The Appearance of Freedom
October 16, 2008 § 1 Comment
Now reading: Infinite Jest.
How could I neglect for so long the great discussion of the death of broadcast TV and advertising (p. 410-16)? It’s great, obviously, for the way it deals with advertising’s weird codependent, parasitic relationship with TV entertainment: how everyone claims to hate TV ads, and they can be so grating and omnipresent and obviously horrible that they even hurt the ratings of the TV shows on and around which they appear (strange: do ads appear “on” or “in” a TV show? why not “among,” or “through”?), but nonetheless they work no matter how much we claim to hate them. Exhibit A: the political attack ads everyone in the free world claims to hate, but which recur like clockwork in any remotely competitive well-funded race, because they work so much better than the positive ads we all claim to prefer. (I’m estimating 3/4 of all TV advertising I’ve seen for the past three months has been political — and I watch Simpsons reruns, football, and that’s about it — and just about the only positive ads I’ve seen have been Obama’s, and that’s only a quarter to a half of his ads. Here in NC, Kay Hagan and Elizabeth Dole are basically just flinging monkey feces at each other by now. )
So this is much like drug addiction (and, while I’m thinking mostly of the recipients of attack ads here, I can imagine McCain furiously rationalizing to himself about one last bender before he goes cold turkey and throws out all the attack-ad and character-assassination-consultant paraphernalia). But the really stunning phrase occurs in a footnote, in which the narrator pulls us out of Hal’s account to provide a more considered, wider perspective:
164. Granted that this stuff is all grossly simplified in Hal’s ephebic account; Lace-Forche and Veals are in fact transcendent geniuses of a particularly complex right-time-and-place sort, and their appeals to an American ideology committed to the appearance of freedom almost unanalyzably compelling.
Of course DFW (and that’s as close to straight-up DFW as we get in this book) would consider masters of marketing and advertising “transcendent geniuses.” He was often a rhetorical writer and they, as a group, are our rhetoricians, however we (or he) may feel about their motives or means.
“Almost unanalyzably compelling” “appeals to an American ideology committed to the appearance of freedom.” Well, yes. That’s a very large part of this book. The AA paradox — the way it works even when you don’t believe in it, and the way it seems to just replace one master with another — is part of that. This is the darkest aspect of that thread of the narrative: the thought that recovery is just a way of making it appear that you’re free, when you’re really just burying the old urges under layers of habit and repetition and willful recitation of how bad you’d once gotten. (But it works. And there’s the complication of the Higher Power, which Gately acknowledges that acknowledging this HP even if you don’t believe in it seems to work, and make you feel better. And the whole AA thing is immensely complicated.)
So there’s our cultural tendency to tell ourselves (in both ads and entertainments) that we have choice, are autonomous, can make that great life-changing moment or relationship or epiphany happen. But, behind that: the appearance of freedom, not freedom itself. Our ideology is not freedom itself — freedom is scary, and I’d agree with DFW here that we’ve more or less rejected it by this time in our history, if we ever actually embraced it — but its image. We have admitted that we do not know what’s best for us and will gladly accept a life of wildly proscribed activity, provided we’re kept safe and entertained. We’ll watch the TV so long as we appear to be watching what we want. We’ll pick from two candidates so long as they strenuously insist that they have major differences which we need to take seriously. We’ll ignore our piles of waste and our overcrowded prisons so long as they’re not in our neighborhood.
And there’s the appearance of freedom from the self: the desire to look like you never think about what you look like, or how you appear to people. (The U.H.I.D. is a fascinating hall of mirrors, in this respect: appearance of freedom by freedom from appearance.) Tennis plays into this, too: Schtitt’s philosophical lectures on battling the self, on the freedom available within the constraint of the lines of the court. Almost Oulipian, those speeches of Schtitt’s.