From Love To Possessions: A World Of Consumption...

Products no longer simply appear in shows – they're becoming important parts of the plot, too. Forget "product placement" – that's so 20th century. Even "product integration" is passé. Advertisers these days want to do far more than just place BMWs, Manolo Blahnik shoes, and other luxury items within reach of favorite TV and movie characters. They want to create entire worlds of consumption.

For instance:

• CW Television Network's "Gossip Girl" features characters whose lifestyles are driven by the Prada bags they want and the La Perla lingerie the highly sexualized characters need.

• Actresses in "Roommates," a MySpace TV Web series, use their characters' online profiles to chat with fans and dish out information about their clothing and other products as well as advice on where to buy them.

These are the heady days of "brand integration" and "immersive" commercial environments. "We are in an increasingly commercialized culture," says David Johnson, CEO of Strategic Vision, who points out that as consumers develop more tools to screen out traditional ads, such as 30-second TV spots, advertisers must get more subtle and innovative. The result? "Less story and more push to consume," he says. This also leads to "more potential for manipulation," says David Howard, a marketing professor at Cox School of Business at Southern Methodist University.

The trend is expected to grow. Global ad dollars spent on product placement of all kinds will expand from $3 billion in 2006 to $5.6 billion by 2010, according to PQ Media. A July poll in the trade magazine Ad Age found that 60 percent of TV and movie audiences say they are influenced by product placements.

While audiences are migrating to many new-media gadgets and outlets, such as iPods, video games, and even the displays on gas pumps, advertisers still depend on the content and large audiences that TV delivers. "Television is sooo not dead," says Dennis Ryan, chief creative officer at Element 79, a Chicago-based ad agency. "All that is going on is a diversification of screens."

In the summer, for example, Mr. Ryan's firm created "Ball Girl," a video showing a girl in the audience leaping to her feet to make a spectacular catch at a minor-league baseball game. As she returned to her seat, the camera casually spied a Gatorade bottle next to her. There was no tag line for the online version, which used a news footage style and easily passed as an actual event. After allowing the clip to generate some online buzz, the firm moved it to television, where it picked up a Gatorade tag line, identifying it as a commercial. But this subtle form of messaging can occasionally produce troublesome results.

Ryan points to a campaign from Cardo Systems, a manufacturer of wireless headsets, that ran online this past summer. The firm produced a trio of videos made to appear homemade, in the style of YouTube, depicting cellphone signals powerful enough to pop corn kernels. The videos ignited a flurry of news coverage about the topic of possible brain damage from mobile-phone signals. The subtle message: Buy one of Cardo systems' headsets and keep your head a safe distance from those scary cellphone transmissions.

The blurring of story and selling concerns many media watchdogs, not to mention parents and educators.

"This selling of a consumer lifestyle can be very detrimental to the development of a healthy sense of self and the kind of values a society needs," says Naomi Johnson, assistant professor of communication studies at Longwood University in Farmville, Va. She points to the romance novels that inspired "Gossip Girl" and says that a significant shift from internal values, such as true love and romance, to possessions and shopping is evident. The issues of manipulation and deception lie at the heart of many critics' concerns. Some, such as Professor Howard, say that while today's consumers are far savvier than previous generations, they aren't infallible and dislike being tricked or manipulated.

The most successful relationship advertisers can strike with consumers is the most overt, says Richard Notarianni, executive creative director of media for Euro RSCG, a New York ad agency.

"Consumers will engage when they feel they are being treated honestly."

A healthy cynicism about media messages is the best tool against manipulation, say most observers. Vigilance is doubly important when dealing with underage audiences. However, unlike some, she sees value in the shows as a teaching tool about what's important. After all, she says, "you don't come out of the womb asking for a Louis Vuitton handbag."

-Gloria Goodale (“Advertisers Up the Ante as Products Become TV Plots,” The Christian Science Monitor, 11 .3 .2008. Image: Screen shot: Dystopian Los Angeles 2019, "Blade Runner," directed by Ridley Scott, media.bladezone.com, 1982).

