Posts Tagged ‘Scott Adams’

Some while back, Scott Adams (my general disdain for him noted but unexpanded, since I’m not in the habit of shitting on people), using his knowledge of hypnosis, began pushing the string selling the narrative that our Commander-in-Chief is cannily adept at the art of persuasion. I, for one, am persuaded by neither Adams nor 45 but must admit that many others are. Constant shilling for control of narratives by agents of all sorts could not be more transparent (for me at least), rendering the whole enterprise null. Similarly, when I see an advertisement (infrequently, I might add, since I use ad blockers and don’t watch broadcast TV or news programs), I’m rarely inclined to seek more information or make a purchase. Once in a long while, an ad creeps through my defenses and hits one of my interests, and even then, I rarely respond because, duh, it’s an ad.

In the embedded video below, Stuart Ewen describes how some learned to exploit a feature (not a bug) in human cognition, namely, appeals to emotion that overwhelm rational response. The most obvious, well-worn example is striking fear into people’s hearts and minds to convince them of an illusion of safety necessitating relinquishing civil liberties and/or fighting foreign wars.

The way Ewen uses the term consciousness differs from the way I use it. He refers specifically to opinion- and decision-making (the very things vulnerable to manipulation) rather than the more generalized and puzzling property of having an individual identity or mind and with it self-awareness. In fact, Ewen uses the terms consciousness industry and persuasion industry instead of public relations and marketing to name those who spin information and thus public discourse. At some level, absolutely everyone is guilty of seeking to persuade others, which again is a basic feature of communication. (Anyone negotiating the purchase of, say, a new or used car faces the persuasion of the sales agent with some skepticism.) What turns it into something maniacal is using lies and fabrication to advance agendas against the public interest, especially where public opinion is already clear.

Ewen also points to early 20th-century American history, where political leaders and marketers were successful in manipulating mass psychology in at least three ways: 1. drawing the pacifist U.S. public into two world wars of European origin, 2. transforming citizens into consumers, thereby saving capitalism from its inherently self-destructive endgame (creeping up on us yet again), and 3. suppressing emergent collectivism, namely, socialism. Of course, unionism as a collectivist institution still gained considerable strength but only within the larger context of capitalism, e.g., achieving the American Dream in purely financial terms.

So getting back to Scott Adams’ argument, the notion that the American public is under some form of mass hypnosis (persuasion) and that 45 is the master puppeteer is perhaps half true. Societies do sometimes go mad and fall under the spell of a mania or cult leader. But 45 is not the driver of the current episode, merely the embodiment. I wouldn’t say that 45 figured out anything because that awards too much credit to presumed understanding and planning. Rather, he worked out (accidentally and intuitively — really by default considering his job in 2016) that his peculiar self-as-brand could be applied to politics by treating it all as reality TV, which by now everyone knows is its own weird unreality the same way professional wrestling is fundamentally unreal. (The term political theater applies here.) He demonstrated a knack (at best) for keeping the focus firmly on himself and driving ratings (abetted by the mainstream media that had long regarded him as a clown or joke), but those objectives were never really in service of a larger political vision. In effect, the circus brought to town offers its own bizarre constructed narrative, but its principle characteristic is gawking, slack-jawed, made-you-look narcissism, not any sort of proper guidance or governance.