But the new brand biopics — all of them movies where a corporate brand is the real star — are movies that approve of capitalism, that take its high-voltage connection to consumer desire for granted as a good thing. They are thus almost forced to take a Gilded Age view of wealth accumulation: “now there’s a guy who got things done and made something of himself.
The simultaneous arrival of these movies does have the flavour of an experiment on audiences, perhaps one propagated by some Koch brothers-funded think-tank. We should, naturally, approve of such an experiment — even as we recognize the truths that a leftist or progressive critique of these movies might have. Corporate brandingsometimes a greedy, engineered perversion of our desire for group identity, our human instinct to follow some flag.
No doubt the all-pervading gas of marketing science is rushing into a void created by the decline of religion and the dwindling of family sizes. But if we look ourselves in the mirror, we know our parasocial relationships with brands — Sephora, Birkenstock, Apple, Nerf, Alienware, pick your poison — can be pretty intimate and meaningful.
Anyway, you don’t need a conspiracy theory about billionaire advocates for capitalism to explain what GQ calls “” … in an article being used to sell shoes, watches and gadgets, because it’s GQ. Hollywood’s preachy progressive streak is well known to stem from a bad conscience. It is, in general, an ultra-Darwinian place where egalitarianism takes a back seat except as a political abstraction.
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