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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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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10 Best Books on International Politics
When we read books about politics, many of us may be more inclined to read about what happens in the Anglosphere. It’s natural really- it’s our language, closer to our culture and what we see about on the news.
It is, however, always refreshing to expand our horizons. Here are ten of my favourite books, handpicked, on non-Western international politics and history.
Dictatorland: The Men Who Stole Africa- Paul Kenyon
You may have already read my glowing review of this book and if you haven’t, get to it. This book discusses several contemporary and older dictators of Africa, from the slain Gaddafi of Libya to the man who has been in charge of Equatorial Guinea since 1979. It starts with colonialism, slithers through independence and continues afterwards. Some dictators were murdered, others remained for years or were finally booted out of office.
It’s a great study of colonialism, the promise of freedom and how these countries suffered under the men who offered them so much. These nations should be rich due to oil and other resources, yet only a few manage to make money from said resources. We learn about dictators who are worth billions, contrasting with the people who live in abject poverty.
Best Feature: Covers several countries, allowing the reader a greater scope.
Queens of the Kingdom: The Women of Saudi Arabia- Nicola Sutcliff
Everyone has their own preconceived ideas of Saudi Arabia, so prepare to have your views challenged. Sutcliff interviews a large number of women who live in the mystical kingdom- wealthy housewives, educated entrepreneurs and illiterate village dwellers among them. They give their views on everything from marriage to education.
Some are thrilled with having their family keep them close and husbands who are their guardians. Others have experienced insurmountable horror with beatings and underage marriage. What links them all is a love for their culture and country, no matter what they think of their society.
Best Feature: The women really tell you what they think.
El Narco- Ioan Grillo
Many readers will have watched Netflix’s hit show Narcos, which shows the work of the DEA in Colombia and the life of Pablo Escobar. Grillo’s book is the real deal, chronicling the Mexican drug cartels that have gripped the beautiful Central American nature.
There’s no glamourising money, cars and women here. It’s all gritty, the truth behind the devastation. Kidnappings, murders and tortures are aplenty. Friends turn on friends. Journalists are targeted. Innocent people are killed in the crossfire.
Best Feature: Grillo lays out the strategies of successive Mexican and American governments regarding the War on Drugs.
Our Bodies, Their Battlefield: What War Does to Women- Christina Lamb
I’ve read a lot of books and watched a lot of documentaries about depressing issues, but this book is easily the most shocking and heartbreaking thing I’ve ever read.
From the refugee camps in Syria to the survivors of Rwanda, we learn about the use of rape as a weapon of war and what it does to women. These women have been raped and tortured. Babies and elderly women aren’t exempt from brutality. Governments ignore it. Rapists get away with it. Families and communities shun victims.
It’s extremely brutal and doesn’t pull punches when it describes what happens to these women, but there are moments of hope that shine through.
Best Feature: It shows how war rape has been used for centuries and in every corner of the world
Shake Hands With the Devil- Romeo Dallaire
Up to one million people were killed in the space of a few months in three months in 1994 Rwanda. This book is written by Romeo Dallaire, leader of the United Nations Assistance Mission for Rwanda (UNAMIR). Dallaire had a front row seat to the slaughter, taking us from his early life in terror-ridden Quebec to his life after Rwanda.
It makes one pretty angry- Dallaire desperately tried to get the UN to take notice of what was about to happen, but was ignored. People on the ground did nothing. Villagers slaughtered the people they lived with for years. Dallaire suffered from PTSD and attempted to take his life several times afterwards. It’s essential reading.
Best Feature: It really portrays the absolute hell on earth that is the Rwandan Genocide
First They Killed My Father- Loung Ung
I’m pretty much a hard arse when it comes to movies, but the film of this book had me crying.
Loung Ung was one of seven siblings in a prosperous, middle-class Phnom Penh. Her life turned upside down upon the arrival of the Khmer Rouge and rise of Pol Pot. Ung then lived through the unimaginable- the death of most of her family, living through forced labour and being a child soldier.
It was a book that made me often wonder if I was actually reading a true story, for it felt like I was reading a fictional dystopia.
Best Feature: Gives an inside view of one of the world’s most horrendous contemporary crimes
Persepolis- Marjane Satrapi
Unusual in that it’s a graphic novel, Persepolis is the true story of the Iranian-born Marjane Satrapi. Born into an intellectual, liberal Iranian family, Marjane Satrapi was young when the revolution happened. From the first time she was forced into a hijab, Satrapi hated the new regime. Her rebellious nature led her family to send her abroad out of fear she’d be executed.
Satrapi contrasts her life in the West and in Iran. She talks about her family, what romance is like in the conservative regime and how she sneakily listened to American rock music.
