The Party claimed, of course, to have liberated the proles from bondage. . . . In reality very little was known about the proles. It was not necessary to know much. So long as they continued to work and breed, their other activities were without importance. Left to themselves, like cattle turned loose upon the plains of Argentina, they had reverted to a style of life that appeared to be natural to them, a sort of ancestral pattern.
They were born, they grew up in the gutters, they went to work at twelve, they passed through a brief blossoming period of beauty and sexual desire, they married at twenty, they were middle-aged at thirty, they died, for the most part, at sixty.
Heavy physical work, the care of home and children, petty quarrels with neighbors, films, football, beer, and, above all, gambling filled up the horizon of their minds. To keep them in control was not difficult.
—George Orwell, 1984
“As real-life experience is increasingly replaced by the mediated ‘experience’ of television-viewing, it becomes easy for politicians and market-researchers of all sorts to rely on a base of mediated mass experience that can be evoked by appropriate triggers.
The TV ‘world’ becomes a self-fulfilling prophecy: the mass mind takes shape, its participants acting according to media-derived impulses and believing them to be their own personal volition arising out of their own desires and needs.
In such a situation, whoever controls the screen controls the future, the past, and the present.”
[p. 82, Joyce Nelson, THE PERFICT MACHINE; New Society Pub., 1992, 800-253-3605; ISBN 0-86571-235-2 ]
“Women are carefully trained by media to view themselves as inadequate.
They are taught that other women—through the purchases of clothes, cosmetics, food, vocations, avocations, education, etc.—are more desirable and feminine than themselves. Her need to constantly reverify her sexual adequacy though the purchase of merchandise becomes an overwhelming preoccupation, profitable for the merchandisers, but potentially disastrous for the individual.
“North American society has a vested interest in reinforcing an individual’s failure to achieve sexual maturity.
By exploiting unconscious fears, forcing them to repress sexual taboos, the media guarantees blind repressed seeking for value substitutes through commercial products and consumption.
Sexual repression, as reinforced by the media, is a most viable marketing technology.
“Repressed sexual fear, much like all types of repression, makes humans highly vulnerable to subliminal management and control technology.
Through subliminal appeals and reinforcements of these fears, some consumers can be induced into buying almost anything.”
[MEDIA SEXPLOITATION, Key, 1976]