It was work hell for me several years ago, the dreaded all day product training. Watching paint dry or listening to fire and brimstone from the pulpit was preferable in my eyes to the minute by minute torture of a manufacturer representative’s curriculum. The bright spot, and believe me the pickings were slim, was that lunch would be provided. Usually that meant nice deli sandwiches from a spot I was partial to, so there was at least that.
When the lunch hour mercifully arrived bags with an unfamiliar logo were brought in and placed on the table… this was not my beloved deli. One of my colleagues enthusiastically intoned “Chick-Fil-A… nice!” I reached in and grabbed a room temperature offering shrouded in foil. To say it was unimpressive is charity on the vine. A solitary fried chicken breast with a couple of pickles was not what I had been pinning my lunch respite hopes on. “Who the hell ordered this,” I demanded. “I did,” averred one of our sales managers, and close friend, …”love this place.” “What do you love about it,” I wondered, placing the wilted bun back on my parched poultry. “They stand for something,” he replied, in between devouring his McChicken look alike. Curious now, I asked what could be so compelling in that regard as to counter the very mediocre offering I was now consuming. “They don’t care if they’re politically correct, that’s all. I respect that,” he concluded before turning his full attention to his lunch.
Of course, I quickly learned what my Pentecostal friend so admired about Chick-Fil-A, and its subsequent notoriety plus the always long lines at their drive thru operations has filled in all the blanks from several years ago. Suffice it to say few companies more effectively merge the culture war into their branding than Chuck-Fil-A, who despite still providing precious little in the way of creativity in its menu, now sits near the top of America’s fast food market.
It’s doubtful many would look to the old Soviet system to explain Trump’s wretched core, but the resentment parallels of average Muscovites subjected to the daily indignities of Russian Communism and the attitudes Fox/AMers from Iowa to Youngstown share are difficult to dispute. Since it’s clear Trump is at the least disadvantaged by Putin and Russia, there is irony that the history of the Soviet system and its central control of goods and services, and the inequities inherent in how they were distributed, proves a useful illustration for understanding how so many in America became debilitated by their grievances toward a system they felt similarly estranged from.
To the degree that the inner sanctum of die hard Trump supporters are not bigots and racists liberated by confidence one of their own is in high office, explaining how so many suffered enough alienation to become nihilists bent on reversing most American progress requires more than Hillbilly Elegies, it demands recognition of this mindset.
The Soviet Union was all about access to goods and services. That crucial network was administered by the Communist Party, and average citizens were generally last in line. The nomenclatura class of government managers and specialists, party aparatchiks, and advantaged groups such as musicians, athletes and other loyal achievers all enjoyed special access to both basics and consumer goods Ivan on the street could not dream of. The difference between Communism and Capitalism was that, even a piss poor American shlub could enjoy lobster and champagne if he was willing to blow his paycheck on it; an equivalent Soviet comrade had no such option. Thus, full dislocation between millions and the government who claimed to be an extension of their well being.
In America, the symmetry between blue collar economic dysfunction and alienation from mainstream political views began in earnest when Fox/AM contrived a narrative to reflect what stagnant wages couldn’t afford and the common political characteristics of those who could, a zero-sum approach between god-fearing, hard working “conservatives” and godless, entitled “liberal” elites, who lived a life of more abundance simply due to a political system they created by carving out voting blocs of dependent minorities and illegals they permitted to stuff ballot boxes.
When the technology boom of the 90s delivered extended prosperity and created fresh upper class members, Madison Avenue launched branding campaigns designed to go after those now available yuppie dollars. What ensued was the establishment of new consumer markets from basics to luxuries. A&P and Food Lion were for the proletariat, Balducci’s and Whole Foods were where elites brought the finer cuts of meat and fresher produce. Joe Blow went to Sears, Harvard professors and government check collectors went to IKEA or Bed, Bath and Beyond.
Slowly but perceptibly the US consumer landscape began to reflect more than haves and have nots, it’s divisions began to reflect cultural distinctions driven by Fox/AM’s shit river and ad campaigns designed to reach select groups with messaging based on cultural stereotypes. What one could or couldn’t afford became beside the point. Where one shopped underscored tribal devotion. Brand loyalties started to mirror political and cultural partisanship. Chevy trucks and Jeep Wranglers versus imported energy-efficient compacts, BMWs and Audis, Budweiser versus Heineken… Walmart versus any less conglomerated specialty shop.
Forty years ago the Soviet Union was oiling the skids for its fall by catering to elites at the expense of the rest. Now we have a grievance class feeling similarly dissed, but less because of what they haven’t been able to obtain and far more due to false narratives devoted to convincing them why they haven’t been able to do so.
Nobody should ever be prepared to call Trump a master of anything; he is too chaotic and unfocused for a label that implies expertise. Yet and still, his campaign from the beginning has been built on dividing America and carving out his devoted slice of the pie. More than two decades of branding and the constant din of Fox prime time has prepared his base to embrace its dislocation. “Proud deplorable” is subtext for “I no longer care or strive to a better station. Why would I want to? Then I’d be like them!” From the beginning both Fox/AM and now Trump have assured that’s not only ok, it’s Christian patriotism. Who gives a crap about filet mignon, that’s for godless libs. Look what he’s serving in the White House! Give me my Chick-Fil-A any day! BC