**This article was originally published on April 9, 2012. You can access the original article here.**
"It is true that storytelling reveals meaning without committing the error of defining it, that it brings about consent and reconciliation with things as they really are, and that we may even trust it to contain eventually by implication that last word which we expect from the Day of Judgment”.
--Hannah Arendt, “Isak Dinesen: 1885 – 1963” in Men in Dark Times
Hannah Arendt considered calling her magnum opus Amor Mundi: Love of the World. Instead, she settled upon The Human Condition. What is most difficult, Arendt writes, is to love the world as it is, with all the evil and suffering in it. And yet she came to do just that. Loving the world means neither uncritical acceptance nor contemptuous rejection. Above all it means the unwavering facing up to and comprehension of that which is.
Every Sunday, The Hannah Arendt Center Amor Mundi Weekly Newsletter will offer our favorite essays and blog posts from around the web. These essays will help you comprehend the world. And learn to love it.
On the Guernica blog, David Bromwich examines “how Obama became a publicist for his presidency (rather than the president).” In his first term Obama delivered 1,852 separate speeches, comments, or scheduled public remarks and granted 591 interviews. These exceptional numbers, Bromwich writes, were the result of “magical thinking” on the part of the Obama White House: if the American public heard the president often enough, they would see how sincere and bipartisan he was and accept his policies. An endless string of speeches, road trips, and town hall meetings thus came to serve as a stand-in for the decision-making and confrontation that true leadership requires, and genuine conviction demands. Argues Bromwich: “…The truth is that Obama’s convictions were never strong. He did not find this out until his convictions were tested, and they were not tested until he became president. Perhaps the thin connection between Obama’s words and his actions does not support the use of the word “conviction” at all. Let us say instead that he mistook his preferences for convictions—and he can still be trusted to tell us what he would prefer to do. Review the record and it will show that his first statement on a given issue generally lays out what he would prefer. Later on, he resigns himself to supporting a lesser evil, which he tells us is temporary and necessary. The creation of a category of permanent prisoners in “this war we’re in” (which he declines to call “the war on terror”) was an early and characteristic instance. Such is Obama’s belief in the power and significance of his own words that, as he judges his own case, saying the right thing is a decent second-best to doing the right thing.” For more see a commentary on the Arendt Center blog.
Phillip Durkin, author of the forthcoming book Borrowed Words, uses an interactive tool to show how English has changed over the last thousand years. Although still mostly dominated by Latin and French, English has also begun to borrow from languages with more distant origins, like Japanese, Russian, and Greek. Durkin's tool, and presumably his book, is a reminder of the fact that both words and their speakers exist in history, something all too easily lost in the hegemony of any present context.
Leonard Pierce takes aim at the aspirationism of the creative class, who, he says, are selling us their luck as our own failure. He concludes from the long view, “It is hard enough just being alive, just living and trying to be a decent person without being overwhelmed by shame and guilt and the demands of the world; the last thing we need is someone who got a few extra pulls of the handle at the cosmic slot machine telling us we’re doing it all wrong. If there is something we should aspire to, it certainly cannot be a position from which we look upon ordinary people, people no less miraculous but perhaps just a little less lucky than ourselves, as a lesser form of life."
In a speech to German Parliament, Angela Merkel, that country's chancellor, explains her position on privacy and surveillance. The question is about more than what happens in what country's borders, she says, and "millions of people who live in undemocratic states are watching very closely how the world’s democracies react to threats to their security: whether they act circumspectly, in sovereign self-assurance, or undermine precisely what in the eyes of these millions of people makes them so attractive—freedom and the dignity of the individual."
Considering the Philippine writer and hero Jose Mizal in the wake of reading Benedict Anderson's short book Why Counting Counts, Gina Apostol notes his two legacies: “For a Filipino novelist like myself, Rizal is a troubling emblem. Many writers like to dwell on the burden of his monumental legacy. But my problem is that Rizal is forgotten as an artist. Remembered (or dismembered) as a patriot, a martyr, a nationalist, a savior, a saint, Rizal is not discussed much as a writer — he is not read as an artist. Our national hero now shares the fate of all of us who attempt to write about our country in fiction. No one really reads his novels."
