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Edited on Thu Oct-16-08 01:39 PM by The Magistrate
The most solid element of it as a propaganda line is that it is aimed at persons ignorant of basic facts about business income, a population of persons, like Joe the Plumber himself, who know nothing about running a business and will never own or operate one, though they may comfort themselves with fond dreams of someday being in charge and bossing other people around. Republican propagandists on this subject employ a form of 'aspirational marketing', a marketing style which aims to draw people into purchasing something as a means of feeling their social and economic status is higher than it actually is, so that they can avoid the stigmatized feeling of being nearer the bottom rather than the top. In this case, rather than, say, a package of lunch meat with a trim of gold foil and a concocted tale of preparation by artisans in a beautiful mountain valley, as opposed to that Oscar Meyer stuff, what is sold is an idea, and the promise that by identifying with and accepting that idea, you, too, can be part of the over-class which possesses and employs, and not part of the working class which is bossed around and owns, really, nothing. The idea is that you can easily become a member of this over-class, and that the chief obstacle to your doing so is restrictions on its ability to amass profit for itself, and public policies that require it to pay for assistance to people that eases their burdens in their actual present economic and social state. Because accepting this idea allows people to imagine they are themselves a portion of the over-class, they submit to being moved politically in ways that work to its best interests, and against their own best interests, and they do this in exchange for reveling in fantasies of future prosperity and power over others they will never physically enjoy. The dynamic is rather similar to that of a dedicated aficionado of celebrity pornography, imagining himself actually in the embrace of some starlet, whatever the actual situation in which his genitals are experiencing friction may be....
The weakness of it, as a totemic emblem brandished by a candidate for President before an audience of scores of millions, is that basic facts of the situation differ from what McCain imagined them to be. The fact is that Joe the Plumber is a mope, who is dreaming of buying on credit a business which grosses perhaps a quarter million a year, rather than an actual prospective purchaser of a business netting more than a quarter million a year. The spectacle of McCain, grinning like an eager gnome and congratulating Joe on being rich, is an iconic moment of idiocy that deserves to echo in political lore down the years with Dole's 'Democrat wars' and Ford's impromptu liberation of Poland. For Joe is not remotely rich, by any conceivable standard, and even Joe knows that. Joe is effectively a plumber's helper, who cannot be clearing more than thirty thousands or so a year, who does not even own more than a tenth of the house he lives in, or even possess free and clear the automobile he drives. To state so clearly as McCain did the lie he depends on Joe, and millions more, believing, is to tear the elaborate tissue of illusions on which belief in that lie depends. You cannot state a thing like that too starkly; you must sell it by hints and implications, by innuendoes and suggestions, for acceptance of it is wholly dependent on the believer never examining the thing too closely, since it is in fact nonsense, and pretty lame nonsense to boot, well within the capability of even those who allow themselves to be imposed on by it to see through, if it is ever stated clearly. Joe may not know much, but Joe knows damned well he is not rich, not by a long sight.
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