When I came to the UK last year, the TV show “Big Brother” was already ailing, it seemed. After ten seasons or so, the country had lost interest in the idea of locking up a bunch of ever more quirky human beings to broadcast their attempts to kill time. As a last outburst – as a Big Brother supernova, if you like – the media had just squeezed every last drop of news value from the death of Jade Goody, the most famous Big Brother candidate in the UK. Last Wednesday, Channel 4 announced that it will discontinue the show in 2010.
It seemed to me that Big Brother passed away rather quietly – no uproar, no vociferous calls for five more seasons, just a few flashbacks to the most unforgettable moments. But Big Brother certainly deserves some credit. If it didn’t invent it, the program definitely popularized the “people like you and me”-genre. It was the epitome of Andy Warhol’s prediction that we shall all enjoy our 15 minutes of fame, in some cases converting these into 15 minutes of shame.
Now, if we say that people got tired of Big Brother, did they also get tired of the “people like you and me” genre? I would love to say that the answer is “yes”. After ten seasons or so, we came to realize that it’s boring to watch other people going about their day-to-day life. In fact, it would be nice to say that we rediscovered how exciting our own lives can be and that we no longer need the distraction of watching locked-up Big Brother candidates.
Unfortunately, there’s only little evidence that we got tired of the “people like you and me” genre. In fact, it appears to me that we got bored with Big Brother because it wasn’t Big Brother enough… if you know what I mean. How cumbersome to put people in a house for three months until they finally perform something worth broadcasting. How constraining that all those moral conventions of regulated mainstream media still apply. Big Brother was only the beginning, not the end, of the 15-minutes-of-fame culture.
The irony of it all is that we have indeed rediscovered how exciting our own lives can be – and how fun it is to share them with everybody out there. Instead of one Big Brother, we now have millions of little brothers all filming and broadcasting themselves. It is easy and tempting to apply a strict moral judgment on this trend; one that condemns the shameless self-promotion and exhibitionism. But it is equally possible to herald Youtube videos as a form of cultural expression and identity-shaping self-representation. I postpone this debate until the next pub visit later.