BARAN, P. - SWEEZY, P., The Quality of Monopoly Capitalist - Society - Culture and Communications

The Quality of Monopoly Capitalist Society: Cultu... about:reader?url=http://monthlyreview.org/2013/...
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TheQualityofMonopolyCapitalist
Society:CultureandCommunications
byPaulA.BaranandPaulM.Sweezy
ThisisahithertounpublishedchapterofPaulA.BaranandPaulM.
Sweezy,MonopolyCapital(NewYork:MonthlyReviewPress,
1966).Thetextaspublishedherehasbeeneditedandincludes
notesbyJohnBellamyFoster.Thestyleconformstothatoftheir
book.Partoftheoriginaldraftchapter,dealingwithmentalhealth,
wasstillincompleteatthetimeofBaransdeathin1964,and
consequentlyhasnotbeincludedinthispublishedversion.Forthe
largerintellectualcontextseetheintroductiontothisissue.
Thecultureofasocietyincludestheeducationofitsyoung,its
literature,itstheater,music,theartsinshortwhatevercontributes
tothetrainingandrefinementofmind,tastes,andmannersthe
intellectualsideofcivilization.iToinquirefurtherintothecultureof
monopolycapitalism,wehavehereselectedforattentiontwoareas
whichofferalargerbodyofspecializedresearchandwhichwe
judgetobedecisiveforthequalityofcultureasawhole:book
publishingandbroadcasting.Thesearebothnowbigbusinesses,
andtheythereforedemonstratethestrikingextenttowhichculture
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hasbecomeacommodity,itsproductionsubjecttothesame
forces,interests,andmotivesasgoverntheproductionofallother
commodities.
Thedevelopmentofbigbusinessintheculturalfieldhasofcourse
beenpossibleonlybecauseoftheenormousincreaseinthe
productivityoflaborunderadvancedcapitalism.Inearliertimes
culturewasthemonopolyofatinyminority,whilethevastmajority
hadtoworkmostoftheirwakinghourstokeepbodyandsoul
together.InEngland,aslateasthenineteenthcentury,
onlytherelativelywelltodominorityofthemiddleclass,the
merchants,bankers,professionalmen,manufacturers,andsoon,
couldspendfulleveningswiththeirfamiliesandtheirbooks.Inthe
lowerlevelsofthatclass,mostspentlonghoursattheirwork,small
employersandoverseerskeepingaslonghoursastheirworkmen.
Retailtradespeople,amillionandaquarterofthembythe1880s,
wereintheirshopsfromsevenoreightinthemorninguntiltenat
night,andonSaturdaysuntilmidnight.Forskilledandunskilled
laborers,theworkingdaywassolongduringthefirsthalfofthe
centuryastobeanationalscandal.Hundredsofthousandsof
minersandfactoryandmillhandscrepttotheiremployment
beforedawnandemergedaftersunset.Thefourteenhourdaywas
commonplace,andthesixteenhourdaywasnotrare.ii
Underthesecircumstancesthemarketforculturewasnecessarily
infinitesimal,andpopulareducation,totheextentthatitexisted,
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wasconfinedtoimpartingknowledgeneededfortheefficient
performanceofwork.Reformers,understandingthis,focusedmuch
oftheirenergiesonthestruggleforashorterworkerday.Only
whentheworkerhadsomefreetimeofhisowncouldhehopeto
improvehismindandfithimselfforfullparticipationinthelifeof
society.Butasheacquiredmoreincomeandmoreleisure,the
fruitsofrisinglaborproductivity,theworkersurelywouldbeableto
claimhisrightfulshareintheintellectualsideofcivilization:such
wasthepromiseofdevelopingcapitalism.
Theactualcourseofeventshastakenadifferentturn.Rising
incomesandshorteningworkdayshaveindeedbeenaccompanied
byacommensurateincreaseintheproductionandconsumptionof
printedmatter,drama,music,cinema.Butthisvastincreasein
quantityhasbeenaccompaniedbyanequallyimpressivechangein
qualityachangeingeneralfortheworse.Asthecultural
industrieshavemovedfromhandicrafttomassproduction,they
havefallenundertheswayofcorporatebusiness,whichhas
learnedthatonewaytomakemaximumprofitsistocultivateand
catertoallthefrailtiesandweaknessesinhumannature.Theresult
isaculturaloutputwhichhasturnedintoitsopposite.Insteadofthe
trainingandrefinementofmind,tastes,andmanners,wewitness
thediminutionofmind,thedebasementoftastes,andthe
brutalizationofmanners.
II
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Theprideofplaceamongculturalmediahastraditionallybelonged
tobooks.Forlongcenturiesmanuscriptbooksweretherepository
ofmansknowledge,andthechiefmeansbywhichitwaspassed
onfromonegenerationtothenext.Sincethediscoveryofprinting,
bookshavemadethefruitsofcivilizationaccessibletoeverwider
strataofthepopulation.Whilebookshavetodaybeenreplacedby
newspapersandperiodicalsasthepredominantformofreading
matter,andwhiletheirtraditionalfunctionshavebeenpartlytaken
overbyrecords,film,andtape,theystillretainaplaceofunique
importanceinsocietysculturalapparatus.1Andthequantityand
qualityofbookswritten,published,andreadinasocietycan
certainlybetakenasreliableindicatorsofitsculturalcondition.
Inwhatfollows,wedonotclaimtoexamineallaspectsofthebook
businessintheUnitedStates.Weexcludetextbooks.Theyarean
integralpartoftheeducationalsystemandnecessarilyreflectits
characteristicsandrequirements.Wealsoexcludescientific,
technical,andscholarlybooks:thepublicswhichtheyreachare
smallandhighlyspecialized.Finally,welargelyneglectthe
segmentofliteraryoutputwhichmanypeoplemistakenlythinkofas
themainpreoccupationofpublishers:seriousworksoffictionand
nonfiction,addressedtothegeneralreadertradebooksisthe
publishingterm.Accordingtothe1958CensusofManufactures,
adulttradebookswereonly4.2percentofallbookspublishedthat
yearandaccountedfor7percentofallreceiptsfromsaleof
books.iiiAndthepublicwhichbuysthesebooks,apartfrom
librariesandinstitutionsofvariouskinds,isaverysmallsegmentof
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thepopulationevenofthebookbuyingpopulation.ivClearly,
booksinthiscategoryarenotboughtbyandhavelittleinfluenceon
thevastmajorityofAmericans:asindicatorsofsocietyscultural
conditiontheyhaveamarginalsignificance.2
Inoursociety,asinothersocieties,thereareofcoursewritersof
independenceandintegritywhoarecreatingworksofart,
sometimesofthehighestquality.Justassomepeoplemanageto
acquireagoodeducationinspiteoftheeducationalsystem,so
thereareauthorswhoproducegoodbooksinspiteofalltheforces
andpressuresworkingagainstthem.Inneithercase,however,is
thenumberlarge;and,inrelationtothesizeoftheliterate
population,thereareprobablyfewerindependentliteraryartistsof
thefirstrankintheUnitedStatestodaythantherewereahundred
yearsago.Thereasonforthisiscertainlynotanydeclineinartistic
potentialbutsimplythatseriousartdoesnotpay.Unlesshehas
independentmeansorispreparedtoliveinpovertywhichis
doublyhardinanaffluentsocietytheartistiseitherforcedtosell
histalentsbywritingfortheslickmagazines,themovies,TV,and
radio,orelsetoseekrefugeintheshelteredlifeofacollege
teacherwhichnotoriouslyfailstoprovidetheatmosphere,the
scopeofexperience,andthefreedomessentialtocreativework.