American Culture: Me, Me, Me, & The Sleep Of Reason...

"No one ever went broke underestimating the intelligence of the American public,"

said H.L. Mencken in the era of Babbitt and the Scopes "monkey" trial. Several generations later, one might speculate that no publisher has ever lost money with a book accusing Americans — particularly young ones — of being stupid.

The most influential book in that genre is surely Richard Hofstadter's Anti-Intellectualism in American Life (1963), in which he argues that the American dislike for educational elitism derives from a number of interlocking cultural legacies, including religious fundamentalism, populism, the privileging of "common sense" over esoteric knowledge, the pragmatic values of business and science, and the cult of the self-made man. With some cyclical variation, Americans tend to distrust, resent, and even feel moral revulsion toward "intellectuals."

As an English professor, I can attest to the power of that element in American culture, as can just about anyone in any academic field without direct, practical applications. When a stranger asks me what I do, I usually just say, "I'm a teacher." The unfortunate follow-up remarks — usually about political bias in the classroom and sham apologies for their poor grammar meant to imply that I am a snob — usually make me wish I had said, "I sell hydraulic couplers," an answer more likely to produce hums of respectful incomprehension.

If the situation was bad in Hofstadter's time, it's grown steadily worse over the past 40 years. The anti-intellectual legacy he described has often been used by the political right — since at least the McCarthy era — to label any complication of the usual pieties of patriotism, religion, and capitalism as subversive, dangerous, and un-American. And, one might add, the left has its own mirror-image dogmas. Now, in the post-9/11 era, American anti-intellectualism has grown more powerful, pervasive, and dangerous than at any time in our history, and we have a duty — particularly as educators — to foster intelligence as a moral obligation.

For academics on the political left, the last eight years represent the sleep of reason producing the monsters of our time: suburban McMansions, gas-guzzling Hummers, pop evangelicalism, the triple-bacon cheeseburger, Are You Smarter Than a Fifth-Grader?, creation science, waterboarding, environmental apocalypse, Miley Cyrus, and the Iraq War — all presided over by that twice-elected, self-satisfied, inarticulate avatar of American incuriosity and hubris: he who shall not be named.

Just How Stupid Are We?: Facing the Truth About the American Voter (2008), by Richard Shenkman, argues that the dumbing down of our political culture is linked to the decline of organized labor and local party politics, which kept members informed on matters of substance. Building on arguments put forward in books such as What's the Matter With Kansas?: How Conservatives Won the Heart of America (2004), by Thomas Frank, Shenkman shows how the political right has been able to don the populist mantle even as it pursues policies that thwart the economic and social interests of the average voter.

Meanwhile, the political left is unable to argue that those average Americans are in some way responsible for their own exploitation because they are too shallow and misinformed — too stupid — to recognize their own interests. One of Shenkman's solutions is to require voters to pass a civics exam.

Former Vice President Al Gore obviously has a dog in this hunt, and his book The Assault on Reason (2007) argues that the fundamental principles of American freedom — descended from the Enlightenment — are being corrupted by the politics of fear, the abuse of faith, the power of an increasingly centralized media culture, and degradation of political checks and balances favoring an imperial presidency. The results of that perfect storm include the aftermath of Hurricane Katrina, the continuing threat of global warming, the squandering of respect and sympathy for the United States after 9/11, and the nation's dependence on foreign oil.

Most notably, Gore argues that the democratization of information and the community-building power of the Internet can play important roles in the creation of a "well-connected" citizenry and the restoration of a rational democracy. Nevertheless, several books — with an emphasis on education and the young — argue that it is precisely the point-and-click culture of the Internet that is damaging our intelligence and our civic culture.

