Showing posts with label Sociology Alerts. Show all posts
Showing posts with label Sociology Alerts. Show all posts

Tuesday, January 12, 2021

Sociology Alert!: Filmmaking and Storytelling Influences on a Political Coup

 



                On Jan 6th 2021, a Coup was attempted in the United States, as a group of Donald Trump supporters breached the Capitol building in Washington DC, following a rally. The rally in question, was held by Donald Trump to continue stoking fear and falsity regarding the results of the 2020 election; which he lost.  Upon his order and incessant urging, the crowd predominantly filled with white men and women stormed the Capitol, broke down windows, forced open doors and began looting. At the end of the hours long siege, 5 people were dead including one police officer.  While the full scope and repercussions from this have still yet to be fully realized, as of this writing, over 80 protestors have been arrested, and there are discussions of Trump’s removal from office. A lot of analysis is coming in from several sources as to the causes and socio-political paradigm shifts that have happened due to these events.

 Given the nature and focus of this blog, I am interested in the way our consumption of media, film and popular culture is incorporated into a person’s (white) privilege; allowing these insurrectionists to believe in a lack of consequences for such actions as storming the capitol and looting; as well as being both delusional and oblivious to one’s own wrongdoing, that it leads to public self-incrimination through social media posts.  As I have argued in the past, pop culture is a form of soft power because it gets integrated into our general knowledge and helps to shape behavior and expectations which, beyond the typical dynamics of social groups and their behavior, explain a lot of behavior that we would identify as irrational and inexplicable otherwise.  Thus, it is through the consumption of film and popular culture that partially contributes to the mindset, expectations, and assumed consequences of the insurgents on the Capitol. However, before we get into the way film and popular culture impacted the behavior and expectations of the seditionists on Jan 6th , we need to do some basic sociological group behavior table setting.

 


SOCIOLOGICAL BASICS OF GROUP BEHAVIOR

            Much of the events on Jan 6th can be broadly understood with the basics of group and crowd behavior: such as Group Think, Diffusion of Responsibility, Emotional Contagion, and collective effervescence.

Crowd Behavior and its motivators  

Crowd Behavior is the action and behaviors of people in groups where the result of physical proximity, and the protection and contagion of the group’s  individual behaviors, begin to “act out of the ordinary” from routine standards of demeanor, becoming more explosive and unpredictable. This makes crowd behavior a general potential threat to the social order. Thus, when people are in a crowd that is single minded and particularly motivated (as the Trump protestors were) their actions can clearly become erratic due to the social psychological trifecta of Group think, emotional contagion and the diffusion of responsibility.

Group think is the social psychological explanation for collective behavior among others within society.  Group think is achieved when an individual believes or follows in mindset, or in behavior, the understandings or actions of a particular group that they are a part of, or one which they desire membership.

 Monte Bute (2015)[1] points out that stereotyping and scapegoating flow out of group think, and this is certainly true of the far-right rebellion on Jan 6th. For 5 years, feelings of xenophobia, multiple facets of racism, and ethnocentrism have been sowed by Donald Trump and his ilk; fueling the generations long history of systemic, institutional, and cultural discrimination, present since the founding of the United States, to the point of the deranged despotism of this single act. The racist motivations of the would be usurpers, and the racially  inconsistent response by police officers that challenged them, maintains the powerful foundation of anti-black and brownness in the US.

Additionally, group think causes a lack of individualized critical thinking resulting in a herd mentality.  Individuals become swept up in the movement and trajectory of the crowd, without reason or understanding of the group’s actions and or consequences; a result that is compounded by the diffusion of responsibility and emotional contagion. Diffusion of responsibility is the process by which individuals relinquish feelings of responsibility for their actions to an authority. In the case of Jan 6th, many of the actions performed by the mob upon the Capitol building, were rationalized by them as acceptable because Donald Trump encouraged them to do it[2]. This was understood in the now classic Stanley Milgram experiment, which found that when presented with an authority figure, individuals often shift the psychological blame for their own actions onto them.   

