Commodification
By Al Burian


1. Millenial Anxiety

The twentieth century is over, and if the human narrative contained within that century were being screened for a test-market audience, you’d now be asked to fill out a questionnaire. Are the protagonists appealing? Should the ending have been more upbeat? Similarly, if the twentieth century were a Wendy’s superbar, there’d be postage pre-paid cards inviting you to give customer feedback. Were the employees courteous? Is the lettuce fresh enough, the condiment area well-stocked, here at the moment of millennial transition?

There are no post-paid cards with boxes to check off. And, although the history of the twentieth century is, in many important ways, very analogous to the Wendy’s super-bar (the prevailing right wing historical analysis of the twentieth century, in fact, sort of depressingly boils down to "it turns out that people really want a good selection of condiments") there is no corporation or main office running history. It’s not even a government agency. The force which has defined and shaped life for a hundred years is industry, and industry as an entity is not Democratic. You vote for the guy who decides how much of your money is spent on highways, but you don’t vote on the existence of highways or, for that matter, light bulbs, printing presses, fax machines, or any of the other advances which have fundamentally changed what existence on this planet is all about. Industry is just kind of there, like weather.

2. The Problem With America
The main problem we seem to have going on here in America right now is the lack of a coherent dominant ideology. (Yeah, I know, that sounds ludicrous, like an atavistic appeal to some mythical Norman Rockwell time which never existed, when we all looked, acted and spoke the same; like the legislators in Iowa who recently went so far as to declare English the "official language" there in Iowa, you know, just so the six or seven Iowans of questionable ethnicity don’t get too far out of hand with their siestas and burritos and shit.) In place of the standard American statistically validated cookie-cutter existence, two-point-five kids and cars and all that, we’ve developed a sort of cable-TV-like endless-option culture composed of these sub-cultural blips which form the great network of a patchy, disjointed national non-identity. None of these various sub-sectors seem to be too sharply in conflict with one another in terms of having claim to cultural dominance, and none of them can, as a flip side to that coin, stake a claim to being culturally subversive, seeing as they are part and parcel of the culture they’d be trying to subvert. Besides, if your goal is subversion, how would you formulate such an attack? And what are you attacking, if there is no coherent value system to usurp?

Things were a lot more crassly laid out, and a lot easier to navigate, in the 1950’s. America really had it’s dominant ideology in full gear back then, and not only was normality and citizenship very unambiguously defined, it was pretty much the case that if you espoused living in any way outside of or in opposition to this norm, be it political, sexual, or facial-hair-oriented, it was generally considered a good idea to lock you up. There were political consequences to acts of social subversion, because the social and political were intimately linked, the whole thing fitting together neatly in a joint package. This package was produced and propagated by the little twittering chickadee of an infant culture industry, ham-fistedly broadcasting grainy black-and-white images of Wally and the Beav into the populace’s homes, sending issues of Better Homes and Gardens to the suburbs, or pounding us into the ground with garishly winking honkies, who, grinning grotesquely, thrust bottles at us and spewed slogans like "Coke! It adds life!!!"

My dad was on the debate team in Iowa in high school in the 1950’s. I’ve never been involved in any sort of formal-type debate, and unless some epic, psychologically devastating disaster occurs I never will be, but as I understand it, debate basically works itself out through a system wherein opposing debate teams read over and attempt to memorize a set of cue cards on which they’ve written out both points and counterpoints, for their own and the opposing view. The contest itself is thus scripted and ritualized, as one team fires off a point and the other team wracks their collective cranium for the photographic memory image of the card which explains, "if team B says..... Team A must respond by saying...." (This makes debate the second-most pointless endeavor into which children are routinely forced to participate; the number one being spelling bees: a bizarre form of competition in which strange, chromosomally-uptight parents parade out their vitamin-deficient albinos and set them off and running in pursuit of the prize for most autistic.)

