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Communication, Media and Performance

  • When Getting Fired is a Game

    November 14th, 2016

     

    Figure 1: The basic layout of Don’t Get Fired. You start as an intern at the bottom and tap your way to the illusive top.  Image from the Google Play store.

     

    by Michael Prentice

    At first glance, the mobile office survival game Don’t Get Fired seems like the 21st century version of the 1889 Parker Brothers game, Office Boy. Office Boy, a Horatio Alger story rendered child’s board game, provided anyone the fantasy of making it in society, by moving from office boy to Head of the Firm.[1] Don’t Get Fired gives iPhone and Android users the chance to experience the fantasy of modern promotion by moving from the bottom to the top (of the screen), in a 16-bit office world set in South Korea. But where Office Boy allowed a player to climb the corporate ladder by demonstrating virtue, Don’t Get Fired depicts the arbitrariness of advancement: as you diligently tap your way up from the intern’s desk to the president’s, the game punishes you. Sometime for working too hard, sometimes for working too little, and sometimes for no reason at all. You get unexpectedly canned at random, only to start the process over as an intern at a new company. (A ticker at the top of the screen reminds of how many companies you’ve been fired from.) Only a handful of players, reportedly, has ever been made it to president.[2]  A goal of the game, is, cynically, not to build skills, but to collect all the reasons not to get fired. Netizens have compiled a list of all 29 ways, which includes letting out a company secret, making a typo on a contract, or, opening a box of donuts that contains a secret bribe.[3]

    dgf_image2

     

    Figure 1:  The Korean version advising you to resign, a choice the game makes for you. Image from the Google Play store.

    The translation of a precarious youth labor market into an unwinnable survival game has made the international version of Don’t Get Fired an indie-game hit – with more than 100 million downloads.[4] But Don’t Get Fired is the international version of an original Korean version, which is titled, in Korean, My Dream is a Regular Job. The two versions (downloadable separately) are identical in graphics and game-play. The international version,is a direct translation of the original Korean text and available in 12 languages. However, by translating the game as an anywhere office space, with little localization or additional contextualization about Korea, the international version loses the deeper semiotic resonances of the original. For Korean players, the game not only mocks contemporary corporate life, it does so on a familiar landscape of meaningful signs and tropes.

    Take, for instance, the original title describing a “regular job.” This marks a semantic distinction in Korean between regular and irregular, not to be conflated with full- or part-time jobs. Both regular and irregular workers may be full-time, salaried, and receive some basic benefits. But only regular workers have the opportunity to get promoted, receive a pension, and are valorized socially as symbols of personal and professional achievement. Similarly, the phrase “(don’t) get fired” in English isn’t even in the original Korean. Rather, when you do lose your job (about every few minutes or so), an alert pops up saying “Advised to Resign,” a choice the game makes for you. Firing workers is difficult under Korean labor law (not “at-will” like the US), so workers who do not fit in or perform poorly can be encouraged to quit for a variety of reasons. In both the Korean and international versions, one could be forced to resign for ordering the wrong item at lunch with the boss, one of the 29 ways to get yourself ousted.

    Like a lunch snafu, the gameplay is full of recognizable tropes and figures of a distinctly Korean office life: labels of manager titles, the tending to the beck-and-call of senior workers, the sacrificing of life-milestones like marriage for work, and the imagery of “burning” passion (following a Korean idiom of working hard). Interestingly, the game’s graphics remain unchanged between versions, and international users may not recognize the Chinese character 甲 on the president’s desk. It denotes the first position in an old Chinese counting system which has become associated in Korea with the “top” and, by extension, a “person on top” (akin to uses of the “alpha” in the US). These recognizable tokens extend to game scenarios: a manager asks you to go hiking on the weekend with co-workers, forcing your choice. For Korean players, the corporate ladder is not just a matter of a cruel economy; it is a site of stark ethical conflicts that make you choose between personal freedom and collective sacrifice.

    For Korean players, these have resonance with real life scenes, albeit tropically exaggerated. Participating in hiking with the boss or showing carefulness around what you order at lunch are events that evaluate your decision-making, and by extension, your fitness to work within the office collective. A minefield of these local in-group signs makes the game all too similar to a competitive and seemingly arbitrary Korean labor market. That the game mimics real life is sadly more than clever design: the developer created the game after he too was suddenly let go after four years at his own “regular” job.

     

    [1] See Saval, Nikil (2015). Cubed: A Secret History of the Workplace. New York: Anchor Books. pp 35-37

    [2] https://namu.wiki/w/내꿈은%20정규직

    [3] http://gaming.stackexchange.com/questions/232826/what-are-all-the-reasons-to-get-fired-in-dont-get-fired

    [4] The English version declares that it has over one hundred million downloads on Google Play. Users can also play the game in 12 different languages. The game is free, but has in-app purchases that allow users to build points to get ahead

     

  • Watching Putin Listen

    November 7th, 2016

    by Kate Graber

     On the eve of a U.S. presidential election in which Russia and its presidential figurehead have loomed “yuge,” it is perhaps time for some observations about that central action figure of Russian political communication, Vladimir Vladimirovich Putin.

    A lot has been written about Putin in English, including biographies by journalists and scholars. They vary in their foci, many locating his rise to power in his personal background or connections, others locating it in the nature of the Russian people. There is also Putin’s own autobiography, which he insists is a “frank” (it’s in the freaking title of the book) and transparent view into his personhood—more on which later. Closer to CaMP anthropologists’ interests, Eliot Borenstein often writes provocatively and entertainingly about the intersections of Russian presidential and cultural politics on NYU’s Jordan Center blog. Nothing that I say here should be taken as evidence that Putin is bad or good, or that his very personal style of political communication is bad or good. As a linguistic anthropologist, I’m interested instead in the content, context, and form of what he says and the cultural significance of those features of talk.

    Why Putin? It should (but, sadly, does not) go without saying that Russian political life is far more diverse than what is broadcast by the Kremlin or captured in media coverage of “Putin’s Russia.” Personally, I am less interested in the centers of power than in what’s going on in the rest of Russia, particularly those regions well east of the Urals. There are all sorts of fascinating daily struggles in Omsk and Bratsk and Magadan that reveal more about what it is to be human—and perhaps more about power—and have little to do with what happens in Moscow. But what are you going to do? Russia’s relationship to the U.S. and its political future has increasingly been invested in the person of the president, often in laughably tangible form (again). So here we are.

    Putin’s face has popped up onto my screen on a regular basis for the past 12 years, not because I was seeking it out, but just by chance, in the course of my research on minority media in Russia. For some of those years, Medvedev was president and Putin technically played second fiddle as prime minister, but somehow Putin appeared nearly nightly anyway. Now consider for a moment, if an outside researcher like me has accidentally watched that much of Putin for that long, how much more of him a Russian citizen living within Russia has seen. Television is the main medium by which contemporary Russians get their news, over radio, newspapers, or internet sources by a large margin. Most households in Russia have more than one television set, one in the living room and a second or third in the kitchen or a multi-use bedroom. Two broadcasting networks, the Rossiia network of the All-Russia State Television and Radio Broadcasting Company and the majority-government-owned Channel One, produce most of the daily political, economic, and cultural news that Russians watch. Now, it would be easy to assume that this news is overwhelmingly positive in its portrayal of the president. It is, but Putin is not without his critics. Nor is he the only actor in Russian politics guilty of (or successful at) “media manipulation.” Let’s leave aside for a second the question of whether this is orchestrated positivity or not, and just assume that if nothing else, yes, Putin has some control over how he presents himself on television. What is it that Russian viewers then see?

    On camera, Putin is unfailingly calm, cool, and collected. He is a study in controlled gestures, measured pauses, and an infamously steady (sometimes steely) gaze. Whatever you think of his positions and policies, you have to admit that the guy exudes quiet confidence.

    There are some important elements of Putin’s communicative style that are so different from U.S. presidential style that you might not put them in the same framework. When Putin’s PR team circulated photographs of him riding bare-chested on horseback through Tuva, or tranquilizing and tagging an Amur tiger in Russia’s Far East, U.S. audiences were bewildered and amused. Presumably they found this brazen machismo anathema to presidential politics (which now seems ironic, given the machismo that has appeared in uses of “locker room talk” and hyper-sexualized male discourse within the soon-to-be-finally-over U.S. presidential election, and anyone suspicious of why gender norms are being used as tools of authority-building in a U.S. presidential election should read Valerie Sperling’s book on similar issues in Russia).

    Some scholars and clever pundits have observed that such performances are geared not toward an international audience as much as to a domestic one. Or rather, they are geared toward a domestic audience via an international performance. Putin is showing a Russian audience that he is taken in the West as a tough guy or the ultimate action man. And it largely works. But if you look only at the action man imagery, you miss an important element of Putin’s communicative style.

    In Putin’s appearances on Russian television, he spends a lot of his airtime listening.

    He sits beside or behind a heavy-looking wooden table or desk, usually flanked by the Russian flag and looking official, as he speaks with one of his ministers or advisers, or occasionally a regional political actor such as the governor of one of the vast Russian state’s many provinces. You-the-viewer watch the other person talk, sometimes at great length. Sometimes you then see Putin respond, quietly and firmly, and sometimes not. Sometimes you watch the ministers waver, nervously averting their eyes or cringing under Putin’s quiet gaze. Within these variations, however, there is a solid genre of news broadcasts about Russia’s president: you always watch Putin engage in a face-to-face conversation, staged as though it were between equals, in which he primarily listens.

    Is this another iteration of machismo, in that Putin comes across as the quintessential “strong, silent type”? I would argue no. He engages in what is often called “active listening,” reacting to the speaker, following his partner’s gaze and lead, occasionally nodding slightly or otherwise providing some uptake. He is paying attention. If anything this is the type of thoughtful, sustained listening stereotypically attributed to women.

    You don’t have to take my word for it; you can watch an example of a Rossiia broadcast from Thursday of Putin meeting with the Minister of Culture, Vladimir Medinskii. Medinskii briefs Putin on plans for the current and coming year, updating him on construction projects at the Moscow Philharmonic and Malyi Theatre and the state of funding for infrastructure. You don’t have to understand anything that’s being said in Russian to appreciate the visual details of context, gesture, and comportment. Sitting opposite one another in ornate chairs in a wood-paneled office, Putin and the minister lean forward, their hands on the table. The minister provides informational sheets; Putin appears to read or study images. The minister holds Putin’s gaze; Putin meets his eyes and nods. The minister talks; Putin listens.

    Of course, there’s plenty of airtime of Putin speechifying on news programming too. He holds press conferences, gives interviews, and leads ceremonies of state. Television coverage marked the occasion of Friday’s Unity Day (a holiday celebrating the unity of varied religious traditions, ethnicities, and, yes, Crimea within a single Russian state) with Putin speaking in Moscow. But the daily news is at least as likely to include an instance of this genre of Putin in face-to-face conversation, and it is a far greater share of what Russians see their president do on a regular basis than riding bare-chested through Tuva.

    What does he accomplish by having his television audience watch him listen?

    When Putin published an op-ed in The New York Times in 2013 and claimed sole authorship of it, American commentators saw it as a risky or outrageous move to speak directly to the people of the U.S. But Fiona Hill correctly observed that it was also a way of demonstrating his abilities to “work with” or “communicate with people,” and to “work with information”—points of personal pride that she traced to his years in the KGB. Wherever his motivations come from and whatever is in his head, the directness of address that Putin achieved in his op-ed is also on display in his routine performance of active listening. Although the listening events are staged, the content of the conversation itself always appears spontaneous. Putin is getting this information now—and in your living room, you’re watching him digest it.