ErnestvandenHaagputsthepointinanutshell:Oursocietymay
nottreatthecreatorofgreatworksofartmuchworsethanhewas
treatedinthepast.Butwetreatthecreatorofpopularartsomuch
betterthattheinducementbecomesalmostirresistible.Therewas
nosuchtemptationinthepast.v
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Onefurtherpoint:mostseriouswriterstodayreflectaprofound
senseofdisillusionmentwithAmericanreality,andtoooftena
senseofdespairaboutthefuture.Inthemindsofthecountrys
artists,theAmericandreamhasturnedintoanightmare.
ThisnegativeviewofAmericansocietyisnotconfinedtofiction.
TherewasaperiodaftertheSecondWorldWar,whichC.Wight
MillsaptlycalledtheAmericanCelebration,whenselfcritical
literaturewasdistinctlyoutofstyle.Butinthelastfewyears
commentatorsontheAmericanscenehavebeenincreasingly
turningtotheworkofexposurewhichwascarriedonbythe
muckrakersbeforetheFirstWorldWarandbyavarietyofsocial
criticsduringthe1920sand1930s.Thisliteraturecontradictsthe
widelyheldbeliefthattheUnitedStatesisthekindofconformist
societywhichbrooksnocriticism.Onthecontrary,itisthekindof
conformistsocietyindeedperhapstheonlyoneofitskindwhich
revelsincriticism.Thisisnotbecauseofsomemasochisticstreak
intheAmericancharacter.Rather,whentheeconomyfaltersand
socialillsstandoutevermoreglaringly,thepublicationofworksof
socialcriticismisnotonlygoodbusiness,itcanalsoperforma
profoundlyconservativefunction.viCharlesPoore,inarecent
review,describedthisfunctionwithprecision:
ThecharmoftheswarmingnewbookslikeMr.Hoytsisthatthey
somehowcreateillusionoutofdisenchantment.Theygiveusthe
feelingthatifabsurditiesandinequitiesarepresentedtous
forcefullyandfrequentlyenough,thoseplagueythingswillgoaway.
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Weallcould,sotospeak,justsittherereadingthebookswhile
otherpeoplecopedecisivelywiththeailmentsofavulnerable
society.vii
ThekindofsocialcriticismwhichfindsfavorwithAmerican
publishersisessentiallyaquietisticliterature,stressingevilsbutnot
seekingtheircausesinthestructureofthesocialorder.Human
nature,theAmericancharacter,industrialismtheseandotherreal
orimaginaryfactorsareheldresponsibleforwhateveriswrong.But
nevermonopolycapitalism.Thereaderisthereforetold,explicitlyor
implicitly,thatnothingcanbedoneaboutit,orthatsafelysuperficial
reformswillbringimprovement,orthatweshouldresolveinthe
futuretobevirtuouswhereinthepastwehavebeenwicked.In
anycase,thestatusquoisfortified,themoresobecausethe
exposureofevilsandtheairingofgrievancesactasasortofsafety
valveforwhatmightotherwisebecomeexplosivepassions,and
becausetheveryprevalenceofsuchcriticismproveshowliberal
andopenandprogressiveoursocietyis.Butgenuinelyradical
socialcriticism,whichconcentratesonlayingbaretherootsof
socialevils,istabooamongAmericanpublishers.viii
III
Thebookbusinesshasundergoneatremendousexpansionsince
theSecondWorldWar.Booksarenoweverywhereinpeoples
pocketsandlivingrooms,inmailordercatalogues,drugstores,and
supermarkets.Between1950and1962,thenumberoftitles
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published(newandreprinted)doubledfrom11to22thousand;and
theshareofdisposableincomespentonbookswhichwas0.37
percentin1957(thesameasin1929),roseto0.45percentin
1961.ix
ThetotalquantityofbookssoldintheUnitedStateshasthusmore
thandoubled,butthatofpaperbackeditionshasmultipliedeight
times.Atthepresenttimepaperbacksconstitutethebulkofall
booksproducedinthecountry.Andthebulkofthatbulkisin
socalledmassdistributionpaperbacks.Thewordbookreferstoa
differentobjectfromfiftyyearsago;andthesechangesreflectin
turn(andpartlyalsocause)afarreachingtransformationofits
contentsandthepartthatitplaysinsociety.
Inthecourseofthiscentury,andinparticularsincetheSecond
WorldWar,Americanpublishinghasundergoneadrasticshakeup.
Althoughitisamisleading,idyllicviewofthepasttosaythat
traditionally,publishinghouseshavebeensmall,familyowned
firmswhoseproprietorswerereallyliterarypatrons,muchmore
interestedincultivatingtalentthaninoperationinabusinesslike
fashion,itisneverthelesstruethatpublishinghaslongsince
passedintothehandsofmorefranklycommercialminded
people.xIndeedtheproductionofbooks,likeothercommodities,
hasbecomehighlyconcentrated,withthefieldincreasingly
dominatedbyarelativelysmallnumberoflargecorporations.In
1958,the50largestcompaniesaccountedfor69percentofall
bookshipments.xiSincethenfailuresandmergershavebeen
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sweepingtheindustry:mergersincreasedfromanannualaverage
of3.5in19481955to10.8duringtheyears19561960.Attheend
of1961,therewereonly18publishingfirmsinthemassdistribution
fieldasagainst82sevenyearsearlier.xii
Despiteallthisconcentration,bookpublishingstillremainsahighly
competitivebusiness.Althoughitmightseemthateverybookisa
uniqueproductmeetingwithratherinelasticdemand,thisisreally
soofonlyafewbooksandanarrowmarketmadeupoflibraries,
institutions,andwelltodoindividualswhoarelittleinfluencedby
priceconsiderations.Thegreatmajorityofbooksarepossible
substitutesforeachotherandalsohavetocompetefiercelywith
otherreading(newspapers,magazines,digests),otherformsof
recreation(movies,TV,radio,spectatorsports)andalsoalternative
waysofspendingorsavingmoney.Pricesofmassdistribution
booksmustthereforebecloselycalculated,andtheyremainona
low,competitivelevel.Atthesametimetheemergingoligopolistic
characteroftheindustrymanifestsitselfinthefactthatpricesfor
eachclassofbookarefullystandardized,withthestandardsbeing
wellobservedthroughoutthetrade.
Allthisputsbookpublishingintoatightsqueeze.Itscostshave
beenrisingfasterandprofitmarginsfalling.Inordertomaintain
profitvolumeithasbecomenecessarytoraisesharplythe
minimumacceptablesizeofanedition.BennetCerf,referringto
tradebooks,wrotein1947thatthebreakevenpointfora
publisherusedtobe2,500to4,000copies[ofanynewbook
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printed];nowitis10,000.xiiiAndmorerecentlyithasbeen
reportedthatonlybyselling15,000copiescanatradebook
publishermakeanassuredprofitonanewtitle.Eventhesefigures
wouldseemtriflingtoamassdistributionpublisher.Inthatfield
150,000copiesareconsideredtobeaminimumbreakevenpoint,
withastrongtendencyforthisfloortomoveup.xiv
Allthishasgivenaneverincreasingimportancetosubsidiary
rights.Theserelatetoserializationinmagazines,distribution
throughbookclubs,translation,anduseinthemovies,television,
radio,andthelike.Ithasbecomeincreasinglydifficulttopublisha
bookprofitablymerelyonitstradesalesandmoreandmore
publishersarefindingthatabookwhichwouldhaveshownaloss
otherwisehasbeenmadeprofitablebythesaleofsubsidiary
rights.xvAlthoughsuccessfulwriters,ormoreoftentheiragents,
areincreasinglyadeptinexcludingorlimitingpublishers
participationinprospectivefilmroyalties,thoseandotherpotential
subsidiaryrevenuesplayafrequentlydecisivepartinthe
publishersdecisionsconcerningbookmanuscripts.xvi
Thiscompellingnecessityforlargeeditions,theurgentconcern
withsubsidiaryrights,andtheevermorepronouncedbigbusiness
structureofthepublishingindustrynotonlyinfluencedecisivelythe
numberandpricesofbookspublished.Theyexercisealsoa
profoundimpactonthenatureofwhatisbeingpublished.Ithas
becomeimperativetoproducematerialwhichwillattractaswidea
publicaspossible.Herethemotivationsofthemodernpublishing
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giantareessentiallynodifferentfromtheoldfashionedsmall
publishingfirm:tomakethelargestpossibleprofit.Whathas
changedistheframeworkandthedegreeofrationalitywithwhich
theprofitobjectiveispursued.
Thesmallbookpublisherofoldwastypicallyseekingtosell
expensivebookstoasmallpublic.Thelargepublishingconcernof
todayistypicallytryingtoputcheapbooksonaverylargemarket.
Thesedifferentobjectivescallfordifferentmethods.Thesmall
publishercouldexpectbooksthathelikedtobealsolikedbythe
public.Personaltastesandjudgmentshelpedtodeterminehis
choice.Decisionsinalargerpublishingcorporationtoday,asforall
otherlargescalecorporatebusiness,arecarefullythoughtout
undertheoverridingprincipleofSafetyFirst.Thereislittleroom
forhaphazardinvestments,forexperimentation,forgamblingon
manuscriptsmerelybecausetheyhavearousedtheinterestofan
individualexecutiveoreditor.Thematerialtobeinvestedinisnow
selectedbyboardsofexpertsrepresentingsuchdepartmentsas
sales,production,subsidiaryrights,andpublicrelations.Abook
cannomorebejudgedsolelybyitsmeritsthancannextyears
automobilemodel.Itmustbeconsideredintermsofthemarketa
marketwelldefined,clearlyvisualizedinrelationtoothermarkets,
andscientificallyexplored.Theproductmustbestandardized,
adjusted,andqualitycontrolled.Asaresult,whatmaybecalleda
setofunwrittenruleshasemerged.
First,thepublishedmaterialshouldavoidantagonizinganyclass,
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stratum,geographical,orreligioussectionoftheprospective
readership.Ifgivingoffensetosomegroupistoberisked,itshould
bedoneonlyifthenumberoftheoffendedissmalland
overcompensatedbythenumberofthosegratified.Books
expressingviewscontrarytowidelyheldreligioussentimentswill
bediscriminatedagainst,whilebookswallowinginrape,murder,
andmayhemwillbeperfectlyacceptable.
Second,severeselectivitymustbeappliedtotheissuesthatmay
bediscussed.Controversyaboutsomeisadmissibleandeven
desirable;itincreasesthesalesappealofthebook.Problemsof
sex,psychology,andlatelyofracerelationsareokay,justsolong
astheyinvolvenodirectattackontheactualbasicstructureofthe
economicandsocialorder.
Third,preferencewillnaturallybegiventoauthorswhosefame
providesadvanceassuranceofalargemarket.Butthefameof
mostmassdistributionauthorshaslittletodowithliterary
distinctionandverymuchtodowithpublicityandaknackfor
cateringtothemassmarket.Publicityinturnismanufacturedby
massmedia,andobviouslynowriterwithradicalviewswillbebuilt
upbymagazines,newspapers,radio,andtelevision.Thusthe
premiumplacedontheauthorsfametendstoprecludedealing
withtouchysubjectsandantipathytotouchysubjectsfacilitatesthe
achievementoffame.xvii
Thefourthruleistokeepasharpeyeoutforwhateversucceeds
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andimmediatelytoimitateit.Justasinthegarmentindustrynew
stylessweeptheentiretrade,sosuccessfulbookssetfashions
whichallpublishersareeagertofollow.
Itwouldbeoftheutmostinteresttofollowthroughthechanges
whichthesespecificationsunderwentintheageofmonopoly
capital.xviii3Allwecandoatthispointistodrawattentiontothe
vastincreaseofthepartplayedbypublishersrulesand
specificationsinthegenesisofthecontemporaryworkoffiction.xix
Thisquantitativechangetransforms,however,theveryqualityof
theworkitself.Withthewriterbecomingmoreandmore
pronouncedlyanemployeeofthepublishingcorporationandhis
independenceturnedincreasinglyintoasham(justasthatofa
smallbusinessman)andwiththeresultsofthepublishersmarket
andmotivationresearchandtheconsequentdecisionsofeditorial
boardsdeterminingthecontentsofthedirectivesunderwhichhe
operates,itbecomesfutiletolookattheoutcomeofthis
manufacturingprocessfortheexpressionoftheartistsviews,
insights,andconvictions.Ironically,thematerialcominguponthe
marketdoesnotevennecessarilyconveythesentiments,notions,
andcreedsofthemembersoftheteamswhosebusinessitistoput
togethermarketablecopy.Itindicatesratherwhattheseteamson
thebasisoftheircollectivedeliberations,investigations,and
hunchesestimatetobethekindofreadingpeoplearelikelytogo
for.
Theobservanceofthesegeneralrulesleadstoprogressive
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uniformityofliteraryoutput,anevermorepronouncedlossof
identityintheindividualbook.Thisclearlyincreaseselasticityof
demanditbecomesincreasinglyimmaterialtothebuyerwhichof
themanybookscrowdingthemarkethewillreadwhilesittingin
someplaceorridingsomeplaneandintensifiesthecompetitive
pressuresinbookpublishing.Andyetnosinglepublisherdaresto
breakthegeneralrulesnorcantheyallgettogetheranddecideto
bedifferent.Themosttheycandoistoamendandadjustthe
rulestomeettherequirementsofparticularmarkets.
Sometimesthepublisherevencircularizesaselectedmailinglist
withabrochurewhichdescribesthemeritsofanew,great,and
unprecedentedwork.Heofcoursedoesnotsaythattheworkisnot
yetwritten;sofaritismerelyanideaofthepublisher.Butifthe
numberofordersissatisfactoryawriterwillbecommissionedto
composethenecessarycopy.Herethebookascommodity,
manufacturedtosuitthemarket,iswhollyunmistakable.
Inthemassdistributionmarket,alltherulesarescrupulously
observed,exceptthattheauthorsinvolvedneednotbecelebrities.
Forsaleablewares,whatisrequiredismaterialmadebythemost
promisinguptodateformula,withagoodprospectofbecominga
bestsellerandyieldingsubstantialsubsidiaryrevenues.Although
knownwritersareofcoursefavored,novices(andghostwriters)
alsohaveachanceprovidedtheycomplywiththerulesand
fashions.xx
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Fictionwrittenforthemassdistributionmarketisnotthereforethe
expressionofanartistsapprehensionofindividualandsocial
existence;itis,asElmerDavissays,notwhatsomebodywanted
towrite,butwhatsomebodyelsewantedtogetwritten.
Nevertheless,thestudyofthisoutputcanthrowmuchlightonthe
natureofprevailingconcepts,creeds,andattitudes.xxiButwemust
shiftouranalyticalfocus;insteadoftryingtograspandinterpretthe
messageofthewriter,wemusttrytoweighandinterpretthe
relevantstatisticalanddescriptiveinformationaboutthosethemes
whichpublishers,theiremployees,andtheirauthorshavefound
commerciallyworthtreating.
OnechiefsourceofinformationistheworkofAlicePayneHackett,
60YearsofBestSellers,18951955.xxiiOfcoursethebestseller
ofalltimesinthiscountry,mostcertainlythebestinthe
midtwentiethcentury,istheBible.Theaverageyearlysalesofthe
unabridgedtextreachsome7millioncopies.Inaddition,more
religiousfictionandnonfictionhavemadethebestsellerliststhan
anyotherkind.Thisisbutoneaspectofwhathasbeencalleda
greatreligiousboomsincetheSecondWorldWar.Between1940
and1960,churchmembershiphasgrownfrom49percentofthe
populationto64percent,andoutlaysonnewchurchbuildingsrose
from$126millionin1947to$805millionin1961.xxiii
Thenationisfullofconfusedpersonswhofeelthatthereis
somethingwrong,somethingdeeplyunsatisfying,aboutthelives
theyarelivingbutwouldhavetroublesayingwhatitisandeven
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moretroublediscoveringwhattodoaboutit.Thesearethepeople
whoarenotyetbadlyenoughdisturbed(orwealthyenough)tobe
readyforapsychoanalyst,buttheyarefrustrated,depressed,have
afeelingthattheyhavebeenvictimizedbylifeandsomeofthem
areonthewaytoacrackup.xxiv
Butthegreatbulkofthereligiousliteraturewhichthesepeoplebuy
candolittletoclarifythecausesoftheirmiseryortosuggesta
moreintelligentapproachtotheirinnerandouterworlds.Solipsism
andmysticismaredominantthreads.Thereisfrequentstresson
theviewthatthoughtisthehighestrealityandmattereitherillusory
orsubservienttothought.Andwecansaywithveryminor
qualificationsthatbasiceconomic,political,andculturalformsare
notinvokedashavingabearinguponthefortunesoftheself,orin
combinationwithotheragencies.Manscarcelylivesinasociety
orcultureatall.xxvMateriallikethis,farfromimproving
understandingandmentalwellbeing,effectswhatmightbecalled
literarylobotomy.
Aprofoundstateofpsychicmalaiseunderliesthedemandforthis
sortofliteraturewhichalsoservestheinterestsofthe
Establishmentinmorewaysthanone.Anadvertisementfor
NormanVincentPealesThePowerofPositiveThinking
admonishesexecutivestogivethisbooktoemployees.Itpays
dividends!Asatisfiedcustomerisreportedtobesayingthatthe
bookhelpedtoquietthecomplaintsofhisemployees,increasing
theirenthusiasmfortheirfirm.Salesmenhaverenewedfaithin
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whattheysellandintheirorganization,andtheofficestaffexhibits
greaterefficiencyandamarkedreductioninclockwatching.xxvi
NowonderthesaleofPealesbook,andotherslikeit,hasbeen
swelledbybulkpurchasesbybigcorporationsforfreedistribution
amongtheiremployees.
CookbooksnexttotheBibleandbooksonreligious
subjectshavesoldbestandmostconsistentlyinthenonfiction
fieldsince1895.Andnextcomesthevastmarketforfiction,where
crime,detection,andmysterystoriesaretheleadinggenre.The
quantitativeleapinthismarkethasbeenspectacular,withcurrent
salesnumberingsomethinglikea100millioncopiesayear.And
eventhisquantitativerevolutionhasbeenaccompaniedbya
qualitativetransformationinthematerial.
Theclassicdetectivestoryisanexerciseinlogicandinference
designedtouncoveracriminalactusuallyamurder,thoughit
mayalsobeagemtheft,orsomediplomaticorbusinessintrigue.
Fortheplotahighlyrational,uncannilycleverdetectiveputs
togetheraseriesofimprobablelookingcluesandbitsofevidence
toclinchsomeingeniousexplanatoryhypothesis.Theheros
extraordinarypowerofcorrectreasoningmaybeunderscoredby
juxtaposingtohimamoreslowwittedcharacter,whosebungling
helpstoobscuretheissuesanddrawredherringsacrossthetrail.
Theclassicdetectivestorythusreflectsthespiritofpartial
rationalitythatwascharacteristicofbourgeoisthoughtinthe
nineteenthcenturyitmaybesaidtoeffectaneattranspositionof
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thespiritandmethodsofdoubleentrybookkeepingintotherealm
offiction.
