Archive for April, 2007
Florida in Mexico
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Creativity likes chaos. So it loves Mexico City. The graffiti here is markedly better than what I see in New York City, and it’s better than what I saw this spring in Berlin, Frankfurt, Brussels or Paris. (I admit happily that I am using old fashioned aesthetic notions to make these judgment. Would a graffiti artist agree with me? I think she would. Please click on the image to the right. It’s worth a closer look.)
And it’s everywhere. Very few vertical surfaces in Mexico City escape sprayed paint. In Monterrey, my present location, there is much less work and what there is often anemic, as if someone can’t quite work the nerve to get on with it.
But chaos doesn’t just come from graffiti. It’s there in the mixed (read, "no") zoning that shapes Mexico City. A single block can contain an array of possibilities: several types of architecture, a couple types of habitation, many sizes and shapes of building, and a mix of commerce and habitation. Buildings that are carefully segregated in the US here jumble up.
What Monterrey lacks in graffiti, it makes up in other intrusions. Just when we think we have a fix on what we’re doing, something intrudes, a glimpse of mountains, a field of brush, a stand of cactus,
clouds draped on a hillside. Just for a second, we’re a world away. And then we’re back. What were we thinking again? Oh, right.
Thomas Hardy was pretty good on the chaos of the heath, where perceptions swim and distinctions tremble.
the heath wore the appearance of an installment of night which had taken up its place before its astronomical hour was come: darkness had to a great extent arrived hereon, while day stood distinct in the sky.
Monterrey’s got this sort of thing going on in a big way. Who needs graffiti artists when the natural world remakes itself?
The creative classes are drawn to places like this. I think that because, in these places, chaos does most of the hard work of creativity. Graffiti in Mexico City and heaths in Monterrey break apart received wisdom and the taken-for-granted assumptions that would otherwise prevent us from (cliche alert) thinking outside the box. The creative classes need "mixed zoning," because otherwise the decomposition and recombination of things would be up to them.
Mea culpa. Me, too. Chaos at work is totally interesting.
References
Florida, Richard. The Rise of the Creative Classes. [sorry, I don't have the full ref.]
Hardy, Thomas. Return of the Native. read and download here.
Alex, I see your NY Graffiti (see comment below) and I raise it! (please click on this photo to get fuller detail)
Thanks for your kind words and the opportunity to pit noble graffiti tradition against one another. (Not that graffiti is competitive or anything.)
Does Ethnography have a dark hour? (aka category debt in Mexico City)
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Does ethnography have a dark hour? Is there a moment in most projects where things get entropic, difficult, depressing?
I believe I had one Wednesday. Actually, it started Tuesday, my first day of research here in Mexico. By Wednesday night, I was feeling overwhelmed. I sat down to blog for instance, and finally, some time later, I thought, "maybe, I’ll just watch TV. A Cheers rerun? No, that’s too complicated."
I think the dark hour comes in the early stages of a research project. We have lots of data, but no categories with which to organize them. The point of ethnography is to be exploratory. That means we start "wide," and we stay "wide," listening to, and for, everything. And the data, they do stack up. After the 6 hours of the first day, there are lots of interpretive possibilities and the distinct feeling that you are a victim of the ethnographer’s ability to induce "pressure of speech" in even the most reluctant respondent.
Too much data interferes with the construction of categories, and too few categories increases the intellectual weight of the data now being carried. Any one datum could mean any number of things. Many configuration are possible. We can’t think. We must think. The natural response is to hydroplane. Now even the most ordinary act of cognition is hard to do. (At this point, I usually feel like a cartoon character with a bucket stuck on his head.)
Again, the point of ethnography is build a very particular account of the data at hand. Cheating is not allowed. We can’t simple pin a tail on the "archetype." We can’t merely "crack the code." We can’t "cheskin" the data. Ideally, we want to build a ziggurat, a perspective from which the client can see "for miles" even as he or she can descend to examine the particulars. We are looking for explanatory categories that are hand crafted, highly particular, and highly general.
Overload creates physical exhaustion which in turn makes it difficult to summon the intellectual energy and mobility needed for pattern recognition. In these opening hours, we are victims of "category debt," so named because it is a lot like "oxygen debt." We can keep at it. We can force yourself onwards, but, really, we are only making things worse.
This morning I wrote a couple of ideas in the steam on the shower door. (Every blog needs a shower scene.) When I returned to collect these ideas, they had run off or evaporated. That’s the trouble. In these first hours, we are working with an unstable medium. (The metaphors, on the other hand, are still there for the asking.)
Of course we can make things worse and of course we do. There is a temptation to retire to the hotel bar and take refuge in drink. This never helps. My last trip to Mexico, I went to the bar to write postcards to friends, real and imaginary. (That’s one of the differences between youth and age. As children, we have imaginary friends. As adults, imaginary enemies.) In my experience, the only thing that really does it is a good night sleep.
That and the inklings of an idea. As you are scribbling to keep up with respondents, you think, "Oh, it could be that." After awhile you have an accumulation of possibilities, and even these become so numerous they begin to get in the way of clarity. But eventually, you have something, and eventyally you commit this something to powerpoint and then everything gets easier. The burden of all this data disappears. Now you are mobile again. The bucket is removed.
I think that’s why there was a dark hour on Wednesday. Not because I was tired but because I was suffering "category debt." And this is what I should expect to happen in every project, and prepare for it. But I’m not sure this is just the ethnographer’s problem. As the world speeds up and grows less predictable, the dark hour of category debt may become a more common problem. In which case we ethnographers are solving public problems even as they address our private ones.
Selling selling in Mexico City
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There are several signs like this in Mexico City at the moment, signs that advertise, um, themselves. And you can’t help feeling that there’s a circularity trap waiting to happen.
Buyer: hello, I would like to rent the sign at Tokio and Dublin, please.
Seller: Oh, I’m sorry, sir, that’s not possible.
Buyer: No?
Seller: No, if we rent the sign, it will no longer be capable of selling itself, sir. I mean, who would buy it, if we rent it?
(Note: streets name approximate, to protect the anonymity of the billboard.)
