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The Chasm

Mitchell Harper
12/05/12
We say that slavery was the cause for the civil war, as the subjugation of races created an
economic system that, while sustainable for those on top, was inhumane and required legislation
and invasion to end. This war created a divide that has lingered to this day. Now, let us move to
the present. Look at the recent presidential election map by county, not by state. More locally,
look at a statewide election map and contrast King County to virtually every other. There is a
growing divide between rural and urban. Political divisiveness is increasing at an alarming rate,
and while we have the romantic dream that our legislators will find a way to compromise in
grand American fashion, I feel that this will not happen without a dramatic climax.
We have words that are used to pigeonhole those whose views are opposite ours: liberal,
conservative, bleeding heart, backwards, republican, democrat. These are forms that are used to
paint a picture and provide a scapegoat to lay blame for problems in Americana, and to draft
armies in the legislative battles which are being fought inside the beltway and in State capitals
throughout the country. It is my belief that these forms will eventually come to take a place as
important in Americana as race. Because there is so much separation between the areas of sparse
population and urban centers, we have yet to see the effects in our everyday lives, however, as
platforms for communication such as Facebook become more prevalent, these boundaries are
disappearing. With this in mind, I shall examine the possibilities for exploitation of this new
taxonomy, and discuss how in working to support two opposing sides, one can increase the
profitability of supporting either side, and then examine the implications of such an effort.
I'll start by introducing the terms I will use to classify the two sides of the opposition. In
reality, there is a continuum of political subject position, however, the spinsters and campaign
strategists have found it effective to state that the system is binary. This is becoming perceived
as truth. While the two dominant political parties pose one possible way to classify the sides of
the divide, there is too much infighting within the parties to make this feasible for this analysis. I
will instead work the the terms conservative and liberal. There are subclassifications to these:
social liberal, fiscal conservative, to classify the different functions of the government, but those
are unnecessary for what I am attempting to lay out. These are the forms which I will dissect in
order to provide an outline for the ways which one may advertise to those who identify as either
position in order to reap immense profit and serve to start the replication of a new system of
classification.
The words conservative and liberal are incredibly loaded, and serve as the dominant
forms in the aesthetic that is the American political arena. I will lay out the observations of both
terms from both subject positions. It is a simple statistical reality that areas of high population
density tend to vote for liberal issues, while those in sparsely populated areas tend to vote for
conservative causes. To each group, the other side's position makes absolutely no sense. While
insults which boil down to calling the other side irrational are thrown in both directions, the
reality is there are in fact two entirely different foundations of existence for both subject
positions, and thus the role of government takes on opposing responsibilities for both.
I'll start with the liberal perception of the conservative. They are a heartless, without
compassion, and completely ignorant of the plight of an entire class. Conservatives have been
duped by those who have wealth and those who wish to retain it at all costs. Their policies serve
to subjugate those who outside the dominant white male hegemony. Many factions of the group

