During the Super Bowl, RAM Trucks debuted a controversial truck commercial splicing images of Americana with a sermon excerpt from slain Civil Rights leader, Dr. Martin Luther King, Jr.
After outrage gave way to discourse, cultural critics were quick to point to the irony of Dodge’s signification. In the originating sermon, “The Drum Major’s Instinct,” King critiques self-interested pursuits that hinder people’s ability to see the value in others. He literally calls out Americans who ride in expensive “Chrysler” vehicles for the ego trip. NB: FiatChrysler Automobiles is the parent company of RAM.
To make the point, the left-leaning magazine Current Affairs re-edited the commercial with an audio excerpt from the same sermon that they believe to be more indicative of King’s message. Continue reading “On Kings and Trump Cards”
(Click photo to enlarge.)
Did you ever see this Prudential ad from a couple years back? It features some fun footage from the Candid Camera TV show, back in 1962.
What’s so interesting about the ad is not the basic lesson in sociology — though it’s pretty good, I admit — but the punchline at the end. For the company is literally banking on the fact that it is indeed human nature to follow others despite the closing’s apparent message to the contrary. For the whole point of advertising is to sway the public’s opinions and actions — whether it’s to get us to take off our hats or give our money to this as opposed to that investment firm.
They’re hoping that, when it comes to investing, you’re no different from those poor guys on the elevator — you know, the ones who no doubt felt like they chose to turn around. Coz if you’re the only one — the truly lone wolf, the rugged individual — who opts to go with Prudential, well…, that doesn’t help them, now does it.
Given his interest in understanding myth as something that carries two messages, one smuggled in by the other and which might even contradict the other, I think Roland Barthes would have appreciated this ad.
In History as Propaganda: Tibetan Exiles versus the People’s Republic of China, John Powers surveys a wide variety of histories of Tibet, written by Tibetan, Chinese, and western (i.e., American or European) authors. The story of the relations between China and Tibet — is Tibet an independent state or merely a small part of China’s empire? — can be told in many different ways, depending on the interests or agenda of the author spinning the narrative. Of particular interest to me is how Powers notes the normative vocabulary of the historians he surveys. The authors tend to systematically use normative nouns and adjectives — with positive and negative valuations attached to them — in their narratives. See the following two tables: Continue reading “On the Systematic Use of Normative Vocabulary”
As a college professor I often hear faculty lament the students we have “these days”; there’s a nostalgic decline-and-fall narrative we tell, according to which we’re far removed from the golden age when students were prepared for college and could actually read and write upon arrival. If only we could return to the seventeenth century, when students came to college reading Latin and knowing their Seneca and Cicero!
However, when this narrative is shared (and, to be honest, I’ve told the tale myself), what I hear — what that narrative seems to implicitly suggest — is this: things were better back in the old days, before they let a lot of women and blacks and kids from the working class into college. Continue reading “The Golden Age”
For a new Culture on the Edge series “You Are What You Read” we’re asking each member to answer a series of questions about books—either academic or non-academic—that have been important or influential on us.
1. Name a book you read early on that shaped the trajectory of your career.
I remember standing in the checkout line at the campus bookstore with my copy of Roland Barthes Mythologies. I admit that I was suspicious of any book supposedly so profound that was also so small. Its size is deceiving just as much as its structure is unique: the first part of Mythologies is comprised of a series of short essays that provide the pop-culture exemplars of Barthes’ theory on how mythmaking operates (covering everything from food to clothing to politics), while the latter half is comprised of a theoretical essay – entitled simply “Myth Today” – that more overtly addresses the workings of this type of semiotic turn. Barthes rejected common definitions of myth that equate it with “falsehood” or “the stories that dead people believed.” Rather, Barthes understood myth as an absolutely ubiquitous process that involves the transformation of “history into nature,” or, put differently, the manner in which otherwise constructed things are made to appear natural or inevitable. Continue reading “You Are What You Read, with Leslie Smith (Part 1)”
The other day I was cruising around the web reading old New York Times pieces and came across one entitled “Does Religion Oppress Women.” As with many things on the web (e.g., the banana slicer for sale at amazom.com), the comments section is the best part. For example:
kaybee’s comment stood out for me because it nicely represents a commonplace strategy — a strategy at home within the academy no less than in comments on the web — of positing a pristine originary moment that, once expressed or shared, is only later corrupted and polluted. It’s a model not unlike the telephone game (problematically known as “Chinese whispers” earlier on), which judges the contemporary against the pure source, and one that we find in the U.S. supreme court (when a justices measure current behaviors by the standard of what the writers of the Constitution intended) as well as in the study of etymology itself (whose own etymology denotes studying the true meaning of a word). Continue reading “Why, When I was a Kid…”
– Jacques Derrida, Writing and Difference (1978), p. 285
On Elvis Costello’s first season of “Spectacle” (2008) there was an interesting moment in his interview with James Taylor, in which the sort of model with which we work here at Culture on the Edge was explored briefly…
Elvis Costello: At times, I know I have a mythic map of my father’s hometown in my head, in which I move characters around in songs. Is it always a real Carolina that you’re speaking of in songs? Or is it sort of a place where longing goes? Is it an imagined place?
James Taylor: I think that that’s a very good way of describing it. It’s the sort of context of my longing, yeah. Continue reading ““Only Humans Can Really Get Lost…””
So opens Roland Barthes’ little essay — well known to some, of course — in his collection, Mythologies (read the full essay here). Judging by a recent news story, it turns out that he was right: that the ordinary is continually dressed up as extraordinary and that, at every turn, we make our worlds meaningful by crafting History into Necessity, as he famously phrases it. For the headline of the story, posted here, reads:
And voila, Einstein’s brain is, in the Barthean sense, a myth. Continue reading “It’s All Ordinary”