Roland Barthes’ essay Death of the Author is required reading for many students who wish to study the humanities, such as English Literature. The general thesis of the essay is that narrative intent from the author cannot be discovered as it is impossible to know what the author’s thoughts were at the time of writing. Thus, Death of the Author can be understood to mean “art without the artist” – by the reader is the only true reading. The authority of the author, and therefore the author himself, perishes.
It is an interesting and incredibly influential essay that has played a large part in the development of critical theory over the course of the 20th century. Using this as a basis, it is my belief that we can take the theory further.
Rather than experience the art in a passive way, accepting what the author produces as is, and making our own interpretations from that point, I propose that we instead take an active participation in taking art from the artist and use it to our own ends. This is much easier to do thanks to the internet, and the emergence of meme culture.
It is from meme culture that murdering the author rises. 2016 can be seen as the black swan moment for this with the election of Donald Trump and the reignition of right-wing populism. In this moment, a new breed of meme was born, and it is one of these memes that I think best exemplifies how effective murdering the author can be.
In 2017 MGMT released their song “Little Dark Age”, a protest song lamenting the election of Trump. As the title suggests, the zeitgeist as the artist saw it was regressing back into a period of ignorance, ultimately taking the past 70 years of Progress with it. As recent as 2021 however, the meme remixes of this song have become increasingly popular. The song is used as a backdrop over footage designed to ignite reactionary pride – praise of Christianity and the heroic spirit are commonplace within this. My personal favourites are the ones that glorify the British Empire.
The popularity of the meme is an example of the remix culture unique to the internet, an issue with 21st century creations in general. 21st century art is stunted, and we can only find creative outlets in what has come before. This is a problem with all art and culture in the West, but has been commented on before so I will not belabour the point, except to say that our obsession with nostalgia seems to have left us bereft of creating our own cultural milieu and we are forced to stand blindly on the shoulders of giants.
We are indeed in a little dark age, and MGMT clearly felt that. It just isn’t the dark age they think it is. For a generation of people brought up in countries whose hour of greatness was over, and on whom all the world’s ills could be blamed, it is little surprise that a song like Little Dark Age could be used in the way it did. With lyrics like “Forgiving who you are for what you stand to gain/Just know that if you hide it doesn’t go away”, the song seems to be calling out to those who are trodden on by the current regime, such as political dissidents, delivering the Evolian message of riding the tiger. In the remix culture that epitomises internet trends, this is an example of destroying the meaning of a talented, well intended but misinformed artist and rewiring it for a different purpose.
No matter how MGMT feels about the current political and cultural climate, the fact remains that Little Dark Age is reactionary. It speaks of cultural degradation, inauthenticity – the sense of something being lost. MGMT have put their finger on the pulse, and their diagnosis seems apt – but the wrong patient has died.
Their anger is correct but misdirected, which is why we on the right see the song as something to be hijacked. We are not witnessing the death of the author here – instead, we are the author’s murderers. We are Lenin storming the Tsar’s palace in 1917. We take what is theirs and subvert it to our own ends.
The fact is that reactionary media, be it music, film, literature or television, is entirely hegemonic to the left’s favour. Reactionary discourse is repeatedly shut out of the Overton window, which is panned by boomeresque false idols on one side and comical Marxist villains on the other. In order to make a point, we must use the tools of the enemy. We must be the Vietcong stealing M16s from a US military base. We take from the author what is theirs, deconstruct their arms and create something entirely new using the skeleton of their works.
We are the murderers of the author and this is our strongest weapon.
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The Internet as Mob Rule
The ancient Greeks believed political constitutions repeated in a pattern called kyklos (“cycle). The idea first occurs in Plato’s Republic, gets elaborated by Aristotle in his Politics, then reaches its apogee in Polybius’ Histories.
