The Null Device
Mark Dery critically examines at the relentlessly upbeat politics of enthusiasm in the age of the Tumblr blog and the Like button:
At its brainiest, this sensibility expresses itself in the group blog Boing Boing, a self-described “directory of wonderful things.” Tellingly, the trope “just look at this!,” a transport of rapture at the wonderfulness of whatever it is, has become a refrain on the site, as in: ”Just look at this awesome underwear made from banana fibers. Just look at it.” Or: “Just look at this awesome steampunk bananagun. Just look at it.” Or: “Just look at this bad-ass volcano.” Or: “Just look at this illustration of an ancient carnivorous whale.” Because that’s what the curators of wunderkammern do—draw back the curtain, like Charles Willson Peale in “The Artist in His Museum,” exposing a world of “wonderful things,” natural (bad-ass volcanoes, carnivorous whales) and unnatural (steampunk bananaguns, banana-fiber underwear), calculated to make us marvel.Of course, there is a downside to this relentless boosterism: the positive becomes the norm (how many things can you "favourite"?); meanwhile, critical thought becomes delegitimised. When everybody's building shrines to their likes, any expression of negativity is an attack on someone's personal taste, making one a "hater" (a term originally from hip-hop culture which, tellingly, gained mainstream currency in the past decade). From this relentlessly upbeat point of view, critics are no more legitimate than griefers, the players in multi-player games who destroy others' achievements motivated by sadism:
At their wound-licking, hater-hatin’ worst, the politics of enthusiasm bespeak the intellectual flaccidity of a victim culture that sees even reasoned critiques as a mean-spirited assault on the believer, rather than an intellectual challenge to his beliefs. Journal writer Christopher John Farley is worth quoting again: dodging the argument by smearing the critic, the term “hater” tars “all criticism—no matter the merits—as the product of hateful minds.” No matter the merits.The culture of enthusiasm, and the culture of disenthusiasm (which Dery mentions), seems to be founded on the assumption that we are defined by the things we like and dislike. It's a form of commodity fetishism taken into the cultural sphere, though one step removed from the accumulation of material goods, rather dealing with approval and disapproval. Not surprisingly, it's often associated with youth subcultures; take, for example, punks' leather jackets; the names which appear on the back, and those omitted for obviousness or inauthenticity, signal their wearers' authenticity and legitimacy in the culture. (Hipsters take it further, into the realm of irony, where one's status is measured by how close one can surf to the void of kitsch; being into, say, Hall & Oates or M.C. Hammer, is worth more than safe choices like Joy Division and the Velvet Underground, which are so obvious a part of every civilised person's background that trumpeting one's enthusiasm for them is immediately suspect.)
However, likes and dislikes, when worn as badges of identity, can become mere totemism. Do you like, say, The Strokes or Barack Obama, because you find them interesting, or because you wish to be identified as the kind of person who does? Or, as A Softer World put it:
Cultural products (a term which encompasses everything from pop stars to public intellectuals, from comic books to politicians) can fulil two functions: they can be valued for their content or function (does this band rock? Is this book interesting?), or for their function as establishing the consumer's identity. Much like vinyl record sleeves framed on trendy apartment walls by people who don't own turntables to project an aura of cool, favourite books or movies or bands or public figures can be trotted out to buttress one's public image, without ever being fully digested. (Witness, for example, the outspokenly religious American "Conservatives" who idolise Ayn Rand, a strident atheist who expressed a Nietzschean contempt for religion.) Likes and dislike, in other words, are like flags, saluted or burned often out of habit or social obligation as much as any intrinsic value they may hold.
At the end, Dery points out that, far more interesting and telling than what we like or dislike are the things we both like and dislike, or else find fascinating; things which compel us with a mixture of fascination and repulsion, in whatever quantities, rather than neatly falling into one side or the other of the love/hate binary.
Freed from the confining binary of loving versus loathing, Facebook Like-ing versus hateration, we can imagine an index of obsessions, an inventory of intrigues that more accurately traces the chalk outline of who we truly are.
Imagine a more anarchic politics of enthusiasm, poetically embodied in a simulacrum of the self that preserves our repulsive attractions and attractive repulsions, reducing us not to our Favorites, nor even to our likes and dislikes, but to our obscure obsessions, our recurrent themes, the passing fixations that briefly grip us, then are gone—not our favorite things, but the things that Favorite us, whether we like it, or even know it, or not.