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.
One week ago this was the most important and yet the most boring election in history. No longer. Ryan's selection adds a jolt of seriousness and consequentialness to the next 90 days of electioneering. Or at least so we are told. Why?
Because Ryan has been, over the last year, one of the very few politicians in the United States who seems to really understand the magnitude of the crisis we are facing and who is willing to propose and support radical steps to address it. His proposed budget is draconian. It has some great ideas, including simplifying the tax code and getting rid of tax breaks like the Carried Interest provision. And yet, it is one-sided and highly partisan. Ryan calls for enormous cuts to the entitlements that will cause incredible suffering to the poor and middle classes, while providing large tax cuts for the wealthiest Americans. If we are to suffer to repay our debts, as I think we must, we must all suffer together.
It is hard to imagine that Ryan's budget is what most Americans want or should want. And yet, Ryan's willingness to propose a deeply unpopular budget and argue eloquently and strongly for it is praiseworthy. At times, it seems as if Ryan is the only grown up in the room, the only politician who is willing to deal honestly with our predicaments.
The opinion that the election is now more meaningful and more serious is one that many share—on both the left and the right. On the right, Ryan's selection means that the election is a referendum on the crisis of big government. Glenn Reynolds writes in USA Today :
Romney's selection of Ryan shows that he understands the dire nature of the problem, and that he's serious about addressing it.
Paul Rahe argues that Romney's choice amounts to a clarion call for radical change:
In choosing Paul Ryan as his Vice-Presidential nominee, Mitt Romney has opted to go for broke, and he has indicated that he is a serious man — less concerned with becoming President of the United States than with saving the country from the disaster in store for it if we not radically reverse course, willing to risk a loss for the sake of being able to win a mandate for reform.
And in the Wall St. Journal (which ran an Op-Ed calling upon Romney to select Ryan) Gerald Seib could hardly contain his excitement:
The Ryan pick wasn’t the safest one Mr. Romney could have made—not by a long shot. But as the author of the budget plan that most clearly delineates the view of limited government that most Republicans hold, and with more specificity and crystalline explanation than most can muster, Mr. Ryan best guarantees the country will get the kind of philosophical debate worthy of a presidential campaign.
On the left as well, there is a gleeful sense that Ryan's presence on the ticket will prove President Obama's claim that this is the most important election in ages. For Democrats, Ryan's extremism is a blessing, allowing them to paint Romney-Ryan as out-of-touch radicals who will undo a century of gains in middle class benefits while giving tax breaks to the very wealthiest Americans.
John Cassidy, at The New Yorker, writes that Ryan is a dream pick for Obama-Biden because it makes the election what Obama has said it is all along—a choice between Obama's moderation versus Romney and Ryan's radicalism:
In placing a lightning rod like Ryan on the ticket, Romney appears to have decided that the best form of defense is attack. For months, he and his campaign have been trying to turn the election exclusively into a referendum on Obama’s record. That strategy has now been abandoned. Ryan’s mere presence ensures that the election will be framed in the way that Team Obama has wanted all along: as a choice between the President’s moderate progressivism and the anti-government radicalism of today’s G.O.P.
John Nichols at The Nation agrees and argues that Ryan solidifies Romney's choice to run far to the right—so far as to be out of touch with the moderate electorate. This means, he writes, that team Obama can win big.
On every issue that you can imagine, from reproductive rights to environmental protection to labor rights, Ryan stands to the right. Way to the right. The Ryan selection moves the Grand Old Party harder to the right than at any time since 1964, when the true believers got a nominee, a platform and 39 percent of the vote. America’s more divided now. The Romney-Ryan ticket will run better than Goldwater and Bill Miller did forty-eight years ago, But by bending so far toward the base, Romney has given the Democrats an opportunity to dream not just of winning but of winning bigger than anyone dared imagine forty-eight weeks or even forty-eight days ago.