Unlike modern theorists of cyclical rise and fall of civilisations, such as Oswald Spengler, the kyklos doesn’t have a zenith or golden age. It’s rather a waxing and waning of stable society types, followed by unstable society types. What characterises a stable society is that the ruling class and citizens both strive towards the common good, conceived as the objective purpose of human beings, which results in their happiness and flourishing. Society becomes unstable when its members stop having the common good in mind, and instead strive after their selfish private interests to the detriment of other citizens.
Kyklos then presupposes several things. First, it isn’t culture specific. Its objectivist outlook means it applies equally to all political human groups, always and everywhere. Second, the engine that drives history is human virtue and vice, and not economics, class struggle, or war. These are secondary factors resulting from the characters of human beings. Healthy economies, contented class structures, well-won peace and just wars all result from virtuous people. Third, the stable government types are various. Kyklos defends neither monarchy, nor aristocracy nor a republic exclusively. It isn’t a Whiggish or utopian theory of history, that says if and only if a certain group are in power all will be well. Rather it claims that whatever group are in power, they must be virtuous to rule well. Vice immediately leads to disorder.
Simplifying in the extreme, the kyklos model runs as follows. Rule can be by one person, several, or many. When these rule for the common good, they are just, and are called monarchy, aristocracy and republican respectively. When they rule for their private interest to the detriment of society, they are tyranny, oligarchy and democratic respectively.
It’s important to note that by “democracy” I don’t mean here a system of popular representation or voting. The virtuous form of this is called a polity or republic in classical thinking. In the latter, bonds of authority and specialised expertise remain. In the former, absolutely everything is sacrificed for the sake of equality of the masses (see below).
A good monarch rules with benevolence. His successors are unjust and become tyrants. The nobility removes them, creating an aristocratic state. These in turn degenerate into oligarchs as they grow decadent and self-interested and begin to oppress the poor. The people rise up and remove them, creating a republic where all citizens have a say. But the mass of citizens loses the bonds of political friendship, grows selfish, and the republic becomes a democracy. Democracy eventually deteriorates to a point where all bonds between people are gone, and we have a mob rule. The mob annihilates itself through infighting. One virtuous man seizes power, and we return to monarchy. The cycle begins anew.
With these preliminaries out of the way, I come to my point. I believe the present age we are forced to live through is highly ochlocratic. Of course, it’s not a pure mob rule since we have non-mob elites and a rule of law. I also think our age is oligarchic (dominated by elites swollen with pleasure). But it’s more ochlocratic, I contend, than it was a few centuries ago, and enough that mob behaviour characterises it.
The defining trait of unstable regimes, as I’ve just said, is vice. However, vice doesn’t just happen spontaneously as though people awake one morning deciding to be selfish, spoilt, and cruel. Evil people, as Aristotle notes, often believe they are good. Their fault is that they’ve mistaken something which is bad for what is good. For example, the man who hates the poor falsely believes money is the same as goodness. The man who mocks monks and sages for their abstinence believes all and only pleasure is good. Even when we know what is good for us, ingrained habit or upbringing might make the illusion of goodness overpowering. A lifetime of cake-gorging can condition one to the point it overrides the knowledge that sugar is bad for health.
I think the Spanish thinker Jose Ortega y Gasset in The Revolt of the Masses (1930) unwittingly echoes Plato when he points to the faults of the democratic “mass-man” of the twentieth century. All human societies need specialised minorities to function. The more demanding and specialised a field, the more those who do it will be a minority of the population. Further, all societies, to function, need sources of authority which aren’t decided by a majority vote. Modern democracy has created the illusion that the unspecialised mass is sovereign and has no reliance on anybody. It has achieved this mirage through artificial liberation: creating unnatural freedoms through constant government intervention and technocratic engineering.
This in turn has supported vices out of unthinking habit. The mass-man accepts his lack of qualifications and is proud of this absence. He isn’t one deluded about his knowledge. Quite the opposite. The mass-man is someone who openly declares he knows nothing but demands to be listened to anyway because he’s a member of the sacred demos. In short, according to Ortega y Gasset, the ideology of the mass-man is: “I’m ordinary and ignorant, and so I have more of a say than those who are specialised and learned.”