are borderline to viscous racists. In summary, they are holding the prospect of the American
dream in order to keep it for themselves.
Now I shall move to the conservative view of the liberal. They wish to spend money we
don't have. This reckless spending will destroy our economy and threaten the livelihoods of all
citizens of this great country. Not only do they wish to spend, they serve to create a dependence
on government aid which further perpetuates the fabricated need to spend. Their tax programs
ignore the plight of businesses that create the jobs that will serve to lift those who are struggling
out of poverty. Some liberals even wish to use the eventual collapse created by this spending to
develop a new Marxist state as outlined by one of our current president's own advisors, Saul
Alinsky. In summary, they are completely out of touch with an entire working class that is
struggling and wish to ruin any chance of economic recovery by their actions.
The real positions are more nuanced than these, but the brief summaries at least highlight
why both sides stick so firmly to their ideologies. They wish to advance the banner of
Americana and will work at any cost to do so. It is for this reason that application of the tools we
have developed in this course are very applicable in this context. A sign replaces something for
someone...An object 'replaces...an image or feeling then the product replaces' the original object
in this role, and appropriates the meaning of that image or feeling.i The creation of signs and
forms that commodify the spirit of Americana in these two opposing contexts is something I
have witnessed, however, the idea has yet to even reach the level of its potential.
One example was present as I walked down The Ave. throughout election season where
businesses placed signs inside their storefront displays which read Businesses for R-74, the
same-sex marriage referendum. The stores were trying to create a connection between their
products and a progressive and honorable cause, and because of this, these businesses hoped to
bring in traffic from those individuals who identify with the message. However, this was
instigated by the campaign working to draw support for the measure. What I am proposing
instead is the subtle use of these causes by capitalists to shape the political discussion and
electorate itself while hiding behind the guise of honest advertising in order to bring about
further political divide and strength to brand loyalties.ii
I am almost ready to divulge the details, but before I do, I want to outline the dynamics of
race within this dichotomy. First, note that these political positions are almost exclusively
defined in the context of a white hegemony, and discussed as such. I suspect that will change as
time goes on and the progress of the civil rights era allows those who were previously excluded
to participate in our republic, however, we must now focus on the present. When other races are
discussed their difference is highlighted and is often dismissed as fixed or homogeneous. It is
rare where this is discussed in the context of the growing divide in this country.
Now let's start with the liberal racial aesthetic. Other races are noted as underrepresented
in regard to the actions of social justice, a term which defines the goals of the progressive and
liberal movements.iii The reality is that in urban centers, it is true that the other races are still
feeling the effects of systemic and institutional prejudice. However, we see in these spaces that
acting in ways to become successful in a white hegemony lead one to be perceived as white.
We have discussed examples of this at length: Sherman Alexie, Dean Ed Taylor, the list goes on.
Liberal efforts are working to use racial categories to correct the disparities between groups in
the hope that one day these categories will become obsolete and there will be an equal playing
field for all as outlined by the promise of Americana. However, we have seen that the present
racial aesthetic is necessary for the re-replication of the present system. We will deal with this
shortly.

Then what is the state of racial affairs in the conservative bubble? I would quote
Smedley here, but there isn't really a good answer to this question. The view is so radically
different that it would take another text to capture its history completely. I'll start with the
premise: racism is not as present as it once was., but where it exists, it is hardening. I liken the
efforts toward eliminating racism to the scientific goal of making a substance reach absolute zero
in temperature: the colder a substance becomes, the amount of energy required to reduce its
temperature grows exponentially. It is then impossible to cool a substance to absolute zero, in
the same way it is impossible to eliminate racism. This should not be a cause for concern as
groups which defend such practices are becoming marginalized themselves, and their impact will
shrink as time goes on.
So how is the system of racism replicated? A child is taught racism in this environment,
this is a fact I believe whole heartedly. It is when a positive experience with someone of another
race occurs that there is a breakdown of racist views. This is occurring all over the nation.
However, it is difficult for one to disregard their beliefs easily. Then, racists are now directing
their hatred from the phenotype to the aesthetic of the form. It is then possible for one to
overcome their racial disadvantages even in the eyes of some of the most fervent racists. They
can become white. The transformation isn't as complete as in the urban environment, but it is
important to note.
Of greater importance, though, is the idea that the efforts of the liberal to bring about
equality in their own context serves to appear to paradoxically subjugate the other in the
conservative context. This is where we see the protests of programs such as Affirmative Action.
When those who are white living in a sparsely populated area, and the only other interactions
they have with other races are with those who are successful in this environment, it is offensive
to state that there is a difference between the two. There is a cognitive disconnect, though, as
those who are seen as unsuccessful (reservation Native Americans in my experience, to be
explicit), as a product of a failed system of welfare dependence. This is not limited to other
races, though. There is a thorough disdain/sympathy for the so called white trash who become
dependent in a similar manner. Then there is no recognition at the plight of the other, as there is
no perceived active suppression. The idea is that they merely need to pull themselves out of their
situations.iv If it is possible for a few to rise above their heredity, then it is possible for all.
Conservatives are often criticized for this view, but as our world views are merely a product of
our observations, and without constant reminders of poverty like inside the city limits, it is
difficult to expect any other conclusion without education.
What have I just stated? Basically, that there are differences between racial identities in
each situation, but that there are methods to overcome disparities and achieve the promise of the
American dream. However, the methods of attempting to eliminate racial difference are at odds
with each other, and when taken as a whole serve to strengthen the aesthetic of race. However,
as race was a result of attempts to preserve Americana, a new component of identity is forming:
the comparison of the liberal vs. the conservative. Although it is too early to tell for sure, I don't
find it unreasonable to think that one day this distinction could have as much of an impact as
race. This is difficult for those to see who are entrenched within one group or another, but as
someone who travels between both environments in the spirit of an entrepreneur, it is noticable.
The perpetuation of such a distinction is an exciting prospect for the capitalist. Novelty
in foils of the current hegemony is becoming an increasingly difficult thing to produce. A new
and powerful distinction would provide tremendous fuel to the fires of the production of
autopoiesis. Tying brand loyalty to political affiliation could create real power for driving

