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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Consorts (Part 3)
Eleanor of Castile
- Life: 1241-28th November 1290
- Reigned: 20th November 1272-28th November 1290
- Spouse: Edward I (m. 1254)
- Children: Sixteen, including Edward II
- Parents: Ferdinand III of Castile and Joan, Countess of Ponthieu
- Origin: Spain
Early Life: Eleanor of Castile was born sometime in 1241 in Burgos, Castile (later Spain). Her parents were Ferdinand III of Castile and Joan, Countess of Ponthieu. Ferdinand was one of Castile’s most successful rulers, as he greatly expanded its territory and joined it with León. Joan was Ferdinand’s second wife- Elisabeth of Swabia had died in 1235. Their eldest son, Alfonso, would succeed to the throne after his father’s death.
Eleanor was her mother’s successor as Countess of Ponthieu. She had five brothers, seven half-brothers and three half-sisters, though most did not live past early childhood. Eleanor was extremely well-educated, even for the time, and enjoyed the arts and literature. This extended to Alfonso and the Castile court itself.
Marriage and Children: The only living daughter of Ferdinand III and half-sister of Alfonso X, Eleanor was a desirable candidate in the marriage market. After several betrothals were played with, Eleanor was ultimately engaged to Prince Edward, heir to the throne of England. They wed on the 1st November 1254. Eleanor was about thirteen and Edward only a couple of years older.
Edward and Eleanor had a famously loving marriage. They were close from the moment they married, no doubt helped by the fact that they were practically the same age. Edward never strayed from his wife or had any illegitimate children, an extreme rarity for the time. He loved the fact that she joined him on the Crusades. Eleanor’s death would devastate him and it was only by need that he chose to remarry. They were rarely apart.
The pair had sixteen children- eleven daughters and five sons. Only seven of their children lived past infancy- indeed, the future Edward II was their youngest son and child. Eleanor adhered to the parenting styles of the time by sending her children away to be educated and barely seeing them. She did care for their education and arranged her daughters’ marriages.
Pre-Reign and Queenship: Eleanor and Edward initially lived on the continent, but moved back to England in 1255. During the Second Barons’ War, Eleanor joined her husband as he fought in Wales. She once again was at his side when he traveled to fight during the Crusades. At this point, Eleanor had given birth to six of her children. Three more would be born during the Crusades, though only one would live to adulthood.
In 1272, they received word that Edward’s father had died. They nevertheless stayed on the continent until 1274, whereupon they returned to England. The pair were crowned together on the 19th August of that year.
Eleanor was uninvolved in politics due to her husband’s views on the matter, but was seemingly alright to it. She instead focused on culture. Her influence included arts, literature, education, decoration and clothing. Eleanor’s superior education helped her in that respect. In that way, she fulfilled the traditional role of Queen- she was not political and focused on the feminine aspects of a reign.
Whilst she enjoyed a close relationship with her husband, Eleanor was generally very unpopular with the public. Her business dealings, which made her incredibly wealthy in both land and money, were seen as unbecoming for a queen. The large foreign retinue of cousins that came with Eleanor were also disliked, though Eleanor was smart enough not to let the men marry English noblewomen. She also supported her husband’s crusade against the Jewish people.
By the mid to late 1280s, Eleanor was frequently ill. In 1290, it was clear that she was dying. Eleanor used her remaining time to arrange the marriages of her children. In November of that year she was no longer able to travel and was thus given quarters in Nottinghamshire.
On the 28th November 1290, Eleanor Castile died at the age of 48-49. Her husband was by her side. Eleanor is buried in three places- her viscera (internal organs) in Lincoln Cathedral, her heart at Blackfriars Monastery and the rest of her body in Westminster Abbey. Edward would later be buried beside her.
Personality: Eleanor was an intellectual with a passion for the arts and culture, something that is part of her legacy. She was also extremely brave and strong, as evidenced by her joining her husband on the Crusades. Several of her children were born abroad as opposed to the safety of England. Unfortunately, Eleanor had her flaws. Her ruthlessness towards the Jews may not have been the same as her husband’s, but she still seized lands from them. Her general business dealings made her unpopular.
Legacy: Eleanor’s most famous legacy is that of the Eleanor crosses. Her broken-hearted husband built twelve large, intricate crosses to mark the stops taken as her body was taken back to London. Only two remain. Eleanor’s cultural influence was also strong. She is also often remembered for the loving relationship she shared with her husband, a sharp contrast with that of other medieval marriages.
