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There’s a peculiar dissatisfaction in First World modern life. A racing, seeking need is prowling around, so many of us are trying to get something. Whatever we churn out in technologies and media doesn’t quite seem to be enough. Whatever new social media or communities or movies that pop up, people still seem disconnected.
I get that strange, unsettled, need – and that feeling things just “aren’t like they should be.” Even when you remove toxic nostalgia and the human condition, something seems wrong. Lately, contemplating everything from music to politics, a phrase bubbled up in my mind – “Nothing Means Anything Anymore.”
So much doesn’t seem to exist for itself or because it’s just good as it is or even it’s cool or fun. I think that’s part of the dissatisfaction.
The latest new social media product is just a mixture of contrarianism, MLM, and fad so someone makes money. The latest big media sensation is part of a series being milked for money and flattened to the most marketable format. Every book cover looks alike and sells the same stories that went before it – even for indie authors.
How much of our culture is just marketing anymore? Nothing exists for itself, everything is how to get more money into a bank account, so much is “number go up.” How many times have you reviewed a film or a book for friends and caught yourself sounding like a professional reviewer or marketer? We’re so used to nothing being what it its, but being some kind of product rollout or initiative or whatever we start to sound like that.
Or maybe there’s the meaninglessness in politics and the seeking of political power. Carefully-tested bullshit is spewed making claims everyone knows are lies, but people don’t want to admit it so their side “wins.” Pundits spit out catchphrases and newspaper people are just asking questions since they don’t want to do real work. Even the conspiracy theories are recycled and the conspiracy theorists seem to be trying not to meet each other’s gaze as they know they’re full of crap.
Such multi-level meaninglessness even infects supposedly sane politics. Political discussions among friends and enemies sound like any argument held by pundits as we’re all trying to be pundits instead of themselves. Local politics can be amplified by some online influence-seeker who posts about your local town and next thing you know your city council is getting screamed at by people in other states or even countries. Number goes up, votes go up, clicks goes up, but it’s all worse somehow.
We’ve somehow managed to build a complex, high-tech First World where we know a lot of it is bullshit.
Yet when I do things like read punk mags (hey, I’m not as dull as I seem) or go to local zine fests I see meaning. There’s some meaning in these handcrafted, not-market-tested, weird, personal things. There’s satisfaction to be had out there, from weird streaming services to someone’s photocopied jokes on cactuses (really, I have it). Meaning is there to have.
I’m not proposing a solution or a diagnosis of cause right now. I’m just recognizing this right now. I do suspect some of it is that we’ve built very complex, profit-driven societies and created a lot of technologies and media we’re promoting that we may not need or want. At some point everything became so abstract nothing means anything.
But now I can ask myself what does it mean when I look at a book, a movie, etc. I can ask why I do something and what really matters to me. I can also act less like a marketer . . . at least when I’m not marketing.
Steven Savage