“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
In an essay in the Wall Street Journal, Frans de Waal—C. H. Candler Professor of Primate Behavior at Emory University—offers a fascinating review of recent scientific studies that upend long-held expectations about the intelligence of animals. De Waal rehearses a catalogue of fantastic studies in which animals do things that scientists have long thought they could not do. Here are a few examples:
Ayumu, a male chimpanzee, excels at memory; just as the IBM computer Watson can beat human champions at Jeopardy, Ayumu can easily best the human memory champion in games of memory.
Similarly, Kandula, a young elephant bull, was able to reach some fragrant fruit hung out of reach by moving a stool over to the tree, standing on it, and reaching for the fruit with his trunk. I’ll admit this doesn’t seem like much of a feat to me, but for the researchers de Waal talks with, it is surprising proof that elephants can use tools.
Scientists may be surprised that animals can remember things or use tools to accomplish tasks, but any one raised on children’s tales of Lassie or Black Beauty knows this well, as does anyone whose pet dog opened a door knob, brought them a newspaper, or barked at intruders. The problem these studies address is less our societal view of animals than the overly reductive view of animals that de Waal attributes to his fellow scientists. It’s hard to take these studies seriously as evidence that animals think in the way that humans do.
Seemingly more interesting are experiments with self-recognition and also facial recognition. De Waal describes one Asian Elephant who stood in front of a mirror and “repeatedly rubbed a white cross on her forehead.” Apparently the elephant recognized the image in the mirror as herself. In another experiment, chimpanzees were able to recognize which pictures of chimpanzees were from their own species. Like my childhood Labrador who used to stare knowingly into the mirror, these studies confirm that animals are able to recognize themselves. This means that animals do, likely, understand that they are selves.
For de Waal, these studies have started to upend a view of humankind's unique place in the universe that dates back at least to ancient Greece. “Science,” he writes, “keeps chipping away at the wall that separates us from the other animals. We have moved from viewing animals as instinct-driven stimulus-response machines to seeing them as sophisticated decision makers.”
The flattening of the distinction between animals and humans is to be celebrated, De Waal argues, and not feared. He writes:
Aristotle's ladder of nature is not just being flattened; it is being transformed into a bush with many branches. This is no insult to human superiority. It is long-overdue recognition that intelligent life is not something for us to seek in the outer reaches of space but is abundant right here on earth, under our noses.
DeWaal has long championed the intelligence of animals, and now his vision is gaining momentum. This week, in a long essay called “One of Us” in the new Lapham’s Quarterly on animals, the glorious essayist John Jeremiah Sullivan begins with this description of similar studies to the ones DeWaal writes about:
These are stimulating times for anyone interested in questions of animal consciousness. On what seems like a monthly basis, scientific teams announce the results of new experiments, adding to a preponderance of evidence that we’ve been underestimating animal minds, even those of us who have rated them fairly highly. New animal behaviors and capacities are observed in the wild, often involving tool use—or at least object manipulation—the very kinds of activity that led the distinguished zoologist Donald R. Griffin to found the field of cognitive ethology (animal thinking) in 1978: octopuses piling stones in front of their hideyholes, to name one recent example; or dolphins fitting marine sponges to their beaks in order to dig for food on the seabed; or wasps using small stones to smooth the sand around their egg chambers, concealing them from predators. At the same time neurobiologists have been finding that the physical structures in our own brains most commonly held responsible for consciousness are not as rare in the animal kingdom as had been assumed. Indeed they are common. All of this work and discovery appeared to reach a kind of crescendo last summer, when an international group of prominent neuroscientists meeting at the University of Cambridge issued “The Cambridge Declaration on Consciousness in Non-Human Animals,” a document stating that “humans are not unique in possessing the neurological substrates that generate consciousness.” It goes further to conclude that numerous documented animal behaviors must be considered “consistent with experienced feeling states.”
With nuance and subtlety, Sullivan understands that our tradition has not drawn the boundary between human and animal nearly as securely as de Waal portrays it. Throughout human existence, humans and animals have been conjoined in the human imagination. Sullivan writes that the most consistent “motif in the artwork made between four thousand and forty thousand years ago,” is the focus on “animal-human hybrids, drawings and carvings and statuettes showing part man or woman and part something else—lion or bird or bear.” In these paintings and sculptures, our ancestors gave form to a basic intuition: “Animals knew things, possessed their forms of wisdom.”
