The Television Will Be Revolutionized: Walter Benjamin and Stuart Hall on Media, Technology, and Politics
Jürgen Habermas and others have shown that, since the Reformation and the Enlightenment, new questions appeared in people’s daily lives. Questions of religious practice, commodity purchases, and political possibilities helped to produce private and public spheres (Habermas; Benjamin, 32). People’s opinions became important to the coordination of social life, motivating research in what’s sometimes called “public opinion.” (Habermas) In the 19th century, growing urbanization increased interest in public opinion. New communication technology permitted greater dissemination of messages and images, furthering interest in public opinion and media effects. Early-20th century fascist leaders’ novel uses of mass media to effect political outcomes elicited dramatic growth of research in public opinion and media effects.
To be clear, communication research was political from the outset. The effects of massification; democratization of politics, economy, and media; and new technologies were unpredictable. No one could guess what political paradigms could emerge from never-before-seen social conditions. The aesthetic processes by which media helped to shape people’s perceptions rendered great concerns over media effects and new technologies.
In this essay, I’ll compare and contrast Walter Benjamin and Stuart Hall’s views on aesthetics and politics. While they share a good deal, Benjamin’s concerns, expressed in “The Work of Art in the Age of Mechanical Reproduction,” more clearly reflect early-20th century thoughts on media effects and new technologies. Stuart Hall’s writings advance some of the kinds of arguments Benjamin made, complexifying the role of the masses in producing and receiving media and politics. I’ll begin by explaining Benjamin’s understanding of media effects and technology, before comparing it with Hall’s. Then, I’ll show how they expound on these in order to show the political role of aesthetic processes. I’ll end by synthesizing these thoughts and gesturing toward a kind of political media program suggested in the works of Benjamin and Hall.
Benjamin’s “The Work of Art” shows how the development, and use, of communication technologies led to social effects. For instance, Benjamin says, film helped to lead to a kind of presentism (27). Film’s “tactile” “shock effects”—constituted by its perpetual movement—distracted film viewers, keeping them from contemplating on-screen events (32-3). Distractedness enabled viewers’ thorough absorption of filmic messages. This didn’t prevent potential for criticality, though. The film viewer’s position is distanced from the acts by which films are made, leading them to a critical posture (25-6). However, Benjamin observed that the film-film viewer relationship failed to fulfill its political promise (27). Rather than being directed at social conditions, criticism was primarily aimed at suddenly supposedly archaic traditions.
Parallel to Marx’s commodity fetishism, Benjamin said that art’s disconnection from traditions and material processes—what he calls art’s “ritual value”—coincided with the abstraction of art’s purpose into its “exhibition value” (21-3, 29-30). The destruction of art’s ritual value brought about the loss of art’s “aura”—its history, uniqueness, and unbreachable distance (21). Rather than represent everyday understandings of the world and social life, art became increasingly abstract, reproducible, and exchangeable, no longer tethered to referents (19-22). In this way, the loss of traditional connections to material practices inverted art’s purpose: instead of reflecting existing politics embodied in shared understanding and shared practices, art shaped understandings and politics (23, 28-9). For Benjamin (and as we’ll see, for Hall, too), this meant that public opinion came from the material conditions of people’s lives, but also from media effects. I will now show how Hall’s work relates to many of these themes.
Hall added the use of semiotic theory and took further some of Benjamin’s observations about the role that media play in shaping social outcomes. Hall said that all of reality entails discursive elements (“Encoding/Decoding,” 163-4). People receive (beginning in childhood and throughout life) symbolic systems—constituted by codes that associate symbols with referents—that they use to “decode” messages (“E/D,” 163-6). As people receive more messages, and are exposed to more kinds of associations between symbols and referents, their understandings of these associations and, more generally, of the nature of their particular symbolic system, shift. In this way, received messages help to perpetually refigure particular associations and remake symbolic systems. People decode messages in different ways, depending on their political dispositions and on their understanding of their symbolic system (“E/D,” 171-3). The power to make and remake symbolic associations is important for determining material outcomes. At least since the onset of modernity, ownership of media is a primary constituent of this power (“E/D,” 163, 169-72). This power might be more salient in recent times because the development of the private sphere (Habermas), the propagation of daily choices (Habermas), the proliferation of mediated images and messages (Benjamin), and the dissociation of symbols from referents (Benjamin, 19-20) have increased signifiers’ flexibility and ambiguity. As Benjamin and Hall show, this increased flexibility and ambiguity make more likely the incoherence typical of fascist and neoliberal media.
Benjamin said that fascists exploited the increased political role dictated by the conversion of art’s ritual value to its exhibition value (23). Images and messages in films have been crafted, cobbled together, and disseminated to masses from central locations (22, 25-6, 38n19). The ways by which film arrests attention, reshaping habitual feelings, thoughts, and actions make it an ideal tool for ideology and subject formation, or for propaganda (32-3). Instead of solutions, fascism offers the representation of grievances; Benjamin calls this the aestheticization of politics (33-4). In a way parallel to the way by which signs are divorced from referents and art’s role becomes more abstract (in the conversion to exhibition value), people increasingly succumb to the Malthusian impulse to convert populations into statistics and faceless caricatures (22). These increasingly abstract ways of perceiving the world helped to breed brutal impulses.
