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.
The new Hannah Arendt bio picture by Margarethe von Trotta has been released in Europe. It will hit theatres in the US in May, although it is making the rounds of festivals now. The good news: “Hannah Arendt” the film is really wonderful. I’ll have more to say about the film at some point soon, but until then we’ll be passing along the most interesting reviews. To get us started, here is a write up by David Owen, who teaches political theory at the University of Southampton. If you see the film and have some thoughts, pass them our way and we’ll post them on the blog.
The opening scene of the film shows the organised abduction of an ordinary-looking older man on a country road before cutting to a woman, obviously European in her movements, listening to classical music in a room whose decor is clearly American. These people are, of course, Adolf Eichmann and Hannah Arendt – and thus the film signals its central focus, namely, Arendt’s relationship to the event of Eichmann’s Trial in Jerusalem and the questions that Arendt’s report and the reactions to it raise concerning the relations of the private and the public, the personal and the political, and, more specifically, the conditions (and wisdom) of a philosopher speaking philosophically about politics in public.
The film’s portrayal of Arendt is unfolded through her relationships, most notably with her husband Heinrich Blücher, her friend Mary McCarthy, her once class-mate and now friend and colleague Hans Jonas, her old political mentor and friend the Zionist Kurt Blumenfeld, the editor of the New Yorker William Shawn, and her former teacher and lover Martin Heidegger. All except the last of these are played out within a linear dramatic narrative that tracks Arendt’s circle from the capture of Eichmann through the trail in Jerusalem to the composition and publication of, and reaction to, Arendt’s New Yorker articles. The relationship to Heidegger is interspersed into the narrative through flashback’s that are Arendt’s memories of her relationship with Heidegger and his disastrous foray into public political speech in the Rectoral Address of May 27th 1933, a public act which he later spoke of privately as ‘die größte Dummheit seines Lebens’ but which he never publically renounced. This figuring of her relationship to Heidegger within the dramatic structure of the film is unfortunate in a number of ways, not least the portrayal of Heidegger as a clownish naïf, but primarily because through the use and positioning of these flashbacks within the film, von Trotta offers an open-ended analogy between Heidegger’s and Arendt’s acts of public speech. Even if von Trotta means only to raise the suggestion, since these flashbacks are Arendt’s, that Arendt reflects on her Report on the Eichmann Trial through the prism of her personal relationship to Heidegger and his own abrogated stress on the necessity of thinking, it gets in the way of the rest of the film which is a beautifully shot and compelling piece of narrative drama with a strong ensemble cast, not least in the sensitive use of documentary footage in the reconstruction of the Eichmann trial.
In different respects, Blücher and McCarthy are presented as Arendt’s supports. Blücher’s wandering eye and philandering (which Arendt is portrayed as accepting as a fact about which it would be hopeless to rail) are offset by his role as loving companion and sounding board for her thoughts. McCarthy is the female confidant, a blousy American whose insecurity in her personal life and work contrasts with and highlights Arendt’s European roots and location in an older tradition.
By contrast, the relationships with Hans Jonas and Kurt Blumenfeld are offered as both deep but also, finally broken, by Arendt’s writing on Eichmann. This is given early expression in, first, an argument between Jonas and Blücher about Eichmann’s abduction to be placed on trial in Israel which foreshadows the more dramatic rupture between Jonas and Arendt – and, second, Arendt’s visit to Blumenfeld’s family in Jerusalem (on her way to cover the Eichmann trial) in awkwardness and already emerging disagreement are covered over by the depth of their friendship. Later, after the report is published, Arendt will dash to Jerusalem to visit a seriously ill Blumenfeld in his sickbed only for him to turn his back to her. The issue von Trotta raises here concerns not so much whether Arendt’s arguments are right or wrong but rather how much one can reasonably ask one’s friends to bear in respect of one’s own commitment to intellectual integrity. For Blumenfeld, Arendt’s remarks on the role of the Jewish leaders in co-operating with the Nazi organization run by Eichmann and hence facilitating the Shoah are a betrayal of the Jewish people. Arendt’s response — that she does not think of herself as having such an obligation — adds only insult to injury. For Jonas, Arendt’s fault is arrogance — and certainly the portrayal of her relationship to William Shawn, an editor overwhelmed by awe at Arendt which she shows no compunction in exploiting, is given as testimony to this side of her character. This issue is raised for us acutely by the climax of the film to which I’ll come shortly but there are two other features that deserve comment first.
