ads without products

cheap: the aeroflotification of capitalism

with 4 comments



Frederick Studemann argued recently in the FT that Aeroflot in the 1970s was a forerunner of the low-cost, low-service airlines of today.

Not only was it far more extensive and cheaper than in the west, it was less elitist. While back home air travel was for the few, in the USSR it was for the many – just another mode of public transport. Aeroflot, the national carrier, was both the world’s biggest airline and one of the cheapest, so catching the red-eye to Vladivostok was as easy as hopping on the Number 2 trolley bus on Kutuzovsky Prospekt.

Frankly, it was difficult to know where to start. Maybe with the pervasive, sweet, plasticy smell of the planes or the routine delays and constant lack of information. Or how about the flint-faced stewardesses stomping down the aisle offering the “choice” of tangy water or tangy water? Or perhaps the unspeakable food, the shabby fittings and the bleak, run-down airports in the middle of nowhere. Then who can forget the grumpy staff for whom dialogue was an alien concept, preferring instead to find new ways of deploying arbitrary rules and associated punishments. All in all, not unlike a rush-hour ride on the Number 2 trolley bus.

Any of this sound familiar? We may have scoffed at the notion of Aeroflot leading the world.

But how wrong we were. Thirty years on it is clear that far from being a laughable expression of a clapped-out system destined to crash under the weight of its internal contradictions, Aeroflot was in fact the pioneer. Low-cost travel today is simply playing catch-up with those Heroes of the Soviet Union: passengers packed in like sardines, robbed of respect and subjected to a baffling array of terms, conditions and penalties. Passengers do not interact with people but with an impersonal, unforgiving apparat dedicated to the ruthless pursuit of a (centrally fixed) plan.

It’s an interesting effect, this one, when some product sector or another in capitalist economies drops low enough in price that it starts to take on the sheen of a popular good. (Can’t find the story, but some UK government official or another recently defended the “right” of “ordinary people” to low-cost flights… Can anyone remember this and point me in the right direction so that I can update the post?) Google’s empire, to cite the most obvious example, depends entirely upon this populist semblance of public provision – everyone has the “right” to a free email address, a free blog, free news stories, free internet search, free telephony, etc… Chris Anderson’s just written a book about this, that according to the publisher’s description

considers a brave new world where the old economic certainties are being undermined by a growing flood of free goods – newspapers, DVDs, T shirts, phones, even holiday flights. He explains why this has become possible – why new technologies, particularly the Internet, have caused production and distribution costs in many sectors to plummet to an extent unthinkable even a decade ago. He shows how the flexibility provided by the online world allows producers to trade ever more creatively, offering items for free to make real or perceived gains elsewhere.

Corporations like Ryanair and Google are figures that populate one of the stories that capitalism loves to tell itself and those doomed to live in its grasp – that given enough time and given the allowance for the markets to operate without regulatory hindrance, the general level of affluence will rise as the cost of living drops. But of course, especially when it comes to the airlines, most of the cheap or freeness is a smoke and mirrors false advertisting effect. The Times (UK) ran an article revealing what anyone who’s ever tried to check a bag on a Ryanair flight already knew – that BA actually costs less on many, many flights than its cut price competitors. But let’s even pretend that you actually can access a low-cost flight. I’m sure many many people actually have flown to Spain or Greece from the UK for what I pay for a pack of cigarettes everyday, even if not nearly as many as the advertisements would have you believe.

The answer, and the overall answer to the free and the cheap that is one of the primary calling cards of capitalism remaining, of course involves a heady mix of financialisation, micro-payments, consumer distraction, non-populist austerity, and government subsidy. And the game ends with the demise of the less cynically-minded corporations and then prices rising right back to the place where they were before the game began.

Would love to say more about this, but can’t yet. Given world enough and time, I’d sit in the British Library – or at least the Pret à Manger across Euston Road from the it – and work on a new version of Kapital, centred on the mystical question of what it costs us to view the tiny advertisement at the top of our Gmail inboxes. Actually, seriously… There’s the magnum opus right there – political economy, temporality, “free,” text, interactivity, attention in distraction, ecology – everything all at once… Perhaps once I’m done with the tedious thing I’m working on now… Like Marx, I a) live in North London b) like do my drinking on or near Tottenham Court Road and c) tend to spend Saturdays with my family on Hampstead Heath, so I think I’m a perfect fit for the job.

It’s funny how you hear a lot less about the Walmart Effect lately, though, isn’t it?

Written by adswithoutproducts

August 17, 2009 at 11:00 pm

4 Responses

Subscribe to comments with RSS.

  1. PS. If I get 79 more hits in the next 50 minutes, today will go down as my best count ever.

    I’m thinking I’ll talk shit about AdB every day from now on…

    Ads

    August 17, 2009 at 11:11 pm

  2. I’m thinking I’ll talk shit about AdB every day from now on

    Just as well you’re not one of those bloggers, right? Right?

    Giovanni

    August 18, 2009 at 7:26 am

  3. In the 50-year Communist Yugoslav test platform these tropes were thoroughly researched, deployed at the United Nations and then adopted as practices in capitalism. You find many instances of self-management in the current corporate client. I think the example you quote is right on spot.

  4. Near where I live, here in exile in France, the low cost airlines land in nearby Angoulem – but the local dept. PAYS Ryanair to do so in order, bien sûr, to get those Anglais over to spend spend spend. For some reason or other, the departments are having second thoughts about the arrangements at the mo… So the cheap airlines weren’t really cheap, of course, the cost was so widely socialised that the source of the profit was hidden in plain view.
    Great blog btw.

    steve

    December 10, 2009 at 9:18 pm


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: