“That pleasure which is at once the most pure, the most elevating and the most intense, is derived, I maintain, from the contemplation of the beautiful.”
-Edgar Allan Poe
“One feels very lonely in this country; this has to do in particular with the fact that everyone is very busy and that for most people the need for leisure simply ceases to exist after a certain amount of time.”
– Hannah Arendt to Gershom Scholem, November 4, 1943
Hannah Arendt had lived for a year and a half in the United States when she noted in a letter to her friend Gershom Scholem: “One feels very lonely in this country; this has to do in particular with the fact that everyone is very busy and that for most people the need for leisure simply ceases to exist after a certain amount of time.”
This entails, Arendt continues, a certain attitude of “permanent absence (by which I mean ‘absent-mindedness’), rendering human contact between people to be very difficult.” Scholem, who received Arendt’s letter from New York in Jerusalem, was familiar with this phenomenon. “All my friends in the U.S. are muted by this ‘public isolation’,” hence communicating with them became very difficult, he writes in December 1943, “unfortunately you are not an exception in that regard.”
Scholem’s response is noteworthy, for he addresses the political implication of Arendt’s (self-) observation. In general, being busy and leading a public life is not a contradiction. “One can be occupied by his daily work, and when this period of work in the private realm of a factory or an office space has ended, one can enter the public sphere by being a citizen – or a friend” (Jerome Kohn). Arendt had a political understanding of friendship; for her, friendship consists of the world that appears between friends who are diverse and embody plurality rather than an imagined or imposed ‘unity’. In a state of “absent-mindedness” though, one cannot be in public, nor political, nor with friends in a meaningful way.
The problem starts with the absent need for “leisure,” Arendt states. In her letter to Scholem she uses a particular (untranslatable) German term for leisure: “Musse,” which is the German version of the Latin concept of otium. It denotes the free time I have for contemplation when I’m not busy (opposed to neg-otium, the time when I’m not free for contemplation, i.e. when I’m busy).
The term “Musse” that Arendt uses also appears in the title “Musse und Müssiggang” (Leisure and Idleness) of section no. 329 in Nietzsche’s Gay Science. Nietzsche, who is not known for having great interest in the New World, in this very passage talks explicitly about America, and in particular about the Americans’ “distinctive vice”: “the breathless haste with which they work,” so that “one no longer has time or energy […] for otium at all.” Arendt read this passage thoroughly: her private (German) copy of Nietzsche’s Gay Science has marked up not only this sentence, but shows underlinings and marginalia throughout the entire entry on “Leisure and Idleness.”
One would think with a watch in one’s hand, Nietzsche continues in his depiction of America’s oblivious take on “Musse,” and the common principle “Rather do anything rather than nothing,” would throttle all culture and good taste. In effect, all forms and “the feeling for form itself, the ear and eye for the melody of movements” were visibly perishing because of the haste of the busy people. Before the takeover of the protestant work ethic, it actually was ‘busy action’ that suffered from a bad consciousness, Nietzsche recalls, and Arendt underlined the related sentence: “the desire for enjoyment already calls itself ‘need of recreation,’ and even begins to be ashamed of itself.”
Arendt’s underlining, with regard to her letter to Scholem, outlines – at a very early stage – her larger political and theoretical project: the modern problem of world-alienation and its threat to the human faculty of judgment.
Thinking needs solitude, according to Arendt, not loneliness or isolation (another distinction inspired by Nietzsche).
World-alienated loneliness or isolation precludes the thinker from the common world; yet, out of the state of solitude he can reenter it once he has ended his act of thinking. Judging relates abstract thoughts back to the world by giving them a concrete form perceivable and disputable in public, in company with others. Absent-mindedness is oblivious of this company. That’s why the perished “feeling for form itself,” deriving from a common lack of “Musse,” may entail a crisis of political judgment: in other words, a disconnection between vita contemplative and the public sphere. Nietzsche, in the passage intensely marked by Arendt, offers a form of counteracting this disconnect: “to take a stroll with thoughts and friends.”
This Quote of the Week post was first published on August 27, 2012.
“What connects thinking and poetry [Dichten] is metaphor. In philosophy one calls concept what in poetry [Dichtkunst] is called metaphor. Thinking creates its “concepts” out of the visible, in order to designate the invisible.”
-Hannah Arendt, Denktagebuch, vol. 2, p. 728 (August 1969) (translation my own)
Arendt’s Denktagebuch is less a “book” than a collection of “thought fragments”. These fragments, such as the one quoted above, are perhaps best considered not as advocating some position, but as specific angles or starting points from which we are invited to think something through.
All too often, her published works are understood in an “advocatory” fashion. Accordingly, The Human Condition, is sometimes read as a “plea” in favor of the vita activa over and against the vita contemplativa. In fact, however, Arendt explicitly denies that she wishes to reverse the traditional hierarchy between the two ways of life. Rather, she is questioning the conceptual framework within which both ways of life have traditionally been understood.
