Monday, August 16, 2010: “Earth Alienation: From Galileo to Google”
Lecturer: Roger Berkowitz, Associate Professor of Political Studies and Human Rights at Bard College; Academic Director, Hannah Arendt Center for Politics and the Humanities.
In this lecture, Roger Berkowitz welcomes the incoming Class of 2014 at Bard College with an important question: “Is humanity important?” The human race has witnessed impressive scientific and technological achievements, some of the most remarkable of which have occurred in the past 50 years. While some of these have advanced the history of humanity, others threaten to dampen its spark. Nuclear and biological weapons are capable of killing untold millions of people, and the urge to embrace automation in our everyday lives cultivates the fear that society may one day embrace euthanization as a way to rid itself of “superfluous persons”. Acknowledging this increasingly dangerous world we live in, Berkowitz argues it is imperative that we at this moment in time take a closer look at ourselves and consider our significance. He proposes two sources that can help us in our task: Galileo and Google.
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.
"Seen from the perspective of the "real" world, the laboratory is the anticipation of a changed environment."
-Hannah Arendt, The Life of the Mind
I find this quote intriguing in that its reference to environments and environmental change speak to the fact that Arendt's philosophy was essentially an ecological one, indeed one that is profoundly media ecological. The quote appears in a section of The Life of the Mind entitled "Science and Common Sense," in which Arendt argues that the practice of science is quite distinct from thinking as a philosophical activity.
As she explains:
Thinking, no doubt, plays an enormous role in every scientific enterprise, but it is a role of a means to an end; the end is determined by a decision about what is worthwhile knowing, and this decision cannot be scientific.
Here Arendt invokes a variation on Gödel's incompleteness theorem in mathematics, noting that science cannot justify itself on scientific grounds, but rather must somehow depend on something outside of and beyond itself. Perhaps more to the point, science, especially as associated with empiricism, cannot be divorced from concrete reality, and does not function only in the abstract realm of ideas that Plato insisted was the only true reality.
The transformation of truth into mere verity results primarily from the fact that the scientist remains bound to the common sense by which we find our bearings in a world of appearances. Thinking withdraws radically and for its own sake from this world and its evidential nature, whereas science profits from a possible withdrawal for the sake of specific results.
It is certainly the case that scientific truth is always contingent, tentative, open to refutation, as Karl Popper explained. Scientific truth is never absolute, never anything more than a map of some other territory, a map that needs to be continually tested and reviewed, updated and revised, as Alfred Korzybski explained by way of establishing his discipline of general semantics. Even the so-called laws of nature and physics need not be considered immutable, but may be subject to change and evolution, as Lee Smolin argues in his insightful book, Time Reborn.
Scientists are engaged in the process of abstracting, insofar as they take the data gained by empirical investigation and make generalizations in the form of theories and hypotheses, but this process of induction cannot be divorced from concrete reality, from the world of appearances. Science may be used to test, challenge, and displace common sense, but it operates on the same level, as a distilled form of common sense, rather than something qualitatively different, a status Arendt reserves for the special activity of thinking associated with philosophy.
Arendt goes on to argue that both common sense and scientific speculation lack "the safeguards inherent in sheer thinking, namely thinking's critical capacity." This includes the capacity for moral judgment, which became horrifically evident by the ways in which Nazi Germany used science to justify its genocidal policies and actions. Auschwitz did not represent a retrieval of tribal violence, but one of the ultimate expressions of the scientific enterprise in action. And the same might be said of Hiroshima and Nagasaki, holding aside whatever might be said to justify the use of the atomic bomb to bring the Second World War to a speedy conclusion. In remaining close to the human lifeworld, science abandons the very capacity that makes us human, that makes human life and human consciousness unique.
The story of modern science is in fact a story of shifting alliances. Science begins as a branch of philosophy, as natural philosophy. Indeed, philosophy itself is generally understood to begin with the pre-Socratics sometimes referred to as Ionian physicists, i.e., Thales, Anaximander, Heraclitus, who first posited the concept of elements and atoms. Both science and philosophy therefore coalesce during the first century that followed the introduction of the Greek alphabet and the emergence of a literate culture in the ancient Greek colonies in Asia Minor.
And just as ancient science is alphabetic in its origins, modern science begins with typography, as the historian Elizabeth Eisenstein explains in her exhaustive study, The Printing Press as an Agent of Change in Early Modern Europe. Simply by making the writings of natural philosophers easily available through the distribution of printed books, scholars were able to compare and contrast what different philosophers had to say about the natural world, and uncover their differences of opinion and contradictions. And this in turn spurned them on to find out for themselves which of various competing explanations are correct, where the truth lies, so that more reading led to even more empirical research, which in turn would have to be published, that is made public, via printing, for the purposes of testing and confirmation. And publication encouraged the formation of a scientific republic of letters, a typographically mediated virtual community.