    In both the U.S. and Russia (and elsewhere), heads of state are often televised in face-to-face conversation, often seated in armchairs and looking relaxed. Likely we-the-viewing-audience are supposed to be reassured that our political leaders are getting along, that they have not angrily stormed out of meetings or committed a faux pas at last night’s dinner that will accidentally result in a war. Similarly, Putin’s cordial conversations with ministers telegraph that all is well with the gears of power.

    Listening like this also suggests to the audience that the president is not acting carelessly or alone, but intelligently and under good advisement. I remember commenting once to a friend in Buryatia, a political activist who opposed most of Putin’s and Medvedev’s policies, that state television news seemed to feature a lot of Putin listening. I expected him to respond cynically, perhaps by saying that Putin would do whatever he wanted anyway, or that this was just an elaborate act. “Well, he’s a very smart guy,” he said instead, “and smart guys listen.”

    Hmm. I think the reason I noticed how much Russian television audiences were seeing of Putin in these interactions is that American television audiences rarely watch U.S. politicians listen. In fact, we rarely watch extended face-to-face interactions between domestic leaders of any sort. It is part of what makes televised debates so communicatively peculiar: we watch leaders who are otherwise televised talking instead listen to one another, and to the moderator or ordinary citizens in town halls, for extended stretches of time. During the U.S. presidential debates between Hillary Clinton and Donald J. Trump, social media overflowed with discussion of their respective “listening faces.” Eyebrows and lips were dissected like no one had ever seen the candidates listen before (though in fact there was plenty of material on Clinton on this point). CNN reported that Clinton had carefully crafted her “listening woman” face, as though that were surprising.

    Anthropology is at its best when we excavate not only the cultural assumptions informing some weird thing those foreign-Other-type people do, but also our own unexamined expectations. My friend in Buryatia had never noticed how much time he spent watching his president listen, and I had never noticed how little I spend watching mine do anything but talk.

    On the other hand, I do like talk.

    Kate Graber is a linguistic anthropologist and Assistant Professor of Anthropology and Central Eurasian Studies at Indiana University. When not mulling over Putin’s taste in chairs, she researches minority media, language politics, materiality, and value, especially in Siberia and Mongolia.

     

  • Chaim Noy on his new book, Thank you for Dying for Our Country

    October 31st, 2016

    book cover

    https://global.oup.com/academic/product/thank-you-for-dying-for-our-country-9780199398973

    Interview by Lindsey Pullum

    You’re in line to ride a rollercoaster and, while waiting for your turn, strike up a conversation with the family ahead of you. They have never been to Israel, but seem nice enough and press you to tell them about your latest project. You only have a few minutes before the rollercoaster comes to whisk you and the family away—how would you describe your book?

    I have always been interested in national identities, specifically in Israel, and the ways people understand and perform them. In my book I look at what visitors write in visitor books in a major national Israeli site in East Jerusalem, called the Ammunition Hill National Commemoration Site. These books are interesting because, as a whole, they give a fascinating sense of how people respond to and embody national themes and narratives. I see the texts visitors write as ways of participating in the retelling of national identity. When you look closely into these succinct texts, you can see how rich they are in fact. They show different positions with regards to identity, and different things that visitors choose to respond to (and ignore). For instance, while most of the Israeli visitors address the museum and its staff, most North American tourists address the dead soldiers, and yet other visitors address God. Add to that that many visitors draw images, and the book is really highly visual, like and album that combines images and texts.

    All this is even more interesting because the book is located inside a museum, and what people write in it immediately becomes part of the museum’s display. In the way the book is presented, the museum actually prompts visitors to write about certain themes and in certain ways, so it is also very interesting to study the book as a public medium. Finally, I was able not only to read visitors’ text, but also to observe visitors write them. In most cases visitors write the texts together (collaboratively), which taught me a lot about how these bits of performances of national identity are being composed. For instance, parents (usually mothers) instruct their children what to write and how to do it (“don’t write ‘I’m happy’, write ‘I’m impressed’—it’s more respectable this way”). So the entire writing scene at Ammunition Hill was fascinating for me.

    Interesting you mention rollercoasters! My last article is an ethnography of rollercoaster riders, and their experience with the photographs that are taken of them while on the ride. I studied riders’ images in theme parks in Florida, which are similar in many ways to the curated environments in museums.

     

    You have previously written two books on the Israeli backpackers’ experience. Your latest published work has focused more on museums and texts. Can you comment on your process for deciding on a research project? How did your previous research influence this latest book?

    I love this question because often these decisions are not discussed in the academy. My recent book furthers my earlier interests in contemporary cultures and the consequences of tourism and travel, specifically in political contexts (though what contexts aren’t political?). In my previous book I studied backpackers’ narratives. I asked how the stories they shared with me in in-depth interviews were, in effect, storytelling performances whereby the meaning of the interview occasion itself was negotiated (as well as the identities and roles of the participants). The backpackers enthusiastically told me about extensive “libraries” of handwritten letters and documents, which they wrote to each other about their travels. These collections, located in Southeast Asia and South America, were a way of circulating travel-related information, experience and lore. I was fascinated by this, but I didn’t have the funding to study them. This, however, incited my research interest in studying what I later called ‘tourists’ texts’: the role of texts (and entextualization) in travel, and the places, practices and technologies relating to their production and circulation. Knowing I wanted to study texts within such sites, and knowing I wanted to shift from interview-based research (where I supply the provocation) to ethnographically-based research (where the museum supplies the provocation) I then chose a location that was convenient and relevant. The Ammunition Hill Memorial museum was located in the city I love: Jerusalem (where I was born and raised, and where I raise my daughters). This was a matter of access and convenience, and it also accorded with other critical studies I did on political tourism in East and West Jerusalem. On my first visit to Ammunition Hill, where I was scouting the site, the visitor book really impressed me. It was a large and imposing book, made of parchment, and part of a memorial installation in one of the museum’s most ‘sacred’ halls. The minute I saw the book I fell in love with it, and knew I was going to study it.

    Language is crucial to your study of texts within the visitor’s book at Ammunition Hill Memorial museum. You analyze language ideologies in terms of handwritten texts and repeated styles of entries. Yiddish and Arabic are absent from the discussion of code-switching even though each language is spoken by certain publics in Israel (99). Is bilingual code-switching with specific regard to these two languages an aspect of your research you would have liked to include more of but couldn’t for some reason? Were Yiddish and Arabic simply not present in the visitor’s book itself?

    That’s right: I would have loved to discuss Yiddish and Arabic texts in more detail in the book, yet as you indicate, the texts are mostly in Hebrew and English, with only occasional texts in Spanish, Portuguese, Russian and French. Different reasons account for the absence of Arabic and Yiddish. As for Arabic, the site is located in East Jerusalem, within walking distance from large Palestinian neighborhoods. So physically accessing the site isn’t very difficult. It’s just that the site celebrates—and embodies—the “unification of Jerusalem” as the Israeli/Zionist narrative has it, and so it is clear why Palestinian audiences wouldn’t be attracted, to say the least. Additionally, the site is frequented by Israeli soldiers (on weekdays it serves as a recruiting/drafting center), and that too is a deterrent for Palestinian visitors.

    The story with Yiddish is different. I’ve heard Yiddish being spoken at the site, by Ultra-Orthodox Jewish visitors (Haredim) who live in nearby neighborhoods that have gone through demographic changes in the past two decades or so (from secular populations to religious and Ultra-Orthodox populations). Also, the Ammunition Hill Site is spacious and has plenty of shade, and the entrance is free, and this attracts nearby Ultra-Orthodox Jewish residents and their families. So Yiddish is certainly heard, but when Haredi visitors write in the visitor book they do so in Hebrew (or English). When I asked them about this, they answered that they “wanted to be understood,” indicating that they are well attuned to the spoken/hegemonic languages, and choose to use them when expressing themselves publicly. I would also say in regards to Ultra-Orthodox visitors, that they are the only visitors I’ve seen writing ‘bluff’ entries in the book. By ‘bluff’ I mean texts that are signed by fictitious authors (such as a young Haredi visitor signing on behalf of a “very famous and important Rabbi”). Some groups of Ultra-Orthodox Jewish are anti-Zionist, and not subscribing to Ammunition Hill’s national Zionist narrative (by performing bluff entries and sometimes explicitly expressing anti-Zionist sentiments), is their way of using this platform for protesting hegemony.

     

    At one point you mention how the anticipated performance of visitors does not match the actual performance (121). This is especially present in contested entries of the Ultra-Orthodox visitors (122). You argue that the book connects visitors’ biography with Israel’s collective past and collective future (107). Were there any visitors who fell outside of the “anticipated” visitor demographic that surprised you? How does this idea of collective past/collective future relate to non-Jewish Israeli interlocutors?

    I seem to have anticipated this question in my response above. I’d add that within the context of museums, specifically in the dense environments of heritage and commemoration, authenticity is a hard currency. And handwriting—embodied in visitors’ inscriptions—plays indexically right into this economy: the handwritten texts are seen as connected to the visitors who write them in an embodied and unmediated fashion, publicly authenticating and presencing their visit and their participation in national commemoration. In the Ammunition Hill visitor book, handwriting is a way of paying tribute and homage to the nation and its fallen heroes (indeed, sometimes visitors leave flowers and notes in the book, turning it into an album of sorts), which is valued for its authenticity. Indeed, as you nicely put it in the question, the book serves as a material platform that physically and viscerally connects visitors’ biographies with Israel’s collective past and future. Ultra-Orthodox visitors improvise on this ‘holy’ tie, and are the only group I’ve seen do so in this way. For other groups of visitors, including those with harsh critique of the site’s ideology (right wing ideological critique of the site, which is itself very conservative), the critique rests on this tie, not on disrupting it. Of course, the only way to learn of this disruption (untying the connection between visitor signature and who the authors actually are), is to be there and to see how texts are composed and written. These observations reveal more tensions between writing and authorship (what Goffman termed “animator” and “author”), as for instance when mothers author a text for their children to write and sign.

     

    Most of your research was conducted in the mid-2000s. Have you seen any changes with the visitors’ book at Ammunition Hill or had any interesting follow up experiences at the site?

    Yes. My research at Ammunition Hill was completed organically in 2012, when the visitor book was removed because the museum was undergoing major renovations. The museum is currently closed and will reopen in 2017, celebrating fifty years of Israeli victory in the 1967 War and the “liberation and unification of Jerusalem” (under Israel’s annexation and occupation of East Jerusalem and the Occupied Palestinian Territories). So it’s over a decade now that I’ve been visiting the site, studying it and its visitor book (actually, visitor books: the site holds more than one book, including its “VIP visitor book” as they call it). During this time, I gained insights into the site’s language and media ideologies, as well as into visitors’ actions in that space. For example, a new commemoration hall opened recently, with a new design that is oval-shaped with the portraits of the dead soldiers. This design echoes the iconic Hall of Names at Yad Vashem (Israel’s official Holocaust memorial site), itself echoing the Tower of Faces at the Holocaust Memorial Museum in Washington, DC. (Note the semiotics: soldiers are commemorated in a way similar to holocaust victims). At this new hall, too, a visitor book is offered, along with personal letters, diaries and artifacts belonging to the dead soldiers. By locating historical handwritten documents side by side with visitors’ handwritten texts, the site reconfirms its ideology about language, the centrality of authenticity for performing national identity, and its mode and manner of ideologically mobilizing visitors into nationalism.

