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.
In the two years since its inception, the Arab Spring remains an extraordinarily difficult phenomenon to define and assess. Its local, national, and regional consequences have been varied and contradictory, and many of them are not obviously or immediately heartening. These observations certainly apply to Syria: although growing numbers of the country’s military personnel are abandoning their posts, the Assad regime’s war with the Sunni insurgency still threatens to draw Turkey, Lebanon, Iran, and Jordan into an intractable sectarian conflict. But they are, if anything, even more relevant to Egypt. There the overthrow of the Mubarak regime occurred with less brutality, all things considered, than we might have reasonably feared. But, the nature of the country’s social and political reconstruction nevertheless remains extremely uncertain, given the delicate balance of forces between the Muslim Brotherhood, the Salafist Nour Party, and the country’s diverse liberal and activist camps.
The effects of Egypt’s revolution have been particularly ambiguous for the country’s women. To be sure, women have played a noteworthy role in the Tahrir Square protests in January and February 2011, and many local and foreign observers commented on the lack of intimidation and harassment they faced in the days leading to Mubarak’s fall. But as Wendell Steavenson details in the most recent New Yorker, the protests were by no means free of gendered violence, and the revolution has yet to create a more comfortable or equitable place for women in Egyptian public life.
Let me touch on one example from Steavenson’s article. Hend Badawi, a twenty-three-year-old graduate student, was protesting against the interim military government in Tahrir Square in December 2011 when she was confronted by a group of soldiers. In the course of her arrest, the soldiers tore off Badawi’s headscarf, dragged her several hundred meters by the hair, cursed at her, struck her, and groped her breasts and behind. One of the soldiers also apparently told her that “if my sister went to Tahrir, I would shoot her” After being taken to a parliament building, Badawi was beaten again and interrogated for several hours before landing in a military hospital, where she was treated for severe lacerations on her feet, a broken wrist, and multiple broken fingers.
The next day, Field Marshal Mohamed Tantawi, at that time Egypt’s effective ruler, paid a visit to the hospital for a photo op with a state-TV camera crew. Despite her injuries, Badawi confronted him: “We don’t want your visit!” she reportedly screamed. “We are not the ones who are thugs! You’ve beaten us and ruined us! Shame on you! Get out!” News of the tongue-lashing quickly made the rounds on Twitter and Facebook, and when Badawi was moved to a civilian hospital, she used a video camera smuggled in by friends to issue a lengthier statement about her ordeal. The resulting video went viral, and independent TV stations used it to challenge government claims that the Army had not used violence against civilians.
One might expect that Badawi would be honored for her courage and conviction, and I can only imagine that she is, at least among pro-democracy activists. But her family, which happened to sympathize with the Mubarak regime, was appalled. Badawi had gone to Tahrir Square without informing them, and they blamed her not only for the violent treatment she had received, but also for the damage they believed she had done to the family’s reputation. Badawi’s relatives locked her in her room; her elderly aunt yelled at her frequently; and her brother Ahmed hit her. Later, when Badawi’s family did not allow her to return to Tahrir for the first anniversary of the revolution, she basically reenacted the protests of the previous year—only this time on a more intimate scale. As she related to Steavenson, she launched a hunger strike to protest her treatment at her family’s hands and made placards that read, “Hend wants to topple the siege! Down with Ahmed!”
Badawi’s experience is particular and inevitably her own, but it nevertheless exemplifies the conundrums that many women face in contemporary Egypt. As the daughter of a pious rural family, she has benefitted from the increasing levels of affluence, education, and occupational opportunity that at least some young people, both women and men, have enjoyed over the past several decades. But she has also come face to face with the possibilities and the limits created by Egypt’s Islamic Revival, which has established new expectations for women’s comportment on the street and in other public institutions. (If many women in Cairo went bareheaded and wore skirts and blouses at the beginning of Mubarak’s reign, almost all now wear headscarves, and the niqab is not an uncommon sight.) Finally, Badawi’s life has been shaped not simply by her family’s notions of appropriate womanly behavior, but by a wider climate of pervasive sexual harassment. According to one 2008 survey, sixty percent of Egyptian men admit to having harassed a woman, and the country’s police and security forces either openly condone such treatment or engage in even more serious assaults themselves.
