Because You Deserve It (?)

Has anyone done a study on spam as the collective unconscious of our people? Spam often takes as its subject that which is subtext in other media – in other words, it says explicitly what we’re all expected to be thinking unconsciously.

Much of the spam I’ve been receiving in my email inbox recently has come with the tag-line “BECAUSE YOU DESERVE IT.” This mantra seems to be the implicit message of most advertising (along with “BECAUSE YOU COULD BE HAPPIER”), and the two together could stand as a motto for our whole culture with a slight adaptation into the first person (“I COULD BE HAPPIER, AND I DESERVE IT!”).

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