Today is Black Friday in America. I don’t think it’s necessary to remark at length on the bizarre disjunction between this exercise in consumerism-as-culture and the intended spirit of the Thanksgiving holiday that precedes it. Indeed, I think that the cognitive dissonance that underwrites Black Friday—the compulsion to suffer (and cause suffering), both physically and mentally, to “save” money on “consumer goods” (sorry for all the scare quotes, but these terms are euphemisms and must be placed under suspicion)—I think that this cognitive dissonance is nakedly apparent to all who choose to (or are forced to) actively engage in Black Friday. The name itself is dark, ominous, wonderfully satanic.
Rereading “The Subliminal Man,” I was struck by how presciently J.G. Ballard anticipated not only the contours of consumerist culture—urban sprawl, a debt-based economy, the mechanization of leisure, the illusion of freedom of choice—but also how closely he intuited the human, psychological responses to the consumerist society he saw on the horizon. Half a century after its publication, “The Subliminal Man” seems more relevant than ever.
The premise of the tale is fairly straightforward and fits neatly with the schema of many other early Ballard stories: Franklin, an overworked doctor, is approached by Hathaway, a “crazy beatnik,” who refuses to take part in the non-stop consumerism of contemporary society. Hathaway can “see” the subliminal messages sent through advertising. He asks for Franklin’s help in stopping the spread of these messages. Hathaway reasons that the messages are intended to enforce consumerist society:
Ultimately we’ll all be working and spending twenty–four hours a day, seven days a week. No one will dare refuse. Think what a slump would mean – millions of lay–offs, people with time on their hands and nothing to spend it on. Real leisure, not just time spent buying things . . .
The fear of a slump. You know the new economic dogmas. Unless output rises by a steady inflationary five per cent the economy is stagnating. Ten years ago increased efficiency alone would raise output, but the advantages there are minimal now and only one thing is left. More work. Subliminal advertising will provide the spur.
Franklin is unconvinced, even though he is already working Saturdays and Sunday mornings to payoff TVs, radios, and other electronic goods that he and his wife replace every few months. Soon, however, he realizes that something is wrong:
He began his inventory after hearing the newscast, and discovered that in the previous fortnight he and Judith had traded in their Car (previous model 2 months old) 2 TV sets (4 months) Power mower (7 months) Electric cooker (5 months) Hair dryer (4 months) Refrigerator (3 months) 2 radios (7 months) Record player (5 months) Cocktail bar (8 months)
Franklin finally sees the truth, but only after Hathaway takes to blowing up signs’ switch boxes (the word “terrorism” is of course not used in the text, although it surely would be today):
Then the flicker of lights cleared and steadied, blazing out continuously, and together the crowd looked up at the decks of brilliant letters. The phrases, and every combination of them possible, were entirely familiar, and Franklin knew that he had been reading them for weeks as he passed up and down the expressway.
BUY NOW BUY NOW BUY NOW BUY NOW BUY NEW CAR NOW NEW CAR NOW NEW CAR NOW
YES YES YES YES YES YES YES YES YES YES
Like many Ballard stories, “The Subliminal Man” ends on a pessimistic note, with Franklin choosing to ignore his brief enlightenment and give in. Ballard drives his criticism home in the final image of the story, with Franklin and his wife heading out to shop:
They walked out into the trim drive, the shadows of the signs swinging across the quiet neighbourhood as the day progressed, sweeping over the heads of the people on their way to the supermarket like the blades of enormous scythes.
“The Subliminal Man” offers a critique of consumerism that John Carpenter would make with more humor, violence, and force in his 1988 film They Live. In Carpenter’s film, the hero John Nada (played by Roddy Piper) finds a pair of sunglasses that allow him to see through the ads, billboards, and other commercials he’s exposed. What’s underneath? Naked consumerism:
The images here recall the opening lines of “The Subliminal Man”: ‘The signs, Doctor! Have you seen the signs?’ Like Ballard’s story, Carpenter’s film is about waking up, to seeing the controlling messages under the surface.
