The thing after neoliberalism is shaping up to be equal parts dialectics and The Producers-the far right parties have realized the worse they govern, the more terrorism they allow to happen, the more they’re rewarded under the current system.

THE SHIFT IN PROPAGANDA:

1)

It’s very important to remember there is always an external and an internal propaganda system. The external propaganda system legitimizes the group/regime to those outside. The internal propaganda system legitimizes and normalizes the group/regime to its members. These two systems often seem to work at cross-purposes and most propaganda doesn’t make its intended audience entirely obvious, especially to its intended audience. Why would it? Things always seem much more enticing when you’re not the person who’s supposed to be seeing them.

2)

Let’s use the Nazis and particularly Nazi cinema to illustrate this point.

Internal propaganda systems: The Nazis were the first modern political party to use street graffiti and a large part of how the rural population was sold on Hitler was through traveling screenings of short news reels. In many of these rural German communities, access to movies of any sort was rare. These newsreel films looked partly like ones that would be shown in US theaters at the time between cartoons and features. However, the repeated visual symbols were mostly morphed copies of ones in the classic USSR silent films. Further cases of internal propaganda include the numerous lesser known Nazi features. Films like Hans Westmar, a fictionalized version of a false story of Nazi “martyr” Horst Wessel, or Jud Suss, Der Rothschilds: Aktien Auf Waterloo, etc., were sold as entertaining historical melodramas. Hans Westmar in particular broadly resembles recent sentimentalized “martyr” films like American Sniper.

External propaganda: Hitler attempted to normalize and bring prestige to his movement/country abroad the same way many state governments do-by making fancy movies and sending them abroad to festivals. These include Triumph of the Will and Olympia. While both were screened in Germany, their intended audience was abroad. The continuing public perceptions that the Nazi government was meticulously well organized (they weren’t, many high up officials including Hitler were on meth for extended periods) or that Triumph of the Will was what sold the Germans on Hitler speak to the enduring power of this strategy.

3)

How does the internet change things?

Per Ernest Becker (by way of Otto Rank) : Man needs to be able to feel as though he is the hero of the narrative of his life.

Per Ray Kroc: Why wait 15 minutes when I can have it now?

Per Neil Postman: If you don’t think the medium of communications biases what can be communicated, try translating Kant’s “Critique of Pure Reason” into smoke signals.

Per Twitter: 140 characters or less.

Per Marshall McLuhan: The content of the new medium is always the medium it’s replacing.

Trump’s rise is inconceivable without the internet. Memes are graffitti/propaganda writ large and reduced to their simplest form. TV and cartoons were more effective than any propaganda medium prior because of their immediacy; looking at a comic strip or single panel lacking words, by the time you think “do I want to read this?” you’ve likely already read it. A meme is even more immediate-it lives or dies on the extent to which we can already predict what it’s going to say. At the same time, it creates a fake sense of community built around knowing who “Scumbag Steve” or “Bad Luck Brian” is. The sense of inclusion is created by removing all communal standards beyond the basic self-referential acknowledgement the “community” exists. It allows a sense of familiarity to push out critical judgement.

I got some shit for writing about Elliott Roger’s “manifesto” more than a year ago, but in retrospect, it seems to pretty accurately reflect what can be understood about the psychology of Trump voters-how many people in this country based their self-esteem and sense of specialness on how many Pokemon cards they had? How good they were at video games? The very fact that video games seemed to offer a clearly delineated meritocracy, however meaningless? How horrible was it when they saw on the internet there would always be someone with more Pokemon cards or a higher score; who made the commonplace banality of their struggles obvious; who pierced through any notion they were special? The internet of course also had little tribes and klans collecting these fresh malcontents; sometimes they were already assembled and simply soured when they felt angry enough on realizing however ironically they were not the special snowflakes they accused everyone else of idealizing themselves as; they were just waiting to be scooped up on bodybuilding forums and other pits of the internet.

And as with toxic narcissism in all its forms, the playground taunt “I know you are but what am I?” isn’t just the mature response but the necessary one. Much has been made of the fact that the districts most reliant on subsidized health care and welfare programs overwhelmingly voted for a man promising to eradicate these programs they depend on. Much of this discourse has unfortunately taken the closed discourse of self-satisfied liberalism-“What idiots!”-instead of investigation into the mechanics of self-loathing.

4) 

How do the internal and external propaganda systems of the US work?

Internal Propaganda Systems: These consist largely of the tendency that people are reaching at when they refer to “the mainstream media”. All the major news sources, particularly those on television, work first to legitimize the current political system by overemphasis on chaos and terror, by reporting on everything from tornadoes to mass shootings to the “inherent scariness” of non-mainstream ideologies. Their first priority is to legitimize the current system in whatever form it takes, both forwards and backwards in history. This is why all the reporting when Reagan died, even from ostensibly liberal outlets like NPR, was focused on his “great statesmanship” blahblahblah, while never mentioning Iran-Contra or his exacerbation of the drug or AIDS crises. Their second priority is partisan. MSNBC is already broadcasting stuff about how “presidential” Trump looked on Tuesday night because he…took advantage of the widow of a Navy Seal he sent to die for literally no reason for a photo op. Without the prestige of the government, the banal careerism of the many reporters employed by these institutions collapses. A popular war helps the media as much as it helps the president. The internal propaganda system also places a heavy emphasis on popular media-everything from the boring politically empty celebration of civics in something like Parks and Recreation through to the superheroes-as-Blackwater Wagner-lite of the Avengers/Iron Man movies to the sleight of hand use of martyrdom to cover a broken ideology in films like American Sniper to the use of hundreds of drones during the Super Bowl to normalize their use all feed into this larger ecosystem.

External Propaganda Systems: These would involve a much larger article. Ross Snider has written about them pretty extensively on this website. Overthrowing elections, exported versions of the propaganda vehicles mentioned above, etc etc etc.

5)

How do we innoculate ourselves and rebuild media into something humane that serves society?

Well, that’s the $64,000 question, isn’t it….