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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Economic Bondage Against the Family (Magazine Excerpt)
In his 1936 Essay on the Restoration of Property, the author Hilaire Belloc recalls an image he had read two decades before and reproduces to the best of his memory. I’ll adapt it: imagine a single machine that produces everything society could possibly need. If this machine is owned by the collective, through a caste of bureaucrats, we have socialism. Everyone who tends the machine are regularly doled-out what they allegedly need by this bureaucratic caste. If the machine is owned not by many but by just one man, we have monopolistic capitalism, of the type resulting from complete laissez-faire. Most people work the machine and get a wage in return so they can buy its produce. Some others are employed in entertaining the owner, and all the rest are unemployed.
Belloc doesn’t say it, but we could imagine that working the machine involves just pushing a button repetitively. If technology did advance to the point that all which humans need could be provided by one machine, surely it could be worked by merely pushing one button repeatedly.
I rehearse this second-hand image because through it Belloc makes a point: these are capitalism and socialism as “ideally perfect” to themselves. If such a machine existed, this is what each system would look like.
Both monopoly capitalism and socialism share an agnosticism about the role of property and work in human life. Neither ideology views work nor property as ends in themselves but only means to further ends. For the socialist this end is consumption. Material needs are more important than freedom. To borrow again an image from Belloc, socialists view society as like a group stranded on a raft. The single overwhelming concern is not starving, so food is rationed and handed out according to a central plan. Perhaps a man finds fishing fulfilling and would lead a happy life honing the fishing craft. Maybe he would benefit from selling fish for a profit so he can support his craft. But the circumstances are extreme, so the group take collective ownership of his fishing rod and collective charge of distributing the fish. It’s for this reason that socialism is so appealing to ideologies that see existence as struggle.
For the monopolist this end is profit. Money-making is the only purpose of economic activity, separate from any human need or fulfilment from work. Property is good only if it generates money; not because it has any fixed purpose within human life. Work also is good only if it generates money, and if profits can be increased while reducing the amount of work needed, this is preferable. This is the reasoning Adam Smith uses to create the production line. The goods produced, further, also have no value apart from the profit they create.
Neither system recognises that humans are rational animals who flourish by both having and using private property as an extension of their intelligence. Thus, if a machine existed which could produce everything needed for life by repeatedly pushing a button, both systems would adopt it and consider themselves having achieved perfection. Everybody (or almost everybody) could be employed doing the same repetitive activity, differing only on the matter of whether their employer is private enterprise or the collective.
The worker pushing a button is akin to one working on a conveyor belt in a factory, or in bureaucratic pen-pushing. His livelihood consists in a single repetitive and mindless task which requires little intelligence to perform. A craftsman, on the other hand, creates something from start to finish by himself or as part of a team effort with other craftsmen. Intelligence runs all through the activity. Making a teapot, fixing a car engine, building a house, or ploughing a field, each requires applying a design with one’s hands, that has already been worked-out by one’s mind.
Another effect of this agnosticism involves the consumer. The sort of consumption monopolists think about is a limitless glut happening in a social vacuum. It is want unrelated to need, because the only way we can truly specify need is by defining a fixed purpose for human life. Human needs, on an ancient view, relate to the kind of life humans must live to be truly happy and flourishing. So, we need food, water, shelter, and other commodities. But we also need to exercise our uniquely human faculties, like creativity, aesthetic appreciation, imagination and understanding. We also need to know how much of a good or activity to have. After all, eating until we pass out isn’t good for us, and to sit around imagining all day may run into idleness.
As a result, neither system has much room for organic human community at the local level. Such communities depend on need which goes beyond the mere satisfaction of material wants. Work, for example, is more than just a way to get what we need to live. It’s a vocation, which taps into our rational human nature, and gives us joy through creating and shaping our surroundings.
This is an excerpt from “Nuclear”.
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The Dangers of a Revolution in Reverse
“In conclusion, this is the great truth with which the French cannot be too greatly impressed: the restoration of the monarchy, what they call the counter-revolution, will not be a contrary revolution, but the contrary of the revolution.” – J. de Maistre, Considerations on France, R. A. Lebrun (Ed.), Cambridge, p. 105.
Imagine a prisoner digging an escape tunnel. For years, in desperation and longing for freedom, he’s picked at the stones by hand until his fingers are bleeding stumps. Suddenly he emerges and a rush of hope shoots through his veins. This subsides immediately. Before him is darkness. He had severely underestimated the size of the prison, and all this time he was merely tunnelling into another prisoner’s cell.
This situation, familiar to readers of Alexander Dumas’ The Count of Monte Cristo, I think pertains to a figure Joseph De Maistre first identifies in 1797, in the aftermath of the French Revolution: the reverse revolutionary. As far as I know, the only other thinker to have dwelt on this character deeply is the conservative Augusto del Noce in the twentieth century, and I shall draw from both to make my case.