Audra Wolfe, taking note of Neil Degrasse Tyson's resurrection of Carl Sagan's TV science epic Cosmos, suggests that any hope that the series may bring increased attention, and therefore increased funding, to scientific pursuits may be misguided: "As is so often the case with science communication, the assumption seems to be that public understanding of science—sprinkled with a hearty dose of wonder and awe—will produce respect for scientific authority, support for science funding, and a new generation of would-be scientists. If only Americans loved science a little more, the thinking goes, we could end our squabbling about climate change, clean energy, evolution, and funding NASA and the National Science Foundation. These are high hopes to pin on a television show, even one as glorious as Cosmos." Although Wolfe makes a good argument about how Sagan's world is different from the world we now inhabit with Tyson, there's something more basic at work, here: the pernicious notion that, if we educate people who don't agree with us just a little bit more, they'll come around to our way of thinking. This, obviously, is a deeply dismissive point of view, one that suggests that everyone should think as we do, and that they don't is a question of status rather than viewpoint. If Cosmos gets people interested in science, it will be the possibility, the things that we are yet to understand, that get them excited, rather than what has already been settled. Speak to that sense of wonder and people very well may listen; speak to what you think people don't know and should, and they'll tune you out.
This week on the blog, read a recap and watch the video of Roger Berkowitz and Walter Russell Mead speaking with SCOTUSblog founder, Tom Goldstein, as part of our “Blogging and the New Public Intellectual series. Jason Adams relates Arendt’s belief that the act of thinking slips humanity out of historical and biographical time and into a non-time that reconstitutes the world.Roger Berkowitz ponders whether President Obama lacks conviction, and in the Weekend Read, Roger Berkowitz examines the current antisemitic controversies surrounding both Martin Heidegger and Paul de Man.
"Any period to which its own past has become as questionable as it has to us must eventually come up against the phenomenon of language, for in it the past is contained ineradicably, thwarting all attempts to get rid of it once and for all. The Greek polis will continue to exist at the bottom of our political existence...for as long as we use the word 'politics.'"
-Hannah Arendt, "Walter Benjamin: 1892-1940"
Some years ago a mentor told me a story from his days as a graduate student at a prestigious political science department. There was a professor there specializing in Russian politics and Sovietology, an older professor who loved teaching and taught well past the standard age of retirement. His enthusiasm was palpable, and he was well-liked by his students. His most popular course was on Russian politics, and towards the end of one semester, a precocious undergraduate visited during office hours: “How hard is it to learn Russian,” the student asked, “because I’d really like to start.” “Pretty hard,” he said, “but that’s great to hear. What has you so excited about it?” “Well,” said the student, “after taking your course, I’m very inspired to read Marx in the original.” At the next class the professor told this story to all of his students, and none of them laughed. He paused for a moment, then somewhat despondently said: “It has only now become clear to me….that none of you know the first thing about Karl Marx.”
The story has several morals. As a professor, it reminds me to be careful about assuming what students know. As a student, it reminds me of an undergraduate paper I wrote which spelled Marx’s first name with a “C.” My professor kindly marked the mistake, but today I can better imagine her frustration. And if the story works as a joke, it is because we accept its basic premise, that knowledge of foreign languages is important, not only for our engagement with texts but with the world at large. After all, the course in question was not about Marx.
The fast approach of the Hannah Arendt Center’s 2013 Conference on “The Educated Citizen in Crisis” offers a fitting backdrop to consider the place of language education in the education of the citizen. The problem has long been salient in America, a land of immigrants and a country of rich cultural diversity; and debates about the relation between the embrace of English and American assimilation continue to draw attention. Samuel Huntington, for example, recently interpreted challenges to English preeminence as a threat to American political culture: “There is no Americano dream,” he writes in “The Hispanic Challenge,” “There is only the American dream created by an Anglo-Protestant society. Mexican Americans will share in that dream and in that society only if they dream in English.” For Huntington English is an element of national citizenship, not only as a language learned, but as an essential component of American identity.
This might be juxtaposed with Tracy Strong’s support of learning (at least a) second language, including Latin, as an element of democratic citizenship. A second language, writes Strong (see his “Language Learning and the Social Sciences”) helps one acquire “what I might call an anthropological perspective on one’s own society,” for “An important achievement of learning a foreign language is learning a perspective on one’s world that is not one’s own. In turn, the acquisition of another perspective or even the recognition of the legitimacy of another perspective is, to my understanding, a very important component of a democratic political understanding.” Strong illustrates his point with a passage from Hannah Arendt’s “Truth and Politics”: “I form an opinion,” says Arendt, “by considering a given issue from different viewpoints, by making present to my mind the standpoints of those who are absent: that is, I represent them.”
Hannah Arendt’s deep respect for the American Constitution and American political culture, manifest no less (perhaps even more!) in her criticism than her praise, is well known. After fleeing Nazi Germany and German-occupied France, Arendt moved to the United States where she became a naturalized citizen in 1951. And her views on the relation between the English language and American citizenship are rich and complex.
