The optimist says, "The glass is half full."
The pessimist says, "The glass is half empty."
The rationalist says, "The glass is twice as big as it needs to be."
A general problem for insatiable readers and writers of journal articles, non-fiction books, novels, poetry, sociologies of science, histories of ideas, essays on arts, rants and diatribes by marginalized figures, economic ideologies, radical thinkers, etc: Let's let this dude sum it up for me:
"It requires in these times much more intellect to marshal so much greater a stock of ideas and observations...Those who should be guides for the rest, see too many sides to every question. They hear so much said, and find that so much can be said, about everything, that they feel no assurance about anything."
This is John Stuart Mill, in his diary, 1854. And for Robert Anton Wilson fans, how many Jesuses ago was this? 32? 64? 256? Oh wait: forgot to carry the three....several thousand J ago, arithmetically in fact.
Emile Zola, apparently in self-portrait, trying to
come off as a magician of some sort?
It's fairly well-known that, for a long time, intellectuals on the "humanities" side have wanted to foment revolution, and most-times a non-violent one. Some on the technical intelligentsia side have too. And the "intellectual" as well-known category traces only back, according to a popular intellectual riff, to the Dreyfus Affair. Emile Zola - a damned novelist so what the hell gives him the right to question?! - led the charge against the French military, and was hounded out of the country. But Zola and his fellow "Dreyfusards" were right: Dreyfus was innocent, and being persecuted largely for being a Jew. This story was resolved only 109 years ago.
And while the technical intelligentsia - specialist intellectuals in the physical sciences, to be brief - are a quite young group, maybe only 140 years old, the Humanist intellectuals go back perhaps 3000 years, if you include religious radicals, or just Old Men Who'd Read Everything.
The Haunting Frame
The dream of making a war-less, border-less and much more equitable and human political state of affairs perhaps had a window, briefly open, now closed. How so?
Well, for one thing, the class of State-supported scientific intellectuals have won. Oh sure, the economy is bad enough that even their newly minted PhDs are having trouble finding work, but it's nothing like what's going on for the Humanities PhDs. (Bing "adjunct professors") Moreover, another quote to suit my dire thesis:
"In this tremendous contrast with previous revolutions one fact is reflected. Before these latter years, counterrevolution usually depended on the support of reactionary powers, which were technically and intellectually inferior to the forces of revolution. This has changed with the advent of fascism. Now, every revolution is likely to meet the attack of the most modern, the most efficient, most ruthless machinery yet in existence. It means that the age of revolutions free to evolve according to their own laws is over."
That's Franz Borkenau, from his 1938 study of the Spanish Civil War. He's talking the military and police state apparatus, which will, it seems, always protect the interests of what's now called "the 1%." He had no idea about digital technology or the NSA, much less television. Even the Stasi were far in the offing.
What Were the Functions of Generalist Intellects?
I've seen a lot of answers, from the New York intellectuals themselves talking about their own powers and knowledges. I've read the lamentations in Russell Jacoby's book The Last Intellectuals. I've read just about everything Chomsky has to say about how his colleagues have used their knowledge and privilege to throw in their lot with the Owners of the country. (In this he's a lot like what Julien Benda said about his own class - in 1927! - in his The Treason of the Intellectuals. For those who see the irony here and like to savor it, please do so.) There is no end of books on intellectuals, if only because this "New Class" is so zealously protective of its own rights and privileges.
Whether from New York or London or Paris, or Hollywood's Hitler-inspired Jewish intellectual diaspora, or wherever else, a literate public saw how ideas hung together, how stylish sentences about important matters could revivify the mind, how discrimination among ideas could take place, how a writer could make something that you thought was not interesting was au contraire: quite a kick. Via wide-ranging intellect, the idea of a vibrant and informed popular culture was possible.
I think this may be all over. Not that there aren't still overweening weirdos who live for this stuff. But this one has to get All This off his chest. Possibly because I hope I'm wrong. Maybe because it's some sort of misery loving company thing. Or, you just like reading bookish jagoffs throw their erudite hissy fits; my misery loves your company. Could be I'm in a 30 Year Funk. Maybe I'm like the guy who just realized he got rooked by mega-unwisely investing in a chain of Foto-Mat booths, nationwide, in this year Our Lady of Eris, 2015.
It could be that, via some sort of magickal working, I confess my haunting frame here - many of you may be well ahead of me on this, I know, I know - so that it will ameliorate things and somehow cause them to go in the opposite direction. But this last "maybe"? I don't feel it. I know the words but not the tune. It feels flat. More's the pity.
Know Thy Enemy/Due Diligence
For me, it was a few solid years of feverish reading of the rise of Public Relations, and tangentially related areas. Such as the 1947 National Security State, which has never left us, only gets stronger, a Behemoth of untold proportions, one of its favorite moves being to make Itself invisible to almost everyone, all the while suctioning the sustenance from its own citizenry.
The signal fact about public relations experts - who Antonio Gramsci called "masters of legitimation" - is that they were so out in the open about what they did and why. Now? Not so much. But check out Harold Lasswell - or is it Edward Bernays? my notes are old and unclear; I had no idea I'd be blogging, and indeed, Internet wasn't really a Thing when I crashed on PR - anyway:
"The spread of schooling did not release the masses from ignorance and superstition but altered the nature of both and compelled a new technique of control, largely through propaganda..." He goes on to say this is the best means of controlling the proles because it's cheaper than bribery or outright violence.