Badawi chafes at the “customs and traditions”—a common Arabic phrase, which she employs sardonically—that mold and circumscribe her life. And, like at least some other women, she regards Egypt’s recent upheaval as a potential opening, an “opportunity to mix my inner revolution with the revolution of my country". But it is significant, I think, that Badawi does not seek a “Western” form of women’s equality and emancipation. Although she appreciates “the space and freedom” that appear to be available to women on American TV shows, she nevertheless intends to pursue them “in the context of my religion”. At the same time, many of the reforms that she and other women’s advocates might champion are now thoroughly tainted by their association with the autocratic Mubarak regime. For example, many Egyptians dismiss recent amendments to the country’s “personal-status laws”—which allowed women to initiate no-fault divorces and enhanced their child-custody rights—as cosmetic changes that only aimed to improve the government’s international image. Many other citizens, meanwhile, view Mubarak’s 2010 effort to mandate a quota for female members of parliament as a patent violation of democratic procedure.
These developments offer no clear path forward for Badawi and other Egyptian women, whether or not they regard themselves as activists. But they also pose a distinct challenge to outside observers—like me—who sympathize with their efforts to transform Egyptian society. Ten years ago, the Columbia anthropologist Lila Abu-Lughod drew on the impending American invasion of Afghanistan to question the notion that the U.S. should “save” Muslim women from oppression. Instead of adopting a position of patronizing superiority, Abu-Lughod urged concerned Americans to ally themselves with local activists in the Middle East and to work with them on the issues that they deemed most important. In the context of the Arab Spring, however, even this advice appears to have its shortcomings. I worry that American (or wider “Western”) support for women like Hend Badawi, however well-meaning, will unintentionally undermine the very reforms that the activists themselves favor. I also suspect that a considerable number of Egyptians will resent even the most “enlightened” coalitions as yet another instance of anti-democratic meddling if not neo-colonial imposition. After all, the U.S. did much to keep Mubarak in power for thirty years. Why now should Americans, whether they are affiliated with the U.S. government or not, attempt to intervene even indirectly in Egypt’s transformation?
I certainly believe, from a political and scholarly perspective, that Americans should care a great deal about the consequences of the revolutions in Egypt and other North African and Middle Eastern states. In the end, however, I wonder if the most advisable practical course may be to adopt an attitude of principled non-interference in those cases where mass violence is not imminent. In short, we should allow Egyptians (and other Middle Easterners) room to work out the consequences and implications of the Arab Spring on their own, even if we are not entirely comfortable with the results.
Note: Lila Abu-Lughod’s argument, which I reference near the end of this post, appears in “Do Muslim Women Really Need Saving? Anthropological Reflections on Cultural Relativism and its Others.” American Anthropologist 104.3 (2002): 783-790.
It is true that totalitarian domination tried to establish these holes of oblivion into which all deeds, good and evil, would disappear; but just as the Nazis' feverish attempts, from June, 1942, on, to erase all traces of the massacres - through cremation, through burning in open pits, through the use of explosives and flame-throwers and bone-crushing machinery - were doomed to failure, so all efforts to let their opponents "disappear in silent anonymity" were in vain. The holes of oblivion do not exist. Nothing human is that perfect, and there are simply too many people in the world to make oblivion possible. One man will always be left alive to tell the story.
—Hannah Arendt, Eichmann in Jerusalem
Aung San Suu Kyi accepted her Nobel Peace Prize this weekend, 21 years after it was awarded. For over two decades since her landslide victory in what was then Burma and is now Myanmar, Suu Kyi has stood fast in her opposition to the military junta ruling her country. The junta has sought to make her disappear, suppress any mention of her, and violently repress all protest and dissent.
Until 2010 when, suddenly, the regime allowed Suu Kyi to stand for elections as the leader of the opposition. She is now a member of parliament.
In her speech accepting her Nobel Prize, Suu Kyi said of the Nobel Prize she won in 1991:
What the Nobel Peace Prize did was to draw me once again into the world of other human beings outside the isolated area in which I lived, to restore a sense of reality to me.