The first is the presentation of the charge made against Arendt by her public critics that she is cold, without feeling, and McCarthy’s defense of her as simply having a courage that her critics lack, in the context of a portrayal of Arendt among students and friends as a caring and humorous person who, at one point, privately breaks down in the face of the reaction to her report. The second is the portrayal of the process of composing her writing of Eichmann which combines two elements: the engagement with a vast mass of empirical material, piles of folders of paper (court transcripts, etc.) are arranged around the study and apartment, and the difficulty of writing: Arendt sits reading and is haunted by voices from the trial, she spends a lot of time lying down on a divan smoking endless cigarettes, she types in a controlled frenzy. Here it seems to me that the film is linking these features in a way that is insightful and important, namely, that Arendt had to steel herself to write her report at all, that she had to set aside her own feelings and relationships to others in order to be able to try to serve truth, that intellectual conscience (redlichkeit) makes demands that are hard to bear. In this sense, the film suggests that the critics (who remind me of Martha Nussbaum on tragedy) are right to see her writing as cold and without feeling but quite wrong in their judgment of the significance of this fact and the courage that the writing required of her. At the same time, her response to William Shawn that her writing about the Jewish leaders was purely factual raises for the viewer the question of whether she has lost the ability to discriminate between her judgment and facts in this process. In making this point, the film does not attempt to adjudicate the question of whether Arendt was right or wrong to write the report that she composed, rather it tries, I think compellingly, to make intelligible how she could come to speak in the way that she did (it may also explain why she was entirely unconcerned that Eichmann was hanged).
Let me now turn to the climax. As the drama following the publication of her report unfolds, Arendt is presented as treating from public space and, against McCarthy’s advice, refusing to engage publically with the criticisms directed at her work by critics for whom she has no intellectual respect (echoes of Heidegger’s postwar silence are raised here). When she returns to The New School, at that time almost entirely a Jewish institution, her colleagues shun her and she is asked to resign from teaching her classes which she refuses to do — but she does acknowledge an obligation to the students, who have supported her (and whom the film portrays her as feeling responsible to, for example, in the scene where McCarthy arrives at her class to tell her that Blücher has had a heart attack and is in hospital, and her first shocked reaction is to return to finish her class). When she has offered her explanation to a lecture hall packed with students and the three staff before whom she was hauled for dressing down and discipline, she rebuts – albeit not wholly convincingly — the charge by a staff member that she is blaming the victims for their own victimhood and is given rapturous applause by the students. As they leave, she sees that Hans Jonas is also in the audience. His face, in a bravura piece of acting by Ulrich Noethen, gives us no clue as to what is to come next but seems to express a process of internal struggle. Arendt goes to him, hopeful that her explanation will have healed the rupture of their friendship, but far from it — Jonas rejects her account, she has gone too far, and, in a bitter expression of the end of their friendship, refers to her as “Heidegger’s little darling”.
The question raised by this film is that of ‘thoughtlessness’. Arendt presents Eichmann as a creature who cannot think, for has abdicated the realm of thinking, and at the same time she sees Heidegger as a philosopher whose movement into the public realm is marked by a shift to thoughtlessness (a view that allows her to continue to engage Heidegger’s philosophical work after 1933 in contrast to Jonas). Is Arendt similarly ‘thoughtless’ is her reflections on the Jewish leaders? The film asks us to consider this question but not, I think, quite in Arendt’s sense of thoughtlessness but in the broader sense that underlies it. Her commitment to understanding, to making intelligible, to truthfulness is given clear expression as too are the demands this makes on her — but what about the demands that this makes on her friends, is there not a kind of thoughtlessness here? Is there not a kind of thoughtlessness in her failure to anticipate the entirely predictable response to her moralized interpretation of the role of the Jewish leaders, whose cooperation with the Nazis, she writes, should strike Jews as the darkest episode of a dark chapter of human action?
I don’t think that the film ultimately takes a stance on this issue – rather it raises for us the question of the relationship of Arendt’s sense of thoughtlessness to our ordinary sense of that word. And it must be noted that while Arendt’s thesis concerning the banality of evil is a fundamental insight for moral philosophy, she is almost certainly wrong about Eichmann. As David Cesarani and, more recently, Bettina Stangneth have compellingly argued, Arendt was — like almost everyone else — taken in by Eichmann’s strategy of self-presentation in the trial as a nobody, a mere functionary, a bureaucratic machine. Yet the evidence of Eichmann’s commitment to Nazism and, contra Arendt, his commitment to anti-Semitism that has emerged in more recent years, especially well-documented by Stangneth’s study Eichmann vor Jerusalem, suggests that Jonas was right — Eichmann was a monster who hated Jews. The film is composed in a context in which we, and von Trotta, know this — and I think the film’s refusal to resolve the issues that it raises is precisely an acknowledgement of this context. In this respect, Thomas Assheuer’s review in Die Zeit which suggests that Arendt’s reading of Eichmann was directed against that of the Israeli Prime Minster David Ben Gurion who represented him as a monster of evil for ideological purposes may have some force but not against the film. Rather the film leaves us with questions concerning the relationship between friendship and the service of truth, of emotional life and the conditions of writing truthfully, and of the conditions and costs of public speech.