By Norman Goldberg. Originally published in the August 1992 issue of Political Affairs. This is an excerpt of the full article.
The entire post-World War II period of American history, from the late 1940’s to today, can be characterized as a period of economic, social, political and cultural reaction. The United States, emerging as the major victor from the war, its corporations swollen with profits, its home territory infused with industrial expansion, its armies dominant in key parts of Europe and Asia, was able to impose its will upon capitalist allies and former enemies alike. This led to inevitable American penetration of large sections of the world.
To the U.S. government, the main obstacle standing in the way of complete supremacy was the socialist Soviet Union, new people’s states in Eastern Europe and mass anti-fascist (and anti-capitalist) sentiment among populations everywhere. In 1948, Secretary of State Dean Acheson, with Truman’s support, proclaimed a policy of “Total Diplomacy” against communism. “Total Diplomacy” was meant as total non-military war against socialism, against Marxism-Leninism and against Communist Parties at home and abroad.
It would be impossible to list all the adverse effects of “Total Diplomacy.” The persecution of Communists and trade unionists, frame-ups and state trials, shackling of workers by anti-labor laws and statutes and a reign of terror in academic and public life, all helped usher in a climate of fear, conformity and political retrogression. The economic dictatorship of capital led to a parallel dictatorship of culture and ideological thought by the electronic and print media. Communication and entertainment were increasingly put at the service of corporate greed and state-inspired anti-communism. The air waves, newspapers, magazines, sports and other public events were more aggressively used as vehicles for advertising, promotion and merchandising to the public. It is certainly true that capitalism was always predominant in affecting culture, and that advertising and selling were the major forces in the manipulation of opinions and tastes. But there is one difference. From the 1950’s and thereafter, the U.S. pro claimed itself leader of the “free world.” It became the prime source of anti-Sovietism and the world arsenal of military aggression. This, coupled with an unparalleled drive for political conformity and an overwhelming attack against progressive and left movements, made it possible for reactionary ideology to gain the upper hand as never before.
Opposition to corporate propaganda from the labor movement and other quarters, so prevalent in earlier years, gradually diminished and was even eliminated in the wake of the reactionary offensive. U.S. corporate cultural influence over the media, schools and entertainment swelled to unprecedented proportions. It was later accelerated by the take over mania of TV, radio, newspapers, magazines and communication centers, by the conglomerates.
The Rockefellers, through the Trilateral Commission, a sophisticated capitalist think tank, and through other agencies, advocated a new look for the modern corporation. To be a leader of the “free world,” it was important that the corporation was presented as culturally minded, socially responsible and caring. The Rockefellers led the way in creating the image of “social capitalism.” It was a new form of benevolent despotism as corporations sponsored programs for the hiring of oppressed minorities (usually a few persons whose improved economic circumstances would be good public relations for the corporate sponsors). There were scholarships given to ghetto youth, construction of some housing, parks, playgrounds and the sponsoring of summer vacations, all dutifully given glowing coverage on television and in newspapers. It was an afford able and politically profitable effort. Capitalism was able to come up smelling like a rose to many people. Capitalism now had a “human face,” making possible further inroads into culture.
The corruption of culture by capital ism extends to all spheres of social life. The role of advertising to condition mass opinion is generally understood but too frequently ignored. Advertising is capitalism’s official tool for lying. Its gospel is to lie about everything it is involved with, and it blurs mass sensibilities by non-stop repetition of lies.
Corruption is everywhere. It flourishes at the very center of the Presidential election campaign and the need to hoodwink the people with media- created mendacious imagery. Corruption exists in the making of opinions and the fashioning of tastes. Manufacturers of consumer goods tell us that they make things to satisfy existing public tastes and demands. How do these tastes and demands arise? The truth is that these same manufacturers and their advertising agencies create public taste by using electronic and print media to dazzle the public and stimulate a false demand.
Corruption exists in education. Dozens of so-called institutions of higher learning give them selves the name of “university” or “college.” They eschew classical subjects like sociology, philosophy, history and language, stressing business and technical subjects only. They are really trade schools with high tuition fees and other devices to extract money from students and parents. These places are often fronts for right wing religious fundamentalism, with courses on creationism and the coming end of the world. Illiteracy, now at an all-time high, is commonplace at these “schools.”
Corruption exists in sports. Baseball, football, basketball and hockey are made up of teams that are private corporations with the bottom line of making money. ‘Sports tie-ins are made with businesses where corporate logos and ad lines are plastered all over. On television, they are seen at games, on stadium walls, on the ground and on player’s uniforms. The lure of fame and fortune leads to extreme efforts at star performance and the use of steroids and drugs physically destroying many athletes. This is sports in name only, in reality athletic contest has become a corporate-dominated means of entertainment for profit.
The corporate dictatorship of culture has certainly affected the working class, but not decisively. Despite all the negative effects of ideological and cultural indoctrination, the working class has not been taken over. It cannot be! The interests of workers are in basic opposition to capitalism. Every struggle for wage increases, health insurance, movements against racism and for job security, make workers an economic opposition that contradicts the effects of cultural corruption. Capitalism knows this only too well. That is why it must keep a constant propaganda barrage going to dull public consciousness with mind-altering illusions. But no mental tricks can make class exploitation invisible. It remains for the working class in all spheres of life to fight back and put an end to corporate cultural corruption.