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).
This year we have been working with Dr Carolin Schurr in Switzerland. Her new ‘Follow the Thing: Studying Transcultural Markets’ course at the University of St Gallen ran in parallel to our ‘Geographies of Material Culture’ course at the University of Exeter. To showcase the awesomely critical, creative scholar-activist work that our students produce, this year we’ve published student guest blogs about gun sights, iPhones and paint. This post contains two pieces of work on palm oil by Carolin’s students Gianmarco Zorloni, Harpreet Perhar, Julian Krauth, Leonardo Ehnimb and Milan Kuzmanovic. We start with a short animated information film (expertly put together using Videoscribe software), followed by a script showing how ‘the thing with palm oil’ can enter conversation and affect behaviour, and finishing with the research report upon which this work is based. How can you respond to ‘follow the thing’ research that finds that thing in, more or less, everything?!
The information film
We know from our research that the involvement of celebrities in activist campaigns raises their media profiles and impacts. We have been hoping that our ‘follow the things’ project would one day attract a celebrity to get behind what we’re doing, encourage others to do what we do. Yesterday we found what we were looking for. Emma Watson was exchanging advice for $2 in New York’s Grand Central Station. We’ve skipped to the part in the video when she’s responding to one young man’s question. If you take her advice entirely out of content, she’s giving us an endorsement. Her character Hermione Grainger has inspired activist members of the Harry Potter Alliance. Now she inspires us. The way she says our words is wonderful. Thank you Emma.
‘Would people still love a bargain if we bought these issues closer to home?’
‘Money is the journey we send it on.’
It’s fairtrade fortnight, the time of year when companies and NGOs make the relations and responsibilities between the producers and consumers of everyday things mainstream news. In this post we highlight two contrasting videos in which these relations are a) brought close to home through the delivery of food and b) stretched out through investing money (perhaps the most fascinating commodity) in an ethical ISA. Watch and discuss…
Follow the produce: the home delivery service they weren’t expecting
Follow the money: the most rewarding cash ISA in the world
Here’s another excellent example of journal writing from the Exeter Geography module behind our website. At the start of the module, we ask the students to add to their phone homescreens this photo of an Apple factory worker which, it seems, was accidentally left on an iPhone bought in 2009. The person who found this and four other photos posted them online and the quest to find out who she was, why photos of her were on that phone, and what would happen to her after they went pubic went viral (as documented on our followthethings.com page). We ask our students to keep her photo on their homescreens until the end of the module, for almost 4 months. What can happen to you when she looks at you every time you look at your phone, wherever you go? Sophie Woolf explains… to the person who became known as ‘iPhone Girl’.
This post is by Ginny Childs, a student who took the Exeter University Geography module that is behind our website last term. It’s a piece of (slightly edited) coursework that she wrote in response to reading behind Sofia Ashraf’s ‘Dow vs. Bhopal: a toxic rap battle’. Ginny wasn’t even born when the Bhopal factory exploded in 1984, but it affected her here and now. Here’s how…
I joined Exeter University Officer Training Corps this year. Last weekend was my first weapons training session; on the SA80 assault rifle. The first lesson I received was a ‘Normal Safety Procedure’ on what to do if I drop it and the sighting system cracks. The system uses tritium (a radioactive hydrogen isotope) in gas form, to create visible light. If it escapes, and I were to inhale it, radioactive damage could occur in my body.
Sat in my weapons training lesson, whilst thinking about tritium, my mind drifted to methyl isocyanate (MIC). The Bhopal disaster was the topic my group were researching for this module. I’d been researching the thousands of deaths and deformities this gas leak caused. Now, here I was being cautioned on tritium. It seemed silly. The rifle contains only a minute amount, and it’s deemed to be one of the least hazardous radionuclides. Yet, I was laboriously taken through a step-by-step routine to memorise the safety procedure: STEP AWAY FROM THE WEAPON… HOLD YOUR BREATH…GET ANY SMOKERS TO PUT OUT CIGARETTES…INFORM ARMOURY OF INCIDENT etc.
