Modernity has deprived Man of what he loves most: being creative with his hands and his brain
The type of work which modern technology is most successful in reducing or even eliminating is skilful, productive work of human hands, in touch with real materials of one kind or another. In an advanced industrial society, such work has become exceedingly rare, and to make a decent living by doing such work has become virtually impossible.
A great part of modern neurosis may be due to this very fact; for the human being, defined by Thomas Aquinas as a being with brains and hands, enjoys nothing more than to be creatively, usefully, productively engaged with both his hands and his brains. Modern technology has deprived man of the kind of work that he enjoys most, and given him plenty of work of a fragmented kind, most of which he does not enjoy at all.
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.