Margaret of France
- Life: c.1279-14th February 1318
- Reigned: 8th September 1299-7th July 1307
- Spouse: Edward I (m.1299)
- Children: Three
- Parents: Philip III of France and Maria of Brabant
- Origin: France
Early Life: Margaret of France was born around 1279 in Paris. Her parents were Philip III of France and Maria of Brabant. She was the youngest child of both parents, with Philip having been married to Isabella of Aragon until her 1271 death. Margaret has a brother, a sister, and five half-brothers, though most did not live past childhood.
Very little is known about her early life, but she was likely well-educated as a princess of France.
Marriage and Children: Margaret’s older sister Blance was initially engaged to Edward’s son, the future Edward II. Upon hearing of Blanche’s apparent beauty, Edward broke off the relationship in hopes of marrying his son’s betrothed. It turned out that Blanche had already been married off. Her half-brother Philip IV had been king since Margaret was six and offered her as Edward’s bride. An angry Edward refused and declared war on France. Eventually, an agreement was made. Margaret’s half-niece Isabella would later marry Edward II as part of the agreement.
Despite Edward’s devoted love to his late wife Eleanor, the fact he only had one living son made it essential that he remarry. In the end, Edward and Margaret would enjoy a very happy marriage. Their age gap was at least forty years, but they lived harmoniously. Margaret’s decision to join her husband on the front was reminiscent of Eleanor and thus pleased him greatly. Their relationship was so great that Margaret would refuse to remarry upon his death.
Margaret had two sons within two years of marriage, fulfilling Edward’s hopes of further sons. She would later have a daughter that she named Eleanor after her predecessor.
Queenship: Like Eleanor, Margaret was not involved in politics but was surely a close confidant of her husband. She also bravely joined her husband at the front, something that endeared her greatly to him.
Margaret fulfilled her role as Queen in more ways than just providing sons. A medieval Queen was expected to be a mediator and a calm, feminine influence on her husband. The kind Margaret would intercede on behalf of those who had displeased the king. This most notably extended to her stepson Edward, who often quarreled with his father. Edward was only two years Margaret’s junior and the pair got on extremely well.
After nearly eight years of marriage, Edward I died on the 7th July 1307 aged 68.
Post-Queenship: Margaret remained in England following Edward’s death. Despite her youth (she was 26 when she was widowed), Margaret refused to remarry, saying that ‘when Edward died, all men died for me.’
She remained on good terms with her half-niece Isabella upon the girl’s marriage to Edward II in 1308. Unfortunately, Edward’s association with Piers Gaveston soured their previously excellent relationship. Margaret’s rightful lands were confiscated but she later got them back.
Personality: Margaret was a singularly kind, warm woman who was an excellent queen. She fulfilled her duties through her interceding on behalf of others and mediating between her husband and stepson. Margaret’s kindness went beyond what was expected of the time and thus won her affection. She showed bravery by joining her husband on the front. Despite their large age gap, Margaret was a devoted spouse and remained loyal after her husband’s death. She was kind to her successor Isabella.
Legacy: Margaret is not as remembered as her predecessor Eleanor, probably helped by the fact that she was not the mother of a king. Her granddaughter Joan, however, would marry Edward II’s son and become mother of Richard II, the boy king. Her loyalty to Edward is something some will remember.
Isabella of France
- Life: c.1295-22nd August 1358
- Reigned: 25th February 1308-25th January 1327
- Spouse: Edward II (m.1308)
- Children: Four, including Edward III
- Parents: Philip IV of France and Joan I of Navarre
- Origin: France
Early Life: Isabella of France was born around 1295 in Paris. Her parents were Philip IV of France and Joan I of Navarre. Philip’s half-sister Margaret was Isabella’s predecessor as Queen, and they were both engaged to their respective husbands through the same agreement. Philip himself was a handsome man known to be a very strong and hard king. Joan was a beloved Queen who enjoyed a close relationship with her husband. She died when Isabella was about ten.
As befitting a princess of France, Isabella received a thorough education, probably similar to the one her aunt Margaret received.
Marriage and Children: The agreement that had Edward I and Margaret of France married saw Isabella engaged to Edward’s son. The king attempted to stop the marriage several times, but the issue became moot when he died.
