^ Richard Hamilton "Just what is it that makes today's homes so different, so appealing?" 1956
From Jonathan Franzen's "The Corrections". The final class of a course in Cultural Studies that one of the characters, Chip, teaches in a private college. After showing the class a 'cutting edge' series of adverts for office equipment, that builds up the story of an office staffed entirely by women, one of whom dies of cancer, but who's plight is turned to positive effect by her colleagues' online campaign to raise breast cancer awareness (via the office equipment bought from W_corp), he intends to complete the term by showing the class how to 'see through' to the cynicism at the heart of even such an apparently well-meaning and cleverly put-together campaign as this. The teacher's loyal but narrow espousals of Baudrillard et al's tail-chasing critiques come crashing down when faced with the incomprehension of a class unable, or more likely entirely unwilling to see past appearances, and the razor sharp contempt of a girl who not only sees through the ads initial appearances, but equally cuts through the flimsiness of Chip's moral condemnation, to the point where it is clearly just a subjective position, one resting entirely on arbitrary -and worse- totally unproductive, soul-sapping, no-end-in-sight, solution-less, critique for the sake of critique (and by implication: university tenures).
..............................................................................
A petite young woman names
Hilton, a Chihuahua-like person, offered that it was “brave” and “really
interesting” that Chelsea had died of cancer instead of surviving like you
might have expected in a commercial.
Chip waited for someone to
observe that it was precisely this self-consciously “revolutionary” plot twist
that had generated publicity for the ad. Normally Melissa, from her seat in the
front row, could be counted on to make a point like this. But today she was
sitting by Chad with her cheek on her desk. Normally, when students napped in class,
Chip called on them immediately. But today he was reluctant to say Melissa’s
name. He was afraid that his voice might shake.
Finally, with a tight smile, he said, “In case any of you were
visiting a different planet last fall, lets review what happened with these
ads. Remember Nielsen Media Research took the “revolutionary” step of giving
episode six its own weekly rating. The first rating ever given to an ad. And
once Nielsen rated it, the campaign was all but guaranteed an enormous audience
for its rebroadcast during the November sweeps. Also remember that the Nielsen
rating followed a week of print and broadcast news coverage of the ‘revolutionary’
plot twist of Chelsea’s death, plus the Internet rumour about Chelsea’s being a
real person who’d really died. Which, incredibly, several hundred thousand
people actually believed. Beat Psychology, remember, having fabricated her
medical records and her personal history and posted them on the Web. So my
question for Hilton would be, how ‘brave’ is it to engineer a sure-fire
publicity coup for your ad campaign?”
“It was still a risk,” Hilton said.
“I mean, death is a downer. It could have backfired.”
Again Chip waited for someone,
anyone, to take his side of the argument. No one did. “So a wholly cynical
strategy.” He said, “if there’s a financial risk attached, becomes an act of
artistic bravery?”
A brigade of college lawn mowers
descended on the lawn outside the classroom, smothering discussion in a blanket
of noise. The sunshine was bright.
Chip soldiered on. Did it seem
realistic that a small-business owner would spend her own money on special
health-care options for an employee?
One student averred that the boss
she’d had at her last summer job had been generous and totally great.
Chad was silently fighting off
the tickling hand of Melissa while, with his free hand, he counterattacked the
naked skin of her midriff.
Chad, impressively, was able to
answer the question without having it repeated. “Like, that was just one
office,” he said. “Maybe another boss wouldn’t have been so great. But that
boss was great. I mean, nobody’s
pretending that’s an average office, right?”
Here Chip decided to raise the
question of art’s responsibilities vis-à-vis the Typical; but this discussion,
too, was DOA.
“So, bottom line,” he said, “we
like this campaign. We think these ads are good for the culture and good for
the country. Yes?”
There were shrugs and nods in the
sun-heated room.
“Melissa,” Chip said. “We haven’t
heard from you.”
Melissa raised her head from her
desk, shifted her attention from Chad, and looked at Chip with narrowed eyes.
“Yes, these ads are good for the
culture and good for the country.”
Chip took a deep breath, because
this hurt. “Great, OK,” he said. “Thank you for your opinion.”
“As if you care about my opinion,”
Melissa said.
“As if you care about any of our
opinions unless they’re the same as yours.”
“This is not about opinions,”
Chip said, “This is about learning to apply critical methods to textual artefacts.
Which is what I’m here to teach you.”
