To recap the previous episode: when we left our hero, Daniel J. Boorstin, he had just discovered that the foundations of the U.S. government were under threat from competing narratives of pseudo-events, which flood the public discourse and make getting a true understanding of political reality from the news effectively impossible.
A lesser man might have turned away at this point, unable to face any further horrors. But not Boorstin! No, he had to know it all.
Having defined the pseudo-event, Boorstin proceeds to document how every aspect of life is becoming more and more dominated by images, facsimiles, reproductions and imitations. Travel, once truly an adventurous activity, is reduced to tourist packages that offer pre-planned experiences. Celebrities have taken the place of heroes; instead of being famous for great deeds, they are famous because they are famous. Images have replaced ideals as the ultimate goal of people, organizations, and nations.
Among the many aspects of American culture that Boorstin analyzes, I want to highlight some of his thoughts on the literary industry that may be of interest to my fellow authors. For example, this remarkable passage on machine translation:
What Thomas J. Watson Jr., president of International Business Machines Corporation, calls the ‘Information Explosion’ is having an ever wider and deeper effect on the form in which we are willing to have our ideas expressed. And incidentally, it cannot fail to affect the respect we show for literary or any other kind of form. Translation, until recently, has been among the subtlest, most difficult and most respected of literary arts…
Now, in order to make available the increasing printed resources in other languages, the new data processing industry has perfected a machine translator. The Mark II machine, developed jointly by IBM and the Air Force, can take a passage of Russian and translate it into what IBM calls ‘rough but meaningful English.’ Here is a sample product of the machine when applied to a passage of Russian literary criticism:
United States appeared new translation immortal novel L.N. Tolstago ‘war and world / peace’ Truth, not all novel, buttony several fragments out of it, even so few / little, that they occupy all one typewritten page. But nonetheless this achievement. Nevertheless culture not stands / costs on place. Something translate. Something print. Truth, by opinion certain literature sceptics, translation made enough / fairly ‘oak.’
This goes on, but you get the idea. Basically, they have been working on AI literature for way longer than you thought.
But that’s just the tip of the iceberg as far as what Boorstin sees going wrong with the literary industry:
The expression ‘best-seller’ is, of course, another by-product of the Graphic Revolution. It is an Americanism (still not found in some of the best English dictionaries) which first came into use in the United States at the beginning of the present century… the word ‘seller’ in England had originally meant a person who sold; only around 1900 did the word come to mean a book (later any other item) that sold well. This subtle transference of ideas was itself interesting, for the very expression ‘best seller’ or ‘seller’ now implied that a book somehow sold itself: that sales bred more sales.
And so:
Best-sellerism has thus come to dominate the book world. Leaders in the book trade themselves often attacked it. In his Economic Survey of the Book Industry in 1931, O.H. Cheney called best-sellerism ‘an intolerable curse on the industry.’ But, he explained, there was (and there remains) a substantial commercial basis for the institution: one way to make a book a best seller is to call it one. Then many potential book buyers ‘want to join the thousands—or hundreds of thousands—of the inner circle of the readers of the book.’… A buyer going into a bookstore is apt to ask for a best-seller; even if he doesn’t, he is apt to be urged to buy a book because it is one…
…One of the most interesting features of the institution is how flimsy is the factual basis for calling any particular book a best seller. To speak of a best seller—to use the superlative to apply not to one item but to a score of items—is, of course, a logical contradiction. But the bookstores are full of ‘best sellers.’
In Boorstin’s view, basically everything is like this; manufactured and carefully-curated simulacra replacing real experiences. And how desperate are we for something that seems genuine to cut through all the public relations verbiage and artificial hype of pseudo-events?
Our hunger for crime news and sports news, then, far from showing we have lost our sense of reality, actually suggests that even in a world so flooded by pseudo-events and images of all kinds, we still know (and are intrigued by) a spontaneous event when we see one.
I’m convinced that part of the reason for the celebration of Luigi Mangione is that his crime was something unexpected and unplanned, and thus instantly attention-grabbing in a world of ads and social media memes.