The new Ryan budget is a remarkable document — one that, for most of the past half-century, would have been outside the bounds of mainstream discussion due to its extreme nature. In essence, this budget is Robin Hood in reverse — on steroids. It would likely produce the largest redistribution of income from the bottom to the top in modern U.S. history and likely increase poverty and inequality more than any other budget in recent times (and possibly in the nation’s history). ... Even as House Budget Committee Chairman Paul Ryan’s budget would impose trillions of dollars in spending cuts, at least 62 percent of which would come from low-income programs, it would enact new tax cuts that would provide huge windfalls to households at the top of the income scale. New analysis by the Urban-Brookings Tax Policy Center finds that people earning more than $1 million a year would receive $265,000 apiece in new tax cuts, on average, on top of the $129,000 they would receive from the Ryan budget’s extension of President Bush’s tax cuts. The new tax cuts at the top would dwarf those for middle-income families. After-tax incomes would rise by 12.5 percent among millionaires, but just 1.8 percent for middle-income households. Low-income working families would actually be hit with tax increases.
For the left, Ryan moves Romney outside of the political mainstream and thus offers a stark contrast with the middle-of-the-road President. They agree with the right on the basic contrast. And yet each side believes the contrast works in their favor. This is because, of course, each side increasingly speaks only to itself and has so convinced itself that it is absolutely right that it cannot imagine anyone disagreeing with it.
A new received wisdom is emerging and the pundits on the left and right agree: Ryan's place in the election makes this a watershed election that will be a referendum on the future of the country. And even from a position outside partisan pugilism, Walter Russell Mead makes the point that the selection of Paul Ryan guarantees that this is an important election. In perhaps the most clear-headed and provocative essays on the Ryan selection I've read, Mead writes:
2012 looks like an election between two united parties who will both be enthusiastic and both be convinced that the fate of the nation hangs on the November result. That’s a good thing, on the whole, for the country. Whatever else can be said about our electoral politics, nobody can argue that they are inconsequential or that real issues have disappeared. This is a serious election about important affairs and the two sides will both be offering a coherent vision of American values that allows voters to make a clear choice.
There is something hopeful and true in this consensus that Ryan will up the seriousness of this race. I remain skeptical. Here is why.
We have to question the basic assumption that sharpening the question in the election will lead to a greater likelihood that the winning side will successfully carry out its agenda. This seems unlikely for the simple reason that the stark question being posed is furthering the partisan split in the country rather than seeking a middle ground. Rather than a sustained debate, we are just as likely to watch both sides dig themselves into ever-more-fortified trenches on opposing sides of the partisan front. What this means is the Ryan's selection is just as likely to increase the partisanship and vitriol in American politics as it is to elevate the tone of the election to being one about ideas and the future of the country. As the two sides become more polarized, the chances are diminished that either party will be able to actually make the kinds of radical changes that both think are necessary.
The reason for this is the basic institutional limitations that our constitutional system places on the power of the President. For all the talk in recent years about an "Imperial Presidency," the facts are largely otherwise. Outside of foreign policy, the president is largely constrained to make far-reaching policy changes. Large bureaucracies, a resilient and skeptical media, and now the fractured political world of competing ideological realities—each with their own newspapers, news shows, and blogs—means that it is increasingly difficult to imagine a President with the power to drive through a meaningful agenda.
Just consider, if the Democrats retain control of the Senate, they will be able to negotiate major concessions in or even block entirely any Republican efforts to roll back entitlements. And even if the Democrats lose the Senate, the power of the filibuster means that they will be able to block many of the more extreme Republican initiatives. The same dynamic goes the other way as we have seen. Republicans have been able to frustrate much of President Obama's domestic agenda, even when the President had large majorities in both houses of Congress. The demands for ideological purity on both sides rewards conviction politicians like Paul Ryan and Barack Obama, but it does not necessarily bode well for a serious and deliberative approach to our real political problems.
At the root of this difficulty is the fallacy of The Rhetorical Presidency. As Jeffrey Tulis argues, the most fundamental shift in American politics since the Founding has been the rise of a rhetorical presidency: The idea that the President should lead as a popular leader.
