I’m not a huge fan of identity politics. My reasons are the common ones: they’re unnecessarily divisive, and they tend to ignore practicality. I’m not against the idea of identity politics; every identity has a right to celebrate themselves in an empowering fashion, but when that mental process is expanded to the grander scale of actual politics is when things fall apart. Luckily, I found a brilliant video that disagrees with me, and it puts forward the best case for identity politics I’ve ever seen:

Here’s a summary for those who opt out of watching this almost 12 minute video:

Identity politics is based on arbitrary distinctions between two groups, and those distinctions don’t necessarily even need to be defined all that well. Politics on the whole, as defined by Carl Schmitt, is the distribution of power along those hazy boundaries. Consider the One-Drop rule that governed the ‘blackness’ of individuals during the 20th century: insane nonsense, but still firmly embedded in the cultural psyche and accepted by the whole as a means of dividing power. To quote, “True political conflict isn’t about facts – it’s about the fight against other identities, however arbitrarily we might point them out.”

Politics therefore isn’t about policies, government programs, or their austere lack, but about “who is allowed to have power over themselves, and who is not.” The arguments over any other issue is what Olly, the presenter, calls, “management disagreements.” Those who focus on these management disagreements as the basis for their political identity are less zealous than those who adhere to Politics as defined by Schmitt. The zealotry behind a dogmatic identity can literally kill while milquetoast liberalism could never achieve such an extreme. Because of this, a government that runs on the ideologically weaker managerial proceduralism platform will be dangerously vulnerable against any group fueled by identity-based fanaticism that is big enough to threaten it. This means that anyone who doesn’t take into account power and identity when they are discussing politics will be doomed to lose every time.

Olly then goes on to say that when one considers the identity politics of the Left and compares it to those on the Right, there is a crucial distinction to make because they are not mirror images of one another. In this Us vs. Them mentality, the opposition to the Left is less rigid than the opposition to the Right. For example, when the Left defines itself as against the rich, a rich person could simply redistribute their wealth and they would be accepted by the Left, whereas gay people, transgendered people, Muslims, etc. who are the dichotomous Other to the Right, cannot change who they are because their identity is not a choice. He concludes by saying that the centrists who focus on liberal democracy and forget, or purposefully ignore, the role that power and identity inherently play within politics are essentially condoning the violence that those two factors play in every day lives.

Like I said: good stuff. I myself have written about the perilous implications of a possibly universal Us vs. Them mentality, and given that that would encompass politics as well, then Schmitt’s Identity Politics are truly the only type that need to be addressed. However, if that’s the case, then Olly’s argument fails on one critical point. Consider Vladimir Lenin. Or Mao Zedong. Or Pol Pot. These were identity politicians on the Left who engineered a violent, inflexible attack against their identity-based opposites: the bourgeoisie. There was no talk about allowing the rich into the loving warmth of their Leftist ideology. There were massacres. The same could be said for Malcolm X who did not want white people to end their racist ways, he simply wanted them gone in a black-people-only utopia. The Left can be just as ideologically vicious as the Right when they are inflamed by their identity-based righteousness. If politics is only Identity Politics, and both sides at their extremes work only to eliminate their opposites, then ultimately we’re just fucked.

In a glimmer of hope, let’s consider this excellent Al Jazeera article that has a similar theme to Olly’s lovely video. It mentions a similar distinction between the populism on the Right and the populism on the Left, but uses an example of Bernie Sanders demonstrating left-wing populism by wishing to break up the big banks as the contrast to the Right’s anti-pluralism. Olly hints at this as well when he says that the rich and powerful can give up their oppressive ways to become a friend of the Left. It is not the identity that is at issue in these examples, but the practices of those who possess that identity. In order for Schmitt’s Politics to have a happy ending, the Other needs the capacity to change.

It could be argued that this is simple: give up racism, or sexism, or homophobia, and people will be welcomed into that loving embrace of the Left I was fantasizing about earlier, but unfortunately this is too simplistic. Consider the arguments of Anne Bishop, who declares that everyone possessing oppressor traits (straight, white, male, able-bodied, etc.) will always be oppressors because regardless of their deeds, they will always benefit from the privileges that those identity markers bestow upon them. In addition, they will have grown up under conditions that reinforce their superiority, and undermining that conditioning is an infinite process that can never successfully be accomplished. Bishop claims that the person who believes that they have finally rid themselves of their oppressor qualities becomes more oppressive for holding these impossible beliefs. What Bishop is essentially saying is that the dichotomous Other of the Left cannot shed their incompatible identity any more than the Other of the Right. Are we just fucked then?

