Tony D. Sampson's interview on digital populism and recent European political phenomena, held on 14th June 2013 with the author of this blog and of Obsolete Capitalism. The next interview with Simon Choat will be published Saturday 5th October 2013. The previous interviews were held with Jussi Parikka on 14 September and Saul Newman on 21 September.
EDIT: We collected Sampson's interview in PDF file! All interviews on digital populism - in English language - are collected into a single file HERE.
Crowd,Power and Post-democracy in the 21st Century
Rural fascism and city or neighborhood fascism, youth fascism and war veteran's fascism... fascism of the couple, family, school, and office. Only the micro-fascism can answer the global question: 'Why does desire long for its repression? how can it desires its very own repression?'
— Gilles Deleuze, Fèlix Guattari, A thousand plateaus, pg.271
- On the micro-fascism
OC Let us start from the analysis Wu Ming set out in their brief essay Grillismo: Yet another right-wing cult coming from Italy and which interprets Grillo’s Five Star Movement as a new authoritarian right-wing faction. Why did the desire for change of much of the electorate long once again for its very repression? We seem to witness the re-affirmation of Wilhelm Reich’s thought: at a given moment in history the masses wanted fascism. The masses have not been deceived: they have understood very well the danger of authoritarianism; but they have voted it anyway. Even more worrying is that the authoritarian Berlusconi's Freedom People (PDL) and Grillo’s Five Star Movement (M5S) conquer more than half of the Italian electorate together. A very similar situation arose in the UK in May 2013, with the UKIP’s exploit in the latest local elections. Why and in what measure are the toxins of authoritarianism and micro-fascism present in contemporary European society?
TS I'd like to think this through using Tarde’s somnambulist as the situation seems to lend itself to a theory of sleepwalking subjects, but this approach should also have a UK political context. So yes, once again, we are faced with a surge in rightwing popularism, particularly here in my home county of Essex: a much maligned county east of London along the Thames Estuary. Across the UK the rise of the right should not really be a surprise. The working poor and unemployed have been hit hard by the Tory cuts. They need someone to blame and political forces like UKIP, BNP and EDL (English Defence League) have just the (one) policy to do that: they blame the “Others”. Moreover though, many of these people have completely turned their backs on the left. This is partly due to the Thatcher-Murdoch demonizations in the 1980s, but it’s also due to the failure of the kind of bourgeois democracy they experienced under New Labour. Blair’s “third way” decimated left thinking in the middle ground. He moved the centre left further to the right than the Tories with his public-private initiatives and laissez-faire approach to banking and communications. Now we have the coalition and their insulting mantra of “we’re all in this together.” Unemployment is on the increase, along with mini-jobs and their derisory contracts. The Liberals used to soak up the popular protest vote. No one believed they could ever really get into power. But they did! The illusion of bourgeois democracy is now exposed, which is a good thing, but this could also mean that many people in Essex turn even further to the right.
This broad macropolitical failure does not however explain it all. At the microsocial level of the “people” we are, it seems, seeing the continuance of fascistic political unconscious. In Essex the people have voted Tory for years. Indeed, the question the left have been asking for a long time now is why people in this neglected London overspill support a political class of expensively educated, career politicians whose policies contradict their own interests? Is this a people who seek their own repression? So yes Reich’s question is pertinent once again. We need to try to rethink what seemed to him to be the perverse impulses of the fascist unconscious; a desire for repression that seeps through the layers into conscious rational choices. Why do so many people desire this kind of popular fascism? They are aware. They are not deceived. The fascist brain is caught up in a mixture of rebellious emotions and reactionary ideas against the putrid centre ground. But it is not democracy they desire. They are in need of a religion to protect them from the chaos. They crave authority, as Reich argued. They desire belief.
While Reich’s binary thinking may have famously helped him to mistake the desire to be repressed for an irrational perversion of an otherwise rational state, he did point out that Marxist sociology offers an equally binary perspective of the desiring machine. They had it wrong about mass psychology. Contrary to how we perceive the masses through the lenses of Marxist thinking, they do not perceive themselves as a hard done by proletariat pitched against the bourgeoisie elite. Desire does not have a class distinction hidden inside. As Reich points out, the Marxist ideal of abolishing private property seems to clash with the people’s desire for all kinds of commodities. He mentioned shirts, pants, typewriters, toilet paper, books etc, but today we can add iphones and flat screen TVs. They also seem not the least concerned if it is the state or the private sector that appropriates their surplus labour. No surprise then that the promises of a return to the student protests of 1968 all but fizzled out in the winter of 2011. Indeed, it was the English summer riots that emerged as a much greater force. But this was no Arab Spring. Nobody took over Trafalgar Square. They went straight to the shopping mall. Perhaps the rioter’s desire to loot needs to be grasped as a kind of perversion of the desire to shop.