Thisisindeedaworldapartfromthedetectivestorythatnow
dominatesthefieldtoday.Theemphasishasnowshiftedfromthe
virtuosoperformanceofthedetectivetothecrimeitself.Theactof
murderwithallthedetailsisnowcarefullydescribed;andthe
trackingdownoftheperpetratorsisaccomplishednotbypatient
pursuitofcomplicatedleadsbutbyhaphazardaction,torture,and
brutality.Thedetectiveisnolongertheservantofjustice;heis
investigator,judge,andexecutionerallinoneperson.Mike
HammeristheleadingcharacterinMickeySpillanesproductions,
sixofwhichbelongtothefirstfifteenbestsellingbooksofthe
twentiethcentury.xxviiAndMikeHammerisinessenceastupid
andamoralsadistwithawhollyinordinateappetiteforliquor,
women,andviolence.Hisprofessedmottoiskill,kill,kill,kill!He
beats,maims,andshootsinthestomachmenandwomeninmany
caseswhohavenothingtodowiththeoriginalcrime.xxviiiThe
destructionoflife,thelustforcarnagearedescribedwithgusto;
andthetremendoussuccessofthesesubhuman,orindeed
antihuman,worksfullyjustifiesChristopherLaFargesquestion:
Whathascometoourcountrythatitcansupportandapplaud
theseattitudestowardourcommonlifeasacountry?xxix
Thereisaparallelismbetweenthedevelopmentofthedetective
storyandthatofthemassdistributionnovel.Intheworkofany
authenticartist,thestorycruciallyimportantasitis,isnotanendin
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itself.Itservesasameansfortherepresentationofindividualand
socialconflicts,ofhumanpassion,joy,andsuffering.Andtheartist
ofthefirstrankdoesnotimposehisownworldoutlook,hisanalytic
andinterpretivework.Hischaractersspeakforthemselves;their
actions,theirwords,theirgesturesreflectandconveyhisviewof
reality,histhoughts,andhisinsights.Butjustasthenubofthe
moderndetectivestoryisthephysicaldescriptionofcrimeand
violence,sotheheartofthecontemporarymassdistributionnovel
isaminuteaccountoftheheros(frequentlyimprobable)overt
behavior,withoutanyattemptatthediscovery,elucidation,and
comprehensionoftheunderlyingcausesandmotivations.The
purposeismerelytothrill.
ThisfictionalmaterialdiffersfromSpillaneonlyinlengthand
structureratherthaninaestheticqualityorinintellectualandmoral
orientation.Itisintendedtoprovidetheconsumerwith
entertainment,suspense,andexcitement,andcalculatedtotitillate
thesenses.
Thecoverofoneoffersfor95centsarealistictough,ruthless,
outspokennovelofmenandwomenwhoalwaystakemorethan
theygive.Itisfilledwithsinandsuccessasthesharplydrawn
characterssearchendlesslyforloveandpower,todominateothers
evenattheexpenseofselfdestruction.Anothervolumeat75
cents,announcesthatthebedroombehaviorofanymphomaniac,
aninhibitedintellectual,afrigidwife,afatherdominatedbride,an
adulteress,andanaggressivecareerwomanisexaminedinthis
19 de 36 28/07/15 16:54
adultnovel.Andathird,somewhatthinnerandthereforeonly50
cents,tellsusthatSEXspinstheplot,andpromisesanoholds
barredaccountofsininsuburbia.xxxTheseexamplescouldbe
multiplied.AlbertVanNostrandhasexamined302titleswhich
appearedduringthelasttwentyyears:
Justseventyoneadjectivesdescribeallofthesebooks,butbya
decliningratio.Therearefortynineadjectivesonthefirsthundred
covers(arrangedalphabeticallybytitle),seventeennewoneson
thenexthundred,andonlyfivenewadjectivesonthecoversofthe
restThesenovelsaremoving,brilliant,dynamic,and
compelling.Theyaregripping,graphic,andfascinating.They
areemotionchargedandbloodstirring,andoccasionallydrum
tight.Theyareaboutequallycompassionateandbrutal;and
someoftenthelessexpensiveonesareboth.Theyscoreby
beingmerciless,stinging,biting,orfearless.Andtheyspeak
outtoo.Butforeveryoutspokennovel,seventeenarefrankand
threeareutterlyfrank.Thesubjectofthiscandorisvariously
bawdy,daring,intimate,racy,stark,andunnatural.
Searchingforanewsensation,onepublisherevenlabeledthe
contentsofhisbookturgid!whichiscertainlybeingutterly
frank.xxxi
AnnouncingabookcalledMcCaffery,theadvertisementstatesthat
thisisasensationalnewnovelaboutafuriousyoungmanwho
burnsawayhispovertyandhispastbyplungingintoalifeof
depravity:
20 de 36 28/07/15 16:54
HeisMcCaffery,bright,goodlookingandgiftedwithacertainfatal
charm.OnedarknighthemovesfromatenementinNewYorks
YorkvilletoaplushGreenwichVillagebrothel.Intheoldest
profession,heisaninnovator.NoactistoosordidforMcCaffery,
nowealthywomantoooldortoofat,nomalecustomertoo
demanding.ThenaremarkablemannamedBentleysuave,
sophisticated,unnaturalintroducesMcCafferytogenuineluxury
andhorror.McCafferylivesinhispenthouse,learnsthesavage
ritesofperversion,attendsthepartieswherethirtypeoplemake
thirtykindsoflove.Hefindshimselfsinkingintoawellof
decadencesodeepthatonlythemostviolentcrimecansavehim.
McCafferysstoryisaterrifyingjourneyalongtheedgeofdisaster
tothebeginningsofwisdom.Thisisrawbook.Itdealswiththe
degradationofsexinoursociety,andisoneofthemost
controversialnovelsofrecentyears.LadyChatterlysLover,for
readersoldenoughtoknowwherebabiescomefrom,isreallya
dullbook.NobodycansaythataboutMcCaffery.xxxii
Tobesure,highpressuresalesmanship,mendaciousadvertising,
andthepeddlingofworthlessandharmfulproductsisnotuniqueto
thebookmarket.Butitdoesreflectasteadyandmethodical
debasementofthebookitselfoverthelastfewdecades.
Transferringtothesaleofbooksthemethodsusedinmarketing
sexapparelandcosmetics,liquorandcigarettesandnostrumsof
allkinds,underminesallrespectforliterarywork,andannihilates
thebookasaculturalmedium.Nordoesthisapplyonlytotrash.
Respectableorevengreatworksofartchangeintheprocesstheir
21 de 36 28/07/15 16:54
impactandtheirfunction.Beingmadetopromisewhattheycannot
deliver,beingpresentedassomethingtheyneverintendedtobe,
theynotonlydiscreditthemselvesintheeyesofthereader,but
stronglyinfluencehisattitudetowardsbooksingeneral.Literary
worksarenotconfrontinghimassourcesofinsight,andaesthetic
enjoyment,asdocumentstobeappreciated;theyarestridently
marketedascheapmeansofeasyentertainment,ofvicarious
experiencetobeskimmedthroughfortheexcitingpassages
dealingwithcrime,sin,andsex,andthentobethrownawaylike
thedailynewspaperorthewrappingonacakeofsoap.