Since identity is inescapable from either side, then we must look elsewhere for solutions. The key lies in the example I used from the Al Jazeera article where Sanders wants to break up the big banks. Breaking up the big banks has absolutely nothing to do with identity. In fact, it is closer to what Olly might call a management proposal. This management proposal, however, is the mechanism for change that would allow the rich to absolve themselves of their oppressive identity to something more acceptable to the Left. Or consider the Black Lives Matter campaign demanding an end to the shooting of black men by police. This is Schmittian Politics because so long as police are trained to use deadly force, and crimes are still committed by black people, even if racism is taken out of the equation, this will always produce the use of deadly force against black people. It is an impossible demand for change. Further evidence is the call to defund the NYPD and expel the police department from Pride Parades; clear indications of inflexible dogmatism. This isn’t allowing capacity for change, it’s demanding the elimination of police from within the Leftist fold: an explicit Us vs. Them mentality. Instead of an overarching ban on police, or calls to defund and therefore ultimately abolish the institution of policing, why not look at mechanisms for change? In the UK (save Northern Ireland), cops do not carry firearms, and if this system were imported into the United States, it would certainly eliminate the police killings of black men. While I am by no means saying this is the panacea for the shootings of black men by police, and other, better solutions are certainly available, it is one example of a mechanism for change that does not call for vindictive polarization.

If we are to accept the implications of Schmittian Politics, then the passionate zeal that drives us must be directed against the management disagreements that Olly insists are not involved in that type of Politics at all. Creating a Them out of an identity marker, no matter which direction it is coming from, will only ever be destructive. My initial critique was right: we must avoid divisiveness and focus on practical, real-world solutions. Identity must be dismissed in favour of these mechanisms for change, as they are the only way to bridge the friend and enemy divide. I mean sure, maybe that is an impossible request, and we are hardwired to pursue an Other based on arbitrary identity markers. If that’s the case, then, as I’ve been saying, we’d just be fucked.

Television advertisements are typically understood as brief pieces of video art selling us whatever product happens to feature most prominently within them. This propaganda is generally considered benign because the bias is already understood, and most people accept that capitalism requires the spread of information on products in order for those products to sell. We tend to think that the product is the focus in advertisements because the product is what the seller would like us to buy. Unfortunately, that is entirely false. Advertisements stopped selling products a long time ago. What they sell now is a desirable yet entirely constructed lifestyle, and the product, we are told, is supposed to help us achieve it.

I’m going to go over this Superbowl ad for Jeep 4x4s for two reasons. It exemplifies this thesis with a nauseating abundance of proof, and it plays in my local movie theatre all the time so each time I see a movie, I have to sit through it. Full disclosure, I genuinely enjoy this ad. The song is catchy, it is conceptually well thought out, it has great production value, and it projects its message so well that I am more impressed than I am enraged.

Before going any farther, you should really watch the ad or this blog won’t make a lot of sense.

I’m going to give my own breakdown of this ad, so keep in mind that this analysis will be through my own lens. Others will encounter different ideas, and that is quite probably by design. My goal isn’t necessarily to show you what this ad is about, but to show you what it isn’t about. So, onto the ad:

4×4 by land, 4×4 by sea, 4×4 by air cuz I like to fly free

First off, we are shown a series of different landscapes and roads hinting at the capability of 4x4s to cover any terrain with ease, even though we have yet to be shown an image of this vehicle. Then it covers the sea and air, which cannot possibly be related to a Jeep because Jeeps are not boats, nor are they capable of flight. This means that land, air, and sea are not indicative of the vehicles capabilities to explore, but illustrate freedom without restriction. We can go anywhere and do anything. I mean it even says the word “free” right in the lyric.

This is like the opposite of a Jeep. Advertising one vehicle but showing a different one?

This is like the opposite of a Jeep. Advertising one vehicle but showing a different one?

