The plot was this: Four women in a small office—one sweet young African American, one middle-aged technophobic blonde, one tough and savvy beauty named Chelsea, and one radiantly benignant gray-haired Boss—dish together and banter together and, by and by, struggle together with Chelsea’s stunning announcement, at the end of Episode 2, that for nearly a year she’s had a lump in her breast that she’s too scared to see a doctor about. In Episode 3 the Boss and the sweet young African American dazzle the technophobic blonde by using the W—— Corporation’s Global Desktop Version 5.0 to get up-to-the-minute cancer information and to hook Chelsea into support networks and the very best local health care providers. The blonde, who is fast learning to love technology, marvels but objects: “There’s no way Chelsea can afford all this.” To which the angelic Boss replies: “I’m paying every cent of it.” By the middle of Episode 5, however—and this was the campaign’s revolutionary inspiration—it’s clear that Chelsea will not survive her breast cancer. Tear-jerking scenes of brave jokes and tight hugs follow. In the final episode the action returns to the office, where the Boss is scanning a snapshot of the departed Chelsea, and the now rabidly technophiliac blonde is expertly utilizing the W—— Corporation’s Global Desktop Version 5.0, and around the world, in rapid montage, women of all ages and races are smiling and dabbing away tears at the image of Chelsea on their own Global Desktops. Spectral Chelsea in a digital video clip pleads: “Help us Fight for the Cure.” The episode ends with the information, offered in a sober typeface, that the W—— Corporation has given more than $10,000,000.00 to the American Cancer Society to help it Fight for the Cure…

The slick production values of a campaign like “You Go, Girl” could seduce first-year students before they’d acquired the critical tools of resistance and analysis. Chip was curious, and somewhat afraid, to see how far his students had progressed. With the exception of Melissa, whose papers were written with force and clarity, none of them had persuaded him that they were doing more than parroting the weekly jargon. Each year, it seemed, the incoming freshmen were a little more resistant to hardcore theory than they’d been the year before. Each year the moment of enlightenment, of critical mass, came a little later. Now the end of a semester was at hand, and Chip still wasn’t sure that anyone besides Melissa really got how to criticize mass culture.

The weather wasn’t doing him any favors. He raised the shades and beach light poured into the classroom. Summerlust came wafting off the bared arms and legs of boys and girls alike.

A petite young woman named Hilton, a chihuahua-like person, offered that it was “brave” and “really interesting” that Chelsea had died of cancer instead of surviving like you might have expected in a commercial.

Chip waited for someone to observe that it was precisely this self-consciously “revolutionary” plot twist that had generated publicity for the ad. Normally Melissa, from her seat in the front row, could be counted on to make a point like this. But today she was sitting by Chad with her cheek on her desk. Normally, when students napped in class, Chip called on them immediately. But today he was reluctant to say Melissa’s name. He was afraid that his voice might shake.

Finally, with a tight smile, he said, “In case any of you were visiting a different planet last fall, let’s review what happened with these ads. Remember that Nielsen Media Research took the ‘revolutionary’ step of giving Episode Six its own weekly rating. The first rating ever given to an ad. And once Nielsen rated it, the campaign was all but guaranteed an enormous audience for its rebroadcast during the November sweeps. Also remember that the Nielsen rating followed a week of print and broadcast news coverage of the ‘revolutionary’ plot twist of Chelsea’s death, plus the Internet rumor about Chelsea’s being a real person who’d really died. Which, incredibly, several hundred thousand people actually believed. Beat Psychology, remember, having fabricated her medical records and her personal history and posted them on the Web. So my question for Hilton would be, how ‘brave’ is it to engineer a surefire publicity coup for your ad campaign?”

“It was still a risk,” Hilton said. “I mean, death is a downer. It could have backfired.”

Again Chip waited for someone, anyone, to take his side of the argument. No one did. “So a wholly cynical strategy,” he said, “if there’s a financial risk attached, becomes an act of artistic bravery?”

A brigade of college lawn mowers descended on the lawn outside the classroom, smothering discussion in a blanket of noise. The sunshine was bright.

Chip soldiered on. Did it seem realistic that a small-business owner would spend her own money on special health care options for an employee?

One student averred that the boss she’d had at her last summer job had been generous and totally great.

Chad was silently fighting off the tickling hand of Melissa while, with his free hand, he counterattacked the naked skin of her midriff.

“Chad?” Chip said.

Chad, impressively, was able to answer the question without having it repeated. “Like, that was just one office,” he said. “Maybe another boss wouldn’t have been so great. But that boss was great. I mean, nobody’s pretending that’s an average office, right?”

Here Chip tried to raise the question of art’s responsibilities vis-à-vis the Typical; but this discussion, too, was DOA.

“So, bottom line,” he said, “we like this campaign. We think these ads are good for the culture and good for the country. Yes?”

There were shrugs and nods in the sun-heated room.

“Melissa,” Chip said. “We haven’t heard from you.”

Melissa raised her head from her desk, shifted her attention from Chad, and looked at Chip with narrowed eyes. “Yes,” she said.

“Yes what?”

“Yes, these ads are good for the culture and good for the country.”

Chip took a deep breath, because this hurt. “Great, OK,” he said. “Thank you for your opinion.”

“As if you care about my opinion,” Melissa said.

“I beg your pardon?”

“As if you care about any of our opinions unless they’re the same as yours.”

“This is not about opinions,” Chip said. “This is about learning to apply critical methods to textual artifacts. Which is what I’m here to teach you.”

“I don’t think it is, though,” Melissa said. “I think you’re here to teach us to hate the same things you hate. I mean, you hate these ads, right? I can hear it in every word you say. You totally hate them.”

The other students were listening raptly now. Melissa’s connection with Chad might have depressed Chad’s stock more than it had raised her own, but she was attacking Chip like an angry equal, not a student, and the class ate it up.

“I do hate these ads,” Chip admitted. “But that’s not—”

“Yes it is,” Melissa said.

“Why do you hate them?” Chad called out.

“Tell us why you hate them,” the little Hilton yipped.

Chip looked at the wall clock. There were six minutes left of the semester. He pushed a hand through his hair and cast his eyes around the room as if he might find an ally somewhere, but the students had him on the run now, and they knew it.

“The W—— Corporation,” he said, “is currently defending three separate lawsuits for antitrust violations. Its revenues last year exceeded the gross domestic product of Italy. And now, to wring dollars out of the one demographic that it doesn’t yet dominate, it’s running a campaign that exploits a woman’s fear of breast cancer and her sympathy with its victims. Yes, Melissa?”

“It’s not cynical.”

“What is it, if not cynical?”

“It’s celebrating women in the workplace,” Melissa said. “It’s raising money for cancer research. It’s encouraging us to do our self-examinations and get the help we need. It’s helping women feel like we own this technology, like it’s not just a guy thing.”