Always On: Language in an Online and Mobile World (2008), by Naomi S. Baron, shows how the proliferation of electronic communication has impaired students' ability to write formal prose; moreover, it discourages direct communication, leading to isolation, self-absorption, and damaged relationships. Worst of all, the prevalence of multi-tasking — of always being partly distracted, doing several things at once — has diminished the quality of our thought, reflection, self-expression, and even, surprisingly, our productivity. Baron's solution is to turn off the distractions and focus on the task and people at hand.

Carr, author of The Big Switch: Rewiring the World, From Edison to Google (2008), argues that daily use of the Internet may be rewiring our brains for skimming rather than for the sustained concentration that is required for reading books, listening to lectures, and writing long essays. Obviously, such rewiring is going to have the biggest impact on the rising generation appearing in our college classrooms: the "digital natives."

The Dumbest Generation: How the Digital Age Stupefies Young Americans and Jeopardizes Our Future (2008), by Mark Bauerlein, provides alarming statistical support for the suspicion — widespread among professors (including me) — that young Americans are arriving at college with diminished verbal skills, an impaired work ethic, an inability to concentrate, and a lack of knowledge even as more and more money is spent on education.

It seems that our students are dumb and ignorant, but their self-esteem is high so they are impervious or hostile to criticism. Approaching his subject from the right, Bauerlein mentions the usual suspects — popular culture, pandering by educators, the culture war, etc. — but also reserves special attention for the digital technologies, which, for all their promise, have only more deeply immersed students in the peer obsessions of entertainment and fashion rather than encouraging more mature and sustained thought about politics, history, science, and the arts.

For Bauerlein, the future of American democracy "looks dim" unless we can counter the youth culture with respect for the knowledge of those over 30.

The most wide-ranging cultural study — extending Hofstadter's analysis up to the present — is Susan Jacoby's The Age of American Unreason (2008), in which she argues that American anti-intellectualism has reached unprecedented heights thanks to the converging influences of junk science, fundamentalism, celebrity-obsessed media, identity politics, urban-gang culture, political correctness, declining academic standards, moral relativism, political pandering, and the weakening of investigative journalism, among other factors. Jacoby also supports the view that technology has damaged our ability to focus and think deeply. Her vision of the future is a nation that is unprepared for the global challenges we face.

As someone involved in education, I take the concerns of all of those writers quite seriously: The abilities and attitudes of students affect my life on a daily basis. It is my job, as I see it, to combat ignorance and foster the skills and knowledge needed to produce intelligent, ethical, and productive citizens. I see too many students who are:

*Primarily focused on their own emotions — on the primacy of their "feelings" — rather than on analysis supported by evidence.

*Uncertain what constitutes reliable evidence, thus tending to use the most easily found sources uncritically.

*Convinced that no opinion is worth more than another: All views are equal.

*Uncertain about academic honesty and what constitutes plagiarism. (I recently had a student defend herself by claiming that her paper was more than 50 percent original, so she should receive that much credit, at least.)

*Unable to follow or make a sustained argument.

*Uncertain about spelling and punctuation (and skeptical that such skills matter).

*Hostile to anything that is not directly relevant to their career goals, which are vaguely understood.

*Increasingly interested in the social and athletic above the academic, while "needing" to receive very high grades.

*Not really embarrassed at their lack of knowledge and skills.

*Certain that any academic failure is the fault of the professor rather than the student.

On the other hand, I am not so pessimistic about the abilities of the "digital natives." Different generations have different ways of knowing — different configurations of multiple intelligences. Pick your era and your subject: How many of us know anything about farming anymore or how to read the changing of the seasons? How many of us know how to repair an automobile or make a cake from scratch?

Of course, we lament that the skills we have acquired at great pains can become lost to the next generation, but we can hardly reverse all of it. And it may be that the young are better adapted to what is coming than we are.

-Thomas H. Benton (Excerpt: "An Academic in America: On Stupidity," The Chronicle of Higher Education, 8.1.08. Image:"Fahrenheit 451" (based on the novel by Ray Bradbury) directed by Francois Truffaut, 1966).

Don Draper Calling...