First, to define revolutionary. I use “revolutionary” to mean any view that seeks utopian salvation through political or social action, by rejecting traditions of immaterial truth, and an abrupt discontinuity with the past. I don’t necessarily mean one that wants violent upheaval, though usually they do. It’s not the manner that defines a revolution but its content. These ideologies try to sever the link between politics and any truth outside of it. Truth is a socio-political creed. Eric Voegelin’s view that modern revolutionary thought is gnostic serves us here. Ancient Gnostics separated heaven from earth and sought heaven through esoteric spiritual knowledge. Modern Gnostics also separate heaven from earth, but banish heaven from the earth and build paradises out of esoteric political knowledge, without reference to anything beyond it.
A reverse revolutionary is someone who begins as the staunchest conservative. The revolution has come and ruined the world he loves. He’s seen all that he holds good swept aside in a frenzy. Panic ensues, and then rage. What shall he do?
He sets upon pushing back the revolution by what he thinks is a counter-revolution. Whatever the revolutionaries affirm, he’ll deny. Whatever nefarious plans they have, he’ll plan the opposite. Whenever they push, he’ll push back harder. But what he really does is create a contrary revolution. Instead of negating the revolution, he reverses it.
But what’s the difference exactly between negation and reversal? I think it’s the difference between partial and full denial of a revolutionary argument.
Jean Jacques Rousseau, the Ur-revolutionary, thinks something like this:
“Man is born free but everywhere he’s in chains, so he must be born good and it’s society that makes him evil.“
There’s rather a lot here, but for simplicity’s sake it’s an argument with two parts. “Man is born free and everywhere he’s in chains”, effectively means that humans are naturally equal, but everywhere unequal. Why are we unequal if nature makes us equal? Because “man is born good and it’s society that makes him evil.”. That is, unjust social institutions have corrupted us, and prevent us from living as we would in a state of nature.
We can reverse or negate this position. A reversal would be something like this:
“Yes, man is born good, and society makes him evil. But it’s because by nature he’s unequal, and society is what makes him equal.”
In other words, we agree with Rousseau that society and its institutions are responsible for all injustice. However, we disagree with him that inequality is the problem. The problem is the opposite: equality. In the imagined state of nature, humans are unequal, and it’s society which has imposed an unnatural equality upon them.
If Rousseau’s original position is a sort of egalitarian primitivism, our reversed position is a sort of hierarchical primitivism. Were we to put the latter into practice, it would oppose the former, but create its own revolution to do so. It would resist with equal vehemence the status quo, but for the opposite reasons.
A negation, on the other hand, would read like this:
“Man isn’t born free and he isn’t everywhere in chains, so he isn’t born good, and society doesn’t make him evil.”
While the reversal inverts the premise, but keeps the conclusion, the negation says that the premise and conclusion are both false. It denies them both.
Fair, but why does this matter? Aren’t we just splitting hairs? It matters because reversing a revolution accepts part of its lie. One starts from this lie, then tries to produce from it an opposite effect than so far has been produced. But lies are at odds with reality, because only what’s true is real. By fighting lies with lies one risks ruining the world twice over instead of improving it. Further, since lies by definition don’t correspond to reality, a revolution in reverse is destined to fail. Accepting a lie means to accept something which doesn’t exist, and carrying through this lie into political action means creating a delirium or fantasy. History testifies to the fleeting nature of such things.
To create a revolution in the opposite direction is tempting for those who want to protect themselves from a revolution but have unwittingly drunk from its well. It’s the reaction (in the political sense) of someone unwilling to reflect on the times he lives in or analyse himself as the product of a Zeitgeist. Someone who hasn’t thought that all ideas have a genealogy, and that those ideas he detests might be closer on the family tree than he suspects. The reverse revolutionary, in short, is someone who confuses the familiar with the truth.
Like water through coffee, a revolutionary idea only bursts forth once it has thoroughly saturated the culture. By that point it’s part of a wider background, framing all conversation and extremely difficult to think outside of, like the courtyard surrounding a prison that blocks any view of the distance. Robespierre and the Jacobins normalised political violence as a means of change with La Terreur, and La Terreur Blanche was their mirror. Marxism normalised crude materialism and a murderous utilitarian collectivism, and Nazism was its mirror. Indeed, to get Nazism one must simply reverse, point-by-point, every social creed of Marxism, keep the materialist worldview intact, then embed it in a Prussian context (A. Del Noce, (2014), The Crisis of Modernity, pp. 68-69).
Retreat into so-called centrism doesn’t protect against reverse revolution either. A mild and centrist ideology that opposes a harsh and radical one, can still be a revolution in reverse if it shares the same underlying commitment to a revolutionary ideal. Recall that it’s not the manner but the content that defines a revolution. The reversal of a reductive political utopia must necessarily be another reductive political utopia. Thus, the economic liberal who opposes socialism by curing every ill with market forces is no less revolutionary than the socialist for merely being a centrist. Lastly, that one wishes to achieve one’s aims through gradual change doesn’t make one less revolutionary, for a slow revolution is still a revolution.
In our day such reversals are coming thick and fast on the ground, as they must in an age of crisis and disintegration, though they lack the sophistication of even the crudest Victorian pamphlet. The disgraced and arrested influencer Andrew Tate is a reverse revolutionary of sorts. He accepts the radical feminist vision of the patriarchy as a grand male conspiracy to oppress womankind but considers this a good thing which must be reinstated. The result is a masculinist revolution parallel to the radical feminist one, where everything that feminist revolutionaries decry, Tate applauds. Any existing order which is neither feminist nor masculinist is the shared enemy of both.
