We may titter, but YouTube dance crazes point to the deeper nature of our zombie economy

Will Self's "Madness of Crowds" column.

A while ago, a regular round-robin emailer, Hassan (big-up to him), sent me a link to a Palestinian “Gangnam Style” video on YouTube. In this, a group of young men living in the Gaza Strip do all of the things that the South Korean rich kids do in the original Psy pop promo. That they’re confined in what is – to all intents and purposes – a giant concentration camp soon becomes painfully clear: they have to push their car in to the petrol station; they have no money to hang out in stylish bars – and there are no stylish bars anyway; nor, for selfevident reasons, are there a lot of scantily clad young women around agitating their booties, so instead our posse is reduced to single-sex dancing on the scabrous strip that passes for a beach.
 
Superficially, internet memes are an obvious subject for this column: they are examples of collective hysteria causing people to do nonsensical things. When “Harlem Shake” got going in February, I, like thousands of others, spent many happy moments watching groups of office workers and army officers dressed up in idiotic costumes (or often nearly naked) and dancing to Baauer’s absurdly catchy electro ditty.
 
Most commentators on “Harlem Shake” and “Gangnam Style” emphasise the creativity of the meme video makers: how, within a preconceived format, individuals are free to express themselves and command a vast audience for their gyrations. The satiric subtext of the videos is also pretty apparent. In the case of a typical “Harlem Shake”, first, a bored office worker begins to dance while others go about their mundane business. It’s as if the dancer were listening to Baauer on earphones and attempting to transport himself from hateful, openplan imprisonment as a Sufi might spin his way out of reality altogether. Then, when the bass line suddenly drops and the single, locked-on frame jump-cuts to the entire workforce jigging and dipping while the beat pounds out triumphantly, the message is clear – the lunatics have taken over the asylum; you can put our minds on the payroll but our bodies remain free.
 
Or are they? A rather more bitter take on “Harlem Shake” and “Gangnam Style” is that, far from expressing the will to freedom of the wage slave under late capitalism, they are straightforward reportage. Anyone who has worked in a large organisation for any length of time knows this: that only a small percentage of the workforce is engaged in productive labour at all; another, slightly larger moiety is politicking for all it’s worth; and a third part is doing little more than stylishly shaking pieces of paper – analogue or electronic – from “In” to “Pending” to “Out”.
 
Since the financial crisis of 2007 and 2008, the zombie-like quality of the economy has become still more pronounced. Now, as Danny Dorling’s excellent piece on European youth unemployment in the last issue of the New Statesman spelled out, there are some six million 18-to-24-year-olds across Europe who would kill for an opportunity to become stylish paper-shakers.
 
Instead, if they come from affluent enough families, their wealthy parents fund internships for them and, if they don’t, they may be lucky enough to be enrolled on government schemes that offer the same opportunity to be uselessly occupied. Looked at in this way, the production of these internet memes is the purest expression of the pseudonymous character of “production”, in an economy where consumption is universally understood to be the true desideratum and the prime engine of “growth”.
 
What the memes thus show us is a system in which a few bored jigglers can entertain millions at no apparent cost to anyone. One self-starter shakes; a few others ape that shake and many millions more look on tittering as they pop open another bag of nachos. Meanwhile, in another, wealthier suburb of the global village, the bourgeois young while away their time filming each other dancing through various acts of conspicuous consumption and, in due course, these ephemera acquire a strange, marketable durability.
 
Pity, then, the poor Palestinians, for not only is their version of “Gangnam Style” not in the least satiric; it articulates perhaps better than any documentary film about Gaza the terms of their economic existence as a subject population, dependent on food aid from UNRWA, subsidies from the EU and the US, and Qatari “investment”.
Psy, performing "Gangnam Style". Photo: Getty

Will Self is an author and journalist. His books include Umbrella, Shark, The Book of Dave and The Butt. He writes the Madness of Crowds and Real Meals columns for the New Statesman.

This article first appeared in the 26 August 2013 issue of the New Statesman, How the dream died

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Edinburgh in the time of Harry Potter - growing up in a city that became famous for a book

At first, JK Rowling was considered a local author done good, rather than fiction’s future megastar. 

In an Edinburgh playground, circa 1998, I found myself excluded from one of the world’s first Harry Potter cliques. My best friend Sophie had a copy of a book with a title which seemed indecipherable to me, but she insisted it was so good she couldn’t possibly let me read it. Instead, she and the other owner of a book huddled together in corners of our concrete, high-walled playground. I was not invited.