Edward II married Isabella on the 25th January 1308 in a very elaborate ceremony. Unfortunately, it was not a good marriage. The roughly twelve year-old Isabella was immediately sidelined at her own wedding reception when Edward sat with his favourite Piers Gaveston. He went so far as to gift all of Isabella’s jewellery and presents to Gaveston, angering her and the nobles. Their poor relationship will be explored further in the Queenship section, as the repercussions were great.
As Isabella was only around twelve at the wedding, it was a while before the wedding was probably consumated. The pair’s first child, the future Edward III, was born nearly five years after the wedding. Isabella and Edward would have two sons and two daughters.
She was the typical medieval mother in her parenting style. Her machinations alienated her son Edward to the point of him imprisoning her upon reaching his majority. Isabella was close to her daughter Joan in later life.
Queenship: Isabella was immediately ignored by her new husband. This was not helped by her youth and the fact that she was too young to consummate the marriage, but Edward II was not a good husband. Her jewels and gifts had been given to Piers Gaveston. She was denied money and maintenance, forcing her to complain to her father.
Eventually, Isabella found herself allying with Gaveston. Despite her relative youth, Isabella was an intelligent young woman who was attempting to forge her own political path. Unfortunately for her, Gaveston had earned the ire of the powerful nobles and would be executed in 1308. Isabella was pregnant at the time.
Things would only get worse, despite Isabella successfully giving birth to a son. Edward became close to the Despensers, a father and son duo who would soon become his closest allies. Hugh Despenser the Younger was a great favourite of Edward and it’s believed that they had a sexual relationship. Isabella found herself still cast out of Edward’s inner circle. Despite her problems with a lot of the nobility, Isabella supported their efforts to get rid of the Despensers.
With Despenser at his side, Edward became a despot over the next few years. Isabella set up her own household far away but would be punished by having her children taken away and her lands confiscated.
Luckily, Isabella was able to get herself sent to France as a peace envoy. Whilst there, she rallied anti-Edward forces with the help of Roger Mortimer, a leading nobleman. The forces arrived in England and quickly took over. Edward was captured two months later and forced to abdicate. Both Despensers were brutally executed.
Isabella had her son Edward installed and crowned in early 1327. Meanwhile, the former Edward II was shuttled around before being placed in Berkeley Castle. He died on the 21st September of that year. The circumstances of his death are murky. Historians remain divided as to whether he was murdered or died of natural causes, though murder is more likely.
Post-Queenship: With Edward III barely a teenager, he required a regent. Isabella, along with Mortimer, fulfilled that role. She ensured her son listened to her and the boy had limited power. Mortimer was a careless man and was stupid enough to treat Edward badly. Eventually, Edward had enough, especially after his father’s death. The trigger was Mortimer ordering the execution of Edward’s uncle, the Earl of Kent.
Edward took his mother and Mortimer by surprise when he captured them in late 1330. Whilst he placed Isabella in a luxurious house arrest, he had Mortimer executed without trial.
Isabella spent years living very comfortably and was often visited by family and friends. Despite her cold reputation, she was a loving mother to her daughter Joan and doting grandmother.
The ‘She-Wolf’ of France died on the 22nd August 1358 around the age of 62. She is buried at Grey Friars’ Church.
Personality: Isabella was a complicated woman. She showed great intelligence and political acumen, but was also very ruthless and sharp. Whilst many queens were forced to live through their husband’s affairs, none would be quite humiliated as Isabella was. She was called a ‘She-Wolf,’ but we must remember she was a humiliated child bride. Such actions in men would not be treated so poorly. Whilst Isabella was controlling of her son, she did prove to be a loving grandmother.
Legacy: Isabella is remembered as a cold, calculating woman as opposed to the pure and virtuous ladies of her era. She succeeded in giving birth to heirs but did not follow the tradition of ‘feminine’ queenship. The truth is more complicated- Isabella was ruthless and cold, but no more than other historical figures.
Philippa of Hainault
- Life: 24th June 1310/1315-15th August 1369
- Reigned: 24th January 1328-15th August 1369
- Spouse: Edward III (m.1328)
- Children: Thirteen, including Edward the Black Prince
- Parents: William I, Count of Hainaut and Joan of Valois
- Origin: France
Early Life: Philippa of Hainault was born on the 24th June 1310 or 1315 in Valenciennes, modern day France. Her parents were William I, Count of Hainaut and Joan of Valois. She was the third of their eight children. Whilst Philippa did not have the title of princess, Joan of Valois was the granddaughter of a French king and sister of the other.