Theverytermbookisscarcelyapplicabletomuchofthe
tremendousoutputofcomicbooks.In1958itwasestimatedthat
some600millioncomicbooksweresoldthroughouttheUnited
Statesannuallythisinadditiontothenewspapercomicstripsthat
areseenbymorethan100millionAmericanseveryday.xxxiii
Betweentheagesofsixandeleven,95percentofboysand91
percentofgirlsbuycomicbooksforasteadyreadingdiet.Between
twelveandseventeen,thefigurefallsto87percentofboysand81
percentofgirls.Betweeneighteenandthirty,itisdownto16and
12Thesearesteadyreaders.Toestimatetheoccasionals,add
another13percentofmenand10percentofwomen.Inthe
recentwar,atthepostexchanges,thecombinedsalesofLife,the
ReadersDigest,andtheSaturdayEveningPostwereexceededby
comicbooksbyaratiooftentoone.xxxiv
22 de 36 28/07/15 16:54
Althoughviewsconcerningtheeffectsofthisintakeonbothadults
andchildrendifferwidely,thereisageneralagreementamong
seriousstudentsastotheintellectualhollowness,ideological
tendentiousness,andaestheticshabbinessofthisoutput.Evenone
writeramiablydisposedtowardthecomicsfinds:
Itdoesntseempossiblethatanythingsoraw,sopurelyugly,
shouldbesoimportant.Comicbooksareugly;itishardtofind
anythingtoadmireabouttheirappearance.Thepaperitslike
usingsandincooking.Andthedrawing:itstruethattheseartists
arecapableinacertainsense;thefiguresareusuallywelllocated
indepth,theygetacrossaction.Butthereisasoullessemptiness
inthem,anoutrageousvulgarity;andifyoudofindsomethat
seem,atleast,funnyandgay,theresthecolor.Ouch!Itseemsto
beanaxiominthecomicbookworldthatcolorwhichscreams,
shriekswiththestrongestpossiblediscord,isgood.Eventhese
aspectsofcomicbookartaremildanddullwhencontrastedwith
theessenceofit:thelayout,thearrangementofideas;andthat
goes,too,fortheideasthemselves.xxxv
Anotherstudentstatesthatcontentanalysisshowsthecomicsto
containahighdegreeofethnocentrism,conservatism,violence,
crime,andsex.xxxviHostilecriticsusetougherlanguage.In
February1955,aUnitedStatesSenateCommitteeInquiryon
JuvenileDelinquencyreportedthatcrimeandhorrorcomicbooks,
whichconstitutethemajorityofthetotal,offershortcoursesin
murder,mayhem,robbery,rape,cannibalism,carnage,necrophilia,
23 de 36 28/07/15 16:54
sex,sadism,masochism,andvirtuallyeveryotherformofcrime,
degeneracy,bestialityandhorror.xxxvii
Theonenegativelystrongpointinfavorofthecomicsisthatitis
notfairtosinglethemoutforspecialcondemnation.Formuchthat
hasbeensaidaboutthecomicscanbesaidwithequaljustification
aboutotherformsofprintedmatter,andaboutradio,television,and
otherculturalinstitutionsofoursociety.
IV
TheeconomicorganizationoftelevisionintheUnitedStatesmay
wellpresentthepublishingindustrywithwhatcouldbecalledthe
mirrorofitsfuture.Inthelate1950ssome540stationswere
broadcastingtelevisionprograms,buttheindustryasawholewas
alreadyatightlycontrolledoligopoly.Economicforces,political
manipulation,andtechnicalfactorshavecontributedtothe
concentrationofcontrolinthehandsofthreegreatcorporations.
Allbutthirtyfivetelevisionstationsarenowaffiliatedwithoneor
moreofthreenationalnetworkswhichservicethemwith
programmingandwhichselltheirfacilitiestonetworkadvertisers.
Eachnationalnetworkorganizationoperatesaradioaswellasa
televisionnetwork,ownsandoperateseighttotenradioTV
stations,servesasnationalspotrepresentativeforthosestations
andforsomeaffiliatestoo,producesliveandfilmedprograms,and
hasextensiveconnectionswithrelatedindustrieslikemotion
24 de 36 28/07/15 16:54
pictureexhibition,orthemanufacturingofradioTVsets,tubes,
transmitters,antennas,studioequipment,etc.xxxviii
Thetelevisionnetworkshaveadominantpositioninradioanda
powerfulinfluenceonHollywood;theyarealsocloselylinkedwith
thecountrysnewspapers.LeoBogartreportedin1958that164of
thecountrys502TVstations,or33percent,wereownedby
newspapers,orassociatedwiththem,andthenewspaper
affiliatedTVstationshaveover90percentofthenationsreceivers
withintheircoverageareas.xxxix
Howmuchtimeisspentlookingattelevisionandlisteningtoradio?
Whileestimatesvary,theyareintheneighborhoodofwhatone
carefulstudentofthesubjectacceptsasreliable:thetypicalTVset
worksmorethan5hoursaday(lessonweekdays,moreon
weekends),andontheaverageamanspends2hours,awoman
3,andachild4hoursadaywatchingthescreen.xlInaddition,
menspenddailysome11hours,andwomen12hours,
listeningtotheradio.xli
Thethreegreatnetworksarethemselvesessentiallybutprocessors
andagentsofadvertisers.Asthepresidentofthe20thCenturyFox
TelevisionPeterLevathes,putsit:Youvegottolookattelevision
realistically,aswhatitistoday.Thesponsorbuysashowtosellhis
product.ThatisthebasicpurposeofTV.Tosellsomeones
product.xliiTherearealtogetherapproximatelyfourthousandfirms
whoseproductstelevisionhelpstosell,buttenlargecorporations
25 de 36 28/07/15 16:54
accountformorethan35percentoftelevisionsadvertising
revenue,whiletenadvertisingagenciesareresponsibleforhalfthe
moneyspentonnationaltelevisionadvertisingnetworkand
spot.xliii
Inevitably,televisionprogrammingandthesituationissimilarin
radioisessentiallyunderthecontrolofthesalesdepartmentsofa
fewpowerfulcorporations.Theyhavenoconcernwiththe
promotionofculture,theyareinterestedinmaximizingsalesand
profitsbyreachingthewidestpossibleaudience.Theresultis
programswhichareultraconservativeandappealtothelowest
commonaudiencedenominator.xliv4
Aswithcomicbooks,therearesubstantialdifferencesofopinion
amongstudentsofbroadcastingabouttheeffectsofthese
programsonadultandchildaudiences;butallinformedobservers
outsidetheindustryitself,ofcoursearehighlycriticalaboutthe
generalleveloftheofferings.Thiswidespreadcondemnationof
televisionandradiocomesofcoursefromthosewhothinkthe
industryshouldbetryingtodomorethanprovidemere
entertainment,butitcomesalsofromthosewhoseonlyconcernis
toassessthequalityoftheentertainmentprovided.xlv
In1961,afterfourmonthsinoffice,theChairmanoftheFederal
CommunicationsCommission,NewtonMinow,declared:Iinvite
youtositdowninfrontofyourtelevisionsetwhenyourstationgoes
ontheairandstaytherewithoutabook,magazine,newspaper,
26 de 36 28/07/15 16:54
profitandlosssheet,orratingbooktodistractyouandkeepyour
eyesgluedtothatsetuntilthestationsignsoff.Icanassureyou
thatyouwillobserveavastwasteland.xlviOthercommentsarein
thesamevein.WalterLippmanaccusesthebroadcasting
companiesofdebasinganddegradingthemostpowerfulofall
popularinstitutionsofeducationandentertainment.xlviiOne
conciseverdictwaspronounced,ironicallyenough,byAlbert
Freedman,theproducerofthefraudulentquizshowwhichbecame
suchacauseclbrein1959:InthefieldofTVprogramming
saturatedwithmurderandviolence,itismyopinionthatthequiz
showsasentertainmentwereabreathoffreshair.xlviii
ThecomprehensiveBritishReportoftheCommitteeon
Broadcasting,1960thesocalledPilkingtonReportregisters
particularcomplaintsabouttheinclusioninBritishprogrammingof
materialproducedintheUnitedStates.Thiscriticismwasnotan
expressionofxenophobia,theauthorsoftheReportnote,buta
condemnationofthepoorqualityoftheproductandofthevalues
depictedbyit.AndtheBritishBroadcastingCorporationtoldthe
CommitteethatithadtorejectmanyAmericanwesterns,aspecies
whichaccountsforalargeproportionofourownTVfare,because
theycontainedexcessiveviolenceandsadism.xlix
Sadismandcrime,thelowleveloftaste,imbecilitytheseareonly
oneaspectofwhatiswrongwithtelevisionandradio
entertainment.Evenmoreimportantisthepersistentmendacityof
whatisbeingbroadcast.Ithasbeenarguedthatthephonyquiz
27 de 36 28/07/15 16:54
shows,onceexposed,willnotbepermittedtooccuragain.Thisis
reallybesidethepoint.Itisnottheparticularformofswindleand
deceptionthatisimportantbutthebasicfactthatitisswindleand
deceptionthatincessantlyfilltheair.
