I wasn’t going to write up another blog entry about Star Wars until the rumors over Kathleen Kennedy’s departure from LucasFilm had been officially confirmed or denied by Disney, but the last few discussions I’ve had with others on social media have driven me to explain my thoughts about the use of identity politics in the franchise, the real reason it’s being exploited, and the impact it’s obviously had.
Now, it’s no secret that establishment media have basically attacked Disney in general and LucasFilm in particular for pushing “liberal” values in the new movies produced under Kennedy’s watch as president of the studio: the “liberal elitists” in Hollywood seem to be waging all-out culture war on “centrists” and conservatives by trying to displace traditionally white male characters and archetypes with females and persons of color.
And to be sure, as The Intercept’s Briahna Gray writes, “many Democrats now bristle at the notion that the Democratic Party should reach out to working class whites all. Understandably fearful that “wooing” white voters might require an appeal to bigotry, it’s now commonly argued that the Democratic Party should concentrate its efforts on nonvoters of color instead.” And we certainly seem to be seeing a similar pattern of pandering to demographics that are predominantly non-white and female, with snarky public statements and remarks appearing to confirm what many critics of the new movies believe.
Gray goes on to write:
Nonwhite and/or female candidates are praised for advancing “identity politics” if they win — regardless of how they campaigned. And efforts to include white voters in one’s coalition are blamed for faltering campaigns — regardless of a candidate’s more substantive failures.
But to subscribe to the notion that Kathleen Kennedy and her merry band of suck-ups are pushing so-called “social justice warriorism” on an unwilling fan base is, in my opinion, a misunderstanding of their intentions. Remember that in today’s increasingly corporatized, consolidated media, companies looking to squeeze every last penny out of their product want to sell to as many buyers as possible in order to maximize profits. That means targeting demographics that have been traditionally ignored, or that company executives think have been ignored, so that they can fill as many movie theater seats as they can.
People need to understand that “corporate thinking is short term”: Disney and its subsidiaries are only concerned with making immediate profits. Politics are not immediate; they are long term goals, strategies, tactics, and so on, to be accomplished over a period of years, or even generations. To the extent that corporations and the people who run them have any ideology at all, it’s one of making money. And in that quest to make money, costs have to be cut as much as possible, and product has to be sold to as many consumers as possible.
So you have corporate focus groups trying to figure out how to best pander to various demographic groups, e.g., Millennials. Millennials and later generations are increasingly non-white, and represent many races, ethnicities, sexual orientations, and so on. Focus groups try to come up with what they think is the most effective way to play to their wants. “Oh, you don’t think your group was adequately represented in the previous Star Wars trilogies? No problem! Our new, IMPROVED trilogy has something and someone for everybody! We’ve got “strong women”! “Blacks”! “Asians”! “Pansexuals” and “LGBTQ”!
The focus groups decided that the supposedly shrinking white male heterosexual demographic was no longer sufficient to support the Star Wars franchise for Disney, which wants to get a good return on its four billion dollar investment in buying LucasFilm, Ltd. Hence we now have Ma-Rey Sue, Potato Sack Tico, Carrie Poppins, Holdo, Poe, Finn, Pan-do Calrissian, and so on, all created or retooled to have as broad demographic appeal as can be gotten away with.
Of course, it’s a cynical exploitation of identity politics in order to sell toys and movie theater tickets. Why wouldn’t it be? While it is true that politicians, most of whom are either corporate lobbyists or company executives, use corporate talking points to sell themselves on the campaign trail, the reverse is equally as true: corporations exploit politics to their immediate financial gain.
And this, not actually held political beliefs, is what drives the cynical pandering to identity politics. Corporate executives and their stooges are ultimately a nihilistic lot, believing in nothing beyond short term profit. But they are just aware enough to understand that most human beings do have beliefs, and they are not above exploiting those beliefs to sell their product. But the drawback is that people generally know when they’re being pandered to, and they reject it. That’s why Solo: A Star Wars Story has lost money for LucasFilm and Disney. As Gray writes in her article:
Nonwhite and/or female candidates are praised for advancing “identity politics” if they win — regardless of how they campaigned. And efforts to include white voters in one’s coalition are blamed for faltering campaigns — regardless of a candidate’s more substantive failures. If all you have is a hammer, everything looks like a nail. And with a belief that demographics hold the key to unlocking a Democratic victory, Democrats stand poised to ignore the most important lesson of 2016: People turn out for material change.
Thus is explained why Kennedy and her sycophants seem so oblivious to the reasons behind fan reaction to the movies produced under her watch. They don’t want to admit that they screwed up, and so they’re blaming everyone but themselves for having alienated fans to the point that Star Wars has gone from being a property that makes and breaks box office and merchandise sales records, to one that loses money, in just three (really two and a half) short years.
To be sure, the Marvel movies are as guilty of exploiting identity politics to cater to target demographics as much as their sister productions, but not nearly as obviously or as insultingly. And whereas LucasFilm has been either insensitive or outright hostile to the fan base, Marvel understands its own far better and is content to show much more respect, which is why you don’t see much fan anger toward Marvel. It would be one thing if LucasFilm and the people presently running it were properly apologetic and took steps to remedy its mistakes, but instead it is taking the same failed tactic of doubling down on those blunders and them compounding these monumental screw-ups by lashing out, whether directly or through paid media shills (who used to be a lot more reliably honest in critiquing movies).
At the end of the day, LucasFilm needs to publicly acknowledge what it has done, own up to it, apologize, and take corrective measures before it completely destroys Disney’s plans to construct theme parks and hotels based on Star Wars. And maybe Disney will take action where Kennedy will not; after all, over a week has passed since rumors began flying about her impending departure from LucasFilm, and so far there have been no official statements denying them. If she is indeed being pushed out in favor of someone who can handle the franchise far more capably, that is all well and good. But the damage has been done, and if Disney isn’t careful, if it simply replaces one bad egg with another, then Star Wars is pretty much done for at least another generation.
And that would truly be a tragedy.
The Wilk Report 