Religious history too is replete with evidence of the human recognition of the dignity of animals. God says in Isaiah that the beasts will honor him and St. Francis, the namesake of the new Pope, is famous for preaching to birds. What is more, we are told that God cares about the deaths of animals.
“In the Gospel According to Matthew we’re told, “Not one of them will fall to the ground apart from your Father.” Think about that. If the bird dies on the branch, and the bird has no immortal soul, and is from that moment only inanimate matter, already basically dust, how can it be “with” God as it’s falling? And not in some abstract all-of-creation sense but in the very way that we are with Him, the explicit point of the verse: the line right before it is “fear not them which kill the body, but are not able to kill the soul.” If sparrows lack souls, if the logos liveth not in them, Jesus isn’t making any sense in Matthew 10:28-29.
What changed and interrupted the ancient and deeply human appreciation of our kinship with besouled animals? Sullivan’s answer is René Descartes. The modern depreciation of animals, Sullivan writes,
proceeds, with the rest of the Enlightenment, from the mind of René Descartes, whose take on animals was vividly (and approvingly) paraphrased by the French philosopher Nicolas Malebranche: they “eat without pleasure, cry without pain, grow without knowing it; they desire nothing, fear nothing, know nothing.” Descartes’ term for them was automata—windup toys, like the Renaissance protorobots he’d seen as a boy in the gardens at Saint-Germain-en-Laye, “hydraulic statues” that moved and made music and even appeared to speak as they sprinkled the plants.
Too easy, however, is the move to say that the modern comprehension of the difference between animal and human proceeds from a mechanistic view of animals. We live at a time of the animal rights movement. Around the world, societies exist and thrive whose mission is to prevent cruelty toward and to protect animals. Yes, factory farms treat chickens and pigs as organic mechanisms for the production of meat, but these farms co-exist with active and quite successful movements calling for humane standards in food production. Whatever the power of Cartesian mechanics, its success is at odds with the persistence of the religious, ancient solidarity, and also deeply modern sympathy between human and animal.
A more meaningful account of the modern attitude towards animals might be found in Spinoza. Spinoza, as Sullivan quotes him, recognizes that animals feel in ways that Descartes did not. As do animal rights activists, Spinoza admits what is obvious: that animals feel pain, show emotion, and have desires. And yet, Spinoza maintains a distinction between human and animal—one grounded not in emotion or feeling, but in human nature. In his Ethics, he writes:
Hence it follows that the emotions of the animals which are called irrational…only differ from man’s emotions to the extent that brute nature differs from human nature. Horse and man are alike carried away by the desire of procreation, but the desire of the former is equine, the desire of the latter is human…Thus, although each individual lives content and rejoices in that nature belonging to him wherein he has his being, yet the life, wherein each is content and rejoices, is nothing else but the idea, or soul, of the said individual…It follows from the foregoing proposition that there is no small difference between the joy which actuates, say, a drunkard, and the joy possessed by a philosopher.
Spinoza argues against the law prohibiting slaughter of animals—it is “founded rather on vain superstition and womanish pity than on sound reason”—because humans are more powerful than animals. Here is how he defends the slaughter of animals:
The rational quest of what is useful to us further teaches us the necessity of associating ourselves with our fellow men, but not with beasts, or things, whose nature is different from our own; we have the same rights in respect to them as they have in respect to us. Nay, as everyone’s right is defined by his virtue, or power, men have far greater rights over beasts than beasts have over men. Still I do not deny that beasts feel: what I deny is that we may not consult our own advantage and use them as we please, treating them in the way which best suits us; for their nature is not like ours.
Spinoza’s point is quite simple: Of course animals feel and of course they are intelligent. Who could doubt such a thing? But they are not human. That is clear too. While we humans may care for and even love our pets, we recognize the difference between a dog and a human. And we will, in the end, associate more with our fellow humans than with dogs and porpoises. Finally, we humans will use animals when they serve our purposes. And this is ok, because have the power to do so.
Is Spinoza arguing that might makes right? Surely not in the realm of law amongst fellow humans. But he is insisting that we recognize that for us humans, there is something about being human that is different and, even, higher and more important. Spinoza couches his argument in the language of natural right, but what he is saying is that we must recognize that there are important differences between animals and humans.