At the same time that the crowd is diffusing the responsibility for their actions, they are also getting swept up in the collective emotions of the crowd. Emotional Contagion is the idea that within a large enough crowd, emotions become contagious and spread through a crowd like wildfire. Fear in an individual, becomes panic in a crowd. Personal anger transforms into group rage.  The election protestors in front of The White House on Jan 6th , had their emotions whipped up by the fiery rhetoric of their deified false prophet; who’s words lit the fuse to violence and death at the Capitol. 

As the action escalated beyond the control of common sense and law enforcement, the ‘beer-back rebellion’ was thriving through collective effervescence. Collective Effervescence, coined by Emile Durkheim in his book Elementary Forms of Religious Life, is the unity one feels to the group; allowing the communication of the same thought and participation in the same action.  Through this sense of unity, illegal violent behavior became normalized.

 

MEDIA MECHANISMS OF KNOWLEDGE

 

            The media as an agent of socialization, ushering us through the social learning process, not only tells us what has value, what is normal, and what we should believe; it also gives us knowledge without experience.  The media often fills in the gaps between our experiential knowledge and our formal education. What we do not learn from those two main sources is often supplemented by the knowledge we draw from the media. This results in a fair amount of our knowledge, and the source of our “common sense”; by which we make both arbitrary and important decisions, is coming from the media.  It is very humbling to audit your everyday knowledge only to discover that many of the truths that you cling to, are based on a point of view that is shaped by ads, television shows and films.  How much of what you know about deep sea crab fishing is based on the Discovery channel show The Deadliest Catch? How much do you know about the operations of the CIA (or other government agencies) because you watched a few espionage films?  What complicates this issue even further is the way that the media, as an agent of socialization, is used as a recruitment tool for occupations, military service, and brand loyalty. Since the media is a powerful tool in our society; institutions and corporations are trying to shape the knowledge we get from the media to increase their numbers, both in personnel and profits. Therefore, by accident and design, the media becomes a foundational part of how we see the world.

 


THE FALSE CONSCIOUSNESS OF FILMMAKING AND STORYTELLING

            For the last 20 years both the amount and rate of media consumption has increased considerably. People in the US are watching more, at a faster rate. The stay-at-home orders and the lockdown of businesses due to the COVID 19 pandemic, has only increased these numbers with the average American spending 12-15 hours on social media during the pandemic in 2020. Add to this an 79% increase in social media profiles since 2008, and most people are watching something almost every moment of everyday.  This impacts the way that we interact with and perceive the world.

            Filmmaking is a form of entertainment predicated on the development and sustainability of false consciousness (The Marxian belief in a social position that is untrue.) for the run time of the film. Cleverly labeled “The suspension of disbelief,” it allows for fantastic circumstances and events to be accepted by the audience.  That acceptance is easier the more media people consume, the normalization of filmmaking and storytelling structures. Due to generations of media consumption, we have come to expect these patterns, regardless of the industries attempts at nuance. Typically, protagonists are going to succeed and antagonists will fail, whatever the struggles between them.  Going into a Marvel film you already know, by the nature of storytelling, that the Avengers are going to win; its just a matter of how, and how long it takes to achieve.  Additionally, because they are framed as protagonists, we support their endeavors and justify their actions, no matter how cruel, misguided, or dangerous they might seem. The unfortunate result of this normalization of storytelling, is that we all begin to believe that since we are the protagonists of our own stories, we rationalize and justify our behavior so that we always come out the hero; regardless of any objective truth. This is also problematized by the structure of storytelling itself.

