Monday night marked the Hudson Valley Premiere of the highly anticipated new Margarethe von Trotta feature film, Hannah Arendt starring Barbara Sukowa as Hannah Arendt. The film opens officially in New York City on May 29th.
Roger Berkowitz introduced the film to a packed house at Bard College.
After the screening, Roger Berkowitz moderated a discussion with screenwriter Pam Katz and actor Barbara Sukowa. Sukowa, who on Saturday won the LOLA award for Best Actress for her portrayal of Hannah Arendt, spoke about the challenge of making a movie that will be seen so differently by those who know Hannah Arendt's work and those who don't. Katz, who co-wrote the script with von Trotta, talked about how important it was to include archival footage from the Eichmann trial rather than having an actor play Eichmann. We will be posting video of the entire discussion soon.
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 governors of two of our largest states gave "State of the State" messages this week. Both were controversial. Governor Andrew Cuomo in New York took on the teacher's union and demanded that teachers be subjected to measures of accountability. Governor Jerry Brown in California dared California to dream big and challenged the state to move forward with the high-speed train connecting Los Angeles and San Francisco. The Arendt Center is focusing its attention on the desperate need to rethink leadership in our time and wondering how we might encourage bold and courageous leadership. Cuomo's speech does just that. Brown's falls short.
Both Brown and Cuomo embraced the mantle of bold leadership. Brown styled himself the daring doer with his call to build a much-debated high-speed train connecting Los Angeles and San Francisco:
Critics of the high-speed rail project abound, as they often do when something of this magnitude is proposed. The Panama Canal was for years thought to be impractical, and Benjamin Disraeli himself said of the Suez Canal, ‘Totally impossible to be carried out.’ The critics were wrong then, and they’re wrong now.
Cuomo, for his part, imagined himself the rampaging reformer taking on the entrenched interests of the unions. He challenged the teacher's union to accept teacher evaluation that would carry meaningful consequences for ineffective teachers. And promised to withhold funding to districts that do not. “No evaluation, no money. Period,” the Governor said.
I learned my most important lesson in my first year as Governor in the area of public education. I learned that everyone in public education has his or her own lobbyist. Superintendents have lobbyists. Principals have lobbyists. Teachers have lobbyists. School boards have lobbyists. Maintenance personnel have lobbyists. Bus drivers have lobbyists. The only group without a lobbyist? The students.
Well, I learned my lesson. This year, I will take a second job — consider me the lobbyist for the students. I will wage a campaign to put students first, and to remind us that the purpose of public education is to help children grow, not to grow the public education bureaucracy.
I am no fan of union bashing. As an educator myself, I have enormous respect for those who teach. Teachers should be paid more, not less, and good teachers should receive performance bonuses, as is currently happening in Washington, DC. Study after study shows that the biggest factor in whether a child learns is the teacher, not how much money is spent. I think anyone who teaches knows this is true.
Cuomo's decision to take on the education establishment on teacher evaluation is a small step. But it does show a Democratic Governor exerting leadership by opposing a union that is part of his traditional constituency.
He is insisting that the services government provide be better. And he reminds us that government is first and foremost about providing services for citizens, not about providing jobs. If we are going to preserve faith in government, we need to make government work. Cuomo seems intent on doing just that.
Brown, on the other hand, seems entrenched in the failed policies of government. I love fast trains (so does my 2 year old son). I suffer every week on the slow train between New York City and the Hudson Valley where I teach. As someone who has lived in Europe and marveled at the Chinese, I desperately wish that the United States could build a transportation infrastructure that would work.
Thus I am open to Brown's risk-taking insistence we build fast trains. That said, he is committing to a project for which most of the funds are not yet raised and that won't be completed until 2033—under optimistic forecasts.
Who knows if a fast train designed in 2010 will even be useful in 2033? The Erie Canal took 8 years to build. The U.S. built the Panama Canal in less than 10 years. It is one thing for medieval towns to dream big and build a gothic cathedral over decades and centuries, for one has faith that God will still have need of a place of worship. But with technology changing so fast, the $100 billion train could be obsolete before it is completed.
Real leadership requires not simply dreaming big, but acting big. Leadership entails cutting through the bureaucratic red tape that makes it so expensive and time-consuming to take on major public-works projects in this country. Courage would be for a democratic governor to pursue his dream for major infrastructure while at the same time insisting on regulatory and labor reform that would allow the train to be completed in less time than the Erie Canal.