The internet is a democratic medium par excellence. This isn’t to say that its members are all egalitarian and individualist, rather, its very construction assumes egalitarian and individualist ideas, and these force themselves onto its users whether they be willing or not.
Here we can extend the criticisms that Neil Postman makes at television in Amusing Ourselves to Death (1985) to the web. On the internet, all information is available to everyone. Anyone can create it, and anyone can opine on it. The medium doesn’t distinguish for quality, so the greatest products of human civilisation sit alongside the basest, on the same shelf. There are no filters online for expertise or experience, indeed, any attempts to create such filters are decried as “gatekeeping”. As a result, the internet has no difficulty settings (to use a metaphor). Getting through the easier levels isn’t mandatory to reach the harder ones. You can skip ahead, so to speak, and mingle with the pros as their peer.
Someone might object here that I’m exaggerating, since online communities monitor themselves all the time. I can indeed post my amateur opinions onto an internet space for astrophysicists, but these will mock and exclude me once I become a nuisance. However, this isn’t an answer. The internet is built on the assumption of mass wisdom, and the only way to enforce hierarchies of value on it is by banding a mob together. The space around remains anarchic. Yes, there are communities of wise people online, but these exist in an ocean of communities of fools. The medium presents them all as equally valuable. Which communities grow powerful still depends on the wishes of the mass.
When the internet produces a rare fruit of quality, this is because by sheer accident, the wishes of the mass have corresponded to reality. It isn’t an in-built feature.
The result is that the internet functions like a classic mob regimen or ochlocracy. The medium has no sensitivity to quality, but rather responds to will, provided enough people are behind it. Those who wield influence online do so because the mob will has selected them. They are our modern versions of Plato’s Athenian demagogues, or rabble-rousers of the French Revolution. A mass of ignorant and desperate people swirls around equally ignorant and desperate demagogues who promise them whatever they want. Demagogues rise and fall as the mob is first enamoured then bored of them. As the internet has grown to encompass our whole lives, this ochlocracy has spilt out into the real world.
In this space, truth entirely drops out. It’s a common fault of the ignorant to confuse desire with truth since desires are often hotly felt and what is very vivid seems real. Our egalitarian internet machine therefore is wont to magnify desires rather than realities. And because it magnifies desires, these ever more get confused with reality, until mob wishes would replace the common good of society. I believe a good example of this is how the online demagogue-mob relationship works. When internet personalities, especially political and social influencers, fall from grace, it’s usually because their followers realise they can no longer get what they want out of them (seldom do demagogue and mob cordially separate because each has become wiser). The power lies with the followers and not with their purported leader.
Which brings me back to kyklos. A classic Greek political cycle resets when a virtuous individual takes the reigns from the mob and establishes a monarchy. He recreates justice through his personal goodness. This was more likely, I think, in ancient societies where religion, community and family were stronger, and so the pool of virtuous people never entirely depleted. If our ochlocratic internet is indeed a stage in a kyklos (or a component of an ochlocratic stage), and it ends, I think it will end with one demagogic idiocy imposing itself on the others by force.
A population conditioned by the internet to think mass-appeal as equivalent to truth will readily accept a technocratic whip provided it claims to issue from the general will. Which idiocy gains supremacy is a matter of which can capture the greater part of the mass in the least time, to form a generation in its own image. This is why I don’t think the current trend of the internet becoming more regulated and censored is good. The regulators and censors come from the same debased crop as those they regulate and censor.
