In the first 5 minutes of the film, I’ve already heard at least 3 words that made me seethe: marketized, economization, financialized. Directors Jennifer Abbott and Joel Bakan are clearly frantic to establish themselves as a credible source, editing in ten dollar words and professor speak to blunt us into submission. Considering you sufficiently dazed, they move on to the second step of their totally necessary sequel: patting themselves on the back.
In their first doc, The Corporation, they compared corporations to psychopaths and they cannot wait a second longer to tell you about it or to line up people desperate for screen time to testify in their favour – “watershed moment,” they might say, “cultural touchstone,” and all the bullshitty words that don’t mean much. Did they hurt corporations’ feelings? Not bloody likely.
Today many if not most corporations appeal to our social consciousness by claiming to do (some) good. Dove is pretending that it loves your body just as it is while selling you products to change and improve it. Hotels claim they’re saving the environment by not washing your sheets but what they’re actually saving is time and money. Apple is encouraging people to vote but they have more money than the US treasury and only pays 2% tax on its profits so to them, it doesn’t really matter who you vote for because they already own Washington either way.
“Corporate responsibility” is a marketing ploy to trick you into thinking it cares, and that your consumerism is somehow for a higher good, but the “cult of shareholder value” is only getting more real, and nothing else besides lining their pockets ever matters.
The New Corporation wants to hold your hand, look deep into your eyes, and tell you the following newflash: corporations secretly want to make money. They like tax cuts. They hide money in tax havens. Was the first film this smug? I don’t even think Michael Moore himself sounds this self-righteous. It’s actually giving me a sour stomach.
Many of my favourite films this TIFF have been documentaries, but not this one. I can spot companies acting out of self-interest just as easily as I can spot a cash-grab sequel that offers very little in the way of new information.