Chinatown: noir pour nous
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A life long dream came true yesterday on the flight from NYC to Mexico City. I was able to watch a film in flight, not an airline film and not on airline technology which feels increasingly like a stowaway from the 20th century. I used my Lenovo ThinkPad X60s, the one with the long battery life, and thanks to Amazon UnBox, I was able to see Chinatown, the 1974 film by Roman Polanski.
I got thinking about Chinatown because the post on Raines (Thursday) got me thinking about Noir. Now, I was singing the praises of Raines but then it occurred to me that it is not nearly so good as Polanski’s film. It is, at least, good enough to claim kinship with Chinatown, and to have make itself the beneficiary of the things Chinatown did for the genre. (And that’s saying something.)
This is a "second look" film if ever there were one. The plot demands it, in the way that Bryan Singer’s The Usual Suspects does. Once you know the outcome, you are obliged to review every detail. But it is second look in another way: it is so very carefully crafted.
I have a funny habit of mentally "clicking" when things in the world fall into a "composition." It’s as if whenever things line up in the manner of a photograph, I feel compelled to "take the picture." Sometimes I actually click my teeth, to mark exactly when the composition was "just right." Normally, I would not share this with you, dear reader. But it’s worth mentioning here because Chinatown had me clicking like crazy. In the scene that has Jack Nicholson (as Jake "J.J." Gittes) drive his car up the driveway of the Mulwray mansion (24:37-55 on the Amazon UnBox counter), I clicked 17 times. (I had to go back and count, obviously. There is actually a double count opportunity, but never mind.) It is as if the eye (Polanski too?) is trying to return the moving images to a series of stills.
Having satisfied his aesthetic craving for order, Polanski puts the film back together again with a device that I came to think of as "eddies." There are little moments in the film that refer us back into the film, as if one moment were a ripple returned from an earlier one.
Notice the look Mulwray’s secretary gives Gittes as he is escorted out of Mulwray’s office. It has ferocious, well banked disdain. (She is punishing him for having invaded her boss’s office.) Gittes looks at her as he passes, and, as he groks her disdain, he looks again. Their eyes lock. (It’s a .3 second stand off.) This scene evokes the earlier one, and the movie feels more and more a record of a world, and less and less it’s simulation.
Notice the smile that Nicholson gives when he is sitting in his office, reading a newspaper and listening to one of this "operatives" describe Mulwray with a resounding, "He’s got water on the brain!" This tells us volumes about office interactions, a long standing relationship, the pleasure of a friend (or a knucklehead) playing true to form. Eddies everywhere.
Polanski is especially good with odd noises, introducing them as anomalies and only later giving us the lowdown. The first scene of the film begins with a grunting, keening sound we’ve (I’ve) never heard before. Eventually, it proves to come from a cuckold as he confronts evidence of his wife’s infidelity.
At Nicholson gets out of his car at the Mulwray’s mansion, he hears squeaking issuing inexplicably from a magnificent sedan. Eventually we see that this is caused by a servant hard at work waxing and who, eventually, waxes his way right into frame. When he discovers Nicholson staring at him, he returns a gaze of dull significance. This is Polanski telling us, possibly, that if there are some signals the significance of which is withheld from us, there may be others. Faire attention! Viewer, be warned.
Clearly, Polanski is a champion noticer. And he is in this case of Chinatown, a noticer doing a film about a noticer. The detective is one of those noticers who may, by noticing, actually change the outcome of municipal politics and LA history. Every artist wants this kind of influence, and the trouble is that, usually, they are forced to settle for something more general and indeterminate. To be sure, this influence is actually more powerful than the redirection of LA politics, but it takes long and credit is rarely forthcoming. The vanity of the artist demands both power and proof, cultural influence and political effect. (And if you’ve got gifts like Polanski’s, who’s to say you don’t deserve it.)
Now, clearly no one this talented doesn’t steal aesthetic resources anywhere and everywhere. There is a trace of Kubrick, with every frame furnished and inhabited before we get there (as opposed to Altman who pushed the camera into the hurly-burly of an improv in the hope of capturing something more interesting than anything he could furnish or inhabit. In a sense, Kubrick and Polanski are France. Altman, England.) There are moments entirely Hitchcockian, wonderfully shrill and sculpted, as when the body of of poor, drowned Mulwray, his eyes pried open by terror, is pulled into frame. The is film making ripped from the pages of the pulp and scandal rag, Noir at its most unapologetically overwrought.
Why does Noir matter to us, especially when so much of it is over the top? I think its because of all the inventions of popular culture, this is the one most devoted to complexity. Chinatown has lots and lots of complexity, the plot for one. The viewer (this viewer anyhow) must from time to time break frame and ask "ok, what’s going on here?" and even then we’re left with the uneasy feeling that there are complexities here that are still probably going to escape us.
Complexity aside, Noir has always been prepared to be openly sociological. In this case, we can see social classes cleanly delineated. As when Nicholson has the black, veneered door of the Mulwray mansion closed in his face. This is not very subtle, but it gets the job done. Notice the gazes, then, that pass between the Mulwray’s staff, so like wrought iron in their attention to good form. This isn’t very subtle either, but clearly Polanski wants certain social truths made clear that he might investigate real subtleties with more subtlety.
Notice the look Mrs. Mulwray gives a detective at 34:14. The Lieutenant is asking Mrs. M. if she knows who "the girl" is. She says no. The detective slides in from the hallway to inspect Mrs. Mulwray more closely. She returns his gaze and then, seeing his impertinence, she looks at him a second time, this time with affront and that look that leads with a downturned chin, and rakes upward as if to say, "who are you to look at me that way? I return your challenge with my own, and, listen here, you jumped-up little man, my challenge trumps your challenge, by rank and performance and gender." Of course, Dunaway issues this challenge with the steely fragility she exhibits in this film, so the "trumping" is, like so much in Chinatown, balanced on a blade’s edge, only just holding and millimeters from failure. Another kind of tipping point, this one with tolerances set by sociological stipulation.
