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.
Here at followthethings.com, we’re fascinated by pranks, hoaxes and spoofs that try to bring into conversation the often hidden relations between the makers and users of commodities. Our whole site is intended to do this. It’s April 1st today so we thought it would be appropriate to mark the 60th anniversary of “one of the first times the medium of television [was] used to stage an April Fools Day hoax” (BBC nd) and “the biggest hoax that any reputable news establishment ever pulled” (CNN nd). On April 1 1957, the annual spaghetti harvest of a family in Ticino, Switzerland was reported in the BBC’s current affairs Panorama series. It was a bumper crop. This spoof was based on an assumption that people in Britain had no idea what spaghetti was, what it was made from, or where it came from. It arrived in tins.
Behind the scenes…
“Panorama cameraman Charles de Jaeger dreamed up the story after remembering how teachers at his school in Austria teased his classmates for being so stupid that if they were told that spaghetti grew on trees, they would believe it. The editor of Panorama Michael Peacock told the BBC in 2014 how he gave de Jaeger a budget of £100 and sent him off. The report was made more believable through its voice-over by respected broadcaster Richard Dimbleby. Peacock said Dimbleby knew they were using his authority to make the joke work, and that Dimbleby loved the idea and went at it with relish. At the time, seven million of the 15.8 million homes (about 44%) in Britain had television receivers. Pasta was not an everyday food in 1950s Britain, and it was known mainly from tinned spaghetti in tomato sauce and considered by many to be an exotic delicacy. An estimated eight million people watched the programme on 1 April, and hundreds phoned in the following day to question the authenticity of the story or ask for more information about spaghetti cultivation and how they could grow their own spaghetti trees. The BBC reportedly told them to “place a sprig of spaghetti in a tin of tomato sauce and hope for the best”.” (Source: Wikipedia nd).
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!
At the end of 2015, followthethings.com CEO Ian Cook gave a talk explaining why we re-create scenes described on our website it LEGO, what our shoppers like about them, and what they add to our scholar-activist work. That talk was filmed and you can watch it below. He talked through a series of re-creations made in response to the controversy provoked by a TV documentary film called ‘Primark on the rack’ that was first broadcast 2008, and re-energised by Primark’s response to the Rana Plaza collapse in 2013. It draws upon the work of Political LEGO artists like legofesto, whose conversation with Julia Zielke we published a few months ago. Ian’s talk outlines the argument being made in an academic paper he’s currently writing. Think of this talk as its Trailer….