Let's take the three sacred principles of Orwell's totalitarian government, the ways they control the population of Airstrip One, and see what parallel ideas the PLCB — a monopolistic government agency — runs on.
First: Newspeak. The official language of all party members, the prime method to eliminate all thoughtcrime. Any thoughts that are unorthodox or outside the official government platform are only describable as "thoughtcrime" in Newspeak; they are crimes by their definition.
All organizations have their own language, their jargon, of acronyms, contractions, and task-specific verbiage that outsiders have a difficult time understanding. PLCB employees talk about facings (how many rows across a product has on the shelf) sku's (stock control units; products with individual barcodes), self-audit (the act of looking over your own shoulder to see if you're doing what you say you're doing), border bleed (smart shopping, American-style), chronic alcohol abusers (that's us, the customers), and our favorite, variable pricing (which means higher pricing). These terms force the conversation into the PLCB's favor, and make all customers criminals.
Second: Doublethink. The act of simultaneously holding two opposite, mutually exclusive ideas or opinions, and believing in both absolutely. Doublethink requires using logic against logic or suspending disbelief in the contradiction.
PLCB Doublethink abounds. We're told the PLCB "controls" alcohol sales, because the private sector can't. But the PLCB also issues license to thousands of privately-owned beer distributors, restaurants, and now grocery stores and convenience stores that also sell alcohol. They must be out of control... The doublethink at the heart of the PLCB though, is the one that increased consumption of alcohol is bad...when the private sector is selling it. It is beneficial when the State Stores are selling it, because the State benefits. You can't get more doublethink than that!
The PLCB and the unions that support it like to use this to prove they are a benefit to the citizen. "We contributed X million dollars in local taxes" is a favorite ploy in changing what happened. They didn't contribute anything. The State Stores merely collected taxes and by law had to return them to the municipality. With private stores, the municipality would collect those taxes on their own terms at a time convenient for them if the state wasn't in the middle.
But there are more parallels beyond the three principles. Drop into PLCBspeak and see how they work.
Crimestop: to rid oneself of unwanted thoughts that interfere with the ideology of the PLCB, a necessary mental discipline for indoctrinated members of the PLCB. Good employees are in a state of constant enthusiasm about the goals set by the State. This is achieved by not grasping analogies, failing to perceive logical errors, misunderstanding the simplest arguments if they are inimical to the PLCB: call it protective stupidity. The main example of this in the PLCB is variable pricing: how to suck more money from the citizens while giving them nothing in return. Sound business practices show that lowering prices to increase sales has more total benefit, but not in PLCBvania! Everything for the State (Stores) — nothing for the citizens! Productive stupidity!
Big Brother: The bureaucrats in Harrisburg make all the buying decisions for every single store, no exceptions. We tell you what you can buy. We tell you where you can buy it. We tell you when you can buy. There is no other choice. Dystopian regime or the PLCB or both!
Thoughtcrime: Any ideas, wishes or thoughts that contradict the idea that the PLCB knows what is best for you. They are the pinnacle of access to alcohol, even when the facts show otherwise. To think otherwise is a crime. You laugh at this, but as an American citizen, in direct defiance of the spirit of the U.S. Constitution (because of the terribly written 21st Amendment), Pennsylvania tells you that you can't go buy booze across the Delaware River in New Jersey. Laugh that off.
Room 101: In the novel, Room 101 was where you were tortured with your worst fears. Here in Pennsylvania, Room 101 is the entire state under variable pricing. All our worst fears about the PLCB come true (we warned you about this over and over, damn it!).
2 + 2 = 5: The mathematically false statement that control over physical reality is unimportant; so long as one controls one's own perceptions to what the PLCB says ("We make millions in revenue for the State!"), then any act is possible, in accordance with the principles of doublethink. A prime example: the commonly held belief in the Legislature (and among the citizens) that the PLCB is profitable, while it is over $1 BILLION in debt, with total liabilities approaching $2 BILLION.
Memory hole: A small chute in the wall used to carry documents to a large incinerator, in order to censor information and or remnants of the past. What's the connection to the PLCB? They tried to dump who was responsible for the wine kiosks and House Brands. They buried the truth about the Point Breeze warehouse firings in 2010 (and rehired all the union employees). And we go on like nothing happened. No one gets arrested, no one gets fired. Okay, ONE guy gets arrested, despite obvious corruption. Do you remember who?
1984 never came to pass...except in that weird Apple Macintosh commercial. We certainly don't need it here in Pennsylvania.
A free citizen does not need the PLCB.