The debate topic probably centered on whether Iowa should be an English-speaking territory or a full-serve state or something, but my dad, in any case, tiring of the role as impotent ambassador of some index cards’ argumentation whims, decided to go for the frontal assault and abandon the cue card tactic altogether in favor of espousing Marxist-Leninism as the optimal mode for getting things done in Iowa. They didn’t have any cue cards for arguing against Bolsheviks in Iowa in the 1950’s, and so the opposing debate squad was effectively stumped and just sort of stood there when it was their turn to rebut, shifting their walrus-like teenage bulk about nervously and staring at the floor. Which is, technically, what it looks like when you "win" a debate, and, in fact, my dad’s team had clearly whupped quad cities (or whatever) team, until the judges of the competition, who had immediately retreated to a far corner to huddle parentally and cast concerned glances back at the room, returned to their table and declared that, although technically, they had "won" the debate, they had, in actual real terms, "lost" the debate because, basically, they said something that you can’t say (i.e., even though they had argued most effectively, they had come to a conclusion which was objectively wrong), and an educational institution can’t reward kids for being wrong.

That’s just one micro-cosmic example of a culture that defined truth in such a narrow way as to risk obliteration of the species, destroy it’s own citizens’ lives, and keep complex structures of race and gender inequality in place, all to further the hegemonic cultural construct of Norman Rockwellism. Because of the generally oppressive and square nature of those times, one tends to view the occasional crotchety cultural conservative who laments the passing of these simpler times (see Allan Bloom’s The Closing of the American Mind, or just listen to anything Ronald Reagan ever said about anything) with contemptuous dismissal. The vast bulk of people who don’t fit into the pipe-smoking, faux-British-accent world of the William F. Buckleys tend to think smugly that we sort of "won" the debate, world-historically, with the squares, when in fact we "lost" and "lost" really badly. As fucked up as the 1950’s might have been, socially and politically, things are ten times more fucked up now.

3. Commodifying Culture
21st century Capitalism posits itself as the economic system which produces the most good for the most people in terms of creating the widest variety and proliferation of goods and services, including culture and its associated artifacts- these artifacts being the physical language which transmits the culture.

This argument might seem plausible in the short term scheme of things, but the general tendency of capitalist economies seems to be, in the end, to move towards homogeneity, because the raison d’etre of any industry is to consolidate as much wealth and economic power as possible, which leads to monopolies, and this results in the proliferation of less cultural expression and more Wal-Marts. It makes sense: industry by nature has to keep producing to expand and replicate itself. Thus, there is a drive to continually create new technologies and services which people can use to communicate, maximize comfort and convenience, and entertain themselves. The apparent democratic and populist nature of industry and specifically mass media is created by a constant creative void in the core of this industry that is always in need of filling, the one thing the machines cannot produce: the human factor, i.e., emotional or intellectual expressiveness, i.e., "art." So, initially you get a culture industry which seems noble enough in its endeavor to document, disseminate, or, at least at some level, reflect the history of human struggle for inclusion and representation, which seems to express the parameters of thought and interaction in increasingly complex and multi-faceted ways.

The problem is, though, that the free market ends up delivering infinite variations on the PBS syndrome: everyone knows that documentaries and operas are the most culturally edifying thing on TV, but somehow people would rather watch Married with Children anyway, and since that’s just consumers casting ballots with their remote controls, and that’s how the free market works, how can we argue with the premise of the historically proven nine-out-of-ten-taste-test-winning economic model? Al Bundy is a more accurate and imagination-capturing text than a Shakespeare play, this has been proven by popular consensus. The options for PBS and related institutions become: a) survival based on state funding, which means consumer tax dollars are going to TV shows with potentially little or no cleavage (although, have you checked out some of those operas? Another slant on the argument might be that the world-historical cultural triumph of Married with Children over opera is, in fact, just American culture coming up with more efficient and direct artistic forms for presenting cleavage), and that is exactly the kind of inefficient response to consumer needs which make planned economies such a drag; b) trying to compete as a legitimate television network, i.e.; finding corporate sponsors and generating revenue to create programs by selling off advertising space on the network. This has already happened to an extent and, let me just say, if you want a mind-meltingly succinct articulation of just how boring and homogeneous the "post-historical age" is going to be, tune into any number of Texaco-funded "Forbes Business Round-Up" or "Macneil-Lehrer stock-market massage circle" programs for an experience more unnerving than the most amateur, methodically mechanical pornography. It’s like the powers that be at Texaco were just so excited about destroying one more organ of non-corporate information-dissemination that they didn’t even have time to come up with any shows. "Fuck it, man!" I imagine some dickhead in a suit at some board meeting, frothing at the mouth, "We’ll have a show! Just, like, us, wearing our suits, talking about what’s really on our minds: stocks, bonds, the Dow Jones, stuff like that. It’ll be great, right?" And of course the entire room is filled with other guys in suits, all slightly aroused by the prospect being laid before them, and they all agree heartily, and, the sad thing is that, unlike me and all of my friends who come up with about ten stunningly entertaining ideas for TV shows a second, these people actually have the money to then go buy just such a television show and force it upon the general population, who, I think quite sensibly, are so repulsed and beaten into bored submission that they disavow PBS forever and try to drown their sorrows in the sweet narcotic elixir of sexually titillating sit-coms and random footage of automobiles crashing. Or, c) PBS could just throw in the towel and concede defeat. Really, who watches nature shows? Besides, even when you do, the best ones are "When Animals Attack" or any Disney-produced nature show where you might get extra little animated birds or they’ll hire people to stand off-camera and actually hurl the lemmings off the cliff, so that you get a nice, dramatic camera angle to mass suicide.

