The Tyranny of Beige
The Social Gaze: On Watching and Being Watched
“Today everything exists to end in a photograph.”
– Susan Sontag, On Photography
Sontag’s remarks were deemed controversial in the late 70s. In the digital age of image saturation, however, she’s the disseminator of the gospel truth. Everything today from our casual interests, beliefs, interactions across mediums, and even our personality – exists to end up in a 1080 x 1080 pixel and 4:5 aspect ratio photograph, nestled in a thoughtfully curated grid – for the feasting eyes of the other.
The malleability provided by social media platforms to alter our identities has been a matter of discourse since its inception. Our online personas have never existed in a vacuum. As social creatures, we’re in constant anticipation of the outsider’s gaze, in both awe and fear. The inherent need to be seen is always accompanied by the fearful clasp of judgment tight around its neck. The human herd instinct to seek approval makes most of our behaviour in social settings performative. From the clothes we wear and the movies we watch to the opinions we hold more often than not arise from the need to achieve a sense of belonging – the one slated third in Maslow’s hierarchy of human needs[1].
While the performances persist, it’s only human to slip up at times.
Entrée the power of social media.
Social media platforms like Instagram, Snapchat and X (formerly Twitter) allow us to not only create a production out of our existence but up the ante as well – we get to control who views our performance, along with the parts they get to see.
Here’s a thought experiment. Imagine you’re (doom)scrolling through Instagram when you come across a post by a conventionally attractive, white woman. She’s seated in an outdoor cafe. The sunbeams bounce perfectly off of her black sunglasses. Her profile faces the camera as she peers into her phone’s screen, carefully reapplying her lipstick.
Seems cool enough right? What if you zoom in just a bit?
Those sunglasses are the coveted Tom Fords in Whitney, and her lipstick is the classic Rouge Dior. What else, the bottom half of the picture seems to cut off a pack of Marlboro Lights and what appears to be an incredibly expensive lighter!
There’s at least a fifty per cent chance that you’ll believe you’ve stumbled across the feed of an heiress out to lunch in Italy. Such is the power of branding. The mere association with brands established as luxurious converts a simple photograph into an identity definer, as Professor Nita Mathur notes, “commercial brands and luxury commodities have come to serve as signifiers of identity in society”[2], allowing individuals to construct, deconstruct or reconstruct their social identities.
References
https://psychclassics.yorku.ca/Maslow/motivation.htm
https://sk.sagepub.com/books/consumer-culture-modernity-and-identity
https://www.youtube.com/watch?v=14JGQ1JWSgc&t=632s
https://www.forbes.com/sites/forbescommunicationscouncil/2023/01/26/why-and-how-to-implement-social-media-branding/?sh=3c975389793b
https://internetprincess.substack.com/p/standing-on-the-shoulders-of-complex
https://academic.oup.com/jcr/article-abstract/32/1/171/1796334?redirectedFrom=fulltext
https://www.wired.com/story/business-gen-z-social-media/
https://creative.salon/articles/features/is-social-media-over-for-the-younger-generation
https://www.smh.com.au/lifestyle/life-and-relationships/new-nihilism-how-gen-z-is-embracing-a-life-of-futility-and-meaninglessness-20231016-p5ecra.html
https://www.businessoffashion.com/reports/news-analysis/the-state-of-fashion-2024-report-bof-mckinsey/
more from this issue —
The walls of America are always painted beige. Whether in raucous hospitals, anonymous hotels, or quiet, striving homes, we Americans do our work of living surrounded by the silence of this non-color, this tone emptied of meaning. What can we be, in places so vacant of spirit, so empty, so unadorned? We can be like each other, or like the colors we spy in the background of the TV, so often our only window to the world outside our mute and featureless prison walls, these private oubliettes of the soul.
Beige is a color so faceless, so elusive, even its own color swatches cannot nail it down. It comes in a thousand barely-distinct hues, like a thousand broken piano keys with no hammers hitting home, only the disappointing clack of key against wooden frame. Walk the halls of your local home improvement store (itself a peculiarly American institution) and you’ll find it papered with many-hued beige paint chips bearing not even halfway clever names: the wanderlust of Dusty Trail, the misleading Crushed Silk, the prescriptive Agreeable Gray. It’s a color best described with words ending in “-ish”: grayish, yellowish, whiteish, brownish. It has no fixed address, no point of contact, no door you can pound upon to demand the answers you so richly deserve. Beige is a smooth, featureless wall. No entry is permitted here.
Beige is not really a color. It’s an assignment of neutrality. It’s a space to fill, a first draft to be overwritten, a blank stare in place of the response you were promised. It is a personality emptied of personality, a hole that leaves no void, a light that illuminates nothing. It is infirm of purpose, one of the sleeping dead without even a picture to mark its place. It is the absence of nothing, but little else, a contradiction in terms. It is the color of no color, the voice of no voice, somehow deafeningly clamoring for all its professional distance, all it’s untouchable intimacy.
It surrounds us, each and every day, slim against our minds like a dagger, like a dream. It stalks us through the avenues, through the offices, out into the starry skies. Our lives are papered beige, not just our walls. It is a clinging color, one we cannot escape. It is, in essence, us. Beige is accepting no visitors. Beige is taking no calls.
And these last years we have all spent locked away from each other, isolated for our health, we have spent more time soaked in beige than should be safe. We are starting to feel the deadening effects, the poison it slowly imparts. It leeches from us our spirits, our souls. It steals what we hope to maintain. And in return, it grants us nothing, no escape. It simply stares, and waits. Beige, we fear, is our fate.
Appears in —
Alex Ashley Fox
Alex Ashley Fox is a neurodivergent writer living in LA making poetry and prose about how our brains let us down.
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