Yes, we’re five years old. Our official opening was on 2 October 2011. We visited the humid tropics biome at the Eden Project during Harvest Festival week. We asked passers-by to write postcards to the people who made their things. Below is the original article by CEO Ian about happened next.
‘What would you say to the person who picked the banana in your lunchbox?’
Thanks for your hard work. A lot of things would not be possible without you!
This is just one of the touching personal messages written by Eden Project visitors during 2011’s Harvest Festival week. Three Exeter University students and I set up a stall by the smoothie stand in the Humid Tropics Biome. We talked to passers-by about the plants that they had seen that day. ‘Which ones had produced ingredients for your clothes, shoes, lunch, anything you have with you?’ ‘Imagine a person who had, for example, picked the cotton in your top, tapped the rubber in your shoes or packed the banana in your lunchbox.’ ‘What would you say to her or him, if you had the chance?’
Almost everyone stopped to talk to us. Many said that they hadn’t thought much about this before. We provided postcards and pencils, and people spent time talking with their friends and family about exactly what they should write. We collected the cards. At the end of the day, we had 160 heartfelt, friendly and sometimes humorous messages.
Among them were: Continue reading
The followthethings.com project is slowly moving from a curatorial to an analytical phase. We’re getting our heads around ways in which we can analyse the online commentaries we’ve researched and remixed for over 60 films, art works, activist stunts and pieces of journalism.
All of the work showcased on our website sets out to make tangible to its audiences the relationships between the people who make and consume things.
But who made them, why, with what resources and how were they hoping they would make a difference to their audiences and participants?
How did members of their audiences (consumers, citizens, corporations, governments, etc.) make sense of and react to them?
And what impacts do they seem to have had?
We want to assemble a vocabulary (see Massey 2013) which will enable these intentions, relations, reactions and connections to be named, discussed, critiqued and developed.
We’re actively looking to name what we find in our data.
Æfficacy / Æffect
Effect (v.) “To bring about (an event, a result); to accomplish (an intention, a desire).”
Affect (v.) “To have an effect on the mind or feelings of (a person); to impress or influence emotionally; to move, touch.” (Oxford English Dictionary)
When it comes to bringing about social change, effect and affect are intertwined. Artistic activism aims to bring about demonstrable change through moving people viscerally and emotionally. We might think of this as: Affective Effect. Or, if you prefer: Effective Affect. Or, as we’ve come to call it: Æffect.
At the C4AA we are very, very interested in æffect. Artistic activism might be fun, creative and cutting edge but if it doesn’t deliver the goods in helping to transform the world, then what good is it?
Since we began the C4AA we’ve been asking the questions: Does it work? How do we know? And what does “working” even mean when we combine the arts and activism?
The Streisand Effect
… the phenomenon whereby an attempt to hide, remove, or censor a piece of information has the unintended consequence of publicizing the information more widely, usually facilitated by the Internet. It is an example of psychological reactance, wherein once people are aware something is being kept from them, their motivation to access and spread the information is increased.
It is named after American entertainer Barbra Streisand, whose 2003 attempt to suppress photographs of her residence in Malibu, California, inadvertently drew further public attention to it. Similar attempts have been made, for example, in cease-and-desist letters to suppress numbers, files, and websites. Instead of being suppressed, the information receives extensive publicity and media extensions such as videos and spoof songs, often being widely mirrored across the Internet or distributed on file-sharing networks
We’ll post more when we find them. Watch this space.
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.
We’ve organised three sessions on ‘Scholar Activism and the Fashion Revolution: who made my clothes?’ at the Royal Geographical Society (with the Institute of British Geographers) conference in London next week. We are excited to bring together scholars from many countries and disciplines and key members of Fashion Revolution’s Global Coordination Team. Everything takes place on Thursday 1st September. Here’s the line-up (click the session titles for the full details):
Session 1: ‘connecting producers and consumers’
Chair: Ian Cook, Geography, University of Exeter
Rebecca Collins, Geography and International Development, University of Chester: New-Old Jeans or Old-New Jeans? Unpicking perverse, provocative and paradoxical temporalities in young people’s clothing consumption.