4. Commodifying Counter-Culture
The plus side to having a coherently articulated dominant ideology is that it provides the opportunity to formulate a counter-argument, which is, on various levels, what began to happen in the 50’s and exploded into a multitude of "counter-cultural" value systems in the 1960’s. This bothered the humans who still clung to the established value system, and thus created a fair amount of societal friction. Institutionally, however, things remained pretty unaffected, because the industrial infra-structure that had been built up in World War II to build tanks under the ideological blanket of war-time ("Beat the Axis!") and that had then shifted seamlessly into production of dishwashers and televisions under new the blanket ideology of the American utopia ("Buy a house in the suburbs! We won! You deserve it!"), continued to expand its markets as new sub-cultural markets appeared. People were uptight in the 50’s because they erroneously assumed that the American "way of life" somehow intimately intertwined economic prosperity with ideological cohesiveness, but the ideology, it turned out, was actually completely secondary.

Capitalism, after all, isn’t a value system, it’s an economic system, and one of its main features, in fact, is that it seems endlessly capable of adopting almost any cultural value system as a sub-set of its larger framework. As long as product is generated and commodities moved, anything else goes. You can vehemently condemn the status quo, articulate the sentiment as brashly and confrontationally as you can possibly conceive, but these modes of articulation inevitably express themselves in the form of commodities-if I want to join your anti-establishment cliqúe, what books do I need? What foods should I buy? What uniform designates me a member? Where do I get my ID card laminated? Do you guys have an LP out yet?

A neat little trick: this commodification neutralizes any potentially social-subversive content from the dialogue, because the exact way in which dissent is framed and articulated supports the core principle of industry, which is to produce accoutrements. If you have a movement based on rejecting the knick-knacks associated with a movement, that’s a pretty motionless movement. It’s like trying to construct a philosophy of life without using words. You’ll probably end up grunting and gesturing a lot, probably pee and fight, maybe climb a tree or something. That’s cool and all, but see, that’s not a philosophy, that’s just acting like a monkey.

So, we have this weird situation now where, on the surface, the "counter-cultural" idea has won this apparent victory, in that it’s increasingly more acceptable to define yourself according to whatever niche you like, and the Montana survivalists make fun of the hippie communitarians who look down on the suit-and-tie Wall Street people, who are mildly annoyed by the skateboarders, who are going to rumble later this afternoon with the pot heads, who are trying to avoid the cops, who are way more busy fucking with the hip-hop kids, who grudgingly accept the lesbian couple down the street now because they watched that episode of "Ellen." Everyone, in fact, has their own culturally validating sit-com, or at least a glossy trade magazine, or, better yet, a web site, and the Norman Rockwell people are just one more sub-set of that. We make fun of them at the mall buying their Norman Rockwell prints since we’re there to get an Andy Warhol poster (one of those big soup cans- industry as art! Get it?), and that’s a lot cooler, but hey, don’t worry, the print shop at the mall has both, so everyone’s happy, essentially.

