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Resistance and Its Limits in Consumer Society

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Resistance and Its Limits in Consumer Society Resistance and its limits in consumer society Angela Jade Meyer Doctor of Creative Arts University of Western Sydney 2013 Acknowledgements I would foremost like to thank and acknowledge the support of my principal supervisor Professor Hazel Smith, who has provided invaluable advice throughout the DCA process, has showed unflagging interest in this thesis, and has pushed me to achieve my best work. I appreciate her encouragement, her attention to detail, and the many hours she has contributed to supervising my Doctor of Creative Arts. I also appreciate the feedback and support provided at various stages of the doctoral process by Dr Chris Fleming, Dr Matthew McGuire and Dr Catherine Rey. Useful feedback on early drafts of the novel was also provided by Chris Flynn, Matthia Dempsey and Amy Barker, for which I am grateful. I am glad to have been a part of the intellectually stimulating environment that is the Writing and Society Research Centre at the University of Western Sydney. I would like to thank in particular Dr Melinda Jewell and Suzanne Gapps for their administrative support. My parents, Phil and Karen Meyer, have provided incredible encouragement and support to me over all my years of study and writing, and I thank them from the bottom of my heart. Thanks go to my sister, Sonja Meyer, for not only being interested in my work, but for always understanding. And finally, I thank my partner in the ‘desert’, Gerard Elson, not only for his continual interest in and encouragement of my work and thoughts, and his insightful and intelligent feedback, but for his generous and accepting nature, which has been inspiring to me throughout this project. Statement of Authentication The work presented in this thesis is, to the best of my knowledge and belief, original except as acknowledged in the text. I hereby declare that I have not submitted this material, either in full or in part, for a degree at this or any other institution. …………………………………………… i Table of Contents Abstract…………………………………………………………………………….ii Introduction…………………………………………………………………………1 Chapter One: Stay in the desert or accept illusion? A connection to resistance, and a resistant connection, in Before sunrise and Before sunset.....................................................12 Chapter Two: ‘All can be and will be commodified’: bottom-up resistance and corporate incorporation in Dana Spiotta’s Eat the document………………………………...22 Chapter Three: Lisa Simpson as the voice of double-coded critiques of contemporary society in The Simpsons……………………………………………………………………39 Conclusion: Limits to resistance in Behind the yellow and the novel’s relationship to the analysed texts…………………………………………………..…………………..56 References………………………………………………………………………….85 Bibliography………………………………………………………………………..93 — Behind the yellow, the creative component of the thesis, is located in an adjoined volume after p. 94. ii Abstract This thesis explores the possibilities, and limits, of social and political resistance within consumer society. It questions whether it is possible to resist a culture that readily commodifies and incorporates opposition and difference. The thesis concedes that incorporation of resistance into the dominant social structures may be inevitable, but argues that some resistance is still possible. The thesis consists of a creative work—a novel—and an exegesis. The research process, consisting of theoretical and critical analysis, provided material for the creation of the novel, and the creative process raised further research questions. The methodology therefore took the form of both practice-led research and research-led practice. The exegesis is an analysis of characters and themes in the films Before sunrise (1995) and Before sunset (2004), the novel Eat the document (2008) by Dana Spiotta, and the TV show The Simpsons (1989 – present). The time-period of these texts is contemporary neo-liberal capitalist consumer society, and the focus is limited to American texts, as a prime example of this society. My novel, Behind the yellow (Meyer 2013), is set in the near-future, and constructs a consumer society that is abundant in goods and services, but is nevertheless a totalitarian society where resistance is categorised, controlled and punished through a contradictory ideology of ‘balance’. Resistance and its limits are explored in the texts under analysis through a multidisciplinary conceptual framework that draws on the work of Bauman (2007), Hutcheon (1988) and Fiske (2010). Particularly important in the work of these theorists are ideas about modes of resistance, limits to resistance, and the insidious aspects of capitalist society, such as notions of commodification, obsolescence and the shrinking of the category of normal. Central to the conceptual framework is sensidictoriness, a term I have constructed from a conjunction of the words sensitive and contradictory, that helps to explain subjects who are attuned to contradiction in society. Sensidictoriness is a response (by the subject, by a character) to his/her social and cultural position, or situation, leading to resistant thoughts and activities. In the thesis each text is examined in relation to resistance and its limits in consumer society, and the concepts are developed, with futuristic speculation, in my novel, Behind the yellow (Meyer, 2013). Through the characters Jesse and Celine in Before sunrise (1995) and Before sunset (2004), I introduce the idea of dissatisfaction with dominant ideas in consumer society. The path towards, and the sustaining of, resistance is also discussed, in relation to iii the concept of sensidictoriness. A close reading of the films introduces the argument that it is difficult to sustain resistance, as consumer society is perpetually limiting. An examination of Dana Spiotta’s Eat the document (2008) takes a broader, comparative view of resistant characters in two different eras (the 1970s and the 1990s). Direct and militant action is compared with strategies such as minor protests, appropriation and performance-as-protest, and the overall limits to resistance in both eras (with a focus on the latter) are explored. An analysis of The Simpsons (1989 – present) returns to a close character focus, but this time character is discussed as a device, in a popular, yet subversive, text. Here the argument is that both the character of Lisa, and the show itself, are ‘double-coded’, in that both collude with, and resist, the norms of consumer society. The novel manuscript Behind the yellow expands upon the conceptual framework and explores—and satirises—the idea of resistance and its limits in contemporary consumer society. The novel is speculative, and considers also what could occur if trends in diagnosis and commercial pharmaceutical treatments of mental ‘disorders’ were to escalate. At the centre of the story are two characters, Henry and Ava, who—at different times and on different levels—are attuned to the hypocrisies of the fictional society, and who struggle against the dominant system. In addition to exploring modes of resistance in consumer society, this thesis suggests that due to the contradictory features of consumer society, complicity is, for the most part, inevitable. However, by representing the tension between social resistance and compliance, creative texts have political value, denying political hegemony and ensuring heterogeneity within Western consumer society. 1 Introduction From the 1980s onward, in Western neo-liberal consumer societies, notions of freedom and choice have become increasingly complex, the process of commodification has accelerated, and social interactions have taken on attributes of transactions. Confused and contradictory media messages, such as ‘food porn’ cooking shows on television, interspersed with advertisements for Weight Watchers, are among many triggers of mental unease for subjects within society. For each type of unease (or its behavioural manifestation) the marketplace has a treatment readily available. For some people, unease may prompt inquiry, and resistance to the ‘norm’, and this process may be inspired or enhanced by encounters with resistant characters and ideas in books, films, TV shows or other texts. However, this resistance is often contradictory in itself as ‘choice’ is a dominant feature of consumer society. Nonetheless, awareness leading to resistance—a constant pushing back—assures heterogeneity within Western society, despite continual limitations. This thesis explores and critiques dominant ideas and power structures within contemporary consumer society, and the focus is on subjects who resist these dominant ideas from within the structures of that society. The thesis consists of a work of fiction (70%) and an exegesis (30%) comprising analyses of selected contemporary texts (films, a novel and a TV show), and a theoretical reflection on the creative work. The thesis, overall, questions whether it is possible to resist a culture that readily commodifies ideas of resistance and has psychological, social, and commercial categories ready for behaviours that are considered dysfunctional; in other words, behaviours that are in opposition to a culturally determined (and shifting) concept of normality. In this context, I argue that dominant concepts of freedom and choice can only be contradictory. Capitalism’s ability to ‘capture’ resistant messages and work them into the market- based system has arguably existed from the system’s beginnings. Certainly in the 2 1960s the counter-cultural movement manifested, alongside its actual resistant
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