Big Brother on the other hand, to take a typical pseudo-modern cultural text, would not exist materially if nobody phoned up to vote its contestants off. Voting is thus part of the material textuality of the programme – the telephoning viewers write the programme themselves. If it were not possible for viewers to write sections of Big Brother, it would then uncannily resemble an Andy Warhol film: neurotic, youthful exhibitionists inertly bitching and talking aimlessly in rooms for hour after hour. This is to say, what makes Big Brother what it is, is the viewer’s act of phoning in.
The pseudo-modernist communicates constantly with the other side of the planet, yet needs to be told to eat vegetables to be healthy, a fact self-evident in the Bronze Age. He or she can direct the course of national television programmes, but does not know how to make him or herself something to eat – a characteristic fusion of the childish and the advanced, the powerful and the helpless.
This pseudo-modern world, so frightening and seemingly uncontrollable, inevitably feeds a desire to return to the infantile playing with toys which also characterises the pseudo-modern cultural world. Here, the typical emotional state, radically superseding the hyper-consciousness of irony, is the trance – the state of being swallowed up by your activity. In place of the neurosis of modernism and the narcissism of postmodernism, pseudo-modernism takes the world away, by creating a new weightless nowhere of silent autism.
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