The trouble with phony multiculturalism.

I happened upon an item on CNN.com that illustrates what I shall call phony multiculturalism. I shall define phony multiculturalism as the cynical and superficial brand of multiculturalism that is promoted by the corporate/political oligarchy for purposes of marketing/propaganda.

The item concerns a Photoshop mishap in a Microsoft advertising campaign. Take a look at the two photographs in question. The first comes from an advertisement tailored to an American market. The second is an altered version of the same photograph, intended for a Polish market (apparently Polish people haven't yet caught on to the superiority of the Macintosh):

Kinda disturbing, no? I mean, it's bad enough that they replaced the head of a creepily smiling black man with the head of a creepily smiling white man. But to add insult to -- as it were -- injury, the white guy's head is the wrong size and is contorted such that it looks like he doesn't have a neck.

I realize that this is for the damn Poles, but still....

Here's an excerpt from the article, titled Microsoft apologizes for gaffe in online ad:

SEATTLE, Washington (CNN) -- Software giant Microsoft apologized Wednesday for the apparent bad judgment that led to the head of a black model being swapped for that of a white model in an online advertisement.

The ad -- which showed three business people, one Asian, one white and one black -- was altered on Microsoft's Web site for Poland to place the head of a white man on a black man's body.

"We apologized, fixed the error and we are looking into how it happened," said Lou Gellos, a Microsoft spokesman.

He said that because the company was still reviewing how the swap occurred he could not comment further.

Okay. So, this is typical a PR/damage control cant. But just consider for a moment how completely dishonest this claim is: They are "looking into" how it happened?

How it happened is, of course, obvious:

The business Web site CNET.com, which first published reports of the swap, wrote that the change in models may have been made with the "racially homogeneous" Polish market in mind.

So, Microsoft created an alternative version of the image in its efforts to "target" the Polish market, such as it is... This wasn't an "error." Nor was it really a "gaffe." The only mistake that Microsoft made was getting caught. The "gaffe" is that, embarrassingly, some graphic designer did a sloppy enough job that people noticed.

What's actually unsettling to people about this might be a more fundamental problem: There's a level at which such portrayals of diversity function to perpetuate the illusion that actual diversity is far more common than it really is.

To the extent to which this illusion is perpetuated, this species of multiculturalism creates a decline in the impetus or perceived necessity for measures bringing into effect actual multiculturalism.

I think that witnessing the shenanigans of Microsoft's marketing department somehow spotlights this problem. In other words, it reminds us that, in the hands of publicly traded corporations, such warm-and-fuzzy phenomena as multiculturalism, environmentalism and healthcare always function first and foremost as tools to be used in the service of making money.

And making money will always be, by definition, a conservative enterprise.

CNN.com: "Moderates to blame for GOP losses, conservative leader says"

Ha! This is hilarious. On The News Hour with Jim Leher, David Brooks has been predicting that his crippled party will likely need to endure ten-to-fifteen years of working out the kinks before it's able to get back on its feet ideologically or politically. A conservative named Tony Perkins is already proving Brooks right:

Tony Perkins of the Family Research Council told CNN that conservatives need to take back control of the GOP if the party is to return to its winning ways.

"Moderates never beat conservatives. We've seen that in past elections," he said.

Rejecting suggestions that the conservative movement was viewed as being out of touch with the electorate, Perkins says the Republican Party needs to go back to basics.

"It's a return to fundamental conservative principles that Ronald Reagan showed work and that people can be attracted to," Perkins said. (Full article on CNN.com)

This is exactly the kind of dream-world nonsense Brooks is referring to. It's going to be very entertaining to watch from the sidelines as the GOP keeps this up! And as it continues to lose election after election after election....

Jon Stewart / George Orwell expose eery similarity between totalitarian 'doublethink' and Republican 'talking points'.