She was likely well-educated.
Marriage and Children: A betrothal between the future Edward III and Philippa was tentatively discussed as early as 1322. Four years later, Edward’s mother Isabella had them officially engaged in return for William’s help in invading England.
The marriage was a success even before the wedding, as it is said that Philippa cried when Edward left to return home. Their proxy wedding occurred in October 1327 before their official marriage three months later.
Edward and Philippa had a strong, loving relationship that lasted throughout their marriage. This did not stop Edward from straying in his wife’s later years, as he had a young mistress named Alice Perrers, with whom he had three children. It is argued that this only occurred when Philippa’s health was poor and that it was kept from her. This was oddly progressive for the time, as kings didn’t usually hide mistresses. Whilst he did have the affair with one other woman, Edward’s true love was clearly Philippa.
The pair managed to have thirteen children- eight sons and five daughters, eight of whom would live to adulthood. Interestingly, most of their children would marry rich English nobles as opposed to foreign royals. This was most unusual for their eldest son and heir Edward, who married his widowed cousin Joan. Perhaps the happiness between Edward and Philippa allowed them to have their own children be married for love.
Queenship: Philippa may have been Queen in name, but her mother-in-law Isabella was Queen in every other way. Isabella did not like relinquishing her title and thus prevented Philippa’s coronation. It was not until Philippa was pregnant that she was crowned. Luckily for Philippa, she bore a healthy son and unrelated events saw Mortimer executed and Isabella imprisoned.
Throughout her time as Queen, Philippa proved to be enormously popular and beloved. She was not necessarily political in the way Isabella was, but she used her influence when necessary. Edward trusted her to act as regent when he was away and she proved herself more than capable.
It was Philippa’s kindness and charity that made her loved. The most famous of these cases was that of the Burghers of Calais. Angered by the holdout of the city, Edward swore he’d spare the citizens if six of the leaders (burghers) made themselves known and surrendered to him. Before he could presumably have them executed, a barefoot and pregnant Philippa fell to her knees before him. She begged him to spare them, saying that their unborn child would be punished if they did not. Edward was supposedly so moved by this that he agreed to let them live.
Her charity extended to those at home. Philippa also bravely encouraged troops fighting the Scottish invaders, something sorely needed as Edward was out of the country.
In her later years, Philippa fell ill. Those years saw Edward turn to Alice Perrers and father three children with her. Philippa finally passed on the 15th August 1369, somewhere in her mid-fifties. Edward was with her at her deathbed. She asked Edward to ensure that all of her debts and obligations were fairly paid.
Edward spent £3K on her tomb. Her death also saw a massive decline in his popularity. He was vilified for cheating on his loving wife with a younger woman- something extraordinary in a time where it was expected that kings would stray. Alice Perrers would become a huge villain in England. Perrers was accused of taking advantage of an old, grieving king by accepting extravagant gifts. Her interference in politics was not welcomed.
Upon his death, Edward was buried with his beloved Philippa.
Personality: Philippa is one of the most revered consorts in English history. Her kindness, warmth and generous nature made her beloved throughout her country. She was a very successful Queen- she completed the role of feminine mediator and provided her husband with many children. Even without that, her good heart kept her through. The fact that Edward was castigated for taking a mistress shows how loved she was.
Legacy: Philippa is not often remembered. She did not leave a lasting legacy through arts or culture, despite leaving a mark on the textile industry. Her eldest son did not become king, but her grandson would be. Philippa’s sons Edmund and John of Gaunt would become a direct monarchical ancestor.
Anne of Bohemia
- Life: 11th May 1366-7th June 1394
- Reigned: 20th June 1382-7th June 1394
- Spouse: Richard II (m.1382)
- Children: None
- Parents: Richard IV, Holy Roman Emperor and Elizabeth of Pomerania
- Origin: Czech Republic/Czechia
Early Life: Anne of Bohemian was born on the 11th May 1366 in Prague, modern day Czechia. Her parents were Richard IV, Holy Roman Empire and Elizabeth of Pomerania. Elizabeth was Richard’s fourth and final wife. Anne had three brothers, one sister, three half-brothers and three half-sisters. Richard was the most powerful king of the age and was also extremely popular.
She was likely well-educated.
