Jonathan Franzen: While We Are Busy Tweeting, Texting and Spending, the World is Drifting Towards Disaster
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One of the developments that Kraus will decry in this essay – the Viennese dolling-up of German language and culture with decorative elements imported from Romance language and culture – has a correlative in more recent editions of Windows, which borrow ever more features from Apple but still can't conceal their essential uncool Windowsness. Worse yet, in chasing after Apple elegance, they betray the old austere beauty of PC functionality. They still don't work as well as Macs do, and they're ugly by both cool and utilitarian standards.
And yet, to echo Kraus, I'd still rather live among PCs. Any chance that I might have switched to Apple was negated by the famous and long-running series of Apple ads aimed at persuading people like me to switch. The argument was eminently reasonable, but it was delivered by a personified Mac (played by the actor Justin Long) of such insufferable smugness that he made the miseries of Windows attractive by comparison. You wouldn't want to read a novel about the Mac: what would there be to say except that everything is groovy? Characters in novels need to have actual desires; and the character in the Apple ads who had desires was the PC, played by John Hodgman. His attempts to defend himself and to pass himself off as cool were funny, and he suffered, like a human being. (There were local versions of the ad around the world, with comedians David Mitchell and Robert Webb as the PC and Mac in the UK).
I'd be remiss if I didn't add that the concept of "cool" has been so fully co-opted by the tech industries that some adjacent word such as "hip" is needed to describe those online voices who proceeded to hate on Long and deem Hodgman to be the cool one. The restlessness of who or what is considered hip nowadays may be an artifact of what Marx famously identified as the "restless" nature of capitalism. One of the worst things about the internet is that it tempts everyone to be a sophisticate – to take positions on what is hip and to consider, under pain of being considered unhip, the positions that everyone else is taking. Kraus may not have cared about hipness per se, but he certainly revelled in taking positions and was keenly attuned to the positions of others. He was a sophisticate, and this is one reason Die Fackel has a bloglike feel. Kraus spent a lot of time reading stuff he hated, so as to be able to hate it with authority.
"Believe me, you color-happy people, in cultures where every blockhead has individuality, individuality becomes a thing for blockheads."
Second footnote: You're not allowed to say things like this in America nowadays, no matter how much the billion (or is it 2 billion now?) "individualised" Facebook pages may make you want to say them. Kraus was known, in his day, to his many enemies, as the Great Hater. By most accounts, he was a tender and generous man in his private life, with many loyal friends. But once he starts winding the stem of his polemical rhetoric, it carries him into extremely harsh registers.
The individualised "blockheads" that Kraus has in mind here aren't hoi polloi. Although Kraus could sound like an elitist, he wasn't in the business of denigrating the masses or lowbrow culture; the calculated difficulty of his writing wasn't a barricade against the barbarians. It was aimed, instead, at bright and well-educated cultural authorities who embraced a phony kind of individuality – people Kraus believed ought to have known better.
It's not clear that Kraus's shrill, ex cathedra denunciations were the most effective way to change hearts and minds. But I confess to feeling some version of his disappointment when a novelist who I believe ought to have known better, Salman Rushdie, succumbs to Twitter. Or when a politically committed print magazine that I respect, N+1, denigrates print magazines as terminally "male," celebrates the internet as "female," and somehow neglects to consider the internet's accelerating pauperisation of freelance writers. Or when good lefty professors who once resisted alienation – who criticised capitalism for its restless assault on every tradition and every community that gets in its way – start calling the corporatised internet "revolutionary."