espresso bongo

Nationalism and Poetry: Thoughts on Pascale Casanova and Adam Zagajewski's "Poems on Poland"

I noticed during the State of the Union the other  week, how frequently the theme of economic nationalism was invoked (bringing jobs back home, rewarding companies who base their manufacturing here, etc.).

And judging from the polls afterwards, it worked -- across the political spectrum.  This got me thinking about nationalism in general.  If ideas about "the Nation" strike such a chord, how might they affect aesthetics?

In an essay in the latest New Left Review, literary historian Pascale Casanova argues that feelings about "national identity" are actually a central, if sometimes unconscious, element of literary production.

Even writers who eschew such identification, embracing a sort of cosmopolitanism, are only able to do so because of the confidence their national culture affords them.  In other words, if you're a writer from an older literary cuture, one already respected on the world stage, you don't need to worry about your right to write.

But for nations just emerging, the driving aesthetic often has to do with discovering, refining and battling  for a national identity.  And making the case that one's own culture can stand, aesthetically at least, toe to toe with the giants.

One might imagine, by extension, that an important step in such aesthetic nationalism would involve fighting off the images cast upon your culture by the more powerful.

These ideas came to life for me as I was rereading a poem by Polish poet Adam Zagajewski.  Poland, as a national culture, is certainly in a state of (re)emergence, since it only recently has escaped (yet again) the domination of its aggressive neighbors.

Zagajewski's poem records the aesthetic after-shocks of such a history:

POEMS ON POLAND

I read poems on Poland written
by foreign poets.  Germans and Russians
have not only guns, but also
ink, pens, some heart, and a lot
of imagination.  Poland in their poems
reminds me of an audacious unicorn
which feeds on the wool of tapestries, it is
beautiful, weak and imprudent.  I don't know
what the mechanism of illusion is based on,
but even I, a sober reader,
am enraptured by that fairy-tale defenseless land
on which feed balck eagles, hungry
emperors, the Third Reich, and the Third Rome.

The picture painted of Poland by more powerful nations here reminds me of Donald Lopez's classic book on the cultural history of Tibet, Prisoners of Shangri-La.  In it, Lopez examines how that country has been portrayed in books (and skewed translations of Tibetan texts) by Western scholars, New Agers and explorers.

This "mystical kingdom" has been seen as everything from a utopia ("Shangri-La") to a sort of medieval slave state; its people portrayed sometimes as superstitious and even barbaric -- at others, deeply wise (if idealized) magicians.  But like Poland, however Tibet is pictured, it generally ends up seeming like a place lost in the past and its own passivity.  It's rarely an actor on the modern stage.

The Poetics of U.S. Nation Building

But the nationalist muse doesn't only inspire smaller, less powerful countries.  As U.S. literature came into its own, as Casanova points out, it too competed on the stage of international cultural politics.

Throughout the 19th century, U.S. writers, in their own quest for cultural independence, saw themselves in competition with Britain.  This nationalist impulse reached a high point in Whitman (who has been hailed as "America's  Shakespeare").  As Casanova puts it:

"Walt Whitman's writings contain magnificent pages on the power, novelty and immensity of American verse, while the United States themselves constituted 'the greatest poem' of all." 

It's amazing how such poetic nationalism persisted -- especially in view of how dominant the U.S. became by the mid 20th century.  As late as the early 60s, for example, poet George Oppen criticized U.S.  poets for looking away from their home soil -- and toward "the exotic arms of Zen" -- for inspiration.  Oppen remarked that for his generation, developing a more homegrown poetics (Williams being the ground breaker here) was considered the radical position to take.

Why?  "We grew up on English writing..." he wrote, and "the more open society [of the U.S.] made possible the literary career of the obviously non aristocratic spokesman who, once he tired of Invocation to Someone Else's Muse, had to make his own poetry."

Nevertheless, I'm not sure how appealing such ideas are for U.S. poetry anymore.  A few years back, I remember attending literary events attempting to answer the question of "What's American about American Poetry" (as if few knew anymore).

But I wonder, if the national economic ideology shifts away from the globalism of the last 25 years or so, how might this affect poetry, or our aesthetics in general.  Thoughts?