            A film is always a snapshot in time. The story that unfolds on screen is precise and exacting. It only shows the audience enough for the advancement of the plot, or emotional investment of the characters to achieve its thematic goals. From an economic pragmatist perspective, Filmmaking costs money, they would not waste money on a shot that wasn’t necessary to the completion of the story. This is why many films do not show the drudgery of daily living (traveling from one location to another, eating, using the restroom etc.) unless that is a story focus. The audience is often dropped “in media res”, an industry term to mean “In the middle of things”. You don’t know what came before, you just start at an arbitrary “beginning” based upon a screenwriter’s whimsey.  Similarly, the film ends at a particular moment; concluding the story, but often allowing the audience to fill in the gaps for what came after. For example, at the end of most romantic comedies (which usually end with a wedding) we assume that the protagonist and their new spouse will have lived “happily ever after.”; even if the circumstances, if placed in reality, would not have played out the same way.  Likewise, any revolutionary action we witness in film is further dramatized with the audience’s assumption of its success.  We assume when the film cuts to black that our revolutionary protagonists prevailed, because we have been conditioned to root for seditious, treasonous vigilantism in every media genre. The toppling of order and control is romanticized as a wish fulfillment fantasy. The idea that your life can fundamentally change through glorified actions is very satisfying storytelling, but it doesn’t work in reality. Moral murkiness is both entertaining and compelling writing, as Drama is captivating, energizing, and exciting, unless this is all happening to us. Where film stops, life keeps going. 

           


 

    REVOLUTIONS: AS SEEN ON TV

            The overall increase in media consumption, and use of media in the understanding of our social world, causes the unnecessary result of individuals dramatizing their life.  Erving Goffman was one of the first Sociologists to talk about this through dramaturgy. A dramatic analysis of society in his famed dissertation, The Presentation of Self in Everyday Life. He maintained that we attempt to control how we are perceived by others. We achieved this by controlling “impressions that we give off” through our dress, language, hobbies, mannerism etc., in hopes to maintain a desired image (Goffman 1959).  Today, much of our ideas for that image are manipulated through our consumption of advertisements and general media, while performance of our “impressions” has expanded into social media spaces.  Likes, repost and retweets are the identity currency now, through which we cultivate a self -identity that heavily mirrors the media that we consume.  This can account for the number of people whom, on Jan 6th participated in the protest and later coup style riot as if they were going to a NFL football game and tailgating party; proudly wearing face paint and colorful costumes.  Not only are they dressing and behaving for the camera (with which they will also upload evidence to social media), they were treating political rallies, and subsequent mob behavior like the end of a “big game”,  that they lost.

It is these Durkheimianly profane actions, along with all of the group behaviors mentioned previously, fueled by the false consciousness of storytelling, that results in people believing that their actions will not have consequences. After the mob was dispersed many were seen banally discussing the events in hotel lobbies, while posting pictures of the event to social media; oblivious to any perceived wrongdoing and potential repercussions. These are the collective threads of white privilege.

             


WHITE PRIVILEGE: MASKS A COUP IN CLOTHING OF REVOLUTION

 

The basic definition of white privilege is the individual, structural, cultural, social and historical advantages/ lack of barriers provided to an individual based upon the color of their skin (or its implication) which results in easier successful achievement whether intended or unintended within a society. The use of the term privilege is often criticized in the literature because: A. people that received it often do not recognize it. B. The “privileges” that white people receive are how all people should be treated. Some have argued that we need to move away from using the term privilege, and instead, use the phrase “denial of rights” to connote the inequity that exists (Zack 2015).  Yet, for those of us that teach about white privilege, comparison examples are always helpful.  Thus, the events of Jan 6th, are often armored by White Privilege for many of its participants, not because they will not face consequences for their actions, but because those consequences will be far lighter, and more lenient than if the crowd was full of People of color, especially Black or Latinx folks.

Since the events of Jan 6th, to highlight forms of white privilege through differential treatment, many commentators, pundits and scholars have juxtaposed the treatment of the seditious rioters at the Capitol with the treatment of peaceful Black Lives Matter Protests for racial justice to end police violence against Black people.  The stark differences have led to a renewed criticism of police and discretionary justice they employ based upon race.  Additionally, as of this writing, many of the arrests that have been made are for lesser charges than those that could be brought against the individuals in question. 

