“There are moments in history that divide eras, moments that serve to direct our attention, to inform us of a fundamental shift in collective perception, in professed values.”

Although he wrote Egotopia: Narcissism and the New American Landscape 23 years ago, and the book received no acclaim, John Miller, co-founder of Scenic America, was on to something.

“The emergence of the New American Landscape is such a moment,” Miller said, “whose significance, for the most part, is a steep detection of sociologists, historian, and architectural critics alike.”

The [Greedy] New American Landscape

Keeping in mind, that his writing pre-dated the statue-toppling Leftists, here are my notes and excerpts from Egotopia:

So little of our historical landscape remains, replaced by the “New American Landscape,” that it’s hard to appreciate our present aesthetic deprivation, having few opportunities for comparison.

Must we bear witness to one more bumper sticker proclaiming that some insecure person loves his dog? We have been transformed from a society modeled on the professed virtues of balance, harmony, rights, and responsibilities to one that celebrates self indulgence in the name of self-liberation.

The ugliness of our environment is a function of our transformation from a society to communal values to one that celebrates and encourages individual self indulgence. Greed, ignorance, mindless science and technology, and excessive materialism contribute to both environmental destruction and a public confusion and ambiguity about aesthetics.

Self-absorption Reigns

In a historically brief 50 years, America has turned its back on community, as community has been traditionally defined, and embraced the suburban cultural breeding ground of self-absorption.

For people whose identity increasingly depends on what they consume, advertising messages are no longer irritating, intrusive, and inane but informative, sustaining, and nurturing.

We appear indifferent to the physical and environmental loss of our cultural heritage as, one by one, authentic small towns and charming country side are paved over.

Concurrently, we seemed pleased and satisfied in having created a physical environment in which it is literally possible to be no more than minutes by car away from refrigerated soft-drink.

One Big Shopping Strip

The great suburban transformation has remade travel, from one part of the New American Landscape to another, into merely physical motion. One travels thousands of miles to encounter the same chain stores, the same chain restaurants, and the same chain motels.

The New Man imposes himself on the environment, first by his obvious presence (car, camper van, boat trailer, videocam, screaming kids, barking dogs) and then by conditioning sales- savvy vendors to cater to his tastes. Ultimately, travel in America promises adventure and novelty while delivering standardization and mediocrity.

Of all the players appealing to the debased sensibilities of the new man, none is more capable, calculating, nefarious, and successful than the billboard industry. It has succeeded in corrupting and tainting public aesthetics, public welfare, and public consciousness. Billboards are intrusive, obnoxious, annoying, and, unlike television, they cannot be turned off.

America, the Once Beautiful

During the 1980’s the billboard lobby attempted and often succeeded in incorporating the following civic minded notions into law:

• Modify the highway beautification act from protecting scenic beauty to preserving “Communications through the outdoor medium.”
• Abolish the traditional use of municipal authority to remove billboards.
• Required that all trees blocking the billboard would by law be cut down at taxpayers expense.

The billboard industry maintains that billboards save the traveling public from being bored out of their minds. They stand tall on the very border of parks, across from schools, churches, hospitals, and even within sight of cemeteries. They are a common place on sides of busses, and bus stops.

Some cities permit billboards to be placed on parking meters. The U.S. senate seriously debated selling advertising space on mail trucks and neighborhood mailboxes. Billboards have been erected on ski lifts, on golf kiosks, in little league parks, and on soft drink vending machines.

What is Art?

The billboard industry has contended openly that billboards constitute art and has promoted the notion that we should evaluate individual billboards for their effectiveness, artistry, and eye catching appeal. Marshal McLuhan would have understood the billboard industry’s need to seduce the public into focusing attention on the message and not the medium.

Billboards hawking alcohol and cigarettes nearby schools are potentially far more insidious than the availability of pornographic tapes in an adult video store.

Each day, they’re subjected to the grotesque and vial commercial solicitations, the intrusiveness and insanity of which would have shocked our collective sensibilities only a few short years ago.

Today we do not consume to live. We live to consume.

The Advertising Mob Rules

We have created and institutionalized a mob which sets for us our societal standards, cultural icons, and norms of behavior.

They now determine how America looks and feels. We have been guilty of being too generous with those that would debase our society.

Long have we been devouring our moral capital. Many are satiated on the heady narcissistic nutrients that flow so generously from our cultural bounties. Yet, even they might realize that their gluttony foretells a mighty fall.

– – – – –

 

We'd love to hear your thoughts about this article. Please take a minute to share them in the comment section by clicking here. Or carry the conversation over on your favorite social network by clicking one of the share buttons below.

 
 
 

Join the conversation!

We have no tolerance for comments containing violence, racism, profanity, vulgarity, doxing, or discourteous behavior. Thank you for partnering with us to maintain fruitful conversation.