#OccupyMadisonAvenue?
For the last three or four months now, every time i’ve tried to watch a streaming documentary from any semi-legitimate site (PBS, SnagFilms, etc.), which is very often, I’ve been forced to watch this horrific ad campaign about all the good Goldman Sachs is doing in “the community.” This is so embarrassing for all involved: the incredibly targeted micro-audience identified as knowledgeable, yet swayable, about the means and ends of GS by its interest in television programs with facticity, etc.; the implicit apology from Goldman itself (I feel like the non-distinction between an “image problem” and an “ontology problem” is the 2011 version of 2008’s “liquidity” v. “solvency”); the poor creatives who had to find examples of Goldman money spent on things besides the creation of more money. Thus far, they’ve only found three very, very attenuated things, making the campaign that much more glaringly, repetitively ineffectual: this one (you’ll have to click screenshot, obviously no embedding allowed!) is about the University of Louisville getting financing for a basketball arena! (You know there’s trouble when you have to bathe in the hometown-authenticity goodwill glow of big-time college sports—and, my god, Kentucky college sports, at that.) The next one is about helping the Yankees set up the YES Network, absurdly told as an underdog story! (“Progress is…When a regional broadcasting network rewrites the sports entertainment playbook.”) And, of course, something rather imprecise about post-Katrina rebuilding. http://www2.goldmansachs.com/our-firm/progress/
The problem, of course, is when it comes down to it, people want to be nice. This is the basically counter-revolutionary aspect to social media and all it’s wrought, right?—it’s made explicitly to mask any view of the systemic or hierarchical or even organizational with faux/fantasy networks of feelings. I—a private citizen, etc, etc.—can now retweet and reappropriate, immediately, things that famous people, even corporations, say (“say”), which kind of demonstrates the banality of discourse. What makes the Wall Street protesters in fact like Cairo, Tunis, etc. is their basic belief, generational no doubt, that the problem is the world isn’tmore like the everyone-talking-to-everyone social-network utopia that, for want of a better word, college was like.
Of course, slightly luckier or slightly more craven college colleagues of the angry people are probably filming/making up episode 4 of the Goldman Sachs campaign as they “march.” They are just as nice—everyone is—as when they were dormmates! It is alarming to me, though I’ve certainly not thought about this long enough to say why, that investment banks would (or could, sentiently) want to be perceived as nice—you know, good-natured and above all, conversational—and citizens would perceive that the problem with investment banks is that they are mean.