Showing posts with label credit. Show all posts
Showing posts with label credit. Show all posts

Sunday, January 4, 2009

A Whimsy On Magic

What comes to mind when the word “magic” is heard? Merlin putting the sword in the stone? Harry Potter waving his wand? David Blaine tricking stupid people into thinking he can levitate? Magic, noun-the art of producing a desired effect or result through the use of incantation, gesture, or other means. When we hear “magic” we think of the seemingly supernatural effects we are incapable of, not the seemingly supernatural effects we deal with on a day-to-day basis. Magic is alive and well and integrated into our everyday lives.

A young man has met with an elusive old hermit on the streets of London. This hermit, a bearded and disheveled beggar, is supposedly going to train him in the arts of the occult. He says to the hermit, “teach me some magic.” The hermit asks for a fiver. The young man rolls his eyes and gives him a five-pound note, which the hermit uses to buy fish and chips. The now-angry young man exclaims “Aren’t you supposed to be teaching me something?” to which the hermit, contentedly munching on his fish and chips, replies, “I just traded a piece of paper for vital sustenance. How is that not magic?”

But, you say, currency has an agreed-upon value. There’s nothing magic about that. Wrong. That is the very definition of magic. Magic is evoking physical actions from people via shared belief using seemingly inert materials. There are actual cases of people being condemned to death by local priests/witch-doctors/shamans and subsequently dying. Much in the same way that the communal belief in the power of a curse can kill someone, it is our communal belief in the strength of our economy that helps make it strong. Why should I provide you vital sustenance for that piece of paper? Because I know I can trade it to someone else. Alright, I'll accept that, but why should I put my pieces of paper in the local bank? At any given time a bank owns, at most, 10% of its assets in hard currency. It is the belief in the strength of the bank that allows it to exist, if we didn’t believe our money was safe we would withdraw it en masse only to find it wasn’t there (which happened during the Great Depression).


Not only this, but the physical presence of these pieces of paper has a nigh-supernatural effect have on our behavior. I think to Abbie Hoffman’s infamous 1973 prank of scattering hundreds of dollar bills on the floor of the New York Stock Exchange. These wizards of finance, many of whom so wealthy they could bathe in such bills and set fire to them every day of the remainder of their lives, trampled one another to grab them. Trading was shut down, and visitors were not allowed into the NYSE again until a glass barrier had been installed.

And that is not the only form of magic that we encounter on a daily basis. Performance, too, is itself a form of magic. Think back to our earlier archetypes, Merlin and Harry Potter using their robes, incantations, and wand gesturings to effect change. Is this not precisely what a performer does? Performers put on their magic garments (costumes/uniforms), intone the magic words (sing poetry, speak rhetoric), and gesture appropriately with their magic wands (props, musical instruments) to effect enormous change within their audiences.


Think to the last concert you attended where the band managed to get the audience jumping and screaming. Think of the historical orators who could take ordinary docile men and women and whip them into a lynch mob or an army capable of conquering Europe. Think to the godlike power of theater* and its extension/enhancement, film, in its ability to evoke involuntary spasmic breathing (laughter) or involuntary tear-duct malfunction (people can be made to feel empathy for images on a screen!)

By moving and speaking the performer brings about a seemingly magical change in another. No, we cannot hit someone with an enormous blast of psychic power by putting our hands together and screaming “KAMEHAMEHA” (though this would be hilarious to witness in an actual fight), but most societies have at some point through oratory and nationalist rhetoric persuaded their citizens to needlessly endanger their lives by charging into battle against opponents they have no quarrel with to enrich a handful of people they will never meet. Which sounds more absurd to you?


*-a theme explored in plays as early as The Bacchae. The connection is made explicitly in The Tempest, where the magic of Prospero (seen below) is directly linked to the magic of the stage.

Thursday, December 11, 2008

You, Me and the Cellphone

Advertisers, P.R. reps and marketers are probably the first people to grab the latest book by Naomi Klein or leave the kids with their vegan cook/babysitter as they head off to see "Flow" or "The Corporation."

It is hard to imagine a group of people more inclined to pick up the latest hip, typographically-nuanced and limited-release polemic against the bourgeoisie. Certainly the rest of us aren't getting the daily press releases.

On the other hand, it's not hard to imagine the perverse thrills they must get from slipping self-aware gems like these into national ad campaigns:



Lyrics:
Oh, my baby don't be so distressed
We're done with politesse
It's time to be so brutally honest about
The way we know we long for something fine
When we pine for higher ceilings
And bourgeois happy feelings

And here we are in the center of the first world
It's laid out before us, who are we to break down?

[Chorus]Everyday we wake up, we choose love, we choose light
And we try, it's too easy just to fall apart


While the instrumental has been playing across the country for months, the ad producers clearly felt as if the the irony was lost on the general population (but in our defense, we didn't know we liked this song until they showed us). In this commercial, they decided to rub their cleverness in our faces.

The song goes on to list the casual liberal's litany of vices: "Plastic bottles, imported water/ Cars we drive wherever we want to/ Clothes we buy, it's sweatshop labor/ Drugs from corporate enablers." Apple, who rebranded themselves as a consumer products company, should be more cautious about garnering too much inquiry into their eco-bourgeois credentials: despite pledges to 'green' their product line-up, Apple still regularly lags in the environmental rankings:



But still, breaking down the Apple commercial is just tongue-in-cheek fun. For some other companies, it is harder to see what is done out of sincerity and what is done out of jest:



But maybe buying cellphones is the greatest humanitarian act of all:
It may sound like corporate jingoism, but this sort of economic promise has also caught the eye of development specialists and business scholars around the world. Robert Jensen, an economics professor at Harvard University, tracked fishermen off the coast of Kerala in southern India, finding that when they invested in cellphones and started using them to call around to prospective buyers before they’d even got their catch to shore, their profits went up by an average of 8 percent while consumer prices in the local marketplace went down by 4 percent. A 2005 London Business School study extrapolated the effect even further, concluding that for every additional 10 mobile phones per 100 people, a country’s G.D.P. rises 0.5 percent.

Text messaging, or S.M.S. (short message service), turns out to be a particularly cost-effective way to connect with otherwise unreachable people privately and across great distances. Public health workers in South Africa now send text messages to tuberculosis patients with reminders to take their medication. In Kenya, people can use S.M.S. to ask anonymous questions about culturally taboo subjects like AIDS, breast cancer and sexually transmitted diseases, receiving prompt answers from health experts for no charge.


-NYTimes Magazine