When I think of the system, I think of mud trampled on by boot shaped patches, heavy feet on sinking sand, an abyss, a hell hole, battle ground that caused many men of colour like myself to waver and wave on flags of surrender. A design preceded with bad foundation. I see how that Jones was losing to it at a big disadvantage, I see how he needed saving. What I couldn’t see however, was how I could save him.” he wrote in his journal. “I’ll be damned.”
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When I design online ads for American Apparel, I almost always look for an angle that will provoke. Outrage, self-righteousness, and titillation all work equally well. Naturally, the sexy ones are probably those you remember most, but the formula worked for all types of images. Photos of kids dressed up like adults, dogs wearing clothes, ad copy that didn’t make any sense—all high-valence, viral images. If I could generate a reaction, I could propel the ad from being something I had to pay for people to see (by buying ad inventory) to something people would gladly post on the front page of their highly trafficked websites.
But entertainment has the merit not only of being better suited to helping sell goods; it is an effective vehicle for hidden ideological messages. Furthermore, in a system of high and growing inequality, entertainment is the contemporary equivalent of the Roman “games of the circus” that diverts the public from politics and generates a political apathy that is helpful to preservation of the status quo.