Eisenstein notes that during the first century following Gutenberg, printed books gave Copernicus access to centuries of recorded observations of the movements of celestial objects, access not easily available to his predecessors. What is remarkable to consider is that the telescope was not invented in his lifetime, that the Polish astronomer arrived at his heliocentric view based only on what could be observed by the naked eye, by gazing up at the heavens, and down at the printed page. The typographic revolution that began in the 15th century was the necessary technological precondition for the Copernican revolution of the 16th century. The telescope as a tool to extend vision beyond its natural capabilities had not yet been invented, and was not required, although soon after its introduction Galileo was able to confirm the theory that Copernicus had put forth a century earlier.
In the restricted literate culture of medieval Europe, the idea took hold that there are two books to be studied in an effort to discern the divine will, and mind: the book of scripture and the book of nature. Both books were seen as sources of knowledge that can be unlocked by a process of reading and interpretation. It was grammar, the ancient study of language, which became one third of the trivium, the foundational curriculum of the medieval university, that became the basis of modern science, and not dialectic or logic, that is, pure thinking, which is the source of the philosophic tradition, as Marshall McLuhan noted in The Classical Trivium. The medieval schoolmen of course placed scripture in the primary position, whereas modern science situates truth in the book of nature alone.
The publication of Francis Bacon's Novum Organum in 1620 first formalized the separation of science from philosophy within print culture, but the divorce was finalized during the 19th century, coinciding with the industrial revolution, as researchers became known as scientists rather than natural philosophers. In place of the alliance with philosophy, science came to be associated with technology; before this time, technology, and engineering, often referred to as mechanics, represented entirely different lines of inquiry, utterly practical, often intuitive rather than systematic. Mechanics was part of the world of work rather than that of action, to use the terms Arendt introduced in The Human Condition, which is to say that it was seen as the work of the hand rather than the mind. By the end of 19th century, scientific discovery emerged as the main the source of major technological breakthroughs, rather than innovation springing fully formed from the tinkering of inventors, and it became necessary to distinguish between applied science and theoretical science, the latter nonetheless still tied to the world of appearances.
Today, the acronym STEM, which stands for science, technology, engineering, and mathematics, has become a major buzzword in education, a major emphasis in particular for higher education, and a major concern in regards to economic competitiveness. We might well take note of how recent this combination of fields and disciplines really is, insofar as mathematics represents pure logic and highly abstract forms of thought, and science once was a purely philosophical enterprise, both aspects of the life of the mind. Technology and engineering, on the other hand, for most of our history took the form of arts and crafts, part of the world of appearances.
The convergence of science and technology also had much to do with scientists' increasing reliance on scientific instruments for their investigations, a trend increasingly prevalent following the introduction of both the telescope and the microscope in the early 17th century, a trend even more apparent from the 19th century on. The laboratory is in fact another such instrument, a technology whose function is to provide precisely controlled conditions, beyond its role as a facility for the storage and use of other scientific instruments. Scientific instruments are media that extend our senses and allow us to see the world in new ways, therefore altering our experience of our environment, while the discoveries they lead to provide us with the means of altering our environments physically. And the laboratory is an instrument that provides us with a total environment, enclosed, controlled, isolated from the world to become in effect the world. It is a micro-environment where experimental changes can be made that anticipate changes that can be made to the macro-environment we regularly inhabit.
The split between science and philosophy can also be characterized as a division between the eye and the ear. Modern science, as intimately bound up in typography, is associated with visualism, the idea that seeing is believing, that truth is based on vision, that knowledge can be displayed visually as an organized set of facts, rather than the product of ongoing dialogue, and debate. McLuhan noted the importance of the fixed point of view as a by-product of training the eye to read, and Walter Ong studied the paradigm-shift in education attributed to Peter Ramus, who introduced pedagogical methods we would today associated with textbooks, outlining, and the visual display of information. Philosophy has not been immune to this influence, but retains a connection to the oral-aural mode through the method of Socratic dialogue, and by way of an understanding of the history of ideas as an ongoing conversation. Arendt, in The Human Condition, explained action, the realm of words, as a social phenomenon, one based on dialogic exchanges of ideas and opinions, not a solitary matter of looking things up. And thinking, which she elevates above the scientific enterprise in The Life of the Mind, is mostly a matter of an inner dialogue, or monologue if you prefer, of hearing oneself think, of silent speech, and not of a mental form of writing out words or imaginary reading. We talk things out, to others and/or to ourselves.
Science, on the other hand, is all about visible representations, as words, numbers, illustrations, tables, graphs, charts, diagrams, etc. And it is the investigation of visible phenomena, or otherwise of phenomena that can be rendered visible through scientific instruments. Acoustic phenomena can only be dealt with scientifically by being turned into a visual measurement, either of numbers or of lines going up and down to depict sound waves. The same is true for the other senses; smell, taste, and touch can only be dealt with scientifically though visual representation. Science cannot deal with any sense other than sight on its own terms, but always requires an act of translation into visual form. Thus, Arendt notes that modern science, being so intimately bound up in the world of appearances, is often concerned with making the invisible visible:
That modern science, always hunting for manifestations of the invisible—atoms, molecules, particles, cells, genes—should have added to the world a spectacular, unprecedented quantity of new perceptible things is only seemingly paradoxical.