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Fact and Fortune: A Note on The Particular
Writing this article makes me feel guilty. Like a manic scientist hunched over a microscope, I am hunched over a keyboard, conducting research into pinpointing the unpinpointable. For decades, conservatives have disapprovingly commented on the widespread adoption of once-alternative socially liberal concepts and arrangements, lamenting the desacralization and deprivileging of more “traditional” outlooks. This is very much in step with classic political dynamics: Liberals will tell you “Yes”, Leftists will tell you “Yes, and more!”, and a conservative will tell you “No”. Whilst I generally agree with such disapproving commentary, I will not be contributing to it. Instead, I shall be addressing that which animates the conservative’s disapproval; stating what love is, rather than what is not, all while resisting its substitution with other concepts (pleasure, happiness, etc.) as has been done before. Consequently, I hope to form a fragment of a “moral-social vision” to which a conservative can forcefully say: “Yes”. Moreover, it should be prefaced that I do not care for contemporary fads, such as “making sense”.
Underpinning all human relationships lies an implicit and relative distinction between what is familiar and strange. Courtesy of the innate biological, geographical, and psychological limits of (for lack of a better term) the self, from birth to death most of humanity is a stranger; their existence is affirmed without personal interaction and their initial relation to the self is ambiguous. As proximity to the self transforms, so does the nature of the relationship – strangeness gradually fades away and familiarity increasingly emerges. However, whilst technically specific, the self is a mosaic; it is downstream from various approximations which give identity and demand obligation: the family, the local community, and the nation, all exist as approximations to what is familiar, stretching out towards the stranger.
In the most irremovable fundamental and primordial sense, the family and the self are the same, thus describing the family as a realm of the self, as opposed to what the self is, does not make sense. As such, the first approximation which exists beyond the self, the one more intimate and more familiar than the much wider community, as if it was Venus slotted between Mercury and Earth, is that of the Particular.
The Individual and The Particular are not totally distinct. Whilst technically different, a Particular cannot deny its necessary origins as an Individual, that is to say: certain residual characteristics of an Individual will remain within the Particular even when an Individual becomes Particular. The key commonality between the Individual and the Particular is that both are necessarily unique and singular; they both refer to one. The fundamental difference between the Individual and the Particular is therefore twofold: the nature of [the] reference, and the nature of [the] one.
The Individual One is strictly numerical, it concerns isolated quantity amid implied greater quantity. Conversely, The Particular One is non-quantifiable. It is not perceived mathematically, but in a qualitative and subjective manner; the self-realised reality that there can be no concept of greater quantity when concerned with the existence of something radically specific. However, bound up in the nature of [the] One is how it is referred to. Unlike the Individual, the Particular is realised by a person; it emerges, rising above individualised mass. In this regard, whilst the Individual is an impersonal concept, the Particular is deeply personal.
Facts are the unbending exoskeleton of reality. Hardly negative, they are nevertheless mere matters of being, they are acknowledged by all for the sake of all; they are granted and therefore taken for granted. On the other hand, Fortunes emerge from an incomprehensible conglomerate of probabilities. More than simply being, the total feasibility of Fortune’s non-existence gives it subjective value; to exist as it does makes it remarkable, as if it were a roaring fire in a field of snow. As such, the “impersonally perceived quantifiable” Individual constitutes an existential Fact, whilst the “personally perceived non-quantifiable” Particular constitutes an existential Fortune.
Like every conceivable Fortune, it is discovered through action. Ways colliding through distinct affirmations of life as part of civilised existence, the Particular incrementally emerges into view. The glamourous unthinking of the animal, lurking beneath such civilised folk, smoothens rough edges into idiosyncrasies. It is only during this way-splicing journey that one is eventually obstructed by the wretched bluntness of Fact. The Particular is particular. Made radically specific by intersections of time and space, The Particular is temporary. Mortality, granted and therefore taken for granted, is never acknowledged for its wretchedness until compared to the shining novelty of Fortune. Icarus, made ecstatic by the heights to which his wings could take him, is blighted by the unmissable sun and is reacquainted with reality. Realisation of temporality is the highest realisation of the Particular and thus the undoing of the Self’s tranquillity. It is because of this that all love is bittersweet. A volatile spirit, it wrestles to be total, to be free of its own contradictions; it is humanity’s purest extremity.