One of the more obscure social psychological benefits of white privilege is the ability to be treated as an individual and not as a collective group.  Regardless of who is arrested, what they are charged with and what their sentence might be, it will never change the understanding that one white person’s actions do not reflect the actions of all white people.  While this principle should be applied to all people regardless of race, it is not. Likewise, the ability to perceive your admitted ‘revolutionary’ actions as not only being morally just, but patriotic is often fueled by our media consumption. For example, the 30+ year syndication of the “reality based” drama Cops, and how it has perpetuated the reinforcement of racist and classist stereotypes among individuals that do not have daily interactions with people of a different class or racial background. It is this kind of programing that contributes to a justification for the actions of police officers among white communities. It is not much of a stretch to see, that such a steady diet of shows and films that reinforced the criminalization of blackness (of which there are many) inevitably lead to people believing that Police officers are on their side because they are white; as one of the Trumpian “liberators” stated in a quote to a Nation reporter:  “This is not America. They’re shooting at us. They’re supposed to shoot at BLM, but they’re shooting the patriots.”

 


CONCLUSION

We have been told through media to be the protagonists of our own stories. We are conditioned to want love interests with interesting backstories and action set pieces for our vacations. All of this is done to manufacture a brand for ourselves and share that brand through social media.  This causes us to have a cinematic and spectator outlook upon life and the events within it. Yet, it is through the added prism of white privilege that toxifies this cinematic dramaturgy that we find ourselves in. The various protections of white privilege allow the false consciousness generated by cinematic storytelling to go unchecked. Resulting in groups of people interacting in the world with the frivolity of watching a movie.  The unfortunate result, as seen in the events of the attempted coup on Jan 6th 2021, is groups of people with such a lack of self-awareness that they view their treasonous sedition, as patriotic entertainment. 

 

 

REFERENCES

 

Burle, Monte 2015.  How to Recognize the Dangers of Group Think The Society Pages  https://thesocietypages.org/monte/2015/09/05/how-to-recognize-the-dangers-of-groupthink/

 

Goffman, Erving 1959. The Presentation of Self in Everyday Life.  New York: Anchor Books.

 

Zack, Naomi 2015. White Privilege Black Rights        



[2] Because of this Trump can be charged, once leaving office, with the inciting of a riot. 


Tuesday, January 23, 2018

A Closing Door of Choices: The Sociological Dangers of The Disney/Fox Deal

INTRODUCTION

One of the blessings/curses of Sociology is that once you adopt the Sociological Perspective, you see the strange in the familiar and “the familiar as strange” as C. Wright Mills put it. In the simplest terms, this means that as one studies society they start to question everyday habits behaviors and norms that most people, if they have not adopted the above perspective will take for granted. This normalization of behaviors leads to a lack of critical thinking and analysis. Since sociologist are unique among scientists (in that they live in the very thing that they study) we too are prone to this normalization (and the ignorance and apathy that follows). The result is what can be deemed “sociological blind spots” in which our critical, analytical and keen sociological intellect chooses not to penetrate. While these “blind spots” are different for each sociologist, each one of us has them[1]. Usually, this is something that the sociologist has a personal investment in (something that is informative to their personality, through childhood development) which the Sociologist has to actively quiet their sociological mind in order to enjoy.[2] Most of the time, Sociologist are actively successful creating any number of leaps in logic or rationalizations that minimize the inevitable feelings of hypocrisy[3]. However, occasionally something happens within society that is so impactful that its reverberation lifts the self-imposed veil and the sociologist has to be reflexive about their behavior without qualification.  For me, comic books, superheroes and popular culture have been my blind spot; but, the recent Disney/Fox Merger  has lifted the veil causing a revaluation of the content and media I consume. What follows is a critical deconstruction of the aforementioned merger and court ruling concluding with suggestions for direct action and steps toward a solution.