Complexity and that sociological eye come together as Nicholson begins to understand that he has been drawn into the "wheels within wheels" interaction of forces much larger than himself. This is urgent sociology. Nicholson has to crack this case if he is not to end up in a drainage ditch pointed at the Pacific ocean. See also the moment that Dunaway realizes that she has a problem on her hands. (Spoiler alert: stop reading here if you have not seen Chinatown, and take this script to your local video store: "for one copy of Chinatown, to be viewed immediately, repeat as necessary (and at least 4x). [Signed] Dr. McCracken").
Dunaway’s problem is Nicholson, a guy whose motives are not quite clear. He is an accident scouring her life for a place, unpredictably, to happen. We can see her character wondering, who is this guy and what do I have to do to manage him?
This is of course the problem of the modern and post modern society. With roles unspecified (or at least undeclared) a good deal of social interaction turns on the question:
"who are you to me"
and
"what am I to you?"
(This question is usually haunted by another set of questions. These are:
"Who do you think you are?"
and
"Don’t you know who I am?"
This is effectively our opportunity to protest the indeterminacy of our social world in situ.)
Finally, we work our way to clarity. Identities are determined. Interactions are dispatched. This is worked out in the economy of impressions, and the exchange of social and cultural capitals, but before this economics is engaged, anthropology must be satisfied. The actors have to detect role, motive, character.
At the beginning of Hamlet, when the keepers of the watch are changing shift, Barnardo, the incoming guard, issues a challenge,
"Who’s there?"
Francisco, the incumbent, isn’t having any of this. He says,
"Nay, answer me. Stand and unfold yourself."
Barnardo obliges, "Long live the king!"
If I read this correctly, it is a classic role play. Barnardo has usurped Francisco’s authority and Francisco responds with something like, "Listen, this is my job. I challenge you, not the other way round." Who is Francisco to Barnardo? It’s clear. Even in the face of Barnardo’s indiscretion, it is clear that Francisco is right to challenge the challenge and restore things to order.
This kind of clarity is missing in our world. (It was of course being dismantled even in the 16th century to the extraordinary profit of the Elizabethan age and our own.) In our world, it’s not clear who is who, and how whos should how (if you will forgive Dr. Seuss phrasing.) Eventually, it will be negotiated, thanks not least to the facilitations of the marketplace, but for the moment things are unclear and perilous, especially if we harbor a secret like Dunaway’s own.
Noir matters finally because it is the only popular form, I think, that can approach tragedy. My rough and ready definition of tragedy are those moments when two things can’t but must be true. Clearly, popular culture has always had an inclination to make itself agreeable, like the good natured uncle who works so hard to please everyone. (My family, rich in scoundrels and the merely disagreeable, would have liked to have had even one person like this. I speak not from experience, but the big pop-out book of cultural truisms.) Popular culture has usually defaulted to sunny simplicity and Noir offers something richer, more complicated, more ambivalent.
Ok, I am as you read this sitting in a living room or a kitchen in Mexico City plying the respondent with questions. I’ve done work here a couple of times before. Almost universally, respondents have been helpful and illuminating. Mexico City, does this place do Noir?
References
Rich, Nathaniel. 2007. The Shadows Know. Vanity Fair. February 7, 2007. here.
Straw, Will. 2006. Cyanide and Sin: Visualizing Crime in 50s America. PPE Editions.
For the Wikipedia entry on Chinatown, go here.
Acknowledgements
With thanks to Paul Melton for the Vanity Fair reference.
The corporate “bow wave” problem, aka the Postrel effect
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This morning I came down I-95 headed for JFK airport and my flight to Mexico City. I passed Stamford, all it’s buildings (UBS, etc.) pressed up against the highway like ponies at feeding time.
And I was thinking we don’t love the corporation for its own sake. It’s not intrinsically better as a form of organization. It’s just better than the alternatives.
But this organizational form has very distinct problems, and it finds itself perpetually uneasy. The problem is that the better the corporation becomes, the more difficult it makes the world. As it gets swifter, smarter and more adaptive, it creates a world that becomes every more dynamic. (And the farther behind the mark falls the public sector, not for profit, organization.)
The corporation pushes the world to become more testing. In the process, it pushes itself systematically to the edge of its own incompetence. There are moments when it looks like absolute gains are possible. The telephone, computer, email, the advice of Peter Drucker or Tom Peters. Any one of these promises an opportunity for the corporation to pull ahead, to win a lead, to get "on top of things." But of course as every corporation uses its new advantage, it recreates a world beyond its grasp.
I am not sure what to call this problem. I was thinking of something like "The Problem of the Perpetual Last Mile (aka the Postrel Principle)." Or the "bow wave effect (aka the Postrel Principle)." The subtitle I choose to honor Virginia and Steve Postrel, two of the people best positioned to help us understand the problem. (See Virginia’s The Future and Enemies for essential reading on the problem.)
Any and all suggestions gratefully received. Maybe I will think of something on the way to Mexico City.
References
Postrel, Virginia. The Future and Its Enemies. New York: The Free Press. [this may be imprecise in some of its particulars, I am sitting in an airport lounge, book title and author's name are correct, though.]
Telling comparisons: a cultural analytic
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One of the secrets of understanding contemporary culture is the telling comparison.
Yesterday, it seemed to me a good way to extract the significance of Jeff Goldblum’s character on Raines was to compare him to Kieffer Sutherland’s character on 24. This comparison is not so much telling as damning. Sutherland looks like a robot by comparison. (I say this with some regret because I actually like 24.)
I guess I was vaguely aware of the limitations of Kieffer Sutherland’s character, but it took a telling comparison to make them leap into view. Raines is a character who thinks and feels, and this helps us see Jack Bauer as wind up toy programmed only for "stoic impassivity," "heroic grimacing," and "fleeting regret."
Telling comparisons demand the right terms for comparison. Comparing Jack Bauer to Homer Simpson, Conan O’Brian, Les Moonves, Johnny Depp, or Jack Welch is not going to help us see him in a new light. What we need is what Fred Egan used to call a "controlled comparison," one with enough similarities to make the contrast stand up and holler. Raines gives us this. No, of course, there is scientific or very precise about these comparison. They are not, in fact, very controlled at all. They require a good deal of editorial discretion, but in the right hands they show (or tell) us things we couldn’t/wouldn’t otherwise see.