Thedominanceofthelieisnotconfinedtoexplicitadvertisements.
Theliealsopermeatesmostofthetelevisionday.Theworld
presentedonTVisnottherealworldwithitsconflictinginterests,
itsirrationalities,itstensions,butalsowithitsunendingstruggles
andtremendouspotentialitiesforbetterment.Itisanartifactwhich
conjuresupatendentious,utterlymisleadingimageofreality.As
onestudysaid:
Contentanalysesofdaytimeserials,TVdramas,shortstoriesin
popularmagazines,andotherentertainmentfeatures,consistently
revealedthatthedramasweretypicallyplayedoutinworlds
whereinthebestpeoplewerenativeAmericans,whereinconflicts
stemmedessentiallyfromindividualinadequaciesandveryrarely
fromsocialforces,andwhereinanydeviationfromculturally
unquestionablebehaviorledtocatastrophe.Filmsderivedfrom
bookswerefoundtypicallytoomitortemperanysocialcriticism
whichmighthavebeenintheoriginal,andtotightenthebondsof
poeticjustice.l
Andoneofthemoreconservativestudentsofmass
communicationsadds:
28 de 36 28/07/15 16:54
Therecanbelittledoubtaboutthatthedramaticfareofferedon
television(oneoftelevisionsmostpopulartypeofprogram,and
onewhichaccountsfornearlyhalfofthetotalservice)avoidsmany
legitimatedramaticthemes,characters,plots,situations,and
outcomes.Inthecategoryofdiscussiontherearedoubtlessmany
ideasaboutpolitics,religion,economics,race,andothersensitive
subjectswhichneverreceiveadequaterepresentationinthe
broadcastservice.li
Itwouldbewrongtosupposethatthisfactoryofdreamsmerely
transplantstheviewerintoanunrealfairyland,offeringhima
welcomeopportunityforrestandrecreationafteraharddayof
workandworry.Itratherpropagatesattitudes,emotions,and
conceptswhichbytheirveryincongruitywithreallifeaccentuatehis
senseofloneliness,bewilderment,andfutility.Bybefoggingthe
natureandthecauseofhissuffering,thebrainwashingprocess
carriedoutbytelevisionandothermassmediacontributestoa
cripplingoftheindividualsmentalandemotionalcapabilities.By
helpingtoinstillinhimaphantasmagoricimageofhisexistence,it
disarmshimbothonthesocialandtheindividualplane.Thus,
peoplemaynotonlylosetrueinsightintoreality,butultimatelytheir
verycapacityforlifeexperiencemaybedulledbytheconstant
wearingofblueandpinkspectacles.lii5
Andasthisshamdominatingtheworldofmasscommunications
becomesincreasinglytransparentthroughdailyconfrontationwith
reality,theindividualbroughtupunderitsincessantimpactcannot
29 de 36 28/07/15 16:54
butlosehisfaithinwhathereads,watches,andlistensto.Learning
fromchildhoodthatthemassmediaareforthemostpartpurveyors
ofswindle,hematuresbygrowingincreasinglycynicalaboutall
thepurportedvaluesandtruthsheisurgedtoaccept.The
knowledgethattheracketconstitutesthenormalwayoflifemerges
withtheimpotentfeelingWhoamItosaywhatisrightand
wrong?Peopleultimatelyreachtheattitudedescribedby[an
astutecritic]6:InmodernAmericansocietythereisasecret
understanding,sharedbyalmosteveryoneandobliquelyexpressed
bythemassmediaonlyintabloidsandexposmagazines,thatall
publiclifeandallpublicinstitutionsareafraud.Contemporary
societyitselfiswidelyassumedtobefixed.liii
Thissecretunderstandingrelatesalsotoprivateexistenceand
personalrelations.Itdiscountsascornyalltalkaboutthefamilyas
thesourceofharmonyandhappiness,itscornsassentimentalall
talesoflove,ityawnsatthemerementionofhonor,duty,solidarity,
anddevotiontoideas.Narrowinglovetosexualattraction,and
otherhumanrelationstopersonaladvantage,itunderminesthe
meaningofbothandhelpsdestroytheverycapacityforaffection,
sexualgratification,friendship,andsympathy,whichhavealways
beenthesourcesofbothhumansufferingandhumanfulfillment.
Theincreasingawarenessofthefalsehoodofwhatisconveyedby
societysculturalapparatusdoesnotresultinaheightenedsearch
fortruth,reason,andknowledge,butratherinthespreadof
disillusionmentandcynicism.Summingupanationalsurveyby
30 de 36 28/07/15 16:54
twelvereportersofLookafterthe1959quizshowscandals,oneof
themagazineseditors,WilliamAttwood,observedthatmoral
indignationisoutoffashion;itisntsmarttogetmad.Americans
donotseemtofeelanypersonalresponsibilityforimprovingthe
nationsmoralcondition.liv
Intheageofmonopolycapital,oflimitlessmanipulationofthe
individualintheinterestofcorporateprofits,thenotionsof
individualdignityandresponsibility,theconceptsoffreedom,
justice,andhonor,areoftenlittlemorethanobsoleteresiduesof
outlivedideologiesgeneratedbyearliersocialorders.Their
breakdowninthefaceofthenewrealities,however,doesnot
signify,assomehaveclaimed,theendofallideology,andthe
beginningofaneraofsoberscientificthinking.Itmarksratherthe
evolutionofoneideologicalstructureintoanother;thetough,
hardboiled,matteroffactdistrustofanythingresemblinganideal,
thedisdainforeverythingthattranscendstheimmediatelytangible
reality,thecynicalexposureofthehypocrisyoftheofficially
professedvaluesthisistheideologyofoursociety,theideology
ofmonopolycapital.
