We watch it happen in real time, aghast as the media cannibalizes itself, turning reality into a parody of the kind we laughed at in goofy dystopian scenarios from Back to the Future, The Simpsons, Idiocracy. A brave new world of hypercredulity and monstrous disingenuousness arrived on our smart phones and TVs. It was gaudy and pernicious and lied to us like we couldn’t trust our lying eyes. We saw reality TV mainlined into reality. The response was to shout, “Fake News,” a phrase almost immediately redigested and spun into flimsy conspiracy theories. It now serves little purpose but to get the snake gnawing its tail again.
How?, many wondered in despair. Haven’t people read the theory? Noam Chomsky, Marshall McLuhan, Stuart Hall, Edward Said, Roland Barthes.... Didn’t we see them proven right time and again? But chances are if you know all these names, you’ve spent time in university English, Communications, or Media Studies departments.
You’ve hung around hip bookstores and coffeeshops in cities and puzzled over critical theory, pretending, perhaps, to have read at least one of these writers you hadn't. You gave up your TV years ago and kept your kids away from screens (or told people you did). You fit, in other words, a certain profile, and while there’s nothing wrong with that, it was, in the scheme of things, a pretty narrow niche, and an often pretty smug one at that.
Maybe academics, critics, and journalists need to be better at talking and listening to ordinary people? Maybe fashionable waves of anti-intellectualism need to be resisted with almost religious vigor…? Whatever the solution(s) for mass media illiteracy, we can treat the video series here from Al Jazeera as a step in the right direction. Called “Media Theorized: Reading Against the Grain,” the project takes as its subtitle a quote from Roland Barthes, the French philosopher and literary critic who distilled cultural studies into highly readable essays, dissecting everything from wrestling to tourism to advertising. Barthes showed how these genres constitute symbolic texts, just like romantic novels and morality plays, but purport to show us unmediated truth.
“Media Theorized” surveys five cultural critics who have, in five different ways, made similar analyses of mass media. Marshall McLuhan famously declared the medium as the message: its signal inseparable from its noise; Noam Chomsky demonstrated how popular consent is engineered by a narrow set of shady special interests with influence over the media; Stuart Hall showed how mass media manipulates discourses of race, class, gender, and religion to misrepresent outsiders and marginalized people and keep them in their place in the social imaginary; and Edward Said documented the long tradition of “Orientalism”---a totalizing Euro-American discourse that estranges, belittles, and dehumanizes whole countries, cultures, and religious communities.
While it’s impossible to do justice to the richness and depth of their arguments with quick summaries and pithy animation, what “Media Theorized” does well is to present this handful of academics as accessible and uniquely relevant to our current situation. This works especially well because the presenters are people used to putting theory into practice, communicating with the public, and critiquing mass media. Activists and journalists from all over the world, who have not only contributed short videos on YouTube, but thoughtful supplementary essays and interviews at the “Media Theorized” site (which also includes high resolution posters from each video.) The project is an invitation for each of us to take several steps back and ask some highly pertinent questions about how and why the stories we're told get told, and for whose benefit.
Millions of people have had enough and are demanding accountability from individual figures in the media---a positive development, to be sure, though it seems like too little too late. We need to understand the damage that’s been done, and continues to be done, by the systems mass media enable and sell. This series introduces “critical tools” we can use in our “everyday encounters” with such salesmanship.