Telling comparisons are useful, I think, because our culture has expanded so much I, for one, think of things discretely. When I think of 24, I don’t do much comparing. I am captive on the little universe created by the show. In fact, I find that when I construct what I hope will be a telling comparison I get a little shock, as if I have crossed wired, as if I have conjoined things that are made to be kept separate. The anthropology, the blogging, of contemporary culture depends on comparisons. All of us would love to live free of the judgment that comparison brings, but sorry no can do.
Today, I was thinking about how much interesting stuff about marketing appears in the pages of Fast Company. And I wondered whether Fast Company had maybe not done us the very great favor of smuggling marketing discourse back into serious treatment. I mean this is a field that gets it from all sides. The liberal left think it’s the work of the devil. The intellectual world believes it an exercise is stupidity. The b-school world regards marketing as a dark art, one that must struggle without the aid of metrics. Fast Company has done us the very great honor of taking the field seriously, showing that it is not a moral dubious exercise engaged in manipulation, not a field of simple problems pursued by simple people, and not a dark art that makes up with guess work what it lacks in metrics. Thank you, Fast Company.
But have I taken their measure fully? No, what I need now is a telling comparison, and after due deliberation and running the mainframe very nearly to the point of combustion, I think we might compare Fast Company to the Harvard Business Review. Oh, cruel comparison! Now Fast Company begins to look positively mercurial, mobile and curious and connected to contemporary culture and commerce, and poor HBR looks tired and a little clueless, as if everything it cares to comment on in the world of marketing and culture is whatever it can see from the window of it’s men’s club in Boston. That Google Trends map above shows HBR on high but losing altitude.
Alright! Enough on telling comparison. I have 4 minutes in which to work if I want to post this on Friday, April 20th, and I do. (Next week I will be in Mexico where I hope to do my best Jan Chipchase imitation. Stay tuned.)
References
For more on Fred Eggan, see his Wikipedia entry here.
Raines
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Raines is a new show on NBC. Chatter on line suggests that it has not taken off like a rocket. This is a pity, because it is, I think, the best thing to come to television in a long time.
I’ve never liked Jeff Goldblum. He always struck me as self-enamored. But this is a new Goldblum. Somehow the guy got gravitas. And this changes everything. With a new seriousness and depth of feeling, all that preciousness and posing transforms itself, hey presto, into great acting. That virtuous control of face, body and especially voice, now that they are no longer servants of his vanity, give Goldblum extraordinary depths and control as an actor. It’s really an amazing transformation…as if Olivier has spent the opening years as a talk show host. A star is born.
Did we need a new detective show? Certainly not. But somehow had the very good idea of giving this show roots in the Noir tradition. At a stroke, this gives Goldblum’s character that air of a tarnished knight and Goldblum works moral weariness and self-doubt to perfection. Hollywood shamelessly ransacks Noir structure and vocabulary, always taking, never giving. It borrows, in the famous phrase by x because it cannot steal. Raines steals. This is Noir actually lives and breathes. This is Noir getting better.
Listen especially for the voice-over dialog that Goldblum offers at the beginning of each show. This is a Noir staple, the voice of bad tempered authenticity. The Noir novelists (Chandler, Hammett) always made this voice a little too tough-guy for my tastes, as if getting this close to literary obliged them to hype the speaker’s gender credentials. In a more secure time, Goldblum can work this territory with nuance, and I think it’s fair to say that these opening orations may be the best voice-over work ever.
The show turns on a stunt. Goldblum’s character can see dead people. Yawn. This is a device that is precious close to jumping the shark, if it didn’t do some years ago. (Consider Sixth Sense, Ghost Whisper, etc.). But even here the show draws up to the brink of cliche and then finds a way to make it work. In this case, Goldblum is not so much seeing dead people, as inventing them. They are figments of his imagination. They know it. He knows it. Your scalp will not tingle. Your spine will not shiver. Nothing supernatural is revealed. This turns out to be a lovely device for listening to a thinking, feeling man thinking and feeling. An interior dialog made outward for our delectation.
The casting choices are stunningly good. Hats off to Meg Liberman and Irene Cagen. Everyone in the station house is good. Dov Davidoff is flat out brilliant. Madeleine Stow as the psychiatrist is not so good. It’s as if she is trying to put too many funny, gracious roles behind her, and prove that she is an actress with chops playing a professional woman with substance. It’s a one note performance from a cast that is very good at working the scale. One of my favorite things is that this ensemble never has those terrible moments that beset the cast of CSI: New York where everyone keeps repeating "vic" over and over like a support group for people with David Mamet disorder. (We get it! We get it! You are street toughed officers of the law!)
Some of the credit for this show must go to the executive producer, Graham Yost. Graham’s Dad was Elwy Yost, a famous Canadian film buff who once sent Graham to school with a note that read: "I am sorry that Graham is late for school today. We were watching Citizen Kane till very late last night." What Graham draws Elwy. Raines draws from popular culture. Some TV is getting better because we have taking it seriously, and doing it better, for several generations now.
I think one way to see the significance of Raines is to compare it to 24. 24 has become a drama machine. There is no surprise left. Only tension. Jack Bauer (Keiffer Sutherland’s character) has become an action figure, running, jumping, hitting, shooting, and only very rarely actually acting. Raines is Shakespearean by comparison. Raines may well owe its existence to The Closer, but I think it is much better. In fact, it’s not clear to me that there are few things on TV better than Raines. (Though I have to agree with Peter and Joshua that nothing is better than The Wire.) That there is talk of cancellation is pure madness. I don’t doubt that there was an editor and a publishing house that refused the early work of Chandler and Hammett. I mean, come on, take a risk. History may be watching.
References
Raines runs on NBC, Friday, 9/8c
There are 5 episodes on the NBC website here.