    Since 2011 I have been studying museum platforms in two other Jewish heritage museums (now in the United States): the National Museum of American Jewish History, in Philadelphia, and the Florida Holocaust Museum, in St. Petersburg. I am working on a comparison or juxtaposition of these museums, the different participatory (hand)writing platforms they offer, and what and how visitors compose texts there.

  • Anthony K. Webster on his new book, Intimate Grammars: An Ethnography of Navajo Poetry

    October 24th, 2016

    Cover

    http://www.uapress.arizona.edu/Books/bid2515.htm

    Interview by Juan Luis Rodriguez

     Sometimes we hear Navajo poets but don’t really recognize what they are saying even when they speak English to us. This is one point your book makes really clear for the reader. Can you introduce your book to us and share some insight into why is it that people so often read or listen but not really get Navajo poetry, even when it is written in what seem to be a transparent code (English)?

    Many thanks for reading the book, for engaging the book, and for the kind words about the book. I think that there are profound and debilitating expectations, in the sense that Philip Deloria uses this term in Indians in Unexpected Places, about Native peoples and, in particular, Navajos, that point readers to particular kinds of understandings, particular kinds of readings. There are, to borrow from Bakhtin, “a world of other’s words” that inform our readings of Navajo poetry—often times, that world of other’s words are not Navajo words, but the ways that Navajos and Native peoples have been imagined. My book was an attempt to put the words of Navajo poets at the center of my analysis, and to try and tease out something of what they were trying to tell me. José Ortega y Gasset, in his piece on “The Difficulty of Reading,” begins—I think rather famously—by saying that, “To read, to read a book, is, like all other really human occupations, a utopian task.” Where “utopian” is really seen as a worthwhile endeavor and where to “read” is seen as full or complete understanding of a text. From this follows Ortega y Gasset’s two axioms: every utterance is deficient (not saying enough) and every utterance is exuberant (saying too much). Our expectations of Native peoples, which we (as Americans, anyway) are socialized into in a host of ways that scholars from Robert Berkhofer on have highlighted, of what, for example, Navajos can and cannot be, of what they can and cannot say, in what languages they can and cannot express themselves, feed into these deficiencies (putting in too little) and exuberances (putting in too much). And when people approach Navajo poetry, they often hear what they want to hear, see what they are predisposed to see. Like the lady tourist in Blackhorse Mitchell’s story at the end of the book. This is especially pernicious when the poems are written in Navajo English, which is sufficiently similar to be misrecognized as some kind of “failure” in writing some imagined “mainstream” English. And this, as Barbra Meek has argued in “Failing American Indian Languages,” is a persistent way of imagining Native peoples: as failures—failures to hold onto their “traditional” languages, failures to speak English “correctly,” etc. Getting beyond that, or at least creating some kind of reflexive self-awareness, means “really listening”—and that’s a capacity, according to Navajos that I have talked with about the matter, that needs to be worked on, that needs to be cultivated. My book tries to point out something of the way one might go about listening, really listening. I don’t claim, obviously, to understand exactly what Navajos have been trying to tell me, but I do hope that I’ve provided enough ethnography—that is context—to provide a glimpse, or a possible—and I hope reasonable—glimpse—to make what they are saying interpretable. I think it useful to paraphrase Ortega y Gasset here, to say that, to understand, to understand humanity (to engage, that is, in anthropology), is, like all other really human and humane occupations, a utopian task. My book is utopian in that sense. We will never completely understand each other, but the task is to try to understand our fellow human beings, what is relevant and near and meaningful to them, and to recognize our limits in so doing; when I was in graduate school—in the mid to late 90s—we called this “partial knowledge;” glimpse seems a more useful metaphor for this, and I make much of that in Explorations in Navajo Poetry and Poetics, though it recurs in this book as well. We should be careful, not just with each other, but also in not pretending we understand more than we do.  We can’t listen if we imagine we already know everything.

     You develop the idea of intimate grammars in relation to Elizabeth Povinelli and Michael Herzfeld’s work on intimacy. Yet, intimacy in your work seems a little different because it is associated at once with surveilled boundaries between self and other and felt emotional attachment to linguistic form. Can you talk a little about the tensions between these ordeals of language and the pleasures of aesthetically pleasant verbal art in creating a space of linguistic intimacy?

    A long time ago, my notes tell me 3/31/98, I finished reading Michael Herzfeld’s Cultural Intimacy: Social Poetics in the Nation-State, and it lingered—lingered in the way books sometimes linger. There was something about it, this idea of things we do among ourselves that give us a sense of ourselves, but that we are often embarrassed by when others, not us (they, if you want), see it. Especially important for me was his concern with the question of iconicity, with the resemblances of something to someone. I then, much later, read Elizabeth Povinelli’s chapter on “Intimate grammars: anthropological and psychoanalytic accounts of language, gender, and desire,” and I sensed a kind of common theme there, though to be honest I have not honored Povinelli’s concern with the psychoanalytic at all and I have—like we often do—made, as you noted, of intimacy something rather different. What I was interested in was a kind of social and personal intimacy—which is more in keeping with Herzfeld’s use of the term. But Povinelli has this wonderful passage in her chapter on the uses of “he,” “she,” and “it” and the ways that “Conservative language critics” dismiss such feminist language projects; but what struck me in reading that was the persistence of such usages that violate some imagined standard English; the tenacity of such forms in use and—while not explicit in Povinelli—the possible pleasure and delight in using such “transgressive” forms.  Now it just so happens that one of the features of Navajo English is a kind of free variation with the use of the pronouns “he” and “she” (I have multiple transcripts of conversations where the speakers shift between “he” and “she” while talking about a single person)—as far as I can tell, in Navajo English the pronouns “he” and “she” do not code for gender. This was often read, of course, as “confusion” on the part of Navajos speaking English—the same kind of “confusion” as when Navajos “thought” Christians worshipped trees because they prayed to God which sounds like gad ‘juniper tree’ in Navajo. In both cases, of course, the confusion is not with Navajos, but with outside expectations—not understanding that Navajo English pronouns don’t code for gender or missing the obvious interlingual pun between English and Navajo (and the hilarity of the Christmas tree in such punning). Navajos that I know are often quite aware of this alternation of “he” and “she,” and while they may recognize it as an object of outside scrutiny, it’s also something they have a certain amount of felt attachment to, a kind of pleasurable expression of we-ness. A classic bit of intimate grammar. So there is this pleasure in the uses of linguistic forms—and other forms as well (I make note that lip-pointing for some Navajos is also a bit of intimate semiosis, something pleasurable, but also something that can be scrutinized by others)—and also the simultaneous recognition that such forms are objects of scrutiny. And of course, these linguistic forms gain such felt attachments through use, and in so using such forms, they come to feel non-arbitrary and consubstantial. Poetry is one such use of languages. These linguistic forms don’t just index an identity; they come to be feelingfully, to use Steve Feld’s term, iconic of that identity. So, intimate grammars are linguistic forms in use that may delight—give pleasure and expressive satisfaction—even under scrutiny.

    Ellen Basso’s haunting and brilliant piece on “Ordeals of Languages” reminds us that there are times when we do not speak; to, for example, maintain some imagined civility—when we are complicit, at times, in our own subordination. And, when like both Navajo and Navajo English, your language has been an object of scrutiny and marginalization or dismissal for a long time, there are times when you don’t use the Navajo English forms, or you don’t speak Navajo in an off-reservation town or in the presence of elders who you worry may be hypercritical of your Navajo. And then, of course, since my focus is on verbal art, on poetry, about how all of this plays out in the poetry written and performed by Navajos. What struck me is the pleasure of saying, of writing, in these intimate grammars for Navajo poets, and the courage that such acts require. Many Navajo poets, certainly not all and not always, provide ways to imagine growing intimate with languages; stigmatized and dismissed as those languages may at times be, they can be deeply feelingful (partly because of that marginalization). Laura Tohe’s poetry on the boarding school experience (which I explore in Chapter Two) evokes a way imagining Navajo and growing intimate with it. To take another example, Navajos who told me that in reading the Navajo English work of Blackhorse Mitchell they could hear their grandparents in his writing—Bakhtin, again, reminds us that our words are always already other people’s words, and sometimes, sometimes if we are lucky, we can recognize those people, we can hear the voices of particular people—grandparents or other relatives; this is yet another way of becoming intimate with languages. I think, and here I merely echo a point repeatedly made to me by my advisor Joel Sherzer years ago when I was a graduate student, one important task of the linguistic anthropologist is to look at places, in its myriad senses, where people take pleasure in their uses of languages, where they find aesthetic delight in their uses of languages.

    One of my favorite poems that you analyze in the book is Blackhorse Mitchell’s Beauty of Navajoland. What strikes me about this poem is how Mitchell refuses to let visitors to the Navajo nation off the hook for ignoring what is obvious. But at the same time, his use of English words like beauty and ugly are not necessarily what others make them to be. The semantico-referential function of the poem produces a critique of oblivious tourists and, at the same time it addresses a moral and aesthetic Navajo sensibility with words that overlap but do not mean the same in Navajo English. Can you tell us more about the play of denotational vs. poetic function in this example?   

    It’s a really fine poem, and Navajos that know the poem think it a strong poem—one that gets them thinking about the world as it is and, in so seeing the world as it is, it offers the possibility to change the world (which seems like what strong poems should do). In the book, I think I describe this as recognizing that poetry is not just about the world, but of the world and being of the world, poetry offers the possibility to change the world—which is what some Navajo poetry seems to be trying to do, to get people to listen and hence to think or imagine, which is the beginning of getting things and people to change—a process of restoring things from something like hóchxǫ’ (ugliness, disorder, out of control, etc.) to hozhǫ́ (beauty, harmony, order, control, etc.). There’s a sense, to paraphrase Kenneth Burke, as I am wont to do, of some Navajo poetry as equipment for living. Now in Navajo English terms like ‘beauty’ and ‘ugly’ are false friends—in the linguistic sense—with the terms in a kind of Midwestern English, call that my English. So I tell the story in the book about hearing people described as ‘ugly,’ and my Midwestern (Indiana) sensibilities (a compulsion for politeness) were jarred by that. Until, after a while, probably longer than it should have taken, I realized that ‘ugly’ was being used to describe that person as being ‘out of control’ or ‘disorderly’ and in need of a ceremony. So in talking with Mitchell about his poem, I began to realize that the ‘beauty’ in the title and refrain, which is meant as a kind of echoic mention of what a tourist said about the Navajo Nation, needed to be understood as talking about hozhǫ́—which is a kind of moral order. And in that sense, as the poem makes clear and the conversations that I had with Mitchell about the poem (several transcripts of those conversations are included in the chapter), the Navajo Nation is not beautiful, rather it is ugly or disorderly or out of control—and these are all moral terms. Conceiving of beauty as only pretty scenery misses the deeply moral component of ‘beauty’ for Mitchell and for other Navajos as well. So too with poems—seeing them as beautiful in form only—misses the moral work of such poems, their capacity to get people to really think. If all you hear is the beauty of form in a poem then you probably haven’t been really listening. Mitchell makes this point rather explicitly, I think, in the transcript in Chapter 3 when he is talking about one of his teachers congratulating him on a “great” poem, but it seems clear to Mitchell that the teacher failed to “see” what he was saying in the poem—and the poem, as Mitchell tells it, is about not wanting to be in school behind barred windows. The repetition of ‘beauty’ and its ironic use seem to highlight—in the sense of poetically foregrounding—the importance of attending to it, this concept of ‘beauty,’ in a more self-consciously reflexive way—that is to ask, am I understanding what Mitchell is saying, getting closer to an understanding on his terms (our utopian task as a sort of beautiful failure), or am I just following my habitual grooves here and understanding on my terms (that is, not really listening).