THEORETICAL ANALYSIS

Aside from the obvious general sociological perspective[4] that I shall employ in this social analysis. There are several other sociological concepts that I will elucidate in order to have a deeper understanding of these events. Specifically, to scrutinize the Disney/Fox merger I will be using the Marxian ideas of Commodification, commodity fetishism, Zizek’s ideas of what he calls cultural capitalism, which not to be confused with Pierre Bourdieu, I will refer to as Consumeristic philanthropy, Naomi Kline’s ideas of branding, Zygmundt Bauman’s ideas of liquid modernity and liquid consumption, Weber’s Ideas of Rationalization, “The Iron Cage” and Ritzer’s Grobalization.

            Capitalism
            One of reasons why the Disney/Fox merger is a problem, is rooted in the overall systemic problem of Capitalism. According to Marx (and many of his denizens) Capitalism, if left unrestricted, would “naturally” lead to class inequality; specifically the exploitation of the labor force and of consumers.  The crux of this for Marx was in how capitalism as an economic system treats value. Marx stated that unlike a barter system, or other system of trade for goods, services and commodities, Capitalism does not focus on what Marx calls Use value[5] in which the value of the commodity is based on its usefulness to the longevity and support of the workers. Instead, capitalism is more interested in Exchange Value [6] in which the value of a commodity is in its ability to get something else (its ability to be exchanged). Marx (1994) explains

“As use values, commodities differ in above all quality, while exchange values, can only differ in quantity and therefore do not contain an atom of use value…All [use value’s] sensuous characteristics are extinguished…With the disappearance of the useful characters of the products of labor, the useful character of the of the kinds of labor embodied in them also disappears.” (p 222)

Essentially, Marx says that with the focus on exchange value, labor that produces a commodity becomes an abstraction, and therefore unimportant.[7]
David Harvey (2010) in his analysis of the “crisis of capitalism”, speaks eloquently about the dangers of unrestricted Capitalism. First, he quotes Marx in The Grundrisse that “ Capital cannot abide a limit. It turns limits into barriers that it needs to either circumvent or trancend… which has a consequence of enriching financers” usually at the expense of the workers.[8]
Additionally, since Capitalism is motivated by profit, and as indicated above, it desires to be limitless, the most secure way to increase profit is by lowering the cost of labor and increasing the price of the product; leading to the aforementioned exploitation of the worker and the consumer. The worker is not paid fairly for the labor that they use (and the products they help produce), and the consumers pay a price that is (usually) hundreds of times higher than the product’s cost of production. Yet, since this price is still considered cheap, by consumers those that do not see past their own biography think that this is beneficial.  Therefore, this desire for profits lead to the very fiscally conservative idea of “Free market Capitalism.”[9]. This ideology is what lead President Regan (and is Neo-Liberal doctrine) to relax anti-trust laws allowing corporate mergers to propagate; paving the way for a number of corporate mergers (many by Disney over the last 30 years) the most recent deal with Fox being so large as to be named a “mega-merger.”
The use of language to rationalize this behavior is fascinating. If one looks at the culture of business, they will not find words of anti-trust, monopolies or exploitation. According to Naomi Klein (2000, 2017) you will hear words like “Synergy” “identity branding”, “cross market advertising” and “mass market appeal” in hopes to normalize the bureaucratic corporatization of life itself.


