

My girlfriend and I walked by a clothing storefront and noticed the print on some of the t-shirts at the lower right corner of the window and went in. She had mentioned this Imaginary Foundation (IF) before. They make print t-shirts.
I went to school at an expensive liberal arts college in the Hudson Valley—everyone there makes print t-shirts. It is like a business you start as a college sophomore as a way to convince yourself that you are a ‘creative entrepreneur’ before you enter the corporate world (or, alternatively, as a penance for inherited culture and comfort) the not-for-profit world.
Often, I cannot stand them —the print t-shirts. There is something out of shape about them, as if the juxtaposition of body/shirt/image, sets askew some intrinsic agreement in the marriage of fashion and identity. And yet, the IF designs spoke to me. There is something dreamy and yet sincere about these prints. If le petit prince was looking for a print t-shirt, he would buy one of these.
It just so happened that the owner of the company was visiting this Seattle distributor and was in the store. He was awkward, skittish and European. I liked him, and before we left I told him that I blog for a thinking and humanities institute out east and may want to write about his brand. That’s how I got into the Imaginary Foundation.
The shirts are not exactly ‘pretty,’ or ‘fashionable,’ rather, their attraction is a gesture beyond themselves -- a rare feat in a culture that positions branding as the apex of success. I’ll describe one shirt and if interested you can invest your own time in the Imaginary Foundation.
The “Being There” shirt has three anonymous human heads (one of the cloud suit, one of the water suit, and one of the fire suit). The heads are in peripheral view and are aligned, with a slight skew (allowing us the view of all three faces), as they break through a wall, the veil of the universe.

Other shirts handle concepts of psychosis and love “Love Science,” science and discovery in a reach towards heaven “Reach,” and other such concepts widely considered esoteric or cliché within the lens of our popular culture. But, we no longer understand what a ‘cliché’ is. I have long held the view that a cliché is a truth, or a point of interest and perspective insight, that has simply been worn out by overexposure. But who has worn it out? How have we taken the liberty and quiet pleasure of the private sphere (the realms of reflection, contemplation, meditation as it is thought of in the Greek terms), out of our living cycle, our consciousness, our daily existence? Why is the call for private contemplation no longer a necessity of existence? It seems we should have more time then ever for such practices. So many of our daily chores, our basic needs, are met through the economic matrix. I no longer have to chop wood for warmth, hunt a boar for food, trek down to the river for a water simply, etc... Why shouldn’t I spend more time in private contemplation, or even public conversation on these more subtle topics of the human necessity? Why shouldn’t I be making something in an effort to communicate those private necessities? The actualization of the humanist requires space for such a practice. And yet, anything that requires a slowing down of, a calling for the work of the mind and private reasoning, is now, quite often immediately, labeled a cliché.
In The Human Condition Arendt writes “The emancipation of labor and the concomitant emancipation of the laboring classes from oppression and exploitation certainly means progress in the direction of non-violence. It is much less certain that it was also progress in the direction of freedom.” She is not saying that laboring classes should not have been emancipated. Rather, that the humanist goal has been blurred by some glitch. Instead of moving towards freedom from wasteful labor (a waste of human power -- physical, mental, spiritual) we instead have emancipated labor. Most of us have become imprisoned in a non-sustainable cycle that for the continuation of its forward motion requires an ever-increasing consumption and waste. This waste can be seen in terms of power. The core power of the human psyche originates in the liberty of free private thoughts—a psychological space for contemplation. A mapping of one’s stillness that is only possible in the acquisition of free time. Free time is a result of freedom from labors necessity. What Arendt’s thoughts gesture towards is that the set of basic necessities that we have been freed from, have been replaced by another, far more complicated and disguised set—the necessity to perpetuate a system that is moving much faster then us; a necessity to consume and continue consuming. To be ‘a part of‘ is, today, to be a consumer—to take ones place in the labor of waste.
Oh right, I wanted to tell you about a product...
“IF” is a creative project. It gains the viewers attention and borrows the imagination. This is a beginning. It does not steal, it borrows. It suggests the prospect of resonance rather than ownership.
