[Salon] Forget "Triumph of the Will" ‐ the most insidious authoritarian propaganda comes in the form of schmaltzThe Hallmark Channel has been having a rough go of it in the past few weeks. The cable TV behemoth, which has been minting money with its patented holiday season schmaltz, drew widespread criticism earlier this month when it pulled ads for the wedding company Zola that featured a lesbian couple kissing at their wedding. The company's initial excuse was that they do not allow ads that feature "overt public displays of affection," claiming the policy is "regardless of the participants."
This was, obviously, nonsense, as couples kissing at weddings is not only not outré, but generally seen as mandatory (and features in the channel's numerous rom-coms). Unsurprisingly, critics quickly found plenty of examples of straight snogging on the channel that shows that sexual orientation was the sole reason for the ad pull. (That, and Hallmark was clearly responding to a right-wing pressure campaign claiming that lesbian kissing "ruined" the channel's "family friendly" offerings.) Hallmark then flip-flopped, apologizing for pulling the ads and claiming they have been "a progressive pioneer on television for decades" and "committed to diversity and inclusion."
Which is, of course, laughable to anyone who has even glancing knowledge of the channel's offerings. Running down this year's schedule of Christmas movie offerings is like a trip into an uncanny valley of shiny-teethed, blow-dried heteronormative whiteness, with only a few token movies with characters of color. It's like watching "The Stepford Wives," but scarier, since the evil plot to replace normal people with robots is never actually revealed.
None of this should be a surprise, because Hallmark movies, as cloying and saccharine as they are, constitute the platonic ideal of fascist propaganda.