Genrefication Reset And McDonald’s Current Contribution To The Destruction Of Creative Thought
Last month I wrote a post called Genrefication.
Genrefication is a word I made up.
Here is my definition:
Genrefication -The process of categorizing all creative content.
Here is a little of what I said in the previous post.
Everything has to fit in to a genre-every song, every movie, every book, every recipe, every painting, political idea or spiritual thought, philosophy, science-it has to be categorized or, it doesn’t exist. Whatever you do, whatever you create, whatever you think or believe, has to fit in to a set of parameters.
Like Willie Dixon said; It’s a lie.
This genrefication, categorization; it allows people to promote things and allows people to dismiss things.
Here is the Willie Dixon quote I was referring to.
Well you see, people have always tried to do the blues like they did black people. They tried to put them in a condition where they couldn’t move. The world tried to say the blues is only a twelve bar music and can’t go no further, but that’s a lie.
Those are very powerful words. In essence, Mr. Dixon is saying that when you put conditions or parameters on the blues, saying that if it is not a 12 bar structure, it isn’t blues; that is tantamount to slavery.
This notion of categorizing all things creative; it stifles creativity. It cuts creativity to the quick. If everything creative has to fit in a box, a set of parameters, an insipid genre, that means very simply; there will be no new ideas.
Genrefication is anti-creativity.
This notion of categorizing all things creative; it was started by salesmen. If you can put something in a box, it makes it easier to sell. Creative content is also known as “intellectual property”, it isn’t something that you can hold in your hand, it is abstract. You can’t put thought into a physical box so, instead you put it in a genre. For it to fit inside the genre, it has to be like other things in that genre. If it isn’t like something else-it won’t fit in the box.
If the salesman doesn’t understand a piece of intellectual property, or doesn’t want to invest the effort it takes to understand the intellectual property, he isn’t going to sell the intellectual property.
Genrefication was borne of stupidity and laziness.
So, the salesman requires that all new intellectual property be like something else. No new thought allowed, creative people. Everything must be derivative or, we won’t have anything to do with it.
That is putting people in a condition where they can’t move freely. It is a restriction of freedom.
Genrefication is a restriction of freedom.
Genrefication is a restriction of thought.
Like I said, this whole thing is a tool for salesman. Marketers embrace genrefication.
The following quotes are from a McDonald’s press release.
McDonald’s invites American families to pick which new “American Idol” Happy Meal toy will become America’s favorite Happy Meal superstar. Inspired by one of the nation’s most popular television shows, the new “American Idol” Happy Meal provides young guests with one of eight musical toys, each representing a favorite music genre, available with the purchase of a Happy Meal at participating McDonald’s restaurants, while supplies last.
These marketing people want to get your kids started on this genrefication early. They want to train your kids to get used to restriction of thought at an early age.
From today through May 8, McDonald’s customers can visit http://www.happymeal.com to choose their favorite new “American Idol”-inspired Happy Meal toy. Both fun and hip, the McDonald’s new Happy Meal toy collection showcases various music personalities. Each toy plays a tune within the genre of the music their character represents: groove to disco songs with Disco Dave, line dance with Country Clay, rock out with Rockin’ Riley or vibe to the beat with Lil’ Hip Hop. Make a melody with Hippie Harmony, sing along with New Wave Nigel, jam with Soulful Selma or kick it with Punky Pete! America’s favorite “American Idol” Happy Meal toy will be announced during the week of May 5 at http://www.happymeal.com.
Your kids can now enjoy a happy meal and, at the same time, begin to engage in the practice of stereotyping creative thought.
Genrefication is a way to apply stereotypes to intellectual property.
Encouraging creative people to make their works fit a set of parameters or requirements, is encouraging creative thought to fit a stereotype.
Genrefication is thought stereotyping.
“McDonald’s and ‘American Idol’ are celebrating all kinds of music styles that each member of the family — kids of all ages — can connect with through the fun of these ‘American Idol’-inspired Happy Meal toys,” said Rebecca Anderson, Manager of Family Marketing for McDonald’s USA. “We strive to bring exciting and enjoyable experiences as well as quality food choices to families. The new ‘American Idol’ Happy Meal collection is the perfect fit for our customers.”
It’s the perfect fit! It’s all one big happy fucking smiley face.
Why is McDonald’s doing this? Why are they encouraging your kids to put thought in to a box?
Are they just evil bastards?
Simmer down now, just because the people at McDonald’s, FremantleMedia Enterprises and 19 Entertainment are promoting the idea of reducing creative thought to your children and, therefore discouraging future creative thought, that doesn’t make them all evil bastards.
For the people at McDonald’s, FremantleMedia Enterprises and 19 Entertainment to be truly evil bastards, they would have to be actively trying to destroy your children’s future abilities to think creatively, with evil intent.
No, they are just trying to sell stuff. They are salesmen and marketing people. The practice of putting everything into boxes or genres came before these hucksters were in diapers. Salesmen and marketing people are going to take the path of least resistance. Hey, if something works, stick with it; right? Like I said before, this genrefication allows salesmen and marketing people the luxuries of laziness and stupidity.
Genrefication is pervasive. It’s every where you look and people are so used to it, they don’t even notice that it’s restrictive. They don’t even realize that putting everything in boxes destroys creative thought by degrees.