“I don’t think it is, though,”
Melissa said, “I think you’re here to teach us to hate the same things you hate.
I mean, you hate these ads, right? I can hear it in every word you say. You
totally hate them.”
The other students were listening
raptly now. Melissa’s connection with Chad might have depressed Chad’s stock
more than it had raised her own, but she was attacking Chip like an angry
equal, not a student, and the class ate it up.
“I do hate these ads’” Chip
admitted. “But that’s not …”
“Yes it is,” Melissa said.
“Why do you hate them?” Chad
called out.
“Tell us why you hate them,” the
little Hilton yipped.
Chip looked at the wall clock.
There were six minutes left of the semester. He pushed his hands through his
hair and cast his eyes around the room as if he might find an ally somewhere,
but the students had him on the run now, and they knew it.
“The W_ Corporation,” he said, “is
currently defending three separate lawsuits for antitrust violations. Its
revenues last year exceeded the gross domestic product of Italy. And now, to
wring dollars out of the one demographic that it doesn’t yet dominate, it’s
running a campaign that exploits a woman’s fear of breast cancer and her sympathy
with its victims. Yes, Melissa?”
“What is it, if not cynical?”
“It’s celebrating women in the
workplace,” Melissa said, “It’s raising money for cancer research. It’s
encouraging us to do our self-examinations and get the help we need. It’s
helping women feel like we own this technology, like it’s not just a guy thing.”
“Ok, good,” Chip said, “But the
question is not whether we care about breast cancer, it’s what breast cancer
has to do with selling office equipment.”
Chad took up the cudgels for
Melissa. “That’s the whole point of the ad, though. That if you have access to
information, it can save your life.”
“So if Pizza Hut puts a little
sign about testicular self-exams by the hot-pepper flakes, it can advertise itself
as part of the glorious and courageous fight against cancer?”
“Does anybody see anything wrong with that?”
Not one student did. Melissa was
slouching with her arms crossed and unhappy amusement on her face. Unfairly or
not, Chip felt as if she’d destroyed in five minutes a semester’s worth of
careful teaching.
“Well, consider,” he said, “that ‘You
Go, Girl’ would not have been produced if W_ had not had a product to sell. And
consider that the goal of the people who work at W_ is to exercise their stock
options and retire at thirty two, and that the goal of the people who own W_
stock” (Chip’s brother and sister-in-law, Gary and Caroline, owned a great deal
of W_ stock) “is to build bigger houses and buy bigger SUVs and consume even
more of the world’s finite resources.”
“What’s wrong with making a
living?” Melissa said. “Why is it inherently
evil to make money?”
“Baudrillard might argue,” Chip
said, “that the evil of a campaign like ‘You Go, Girl’ consists in the
detachment of the signifier from the signified. That a woman weeping no longer
just signifies sadness. It now also signifies: ‘Desire office equipment.’ It
signifies: ‘Our bosses care about us deeply.’”
The wall clock showed two-thirty.
Chip paused and waited for the bell to ring and the semester to end.
“Excuse me,” Melissa said, “but
that is just such bullshit.”
“What is bullshit?” Chip said.
“This whole class,” she said. “It’s
just bullshit every week. It’s one critic after another wringing their hands
about the state of criticism. Nobody can ever quite say what’s wrong exactly.
But they all know it’s evil. They all know ‘corporate’ is a dirty word. And if
somebody’s having fun or getting rich –disgusting! Evil! And it’s always the
death of this and the death of that. And people who think they’re free aren’t ‘really’
free. And people who think they’re happy aren’t ‘really’ happy. And it’s
impossible to radically critique society anymore, although what’s so radically
wrong with society that we need such a radical critique, nobody can say
exactly. It is so typical and perfect
that you hate those ads!” she said to Chip as, throughout Wroth Hall, bells
finally rang. “Here things are getting better and better for women and people
of colour, and gay men and lesbians, more and more integrated and open, and all
you can think about is some stupid, lame problem with signifiers and signifieds.
Like, the only way you can make something bad out of an ad that’s great for
women –which you have to do, because there has to be something wrong with
everything- is to say it’s evil to be rich and evil to work for a corporation,
and yes, I know the bell rang.” She closed her notebook.
“OK,” Chip said. “On that note,
You’ve now satisfied your Cultural Studies core requirement. Have a great
summer.”
He was powerless to keep the
bitterness out of his voice.