Arendt might well have noted the continuity between the modern activity of making the invisible visible as an act of translation, and the medieval alchemist's search for methods of achieving material transformation, the translation of one substance into another. She does note that the use of scientific instruments are a means of extending natural functions, paralleling McLuhan's characterization of media as extensions of body and biology:
In order to prove or disprove its hypotheses… and to discover what makes things work, it [modern science] began to imitate the working processes of nature. For that purpose it produced the countless and enormously complex implements with which to force the non-appearing to appear (if only as an instrument-reading in the laboratory), as that was the sole means the scientist had to persuade himself of its reality. Modern technology was born in the laboratory, but this was not because scientists wanted to produce appliances or change the world. No matter how far their theories leave common-sense experience and common-sense reasoning behind, they must finally come back to some form of it or lose all sense of realness in the object of their investigation.
Note here the close connection between reality, that is, our conception of reality, and what lends someone the aura of authenticity, as Walter Benjamin would put it, is dependent on the visual sense, on the phenomenon being translated into the world of appearances (the aura as opposed to the aural). It is no accident then that there is a close connection in biblical literature and the Hebrew language between the words for spirit and soul, and the words for invisible but audible phenomena such as wind and breath, breath in turn being the basis of speech (and this is not unique to Hebraic culture or vocabulary). It is at this point that Arendt resumes her commentary on the function of the controlled environment:
And this return is possible only via the man-made, artificial world of the laboratory, where that which does not appear of its own accord is forced to appear and to disclose itself. Technology, the "plumber's" work held in some contempt by the scientist, who sees practical applicability as a mere by-product of his own efforts, introduces scientific findings, made in "unparalleled insulation… from the demands of the laity and of everyday life," into the everyday world of appearances and renders them accessible to common-sense experience; but this is possible only because the scientists themselves are ultimately dependent on that experience.
We now reach the point in the text where the quote I began this essay with appears, as Arendt writes:
Seen from the perspective of the "real" world, the laboratory is the anticipation of a changed environment; and the cognitive processes using the human abilities of thinking and fabricating as means to their end are indeed the most refined modes of common-sense reasoning. The activity of knowing is no less related to our sense of reality and no less a world-building activity than the building of houses.
Again, for Arendt, science and common sense both are distinct in this way from the activity of pure thinking, which can provide a sorely needed critical function. But her insight as to the function of the laboratory as an environment in which the invisible is made visible is important in that this helps us to understand that the laboratory is, in fact, what McLuhan referred to as a counter-environment or anti-environment.
In our everyday environment, the environment itself tends to be invisible, if not literally so, then functionally insofar as whatever fades into the background tends to fall out of our perceptual awareness or is otherwise ignored. Anything that becomes part of our routine falls into this category, becoming environmental, and therefore subliminal. And this includes our media, technology, and symbol systems, insofar as they are part of our everyday world. We do pay attention to them when they are brand new and unfamiliar, but once their novelty wears off they become part of the background, unless they malfunction or breakdown. In the absence of such conditions, we need an anti-environment to provide a contrast through which we can recognize the things we take for granted in our world, to provide a place to stand from which we can observe our situation from the outside in, from a relatively objective stance. We are, in effect, sleepwalkers in our everyday environment, and entering into an anti-environment is a way to wake us up, to enhance awareness and consciousness of our surroundings. This occurs, in a haphazard way, when we return home after spending time experiencing another culture, as for a brief time much of what was once routinized about own culture suddenly seems strange and arbitrary to us. The effect wears off relatively quickly, however, although the after-effects of broadening our minds in this way can be significant.
The controlled environment of the laboratory helps to focus our attention on phenomena that are otherwise invisible to us, either because they are taken for granted, or because they require specialized instrumentation to be rendered visible. It is not just that such phenomena are brought into the world of appearances, however, but also that they are made into objects of concerted study, to be recorded, described, measured, experimented upon, etc.
McLuhan emphasized the role of art as an anti-environment. The art museum, for example, is a controlled environment, and the painting that we encounter there has the potential to make us see things we had never seen before, by which I mean not just objects depicted that are unfamiliar to us, but familiar objects depicted in unfamiliar ways. In this way, works of art are instruments that can help us to see the world in new and different ways, help us to see, to use our senses and perceive in new and different ways. McLuhan believed that artists served as a kind of distant early warning system, borrowing cold war terminology to refer to their ability to anticipate changes occurring in the present that most others are not aware of. He was fond of the Ezra Pound quote that the artist is the antenna of the race, and Kurt Vonnegut expressed a similar sentiment in describing the writer as a canary in a coal mine. We may further consider the art museum or gallery or library as a controlled environment, a laboratory of sorts, and note the parallel in the idea of art as the anticipation of a changed environment.
There are other anti-environments as well. Houses of worship function in this way, often because they are based on earlier eras and different cultures, and otherwise are constructed to remove us out of our everyday environment, and help us to see the world in a different light. They are in some way dedicated to making the invisible world of the spirit visible to us through the use of sacred symbols and objects, even for religions whose concept of God is one that is entirely outside of the world of appearances. Sanctuaries might therefore be considered laboratories used for moral, ethical, and sacred discovery, experimentation, and development, and places where changed environments are also anticipated, in the form of spiritual enlightenment and the pursuit of social justice. This also suggests that the scientific laboratory might be viewed, in a certain sense, as a sacred space, along the lines that Mircea Eliade discusses in The Sacred and the Profane.