"I am quietly waiting for
the catastrophe of my personality
to seem beautiful again,
and interesting..."

- Frank O' Hara ("Meditations In An Emergency," N. Y., Grove Press, 1957. Image: Business Card: Sterling Cooper Advertising, New York, NY 1960).

The McNews Hour: "And That's The Way It Is..."

The tentacle-like growth of clandestine advertising in American TV shows in the form of product placement has taken another controversial step with the introduction of McDonald's products into regional news programs.

Several TV outlets have begun to sell the fast-food giant the right to place cups of its iced coffee on to the desks of news anchors as they present morning current affairs shows.

Typical is Fox 5 News in Las Vegas, an affiliate of Rupert Murdoch's Fox television network. Two cups of coffee, their cubes of ice glinting in the studio lights, now daily stand before the channel's morning presenters. The presenters conspicuously do not drink from the cups, which is just as well - the cups contain a bogus fluid and fake ice to prevent the cubes melting.

The New York Times has reported that similar deals to place McDonald's products in news shows are up and running in TV stations in Chicago, Seattle and New York.

Product placement has become a huge branch of advertising in the US, creeping into all areas of entertainment television. Not only are products seen on camera, they also make their way into drama scripts, such as an episode of the popular soap, The OC, which had one character talk about having "a9.com'd" a friend on the day the internet search company A9 launched a Yellow Pages service of the same name.

Advertising and broadcasting content have become increasingly blurred, with new reality TV show, What I Like About You, pitting young women against each other to compete for an acting slot on an advert for Herbal Essences. The ad is then broadcast in a break during the show.

This is the first time product placement has percolated through to news broadcasts. Journalism ethics groups have protested it is another erosion of standards.

"There has been in broadcast journalism certainly, and arguably in all journalism, a drifting away from the standards of straight news in the direction of entertainment," said Roy Peter Clark of the school for journalists, the Poynter Institute.

Fox 5 News has declined to reveal how much it is being paid by McDonald's for the six-month promotion. The station's news director, Adam Bradshaw, said that the product placement was only allowed in programs that were appropriate, including later morning shows with an accent on lifestyle.

"I would not put it on a straight newscast like my 5 or 10pm news," Bradshaw said.
The other potential difficulty with the new trend in TV news was conflict of interest. Bradshaw said the McDonald's deal would in no way impede the station broadcasting negative news concerning the food chain.

"News is news. Sales is sales. If there's a story about McDonald's we would report on it just like anyone else," he said.

He added that in such cases he would remove the coffee cups from the newscasters' desks, in a similar way to the pulling of adverts for airline companies during newscasts that report an air crash. TV stations across America are suffering from a downturn in advertising, partly due to the challenge of the internet and partly due to the country's more recent economic troubles.

In a harsh financial climate, many are turning to new cash streams, such as Fox 5 News's latest innovation.

- Ed Pilkington ("McMorning Las Vegas, Here's The News," The Guardian UK, 7.23.2008, Image: -mcdowalla22,DeviantArt.com, 2007-08).

The Military Mind MEDUSA: Purification With A Whisper...

"A US company claims it is ready to build a microwave ray gun able to beam sounds directly into people's heads. Bankrolled by the US Military, the device – dubbed MEDUSA (Mob Excess Deterrent Using Silent Audio) – exploits the microwave audio effect, in which short microwave pulses rapidly heat tissue, causing a shockwave inside the skull that can be detected by the ears. A series of pulses can be transmitted to produce recognisable sounds.

The device is aimed for military or crowd-control applications, but may have other uses.

Lev Sadovnik of the Sierra Nevada Corporation in the US is working on the system, having started work on a US NAVY (Small Business Innovation Research or SBIR) contract.

MEDUSA involves a microwave auditory effect "loud" enough to cause discomfort or even incapacitation. Sadovnik says that normal audio safety limits do not apply since the sound does not enter through the eardrums. "The repel effect is a combination of loudness and the irritation factor," he says. "You can’t block it out."

