Trapped on a Wheel
I’m editing a book at the moment (it’s this one – and do pre-order if it sounds good to you) in which author John Robinson nicely puts his finger on what I hate about television:
There’s a clichéd storyline you often see in television adverts: a man gets insurance for his car, you see him and his girlfriend buying a home, you see her pregnant, then with a child, then the child grows older and requires its own car and insurance. It’s a circle-of-life story often used to indicate the permanent necessity of brand loyalty, of commerce and capitalism: a depressing indication that we are trapped on a wheel, ground into society. It’s a literal statement that our purpose is purely to consume and procreate. Of course, these adverts show only heterosexual couples, because they are the grist to that mill. The fact that gay couples can adopt does not fit the template the advertiser desires: there remains an ingrained bias towards heteronormativity.
Yes! I know exactly the sort of advert John means. I can’t name the company behind the advert or even if there was any one advert that told precisely this story, but it nails the tone of an entire patronising wave of shithouse commercials you can see on mainstream telly.
And it’s not just in the adverts: it’s baked into the media, this up-propping of the passive suburban non-culture that facilitates the mass-milking of human beings for fun and profit.
In moments of human weakness, I occasionally stream an ITV game show called The Chase. It’s a good quiz because the multiple choice questions comes thick and fast so it’s easy to play along at home, stroking the chin and shouting out the answers.
But the shit the host comes out with! And the one-dimensional propagandic drivel you see in the ad breaks. The ads don’t just tell you what to buy: they tell you the way to be. Men are like this, women are like, and on and on.
It’s a window into how the powerful want us to be: don’t think, it’s cute to be a dafty, love the Royal Family, buy stuff, eat cake, vote Tory, don’t criticise, car go vroom-vroom, remember to replace yourself with another consumer on the way out, cheers. It almost makes me hate humanity. Which is why it’s best not to watch it.
Protect your brain! Throw away your TV, for it is a portal of toxic slurry!
Unstick yourself from that wheel. Be like Victor Hugo instead.
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About Robert Wringham
Robert Wringham is the editor of New Escapologist. He also writes books and articles. Read more at wringham.co.uk