The school and the classroom are also anti-environments, or at least ought to be, as Neil Postman argued in Teaching as a Conserving Activity. Students are sequestered away from the everyday environment, into a controlled situation where the world they live in can be studied and understood, and phenomena that are taken for granted can be brought into conscious awareness. It is indeed a place where the invisible can be made visible. In this sense, the school and the classroom are laboratories for learning, although the metaphor can be problematic when it used to imply that the school is only about the world of appearances, and all that is needed is to let students discover that world for themselves. Exploration is indeed essential, and discovery is an important component of learning. But the school is also a place where we may engage in the critical activity of pure thinking, of critical reasoning, of dialogue and disputation.
The classroom is more than a laboratory, or at least it must become more than a laboratory, or the educational enterprise will be incomplete. The school ought to be an anti-environment, not only in regard to the everyday world of appearances and common sense, but also to that special world dominated by STEM, by science, technology, engineering and math. We need the classroom to be an anti-environment for a world subject to a flood of entertainment and information, we need it to be a language-based anti-environment for a world increasingly overwhelmed by images and numbers. We need an anti-environment where words can take precedence, where reading and writing can be balanced by speech and conversation, where reason, thinking, and thinking about thinking can allow for critical evaluation of common sense and common science alike. Only then can schools be engaged in something more than just adjusting students to take their place in a changed and changing environment, integrating them within the technological system, as components of that system, as Jacques Ellul observed in The Technological Society. Only then can schools help students to change the environment itself, not just through scientific and technological innovation, but through the exercise of values other than the technological imperative of efficiency, to make things better, more human, more life-affirming.
The anti-environment that we so desperately need is what Hannah Arendt might well have called a laboratory of the mind.
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.
Russianist Eric Naiman considers the career of the British historian A.D. Harvey, whom he believes is responsible for propagating the claim that Dostoevsky met Dickens during an 1862 visit to London. Naiman believes that, under various pseudonyms and over the course of several decades, Harvey has written a number of articles that occasionally criticize, but usually praise, his own work. Those of you thinking about grad school beware; Naiman suggests that Harvey-who, despite having written more than a dozen books of various kinds, has no academic affiliation-may have been driven to this by the scholarly life: "Even for holders of tenured university positions, scholarship can make for a lonely life. One spends years on a monograph and then waits a few more years for someone to write about it. How much lonelier the life of an independent scholar, who does not have regular contact, aggravating as that can sometimes be, with colleagues. Attacking one's own book can be seen as an understandable response to an at times intolerable isolation. How comforting to construct a community of scholars who can analyse, supplement and occasionally even ruthlessly criticize each other's work. I've traced the connections between A. D. Harvey, Stephanie Harvey, Graham Headley, Trevor McGovern, John Schellenberger, Leo Bellingham, Michael Lindsay and Ludovico Parra, but they may be part of a much wider circle of friends."
Ria Chhabra decided to check out the hype around the health benefits of organic food. She tracked the health and vitality of two groups of fruit flies, one swarming around conventional bananas and potatoes and the other given pricier organic fare. There has been great skepticism recently about the benefits of organic food. But Chhabra's results-recently published in PLOS ONE, an international, peer-reviewed, open-access, online publication-show increased fertility, lower stress, and longer lives for the flies fed organic produce. What makes this study especially fascinating, is that Chhabra is only 16. Read the story of how her high school science project is making waves throughout the world of science.
Christina Davis ponders the meaning of the space in the title of T.S. Eliot's "The Waste Land." She suggests that his use of "waste" as an adjective gives it a temporal quality, one that suggests an impermanent state: "In this phrase, he was likely echoing St. Augustine's concern about the ossification of certain written words into an orthodoxy: "I should write so that my words echo rather than to set down one true opinion that should exclude all other possibilities.""
Terence Malick offers a cinema inspired by grand conceptual oppositions and profound experience. In Tree of Life, Malick meditates on the tension between grace and will. In his new film, To the Wonder, Malick offers archetypes of the artist, the rationalist, the personal experience, and passion. In The New Yorker, Richard Brody rightly revels in the magic of the film: "What Malick is after-by way of his archetypes and through his images-is religious experience as such, and he defines it in a scene set in the priest's church. There, an elderly, gray-bearded black man who is cleaning the stained glass speaks and tells the priest what he's missing-"You've got to have a little more excitement"-and, a moment later, shows him what he means, exclaiming, "The power hits you!" and speaking, excitedly, in tongues, then putting his hand on the stained glass and saying that he feels the warmth of the light."
Nick Murray interviews landscape architect Diana Balmori about the changing role of her profession. Balmori, for her part, emphasizes that it is not enough to simply return a landscape to nature, nor to conquer it somehow. Instead, she says that she tries to build in a way that strengthens relationships between an environment and its inhabitants.
Music in the Holocaust: Jewish Identity and Cosmopolitanism
Part Three: Kurt Weill and the Modernist Migration: Music of Weill and Other Emigres
Learn more here.