There’s more—much more—but I can’t quote the whole book, now can I? After all, it would be particularly ironic to confuse the map with the territory in this, of all cases!
Suffice it to say, Boorstin saw the post-Graphic Revolution world as full of images that loom larger than the things they are meant to represent. And just as pseudo-events beget more pseudo-events, so do images beget other images, endlessly refracting until the underlying reality is a distant memory.
In other words, to paraphrase J.B.S. Haldane, the modern world is not only faker than we suppose, it is faker than we can suppose. Everything is a shadow of a shadow of a shadow, to where even what we think of as “real” is actually only a really thick shadow.
There is only one sphere of life that Boorstin does not excoriate for its replacement of reality with image. Not because he didn’t see it—it is inconceivable that he did not—but probably just because he was too classy to mention it. Well, I like to think I run a family-friendly blog, even if that family is the Addams Family, but I simply can’t ignore this particular issue.
The topic I am thinking of is, of course, sex. Now, even in Boorstin’s day, sex and media had already intermingled to quite an extent, and it is no doubt only the good librarian’s conservative sense of propriety that kept him from mentioning Playboy etc. But modern life has seen the Sexual and Graphic Revolutions combine to bring forth some real monstrosities.
The examples are endless, but I am thinking of one particular social media controversy from last year. Someone on Twitter modified this poster for the Amazon Prime series Fallout, probably using AI to do so. The modified poster gave the central figure tighter pants and a more toned backside. The person who modified it believed the woman wasn’t eye-catching enough in the original depiction. Naturally, there was a backlash, and a resulting discussion about sexism, male gaze, etc. etc. etc.
Now, what part of this whole sad episode is fake? Haha, trick question: it’s fakery all the way down! It is a poster for a television show adapted from a video game, further modified by machine to resemble a more visually striking conception of the female form. Literally everything about it is fake, and to become emotionally invested in arguing about any aspect of it is to lose oneself in shadows to the nth power.
Indeed, image so dominates modern concepts of sex that it poses a real danger to human reproduction. Does this seem impossible? Did you ever hear the tragedy of Julodimorpha bakewelli, a species of Australian beetle whose males are so attracted to discarded beer bottles that they mate with them instead of the females of their kind? Could a similar fate befall humanity, with the proliferation of things like AI romantic partners and virtual reality erotica? I don’t know, but I think we’re trying to find out.
None of this would come as a surprise to Boorstin, who in 1962 saw a world awash in shadows and illusions. To the extent it has changed, it has been a change in degree, not in kind. Influencers may have replaced movie stars, and social media may have replaced the nightly news, but it is just a more refined version of the same problem.
So what, then, is the solution? It may be impressive that Boorstin saw and understood the danger of trends that now permeate the society you and I inhabit. But that is of no help to us, unless he can offer us some way out, some hope of finding something real to grasp.
Here is Boorstin’s closing statement. It wasn’t enough to save us in 1962, but maybe, just maybe, we can for once harness the power of the internet to promote something true. Marshall McLuhan, whom Boorstin references more than once, said that “the medium is the message.” I am praying he was wrong. We’ve got the medium, now Dr. Boorstin supplies the message:
Each of us must disenchant himself, must moderate his expectations, must prepare himself to receive messages coming in from the outside. The first step is to begin to suspect that there may be a world out there, beyond our present or future power to image or imagine. We should not worry over how to export more of the American images among which we live. We should not try to persuade others to share our illusions. We should try to reach outside our images. We should seek new ways of letting messages reach us; from our own past, from God, from the world which we may hate or think we hate. To give visas to strange and alien and outside notions… One of our grand illusions is the belief in a ‘cure’. There is no cure. There is only the opportunity for discovery. For this the New World gave us a grand, unique beginning.
We must first awake before we can walk in the right direction. We must discover our illusions before we can even realize that we have been sleepwalking. The least and the most we can hope for is that each of us may penetrate the unknown jungle of images in which we live our daily lives. That we may discover anew where dreams end and where illusions begin. This is enough. Then we may know where we are, and each of us may decide for himself where he wants to go.