Unfortunately, contemporary notions of love have come to be dominated by material transaction, in which material things are exchanged for something in return all while being divorced from direction, tailored only to generalised individual mass rather than the Particular, Regardless of whether material transaction is a consciously cynical effort or just well-meaning naivete, it should be considered a perversion of the material’s true role of expression: the act of turning the immaterial into something material, internal motion into an external display. Even if both are in want, the former deals in expectations whilst the latter deals in hope. Consequently, given the ritualistic importance, just as one who wants to receive must be prepared to give, where one does not wish to give, one must refuse.
Far from pedanticism, there must be immovable details, actions, and sentiments which are confined to the realm of The Particular. If it lacks these, there is no such thing as a distinct romantic approximation; the Particular would cease to be particular at all. Hence why a private realm, knitted together by a veneer of secrecy and the consequent warding off transgressions is not only required, but the very essence of love. The contradiction of this private realm is that it can only be fully secured through public recognition; signifying that there are boundaries which those inside and outside cannot bend if the realm is to exist at all. It is the inability to reconcile this private realm with the world that lies beyond, especially the family and community, that produces the Romeo and Juliet tragedies we all intuitively understand.
At bottom level, these perversions stem from having been confronted by temporality which afflicts us all. Like madmen, they hurry to evade the inevitable. Impending fates, they make frenzied decisions, no sober consideration of what would do them better. Attempting to hoard the whole of humanity in your heart, being subject to the neurotic clamouring for more, made unawares that all will have so much less; you less of them, and them less of you. Just as a nation that attempts to contain the world within its borders does not enrich itself, and consequently makes a world in which the nation no longer exists.
Nobody makes a conscious decision to love, they simply do (on its own, it is Fact which precedes the Fortune of the Particular). It is those deluded folks who choose to act against love that engage in a conscious decision. Like building a dam to obstruct a coursing stream, it is a crude denial of motion. It is because of this motion that the emergence of the Particular cannot be reduced to a meticulous list of preferences. The mechanised procedure of romance has been attacked as a neutralising reconfiguration of love, implying it to be an organic development instead – which it is. If an organic something has stagnated it is either dead or on the verge of death – making compatibility the project, rather than the immediate gratification of love. Just as a flower’s idea of itself animates the contortions of its growth, giving clear form to lofty substance, the idea of two-minded unity is the grand project to which love draws its form and loyally commits its efforts. Unlike the machine which facilitates fleeting relations and heavy-handed intimacy, the Becoming force of love, that which sought to forge beyond the self and in the direction of the Particular, if found to be requited by life’s chances, necessarily reorients itself to go beyond life itself.
The afterlife exists as a Fact. Calling this afterlife “death” makes no difference. There are two certainties: our certain uncertainty of the exact nature of the afterlife and our absolute certainty of our heading there. Whether it’s the minds of men, eternal darkness, or literal new life, it matters not; there is a flipside to this state which gives this life so much meaning. The totality of the Particular and the fullness of heart it provides, ever-driving the two-minded unity, ushers the secret realm into existence, giving us a place not only within explicit life, but within implicit afterlife. Two radically specific souls, becoming one radically specific unit, find themselves undivided by death.
The first approximation, the most intimate and warmest flame, with correspondence to be earnestly followed up or to be dutifully waited on, mends the disjointed nature of life and afterlife. By forging a chain that can never be broken, mere existence is transformed into terrain traversing adventure. The ability to stare into the reaper’s eyes as if they were the eyes of the Particular; that is the essence of love. Never will the strange feel so familiar.
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Britain needs some Thai adverts
Messages are important, and advertising is vital in conveying messages. I do not wish to dwell on the history of such activities, but when we think of advertising, we think of persuasion and attraction; luring the viewer towards the subject matter of said advertisement.