Exclusion worked. Somehow I procured a copy of this book, rather sceptically read the praise on the cover, and spent the next day avoiding all company in order to finish it. After my initiation into the small-but-growing clique, I read the second book, still in hardback.

Edinburgh at that time was something of a backwater. Although it still had the same atmospheric skyline, with the castle dominating the city, the Scottish Parliament was yet to open, and the Scottish banks were still hatching their global domination plans. The most famous author of the moment was Irvine Welsh, whose book Trainspotting chronicled a heroin epidemic.

In this city, JK Rowling was still considered to be a local author done good, rather than fiction’s future megastar. She gave talks in the Edinburgh Book Festival, a string of tents in the posh West End Charlotte Square. By the time I saw her (Harry Potter and the Prisoner of Azkaban, hardback edition, 1999), she had graduated from the tepee to the big tent reserved for authors like Jacqueline Wilson and Michael Rosen. At the end we queued up for the book signing, and she told me she liked my purple dungarees.

At that time, there were no films, and what the characters should look and sound like was a constant playground debate. Another member of the Harry Potter clique I spoke to, Sally*, remembers how excited she was that “she did the same voice for Hagrid that my mum did when she was reading it to me”.

About the same time, a rumour spread around school so incredible it took a while to establish it was true. JK Rowling was moving to the street where some of our Harry Potter clique lived. We started taking detours for the privilege of scurrying past the grand Victorian house on the corner, with its mail box and security keypad. The mail box in particular became a focus of our imagination. Sophie and I laboured away on a Harry Potter board game which – we fervently believed – would one day be ready to post.

Gradually, though, it was not just ten-year-olds peeping through the gate. The adults had read Harry Potter by now. Journalists were caught raking through the bins.

Sally recalls the change. “It was exciting [after she first moved in], but as it was just after the first book it wasn’t as much of a big deal as it soon became,” she recalls. “Then it just felt a little bizarre that people would go on tours to try and get a glimpse of her house.

“It just felt like an ordinary area of town with ordinary people and it made me realise the price that comes with fame.”

Edinburgh, too, began to change. As teenagers (Harry Potter and the Order of the Phoenix, 2003) we liked to gather at the Elephant House cafe, on the bohemian George IV Bridge. We knew it was one of the cafes JK Rowling had written in, but we also liked its round wooden tables, and its bagels, and the fact you got one of the hundreds of miniature elephants that decorated the café if your bagel was late. It became harder and harder to get a seat.

We scoffed at the tourists. Still, we were proud that Harry Potter had put our city on the map. “As I grew older, it was fun to think of her writing the books in local cafes and just being an ordinary person living in Edinburgh with a great imagination,” Sally says. As for me, it was my trump card during long summers spent with bored Canadian teenagers, who had not heard and did not care about anything else relating to my teenage life in Scotland.

The last in the series, Harry Potter and the Deathly Hallows, was published in July 2007, a month after I left high school. Not long after that, I left Edinburgh as well. The financial crash the following year stunned the city, and exiled graduates like me. I fell out the habit of reading fiction for fun. JK Rowling moved to a house on the outskirts of Edinburgh, ringed by 50 foot hedges. The Scottish independence referendum divided my friends and family. On Twitter, Rowling, firmly pro-union, was a target for cybernats.

Then, two years ago, I discovered there is another Harry Potter city – Porto. As in Edinburgh, medieval passageways wind past stacked old houses, and the sea is never far away. JK Rowling lived here between 1991 and 1993, during her short-lived marriage, and drafted the first three chapters of Harry Potter and the Philosopher’s Stone. In the university district, students wear black, ragged gowns, and the fantastical wooden carvings of the Livraria Lello bookshop is tipped to be the inspiration for some of the aesthetic Rowling applies to the books.

I don’t know whether it did or not. But it made me realise that no city can possess an author, and not only because she could afford to any part of the globe at whim. Standing in the bookshop and watching the students drift by, I could imagine myself in some corner of the Harry Potter world. And simultaneously, perhaps, some tourists queueing for a table at the Elephant House were doing the same.

*Name has been changed

Now read the other articles included in the New Statesman’s Harry Potter Week.

Julia Rampen is the digital news editor of the New Statesman (previously editor of The Staggers, The New Statesman's online rolling politics blog). She has also been deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines. 

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