    One thing that is clear from your book is that attention to details of grammatical choice can produce tremendous insight into the moral and political stances taken by Navajo poets. This is beautifully put in your analysis of optional grammatical choices in Chapter 5. Now, let me turn the tables on you and address your own grammatical choice. In your introduction, you have one of the shortest sentences I could find in your book. You wrote: “Languages are cultural.” The shortness of the sentence caught my attention and I hope I am not over reading into it. I take this shortness to be iconic of a pause in your thought, and as an invitation to pay attention to your own intimate grammar. When I read it, I thought of you packing ideas for the reader and inviting us to unpack this sentence in the course of the book. The two things I kept present at all time then were the plural form in languages and the adjective form of cultural. Would you care to elaborate on those two intimate grammatical choices?

    Without pretending to know exactly what I was thinking when I wrote that, let me try and sketch out something of the context in which such an utterance might emerge. First, I think it a bit of an axiom for linguistic anthropologists—that languages are cultural. So I don’t think it particularly novel on my part. And the voices that I hear in that short phrase are multiple. Two spring to mind immediately. The aforementioned Joel Sherzer was and is fond of short little statements that seem to encapsulate a great deal without saying too much—and so there is some of that in there, I would imagine. Indeed, I may have heard him say something very similar at some point and then imagined it as my own formulation. As for the adjectival form, there is an echo of Edward Sapir in there, especially in the use of “cultural.” Sapir often talked about “cultural” as against “culture”—and I’ve found that a useful way of thinking about such matters. We do not encounter cultures so much as cultural practices and the like—or perhaps, better, people engaged—wittingly or not—in cultural practices. As for the plural marking on language, it seems to me that a key feature of our object of study—as linguistic anthropologists—is never “language” (or worse, “Language”), but particular languages within particular sociocultural and historical moments (another key feature, of course, are the human beings who use said languages). So foregrounding the pluralness of languages seems important, it gets us away from thinking that Navajos speak some bounded thing called Navajo, and that if they speak—as they do—a variety of other languages, that is somehow “unexpected” (to use again Deloria’s formulation), in need of explanation. The quickness of the phrase, as well, as I reconstruct it now, does indeed seem like an invitation for thinking—the way, for example, the short poems by Rex Lee Jim are invitations for contemplation (the way, I now suspect as well, Joel’s aphorisms were also invitations for contemplation).  And so, yes, I’d like the reader to try and make sense of “languages are cultural” as they read the book, to come to understand why that is so and what, possibly, that might mean—especially in the case of Navajo poets and poetry. One rather unfortunate tendency has been a view of languages and cultural practices as somehow separate, that languages are somehow not cultural (which leads to a host of rather silly formulations about “language and culture” or “language in culture”, etc.). But I don’t want to overstate, to infringe on your imaginative work, on your imaginative capacities, by talking too much about what it should or should not mean.

    I don’t want to end this interview without talking a little about the influences in your book. Four linguistic anthropologists who recently passed away loom large in your work. Paul Friedrich, Dennis Tedlock, Keith Basso and Dell Hymes. What do they mean for your work and for the book?

    In many ways, I can’t imagine my book having come into existence without the influences of Keith Basso, Paul Friedrich, Dell Hymes, and Dennis Tedlock (among others). All of them, in one way or another, took verbal art—and poetry—as important to the work of linguistic anthropology, they saw the role of actual human beings, that is individuals, as important as well to the work of linguistic anthropology, there was, in all their work, a careful attention to linguistic details that ramify and ripple across social and cultural doings, and a recognition of the pleasure and delight in the using of languages. They all saw languages in a broad and multifaceted way and, hence, eschewed a narrow vision of language. They all saw languages as a human phenomenon, deeply entangled with the lives of actual people. They all pushed back against any theory of language that removed human beings and verbal artistry from the equation. They rejected a sharp division between linguistics and anthropology, seeing the two as deeply intertwined. And each, in their way, not just through theory, but through a sensibility, a sensibility about languages and about people, influenced my own sensibility about languages and about people.

    Obviously, Tedlock wrote a blurb for the back of my book and so there is a kind of directness about his influence on the book. But, Tedlock’s The Spoken Word and the Work of Interpretation should still be required reading in linguistic anthropology. His concerns with translation, with the sounds of language (including ideophony), with questions of performance, and with the cadence, the rhythm, of talk, all inform my own ways of thinking about Navajo poetry. There are also a couple of lovely articles—can we say that about academic articles?—that are really quite thoughtful in their explorations of sound, translation and of poetics; “Toward a Poetics of Polyphony and Translatability” and “Written in Sound: Translating the Multiple Voices of the Zuni Storyteller.” Though I don’t cite them in the book, I’m sure that they have influenced my thinking in a variety of ways. And, of course, Tedlock’s concern with the dialogic emergence of culture and the importance of the dialogic in anthropological writing has certainly influenced my own work as well.

    Friedrich’s work was also hugely influential on my thinking, especially a couple of essays from the 1979 book Language, Context, and the Imagination (a title which comes close to summarizing some of my interests as well)—“The Symbol and Its Relative non-Arbitrariness” and “Poetic Language and the Imagination: A Reformulation of the Sapir Hypothesis”—as well, of course, as his later book The Language Parallax: Linguistic Relativism and Poetic Indeterminacy. Friedrich’s view that poetic language is a crucial site for understanding linguistic relativity really lurks in a number of chapters in the book—and I make it a bit more explicit in a review essay I did for Journal of Linguistic Anthropology and a piece in Semiotica (both published in 2015). Friedrich argues in his non-arbitrariness piece that one reason to see the symbol as relatively non-arbitrary is the “subjective intuition of the speaker,” and that lurks in my sense of the felt attachments to linguistic forms in my formulation of intimate grammars.

    Hymes’ influence—especially In Vain I Tried to Tell You: Essays in Native American Ethnopoetics—on my work is, I think, rather obvious. Paul Kroskrity and I edited a volume from Indiana University Press on The Legacy of Dell Hymes: Ethnopoetics, Narrative Inequality, and Voice, that gives a bit more than a hint as well about that influence. But, a kind of careful attention to expressive devices, which occupies much of the discussion of Chapter 5, is influenced by Hymes—I think particularly of “How to Talk Like a Bear in Takelma.”  More prominently, I think is Hymes’ concern with narrative inequality (much of that collected in his Ethnography, Linguistics, and Narrative Inequality: Toward an Understanding of Voice), the places where a variety of ways of speaking can be and are marginalized and devalued, becomes a lens to think through, for example, the reactions to and misreadings of the writings of Blackhorse Mitchell (witness the reviews of his book Miracle Hill that I discuss in Chapter 3). Ethnopoetics, this attempt to understand, in that utopian way I spoke about earlier, locally meaningful and feelingful ways of organizing discourse—poetry here—is really central to the project of this book. And, for Hymes and Tedlock and Friedrich and Basso as well, that meant attending to linguistic form—often linguistic forms that were marginalized or ignored in certain narrower visions of languages (forms like puns, expressive devices, ideophony, etc.)—and the kinds of felt satisfaction in using such forms. Poetic forms don’t exist in a vacuum, hermetically sealed from the world. They are fully implicated in wider fields of meaning—and those are often about perduring structurings of inequality; what gets counted as poetry and what gets excluded are not neutral endeavors. There’s a wonderful piece that ties much of this together, “Tonkawa Poetics: John Rush Buffalo’s ‘Coyote and Eagle’s Daughter’”, from a volume edited by Joel Sherzer and Anthony Woodbury, Native American Discourse: Rhetoric and Poetics (which turns 30 next year)—and that piece is also a defense of a particular way of conceiving of languages and the work of anthropology, a tradition he traces through Boas, Sapir, Whorf and Hoijer. A defense well worth continually making, I would add. It’s a tradition I see myself in as well.

    Basso’s influence can be seen in a variety of places in the book (some of which I have already suggested). Certainly my interpretations of the portraits of tourist encounters that frame the book are read, in part, through the lens of Basso’s Portraits of the Whiteman. There is, again, his sensitivity to the aesthetic delight of linguistic form, the pleasures in saying, for example, Western Apache place-names. The importance of attending to the insights of those you work with and to acknowledge those insights. Blackhorse Mitchell’s influence on my thinking, I hope, is evident throughout much of Intimate Grammars. I came of age in graduate school in the mid to late 90s, and Basso’s Wisdom Sits in Places: Landscape and Language among the Western Apache came out in 1996 (though some of the chapters had been published prior) and has, for a long time now, seemed like a model of how to practice a certain kind of linguistic anthropology—a linguistic anthropology, as I suggested earlier, of attending to people and to linguistic details, “that linguistics and ethnography are integral parts of the same basic enterprise,” which, in shorthand, is that utopian task of understanding our fellow human beings and the cultural worlds in which they and we live.

  • Anthropology and Advertising

    October 17th, 2016

    by Susan Lepselter

    Image result for whopper virgins

    I remember once going to a mall with a fellow graduate student in anthropology. It was early on, perhaps our second semester. My friend moved slowly through the department store, her eyes wide, her head turning slowly at the display of commodities. Everything had been denaturalized by our studies. The goods were an uncanny materialization of all the theory we were newly steeped in.  She picked up a lipstick and stared at it.  Use value dissolved in the air around us. Another friend made a bumper sticker for her beat up car: Reification is capitalism’s master trope. We all loved how the bumper sticker reified that sentence.

    How does a thing come to life and become “transcendent,” as Marx put it, through exchange? For anthropologists, studying the social, affective and imaginative life of commodities can involve examining how people feel about the things they buy, how we value them, use them in unexpected ways, represent them, and identify with them.  Advertisers study similar public practices, feelings and ideas about the things they market. For Marx, of course, the “mystical” aspect of the commodity fetish came from how it reified the social relations of labor.  Today, it is difficult to think about a commodity without considering the life with which advertisers imbue it.

    Many advertising agencies think of ethnography as an improvement over less nuanced approaches to market research.  The goals, politics, ethical concerns and commitments of the two endeavors differ. But the agencies still track a common thread: the comparative interpretation of places, people, markets, often with a colonizing echo.

    Because I am interested in the affective and imaginative life of objects, I became curious about the connections between anthropology and advertising. It’s a connection that is consciously developed in the advertising industry. The industry uses tropes of ethnography, culture, difference and social context as it creates venues for commodities to enter public consciousness. You could look at the relationship between anthropology and advertising from multiple perspectives, from cultural critique to the pragmatic need to help anthropology majors envision jobs in that business. For this post, I first critically read an ad that performs an idea of cross-cultural exchange; and then I interview Jenny, an anthropologist in advertising, to understand how her industry thinks about the commodity in relation to culture.

