The Subliminal Man

"The Subliminal Man" is a dystopian science fiction short story by J.G. Ballard. It was first published in the January 1963 issue of New Worlds (Volume 42, Number 126) and later reprinted in The Disaster Area and The Terminal Beach.
It thematizes the power of technology and media, as well as subliminal messaging and consumerism. It can be classified as "anti-consumerist New Wave Science Fiction".

Plot

The story opens with Hathaway calling out to Dr. Robert Franklin "The signs, Doctor! Have you seen the signs?" Franklin tries to ignore Hathaway and get away, but fails. He vexedly asks him what the matter is, to which Hathaway replies that the government has "started to build the first big signs! Over a hundred feet high, on the traffic islands outside town. They‘ll soon have all the approach roads covered. When they do we might as well stop thinking." Franklin doesn’t believe Hathaway, a former patient, and instead believes that he is mentally ill and needs professional help. He urges Hathaway to think of his wife and child. Hathaway insists that he is and that the signs are dangerous for his family, claming that the government is trying to "transistorize our brains!" Franklin dismisses him, telling him that if he had any evidence of the emittance of subliminal messages and commands, he would help him, but he doesn't. He reminds him that subliminal advertising was banned 30 years ago and calls his conspiracy preposterous. Hathaway drops the issue and instead points out that all the cars in the parking lot are identical in design and color. He argues that the standardization removed variety without making the cars any cheaper. He asks Franklin about his new car, since he only had his old one for 3 months. Franklin answers that he traded it in and defends himself by stating that "If you ever had any money you‘d realize that it‘s the most economical way of owning a car. You don‘t keep driving the same one until it falls apart. It‘s the same with everything else—television sets, washing machines, refrigerators. But you aren‘t faced with the problem." Hathaway replies „Not a bad idea, either, Doctor. It gives me time to think. I‘m not working a twelve-hour day to pay for a lot of things I‘m too busy to use before they‘re obsolete.“ After driving off, Franklin reflects on his own life and realizes that he envies Hathaway's freedom, since he is not restricted by mortgages, social obligations or private work like Franklin is.

As Franklin drives home, he observes the enormous motorway network that covers much of the country. Although the roads are impressive, they have created serious congestion, and his journey is much longer than it used to be. The roads are designed to force drivers to maintain specific speeds through rubber studs that produce unpleasant vibrations when cars travel too slowly or too quickly. These systems are supposedly intended to improve safety, but they also force motorists to replace their tyres regularly. Cars are deliberately designed to wear out quickly, encouraging people to buy new models more frequently and increasing profits for manufacturers. Franklin then sees workers constructing one of the giant signs beside the motorway. He initially assumes that it is connected to the airport, but after seeing another similar structure, he begins to suspect that the signs have a different purpose.

When Franklin arrives home, he finds his wife, Judith, watching television and writing down numbers from a shopping programme called Spot Bargains. The programme offers discounts on household products, encouraging viewers to trade in their possessions for new ones. Judith wants to replace their barbecue spit even though they have only owned it for two months. Franklin refuses because he believes the purchase is unnecessary, but Judith insists that buying a replacement will save them money. Franklin then notices the giant sign outside their home and asks Judith about it. She believes it is part of the airport system, but Franklin is becoming increasingly suspicious that the signs are connected to the strange behaviour of consumers.

When Franklin meets Hathaway again, he is less doubtfull of Hathaway's 'conspiracy' but isn't fully ready to admit it yet. Hathaway asks him what he's gonna do about the signs to which Franklin replies

"Nothing, of course. Damn it, it may be just auto-suggestion, you‘ve probably got me imagining—“

"Don‘t be absurd, Doctor! If you can‘t believe your own senses what chance have you left? They‘re invading your brain, if you don‘t defend yourself they‘ll take it over completely! We‘ve got to act now, before we‘re all paralysed.“

Franklin questions why the signs would command people to consume more, since the spending power isn't increasing. Hathaway retorts that an increase in working hours is imminent, Franklin doesn't think that society would let that happen. Hathaway argues that it did already happen in the past, and people won't do anything about it this time, either. Franklin asks Hathaway what he is going to do, but he won't tell him unless he joins. Franklin refuses.

Two months later, Franklin sees a crowd gathered around one of the giant signs beside the motorway. The sign is flashing patterns of light, and several men are climbing its metal structure. Franklin approaches the scene and discovers that the police are pursuing a man near the top of the sign. He recognises the man as Hathaway, who is attempting to sabotage the equipment. Suddenly, the flashing lights become clear, and the sign displays the messages "BUY NOW" , "NEW CAR NOW" and "YES YES YES", proving that Hathaway was right all along. Hathaway is shot, but cries out in victory before jumping from the sign to his death.

The story ends with Franklin observing the construction of new signs outside his window. He knows the truth, but doesn't do anything about it. He drives to the supermarket with his wife to buy new appliances and register for a new car.

Themes

Consumerism & Autonomy

Ballard reveals how governments use psychological manipulation to get people to consume in their attempts to avoid recession and keep the economy growing. Consumer society promises prosperity but can trap people in debt and social obligations. The story thus raises questions about the limits of the Keynesian economic model and suggests that a system designed to sustain growth may eventually threaten personal autonomy.

Awareness

Ballard shows how awareness is needed in order to exercise free will. Michael Wood comments: "As creative expression, often the antithesis of corporate conformity, it can help us identify those fears and feelings, and develop our own views of society. Then, of course, through awareness, it can inspire us enough to implement change."

Background

Ballard explained in an interview: "It occurred to me about a year ago that advertising was an unknown continent as far as the writer was concerned, a kind of virgin America of images and ideas, and that the writer ought to move into any area which is lively and full of potential." He also proceeded to publish several "conceptual advertisements" between 1967 and 1970 (originally published in New Worlds and Ambit, republished in 1984 in Re/Search).

The short story was published during the Cold War. Lee Konstantinou comments: "I will end, however, by suggesting that Cold War anti-consumerism was most politically significant at a time when the Keynesian model of state-led demand management seemed like a successful enterprise. A world of unrelenting growth was a world that seemed destined to choke to death on its own productivity." (p. 263)

Further Reading

https://www.jgballard.ca/index.html

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