Hence, I take it to be her aim not only to liberate acting [Handeln] from its being reduced to nothing more than an instrument in the process of making [Herstellen], but, analogously, to liberate the activity of thinking from its being reduced to nothing more than an instrument in the process of cognition culminating in contemplation, in “seeing” the truth which, in turn, serves as blueprint for the process of making. She notes that both the process of making, which uses mute violence, and the end of contemplation, which is reached in a state of speechless wonder, entail a loss of language. As a consequence, the element of speech has disappeared not only from our conception of action (including politics), but also from our conception of thinking (including philosophy).
If not from the model of the passive contemplation, how does Arendt wish to understand the activity of thinking? In my view, there are at least three thinking “motifs” which can be traced throughout her oeuvre. The first, and certainly the best known, is that of “dialectical thinking”, that is, the soundless dialogue between me and myself (“two-in-one”). It is used in The Origins of Totalitarianism, and it keeps recurring in many of her later works, including The Life of the Mind. The second, somewhat less prominent motif is that of “representative thinking”, which denotes the capacity of placing oneself in the perspectives of (more than two) fellow human beings, and which prepares the formation of opinions and judgments. The notion itself occurs for the first time in ‘The Crisis in Culture’ (1960), but it is clearly related to, if not identical with, the “communicative” thinking introduced in her essays on Karl Jaspers a few years earlier.
The third motif, “poetic thinking”, is perhaps the most interesting one. Although she uses the term itself exclusively in her essay on Walter Benjamin (1968), a description of the underlying phenomenon recurs in The Life of the Mind, more specifically in its two chapters on metaphor. Arendt describes the function of metaphor as “turning the mind back to the sensory world in order to illuminate the mind’s non-sensory experiences for which there are no words in any language.” (The Life of the Mind, vol.1, p. 106)
As soon as we realize, as do the poets, that all language is metaphorical, we will, as thinkers, be able to assess the crucial role of our language in bridging the gap between the visible phenomena of the outer world and the invisible concepts of our inner mind. To give an example, by tracing a concept – such as “politics” – to its originally underlying experience – the Greek polis – we will be able to assess whether the way in which we employ it, is “adequate”, that is, whether we actually employ it in any meaningful way, whether it really “makes sense”.
In concluding her chapters on metaphor, Arendt raises the challenging question whether there exists a metaphor that could serve to illuminate the invisible activity of “thinking” itself. The most she is willing to offer, however, is the metaphor of “the sensation of being alive”, of which she herself readily admits that it “remains singularly empty” (idem, p. 124).
Why does she not mention the metaphor of poetry here? In the Denktagebuch fragment quoted above, written while she was preparing The Life of the Mind, Arendt clearly points to a certain correspondence between the role of metaphor in poetry and the role of concept in thinking. Perhaps we may go so far as to suggest that she uses poetry – or rather, since she uses the substantivized German verb “Dichten”, the activity of “making poetry” – as a metaphor for thinking.
However, the word “poetry” itself is derived from the Greek word “poièsis”, which should be rendered as “making” [Herstellen]. Hence, she might have thought that by using poetry as a metaphor for thought, she would have reiterated the traditional problem of the activity of thinking having been overlaid with the contemplative element in the experience of making. Indeed, in The Human Condition, in the section titled ‘The Permanence of the World and the Work of Art’, she seems to imply that writing poetry involves “the same workmanship which, through the primordial instrument of human hands, builds the other durable things of the human artifice.” (The Human Condition, p. 169)
Yet, in the very same section another, more promising, understanding of “poetry” is beginning to emerge. Arendt calls music and poetry “the least “materialistic” of the arts because their “material” consists of sounds and words” – note her use of quotation marks here – and she adds that the workmanship they demand is “kept to a minimum”.
Moreover, after having suggested that the durability of a poem is not so much caused by the fact that it is written down, but by “condensation”, she speaks of poetry as “language spoken in utmost density and concentration” (idem, p. 169). The German word for condensation is “Verdichtung” and for density “Dichte”. While being absent in the English expression of “making poetry”, both words clearly resonate in the German verb “dichten”.
Arendt does not draw any explicit connection between the activity of condensation and the use of metaphor. Still, she might have had it in mind. One page earlier (idem, p. 168), she referred to a poem by Rilke in order to illustrate the “veritable metamorphosis” a work of art is capable of bringing about, being more than a mere reification, more than a matter of “making” in the ordinary sense. Consider especially the second strophe, which simultaneously articulates and demonstrates the power of metaphor in “calling” the invisible:
Here is magic. In the realm of a spell
the common word seems lifted up above…
and yet is really like the call of the male
who calls for the invisible female dove.
– Wout Cornelissen
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.