Will Davies on Bozo’s ascent:
Advertising, dating back to the late 19th century, brought a more scientific perspective to a similar challenge: how to produce an affective bond between a mass public and a product. A key difference is that advertising is primarily focused on the future (what will this product be like, what difference will it make to me and my life?) whereas nationalist communication is heavily focused on the past (great victories, sources of identity, origin myths). Nevertheless, the two became synthesised in the twentieth century with wartime efforts to boost ‘morale’, which aimed at increasing solidarity and enthusiasm (things that become increasingly important as warfare engages more non-combatants and involves aerial bombing).
The neoliberal era that followed the collapse of the Bretton Woods global monetary order generated additional types of psychological influence. The neoliberal political system and ideology emphasises that all situations are uncertain and competitive, and it is therefore up to all decision-makers – states, firms, investors, job-seekers, parents, students – to adopt a responsible, enterprising and flexible mentality, in approaching a fundamentally unknowable future. This makes impression management (especially impressions of the future) an essential technique at all scales of decision-making. Intuition and instinct become crucial cognitive tools, and targets for persuasion.
Worth reading the whole thing; not a cheerful piece, but then it’s a piece about the weaponisation of cheerfulness, so, yeah. The point about the futurity of advertising melding with the nostalgia of nationalism feels intuitively relevant to my own work, though I’m not quite sure yet where it fits; possibly as support for my minor-key riff about conservatism being distinguished by its utopias being located in the past rather than the future.
I’m still stunned by that Sun front page. Not that they’ve ever gone much beyond crude nursery-wall-mural appeals to a carefully nurtured demographic of subliterate manchildren… but even so it’s somehow shocking to be reminded of just how literally infantile the political discourse in this country still is.