Commodification
Because Capitalism cannot abide a limit, Marx believed that unrestricted it would cover the planet, making even our intangible ideals and emotions into tangible products.  As a Marxian term, Commodification is the process by which everything in human life, including human life is able to be bought, sold, traded or exchanged. In turn, we commodify love through gifts, flowers, and diamonds (even having its own day on reserve)[10]. We commodify fear with various security measures and methods of self-protection. We commodify happiness through many products of self-satisfaction (namely food and other forms of entertainment). To that end, Marx was correct that we have commodified everything down to an egocentric point; All of these products say something about ourselves, our emotions, identities and personalities.
A second Marxian term, Commodity Fetishism, is the way in which individuals start to only understand themselves through the products that they buy; so that who they are is represented in the products that they own.[11] This is taken to a more extreme level if we look at Zizek’s ideas of Cultural Capitalism [12] that I refer to as consumeristic Philanthropy- This is a form of commodity fetishism. The simple idea is that when a person buying a product, it makes a person feel connected to a social issue or a particular community. A perfect example of this is the pink ribbon for breast cancer awareness. Sales dramatically increase for any product that touts that ribbon due to people’s ideological support for breast cancer research. The purchase of the product makes the consumer feel more connected to social issues, that they are part of something more than just themselves; more than just a consumerist, as Zizek says.  However, this form of consumerism is shown to negatively impact social participation. Concisely, by purchasing products that represent a person’s ideology, they are less likely to engage in meaningful actions toward those ideological goals. By this action it places individuals in in a state of false conscious as to their participation in society; that they feel like they are doing more than they are.  This is epitomized by online activism, often decried as “slacktivism”[13] by its detractors which requires fall less action than traditional grassroots activism. With this form of activism, Individual’s personal investment is low, while their social and psychological benefits are so high that any aforementioned marketing around such an idea is done in the spirit of capitalism with the desired result of profit; commodifying our compassion and a desire for justice.[14]

The advertising of products definitely leans into this idea of social connections in the way that markets to a person’s identity, and how the product can say something about a person chosen lifestyle (and help them express a particular point of view). Endless consumption is created by marketing to what a product can mean, and not what a product can do. This process, motivated by profit leads to various forms of branding.

Branding
           
            Branding (as we think of it today) began fairly recently in our economic history, beginning around the same time as our focus of mass production (Klein, 2000).  In this space, the product was less the focus of the marketing than the company. The structure of the branding was first organized around company logos (Think Golden Arches, Swooshes, a Horse etc.) (Klein 2000). This branding was so effective that the company, not the product, stood for quality or inferiority depending on the brand’s success.[15] Therefore the way people purchased products began to change. People began to trust brands more so than individual products. The more people trust a particular brand, the more likely they are to purchase said brand across a variety of products. This leads to a social phenomenon known as Brand Loyalty[16] which is the overall goal for companies and their advertisers. There is a greater potential for profit if you already have a built in consumer base, even if that comes with certain strings attached.[17]
             The United States is a branded society. For a lifetime or two, advertisers have not just been selling products, they have been selling ideas, values and a way of life (Kilbourne 1999). In a global economy the greatest export we (The US) have is our culture, one that is full of corporate logos, catch phrases, celebrity endorsements, and jingles[18]. Yet, in the era of social media, we have gone a step further and have begun to brand ourselves and our identities. We have adopted the word “brand” into our lexicon[19] This slowly began with social and cultural identities and experiences being seen as exclusive (experiences and identities based upon race, gender disability, social class and sexuality that help to construct different realities), which was then exacerbated by the advent and participation in online social media where individuals are encouraged, and often required to sell their ideas, through the commodification of their very identity for various amounts of capital usually in the form of online media attention: likes, shares, reposts, reblogs etc. (Bourdieu 1986). This is what Naomi Klein (2017) calls “lifestyle Brands” One of the best examples is the life and Presidency of Donald Trump; who branded his identity to be synonymous with wealth and success (regardless of the actual truth of that image) all the way to the White House.[20]