The hot air balloon is likely used to distance the viewer’s thought process away from the banality of regular air travel toward the more novel, and therefore more exotic and fun, type of flying. Freedom, in this context, must be understood as without restrictions or responsibilities, and wholly predisposed toward hedonism.

4 by 4am that’s when I rise, sneak up on the landscape catch it by surprise

I see this section as promoting the type of person who we all want to be: the person who gets up early to do their chosen passion, in this instance hiking, instead the slovenly jerk who never gets anything productive done.

It's like that scene from The Lion King when Mufasa tells Simba that he will rule over all that the light touches, but with Jeeps.

It’s like that scene from The Lion King when Mufasa tells Simba that he will rule over all that the light touches, but with Jeeps.

Already we’ve established a clear link to hedonistic freedom, and now we’ve made a connection to the kind of person that could maintain the lifestyle of continued access to that kind of freedom.

For my country how it all started out, for the brave in every boy scout

I took a lot of screen captures from this section, so I’m going to break it down image by image.

The very first look at an actual Jeep, more than a quarter into the advertisement, and it's right next to a God damn American flag.

The very first look at an actual Jeep, more than a quarter into the advertisement, and it’s right next to a God damn American flag.

Jeep is an American company, but it is a subsidiary of Fiat Chrysler Automobiles, an Italian-controlled multinational corporation. I’m sure that is irrelevant to this imagery. Anyway, if we consider the railway as a part of how the country started out, this is again another reference to freedom. The railway connected the continent, and allowed European settlers to manifest the shit out of their destiny. The first image of the Jeep next to an American flag on a train, talking about how the country started out, solidifies my argument that this advertisement is not selling Jeeps, but Americanized “freedom”.

Speaking of

Speaking of “Freedom” in desperately needed quotation marks…

Americans love their troops, and associating what I’m guessing is an allusion to World War 1 to the foundation of the country, 141 years earlier, is a way to gloss over the war that actually founded America: the genocide of the Native Americans. Not wanting to distance themselves from how great war is, Jeep decided to whitewash American history in order to link themselves to patriotism through warfare.

Boys with their toys

Boys with their toys

Jumping from images of soldiers to an image of a young boy firing a weapon shows the more subtle aspects of advertising. Beyond showcasing past and present (and future when you recognize that this is an image of a child) representations of the nobility of warfare, we’re also shown that young boys ought to be groomed toward violence and warfare. I say “ought” because culture is normalizing, and if this normalizing culture produces these images, then it is “normal” to adhere to them. Normalcy breeds conformity.

For the fun of it cuz you know you can, 4×4 more air, more sea, more land

Though we are shown a Jeep driving through snow, this section is essentially identical to the first. Images of extreme, fun activities that are not related to driving a Jeep in the slightest.

Less relevant to a Jeep than even a hot air balloon.

Less relevant to a Jeep than even a hot air balloon.

You know what’s fun and cool? Snowboarding, surfing, and spelunking. Look at all of these cool, fun things! None of them are related to driving a Jeep. At all. But if you consider what people might want to do if they had greater hedonistic freedom, then the imagery becomes much more appropriate.

4×4 doin’ it yourself cuz you want it done right

We can do it!

We can do it!

This is a woman using her Jeep to clear a path. Remember what I said about normalizing? This ad is showing it is normal for women to do things on their own. You might think that it is contradictory to empower women in a scene so soon after they had associated men with virtuous violence. Regardless of the value the people at Jeep associate with feminism or violence in masculinity, by definition an advertisement is doing its absolute best to pander to its target demographic. Feminism is popular, so having a woman performing traditionally masculine activities by herself panders directly to that. This is how advertisers choose what to normalize. This isn’t about feminism, nor is it about patriarchy. It’s about making money.

4×4 top down stars keep you up at night; four stories that were meant to be turned, for the dares and the thrills that you earned

I don’t really need to get into these sections. It’s all more of the same. Open night sky and freedom; extreme hedonistic pleasures, yadda yadda yadda. I’m not even sure if the lyrics are right, but this portion is basically filler.

exotic-and-extreme-travel

If you haven’t noticed the trends by now, you might as well just buy a Jeep.

The earned thrills may be related to the bootstrap mentality that anyone who has access to this kind of freedom, if it exists at all, must have gained it through meritocratic means. America.