    “Cultures” and “markets” are everywhere conflated in the neoliberal world; advertising can bring that conflation to the surface of things.  Of course, anthropologists have been talking about the entangled histories of colonialism and ethnographic representation since Writing Culture rattled things up in 1986.  But we don’t always notice how discourses about culture and representation have shifted and taken up other forms in other contexts.

    Take the “Whopper Virgins” campaign for Burger King, which featured a long advertising project involving cross-cultural travel to an exotic place and a subsequent story about it. Representatives from the agency (Crispin Porter and Bogusky) traveled to three geographically remote areas around the world – rural areas of Romania, Thailand and Greenland – to meet people they narrate as pre-contact, and to film the encounter.  But “pre- contact” here referred specifically to the local unfamiliarity with fast food hamburgers, The Whopper and the Big Mac.

    In these three places framed as outside the modern global grid, potential consumers were considered to be pure: “virgins” who were still innocent to the taste of McDonalds and Burger King, (and therefore ultimately able to pronounce the inherent superiority of the client’s product, the Whopper. )The story of this ad expressed a dream that far transcended sales. Here taste could just be returned to the original biological sense, the natural sensing palate, stripped of habitus. The tasters were still “virgins.”

    The trope of virgin land waiting to be penetrated by civilizers has circulated since at least the 1600s; of course, the idea of virgin land ignores the presence of indigenous populations and denies the land as an already-realized place. In centuries of European imagery, virginal female land is depicted as ripe for planting, fertilizing, becoming fruitful.  In the Whopper Virgins project, the older colonization narrative of conquering land merged into the story of discovering and conquering a new market.  In the ad, these locals are depicted as friendly, reciprocal, and wearing traditional clothing; they don’t know how to hold the burger, they sniff at it suspiciously, laugh, and then hesitantly take a bite. Here, an exotic innocence renews the malaise of civilization.  And so within the conceit of this story, all of these different specific places become a single place, the place of virgins, the place where one can still find authenticity, a fountain of taste. The desire for consumable difference flows through the commercial, the longing for a cultural purity that can be both apprehended in its otherness and incorporated into sameness, desired as a virgin and then deflowered.

    Image result for whopper virgins

    The Whopper Virgins campaign is unusual, for an ad, in this mission to a faraway place. Most campaigns play on deepening, expanding and elaborating the commodity-laden familiar—the thoughts, practices and desires of people at home. When ad agencies adapt anthropological methods to the goals of their research, they think about and theorize what culture might be.  Their references to anthropology are explicit. One agency website quotes an anthropology major who is now an ad executive: We all have to study people and know who they are, what they want and why they want it. The key is research. And when we research, that’s anthropology at its finest. http://current360.com/anthropology-advertising-study-people/

    What is the structure of this connection in practical terms? I begin to approach this question by speaking with another anthropologist who has made a career in the industry. (She has asked not to use her real name; I will call her Jenny.)

    After earning her PhD in anthropology and teaching for a few years a visiting professor, Jenny applied for a position that an ad agency had posted on the American Anthropological Association careers site. She sketched a brief trajectory of how the industry has changed its structure over the years to incorporate a more nuanced, interpretive understanding of culture and consumption based in part on anthropology. Once, she says, ad agencies divided their work between “account people” and “creatives.”  The account people, she explained, are oriented towards the client:

    “They are Roger on Mad Men; they go golfing and drink martinis with the client – traditionally,  [like on Mad Men] that’s their image. Now it’s mountain biking and Burning Man.

    “The creatives write the script and make the work. They work in teams: an art director and a copywriter. They are allowed to be unwashed, up all night, eating granola bars in the agency—making stuff. “

    In the past, Jenny says, these two divisions, the “account people” and the “creatives,” comprised the agency.

    “The account people would find out the assignment from the client and tell the creatives, who had to write the ad. But then –the world changed.”

    Now there is a third division, people who do a specific kind of research to orient the agency’s creative work towards culture. Depending on the agency they are called planners or strategists.  The planners (as I will call them here) are not simply market researchers.  Market researchers did not interpret the latent cultural meanings of their findings; they relied on the literal, the face-value data gathered in brief focus groups and surveys. But planners don’t rely on what Jenny calls the “verbatim” messages of market data. Rather the planners research social forces and meanings that contradict or transcend the explicit answers people might supply on a form. When there’s a difference between what people say they want and what they actually buy, the planners step into that gap.  They call this dissonance “tension,” and use the contradiction to make unlikely, surprising, attention-getting and artful ads – for example, this one that does not deny, but rather intensifies, people’s anxieties about the corrosive effects of cell phones on attention and human relationships.

    https://www.youtube.com/watch?v=55kOphD64r8

    Jenny said, “The creatives used to hate the market researchers, who would represent the consumers. The creatives just wanted to make cool stuff. But the market researchers added this other element:” [They went beyond “let’s make a cool ad”] to ‘What do moms want?’ “

    Sometimes, they found, what “moms want” contradicted not just the consumers’ explicit answers but also the creatives’ ideas, the artful conceit they wanted to execute.  And often, too, the market researchers’ data revealed other contradictions internal to the data itself: “when things test terribly but people actually love it,” Jenny said. It wasn’t enough to just create an ad strategy based on people’s explicit answers. There were what she calls “latent meanings,” positioned by broader cultural trends, which demanded that survey answers read and interpreted in its social context, on a larger scale. “When you talk to people and take their verbatim answers it leads to stupid work,” Jenny said.

    “People  [interviewed after a movie] say things like ‘I wish there was no villain and it could all be princesses.’ But of course they don’t really want to go to a movie like that.” The wish to erase the villain was about something else. Traditional market researchers relied on literal survey answers, which told them more about what consumers thought they should want but not what they would actually consume.

    Current planning and strategizing always looks for side angles and perspectives on their material. “A woman on the survey said she would never eat a burger because she’s on a diet. That’s what she says—but then of course she would eat it.” The strategists explore that tension. Tension refers to what she again calls “latent cultural feeling.”

    “You look at what people say they do not like about the product. Say, a mini-van. People say they don’t like it; that [not liking it] is not just about the car but the end of your sexy life and beginning of your being a suburban mom. Not just ‘what is the style of the car and does it have heated seats or not.’  (A campaign that tried to exploit this specific tension with irony backfired when Brooke Shields was hired to deadpan that people were having babies in order to make use of the Volkswagen’s German engineering.) https://www.youtube.com/watch?v=xDZSxFLcMVg

    This interest in latent cultural feeling is why Jenny’s first agency tried specifically to hire an anthropologist. “The ad I answered (posted by the AAA) said they did not want anyone from the advertising world or the business world.” Concepts from anthropology get sewn into the fabric of ad strategies. She explains: “So take for example an idea of the gift, or reciprocity, from anthropology. A gift is not a gift only, it is enmeshed in a world of practices. We in anthropology think that’s obvious—but the business world thinks that’s quite a shocker.” She laughed. “You come and tell the agency: you know what, if you give someone a gift card and they can buy themselves what they want it doesn’t work as a thoughtful gift.”

    “Business people,” Jenny said, “understand use value, and they understand badging. ‘Badging’ is [the process of] saying something about you. You want to save the environment and wear Tom’s shoes. If you carry an expensive [Hermes] birkin bag you are showing you are really rich – or that some man loves you a lot. Old fashioned luxury. They want us to show what things mean.

    “Anthropology has always known that there is a coherent system, a link between, say your religion and what you buy. This was novel for business thinkers, because they thought of things separately, normally.” The business perspective is not necessarily attuned to the meanings of commodities, she says, but on how “they can measure the success [of the campaign]. From a cultural perspective it’s harder to measure the success except how attitudes shift.

    “The way you’re taught to think in anthropology is helpful in business, because they don’t see it that [systemic] way, they are inside it, and they don’t realize how the world is changing. For example, take the secret shame people feel in sitting on the couch and watching TV. Now, instead there is a premium on getting lots done at once.

    “Thinking that way is the biggest advantage that business people see in having an anthropology background,” Jenny said.

    And sometimes, they focus on the global, comparative focus of anthropology. “I would get emails that said “tell me the anthropology of gum” and you can look at practices all over the world like qat in Yemen, or the betel nut. You can look at chewing as a practice comparatively. Those are fun questions.

    “If you don’t want a career only looking at one thing, this lets you. And if you write a brief a certain way to go after what, for example, people are ashamed of, you can change things.”

    Our conversations have made me more constantly conscious of my own — and everyone’s — part in constructing the symbolic domain of commodities. The meaning of the ad, like the meaning of any utterance, emerges through the dense histories of both the addressor and the addressee. The commodified object, that “very queer thing” concealing human relationships in the labor that made it, comes alive on both sides of the ad.

  • Links to Recent Blogposts about Trump’s Locker Room Talk

    October 10th, 2016

    For those of you who are thinking about discussing the leaked video of Trump which he is labeling “locker room talk”, here are two good blogposts to spark discussion:

    Deborah Cameron discusses why the fact that this is locker room talk is precisely the problem:

    https://debuk.wordpress.com/2016/10/09/on-banter-bonding-and-donald-trump/

     

    Ben Zimmer discusses how media outlets are handling the profanity in their stories:

    https://stronglang.wordpress.com/2016/10/08/a-banner-day-for-profanity/

     

  • Omar Victor Diop’s Project Diaspora: Self Portraits at Indiana University

    October 10th, 2016

    framing-beauty-pc-frontr-215x300

    *Image – Omar Victor Diop, Frederick Douglass, 2015, Inkjet print on Hahnemuhle paper, Courtesy of the MAGNIN-A Gallery

     

    Consider four digital reenactments of significant portraits, a Moroccan Man, Frederick Douglass, Portrait of Citizen Jean-Baptiste Belley, and Juan de Pareja. These works by Dakar based photographer Omar Victor Diop are on view at the Grunwald Gallery of Art exhibition, “Framing Beauty: Intimate Visions.” [i] Throughout Project Diaspora: Self Portraits, 2014 Diop replaces props with equipment from the world of football (soccer)—a red card, cleats, goalkeeper gloves—in his reenactments of European paintings of travelers and migrants of African origin. Of these props he remarked, “I like intriguing elements in pictures.” For viewers, the incongruity of football gear juxtaposed with the time period of the original portraits unsettles the viewing experience, causing the viewer to stop and think. Why these objects from the world of sports and what story do they tell? If one of the defining problems of the 21st century is global migration, what does a long-term view from Africa offer?

    This question was answered during the residency of Dakar based photographer Omar Victor Diop at Indiana University, Bloomington in September 2016.[1] His visit coincided with the exhibition “Framing Beauty: Intimate Visions” at the Indiana University Grunwald Gallery of Art (https://studioart.indiana.edu/grunwald/index.html) guest curated by Deborah Willis, University Professor and Chair of the Department of Photography and Imaging in the Tisch School of the Arts at New York University. The exhibition included 20 contemporary artists, including Omar Victor Diop, Bill Gaskins, Kalup Linzy, and Ji Yep who participated in a discussion moderated by Professor Deborah Willis. Taken together these artists regard the past, recreate portraits and re-staging beauty as a performative act.

     

    http://grunwald-gallery.tumblr.com/post/150137772737/framing-beauty-symposium-panel-discussion-is?is_related_post=1

     

    beth-screen-shot-2016-10-06-at-11-06-19-am-copy

    From left: Osamu James Nakagawa, Akin Adesokan, Deborah Willis, Omar Victor Diop, Yeo Ji, and Betsy Stirratt. Photographed at Pictura Gallery.