What actually happens, though, when you reach the conversational margins of what is discussible within the new elastic paradigm, is not that you lose your job or that some authority figure decrees your statement "wrong;" what happens now is that people treat you like you have a speech impediment. Your tongue is suddenly two or three times its normal size and you are convulsively trying to gurgle out something coherent, nervous stutter setting in as you note the condescending, confused looks you’re receiving, the squinty little half-smiles which signify that the listeners really, really, want to know what the fuck you’re talking about, they’d like to nod and go, "yeah, man, totally right on, dude," but they just can’t, because they can’t understand your garbled and incomprehensible syllabic spasms. By speaking in opposition to "the culture" you are clearly, by definition, being "counter-cultural," and people really want to be into that, they want to be "extreme," they want to "triple-size it" they want their life with "wild sauce" and all that, but since the values of counter-cultural transgression and multi-consumer-culturalism are pretty much the dominant ones in our society, that act of rebellion makes no sense. It’s like the people who co-opted the Nike logo to use as a revolutionary symbol, printing T-shirts that said something like "Class War: Just Do It." But it’s too late: Nike already stole the "Just Do It" concept from you in the first place, indelibly associating free will and spontaneity with overpriced footwear produced by malnourished children in sweatshops.

The counter-cultural ideal, articulated in opposition to the square culture of post-war America, whatever its particular manifestations, boiled down to an overall package of personal liberation that anyone should be able to do, and by extension, "be" anything they wanted to. The conglomeration of beatniks, Black Panthers, Maoists, Trotskyists, Anarchists, Feminists, free-lovers, junkies, etc., etc., all espoused, in their proliferation as a free-form amoeba of general "subversive thought," the general counter-cultural ideal of "more options," each with their own specific shock-value addendums to prove what radical thinkers they really were. "More options," it turns out, is perfectly in line with capitalism, obviously, and the counter-cultural argument, it turns out, boils down to "ABC and NBC are not enough. They do not express my totality. I need cable." The counter-culture won; it is now the culture. We now all have cable. Hey, the more channels, the more chances of catching some "subversive shit," right?

The question, then, clearly becomes how you react to this, if, in fact, you are uncool with the way things seem to be going at this point in human history, which is that self-determination of our lives has been replaced by self-determination of lifestyle, and meanwhile, increasingly complex technological-industrial complexes harvest resources in ever-increasingly inefficient ways in order to continue frenziedly pumping out lifestyle-accessorizing products that allow you, at best, to express your "individuality" only in the most general and herd-like ways, like being into "South Park" and thinking that people who like "The Simpsons" are so two seasons ago. How do you express being against the world-historical victory of "more options?"

5. Commodifying People
Every person is, to a greater or lesser extent, involved in the assertion of their own cultural prerogatives, be it through painting a beautiful painting, speaking eloquently, wearing a lamp shade on your head and pulling your pants down at a party, swearing like a sailor- whatever your preferred mode of expression is, your "statement" of self, once you’ve expressed it recognizably, immediately a little © appears next to the image of you with that lamp shade on your head and people go, "Ah, yes! Wearing a lamp shade on your head: © al burian, 1999." This expression of attention from others in relation to your statement of self can take various forms, but as a general rule it befuddles the espouser, who stands in the headlight-glare of his or her new-found brand-recognizability and goes "Huh huh huh," sort of retardedly, unsure of how to deal with the spotlight. The light feels warm though, it feels good. Because it feels good the person in question will tend to forget the initial statement of self entirely, concentrating attention instead on repetition of the name brand. Thus, even if wearing the lamp shade was initially intended as an angry and subversive social commentary on people’s passive dousing of their own internal light bulbs in the face of fascism’s steady encroachment on their lives, once everyone applauds and says, "bitchin’!" the whole scenario changes. All of a sudden, you’re showing up every week at some party, pulling the same old lamp shade gag.

This works out well for a while, and everyone is amped when the "lamp shade guy" turns up, but the joke gets old fast, and, craving that warm feeling, you continue more and more desperately to wear bigger and bigger lamp shades, or try wearing a toaster on your head or something, anything; anything to keep milking the formula, which has boiled itself down to a gross crack-cocaine-like substance, the naked urge to keep attention focused on yourself by any means you can contrive. Anyone who develops a success formula is sad to see, because you just watch them repeat it with decreasing success for the rest of their life.

