The advertising as basic tool of the manipulation - a capital instrument for contemporary halfslavery system functioning

The advertising as basic tool of the manipulation - a capital instrument for contemporary halfslavery system functioning

sociologie Baldovin   01:55

 

The automatist society manifesto

2.5.4.4.7.The advertising as basic tool of the manipulation - a capital instrument for contemporary halfslavery system functioning

 

 

 

 

Varianta in limba romana

More than a year ago I wrote a review about a fairly well-intentioned but wrong approach documentary: "The Century of Self". Adam Curtis, the author of this documentary claimed that contemporary consumerism manipulation and propaganda would somehow come from Freudian psychoanalysis on the basis that his grandson Edward Barnays emigrate to U.S. and become there the founder of the advertising and PR. I still think that getting to Freud from this distant hardly known nephew is a kind of empty speculation and some hint of racism because is showing the psychoanalysis itself not as an objective scientific fact but a matter of family blood. Being preoccupied for its errors and for reducing the text length at that time I did not pointed the merits of this documentary. It is now time to return to the subject to show its the good side in the very analysis that will make about contemporary phenomenon of collective manipulation techniques discovered by Freud and then diversified in various aspects by other theorists or psychotherapists.

Indeed the role of people manipulation to become maniac customer for the capitalism functioning is overwhelming and the psychological knowledge from various investigative tools were generally used for this. For this issue it is typical one of the psychology world famous experiment that founded the development of nowadays advertising. The experiment was done in 1957 by James Vicary who studied two random groups of individuals by showing them the same movie with a small difference. In one group the movie there were added the flashing short video messages “Drink Coke!” and “Eat popcorn!”. Finally it was found that selling of cola and popcorn in the group where the film had such messages was much higher. The entire contemporary manipulation and civilization, that pretend to protect “human rights” or human dignity, work on this principle. The liberties gained by the contemporary halfslave as those of the contemporary classical slave charged with the emergence of a huge and absolutely grotesque consciousness machines manipulation so that it is not obliged to serve any longer by force, but it is persuaded to voluntarily do so. No matter how misguiding or suicidal would be an idea, no matter how deceiving there would be a politician, if their image is obsessively repeated, then the community eventually attaches and to enjoys it.

Such an experiment was practically showing what previously Freud theoretically analyzed with phenomenon of transfer. It involves mainly the interlocutor response of worship towards its psychotherapist. I say “mainly” because the reaction may be excessive hostility also. Although this second case is rarer, however the two feelings are homologous, similar and retroactive. I won’t get into details here on the second case because the area belongs more to psychology.
Within the psychoanalysis session Freud as a person was perceived by the interlocutor, as a prophet that guesses the thoughts and talk about things that bourgeois morality of that era hid them under the rug of consciousness. Inhibition of sexual compulsion that defines the neuroticist psychopathology transforms in prophet worshipping as the therapist seemed to seek for the solutions out of state neurotic suffering. The neurotic conscience transgenerationally came from a humble social class so it psychically projected religious contents into the therapist person. Religious constructs of the interlocutor deep primitive soul gave rise to this type of worshipping and hope for liberation from suffering. The same mechanism has happened in the history of culture when the Christianity became a new type of transferential spiritual enthusiasm. Christianity promised equality of all people before God and thus this religion became ancient slave worship solution destined by classical culture to remain eternally an animal.

The right to be human (or at least man alive) was not accepted for the classical slave. The so called contemporary democracy has replaced the classical slave with contemporary halfslave based on this new technique of persuasion through worship. If someone worships then that person can be convinced more easily and with less expense to serve and bring profit. I pointed out in detail here the way that the primitivism is a source of exploiting for “elegant manners” civilization. The emancipation is a word with unexpected blades.

Anything new gets a worshipping response in the consumer depth psychic level because it promises a new world, a better world, a supernatural world, a heaven. Most of the times the new objects are not entirely new, they just repeat the existing technology. Their “novelty” relies on external design that is presented in a way that they give the illusion to the consumers that there is revolutionary technology involved. This is the false technologies prototype because instead of setting slaves free as Aristotle hoped in ancient time, on the contrary it enslaves them more.