4×4 conquest, 4×4 dreams, 4×4 wakin’ up and crossin’ those streams;

Again, mostly filler, but I want to address one part.

Feminism, racial diversity, and patriarchal expectations of masculinity. This ad really has got it all.

Feminism, racial diversity, and patriarchal expectations of masculinity. This ad really has got it all.

We have our very first racial minority, and it’s a black person in tandem with the word “dream”. Now this ad is associating itself with Martin Luther King as part of its Americanism. A more symbolic kind of freedom, along with the normalization of race and gender. And apparently Ghostbusters? Your guess is as good as mine on that one…

4×4 everyone with 75 years

This ad is celebrating the 75 year anniversary of Jeep. I’m not sure of the grammar, but I’m pretty sure that’s what it says.

Happy Anniversary Jeep! Much love, a white woman in a Native American sweater.

Happy Anniversary Jeep! Much love, a white woman in a Native American sweater.

I don’t really want to get into cultural appropriation, but I’m sure if you care about that you have many choice words about it that you can insert here. What I’m going to focus on is the environmental tinge this image is seeped in. This ad is trying very hard to appear progressive in its imagery of women and racial minorities, and it is now trying to jump on the green bandwagon by having someone native-esque literally inside of a tree. It’s not like automobiles are responsible for 26% of all greenhouse gas emissions in the United States and 63% of greenhouse gas emissions from private households in Canada.

4×4 the waves that’s how we say cheers

The peace sign. So much hippy symbolism in an ad for a pollutant.

The peace sign. So much hippy symbolism in an ad for a pollutant.

In addition to freedom, we now have community tacked on at the end. Sure there have been multiple people in scenes up until now, but it has been predominantly individual-focused. Now we are shown real human interaction once both of them are inside a Jeep. Owning a Jeep isn’t about being able to drive from point A to point B at speeds dictated by State law, it’s about belonging to something bigger than yourself.

That’s how we live, 4x4ever

Perfectly sums it up. It’s not about the Jeep; it’s about how we live. Like I said, they aren’t even trying to be discreet about telling you what kind of lifestyle you ought to be living. But an important thing to keep in mind isn’t even the lifestyle they are showing you, but the lifestyle they aren’t showing. There are no seniors, for example, because age is associated with decrepitude and having socially plateaued which is antithetical to Jeep’s freedom-oriented theme. Rather than try to combat stereotypes, the ad ignores the demographic altogether. The one couple is also a heterosexual couple, which shows that as progressive as Jeep is trying to be, they are sticking to relatively harmless progressive tropes in order to get that across. A black woman aspiring to claim a divine light isn’t pushing any boundaries. It is a safe progressivism that allows Jeep to acquire as large an audience as possible, without alienating anyone.

What does any of this mean, though? Well, it’s an advertisement. I can observe as many social inferences in it as I like, it doesn’t mean anything until it’s applied to the fact that Jeep is still trying to sell a product. Only, they’re not selling Jeeps. When I said that an advertisement is selling whatever features most prominently, I wasn’t lying. It’s just that what features most prominently is an ideology of freedom, hedonism, Americanism, and community. A consumer wouldn’t buy a Jeep because they needed a Jeep, but because they feel their lives are lackluster, empty, and confined. Buying the Jeep is supposed to fulfill what the advertisement is selling, after all, and so someone who feels held back by their job, or who is lonely or stuck in a rut, will see this and think, “All those happy young people, that could be me!” and then buy the Jeep. They “earn” that freedom, youth, and ecstasy by going into debt to buy a car.

A Jeep obviously can’t fulfill any of those desires. A Jeep is a private vehicle. Private vehicles get you from one place to another more quickly than walking and less grossly than public transit. In fact, associating freedom, exuberance, human connection, etc. with a material product means that those who succumb to the cultural normalizing, accepting what the media tells them is normal, will never actually achieve those important aspects of human existence because they will seek them through meaningless crap instead of creating them within their own lives. When people talk about capitalism deadening human development, this is a big part of it. All that normalizing I was talking about is done in the context of selling something, and that something needs to be bought in order for this paradigm to function. Therefore, this propaganda is not actually benign. The bias isn’t toward the superiority of the product but toward the normalcy of the ideology bent toward its use. Ads are designed to cater to the fulfillment of our natural human urges by suggesting we buy something that cannot possibly fulfill them. If we were fulfilled as human beings, we obviously wouldn’t need to buy anything more, now would we?

