Tuesday July 26, 2016
Politics is entertainment.
It is a heavily scripted, tightly choreographed, star-studded, ratings-driven, mass-marketed, costly exercise in how to sell a product—in this case, a presidential candidate—to dazzled consumers who will choose image over substance almost every time.
This year’s presidential election, much like every other election in recent years, is what historian Daniel Boorstin referred to as a “pseudo-event”: manufactured, contrived, confected and devoid of any intrinsic value save the value of being advertised. It is the end result of a culture that is moving away from substance toward sensationalism in an era of mass media.
As author Noam Chomsky rightly observed, “It is important to bear in mind that political campaigns are designed by the same people who sell toothpaste and cars.” In other words, we’re being sold a carefully crafted product by a monied elite who are masters in the art of making the public believe that they need exactly what is being sold to them, whether it’s the latest high-tech gadget, the hottest toy, or the most charismatic politician.