Sadovnik says the device will work thanks to a new reconfigurable antenna developed by colleague Vladimir Manasson. It steers the beam electronically, making it possible to flip from a broad to a narrow beam, or aim at multiple targets simultaneously.

James Lin of the Electrical and Computer Engineering Department at the University of Illinois in Chicago says that MEDUSA is feasible in principle."I would worry about what other health effects it is having," says Lin. "You might see neural damage. There are health risks, he notes. But the biggest issue from the microwave weapon is not the radiation. It's the risk of brain damage from the high-intensity shockwave created by the microwave pulse.

Clearly, much more research is needed on this effect at the sort of power levels that Dr. Sadovnik is proposing. But if it does prove hazardous, that does not mean an end to weapons research in this area: a device that delivered a lethal shockwave inside the target's skull might make an effective death ray.

Dr. Sadovnik also makes the intriguing suggestion that, instead of being used at high power to create an intolerable noise, it might be used at low power to produce a whisper that was TOO QUIET TO PERCEIVE CONSCIOUSLY but might be able to SUBCONSCIOUSLY INFLUENCE SOMEONE. The directional beam could be used for targeted messages, such as in-store promotions. Sadovnik even suggests SUBLIMINAL ADVERTISING (THOUGHT CONTROL, BEAMING INFORMATION THAT IS NOT CONSCIOUSLY HEARD (a notion also spotted on the US Army's Voice-To-Skull web page which was removed after this article's publication)." -David Hambling, (Excerpt: NewScientist.com,7.6. 2008)

MEDUSA SYMBOLISM:

"In Greek mythology, Medusa (Greek: Μέδουσα (Médousa), "guardian, protectress, queen", a sea nymph, was one of three gorgon sisters, and the most beautiful. She was courted by Poseidon, and made love to him in a temple of Athena. Furious, Athena transformed Medusa into a monstrous chthonic beast with snakes instead of hair, whose frightening face could turn onlookers to stone. She was beheaded while sleeping by the hero Perseus, who thereafter used her head as a weapon until giving it to the goddess Athena to place on her shield." -Wikipedia

"Medusa has historically been seen as the archetype of the nasty mother, however she is far more complex. She symbolizes the following:

Sovereign female wisdom. The female mysteries. All the forces of the primordial Great Goddess: The Cycles of Time as past, present and future. The Cycles of Nature as life, death and rebirth. She is universal Creativity and Destruction in eternal Transformation. She is the Guardian of the Thresholds and the Mediatrix between the Realms of heaven, earth and the underworld. She is Mistress of the Beasts. Latent and Active energy.

Connection to the earth. The union of heaven and earth. She destroys in order to recreate balance. She purifies.

She is the ultimate truth of reality, the wholeness beyond duality. She rips away our mortal illusions. Forbidden yet liberating wisdom. The untamable forces of nature. As a young and beautiful woman she is fertility and life. As crone she consumes by devouring all on the earth plane. Through death we must return to the source, the abyss of transformation, the timeless realm. We must yield to her and her terms of mortality. She reflects a culture in harmony with nature."

-Alicia Le Van, (Excerpt: Final Paper-"Women in Antiquity", 5.7.96. Image: Perseus and Medusa. Benenuto Cellini. Bronze, 18 feet high. Loggia dei Lanzi, Florence, Italy, 1545-54.).

Art From The Underground: Watching You 24/7...

"Anna Barriball's minimal typographic artwork 'About 60 Miles Of Beautiful Views.' is the latest commission by Art on the Underground to go on display on the Tube network.

Barriball will display a collection of evocative phrases taken from the back of found photographs in a photo album. Printed in New Johnston font, the texts will be displayed on posters in advertising spaces across the network.

Customers traveling on the Underground will encounter unexpected phrases like ''About 60 miles of beautiful views.' or 'On way to birthday party.' or 'Looking back the way we had come.'. These cryptic texts are loaded with personal memory, yet connect with individual reasons for travel and the millions of private thoughts customers carry with them on their journeys. The phrases are distinctly personal and strangely visual, creating small windows into imagined vistas or glimpses into unidentified personal worlds, open to interpretation in their new context.

