There’s been a lot of talk of late about whether internet technology is good for our brains. Nicholas Carr’s new book The Shallows is skeptical; Steven Pinker optimistic; and Clay Shirky enthusiastic. If such discussion mirrors a more general obsession with anything related to the mind, brain and consciousness – mainstream science reporting seemingly can’t get enough of it (see here, here and here for some recent examples in the NY Times), it also reminds us how marginalised economic and cultural critique has become. I’ve yet to see any significant, sustained political economic examinations of Web 2.0 (apart from Benkler’s Wealth of Networks), which place new media inside a theory of mediation. That is, until I came across Mediated by Thomas Zengottita.
Published in 2005, Mediated is not directly concerned with new/social/web 2.0 media. Instead, it attempts to articulate a cultural and philosophical theory of mediated representation. Central to the theory is the notion of the mediated person, the person whose life is ‘composed of an unprecedented fusion of the real and the represented’ and ‘shaped by a culture of performance that consitutes a quality of being, a type of person’. Of course we have always been mediated by whatever tools we’ve had at hand for thousands of years. Only now, however, are we experiencing reality indistinguishable from its representation. That experience is, in turn, creating a new person, a new self, brain and all.
On the face of it the idea that we are unable to distinguish mediated experience from real experience seems extreme. Wouldn’t we all claim to distinguish the representation from the real – a real chicken burger from its representation in a TV advert? According to Zengottita we do make such claims and we can make the distinctions we claim. However, his point is that in the media saturated world in which we are born and grow we simply don’t make the distinction. We don’t make the distinction because 1) represented experience is ubiquitous and 2) representation constantly flatters us. The fusion is simply too tempting to resist. Instead we go with the flow of representation retreating ever more securely into a virtual world (of representation) created for us and reproduced by our very acquiescence. Our wriggle room inside it is presented to us in the form of options. We choose amoungst endless choice – whether flavours of yoghurt in the supermarket, images to be moved by, body shapes to cultivate, people to friend, books to read … . We are the lifestyle we adopt before we change to a new lifestyle. Mediated is not an academic treatise. Zengottita is a better writer than that genre generally allows. Here’s a taste of the way he expresses the above ideas in his introductory chapter:
Yes, there were ersatz environments and image-driven commodities and glitzy ads back in the 1950s, say, but this is something else entirely. Saying that it’s more than we had before is like saying a hurricane is just more breeze. So you need to ask yourself this: do you parse the real from the fabricated in that melange? Not can you but do you? The Fox screen is showing an Afghan woman learning to read – real or not? Posed? Candid? Some glorious babe in her underwear is sprawled across 35 percent of your visual field. She’s looking you right in the eye. You get that old feeling – real or not? A fabulous man, sculpted to perfection by more time in the health club than most parents have time for their kids, is gliding by on Day-Glo roller blades eight inches high. He’s wearing Tex-Tex gear so tight it looks like it’s under his skin, and the logos festooning his figure emit meaning-beeps from every angle – real or not? What about the pumped up biceps? If he uses steroids? But once again, the issue is not what you can do when I call your attention to it. Then you can be reassured – you can say, “Hey, okay, cool. I see what you mean but I still know the difference.” Not the point. The real issue is do you make the distinction as a matter of routine processing? Or do you rely instead on a generalised immunity that puts the whole flood in brackets and transforms it all into a play of surfaces – over which you glide and hover like a little god, dipping in here and there for the experience of your choice, the ultimate reaches of your soul on permanent remote? (22)
The radical implications of this – and this is where it links into current writings on technology – is that if true, representational technologies have colonised our minds to the extent that, unhinged from direct experience, we literally don’t think our own thoughts. We could, but we just don’t. If Nicholas Carr is right and the internet is increasingly acting as an incredibly sensitive feedback loop, perpetuating and justifying those thoughts (which are not ours in the first place) then Jaron Lanier’s warning to designers of technology futures (to stop treating us like gadgets) really does need to be heeded.
Here’s how Zengottita gets to that conclusion. He starts by making the case that the modern reflexive self has its origins in the invention of the printing press in the onset of modernity:
The idea is that reading and writing, by their nature, turn the mind inward, cultivate habits of rational reflection, encourage the imagination, the inner life in general – thus giving birth to a self in the modern sense. A self that didn’t need the intervention of priests and rituals to connect him to God because his soul had direct access, by way of scripture – call him a Protestant. A self informed by a free press, enabled to make up his own mind about political issues – call him a citizen in a representative democracy. A self that could decide on a career and choose among commodities – call him a participant in a capitalist economy.
… And, later, she and her as well, of course.