When you produce an artifact, regardless of intent or attempt at intent, it immediately becomes subject to interpretation by a culture which has only one interpretation. No statement can ever overshadow the implicit statement in making a statement: "I am a person who makes statements." There it is: the ©. This is how individuals become commodities.

6. The Futility of Producing Counter-Cultural Commodities
I have somewhat of a personal stake in this (though, I guess, who doesn’t), specifically because I am self-identified as a cultural producer and member of a sub-culture which was killed right before my eyes: the indigenous culture of suburban disaffiliation, punk rock. I remember the moment I glimpsed the corpse: I was driving around the beltway of Raleigh, North Carolina, in a van, lost, beginning to feel the stirrings of panic as the same exit I had seen a couple of times already rumbled past in the ever-slowing molasses-interlock of congealing rush hour artery-clogging. Five O’clock: Research Triangle Park, proud to boast the highest per capita density of PhD’s anywhere in the charted universe, most of whom are focusing their monolithic cranial capacity on fine-tuning the amount of anal leakage, oh, I’m sorry, the euphemism is "loose stool," caused by synthetic and undigestible fat-substitutes so that Americans can continue to deep-fry as many things as possible without their actual internal organs coming to too closely resemble the clogged arteries and exploding hearts that their rush-hour beltways evoke as a result of their cholesterol-reducing research, causing one to wonder, which is the metaphor, the heart attack or the traffic jam?

Raleigh, North Carolina is a terrible place to need to get, say, a speaker re-coned or something. Inevitably, somehow you end up having to go there on some errand, consulting the maps and diagrams in advance, swearing to yourself, I am not a hick from a small town with two main streets, I can go to a medium-sized city and navigate it without getting hopelessly lost for several hours. Wishful thinking, always hopelessly over-optimistic, and as rush hour set in that day and I found myself resigned once again to at least another hour in the metal box of my choice, breathing in carbon monoxide, I turned for solace to the radio. That is Raleigh’s saving grace: as much as I think it blows there, they do have this totally killer metal station. It is killer both for the obvious reason, which is that you get to hear metal, but more specifically, it is killer because, just as when in Rome one is advised to do as the Romans, so when in Raleigh you might as well really get into the whole ambiance of the sprawling decentralized shopping mall wasteland by listening, as you traverse this barren plain, to what becomes contextually the ideal soundtrack to the modern-day river Styx known as the 440 beltway, the grating staccato blur of rednecky muscle rock.

Five O’clock, a summer day, circa 1993 or so, and the DJ comes on the radio to announce the Five O’clock Rock Block (hey, it rhymes) will this afternoon consist of five songs by a punk rock band. As they proceeded to play this band on the Raleigh metal station, a strange train-wreckage of culture confluence, something which I had never heard or expected to hear, I was suddenly brought face to face with the daunting and ludicrous fact that, up until that moment, somewhere deep down I had actually believed that music like this was somehow inherently subversive; that, as I sat in the basement of some dorm taping the exact records now being offered up as rush-hour pacification from the record library of my college radio station, I convinced myself that if ever the day came when a band like this was played on the Raleigh metal station, all hell would break loose, motorists would be having instantaneous brain aneurysms on the 440 beltway, groups of people would band together and begin looting and destroying the shopping malls, and within the span of a five-song "rock block" a glorious people’s insurrection would coagulate, rushing in to overthrow patriarchy and institutional oppression and create a worker’s utopia based on fairness and free expression of individual will. I thought that this inherent subversion was proven de facto by the very nonexistence of such music being played on the radio; as if it’s absence amounted to censorship, which amounted to an admission of fear and trembling before it’s ideological might on the part of the Powers That Be.

Five songs later, stuck in immobile gridlock, my basic aesthetic principle proven wrong by some Raleigh DJ sitting in an air-conditioned studio applying wax to his curly schlong, and here I am, in rush hour, on account of an amp speaker I’ve been driving around trying to get re-coned so that I can begin the task of methodically destroying this speaker again, by playing punk rock music through it, leading in turn to future amp retubings and speaker reconings, all of which is just part of myself maintaining my status as consumer of audio-repair goods and services.