Marriage and Children: The marriage between Anne and Richard II was an odd one. Despite Anne being the daughter of an extremely powerful monarch, she did not have a large dowry or other assets. The main reason was due to a problem with the Church and two rival popes. Richard and the Holy Roman Emperor both opposed France’s choice.
Richard and Anne were both fifteen when they married on the 20th January 1382. Despite Anne’s unpopularity and lack of wealth (Richard having to pay Anne’s brother for marriage), the two became devoted to one another. Richard never strayed and always defended Anne.
No children were born of the union. Anne was blamed by society, as women were at the time, but Richard never cast doubt towards her.
Queenship: Anne was known as ‘Good Queen Anne,’ which shows that she overcame early unpopularity. She would often intercede on behalf of others, as Philippa of Hainault had. This constant kindness made her beloved by the English people, and eventually the court. It was her sweetness that won the nobles over.
After a happy twelve years of marriage, Anne died aged 28 on the 7th June 1394. Edward was bereft. He ordered the palace that she died in to be torn down. Edward also refused to enter any building besides a church where he’d been with Anne. After his own 1400 death, Edward was buried with a tomb he’d already prepared beside Anne’s.
Personality: Anne was reportedly a sweet and kind woman. She cared greatly for her subjects and was merciful to a fault. It was her good nature that pushed away early criticisms directed towards her.
Legacy: Anne is not often remembered. She, and indeed Richard himself, has no children together, so she did not see any direct descendants claim the throne. Anne did bring new fashions over, such as new shoes.
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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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The Decline of Public Intellectualism (Magazine Excerpt)
POC are just like you and me. Sure, there are technical, mostly visual, differences between us. However, considered in the grand scheme of things, such differences are quite trivial.
Far from a weakness, this diversity is a strength; we all play a role in moving our democracy forward, and ensuring the public realm remains a lively and vibrant place. Of course, by POC, I am referring to People of Commentary.
POC are everywhere. Turn on the television and you’ll be greeted by POC. Scroll through any social media feed, and without much effort, you’ll find posts made by POC. Walk through the middle of London, and soon enough, you’ll sight chattering congregations of POC.
Given the apparent omnipresence of POC, one eventually begins to ask: where did they come from? Were there this many POC in Britain 50 years ago? Yes, I know I’m pushing my luck.
In all serious consideration, the voice of commentators, self-described or not, for better or for worse, constitutes a large chunk of public, especially political, discussion in Britain.
Conversely, and it would seem simultaneously, we have witnessed a rapid decline of public intellectualism over consecutive decades. Indeed, the noted absence of intellectuals from public life is underscored when most people struggle to define what an intellectual actually is.
Many are inclined to believe that the British are, by their very essence, an anti-intellectual people. Distrustful of abstraction, they very much prefer a hodgepodge philosophy of empirical observation and sainted “Common Sense” – both of which, especially the latter, intellectuals supposedly and infamously disregard.
An immediate glance at ongoing matters would support this position. Despite the fundamental disagreements constituting the “Gender Wars”, it is clear that both sides consider Britain, thankfully or regrettably, uniquely resistant to transgenderism. In my view, this can be traced to our Anglo-Saxon forbearers, who gradually removed the notion of gendered words in our language besides the ones which speak to the empirical (that is, biological-anatomical) distinction between men and women.
All this said, empiricism isn’t exactly synonymous with “anti-intellectualism”, just as the names Francis Bacon, Thomas Hobbes, David Hume, George Berkeley, or Edmund Burke rarely come to mind when discussing “anti-intellectuals”. We can safely assume that intellectuals primarily deal in ideas, but we can’t safely assume said ideas are purely rationalistic and abstract.
Herein lies the distinction: there’s a difference between contemporary “anti-intellectualism”, which has contributed to the explosive ascendancy of POCs, and the “anti-intellectualism” which is distinctly “intellectual” in nature – pertaining to the limits, rather than uselessness, of intellectualism-as-abstraction. As such, we should consider post-war anti-intellectualism as a degeneration of a healthier and more measured position.
Without placing too much weight on the origins of Britain’s post-war anti-intellectualism, I would argue that such a precise attitude be attributed to the popularity of the ideas of George Orwell, as conveyed by cultural osmosis, rather than extensive reading; specifically, his preoccupation with ‘Ordinary People’ and the ways in which they are different to the class of ‘Intellectuals’ whom Orwell sought to disassociate himself.
This is an excerpt from “Ides”. To continue reading, visit The Mallard’s Shopify.