            Consumerism
Branded societies, identities and cultures can only exist because of Consumerism. According to Bauman (2007) in a consumptive economy (as opposed to a productive economy after the industrial revolution) we lack ambition because nothing is embraced by individuals in a Consumer economy for very long.  There is no ultimate desire, no point of full satisfaction. What this means, is that individuals in a consumer society are in a state of perpetual “un-fulfillment”. This creates a consumer who is: impatient, impetuous, restive and excitable; one that loses interest/ attention quickly, where any momentary satisfaction does not require learning or skill to obtain, and is often roped into consuming by the sensations and experiences certain products promise. Because of this, Bauman says that any form of product acquisition always seems hollow[21] and that people function in the world as if having no more desires, is equated to having no more prospects in the world. Thus, in a consumer economy, the ideal consumer is one in which their desires are endless, contributing to the overall commodification identified by Marx (Bauman 2007). This gets progressively worse as our society shifts from modernity into a different form of consumption.
Another chief principle of Bauman’s is the idea of liquidity[22]. This social analysis of a fluid social order he has applied to everything tangible or intangible over the course of his carrier.  The form of liquidity that it the most important for this analysis is that of “liquid consumption” this is the notion that  we have shifted to consume an increased number of experiences (the intangible) rather than just things (tangible).  This consumption of experiences has been illustrated by the use of social media and the “selfie” craze. Many people go on vacation and take “selfie” to prove to themselves and to others that they were there. As if it doesn’t become real to them until they post it on Instagram or other forms of social media. Today, this process of taking a picture of oneself does not produce anything tangible. Both the product, and the experience, produces “nothing” therefore is more transient. Thus it is through these lenses of Capitalism, commodification, branding and consumerism that the Disney/Fox deal must be analyzed; to which I now turn my attention.

SOCIAL ANALYSIS

Looking at Disney’s vast amounts of assets and Intellectual Property (prior to the Fox deal) one would already come to the conclusion that Disney is a corporate Juggernaut. Yet, if the actual deal is allowed to go through Disney is set to become a behemoth. What is sociologically “interesting”[23] is the reaction that is circulating throughout popular culture and social media.[24] Most of the general public whom are completely enveloped in this mechanism of capitalistic consumerism that rewards the unquestioning satisfaction of their own desires, (while, at the same time not recognizing that those desires are manufactured) see this deal as a blessing; an amalgamation of previously separated content that will (at least for superhero fantasy fans) fulfill long held childhood dreams.
In a recent article, David Harvey discussed his fear of the militarization of social control, that would limit the ability of people’s right to assemble, thus minimizing social participation and effectively killing the first amendment in practice. While there is plenty of evidence for the militarization of the police as an anti-protest force around the world, and especially within the US after 9/11 (think of specific examples such as Occupy Wall Street or Ferguson)[25] the one things that Marx, and many of his acolytes overlook is what Max Weber understood which is the gentle and often imperceptible power of rationalized social norms.

Rationalization

In Economy and Society, Weber (later supported by George Ritzer), understood that the formation of a bureaucratic social structure ultimately attempts (and to a large part succeeds) in eliminating human diversity and choice by organizing human behavior in a rational way.  This rationalization of irrational (emotional) human behavior and beliefs results in what Weber calls “The Iron Cage” this is a bureaucratic trap in which people are objectified, depersonalized, disenchanted, standardized, and alienated.  The idea is that we are either physically replaced, for the efficiency of machines, or we have been socialized to follow such a ridged set of behaviors and routines (many of which we follow in such rapid succession with each other that  we are always in a routine/behavioral pattern) that we lack critical thinking and become machine like ourselves.
This becomes important when looking at the response to the Disney/Fox Merger. By using a Weberian analysis instead of a Marxist one, there is a realization that what we need to fear is not the militarization of social control, but of the use of routines and social norms. By socializing us to the synergy of monopolistic corporations, and making it more and more difficult and/or fruitless to engage our civil liberties, we won’t need to have our rights forcibly taken away, we just won’t exercise them. This is a win for the corporations because they gain social control, and increase their profits while not having any blowback by ideas that seem unpopular. This leads us to an explanation for the “tepid resistance” to the deal. We get what we believe we want, more content. But, as Weber points out, this is a state of false consciousness it is really the elimination of diversity and choice.