“The shift from the ‘why’ and ‘what’ to the ‘how’ implies that the actual objects of knowledge can no longer be things or eternal motions but must be processes, and that the object of science is no longer nature or the universe but the history, the story of the coming into being, of nature or life or the universe....Nature, because it could be known only in processes which human ingenuity, the ingeniousness of homo faber, could repeat and remake in the experiment, became a process, and all particular natural things derived their significance and meaning solely from their function in the over-all process. In the place of the concept of Being we now find the concept of Process. And whereas it is in the nature of Being to appear and thus disclose itself, it is in the nature of Process to remain invisible, to be something whose existence can only be inferred from the presence of certain phenomena.”
-Hannah Arendt, The Human Condition
Bookending Arendt’s consideration of the human condition “from the vantage point of our newest experiences and our most recent fears” is her invocation of several “events, ” which she took to be emblematic of the modern world launched by the atomic explosions of the 1940s and the threshold of the modern age that preceded it by several centuries. The event she invokes in the opening pages is the launch of Sputnik in 1957; its companion events are named in the last chapter of the book--the discovery of America, the Reformation, and the invention of the telescope and the development of a new science.
Not once mentioned in The Human Condition, but, as Mary Dietz argued so persuasively in her Turning Operations, palpably present as a “felt absence,” is the event of the Shoah, the “hellish experiment” of the SS concentration camps, which is memorialized today, Yom HaShoah. Reading Arendt’s commentaries on the discovery of the Archimedean point and its application in modern science with the palpably present but textually absent event of the Holocaust in mind sheds new light on the significance of her cautionary tale about the worrying implications of the new techno-science of algorithms and quantum physics and its understanding of nature produced through the experiment.
What happens, she seems to be asking, when the meaning of all “particular things” derives solely from “their function in the over-all process”? If nature in all of its aspects is understood as the inter- (or intra-) related aspects of the overall life process of the universe, does then human existence, as part of nature, become merely one part of that larger process, differing perhaps in degree, but not kind, from any other part?
Recently, “new materialist” philosophers have lauded this so-called “posthumanist” conceptualization of existence, arguing that the anthropocentrism anchoring earlier modern philosophies—Arendt implicitly placed among them?—arbitrarily separates humans from the rest of nature and positions them as masters in charge of the world (universe). By contrast, a diverse range of thinkers such as Jane Bennett, Rosi Braidotti, William Connolly, Diana Coole, and Cary Wolfe have drawn on a variety of philosophical and scientific traditions to re-appropriate and “post-modernize” some form of vitalism. The result is a reformulation of an ontology of process—what Connolly calls “a world of becoming”—as the most accurate way to understand matter’s dynamic and eternal self-unfolding. And, consequentially, it also entails transforming agency from a human capacity of “the will” with its related intentions to a theory of agency of “multiple degrees and sites...flowing from simple natural processes, to human beings and collective social assemblages” with each level and site containing “traces and remnants from the levels from which it evolved,” which “affect [agency’s] operation.” (Connolly, A World Becoming, p. 22, emphasis added). The advantage of a “philosophy/faith of radical immanence or immanent realism,” Connolly argues, is its ability to engage the “human predicament”: “how to negotiate life, without hubris or existential resentment, in a world that is neither providential nor susceptible to consummate mastery. We must explore how to invest existential affirmation in such a world, even as we strive to fend off its worst dangers.”
An implicit ethic of aiming to take better care of the world, “to fold a spirit of presumptive generosity for the diversity of life into your conduct” by not becoming too enamored with human agency resides in this philosophy/faith. In the entanglements she explores between human and non-human materiality—a “heterogeneous monism of vibrant bodies” —one can discern similar ethical concerns in Jane Bennett’s Vibrant Matter. “It seems necessary and impossible to rewrite the default grammar of agency, a grammar that assigns activity to people and passivity to things.” Conceptualizing nature as “an active becoming, a creative not-quite-human force capable of producing the new” Bennett affirms a “vital materiality [that] congeals into bodies, bodies that seek to persevere or prolong their run,” (p. 118, emphasis in the original) where “bodies” connotes all forms of matter. And she contends that this vital materialism can “enhance the prospects for a more sustainability-oriented public.” Yet, without some normative criteria for discerning the ways this new materialism can work toward “sustainability,” it is by no means obvious how either a declaration of faith in the “radical character of the (fractious) kinship between the human and the non-human” or having greater “attentiveness to the indispensable foreignness that we are” would lead to a change in political direction toward more gratitude and away from more destructive patterns of production and consumption. The recognition of our vulnerability could just as easily lead to renewed efforts to truncate or even eradicate the “foreignness” within.
Nonetheless, although these and other accounts call for a reconceptualization of concepts of agency and of causality, none pushes as far toward a productivist/performative account of matter and meaning as does Karen Barad’s theory of “agential realism.” Drawing out the implications of Niels Bohr’s quantum mechanics, Barad develops a theory of how “subjects” and “objects” are produced as apparently separable entities by “specific material configurings of the world” which enact “boundaries, properties, and meanings.” And, in her conceptualization, “meaning is not a human-based notion; rather meaning is an ongoing performance of the world in its differential intelligibility...Intelligibility is not an inherent characteristic of humans but a feature of the world in its differential becoming. The world articulates itself differently...[H]uman concepts or experimental practices are not foundational to the nature of phenomena. ” The world is immanently real and matter immanently materializes.