I checked out the company website. The “about” page describes the development of the Imaginary Foundation: “a think tank from Switzerland that does experimental research on new ways of thinking and the power of the imagination. They hold dear a belief in human potential and seek progress in all directions.” The page is dotted with black and white images from the sixties, shaggy haired men and turtle-neck clad women engaged in contemplative, laissez-faire, light spirited dialogue. The imaginary director of the foundation is described as a “70-something uber-intellectual whose father founded the Dadaist movement.” The foundation is imaginary. It is a base, a canvas, for the products (the t-shirts) and the ideas behind them.
The blog section of the site imagines a list of contributors: Isadore Muggll, Kamilla Rousseau, etc. These architects, as is the back story, are too imaginary. “IF” is a fictional foundation for the product. But the product is real and engaging.
What is captured here goes beyond the tangible properties of the product (t-shirts). It is about what the product delivers—the wonder of creativity and science, the archetypes of the IF. Imagination IS the foundation of this product.
The blog itself is a venue for artists who marry technology and art, as well as other thought provoking materials. The image I use at the head of this article is taken from the blog. Cloud, idea, light, community, play—IF: all these are represented in the Cloud installation. This art installation is a discovery I am brought to by the Imaginary Foundation.
I once taught a course on the development of contemporary advertising, heavily focused on Edward Bernays and the peripheral route of persuasion. Bernays was Sigmund Freud’s nephew, Woodrow Wilson’s image advisor, the father of the term "Public Relations," and the architect of the torches of freedom (Lucky Strikes) campaign, among many others. His theory, though terribly simplified here, was that the modern consumer does not purchase with his mind; rather, he defers to his emotions in most choices. The rational-actor is a fiction. If consumerism became god, branding became its religion.
Ad campaigns have become remarkably creative, and even, at times, beautiful. Have you ever felt the urge to cry during a Jeep commercial? Many have. I think I have. The central conceptual premise of the AMC show Mad Men, depends upon this tension: between art and consumption; the rendering from black and white, to color; the effective marketing and selling off of the human experience. In question is the art aspect of advertising. It is at the core of Don Draper’s motivations, and the one that despite his many character failings keeps endearing him to us. Ultimately we are asking, will he reconcile his artistic urge (his private motivation) with his office at the homunculus of the consumerism model (his role in the corporate arena). Exposed is a manipulation, an incongruence, an infidelity in the marriage of advertising and art. Where as art points towards something beyond itself, beyond even the image and the medium, the ad campaign points only to one purpose—back into itself. No idea behind it. Nothing living. It consumes.
Advertising is like the Ouroboros, the dragon that swallows its own tail; having entirely swallowed itself, the modern advertising campaign defies the laws of balance, it is only the un-relentless, hungry serpent head of consumption -- devoid of the body of life. The only urge driving it is to possess.

It is the difference between the work of Egon Schiele and Penthouse, the writings of Georges Bataille and a godaddy.com super bowl campaign.
Seduce ->consume. This is the current mandate of the ad campaign. But this relationship is only sustainable through incompletion. It requires continual doses. Seduce -> consume -> feel a lack even in the possession of product (contract unfulfilled) -> be seduced again -> consume. Ad infinitum. A terrible loop.
How can consumerism and individual consciousness (the most private sector) be made sustainable? Is it possible for a product to speak beyond itself? To fulfill the promise of its persuasion? And if it could, what would that mean for us?
Here I position the word sustainability to face two directions. In part it refers to what Arendt terms as “worldly,” the creation produced through work and not labor, something that has the potential to last beyond the productions of time, something that maneuvers into the arena of the eternal. I also want to posit the word in terms of its evolving contemporary potential. The one sector of the public, and political sphere that allows for the platform of this conversation is the environmental movement. It is where we have begun to contemplate the world beyond the shortsighted view of individual lifetimes. We speak of the sustainability of our planet; we are considering new ways to move our habits from wasteful and consumptive, towards lasting and sustainable power. It is a fairly new conversation and the word “sustainability” is evolving with each new perspective we bring to it.
Sustainability goes beyond consumer awareness. It is about the awareness of the product, how a brand gains consciousness. I need to explore here a definition of “consciousness.”
I have come to understand definitions as ever evolving in accordance with society and the pressures put upon it by the conditions of the time, the fractals of our world (more simply put, the culture stew).
Consciousness is the expanding of space into which one can resonate. To learn of the world around us, to acknowledge it, to consider its multiple dimensions, is to become more conscious -- to create space into which we can move by the will of our imagination and invention.