 

Of Games and Nightmares: the American Horror Story TV Show Meets the PlayStation 3 Commercial

The other week, while watching the last few episodes of the wonderfully creepy American Horror Story TV series, I had a suitably jarring experience.

If you haven't seen the show, it's about an American family that moves into a house that turns out to be haunted -- and ultimately destroys them all.

In the penultimate episode, Violet, a younger, likeable ghost, is attempting to rid the house of an extremely nasty member of the living dead.  She learns a spell for banishing bad spirits and tries it on him.

She flings the evil ghost's watch into the fireplace and untters a mystic word.  In response, he quivers ironically, and then bursts out laughing.  Violet gasps: "the spell didn't work!"  The bad ghost tells her that they never do.  People make up these rituals, he explains, to make them feel in control.  "But guess what," he mutters, "they're not."

This pessimistic vibe lingers throughout the episode.  A little later, Violet's mother, Vivian (who's still alive at this point), has the misfortune of going through childbirth in this freaky abode.  As you might expect, things don't go right -- and she starts to hemorrhage severly.

Her husband begs her to fight on.  But Vivian can also see Violet's spirit, who tells her, "mom, if you're in pain, you can let go."  Fading at this point, she replies: "I don't think I have a choice."

Unusual as it was to see a TV show where the stars don't ulitmately "pull themselves up by their bootstraps" and "take control", what was just as surprising, in this context, were some of the commercials that paid for it.

The most striking to me was one for PlayStation 3, which praises a young hero named "Michael":

 

At first viewing, it seems as if American Horror Story and PlayStation 3 come from completely different universes.  One ruled by defeat -- the other by conquest.

The Horror of the Real Estate Bubble

The "horror" in American Horror Story, in addition to the phantoms and spooks, is the seeming helplessness of the family stuck in this nasty home.

And you can see why this program became the new water cooler show: in an age of foreclosures, it captured an element of the zeitgeist.

The haunted house genre is after all, sometimes seen as an allegory about the anxieties caused by real estate -- and how sometimes, when a house goes bad, it can threaten a family's financial and emotional existence.  Here's literary critic Walter Benn Michaels on the Amityville Horror:

"Think of the plight of the Amityville couple as investors in real estate: having risked everything to get themselves into the spectacularly inflationary market of 1975, they find themselves owning the only house on Long Island whose value is declining -- the only one for a few years, anyway, until rising interest rates, as intangible as ghosts only more powerful, would begin to produce a spectacular effect on housing prices everywhere."

The Triumph of the Gamer's Will

But if American Horror Story is a fable about being overpowered by mysterious (perhaps ultimately economic) forces, is not the PlayStation 3 ad its mirror opposite?  In it, Michael, the gamer (whose portrait we see at the end) rather than get overpowered by phantoms, anxieties or crisis situations, is instead, their total master.  The "ghosts and goblins" in the spot worship the guy like a god!

All of which makes me wonder if there's not a sort of cause and effect relation between these two spectacular forms of entertainment.  It's as if the godlike pleasure of the video game has been invented as an antidote for the grim realities the TV show brings to mind.

You can see why young people -- especially males -- would love PlayStation 3.  In a world where mom and pop may be over stretched, perhaps stuck with responsibilities and investments (real estate or otherwise) that are going south fast, a game like this at least creates a fantasy where a little personal heroism is still thinkable.

And the tag line "Long Live Play" suggests something else.  Perhaps the reason the act of playing (like ritual) has been around as long as human culture itself is that our awareness of a potential disaster, always seemingly lurking around the corner, creates the need for mastery of some sort -- over some domain or reality.

Even if it's all only a game.  Thoughts? 

 

Is Jenny Still from the block? Jennifer Lopez's "My World" TV Commercial for Fiat

Recently, a standard, celebrity endorsement TV commercial started a mini-firestorm across the blogosphere, twitter and even mainstream media.

