Technology, Pills, and Optimism

Saw a magazine for the new VW bug today that featured a sort of aerial view of two convertibles, tops down, and encased in ovoid plastic-looking bubbles. The presentation is spare and the only text consists of the words “For Instant Relief of Cynicism.” The image—another example of Volkswagen’s “viral branding” or “buzz” strategy--at first made me think of those transparent computer mice one sometimes sees, and only gradually, with help from the text, did I realize that the layout was simulating one of those little bubble-paks for medication. This strikes me as a rather brilliant fusion of two kinds of technological optimism—the medical and the vehicular. The underlying logic draws on the insight that these two strains really aren’t that far apart. We have a deeply American conviction that zipping down the road in a smoothly functioning, hip-looking automobile is good for what ails body and soul; and we seem to be even more obviously convinced that pills (Prozac, etc.) can work the same way.

I wouldn’t want this analysis to suggest too much critical distance on my part. Right now, I’m able to summon both the physical wherewithal and the mental buoyancy required to sit at the computer and write this largely because of the pain medication (Tramadol) I’m taking for my pec injury. And my own optimism is significantly threatened both by the fact that my body isn’t working right and the fact that my car is currently producing a scraping sound every time I make a left turn. I’ve already taken it to the mechanic once for this problem, but the fix didn’t work. If I take it again, will the repair be successful, returning my vehicle to its proper state of humming vitality? And will the surgeon next week get it right and put my chest and arm back in working order? I guess I’ll just have to take another pill and hope for the best…