The Political Ideology of the Cloud

“Among the declarations of faith in the future is the act of buying. Each time we go out and buy a new car or decide to purchase a new suit, a pair of shoes, a house, we base our decision on a philosophy of a life, a Weltanschauung. Buying is more than a commercial function…The real salesmen of prosperity and therefore democracy, are the individual who defend the right to buy a new car, a new home, a new radio.”

Ernst Dichter – The Strategy of Desire (1960)


Dichter’s muscular defense of the right, and rightness of consumption is understandable given the man, the time and the context. Fleeing Vienna in 1939, he was part of the wave of emigre’s shaped by experience of the old world that went on in the years after the Second World War to shape the new. He was to advertising what Bernay’s was to PR. ‘Motivational Research’ as he called it provided the foundation for much of the second-rate persuasion I have spent the last ten years of my career working on, as well as theoretical framework of sorts to sit behind it. This, however, is not the place to dive deep into that.

Having recently been working with a number of large tech firms, consulting on product development and marketing strategy before (perhaps rashly?) joining one, I have been reading Dichter in the light of that work. Above, he essentially describes purchase as a political act. An ‘vote’ with your chequebook for a particular version of the future cast by checkbook rather than ballot box. What he describes above as democracy is in truth a very specific strand – consumer-capitalist democracy –  which however you feel about it has created the environment in which we are now living. What we see around us is a ‘world according to Dichter et al’, whether you believe in the Congruence of Consumer Capitalism and Democracy or not. Again, for another time. But his work is of a particular time – of a bipolar world of Sputniks and Studebakers, of H-bombs and the Berlin Wall. It was a time when you were truly ‘with us, or against us’. However, in it’s early 21st Century incarnation, it has, like so many things become far more fragmented, much more multiple, and considerably more complex. Where buying was once a blunt instrument, a first past the post race for the line, it is now plurality of purchase. If buying is an ideological statement, whether intentionally or otherwise, there are far more ideas for sale.

These competing visions of the future – for an ideology is a just a grandiose way of explaining how you see ‘what could be’ – range in scope and implication from the petty to the profound. And how conscious we are of their implications is mostly inversely correlated with their profundity. Choosing organic milk or washable nappies are some those that lie at the obvious and small end of the graph. Chromebook or Macbook may be at the more profound for the second and third order future visions that you are unknowingly choosing between.

Before I am accused of creating my own forced binary between Apple and Google, I am aware that I am exaggerating to make a point here, but this is caricature to contrast, rather than a fabrication. In these two corporate citizens we are offered an implicit choice between two competing visions of what could be.

Apple, for all it’s relentless, glossy shining modernity is offering what could be described as a conservative ideology. For all it’s brushed aluminium minimalism, sleek lines and the Kubrick-futurism of their stores, they are selling the past. That the references are mid-century modern, whether cinematic or aesthetic is telling. They use a well-spoken vernacular of ‘visions of futures past’ to make you feel a comfortable part of a certain future; bleeding edge contemporaneity forged from deja vu. It is little wonder that buying their computers or phones is a bulletproof decision, one where no-one questions why. There is nothing futuristic about being taken for granted.

The bigger point about Apple though is not the ‘how’ of their execution, but their focus on the execution itself. They are a ‘Temple to the Thing’. Discussing my thoughts here, a good friend pointed out the strength of their ecosystem, of iTunes, App Store and iCloud; this is where I exaggerate for effect. Of course they are not just about the thing, the artefact, but they fetishises the artefact, beatifying objects with the faux-modesty of the lowercase ‘i’. The ecosystem is in service of the object. They are a makers of things. Ideologically speaking they are a highly polished 21th Century incarnation of a comforting, nostalgic 20th Century thought – the reassuring comfort of the possessed object.

Apple’s product design is very intentionally designed to evoke feelings of the numinous. They are meant to be worshipped rather than understood. Curved, clean construction and their own crisp glyphs make them feel like artefacts from another civilisation. Increasingly the physical product itself is seamless, with no access to change a battery, upgrade memory or view its workings. As technology regulates more and more of our world and the imperative to understand how it does this increases, Apple urges us not to look behind the curtain. The sacred cues continue into the packaging itself – jewel cut crystal-like plastic boxes, common on their smaller devices evoke modernist reliquaries. Phones and Laptops come sitting on their own altars – you lift the lid to reveal the device sitting like sacrement on it’s matte white ‘cloth’. The theme runs onto the stores themselves, mentioned already which have more than a whiff of the Reform Church or the Rothko chapel. The influences are multi-denominational, but unmistakably meant to make the object an article of faith, a crux of belief. It is at it’s heart a conservative faith that continues to celebrate modes of consumption that tie us all the way back to Ford.

For Google, the ‘thing’ is not the thing. The thing is simply a means. Google’s benevolent supra-statist ‘taxes’ our every activity in return for free stuff. But the stuff they focus on is digital rather than physical. Though they do produce some of their own physical products, they are not a ‘maker of things’ in that sense. In fact the stuff they do produce that exists virtually, digitally is as they would have us say ‘surface agnostic’. That means it doesn’t care what it happens to be residing in or displayed through at the time – that is just a temporary physical ‘host’ (apologies, the spillover of the religious language is not intentional, but it is the best explanation). Google’s version of ‘what could be’ is indifferent to the physical world, and as such, indifferent to the object. Ideologically it represents, whether knowingly or not, a vision of a new, thoroughly 21st century worldview. More so than the ‘gig economy’ or the  ‘uberfication’, Google’s mass cloud applications offer a new kind of (non)consumption.

Once you place the Data above the thing, there are a raft of ramification. When every app and every photo on your phone is automatically backed up, down to background and settings and that identity can be switched from one handset to another in minutes, or reloaded to a new one if the first is broken – is that original phone even your phone? When the docs you work and collaborate on exist neither on one person’s machine or another, when they no longer need to be sent place to place but are simply able to ‘be’ on their own corporeal plane, indifferent to how you access that plane, why do you need ‘your laptop’? Why need a possessive when the thing that matters is not the terminal, but where you are using it to access. The emotional centre moves from the tangible to the intangible, with the emotional value and irrational significance placed on the tangible thing steadily decreasing. Why be careful with your phone, when the phone is ‘a phone’ – and ‘your phone’ is a set of configurations and information that resides nowhere and can be anywhere. Suddenly the thing becomes a commodity, a functional rather than emotional good. A good far more easily shared, even provided as a public good or given away as a loss leader. Handed person to person when needed. I can check “my computer” – a collection of information independent of the physical through any terminal. I could edit a file from a street corner touchscreen, then notify clients via a strangers iPad. Ideologically, this is profound stuff; purchase of the thing is optional, rather than essential for participation.

In Dichters world, the choice was really, what to buy; it was that or being accused of being a ‘red’ or dropping out of the mainstream. Not to buy was not an option in a binary world. However, a glimpse of a ‘post-object’ version of consumer capitalism gives just a hint of world where buying at all is a choice, and a world that is object agnostic. And it has profound implications for anyone who is betting on the old world of ‘things’.