The Fly Bottle: Crest, Colgate, Autonomy, Alienation, Not Voting, Etc.
The traditional Marxish theory of consumer culture is that the dark arts of marketing and advertising germinate within us ‘false’ desires. A false desire is one whose satisfaction serves not one’s own ‘interests,’ but the interests of those in the business of servicing (for a pretty penny!) the psychic ‘needs’ that they themselves have planted. So we are supposed to be wary of Nike, Starbucks, etc. lest we surrender our autonomy to the cigar-chomping moneybags. No Logo!
This idea has never done much for me. . . . However, I am beginning to find the Marxist critique quite pertinent to America’s duopolistic political system. . . .
Since the policy bundles we’re offered represent only a tiny slice of the possible range, they will only very improbably reflect most ‘authentic’ combinations of political preferences. Most people would be unsatisfied with the choices, and ill-motivated to vote. So the parties must implant false desire. . . .
I’ve got to say that it’s just sort of embarrassing to see the AdBusting, culture jamming, No-Logoites wandering my neighborhood armed with clipboards marching door-to-door plumping for John Forbes Kerry, as if Civilization Depends Upon It. . . .