So here we are, one more lifestyle option in a kaleidoscopic panorama of meaningless lifestyle choices. There is a mural in my home town which depicts what I gather is supposed to be a cross-section of the citizens of the town, marching arm in arm down the street, in a display of civic unity. Among the students, shop-owners, artists, businessmen, athletes, etc. there is a cigarette smoking punk rocker, surly snarl on his face, sporting a mohawk and with a skull tattooed on the side of his head. How can anyone even contemplate being a punk rocker now? What kind of rebellion is it when the town has made a public declaration of how quaint and cute you are?

7. The Futility of Producing Anything

I do, honestly, believe that I am surrounded by some of the most brilliant and dynamic minds of my generation, but unfortunately I also feel quite acutely that this fact does not amount to shit. Brilliance and dynamism are quantifiable and I’m not in charge of quantifying. If it turns out that the people I know are the Vincent Van Goghs and Ernest Hemmingways of the future, that just means that somewhere along the line someone found a way to package them effectively, or that they have packaged themselves effectively. If they aren’t packaged, they might as well not exist, since no one will ever know of their brilliance and thus the world will continue to believe that Beavis and Butthead is actually the best possible cartoon humanity can produce, that those guys are the funniest, most astute social critics in existence. Many of my friends will actually end up writing jokes for Beavis and Butthead or utilizing their vast megatonage of artistic talent to draw pictures of Bon Jovi shaking his greasy mane around so that other friends of mine can eventually focus their titanic telescopically insightful brains on writing the following profound insights into the human condition:

Beavis: Dude looks like a lady, dude.
Butthead: Shut up, Beavis.
Butthead: huh huh huh.

This is going to be a big disappointment for me personally. I would like to see my peers evolving new subcultures which don’t have names, which exist merely on secret handshakes. The old names are confusing and meaningless, and that’s fine, let them remain just so, because the moment you label what you are doing, pin it down and define its parameters, you kill it, because it can now have a universal product code attached to it.

Of course, it’s a lot more likely that they’ll just continue their current trend of increasingly justifying their immoral whoring behavior at the hands of gigantic corporations on the basis of those corporations giving them a lot of money. Which is fine, it’s the world’s oldest profession, one of the few basic economic arrangements left largely untouched by the ultra-rapid technological expansions which have careened us screaming to this millennial angst salad bar, but still, I wish these people would stop acting like they’ve really pulled one over on Them because they got paid to work. The whole problem of conceptualizing yourself as a subversive persona is that the only truly subversive act is not to take that money. The money is how THEY subvert YOU. "But, Al, you dumb ass," they say, meaning it in the nicest possible way, "you work for slightly more than minimum wage all the time, and there’s these gigantic corporations literally paying out money in huge burlap sacks and all they ask is that you do stuff which is actually a lot more stimulating and engaging than pumping gas!" Well, yeah. Of course corporations have a lot of money. That’s the whole problem- they are gigantic corporations who buy out everyone with any creativity and integrity and make them a serf in the service of their core project, which is making everything as homogeneous and crappy as possible. Or to paraphrase it in religious nut terminology(in case there are any remaining religious nuts in the audience): You think when the serpent tempted Adam and Eve in the garden of Eden his sales pitch was, "Hey, try this apple! It’s really mealy and bitter tasting, and there’s just as good food right down the way which God WON’T punish you for eating!" Not much of a temptation, is it? If they weren’t offering you something really good it wouldn’t be an act of resistance to refuse it. It would be one of those feel-good displays of social conscience play-acting, like going to the health food store and buying the vegetarian entrée, or recycling the packaging from your TV dinner.

Satan walks amongst my peers, doling out candy bars and Pop Tarts. If you do take their money, you better do something pretty awe-inspiring with it. Even then, you won’t have excused yourself, because whatever you do, you’ve already displayed your ability to be bought, and anyway, you’ll probably just buy a sandwich or a stereo with it. We’ll still get along OK; I’ll talk to you at parties and such. Just don’t tell me about all the killer subversive shit you’re going to do, you’re planning to do, you and your friends have been talking about doing. I find that really depressing.