To be part of the human community is to be seen and remembered. It is to affirm that one has meaning and significance in the world. At a time when she had been hidden, silenced, and deprived of the right to speak and act in a way that matters in the world, Suu Kyi was in danger of disappearing. Hanging tenuously over the pit of oblivion, she felt her bond with the human community slipping away. “To be forgotten,” Suu Kyi said in Oslo, “is to die a little. It is to lose some of the links that anchor us to the rest of humanity."
Suu Kyi was near to falling through the cracks of the world into a black hole of forgetting. It is such oblivion that Hannah Arendt saw to be the grave threat totalitarian domination posed to human beings. Totalitarianism threatens to acquire the ability not simply to oppress a people, but to do so in such a way that even their death and their oppression was senseless and powerless in the world. To deprive a person of even the right to die like a human being and to be remembered is, Arendt saw, the greatest imaginable attack on human dignity.
But such holes of oblivion do not exist. That is Arendt's optimistic conclusion that she brings to bear upon the argument of a German Army physician, Peter Bamm. In his book The Invisible Flags (1952) Bamm distinguishes the SS mobile killing units from ordinary German soldiers. Arendt quotes his account of the murder of the Jews at length:
We knew this. We did nothing. Anyone who had seriously protested or done anything against the killing unit would have been arrested within twenty-four hours and would have disappeared. It belongs among the refinements of totalitarian governments in our century that they don't permit their opponents to die a great, dramatic martyr's death for their convictions. A good many of us might have accepted such a death. The totalitarian state lets its opponents disappear in silent anonymity. It is certain that anyone who had dared to suffer death rather than silently tolerate the crime would have sacrificed his life in vain. This is not to say that such a sacrifice would have been morally meaningless. It would only have been practically useless. None of us had a conviction so deeply rooted that we could have taken upon ourselves a practically useless sacrifice for the sake of a higher moral meaning.
If Bamm's argument at first sounds "hopelessly plausible," it trades in platitudes. Its power rests upon the assumption that deaths of resistance would have been in vain, that resisters would have disappeared in "silent anonymity." Practical uselessness thus excuses one from courageous moral action.
Arendt's faith in the symbolic power of moral action and the necessary failure of totalitarian suppression of that power underlies her stunning formulation of the Right to Have Rights in the Origins of Totalitarianism. Whereas much of human rights discourse in 1950 and still today imagines that there is a human right to life or to food or security, Arendt rejects those claims. Humans will die and some will starve. This is not hard hearted so much as it is a fact. Death and starvation can be unjust and tragic, but they are not inhuman thus not a violation of fundamental human rights. What is more, there are times when the most human thing we can do is to die and starve in ways that so exemplify our humanity.
The most basic human right is the right to know that whether we decide to live or to die, our choice will matter. For Arendt, the truly human rights are the rights to be heard, to be seen, and to be meaningful. As humans, we have the right to belong to an organized community, where we can speak and act in ways that matter in the world. In other words, we have the human right to not be consigned to oblivion.
We have such a human right both in theory and in practice. Arendt is convinced that even at a time when technology allows totalitarian regimes to rewrite and even to rewire reality, facts have a stubbornness that allows them to surface. And moral action, even more than mere fact, has a power that is impossible to suppress. As long as the story of resistance can be told, totalitarian oblivion is simply a myth that excuses inaction.
The myth of oblivion is shattered by action in spite of totalitarian domination. One of Arendt's favorite examples of such moral action is the German Sergeant Anton Schmidt. During the war, Schmidt assisted numerous Jews to escape by giving them passports, money, and papers. He never took money in return. He was indeed captured and executed. But his action was not in vain. For not only did he save individual Jews, he inspired them and others to continue their resistance. And his story today remains as a powerful reminder of the practical and moral importance of courageous self-sacrifice in the name of the good.
In her speech on Saturday, Suu Kyi said that the Nobel Peace Prize "opened up a door in my heart." The Nobel Peace Prize is often derided as political. That is often true. And yet there are times when the prize not only rewards sacrifice, but salvages a world in danger of being lost. The Nobel Prize can help illuminate those holes of oblivion that continue to exist, however temporary that existence might be. At its best, the Prize celebrates those like Suu Kyi who choose to dedicate their lives to the conviction that the truth will win out and the holes of oblivion cannot last.