The Imaginary Foundation is an example of this bridge. It acknowledges itself and its fiction. It allows for play. It is a small company that uses the fabrication of its narrative to bring the consumers attention to the mimetic principles behind its product. Revealing the architects conceit brings me (the consumer) into co-authorship of the story. It endears itself to me. We do not only consume the product. We consume the narrative of the product. Even if I do not purchase, if I am thinking about it, I am talking about it, I have bought in. If it generates new ideas and deeper order thoughts, then I have begun to take ownership of the product. I consume the myth, I begin to co-author it -- I don it in the neural network of culture. And thus the product has gained consciousness, has begun to be carried beyond the object -- it resonates.
My study of this product is limited. I am not encouraging anyone here to purchase a shirt. I have not purchased a shirt. What I think this opens up is a table for negotiations between the current consumerism model, and individual consciousness—an opportunity to examine sustainable consumerism in all implications.
-Nikita Nelin

"The emergence of society—the rise of housekeeping, its activities, problems, and organizational devices—from the shadowy interior of the household into the light of the public sphere, has not only blurred the old borderline between private and political, it has also changed almost beyond recognition the meaning of the two terms and their significance for the life of the individual and the citizen. Not only would we not agree with the Greeks that a life spent in the privacy of "one's own" (idion), outside the world of the common, is "idiotic" by definition, or with the Romans to whom privacy offered but a temporary refuge from the business of the res publica; we call private today a sphere of intimacy whose beginnings we may be able to trace back to late Roman, though hardly to any period of Greek antiquity, but whose peculiar manifoldness and variety were certainly unknown to any period prior to the modern age. "
-Hannah Arendt, The Human Condition
Here are the titles of some recent posts on the Deeplinks Blog, which is published by the Electronic Frontier Foundation, America's leading organization advocating for citizens' digital rights:
- Who's Tracking Your Reading Habits? An E-Book Buyer's Guide to Privacy, 2012 Edition
- Ninth Circuit Gives the A-OK for Warrantless Home Video Surveillance
- Attempt to Modernize Digital Privacy Law Passes the Senate Judiciary Committee
- NASA's Data Valdez: Thousands of Employees' Personal Information Compromised in Embarrassing Data Breach
- Don't Be a Petraeus: A Tutorial on Anonymous E-Mail Accounts
- ECPA and the Mire of DC Politics: We Shouldn't Have to Trade Video Privacy to Get Common Sense Protections of Our Email
- EFF to Supreme Court: Limit Release of Driver Info
- Do Not Track Update: Professor Peter Swire to Co-Chair W3C Tracking Protection Working Group
- Reform to Require Warrant for Private Online Messages Up for Vote, but Down on Privacy
- Jones Meant What It Said: EFF Urges Court to Stop Warrantless GPS Tracking

Privacy is far from the only issue addressed by the EFF, but this list does account for 10 out of 16 posts appearing on the Deeplinks Blog between November 21st and 29th of this year. And concerns about invasions of privacy surface repeatedly in regard to Facebook's data mining of user profiles and updates, Google tracking and analysis of search queries (not to mention their indiscriminate street view photography, monitoring of wifi signals, and use of gmail address books), and Apple's tracking of the whereabouts and movements of iPhone users (also done by Android and other mobile systems). Companies are known to monitor their employee's internet use, email, and some even demand access to their social media accounts. Law enforcement and other government agencies (foreign and domestic) seek access to citizens' email and text messages and records of websites visited and documents downloaded. Personal messages, photos, and videos are forwarded and distributed without permission. Sites like Wikileaks publish secret government and corporate documents. Hackers break into databases, steal information, take credit card numbers and banking information, and in the ultimate invasion of privacy, engage in identity theft.
As much as the modern understanding of privacy seems to be under assault on account of new media and digital technologies, it's also true that many of us readily reveal personal information via online profiles and posts, post our personal photographs and video recordings, divulge our location through Foursquare and social media status updates, enable GPS tracking on our mobile devices in order to take better advantage of various apps and services, enter credit and debit card numbers on websites assuming that they are secure, and treat email, instant messaging, and SMS as if they were absolutely inviolable channels of communication.
