, meant to frame a particular narrative (what
is the story of our time?) and push an agenda (what should we do in
our time?). Propaganda is inherently biased.
Governments have used propaganda to
push narratives and agendas, this is undeniable. But they do not have
a monopoly on propaganda. Example: FOX, CNN, Brietbart, etc. These
are outlets that push through narratives with particular policy aims.
These are not governments, though they often have close ties with
government officials. Controlled or funded by capitalist institutions
and individuals, they frame all issues on capital’s terms
(pro-market, pro-business, etc.).
These outlets are controlled by the
owners of economic property in the interest of protecting that
property from the many. They have an agenda (often attempts to get
the working class to fight itself, or to justify the newest war) and
will use narratives to push that agenda (oftentimes using racism,
i.e. “immigrants cause all problems,” or painting a
non-cooperative sovereign state as inherently irrational).
The socialist movement also uses
propaganda. We have a narrative and we have an agenda—the narrative
of working-class struggle and the agenda of working-class revolution.
We are biased towards the needs and aims of the working class (and
all who are oppressed by capitalist accumulation and the state
violence that serves it). Since the working class is the audience of
our message, we don’t hide our aims from them.
Ads as propaganda
If we understand propaganda in this
way, then we can see that the endless barrage of advertisements we
experience incessantly is
the propaganda of a ruling capitalist class against a ruled working
class. The narrative? “Our product(s) are amazing!” The agenda?
To promote their commodity: “Buy this thing and be
happy/cool/upgraded.”
This is all in the service of the
private profit of the owners of corporations. If the stockholder,
CEO, or business owner can get millions of people to obediently go to
work and then take their money to the mall, then they make moolah
like kings. The capitalist system of commodity production, and profit
for a few, sustains itself.
Advertisements are a deep layer of
illusion that hides the real source of workers’ struggles behind a
wall of gloss and glamour. It pretends that the workers can solve
their problems by consuming a product.
This layer is buttressed by a web
of media organizations, owned by capitalists, who report the news on
current events in a way that reflects positively on the entire
for-profit system, as well as calling on “experts” favorable to
capital’s interests.
An advertisement not only has the
intent of opening your wallet, but it also has the unspoken effect of
singing the praises of a system ruled by property owners, though
actually run by the mass of working people. Work hard, consume, and
don’t question the boss! Such is the mantra ever repeated from the
capitalist class to the working class, in an endless barrage of noise
from every screen and on every surface in every store. And on the
wall at my own workplace.
They don’t have to say it
outright, but it is implied. You can’t, after all, get that new
razor blade or video game without first selling your labor to a
capitalist.
The absurd waste of
advertising
One 30-second Superbowl ad can cost
millions of dollars. Somehow though, caring for our sick is too much
of a financial burden in the United States. Behold the efficiency of
the free market—where countless hours of labor, watts of
electricity, pounds of steel, and land space is devoted to reminding
highway drivers that Sheetz has over 100 drink flavors.
Moreover, advertisements take up
the resource of time. Millions of hours of your time, fellow workers,
are gone. Where did it go? Into every commercial break and YouTube
ad. Hours and hours—gone! That was part of our free time, the time
supposedly meant for R ’n R, but is used instead to tell us to buy
more things.
At my own workplace the waste is
just silly. Every year we get updated catalogs of product lines for
doors from two different brands. Generally speaking, the old ones are
either kept in storage and collect dust, or they get thrown in the
garbage. We also get multiple samples of trim and composite decking.
What are we to do with the old ones?
Furthermore, we have multiple
product lines with two or more companies competing to
sell essentially the
same product (Trex
vs. Moisture Shield, GAF vs Owens Corning, etc.) Each makes its own
promotional materials and has entire departments of workers dedicated
to these projects. That is money, man-hours, time, ink, and fuel for
transportation of the materials.
It should be remembered that the
thousands of workers who toil on, draw, animate, print, mail, and
construct these advertisements across the globe are also exploited
for their labor, just like every other worker (given a wage that
sustains them, while the capitalist retains the fruits of their extra
work as profit—what Karl Marx called “surplus-value”).