It took a long time for me to not be struck by how arrogant these Mandarin intellectual officials were, or how gleefully subservient they were to the Captains of Industry and War. (And the National Association of Manufacturers and the US Chamber of Commerce, et.al) I was stunned by the disparity between what experts in legitimation for the Owners of the country think versus all the patriotic "we're all Americans" "in this together" and "freedom" and "democracy"hokum I got in my own indoctrination camps (9AM to 3PM public schooling, minimum of 12 years served).
Some of these pricks just gave it all away. You think Lasswell (Bernays?) was crass, check out one of the fathers of the Neo Conservative movement, Irving Kristol:
"It has always been assumed that as the United States became more managerial, its power more imperial, and its population more sophisticated, the intellectuals would move inexorably closer to the seats of authority -- would, perhaps, even be incorporated en masse into a kind of 'power elite.'" (origin of quote unknown to me due to bad note-taking, but found again in George Scialabba's What Are Intellectuals Good For?, p.7)
If I had to pick two of the most egregious of these legitimators of State power today in Unistat, David Brooks and Thomas Friedman could easily lead the pacifist writer of this blogspew to punch either in the mouth, were I to come to within fist-shot of either. Talk about "treason"...
What intellectual on our side is seen talking about political ideas on the teevee in Unistat? Lemme see...Glenn Greenwald. (And you can only guess what multi-millionaire former head of the taxpayer-funded NSA Keith Alexander thinks about Greenwald: he ought not exist. Let's not even bring up Edward Snowden. Anyone got anyone I missed?)
Yea, But The Science Guys Can Come Around, Right?
Not likely. That's not to say there aren't physicists, chemists, biologists and engineers on the side of the huddled masses yearning to be free, or at least make their rent. Clearly there are many out there. But they still want their jobs. They're addicted to solving abstruse technical problems, then heading home to the spouse and kids. Compared to the average certified Humanities person, the physical science guys are apolitical. (In general.)
There's a heady literature (if you dig and have a library card) about the political commitments among the technical intelligentsia. Most of the best ones are about the morality of their commitments. My favorite among the minority of books that question those commitments from a libertarian position is a guerrilla ontological book, jocoserious, satirical and pissed: The New Inquisition: Irrational Rationalism and The Citadel of Science, by Robert Anton Wilson. RAW has all the generalist chops of any New York intellectual, but rarely did one of that storied group take on the scientific elite. A golden passage here, and realize the book was published in 1986, but keep in mind Unistat's straddling of the globe with its military, and why Islamic militants are at such wit's end of desperation they're cutting off heads of journalists, knowing a drone could likely obliterate them with zero foreknowledge tomorrow afternoon, after having a piece of baklava:
"The late J.B. Priestly often animadverted among what he called The Citadel - the scientific-technologic elite which both supports and is supported by our military-industrial alpha males. The Citadel, in most countries, gets millions of pounds for every twopence doled out to the humanities, the social studies or the arts; it devotes most of its time and intellect to the task, as Bucky Fuller used to say, of delivering more and more explosive power over greater and greater distances over shorter and shorter times to kill more and more people. For this reason, The Citadel increasingly frightens most of us and there is a vast, somewhat incoherent rebellion against it all around the world. The rebellion takes the form, most of the time, of return to some earlier philosophy or reality tunnel (hello ISIS and al-Qaeda! - OG), although within the scientific community there is also a rebellion which is seeking a new reality-tunnel, which is usually called The New Paradigm." - pp.20-21 of my tattered, pages-falling-out copy
RAW goes on to say Citadel personnel are intensely territorial, including in ideology, and they're proud of their atheism. He's appalled by death-centered nature of this well-educated group, but makes it clear his book is not an attack on the Citadel's moral grounds, but rather its violations of what he sees as the right of free speech and for every scientist to report any finding, even if it's in violation of the current paradigm(s). He particularly loathes the inquisitorial doings of the Citadel's ideological protectors in persecuting scientific heresy, as this simply should not take place in a supposed Free Society. Although RAW uses a rhetoric that at times seems outlandish in The New Inquisition, I think his thesis is very strong and ought be heeded. The academic version of his approach to the philosophy and history of science would be found in Paul Feyerabend, in a work such as Against Method, and possibly in Imre Lakatos's work. Bruno Latour's application of ethnomethodological-like inquiry to practices in actual scientific labs seems to bolster RAW's more Swiftian/Nietzschean/Fortean rhetorics. I also see a family resemblance in Jean-Francois Lyotard's The Postmodern Condition: A Report on Knowledge.
However, I don't need a weatherman to know blah blah blah, and I guess we will just have to see if "Reality" can deal us a surprisingly good hand. Meanwhile, we do what we can.
Whither the University in General?
This deserves a few other blogspews of its own, but student debt is now well over $1,000,000,000,000 and mounting fast, and not only do young people "graduate" with a "degree" but they seem to not be able to think all that well for themselves. But then there aren't any jobs for them anyway. Meanwhile the highest paid public servant in most states is the head football coach, and that entire system stinks to high heaven. Go ahead, lift the lid and take a whiff. It's sulphurous-rotten and the older, comfy alumni say "Let's go all the way this year!" Their best players don't get educations and barely have enough to eat. If they're lucky they won't suffer brain damage by the age of 45 from too many violent blows to their inadequately helmeted heads. And undergraduate costs have vastly exceeded inflation (gee...why?), and your freshman is largely being taught by "adjunct" professors who make less take-home pay than a head manager at Burger King. Try to tell me how this is sustainable. Meanwhile, Obama seems to think it's of the utmost importance to keep sausage-grinding-out "college graduates." So they can...monitor robots?
Well, The Citadel does need a plentiful supply of STEM students. Fuck the Humanities bastards, with their questioning of the political economy and values and all that.
