In article for Worth, titled “A new wealth gap is growing – attention inequality,” authors Joon Yun and Eric Yun of the Yun Family Foundation, an institute dedicated to “transforming the way people think,” argued that “attention inequality” is having a destructive force on society and expressed nostalgia for the days of “monoculture.” They defined this idyllic time as one where all attention was focused on one or two people or groups, e.g. the Beatles, and on no one else. The idea expressed by the Yuns is that the new internet world where everyone may take his best shot at fame is unfair, and a veil that should not have been lifted has been removed. In the meantime, everyone, described as “the heart-broken masses,” wanders through the selection at will, as customers as well as fame-seekers. The Yuns’ complaint is very similar to a running theme in the works of Michel Houellebecq: the free market of choice has created winners and losers and in doing so has destroyed the dreams and self-respect of the last group.
Perhaps the question is whether existing in a world of dreams, one in which a person could feel good about himself using the “might have been” fantasy, is an acceptable burden to thrust upon society. After all, in his short story “The secret life of Walter Mitty [which the Ben Stiller film butchered],” satirist James Thurber’s point was that living in dreams replaces action, allowing people to imagine themselves as people filled with unrecognized abilities. Even Thurber’s picture of the type for whom such an existence is necessary was probably accurate: a passive middle-aged man who had missed opportunities in his youth (implied WWII vet, so both chances to be a military hero and cash in benefits to start a business, further education, etc.) and resents his wife as the cause and the personification of the mediocrity of his existence.
But are we better off with the veil of mediocre monoculture lifted? Is the fact that revelation may not be pleasant for those who discover that they are unappealing to the modern market really a justifiable cause for concern? Is the old world of “monoculture” really something to look back upon with nostalgia?
My former composition and counterpoint teacher was also a concert pianist, who trained at The Juilliard School. While still a student my teacher was signed by a major record label. One of the tidbits I learned from him was that back in “those days (mid-20th century)” practically the only way a young (classical) artist had of obtaining notice was to be at an elite conservatory since that is where the scouts went almost exclusively.
The MO for finding the “latest new thing” made perfect sense for the time period. There was (and still is) a tremendous amount of investment on the part of the label that went into publicity for and grooming of a young artist. Further, in my teacher’s case, the label handled studio and recording expenses, created and booked concert tours, and handled venue costs. The artist did not have to repay the funding; however, total expenses would be deducted from any royalties should he/she become successful. The investment risk meant that going to places where the already-succeeding were clustered was the safest bet for the big labels. There was very little room in the equation for a person who was not already positioned to join the upper professional echelons, or someone who had no insider access.
Was a situation where the major labels acted as gatekeepers and only considered people who fit a certain profile really better than the current one where the internet and digital tools allow artists to perform directly to the audience? The nostalgia for a time of “monoculture” speaks to a yearning for a closed, stratified world. The world where my teacher grew up and worked was a world in which someone with big dreams could imagine himself as simply undiscovered, an unrecognized talent whose gifts would never benefit society. There is some security, a perverse comfort, in such a dynamic. A person never has to confront the idea that maybe he has no talent, maybe his music is not good enough, maybe what he does is something no one finds interesting, perhaps there is no market for him to fill.
The breakup of the “monoculture” has forced average Joe dreamer to confront these possibilities. Instead of only playing and dreaming in his garage, he can now release his own albums on iTunes and Prime Music, upload videos to YouTube and Daily Motion; he can have his own website and create his own publicity. He can wait to see if his work is accepted and if there is an audience for it. The Yun family has argued that the process of exposure and competition is cruel, that it breaks up human contact, that it consigns the vast majority who desire to be part of the “culture” to being part of the “heartbroken masses.” But the real question is: How is average Joe dreamer any better off under the old system? Isn’t a situation in which he at least has a chance to be seen, to make it big, better than one in which he is simply locked out?