How America's Spirit for Revolution Was Crushed
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During the turbulent decade of the 1960s in the United States, the advancing technologies of bourgeois news production (pictures in place of print) transformed the meaningless magic word into a profitable commodity, marketing it both as deadly menace and lively fashion statement. The commercial putsch wasn’t organized by the CIA or planned by a consortium of advertising agencies; it evolved in two stages as a function of the capitalist dynamic that substitutes cash payment for every other form of human meaning and endeavor.
The disorderly citizenry furnishing the television footage in the early sixties didn’t wish to overthrow the government of the United States. Nobody was threatening to reset the game clock in the Rose Bowl, tear down Grand Central Terminal, or remove the Lincoln Memorial. The men, women, and children confronting racist tyranny in the American South -- sitting at a lunch counter in Alabama, riding a bus into Mississippi, going to school in Arkansas -- risked their lives in pure acts of devotion, refreshing the tree of liberty with the blood of patriots.
The Civil Rights movement and later the anti-Vietnam War protests were reformative, not revolutionary, the expression of democratic objection and dissent in accord with the thinking of Jefferson, also with President John F. Kennedy’s having said in his 1961 inaugural address, “Ask not what your country can do for you -- ask what you can do for your country.” Performed as a civic duty, the unarmed rebellions led to the enactment in the mid-1960s of the Economic Opportunity Act, the Voting Rights Act, the Medicare and Medicaid programs, eventually to the shutting down of the war in Vietnam.
The television camera, however, isn’t much interested in political reform (slow, tedious, and unphotogenic) and so, even in the first years of protest, the news media presented the trouble running around loose in the streets as a revolution along the lines of the one envisioned by Robespierre. Caught in the chains of the cash nexus, they couldn’t do otherwise. The fantasy of armed revolt sold papers, boosted ratings, monetized the fears at all times running around loose in the heads of the propertied classes.
The multiple wounds in the body politic over the course of the decade -- the assassination of President Kennedy, big-city race riots, student riots at venerable universities, the assassinations of Dr. Martin Luther King Jr. and Senator Robert F. Kennedy -- amplified the states of public alarm. The fantastic fears of violent revolt awakened by a news media in search of a profit stimulated the demand for repressive surveillance and heavy law enforcement that over the last 50 years has blossomed into one of the richest and most innovative of the nation’s growth industries. For our own good, of course, and without forgoing our constitutional right to shop.
God forbid that the excitement of the 1960s should in any way have interfered with the constant revolutionizing of the bourgeois desire for more dream-come-true products to consume and possess. The advancing power of the media solved what might have become a problem by disarming the notion of revolution as a public good, rebranding it as a private good. Again it was impossible for the technology to do otherwise.
The medium is the message, and because the camera sees but doesn’t think, it substitutes the personal for the impersonal; whether in Hollywood restaurants or Washington committee rooms, the actor takes precedence over the act. What is wanted is a flow of emotion, not a train of thought, a vocabulary of images better suited to the selling of a product than to the expression of an idea. Narrative becomes montage, and as commodities acquire the property of information, the amassment of wealth follows from the naming of things rather than the making of things.