From an economic point of view such worshipping involves the object offered for sale overvaluation, which implies an unfair exchange. The quantity of labor offered in exchange for the purchase of that product is too high. Basically a part of such overvaluated object does not cover the natural exchange relationship. That means that this labor is done actually for nothing, just like in the classic case of forced slave labor in exchange for providing a natural right that classic steals: right to life. But with the emergence of the industrial age and the number explosion of the different household objects there was a time to adjust the Christian morality that ancient slave bet almost two millenniums ago: the equal rights for all the people. Obviously, as long as the machines have not yet definitively replaced the slave labor that ideal of equality in rights remains to be achieved in the future. The slave was not totally liberated but has only won some more or less hypocritical and more or less applicable rights. At least she/ he is no longer forced to serve, but only convinced to do it with the wide state institutions manipulation. And for the persuasion to be effective there is rights limiting required. But with the industrialization (which began with the Renaissance), the salve won some real rights. As escaped from the lands of feudal, the classical slave slowly moved to bourgeois factories. This time was no longer threatened with a gun to work (maybe it was done rarer) and it was enticed to worship a new world, the worldwide excess of objects.

Any commercial add causes some mental distress because psychologically it translates the harassment of psychodynamic system by creating an artificial psychical inhibition, which is an artificial provocation of desires. The consumer becomes a fish lured with the bait of shopping, with the obsessive collection of unnecessarily objects induced by the social system metamanipulation and propaganda. The social system abuses such natural role of the general mental desire which is to balance the organism and species with the potentialities of the environment. The harassment of human desires with subtle psychological advertising does not adequately reflect the environment to which the organism reports, but it reflects a tricky environment designed to manipulate and persuade the consumer to harness on the work which artificially sustains a lazy and parasitic social minority. In short: this is a trap.

The advertising is often confused or intentionally and forcefully identified with transparency that governments and institutions should open to ordinary people, or to communication itself. Many commercial offerings coming either from the Internet, or into the home mailbox, or directly while walking on the street call themselves "communication" but all of them are larger or smaller degree of violation of one's intimate space. Such business behavior is positioned within the category of “aggressive marketing campaigns” even by the marketing language itself. In a world full of lies and scams that actually cancel the basic principles of communication it can be said that somebody can happily skip such "communication." Such abusive intrusion into someone’s life, painted in "communication" colors, ends up on questioning real communication of private and personal thoughts that someone shares with friends or relatives. As they are officially recognized as “Communication Sciences” by the education and research, the official social organisms actually invariably involve on greater or smaller degree the social manipulation and the power of lying without anyone realizing that and without being caught or condemned for it.

The advertising is not just a notice to services that can be made by someone, although there was the point of beginning. Today it means much more than that; it means either the creation of artificial needs, or creating an artificial fear that purposes on having on consumer a psychological compulsion to acquire and consume, which is a subtle manipulation of demand and price overvaluation. The purpose is the same: the target, the buyer. The old analogy between the military organization and the organization and new factories, corporations, is exactly reflected inside the contemporary consumerism reality. The target is an individual person, with a humble pedigree either congenitally afraid of lord threats, or willing to escape of the everyday banalities just as her/his ancestors wanted to do centuries ago. They had been written in their genetic code this need to escape from the slavery to freedom, and the contemporary "target" is harassed by this compelling inner need to escape from the present into a new world.

The marketing and the advertising related to it consist of a body of actions that bring to attention the false choices in the field of human ideals so that the human dreams are manipulated and diverted to the contemporary commercial half-slavery. The historical need for freedom, the metaphysical need for immortality of the soul, the need for eternal emotional love, the need for admiration and respect and many others are meanly exploited by this commercial advertising halfslavery and attracted to the collecting of goods that replace the traditional running for these ideals.

The classical slave is generally frustrated and hungry. The almost phobic fear of poverty is the tool that contemporary halfslavery system subtle controls the halfslaves status. Inside the contemporary halfslave’s mind the poverty is equivalent with the classic slave misfortune. The legacy of this misery is found in the contemporary halfslave’s fear and shopping mania obsessively counteracts it. The civilization poverty is different from the primitive or the wildlife poverty. The civilized poor is a victim of the organ traffic, the rapes, all kinds of abuses and generally to of all kinds traumatisms. The contemporary halfslave counteracts this feeling of failure and poverty through the obsessive acquisition of all kinds of bizarre and useless objects. Obviously not the acquisition itself involves contemporary halfslavery state. The shopping is the nice part of things (although this can be questioned), but it is just the tip of the iceberg. For shopping money the person needs to work, to sell its freedom. And this is where the excess labor comes. Here is the critical point for handling modern halfslave to serve privileged social classes in contrast with the classical slave, which is simply threatened with weapons to do it.

