The High Cost of Low Price
This film is an attack on Wal-Mart’s business practices, pointing out, essentially, that the wonderful benefits to American society of being able to buy $10 cardigans and $5 earbuds do not come without a price. Obvious, perhaps, yet it is stunning how many ardent defenders Wal-Mart still has. The movie covers the obvious bases–running small businesses into the ground and destroying downtowns, appalling Third World labor conditions, barely liveable pay for First World Wal-Mart employees–along with some less obvious ones–poor security at Wal-Mart parking lots leading to high crime rates, very poor environmental standards, for instance. All of this is very much a story that needs to be told.
Unfortunately, it was clearly told on a very low budget by a very under-competent director. The film quality is quite poor and worst of all is the sound mixing–there are many points where you simply cannot hear what the interviewees are saying because of over-loud background noise or music. Of course, that’s no great loss, because they often don’t have anything very interesting or intelligent to say, generally offering little more than subjective personal experiences, which, although readily believable, doesn’t carry much weight in a company with 2 million employees. That is, of course, the line of defense that anyone inclined to contest this film’s premise could easily take: yes, abuses have happened–bad labor practices, bad environmental practices, etc., but Wal-Mart is just so enormous that of course there will be instances of such–that doesn’t mean they are systemic or intentional. The movie offers some evidence and statistics to prove that they are in many cases, but it might not be compelling to people otherwise inclined to trust Wal-Mart. To really prove his point, the director would have needed to secure interview with more highly-placed people who could bring damning evidence against the company on a macro level.
The other line that Wal-Mart defenders might take is, “Well, sure, Wal-Mart doesn’t pay its employees much, sure it cuts some corners, sure it drives small retailers out of business, but that’s what’s necessary in order to supply its customers with really cheap products, and that helps so many struggling people make ends meet.” A distributist would be appalled at the absurdity of this defence, but it is the common one among right-wing defenders of Wal-Mart. The director undercuts this line of defence, however, near the very end of the film when he looks at how much money the Wal-Mart executives make, and how fantastically rich the Walton family is. It turns out that Wal-Mart could keep its prices just as low and still afford to pay its workers a much more livable wage, if the lucky few on top weren’t trying to live like emperors. A deeper way of refuting this objection (and perhaps this is beyond the scope of a documentary), though, would be to argue that getting the cheapest products is not the best thing for a society–that the whole business model of a Wal-Mart, convincing the consumer to substitute quantity for quality, is destructive to society. But for that, perhaps we should all just go read The Human Condition.
Yep, believe it or not, I’d never gotten around to seeing this before. Since it was almost entirely first-person in focus, it was very fun and engaging, and did not require the first-class cinematography of an Inside Job in order to hold the viewer’s attention or make its argument. It was also, unsurprisingly for anyone who knows the premise, nauseating almost the whole way through.
Just in case anyone doesn’t know the premise, here it is: A guy named Morgan Spurlock, curious about the lawsuits against McDonalds, decides to test out just how unhealthy McDonald’s food really is. So, with thorough health monitoring throughout the process, he embarks on a month-long binge of eating only McDonalds food–breakfast, lunch, and dinner. The result–a man in exemplary good health manages to run his body into the ground, putting himself at serious risk of liver failure by the end of the month–was to me at least hardly surprising. I mean, what else would you expect from an exclusively McDonalds diet?
What was surprising–and really disturbing–about the film was the fact that it was surprising–to the doctors involved. At the beginning of the process, Spurlock asks his physicians what ill effects they expect. Not much, they say–modest weight gain is about it. By two-thirds of the way through, they’re begging him to stop for his own safety, and at the end, they confess they had no idea that fast food could do that much damage to a person, though in hindsight it makes sense. This is a damning indictment of the vacuum of nutritional knowledge (or even common sense) among the medical professionals that we pay hundreds of thousands of dollars to educate.
Of course, the film does not really do all that much to improve this situation. There is very little discussion of just why it is that this food is so bad for him–his liver in particular. Spurlock and the doctors vaguely chalk it up to a “high-fat diet,” but clearly fat per se is not the problem. A bit is said about the degree of processing that fast food goes through, but not much. I would’ve been interested to see a more thoroughgoing exposure of all of the things that go into making this food so unnatural and so unhealthy, instead of simply blaming it all on fat. For this, Food, Inc. is a better starting point.
The most interesting part of the movie, to me, were the interspersed bits of investigation into McDonalds’s marketing practices, and an interview with a spokesman for the lobbying firm that represents America’s food industry. His defence, of course, and the standard line of defence for free marketeers that want to defend the American food industry, is to say that businesses’s responsibility is simply to make sure to get all the relevant “information” out there–to make sure that the public is well-informed about their products. If consumers choose not to take advantage of this information, or, having consulted it, choose to buy their products, then they are solely responsible for the effects.
This is hogwash on at least three levels, and yet it is utterly pervasive among free marketeers today. First, it is simply not true that the food industry, particularly the fast food industry, wants to get all the relevant information out there to every consumer–on the contrary, it requires thorough and aggressive research, such as that underlying Food, Inc. to get to the bottom of many of its dirty secrets. Second, it is absurd to say that as long as a company tells you that it is selling something it knows to be harmful, then there is no ethical problem with it continuing to sell it. If that were so, then why prosecute drug dealers? If we believe that we have any responsibilities for our neighbor’s good, then surely we must believe that it is wrong to knowingly help another person harm themselves (and make money off it!), even if they choose to do so.
Third, it is based upon the myth of the consumer as a rational, independent choosing agent, who requires only to be informed with relevant facts, so that he can make his purchases accordingly. Of course, food companies know better than to act on the basis of this myth in their advertising! They know that the way to win consumers is to bypass their rational faculties and play to their fears, their cravings, their addictions, their sentimental associations; and of course, they know that the best way of all to do this is to capture their consumers when they are only children. Super Size Me gives some attention to the aggressiveness with which McDonalds seeks to rope in children and thus create brand loyalty for life. If this is your marketing strategy, then it’s bald hypocrisy to wax on about how the key is supplying the consumer with all the relevant facts so they can make an informed purchasing decision.
Super Size Me was fun and a good start, but a small budget and staff meant that it doesn’t dig nearly as deep as it ought to.
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