How capitalism ate the culture

Kalle Lasn, founder of Adbusters, discusses his journey from environmental activism to cultural revolution, highlighting the power of advertising and the need for systemic change in the face of existential crises. Lasn’s activism began in 1989 in Vancouver when, as an environmentalist, he encountered what he perceived as deceptive advertising from the forest industry. The industry launched a “Forests Forever” campaign, running full-page newspaper ads and TV spots to reassure British Columbians about forest management, despite the rapid disappearance of old-growth forests. Lasn and his group created their own 30-second TV spot to counter this narrative but were denied airtime by TV stations, who claimed their message wasn't a "real ad." This act of censorship, particularly impactful for Lasn, who was born in Estonia where speaking against the government was forbidden, was the catalyst for the birth of Adbusters Media Foundation. The censorship ironically amplified their message. When Canadians learned that their public broadcaster had refused to run the Adbusters ad, there was a surge of interest, leading more people to see it than if it had aired on TV with their limited budget. This experience revealed the potent political force of advertising. Lasn's prior experience in Japan, where he worked with advertising companies, had already shown him how 15 or 30-second TV spots could capture public imagination and sway public opinion. He realized advertising wasn't inherently an enemy but a powerful tool that could be wielded for different ends. He observed that many in the advertising industry were "ethically ambivalent" or "nihilist," focused solely on effectively delivering a client's message, regardless of its ethical implications, such as promoting tobacco. Adbusters initially focused on "culture jamming"—creating counter-ads to challenge corporate power and consumerism. One of their most significant culture jams was "Buy Nothing Day," which encouraged people to abstain from consumption for 24 hours to highlight overconsumption in North America. This idea of questioning consumption was revolutionary and initially met with resistance from media outlets. However, Lasn's perspective evolved beyond culture jamming. He now identifies as a "cultural revolutionary," driven by the urgent need to address existential threats like climate change. He realized that incremental changes were insufficient; humanity faces an "existential crisis" where unchecked consumption and carbon emissions threaten the planet's future. He criticizes existing political systems, both left and right, as "bankrupt" and incapable of addressing the systemic changes required for survival in the 21st century. Lasn advocates for a new kind of politics that transcends traditional ideologies, focusing on creating a sustainable future. He believes the current system of "late-stage consumer capitalism" is "totally messed up" and beyond reform, but he doesn't advocate for a violent revolution. Instead, he calls for a "brainstorming" of fundamental ideas—"meta memes"—that can lead to a new global system. These ideas include dismantling "surveillance capitalism," establishing a "true cost market" that reflects ecological realities, and redefining the relationship between people and corporations, where corporations are put "back in their box." Lasn acknowledges the difficulty of achieving these changes but remains hopeful. He points to the growing sense of hopelessness among younger generations, particularly in affluent countries, as a potential catalyst for an "explosion of the mind." He believes that as the planet's condition worsens, a "global revolution," hopefully non-violent, will become inevitable. He challenges the notion that the world is improving, arguing that while some metrics show progress, the underlying existential threats are escalating, particularly for the less affluent majority of the world's population. He describes the current situation as a "doomsday scenario" leading to a "long dark age" if drastic changes are not made. He encourages Gen Z to travel and experience life in less privileged countries to gain a broader perspective beyond their "first-world perspective." He urges them to move beyond "doom scrolling" and negativity, and to become "true warriors for a future that computes." Lasn also discusses the evolution of culture jamming into "meme warfare" in the digital age. He believes that while governments and corporations have mastered this new form of communication, "we the people" are still learning how to effectively fight and win the meme war. He points to recent "mini-revolutions" in countries like Nepal and Madagascar, where Gen Z used platforms like TikTok and Discord to organize, as examples of successfully cracking the code of meme warfare. He emphasizes the need for a positive political project, moving beyond simply negating existing problems. He suggests that the current "surveillance capitalism" system, with its algorithms filtering communication, makes genuine persuasion difficult. He proposes a "surveillance tax" as a radical idea to disrupt this system and allow for more authentic dialogue. Reflecting on the Occupy Wall Street movement, which he helped spark, Lasn sees it as a replay of the failed 1968 student uprisings. While Occupy spread globally, it lacked a clear, articulated vision of what it stood for beyond opposition. He believes that a third attempt at "world revolution" is on the horizon, with Gen Z potentially succeeding where previous movements faltered. He attributes this potential success to increased awareness of the stakes and a growing savviness in organizing. Lasn maintains an optimistic belief in the human spirit, despite the dire circumstances, believing that humanity will "push our way through" rather than simply "muddle through." He advocates for direct, unfiltered communication, a "fuck-it-all language," to convey the urgency of the situation and inspire fundamental change.