Sunday, December 04, 2016

Did Retailers Who Start Playing Christmas Music Too Early Tip The Election for Donald Trump?

Did Retailers Who Start Playing Christmas Music Too Early Tip The Election for Donald Trump?

A thinkpiece by J. Robert Loftis

Social media and old media have both been on fire recently with people searching for the exact right way to place blame for the election of Donald Trump. Popular targets so far include the Clinton campaign, white women with less that two years college education, Jill Stein, and El NiƱo. People who like to overtly blame "The Jews" for things are, of course, overjoyed at Trump's victory, and not looking for scapegoats. However, many Trump opponents blame "The Media" and "Coastal Elites," which are generally code words for Jews. Actual Trump voters invariably rank low on people's blame lists, because this game is about expectations, not personal responsibility.

But what if everyone is wrong? Think about it. Most targets of blame since the election results have come in were actually targets of hypothetical blame before the vote. You remember all those posts from September saying "If Clinton loses this election, the fault will lie squarely with The Democratic Establishment/Stein Voters/The Polar Vortex." If we haven't changed scapegoats in light of the new information the election has given us, can we really say we are a reality based community?

What if no one we've talked about so far is really to blame for Trump's victory? What if the real people responsible are retailers who started playing Christmas music too early?

This theory has a lot of merit. For starters, no one likes those people. Also, there is a plausible narrative we can develop about how they tipped the election. Anyone playing Christmas music before November 8 this year was clearly playing Christmas music too early. And what kind of emotions does Christmas music evoke? Nostalgia. Comfort. Love of tradition. All the sorts of things that ignite the reactionary mind. Could it be that retailers in Wisconsin, Michigan and Pennsylvania playing Christmas music during election season were a crucial factor in energizing Trump's base? Who can say? The research hasn't been done, nor will it be done. So the plausible narrative stands, ready to channel all the resentment people feel toward retailers who start playing Christmas music too early.

This theory has one last crucial advantage: retailers who start playing Christmas music too early won't be an important part of any coalition resisting Trump in the future. It doesn't matter if our blame alienates them.

So I say fuck those guys.

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