Chomsky: Is There Truth in Obama's Advertising?

By Noam Chomsky, Democracy Now!. Posted November 28, 2008.

In a functioning democracy like say Bolivia or the United States in earlier stages, they did something about it. That's why we have the New Deal measures, the Great Society measures. In fact just about any step, you know, women's rights, end of slavery, go back as far as you like, it doesn't happen as a gift. And it's not going to happen in the future. The commentators are pretty well aware of this. They don't put it the way I'm going to, but if you read the press, it does come out. So take our local newspaper at the liberal end of the spectrum, Boston Globe, you probably saw right after the election, a front page story, the lead front page story was on how Obama developed this wonderful grassroots army but he doesn't have any debts. Which supposed to be a good thing. So he's free to do what he likes. Because he has no debts, the normal democratic constituency, labor, women, minorities and so on, they didn't bring him into office. So he owes them nothing.

What he had was an army that he organized of people who got out the vote for Obama. For what the press calls, Brand Obama. They essentially agree with the advertisers, it's brand Obama. That his army was mobilized to bring him to office. They regard that as a good thing, accepting the Lippman conception of democracy, the ignorant and meddlesome outsiders are supposed to do what they're told and then go home. The Wall Street Journal, at the opposite end of the spectrum, also had an article about the same thing at roughly the same time. Talked about the tremendous grassroots army that has been developed, which is now waiting for instructions. What should they do next to press forward Obama's agenda? Whatever that is. But whatever it is, the army's supposed to be out there taking instructions, and press work. Los Angeles Times had similar articles, and there are others. What they don't seem to realize is what they're describing, the ideal of what they're describing, is dictatorship, not democracy. Democracy, at least not in the Lippman sense, it proved --  I pick him out because he's so famous, but it's a standard position. But in the sense of say, much of the south, where mass popular movements developed programs; organize to take part in elections but that's one part of an ongoing process. And brings somebody from their own ranks to implement the programs that they develop, and if the person doesn't they're out. Ok, that's another kind of democracy. So it's up to us to choose which kind of democracy we want. And again, that will determine what comes next.

Well, what can we anticipate if the popular army, the grassroots army, decides to accept the function of spectators of action rather than participants? There's two kinds of evidence. There's rhetoric and there's action. The rhetoric, you know, is very uplifting: change, hope, and so on. Change was kind of reflective any party manager this year who read the polls, including the ones I cited, would instantly conclude that our theme in the election has to be change. Because people hate what's going on for good reasons. So the theme is change. In fact, both parties put both of them, the theme was change. So the theme is change. In fact both parties, both of them the theme was change. You know, break from the past, none of old politics, new things are going to happen. The Obama campaign did better so they won the marketing award, not the McCain campaign.

And notice incidentally on the side that the institutions that run the elections, public relations industry, advertisers, they have a role -- their major role is commercial advertising. I mean, selling a candidate is kind of a side rule. In commercial advertising as everybody knows, everybody who has ever looked at a television program, the advertising is not intended to provide information about the product, all right? I don't have to go on about that. It's obvious. The point of the advertising is to delude people with the imagery and, you know, tales of a football player, sexy actress, who you know, drives to the moon in a car or something like that. But, that's certainly not to inform people. In fact, it's to keep people uninformed.

The goal of advertising is to create uninformed consumers who will make irrational choices. Those of you who suffered through an economics course know that markets are supposed to be based on informed consumers making rational choices. But industry spends hundreds of millions of dollars a year to undermine markets and to ensure, you know, to get uninformed consumers making irrational choices.

And when they turn to selling a candidate they do the same thing. They want uninformed consumers, you know, uninformed voters to make irrational choices based on the success of illusion, slander, and effective body language or whatever else is supposed to be significant. So you undermine democracy pretty much the same way you undermine markets. Well, that's the nature of an election when it's run by the business world, and you'd expect it to be like that. There should be no surprise there. And it should also turn out the elected candidate didn't have any debts. So you can follow Brand Obama can be whatever they decide it to be, not what the population decides that it should be, as in the south, let's say. I'm going to say on the side, this may be an actual instance of a familiar and unusually vacuous slogan about the clash of civilization. Maybe there really is one, but not the kind that's usually touted.

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MIT Professor Chomsky, a world-renowned linguist, and author of more than 100 books, spoke last week to a packed audience in Boston at an event organized by Encuentro 5. His talk was titled "What Next? The Elections, the Economy, and the World."

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