The consumerism began from the necessary and essential objects such as a house or a car, continued with the useful but not indispensable ones, such as a mower or electric mixer and finally got to the point of creating the shopping man, the man who buys objects from the inner need to buy only as a result of continuous advertising that bombards consumer’s attention. Assiduously promoted by the consumerism’s stars of the day, the shopping has become the main mechanism of the neoslavery system. Instead of getting an easier job and have more time of its own, the contemporary halfslave choose paid better and more stressful job in order to pay the objects that doesn’t actually need. This kind of objects would eventually help her/him to feed an abyssal psychological ideal that somehow he/she would be a star too, and thus would escape the humble condition. It is this deep mind solution that eventually ensnares the contemporary halfslave into consuming trap.

Although they are talking of a "free market", it is clear that the advertising as the political marketing, are both artificial and perverse mechanisms of discrete influencing the market for the benefit of privileged classes by the artificial overvaluation of the demand. The halfslavery capitalist system abundance is just the bait in the most proper sense of this term. Its role ends up into less and less freedom for the ordinary people and framing it in different forms of obedience and exploitation. The advertising reveals what is the ugliest thing in today human being. The need to cheat and deceive, the need too lie for a certain benefit is far from a sign of a civilized society but just a poker table involving misleading faces that look like hide monsters came from other galaxies with a hand on cards, a hand on the chips and another on the trigger gun.

Today the (pseudo)freedom and the (pseudo)democracy differ from that of classical slavery only by this roles reversal. The armies do not come directly to steal human property anymore and do not keep vigilant eye over the slave for preventing its escaping. The classical slavery armies rob without giving something in return except for... the “slave’s life" and the promise of Heaven. The modern capitalist armies do not rob the halfslave in a classical manner, but constantly harass its carnal or spiritual desires by promising false solutions. This time the contemporary halfslave is lured to agree “by its own will” to provide a surplus of work to sustain the privileged classes. If the classical slavery system used to threaten the slave with taking away its natural right – the right to life – on the contrary, the contemporary halfslavery system instead tricks the halfslave into unfair exchange relationship for all kinds of unneeded products. Both systems have the same result: unpaid work for old slave or the contemporary halfslave. The overvaluation of the exchange product offered by the corporations is the halfslavery system functioning key. The advertising and its mechanisms are subtle and invisible scams; they are done much better and much more efficient than the ordinary ones, so that few notice what they really are. In this persuading social system there are more or less directly involved all the state institutions and all the "spiritual values". The false technology is so the flagship of the new slavery, of the halfslavery’s abundance.

That is why the contemporary halfslavery system panics when the halfslave moves on from the consumerist addiction and cross the barrier into the psychoactive substances space. Basically, the drugs attempt to throw down the drain all the state institutions work of causing discomfort to halfslave, so that he/she could be "cured" by the shopping. Drug addiction people do not buy "half measures" of the consumerism. They prefer strong inflow of chemical satisfaction and escaping out of the manipulation halfslavery gearing. All the efforts from the different institutions and other instruments of social system of halfslave humiliation and attract it into "VIP" consumption have a serious competitor: the drug consumption. The drugs are not as much a danger to addicted individuals as to those who can no longer count on its "good will persuasion” to accept exploitation and to be as productive as it can. Although the officials are concerned about the life of addicted person, still this issue is secondary and often hypocritical; in fact they are worried about losing that person as a slave, caught in the straps of manipulation and consumerist scams, and lost as a refugee into higher illusions of the psychoactive substance dependence. That is why the powerful drugs are still illegal.

The labor itself is a natural and even funny fact, as long as it remains reasonable and moderate. The human being can easily survive by making a simple discreet job and so the labor remains simply fun. Unfortunately the congenital greed of the historical social privileged ones transformed a part of society into workaholic. The work has become one of the most horrible things that classic and modern man must do. The false educational and moral values are systematically planted by advertising and / or classical culture in the human soul are put there by classic and contemporary social system just to persuade people to extra work and serve the boundless greed of these social cyborgs. The human mind mutilation is the price for satisfying this social privileged hallucinating greed. The poverty of classical slave has been replaced by overconsumption of contemporary society. In its genealogical desperation the contemporary halfslave finds peace with this minimum of comfort and excess consumption of food or objects that does not actually need. The panicked voices of its chained ancestors that scream into its soul are provisory comforted by this anesthetic consumption. But the unlimited consumption not only produces ugly, fat and predisposition to diseases people due to obesity. It also involves the destruction of the artificial environment to provide materials for those useless products. The contemporary civilization slave is no longer threatened by the army to accept its social state, but by controlling its soul and by the constant poisoning its mind. The following entry will show in detail this process and will bring some examples of commercials to support of these assertions.