It should get pretty interesting. I can't help but imagine the increasing numbers of very bright, hyper-educated Humanities types, and their degrees and their debt and the increasingly fucked job market. Will they get political knowing the NSA might be tracking their every move?
The entirety of scenario(s) above constitute a mere model, or frame. Since I'm not a modeltheist, I don't think I'm presenting "the Truth" here. I merely affirm it might have some weight and heft, and that I don't exactly consider the model as anything close to a felicitous state of affairs. I've tried working myself into a lather about the cup being twice as big as it needs to be, but it's not taking.
I will leave us there, to escape back into my comic books.
image by Bobby Campbell
The Overweening Generalist is largely about people who like to read fat, weighty "difficult" books - or thin, profound ones - and how I/They/We stand in relation to the hyper-acceleration of digital social-media-tized culture. It is not a neo-Luddite attack on digital media; it is an attempt to negotiate with it, and to subtly make claims for the role of generalist intellectual types in the scheme of things.
Overweening Generalist
Showing posts with label public relations. Show all posts
Showing posts with label public relations. Show all posts
Sunday, March 1, 2015
A Haunting Frame For Generalist Intellectual Types in 2015
Tuesday, April 1, 2014
Brief Notes and Illustrations on the Illuminating Aspects of Studying Advertising
SEX SEX SEX SEX SEX SEX SEX SEX!
"Now that I have your attention..." <----That's an old chestnut in advertising.
Friends, the Overweening Generalist knows his Readers, and they're the finest. The Overweening Generalist, furthermore, knows you're free and intelligent and you could choose any blog to read but you've chosen this one, right now, and the Overweening Generalist KNOWS as well as you do that in the end this is really only just another damned blog (hey, we get tired of blogs too sometimes when they don't measure up). But the Overweening Generalist feels humbled, and hopes to bring the discerning, no-bullshit Reader real VALUE, and free, instant and new information you can use.
Doesn't advertising suck ass? I mean, who says it better than (maybe)Banksy? Here he talks about advertisers "taking the piss out of you" and that they're "laughing at you" and you know every bit written inside that Coke bottle is true, right? Deface ads!Let's take back our selves, values, consciousness and let the goddamned advertisers peddle their papers somewhere else!
Or maybe even better than (maybe) Banksy was Bill Hicks (died 1994). Here he is, for less than 3 minutes of your precious time: [NSFW]
This fascinated me, because Adam Corner wrote a fairly brilliant piece for Aeon that pretty much covered what Hicks was saying here, circa 1992. Corner's piece was from November, 2013. A researcher in psychology, Corner writes, "The advertising industry anticipates and then absorbs its own opposition, like a politician cracking jokes at his own expense to disarm hostile media." Corner seems to be getting at the deep structure of advertising when he writes that ads and the people who engineer them systematically promote clusters of values that are antithetical to pro-social or pro-environment attitudes. Who cares about the problems of sustainability of human life, or that the stock market was recently revealed as being fixed, or that your neighbors were downsized and now being unfairly foreclosed upon by a predatory bank? The new i-Gadget is out! And you know you NEED one now, if you're ever going to stand a chance to be happy again.
Buy this thing. Do it. For yourself. You owe yourself. If you make yourself happy, you might make others around you happy, and Everyone wins.
Do you want to know what's one of the most fascinating things on Ad folks' minds? Well, I'll tell you: they spend a lot of money to understand how you (18-35 year olds who have education and some spending money) are cynical about ads. They need to know as much as possible about how you feel distaste towards certain ads, and why. They know a lot about your values and how you think. They are truly fascinated with your highly sophisticated understandings of what advertising does, and how it works.
So they can sell you stuff. Stuff you probably don't need or even want. Stuff that you'll look at after two weeks and say to yourself, "What was I thinking?" Lots of people - like Banksy and Bill Hicks and Adbusters and the brilliant people who put together the video (below) - think advertising is evil. I think it's a strong point but sort of wrong, but before I elucidate, please watch this. I'll be right back after this very important message:
Generic Brand Video Click HERE Now
Does this nail the ad people or what? I think it's "spot" (HA!) on. It seems like Good Work to me, but who's buying? Didn't you already know this shit? Of course you have a DVR and fast-forward through almost every commercial, but you still like to pick apart every ad you (happen to note) see with your friends, right? It's fun...They can't put anything over on you and your pals, can They?
We "don't even look" at the ads in glossy magazines or online; we can't "afford to spend the time." But by definition we don't know how much those ads affected us subliminally.
Have They co-opted dissent now, making dissent into a marketing tool? Is this notion too depressing to deal with right now? Want a nice tall cool beverage?
Advertisers Versus Intelligent Consumers: A Dialectic
Recently I read a precis for some academic's PhD dissertation about James Joyce and advertising in Ulysses, a novel I will always be reading off and on until I die. Most of you know one of the main characters, Leopold Bloom, sells ads, analyzes ads, dreams up ideas for ads. It's 1904, so the psychology and science of manipulation and persuasion is in its infancy. The academic, Matthew Hayward, discovered that Joyce made annotations to a pamphlet titled Advertising, Or The Art of Making Known, by Howard Bridgewater, circa 1910. It had been thought by most Joyce scholars that Joyce did this in order to procure employment at a bank, but Hayward sees it as Joyce's way of getting into that part of Bloom's advertising-mind.
Adam Corner's article (linked to above), and the (maybe) Banksy and Bill Hicks and the satirical expose of generic brand ad-writing are, as I see it, part of the historical ying-yang of ads, persuasion, manipulation and much of the world as we know it, circa 1900-NOW. Let us all study advertising in our own idiosyncratic ways, because then we learn more about ourselves as consumers of ideas and goods, it keeps us on our toes, exhilarated and more mentally alert, we learn a lot about the mechanisms of advertising and our fellow citizens, and finally, we learn quite a huge lot about human psychology and mass manipulation.