This broad macropolitical failure does not however explain it all. At the microsocial level of the “people” we are, it seems, seeing the continuance of fascistic political unconscious. In Essex the people have voted Tory for years. Indeed, the question the left have been asking for a long time now is why people in this neglected London overspill support a political class of expensively educated, career politicians whose policies contradict their own interests? Is this a people who seek their own repression? So yes Reich’s question is pertinent once again. We need to try to rethink what seemed to him to be the perverse impulses of the fascist unconscious; a desire for repression that seeps through the layers into conscious rational choices. Why do so many people desire this kind of popular fascism? They are aware. They are not deceived. The fascist brain is caught up in a mixture of rebellious emotions and reactionary ideas against the putrid centre ground. But it is not democracy they desire. They are in need of a religion to protect them from the chaos. They crave authority, as Reich argued. They desire belief.
While Reich’s binary thinking may have famously helped him to mistake the desire to be repressed for an irrational perversion of an otherwise rational state, he did point out that Marxist sociology offers an equally binary perspective of the desiring machine. They had it wrong about mass psychology. Contrary to how we perceive the masses through the lenses of Marxist thinking, they do not perceive themselves as a hard done by proletariat pitched against the bourgeoisie elite. Desire does not have a class distinction hidden inside. As Reich points out, the Marxist ideal of abolishing private property seems to clash with the people’s desire for all kinds of commodities. He mentioned shirts, pants, typewriters, toilet paper, books etc, but today we can add iphones and flat screen TVs. They also seem not the least concerned if it is the state or the private sector that appropriates their surplus labour. No surprise then that the promises of a return to the student protests of 1968 all but fizzled out in the winter of 2011. Indeed, it was the English summer riots that emerged as a much greater force. But this was no Arab Spring. Nobody took over Trafalgar Square. They went straight to the shopping mall. Perhaps the rioter’s desire to loot needs to be grasped as a kind of perversion of the desire to shop.
- 1919, 1933, 2013. On the crisis
OC In 2008 Slavoj Zizek said that when the normal run of things is traumatically interrupted, the field is open for a ‘discursive’ ideological competition. In Germany in the early 1930s Hitler won the competition to determine which narrative would explain the reasons for the crisis of the Weimar Republic — the Jewish conspiracy and the corruption of political parties. Zizek ends his reflection by stating that the expectations of the radical left to get scope for action and gain consent may be deceptive as populist or racist formations will prevail: the Greek Golden Dawn, the Hungarian Fidesz, the French Front National, the UK Independence Party are examples. Italy has had farcical groups such as the Lega Nord or the recent Five Star Movement, a bizarre rassemblement that seems to combine Reverend Jones People's Temple with Syriza, or ‘revolutionary boyscoutism’ with the disciplinarism of the societies of control. How can one escape the crisis? What discursive, possibly-winning narratives should be developed? Are the typically Anglo-Saxon neo-Keynesian politics an answer or, on the countrary, is it the new authoritarian populism that will prevail?
TS Perhaps I need to begin by realizing the limits of a my philosophical approach in this context. I cannot provide a discursive formation. It’s about relational concepts rather than a series of logical propositions. This will not lead to that. We need to approach discursive formations by exposing the nondiscursive relations of encounter with events. For example, we can ask how the microsocial encounters macrolevel politics. What are the new layers of experience that succeed Reich? What is it that viscerally appeals to the “people” of Essex? Perhaps it is fear! There is the Eastern European conspiracy/contagion here (they are coming for our jobs and benefits). They blame it on the Muslims too (they want to kill us all). What escape do we have from these formations? What kind of intervention could clear away the fog of populism that obscures affirmative felt relations: the empathy all repressed people should have in common with each other.
- On the missing people
OC Mario Tronti states that ‘there is populism because there is no people.’ That of the people is an enduring theme which Tronti disclaims in a very Italian way: ‘the great political forces use to stand firmly on the popular components of the social history: the Catholic populism, the socialist tradition, the diversity in communism. Since there was the people, there was no populism.’ Paul Klee often complained that even in historical artistic avant-gardes ‘it was people who lacked.’ However the radical critique to populism has led to important results: the birth of a mature democracy in America; the rise of the theory and the practice of revolution in the Tsarist Empire, a country plagued by the contradictions of a capitalist development in an underdeveloped territory (Lenin and the bolshevism). Tronti carries on in his tranchant analysis of the Italian and European backgrounds: ‘In today's populism, there is no people and there is no prince. It is necessary to beat populism because it obscures the relations of power.’ Through its economic-mediatic-judicial apparatuses, neopopulism constantly shapes “trust-worthy people” similar to the "customers portfolio" of the branded world of neoliberal economy: Berlusconi’s “people” have been following the deeds of Arcore’s Sultan for twenty years; Grillo’s followers are adopting similar all-encompassing identifying processes, giving birth to the more confused impulses of the Italian social strata. With institutional fragility, fluctuating sovereignties and the oblivion of left-wing dogmas (class, status, conflict, solidarity, equality) how can we form people today? Is it possible to reinvent anti-authoritarian people? Is it only the people or also the politics itself to lack?
