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 copyright conflict between the internet community and the entertainment industry escalated recently when some of the most visited sites on the web flexed their muscle by spearheading a campaign to kill the two bills which started the trouble. The bills have been shelved, thanks to the participation of most of the major social media websites and search engines in a twenty-four-hour blackout (including Wikipedia, Google, Reddit, Tumblr, Mozilla, among many others) – but what does such a “victory” mean?
Just days after most support had been pulled from the bills in both houses, the founder of file-sharing site Megaupload, Kim Dotcom (born Kim Schmitz, but had his name legally changed around 2005), was arrested in New Zealand and is facing extradition to the US due to alleged piracy charges, along with at least three of his closest associates. This may come as a surprise to those who argued that these bills were necessary to stop intellectual property theft. As Bill Keller explains in a recent Op-Ed piece in the Times, “The central purpose of the legislation — rather lost in the rhetorical cross fire and press coverage — was to extend the copyright laws that already protect content creators in the U.S. to offshore havens where the most egregious pirates have set up shop.” And yet, even without the new laws, Dotcom and his cohorts were arrested on US government orders.
It is helpful to go back to basics and try to understand the thinking behind the protection of intellectual property. Why, in other words, is it necessary to arrest someone like Dotcom, who merely makes content available to a wide and interested audience?
One attempt to answer that question is Mark Helprin's Digital Barbarism, an impassioned, literary, and philosophical defense of copyright on the internet. Known best for his novels, most memorably Winter's Tale, Helprin puts forth a philosophical and humanist argument in favor of copyright. At root, copyright is necessary as the “guarantor” or “coefficient” of liberty itself.
That property is at the essence of liberty is an idea that has its roots deep in liberal thinking. Property, from the root proper or propriety, is what is right and most my own. Who I am includes the character I possess, what defines me. This includes as well the way I live and the things I choose to own. Ownership, in other words, concerns what is my own, and who I am.
Our love for and defense for our property is not simply economic. It is a matter of identity and existence. Pace Helprin:
Property is to be defended proudly rather than disavowed with shame. Even if for some it is only a matter of luck or birth, for the vast majority it is the store of sacrifice, time, effort, and even, sometimes, love. It is, despite the privileged inexperience of some who do not understand, an all-too-accurate index of liberty and life. To trifle with it is to trifle with someone's existence, and as anyone who tries will find out, this is not so easy. Nor has it ever been. Nor should it ever be.
The copyright battle is less about economics, in Helprin's telling, than about freedom. Unlike some proponents of free market ideology, he does not advocate the absence of limits on freedom. In his words (which remind us of Helprin's artistry):
Nothing is entirely free, not even an electron (hardly an electron) or an atom floating in the inaccurately named vacuum of space. Everything that exists is subject to the pull or constraint of something else.
The point is not to reject all limits on property, but to insist upon a balance—one that Helprin thinks today is too far weighted toward disrespect for property.
He makes his argument in the context of taxation. Opposing both extreme positions of liberals (who find it cruel and inexplicable that someone would want to set limits before every mouth is fed and every cry comforted") and conservatives (who "find it deeply alarming that anyone can fail to recognize the danger of pressing ahead in the absence of limits"), Helprin insists that we at least honestly recognize that taxation has a non-material cost: taxation, to some extent, "extinguishes liberty."
In other words, taking someone's property is, in itself, wrong. There may be reason's do to so, and there is no absolute right to one's property. Society demands limits and some takings. But such decisions should be made with an appreciation that these takings are meaningful intrusions on individual liberty. This is Helprin's core point and it is one that I believe is rarely made and even more rarely considered.
To illustrate his claim about the imposition involved in all takings, Helprin calls on the common (and these days volatile) theme of income tax. Taxes, while necessary, are infringements on freedom (not simply on income). If the state compels Cyril “to surrender half his income” in an effort to provide for those who cannot provide for themselves, then Cyril is “laboring for the state during half his working life,” and not for himself. Helprin likens such disenfranchisement to slavery. This seems excessive. As far as I can tell, Helprin employs the analogy because he wants to shock us into seeing just how we have come to naturally accept the fact that it is normal for the majority to take property from the minority. In his account, just as the slave owner “presumes that the labor of his slaves belongs to him…that whatever they make is rightfully his,” so does the state, when it requires its citizens to pay a tax on the income generated by their own labor, operate under the assumption that it is entitled to decide the ultimate use of such labor.
The comparison of taxation to slavery is over the top, sure. But there is a point Helprin makes that is important:
Anyone who blithely recommends expropriation as a means of "economic justice" should first divest himself of most of what he has and give it to those who have less — and there are certain to be those who have less and are greatly afflicted for it. We tend to look up rather than at ourselves when surrendering to such passions of righteousness. The assault on copyright is a species of this, based on the infantile presumption that a feeling of justice and indignation gives one a right to the work, property, and time (those are very often significantly equivalent) of others, and that this, whether harbored at the ready or expressed in action, is noble and fair.
Which is why the question of Kim Dotcom’s arrest is central. According to Helprin’s explanation, Dotcom's websites and others like them blithely engage not just in economic exploitation of writers and artists, but do so without seriously considering the injustice involved in their depriving others of their sense of ownership in what they create. One can disagree. To do so, you must think that our societal right to read your essay or hear your song trumps your right to sell that song (or not) to whomever you wish.
For your weekend read, buy a copy of Helprin's Digital Barbarism, and give it a read. Or, read a chapter that Helprin has, freely, made available on the web.