CoCage said:
I don't know who Foucault is, but he sounds important...I am glad the same applies to this EC video too.
Understanding Foucault is absolutely, positively, sine qua non critical to the topic at hand. No if's, and's, or but's; period, the end. Which is why people who perennially fail to understand Foucault, intentionally or not, and appropriate his work to push their own agenda get me seeing red.
This is what "normalization" actually is: the
systemic use of
disciplinary mechanisms by
institutions to
control ideation and behavior, into a form
idealized by the institution. Notes: disciplinary mechanisms are both reward and punishment. Foucault's original analysis only extended to formal institutions, although informal institutions also apply.
In other words, the phenomenon to be normalized has to be idealized, and engagement with that phenomenon has to be rewarded and punished accordingly.
All those mechanisms have to be in play.
So, let's say I'm an executive at Baskin-Robbins. I have an idea to make and market tuna-flavored ice cream, but because tuna-flavored ice cream sounds disgusting, I'd have to
normalize it. So, I have to
idealize tuna-flavored ice cream by running ads talking about how delicious it is, how only Baskin-Robbins carries the tuna-flavored ice cream, how cool tuna-flavored ice cream is and how cool people eat it, get celebrity sponsorships, typical advertisement bullshit. But, that's not enough; I have to
reward consumption of tuna-flavored ice cream (buy one get one free coupons, price reductions, promo offers, etc.) and
punish non-consumers of tuna-flavored ice cream (price increases to flavors that aren't tuna, smaller ice cream cones and sundaes, fewer available toppings, etc.).
People might think tuna-flavored ice cream is disgusting at first and won't buy or eat it. But, stack the market in favor of tuna-flavored ice cream, and people will start buying and eating it for the other benefits even if they don't like it. They'll start
accepting it, and as the advertising works its magic, people will eventually start thinking tuna-flavored ice cream is
good, and buy it for its own sake. Then, you can say you've
normalized tuna-flavored ice cream.
This is where all these social justice-y arguments fall flat on their ass, and why they want to misrepresent normalization. No game designer worth their salt idealizes Nazis, there's no reward-punishment mechanism for playing Nazis in video games. Normalization does not, and cannot, occur in that media landscape.
What they're actually talking about is
cultivation. Cultivation is the theory that sustained exposure to fictitious or fictionalized settings through media consumption, causes people to believe the real world aligns to, and operates in accordance with, that setting. In other words, watch enough police procedural television, and you start to believe detective work and forensic analysis are a fast-paced career paths dominated by personal drama, and crimes are solved quickly and with decisive outcomes.
The issue is, cultivation theory has been predominantly studied with regards to television and radio, and studies involving cultivation in interactive entertainment are spotty, mired in problematic methodology, and rarely conclusive. And, cultivation only influences ideation and behavior insofar as audiences react to shifting beliefs about the world around them. If I only consume media that depicts German people as Nazis, which cultivates the idea all Germans are Nazis, I'm more likely than not to treat all Germans as if they're Nazis (rather than, say, become a Nazi myself). Which brings us full circle back to EC's galaxy-brain take on the issue.
A really good read on this topic in particular is the book
Manufacturing Consent by Noam Chomsky, in terms of how the media weaponizes cultivation to sway public opinion.