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. The travails of the poor are rapidly becoming the travails of the middle class, especially as unemployment insurance runs out and people get a taste of Bill Clinton's draconian welfare reform. And class warfare, once buried under the happy illusion that we were all going to enter an age of prosperity with unfettered capitalism, is returning with a vengeance.
Our economic crisis-despite the corporate media circus around the death of Michael Jackson or Gov. Mark Sanford's marital infidelity or the outfits of Sacha Baron Cohen's latest incarnation, Br-no-barrels forward. And this crisis will lead to a period of profound political turmoil and change. Those who care about the plight of the working class and the poor must begin to mobilize quickly or we will lose our last opportunity to save our embattled democracy. The most important struggle will be to wrest the organs of communication from corporations that use mass media to demonize movements of social change and empower proto-fascist movements such as the Christian right.
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?
All periods of profound change occur in a crisis. It was a crisis that brought us the New Deal, now largely dismantled by the corporate state. It was also a crisis that gave the world Adolf Hitler and Slobodan Milosevic. We can go in either direction. Events move at the speed of light when societies and cultural assumptions break down. There are powerful forces, which have no commitment to the open society, ready to seize the moment to snuff out the last vestiges of democratic egalitarianism. Our bankrupt liberalism, which naively believes that Barack Obama is the antidote to our permanent war economy and Wall Street fraud, will either rise from its coma or be rolled over by an organized corporate elite and their right-wing lap dogs. 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. I fervently hope he is right. 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," he said when I spoke to him by phone. "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."
The emergence of corporate and government public relations, which drew on the studies of mass psychology by Sigmund Freud and others after World War I, found its bible in Walter Lippmann's book "Public Opinion," a manual for the power elite's shaping of popular sentiments. Lippmann argued that the key to leadership in the modern age would depend on the ability to manipulate "symbols which assemble emotions after they have been detached from their ideas." The public mind could be mastered, he wrote, through an "intensification of feeling and a degradation of significance."-
These corporate forces, schooled by Woodrow Wilson's vast Committee for Public Information, which sold World War I to the public, learned how to skillfully mobilize and manipulate the emotional responses of the public. 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.
Ewen argues that pamphleteering, which played a major role in the 17th and 18th centuries in shaping the public mind, recognized that "the human mind is not left brain or right brain, that it is not divided by reason which is good and emotion which is bad."
He argues that the forces of social reform, those organs that support a search for truth and self-criticism, have mistakenly shunned emotion and rhetoric because they have been used so powerfully within modern society to disseminate lies and manipulate public opinion. But this refusal to appeal to emotion means "we gave up the ghost and accepted the idea that human beings are these divided selves, binary systems between emotion and reason, and that emotion gets you into trouble and reason is what leads you forward. This is not true."
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. We must appeal to emotion as well as to reason. The power of this appeal to emotion is evidenced in the photographs of Jacob Riis, a New York journalist, who with a team of assistants at the end of the 19th century initiated urban-reform photography. His stark portraits of the filth and squalor of urban slums awakened the conscience of a nation. The photographer Lewis Hine, at the turn of the 20th century, and Walker Evans during the Great Depression did the same thing for the working class, along with writers such as Upton Sinclair and James Agee. It is a recovery of this style, one that turns the abstraction of fact into a human flesh and one that is not afraid of emotion and passion, which will permit us to counter the force of corporate propaganda.-
We may know that fossil fuels are destroying our ecosystem. We may be able to cite the statistics. But the oil and natural gas industry continues its flagrant rape of the planet. It is able to do this because of the money it uses to control legislation and a massive advertising campaign that paints the oil and natural gas industry as part of the solution. A group called EnergyTomorrow.org, for example, has been running a series of television ads. One ad features an attractive, middle-aged woman in a black pantsuit-an actor named Brooke Alexander who once worked as the host of "WorldBeat" on CNN and for Fox News. Alexander walks around a blue screen studio that becomes digital renditions of American life. She argues, before each image, that oil and natural gas are critical to providing not only energy needs but health care and jobs.-
"It is almost like they are taking the most optimistic visions of what the stimulus package could do and saying this is what the development of oil and natural gas will bring about," Ewen said. "If you go to the Web site there is a lot of sophisticated stuff you can play around with. As each ad closes you see in the lower right-hand corner in very small letters API, the American Petroleum Institute, the lobbying group for ExxonMobil and all the other big oil companies. For the average viewer there is nothing in the ad to indicate this is being produced by the oil industry."