Media Diversity as the Screen of Capital Uniformity (Barthes Soap-Powders & Detergents).

In 'Soap-Powders and Detergents' (from Mythologies) Barthes works through the, very different, semiotic mechanisms used in the advertising of three washing powders injected into French society in the 1950s (Lux, Persil, and Omo) and the fundamental unity of the three on "the plane of the Anglo-Dutch trust Unilever." We tend to forget that Barthes was a marxist and was deeply concerned with the ways in which capital found its expression in, and organised its control over, semiotic systems.  This forgetful reception of Barthes is remarkably similar to the ways in which Benjamin's works are drawn on for over optimistic and non-ethical readings of 'popular-culture' (especially 'The Work of Art in the Age of Mechanical Reproduction') when even the briefest perusal of 'The Author as Producer' or 'Theses on the Philosophy of History' would show this to be an error.

This forgetfulness of marxism is especially problematic for the study of current media forms because there is so much unity on the plane of capital behind the seeming diversity of our media.  It is of course obvious on the level of the mega institutions such as News Corporation but Barthes can help us think through this quality of being unified by the flows of capital 'behind' the media and its texts on a personal and/or individualised basis. For instance Andy Murray, Lewis Hamilton, and Cathy Dennis are all unified with Pop Idol (in its many versions) by the capital flows personified in Simon Fuller (who, of course, also unifies the Spice Girls and S Club 7 and The X Factor and to some extent Simon Cowell on that same plane of capital).

Perhaps the most useful working through of this 'unified by the flows of capital' approach concerns Endemol because of the great diversity of semiotic mechanisms it utilises and the plane of capital that it's diverse products are finally unified on.  Endemol (originally a Dutch based TV production company) is probably most famous for Big Brother and its off-shoots but in the UK is also behind Charlie Brooker and his Zeppotron Agent/Production Company.  The radical distinction between the semiotic mechanisms utilised by these two parts of the same capital flows cover the essential unity involved.  The semiotic contrast between Zeppotron's Dead Set, Screen Wipe, or A Touch of Cloth and Endemol's Deal or no Deal, Million Pound Drop, or Big Brother could not be more different but they are all the same on the plane of capital.

The nature of the plane of capital on which these media products are unified is most interesting.  Endemol was partially purchased by one of Silvio Berlusconi's media corporations in 2007 (along with one of its original founders &, seemingly, Goldman Sachs) before a 'debt restructuring deal' in 2012 saw ownership of Endemol dissipate into the ether of financial-capital (RBS seemingly taking a stake). So for five years Charlie Brooker was unified with Silvio Berlusconi on the same plane of capital but now is merely adrift on the miasmic plane of global financial capital.

Documenting the Crisis

The BBC's Adam Curtis is the most interesting documentarian I can think of and his work is consistently astonishing. Not just in the subject matter (HeLa/Henrietta Lacks), or in his remarkable technique of interview/archival/montage (which any of his documentaries displays but is easy to see in the posts on his blog - such as this) but also, and most importantly, in his insistent focus on the twisted filaments of power the generate our society and culture (this can be seen most astonishingly in his The Trap).

This concentration on power and its interactions/fluctuations and the things that power creates is atypical for documentarians. Indeed it is more typical to find such concerns in social theory, especially in the work of Michel Foucault (see here, here and here), rather than in tv documentaries.

This concern with the twisted paths of power and the people, ideas, places and events it, power, creates is perhaps most apparent in Curtis' stunning demolition of neo-conservativism & radical Islamic fundamentalism in his The Power of Nightmares.

If the embedding does not work this part and the rest of the documentary can be found here.

The means by which the documentary makes its argument (constructs its discourse) is remarkable and the conclusions it comes to are shocking but its mode of address is actual rather quiet and conversational. Indeed, because the documentarian is only present as voice-over narration this is an even more quiet and self-effacing mode than that adopted my Nick Broomfield. This seemingly neutral presentation is a part of the great strength of Curtis' approach.

Phantasmagoria: Walter Benjamin and the World of Tomorrow

Benjamin was very interested in culture and what it could tell us. Culture here does not mean 'high culture' (art, literature, opera, etc) but the more mundane artefacts of the quotidian; posters, prints and printing, cinema, TV, and everything that one encounters in daily life. Indeed all of the ephemeral and evanescent stuff that we could absent-mindedly throw away or forget about whether it be material or conceptual (i.e. small-talk or other conversation). Indeed Benjamin's most important work - The Arcades Project - is specifically concerned with what all of this seemingly throw away stuff could tell us about the history of Paris in the 19th century and thus about the history of the 19th century more generally.

For our purposes - the study of the media and of society more generally - this concern with culture is very useful (Benjamin's concern with culture prefigures Stuart Hall and the CCCS and is therefore an essential point of contact). Benjamin was a member of the Frankfurt School and so was also concerned with the role and function of power and domination in society. This can be most clearly seen in his critical analysis of the Haussmannization of Paris in his Paris; Capital of the Nineteenth Century. This 'renovation' (we would call it 'urban regeneration' today) of Paris in the period of the Second Empire was seen by Benjamin to be a means of controlling the urban space (the great wide boulevards that Haussman's project introduced were far harder to barricade) and of policing its people by forcing the poor from the centre into the periphery.

Benjamin's most famous essay - on The Work of Art in the Age of Mechanical Reproduction - helps us to think about and understand a lot of the issues involved in the current media landscape. Benjamin's argument in this essay is simple; the ease with which 'art' can be reproduced and disseminated is democratic.

This needs some expansion;

The ease with which 'art' (which we can take to mean cultural artefacts of any kind)

can be reproduced, either mechanically (printing, photography, photocopier, cd/dvd burner) or digitally (computer, digital photography, scanner, etc),

and disseminated, again either mechanically (post, courier, etc), institutionally (library, etc) or digitally (TV, Internet, BitTorrent, etc),

is democratic (benefits the people and breaks down the structures of domination in society).

Benjamin welcomed the very problem faced by contemporary media corporations whereby they spend a great deal of money creating a media artefact that then costs nothing to digitally reproduced & disseminate (given the existence of, and access to by the participants, the astonishing communications infrastructure we call the internet).

The current political problems around the Digital Economy Bill [here, here & here] are exactly concerned with the problems that Benjamin identified. The efforts of the Big-IP combines (the big four, the big six, the other big six, etc) to turn state power to the effort to control their property and thus defend their profits against the democratizing effect of the reproducibility of culture.

Convolute N: The Arcades Project & Method

James Kennell and I have started to post about Convolute N of The Arcades Project on our project blog. This Convolute is concerned with Benjamin's methodology and epistemology and is thus a central concern for us. We hope to post some more on it over the next little while.