How to Save the World in Ten Easy Steps,
Step One
By Israel Shamir
[A Talk given at
the Madrid Conference, November 2009]
The world is
ill; it is running a high fever. Global warming is just a metaphor for
this febrile life we lead. The first thing is to lower the temperature
– to cool it.
While Obama’s
team and their peers all over the world try to stimulate consumption and
encourage growth by making credits cheaper and by titillating us with
glossy pictures of new cars, phones, kitchen appliances and attractive
females, we should take the opposite direction: that of reducing
temptation. Let us remain blissfully ignorant of wonderful opportunities
to update our present arsenal of appliances.
The temptations
we ask our Lord to lead us not into are daily promoted by the
advertising machine, and they cause the neurosis and the anxiety from
which we are suffering. There is a secondary but equally evil product of
advertising, and that is the fuel for business-dependent
consumption-oriented tempting and titillating media.
Media has an
important and positive function to perform: namely, it helps people to
exchange their views and form their own opinions. Media is also a great
entertainer, and that is also good.
While the
positive qualities of the media should be preserved, the deadlock of
business, consumption and titillation should be broken. Ultimately, this
can be achieved by banning advertising altogether,just as we banned
tobacco advertising. However, a first step can be less drastic, and it
can be achieved without great social changes, by separating content and
advertising. Newspapers and magazines should choose whether they want to
publish content – opinions, stories, news – or advertising. If you
publish advertising, you may not add content; if you publish content,
you may not run advertising.
Advertising
media should be treated as pornography, banned from the public space, to
be sold separately in brown-paper envelopes. We can learn from Thailand,
where cigarettes are legally sold under-the-counter to demanding
customers but never displayed openly. Advertising is more dangerous than
tobacco, for it causes anxiety, envy and a feeling of failure in the
millions unable to buy the latest Jaguar.
This approach
will break the unhealthy connection between business and the formation
of public opinion. Content media will be free to entertain us and to
offer its tribune to writers and thinkers, without needing to seek the
approval of a media baron. This will restore positive feedback between
audience and media. Such feedback once allowed left-wing media to exist
and prosper, but despite their great number of copies in print, they
eventually died out: – they could not compete with the
advertisement-carrying papers of the media moguls. Thus, in Israel,
left-wing Davar and Al Hamishmar succumbed while barons’
papers Ha'aretz, Yediyot and Maariv survived. In
England, the only Left paper died out, though its circulation was four
times bigger than that of its competitors, because business did not want
to give its ads to it. So after the freedom of the media is achieved, we
can expect to read a greater variety of opinions, not only those vetted
by the rich.
Eventually
advertising, and its PR variant, can be limited to such an extent that
not a single unwilling person will be exposed to the temptation to
consume, to buy, to rent, to get a loan, to sell or to any other
business-related activity.
This will
signify a turn away from a society of consumers to a society of
producers. Almost all of us are producers AND consumers; but nowadays
our producing hypostasis is subservient to the consuming one.
Consumer-based media despise the producer. They speak neither of nor to
the honest worker; preferring instead to dwell on the conspicuous
consumption of a Paris Hilton. But we want to live in a society where a
Paris Hilton will be proud of her creative work, not of her ability to
eat, drink and suntan.
This would
signify our turn from a nature-destroying society to a society at peace
with nature. If the stimulation of consumption continues apace, we'll
eat our planet up within one century, probably less. By giving up growth
we'll find homeostasis.
This will also
signify a turn away from a Jewish-inspired to a Christian-based society.
Many critics of Jewish morals, of Jewish influence and of Jewish
predominance in media are happy just to point out the disproportionate
Jewish presence in this or other important field of human activity. They
offer no way out of this but a crude racialist replacement of Jews by
Gentiles. This won’t do because Gentile-owned media will copy-cat Jewish
practices. It might be good enough for racialist “whites” who eye some
mythic genetic pool advancement, however, we want more. We want the
victory of the Christian spirit, not that of “Christian” flesh because
for us, ‘Jewish’ and ‘Christian’ are not racial but spiritual antonyms.
Is such a
society possible? Absolutely. European and American society became
ensnarled by the advertising and consumption trap quite recently, less
than three hundred years ago. This process was described by Werner
Sombart, the German Marxist of early 20th century, as “a
struggle between two – Jewish and Christian – outlooks, between two
radically differing — nay, opposite — views of economic life.” His
predecessor Max Weber had pointed out the Protestant roots of
capitalism. Sombart corrected Weber by noticing the Jewish influence
which formed real capitalism.