Tulis writes that from the Founders until the early 20th century, U.S. Presidents assiduously avoided trying to become popular leaders. As an institution, the Presidency was designed to resist the power of demagoguery and yet also to stand as a check on the power of Congress. The president himself engaged with Congress, but did not mobilize the people as a popular leader.
The role of the President changed with Woodrow Wilson. Wilson insisted that only a president could like a lightning rod call forth the will of the people "unconscious of its unity and purpose" and "call it into full consciousness." For Wilson, the President leads with simplicity. Wilson writes:
Mark the simplicity and directness of the arguments and ideas of [true leaders.] The motives which they urge are elemental; the morality which they seek to enforce is large and obvious; the policy they emphasize, purged of all subtlety.
If early American Presidents were forbidden to use direct appeals to the people, Wilson insists that modern 20th century presidents must do so. And as Tulis shows, Wilson's ideas underlie our modern idea of the president as a popular leader.
Tulis is not interested in defending or condemning the rhetorical presidency, but in exploring its possibilities and limitations. He makes an exceptional point that while 20th century presidents like Wilson and Lyndon Johnson regularly appeal to the people, "the same popular rhetoric that provided the clout for victory [e.g. in in Johnson's War on Poverty] substituted passionate appeal and argument by metaphor for deliberation." The rise of rhetorical presidency and the tools for popular leadership may at times be politically effective, but they clash with the institutional role of the President who must still work with Congress. The President's popular leadership translates poorly into legislative deliberation and thus often yields less of a change or less good change than was sought. One can see this exemplified in President Obama's attempt to mobilize his enormous popular mandate to reform healthcare.
While the modern rhetorical President can enlist the people to pressure the legislature, there are limits and consequences to these pressures. Congress can resist the power of the presidency, as the recent abuse of the filibuster shows. What is more, the increase in speeches and popular appeals constitutes, in Tulis' prophetic words,
a decay of political discourse. It replaces discussion structured by contestability of opinion inherent to issues with a competition to please or manipulate the public. ... The rhetorical presidency enhances the tendency to define issues in terms of the needs of persuasion rather than to develop a discourse suitable for the illumination and exploration of real issues—that is, problems that do not depend upon the certification of a public opinion poll to be recognized as needful of examination. It is increasingly the case that presidential speeches themselves have become the issues and events of modern politics rather than the medium through which issues and events are discussed and assessed. Subsequent speeches by presidents and other politicians often continue to elaborate the fictive world created in the initial address, making that world, unfortunately, a constitutive feature of "real" national politics.
What Tulis forces us to confront is the possibility that the very kind of rhetorical leadership that makes Barack Obama and Paul Ryan such compelling politicians leads to a transformation of politics in which passions and fictive worlds replace the sober discussion of policy. As appealing and promising as such rhetorical leadership appears, it too frequently spends its power on populist slogans that translate poorly into real legislative transformation.
There is a strange disconnect between the rise of a rhetorical presidency and the common sense of an increasingly cynical public that thinks the choice of president seems to move the needle very little. While the papers and blogs are filled with assurances that now the election is serious (a necessary belief to sell papers and drive traffic), the people don't always agree.
At a time of mediated and fragmented politics, the promise of bold political leadership is ever less likely. Given the apparent abdication of leadership throughout our politics, we must ask: Does the President Matter? This seems an absurd question as we confront what is imagined to be such a consequential election. And yet, as the country is about to elect a President, it is a pressing question.
Precisely because it is an open question whether the President can translate his popular appeal into political leadership, the Arendt Center for Politics and Humanities at Bard College is sponsoring its Fifth Annual Conference and asking: Does the President Matter? A Conference on the American Age of Political Disrepair. The conference features Jeffrey Tulis and Walter Russell Mead amongst other speakers, including Rick Falkvinge (founder of the Swedish Pirate Party), Ralph Nader and Bernard Kouchner (Founder of Doctors without Borders and Foreign Minister of France under Nicolas Sarkozy). Paul Ryan is undeniably serious and he is raising important questions about the future of the country. But there is a question of whether our political system in the 21st century is still capable of presidential leadership.