By Chris Hedges
The ability of the corporate state to pacify the country by extending credit and providing cheap manufactured goods to the masses is gone. The pernicious idea that democracy lies in the choice between competing brands and the freedom to accumulate vast sums of personal wealth at the expense of others has collapsed. The conflation of freedom with the free market has been exposed as a sham.
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American culture - or cultures, for we once had distinct regional cultures - was systematically destroyed in the 20th century by corporations. These corporations used mass communication, as well as an understanding of the human subconscious, to turn consumption into an inner compulsion. Old values of thrift, regional identity that had its own iconography, aesthetic expression and history, diverse immigrant traditions, self-sufficiency, a press that was decentralized to provide citizens with a voice in their communities were all destroyed to create mass, corporate culture. New desires and habits were implanted by corporate advertisers to replace the old. Individual frustrations and discontents could be solved, corporate culture assured us, through the wonders of consumerism and cultural homogenization. American culture, or cultures, was replaced with junk culture and junk politics. And now, standing on the ash heap, we survey the ruins. The very slogans of advertising and mass culture have become the idiom of common expression, robbing us of the language to make sense of the destruction. We confuse the manufactured commodity culture with American culture.
How do we recover what was lost? How do we reclaim the culture that was destroyed by corporations? How do we fight back now that the consumer culture has fallen into a state of decay? What can we do to reverse the cannibalization of government and the national economy by the corporations?
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The corporate domination of the airwaves, of most print publications and an increasing number of Internet sites means we will have to search, and search quickly, for alternative forms of communication to thwart the rise of totalitarian capitalism.
Stuart Ewen, whose books "Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture" and "PR: A Social History of Spin" chronicle how corporate propaganda deformed American culture and pushed populism to the margins of American society, argues that we have a fleeting chance to save the country. ... He attacks the ideology of "objectivity and balance" that has corrupted news, saying that it falsely evokes the scales of justice. He describes the curriculum at most journalism schools as "poison."
"'Balance and objectivity' creates an idea where both sides are balanced. ... In certain ways it mirrors the two-party system, the notion that if you are going to have a Democrat speak you need to have a Republican speak. It offers the phantom of objectivity. It creates the notion that the universe of discourse is limited to two positions. Issues become black or white. They are not seen as complex with a multitude of factors."
Ewen argues that the forces for social change -- look at any lengthy and turgid human rights report -- have forgotten that rhetoric is as important as fact. Corporate and government propaganda, aimed to sway emotions, rarely uses facts to sell its positions. And because progressives have lost the gift of rhetoric, which was once a staple of a university education, because they naively believe in the Enlightenment ideal that facts alone can move people toward justice, they are largely helpless.
"Effective communication requires not simply an understanding of the facts, but how those facts will take place in the public mind," Ewen said. "When Gustave Le Bon says it is not the facts in and of themselves which make a point but the way in which the facts take place, the way in which they come to attention, he is right."
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The control of the airwaves and domination through corporate advertising of most publications restricted news to reporting facts, to "objectivity and balance," while the real power to persuade and dominate a public remained under corporate and governmental control.
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The public is bombarded with carefully crafted images meant to confuse propaganda with ideology and knowledge with how we feel. Human rights and labor groups, investigative journalists, consumer watchdog organizations and advocacy agencies have, in the face of this manipulation, inundated the public sphere with reports and facts. But facts alone, Ewen says, make little difference. And as we search for alternative ways to communicate in a time of crisis we must also communicate in new forms.
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The battle ahead will be fought outside the journalistic mainstream. The old forms of journalism are dying or have sold their soul to corporate manipulation and celebrity culture. We must now wed fact to rhetoric. We must appeal to reason and emotion. We must not be afraid to openly take sides, to speak, photograph or write on behalf of the disempowered. And, Ewen believes, we have a chance in the coming crisis to succeed.
"Pessimism is never useful," he said. "Realism is useful, understanding the forces that are at play. To quote Antonio Gramsci, 'pessimism of the intellect, optimism of the will.' "