In “The Crisis in Education” Arendt highlights how education plays a unique political role in America, where “it is obvious that the enormously difficult melting together of the most diverse ethnic groups…can only be accomplished through the schooling, education, and Americanization of the immigrants’ children.” Education prepares citizens to enter a common world, of which English in America is a key component: “Since for most of these children English is not their mother tongue but has to be learned in school, schools must obviously assume functions which in a nation-state would be performed as a matter of course in the home.”
At the same time, Arendt’s own embrace of English is hardly straightforward. In a famous 1964 interview with she says: “The Europe of the pre-Hitler period? I do not long for that, I can tell you. What remains? The language remains. […] I have always consciously refused to lose my mother tongue. I have always maintained a certain distance from French, which I then spoke very well, as well as from English, which I write today […] I write in English, but I have never lost a feeling of distance from it. There is a tremendous difference between your mother tongue and another language…The German language is the essential thing that has remained and that I have always consciously preserved.”
Here Arendt seems both with and against Huntington. On one hand, learning and embracing English—the public language of the country—is what enables diverse Americans to share a common political world. And in this respect, her decision to write and publish in English represents one of her most important acts of American democratic citizenship. By writing in English, Arendt “assumes responsibility for the world,” the same responsibility that education requires from its educators if they are to give the younger generation a common world, but which she finds sorely lacking in “The Crisis of Education.”
At the same time, though, Arendt rejects the idea that American citizenship requires treating English as if it were a mother tongue. Arendt consciously preserves her German mother tongue as both an element of her identity and a grounding of her understanding of the world, and in 1967 she even accepted the Sigmund Freud Award of the German Academy of Language and Poetry that “lauded her efforts to keep the German language alive although she had been living and writing in the United States for more than three decades” (I quote from Frank Mehring’s 2011 article “‘All for the Sake of Freedom’: Hannah Arendt’s Democratic Dissent, Trauma, and American Citizenship”). For Arendt, it seems, it is precisely this potentiality in America—for citizens to share and assume responsibility for a common world approached in its own terms, while also bringing to bear a separate understanding grounded by very different terms—that offers America’s greatest democratic possibilities. One might suggest that Arendt’s engagement with language, in her combination of English responsibility and German self-understanding, offers a powerful and thought-provoking model of American democratic citizenship.
What about the teaching of language? In the “The Crisis in Education” Arendt is critical of the way language, especially foreign language, is taught in American schools. In a passage worth quoting at length she says:
“The close connection between these two things—the substitution of doing for learning and of playing for working—is directly illustrated by the teaching of languages; the child is to learn by speaking, that is by doing, not by studying grammar and syntax; in other words he is to learn a foreign language in the same way that as an infant he learned his own language: as though at play and in the uninterrupted continuity of simple existence. Quite apart from the question of whether this is possible or not…it is perfectly clear that this procedure consciously attempts to keep the older child as far as possible at the infant level.”
Arendt writes that such “pragmatist” methods intend “not to teach knowledge but to inculcate a skill.” Pragmatic instruction helps one to get by in the real world; but it does not allow one to love or understand the world. It renders language useful, but reduces language to an instrument, something easily discarded when no longer needed. It precludes philosophical engagement and representative thinking. The latest smartphone translation apps render it superfluous.
But how would one approach language differently? And what does this have to do with grammar and syntax? Perhaps there are clues in the passage selected as our quote of the week, culled from Arendt’s 1968 biographical essay about her friend Walter Benjamin. There, Arendt appreciates that Benjamin's study of language abandons any “utilitarian” or “communicative” goals, but approaches language as a “poetic phenomenon.” The focused study of grammar develops different habits than pragmatist pedagogy. In the process of translation, for example, it facilitates an engagement with language that is divorced from practical use and focused squarely on meaning. To wrestle with grammar means to wrestle with language in the pursuit of truth, in a manner that inspires love for language—that it exists—and cross-cultural understanding. Arendt was famous for flexing her Greek and Latin muscles—in part, I think, as a reflection of her love for the world. The study of Greek and Latin is especially amenable to a relationship of love, because these languages are hardly “practical.” One studies them principally to understand, to shed light on the obscure; and through their investigation one discovers the sunken meanings that remain hidden and embedded in our modern languages, in words we speak regularly without realizing all that is contained within them. By engaging these “dead” languages, we more richly and seriously understand ourselves. And these same disinterested habits, when applied to the study of modern foreign languages, can enrich not only our understanding of different worldviews, but our participation in the world as democratic citizens.