The aestheticization of politics must end in war—only war maintains property relations while mobilizing capital, the full labor capacity, and people’s feverish grievances (34). The war that fascism necessitates also produces its own aesthetics—metallized people, clouds of deadly chemicals, giant tanks, synchronized planes, and so on (34). Finally, the filmstar is a resource for fascist leadership style. Movie studios and ancillary institutions compensate for art’s loss of aura by building cult film personalities, not unlike the fetishist cult of the commodity or fascist cults of personality (27, 38n19). Through fascism’s cultishness, ritual value is refreshed but as pastiche: refracted, distorted, fragmented, disembedded symbols are haphazardly glued together (21, 34). Use of media effects to form incoherent ideologies isn’t unique to fascism.
Agreeing with Benjamin (23, 28-9), Hall said that discourse is the domain of politics (“E/D,” 168-9, 171-3). Politics is “produced” ( “Gramsci,” 169): it’s by controlling the field on which politics is played—by producing hegemony—that broad, long-term political victories manifest (“Gramsci,” 163, 168). Hall said that the British right understood the need to create hegemony better than did the left; rather than waiting for conditions to degrade until public opinion magically responded with a proper analysis (as Hall accused the left of having done), the right embarked to shape public opinion (“Gramsci,” 169). Thatcher and her advocates constructed the interests of the working class through what might’ve appeared to have been incoherent aesthetic processes (“Gramsci,” 167-8). Thatcher evoked what Benjamin called the “aestheticization of politics”: waving the flag, she sold austerity under the auspices of long-term improvement—“Make Britain Great Again,” she seemed to say (“Gramsci,” 167). Thatcherism seemed to represent everyone, but crucially, it represented the interests of the elites at the same time that it recruited members of the working class (“Gramsci,” 165-6, 167). Employing a panoply of ahistorical, referentless images and hollow slogans, she evaded the promise of leftists’ mostly Keynesian, welfare state policies that the populace no longer believed in (“Gramsci,” 167, 172).
Hall agreed with Benjamin: it’s crucial to find means to achieve victories and to eventually install, invigorate, and even refigure leftist hegemonies (“Gramsci,” 170-1). As Thatcherites aimed to dismantle the Welfare State, they erected something else; this exchange provided an opportunity for the left (“Gramsci,” 165). Social change entails, on one hand, appealing to people’s already-existing attitudes and concerns and, on the other hand, building new kinds of coalitions (“Gramsci,” 170). These must coincide with pressure on attitudes and on coalitions toward more liberatory leftist agendas and greater participation in various kinds of political activities (“Gramsci,” 171). All of this is required to form a leftist hegemony by which political debates would be over choices between leftist agendas (“Gramsci,” 173).
For Benjamin, revolutionary film would’ve fulfilled Dadaism’s failed project to weaponize art (32); it would’ve entailed the marriage between criticism and entertainment (29) while having depicted new possibilities for social life (31-2). Instead of only having represented people’s grievances (as fascist film did), communist film would’ve helped to shape public opinion, having formed a hegemony by which grievances would’ve been relieved (33-4). If pointless, brutal, warmongering rush to death is the necessary aesthetic end of fascism, communists must respond by producing subversive art (34).
While Benjamin said, “Works of art are received and valued on different planes” (23), Hall emphasized this point more greatly. People sometimes subversively decode messages in order to better understand social phenomena and their effects (“E/D,” 171-3). Public opinion isn’t only shaped in an intentional, power-inflected, unilateral way. People’s subversive decodings of texts (including radio, television, film, architecture, etc.) can help them to change symbolic associations. Hall showed that connotation and denotation lie on a spectrum, so people can alter widely-accepted meanings by first influencing connotations (168-9). By this logic, people can begin to re-encode aspects of the social system both from below, through shared social practices, and from above, by making revolutionary art. Especially today, it’s important for the left to decode workings of power, especially as they relate to social conditions. Doing so can help them to exploit media effects and represent new possibilities. As contemporary social life entails the ever-increasing profusion of images and messages, the power to reshape symbolic associations is more important than ever. Using this power, people can redetermine public opinion and form a new leftist hegemony.
Works Cited
Benjamin, Walter. “The Work of Art in the Age of Mechanical Reproduction.” Media and Cultural Studies Keywords, Hoboken, NJ: Wiley-Blackwell, 2005, 18-40.
Habermas, Jürgen; Lennox, Sara; and Frank Lennox. “The Public Sphere: An Encyclopedia Article (1964).” New German Critique, 3, pp. 49-55.
Hall, Stuart. “Encoding/Decoding.” Media and Cultural Studies Keywords, Hoboken, NJ: Wiley-Blackwell, 2005, 18-40.
Hall, Stuart. “Gramsci and Us.” The Hard Road to Renewal: Thatcherism and the Crisis of the Left, New York: Verso, 1988, 161-73.