TS One source of the fog of populism is the seemingly reciprocal relation between the people and the media. While some coverage of the protests in Turkey are appearing at the backend of BBC news reports, top of the most watched/listened to list on the news website have been items relating to the price of the new PS4, interest in Apple’s new look for iOS 7; and live video coverage from Westminster Abbey of a special service to mark the 60th anniversary of the coronation of Queen Elizabeth II. The media has also perpetuated the rise of the loveable rightwing buffoon: UKIP’s Nigel Farage and the Tories’ Boris Johnson. These rightwing conceptual personae help to obscure power relations in the UK, which are rapidly sinking back to a people dominated by those “born to rule” Bullingdon bullies.1 So yes, I agree with Tronti’s point that you raise, about the people being missing from populism, or at least, to put it another way, they are difficult to make out in all this fog. A new people need to be found.
- On Control
OC In Postscript on the Societies of Control, published in 1990, Gilles Deleuze states that, thanks to the illuminating analyses of Michel Foucault, a new diagnosis of contemporary Western society emerges. Deleuze's analysis is as follows: control societies have replaced disciplinary societies at the beginning of the twentieth century. He writes that ‘marketing is now the instrument of social control and it forms the impudent breed of our masters.’ Let us evaluate who stands beyond two very successful electoral adventures such as Forza Italia (Berlusconi’s first party) and M5S: respectively Publitalia 80 owned by Marcello Dell'Utri and Casaleggio Asssociati owned by Gianroberto Casaleggio. The incontrovertible fact that two marketing companies stand out reinforces Deleuze’s analysis. Mechanisms of control, media events such as exit polls and infinite surveys, im/penetrable databases, data as commodities, continuous spin doctoring, influencers that lead consensus on the net, opaque bots, digital squads, dominant echo-chambering. Evil media. These are the determinations of post-ideological (post-democratic?) neoliberalism. The misery of the new control techniques competes only with that of the glass house of gri%ina transparency (web-control, of course). Jacques Ranciere says we live in the epoch of post- politics: how can we get out of the neo-liberal cage and free ourselves from the ideological consensus of its electoral products? What will the reconfiguration of left-wing politics be after the exhaustion of Marxist hegemony?
TS We not only need to find the people, but also better grasp what their desires might be. With this in mind, it is perhaps interesting to look at the rhetoric of contagion deployed by the Tories. They do not want to defend their privilege, they say; they want to spread it!2
This is the sort of hollow discourse that is easy to see through, but a little harder to resist. Not simply because the relations of power are dominated by the privileged, but because the “people” desire the inventions of privilege. The somnambulist subject is lead by example so much so that the examples he desires become incarnated in him. He desires to become the example that is copied. In Essex the sleepwalkers are caught up in their passionate interest in becoming rich businessmen, footballers, celebrities, soldiers, gangsters. Of course most people never get anywhere near to what they aspire to be, but are forever striving for it. So if you cannot become what you aspire to be, the next best option is to continue to follow the example. Where else is there to go? Desire needs somewhere to go.
- On the Googlization of politics; the financial side of digi-populism
OC The first decade of the 21st century has been characterized by the rise of neo-capitalism, referred to as cognitive; in this context a company like Google has established itself as the perfect synthesis of web-business as it does not compensate, if not in a small part, the content-carriers it lists. In Italy, following the electoral success of the Five Stars Movement we witnessed a mutation of the typical prosumer of social networks: the new figure of the “prosumer-voter” was in fact born on Grillo’s blog - being essentially the one and only channel of information of the movement. The blog is a commercial activity and the high number of contacts and daily access has steadily increased in the last year. This digital militancy produces incomes both in the form of advertising and online sales of products such as DVDs, books and other material associated with the movement. All of this leads to the risk of googlization of politic whereby the modes of financing political activity radically change because of the "network surplus-value" - an expression coined by the researcher Matteo Pasquinelli to define that portion of incomes extracted from the practices of the web prosumers. Having said this, are we about to witness a shift of the financial paradigm applied to politics? Will the fundings from powerful lobbies or the general public be replaced by micro-donations via web (in the style of Obama’s) and by the exploitation of the prosumer-voters? And if so, will the dominant 'googlization of politics' involve any particular risks?
