And few organizations captured the ethos of this time more accurately than Buzzfeed, to the point where it became almost a shorthand for the preciousness and stupidity of the decade. And a brief glance at it, as of a recent date, revealed itself to be the same sort of bullshit they've always done, to the point where it's almost a portal to 10 years ago. "This Couple Had a Sensory Friendly Wedding and I Could Almost Cry at How Beautiful It Is." "33 Products That Work So Well You'll Be Taking (sic) About Them All Year." You know. Clickbait bullshit for people who want to have weddings at Disneyland. Barf. Pass. You'd have thought we'd have moved past this sort of thing in an era where the problems of the world have become that much sharper.
But what is fascinating to me is the story of its origins and of its founder, Jonah Peretti, who, aside from being the dude with the most white-California of all possible names, had a decidedly strange arc, one that reflects the shifting priorities of a century.
Like so many Gen-X'ers, he came of age in the heady days of critical theory, in which American theorists willfully misinterpreted their French masters to make correlations between particle physics and Lacanian psychoanalysis (which another Gen-X'er theorist, Joe Rogan, would later extend to a connection to his DMT trip in the desert), and he even published a piece heavily informed by the theories of Deleuze and Guattari in one of the at the time very au-courant, pre-Sokal Affair journals that adopted a purely "cultural" anticapitalism at the end of history, Negations.
To wit:
"My central contention is that late capitalism not only accelerates the flow of capital, but also accelerates the rate at which subjects assume identities. Identity formation is inextricably linked to the urge to consume, and therefore the acceleration of capitalism necessitates an increase in the rate at which individuals assume and shed identities."
A sensory friendly wedding. Almost crying at how beautiful it is.
Several years later on his bildung, Herr Peretti entered a room with a former follower of the Bhagwan Shree Rajneesh named Arianna Huffington and a plucky young Brentwood posh lad with a passion for uppers and thinly veiled fascism named Andrew Breitbart to start a certain news aggregator site that would come to be known for its quippy responses to the foibles of the Bush Regime.
And from that particular smug vomitorium came the worst of the American political culture that has dominated discourse within my own country, and owing to cultural imperialism, the world at large ever since. It's been a while since I'd even thought about HuffPo, but it laid the template for Breitbart and Buzzfeed, and Internet discourse more broadly.
The thesis was set forth in the "Breitbart Doctrine," that politics lies downstream from culture. Despite the right-wing origins, this is a sensibility that has come to dominate both liberal and conservative approaches to ideology. And it reflects the fact that both Perretti and Breitbart -- as representatives of a certain generation and a certain upper middle-class caste -- drank from the same streams, those of cultural studies, in which the legitimate insights of Western Marxism and the mid-20th Century "cultural turn" were placed in the service of late-stage capitalism.
A brief overview: the dissident Italian Marxist Antonio Gramsci came to realize that a major part of what kept people in a state of false consciousness was "cultural hegemony," whereby the institution and powers that be insinuated a deep-seated ideology of which the subject is not even aware, which is normalized as common sense. But Gramsci and the Frankfurt School philosophers further north sought to articulate a truly emancipatory path for human development beyond the failures of capitalism and orthodox Marxism-Leninism. But when this program is applied without a strong critique of capitalism, the end result is disastrous.
Peretti and Buzzfeed largely mirrored the tone of the Obama years. The voice the editorial board championed was cheery, triumphant, inclusive, effusive. For a reference point, think about Parks and Recreation. Sure, all is far from well in Pawnee, Indiana, but Leslie Knope and Co. want to do their best to put people on the right path. Things were going to get better. And the vibe of Buzzfeed matched this, hoping that by giving people the right culture, they would give them the right politics. Never mind the economic recovery that wasn't.
Well, let's see how that turned out.
Meanwhile, Breitbart and friends, funded by an increasingly cantankerous right, managed to capitalize, conversely, on a visceral disgust, which is of course a much more powerful emotion. The 2016 election demonstrated that the culture that the liberals had tried to foster had failed to produce a downstream politics of any meaning, given that the political message was essentially "cheer up and be grateful, we've got it covered." To which the right responded by producing rage responses, which helped, in its way, to pave the way to a rage-response presidency.
What you see are two attempts at placing culture downstream from politics. In the first, a kindly, liberal culture fails to produce a kindly, liberal politics. In the second, a negation of culture feeds into a political worldview based entirely around antipathy. To put it in less academic terms, it's the Wario version. Wantonio Gramsci.
Something tells me that this color-inverted Gramsci will be less likely to be a friendly and rather goofy opponent in tennis- and kart racing-themed games.
Perhaps it should be no surprise, as well, that Buzzfeed laid off 43 journalists in a mass purge of actual news in 2019, followed by another 47 without warning -- most of them unionized -- in 2021, via a virtual meeting using the insanely on-brand password "spr!ngish3r3."
What I am reminded of, more than anything else, are the haunting lines at the beginning of one of the masterworks of cultural theory, Theodor Adorno's 1951 text Minima Moralia. Subtitled "notes on a damaged life," Adorno, in these strange little micro-essays, traces the ways in which all hope had been extinguished, made impossible in the shadows of Auschwitz and Hiroshima, made all the more personal to Adorno through his own exile, through the ways in which his closest of friends were subject to expulsion at best, gas chambers at worst.
"The melancholy science from which I make this offering to my friend relates to a region that since time immemorial was regarded as the true field of philosophy, but which, since the latter's conversion into method, has lapsed into intellectual neglect, sententious whimsy, and finally oblivion: the teaching of the good life. What the philosophers once knew as life has become the sphere of private existence and now of mere consumption, dragged along as an appendage of the process of material production, without autonomy or substance of its own."
And I see the sighs of this long-dead German reflected in this engine of meaningless content. In the horror of the screen glowing in the dark.