My main influence in this is Marshall McLuhan, who, in a piece called "Love-Goddess Assembly Line" (published in his seminal, whacked, hyper-creative, cranky-Catholic-conservative, Joyce-Pound-Wyndham Lewis-influenced The Mechanical Bride: Folklore of Industrial Man), discussed two juxtaposed ads from the 1940s (the book was published in 1951!), one for soap and one for women's girdles, and showed how women seemed to be mass-produced off an assembly line. This particular essay (the whole book is amazing, even when McLuhan seems oh-so-very wrong) has McLuhan playing "anthropologist". He wants to be able to READ advertising and make it tell us something very deep and non-trivial about the culture we inhabit. He's always pointing out recurring patterns and symbols and how symbols migrate, he's "probing" before he came to terms with this term.
"No culture will give popular nourishment and support to images or patterns which are alien to its dominant impulses and aspirations," McLuhan writes. This line follows very closely on a quote from Cecil B. DeMille, who decries how young female would-be actresses in Hollywood all start to look the same to him. McLuhan had wondered why himself, he wants a better science of popular culture imagery and text; he wants to discern themes and their variations in the underlying "laws" that "will mould its songs and art and social expression."
McLuhan then utters a nice line of what we now call "physics envy" from another major influence, Alfred North Whitehead:
"A.N. Whitehead states the procedures of modern physics somewhat in the same way in Science and the Modern World. In place of a single mechanical unity in all phenomena, 'some theory of discontinuous existence is required.' But discontinuity, whether in cultures or physics, unavoidably invokes the ancient notion of harmony. And it is out of the extreme discontinuity of modern existence, with its mingling of many cultures and periods, that there is being born today a vision of a rich and complex harmony. We do not have a single, coherent present to live in, and so we need a multiple vision in order to see at all."
McLuhan then says this is where the ad agencies come in. He sees them as very useful toward focusing the multiple perspectives we must live with and understand. Dig this from McLuhan about advertisers:
"They express for the collective society that which dreams and uncensored behavior do in individuals. [McLuhan later called this "macro-gesticulation" - OG] They give spatial form to hidden impulse and, when analyzed, make possible bringing into reasonable order a great deal that could not otherwise be observed or discussed. Gouging away at the surface of public sales resistance, the ad men are constantly breaking through into the Alice In Wonderland territory behind the looking glass which is the world of subrational impulse and appetites. Moreover, the ad agencies are so set on the business of administering major wallops to the buyer's unconscious, and have their attention so concentrated on the sensational effect of their activities, that they unconsciously reveal the primary motivations of large areas of our contemporary existence."
Look at ads this way! Why not? Assume McLuhan's basically right: the advertisers are - ironically - unconsciously revealing all kinds of things about human non-conscious motivation.
The history of advertising can be fascinating and ultra-instructive. Some of my favorite texts have been:
Chomsky has often used the term "intellectual self-defense," but much of advertising now bypasses (or tries to) our rational, "intellectual" mind and instead appeals to the limbic, emotional brain, and even the "reptilian" brain stem. In my experience, studying ads is at first "intellectual" because we're so used to reading. But after some time, signals from the non-rational parts of your brain will arrive at your frontal cortex and you will gain some insight. This seems very much like reading an ambiguous text, because, unless you can find and buttonhole the main ad-entity behind the studied ad, you will only have interpretations. Make yours rich!
We like to convince ourselves we're impervious to the power of ads, that they're strictly for schmucks. How wrong we are. They are an exceedingly rich source for probing the deep structure of the paideuma.
I hope you enjoyed my little piece on hacking advertising. You may be aware I was changing fonts throughout, in hopes of maintaining your interest. I also employed some big-assed font sizes, hoping to keep you reading. You may also have noted this blogspew appeared on April 1st, and wonder if the OG-dude is playing your for a Fool.
Again, you will only have interpretations.
Are we cool?
"Now that I have your attention..." <----That's an old chestnut in advertising.
Friends, the Overweening Generalist knows his Readers, and they're the finest. The Overweening Generalist, furthermore, knows you're free and intelligent and you could choose any blog to read but you've chosen this one, right now, and the Overweening Generalist KNOWS as well as you do that in the end this is really only just another damned blog (hey, we get tired of blogs too sometimes when they don't measure up). But the Overweening Generalist feels humbled, and hopes to bring the discerning, no-bullshit Reader real VALUE, and free, instant and new information you can use.
Doesn't advertising suck ass? I mean, who says it better than (maybe)Banksy? Here he talks about advertisers "taking the piss out of you" and that they're "laughing at you" and you know every bit written inside that Coke bottle is true, right? Deface ads!Let's take back our selves, values, consciousness and let the goddamned advertisers peddle their papers somewhere else!
Or maybe even better than (maybe) Banksy was Bill Hicks (died 1994). Here he is, for less than 3 minutes of your precious time: [NSFW]
This fascinated me, because Adam Corner wrote a fairly brilliant piece for Aeon that pretty much covered what Hicks was saying here, circa 1992. Corner's piece was from November, 2013. A researcher in psychology, Corner writes, "The advertising industry anticipates and then absorbs its own opposition, like a politician cracking jokes at his own expense to disarm hostile media." Corner seems to be getting at the deep structure of advertising when he writes that ads and the people who engineer them systematically promote clusters of values that are antithetical to pro-social or pro-environment attitudes. Who cares about the problems of sustainability of human life, or that the stock market was recently revealed as being fixed, or that your neighbors were downsized and now being unfairly foreclosed upon by a predatory bank? The new i-Gadget is out! And you know you NEED one now, if you're ever going to stand a chance to be happy again.