In his film The Pervert’s Guide to Ideology, Slavoj Žižek offers a compelling critique of just how painful it is to wake up to these messages:
It’s worth pointing out that Carpenter offers a far more optimistic vision than Ballard. Ballard’s hero gives in—goes back to sleep, shuts his eyes. Carpenter’s hero Nada resists the subliminal messages—he actually takes up arms against them. This active resistance is possible because Carpenter allows his narrative an existential escape hatch: In They Live, there are real, genuine bad guys, body-snatching ugly-assed aliens—others that have imposed consumerism on humanity to enslave them. That’s the big trick to They Live: It’s not us, it’s them.
Ballard understands that there is no them; indeed, even as the story skirts around the idea of a conspiracy to dupe consumers into cycles of nonstop buying, working, and disposing, it never pins that conspiracy on any individual or group. There’s no attack on corporations or government—there’s not even a nebulous “them” or “they” that appears to have controlling agency in “The Subliminal Man.” Rather, Ballard’s story posits ideology as the controlling force, with the only escape a kind of forced suicide.
I don’t think that those who engage in consumerism-as-sport, in shopping-as-a-feeling are as blind as Ballard or Carpenter represent. I think they are aware. Hell, they enjoy it. What I think Ballard and Carpenter (and others, of course) really point to is the deep dissatisfaction that many of us feel with this dominant mode of life. For Ballard, we have resistance in the form of the beatnik Hathaway, an artist, a creator, a person who can perceive what real leisure would mean. For Carpenter, Nada is the resister—an outsider, a loner, a weirdo too. It’s somehow far more satisfying to believe that those who engage in spectacle consumerism are brainwashed by aliens than it is to have to come to terms with the notion that these people are acting through their own agency, of their own will and volition. Happy shopping everyone!
Ed. note: Biblioklept published a version of this post last year. It is offered again now in the spirit of Thanksgiving leftovers.
If you haven’t yet seen Too Many Cooks, Casper Kelly’s short film for Adult Swim, here it is:
Too Many Cooks compels and rewards/punishes its audience not because of its comedic elements, but rather for its horror. Kelly has made one of the finest little horror films I’ve ever seen.
The central techniques of Too Many Cooks–repetition, collage, and genre parody—are fairly obvious and wonderfully synthesized. The film relies on an understanding that its audience has a particular way of seeing. The intended audience of Too Many Cooks has:
1) An understanding and acceptance of the postmodern tradition of repeating a punchline (or set-up) past the point of humor. And–
2) A particular ironic vision that delights in seeing commercial TV genre conventions of yore skewered.
Too Many Cooks succeeds by disrupting both ways of seeing. Its audiovisual repetitions (oh my lord the song!) become insane tics in a horror story that the viewer did not expect to happen—despite a number of early clues.
In his essay “The Philosophy of Composition,” Edgar Allan Poe suggests that when “men speak of Beauty, they mean, precisely, not a quality, as is supposed, but an effect.” Let us substitute “Horror” for “Beauty” (Poe would not mind, I think) and we have a fair description of what the filmmakers behind Too Many Cooks have created: A short piece of art that, by its arrangement, editing, of particulars—including its audience’s preconceptions—creates the effect of horror.
That horror emanates from the secret protagonist of Too Many Cooks, a mad-eyed killer who haunts the film first from its peripheries before eventually overtaking it. (He bears a slight resemblance to the philosopher Slavoj Žižek).
The Killer is the organizing principle of Too Many Cooks. He’s right there from the beginning, a specter whose agency throughout the piece subverts audience expectations. It’s not the uber-Father (who begat too many Cooks) who is the film’s central figure, but the infanticidal Killer.
Here is the first time we see The Killer, just 20 seconds in. He’s there on the right, sweater-vested (like a dad):
And then a few seconds later, lurking on the Brady/Cosby/Bundy stairs, still obscure:
The Killer next shows up about 90 seconds in; this is, unless I’m wrong, the first time we see his visage. It’s also the moment when Too Many Cooks’s early joke on corny nineties sitcom intros really starts to wear thin—the filmmakers offer us repeated images of cooks as if to underscore the tedious point.
And there’s The Killer in the second family photo: