Post-Post-Modernist, Non-Ironic Self-Reflexivity in Advertising: It Bores/Annoys Me Already
So, every once in a while, the free daily Metro does away with...I don't know how to say this...any actual news on the front page. It just puts an ad there. The whole page. And the next page too.
Then they start the "paper" on page 3.
When they first did it, I was flabbergasted, though I shouldn't have been.
On Tuesday, July 21st, 2007 they did it again.
But this time it was a highly self-reflexive post-post-modern joke about there being no news and alas there was no news on the front page.
The joke several layers deep, or maybe just 2 layers deep [it's hard to count] is that there is no real news in Metro. There is just soft news masquerading as substance and substantial news with so little length that depth and thorough understanding is impossible. It all just seems to be news: a simulacra.
So as they and all the other free dailies unapologetically offer fluff over real news, they are even content to mock their own emptiness by profiting from their vacuousness with an ad skating so close to the truth.
But what happens to the population when they "read" this paper with this ad. Do they get it? Do they just skate over it mentally? Do they not care? I'm afraid to know the truth.
Metro is hip and connected to the vibe of its people:
"Our reporters get to the point quickly and cover Vancouver politics, up-and-coming local artists, events and much more. Our columnists keep readers informed about the latest celebrities visiting our city, shopping and restaurants – everything readers want, right at their fingertips."
By quickly does that mean without any slow stuff like background or analysis? And news columnists write about news. I have a hard time seeing fluff topics as being covered by columnists. But then, I suppose if you get a column in a paper on shopping, then that's news[?].
"Which is great, because since the beginning our readers have maintained a special relationship with Metro."
What the hell kind of relationship have we got with Metro? Is Metro our barber, therapist, confidante, bookie, work-spouse? Who started this relationship? Is it consensual? Was I informed that I'm in a relationship? Is it one-sided, completely constructed by a newspaper, its marketing arm, its focus groups and studies of target audiences, and its will to determine for us what news is so when we're asked we say news is that thing we're fed?"They’re an established and loyal group who believe in, connect with and respond."
Established by Metro? Who decides how that amorphous group is loyal to anything, let alone a newspaper? Is it loyalty like to the Canucks or an extended family or belief system? And what does this loyal group believe in about Metro? This is just lunacy.
In the end, Metro's self-description sounds like a church. Metro isn't a product we consume as much as a lifestyle we choose and identify with. Psychology + Marketing = Mind Control. And if we actually believe Metro speaks to us, I've got some Kool-Aid I'd like you to drink.
I tell ya, Pravda never had it so good: at least there, everyone knew it was all the same, here we have the illusion of a free press because the papers and media outlets have different names.
In the end, the CanWestMedia whore owns the Vancouver Sun, The Province, The National Post, the Times-Colonist, 14 lower mainland weeklies, Global and CH TV and Showcase [with their purchase of Alliance Atlantis], all of the Dose free daily paper and until recently, 1/3 of Metro. The CRTC without any real concern for corporate concentration of media [unless it impedes free advertiser access] gives us all a snapshot of the media empire [see below or see here]. And in the end, regardless of which media robber baron is in charge of the "truth" we are allowed to see, the corporate media filter censors reality daily.
Labels: British Columbia, CanWest, Community, Corporations, Culture, Democracy, Lifestyle, Media, Society, Vancouver