The show is not the show,
But they that go.
Menagerie to me
My neighbor be.
Both went to see.
Although the second chapter of Lisa Duggan’s The Twilight of Equality? focuses on an examination of neoliberalism’s campaigns in the culture wars, there is something profound about the choice to concentrate on education and housing as two domains of change in the latter half of the 20th century. Following World War II, both education (in the form of a college degree) and a home were part of the democratic dream of the American citizen. Surveying the current landscape, however, we see that what once was bright has turned dark as both the housing industry and higher education have increasingly become privatized industries that are almost inextricably linked with debt. Encapsulating a force that contributed to this shift, Dugan writes:
Rather than support the idea that resources were adequate for broad-based public sharing of the fruits of prosperity, business activists promoted the idea that resources were scarce, and fierce competition among groups and individuals would be required to secure a comfortable life. (36)
In some ways reminiscent of Lauren Berlant’s work in Cruel Optimism, we find that the very thing that purports to offer us light is the very thing that causes us to be further bound to a system that ultimately drags us down.
Additionally, we might consider how the neoliberal impulse mentioned in Duggan also manifests in reality television programs like House Hunters. Ostensibly a 30-minute program on HGTV that details a couple’s search for a new home, House Hunters sticks to a formula that essentially includes the prospective buyers surveying three prospective properties with the help of a real estate agent, making an offer on one of the properties (that is almost always accepted), and moving in at the conclusion of the episode. Aside from an unrealistic portrayal of the home-buying process, House Hunters works to solidify and normalize the privatization of the domestic space through its promotion of home ownership.
House Hunters television promo (2010)
House Hunters also makes abundantly clear just how intertwined race, class, sexuality and politics really are with its portrayal of viewers and the lingering comment, “I thought they were brothers.” More importantly, however, the home, in some ways the most private of cultural spaces, has now become a site for spectatorship on multiple levels as viewers see the innards of the house themselves but also experience a measure of voyeurism vicariously through the featured couple. Indeed, the format of the show as reality television makes explicit Clay Calvert’s phenomenon of the “voyeur nation” as “a nation of watchers performing their verification practices with an eye to the gaze of an imagined other, in order to avoid being seen as a dupe” (in Andrejevic, 239). The flip side, then, of reality shows’ democratizing promise that “everybody can be a judge” is that we are, in some ways, expected to have an opinion about the latest thing to be scrutinized; feeling the ever watchful gaze of others we examine the house just as ardently as the featured couple, knowing that we might be called upon at any moment to render our opinion.
If, however, the emphasis on home ownership demonstrates how the intersection between economics and the domestic is subject to privatization, the manifestation of House Hunters as a reality television show also indicates ways in which the overlap between the domestic/family and culture is increasingly made more public in service of economic gain. The issue here is one of privatization and privacy as the logics of neoliberalism turn privacy into a commodity.