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.