I am fine with the idea, for reasons I outlined in my latest Bloomberg column:
If you wanted to dilute wokeness, and limit its appeal to young radicals, what could be better than a CIA endorsement? I, for one, would like to make wokeness decidedly uncool — and if this video can recruit some new talent to the CIA at the same time, what’s not to like?
If you are a passionate young person, deeply concerned with social justice, you will be looking for causes rejected by the Establishment and embraced by a cool, in-the-know vanguard. Think of Marlon Brando’s line in “The Wild One,” when he is asked what he is rebelling against: “Whadda you got?”
The CIA, which just recently rebranded itself, just went a long way toward making wokeness feel ordinary and anodyne. Wokeness isn’t going to disappear, so the sooner wokeness becomes like the Unitarian Church — broadly admired but commanding only a modicum of passion and commitment — the better.
For similar reasons, those skeptical of wokeness should not be overly worried about so many American businesses embracing the concept, at least rhetorically. Some left-wing radicals might even consider the notion of woke and inclusive CIA assassins to be sinister, just as they fear that international conglomerates will neuter wokeness by embracing it.
Have you ever been walking through a department store and heard the Muzak version of John Lennon’s “Imagine”? Do you know the line: “Imagine no possessions, I wonder if you can”? Maybe hearing the accompanying melody, perhaps while browsing the men’s wear section, made you think that Karl Marx had taken over the world. Or maybe — if you’re like me — your reaction was that John Lennon had found his place in history, and that both capitalism and conservatism were more robust than he had imagined.
Recommended, there are some subtle points in the longer exposition.