Anna Barriball's work often steps between the parallel languages of drawing and sculpture. Her practice produces objects that combine a minimalistic rigour and the attempt to make sense of the world of objects by empirical study. In the context of the Tube this approach will inject moments of quiet contemplation into a busy, working landscape.

Tamsin Dillon, Head of Art on the Underground, says: "Anna's project is exciting because it offers customers the chance to encounter artworks across the entire Tube network. We hope that these encounters result in pleasantly unexpected asides to daily journeys". -Anna Barriball("About 60 Miles Of Beautiful Views," Art On The Underground, Transport for London, 2008).

ANALYSIS:

"Ah yes, TFL says we should relish the chance to be constantly reminded that we are under total surveillance at all times. It is clear, however, that many commuters have found the new signs to be neither "pleasant" nor "unexpected".

Britain is acknowledged as the world leader of Orwellian surveillance. An estimated 4.2 million closed-circuit TV cameras observe people going about their everyday business, from getting on a bus to lining up at the bank to driving around London. It's widely estimated that the average Briton is scrutinized by 300 cameras a day and that there is one camera for every 14 people in the country."

-Steve Watson ("New Big Brother London Underground Signs Stir Controversy", Infowars.net, 6.24.08).

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Consumption Without Need = Subjugation of Peoples

"An addict is someone who uses their body to tell society that something is wrong." -
-Stella Adler (1901-1992)

In last year's powerful independent documentary, What A Way To Go: Life at the End of Empire, producer Sally Erickson pulled from her 20 years working as a therapist in private practice to attempt to explain why so many people, perhaps even you, are so unhappy. The film from writer-director TS Bennett is an epic exploration of a Middle American, middle-class white father of three coming to grips with climate change, resource crises, environmental meltdown and the demise of the American lifestyle. It is as compassionate a film as it is utterly terrifying.

Through a pastiche of revolutionary thinkers including Derrick Jensen, Daniel Quinn, Jerry Mander, Richard Manning and Chellis Glendinning, What A Way To Go concludes that industrial civilization -- and its end product, consumerism -- has disconnected us from nature, the cycle of life, our communities, our families and, ultimately, ourselves. This unnatural, inorganic, materialistic way of living, coupled with a marked decline in society's moral and ethical standards -- what the French call anomie -- has created a kind of pathology that produces pain and emptiness, for which addictive behavior becomes the primary symptom and consumption the preferred drug of choice.

"What most of us experience when it comes to addiction," says Erickson, "is a pattern of continually seeking more of what it is we don't really want and, therefore, never being fully satisfied. And as long as we are never satisfied, we continue to seek more, while our real needs are never being met." "Addiction in one form or another characterizes every aspect of industrial society," wrote the social philosopher Morris Berman, and dependence on substances or corporeal pleasures is no different from dependence on "prestige, career achievement, world influence, wealth, the need to build more ingenious bombs or the need to exercise control over everything."

At the very least, this certainly raises questions about the dominant, socially accepted view of addiction, the disempowering, less-than-hospitable "disease model," which claims addiction is a chronic illness predetermined by genetics. The "disease-model" is characterized by a loss of control over substances or practices, along with denial of the severity and consequences of using or engaging in them. "Current research shows that genetics are the most significant factor in addiction," argues Bruce Sewick, a Chicago area substance abuse clinician who works with the mentally ill. "A person is four times more likely to become dependent on alcohol or drugs when there is a genetic history of the same."

This may be true, but the pervasive pattern of addictive behavior that finds its way into our economics, our politics, and our interpersonal relationships cannot be just explained away using genetic predeterminism. Consumption without need is the hallmark of addiction, and "consumerism" is defined as "the equating of personal happiness with the purchasing of material possessions and consumption." The pattern of out-of-control consumption in the United States, which per capita consumes 70 times more than India, with three times the U.S. population, is not qualitatively different from the well-known patterns of behavior of substance abusers. In fact, it looks as if the United States just finished with the worst binge of its life and is now cresting the peak of a wicked crash.