The issue of this entry will continue on the next one

G

2.5.4.4.7. Publicitatea ca varf de lance al manipularii – un instrument capital al functionarii sistemului semisclavagist contemporan

2.5.4.4.7. Publicitatea ca varf de lance al manipularii – un instrument capital al functionarii sistemului semisclavagist contemporan

sociologie Baldovin   01:46

Manifestul societăţii automatiste  

2.5.4.4.7. Publicitatea ca varf de lance al manipularii – un instrument capital al functionarii sistemului semisclavagist contemporan

Acest articol se continua de aici

English version

(Acest articol a fost publicat in 27 mai 2010, si ulterior a devenit parte a unui analize mai detaliate asupra capitalismului)

In urma cu mai bine de un an scriam un articol recenzie la adresa unui documentar destul de bine intentionat dar gresit abordat: „The century of Self” (Secolul sinelui). Adam Curtis, autorul acestui documentar sustinea ca manipularea si propaganda consumismului contemporan ar veni cumva de la psihanaliza lui Freud pe baza faptului ca nepotul acestuia Edward Barnays emigrant in SUA a ajuns parintele publicitatii si PR-ului. Si acum consider ca a ajunge la Freud pe baza acestui nepot indepartat pe care abia l-a cunoscut e un lucru fortat si are un oarecare iz de rasism deoarece face din psihanaliza insasi nu un fapt obiectiv stiintific ci o chestiune de familie, de sange. Ocupat fiind sa ii subliniez erorile si sa reduc dimensiunea textului in acel moment nu am apucat sa ii subliniez meritele acestui documentar. Revin acum la aceasta tema aratandu-i partile bune in insasi analiza pe care o voi face largului fenomen al manipularii colective contemporane cu ajutorul tehnicilor descoperite de Freud si apoi diversificate sub diferite aspecte de alti teoreticieni si practicieni ai psihoterapiei.

Intr-adevar rolul manipularii omului simplu spre a deveni consumator maniac in functionarea sistemului e covarsitor iar cunostintele psihologice provenite de la instrumente diferite de investigare au fost folosite pe de-antregul. Din acest punct de vedere este tipic un experiment celebru pentru lumea psihologiei care sta la baza dezvoltarii publicitatii contemporane. Experimentul a fost facut in 1957 de catre James Vicary care a ales doua grupuri aleatorii de indivizi carora le-a proiectat acelasi film cu diferenta ca intr-un caz in film apareau pentru scurta durata mesajele "bea cola", "mananca popcorn". La sfarsit s-a constatat ca consumul de cola si popcorn la grupul unde filmul avusese asemenea mesaje era mult mai mare. Toata manipularea contemporana si toata civilizatia contemporana care se bate cu pumnul in piept aparand „drepturile omului” functioneaza pe acest principiu. Libertatile castigate de semisclavul contemporan fata de sclavul clasic se platesc cu aparitia unei imense si absolut grotesti masini de manipulare a constiintei in asa fel incat semisclavul sa nu mai fie obligat sa serveasca ci sa fie convins de buna voie sa o faca. Indiferent cat de inoportuna sau sinucigasa ar fi o idee, indiferent cat de mincinos ar fi un politician, in momentul in care imaginea acestora este repetata obsesiv societatea il inghite si ajunge sa se ataseze obiectul ei.

Un astfel de experiment demonstra concret ceea ce Sigmund Freud a analizat la nivel teoretic prin fenomenul transferului. El presupune in principal o reactie de venerare pe care interlocutorul o are fata de psihoterapeut. Spun „in principal” deoarece reactia poate fi si cea de ostilitate excesiva. Desi acest al doilea caz e ceva mai rar totusi cele doua sentimente sunt omoloage, similare si interconditionate. Nu insist aici pe aceasta a doua situatie deoarece tine mai mult de zona psihologiei propriuzise.

