The pages on the followthethings.com begin as coursework set for groups of students taking a Geographies of Material Culture module at the University of Exeter. They also their own experiments of cultural activism, and write personal reflective journals on what they learn. Kate Brockie’s group were tasked to find a way to draw public attention to the work of mineral justice NGO Global Witness through cultural activism. They chose a talc mining report to work with. Sarah Ditty, the policy director for the Fashion Revolution movement, had kicked off that part of the talk. How could the work of Global Witness and Fashion revolution be connected? Kate scoured the internet, took out her sewing machine, and made her case.
Global Witness’s investigations into the ways in which talc mining finances insurgency in Afghanistan shocked me. How could products as harmlessly trivial as eye shadow be fuelling terrorism, disrupting the lives of thousands of civilians (Global Witness 2018)? The Global Witness campaign gave me an unsettling feeling of being entangled in global webs of exploitation, wondering whether everything else I use throughout my day contributes to some kind of injustice. Continue reading
Last week CEO Ian was a panelist at the last ESRC-funded seminar series on Ethics in Consumption: Interdisciplinary Perspectives at Birkbeck, University of London. The main speakers were Jonathan Porritt and Danny Miller, and the panel included Kate Soper, Jo Littler, Frank Trentmann and Terry Newholm. Drawing on Louise Ashcroft’s artist in residence (self invited) work at London’s Westfield Shopping Mall, Ian’s contribution to the panel involved reading out one of the cards from Louise’s Mallopoly game. His point – that debates about research-inspired change need to involve more-than-rational argumentation. And that Louise’s work should be required reading. Starting with this interview about her residency’s retail poisoning in We Make Money Not Art. Enjoy!
In January 2017, artist Louise Ashcroft invited herself to be an artist in residency at Westfield Shopping Centre. That’s the mega mall in Stratford, East London. Its retail area is as big as 30 football pitches (says wikipedia), it has famous chains of fast fashion & fast food, screens budget-bloated blockbusters, rents kiddy cars and boasts some seriously boring ‘public’ artworks. Because there’s nothing remotely boring, mass manufactured nor glittery about her work (and also because she is quietly plotting the demise of capitalism), Ashcroft spent her time there undercover, pretending she was only looking for a bit of shopping fun.
The artist will present the result of her stealth research this week at arebyte in Hackney Wick, a five-minute walk from Westfield. Some of the works she developed at the shopping mall include a transposition of words from slogan fashion T-shirts on traditional narrow boat signs, offers to exchange ‘happy’ meals toys with more ‘soulful’ artist-designed toys, seditious retail therapy sessions, bookable tours of Westfield where she will guide participants through playful (pseudo)psychoanalytical activities, ‘mallopoly’ cards that invite shoppers to use the mall and its contents as a material, etc. Oh! and, since the Westfield area is the home of grime she also compiled words from Argos shopping catalogues into a cut-up text and grime artist Maxsta recorded it as a track.
This is not Ashcroft’s first incursion into the magical world of retail poisoning. She regularly smuggles unfamiliar-looking African vegetables into supermarkets and then throws the store in disarray when she attempts to buy them (Vegetable, 2003-17.) …
Regine (2014) Retail poisoning: a disruption of materialism. We Make Money Not Art, 19 November
PS Louise’s website is here.
We’ve just returned from the Royal Geographical Society (with the Institute of British Geographers) annual conference on Exhibition Road in London. We’ve been working with the artist and PhD student Paula Crutchlow (and others) on a project called the Museum of Contemporary Commodities (MoCC). Our museum opened for four days in the RGS’s Pavilion Gallery, and people dropped by on their way between the Royal Albert Hall (for the Proms), Serpentine Gallery (for the Grayson Perry exhibition) and the V&A (for the plywood exhibition). What brought people in from the street was a creepy poster of MoCC’s golden child and hacked talking Guide Mikayla. We thought we’d share with you her moving life story in film – our compilation of her life story from child’s toy to banned surveillance device My Cayla – and biography – Paula’s account of how My Cayla became MoCC Guide Mikayla. There’s plenty more on the MoCC website. How and why would you hack a doll like this though? Read on…
My Cayla: the movie
Mikayla: a hacked biography
“If you took me apart, each bit of me would be a commodity. Each of those things have been made by different people in lots of different places. That’s an awful lot of work isn’t it?” MoCC Guide Mikayla on how she values herself.
The idea of MoCC Guide Mikayla arrived with us in February 2015. A friend of mine had been given a My Friend Cayla doll at a corporate IT event she was working for. ‘I’ve got just the thing for your museum!’ she said. What could be a better face of contemporary commodity culture than an internet connected ‘smart’ doll?