At a time that values equality over what Friedrich Nietzsche called the “pathos of difference,” the valuation of human beings over animals is ever more in doubt. This comes home clearly in a story told recently by General Stanley McChrystal, about a soldier who expressed sympathy for some dogs killed in a raid in Iraq. McChrystal responded, severely: “"Seven enemy were killed on that target last night. Seven humans. Are you telling me you're more concerned about the dog than the people that died? The car fell silent again. "Hey listen," I said. "Don't lose your humanity in this thing."” Many, no doubt, are more concerned, or at least are equally concerned, about the deaths of animals as they are about the deaths of humans. There is ever-increasing discomfort about McChrystal’s common sense affirmation of Spinoza’s claim that human beings simply are of more worth than animals.
The distinctions upon which the moral sense of human distinction is based are foundering. For DeWaal and Sullivan, the danger today is that we continue to insist on differences between animals and humans—differences that we don’t fully understand. The consequences of their openness to the humanization of animals, however, is undoubtedly the animalization of humans. The danger that we humans lose sight of what distinguishes us from animals is much more significant than the possibility that we underestimate animal intelligence.
I fully agree with DeWaal and Sullivan that there is a symphony of intelligence in the world, much of it not human. And yes, we should have proper respect for our ignorance. But all the experiments in the world do little to alter the basic facts, that no matter how intelligent and feeling and even conscious animals may be, humans and animals are different.
What is the quality of that difference? It is difficult to say and may never be fully articulated in propositional form. On one level it is this: Simply to live, as do plants or animals, does not constitute a human life. In other words, human life is not simply about living. Nor is it about doing tasks or even being conscious of ourselves as humans. It is about living meaningfully. There may, of course, be some animals that can create worlds of meaning—worlds that we have not yet discovered. But their worlds are not the worlds to which we humans aspire.
Over two millennia ago, Sophocles, in his “Ode to Man,” named man Deinon, a Greek word that connotes both greatness and horror, that which is so extraordinary as to be at once terrifying and beautiful. Man, Sophocles tells us, can travel over water and tame animals, using them to plough fields. He can invent speech, and institute governments that bring humans together to form lasting institutions. As an inventor and maker of his world, this wonder that is man terrifyingly carries the seeds of his destruction. As he invents and comes to control his world, he threatens to extinguish the mystery of his existence, that part of man that man himself does not control. As the chorus sings: “Always overcoming all ways, man loses his way and comes to nothing.” If man so tames the earth as to free himself from uncertainty, what then is left of human being?
Sophocles knew that man could be a terror; but he also glorified the wonder that man is. He knew that what separates us humans from animals is our capacity to alter the earth and our natural environment. “The human artifice of the world,” Arendt writes, “separates human existence from all mere animal environment…” Not only by building houses and erecting dams—animals can do those things and more—but also by telling stories and building political communities that give to man a humanly created world in which he lives. If all we did as humans was live or build things on earth, we would not be human.
To be human means that we can destroy all living matter on the Earth. We can even today destroy the earth itself. Whether we do so or not, it now means that to live on Earth today is a “Choice” that we make, not a matter of fate or chance. Our Earth, although we did not create it, is now something we humans can decide to sustain or destroy. In this sense, it is a human creation. No other animal has such a potential or such a responsibility.
There is a deep desire today to flee from that awesome and increasingly unbearable human responsibility. We flee, therefore, our humanity and take solace in the view that we are just one amongst the many animals in the world. We see this reductionism above all in human rights discourse. One core demand of human rights—that men and women have a right to live and not be killed—brought about a shift in the idea of humanity from logos to life. The rise of a politics of life—the political demand that governments limit freedoms and regulate populations in order to protect and facilitate their citizens’ ability to live in comfort—has pushed the animality, the “life,” of human beings to the center of political and ethical activity. In embracing a politics of life over a politics of the meaningful life, human rights rejects the distinctive dignity of human rationality and works to reduce humanity to its animality.
Hannah Arendt saw human rights as dangerous precisely because they risked confusing the meaning of human worldliness with the existence of mere animal life. For Arendt, human beings are the beings who build and live in a political world, by which she means the stories, institutions, and achievements that mark the glory and agony of humanity. To be human, she insists, is more than simply living, laboring, working, acting, and thinking. It is to do all of these activities in such a way as to create, together, a common life amongst a plurality of persons.
I fear that the interest in animal consciousness today is less a result of scientific proof that animals are human than it is an increasing discomfort with the world we humans have built. A first step in responding to such discomfort, however, is a reaffirmation of our humanity and our human responsibility. There is no better way to begin that process than in engaging with a very human response to the question of our animality. Towards that end, I commend to you “One of Us,” by John Jeremiah Sullivan.
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.