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Branding
and Symbolism |
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John Fraim, GreatHouse Company |
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The Medium of Violence |
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"The
Medium Is The Message" - Marshall McLuhan
In the wake of the
recent high school shooting tragedy in Colorado, the nation's collective
attention is focused on the problem as pundits prescribe remedies like
new types of doctors to cure our ills. Parents are partly to blame.
The school has some fault. Our increasingly violent popular culture
consisting of TV programs, songs, books, video games and web sites also
bears part of the blame. And our overall society takes blame for being
violent. The irony of President Clinton's lamenting the tragedy on national
TV while bombs fell in Serbia was only too evident for many Americans.
The fingers keep
pointing like they do each time a great tragedy occurs. Not surprisingly,
they point away from ourselves to other groups, to other forces in society
and culture. They never point back on ourselves and question if all
of us are responsible in some way in creating or supporting the violent
"zeitgeist" of the post-modern world. Pointing fingers
may not point in the right direction but we need to remember that the
act of pointing itself is more important than the location of the point.
Fingers need direction to point towards and direction needs place. So,
these efforts at locating the "evil" of Columbine High School are similar
to most everything we do in our content oriented western culture in
our perpetual attempt to put everyone and everything in its own place.
(A place for everyone and everyone in their own place) Once in place,
this evil has been isolated, cut away from ourselves like a bad, cancerous
seed. It can now be analyzed and perhaps "bombed" out of existence.
If it can't be destroyed then at least it might be "locked" away from
us normal, good people in the rest of society. When will we realize
that all of us are the problem, that violence is a type of air we all
breathe today? When will we realize it infiltrates the water we drink,
the screens we all view, the sounds we all hear? It is not any particular
place. Not Hollywood. Not Madison Avenue. Not Serbia. Not Littleton,
Colorado. Not anywhere but rather everywhere. It is the type of "medium"
Marshall McLuhan once talked about but we run around in this medium
searching for "messages," or clues. In our search for "clues" to the
big "villain," the one "evil" we run around like a bunch of children
on a collective scavenger hunt. But even this hunt
itself is influenced by the polluted environment we all live in, the
air we all breathe, the increasingly short attention span of our collective
interest. We will forget in a number of weeks, our attention directed
toward some new "blockbuster" event of the moment. Something new will
wedge its way onto the cover of People Magazine, some new "celebrity"
interest will surely push its face onto the cover of Entertainment Weekly.
In our post-modern world, events are little more than products and brands,
competing for the public attention of the moment. And this attention
gets shorter and shorter as information increases, as the "hits" keep
on coming over our radios, onto our television and computer screens,
onto our bestseller lists. The experts and
pundits are similar to paparazzi, attracted to the "celebrity" events
of the moment like bugs around a yellow summer porch light. Pulled toward
popular events by the "flash bulb" gravity of public attention. Once
the flashes die down they swarm onto the next popular event of the moment. Government commissions
will again be created. Think tank "wise-men" will write long reports.
School officials will hold countless meetings. But in the end, nothing
will really change and our ship of state will continue full speed ahead
into the ice bergs like a modern Titanic without anyone at the helm.
The captain has retired for the night and there are only a few kids
up in the crow's nest with cheap binoculars. And the result will be
more serious violence in our schools. And more. And more. And also the marketing
machine of late capitalism will continue little affected by the tragedy.
Manufacturing its entertainment products that help the nation return
to its state of sleeping trance. Feeding its continual muzak back into
culture, surrounding all of us in the new information medium like a
vast "data smog" so that it becomes increasingly difficult to see the
proverbial forest for the trees. We blame Hollywood
for making products that cause all of the violence. We blame the schools
for not recognizing the problems. We blame the increasing number of
guns in culture for the violence. We blame particular types of parents.
Yet in our pointing
finger blame, we fail to see that the violence is itself a "product"
of our modern culture. And that we are all "manufacturers" of this violence.
Only when we realize that this violence is made everywhere and not just
in Littleton, Colorado will the winds of change slowly start to roll
in over our republic. |
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© Copyright
1998, 1999, 2000 John Fraim - Greathouse
Company |
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