He uses that to show how the modern notion of the child was born of the printing press (and universal education which sprang from it) and with it the child-centred society in which we are presently submerged. Zengottita’s take on child-centredness is rather different to those which see the the child as the centre of his or her world or which argue that children should direct their activities. Instead, Zengottita examines the ways in which being a child is a status which stands on its own – it is both self-conscious and self-validating because it exists in a representational world that reflects back on itself. Nor is it exclusive to kids. As I read to my own 7 year-old daughter what I find myself doing is representing the child’s world to her as she sees it. I create mirrors which enable her to ‘learn’ how to be a child. And of course she’s clued up to it. She’s self-consciously a child in ways and extent that are completely alien to previous generations – who lived childhood more directly. And adults collude through those same representations – discovering the inner child in reading Harry Potter or watching the latest Disney production, and even wearing the same clothes as their eight year old child-accelerating-towards-adolescence.
Of course adolescence and ‘the teenager’ is a key ingredient of the soup which constitutes the fusion of the real with the represented. The fact that the teenage years have extended – to the early 30s? – is, according to Zengottita, suggestive of the ways that a mediated world offering more choices, more reflexively, creates a kind of stasis which only accident or necessity can transcend. And the classic posturing of adolescence – the trying and performing of personae – is now validated by an entire culture of identification and self-recognition. Fact, Fiction, comedy and tragedy (in whatever medium or genre) constantly tries to elicit the response, ‘I’m just like that …’ or ‘That’s exactly how I would feel’ (if, as on Jeremy Kyle, my sisters boyfriend had a child with my second cousin). Perhaps this is why the notion of empathy seems to have hijacked sympathy. Empathy, ‘the power of projecting one’s personality into (and so fully comprehending) the object of contemplation’ (OED), is so much more flattering (fully comprehending?) than mere sympathy, ‘fellow feeling’ (OED).
The same process (of course it does, it’s representational) is manifested in politics – the rise of identity politics. Through the expansion of channels of communication/representation the politics of self-expression has been elevated to a new level of self-consciousness. Politics as (self) presentation = politics as (self) advertising.
As political activity becomes the production of representations, the dynamic of commerce is reproduced in politics. Because political representations must contend with clutter, they must be packaged in a certain way, they must grab the most attention in the least amount of time and get across a simple message.
So the days of ideology, of debates which link issues together, which reference philosophies of human nature and analyses of history and which promote policies designed to advance that vision, seem in the 2000s rather quaint. Instead we have issue politics in which, those who are interested, take a position – largely expressing an identity and promoting the interests of those who share that identity. Just watch ‘Question Time’ on the BBCI to get a taste. It may be that the current debate about the ‘Big Society’ is an attempt to put some content back into the public space but even if it is, that public space is so full of attention seeking distraction that its reception might just be filed away in the ‘to attend to’ tray. Performance, representation, self-consciousness, spin, self-validation, identity … it’s difficult to argue against the idea that the fusion of reality and representation is almost complete. Nor is it difficult to understand why so few are actually interested.
But politics is just one manifestation of the ways in which representation has hijacked the real and why we retreat evermore willingly into the simulation of reality rather than get ‘really’ dirty. Whether its managing 650 online ‘friends’, following the fortunes of our online investments, or immersing ourselves in the online travel blogs as we plan our ‘escape’, the attraction of the virtual continually distances the real. The busyness of our lives, the opportunities to multi-task, the constantly connected to everything and everybody, and the endless options we (could) enjoy are the self-sustaining performative mechanisms that numb us into accepting that this is, actually, the best of all possible worlds.
But is it the best of all possible worlds? Isn’t it instead as Zengottita says, a ‘monstor vision’, a vision where the aims of modernity have been fully achieved?
The aim of modernity fulfilled means this: humanly created options that endow ordinary people with entitlements no mortal in history, no matter how exalted, could ever have assumed before. While these entitlement are now limited to a relative and priviledged few, this cohort now comprises many millions, shows every indication of expanding, and is, in any case, the source of the global zeitgeist. Members of this cohort either have, or can realistically anticipate, the obliteration of all barriers of time and space, instant access to every text and image ever made, the free exercise of any lifestyle or belief system that does not infringeon the choices of others, custom-made environments, commodities, and experiences in every department of activity, multiple enhancements of mind and body, the eradication of disease, the postponement of death, and the manufacture of their own progeny in their own image.
Plus improvements. (266)
In other words – and this is the logical conclusion to Mediated – the MeWorld has replaced God with Me.
Zengottita is relentless in his exploration of the representational and the supplanting of reality by its simulacra. And he has no conclusion to assuage the discomfort he inflicts. The idea that ‘Representation Rules!’ has no happy postscript. But … being forewarned is to be forearmed. Understanding the frames that are created and which constitute the real is knowledge. And perhaps a knowledge that will enable other frames to be built to constitute a less dystopic future than the one he so cleverly describes.