In interiorul sedintei de psihanaliza Freud parea interlocutorului un profet ce ghiceste gandurile si vorbeste despre lucrurile pe care morala burgheza ale acelei epoci le ascundea sub presul constiintei. Inhibitia pulsiunilor sexuale definitorie pentru psihopatologia nevroticista isi gasea in venerarea unui profet care parea ca le cauta rezolvarea prin gasirea de portita de iesire din starea de suferinta nevrotica. Constiinta incarcata a nevroticului provenea transgenerational dintr-o clasa umila si proiecta in persoana terapeutului continuturi psihice religioase. Constructele religioase ale sufletului primitiv al interlocutorului dadea nastere la acest tip de veneratie si speranta de eliberare de suferinta. Dupa acelasi mecanism s-a realizat adoptarea crestinismului in istoria culturii cu un nou tip de entuziasm spiritual de tip transferential. Crestinismul promitea egalitatea tuturor oamenilor in fata lui Dumnezeu si astfel a devenit solutia de venerare a sclavului antic predestinat de cultura clasica sa ramana vesnic un animal.

Sclavului clasic caruia nu i se recunostea dreptul de a fi om (sau cel putin om viu). Asanumita democratie contemporana a inlocuit sclavul clasic cu semisclavul contemporan tocmai pe baza acestei noi tehnici de convingere prin venerare. Daca cineva te venereaza atunci il poti convinge foarte usor si cu mult mai putina cheltuiala sa iti aduca profit. Am aratat in amanunt aici cum primitivismul este o sursa de alimentare pentru civilizatia „manierelor elegante” de astazi. Emanciparea e un cuvant cu taisuri neasteptate.

Orice lucru nou, nemaivazut are o reactie de venerare in profunzimea psihicului consumatorului deoarece promite o lume noua, o lume mai buna, o lume supranaturala, un Rai. De cele mai multe ori obiectele noi nu sunt noi pe de-a intregul, ele doar repeta tehnologia deja existenta. „Noutatea” lor consta in forma, in designul in care sunt prezentate in asa fel incat ii dau consumatorului iluzia ca ar fi revolutionare. Acesta este prototipul falsei tehnologii care in loc sa elibereze sclavul asa cum spera Aristotel in antichitate, dimpotriva, il inrobeste si mai mult.

Din punct de vedere economic o astfel de venerare presupune o supraevaluare a obiectului oferit spre vanzare ceea ce implica automat un schimb injust. Cantitatea de munca oferita in schimbul achizitionarii acelui produs este mult prea mare. Practic o buna parte din aceasta nu are acoperire in relatia de schimb. Adica o astfel de munca este facuta degeaba la fel ca si in cazul sclavului clasic nevoit sa ofere munca in schimbul unui drept natural pe care seniorul clasic i-l fura: dreptul la viata. Iata ca odata cu aparitia erei industriale si cu explozia numarului de obiecte de uz divers se putea ajusta morala crestina pe care sclavul antic pariase in urma cu aproape 2 milenii: egalitatea in drepturi a tuturor oamenilor. Evident ca atata timp cat masinile inca nu au inlocuit definitiv sclavul acest ideal ramane in continuare de atins. Sclavul nu a fost total eliberat ci doar a mai castigat niste drepturi mai mult sau mai putin ipocrite, mai mult sau mai putin aplicabile. Cel putin nu mai e fortat sa serveasca ci doar este convins cu ajutorul manipularii. Iar pentru convingerea sa sa presteze munca e nevoie de limitarea drepturilor sale. Insa odata cu tehnologizarea (care a inceput odata cu Renasterea) el a castigat drepturi concrete. Incet incet a evadat de pe pamanturile feudalilor si s-a mutat in fabricile burghezilor. De data asta nu mai era amenintat cu arma sa munceasca (eventual asta se facea mai rar) si era ademenit cu veneratia unei lumi noi, lumea excesului de obiecte.

Orice reclama provoaca un oarecare disconfort psihic deoarece din punct de vedere psihologic asta se traduce prin haituirea sistemului psihodinamic, prin crearea unei inhibitii artificiale sau prin provocarea artificiala a unor dorinte. Cumparatorul devine astfel un peste ademenit cu momeala shoppingului, cu achizitia obsesionala a obiectelor de care nu are neaparat nevoie insa pe care propaganda si metamanipularea sistemului social i-o induce. Sistemul abuzeaza astfel de rolul natural al dorintei in general care este acela de a echilibra organismul si specia cu potentialitatile mediului. Hartuirea dorintelor umane cu publicitatea subtila ce atinge coardele sensibile ale psihicului nu reflecta corect mediul la care organismul se raporteaza ci reflecta un mediu inconjurator inselator menit sa il manipuleze si sa il convinga sa se inhame la munci cu care o minoritate sociala lenesa si parazita prospera. Pe scurt: asta este o capcana.