Addiction is really a hallmark of our era, and I think it reflects that we don't have culturally promoted kinds of other deeper forms of meaning and purpose in our lives. So we make up for it by consuming more. But the evidence is overwhelming that people who are characterized by materialistic attitudes and values actually experience lower well-being, lower happiness, more depression and anxiety and anger than people who aren't materialistic. While we generally accept that anything can be used addictively, we often tend to forget or overlook why it's being used in the first place. Most professionals will agree that the purpose or function of an addiction is to put a buffer between ourselves and the experience or awareness of our emotions. An addiction serves to numb us so that we are out of touch with what we know and what we feel. Eventually this numb buffer zone becomes a habituated coping mechanism.

"But addiction itself," explains Tom Goforth, a Christian minister and practicing clinical psychotherapist for more than 40 years, "is not innate to the human species. It's something we developed to cope with our predicament." Over the years Goforth saw most of the addictions he treated develop as the result of some violation of the self, a deep wounding or trauma. This wounding can come from any number of causes: domestic violence and abuse, prejudice and racism, warfare, economic hardship, illness and death, even something as insidiously mundane as rejection, shame, insecurity or feelings of inadequacy.

Primitivist writer-activists like Derrick Jensen and Chellis Glendinning believe that consumer culture drives the "culture of empire," an inherently abusive system built on resource exploitation and the subjugation of peoples. Because of this, those living in it have undergone a collective wounding or trauma that has left society suffering from a mass form of PTSD. "Primary" needs are those we were born to have satisfied: nourishment, love, meaning, purpose and spirit. When they are not met, we turn to the "secondary" sources, which include "drugs, violence, sex, material possessions and machines." Eventually we become obsessed with the secondary sources "as if our lives depended on them."

Designing and marketing secondary sources of satisfaction falls to the complimenting social, political and economic systems that reinforce addictive behavior in order to drive the consumer machine. Consumption becomes "naturalized" through corporate advertising and marketing, government tax breaks, and officially sanctioned religio-consumer holidays like Christmas, Hanukah and Valentine's Day. Let us never forget that after 9/11 George Bush told Americans it was their patriotic duty to "spend." "Everything appalling has to be naturalized in order to be justified," says Derrick Jensen, author of the Endgame series and The Culture of Make Believe. "This is because an abusive system is designed to protect the abuser. The whole idea of naturalizing addictions is about maintaining the dependency and victimhood of the addict, the abused."

In a system based on consumption, the best patient a doctor, therapist or pharmacist can ask for is one who never gets better. Is it any coincidence then that in the dominant model an addict always remains an addict? Under this rubric, the addict is always "recovering" and never "recovered." Imagine the psychological impact of imposing a perpetual sense of powerlessness on someone. It must be profound. But it suddenly makes a whole lot more sense when you look at the few socially acceptable surrogates like AA, Prozac, work or Jesus. Aren't these, in a sense, meant to be chronic as well? This approach simply transfers the dependency while preserving the overall system of consumptive behavior.

By the same token, what better consumer can a corporation ask for than one who is never satisfied with what they buy, who always has to have the next, the biggest, the newest in order to feel like they are somebody. If real needs were being met, it's a good possibility that certain markets would contract or collapse. Knowing this, our identities have in a sense been re-engineered to accommodate forced obsolescence, so that every few years we're told we need an upgrade. Tellingly, we call it our "new look" or the "new you." Whole industries are based in this.