Buy this thing. Do it. For yourself. You owe yourself. If you make yourself happy, you might make others around you happy, and Everyone wins.
Do you want to know what's one of the most fascinating things on Ad folks' minds? Well, I'll tell you: they spend a lot of money to understand how you (18-35 year olds who have education and some spending money) are cynical about ads. They need to know as much as possible about how you feel distaste towards certain ads, and why. They know a lot about your values and how you think. They are truly fascinated with your highly sophisticated understandings of what advertising does, and how it works.
So they can sell you stuff. Stuff you probably don't need or even want. Stuff that you'll look at after two weeks and say to yourself, "What was I thinking?" Lots of people - like Banksy and Bill Hicks and Adbusters and the brilliant people who put together the video (below) - think advertising is evil. I think it's a strong point but sort of wrong, but before I elucidate, please watch this. I'll be right back after this very important message:
Generic Brand Video Click HERE Now
We "don't even look" at the ads in glossy magazines or online; we can't "afford to spend the time." But by definition we don't know how much those ads affected us subliminally.
Have They co-opted dissent now, making dissent into a marketing tool? Is this notion too depressing to deal with right now? Want a nice tall cool beverage?
Advertisers Versus Intelligent Consumers: A Dialectic
Recently I read a precis for some academic's PhD dissertation about James Joyce and advertising in Ulysses, a novel I will always be reading off and on until I die. Most of you know one of the main characters, Leopold Bloom, sells ads, analyzes ads, dreams up ideas for ads. It's 1904, so the psychology and science of manipulation and persuasion is in its infancy. The academic, Matthew Hayward, discovered that Joyce made annotations to a pamphlet titled Advertising, Or The Art of Making Known, by Howard Bridgewater, circa 1910. It had been thought by most Joyce scholars that Joyce did this in order to procure employment at a bank, but Hayward sees it as Joyce's way of getting into that part of Bloom's advertising-mind.
Adam Corner's article (linked to above), and the (maybe) Banksy and Bill Hicks and the satirical expose of generic brand ad-writing are, as I see it, part of the historical ying-yang of ads, persuasion, manipulation and much of the world as we know it, circa 1900-NOW. Let us all study advertising in our own idiosyncratic ways, because then we learn more about ourselves as consumers of ideas and goods, it keeps us on our toes, exhilarated and more mentally alert, we learn a lot about the mechanisms of advertising and our fellow citizens, and finally, we learn quite a huge lot about human psychology and mass manipulation.
My main influence in this is Marshall McLuhan, who, in a piece called "Love-Goddess Assembly Line" (published in his seminal, whacked, hyper-creative, cranky-Catholic-conservative, Joyce-Pound-Wyndham Lewis-influenced The Mechanical Bride: Folklore of Industrial Man), discussed two juxtaposed ads from the 1940s (the book was published in 1951!), one for soap and one for women's girdles, and showed how women seemed to be mass-produced off an assembly line. This particular essay (the whole book is amazing, even when McLuhan seems oh-so-very wrong) has McLuhan playing "anthropologist". He wants to be able to READ advertising and make it tell us something very deep and non-trivial about the culture we inhabit. He's always pointing out recurring patterns and symbols and how symbols migrate, he's "probing" before he came to terms with this term.
"No culture will give popular nourishment and support to images or patterns which are alien to its dominant impulses and aspirations," McLuhan writes. This line follows very closely on a quote from Cecil B. DeMille, who decries how young female would-be actresses in Hollywood all start to look the same to him. McLuhan had wondered why himself, he wants a better science of popular culture imagery and text; he wants to discern themes and their variations in the underlying "laws" that "will mould its songs and art and social expression."
McLuhan then utters a nice line of what we now call "physics envy" from another major influence, Alfred North Whitehead:
"A.N. Whitehead states the procedures of modern physics somewhat in the same way in Science and the Modern World. In place of a single mechanical unity in all phenomena, 'some theory of discontinuous existence is required.' But discontinuity, whether in cultures or physics, unavoidably invokes the ancient notion of harmony. And it is out of the extreme discontinuity of modern existence, with its mingling of many cultures and periods, that there is being born today a vision of a rich and complex harmony. We do not have a single, coherent present to live in, and so we need a multiple vision in order to see at all."
McLuhan then says this is where the ad agencies come in. He sees them as very useful toward focusing the multiple perspectives we must live with and understand. Dig this from McLuhan about advertisers:
"They express for the collective society that which dreams and uncensored behavior do in individuals. [McLuhan later called this "macro-gesticulation" - OG] They give spatial form to hidden impulse and, when analyzed, make possible bringing into reasonable order a great deal that could not otherwise be observed or discussed. Gouging away at the surface of public sales resistance, the ad men are constantly breaking through into the Alice In Wonderland territory behind the looking glass which is the world of subrational impulse and appetites. Moreover, the ad agencies are so set on the business of administering major wallops to the buyer's unconscious, and have their attention so concentrated on the sensational effect of their activities, that they unconsciously reveal the primary motivations of large areas of our contemporary existence."
Look at ads this way! Why not? Assume McLuhan's basically right: the advertisers are - ironically - unconsciously revealing all kinds of things about human non-conscious motivation.
