Over at UFO Conjectures, Rich Reynolds gets ye olde brain juices flowing, where he fires off a barrage of squibs at the oft-heard refrain that ufologists are “just in it for the money.” However well-taken his intended point, his rhetoric gets the better of him, when he claims, inspired by the Muse Hyperbole, that “No one makes or has ever made real money by exploiting the enigma to make big bucks…”
As long as his thesis concerns ufologists or journalists and writers who produce strictly ufological material, then, I think, there’s little to argue with. On the other hand, to claim that no one has profited off the UFO phenomenon (“the enigma”) will surely inspire a wry grin on Chris Carter‘s face and an urgent anxiety on the part of the producers of History‘s various UFO-related shows to conceal this fact from their overseers. If the arts can contribute billions of dollars to a nation’s GDP, it would be an interesting exercise to determine how much money UFO-themed books, films, television, and sundry commodities have generated in even only the United States since 1947.
But, then, a related and more provocative question concerns how monetization, the profit motive, the commodity form—in a word, capitalism—might be said to determine the social form of the phenomenon, i.e., how “the enigma” appears in the public sphere. Here, it’s possible only to sketch in a few offhand examples; a proper answer would demand a short, dense treatise that would give the editor of D. W. Pasulka’s American Cosmic a blinding migraine.
Reynolds points to, for example, “the prolific writer Nick Redfern” for whom “[money] is not his motivation for writing but a meager means of economic survival; his books just keeping his head above water.” I take it Reynolds sees Redfern’s very impressive output as an index of a somewhat impractical fascination (rather than a need, to keep his head above water) harnessed to a disciplined work ethic, i.e., despite his impressive labour and productivity, Redfern can hardly claim to have made a bundle on the UFO beat, which is all well-taken.
However, it’s no less true that as professional writer Redfern (like journalists Leslie Kean, Helene Cooper, or Ralph Blumenthal) has to pitch his articles and books and write them a certain way so that his publishers, in whatever media, will feel assured of sufficient clicks if not sales. His writing must be produced in a predetermined manner (German critical theorist Theodor Adorno would say “schematized”) ultimately out of his control for it to be accepted and published by those who own the means of (book) production and distribution, digital or otherwise. However meagre his wages, he still exchanges the product of his labour for money, an exchange that occurs under conditions not entirely of his choosing, but dictated by (what his publishers make of) the market.
Pasulka’s book, mentioned above, is another example. Diana Walsh Pasulka is a professional scholar, a Professor of Religious Studies at the University of North Carolina, Wilmington and Chair of the Department of Philosophy and Religion. American Cosmic: UFOs, religion, technology (Oxford University Press, 2019) addresses a germane topic, the religious sentiments the UFO phenomenon inspires in the otherwise worldly and secular in confluence with their (equally religious) fascination with technology. No less impressively, she brings to bear Martin Heidegger‘s thinking on the essence of technology.
Pasulka’s promising study, however, underwent a thorough editing. As the author remarks, “it got edited about, oh, I don’t know, a million times and a lot of stuff taken out.” Whatever was academic or scholarly is shorn away, diction, argument, analysis, critique, even a bibliography or works cited. So, instead of a solid, potentially groundbreaking work (that would have sold likely all of hundreds of copies to fellow scholars and university libraries), Oxford University Press (for cryin’ out loud) published a book with a popular appeal, a kind of travelogue that creates a story within which moments of watered-down learning and reflection appear as rest stops, about as interesting and as deeply explored, which attained a much more profound market penetration. In a word, Pasulka’s labour had to subject to be schematized as a condition of its publication and distribution.
What is true for Redfern and Pasulka is true for the producers of UFO documentaries, whether History’s Unidentified: Inside America’s UFO Investigation or Jeremy Corbell’s 2018 Bob Lazar: Area 51 & Flying Saucers, which are both shaped (schematized) by the demands of being produced, distributed, and consumed in a social space determined by the profit motive (regardless of their ultimate, unforeseeable profitability…). One could easily extend this analysis to the dominance of the Extraterrestrial Hypothesis in UFO-themed entertainment…
Those obsessed with UFO fact (ufology), if they are motivated by the entrepreneurial spirit, like those behind To The Stars Academy, are very likely to have their dreams of untold lucre dashed. Those who aspire to be the next Chris Carter can at least harbour more realistic hopes. But, in either—and in every—case, where the producer (the writer) must sell their work to an owner of the means of production and distribution subject to the profit motive, that work must be revised and repackaged (schematized) to maximize sales as the very condition of its appearing in the world at all.