In the spot, Jennifer Lopez seemingly drives through the Bronx in a Fiat and describes how much her old hood means to her:

 

It turns out, as exposed by The Smoking Gun and other blogs, when JLo tells us how the Bronx neighborhood where she grew up inspires her "to be tougher, to stay sharper, to think faster", she is actually in L.A. doing a voiceover -- and the person we see in the Fiat is a body double.

To make matters worse, reporter Ed Morales witnessed the shoot (it took place close to his home), and took a photo that showed that the car in the commercial actually broke down.

If this weren't enough, the graffiti artists who created the giant heart you see at the beginning of the spot, also cried foul.  Their work, which Fiat used without permission, is copyrighted (Fiat ended up settling with them out of court).

And then, in the midst of all this, during Lopez's performance at the American Music Awards a Fiat appeared suddenly in the middle of her act, offering an instance of product placement so blatant, a fellow performer questioned her integrity.   The Fiat appears a little over a minute in...

 

The Authenticity Dilemma

Amusing as all these exposes are, initially I came away wondering, as Anderson Cooper did, what all the outrage was about.

After all, part of advertising's mystique has to do with the whole real or fake dilemma ads pose.  This is a genre of communication that delights in ambiguity. Think of the iconic headline that launced Clairol in the U.S.: "Does she or doesn't she?"

You could even argue that one of the thrills consumer goods provide is the tantalizing possibiity that they allow you to try out and even adopt new identities.

But with a little reflection, I could see why people got irked.  Lopez has built her brand around the image of a superstar who keeps it real by staying in touch with her roots.  Who can forget those lines from her most famous song:

"Don't be fooled by the rocks that I got
I'm still, I'm still Jenny from the block."

And it's this aura of authenticity that Fiat wants to associate with its cars.  Here is Fiat's marketing guru, Olivier Francois:

"Jennifer fits perfectly with the brand not because of who she is but because of what she is -- authentic, passionate, modern, and a fighter determined to stand out from the rest.  As you look at her career path, she embodies the Fiat philosophy, 'Life is Best When Driven.'"

Francois has reason to be confident with such a strategy.  He used the "authenticity" sell in his remarkably successful re-launch of Chrysler -- with TV spots starring blue-collar heroes like Eminem and others (covered on this blog here and here).  And an earlier viral video ad connected with the Lopez campaign ranked 4th most popular of its genre this year.

Nevertheless, you can see the contradiction contemporary ideas of authenticity often entail.  Francois praises Lopez for her driven, competitive personality.  She is authentic because, despite the odds against her, she fought for her individual vision.

Yet, the spot isn't so much about her individuality, but her loyalty to her community.  In fact, it's her "street cred" that affords her, as a performer, much of her bravado, swagger and authority.

Perhaps, then, the source of irritation with this spot drives from an issue Michael Lally (from Lally's Alley) has brought to my attention recently -- that of co-optation.

The fact that Lopez and Fiat simulated her cruise through the Bronx, appropriating its urban art, street scenes and people for their own uses, no doubt seemed to offer a particularly ungraceful example of cultural co-optation.

All of which makes me wonder if questions of authenticty become particularly acute for celebrities with working class roots.  On the one hand, they've got to transcend, even betray, their backgrounds to get over.

On the other, they've got to stay loyal to their cultural milieu in order to use it credibly -- especially if their artistic personas draw on their class or ethnic identity.

In any case, Fiat must be hoping the accusations about the ad's fakery don't reflect upon their car.

For in the past, Fiat has had its own problems with authenticity.  I've read that the last time the brand made a push for the U.S. market, instead of a hip, urban ride, it got a reputation as a car that broke down a lot.

The brand's name, in fact, became an acronym for "Fix It Again, Tony." Thoughts? 

From Diesel (Jeans) Island to Zuccotti Park: Thoughts About OWS and Some Recent TV Ads and Videos

I've been away from this blog for a few weeks to get other writing projects done.  Now that I'm back, I thought it would be interesting to look at a few TV ads and videos that are  related -- directly or indirectly -- to Occupy Wall Street and/or our current political culture.

First, one from the Right (specifically focused on a Democratic candidate) that slams OWS and everyone associated with it.