He saw early,
pre-Jewish capitalism as basically Christian society seeking fairness
and harmony. In this Christian ethics-based society all forms of
advertising were forbidden, as they were considered unfair. “Commodities
were produced and bought and sold in order that consumers might have
their wants sufficiently satisfied. On the other hand, producers and
traders were to receive fair wages and fair profits. What was fair, and
what sufficient for your need, tradition and custom determined. And so,
producer and trader should receive as much as was demanded by the
standard of comfort in their station in life.”
This is a far
cry from today’s society where there is no connection at all between the
wages of the producer and the profit of a trader and middleman. We now
consider competition benevolent, for we were told that it is good for
the consumer. But is it good for a producer whose income is constantly
undermined by competition? We pay less for an appliance because of
competition, but our wages are also pushed down by competition, as our
labour is also a sort of commodity. Immigration creates a permanent
downward push on our wages and an upward push for labour competition.
In the most successful, solidarist and least Judaised countries – Sweden
and Japan – there is little if any competition, whether for labour or
for commodities. In pre-Jewish European society competition was frowned
upon. Traders did not compete: they fixed prices and waited for
customers.
“To take away
your neighbour’s customers was contemptible, unchristian, and immoral. A
rule for “Merchants who trade in commodities” was: “Turn no man’s
customers away from him, either by word of mouth or by letter, and do
not to another what you would not have another do to you.” In the 18th
century, in the London of Defoe and the Germany of Goethe, it was not
considered proper for a shopkeeper to “dress his window tastefully, to
advertise his business or to praise his wares… To praise your goods or
to point out wherein your business was superior to others was nefarious.
But the last word in commercial impropriety was to announce that your
prices were lower than those of the man opposite.”
Sombart
concludes: “to make profit was looked upon by most people throughout the
period as improper, as 'unchristian'”. Jews did not agree with such
norms. To them, profit justified everything. “Jews were never conscious
of doing wrong, of being guilty of commercial immorality. They were in
the right; it was the other, Christian outlook that was wrong and stupid
in their eyes. The Jew is more of a business-man than his neighbour; he
recognizes, in the true capitalistic spirit, the supremacy of gain over
all other aims.”
“The Jewish
claim to be the fathers of modern advertising is well established. A
very old advertisement in the United States — whether the oldest I
cannot say — appeared on August 17, 1761, in the New York Mercury,
as follows: “To be sold by Hayman Levy, in Bayard Street, Camp
Equipages of all sorts, best soldiers’ English shoes . . . and
everything that goes to make up the pomp and circumstance of glorious
war.” Finally, the Jews are the founders of the modern Press, i.e.,
the machinery for advertising, more especially of the cheap
newspapers.”
This was the end
of free thought: only writers approved by wealthy advertisers could be
published. After a small Californian newspaper, The Coastal Post,
published my article in defence of President Carter, there was a drive
by Jewish organizations to stop the flow of advertising to the
newspaper. In a short time, the newspaper was forced to repent. Many
writers were seduced into obedience. In that short time, freedom of the
press was conquered.
While stopping
advertising, we should also stop hidden advertising. Stock market
reports are a form of advertising, for it mentions certain companies and
their products, and even worse, it attracts people to gamble on shares
and currencies. It would be good to get rid of the stock markets
completely, but as a first step, let us just treat all information about
the markets as advertising, making it available only to those who
actively seek it while protecting the majority from exposure to it.
Stock markets should be open just one day a week, as is already the case
in some countries, until the public is weaned from frenetic “business
activity”.
We may look with
some nostalgia at the experience of the Soviet Union, a utopia of little
or no advertising, of producer-centered media. In the Soviet Union, a
nice girl like Paris Hilton would be deported to a village one hundred
miles away from the big city for re-education in a factory or on a farm;
she would not re-educate us and our children. A Russian-made appliance
could serve its owners for twenty to thirty years. Soviet citizens were
not pushed to consume. Instead, they were called to work and to improve
themselves by study. The lack of sophistication of the Soviet elite
eventually effected the collapse of this utopia, but for the 18 years
since its demise the residual achievements of Soviet education in its
universities, opera houses and classic orchestras, in software-writing
and in free thought still empower and inspire the West.