Itisthenatureoffalseconsciousness,whichwasEngelss
definitionofideology,tobenotmerelyajumbleofthoughts
unrelatedtoreality,butalsotoencompassapartial,biasedviewof
reality,halftruths,reflectingsomeimportantaspectsofitwithout
encompassingitstotality.7Andundermonopolycapitalismtheever
morewidelyheldconvictionthattheculturedispensedbymass
31 de 36 28/07/15 16:54
mediaisessentiallyalieconstitutesinitselftheprincipaltruth
graspedbysocietysconsciousness.Thespreadingtruththatno
oneindividuallycanputanendtothissystematizedstreamof
mendacityistheprincipalinsightthatseemstobedawningupon
thatmendacityscaptiveaudience.
Theapprehensionofthelieandtheproliferationofcynicism
stemmingfromitcaptureonlyhalfthetruth.Theotherhalfremains
foreclosed.Thatotherhalfrelatestotheexistingandexpanding
possibilitiesforadifferent,morerational,morehumanexistence.
Whiletheonlytasksworthyofsocietysculturaleffortwhetheras
intellectualpersuasion,aestheticexpression,ormoralappealare
toadvancepeoplesunderstandingofrealityandtowidentheir
viewoftheirpotentialities,theculturalapparatusofmonopoly
capitalismservesquiteoppositeends.Itaimstomakepeople
acceptwhatis,toadjusttothetawdryrealityandtoabandonall
hope,allaspirationforabettersociety.Unlesspowerfulsocialand
politicalforceshaltthisdrift,theconjectureofNormanMailermay
beborneoutbythehistoricalprocess:Nineteenthcentury
capitalismexhaustedthelifeofmillionsofworkers;twentieth
centurycapitalismcanwellendbydestroyingthemindofcivilized
man.lv
Footnotes
Endnotes
32 de 36 28/07/15 16:54
1. Theconceptoftheculturalapparatusandmore
particularlytheculturalapparatusofmonopolycapitalism
opensandclosesBaranandSweezysanalysisofcultureand
communicationsinthischapter.Forthehistoricaldevelopment
ofthiscategorywithinMarxismseetheintroductiontothis
issue.SeealsoPaulA.BaranandPaulM.Sweezy,Monopoly
Capital(NewYork:MonthlyReviewPress,1966),339.
2. BaranandSweezyhaddiscussedwhethertoinclude
elitecultureaswellasmasscultureatsomepointintheir
analysis,buttheydecidedintheendeithertoconfinethe
analysistothelatterorwouldhavemadethechangesinthe
finaldraft.OnDecember5,1962SweezywrotetoBaran:
SomewhereinQOS(2)[QualityofMonopolyCapitalistSociety
II]thereshould,Ithink,beadiscussionoftheeliteculturein
whichourintellectualsandwouldbeintellectualsplunge
themselvesartgalleries,Japaneseprints,hifi,foreignfilms
(andtheirU.S.imitators),andalltherest.Quantitativelyallthis
isbynomeansunimportant,andqualitativelysomeofitisno
doubtgoodtoexcellent.Butseeninitsrelationtothesystemas
awhole(whichisthewaywemusttrytoseeeverything),it
merelyemphasizesthelackofhumansolidarity(alsoreflected
inthecontentoftheeliteculture),thetornapartness,the
alienation,thefutility,thesicknessofthesociety.Idontknow
33 de 36 28/07/15 16:54
justwherethisbelongs,andperhapsyouhaveplansfordoing
somethingofthesortattheend.ButIthinkitisimportantthatit
beincluded,becausemanyofourreaderswillbeprecisely
thosewhoaremostaddictedtotheeliteculture(forwhichone
cannotblamethemsinceonehastodosomethingwithoneself)
andwillaccuseusofbeingunfairorpresentingan
unbalancedpictureifwedontdiscussit.Thediscussion
needntbelongandcertainlydoesnthavetodenounceoreven
criticize(infact,awonderfulcritiqueofmonocapsocietycould
bedevelopedviaacontentanalysisofeliteculture);thepoint
wouldbesimplytoputthethinginitspropersettingand
perspective.TothisBaranrepliedonDecember7,1962:Ido
haveinmindtosaysomethingabouteliteculture,buthavent
quitedecidedwhereandhow.Myfirstideawastoputitatthe
endofwhatyouhavereadsofar,butIthoughtthiswould
overloadthechapter,andIresolvedtoreturntoitinIS[The
IrrationalSystemtheconcludingchapterofthebook]
preciselybecauseIfeltthatitshouldbedealtwithinreference
tothesystemasawhole,itsconsciousness.QoSIandQoSII
aredirectedtowardsthestateofthepeopleinISIthoughtI
wouldtalkalittleabouttheideasoftheage.ThatswhyIdid
notrefertogoodbooksHemingway,Steinbeck,and
companyorgoodarts.Thisisperhapswrongbutitisnot
anomission;itisacommission.[Editorsnote:theellipses
precedingthisfinalsentencearetheauthors.Thesourceofthe
abovelettersistheBaranPapers,MonthlyReviewFoundation.]
34 de 36 28/07/15 16:54
3. Thisparagraph(includingthefootnotesassociatedwith
it)isanabridgedversionoftwolengthyparagraphsthatwere
deletedinthefinaldraftofthechapterpreparedbySweezy.In
theoriginaldraftbyBaranthefirstthreesentencesandthe
remainderoftheparagraphwereindistinctparagraphs
separatedbyillustrativematerial.Wehaveincludedthese
passagesfromthedeletedmaterialbecauseofwhatweregard
astheirimportancefortheoverallanalysis.
4. BaranandSweezyscritiqueofadvertisingwas
developedmorefullyintheirThesesonAdvertising(reprinted
inthisissue)andintheirchapteronTheAbsorptionofthe
Surplus:TheSalesEffort,inMonopolyCapital,11241.
5. BaranwasaclosereaderofAdornosworkand
consideredhisdialecticaldeconstructionofHuxleysBraveNew
World(andtheimplicationsofthisanalysisinrelationtoliterati
likeOrwellandKoestler)tobemasterful.SeePaulA.Baran,
ThePoliticalEconomyofGrowth(NewYork:MonthlyReview
Press,1957),29798;TheodorAdorno,Prisms(Cambridge,
MA:MITPress,1967),95117.
35 de 36 28/07/15 16:54
6. Thewordsanastutecriticherehavebeeninsertedto
replaceanameerrorinthedrafttext.
7. ThereferenceistoEngelss1893lettertoFranz
Mehringwhereheintroducesthetermfalseconsciousnessin
definingideology.BaranandSweezyheregivethisa
sophisticatedinterpretation,connectingittothegeneral
treatmentofideologybyMarxandEngelsinTheGerman
Ideology.SeeFrederickEngelstoFranzMehring,July14,
1893,inKarlMarxandFrederickEngels,Selected
Correspondence(Moscow:ProgressPublishers,1975),43337;
KarlMarxandFrederickEngels,CollectedWorks,vol.5(New
York:InternationalPublishers,1975),especially59,62.
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