December 15, 2019

POSSIBLY IRRITATING ESSAYS: Using OUR Science Fiction Stuff To Sell Car Brakes!


NOT using the panel discussions of the most recent World Science Fiction Convention in Dublin, Ireland in August 2019 (to which I be unable to go (until I retire from education)), I would jump off, jump on, rail against, and shamelessly agree with the BRIEF DESCRIPTION given in the pdf copy of the Program Guide. But not today. This explanation is reserved for when I dash “off topic”, sometimes reviewing movies, sometimes reviewing books, and other times taking up the spirit of a blog an old friend of mine used to keep called THE RANTING ROOM…

“I hate science fiction!”

“That scifi stuff is stupid!”

“You couldn’t pay me to watch one of those crazy scific flicks. They’re all totally unbelievable!”

Those of us who read it, hear it all the time. Yet, science fiction ideas have wormed their way into real life in countless ways. For example, while lots of people own vehicles made by the seventh largest automobile manufacturer on Earth, most of them wouldn’t even be able to tell you that the company made a commercial that was as strictly science fictional as say, “Kate & Leopold” or “The Lake House” or “Midnight in Paris” or “The Family Man” – all of which deal with altering one timeline in favor of another.

“Kate & Leopold” is arguably NOT one of these because she appears in a picture taken by her ex-boyfriend while he was in the past at a ball where the dude who invented the elevator was about to marry the wrong woman…but she was there because her ex was followed by her future husband (from the past)…Captain Kathryn Janeway, of the starship VOYAGER often said, “ Since my first day on the job as a Starfleet captain I swore I'd never let myself get caught in one of these godforsaken paradoxes - the future is the past, the past is the future, it all gives me a headache.” (“Future’s End”, ST:VOY, Season 3)

In “The Lake House”, the main character alters the timeline in order that a man in the past whom she falls in love with isn’t hit by a car and killed. “Midnight in Paris” doesn’t have quite as dire ramifications, but the main character breaks up with his money-grubbing, hyper-controlling fiancĂ© who isn’t interested in him writing what he wants to write, but demands that he writes what makes boatloads of money. He falls instead for a French woman who loves – the FARTHER past of the “city that never sleeps”. Finally, he meets his true love – a woman who loves Paris best when it rains. Lastly, “The Family Man” chooses TO marry a woman and have a family, rather than have boatloads of money and a carefree – if lonely – life.

OK – back to the, uh, future (to coin a phrase…) In the Honda commercial you can view by following the link below, a car company has chosen to use the science fiction trope of “alternate time line” (for more on this, see the link below) to advertise the wisdom of buying a car (and hoping everyone else in the world will buy your car because it has this really fabulous technology that causes your car to brake when it is in danger of colliding with an object – in this case a man.

Honda is by no means the first company to introduce the technology to the consumer. Actively developed for use on consumer cars since 1997, most “high-end” cars now have such technology as a standard feature with the majority of the largest auto manufacturers now pretty much on the bandwagon.

As I’ve seen them, the commercials so far have been pretty standard, urging buyers to get the technology because it will save you from smashing into stuff. Honda’s “Safety for everyone” goes way, way beyond that. The commercial is sixty seconds long and features a young man’s wife and infant son, sister, co-worker, nephew, boss, and his MOM! All of them sing his praises and are at peace with how wonderful he is (for 25 seconds). Then he waves to the camera, confident he’s on an important mission. With the “whoosh!” of a car moving fast, we’re in an alternate timeline. We see his wife weeping, his son wailing, his sister contemplating her own mortality, his co-worker looking up to heaven with tears streaming down his face, his nephew suddenly behind a fence unsure of his future, and his mom hunched over a table sobbing. Then suddenly, we’re at the moment where in that alternate timeline, his hand and “Whoa!” were obviously ineffectual in fending off his death. We are at the point at which the timeline of this young man skewed into the alternate reality. (Tough to understand? Doc Brown explains it perfectly in Back To The Future: Part II – you can watch it here: https://www.youtube.com/watch?v=GfmdW3hiu8w))

My point? Science fiction has become mainstream, which mean SF doesn’t exist anymore except for a few “spacey” issues. Cloning is mainstream. Landing on the Moon is either mainstream or a conspiracy theory. Communication and weather satellites are boring.

And the SF idea of alternate timelines is being used to sell automatic braking systems for car manufacturers. What are science fiction writers “inventing” now? As far as I can tell, nothing.

We’re projecting the past into the future – the TV series THE EXPANSE, while people zip around in space, is little more than a rehash of 20th Century Cold War dramas like “Get Smart”, “MASH”, the original “James Bond” movies, and any number of other films and TV shows…with spacey stuff. The same way, STAR TREK was initially pitched as “Wagon Train to the Stars” and while it didn’t stay there, at least managed to inject some out-of-reach technology to their scripts (if only as cost-saving measures) in particular, the transporter and matter-anti-matter power generation. Even so, the original series was pretty much a rehash of the Cold War as well, with the Klingons playing the role of the Soviet Union.

Is there any show that’s taking us in totally new directions? Anyone doing anything more than recycling old ideas or touting their political philosophies as the sole antidote to “today’s” political situations?

Meanwhile, a science fiction idea is being used to advertise a new way to stop your car…


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