At first glance, this posthumanist understanding of reality seems consistent with Arendt’s own critique of Cartesian dualism and Newtonian physics and her understanding of the implicitly conditioned nature of human existence. “Men are conditioned beings because everything they come into contact with turns immediately into a condition of their existence. The world in which the vita activa spends itself consists of things produced by human activities; but the things that owe their existence exclusively to men nevertheless constantly condition their human makers.” Nonetheless, there is a profound difference between them. For Barad, “world” is not Arendt’s humanly built habitat, the domain of homo faber (which does not necessarily entail mastery of nature, but always involves a certain amount of violence done to nature, even to the point of “degrading nature and the world into mere means, robbing both of their independent dignity.” (H.C., p. 156, emphasis added.) “World” is matter, the physical, ever-changing reality of an inherently active, “larger material configuration of the world and it ongoing open-ended articulation.” Or is it?
Since this world is made demonstrably real or determinate only through the design of the right experiment to measure the effects of, or marks on, bodies, or “measuring agencies” (such as a photographic plate) made or produced by “measured objects” (such as electrons), the physical nature of this reality becomes an effect of the experiment itself. Despite the fact that Barad insists that “phenomena do not require cognizing minds for their existence” and that technoscientific practices merely manifest “an expression of the objective existence of particular material phenomena” (p. 361), the importance of the well-crafted scientific experiment to establishing the fact of matter looms large.
Why worry about the experiment as the basis for determining the nature of nature, including so-called “human nature? For Arendt, the answer was clear: “The world of the experiment seems always capable of becoming a man-made reality, and this, while it may increase man’s power of making and acting, even of creating a world, far beyond what any previous age dared imagine...unfortunately puts man back once more—and now even more forcefully—into the prison of his own mind, into the limitations of patterns he himself has created...[A] universe construed according to the behavior of nature in the experiment and in accordance with the very principles which man can translate technically into a working reality lacks all possible representation...With the disappearance of the sensually given world, the transcendent world disappears as well, and with it the possibility of transcending the material world in concept and thought.”
The transcendence of representationalism does not trouble Barad, who sees “representation” as a process of reflection or mirroring hopelessly entangled with an outmoded “geometrical optics of externality.” But for Arendt, appearance matters, and not in the sense that a subject discloses some inner core of being through her speaking and doing, but in the sense that what is given to the senses of perception—and not just to the sense of vision—is the basis for constructing a world in common. The loss of this “sensually given world” found its monstrous enactment in the world of the extermination camps, which Arendt saw as “special laboratories to carry through its experiment in total domination.”
If there is a residual humanism in Arendt’s theorizing it is not the simplistic anthropocentrism, which takes “man as the measure of all things,” a position she implicitly rejects, especially in her critique of instrumentalism. Rather, she insists that “the modes of human cognition [science among them] applicable to things with ‘natural’ qualities, including ourselves to the limited extent that we are specimens of the most highly developed species of organic life, fail us when we raise the question: And who are we?” (H.C., p. 11, emphasis in the original) And then there is the question of responsibility.
We may be unable to control the effects of the actions we set in motion, or, in Barad’s words, “the various ontological entanglements that materiality entails.”
But no undifferentiated assignation of agency to matter, or material sedimentations of the past “ingrained in the body’s becoming” can release us humans from the differential burden of consciousness and memory that is attached to something we call the practice of judgment. And no appeal to an “ethical call...written into the very matter of all being and becoming” will settle the question of judgment, of what is to be done. There may be no place to detach ourselves from responsibility, but how to act in the face of it is by no means given by the fact of entanglement itself. What if “everything is possible.”?
-Kathleen B. Jones
Thomas Levin of Princeton came to Bard Tuesday to give a lecture to the Drones Seminar, a weekly class I am participating in, led by my colleague Thomas Keenan and conceived by two of our students Arthur Holland and Dan Gettinger. Levin has studied surveillance techniques for years and he came to think with us about how the present obsession with drones will transform our landscape and our imaginations. At a time when the obsession with drones in the media is focused on their offensive capacities, it is important to recall that drones were originally developed as a surveillance technology. If drones are to become omnipresent in our lives, what will that mean?
Levin began by reminding us of the embrace of other surveillance devices in mass culture, like recording devices at the turn of the 20th century. He offered old postcards and cartoons in which unsuspecting servants or children were caught goofing off or insulting their superiors with newfangled recording devices like the cylinder phonograph and, later, hidden cameras and spy satellites. The realization emerges that we are being watched, and this sense pervades the popular consciousness. In looking to these representations from mass culture of the fear, awareness, and even expectation that we will be watched and listened to, Levin finds the emergence of what he calls “rhetoric of surveillance.”
In short, we talk and think constantly about the fact that we are or may be being watched. This cannot but change the way we behave and act. Levin poses this question. What, he asks, is the emerging drone imaginary?