Negative Political Attack Ad on Elizabeth Warren

 

This Karl Rove production associates Warren with the anachronistic sign of Communism ("radical redistribution of wealth"), with a little 60s era "hippie druggie" stuff thrown in for good measure.

But what interests me more here is one of the other reasons the ad offers as to why this rising Democratic star is "dangerous" -- she's an intellectual theorist.  This sort of "accusation" is partly a recycling of Cold War-era anti-intellectualism.  But it also points to another cliche about intellectuals: they're supposedly ineffectual, i.e., "all theory and no practice."

This can also be related to a common criticism of Occupy Wall Street.  Some commentators have complained that the movement is indefinite as to its demands.  At the heart of their irritation is the implication that OWS is all ideals, no "getting down to brass tacks" -- a variation on the theme of all talk/protest, no (effectual) action.

The next ad, produced for OWS (funded through an online crowdsourcing site), does a lot to answer both the criticisms of radicalism and impracticality.

Occupy Wall Street TV Ad

 

This ad seems designed to answer the question of "what do they want?" head on.  Every person who makes a cameo here begins their statement with "I want..." Some demands/desires are more general -- but others are quite specific.

Additionally, the mosaic of faces presented in the ad is from a wide enough swath of U.S. society (and the people look "normal" enough) to prove that OWS, rather than a radical "them" is a home grown "us".  You  might call the spot a representation of representativeness -- signifying not "dangerous foreign collectivism" but U.S. democracy with a capital D.

"Diesel Island Is Going Down!" (Video Ad)

In the context of the argument about the need for change that you see in the first two ads, the new video ad below for Diesel Jeans (though not directly about OWS) is  all the more fascinating.

A few months back, this blog covered a Diesel campaign in which the brand created a wacky kingdom called Diesel Island, "the least fucked up country of all".  It was an imaginary nation, made up of a kooky community of young idealists who all, of course, wore Diesel Jeans.

In this new video, we find out that this utopian experiment in (heavily-branded) democracy, alas, has succumbed to corruption and scandal:



Looking at this clip now, it's hard not to think, by coincidence at least,  of that other locale where utopian impulses are springing up: Zuccotti Park.  And though neither of the first two spots touches on it directly, the utopian element of OWS is what actually excites some commentators  Here is Matt Taibbi, reporting for Rolling Stone:

"...Occupy Wall Street was always about something much bigger than a movement against big banks and modern finance.  It's about providing a forum for people to show how tired they are not just of Wall Street, but everything.  This is a visceral, impassioned, deep-seated rejection of the entire direction of our society, a refusal to take even one more step forward into the shallow commercial abyss of phoniness, short-term calculation, withered idealism and intellectual bankruptcy that American mass society has become.  If there is such a thing as going on strike from one's own culture, this is it."

Is not the original message of Diesel Island (and other imagined brand communties such as the Republic of Corona) exactly the sort of thing that Taibbi sees OWS as rejecting? That is, the offering, say, of brand images and experiences as simulated stand-ins for more actual sorts of freedom.

Some scholars claim the ideological function of consumer culture is precisely to provide such  consolation prizes as substitutes for our own insurgent impulses.  William Davies put it this way, in a recent article in New Left Review:

"Advertising, like management theory, is fuelled by a critique of the dominant normative-economic regime within which it sits, facilitating safe acts of micro-rebellion against the macro-social order."

In this light, the dissolving of Diesel Island seems almost honorable.  It's as if consumer culture's unconscious is saying (in video dream-speak): "hey, when you've got real utopian experiment in the news, who needs a simulated one?"  (Though what Diesel's ad folks really intend is probably to  just to promote the brand as cool,  by way of joking around with the  political zeitgeist.)

In any case, this all makes you wonder: if experiments like OWS persist, what will it mean for consumer culture as we've known it?  Thoughts?

 

Reading in Chicago with Elaine Equi on Wed., 10/26

News flash.   I'll be reading with Elaine Equi in Chicago, for the first time in over 20 years! If you live in town, would love to see you there.  Here's the info:

Columbia College
Elaine Equi & Jerome Sala
Wednesday, October 26, 5:30p.m.
Hokin Hall, 623 S. Wabash, Room 109

More info here.