Embrace My Brand, Get Hooked on a Feeling

Writing in the program notes, Seattle Opera General Director Aidan Lang said Georges Bizet’s The Pearl Fishers espouses the idea that honor and friendship should be held in the highest esteem, even to the extent of suppressing one’s own sexual fulfillment.

"But in an era of the gradual erosion of communal values, of the focus on the individual, of the ‘selfie,’ is it such a bad idea to be reminded of these redeeming human characteristics?” Lang asked.

I cite that because this blog has episodically taken a look at the impact electronic social media appears to be having on individuals and what that might mean for the future of fiction. Most recently, I addressed the topic in a post entitled “Literary Hand-Wringers,” which, among other things, noted a new book by MIT professor Sherry Turkle in which she argued that digital technology is eroding the ability of humans to feel empathy for others.

In that vein, the Oct. 25, 2015 edition of T, the New York Times style magazine carried an article called “Hooked on a Feeling,” with the subtitle “Thanks to social broadcasting networks, everyone and everything is its own brand. Now we want the one thing the Internet can’t buy: human emotion.”

“The empathy economy is booming. Facts are out, feelings are in,” the author, Michael Rock, declared. But not, it appears, on the basis of a return to direct, person-to-person interaction among humans. In fact, far from it.

“Branding is supposedly not about what something says, or what it means, but how it makes us feel. A brand is a promise. It’s the emotional payoff on an investment in a particular product, place or individual. … When we talk about a strong brand, it consistently delivers the emotion it promises,” Rock said.

The article then goes on to discuss the “mood board,” a tool long used by designers to help them come up with a certain look for, say, the interior of a room or a line of women's wear. A mood board usually consists of a collection of images that, taken together, supposedly conjures up feelings that are often hard to directly express in words alone – feelings clients will then supposedly experience when they live in the rooms in question or wear the clothes.  

How is this related to social media and human emotion?

Well, here’s one possibility. “Instagram,” Rock said, “turns every individual life into a social network mood board.”

I show you my feelings, and you show me yours, coded and subject to interpretation, of course, and not in a manner that might be uncomfortably intrusive.

“When everything is available all the time and we’re inundated with information in every way, shape and form, we are left with no choice but to favor what makes us feel,” Rock  concluded.

So here’s the new plot line:  will she or won’t she – hit the thumbs-up button and “like” the latest posting on her favorite social network so as to satisfy her emotional cravings? (As opposed to, say, enter into an in-the-flesh relationship with another person.) Sounds like a compelling read.

But wait a minute: wasn't that T Magazine article entitled "Hooked on a Feeling?" You know the song: "When you hold me in your arms so tight, you let me know everything's all right." Alas, that notion was written in 1968 and as for The Pearl Fishers, 1863. How can one relate to either of those when "it's all about me?" You want emotional contact with me? Embrace my brand, soak up the feelings.

 Communal values? How quaint.