This type of critical analysis isn’t limited to advertisements. Advertisements are just the most obvious and the most malicious. You can look at news articles, movies, comics, public speeches, etc. and see this kind of subtle normalizing everywhere. What ideologies are they promoting? What aspects of human life are they avoiding? What are they saying is normal? Abnormal? What is the impact of these hidden ideologies on the overarching message of whatever media you are consuming? What are they selling you?

What does it mean to be an atheist? Many people conflate atheism with scientism, the unabashed fellatio of scientific idealism. The universe is provably more ancient than 6000 years old, therefore God does not exist. Beyond scientism, atheism is often confused with Western-centrism. Women wearing head coverings are being oppressed, therefore God does not exist. However, being an atheist isn’t simply being a contrarian who establishes their beliefs solely as oppositional to religious and cultural dogma, it is its own unique belief set. And I do mean a full set of beliefs because true atheism requires more than just a belief in the lack of a God or gods.

Friedrich Nietzsche, as I’m sure everyone knows, is the guy who said that God is dead. Unfortunately, this has become a meaningless phrase to be scribbled on the inside of a bathroom stall, typically followed by the equally useless retort, “Nietzsche is dead – God.” Taken out of context, the quotation just seems like a badass way of saying there is no God, but the ‘death’ motif is not used simply because Nietzsche is metal as fuck. It is very deliberate. Let’s look at the full context, from the book The Gay Science:

THE MADMAN—-Have you not heard of that madman who lit a lantern in the bright morning hours, ran to the market place, and cried incessantly: “I seek God! I seek God!”—As many of those who did not believe in God were standing around just then, he provoked much laughter. Has he got lost? asked one. Did he lose his way like a child? asked another. Or is he hiding? Is he afraid of us? Has he gone on a voyage? emigrated?—Thus they yelled and laughed

The madman jumped into their midst and pierced them with his eyes. “Whither is God?” he cried; “I will tell you. We have killed him—you and I. All of us are his murderers. But how did we do this? How could we drink up the sea? Who gave us the sponge to wipe away the entire horizon? What were we doing when we unchained this earth from its sun? Whither is it moving now? Whither are we moving? Away from all suns? Are we not plunging continually? Backward, sideward, forward, in all directions? Is there still any up or down? Are we not straying, as through an infinite nothing? Do we not feel the breath of empty space? Has it not become colder? Is not night continually closing in on us? Do we not need to light lanterns in the morning? Do we hear nothing as yet of the noise of the gravediggers who are burying God? Do we smell nothing as yet of the divine decomposition? Gods, too, decompose. God is dead. God remains dead. And we have killed him.

“How shall we comfort ourselves, the murderers of all murderers? What was holiest and mightiest of all that the world has yet owned has bled to death under our knives: who will wipe this blood off us? What water is there for us to clean ourselves? What festivals of atonement, what sacred games shall we have to invent? Is not the greatness of this deed too great for us? Must we ourselves not become gods simply to appear worthy of it? There has never been a greater deed; and whoever is born after us—for the sake of this deed he will belong to a higher history than all history hitherto.”

Here the madman fell silent and looked again at his listeners; and they, too, were silent and stared at him in astonishment. At last he threw his lantern on the ground, and it broke into pieces and went out. “I have come too early,” he said then; “my time is not yet. This tremendous event is still on its way, still wandering; it has not yet reached the ears of men. Lightning and thunder require time; the light of the stars requires time; deeds, though done, still require time to be seen and heard. This deed is still more distant from them than most distant stars—and yet they have done it themselves.

It has been related further that on the same day the madman forced his way into several churches and there struck up his requiem aeternam deo. Led out and called to account, he is said always to have replied nothing but: “What after all are these churches now if they are not the tombs and sepulchers of God?”