Grobalization of Nothing

This elimination of choice is continued by George Ritzer and Roland Robertson in their work on Globalization. In 2004, Ritzer came up with a term Grobalization- to define all of the macro level rationalized dehumanizing practices of the process of globalization. Ritzer and Robertson (separately) came to the conclusion that Grobalization- produced “Nothing”. Nothing was defined as anything that was devoid of unique and distinct content, homogenized to appeal the broadest audience possible. “Nothing” is the chief product of mass production; the foremost architect of mass production are corporations. The profit motive that drives corporations leads to the inevitable production of nothing because Nothing is safe, it does not take a social or political stance. Additionally, because of its lack of focus, more advertising dollars are put in to the selling of ‘Nothing’ because advertisers have to “Manufacture desire” for that thing in the minds of consumers (hence the pitch towards a synergy of content). Therefore, instead of “something’ people want various forms of ‘Nothing’ A product that gives the illusion of both quality and content, (the illusion that it is in fact ‘something’ when it is not) while making it easier for producers to create something for the broadest and simplistic tastes.  

For these reasons we all need to be afraid.

SOLUTIONS

            Solutions to this particular problem, are difficult to assess if you are looking from a macro level (and cynical) perspective it may already be too late. However, Let’s start with something simple. On social media get the hashtag #BreakupDisney trending.  Follow and support the Suit against the At&T/ Time Warner deal because that will set a precedent on whether or not the Disney/Fox deal will actually go through. Finally, support the fight for net neutrality because these two ideas are inexorably linked.

And Remember the warning of Dr. Ian Malcom
           




[1] In some respects there are necessary in order to live in the world. Otherwise individuals would have no respite from the deconstruction of the world around them that they are trained to do.
[2] It is important to note that the sociologist is often aware of this process, but the emotional investment is so strong that the behaviors continue.
[3] This hypocrisy is often used against a sociologist in arguments. There might be a separate post later about this occupational hazard that all sociologists have to endure
[4] Which allows me to unite the personal and the political as well as understand the link between biography and history
[5] Very crudely defined as the ability to keep a worker working
[6] The value of a commodity in relation to a third “equalizing variable”
[7] One way that I always pose this idea to my students is through this simple question: “By a show of hands, how many of you  when you go to the store and are thinking about purchasing a product, think about the working conditions and the wages of the person(s) who made the product?” To which virtually no hands are raised. “Now, how many of you think about the price before you purchase?” To which all hands rise. “That…” I say “is Marx’s point.”
[10] Valentine’s day of course
[11] Part of this can be understood through an understanding of Goffman’s Presentation of self. We use commercialized products to help us maintain an elaborate presentation of self, in order to control how other people see ourselves
[14] Essentially, our desire for social justice is commodified and sold back to us at a premium price.
[15] It is also important to note that Advertising does not sell products
[16] The process by which individual continue to purchase the same brand of products over time regardless of convenience or price
[17][17] However, while a consumer base is good, it can limit the amount of diversity that a company can put in their products; out of fear that they will lose their fan base. A recent example of this is the divisive nature of the latest Star Wars film The Last Jedi
[18][18] In a recent episode of The Social Breakdown Podcast I learned (but not surprised by) that the image of Santa Claus that we have come to know and love in our society was created by Coca-Cola….how American
[19] People even going as far to say that a particular action or opinion is “on brand”
[20] Klein (2017) goes on to suggest that Trump is running the White House on the rules of Branding, and aptly makes the point that one cannot disinvest in their company, if that company is their name (p35)
[21] Klein (2017) even calls this the “hollow brand model.”
[22] I am particularly discussing liquid modernity here which is the cultural and social condition of radical ambivalence, social change, and institutional flexibility in which weakened social bonds and high levels of individual mobility develop new patterns of identity formation based upon minimization of institutional commitments, flexibility of interpersonal responsibility
[23] By interesting I mean involving social behaviors that are bot perplexing to those who study and dangerous
[24] To be fair it is important to note that, as I write this in early January, this deal has been out of the news cycle for weeks, we have completely lost touch with this story; This is more telling of the difficulty of being an academic and analyst when the news cycle is so short. Which is a long way to say I think few people will read this.
[25] Some of you might think well “What about the Women’s march?” You have to look at the intersections of race and class to understand that the militarization of the police is usually rooted in the fear of people of color