Time To Lighten Up

Often we can be so weighed down by the woes of the world that we forget there is much humour to be found in it. Indeed, I don't think it is an exaggeration to say that frequently, people take themselves far too seriously, mounting as they often do that white steed to proclaim outrage against some perceived wrongdoing. If you will bear with me for a few moments, I hope to show the lighter side of that outrage.

You are probably familiar with the following Peleton commercial which has garnered quite a frenzied, even rabid, response from those sensitive souls who are always eager to proclaim their truth as universal, and happy to foist it upon the rest of us:



As reported by the New York Times, many were deeply offended:

Many social media users criticized the commercial for being sexist and classist. A Peloton Bike retails for $2,245, and membership for the company’s signature interactive classes costs $39 a month.

The woman in the commercial, many users pointed out, was already fit.

Such carping criticism, it seems to me, misses the point of exercise in general, and of the commercial specifically, perhaps best summed up in this Tweet:

The ad revolves around her (implied) greatly improved mental well-being rather than her physical fitness. Committing to regular exercise made her happier. I saw no implication about weight loss in the ad.

— Tommy Leonardi (@LeonardiTommy) December 3, 2019

In any event, I have no use for such extreme political correctness. It suggests to me that some people have far too much time on their hands.

Which is why I was delighted to see this send-up by the always irreverent Ryan Reynolds (he of Deadpool fame) in a commercial for his new gin:

In an ad for Reynolds’ Aviation Gin called, “The Gift That Doesn’t Give Back,” we see Peloton Girl once again, same intense but unreadable expression, a wider shot cuts to her friends, looking as puzzled [and] concerned as anyone who has seen the ad feels.

Time for folks to lighten up and save their outrage for matters of real import, like climate change, neoliberal politicians, and the general state of the world.

Days Of Outrage

The expression of outrage can serve a useful purpose, no doubt. It can promote new awareness that facilitates change; it can lead to levels of engagement that ultimately may improve the lives of many; it can change how we look at the world.

Or it can simply be an exercise that begins and ends on social media, a self-limiting foray that may make the participant feel virtuous but accomplishes little or nothing in the real world.

Today, PETA (People for the Ethical Treatment of Animals) is no doubt celebrating what it must see as a massive victory:

After more than a century behind bars, the beasts on boxes of animal crackers are roaming free.

Mondelez International, the parent company of Nabisco, has redesigned the packaging of its Barnum's Animals crackers after relenting to pressure from People for the Ethical Treatment of Animals.

The redesign of the boxes, now on U.S. store shelves, retains the familiar red and yellow coloring and prominent "Barnum's Animals" lettering. But instead of showing the animals in cages - implying that they're traveling in boxcars for the circus - the new boxes feature a zebra, elephant, lion, giraffe and gorilla wandering side-by-side in a grassland. The outline of acacia trees can be seen in the distance.

This change has come about as a result of pressure by the animal rights' organization. Forgive my cynicism, but this changes virtually nothing. It is cosmetic and, as most efforts at spin are, profoundly shallow. We continue to eat animals; big-game hunters, although under significant pressure, seem indefatigable in their bloodlust; homeless animals still abound. In other words, while people may feel virtuous over PETA's 'victory,' the status quo continues.

And that gets to the crux of the matter, in my view. We have entered an age where remote participation in causes has become a substitute for real involvement. Instead of people going out in the streets to protest, making principled boycotts of businesses, writing actual letters to CEOs, they instead merely sign online petitions, send out heartfelt tweets, post on Facebook, etc. (all of which I am guilty of, I might add.) While such 'spooky action at a distance' may promote short-term feelings of virtue, for far too many, they become ends in themselves.

The thoughtful reader may object. Isn't some involvement, however transitory or shallow, better than none? In my view, it is far too late for such gestures. The natural world is collapsing while we tweet our outrage. Temperatures around the world are rising; Arctic ice is rapidly melting; floodwaters are rising; drought is widespread; forests are aflame, and feedback loops are fully operational. Yet we still drive our cars everywhere and idle them with abandon in parking lots so we can have our air-conditioning to insulate us from some inconvenient truths.

Taking real action is hard, demanding time, commitment and real resolve. Expressing outrage is easy, and serves, if anything, as a powerful distraction from the real problems confronting our sorry world.