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.
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“Traditionalism: The Radical Project for Restoring Sacred Order”, by Mark Sedgwick (Book Review)
In 2014, speaking via Skype to a conference held at the Vatican, Donald Trump’s later advisor, Steve Bannon, casually mentioned Julius Evola (1898-1974), a thinker little known outside Italy, and who even within Italy was conventionally dismissed as a former Fascist whose writings still exerted a pernicious influence on the ’far right’. When that comment was unearthed by the US media in 2016, it sparked a furore amongst those desperate to discredit Trump as a danger to democracy. It also drew mainstream attention to a strange and possibly wide-reaching philosophy.
Evola’s Fascist sympathies went much deeper than anti-communist or nationalist sentiment, being rooted at least partly in a colourful and irrational worldview referred to by some authors (although not Evola) as ‘Traditionalism’. Through him, Bannon, and so by extension Trump, were potentially ‘linked’ to much broader intellectual currents, with connections across everything from the abstractest metaphysics to the earthiest ecologism.
There existed, obscure but important scholars had long argued, a mystical ‘perennial philosophy’ of transcendent religiosity and social stratification that was simultaneously as ancient as origin myths and applicable to modern discontents. Over the centuries, this concept has attracted intellectuals as diverse as the 15th century humanist Giovanni Pico della Mirandola, and Brave New World author Aldous Huxley. Other than Evola, its best-known and most systematic modern exponents were two metaphysicians, the Frenchman René Guénon (1886-1951), and the Swiss Frithjof Schuon (1907-1998), who issued writings and launched initiatives that channeled underlying cultural gloom, and still resonate powerfully. Like Evola, Guénon did not use the term Traditionalism, but his writings are regarded as key texts.
As well as Bannon, ‘Traditionalist’ sympathies of some kind were avowed by, or detectable in, influencers outside America – Hungarian politician Gábor Vona, the Russian ideologue Aleksandr Dugin (whom Bannon met in 2018, and who was supposedly an influence on Putin), and the Brazilian writer, Olavo de Carvalho, credited with helping Jair Bolsonaro win the presidency in 2019. Beyond politics, the connections were even more diffuse, with well-known academics, artists and even King Charles III (when Prince of Wales), articulating Traditionalist tropes to combat anomie and materialism, and promote organic agriculture, small-scale economics, traditional arts, and interfaith dialogue. But did all these different things have anything in common other than root-and-branch discontent with a drably dispiriting status quo? What possible relevance could Traditionalists’ distaste for democracy, and even politics, have for determinedly populist politicians?
This is a long-standing area of interest for Oxford-educated Arabist, Mark Sedgwick, now professor of Arab and Islamic Studies at Aarhus University. His 2003 book, Against the Modern World: Traditionalism and the Secret Intellectual History of the Twentieth Century, was the first to draw mainstream attention to Evola, Guénon, Schuon, and others dubbed or self-described as Traditionalists. He brings to this discussion special insight into Islamic influences on Traditionalism, from the inner ecstasies of Sufism to the academically distinguished elucubrations of the contemporary Iranian-American theologian, Seyyed Hossein Nasr. Along the way, he treats ably and interestingly of many subjects, from Hindu ideas about caste via 17th century theories of history to the trajectory of Western feminism, and analyses the influence of Jordan Peterson, whom he regards as a Traditionalist for the internet age.
Traditionalism is a catch-all sort of term, and its outcomes are so diverse it is difficult to discern much consistency at all. Had it not been for Bannon’s remark, it is hard to imagine many even noticing Traditionalism existed. Conceptual complexity could help account for Traditionalism’s apparent ascent; as the author notes, “That which is not easy to understand is not easy to deny”. Sedgwick also suggests that Guénon’s theories may be fundamentally flawed because based on early 20th century understandings of ‘the East’ which are now regarded as too colourful and generic, even condescendingly ‘Orientalist’. Evola’s more dynamic and Western-oriented variant is likewise a product of its time, suffused with Nietzschean contempt for Christianity, and the epochal pessimism of thinkers like Oswald Spengler (even though he criticized both). Sedgwick nevertheless treats it as a coherent corpus of thought, with much relevance for today.
The central element of all variants of Traditionalism is ‘perennialism’ – the notion that beneath all the exoteric differences of world religions there is a unifying ‘sacred order’ understood only by the deepest thinkers, although hazily intuitable by the masses, if only they can be detached from the trammels of modernity. This is not just a tradition, but the Tradition that unlocks all cosmologies, and renders the most impassioned theological and political disputes not just superficial, but almost risible. Traditionalist writings are predictably esoteric, aimed solely at a supposedly more spiritually attuned elite.