TS In many ways this is a second front. The fear contagions perpetuated by the mainstream media only go so far. They need to be accompanied by the intimacy of something like Obama’s campaign. This is just the tip of a much bigger effort to tap into, to nudge, and to steer feelings via networks. This is a different kind of propaganda model though. The networking of Obama love has at its heart a user experience designer. The risk is that the contagion will be so well designed that we’ll be distracted enough and miss it. The best user experiences are invisible.
- On digital populism, on affective capitalism
OC James Ballard once said that after the religions of the Book we should expect those of the Web. Some claim that, in fact, a first techno-religion already exists in the form of Affective Capitalism whose technological and communicative characteristics mirror those of network cultures. This notion of a secularized cult can be traced back to Walter Benjamin's thought but is enriched by a very contemporary mix of affective manipulation techniques, politics of neo-liberalism and political practices 2.0. The rise of the Five Star Movement is the first successful example of italian digital populism; Obama’s campaign in the U.S.A. has witnessed an evolution of micro-targeting techniques - customized political offers via the web. The new frontier of both medical and economic research is producing a disturbing convergence of evolving ‘fields of knowledges’: control theories, neuro-economics and neuro-marketing. In 1976, in the optic of the ‘war-repression’ schema, Foucault entitled his course at the Collège de France ‘Society must be defended’. Now, faced with the general friability of all of us, how can we defend ourselves from the impact of affective capitalism and its digital practices? Can we put forward a differential, local knowledge which, as Foucault said, ‘owes its force only to the harshness with which it is opposed by everything surrounding it’?
TS The politics of Tarde’s somnambulist can be found in two places. The first is in the capricious force of imitative encounter; in the affective contagions that spread through the fog. Rightwing ideas and emotions can sometimes spread like wild fire. In the wake of the Woolwich murder we expect to see much more of this. The second requires an intervention into the vital forces that link example to example. What is perhaps needed is interference; not a counterimitation, but a nonimitation that breaks down the flow of certain fascist inventions: a deterritorialization. In effect, the somnambulist needs to wake up!
1 The Bullingdon Club is a secret society dining club exclusive to students at Oxford University. The club has no permanent rooms and is notorious for its members’ wealth and destructive binges. Membership is by invitation only, and prohibitively expensive for most, given the need to pay for the uniform, dinners and damages. PM Cameron, London Mayor Johnson and Chancellor George Osborne were all members, as well as the financer Nathaniel Philip Rothschild.
2 In a speech to the Tory party conference on Wednesday Oct 10th 2012, British PM David Cameron promised to ‘spread privilege’ of the kind he enjoyed growing up as he vowed to make the country one of aspiration.
3 There is currently an EDL pub in the town.
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Tony D. Sampson is Reader in Digital Culture and Communication at the School of Art and Digital Industries of the University of East London. His research work focuses upon the 'dark intersection' in between sociology, marketing, digital culture and neuroscience, with a specific interest for phenomena of virality and infection. He likes to experiment with audiovisual techniques and has done so in a few live events and talks. Sampson is co-editor (with Jussi Parikka) of the 'Spam Book: On Viruses, Porn, and Other Anomalies From the Dark Side of Digital Culture' (Cresskill, NJ: Hampton Press, 2009). His latest book 'Virality: Contagion Theory in the Age of Networks' (University of Minnesota Press, Minneapolis) published in June 2012 builds upon notions of Gabriel Tarde's microsociology and Deleuze's philosophy of the event. He blogs at Virality.
Painting: Stelios Faitakis
Tony D. Sampson is Reader in Digital Culture and Communication at the School of Art and Digital Industries of the University of East London. His research work focuses upon the 'dark intersection' in between sociology, marketing, digital culture and neuroscience, with a specific interest for phenomena of virality and infection. He likes to experiment with audiovisual techniques and has done so in a few live events and talks. Sampson is co-editor (with Jussi Parikka) of the 'Spam Book: On Viruses, Porn, and Other Anomalies From the Dark Side of Digital Culture' (Cresskill, NJ: Hampton Press, 2009). His latest book 'Virality: Contagion Theory in the Age of Networks' (University of Minnesota Press, Minneapolis) published in June 2012 builds upon notions of Gabriel Tarde's microsociology and Deleuze's philosophy of the event. He blogs at Virality.
Painting: Stelios Faitakis