McCracken, Grant 2004. Complexity on TV. This blog sits at the intersection of anthropology and economics. September 15, 2004. here. [in praise of the Wire]
Full Credits
Premiere date: March 15, 2007
Starring: Jeff Goldblum, Matt Craven, Dov Davidoff, Linda Park, Madeleine Stowe, Nicole Sullivan, Malik Yoba
Executive producer: Graham Yost
Creator: Graham Yost
Co-executive producers: Felix Alcala and Fred Golan
Producer: Preston Fischer
Consulting producers: Bruce Rasmussen and Jennifer Cecil
Co-producer: Josh Singer
Story editor: Taylor Elmore
Staff writer: David Andron, Moira Walley-Beckett and Wendy Calhoun
Director: Frank Darabont (pilot)
Casting directors: Meg Liberman and Irene Cagen
Production designer: Greg Melton
Art director: Anthony D. Parrillo
Director of photography: Lex du Pont
Costume designer: Giovanna Melton
Editors: Ron Rosen, Derek Berlatsky and Peter Frank
Music supervisor: Gregory Sill
Sound mixer: Tim Cooney
Origination: Hollywood, California
Produced by: NBC Universal Television Studio
Op-ed marketing
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Nike ran an ad this weekend in the Sunday New York Times. It read:
Thank you, ignorance.
Thank you for starting the conversation.
Thank you for making an entire nation listen to the Rutger’s (sic) team story.
And for making us wonder what other great stories we’ve missed.
Thank you for reminding us to think before we speak.
Thank you for showing us how strong and poised 18 and 20-year-old women can be.
Thank you for reminding us that another basketball tournament goes on in March.
Thank you for showing us that sport includes more than the time spent on the court.
Thank you for unintentionally moving women’s sport forward.
And thank you for making all of us realize that we still have a long way to go.
Next season starts 11.16.07.
Well done, Nike.
Contemporary brands must be made to stream with meanings. Only thus can they remain responsive in contemporary cultures.
Usually, these meanings come from the three levels of culture:
1. deep foundations
These are meanings that have been in place, defining our culture, for sometimes hundreds of years. Some of our notions of gender and status have this status.
2. long term trends
These are meanings that are more recently arrived and still forming. With its "curatorial" approach to the soccer world, Nike has taken a strong position here.
3. short term trends
Nike has been active here too, associating itself with the athletes of the moment.
But by taking on the Imus affair, Nike is actually reaching into a stream of meanings that is brand new. Naturally, this is strategically challenging. It is not yet clear exactly where this development will "net out." So there is an element of risk. (Though, pretty clearly, most people are quite happy to see the last of this guy. I know I am.) And the risk is not just that there might be some residual loyalty for Imus, but also that some will accuse Nike for "piling on."
The trade-off is pretty clear. The more current the event, the more powerful the meanings and the less stable the proposition. But as brands come to understand the value of constant renewal, and source more and more vivid meanings to accomplish this renewal, tapping contemporary events may be the coming thing.
I for one hope so. Branding was once a "keep it simple, stupid" undertaking. Dumbing down, and repetition were the order of the day. Happily, brands that persevere with this backward approach are made to pay for it. I think it’s a good thing that currency is joining complexity as an important instrument for those interested meaning manufacture. Thank you, Nike.
References
McCracken, Grant. 2004. Brands as Shadows. This blog sits at the intersection of anthropology and economics. November 18, 2004. [for the "sailing ship" concept of three levels of meanings for the brand.] here.
McCracken, Grant. 2005. Nike, new branding approaches. This blog sits at the intersection of anthropology and economics. March 11, 2005. [for the curatorial approach by Nike] here.
McCracken, Grant. 2006. The Artisanal Movement, and 10 things that define it. November 9, 2007. [as an example of a recent meaning] here.
Thomaselli, Rich. 2007. Nike builds ad campaign out of Imus Controversy. Ad Age. April 17, 2007. here. subscription required.
Translation and ethnography
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While on the road, I got thinking about the kinds of translation and translators that work for ethnographic purposes.
Who do we want to work with? How do we want to work with them?
Here’s a hierarchy of possibilities. It runs from least desirable attributes (1) to most desirable (7).
1. stupid, mean, and aggressive
2. stupid and mean (but not aggressively so)
3. stupid (but otherwise benign)
4. smart
5. smart and questing (devoted to a purpose, quickens to the pace)
6. smart, questing, and creative (grasps the the objective and is prepared to move conversational and conceptual furniture around to get at it)
7. smart, questing, creative and graceful (interested not just in the outcome but the generosity and good humor with which this objective is accomplished)
In Europe, I had several great translators: Barbara Bruer for Germany, Kathleen Flanagan, Swati Sarkar-Elbaz for France, and Peter Van den Meutter for Belgium. (Emails available on request.) These people occupied categories 5, 6 or 7 in the hierarchy. Indeed, they inspired the categories.
Now, I have worked with people who belong to categories 1, 2 and 3. They were not professional translators and this was, I expect, the source of much of the problem. As everyone knows, translation is a formidably difficult activity. Interpretation still worse. [Apologies to John McCreery for my stubborn use of the lesser term.] The translator is having to leap not just from language to language, but culture to culture, and mind set to mind set, and to do so in real time. The exercise veers constantly towards that Lucy routine in which chocolates keep pouring down the conveyor belt. Meanings and their indeterminacy begin to accumulate but the ethnographer and the respondent don’t care. They just keep talking. It’s enough to bring out the stupid, mean and aggressive in anyone.
It’s not a bad metaphor for the contemporary marketer, especially if the Cluetrain Manifesto authors are right to insist that marketing is a conversation. The better metaphor makes marketing a conversation in two languages with the marketer as the bridge across which meaning must pass. Unless you are really good at both languages, you are at risk of being overwhelmed. (And it is interesting to note that many of the new ethnographers don’t actually know anything about marketing.)
There is a further difficulty (to go back to translation as translation, not metaphor). If the translator isn’t very bright, it’s hard to see the point of many of the questions or the value of many of the answers. It must feel to them as if they are being asked to participate in a belaboring of the obvious. But stupid people (as opposed to complete morons) are usually smart enough to suspect the truth of the matter, that the conversation simply escapes them. This is when they can be relied upon to act badly. After all, they need to repudiate what otherwise repudiates them.