demand for consumption. Just as brands become affiliated with racial identity, a brand could
become a symbol of one's desire to preserve Americana. The product is irrelevant. At this stage
in the game, the distinction is so ripe for exploitation that most any form can have its value
transferred through this process of difference. When I set out to write this down, I only had the
conservative agenda in mind. However, it is possible to play both sides of the chasm at the same
time. The liberal worldview is just as vulnerable, waiting to be worked in the same ways that ads
for international NGO's appeal to our sense of American privilege. Then, if the distinction is
strengthened enough, the concepts from my paper #2 come into play, and autopoiesis is
guaranteed.v
I'll now try to outline the heartstrings that need to be pulled. We'll get to the
implementation in a bit. To appeal to the conservative ideal, I begin with the idea that a man
works for what he receives. I play off that. This is in direct contradistinction to the reception of
government aid. It doesn't need to be stated as such, just mention the first and the connection is
drawn. While doing so, you have to avoid any display of forms which represent wealth. This is
not your target audience anywaythat market is flooded with products. Any attempt will make
your brand lose credibility. It is such a powerful and resonant message that it could serve as a
rallying point for a cause. Chik-fil-a has ran a successful campaign using similar ideas of
preservation of traditional marriage. In the wake of a smear campaign against the chain, a
mass of supporters came and purchased chicken sandwiches for a cause. That hand was tipped
too far, though, and this message doesn't resonate across the entire conservative population.
Another concept to spin is the idea of common sense. The measure of one's common
sense is an explicit and literal measure of value of one's worth in this space. I must make it seem
like using product is a result of common sense. These are just a few examples, but even in this
there is immense potential for brand production. The important point is contrast. One is trying
to strengthen a dichotomy.
I don't feel the need to develop the liberal forms as explicitly, as we see there is a set of
value systems that have already been developed. The most obvious example for me is Starbucks
Coffee. The affluent, professional liberal drinks a skinny triple-shot sugar-free vanilla latte every
morning rain or shine. We have seen the JC Penny inserts which suggest two fathers. Again,
though, the new aspect to emphasize is contrast. Not only is it important to add a positive to
one's self, it is equally as important to add a negative to the other.
After a certain point, though, when brands have been established, it is beneficial for the
game to be made explicit. If the other has been vilified enough, the result will be debate. As we
have seen recently, the debate will lead consumers and voters to cling to their loyalties, and serve
to strengthen brand loyalty further. Note that throughout this whole process, race is only relevant
in that it should be used to show successes inside the systems. There is no reason to discriminate
between those you are trying to bring into the fold of the new dichotomy.
So, now it is time to do what was needed in my previous paper. I'm going to re-imagine
the ridiculous Gucci advertisement and change it to meet a conservative aesthetic. I change the
background from the inside of a sexual playhouse to a log cabin with a meager fire burning in the
background. The models are now sitting on a modest wire frame futon. They can stay in similar
positions, but the woman's head needs to now be upright and her eyes focused on the man with
an attractive but non-sensual smile. Anything too sexual will be a turn off to a sense of modesty.
The man can continue to look at the observer, but his stare should be only a shade less intense.
He should be petting a purebred yellow lab with a thick collar. There needs to be a window
looking out to an open meadow containing cattle with trees visible in the distance. This is the set

up for the tagline across the bottom stating He/She's earned it--you've earned it. It is
deliberately ambiguous. This would be a great ad for the jeans the man is wearing. Perhaps the
cowgirl boots she is wearing, or the ten-gallon hat. Oh, one last note, the man should be visibly
black.
What connections does one draw from looking at this image? For one, it may perhaps
shock the notions of what is normal in Americana? This is what we are going for. We see a
successful black man in a conservative context. This appeals to the failure of other systems and
the success of the work ethic which is the core of the rural way of life. The tagline reinforces
this, the earning of possessions and success. This is all that is needed to strengthen both the
brand and the identity of the consumer. Even the racist is proud to see this credit to his race.
It is possible to do better than this tweak. As I stated in my rewrite, it is difficult to
market effectively across a wide area of dense population using mass media. Perhaps the best
medium for spreading the message of conservatism is through a cheap consumable that is known
more for its branding. The energy drink market is basically cornered. Tobacco is slowly losing
popularity, and is gaining a reputation of filth. A barbecue sauce or similar condiment would be
an excellent form. The consumption of meat (barbecue) is in perfect contrast to the liberal ideal
of vegetarianism. The consumption and cooking of barbecue is a ritual celebration of the
aesthetic of the conservative way of life.
Bear with me...It has to start in the same way that Kingsford charcoal has become a
symbol of the American barbecue. When creating the initial advertisements, you set up false
sense of urgency in that the American way of life is under attack, specifically, the dying art of
barbecue. Show dramatized grill masters, of varying races, working to use the sauce to preserve
the American way of life. In some ads, show them passing this on to the next generation,
preserving the tradition. On the bottle, place prominently defenders of the great American
barbecue. Sell it with a red, white, and blue brush shrink-wrapped to the bottle for the initial
run, so even if they never buy the sauce again, the connection is transferred from the ad to the
sauce to the brush to the meat, and then simply from the brush to the meat which is consumed
and is the fuel for the preservation of the aesthetic.
To extend the point, I would bring in celebrity endorsements for my product. Not any
conservative will do. Paul Ryan is too obvious at this point. New Jersey Governor Chris Cristie
is a little closer to what we are looking for. He is a conservative figurehead who has at least
shown a little support for bipartisanship. Anything that reveals your end too early will end the
game. As I stated earlier, after a certain point it is okay to tip your hand a bit. The distinction is
then made clear to the subconscious. With this set up, the market is now open and willing to
identify with other products of conservative worth.
There are plenty of ways to spin this, but I will now shift my focus to the liberal
aesthetic. I can't say I have as many answers here, I have spent only a fraction of my existence in
this environment. Again, we are looking for ways to contrast the value of a progressive outlook
versus a stubborn, backwards existence. Recycled clothing is becoming a hot trend, and there is
hardly any dominance in this market. Recycling is a very liberal form, while disdain of recycling
is a very conservative form. One way to play this is to draw attention to the fact that not
recycling is just plain stupid or selfish and lazy. This break from political correctness is a
moment of guilty pleasure for the liberal. In the moment, there is solidarity. Pair this with
donation of profit toward liberal causes, and you have yourself the start of a social movement.
So we have the foundation of a new taxonomy. What then are the implications? Looking
ahead to the very distant future: I suspect a call to shift the measures of representation in

congress and a continued resurgence of states' rights, especially if a conservative majority were
to be established. Both sides will attack the character of the other while ignoring the realities of
each context. Then, the stage is set for a pivotal moment in American history. If the country
were to fracture, then new entrepeneurs will pick up the pieces and create a new system of
representation in whatever space emereges. This is an extreme case and at the moment, even
given the tense climate of politics in this nation, seems unlikely. Instead, there will emerge a
movement of pragmatists using the new methods of communication that will doubtlessly been
developed by this point. The will unite to shatter the liberal vs. conservative dichotomy and help
ground the charged atmosphere of the public. The divide will become so bad that the group's
leader will go down in history as one of the great figures in this nation's history. In this moment,
advertisers will try to appeal to this movement by showing ads where conservatives and liberals
are working hand-in-hand toward the ever constant goal throughout any possible case:
preservation of Americana.
So then, I have opened the crease, identified the boundaries, discussed the ways to
redraw the boundaries, use the new spaces to battle each other and strengthen the boundaries,
and eventually led to a point where there is a real change in the way Americans represent
themselves. This is all dependent on the continued development in the divide between the two
parties currently in power. At the moment, I feel we are too far down the path of partisanship for
there to be a quick resolution. As long as people are fervent about their defense of the American
way there will be no end to the conflict. Stepping back for a moment, it doesn't feel wholesome
or redeeming to discuss ways to divide an indivisible nation. There is no pleasure in my
transcription. Autopoiesis is guaranteed, this all is merely a logical consequence. The cave can
be a dirty place, but with the correct light, though, I hope the projectionist may find a way to
bring his soul to peace.

ChasmA long and deep trench that claims the souls of those who fail at crossing from one side
to another. I titled my paper as such because the political climate is so much more than
a set of boundaries, there is a deep chasm between the two sides, and the difficulty in
crossing between is immense.
IndependentThe missing group throughout this analysis. It is hard to gauge the prevalence of
independents in Americana for me, although media representations make it seem
as though the independent is a dying class, as sides become rooted in their
ideologies for their quest to preserve Americana. The independent sees the
problems in a divided system, but has no representation outside a two-party
system and is thus subject to the throes of divisiveness. They, eventually
motivated again by the constant pursuit of the preservation of Americana, will
lead a movement to stop the gridlock. They will face great opposition, and it is
uncertain what the result of this battle will be.
CampaignThe sum of the forms presented by a political affiliation or candidate which serves
to influence a prospective voter in a democracyor, the sum of advertisements for
a product with a common theme that serve to influence a prospective consumer in a
capitalist system. It is now easier than ever to become involved with a campaign,
and work with a spirit of camaraderie toward the success of a resolution or
candidate at the cost of the opponent. The campaign manager is the ultimate
projectionist.
White TrashThis is a fun one. My own mother often describes herself as a product of a
white trash lifestyle. It is a vicious act to call a caste of living beings trash, but
we see that those inside have deflected the criticism and molded the form as to
create a kind of social value. One's definition of white trash is largely dependent
on context. Trailer trash is a synonymous term. The rejection of wealth is
absolute, and here the currency of common sense and adherence to the aesthetic
is social code. The trash distinction stems from the way they are identified by
outsiders. The rejection of wealth leads to a rejection of forms such as
organization and curb appeal. The code is not dependent on the value of one's
home or clothing. There is also a strong disdain for higher education, as this tied
so closely to the aesthetic of wealth and represents a perversion of knowledge.
NaturalThe conservative aesthetic is a consequence of the desire to live in as near a natural
state as possible while retaining modern convenience. Nature is fetishized. Political
views are molded in a attempt to retain as natural an order as possible. Government is
inherently unnatural and should work to stay out of the affairs of someone wishing to
live in a natural state. Then the perceived liberal wish to increase the size of
government highlights their deviation from the natural, and their work is detested.

PoliticianThis form has an incredibly negative connotation, in contradistinction to


representative. A politician is one who plays a political game for his own benefit
at the expense of those he/she represents. From an entrenched position, though, the
other sides political figureheads are lying and cheating while their own
representatives are the saviors that will rescue the nation from the deeds of the evil
other.
Working ClassI have previously discussed the impoverished, this is the conservative
equivalent. The stated goals of the conservatives in power wish to rescue the
nation from the reckless spending with which the other side spends the money
taken from the workers through taxation. This is in contrast to the
impoverished, who, while in a similar situation, implicitly do not take the
initiative to better themselves or their surroundings.

i Williamson, p. 40
ii You know, this is pretty evil thinking. Before this class, I wouldn't have thought anything of the sort could ever occur,
however, if my benevolent self is capable of such schemes, I can't imagine what the greedy and industrious are up to .
iii The Dream Project is an excellent example of such
iv There is the case of Native Casinos and resorts, but that is too specific and not entirely relevant to what I am trying to set
up
v Then does the system need race at this point? I can't answer that definitively right now

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