Publicitatea este de cele mai multe ori confundata sau intentionat si fortat identificata cu transparenta pe care guvernantii si institutiile ar trebui sa o arate fata de omul simplu sau cu insasi comunicarea. Numeroasele spamuri si numeroasele oferte comerciale venite fie prin internet, fie in casuta postala a locuintei fie direct in timpul mersului pe strada se autointituleaza „comunicare” dar de fapt sunt grade mai mari sau mai mici de violare a spatiului intim al cuiva. Inclusiv in limbajul de marketing astfel de comportamente comerciale intra in categoria „campaniilor agresive de marketing”. Intr-o lume plina de minciuni si de escrocherii care de fapt anuleaza principiile de baza ale comunicarii se poate spune ca oricine se poate lipsi de o astfel de „comunicare”. O astfel de intruziune vopsita in „comunicare” ajunge in final sa atenteze la adevarata comunicare de ganduri intime sau personale pe care cineva le imparte cu apropiatii. „Stiintele comunicarii” recunoscute oficial astfel de catre organismele sociale abilitate din domeniile educatiei si cercetarii presupun in grad mai mare sau mai mic dar in mod invariabil manipularea si puterea de a minti fara ca nimeni sa isi dea seama si fara sa fii condamnat pentru asta.

Publicitatea nu este un simplu anunt fata de serviciile ce pot fi facute de cineva desi de acolo s-a plecat. Publicitatea de astazi inseamna mult mai mult decat atat; ea inseamna fie crearea unor nevoi artificiale, fie crearea unei frici artificiale care sa aiba ca finalitate o constrangere psihica a consumatorului de a achizitiona, ceea ce inseamna manipularea subtila a cererii si supraevaluarea pretului. Scopul acestora este acelasi: tinta, cumparatorul. Mai vechea analogie dintre organizarea militara si organizarea fabricilor si mai nou, a corporatiilor se regaseste exact in realitatea consumismului contemporan. Tinta este un individ cu genealogie umila care fie se teme congenital de amenintarile seniorului fie doreste sa evadeze din prezent la fel cum stramosii sai sclavi a dorit cu secole in urma. Acestora le-a ramas inscris in codul genetic vocatia evadarii din starea de sclav catre libertate iar "tinta" contemporana este haituita de aceasta irezistibila nevoie interioara de evadare din prezent intr-o altfel de lume.

Marketingul si publicitatea constau in ansamblul de actiuni care interpun false optiuni in campul atentiei si idealurilor umane in asa fel incat visele omului sa fie manipulate si deturnate catre semisclavia comerciala contemporana. Nevoia istorica de libertate, nevoia metafizica de nemurire a sufletului, nevoia afectiva de dragoste eterna, nevoia de admiratie si respect si multe altele sunt parsiv exploatate de catre semisclavia publicitarista si atrase catre achizitionarea de bunuri care inlocuiesc cautarea traditionala a acestor idealuri.

Sclavul clasic al trecutului era in general frustrat si prost alimentat. Teama aproape fobica de saracie este mijlocul prin care sistemul semisclavagist contemporan controleaza sufletul semisclavului zilelor noastre. In mintea sa saracia este echivalenta cu nenorocirea sclavului clasic pe care o mosteneste transgenerational. Mostenirea acestei nenorociri se regaseste in anxietatea sa iar mania shoppingului o contracareaza obsesional. Saracia civilizatiei este altceva decat saracia vietii salbatice a primitivilor sau chiar animalelor. Saracul civilizat e predispus la furtul de organe, la violuri, la abuzuri si in general la traumatisme de tot felul. Sclavul contemporan contracareaza acest sentiment de insuficienta si de saracie prin achizitionarea obsesionala de obiecte care mai de care mai ciudate si mai nefolositoare. Evident, nu achizitionarea in sine implica starea de semisclavie contemporana. Shoppingul e partea frumoasa a lucrurilor (desi si aici poate fi pus la indoiala) insa el e doar varful icebergului. Pentru banii necesari de shopping e nevoie de munca, de vindere a libertatii. Si aici intervine munca in exces. Aici este punctul critic al manipularii semisclavului contemporan spre a servi clasele sociale privilegiate spre deosebire de sclavul clasic care este amenintat pur si simplu cu armele.