Traditionalists tend to be greatly interested in such things as hermetic philosophy, occultism, shamanism, and symbolism, and believe strongly in what the ethnomusicologist Benjamin R. Teitelbaum called “spiritual mobility” (see his 2020 book, War for Eternity). They regard 21st century preoccupations like equality, gender politics, individualism, material progress, and technology as mere aspects of modernity, harmful or simply inconsequential.
The second ingredient is a belief in cosmic circularity, as opposed to the ideas of inevitable linearity inherent in mainstream Judaism, Christianity, and Islam, and so throughout modern politics. The world, in this reading, goes through ‘ages’ of decline that can be followed by renewal. An original golden age of unity and quality is ineluctably succeeded by silver, bronze and ultimately dark ages of increasingly mechanistic reductionism – what Guénon memorably called the “age of quantity” – after which the cosmic wheel turns back to the start.
‘Golden Age’ thinking is common to many civilizations, but there are especially close parallels with the four ages (Yugas) of Hinduism, with ‘Kali Yuga’ (the last, sin-filled age of conflict) a shorthand term for today among ‘Aryan’-interested Rightists. This process is almost irrespective of politics, although some theorists see an expeditious role for ‘disruptors’. Evola saw Fascism as a means of reconstituting the Roman Empire, and Bannon saw (and perhaps still sees) Trump as a kind of creative destroyer of consensus, but politics has been a lower priority for other Traditionalists, who concentrated instead on transformation through self-realization.
It may easily be imagined that Traditionalists are prone to eccentricity; for instance, Evola believed that ‘Aryans’ were descended from an ethereal Arctic race which had decayed as they came south. In the 1980s, a writer calling herself “Alice Lucy Trent” officiated in County Donegal over a small community called the Silver Sisterhood, which worshipped a female deity, sported Victorian clothing, and refused to use electricity. Trent later changed her name to “Miss Martindale”, and moved to Oxford, to found a movement called Aristasia in a modest terraced house, where ambiguous persons wearing dresses and veils would hold ultra-reactionary court in a candle-lit, gramophone-sounding interior, and be seen driving around town majestically in a 1950s car. It was part-pantomime, part-serious critique, at once amusing and interesting.
Sedgwick rues some Rightists’ co-option of some parts of Traditionalism. Indeed, perennialism can be hard to square with ideas about a “clash of civilizations”, or immigration, or belief in physical racial differences (which even Evola downplayed). He nevertheless examines their thinking with commendable fairness. He differentiates between genuinely traditional teachings about religion and society, which really can be millennia old, and 1920s-to-present-day attempts to turn some of these teachings into realities. For Sedgwick, whatever about the youthful Evola, by his late period he had become a “non-traditional Traditionalist”, and the Evolan phraseology deployed by some on today’s radical Right is therefore mostly “post-Traditionalism”.
But logical consistency matters little in politics, even metapolitics. Traditionalism may persist as a presence on the Right, if sometimes more symbolically than as substance. Traditionalists’ emphasis on arcane knowledge is intrinsically appealing to some who aspire to be elite leaders. There are also similarities in outlooks and temperaments between Traditionalists and some Rightists – shared perspectives on the manifold problems of modernity, shared detestation of bleak materialism, and shared love of grand and sweeping narratives. As the once world-bestriding West shivers in winnowing new winds, and mainstream conservatism flounders, the epic appeal of a mythical past (and implied enchanted future) seems likely to grow. Sedgwick’s second book on this too long neglected theme makes another significant contribution to what may be an expanding as well as evolving field.
Book Details: Mark Sedgwick, London: Pelican, 2023, hb., 410pps., £25
My thanks to John Morgan for invaluable input on this article.
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Is it Possible to Live Without a Computer of Any Kind?
This article was originally published on 19th May 2021.
I am absolutely sick to death of computers. The blue light of a screen wakes me up in the morning, I stare at another computer on my desk for hours every day, I keep one in my pocket all the time and that familiar too-bright glow is the last thing I see before I close my eyes at night. Lockdown undoubtedly made the problem much, much worse. Last year, a nasty thought occurred to me: it might be the case that the majority of my memories for several months were synthetic. Most of the sights and sounds I’d experienced for a long time had been simulated – audio resonating out of a tinny phone speaker or video beamed into my eyes by a screen. Obviously I knew that my conscious brain could tell the difference between media and real life, but I began to wonder whether I could be so sure about my subconscious. In short, I began to suspect that I was going insane.
So, I asked myself if it was possible to live in the modern world without a computer of any kind – no smartphone, no laptop, and no TV (which I’m sure has a computer in it somewhere). Of course, it’s possible to survive without a computer, provided that you have an income independent of one, but that wasn’t really the question. The question was whether it’s possible to live a full life in a developed country without one.
