“Hi, I’m an Elitist” - “And I’m a Tool”
Posted in Mac on July 3rd, 2006 by ДмитрийAs much as our society pretends to love the geek and the ‘creative class’, there really is a subtle war against genuine geeks and nerds.
I’ve contemplated making a rather caustic journal entry about Americans for the Arts, a group that thinks getting kids interested in art is more important than letting them be interested in things they otherwise latch onto (their commercials specifically attacked kids interested in urban planning and accounting, which is why I took such personal offense).
Now we have good ol’ Apple Computer. Their new commercials also join in on this anti-nerd campaign.
“Hi I’m a Mac”.
“And I’m a PC”.
The commercial which specifically bugs me is the one where the gross metrosexual Mac guy says he does “fun stuff” whilst the geeky corporate PC guy says he *also* does fun stuff like spreadsheets and pie charts and stuff.
The gist of the commercial is to portray the PC guy, who thinks spreadsheets and financials are “fun” as some bad tool of Microsoft, implicitly branding the PC’s preferred geekery as wrong, or at least “uncool.”
I’ve never really been under the illusion that I was cool. But I will say that I’m perfectly happy playing around with spreadsheets, creating budgets and messing around with my personal finances. Excel is one of my favorite programs ever invented, and I use it for personal entertainment almost as much as I do for work.
I do most of this on a Mac. I understand the reason for the campaign is to portray Macs as more fun - which I personally agree they are. However, the campaign is ineffective if it’s method of building such portrayal is by demeaning a legitimate human interest. Just goes to show that even when pop culture makes pretenses at deifying geekery, it’s always a hip, whitewashed and alienating image when actual nerds and geeks come face to face with it and realize, still, that they just don’t belong.
What if we did something like make the Mac guy a white guy who says something like “I’m good at dominating macroeconomics and running multinational corporations” and the PC guy was a black guy who said “And I’m good at basketball and starring as token stereotypes in brainless action movies”, after which the white guy makes some condescending remark about how his professions are more important or morally superior.
I don’t really see much difference between the two scenarios. One is simply more explicit in its portrayal of paternalistic elitism.