Consumismul a inceput de la obiectele necesare si indispensabile cum ar fi o locuinta sau o masina, a continuat cu cele folositoare dar nu neaparat indispensabile asa cum este o masina de tuns iarba sau mixerul si a ajuns in final sa creeze omul shopping, omul care cumpara obiecte doar dintr-o nevoie interioara de a cumpara ca urmare a reclamelor continue care bombardeaza atentia consumatorului. Promovat asiduu de vedetele zilei shopping-ul a ajuns sa fie mecanismul principal al neosclavagismului. In loc sa isi ia un job mai usor si cu mai mult timp liber semisclavul contemporan isi ia un job mai stresant, mai bine platit cu care sa plateasca obiectele de care nu are nevoie. Astfel de obiecte il ajuta eventual la alimentarea unui ideal psihic abisal cum ca ar fi si el vedeta cumva si ca astfel ar evada din conditia de om umil. Tocmai aceasta solutie il prinde in capcana neosclavagismului consumist.

La nivel declarativ lucrurile par foarte echitabile in privinta acestor lucruri. Legea nr. 296 din 2004 privind Codul consumului spune fara echivoc la ART. 70:

„Se interzice publicitatea care:
a) este inselatoare;
b) este subliminala;
c) prejudiciaza respectul pentru demnitatea umana si morala publica;
d) include discriminari bazate pe rasa, sex, limba, origine, origine sociala, identitate etnica sau nationalitate;
e) atenteaza la convingerile religioase sau politice;
f) aduce prejudicii imaginii, onoarei, demnitatii si vietii particulare a persoanelor;
g) exploateaza superstitiile, credulitatea sau frica persoanelor;
h) prejudiciaza securitatea persoanelor sau incita la violenta;
i) incurajeaza un comportament care prejudiciaza mediul inconjurator;”

Insa toate reclamele folosesc aceste lucruri interzise si nimeni nu le mai interzice. Pe de alta parte este aproape imposibil ca aceste prevederi sa fie puse in practica intr-un sistem social care functioneaza esentialmente prin ele insele. Niciuna dintre reclamele date ca exemplu in articolul urmator nu poate fi interzisa. Mai intai, asa ceva este nepractic. Un intreg sistem social se bazeaza pe publicitate, dupa cum societatea clasica se baza in trecut pe sclavia clasica. Apoi, pentru ca nu exista vreo prevedere legala privind factorul subliminal. Justitia contemporana este prepsihologica. Ea nu tine cont de influentarea prin manipulare, la nivel de psihic, ci ia in calcul doar ordinele, indicatiile sau comenzile exprese carora o persoana se conformeaza. Conform legilor actuale aceste lucruri sunt imposibil de dovedit intr-un tribunal. Pot ajunge sa fie interzise anumite spoturi publicitare unde discriminarea e foarte vizibila. Insa in restul cazurilor, fara o comisie independenta de psihologi care sa judece influenta acestor mesaje publicitare si rolul lor in manipulare, prevederile legale de mai sus sunt simple vorbe in vant. Condamnarea lor depinde de bunul plac al judecatorului care decide dupa ureche si nu dupa studii psihologice aplicate in legislatie. Legislatia isi arata in acest caz ipocrizia, fiind in incapacitate si lipsa de interes de interzicere a acestor abuzuri asupra mintii omenesti.

Desi se vorbeste despre o „piata libera” este evident ca publicitatea la fel ca si marketingul politic sunt mecanisme artificiale si perverse dar foarte eficiente pentru clasele privilegiate de influentare discreta a pietei, de supraevaluare si de supraexcitare artificiala a cererii. Abundenta oferita de sistemul semisclavagist capitalist este o momeala in cel mai propriu sens al termenului. Rolul ei are ca rezultat final lipsirea din ce in ce mai mare de liberate a omului simplu si incadrarea sa intr-o anumita forma de supunere si exploatare. Publicitatea scoate la iveala ce e mai urat in specia umana astazi. Nevoia de a escroca si de a insela, nevoia de a minti pentru un beneficiu anume atesta nu o societate civilizata ci o masa de poker la care participa fete inselatoare care parca ascund monstrii veniti din alte galaxii cu o mana pe cartile de joc, cu o mana pe jetoane si cu o alta pe tragaciul pistolului.