Best Feature: It’s a story of a fish out of water in a very real way
Girl With a Gun- Diana Nammi and Karen Attwood
Diana Nammi was only a teenager when she became part of the Peshmerga, part of Iranian Kurdistan. Nammi fought on the frontlines and in the process became one of Iran’s most wanted people. She saw death and survived it herself.
Nammi now resides in the U.K., founded a charity for women and has been instrumental in the fight against child marriage. She had to move her for her own safety, but her love for her people is clear.
Best Feature: Gives a great insight into Kurdish culture
Without You, There is No Us- Suki Kim
North Korea is the world’s most secretive country and in this book, Suki Kim infiltrated it. The journalist spent some time as a teacher for the elite’s sons. Her notes and documents had to be kept secret and her life was restrictive. Suki discusses how she became close to her initially unwilling students, where the two cultures learned about one another and how the prospect of watching Harry Potter thrilled them.
It’s sweet but sad- these kids are just like us, yet live in a regime which doesn’t allow their full potential. On top of that, it’s a very personal look at North Korea instead of the outside analysis that is usually the only thing available.
Best Feature: We get to know these teenage boys and their dreams.
Nuclear Folly- Serhii Plokhy
I’m cheating slightly here as a chunk of the book is set and about the US, but it gives equal treatment to Cuba and the Soviet Union. The year is 1962 and when recon planes catch sight of missile structures on Cuba, all hell breaks loose. We learn about the origins of the Cuban Missile Crisis, Castro’s desperate attempts to fight the US, Khrushchev’s role and how the Kennedy administration reacted.
It’s pretty shocking to read how damn close the world came to nuclear war and how Robert McNamara (Secretary of Defense under Kennedy) only learned that the missiles were offensive and not just defensive thirty years later. Each of the three leaders had their own fate- Kennedy was assassinated a year later, Khrushchev was eventually pushed out for his role and Castro outlived them both by decades.
Best Feature: Very intricate in details
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A Dirge for the Aristocracy (Magazine Excerpt)
Culture is often a bearer of such practical wisdom. Indeed, the reason we listen to the experienced and wise, despite their lack of formal education, is that their experience has imparted practical wisdom. Theoretical wisdom is implicit in this down to earth practicality. Although the village elder might not be able to say why a certain behaviour is virtuous, her account, being correct, could be elaborated to reveal a true and natural principle. Extending this to an entire culture, we have one basis for social conservatism. The accumulated experience of ages has a sort of implicit wisdom to it, which can be potentially made into a theory, even though nobody may have yet done so. However, this isn’t enough, lest we be agnostic pragmatists like David Hume. For the one clinging to classical ideas, all practical wisdom has a theory behind it whose objective springs we can discover through reason.
One such cultural heirloom that is greatly misunderstood these days is aristocracy. Most cultures in human history have had aristocracies of some type. A noble class existed in ancient Mesopotamia, Persia, Mesoamerica, the Andes, Egypt, China, Japan, Greece, Rome, among the Celts, as well as mediaeval and early modern Europe. Indeed, aristocracy of some type has been one of the most common institutions of humanity across history. Yet in the last three hundred years, aristocracies have shrunk, from the predominant ruling elites of the world to disempowered and mocked cliques, clinging to privileges regarded as archaic.
Britain is one of the few countries that still has an institutional aristocracy. But its influence is ever diminishing, its numbers ever depleting, and its ideals waned to nothing. I doubt many would contradict me if I said its public image is far from positive. I believe the cause of this decline is that it is a remnant of a previous ethical outlook, one rooted in ancient Greek and Roman thought, and Christianised in the Middle Ages. This outlook collapsed in Britain during the eighteenth century (before it did in most of Europe). Whig liberal philosophers like John Locke chipped at its foundations. The aristocracy as a result became an institution without a purpose, embedded in a new society totally hostile to it.
So, what are these foundations? I think three: human goodness as function, a communitarian spirit, and a family-centred life. Really, it’s only the first, functional goodness, the latter two being elaborations of it.
Goodness as a function is simple. To be good is to function properly according to a species’ ideal. In the same way a good hammer is good at banging nails, and a good oven at baking bread, so a good human being is good at “human-ing” to coin a verb. The question ‘what is goodness?’ for ancient and mediaeval thinkers is almost invariably ‘what’s the function of humans?’ Yet because humans have reason, unlike animals who merely follow their instincts, our function involves more than survival and reproduction. We make art and science, and can appreciate the value of things through understanding. We are the animal that is happy with a garden and a library, as Cicero says.
This is an excerpt from “Mayday! Mayday!”. To continue reading, visit The Mallard’s Shopify.
