Until It’s Vegas Everywhere We Are
In 1954, psychologists James Olds and Peter Milner conducted a landmark experiment in the field of Behaviorism: implanting electrodes into rats, Olds and Milner allowed the animals to stimulate the pleasure centers of their brains via a lever. Depressing the control up to 700 times a day, the allure of the stimulation was so strong that, given a choice between pleasure and food, rats eventually died from exhaustion.
Initial reactions to this scenario often include a measure of shock and disbelief as individuals try to make sense of what they observe. Why would an animal literally pleasure itself to death? Although we as humans—and supposed exemplars of rationality—might make different choices in a similar situation, the lesson to learn from the Olds and Milner study is that the pursuit of pleasure can be a powerful influence on our lives.
The continued resonance of the Olds and Milner experiment is perhaps most evident in the appearance of “click bait.” Typically relying on provocative visual elements (e.g., a headline and/or image), the concept of click bait adopts strategies and logics gleaned from advertising as it employs old models that form a direct correlation between value and number of views. Inhabiting a space at the intersection of attention, pleasure, and economic forces, the concept of click bait represents an interesting object of inquiry as we read about notions of visibility.
Click bait does not invite us to linger, to savor, or to contemplate; click bait entreats us to look but not to see or to imagine, encapsulating Nicholas Mirzoeff’s understanding of visuality as a force that is determined to impose a singular unified vision of the world on multiple levels. Take online slideshows as an example of notorious forms of click bait that rob us of the ability to curate our own collections and to develop our own connections between things. Visual displays such as these provide tangible examples of Mirzoeff’s position that visuality operates through classifying, ordering, and naturalizing—an assertion that offers a certain amount of overlap with the role that language plays in our experiences as it mediates the transformation from sensation into perception. Here, the price that we pay for a brief moment of pleasure is the loss of our imagination—we not only dampen our ability to see other realities but fundamentally inhibit our ability to believe that they can even exist. Click bait represents an entity that screams for our attention, offering a fleeing moment of pleasure in exchange for the opportunity to subvert our vision to its purposes as it directs us where to look.
Wrestling with these very notions of sight and seeing, Kanye West’s music video for “All of the Lights” speaks to the way in which stimulation and novelty has become increasingly integrated into the everyday experience of urbanized individuals.
The first viewing of West’s video is often difficult as viewers are confronted with frenetic visuals that invoke the light-filled cityscapes of Tokyo, Times Square, and Las Vegas. And yet, what strikes me is just how readily one becomes attuned to a display that boasts a prominent seizure warning. What does this suggest about the way in which we have been trained to respond to visual stimuli in general and to incessant calls for our attention in particular? Or, perhaps more frighteningly, just how quickly we can habituate ourselves into unseeing.
“All of the Lights” is an interesting cultural artifact for me because it also wrestles with these notions of seeing and being seen through the lyrics of the song itself: concerned with the attempts of a parolee to see his daughter (and for his daughter to see him), the song (unwittingly) builds upon Mirzoeff’s position on the relatedness between autonomy and sight. And yet the song goes further as it calls attention to situations that cultural outsiders might willfully refrain from seeing. “Turn up the lights in here, baby / Extra bright, I want y’all to see this,” the song implores as it endeavors to realize Mirzoeff’s suggestion that visuality be countered through the presentation of alternate forms of realism. Additionally, the sequence pays homage to the opening credits for Gaspar Noe’s Enter the Void, a movie that plays with perspective and perception, continually reminding us to pay attention to the fact that we are paying attention.
This sort of critical self-reflection is, as Cathy Davidson notes in her book Now You See It, a helpful reminder that we have been trained to pay attention to particular facets of the world—mistakenly inferring that these elements constitute the world in its entirety—at the expense of others. Davidson points to the structural and systematic ways in which we are socialized to pay attention to, and thus value, particular objects, ideas, and actions over others. From family, to school, to politics, institutions shape what is worthy of attention and therefore what are values are; attention, then, is not just about what we see but also how we see it.
 Although difficult to watch in its entirety, Enter the Void’s title sequence is particularly memorable for the way in which it disrupts the viewing process and dislocates the viewer as foreshadowing for the experience that follows.
 On page 25 of The Right to Look Mizroeff writes, “By the same token, the right to look is never individual: my right to look depends on your recognition of me, and vice versa.”
 Similarly, I think that the opening scenes of American Horror Story: Asylum (https://www.facebook.com/americanhorrorstory/app_216209925175894) perform a similar function, which ties into the season’s overall theme of truth/reality. The thing that the show makes evident is the way in which our interaction with the world is intimately tied to our perception of it.