Right away, upon getting rid of my computers, my social life ground to a halt. Unable to go to the pub or a club, my phone allowed me to feel like I was still at least on the periphery of my friends lives while they were all miles away. This was hellish, but I realised that it was the real state of my life – my phone acted as a pacifier and my friendships were holograms. No longer built on the foundation of experiences shared on a regular basis, social media was a way for me to freeze-dry my friendships – preserve them so that they could be revived at a later date. With lockdown over though, this becomes less necessary. They can be reheated and my social life can be taken off digital life support. I would lose contact with some people but, as I said, these would only be those friendships kept perpetually in suspended animation.
These days large parts of education, too, take place online. It’s not uncommon now in universities, colleges and secondary schools for work and timetables to be found online or for information to be sent to pupils via internal email networks. Remote education during lockdown was no doubt made easier by the considerable infrastructure already in place.
Then there’s the question of music. No computers would mean a life lived in serene quiet; travelling and working without background sound to hum or tap one’s foot to. An inconvenience, maybe, but perhaps not altogether a negative one. Sir Roger Scruton spoke about the intrusion of mass-produced music into everyday life. Computer-produced tunes are played at a low level in shopping centres and restaurants, replacing the ambient hum and chatter of human life with banal pop music. Scruton believed that the proper role of music was to exalt life – to enhance and make clear our most heartfelt emotions. Music today, though, is designed to distract from the dullness of everyday life or paper over awkward silences at social events. He went so far as to say that pop consumption had an effect on the musical ear comparable to that of pornography on sex.
The largest barrier, however, is the use of the internet for work. Many companies use online services to organise things like shift rotas, pay and holidays and the entire professional world made the switch to email decades ago. How feasible is it to opt out of this? Short of becoming extremely skilled at something for which there is both very little supply and very high demand, and then working for a band of eccentrics willing to accommodate my niche lifestyle, I think it would be more or less impossible. Losing the computer would mean kissing the possibility of a career goodbye.
Lockdown has also sped up the erosion of physical infrastructure required to live life offline as well as accelerated our transformation into a ‘cashless society’. On average, 50 bank branches have closed every month since January 2015, with over 1000 branch closures across the country in the last year alone. It also seems to have wiped away the last remaining businesses that didn’t accept card payments. The high street, already kicking against the current for years, is presently being kept alive by Rishi Sunak’s magic money tree while Amazon records its best quarter for profits ever. It’s no mystery to anyone which way history will go.
I’m lucky that my parents were always instinctively suspicious of ‘screens’. I didn’t get a smartphone until a good way into secondary school and I got my first – and only – games console at the age of 16. I keenly remember getting a laptop for my birthday. I think my parents gave it to me in the hopes that I would become some kind of computing or coding genius – instead, I just played a lot of Sid Meiers Civilisation III. My dad would remind me that nothing on my computer was real, but that didn’t stop me getting addicted to games. If it wasn’t for my parents’ strong interventions I would likely have developed a serious problem – sucked into the matrix and doomed to spend my youth in my bedroom with the blinds down.
All year this year I have wrestled with my media addiction but been unable to throw it off. I told my friends that I was taking a break from social media, I deactivated my Twitter account, I physically hid my phone from myself under my bed, and yet here I am, writing this on my laptop for an online publication. When I got rid of my phone I turned to my computer to fill the time. When I realised that the computer was no better I tore myself from it too… and spent more time watching TV. I tried reading – and made some progress – but the allure of instant reward always pulled me back.
I’m not a completely helpless creature, though. On several occasions I cast my digital shackles into the pit, only to find that I needed internet access for business that was more important than my luddite hissy-fit. Once I opened the computer up for business, it was only a matter of time before I would be guiltily watching Netflix and checking my phone again. It’s too easy – I know all the shortcuts. I can be on my favourite time-absorbing website at any time in three or four keystrokes. Besides, getting rid of my devices meant losing contact with my friends (with whom contact was thin on the ground already). Unplugging meant really facing the horrific isolation of lockdown without dummy entertainment devices to distract me. I lasted a month, once. So determined was I to live in the 17th century that I went a good few weeks navigating my house and reading late at night by candlelight rather than turning on those hated LEDs.