We started the phone app to power her up, and then spent the best part of an hour trying to talk with her. Irritatingly glitchy and slow, we tested inappropriate phrases and talked over her head. She sang songs and offered us games to play. Eventually, with advice from her 16 year old daughter, we bent our thoughts and words to My Friend Cayla’s logic – conducting a halting conversation about clothes, looking nice, Disney Princesses and pink things.
Designed especially for 7 year old girls to access the internet ‘safely’, My Friend Cayla Doll is ostensibly a blue tooth speaker and microphone that works off an app that you download onto your smart phone or tablet. She has a quiet voice, made for intimate chats with children in their homes. There is a structured database of responses to potential questions the designers think a girl-child of around 7 might ask. If your question isn’t in her database, she can search on Wikipedia. She is also scripted to ask children questions about themselves and what they like doing, including their names, parent’s names, where they live, and go to school.
As a level 1 blue tooth device there is no pin code to pair the doll with the phone, and almost immediately after My Friend Cayla was released onto the market, people were hacking her. Like many of the current swathe of internet connected toys, the security around accessing the object is very low. Earlier this year, someone even used her as a way to open a ‘smart’ lock on their front door. The safety aspect of the marketing rhetoric of My Friend Cayla doll refers chiefly to the restricted internet access she enables. This seems to be managed through a long list of banned words that she is not allowed to search for – including ‘buddha’ and ‘gay marriage’.
The prototype, re-purposed MoCC Guide Mikayla had her first outing at our Free Market prototyping event at Furtherfield in July 2015. Technologist Gareth Foote and myself attempted a radical cut and reconfiguration of her original script. We made her self aware. She began to talk about who made her, what she was made from, and how she felt about the condition of almost ubiquitous digital connectivity we increasingly live in. I had a lot of fun dreaming new words for her. Making her differently smart. Ian did research on component parts and their provenance, but I still couldn’t help put in statements about ponies and skateboarding. It was impossible to resist the personality of the object. Her styled eyebrows, long golden locks and open expression, means that the ‘play’ of the world we enter with her is the comedy strategy well-loved by Hollywood, the good looking and intelligent blonde. After all, what could be more surprising?
There’s an academic publications page on our blog that gives a taste of, and provides access to, our research papers about the followthethings.com project. A book chapter has just been published in an open access e-book that brings together a series of lectures in Switzerland asking if and how social scientific research can transform society. Our answer is a qualified yes.
Cook et al, I. (2017) followthethings.com: analysing relations between the making, reception and impact of commodity activism in a transmedia world. in Ola Söderström, Laure Kloetzer & Hugues Jeannerat (eds) Innovations Sociales: Comment les Sciences Sociales contribuent à transformer la Société, MAPS: Université de Neuchâtel, 50-61 Full Text
What we are keen to find out are what filmmaking, artistic and activist tactics lead to what kinds of public and corporate responses, and with what kinds of impacts on whom. There is an established argument that, when this work is didactic and tries to enroll its audiences through blame, shame and guilt, it tends to fail. Audiences feel powerless, overwhelmed, apathetic, and angry at those making them feel this way rather that at the injustices exposed (Barnett 2010, Sandlin & Milam 2008, Cook & Woodyer 2012). Even the most cursory examination of our website suggests that the elements of, and relationships set out in, this argument are quite narrowly defined. To illustrate this, we offer below a taste of what’s to come from the analysis of the followthethings.com archive. We provisionally outline one engagement tactic, one kind of consumer response, one kind of corporate response, and one kind of impact.
In the wake of the Trump election in the USA, our favourite book is now available at discount prices – e.g. $1 as an eBook – until the end of this week:
It’s perfect of our purposes and is available until the end of this week – in the wake of the Trump election – for only $1 as an eBook. It comes with a free study guide. There’s a website, too. But books are best!
How can encouraging students to cut up, rearrange and otherwise mess with adverts’ imagery and messages help them to better appreciate the complex geographies of consumption and international trade? How can the teaching of controversial issues build on students’ senses of injustice, mischief and creativity? We have a suggestion…
Earlier this year, a booklet called Medialukutaitoa vastamainoksista became a booklet called Teaching media literacy and the geographies of consumption. These booklets come from a series of workshops developed by former followthethings.com intern Eeva Kempainnen in a variety of educational settings in Finland. The hands-on and entertaining methods she sets out are suitable for a variety of ages, and the booklets are crammed with ‘how to’ advice and excellent examples of student work. Watch our cheaply produced promo, download the booklets by clicking the links, and find out more about Eeva’s work here.
Thanks to Mary Biddulph and Alan Parkinson for their help in this process.