But stupid people are dangerous people for another reason. And that’s because in these circumstances with the ethnographer empathizing like crazy (yes, that’s the technical term), he or she can’t help empathize even with the stupid person’s stupidity. This is another way of saying that stupidity is contagious. When we have someone disparaging our questions (and all it takes with an emphathic is a shift in tone), the question begins to die in flight. If anyone in the room doubts its useful, I open a blotter in which I doubt its usefulness. You know, just in case this is the right answer. It is easy enough to say, Oh, well, just ignore them, and they will go away. At this point in the interview and the project, the ethnographer isn’t making many deliberate choices. He or she is listening as hard as he can.
Bad translators actually narrow the world of understanding. In the best case, there are lots of possibilities buzzing around every remark. In France, for instance, while talking to consumers about what they add to a product,there were lots of possibilities. The question was, as it always is, what did they think they were doing? And as I say, the answers were many: was this completion?, was it customizing?, was it personalizing?, was it appropriating?, was it a point of pride?, was it a fulfillment of role responsibility?, was it some kind of deliberate or unconscious cocreation? Bad translators will actually help drive these out of the realm of discussion. Good ones go at it with glee.
On the happier side, categories 5, 6, and 7, this is where there is value added over and above the work of literal translation. This is where the translator begins to see what is called for. (And if this isn’t an intellectual double toe loop, I don’t know what is: actually reverse engineering questions even as you translate them.) They quicken to the task at hand. If they really get what’s, they then begin to solve problems that stand in the way of the ethnographer, and if they really have their wits about them, they manage all of this with manners that would put a Washington hostess to shame. Good manners put the respondent at ease and they help quiet the weary ethnographer who has by this time asked one too many questions in one too many time zones. In effect, the best translators are becoming anthropologists…and I think the good ones do this so consistently because they are anthropologists in their way.
And this made me wonder whether the c-school and the culture college we have been discussing on this and other blogs should be recruiting class 5, 6, and 7 translators as surely as we will want to recruit account planners. As you can see from the last post, I am on my way to Mexico and after that Poland, so lots more opportunity for additional data on the partnerships that might exist between ethnographers and translators!
Ethnographers wanted
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I am conducting ethnographic interviews in Mexico in the near future, and I am looking for:
1. a professional translator
2. a professional recruiter
3. experts who can comment on Mexican culture and commerce, past, present and future, and the trends that shape it.
The research will take place over 2 weeks, and it will consist in in-home interviews.
If you know of anyone who fits this bill, please let me know.
Thanks!
France at the intersection of anthropology and economics
Posted by: | CommentsIn France,
- economic growth has fallen well below other industrialized nations
- the economy tumbled from 8th to 19th in national rankings of gross domestic product per head (over the last 25 years)
- youth unemployment stands at 22%
- France is the only eurozone country that has not reduced the financial weight of the state over the post 10 years.
- Government spending (54% of GDP) is among the highest in the world.
- The public sector employees 1/4 of the labor force
- State borrowing accounts for 66% of GDP. (The service charge for this debt is 40 billion euros.)
- France’s share of world exports fell 5% in the period 1999-2005.
- Morgan Stanley calls France the "New Sick Man of Europe"
Now the anthropology:
Last week, doing ethnographic interviews in Paris, I was told several times that the French are "equal."
To an outsider like me, this is improbable. Certainly, equality is there in the model of social democracy France has embraced. Yes, the French are equal before the law and their God. And yes, equality is there in the commitment to "egalite" that survives the revolution of the 18th century.
But evidence of inequality is everywhere. Indeed, the French insist on differences of class, status, wealth, power, and several kinds of capital.
Respondents would not to be dissuaded, and I got to thinking how it is the French might be said to be "equal." Here’s my guess, and it’s only a guess.
European hierarchies in the medieval and early modern periods used a relatively simple system of status marking: the notion of relative fineness. Those who ranked high exhibited fineness in their clothing, their food, the manners, their speech and their very bodies. Those who ranked low exhibited a relative coarseness in clothing, food, manners, speech and bodies. I will spare you the details except to say that fineness was finally a matter of intellectual, aesthetic, almost spiritual disposition. High standing people could make fine distinctions. Low standing people could not.
At some point, France constructed an idea of itself, its culture, its collectivity that broke with this longstanding historical convention. In France, according to this convention, everyone was capable of discerning and exhibiting fineness. Especially, in the domain of eating, food, cooking, cuisine, here the French were one. The table was the place were fineness was identified, discussed, shared, prized and that was just for starters. The main course had yet to come. (The democratization of fineness extends beyond food, of course. It is there in the language itself, which is why the lowliest clerk at the Tabac is entitled [obliged!] to sneer at our high school French.)
There was some period in which culture and economy worked hand in glove. Discernment and taste were national exports. Industries based on discernment and taste flourished. Wine, food stuffs, perfume, handbags, scarves, watches, and clothing brought in a fortune. The language itself exported well.
The grandeur that was the culture that was France…this was accessible to the rest of us, miserable cretins living in the far provinces. Everywhere in North America, there were little shrines everywhere, "French restaurants," we called them, places where middle class families could go to glimpse for a moment, to taste for a moment, what France had created with its national accomplishment. French restaurants were draped in seriousness and heavy red curtains. They were staffed by men with deep knowledge and great courtesy. The food was heavy and ornate. Tables groaned Silver, plate, and crystal. The whole thing was well off the Paris standard, of course, but obeisance was called for and obeisance was paid.
And some few years ago, we North Americans decided we couldn’t care less. Several culture trends made this restaurant and many of the exports of France look suddenly too…too. We decided that formality counted for less than informality. We shifted from ceremony to spontaneity as our preferred cultural mode. We gave up solemnity for something more winning and cheerful. We abandoned heavy foods for something lighter and more "fun." Most important, food became a place to experiment, and now the French looked, even after nouvelle cuisine, positively hide bound.
Bad for France. But not, one would have thought, intolerable. If France were committed to the creative destruction that most Western economies and cultures take for granted, this should have been a simple matter. Accept your losses, make your accommodations, and move on.
But in France this was not simple. It would have meant compromising the beautiful idea, the magnificent theater of French life. (And this is very beautiful indeed. Even the smallest details of the built world exhibits the French faculty for fineness. And you find yourself thinking, "ok, this is what it looks like, when everyone in a culture, over a very long period, cares about design and execution.")