To answer that question it is helpful to revisit an uncannily prescient imagination of the rise of drones in a text written over half a century ago, Ernst Jünger’s The Glass Bees. Originally published in 1957 and recently reissued in translation with an introduction by science fiction novelist Bruce Sterling, Jünger’s text centers around a job interview between an unnamed former light cavalry officer and Giacomo Zapparoni, secretive, filthy rich, and powerful proprietor of The Zapparoni Works that “manufactured robots for every imaginable purpose.” Zapparoni’s secret, however, is that he instead of big and hulking robots, he specialized in Lilliputian robots that gave “the impression of intelligent ants.”
The robots were not powerful in themselves, but they worked together. Like drone bees and drone ants—that exist only for procreation and then die—the small robots, or drones, serve specific purposes in industry or business. Zapparoni’s tiny robots “could count, weigh, sort gems or paper money….” Their power came from their coordination.
The robots “worked in dangerous locations, handling explosives, dangerous viruses, and even radioactive materials. Swarms of selectors could not only detect the faintest smell of smoke but could also extinguish a fire at an early stage; others repaired defective wiring, and still others fed upon filth and became indispensable in all jobs where cleanliness was essential.” Dispensable and efficient, Zapparoni’s little robots could do the most dangerous and least desirable tasks.
In The Glass Bees, we are introduced to Zapparoni’s latest invention: flying glass bees that can pollinate flowers much more efficiently and quickly than natural bees. The bees “were about the size of a walnut still encased in its green shell.” They were completely transparent and they were an improvement upon nature, at least insofar as the pollination of flowers was concerned. If a true or natural bee “sucked first on the calyx, at least a dessert remained.” But Zapparoni’s glass bees “proceeded more economically; that is, they drained the flower more thoroughly.” What is more, the bees were a marvel of agility and skill: “Given the flying speed, the fact that no collisions occurred during these flights back and forth was a masterly feat.” According to the cavalry officer, “It was evident that the natural procedure had been simplified, cut short, and standardized.”
Before our hero is introduced to Zapparoni’s bees, he is given a warning: “Beware of the bees!” And yet he forgets this warning. Watching the glass bees, the cavalry officer is fascinated. He felt himself “come under the spell of the deeper domain of techniques,” which like a spectacle “both enthralled and mesmerized.” His mind, he writes, went to sleep and he “forgot time” and “also entirely forgot the possibility of danger.”
Jünger’s book tells, in part, the story of our fascination and subjection to technologies of surveillance. On Facebook or Words with Friends, or even using our smart phones or GPS systems, we allow our fascination with technology to dull our sense of its danger. As Jünger writes: “Technical perfection strives toward the calculable, human perfection toward the incalculable. Perfect mechanisms—around which, therefore, stands an uncanny but fascinating halo of brilliance—evoke both fear and a titanic pride which will be humbled not by insight but only by catastrophe.”
The protagonist of The Glass Bees, a former member of the Light Cavalry and later a tank inspector, had once been fascinated by the “succession of ever new models becoming obsolete at an ever increasing speed, this cunning question-and-answer game between overbred brains.” What he came to see is that “the struggle for power had reached a new stage; it was fought with scientific formulas. The weapons vanished in the abyss like fleeting images, like pictures one throws into the fire. New ones were produced in protean succession.” Victory ceased to be about physical battle; it became, instead, a contest of technical mastery and knowledge.
The danger drones pose is not necessarily military. As General Stanley McChrystal rightly said when I asked him about this last week at the New York Historical Society, drones are simply another military tool that can be used for good or ill. Many fret today about collateral damage by drones and forget that if we had to send in armies to do these tasks the collateral damage would be much greater. Others worry about assassination, but drones are simply the tool, not the person pulling the trigger. It may be true that having drones when others don’t offers an enormous military advantage and makes the decision to go to kill easier, but when both sides have drones, we will all think heavily between beginning a cycle of illegal assassinations.
Rather, the danger of drones is how they change us as humans. As we humans interact more regularly with drones and machines and computers, we will inevitably come to expect ourselves and our friends and our colleagues and our lovers to act with the efficiency and selflessness of drones. Sherry Turkle worries that mechanical companions offer such fascination and unquestionable love that humans are beginning to prefer spending time with their machines than with other humans—who make demands, get tired, act cranky, and disappoint us. Ron Arkin has argued that robot soldiers will be more humane at war than human soldiers, who often act rashly out of exhaustion, anger, or revenge. Doctors are learning to rely on Watson and artificially intelligent medical machines, who can bring databases of knowledge to bear on diagnoses with the speed and objectivity that humans can only dream of. In every area of human life where humans once were thought to be necessary, drones and machines are proving more reliable, more capable, and more desirable.
The danger drones represent is not what they do better than humans, but that they do it better than humans. They are a further step in the human dream of self-improvement—the desire to overcome our shame at our all-too-human limitations.
The incredible popularity of drones today is partly a result of their freeing us to fight wars with ever-reduced human and economic costs. But drones are popular also because they appeal to the human desire for perfection. The question is, however, how perfect we humans can be before we begin to lose our humanity. That is, of course, the force of Jünger’s warning: Beware of the bees!