Privacy is being consumed. Online, our privacy is consumed by the advertising, marketing, and public relations industries, while we in turn are encouraged to serve ourselves up as personal brands (as befits cattle). But through social media, we ourselves also consume other people's private lives, perusing their profiles, attending to their status updates, looking through their photographs, listening to their podcasts, watching their uploaded videos. Online we participate in a great orgy of consumption, as personal and intimate details are freely exchanged. On television, we consume the privacy of a select few, but in the age of the internet, paralleling our online devotion to following the lives of ordinary people just like ourselves, we have the relatively new genre of reality TV, which serves us up real housewives and biggest losers, bachelors and bachelorettes, apprentices and survivors, amazing racers and American idols. We are cast in the role of Big Brother, but not in the Orwellian mode of surveillance in the service of social control, but rather in a trivialized form of peeping tom titillation, spying for its own sake, the pure pleasure of voyeurism as another instance of the consumption of privacy. It's a short step from ogling others to googling them.

There is nothing new about our consumption of private lives. What is new is the extent to which it is being carried out. We are in the process of fulfilling Andy Warhol's prophecy that in the future everyone will be famous, but only for fifteen minutes, or was it only for fifteen people? Without a doubt, fame and fandom are being leveled and democratized as never before, as the erosion of privacy that has long been the price of fame for celebrities has now been extended to everyone who has an online presence. We have long grown accustomed to consuming the privacy of famous individuals in the form of celebrity gossip distributed through online services such as TMZ, through television programming such as Entertainment Tonight, and through print media such as the supermarket tabloids and People magazine (not to mention the fact that all too often this type of content is featured by legitimate news media). Celebrity is a phenomenon that's older than television, but television's emphasis on the up-close and personal, the way that the small screen favors the close-up, lends itself to unveiling of intimate detail and expression. As much as he was an icon of hardcore broadcast journalism, Edward R. Murrow pioneered the format of bringing television cameras into the homes of celebrities in Person to Person, a program he hosted from 1953 to 1959. As television came to dominate the media environment of the late 20th century, the proliferating presence of cameras and microphones made private life all but impossible for celebrities. It is no accident that the term paparazzi traces its origins back to the same year that the Kennedy-Nixon debates signaled the beginning of image politics, 1960 (the term is derived from a character named Papparzo, a news photographer, from Federico Fellini's famous film, La Dolce Vita). Is it any accident that the synonym for television set is monitor, as television's basic function is the monitoring or surveillance of the environment?
But to be fair, while television, and before it radio, allowed audiences to view the outside world while remaining themselves unobserved, providing a kind of two-way mirror (aka a one-way window) on events, they also have constituted an intrusion of the outside world into private homes, and thereby contributed to the erosion of the private sphere. And long before the internet, the adoption of the telephone allowed strangers as well as friends and relatives to invade our privacy at any hour of the day or night, interrupting even the most intimate of activities (before the widespread use of answering machines, some referred to this phenomenon as telephonus interruptus).
Over the course of the 20th century, the increasing presence of cameras and microphones have subjected private life to increasingly greater public exposure, but more generally the wiring of the environment (the environment in effect wearing a wire) and the unimpeded flow of wireless transmissions permeating the very air that we breathe has placed privacy under increasing assault. In the aftermath of Watergate, Marshall McLuhan noted that on account of the electronic media, "the entire planet has become a whispering gallery, with a large portion of mankind engaged in making its living by keeping the rest of mankind under surveillance." McLuhan held Arendt in high esteem, and he incorporated Arendt's observation that the ancient Greeks viewed the private individual as an idiot, noting that modern ideas about privacy are an aberration, rather than a natural and universal human understanding about how we should live our lives.
It often comes as a revelation to individuals not familiar with the Constitution of the United States to learn that there is no specific articulation of a right to privacy in the Bill of Rights or elsewhere, and that privacy rights are the product of judicial interpretation of, for example, the Fourth Amendment protection against "unreasonable searches and seizures."

This absence is not an oversight on the part of the founders of the American republic, but rather a reflection of the fact that the modern concept of privacy was a novelty in the late 18th century. And as surprising as this may be, the ancient Greek understanding of private life typically comes as a shock. As Arendt goes on to explain:
In ancient feeling the privative trait of privacy, indicated in the word itself, was all-important; it meant literally a state of being deprived of something, and even of the highest and most human of man's capacities. A man who lived only a private life, who like the slave was not permitted to enter the public realm, or like the barbarian had chosen not to establish such a realm, was not fully human. We no longer think primarily of deprivation when we use the word "privacy," and this is partly due to the enormous enrichment of the private sphere through modern individualism.