The history of advertising can be fascinating and ultra-instructive. Some of my favorite texts have been:
- Adam Curtis's multi-part A Century of the Self
- Stuart Ewen's books on the history of "public relations," especially PR!: A Social History of Spin
- Manufacturing Consent: The Political Economy of the Mass Media by Herman and Chomsky
- The Hidden Persuaders, by Vance Packard. This book is often cited as the historical advent of the intelligent lay-public's engagement in what I call the "dialectic" with advertisers, but it didn't arrive until 1957. I wonder how much of a problem it is/was for consumers that we seem about 40 years behind the advertisers.
- Mythologies, by Roland Barthes
- anything by McLuhan and possibly his finest and foremost exponent in our day, Douglas Rushkoff.
A lot, maybe most, ads fail.
Chomsky has often used the term "intellectual self-defense," but much of advertising now bypasses (or tries to) our rational, "intellectual" mind and instead appeals to the limbic, emotional brain, and even the "reptilian" brain stem. In my experience, studying ads is at first "intellectual" because we're so used to reading. But after some time, signals from the non-rational parts of your brain will arrive at your frontal cortex and you will gain some insight. This seems very much like reading an ambiguous text, because, unless you can find and buttonhole the main ad-entity behind the studied ad, you will only have interpretations. Make yours rich!
We like to convince ourselves we're impervious to the power of ads, that they're strictly for schmucks. How wrong we are. They are an exceedingly rich source for probing the deep structure of the paideuma.
I hope you enjoyed my little piece on hacking advertising. You may be aware I was changing fonts throughout, in hopes of maintaining your interest. I also employed some big-assed font sizes, hoping to keep you reading. You may also have noted this blogspew appeared on April 1st, and wonder if the OG-dude is playing your for a Fool.
Again, you will only have interpretations.
Are we cool?
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Monday, February 4, 2013
William S. Burroughs at 99: Viruses, Memes, Cats, Art, ETC
On Feb 5, WSB would've been 99. What follows is a hodgepodge of Burroughsianiac musings.
For virtually all of his life, WSB was at odds with the trans-societal forces he eventually labeled Control. (On the Wiki page for WSB it says he was turned down by the OSS, and IIRC that was in Morgan's bio, but I digress already.) I've always found it interesting that Edward Bernays, the nephew of Freud who used Freud's ideas to manipulate the masses in the new "science" of Public Relations, had as an early competitor Ivy Lee, who was WSB's uncle via marriage. Lee was the epitome of Control, and just before he died of a brain tumor at age 57 in 1934, Congress had begun investigating Lee's ties to the Nazis and IG Farben.
In Ezra Pound's Canto 74, he mentions the stark fact that the Allies bombed the hell out of Germany, but somehow they missed the Farben plant.
WSB, the grandson of the founder of the Burroughs adding machine corporation, was sent to the Los Alamos Ranch School, a boarding school and college prep for rich kids that was influenced by the Boy Scout code, around 1930. He hated it. Later the US government bought the school and all the surrounding land, for the secretive Manhattan Project. Gore Vidal had also gone to Los Alamos Ranch, and in his autobiography Palimpsest he compared WSB to Pound (p.228) WSB was influenced by Pound (and Joyce). The NY artist/critic Richard Kostelanetz asserted that Pound's The Cantos was the last great poetry collage, while WSB's Naked Lunch was the last great prose collage. (Kostelanetz: ABC of Contemporary Reading, p.53)
Pound and WSB were very much in love with cats. See these photos of writers and their cats. If you know much about these writers - they were all (perhaps?) "weirder" than the average weird great writer. I wonder if it had anything to do with toxoplasmosis, or tiny organisms that get into the brain, which originate in cats? (They are actually protozoa, these cat-carrying microbes...)
Pound was found "insane" by the US for his very poor use of First Amendment ideas on behalf of Mussolini and "the US Constitution" and other things.
If this had anything to do with explaining the avant aspects of WSB and his art, it seems almost too ironic, as he, under the influence of a course of study with Korzybski, developed the idea that language was a virus that had commandeered humanity's minds; we are language's "host."
[The great Stanford neurobiologist Robert Sapolsky on toxoplasmosis. Some of you hardcore Pound and Burroughs exegetes might want to invest 25 minutes of your time to listen to this guy, keeping in mind those writers' love for cats. Has anyone else pointed this out? I wonder if toxo can make someone sort of "half-schizo," where they are really weird, but creative, and not bothered by auditory hallucinations and the complete consort of the full-blown paranoid schizophrenic? Pound went around Rapallo feeding the feral cats despite not having any money; WSB was horrified at the prospect of nuclear annihilation because it would mean his cats would die. If there's something to it, then maybe we can venture that a protozoa has had a huge influence on Literary Modernism. OR: the OG is a cat lover: maybe I'm toxo-infected and what it does is give you grandiose ideas about unforeseen connections?]
This reminds me of an essay called "The Aliens Are Among Us," by Nathan Wolfe, who founded the Global Viral Forecasting Initiative. He's talking about viruses: "Viruses operate along a continuum with their hosts and other organisms they interact with: some harm their hosts, some benefit their hosts, and some - perhaps most - live in relative neutrality with them, neither substantively harming nor benefiting the organisms they must at least temporarily inhabit for their own survival." (p.191 of What's Next: Dispatches From the Future of Science)
The Burroughs scholar Oliver Harris said that Burroughs himself was like a cultural virus: "Burroughs dedicated himself to immortality by becoming what Richard Dawkins, in The Selfish Gene (1976), called a 'meme.' : 'a unit of cultural transmission, or a unit of imitation which propagates analogously to the genetic code and the parasitism of viruses, and is more than metaphorically 'alive.' If memes survive by parasitizing human minds, so, reciprocally, can the mind survive parasitic self-replication. The viral programme 'simply says' "Copy me and spread me around." This is Burroughs: 'all poets worthy of the name are mind parasites, and their words ought to get into your head and live there, repeating and repeating and repeating.'" (from Harris's essay, "Can You See A Virus?: The Queer Cold War of William Burroughs")
Speaking of viruses from space, language as virus, cats infecting human brains, and memes: Scientology has been in the news a lot lately. And Burroughs had his fling with it. See here. This is another aspect of WSB that fascinates me.
