The Yes Men Fix the World (Andy Bichlbaum & Mike Bonanno 2009)
Posted on July 14 at 12.34, 2010 by Eric Mahleb
Andy Bichlbaum and Mike Bonanno are The Yes Men. They impersonate key members of various corporations which they have identified as being particularly representative of the worst of capitalism, and they make statements and announcements on these companies’ behalf. These statements, while ‘false’, would however be called the truth in an ideal world, a world in which corporations were more socially and environmentally responsible and accountable. The strategy of The Yes Men is called tactical media, and more specifically, identity correction. The idea is to raise awareness about specific problems by creating situations that embarrass (and sometimes, financially damage) companies that have a history of caring only for shareholder value at the expense of the planet and its people.
And the result is explosive. Andy and Mike are putting their safety on the line and risking innumerable jail sentences for some of their actions. It takes a lot of courage and determination to go on TV as the representative of a major corporation and to make an announcement that sends this company’s stock valuation tumbling down by 2 billion dollars in a few hours. I have worked on and off with an organization that uses media, sometimes in a slightly disruptive way, to raise awareness for social and environmental issues, but our work pales in comparison to what The Yes Men are willing to take on. But i suppose we all do what we can in the best way that we can.
At some point in the film, the two protagonists ask the very valid question: is this making any difference? And some of their critics point out that their actions usually also have a negative impact, not only on the people who believe in the fake announcements but also on many others who are unknowingly involved in the scam. The film makes it very clear, and i fully agree, that the benefits are very much worth the costs. And as to whether this is making any difference, the answer for me is a resounding yes. Andy Bichlbaum and Mike Bonanno are using their skills and ideas to raise awareness and to bring attention to issues that deserve much more of our attention. They try to make us aware that unimaginable crimes on our planet and people are going on in the name of money and are going unpunished because they have become acceptable collateral damage in a society where greed and traditional capitalism (as opposed to natural or social capitalism) prevail.
The Yes Men try to wake us up from our collective stupor and they do it in a way that is pertinent, courageous, effective and entertaining
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