The word designating military drones comes from the word for bee. This is true all over the world, in countless languages. Partly because of this linguistic consistency, it is a common misperception that drones take their name from the buzzing sound when unmanned aircraft fill the air. More accurately, however, drones trace their etymological lineage to the male honey-bee that is called a drone. The male drone-bee is distinguished from the female worker-bees. It does no useful work and has one single function: to impregnate the queen-bee. What unites military drones with their apiary namesakes is not sound, but thoughtless purposefulness.
The beauty of the drone-bee—like the dark beauty of the military drone—is its single-minded purpose. It is a miracle of efficiency, designed to do one thing. The drone-bee is not distracted by the perfume of flowers or the contentment of labor. It is born, lives, and dies with only one task in mind. Similarly, the military drone suffers neither from hunger nor from distraction. It does what it is told. If necessary, it will sacrifice itself for its mission. It is a model of thoughtless efficiency.
A few weeks ago I wrote about Ernst Jünger’s novel The Glass Bees, in which a brilliant inventor produces tiny flying glass bees that offer limitless potential for surveillance and war. Today I turn to Jake Kosek’s recent paper “Ecologies of Empire: On The New Uses of the Honeybee.” Kosek does not cite Jünger’s novel, and yet his article is in many ways its non-fiction sequel. What Kosek sees is that the rise of drones in military strategy is tied deeply to their ability to mimic the activity and demeanor of male honey-bees. It is because bees can fly, swarm, change direction, alter their course, and yet achieve their single purpose absent any intentionality or thinking that bees are so useful in modern warfare.
Bees have long been associated with military endeavors, both metaphorically and literally. Kosek tells that our word bomb comes from the Greek bombos, which means bee. The first bombs were, it seems, beehives dropped or catapulted into the heart of the enemy camp. Bees are today trained to sniff out toxic chemicals; and beeswax was for generations an essential ingredient in munitions.
In the war on terror, bees have taken on a special significance. The “enemy’s lack of coherence—institutionally, ideologically, and territorially— makes the search for the enemy central to the politics of the war on terror.” War in the war on terror is ever less a contest of armies on the battlefield and is increasingly a war of knowledge. This means that surveillance—for centuries an important complement to battlefield tactics—comes to occupy the core of the modern war on terror. In this regard, drones are essential, as drones can hover in the air unseen for days, gathering essential intelligence on persons, groups, or even whole cities. All the more powerful would be miniature drones that fly through the air unseen and at ground level. That is why Kosek writes that “Intelligence gathering [is] not just limited to psychologists, sociologists, lawyers, and military planners, but [has come] to include biologists, anthropologists, epidemiologists, and even entomologists.” What the military use of bees promises is access to information and worlds not previously open to human knowledge. Bees, Kosek writes, are increasingly the model for the modern military.
The advantage of bees is not simply their thoughtlessness, but is found also in their ability to operate as part of a swarm. Current drone technology requires that each drone be controlled by a single pilot. What happens when hundreds of drones must share the airspace around a target? How can drones coordinate their activity? Kosek quotes a private contractor, John Sauter, who says:
“A central aspect of the future of warfare technology is to get networks of machines to operate as self-synchronized war fighting units that can act as complex adaptive systems. . . We want these machines to be fighting units that can operate as reconfigurable swarms that are less mechanical and more organic, less engineered and more grown.”
The point is that drones, be they large or small, must increasingly work in conjunction with each other at a speed and level of nuance that is impossible for human controllers to manage. The result is that we must model the drones of the future on bees.
The scientists working with the Pentagon to create drones that can fly and function like bees are not entomologists, but mathematicians. The DNA of the glass or silicone bees of the future will be complex algorithms inspired by but actually surpassing the ability of swarms “to coordinate and collect small bits of information that can be synchronized to make collective action by drones possible.” Once this is possible, one controller will be able to manage a single drone “and the others adapt, react, and coordinate with that drone.”
Kosek’s article is provocative and fascinating. His ruminations on empire strike me as overdone; his insights about the way our training and use of bees has transformed the bee and the ways that bees are serving as models and inspiration for our own development of new ways to fight wars and solve problems are important. So too is his imagination of the bee as the six-legged soldier of the future. Whether the drones of the future are cyborg bees (as some in Kosek’s article suggest) or mechanical bees as Jünger imagined half a century ago, it is nevertheless the case that thinking about the impact of drones on warfare and human life is enriched by the meditation on the male honeybee. For your weekend read , I offer you Jake Kosek’s “Ecologies of Empire: On The New Uses of the Honeybee.”
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.