As a result, we (sadly) have advertising on television (as if televisions weren’t bad enough). In the past, iconic adverts have included gorillas playing the drums or memorable lines from Hastings Direct. Have they ever changed anything or produced anything substantial within the UK? I would argue no, not really.
Typically, in the West, government and private business messages on social issues tend to be negative. We see adverts of smokers with cancerous growths and drink driving victims. The ‘world of you’ is incomplete without a specific item and you need it to become complete. The shock factor of such messages intends to make the audience fearful of the consequences of such behaviours.
Additionally, Western adverts which touch on important issues comes across as painfully inauthentic, superficial, and twee. This is likely compounded by a heightened awareness of forcing major issues into such a short space of time for televisions. I assume this is because such adverts are made not for the viewers but for the creators themselves, mirroring most modern media in recent years.
In contrast, one country has used a different means of spreading its message, utilising comedy and the heartfelt. Although funny adverts exist all over the world (most notoriously in Japan), it is the health adverts found in Thailand which do the most wonders.
This being all being said, what has any of this got to do with Thailand its own adverts? Thailand has problems with alcohol, it ranks among the highest in the world and the highest within Asia. Britain has alcohol problems too, all of which have their own effects and subsequent advertising campaigns. What is interesting is how both nations advertise differently to their respective populations. Thai adverts tend to be more friendly, less intense and hit home for the audience. All these things considered, I’m of the view that they’re more effective than UK adverts.
Perhaps the most famous Thai advert is this anti-drinking advert, found here. What is the most interesting is that it is weirdly powerful in nature. We see an individual go from being a alcohol-induced wreck to becoming a functioning member of society in the space of a minute.
It is done in a funny yet logically coherent way. There is no great shock value, no negativity, it is all laid out for the viewer to understand and enjoy. Moreover, the greater emphasis on becoming productive, not just for yourself nor your family, but most importantly your nation. The time you spend drinking could be used to tackle the issues facing your life and getting ahead of things. These actions aggregate into a big societal change occurring; a change occurring from one action.
Contrast this to the harsh and brutal actions taken in UK television adverts regarding alcoholism and related issues. We see botched and broken bodies that shock daytime viewers, yet none of them seem to be memorable or affect us in a long-lasting and meaningful way. There is no positive message nor spin that can be used to reach further to the viewers. In short, what this shows is that of the major cultural divide between how both nations approach not just raising awareness of such issues, but what can be done about it.
Another good example which evokes the heartfelt can be found within this life insurance advert. Again, we see this attitude of avoiding the negative and instead we see the aggregate effects of one man’s actions uplifting the society which surrounds him. The style may be different to that of the aforementioned ‘comedic’ type of adverts, but the messages remain the same. We see a singular man do minor actions which help society at a much larger scale.
This sits in sharp contrast to the types of adverts that are commonly seen in the UK. Most life insurance adverts are reductive. We see some random adult sat at the dining table talking to a suspiciously non-Indian call centre worker about being a non-smoker and the cost of insurance for a newly parented couple.
Above all else, what is propagated is a certain cultural attitude that is reflected within the nation. Generally speaking, this can be summarised as being that of Greng Jai (เกรงใจ). In short, Greng Jai means to be kind and considerate. This, in part, plays in the stereotype of being friendly and smiley in nature. This itself has many different problems which I will talk about in future articles.
However, the nature of Greng Jai, when played out in the role of advertising, presents the core functional difference. When negative and positive messages are presented, it is the positive messages which most effectively conveys the core message of the advertisement. Our ability to address certain issues need not be simplified nor brutalised.
In summary, the potential to learn from how various countries from around the world and how they spread, and promote certain messages to the population at large, remains important. Additionally, it remains important to develop a deeper understanding of how other nations handle themselves when presented with certain issues.