(Pseudo)Libertatea si (pseudo)democratia actuala se deosebeste de sclavagismul clasic tocmai prin aceasta inversare a rolurilor. Armatele nu mai vin direct sa fure bunurile omului simplu si nu mai pazesc sclavul sa nu evadeze. In cazul sclavagismului clasic armatele vin si jefuiesc fara sa dea ceva in schimb decat eventual … „viata” sclavului si promisiunea Raiului. In cazul semisclavagismului capitalist armatele nu mai jefuiesc ci hartuiesc constant dorintele carnale sau spirituale ale omului promitandu-le solutii false. De data asta semisclavul contemporan e ademenit sa accepte sa presteze o supramunca „de buna voie” care sa sustina privilegiatii social. Daca in sistemul sclavagist sclavul era amenintat cu luarea unui drept natural – dreptul la viata – in sistemul semisclavagist contemporan dimpotriva, semisclavul este pacalit la relatia de schimb pentru diferite produse de care de cele mai multe ori nu are nevoie. Ambele sisteme au acelasi rezultat: munca neplatita pentru sclav sau semisclav. Supraevaluarea produsului oferit de corporatie la schimb este cheia functionarii sistemului semisclavagist. Publicitatea si mecanismele ei intime sunt escrocherii subtile, invizibile, escrocherii facute mult mai bine decat cele ale gainarilor de rand in asa fel incat nu bat la ochi. La acest sistem de convingere contribuie toate institutiile statului si toate „valorile spiritului” mai mult sau mai putin direct. Falsa tehnologie este astfel varful de lance al noului sclavagism, al semisclavagismului abundentei.

Tocmai de aceea sistemul semisclavagist contemporan se panicheaza atunci cand semisclavul merge mai departe cu dependenta si trece bariera in spatiul drogurilor. Practic drogurile risca sa arunce pe apa sambetei toata munca institutiilor de a provoca disconfort semisclavului care apoi sa fie „vindecat” prin shopping. Drogatul nu mai cumpara „jumatatile de masura” ale consumismului preferand afluxul puternic de satisfactie chimica si astfel iesind din angrenajul manipularii semisclavagiste. Tot efortul institutiilor si diferitelor resorturi ale sistemului social de umilire a potentialului semisclav si atragere a sa in „lumea buna” a consumului au in drog un concurent redutabil. Drogurile nu sunt atat un pericol pentru individul insusi cat sunt un pericol pentru cei ce nu mai pot conta pe „convingerea lui de buna voie” sa accepte exploatarea. Desi oficialitatile se arata ingrijorate de viata drogatului aceasta problema este secundara si de cele mai multe ori ipocrita; de fapt ele sunt ingrijorate de pierderea lui ca sclav prins in chingile manipularii si escrocheriilor consumiste si refugiat in iluziile si mai mari ale dependentei de substante psihoactive. De aceea drogurile puternice sunt interzise.


Munca in sine e un lucru normal si chiar amuzant atata timp cat se face rational si cumpatat. Omul poate supravietui cu usurinta depunand o munca simpla si discreta iar jobul este astfel amuzament pur si simplu si placere. Din pacate lacomia congenitala istorica a privilegiatilor social a facut ca o buna parte a societatii sa devina workoholica. Munca a devenit unul dintre cele mai nesuferite lucruri pe care omul clasic si contemporan trebuie sa le faca. Falsele valori educationale si morale sadite sistematic de publicitate sau/si cultura clasica in sufletul omului simplu sunt puse acolo de sistemul social clasic si contemporan tocmai pentru a-l convinge sa munceasca in plus si sa serveasca aceasta lacomie fara margini a acestor cyborgi. Mutilarea spiritului uman este pretul pentru satisfacerea unei lacomii halucinante a privilegiatilor social. Consumul insuficient al sclavului clasic a fost inlocuit de supraconsumul societatii contemporane. In disperarea sa genealogica semisclavul contemporan isi gaseste linistea cu acest minim confort al consumului in exces de obiecte si alimente de care nu are nevoie. Vocile panicate ale stramosilor sai legati in lanturi care urla in sufletul sau sunt linistite provizoriu de acest consum anesteziant. Dar consumul nemasurat nu numai ca produce oameni urati, obezi si predispusi la boli datorate obezitatii dar implica si distrugerea artificiala a mediului pentru a furniza materiile prime pentru aceste nefolositoare produse. In civilizatia contemporana sclavia lui nu se mai face cu amenintarea armata ci cu controlul sufletului sau, cu otravirea constanta a mintii sale. In următoarea secţiune voi arata in detaliu acest proces si voi aduce cateva exemple de reclame in sprijinul celor afirmate.

Tema acestui articol se continua in urmatorul

Gabriel Baldovin