Jon Stewart, on The Daily Show, September 3, 2008 (thanks are due to Jennifer Anne for bringing the existence of this video to my attention):





Passages from George Orwell's 1984, describing 'doublethink':

The power of holding two contradictory beliefs in one's mind simultaneously, and accepting both of them . . . . To tell deliberate lies while genuinely believing in them, to forget any fact that has become inconvenient, and then, when it becomes necessary again, to draw it back from oblivion for just so long as it is needed, to deny the existence of objective reality and all the while to take account of the reality which one denies — all this is indispensably necessary. Even in using the word doublethink it is necessary to exercise doublethink. For by using the word one admits that one is tampering with reality; by a fresh act of doublethink one erases this knowledge; and so on indefinitely, with the lie always one leap ahead of the truth.

His [Winston's] mind slid away into the labyrinthine world of doublethink. To know and not to know, to be conscious of complete truthfulness while telling carefully-constructed lies, to hold simultaneously two opinions which cancelled out, knowing them to be contradictory and believing in both of them; to use logic against logic, to repudiate morality while laying claim to it, to believe that democracy was impossible and that the Party was the guardian of democracy; to forget whatever it was necessary to forget, then to draw it back at the moment when it was needed, and then promptly to forget it again: and above all, to apply the same process to the process itself. That was the ultimate subtlety: consciously to induce unconsciousness, and then, once again, to become unconscious of the act of hypnosis you had just performed. Even to understand the word 'doublethink' involved using doublethink.

Jon Stewart sticks it to the bastards of cable news, scoring one for Michelle Obama, common decency.

I don't have cable, but even the fragments of this show that I catch now and again make me feel better about living in a world populated by dumb, fat, re- and unreconstructed racist fucks, and the TV executives who court their ratings by paying salaries to mouth-breathers like Chris Matthews.

I know, I shouldn't let it bother me. But I just want Obama to win so badly (just picture how colossally fucked this country will be if McCain wins!), and Michelle is such a kind-hearted, genuine, humble, strong, intelligent, graceful and stylish person that the idea of shrill-voiced, hick-talking, inbred AM talk-show host goons calling her mean names just makes me want to smack them in addition to all of the other lying, hateful, Cheetos-eating, fat motherfuckers that serve as brownshirts in the GOP civilian-Gestapo. Where'd they learn their fucking manners from, anyway?

Wow. I should go run a couple of laps or something. Anyway, the point is that Jon Stewart is great and is the funny and is sometimes even my savior. In the meantime, enjoy this fabulous clip...

From The Daily Show, broadcast on August 26, 2008:

A dialogue and two aphorisms:Cable 'news' = MTV for senior citizens.

I. *
John Cage: Human beings need to dream, and to dream always.

Thrasymachus: But it's against company policy to dream.

JC: [momentary silence]... Human beings need to dream, and to dream always.

T: But my employer would have me fired were I to engage in this activity. And yet, you say that human beings need to dream always.

JC: As to the statement about your employer, I can only take your word for it. As to the matter of human beings dreaming, yes. Human beings need to dream always.

T: Would you have me fired from my job?

JC: I would no more have you fired from your job than I would have you receive a promotion and a raise in pay. I would no more have you receive a promotion and raise in pay than I would have you drink your coffee with two lumps of sugar, rather than your usual one lump, during your morning coffee break: the coffee break that you take in the large foyer outside your office, in which you sit facing the same direction as the Rauschenberg painting that hangs in the foyer of the adjoining house .


II.
There's no sense in despair. This isn't to say that there's no sense in your having been led to despair. Quite the opposite! It remains, however, that there's no sense in despair.


III.
Cable news -- all of it: CNN, MSNBC, Fox News, Whatever Else -- is not news. But don't hate it for what it's not. Hate it instead for what it is: MTV for Senior Citizens.



* These do not represent the words or ideas -- real or imagined -- of the late John Cage. They are instead wholly the creation of our blogger. Same = true as regards the portrayal of Thrasymachus.