As drones appear everywhere around us, you would do well to put down the newspaper and turn off You Tube and, instead, revisit Ernst Jünger’s classic tale of drones. The Glass Bees is your weekend read. You can read Bruce Sterling’s introduction to The Glass Bees here.
I am a neural matrix of roughly 80 billion cells each charged with the potential for action, firing out in multiple patters of synchronicity towards a seemingly inexhaustible order of calculations -- I am the system that emerges, I am its apex, I am sentience -- therefore I am.
This, I imagine, is what Descartes would have to say today of what remains of the self under the scope of examination, though I will admit this sounds less poetic then his original statement.
Galileo’s telescope, the atom, the space age, the tech age, the Human Genome Project, and now the BAM project, all can be seen as a succession of strivings towards a new perspective through which we could gleam a greater understanding and synthesis of Man. The BAM project is the newest manifestation of this urge. It is an exciting endeavor, and yet as with any new attempt of science to probe ourselves, it is a frightening one too.
Recently I learned about the “Brain Activity Map” (BAM) initiative sponsored by the Obama administration. I have a baseline knowledge of neuroscience and have been long fascinated by its hoped for implications and speculative repercussions. I wanted more detail. I found what I understand to be the source paper for this project, The Brain Activity Functional Connectomics, by Paul Alivisatos, et al. This is hot stuff, and I am not being glib. Obama thinks so too, that’s why 3 billion governmental dollars are slated to go into the project. Microsoft and Google are throwing in real money too. So what is really going on?
BAM follows the model of the Human Genome Project. In the proposal paper, as well as Obama’s state of the union address, reference is made to the fact that each $1 put into the Human Genome Project brought back $140 to the economy. I will leave alone the implications of this being economy driven. Should science be economically driven? This question, in our society, is mostly moot. Everything must now at least appear to be economy driven. Knowledge, transcendence, self-discovery, can only resonate in conversation with the economy.
But what are the human as opposed to the economic implications of the Brain Activity Map? BAM is a 15-year plan to create a non-topographical map of the brain the repercussions of which reach into the medical, commercial, educational, and technological fields. Until now our neuro-understanding of the brain has been limited to compartmentalized thinking, or to the study of individual ingredients. The brain simply cannot be understood this way and thus Alivisatos’ paper argues that “no general theory of brain function is universally accepted.” BAM seeks to create an “emergent systems” model, something akin to the rules of complex systems. This stems from the knowledge that brain function arises from the interplay of the electrical impulse grid (the action potential of all the neurons). The best way I can state this is that brain activity is a symphony rather then a carpenter’s graph. It is the interplay of notes, tones, and pacing, and sound rather than a combination of these individual elements. The point is not to isolate and combine but to mimic the complex yet structured electrical impulses of the brain in a way that allows higher order brain function to emerge in an artificially intelligent being. To quote Alivisatos: “An emergent level of analysis appears to be critical for understanding the most compelling questions of how brain functions create sentience.” The most exciting effort, in other words, is to create a sentient, thinking, and autonomous entity.
The project calls for an investment into new technologies that could make recording the action potentials and coordination of their impulses more feasible. This can be accomplished by investing in nano-technology: nanotubes and wires, quantum dots, nano-particles, neural probes, shanks containing optical waveguides, and tiny microchips that can pass into the brain.
The brain mapping project could likely entail human testing, which “we do not exclude,” though it would not take place till the last phase of the project.
Microsoft and Google have signed on as partners and possibly fiscal contributors, because clearly the repercussions of such of project could be ground breaking for the tech industry: Computer chips that replicate the emergent systems model; search engines that could graph society by treating each user as if they are a neuron and their googling activity as action potential. The source paper acknowledges some possible paranoia at such an endeavor and thus states that it is essential that this project be a public one, thus allowing for transparency in all findings. It also encourages a public relations campaign to reassure any party that may be susceptible to conspiracy theory making. That’s me!
I hold both, a fear of repercussions and a sense of excitement for this project. I tend to think that conspiracy theories are healthy. All great science fiction is fed by the conspiracy model, but it also tends to foretell future technological and social revelations. And there exactly is my point, or fear, or observation -- the irrelevance of social relevance. We don’t really care, unless it scares us.
I found myself facing this in writing this post. I am excited to tell people about this project, but as a writer I have a constant mechanism at play in my head as I write, to present a story or topic in a light that will make people interested. As much as this mechanism comes from within me it is also a product of cultural observation, a consistent tracking of what stimulates popular dialogue. What stimulates popular dialogue is conspiracy, not excitement or optimism. This itself is worthy of examination.
Ultimately the fear is of what we are losing in the race to understand ourselves through science and technology, of what we leave behind. I do not mean to gesture towards a conservative approach on science. Rather, I am fascinated by the anxiety that accompanies the prospect, and propose that our fear is that of isolated parties traveling at quite different speeds. We can investigate the self intrusively or/and reflectively. Reflectively, we evaluate and discuss our culture, ethics, the relationship of groups and individuals to one another, we pause and contemplate the grace of being. Intrusively we probe into the elemental makeup of ourselves and the world we inhabit. As one practice outpaces the other, something feels askew, as if a key organ in the symphony of being human is muting in the distance.
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.