And yet, the digital world is tightening around us all the time. Year on year, relics of our past are replaced with internet-enabled gadgets connected to a worldwide spider web of content that has us wrapped up like flies. Whenever I’ve mentioned this I’ve been met with derision and scorn and told to live my life in the woods. I don’t want to live alone in the woods – I want to live a happy and full life; the kind of life that everyone lived just fine until about the ’90s. I’m sick of the whirr and whine of my laptop, of my nerves being raw from overuse, of always keeping one ear open for a ‘ping ’or a ‘pop’ from my phone, and of the days lost mindlessly flicking from one app to the other. Computers have drastically changed the rhythm of life itself. Things used to take certain amounts of time and so they used to take place at certain hours of the day. They were impacted by things like distance and the weather. Now, so much can occur instantaneously irrespective of time or distance and independent from the physical world entirely. Put simply, less and less of life today takes place in real life.
The world of computers is all I’ve ever known and yet I find myself desperately clawing at the walls for a way out. It’s crazy to think that something so complex and expensive – a marvel of human engineering – can become so necessary in just a few decades. If I can’t get rid of my computers I’ll have to learn to diminish their roles in my life as best I can. This is easier said than done, though; as the digital revolution marches on and more and more of life is moved online, the digital demons I am struggling to keep at arm’s length grow bigger and hungrier.
I’m under no illusions that it’s possible to turn back the tide. Unfortunately the digital revolution, like the industrial and agricultural revolutions before it, will trade individual quality of life for collective power. As agricultural societies swallowed up hunter gatherers one by one before themselves being crushed by industrial societies, so those who would cling to an analogue way of life will find themselves overmatched, outcompeted and overwhelmed. Regardless, I will continue with my desperate, rearguard fight against history the same way the English romantics struggled against industrialisation. Hopeless my cause is, yes, but it’s beautiful all the same.
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Birth of the Cosmoproletariat (Magazine Excerpt)
When you hear talk of globalisation, the winners and losers have become fairly set categories: the “winners” are the hyper-mobile, global class that are capable of picking up and putting down almost anywhere, whether that is London or LA, Tokyo or Berlin, Moscow or – well, maybe not Moscow, at least not at the moment.
These winners are the beneficiaries of the most dynamic economy that has ever existed in history before, in such a way that – even if we cannot put a hard date on it – I think it is pretty clear that the modern global economy defines the contemporary era of mankind more than anything else. We are living in the “global age” and there will inevitably be those for whom that age is good.
And then there are those for whom that age is bad. These are the majority of people whose lives are usually spent in one place, from school to work and, if they’re lucky, a few years of retirement. They might be more mobile than their ancestors, for whom life was inevitably spent in the same village, whilst they travel around their county or district but, broadly speaking, never stray too far.
These are the losers, we are told. They have suffered the effects of globalisation – declining industry, evaporating investment, creaking and groaning infrastructure – but are powerless to do anything about it, as they get caught in a cycle in which power follows money and money flows away.
So why not go where the money is? Why not travel abroad, where the work is? Part of the reason is that the last thing the “losers” have left is each other. The day before the In/Out Brexit Referendum, news vox-pops of people on the street saying they would vote to Leave, when asked why, gestured and said “look around. What do I have left to lose?” The backdrop of shuttered shops and boarded windows was the answer, and it wasn’t a very compelling one.
But the answer off-screen was one that the Remain camp had tried to buy into – they had their families, their households, their communities. When David Cameron claimed Brexit would “put a bomb” under the British economy, and George Osborne’s treasury pumped out statistics on the damage it would do to the average household, they were trying to speak to the rational brain that fears material loss. It made sense – it was the same brain they had been speaking to for six years with messages of necessary spending cuts, tax breaks, and increasing job opportunities.
Except this did not work because that audience was not there. The average person did not have the material loss to be threatened, and at a time when fatherlessness was rising, families were breaking down, and over three million households were single-parent; even that small amount to lose was felt to be lost already.
The one thing that the losers had left was their community – and by and large, these were communities that had been decimated by the austerity years. So, they stayed, because their families might be thin and disappearing but their community remained fairly strong.
When Karl Marx decided that the slow transfer of people from the countryside to the cities meant that the “proletariat” would emerge, he was attempting a scientific analysis of what was already happening. As people moved from field to factory, leaving behind their old places in the world and attempting to take up new ones, they forged bonds of solidarity to replace the ones they lost. Human beings are deeply sociable, both from an inherent reality, and an existential need; we can only come into this world as a result of others, but we need to be seen and recognised while we’re here.
So, Britain especially saw the rise of industrial communities – and not just the political conscious-raising efforts of Trade Unions, for politics is tiresome and boring, really. There were also football clubs, local churches, free schools, civic action groups, and so on – in Bristol, there were 400 alone. I’m sure Marx’s miserable mind was able to only imagine the political, but in truth the personal is so much more interesting and enriching than the political. Don’t be fooled that they are the same thing.
This is an excerpt from “Nuclear”.
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