This may be the only Western culture in which the phrase "creative destruction" is fully paradoxical. All of us balk for a moment at the phrase, but the French, I think, must just shake their heads and say, "no, it’s creative or it’s destructive." This is a culture that approaches perfection, and for a world like this all of the things that make other Western economies go, innovation, responsiveness, competition and innovations, these, in France, are wrong. These contradict the the French style of life.
The English could invent punk because there wasn’t very much to keep them from the aesthetic violence it required. The Germans could rebuild the nation state because all it demanded of them was that they tear down a place stinking of cabbage and soft coal. Americans could push us all down the bobsled of post modernity because all it meant was surviving the the bouleversement of Silicon Valley in the late 1990s.
But the French, for them change must feel lapsarian, a fall from an exquisitely accomplished grace. The rest of us blunder from a uncertain present into the maw of a chaotic future, but then as one of my French respondents said, "it’s not like you’ve got very much to lose." The French, you see, pay dearly for change, and sometimes they just can’t bring themselves to budge.
References
Thornhill, John. 2007. Not working: why France may find its social model exacts too high a price. Financial Times. April 16, 2007, p. 9.
Consulting under the influence
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I’ve been on the road for 18 days. I’ve had an afternoon off here and there, but mostly it has been a succession of interviews, with days in-between spent trying to capture the data in hand before more data arrives. What did I hear in Germany, now that I am headed for Belgium? What in Belgium now that I’m headed for France? We can’t afford to sort it out when we get home. Except for a brief visit at the end of the week, I don’t get home till the middle of June.
It’s beginning to tell. If ever I was a strategic marketing consultant, the ability of adding value by adding ideas, is now under challenge.
How to manage this exhaustion? I am willing to bet there is no literature. Most consultants have been obliged to work while exhausted but I don’t think any of us have codified techniques or strategies. For most of us it’s a private hell…hellish, anyhow. Blogging to the rescue. This is the perfect medium for sharing thoughts and, um, strategies.
There are rough guides but most of them come, interestingly, from the world of sports and inebriation.
We might manage exhaustion the way drunks manage intoxication, steering with a loose hand, navigating as if out on the lake in a motorized boat. Relax the vigilance. Do not, under any circumstances, over correct for our condition. Choose simpler targets, more obvious landmarks. Perfection is out of the question. The thing is no sudden movements. Play it as it lays.
And when things get really tricky and we have bottomed out altogether, we may resort to Mohammad Ali’s "rope a dope," the moment when we allow ourselves to go altogether. This is when you hope the respondent will have a moment of eloquence and run on. Or that the translator will spot your difficulty and step into to assume executive powers. If none of this happens, you can always fake a phone call, and retire to the hall way. You just need a moment to catch your breath. Then you’re fine. No, really.
I have been thinking hard about how translation works for ethnographic purposes, and I have some quite good notes, I think, to offer if and when I can gather my wits. I have had uniformly good translators, and I think the trick here is to use professionals who have their wits about them. But more on this in a future post.
The translators have been charming conversationalists, but part of the problem is that you haven’t talked to anyone you know (except by phone with Pam) for too long. As some of you will know, I tried to befriend a plant that came in on my room service tray. I have bad news here, I’m afraid. Melanie was confiscated today. I came back to my room and she was gone. Bastards!
I guess some of this is deeply personal. When I am really tired, I feel like a Warner Brothers’ cartoon character with a bucket stuck on my head. For me, the only real way to refresh is to do relaxation/mediation techniques. For young consultants coming up, I recommend that you take a short course, just a couple of weeks, on how to meditate and relax. It’s doesn’t have to have spiritual objectives. Mine didn’t. I will supply a link when I can find it.
I’m not much for self revelation in the blogosphere, but this has helped a lot. Thanks.
Mea Culpa, buzz word watch II
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Friday, Leora Kornfeld gave us a guest post. She complained about the use of the word "strategic" by consultants who often aren’t very.
Leora has an anthropological ear for language and especially for its abuses. I believe she’s been playing "buzz word bingo" in her head for many years, well before the invention of the game in the 1990s.
I was rooting her on, until it occurred to me that her criticism applied to me. The first time I met Virginia Postrel, I used the term to describe what I did. Virginia asked me to explain. This surprised me. For my purposes, the term was self sufficient. Her question implied, politely, that there had to be more to say, and if there was not, I had used it too liberally. Oh.
In his comment on Leora’s post, Steve Postrel, reveals what Virginia might have done to complete my embarrassment.
Just for laughs, when someone claims to be a strategist, you could ask them which tradition of strategy they represent. Economic? Then ask them to define a Nash equilibrium and see how they feel about Cournot vs. Bertrand models. Military? Then ask them about Clausewitz or John Boyd or Edward Luttwak. You can do the same thing with sports, chess, marketing, or any other domain they claim that has a tradition of strategic analysis.
Thank you, Virginia, for your constraint.
The question is what did I think I was doing? (Apart from being a bumptious prat, that is. I am always a bumptious prat, so the designation is not acutely useful here.) What I think I was doing was telling Virginia that I was not merely working as a marketer or a marketing researcher. I was trying to say that I was not just collecting data but actually thinking about what I did.
And then the question is, why should this rhetorical misbehavior be necessary? I am quite sure that other professionals do not suffer the temptation. Lawyers, doctors, civil servants…they don’t use the term. ("What kind of medicine do I practice? Oh, I do strategic medicine, you see. I don’t just identify symptoms. I think about them.")
No, the buzz word abuse that Leora spotted is a symptom. The field of marketing and the fact that it is not in fact a profession at all. I guess we could say that the MBA is a professional credential, but some of us agree that when it comes to cultural aspects of markets and consumers, an MBA is not much good at all. Having an MBA says only that the player could manage to complete a program and not much more.
Without sorting, we are reduced to making boosterish, self aggrandizing claims, dressing ourselves up in the dignity of someone else’s language.
It’s not clear how we solve this problem. I agree with Steve that certification (or credentialism, as he calls it) is probably impractical. Reputation helps of course. It would help even more if those of us in branding circles had the depths of knowledge that distinguish the McKinsey consultant.