    The exhibition and events were sponsored in part by IU Themester 2016: “Beauty,” an initiative of the College of Arts and Sciences, and IU’s New Frontiers in the Arts and Humanities Program. The College Themester (http://themester.indiana.edu/about.shtml) engages the collective knowledge and creativity of faculty and involves undergraduate students in the study of ideas across the disciplines. The goal of this Themester is to reinvigorate considerations of beauty as a core component of the human experience across the span of time and in diverse scholarly, social and cultural settings.

    Among the many amazing works in this exhibition are six digital photographic prints from Omar Victor Diop. Diop’s Project Diaspora series images are large scale, high resolution, and archival quality digital pigment inkjet prints. In Diop’s studio portraits, he poses as the original sitter, recreates the original clothing styles, and reenacts the original sitter’s pose, gesture, and expression. Diop created this body of work during a residency in Malaga, Spain, in 2014. There he was struck by the lack of attention and space given to images of Africans in western art institutions.

    Artists based in Africa have been returning to the colonial archive to engage politically with a fraught visual past by revising and restaging that past, often using satire and wit. Visual artists based in Senegal are reimagining, reawakening, and reclaiming their visual past by mining multiple, fragmented, and heterogeneous archives of visual images by and of Africans. These troves include state, family, and personal collections from which contemporary artists such as Diop create new works. If Diop is reenacting the past through costume, he is doing so to become more deeply who he is, the argument put forward in Costume (http://www.iupress.indiana.edu/product_info.php?products_id=807489) by IU faculty member Pravina Shukla, and whose exhibition, “Costume: Beauty, Meaning, and Identity in Dress” also part of the Beauty Themester and currently on view at the Mathers Museum of World Cultures (http://www.mathers.indiana.edu/museumex.html).

    Unlike journalistic and social documentary photography, which also has an activist agenda, studio photography allows Diop to tell the story of migration from a perspective of the long durée, beyond its contemporary moment of crisis. In his work, the images drive the story, rather than the story driving the images, which is often the case in photojournalism. So, rather than providing images of Africans crossing the Mediterranean in subpar wooden boats, he has chosen to mine the archive of art history. To argue that even the most venerated of African travelers, including professional athletes, still faces social exclusion and political persecution. They are in Diop’s words, like their forbearers, “rich but not really respected.”

    Diop reenacts European portraits of Africans to confound past and present—image and object—and ultimately to pose uneasy questions about migration and African futures. In turning to the archive, artists like Diop are providing a historical framework through which to view what we think of as a contemporary crisis of migration, which has been captured by photojournalists and other documentary photographers.[ii] He places props from the world of football because he says that, “adding a contemporary element creates striking imagery, attracts attention, and places Africa in a contemporary context where we still struggle with racism and exclusion.” His visit to Indiana University comes at a time when the national conversation in the US about Muslim migration is characterized by cultural and political polarization. His intervention pushes us to view migration as a complex negotiation of global influences and personal desire.

    Beth Buggenhagen is an Associate Professor of Anthropology http://www.indiana.edu/~anthro/index.shtml and African Studies http://www.indiana.edu/~afrist/home/ and a member of the NEMLIA collective, New Media and Literary Initiatives in Africa, http://nemlia.org/: at Indiana University. She is currently working on a book on the histories of African self-imaging and contemporary reinventions of the portraiture tradition in West Africa. She can be contacted at babuggen@indiana.edu.

    [1] Diop’s residency was supported by the Institute for Advanced Study, the Office of the Vice Provost for International Affairs, and the Department of Anthropology.

    [i] Project Diaspora Series, http://www.omarviktor.com/#!project-diaspora/ca7g, accessed 7/27/2016.

    [ii] For a detailed discussion of the notion of crisis in relation to the scholarship of the African continent see Makhulu et al. Hard Work, Hard Times: Global Volatility and African Subjectivities. (University of California Press, 2010).

  • Elizabeth Keating on her new book, Words Matter

    October 4th, 2016

    Words Matter: Communicating Effectively in the New Global Office by [Keating, Elizabeth, Jarvenpaa, Sirkka L.]

    http://www.ucpress.edu/book.php?isbn=9780520291379

    Interview by Ilana Gershon

    Since the book is written for a general audience, could you say a little about how you would explain the book to linguistic and media anthropologists who are considering using this in a class, and want to know what it is about.

    For teachers of linguistic anthropology concerned with having an impact on students’ understanding of language and culture, especially beyond the classroom, this book links the classroom with the paid work world. Concepts and methods in linguistic anthropology are highly relevant to job skills. For one thing, there is understanding how local one’s own communication habits and expectations of others are. For another, understanding how communication really works builds better skills to repair misunderstandings. This book rather unabashedly makes a connection between learning about linguistic anthropology and becoming a more flexible, interested cross cultural communicator. One of the main points in the book is that because of technology, many people are working in virtual teams, or virtually with colleagues in other places. This results in little face-to-face time, or time to hang out and learn about others’ habits, preferences, and life stories. There’s little environmental context. Without the ability or time to learn from each other, there is a role for linguistic anthropology principles to play in generating understandings. I’m thinking of general principles like how people do things with words, that meaning is negotiated, social roles, socialization, the workings of convention in meaning, common ground and context, etc. In the book there are examples taken from engineers’ workdays, engineers trying to design things together in virtual teams, while living and working in four different continents.

    The value in the classroom is the application of linguistic anthropology concepts to the engineers’ struggles with their inadequate communication model.  The book proposes a better communication model based on linguistic anthropology. We discuss how culture affects language use, with examples from the engineers and from other researchers’ work. To take a simple example, if the students have never thought about differences in question asking behavior—that it might not be felt to be appropriate in a certain group to ask a question (or only appropriate for the boss to be asking questions)– they could have unpleasant surprises at work if they assume that an absence of questions means everything is understood.

    In most linguistic anthropology and media classes, students are preparing for many different types of careers, some in similar settings to the engineers. It’s useful to have a way to link linguistic anthropology to students’ desire to prepare themselves for work after university. When my co-author asked one of her graduate business research assistants to read the draft book manuscript, he said afterwards that he didn’t think he should be paid, since he learned so much. Another reader from the business world said he finally understood the reason behind his colleague’s “exasperating” behavior of not asking questions.

     

    How do you think your focus on engineers in particular shaped your ethnographic exploration of cross-cultural communication?

    The focus on engineers shaped our engagement with cross cultural communication in several ways. The first group of engineers we studied in Houston were suspicious of the situation thrust on them by management—that they had to work with a group of engineers across the globe who had unfamiliar habits and approaches. The engineers in Houston were already under a lot of pressure to build a state of the art energy plant under time, budget, safety, and environmental constraints. Working with engineers in another part of the world made their job even more challenging, because they had to work with them in a virtual sense, that is, they couldn’t sit side by side or cubicle to cubicle; they couldn’t see what was going on (puzzled expressions or problem sequences) and participate in so-called informal learning. The engineers they were suddenly working with were in a country where man hours were cheap and materials had always been expensive and scarce (so much so that in former times the engineers in that country could go to prison for using too much steel, they told us). But the Houston engineers lived in a country where it was the reverse: materials were cheap and people expensive. Imagine these two groups designing an energy plant together. One group is assuming a design requiring many maintenance operators, and one requiring as few operators as possible. How to become aware of the other’s habitual ways of thinking before too many hours of design work are done? There were also differences in how you show someone you respect them (by saving time or by spending time?) Although technology was making these work collaborations possible, technology was also a handicap to the engineers being able to learn about each other. This affected how we approached the topic of cross cultural communication. The space of collaboration, the technological interface of computer screens and phone sets, was uniformly absent of distinct cultural cues.

    When we looked, through a linguistic anthropologist’s research-based view of language and meaning, at their attempts to better communicate, it was clear that their communication model was faulty. They professed the familiar conduit model of communication. They tried to fix problems by being “more clear and direct.”  We focused on: How could the engineers approach their collaboration with a view of language, not principally as a conduit for information, but as a tool with many other capabilities?

     

    Could you say a little about the experience of writing with someone from a business school? I know of many collaborations between anthropologists and scholars from other disciplines, but this may be the first I have come across of an anthropologist authoring with someone from a business school who is not also an anthropologist (since business schools sometimes show remarkably good taste and hire anthropologists). And I am curious about how this shaped some of the challenges of writing a book together.

    This is a great question.  First let me say that I gained a lot in the process. My colleague is not a specialist on language, but rather on virtual teams and management. Her focus is on how people can most efficiently achieve short and long term goals in a business profitability and creativity sense. She was focused on the practitioner aspect at all times, and fairly uninterested in the minutiae of language dear to a linguistic anthropologist’s trade. The authority of our findings in the book had to depend more on assertions linked to prior language research rather than relying on discovering the findings through a very detailed data analysis of the engineers’ conversations and documents.

    My business colleague continually reminded me that business practitioners have minimal time to read added material, and they operate in the “three power point slide” framework. After experimenting with different ways to join business and linguistic anthropology goals, we decided to use the engineers as actors in the narrative to keep the content focused on situations likely to be familiar to a reader, or situations that a reader has already experienced and been frustrated by. We created the phrase “Communication Plus” (for communication plus culture) to convey to the reader that they already have a great deal of knowledge about communication in their own culture, but they have to add knowledge about culture’s influence on communication.

    It was necessary to take a prescriptive stance in the book in order to justify a practitioner’s time spent invested in reading the book. A lot of the engineers we worked with read poetry and appreciate literature and social science, but they also appreciate getting expertise in a manner they can immediately use. Business authors have no problem being prescriptive. My co-author would have been happier if the book was very short, with very short paragraphs. I felt it was necessary to have as much material about language and anthropology as possible. I am happy to say that over the course of the time writing together, my business colleague became convinced of the power of the close analysis of transcriptions of conversation, in this case conference call meetings. I became more aware of the pressures on people to perform in the constantly changing, globalized work world. Cross-disciplinary research and writing requires extra investment in time for the authors, managing differences and gaining some knowledge of the other author’s vocabulary, research goals, validation standards, methods, even what counts as a ‘finding’ or what’s cool. Similar to the engineers, we were both frustrated with each other’s practices and habits of thinking at times.

     

    Are there insights you had about the interactions you observed that you were unable to write about because it would require too much specialized knowledge on the part of your readers to explain the ideas adequately?

    I was not able to write about indexicality in a way that showed the importance of the concept and its ubiquity in communicative encounters. It’s a very abstract term that most people haven’t encountered before. I found that Garfinkel’s notion of ritual status degradation was very useful in analyzing what many of the engineers complained constantly about (feeling treated as non-humans by others due to the symbolic expression of respect taking a different form). Although Garfinkel meant something grander like pulling down the statue of Lenin or politically motivated imprisonment, the notion of ritual status degradation gets at the great seriousness of “small” slights like problems with greeting rituals among the engineers. No salutations in emails provoked surprising anger.

    Similarly, I found that Goffman’s notion of “spoiling” identity was a useful way to analyze problems I saw the engineers experience when they disagreed about what the “right” (“good engineering”) design was, conflicts that became intractable because “wrong” was just different or unfamiliar. Writing about ritual status degradation and the spoiling of identity didn’t work well in the book, though. What worked better was a discussion about cultural differences in theories of the person (ideas about personhood that explain differences in things like greeting patterns and why the wrong pattern can be so offensive). It worked well to discuss the idea of language as action (looking beyond content of utterance and the referential function of language). I would have liked to bring more conversation analysis principles into the book.