The root meaning of privacy is the same as privative and deprived, as lacking a role in or access to the public arena. For Arendt, privacy provides the space for the individual's thoughtful contemplation, but must serve as a backstage region, to use Erving Goffman's dramaturgical metaphor, for the staging of public action, political activity involving collective deliberation and cooperation.
Underlying this is the essential point that the public and the private are interdependent, which is why "the barbarian," or member of a tribal society, has neither. Conceptions of both the public and the private are tied to the nascent notion of the individual, of identity separate from the group, which only began to form following the introduction of writing and the advent of literacy. Writing, as Eric Havelock put it, "separates the knower from the known," allowing for objective distance from one's tradition and tribe, and from one's own thoughts. This inward turn opens the door to the idea of the private individual, while the act of reading and writing itself require a degree of isolation. Readers read alone and apart from one another, even if they read the exact same text at the exact same time. Listeners constitute a group, a collectivity, as an audience (which is a singular noun, whereas readers are plural). A public then is dependent on the existence of the private individual, as the public is composed of individuals who govern themselves because they can think for themselves, speak their own minds, and deliberate as equals. Equality too is linked to writing, as it is with the introduction of codified law made possible by writing that we gain the idea that we are all equal in relation to the same set of rules and commandments. Public and private then have their roots in antiquity, but do not become fully formed until the modern era, following the introduction of the printing press, which also opened the door for the modern ideology of individualism.
As public and private have a common origin, so too are they commonly at risk due to the same forces. Politically, totalitarianism seeks to remove all of the barriers that make private life possible, at the same time that the public sphere is dismantled to create a single homogenous field of power through surveillance. Economically, in ancient Greece, the center of public life was the agora, which also served as the marketplace, but only a few years before Arendt published The Human Condition, the modern marketplace began to be referred to as the private sector, as corporations usurped the human invention of private identity, and have systemically undermined the last vestiges of the public sphere as they seek to create a single homogenous field of consumption through the manufacture of desire. We might well wonder why corporate executives for the most part have been allowed to escape the heavy media scrutiny that political leaders and other celebrities are subjected to? Why are they allowed to hold on to the privilege of privacy where other prominent (and not so prominent) members of society are not? Wouldn't we all be better off if they were held to the same standards of transparency now required of politicians and government officials?

Underlying the general blurring and dissolution of the private and the public that we have been experiencing is the electronic media environment, which has undermined, superseded, and shortcircuited the media environment associated with literacy and print. In place of individualism, which was based on the compartmentalization of private life kept separate from the public sphere, we have personalization, which involves providing open access to personal data, history, and activity, and the persona itself. In the absence of boundaries, honesty becomes of the highest value, but it's typically the honesty of self-disclosure, narcissistic self-revelation in the interests of self-promotion, as when celebrities go on talk shows to confess to personal problems as part of what is, or seems to be, an image revitalization strategy. Openness in communication is treasured, even though indiscriminate openness can be damaging rather than healing depending on the context and manner in which it is approached. Transparency is put forth as a basic principle for internet activity, and while awareness that we are being observed generally results in more ethical behavior than would otherwise occur, there are times when some amount of secrecy in politics is needed for successful negotiation.
Arendt teaches us that the modern concept of private and public is not immutable, and having changed before can and is changing again. And having been born the year before Arendt published The Human Condition, I am not entirely comfortable with the increasing loss of the distinction between the public and private, nor can I completely relate to the post-individualism of younger generations. But given our current trajectory, our options may be limited to living with surveillance carried out by powerful entities such as governments and corporations, or meeting surveillance with sousveillance, to use the term popularized by University of Toronto political scientist Ronald Deibert, with citizens pointing their cameras back at the cameras pointing at them. Or more generally, our best option may be to work for a transparent society, to use author David Brin's notion, where our personal sacrifice of privacy is compensated for by transparency on the part of the rich and powerful. If we must be deprived of the boundary between private life and public activity, and instead live and work in glass houses, let's make sure no one gets to gets to mirror theirs, just because they have a great deal of silver.
-Lance Strate