In the last year, I have spent significant amounts of the pandemic online, looking at Face Books posts from my small group of friends and scrolling Twitter. I think a lot about equity and white supremacy in the US, and the problems that non-white, non-cis, non-hetero, non-christian face economically.
The founders of the US were white supremacists; many had enslaved people working their plantations. The US began when monarchies across Europe were losing power, and capitalism entrenched itself in the west. Enslavement of the “other” allowed capitalism to flourish, and as the triangular trade waned other commodities and cultural artefacts became commodities in the US and Europe.
In DeBord’s work, he explains that capitalism is tied to spectral as various markets and sellers compete against each other. Spectacle feeds several human desirers; visual entertainment, dopamine kicks from surprise and awe, and escape from the everyday. DeBord speculated that as the need to sell increased public spectacles and advertising pushed to supply increasing amounts of visual imagery that was increasingly symbolic and emotionally exciting.
The current trends show how correct DeBord was. Most social media is heavily visually driven. Sites make it easy for anyone and everyone to upload photos and videos of their daily life. Those who post visual content are rewarded with more shares, more views and a chance to “go viral”. Likes deliver little jolts of dopamine and provide a sense of connection to others. During a pandemic, this becomes amplified. The longing for connection prompts competition amongst those posting to social media to drive towards visual content.
It is not surprising to see how social media has contributed to the spectacle of Capitalism. Social media has influenced language itself as millions of users engage with emojis and short acronyms instead of text. The prevalence of memes, gifs and short videos has become such that they regularly make mainstream news reports.
In spectacular capitalism, we are lured into consumer action and visual signalling in the name of good. We are told that buying the symbols of Blackness and banning those of white supremacy helps solve racism and makes us moral citizens. There are so many problems with this… Symbols are powerful tools for human communication, but you cannot appropriate other peoples cultural symbols and remain a good citizen.
White people have no business wearing dreadlocks or Native American War Bonnetts. Changing your avatar to BLM or a section of Kente Cloth is not being an ally. Buying exotic clothes, art, or furniture is not being an ally. Engaging with visual symbolism is neutral at best but mostly harmful. Because it allows people to feel good without actually knowing anything about the symbols. Symbols speak to the superficiality of white political commitment to equity and justice. Without understanding the history of white supremacy and working to undermine white supremacy, you are merely seeking attention and congratulations for your “wokeness”.
The moto of spectacular capitalism might be summed up as: all things can be seen and all is for sale. The white western commodification of other cultures allows places like Black Africa to remain exploited, and aids in the oppression of Black people in the US. White westerns jump at the opportunity to consume things that will alleviate their guilt of complicity with white supremacy. The impulse buying of non-white culture by white people contributes to the oppression by making you forget about the actual problems non-whites face and making profits for white people who sell ethnic commodities. The money and power remain in the hands of white people.
melungeon mullins 