by J. M. Tyree
“Facts just twist the truth around…” -Talking Heads
During the run-up to the referendum on Britain’s relationship with the European Union, I noticed a persistent commercial for SlimFast weight-loss shakes being broadcast on the non-BBC channels. A sultry voice suggested: “Have a go, ladies, and see what you can do.” That’s pretty much what the angry and aging voters of England and Wales decided for themselves and the rest of Britain. The tagline of the commercial and the product slogan – “Works for Me” – struck me as remarkable. SlimFast wasn’t guaranteeing that their product worked, or that it worked in any specific, quantifiable, medically verifiable way. But the idea that it “Works for Me” suggested that it might work for you. In fact, the product might or might not work at all, but the company could always say that they never said it did, exactly. Brexit was not as advertised, not As Seen on TV.
This curiously philosophical commercial popped to mind when I watched a series of interviews with the residents of Stoke-on-Trent, a heavily Labour area that went 70% for Brexit. One pottery producer said that production might need to be cut due to economic uncertainty and reduced demand in light of Brexit. But an angry-looking woman retorted to the BBC’s cameras that the media should come back in twelve months and see how much better everything would be after Brexit. “I can’t wait for it to happen,” I think she said. (But if things were going so swimmingly, what was she so angry about?) Brexit might not work – not actually work, not in reality. Most experts predict a recession, potentially a bad one. (The “so-called experts” were cast into a somewhat similar position to a doctor or trained nutritionist advocating that there might be other ways to slim down.) But the real historical consequences don’t matter, because we’re living in a post-truth era of SlimFast politics. Ladies, Brexit “Works for Me.” As Katharine Viner, the Editor of The Guardian, put it in her Brexit Op-Ed, “How Technology Disrupted the Truth,” “When ‘facts don’t work’ and voters don’t trust the media, everyone believes in their own ‘truth’ – and the results, as we have just seen, can be devastating.”
It’s tempting to call this phenomenon The Americanization of Facts, although in truth it’s a global feature of enbubbled media, characteristic of Russia Today television broadcasts as much as the British tabloids and the Fox News Channel. Americans might be tempted to roll their eyes at the seeming shock of British liberals about this situation – been there, done that, here we go again. The problem goes beyond garden-variety bias or even propaganda. Instead, we conform to a consumerist conception of truth as something that we select from a menu of choices. The inside-out thinking of Madison Avenue and the logic of climate-change denial has become basic to our era’s entire zeitgeist.