Still one of the best biographies of WSB is, in my opinion, Ted Morgan's Literary Outlaw. Last year Morgan wrote an article about why WSB hated Morgan's book. In Morgan's book he pointed out that, in Naked Lunch WSB seemed to foresee AIDS, liposuction, autoerotic asphyxiation becoming common, the crack epidemic. I'd add that WSB seemed, very early on, around 1961, to suspect the CIA would be behind LSD flooding the streets of Unistat, and they would be doing it in an effort to staunch a youth rebellion.
I think WSB also foretold Kenneth Starr sexual fascism, but maybe that's for another day.
Oh yea: there's a wild little book called The Great Naropa Poetry Wars, by Tom Clark. In it he asserts that the antics of Chogyam Trungpa are like WSB's character "Dr. Benway."
Not long ago I went looking for the origin of a line WSB repeated: "And beside, the wench is dead." It looks like he got it from Christopher Marlowe via TS Eliot. (See Lives of the Poets, Schmidt, p.606)
Robert Anton Wilson: two passages around WSB:
"My friend, novelist William S. Burroughs, liked to say that 'anything which can be accomplished by chemical means can also be accomplished by non-chemical means.' I have personally found this to be true. There is no area of new perception and expanded awareness discoverable by peyote (or LSD or similar drugs) that cannot also be reached by techniques well-known to Oriental yogis and Western occultists. The sensory withdrawal techniques pioneered by Dr. Lilly and the new biofeedback machines also duplicate most of this expanded awareness." -pp.32-33, Sex, Drugs and Magick
From a 1992 interview:
Q: And what are some of your memories of that whole scene at Millbrook at that time?
RAW: Well, I'm sorry to sound like an advocate, but my impression was that Leary was one of the most brilliant people that I've ever met. Very much like my impression when I first met Buckminster Fuller and William Burroughs. The three people who gave me the sensation that I am in the presence of higher intelligence.
Q: And would you elaborate a little bit on why you put William Burroughs in that company? What do you see in Burroughs's writing, or his particular brand of intelligence that put him in that company?
RAW: Well, it's the choice of words. I first read Seventeen Episodes From Naked Lunch in a magazine called Big Table, and I felt no writer since James Joyce was able to put words together so efficiently and effectively to create the exact images and emotional overtones that he wanted. And I began to notice that not only was he a great prose poet, but he had a lot of interesting ideas, too.
Q: Had you also had the familiarity with Alfred Korzybski at that point?
RAW: Yes. That's one thing that Burroughs, Leary, Bucky Fuller and I all have in common - we all have familiarity with Alfred Korzybski and General Semantics.
(-from transcript of radio interview for Off The Beaten Path, see near the end. The person that transcribed the interview was quite unfamiliar with names mentioned, so I corrected the gross misspelling of Korzybski's name in the original.)
- In an effort to induce altered states without using drugs, Burroughs, in collaboration with Brion Gysin (the main brain behind the Thing) and Ian Sommerville, they came up with The Dream Machine, which uses flickering light patterns to interact with the eye/brain rhythms. You sit in front of it with your eyes closed and it does things to your brain. See the 2008 documentary by Nik Sheehan. Anyway, here's a brief:
WSB on art and making people aware of what they didn't know that they knew:
For virtually all of his life, WSB was at odds with the trans-societal forces he eventually labeled Control. (On the Wiki page for WSB it says he was turned down by the OSS, and IIRC that was in Morgan's bio, but I digress already.) I've always found it interesting that Edward Bernays, the nephew of Freud who used Freud's ideas to manipulate the masses in the new "science" of Public Relations, had as an early competitor Ivy Lee, who was WSB's uncle via marriage. Lee was the epitome of Control, and just before he died of a brain tumor at age 57 in 1934, Congress had begun investigating Lee's ties to the Nazis and IG Farben.
In Ezra Pound's Canto 74, he mentions the stark fact that the Allies bombed the hell out of Germany, but somehow they missed the Farben plant.
WSB, the grandson of the founder of the Burroughs adding machine corporation, was sent to the Los Alamos Ranch School, a boarding school and college prep for rich kids that was influenced by the Boy Scout code, around 1930. He hated it. Later the US government bought the school and all the surrounding land, for the secretive Manhattan Project. Gore Vidal had also gone to Los Alamos Ranch, and in his autobiography Palimpsest he compared WSB to Pound (p.228) WSB was influenced by Pound (and Joyce). The NY artist/critic Richard Kostelanetz asserted that Pound's The Cantos was the last great poetry collage, while WSB's Naked Lunch was the last great prose collage. (Kostelanetz: ABC of Contemporary Reading, p.53)
Pound and WSB were very much in love with cats. See these photos of writers and their cats. If you know much about these writers - they were all (perhaps?) "weirder" than the average weird great writer. I wonder if it had anything to do with toxoplasmosis, or tiny organisms that get into the brain, which originate in cats? (They are actually protozoa, these cat-carrying microbes...)
Pound was found "insane" by the US for his very poor use of First Amendment ideas on behalf of Mussolini and "the US Constitution" and other things.