Naturalizing addictions through consumerism has its beginnings in early 20th century notions of psychology and social control. The story of how consumerism, and more importantly, the consumer self, came into being is the subject of Adam Curtis' BBC documentary The Century of the Self. It is, at its core, the story of Sigmund Freud. In response to the barbarism of Nazi Germany during the Second World War, which Freud believed was unleashed by the dangerous and irrational fears and desires that lay deep within the unconscious, Western politicians and planners set about finding ways to control this "hidden enemy within the human mind."

One of the theories that emerged was the brainchild of Freud's nephew, Edward Bernays, the sloganeering progenitor of public relations who helped Woodrow Wilson sell the First World War to the American public by inventing the tag line, "Making the World Safe for Democracy." "[PR] is really just propaganda," Bernays says in the film, "but we couldn't use the word because the Germans had." Bernays showed American corporations how to make people buy material goods they didn't need by connecting those products to their unconscious desires and unmet needs. This made him incredibly powerful and in demand. He used this influence to propose that the same principles be used politically to control the masses.

This social-control-through-indulgence model was later excoriated in Aldous Huxley's Brave New World, a critique of consumerism and the vapidity of a culture based in pleasure seeking. In Huxley's futuristic dystopia, freethinking and human attachment have either been outlawed or genetically modified out of most of humanity. In its place is a dumbed-down hierarchical society overrun by high-tech entertainment, sexual promiscuity and a powerful, all-purpose intoxicant/narcotic/dissociative drug called Soma, which is used to quell any unpleasant feelings. Perhaps this sounds familiar?

"We can see where consumer psychology has led us," Tom Goforth sighs heavily. "It's a disaster. It's the kind of thing that has caused the human organism and psyche to go so far out of balance. Marketing to our unconscious leads us down a dangerous path that promises satisfaction and wholeness and a sense of importance and worth without us having to do anything but spend. But none of these things come in any real sense unless we work hard at them." The ego, Freud discovered, is the part of us that invests in the values of society that hold out fulfillment for us. We as individual human beings may be looking for fulfillment through our contribution to society and our own sense of meaning, integrity, love and connection. "But instead," Goforth says, "consumerism teaches the ego to let go of integrity and inflate itself with an aesthetic, material process that confuses, or associates, self-worth with net worth."

Asking society to go into a global recovery program is not nearly as Dr. Phil-crazy as it sounds. It's become the new mantra of the green movement, who are now calling for a spiritual solution to the planetary crisis. It was Freud's student and eventual rival Carl Jung who first dissented against Freud's "irrational desires" theory and put forth the idea that addictions address a spiritual loss or deficiency. Because the addictive experience is mimetic of the spiritual experience, you can have an imitation of bliss or oneness, but it doesn't last. Jung believed only a true spiritual awakening will end an addiction. Likewise, the eco-ilk believe only a global spiritual awakening will end the consumer addiction that is ravaging the planet.

In Steps to an Ecology of Mind, Gregory Bateson, the evolutionary philosopher husband of anthropologist Margaret Mead, observed that addictive behavior is consistent with the Western approach to life that pits mind against body. Because of this schism, Bateson gave our species a low probability of continued survival. "In order to avoid this literal death," Derrick Jensen adds soberly, "society will have to go through a cultural death and spiritual rebirth."

Heady words for sure, but it may be our only way out of this mess. For this process to begin, consumer society must first "hit bottom." Let us hope this happens soon. As Sally Erickson reminds us, the patterns of behavior endemic to consumer society are so much more dangerous than substance abuse, because they are perpetuating a culture that is literally eating itself out of house and home. If addicts define insanity as doing the same thing over and over again, and expecting different results, this may be the clearest sign yet that consumerism is driving us all crazy.

But there is hope to leave you with. In his 40 years treating addicts, Tom Goforth will honestly tell you that, by and large, those who did truly conquer their addictions became less materialistic and more aligned with a sense of who they really were and what they felt their life purpose was. Maybe it's time for that intervention.

- Charles Shaw (EXCERPT: "Are You Unhappy? Is It Because of Consumer Addiction?," AlterNet-Independent Media Institute, 4.11.2008, Image: Barbara Kruger, 1987).