“God is dead” is not a celebration, nor even is it an exclamation of God’s ultimate non-being. Consider the Thomas theorem – If men define situations as real, they are real in their consequences. God most certainly exists since people do define Him as real, and through that definition, His presence has material consequences on humanity unconditional to whether or not He is objectively ‘real.‘ God had been the foundation of Western civilization for centuries, and arguably still is, and therefore His non-existence is not a simple void to be filled by smug self-righteousness as shown by the townspeople in this parable (and in many atheists today, even); it is the destabilization of our entire world, plunging us into darkness. The prime basis for morality, purpose, hope, identity, and even society itself, the measurable ‘consequences’ of God, are no longer relevant; this is not some triviality to be approached with condescending mirth. This is a dirge.

Without God, our morality is flummoxed by David Hume’s Is/Ought problem. We cannot look at a state in the world and derive a moral obligation from it without first imposing a human value. For example, economic inequality is a thing that exists. Any ethical action must first be based on a value statement: equality is good, therefore measures must be put in place to redistribute the wealth, or competition is good, therefore there must be losers, therefore inequality is not inherently bad so long as competition is allowed to flourish. If there is a disagreement, it is entirely possible that no middle ground could ever be reached because each party may be working from entirely different foundational premises. If there is no objective measure of value, such as through God, then subjectivity infects moral decision making and clouds the process.

Nietzsche’s solution can be summed up quite succinctly in his own words, “Must we ourselves not become gods simply to appear worthy of it?” This is in reference to Nietzsche’s problematic Übermensch: the being who has ascended their own humanity to become something greater. We Übermensch create our own values and disregard other opinions because we’re super great and other people are only ever means to our own ends. While certainly a solution to the problem of a now deceased diety, the sociopathy and narcissism of the Übermensch makes it less than appealing in a broad application.

There are, of course, other solutions. I have already written out my perspective on secular morality, as well as on finding meaning, so I won’t bother going over those again. For our identity, we must consider Jean-Paul Sartre’s theory, existence before essence. If our essence (the you-ness that defines you) precedes our existence, for example if we are made for a divine purpose, or we are built in such a way that we are driven in a particular direction (eg. toward God/goodness), then we as individuals can never define ourselves as we are limited by an essence predetermined by outside forces. If existence precedes essence however, then we can fully define ourselves based on our conscious choices and freedom. We must endure the responsibility of building ourselves, which is no small task to bear.

This is why agnosticism cannot work. If there is no God, then answers to these questions must be found through secular means, and if there is a God or gods, then the answers would be provided there. Agnostics, those who sit on the fence between these two positions, cannot offer any solution because there is no solid foundation of faith upon which it can be built. Descartes was only able to overcome his doubt to build the infrastructure of his philosophy when he realized there was an all-powerful God whom he knew would never deceive him. How can you build an identity if you are ambivalent as to whether your purpose has been predetermined by some divine force (God, fate, etc.) or not? If there is a God or gods, then presumably their impact on the universe ought to be acknowledged, and answers would need to be derived from within that paradigm. Even Nietzsche, despite his often harsh criticism of religions, admired that they at least offered answers, even if those answers were now obsolete.

New Atheism, as proselytized by the likes of Richard Dawkins and company, is partially responsible for this diversion away from building identity, hope, meaning, etc. toward an atheism that mostly insults the intelligence of religious individuals, possibly as a continuation of the post-modernist trend to deconstruct ideologies rather than create solutions. Really though, people have been complaining about the inconsistencies and implausibilities in religion since Xenophanes 2500 years ago. Criticizing religion based on reason achieves little because what separates religion from atheism isn’t the illogical myths, it’s the promulgation of answers to these existential questions that atheists must answer for themselves if they wish to maintain coherence in their godless world view.

Post-script: Yes, atheism is a faith. Consider our senses, and how terrible they all are. Our eyesight is poor, our hearing is garbage; none of them are remotely close to being the best in the animal kingdom. We rely on our massive brains to distinguish ourselves from an otherwise entirely mediocre body. However, it is incredibly naive to think that our brains are perfect considering how sub-par the rest of us is. To think that we even have the capacity to have full, universal understanding is beyond egotistical. More likely is we don’t. If we consider that there must be something that exists beyond our cognizable capacity, as there quite reasonably may be, then to claim complete atheism requires just as much faith as there does to claim that there is a God that exists within that realm. You might reasonably claim that because this realm by definition exists outside our capacity to understand it, we could never coherently speak about it, and you’re right. That’s where faith comes in.