Consumerism and Democracy

Marjorie Taylor Greene saying she voted for a bill she neither read nor understood



At various moments in my career, I was the Director of the first-year composition program, and so dealt with grade complaints. My sense was that about 1/3 of the complaints were misunderstandings; in about 1/3 the instructor had really screwed up. For both of those, I was grateful that a student (or several) had complained, since it was an issue that needed to be resolved at the institutional level.

But the other third was … something. There were all sorts of odd things. But MTG’s defense of her failure to do her job competently reminds me of something I ran across when responding to some students in that other third. More than once, I found myself talking to a student who had not read the assignment sheet (let’s forget reading the syllabus) or paid attention in class, and who therefore failed to meet the assignment criteria. They were complaining to me because they sincerely believed that their not having met the assignment criteria was the fault of the teacher. They didn’t dispute that the information was in writing that they had been given and told to read, nor that other students understood the assignment just fine. In other words, there was never any claim that the information (about due dates, grading criteria, and so on) hadn’t been communicated. They admitted that they hadn’t read/listened. But, their argument was that the instructor was at fault for the student having ignored the information they’d been given, because the instructor’s rhetoric wasn’t good enough.

That narrative of causality–the student failed to meet the criteria of the assignment because the teacher/rhetor wasn’t persuasive enough–is an instance of the transmission model of communication (a good rhetor transmits the message effectively to a passive recipient). It’s also a consumerist model of education: students are consumers, passively waiting to be sold a product. The teacher’s job is to sell the product effectively.

But students aren’t consumers, and teachers aren’t selling a product. You can talk and think about education this way, but that doesn’t make it good.

I used to use this analogy with my students. Imagine that you’re a server in a restaurant, and your boss says, “Those people over there need water.” And you aren’t clear what table your boss means. If, later, your boss asked whether you’d given that table water, and you said that you weren’t sure what table, so you didn’t do anything, what do you think would happen? And they said, “I’d get fired.”

Learning something–anything–doesn’t mean being a passive container into which information is poured; it’s an action that requires agency.

This way of thinking is often applied to politics, both the consumerist model of relationships and the transmission model of communication.[1] It’s a train wreck way of thinking about communication of any sort, but especially politics.

The consumerist model of going to a restaurant does apply to the actual customers—the consumers of what the restaurant offers. They can choose to come back to that restaurant or not on the basis of whether that restaurant gives them what they want. If you choose not to buy a car because the advertising doesn’t really speak to you, or you choose to buy a car because you love the rhetoric about that car, well, you do you. You can buy (consume) whatever car you choose on whatever bases you choose.

Currently, the dominant model for thinking about politics is that voters are consumers. This is a recent model, from the mid twentieth century, as far as I can tell. [2] The argument is that if voters like the “message” a party portrays, then they should vote for that party. It’s up to the party and political figures to provide an appealing product (policies, rhetoric). Voters are passively sitting at the table waiting to be sold a product. Like the student who doesn’t feel obligated to read the syllabus or assignment sheet, voters aren’t seen as responsible for educating themselves about the issues.

In a democracy, voters aren’t sitting at a table wanting to be given the most pleasing product in the most timely manner.

Voters are the servers.

[1] One of my many crank theories is that the transmission model of communication is necessarily tied to consumerist models of interactions, but I’m not sure why that is the case.
[2] Prior to that, voters were described as needing to be able to deliberate—you can see that in The Federalist Papers, for instance. The reasoning behind the electoral college, and indirect election of Senators, was that voters didn’t have enough information to deliberate about the competence of people they didn’t know.)