I wonder when clients will begin to ask whether a would-be supplier is an active member of the blogging community (as a poster or a commentator). This is I think a pretty good way of separating sheep from goats. After all, it’s very difficult to sustain a presence in the blogosphere if you don’t have intellectual and creative resources at your disposal. (Or it pretty easy to tell when you are just faking it.)
Out of naturally emergent communities, I think we have the foundations of a college, groups of people who have enough in common to sustain debate and enough divergence to engender it. And this eventually becomes a kind of certification. I had the good fortune to have a conversation with Sebastian Wendland in Berlin, and I believe we figured that a college on line could be largely self organizing and that it would, as a by-product, serve several sorting functions.
References
Kornfeld, Leora. 2007. Buzz word watch. This Blog Sits at the Intersection of Anthropology and Economics. April 6, 2007. here.
Postrel, Steve. 2007. Comment on Buzz word watch. This Blog Sits at the Intersection of Anthropology and Economics. April 6, 2007. here.
[We need some way to create permalinks for comments. Or am I missing something?]
Post script:
Those who are following my travels, I have finished my week in Brussels, (which proved to be unexpectedly beautiful). And before leaving Brussels, I had the distinct pleasure of watch Cambridge beat Oxford and the Hanshin Tigers beat the Tokyo Giants. (This could be the year for the Tigers!) Paris is stunning, and I was left to wonder why you can’t remember how stunning it is from trip to trip. Some things, sublime things, can’t be kept in memory. (It’s a technical information processing issue, I think.) On the other hand, it is also looking a little over-the-top, everything cleaned and regilded. As if Paris really gives at all what tourists think. (The moment France cares what a tourist thinks that will be the end of civilisation as they know it here.) But the big news is that I have befriended a house plant that came in on my room service tray last night, and while I understand that this is the sort of thing prisoners do (well, without the crystal pot and the French carpentry, of course), it is nice to have a friend on the road. She is now taking the sun on the table, as pictured. (If anyone knows how often I should water her, and what language she speaks, I would be grateful for these details.) I am calling her Melanie, that is, until she tells me her real name. (I know this is where Tom gets out the DSM handbook, but really, I’m fine.)
buzz word watch: thank you Leora
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I am distinctly the worse for ethnographic wear. Leora Kornfeld to the rescue. She send me an email today. I think it captures an interesting and important abuse now evident in marketing circles. I present it without editing and with abject thanks.
what is up w/ everyone calling themselves a ‘strategist’ these days?
Marketing strategist, communications strategist, internet strategist, etc
Does this somehow distinguish them from colleagues in the same field who pursue things non-strategically?
I was in a mtg w/ some web development guys a # of months back…and at the initial meeting they pitched their expertise as follows:
“we like to think we’re high level thinkers”.
To which I responded with a wry smile “so you like to think…hmmm”… the message being that just because you like to think of yourself as possessing these qualities does not necessarily endow you with these qualities.
And at the same time I don’t want to put forward a plenitude-quashing point of view, it’s just that things are swinging to a ridiculous end of the spectrum and people make wild claims about almost everything. One of these days I may actually be in a meeting with people whose web site doesn’t promote their work as “award-winning”.
Hopefully this isn’t too cynical, but…
LK
Thank you, Leora.
Post script:
The photo was taken this morning in the countryside outside Brussels. Sunday, I am off to Paris for the week. I have a couple of posts brewing on ethnographic practice. I mean, I just feel it should be more strategic, right?
Zelig disease as our best hope
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AD suffers from Zelig’s disease.
With doctors, [he] assumes the role of a doctor; with psychologists he says he is a psychologist; at the solicitors he claims to be a solicitor. [He] doesn’t just make these claims, he actually plays the roles.
Clearly AD suffers this condition for good medical reasons. Cardiac arrest caused damage to the fronto-temporal region of his brain.
But perhaps you recognize something in AD as you did in Zelig, Woody Allen’s character in a film of the same name.
If we de-pathologize this condition for a moment, it looks adaptive. The world grows more various and more demanding. We are defined by looser boundaries, fewer "off hours," and a diversity of stimulus, opportunity, obligation and response.
Zelig’s condition might be useful. What if we could be exactly what people want us to be with no opportunity cost. We could be X with the Xs, and still be Y with the Ys. Perfectly fluid, undetectably various, effortlessly responsive.
I mean this is what we hope for in all circumstances. We all know people who are too sweet to be tough and others too tough to be sweet…to name just one of the failures of "coverage" that can challenge the biographical fortunes of the individual. The costs of even this ordinary failure in versatility are high: wrong jobs, failed educations, bad marriages.
But the world has grown in its complexity, breadth and depth. There is more "identity space" out there, and therefore more possibility of contradiction and personal shortfall. Who can be all things to all people, now that all people are so very various?
AD seems to have lost the capacity to keep his own identity constant…
Very wise. Yes, it looks like a symptom or a condition to the British Association of Psychology. (Yum, more to cure.) And in AD’s case it plainly is. But for the rest of us…who wants to keep his identity constant in a world like our own?
It’s all very Stuart Kauffman, the complexity theorist from the Sante Fe institute who asks us to consider the structural advantages of the "complex adaptive system." Real adaptation, Kauffman will tell us, comes from being messy and multiple.
Naturally, this is a power that will have to be used for good. We don’t like the sound of the character in Catch Me If you Can, Spielberg’s 2002 movie, staring Leonard DiCaprio. Zelig is a sweet, bumbling idiot, motiving by a wish to please and an effort to do his best. It is precisely this sincerity we hope for, and not the cunning of the con man.
Certainly, this is what we do in an ethnographic interview, trying to turn ourselves into the other. So three times today, in people’s kitchens in Brussels, I tried as much as possible to become them. It was pretty. It wasn’t successful. But boy was it interesting. But forget interesting. Someday, very soon, it’s going to be adaptive.
References
Anonymous. 2007. Brain damage turns man into human chameleon. The British Psychological Society. March 20, 2007. here.
Acknowledgements
Thanks to Johan Strandell for spotting this article and giving me a head’s up.