     

    Since the 1980s, anthropology has had a vexed relationship with the culture concept – often to the surprise of people outside of anthropological circles. In this book you talk about culture and cultural misunderstandings without any caveats, and I am hoping you can say a little about your embrace of culture as a strategic decision or intellectual commitment.

    I’ll illustrate some of the problems you are alluding to with an anecdote which addresses your question. My co-author and I were working on an article for an engineering journal, before we began the book. She said, “okay, we have to define culture.” I stared at her, incredulous. Isn’t this the honorable work of still generations to come?, I thought. Isn’t this misdiagnosing the solution to our ignorance? She didn’t see the problem, not having been a party to the discussions anthropologists have about this (discussions as you say “to the surprise of people outside of anthropological circles”). The engineering journal reviewers also insisted on a definition, as part of their editorial job of questioning our scope. I got inspiration from Duranti’s and Keesing’s discussions about culture, and we added reference citations for Schein of MIT’s work on organizational culture,  Foucault’s work on institutions, Wolf, Bourdieu, Bateson, Parsons, Kuper, Lave, Garfinkel, and Henrietta Moore’s piece on concept-metaphors in anthropology.

    A second anecdote concerns what happened each time we went to an engineering firm to introduce ourselves and get started collecting data. In the beginning of the project we were three, and we arrived on site together: a business professor, an engineering professor, and an anthropology professor. After the introductions, the engineers invariably focused all their attention on me (of course business and engineering were already quite familiar to them, but for those of us experiencing the recent assaults on the Liberal Arts, in demands for proof of our continued relevance, this was a great endorsement). The engineers said things like “yes, we really need to know about culture” and “we hope you can help us understand culture better.” They knew cultural misunderstandings were affecting their projects’ success and their job satisfaction. They had had some very frustrating and expensive experiences, but they didn’t know exactly how to learn from them. I would say my embrace of culture came from the engineers. There were particular aspects of culture more relevant to their situation, their situation being little if any face-to-face contact, lots of email correspondence (where requests and problems with responses to requests were frequent), group conference calls, expert-expert interactions, non-native English, and few, if any, shared work hours of the day. Some of these problems I’ve already mentioned. I found talking about identity an accessible way to discuss cultural influences on work collaborations. We tried to show how cultural practices that were annoying and threatened relationships (such as being too direct or being too indirect) had a moral basis. Not getting expected behaviors, as Garfinkel showed in his famous breaching experiments, results in people attributing malicious intent (people are held accountable). Being aware of the range of perspectives in human societies is a step to avoiding these ascriptions of harmful intent.

    Talking on the scale of culture easily leads to overgeneralizations and oversimplifications and I’m sure they are in the book. We found that the engineers, and others we interviewed like them, have an appreciation for diversity and are aware of the inaccuracies and hardships that can stem from overgeneralization and overattribution. Embracing culture was the way I felt we could bring linguistic anthropology to a readership dealing with globalization.

     

     

     

  • Webb Keane on his new book, Ethical Life

    August 16th, 2016

    http://press.princeton.edu/titles/10588.html

    Interview by Ilana Gershon

    Imagine that you happen to be in a long line at the airport, and find yourself chatting with another academic, say a media scholar who studies Cuban television before and after the revolution.  How would you describe the ways your book might be useful to her?

    Of course no one standing in line at the airport is talking to the people around them because they’re all absorbed in their personal devices.  But anyway, there are two ways to approach your question: first, as being about revolution, and second, as being about television.  Let’s take revolution first, and then turn to television (leaving aside the old question of whether the revolution will be televised).

    Revolutions, like religious revivals and social reform movements, exemplify the fact that ethical life isn’t just about being in the flow of things or cultivating virtuous habits and embodied sensibilities.  People also have a fundamental capacity to stand apart from that flow, in highly self-conscious ways.  They can take what I call the third person stance toward ethical life.   Although this kind of stance is often associated with religious moralities, avowedly atheist revolutions show that one can cultivate a god’s eye view without God.   This is why the book devotes a chapter to the Vietnamese revolution.   Obviously all sorts of factors go into any given revolutionary movement, but Vietnamese history casts light on the distinctively ethical underpinnings of political commitment.   After all, why should urban literati like Ho Chi Minh (or, I could say to your Cuban media scholar, people from privileged backgrounds like Fidel or Che) have cared about socially distant peasants enough to deviate from their own comfortable pathways in life?   I argue that to understand Ho’s revolutionary project and its wide appeal in its early years, we have to grasp its sources in what are properly ethical concerns about harm and justice.   People like Ho could crystallize those ethical concerns as a principled and readily communicated political critique thanks to the availability of a third person perspective on their society.  From the early decades of the twentieth century, Marxist social theory and historical narratives, along with elements of Confucian and Catholic social thought, provided Vietnamese revolutionaries with a position from which the view their own world from the outside.   But that “god’s eye” position alone couldn’t make a revolution.  The Vietnamese revolutionaries understood the importance of what we call ordinary ethics, that is, the way that values like respect, dignity, social recognition, and equality are embedded in everyday habits and activities.   In light of the enormous economic , political, infrastructural, and military challenges the Vietnamese communists faced, it’s remarkable how much emphasis they placed on changing seemingly trivial norms of speech and other aspects of face-to-face interaction.  In this respect, they were trying (with greater or lesser success) to bring the third person stance to bear on the habitual and unself-conscious flow of first person experience and second person address.

    As for television, like any medium, it is a vehicle for the circulation of objectifications—images, expressions, and narratives that retain some formal integrity beyond their original context.  These objectifications have historical consequences for ethical life.  They contribute to ethical self-consciousness of individuals, and the consolidation–and dissolution–of public norms more widely.   So one question to ask about television is how its impact differs from face-to-face interaction and other media like newspapers, radio, cell phones, the internet, and so forth.  What difference does it make that a given medium has the speed it does, or geographical reach, social scale, visual versus aural or tactile sensoria, one-way versus dialogic format, centralized control versus open access, the techniques of intimacy and alienation, and so forth?  These questions open up a huge set of empirical problems that extend well beyond the scope of my book.  But here are some of the distinctively ethical questions we might ask.  Your own work with teenagers has focused on one of them: is it okay to break up with someone by text message?   If not, why?  What ethical difference does it make whether your social actions are carried out in one medium or another?  If this is a question about the second person address of interaction, we can also move our attention outwards into more public and sociological scales.   Do certain media facilitate the third person stance or enhance first person subjectivity?  What difference does it make that a message is conveyed in verbally explicit form or implied by sonic or visual means?  Is it more ethically dubious to be swayed by the sound of someone’s voice than by the logic of their arguments or the authority of their institutional position?  Do certain media forms reinforce the monologic voice whereas others enable dialogism?  Television and social media notoriously escape the confines of context: what weight do we give to semiotic form and producers’ intentions when a supposedly neutral image enters a context where it’s deemed pornographic, racist, or blasphemous?  These aren’t just academic questions; they also worry teachers, parents, lovers, artists, political activists, censors, lawyers, and propagandists.  We know, for instance, that the easy transmission of sermons via cassette tapes played a critical role in fostering a new kind of public space in the run-up to the Iranian revolution.  And of course all sorts of claims have been made for the transformative effects of social media on the Arab Spring—not all of which have stood up well over time.  Is the form of a medium effective independent of its content?   Muslim preachers in Indonesia seem to think so when they hire mass media consultants from American Christian televangelists.

    One of the key theoretical moves you make to fashion a more interdisciplinary conversation about ethics is expanding the notion of affordances.  Psychologists and media scholars have used this concept to discuss human interactions with the material world.  In your hands, affordances can belong to “anything at all that people can experience” because they “possess an indefinite number of combinations of properties.” (30)  Yet anchoring affordances in materiality provides a significant theoretical purchase – it has typically afforded a way to conceptualize limitations and resistances.  When a cloth can be torn but not made to radiate light, this is a way that matter matters.   In your framework, what is the grounding for resistances and limitations, for determining what is possible and impossible?

    I expand on the notion of affordances by including people’s experiences of such things as emotions, cognitive biases, linguistic form, patterns of interaction, and social institutions.  But ultimately these are only available to experience because they have some material manifestation.  Although this may push the concept of affordance further than its more familiar uses, I think it’s consistent with them.

    I’ve been seeking to develop a realist approach to anthropology that nonetheless retains the insights of the constructivist traditions in social thought and does not succumb to determinism.  The attraction of affordance lies in this.  It treats the components of the world as real, and as making certain things possible.  But it does not do so by claiming that the things of this world necessitate anything in particular (nor, for that matter, does the analysis depend on us claiming to have the “correct” depiction of that world).  One example I use, echoing something George Herbert Mead wrote long ago, is the chair.  A wooden chair affords sitting, but only if you’re of a certain size, shape, and flexibility.  So the affordances of the chair only exist relative to the capacities of someone who might take them up.  Moreover, the existence of chair doesn’t mean that you will sit.  You could use that chair to block a door, hold down papers, prop up an art work, hit someone over the head, burn to keep warm, hide behind, step on to reach something out of reach, or, for that matter, you could simply ignore it.  That is, affordances are summoned up in response to projects of some sort.   As new projects develop, hitherto unforeseen affordances will emerge into view.

    Impossibilities have to be part of the story too: you could say that a chair will not enable you to fly.  But here’s a more relevant example in the book.  Humans cannot learn to speak a full-fledged language without first developing some cognitive capacity to infer other people’s intentions and otherwise work with what some psychologists call “Theory of Mind.”  You can’t even use first and second person pronouns unless you have a rudimentary grasp of the perspective on “I” that is momentarily granted by saying “you.”  This affords all sorts of things, including shame, prayer, novels, torture, games, and witchcraft.  It also casts doubt on certain strong claims about ethnographic difference—namely, that there are some societies where people really have no concept of interiority or intentions.   To make this claim is not to eliminate interesting differences among social realities.  Rather, it pushes us to examine them more closely, to ask, for instance, what is at stake for some societies that forcibly deny the intention-reading that they are, in fact, doing all the time.  I think there’s more ethnographically specific insight to be gained this way than by treating each cultural world as autonomous, the creation of its own heroic Promethean powers to create reality.  But this should not lead us back toward any of the familiar reductive forms of determinism.

    In this book, you address the possibility that self-consciousness or reflexivity can be a necessary but not sufficient first step towards social change.  Sometimes self-awareness does not change social interactions, or only does so for a fleeting moment.  What do you think makes self-consciousness socially successful so that it shapes how others evaluate ethical behavior as well? 

