The institutions and morality of Capitalism reflect the profit motive and thus the interests of the capitalist class. The means of mass propaganda, and thereby the power to put over their ideas are in the hands of the capitalist class (or their agent, the State) in each country.
Whole generations of workers come and go, blissfully unaware that anything is wrong with private property or with the system of working for wages. The real facts of life have to be learned, perhaps from experience outside the influence of the propaganda machine. The Press, Schools, Cinemas, Pulpit, Radio and T.V. do their job so well that most people never realise they are having an outlook foisted on them which is fundamentally opposite to their own class interest.
The structure of capitalism and its institutions rise from and are in harmony with its class-property basis. Land, oilfields, factories, mines, herds of cattle, are among the things which make up the means of production. While these belong to the capitalist class, the wealth producers will work for wages, the goods they produce will be for sale with a view to profit, and human relationship will be dominated by money. While capitalism lasts, so will the false social values it generates. The accumulation of personal wealth will remain the perverted criterion of worth. No wonder that a working class, as yet unaware of their social position as the all important producers, are often seen in large numbers gazing in awed reverence at some of the parasites who live off them. No wonder, in turn, that various forms of escapism and make-believe have become widely popular.
The cinemas, now showing signs of decline, only a few years ago had queues at almost every pay-box. Going to the pictures was the working-class pastime, just as watching “the telly” is today. The world of second-hand thrills and dreams has largely changed its medium.
The fictional cow-boy and detective heroes have different names now, but their function is unchanged. Catching offenders against property, and the idea that punishment is Justice, are as popular as ever.
The land-grabbers, the cattle-thieves, the con-man, and the bank-raider, are still brought to book by the goodies of the F.B.I., the C.I.D. or the Marshal’s Office. The stolen property is always returned to its ’’rightful owner,” with few people to ask how he came to own it.
We are told that it is a sign of prosperity if workers, after a day in the factory or office, can go home to watch television. In fact, this simply shows how dull and monotonous their lives really are. In a world based on production for sale there is so little spontaneous joy in living that the professional laughter man and entertainer are in great demand. Without the artificial stimulations of things like T.V. many people would be at a complete loss. Thus the artificial becomes the real and to escape is a substitute for living.
Some people, of course, only watch the more “sophisticated” programmes, such as plays, and take pride in confining their viewing to the B.B.C. Not having a Socialist outlook, they soak up the same debased set of virtues and vices as the rest. Even plays which mildly attempt to investigate some festering ill of capitalism, such as the plight of the old, housing, juvenile delinquency or war, are totally unable to offer any solution and never give away the correct cause of these things. Instead of blaming capitalism, the workers continue to blame bad leaders, governmental mistakes, dictatorship or human nature. So those who, by not watching commercials think they avoid the money-morality of capitalism, are mistaken.
The commercials, of course, demonstrate the sickening hypocrisy, the false values and phoney morality of capitalism most nakedly.
In the average week's viewing it is scientifically “proven” and demonstrated that half a dozen different makes of soap powder and detergent wash clothes cleaner, lighter, brighter and whiter than each other. There are about as many brands of oil and petrol which perform great wonders for motorists, with each one said to be better than the rest. There are numerous brands of cigarettes which “everyone” is switching to. Then the “razor boys” have a go with half a dozen makes of safety and electric razors, all of which shave smoother, cleaner, faster, than the others. So the examples could be multiplied.
Of all the scores of different things advertised in commercials, either on T.V. or elsewhere, not once are any of the possible drawbacks or harmful effects mentioned. Exaggeration, half-truths and direct lying are commonplace in advertising. The fact that millions of people watch the same adverts every night (many of which are repeated several times in the same evening) and make so little protest about them, is an unhealthy indication of the general acceptance of capitalism’s low standards. Perhaps Sir Robert Fraser, Director-General of the Independent Television Authority, had this in mind when he said: “Every person of common sense knows that people of superior mental constitution are bound to find much of television intellectually beneath them. ’ (Daily Mirror, 18-5-60.) We do not accept the idea of “superior mental constitution,” but since Fraser spoke generally in high praise of television, one might ask where he fits in? The idea is deliberately planted that unless you wear a certain make of shirt, skirt or cosmetic and own a watch, carpet-cleaner or spin-drier made by a particular firm, you will fail to impress your friends. Your prestige will slip, you will fall behind in the rat-race.
All the* high-pressure sales drives and the subtle persuaders merely emphasise the constant need in capitalism to find markets. Although on the commercials they say that their commodities “are just the thing for you,” you cannot have them if you cannot afford them—or at any rate the instalments. The normal condition of a worker is to live within what his wages can buy or hire. Hire-purchase, or by saving up, are the ways open to him to get anything that costs more than he can spare out of one week's wages. For most workers T.V. means H.P. over a couple of years or a rental or relay. The best that capitalism can do with the immense possibilities of modern scientific techniques is to allow the working class, while living under the threat of a slump or a war,, to enjoy themselves on the never-never. Capitalism denies the working class access to the wide world of real things that make up living. Having to live within the limitations of the wages system, they get things out of perspective and T.V. becomes a substitute for things out of reach.
Production under the profit motive has reduced most work to drudgery. Having taken the joy out of our working life, capitalism would reduce us to passive viewers in our leisure time. Television is just one of many achievements abused by capitalism.
Harry Baldwin
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