How do you know when something in our culture is really good?
I think it’s when it makes us grin a wicked grin.
This is one of those: Dave Chappelle does imitation of Prince and Prince uses the imitation for his album cover. Dave becomes Prince. Prince becomes Dave becoming Prince.
For post-modernists, this is ‘signs circulating.’ Fair enough but not very interesting. It doesn’t explain why we grin wickedly.
It’s the relocation that does it. Daveness taking on Princeness. Princeness taking on Daveness as Princeness. These are meanings in motion. We grin wickedly because we can’t believe that Dave dared attempt Princeness. It’s not temerity that gets us. Dave is free to make fun of a genius like Prince. That’s the privilege of his genius.
No, what makes us grin is astonishment. How did Dave do it? How is that possible? Daveness and Princeness share a claim (and a proof) of genius, but they come from very different parts of our culture. They are in a sense incommensurate.
And they just made themselves (for a moment, in a way) commensurate. This makes our minds happy…and our faces grin. I think it is at some level it makes our brains happy. Meanings attached to one thing now, astonishingly, belong to another. We can feel gears turning in our heads.
Dave and Prince have brought meanings together that are normally kept apart. And we thank them for this semiotic miracle by grinning our admiration, astonishment, gratitude. Who knew our culture could do that.
We make a lot of culture with acts of unexpected, unprecedented combination. (I have tried to map this process for contemporary culture in a book called Culturematic.)
Indeed, wicked grinning should be the new objective not just of comedy and album cover design, but of branding, design and advertising. We used to slavishly obey the rules of official combination (aka genre). Now we bore people with this predictability. If the user, viewer, consumer, audience can see where we’re going, they won’t come with us. (Susan Sarandon did an interview yesterday on Charlie Rose in which she said precisely this.)
Compare a culturematic to old fashioned marketing. The ad man and woman came up with a blindingly obvious message, stuffed it into one of the mass media (3 network TV, magazines, newspaper, radio) and fired it at the target over and over again until our ears bled. Everyone just wanted the “persuasion” to stop. This was cold war torture. And the worse part of this torture was how completely unsurprising it all was.
Every thing changes when we assume that our “consumers” are clever and interesting, and, chances are, making culture on their own. This means first that they can see the grammars we are using. Second, it means that they are looking for culture to make their own, for critical purposes and creative ones. Culture creative, assume you are talking to someone has smart as you are. Assume you are talking to someone who can do what you do. And go with the idea that we have no hope of success unless we are making content that makes people grin wickedly.
Henry Jenkins, Sam Ford and Joshua Green have invited us to embrace a new slogan: “if it doesn’t spread, it’s dead.” The idea is that a message will die unless people take an act hand in distributing it by social media. I am proposed that before we apply the Jenkins-Ford-Green test, we apply “wicked grin test.” Forget the focus groups and the audience testing. Just show your work to someone and look at the expression on their face.