    This is a question about the role of ideas and values in the extremely complex social and political histories out of which they emerge and on which in turn they have their effects.  The extraordinary speed with which gay marriage has gone from being an easy political wedge issue to divide classes and regions in America to much wider acceptance than anyone expected is a fascinating case.  But I think it’s too soon for us to see clearly how this came about and what will follow.  We have more perspective on the abolition of North Atlantic slavery.  As historians have pointed out, in Britain the arguments against slavery were already well known in the seventeenth century and increasingly came to find acceptance over the course of the eighteenth.  But all sorts of other things had to happen for those ideas to induce the social changes that finally came about in the nineteenth century.  These include the great wave of popular evangelical Christianity, England’s political and economic competition with France and its ideological interest in distinguishing its moral superiority to a newly independent (and slave-owning) America, the emergence of working class identities that put pressure on the value of manual labor, and more.  These elements are heterogeneous and their conjunction is largely contingent.  So the history of ideas matters—they have to be available and they have to be plausible.  But ideas only become socially viable when all sorts of other factors come together.  Ethical concepts, social institutions, political organizations, laws, technologies, economies, and so forth have quite different logics and temporalities, and are enmeshed in distinct kinds of causality.  Explicit ethical concepts help crystallize people’s intuitions and allow them to circulate in new ways (which takes us back to the issue of media raised in your first question) but they can’t tell the whole story alone.

    Explicitness has such power for enabling shared agreements about what is ethical to travel across cultural contexts in your account.   I can’t help thinking however that we are currently in a stage of capitalism when the market is viewed as the ideal spontaneous order precisely because self-awareness is irrelevant to its functioning, when algorithms are viewed as idealized ordering mechanisms, but only because, in a sense, they are seen as circumventing explicitness.  What do you think of social orders that disavow explicitness, viewing explicitness as largely irrelevant for social interactions to function?

    In this context, explicitness means being able to put an ethical stance into so many words: “the voting law is unjust” or “the Dean can be trusted to say what she means.”  You do this by drawing on the ethical vocabulary that’s available in a given social location and historical moment.  (By the way, this means that particular ways of being ethical are necessarily historical: As old ethical categories disappear and new ones come into existence so to do ways of being, or not being, ethical, and new ways for people to affirm or deny one another’s ways of being ethical.  Try as I may, it’s simply not possible for me to be a virtuous Athenian or a Confucian sage today.  An ethical vocabulary is not just a set of labels for ideas or values that are already there, waiting to be named.)  What some philosophers have called “morality systems” try to stabilize ethics by codifying it.  But explicitness is just one moment in the ongoing dialectics of objectification and subjectification.  It involves stepping into what I call the third person stance, taking a distance from the first person of experience and the second person of address to see oneself and others through generic categories.   It is a kind of self-distancing that induces particular forms of self-consciousness.  For this reason, explicitness has also been held in suspicion in various ethical regimes.   We can see this in certain styles of romanticism and mysticism which treat self-consciousness as a form of inauthenticity, and celebrate being in the flow of things.  It’s a recurrent issue:  some ancient Chinese philosophers also worried that any purposeful striving to be ethical would be nullified by that very effort.  Such regimes aim—paradoxically—to actively inculcate effortless, habitual ways of being ethical.   The goal is to live entirely in the first person, as it were.   But this can be only part of the story.  On the one hand, an ethics that wholly lacks the first person stance would be unsustainable—it would have not claim on anyone.  That’s part of my argument against utilitarianism, which insist one only look at things from the objective position of the third person stance.   It’s only from the first person stance that one can really care about ethics in a fully embodied and inhabitable way.  But to insist that ethics is only one or the other—either objectification or being-in-the-moment—is to deny the fundamental motility of human life.  People cannot remain entirely present in the first person, nor is it possible to sustain the third person stance only.  We are always in motion among them.   This motility isn’t a bug—it’s a feature.

    So, to turn to the rest of your question, what about this period of capitalism?  We could say that neo-liberalism expresses an ideological reaction against the third person stance of the centralized nation-state, with its blueprints and planners.  Does this make it a-ethical?  Not necessarily.  After all, there is an ethics of autonomy there.  I call this an ethics because the autonomy expressed in neo-liberalism is sometimes treated as a value in itself, beyond any instrumental justification.  We may feel it’s based on false premises or has harmful consequences, but I think we should recognize that it makes ethical claims of a sort.  They’re just not necessarily ones I would accept.  However, although none of us as human beings can, or would want to, avoid ethical judgments, in our limited role as anthropologists we should not be in the business of making ethical pronouncements ex cathedra.  Having said that, neo-liberalism does deny or ignore something very basic to ethical life as I describe it in the book, the fact that people are thoroughly enmeshed with one another in very fundamental ways.  Any form of social organization that denies this and tries to treat them as wholly independent units is empirically mistaken and, let’s say, ethically compromised.

    You imaginatively move a step beyond the insight that ethics is the challenging task of living alongside other people to argue that ethics at the core is about the challenging communicative task of living alongside other people when no one has telepathy.  That is, communication is profoundly at the heart of what it means in a given historical and cultural context to be ethical.  Say that you are as persuasive as I hope you will be.   What types of research projects should people explore beginning from this insight?

    If people lack telepathy, then we have to take communication very seriously.  That means that every time we want to say something about experience, affect, concepts, values, intuitions, subjectivities, we should ask how they are mediated.  But communication isn’t a simple matter of transmission, getting a self-contained message from one head to another head.  For on thing, communication takes place over time, but, as I show in my chapters on social interaction, it always loops back on itself, opening messages to revision, reframing, denial, anticipation, dissemination, and so forth.  Moreover, mediation isn’t just an empty vehicle.  It is always embodied in semiotic forms (words, images, actual bodies, spaces, places, rituals, institutional procedures, and so forth).  Semiotic forms are never entirely purpose-built—as Derrida remarked long ago, “the engineer is a myth.”  As a result, they bring with them their contingent histories, they face causal constraints and give rise to unintended consequences well beyond anyone’s communicative purposes, and they possess affordances that can point their users in unexpected new directions.

    It follows that research should be very attentive to the formal and material properties of our evidence.  So much contemporary ethnography tends to be literal-minded.  And far too much of it is based on interviews.   So the first point is just to take semiotic mediation seriously.   Partly this just means paying close attention the form and not just content of communication.  In addition, it means attending to materiality, to both the qualities of media and the causal networks they’re involved in.   If you were researching the internet, for instance, you might ask both about the body’s relationship to movement viewed on a flat screen and about the infrastructure that makes that relationship possible (cyber-utopians never seem to talk about how we pay the monthly smart phone bills or the environmental costs of powering Google’s servers).   So rather than suggest new research topics, we might look at the research we are already embarked on from new angles, asking what are the constraints on people’s projects, the distinctively ethical affordances and unintended consequences to which their semiotic media can give rise?

    I would pay particular attention to the interplay between what gets made explicit and what remains unsaid, either because it’s too obvious to say, too ordinary to notice, or is simply impossible to put into words.   In looking at social change, for instance, what’s the relationship between those who are articulate and passionate, on one hand, and those who are silent and indifferent, on the other?  Are the voices we hear most clearly always where the action’s at?  When they are, is this because of what they say, who’s saying it, or how they say it?  In my book, I look briefly at feminist consciousness-raising during its radical moment, in the early 1970s, before it became absorbed into mainstream therapeutic culture.  (As with my discussion of Vietnam, this example draws on the historical perspective that we lack when looking at current events).  What’s interesting is how these women, some of whom had been influenced by reading Maoism and Frankfurt School Marxism and by practical experiences in the Civil Rights movement, discovered the affordances of ordinary conversation.  Out of their conversations they created a new ethical and political vocabulary for experiences that had until then seemed idiosyncratic, pathological, or simply inchoate.  The result was what I call “historical objects,” values and concepts (sexual harassment, glass ceiling, control of one’s own body) and that can be pointed to, debated, circulated widely through the media, and institutionalized—or suppressed—in explicit norms and laws.  One could argue that new ways of being a person, of flourishing, and of identifying harm came into existence that simply did not exist before.   But history is full of projects that go nowhere: objectified values and concepts remain only theoretical unless they can enter into the flow of everyday life in some way.   To see how this pans out ethnographically requires careful attention to semiotic mediation

    As the Vietnamese and feminist examples suggest, the interplay between the explicit and tacit, or the said and unsaid can be crucial to understanding how social movements pan out.  There’s a lot of ethnographic interest in these topics already but I would suggest that we need to pay special attention to the motility among first, second, and third person stances.  To repeat, the idealized third person stance—an ethics of pure principles—remains only notional unless it offers some concrete ways of being inhabitable.   But as soon as something becomes concrete—for instance new kinds of marriage, styles of child-rearing, acceptable means of making a living, or practices of ethical pedagogy– all sorts of unforeseen affordances are likely to become visible and unintended consequences likely to emerge, such as new kinds of semiotic transgression or performative failure.

    Your cover is so striking, when I got the book I immediately flipped to see where the cover came from, only to discover it is one of your paintings.   Could you talk a bit about the story behind the cover – did you paint this piece intending it to be the cover?

    Before entering academic life, I was an artist (I’ve never taken a college course in anthropology—maybe that’s why I’ve never grown tired of the subject).   That cover image is part of a series that I painted many years ago.  When I was finishing my second book, Christian Moderns, I decided I didn’t want to have a cover that would try to illustrate the book, both because that seemed too literal-minded, and because illustration covers often encourage certain readings of the book at the expense of others.   As it happens, an abstract painting that one of my old studio mates had given me was on the wall, and worked very well.  So for Ethical Life I thought I’d use another work by a friend.  However, none of the pieces I myself owned seemed to work.  But someone suggested I use my own painting.  The original is in blacks and greys, which seemed a bit too somber, so I invited the press to alter the color scheme.  Since my first books had been green and blue, I favored red, but that turned out to look a bit too much like bloody bandages.   At any rate, you’re welcome to read into the cover what you will!

  • Bodoh-Creed’s When Pfizer Met McDreamy

    August 15th, 2016

    My dissertation is an examination of the role that medicine and media play in educating the American public. The research as a whole looks at four lines of media evidence including medical fictional and non-fictional television, pharmaceutical advertising, and internet health searches (also called cyberchondria). My page 99 sits squarely in the historical review of medical television, looking at the portrayal of physicians and medicine from shows in the 1960s like Ben Casey to the current spate of shows on the air now like the long running Grey’s Anatomy and House M.D.  Page 99 discussed the role of graphic medicine and realism that, while not unique to ER, was popularized by the show and it also demonstrates how physician writers cannibalize medical experiences of their own and those of colleagues around them.

    [ER] thrived on intensity for the audience. The pacing was fast and the camera shots unique. In an Emmy Award winning episode of ER in the first season, titled “Love’s Labor Lost” a pregnant woman is featured having complications in the emergency room and an ER doc having to perform a caesarian section in haste. Of course chaos ensues and it is a very graphic, fast episode that was based on a real experience of a physician friend of one of the writers. (99)

    Within my dissertation research, I want to stress the importance of the amount of access that I was able to obtain within medical television industry personnel. I spoke to actors, directors, executive producers, writers, physician writers and consultants, nurse advisors and consultants, product placement coordinators who organized medical equipment for set, special effects creators, and they all gave me some incredible insight into their world and also the changes in medical television over the last 50 years. The information from these key informants show the ways that physicians and nurses create the authentic medicine that is seen on screen.  They strive for accuracy as much as possible, knowing that audiences are paying attention to the jargon, the procedures, and the medical lessons of early detection, treatments, and life saving medications.

    Jessica Bodoh-Creed, “When Pfizer Met McDreamy: A Classic American Love Story Between Medicine and the Media.” PhD diss, University of California, Riverside, 2013.

    Dissertation available here: http://escholarship.org/uc/item/6mx5b84b

    Jessica Bodoh-Creed, Adjunct Faculty, California State University, Los Angeles, Department of Anthropology. Jbodohc2@calstatela.edu

     

     

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