In gnostic fashion, Tate has swapped the esoteric knowledge of radical feminists with a masculine counterpart. One thinks, as a revolutionary, that Tate wouldn’t really care if the facts disproved his vision (just as radical feminists don’t), since a political goal has absorbed all reality and replaced truth itself.
I don’t have a simple solution to this problem. There’s no remedy for reverse revolutionaries other than humility, education, and careful thought. The wrathful desire for vengeance especially breeds such people because anger, frothing up, looks for a way to harm the enemy without asking what the tool is. Any tool will do, even if the enemy himself has made it. Perhaps this is why societies filled with wrath are prone to this error.
Maybe we should close with the words of Louis XVI awaiting execution in 1792, to his son the Dauphin: “I recommend to my Son, if he has the misfortune to become King, to remember that he owes himself entirely to his fellow citizens; that he must forget all hatred and resentment, and particularly all that relates to the misfortunes and afflictions that I endure.”
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It’s probably a good time to re-colonise Shakespeare
The Renaissance was a spectacular time for literature, arts, and anatomy. The sheer wealth of geographical expansion reinvigorated Europe and invited it to explore, research, and discover. This period was crucial for the conflict between religion and knowledge, a subject thoroughly explored in Doctor Faustus. The Italian Renaissance especially brought forward many crucial questions about life and death, religion, exploration and other issues.
But this is no longer at the forefront of Renaissance studies. The calls for decolonisation have been sounding for quite a while and it’s slowly becoming a subject mainly discussed by right-wing self-proclaimed pseudo-intellectual political commentators. Is it still worth talking about? It might be.
Many students join the English departments armed with an entire collection of Shakespeare’s works and a copy of Doctor Faustus, anticipating learning all there is to know about Renaissance in literature.
Well, those students would be sorely disappointed. The loudest calls for decolonisation have been coming from The Globe, the first Shakespearian theatre. On the very front of their website, we can see ‘Anti-Racist Shakespeare’ in big red letters. When looking at their blog entry from August 2020, a completely innocuous and not totally coincidental date, the quote from Professor Farah Karim-Cooper sheds a lot of light on what’s happening with Shakespeare:
As the custodians of Shakespeare’s most iconic theatres, we have a responsibility to talk honestly about the period from which he emerged and challenge the racist structures that remain by providing greater access to the works and demonstrating how Shakespeare speaks powerfully to our moment.
This is fascinating, as this then led to many movements to decolonise the literary genius. Universities advise students to listen to a podcast about the importance of ‘decolonising Shakespeare’ and the first lecture is basically a lesson on why Shakespeare is not universal and must be redefined.
The lecture material encourages students to look out for ‘colonial oppression’ and invites students to not only decolonise Shakespeare but also the Renaissance. Put your Marlowe in the rubbish, the reading list is now filled with race-related, women-related plays, geared not at looking into the genuine literary wealth of Shakespeare, but at intersectionality. The anti-Semitism in The Merchant of Venice is barely visible under the colossal shadow of the potential ‘queerness’ within the novel. The patriarchy and the search for something that isn’t there take precedence over trying to uncover important truths.
The lecturers may find it laughable that some people oppose decolonisation. They seem to be engaging in strawman ‘oh does that mean that we’re not going to teach Shakespeare? Of course not!’ But that’s not the point.
I think that if we’re tearing down statues in Bristol and across the US, Shakespeare is potentially one of the cultural statues that could come down
Professor Ayanna Thompson, ‘Shakespeare Teachers’ Conversation’
If universities endorse the above message, what signal are they sending to their students? Of course, they may laugh trying to explain that it doesn’t mean literally tearing down Shakespeare, but the point stands. What they are trying to do is to reconstruct the existing understanding of Shakespeare and re-create it in order to accommodate people who hate them.
Shakespeare was a white Anglo male and lived during the beautiful age of colonial expansion. No one should be worried about saying this one way or another. There’s nothing wrong with it either. I personally believe that Doctor Faustus is a far more important novel than ‘The Masque of Blackness’ by Ben Jonson who wrote quite a dull play about black people searching for the land where they can become white and beautiful.
I understand that this is supposed to make the students uncomfortable and convince them to engage critically with the racism in the past; but don’t we all already know this? Isn’t it much more productive to focus on the plays that could relate better to contemporary issues? Apparently not.
Midsummer Night’s Dream is apparently about patriarchy and The Merchant of Venice is gay. The problem with academia these days is not that there are modules that are ideological; no, the ideology very easily just seeps into everything. There is no way out anymore – most academics are left-wing so naturally their modules will be geared in that direction also. This wouldn’t be an issue as this has been happening for aeons. The problem is that this then creates a whole army of impressionable young people whose main focus will be the discussion on intersectionality and race when there is so much more that Shakespeare can offer. The only way to circumvent it is to rediscover the truths that Renaissance literature has to offer. Reject intersectionality and race and embrace tradition.