The insanity of it all is that we
as a species have the productive powers to make everything we need to
live healthy and free lives with a minimum of work required. Instead
workers are pitted against each other in the needless delivery of
crap, as part and parcel of the capitalist process of commodity
production, as well as a culture that encourages workers to see
others as the enemy (the sales guy at Lowe’s is competing against
the sales woman at Home Depot; the delivery driver for 84 Lumber must
get to the job on time to stay competitive with the driver from
Lezzer Lumber). So much human effort is absolutely wasted in this
needless competition.
Clicks in the service of
profit
Advertising gets weirder when
capitalists use big data, and marketing, in the age of the internet.
George Orwell’s “Big Brother,” it turns out, is just Google’s
marketing department.
Information technology corporations
like Google, Facebook, and Amazon use algorithms and immense amounts
of collected data about your browsing and “liking” habits, and
will then use this information to target ads specifically catered to
you. Yes, you. Thanks to Facebook and other websites, they know your
name and they probably also know what you like and don’t like.
The implications when we consider
politics are chilling. For example: Ever wonder why people seem to
live in their own bubbles, becoming ever more hostile and getting
ever more opposed views on the world? Political ads targeted to
particular audiences (carefully monitored and studied by teams of
in-house corporate sociologists) are one reason why. Algorithms that
drive clicks for that sweet ad revenue, rather than expand our minds,
are why. Fake news? That’s money.
The business model is this: the
selling of an audience to advertisers, i.e. a capitalist (Mark
Zuckerburg) providing a service to other capitalists (Ubisoft,
Toyota, etc) in the form of workers who will, after a long, tired day
of working, want to sit back and scroll on their feed. In other
words, willing eyes.
Such services are also rendered to
political representatives and their opponents in elections. This
sniper propaganda has been very profitable for the likes of
Zuckerburg, who also happens to be one of the eight men who,
collectively, control the same wealth as the 3.5 billion poorest of
us. Keep this in mind when recalling that the U.S. Congress voted to
allow internet service providers to sell your browsing information to
the highest bidder. It should make people question whom the U.S.
government really serves.
Mind you, there is no technological
reason why the internet has to be designed like this. The internet is
not an innate Big Brother machine. It is not necessary
to track users information for advertising purposes, and then waste
screen space on advertisements. The internet is just computers
talking to each other. Nobody needs to
be listening in.
“Big Brother” as we have come
to know it, exists because the internet was created under a
capitalist system. Necessarily, as it grows, the for-profit,
class-dominated system will shape it just like any new government,
agency, or colony will be shaped by it. It will be used by the ruling
capitalist class for their purposes.
What would happen under
socialism?
For starters, the tens of thousands
of workers who are trained to be predators of their fellow human
beings at the behest of capitalists (i.e., salesmen and marketers
like myself) could find something better to do with their time. The
amount of labor that could be saved by the elimination of advertising
in our daily lives would go a long way towards reducing working times
in all other industries, by the rational redistribution of work based
on human need, not profitability.
Furthermore, your bandwidth would
be freed. I can guarantee you that with a planned internet that
provides the service to citizens as a right-to-information, your
internet speeds will explode. No more NSA collecting porn data. No
more double-click monitoring your Google searches for advertising. No
more animated ads for crappy games you don’t want.
The barrage of advertisements that
envelop our lives, from dawn to dusk, are a symptom of a larger
problem: an economic system in which a tiny few who own massive
property have unilateral control of investment decisions and their
employees. In market warfare with each other, they not only waste
human potential, but push out what they consider the story of our
time: “Buy something, and sate your desires.” All for the benefit
of who happens to own productive property.
We can express ourselves
differently and more deeply. We can fill our world and our minds with
thoughts that ultimately matter to our existence as fragile human
beings, rather than the existence of capital. Let us construct a new
narrative—not one that pushes commodities but one that upholds
human existence as worth living on its own terms.
Advertisements don’t need to
exist, and I look forward, with great joy, to the day we all
recognize this fact.
>> The article above was written by Andy Barns, and is reprinted from Socialist Action newspaper.
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