I don’t know how or when it happened, but we base many of our cultural definitions on what the TV tells us is true and correct. We see freedom as a function of owning the correct truck, we see beauty as a product of youth, and we see wealth as a function of owning the right car. Commercialism and advertising have become the definition for how we see each other and ourselves.
How advertising draws these connections is insidious. As we watch the pretty, young, blonde woman get into the fast car with a handsome and dark stranger, we become convinced that having that fast car will gain us the pretty blonde woman. The truth of the matter is that none of this is true. The connections between youth and happiness, between a fast car and sex are all fairy tales. I’m not sure I understand how our culture has allowed these false beliefs to run amuck within our society.
During the 80s nothing was more important than personal wealth, we watched shows like “Dallas” and knowing that the wealthy were evil didn’t stop us from admiring and emulating them. This national belief in wealth brought us to where we are today. We have an extremely wealthy 1% and each and everyone else struggles. More than 50% of our population here in America lives in poverty. Currently, many people believe that if someone is poor, it is their own fault. This belief system was perpetuated by the 80s mindset which said that anything you do to get wealthy is okay, as long as you get wealthy. We had a culture of the ends justify the means. What happened along the way, is that powerful and wealthy groups began to legislate their wealth.
Walmart is the perfect example of this legislation. A minimum wage, which is not enough to pay rent, in any state of this nation, has been in place for 30 years. The profit from Walmart is funneled into a few individuals’ pockets, while poverty stricken and therefore powerless people , who work for Walmart, struggle to eat. Walmart workers are forced to use Medicaid and get food stamps, because Walmart has found a way to keep their hours under 40, therein bypassing the requirement to provide health insurance and other benefits to workers.
Because our culture says you can do anything, it is your fault that you are not wealthy. This credo has become the middle and upper class mantra because it justifies withholding benefit and money from the poverty stricken. “We are justified in hanging onto our millions, because look, the lower class is lazy.” These are the kinds of false beliefs that come out of our entertainment and advertising businesses here in America.
This is a justification that has been perpetrated on all of America and you know what? We know better, we know that our system is riddled with inequality, inconsistency and economic deprivation of others for personal gain. We also know that it is not just criminals who are stealing from the American people, it is also big corporations, banks and Wall Street. Indeed, any one institution that can steal, has been caught stealing.
Early in the morning, while I am getting ready for work, I can hear the commercials playing in the background. McDonald’s has a way of luring people into believing that drinking their coffee is about love and about having a great day. The last time I was at McDonald’s there was nothing lovely or great about it and I certainly didn’t want to whistle, nor did I turn into bright colors. However, in spite of our very real experience, this association is believed by millions of my workmates, who cannot see themselves starting the day without McDonald’s or Starbucks.
How did this happen? At what point did we decide to give over our intellect in favor of entertainment?