I’ve spent more time than I should have thinking about Justin Timberlake’s attempted rebrand with his latest album. The title track video, “Man of the Woods,” deserves its own attention for its bougie, bland white masculinity. I’m most interested in the supposed social commentary in the video for “Supplies.” It reveals a lot about our current state of entertainment as activism.
“Supplies” is clearly grasping at something about feminism and the possibilities of a better future. But the actual moral implications and supplies metaphors are sadly the same old regressive bullshit. Showing a clip of Harvey Weinstein or Kevin Spacey or an “End Racism Now” poster doesn’t really mean anything simply presented without comment. It says little to nothing about where Timberlake stands on all of it. Wow, you saw this stuff on TV and felt sad? Damn, I guess the patriarchy is over now.
When you watch and listen carefully, “Supplies” is mostly just a lot of Timberlake’s usual entendre and objectification—wrapped up in some Blade Runner and Matrix production design to borrow that hope-in-dystopia vibe. The only real agency the heroine has is punching someone and setting fire to a mysterious shrine. The rest of the time she’s Timberlake’s post-apocalypse booty call.
Because those emotionally charged clips are thrown in—and a small child at the end tells someone (who?) to just die already—it certainly feels like the video is portraying something meaningful. It’s sort of edgy or progressive or a laudable artistic entry for feminism or racial equality (or something). Many sites and fans said as much without specifying how it is, exactly. It really isn’t once you go deeper.
Is “Supplies” the most sexist thing of all time? No. Is the beat good? Sure. Can lazily injecting current events into a piece of pop culture start conversations? Possibly. But we’ve got to stop being deluded into thinking that vague emotional appeals are anywhere close to the actual, material engagement that’s needed to transform the ways people’s lives are being destroyed. I guess Timberlake felt like he needed to say something. What came out is ambiguous attention-seeking. Perhaps he should have taken his own advice and said nothing at all.
In the excellent book Infinite Distractions, Dominic Pettman writes that we are no longer distracted away from social turmoil. Instead,
The decoy itself—the thing designed to distract—has merged with the distraction imperative, so that, for instance, news coverage of race riots now distracts from the potential reality and repercussions of race riots. This is a more sophisticated form of propaganda than those engineered in the twentieth century, when the conscious decision would be made to distract from civil rights protests by screening the Miss America Pageant. This new form of distraction—which acknowledges as much as it disavows—is harder to mobilize against, for the simple reason that no one can accuse “the media” of trying to cover up “the truth.” Rather, incessant and deliberately framed representations of events are themselves used to obscure and muffle those very same events.
Acknowledges as much as it disavows. Whether on purpose or accidental, you can purport to be shining a light in the dark while actually obscuring and distracting. Uncomfortable truths are uncomfortable, so it’s a lot easier to point to them in art or news or social media without getting too deep into the details. Hard truths and real moral progress give way to surface-level commotion that only generates likes, views, and emotional gratification.
If we’re actually going to speak truth to power and make inroads for the common good, we have to move away from shallow, Instagram-ready resistance that merely distracts. Art, news segments, protests, tweets, and conversations need to bring the uncomfortable specifics of what’s going on and what needs to be different into focus. This pay discrimination. That thing everyone says or wears that’s actually super racist. This healthcare policy that will give everyone some existential peace. That trope in art and advertisements that just reinforces misogyny. This march that actually excluded and suppressed people who should have had a prominent voice in it. That person in power who’s actually a terrible human being with zero repercussions.
Some sacred cows need to be smashed. Some people who are off to a good start need to be encouraged to go deeper and wider. Others need to realize things are not magically going to be better and we can all relax at brunch just by electing a certain person. Some hot new songs and celebrated movies and heartfelt speeches need to be called out for regurgitating regressive ethics or sounding nice without sticking their neck out.
Even with great intentions, too often we’re getting caught up in news and entertainment and social media content that acknowledge as much as they disavow. We have to dig into the uncomfortable realities around us and stop being mesmerized at the surface.