Notes on Notes on “Notes on Hype”
April 22, 2012

Rob Horning in The New Inquiry:

Hype already presumes that no one completely buys into it; the passive dope who just responds to hype with naive enthusiasm is obviously a straw man, the creation of which is hype’s chief achievement. Hype creates this stooge that makes us feel smart in being jaded about hype. Advertising generally works by trying to make audiences feel smart and insecure at the same time; it flatters us but makes us know that the flattery is conditional. Hype says: yeah, you are probably smarter than to fall unreservedly for this obviously overhyped thing, but still you better know about it so you know just why you haven’t fallen for it. As Powers notes, Through our engagement with hype “we are at once too savvy and not savvy enough.”

Rob’s talking about the private sector here, but is there any better way to describe avid campaign trail watchers than, “at once too savvy and not savvy enough?” It’s amazing, for example, just how closely Rob’s account of the life of a hyped product maps onto the arc of the “Obama ate a dog” meme. That meme doubtless enjoyed such a long time in the sun because the people who first hyped it wanted everyone else to buy it — but the savvy onlookers who mocked its insignificance and wove increasingly elaborate dog-eating puns surely extended the meme’s lifespan. In their hurry to show how smart they were for not falling for such a dumb story, they hyped it up some more.

But in that case, what’s actually being hyped? I would argue that what’s actually being sold — unbeknownst to the people doing most of the selling — is not one particular campaign meme, but a general assertion about the value of that genus of campaign memes. When Democratic pundit X tweets, “This Obama eats a dog story is really stupid and trivial” as if that’s news, they’re reinforcing the implicit assumption that it could have ever been anything but stupid and trivial. The dog-eating story is trivial, but Romney putting the dog kennel on top of the car is significant. George W. Bush clearing brush is trivial, but Hillary Clinton in sunglasses is an important reminder of how cool she is. And so it goes. When you hype a particular team, you’re also hyping the whole sport.

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About Last Night
January 25, 2012

From Obama’s State of the Union address (paraphrased):

In order to face the jobs of America’s future, we must job all the jobs in order to job more jobs. In short: jobs.

And from Mitch Daniels’ rebuttal:

The President’s jobs are not jobly enough. We need to jobs the jobs using a combination of jobs and jobs, but especially jobs.

As you can see, last night had a theme. But for all of the emphasis on job creation, neither speaker (I’m not counting Herman Cain here, for reasons that should be self-evident) devoted a whole lot of time to talking about what kind of jobs. When you’re measuring success by a generic “job” metric, 50,000 new jobs at McDonald’s counts for about as much as a salaried position with benefits. If all that matters is whether the manufacturing sector added jobs, the fact that those jobs are worth less and less money is no big deal.

It goes on. Working 50-hour weeks when you’re only getting paid for 40? Can’t join a union? Nowhere to go and nothing to do when the boss violates your contract and abuses his authority? At least you have a job! Be grateful, and give your leaders credit for helping you out like that.

This, ladies and gentlemen, is what counts as populism in modern electoral politics. Guess Occupy can pack it up and toast to a job well done.

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