If this had anything to do with explaining the avant aspects of WSB and his art, it seems almost too ironic, as he, under the influence of a course of study with Korzybski, developed the idea that language was a virus that had commandeered humanity's minds; we are language's "host."
[The great Stanford neurobiologist Robert Sapolsky on toxoplasmosis. Some of you hardcore Pound and Burroughs exegetes might want to invest 25 minutes of your time to listen to this guy, keeping in mind those writers' love for cats. Has anyone else pointed this out? I wonder if toxo can make someone sort of "half-schizo," where they are really weird, but creative, and not bothered by auditory hallucinations and the complete consort of the full-blown paranoid schizophrenic? Pound went around Rapallo feeding the feral cats despite not having any money; WSB was horrified at the prospect of nuclear annihilation because it would mean his cats would die. If there's something to it, then maybe we can venture that a protozoa has had a huge influence on Literary Modernism. OR: the OG is a cat lover: maybe I'm toxo-infected and what it does is give you grandiose ideas about unforeseen connections?]
This reminds me of an essay called "The Aliens Are Among Us," by Nathan Wolfe, who founded the Global Viral Forecasting Initiative. He's talking about viruses: "Viruses operate along a continuum with their hosts and other organisms they interact with: some harm their hosts, some benefit their hosts, and some - perhaps most - live in relative neutrality with them, neither substantively harming nor benefiting the organisms they must at least temporarily inhabit for their own survival." (p.191 of What's Next: Dispatches From the Future of Science)
The Burroughs scholar Oliver Harris said that Burroughs himself was like a cultural virus: "Burroughs dedicated himself to immortality by becoming what Richard Dawkins, in The Selfish Gene (1976), called a 'meme.' : 'a unit of cultural transmission, or a unit of imitation which propagates analogously to the genetic code and the parasitism of viruses, and is more than metaphorically 'alive.' If memes survive by parasitizing human minds, so, reciprocally, can the mind survive parasitic self-replication. The viral programme 'simply says' "Copy me and spread me around." This is Burroughs: 'all poets worthy of the name are mind parasites, and their words ought to get into your head and live there, repeating and repeating and repeating.'" (from Harris's essay, "Can You See A Virus?: The Queer Cold War of William Burroughs")
Speaking of viruses from space, language as virus, cats infecting human brains, and memes: Scientology has been in the news a lot lately. And Burroughs had his fling with it. See here. This is another aspect of WSB that fascinates me.
Still one of the best biographies of WSB is, in my opinion, Ted Morgan's Literary Outlaw. Last year Morgan wrote an article about why WSB hated Morgan's book. In Morgan's book he pointed out that, in Naked Lunch WSB seemed to foresee AIDS, liposuction, autoerotic asphyxiation becoming common, the crack epidemic. I'd add that WSB seemed, very early on, around 1961, to suspect the CIA would be behind LSD flooding the streets of Unistat, and they would be doing it in an effort to staunch a youth rebellion.
I think WSB also foretold Kenneth Starr sexual fascism, but maybe that's for another day.
Oh yea: there's a wild little book called The Great Naropa Poetry Wars, by Tom Clark. In it he asserts that the antics of Chogyam Trungpa are like WSB's character "Dr. Benway."
Not long ago I went looking for the origin of a line WSB repeated: "And beside, the wench is dead." It looks like he got it from Christopher Marlowe via TS Eliot. (See Lives of the Poets, Schmidt, p.606)
Robert Anton Wilson: two passages around WSB:
"My friend, novelist William S. Burroughs, liked to say that 'anything which can be accomplished by chemical means can also be accomplished by non-chemical means.' I have personally found this to be true. There is no area of new perception and expanded awareness discoverable by peyote (or LSD or similar drugs) that cannot also be reached by techniques well-known to Oriental yogis and Western occultists. The sensory withdrawal techniques pioneered by Dr. Lilly and the new biofeedback machines also duplicate most of this expanded awareness." -pp.32-33, Sex, Drugs and Magick
From a 1992 interview:
Q: And what are some of your memories of that whole scene at Millbrook at that time?
RAW: Well, I'm sorry to sound like an advocate, but my impression was that Leary was one of the most brilliant people that I've ever met. Very much like my impression when I first met Buckminster Fuller and William Burroughs. The three people who gave me the sensation that I am in the presence of higher intelligence.
Q: And would you elaborate a little bit on why you put William Burroughs in that company? What do you see in Burroughs's writing, or his particular brand of intelligence that put him in that company?
RAW: Well, it's the choice of words. I first read Seventeen Episodes From Naked Lunch in a magazine called Big Table, and I felt no writer since James Joyce was able to put words together so efficiently and effectively to create the exact images and emotional overtones that he wanted. And I began to notice that not only was he a great prose poet, but he had a lot of interesting ideas, too.
Q: Had you also had the familiarity with Alfred Korzybski at that point?
RAW: Yes. That's one thing that Burroughs, Leary, Bucky Fuller and I all have in common - we all have familiarity with Alfred Korzybski and General Semantics.
(-from transcript of radio interview for Off The Beaten Path, see near the end. The person that transcribed the interview was quite unfamiliar with names mentioned, so I corrected the gross misspelling of Korzybski's name in the original.)
- In an effort to induce altered states without using drugs, Burroughs, in collaboration with Brion Gysin (the main brain behind the Thing) and Ian Sommerville, they came up with The Dream Machine, which uses flickering light patterns to interact with the eye/brain rhythms. You sit in front of it with your eyes closed and it does things to your brain. See the 2008 documentary by Nik Sheehan. Anyway, here's a brief:
WSB on art and making people aware of what they didn't know that they knew:
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