Projects and observations

Propaganda: TAX THE RICH

When I first conceived of the precursor to Citizen Supported Propaganda, I started to mock up various advertisements that I might like to see be part of public messaging campaigns. One that I think is particularly needed right now is featured here.

We have a strong narrative in this country that our economic woes are due to immigrants and “moochers” who, so the story goes, take more than their fair share of public funding. Many factions in this country have villainized these groups and accused them of being responsible for the accuser’s own poor economic position. Of course we know that no data actually backs up these claims. In fact, the groups that have siphoned off the largest amounts of public funds and who have exploited the economy are those who are already unusually wealthy. Anyone who has looked at the increasing wealth inequality in America will have a difficult time arguing otherwise.

However, we worship and laud these incredibly rich individuals and families. We idolize them and see them as role models. Whether it’s reality or scripted TV, megastar performers, or classic “old money” aristocrats, we seem to be crazy over rich people and, perhaps more accurately, the lifestyles they lead. I think we need to begin to change this public sentiment. We need to look at extreme levels of wealth as a sign of selfishness, not success. We need to accept that, while we may be a bit envious of their position, ultimately it is this group who is taking more than their fair share and this group that must be brought to heel.

In this vein, I designed an initial batch of public messaging ads which stress elements about the lifestyles and actions of rich people in an attempt to break the admiration and replace it with revulsion. If we no longer look at rich people as our heroes, maybe we can engineer effective ways to limit their negative impact on the economy and society as a whole.

 

Photo of a fancy Mercedes car with the text "This is not success, this is selfishness. Tax the rich"

Let’s change the narrative around expensive things.

White text on a black background reading "RICH PEOPLE buy influence and destroy democracy. Tax the rich."

Remind people what they already know.

White text on a black background reading "RICH PEOPLE keep us all down. Tax the rich."

Relate it to all of us – we are in this together

A photo of Warren Buffet with the text "While you ride this train two stops, this man makes over a million dollars doing absolutely nothing. That's what 20 average American families make in an entire year. That's 80,000 hours of hard work. Tax the rich."

Point out just how unequal we are, and how absurd it is to claim rich people “earn” their levels of increased wealth.

White text on a black background reading "RICH PEOPLE will take it all if given the chance. Tax the rich."

Remind people that it won’t get better without action.

Photo of a fancy yacht with the text "Yacht for rent. Just 1.2 Million Dollars Per Week. That's the annual income of 23 American Families. So a rich person can ride in a boat. TAX THE RICH."

Point out just how absurd the luxury market for ultra-rich people is.

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