Tag: Cruel Optimism

HGTV 2

“In melodrama, the soundtrack is the supreme genre of ineloquence, or eloquence beyond words: it’s what tells you that you are really most at home in yourself when you are bathed by emotions you can always recognize, and that whatever dissonance you sense is not the real, but an accident that you have to clean up after, which will be more pleasant if you whistle while you work. The concept of ‘the soundtrack of our lives’…is powerful because it accompanies one as a portable hoard that expresses one’s true inner taste and high value. It holds a place open for an optimistic rereading of the rhythms of living, and confirms everybody as a star. Your soundtrack is one place where you can be in love with yourself and express your fidelity to your own trueness in sublime conventionality, regardless of the particularity of the sounds.”

—Lauren Berlant, Cruel Optimism (Durham: Duke University Press, 2011), 34-35.

HGTV

is an entire channel devoted to cruel optimism. What’s interesting to me is how neatly its form of cruelty fits into a seemingly prescribed genre of American mythology about home-ownership and upward mobility. As these notions become increasingly fanciful for more and more Americans, the teary-eyed “reveal” of HGTV becomes increasingly uncanny.

What I would really like to do is trace the background music used during the “reveal” scenes in shows like Fixer-Upper. My suspicion is that their material histories correspond with the affective work that they do. The music is always generic, no doubt produced like a font, for any number of media contexts. This music, which is used to relay the sense of “having arrived” at one’s new house (new life) via capitalist miracle (akin in this sense to the dream of winning big on a game show), sounds the same as music that is also used to stitch together notions of the good life in other media contexts, particularly advertisements. Beyond sounding the same, what I mean by “material histories” is that–given its generic character–it seems likely that such music is actually produced in the same way, at the same handful of studios, or is stored in the same databases–in other words, that it comes from the same genre not just stylistically, but in terms of its production.

If that could be proven, the question then would be: what is the significance of the fact that the same type of tune (or the same tune, or a different tune by the same or similar producers) is used in a reality TV show and in a pharmaceutical ad? How does such distributed use connect affects together, and does this connection across contexts add up to some larger effect on American life?