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).
How the ‘follow the thing’ approach has become part of International Women’s Day campaigning. In 1907, the University of Chicago says:
‘A common version of the beginning of International Women’s Day starts … with a march of textile women workers in New York. Amidst public discussion about the conditions of textile workers and women’s campaign for suffrage, about 15,000 women working in needle and textile industries marched through New York City. The demonstrators sought to commemorate police brutality encountered in a women workers demonstration in 1857, as well as demanded shorter work hours, better pay and voting rights’ (source).
In 2016 REMAKE published online their film Celebrating the Women Behind Our Fashion. This year, OXFAM GB published online its films about Florina the Unstoppable Tomato Tree Farmer and Theresie and the Incredible Pineapple Harvest.
Read and watch!
Our CEO Ian Cook gave a talk about followthethings.com at an ‘Interdisciplinary Perspectives in Consumption Ethics’ seminar at the University of Leicester in June 2015. Afterwards, the speakers were asked to sit down and explain to camera how they had become interested in ‘ethical consumption’ as researchers. This is what he said…
Ian thanks Dierdre Shaw, Helen Gorowek and Andreas Chatzidakis for inviting him to present, Juliet Schor, Marylyn Carrigan and Caroline Moraes for their great talks, and Andreas for his at-ease interviewing skills.
This is the latest in our #followtheteachers series. In December last year, Ian was contacted ‘out of the blue’ by Joe Lambert, a trainee teacher at Montgomery Primary School in Exeter who had been an undergraduate Geography student at Exeter University, where Ian works and where followthethings.com is based. Would Ian be interested in working with him and the school’s 7-9 year old (Year 3 and 4) students, who were following food the following month? Yes was the answer. Here’s what happened, as described by Joe. After hearing geography was the key focus of the first few weeks of the January term, my ears immediately pricked. A geography graduate rarely gets an opportunity to use his degree but when he does you know he is going to relish it! My interests were further stoked when the topic was narrowed to identifying where does our food come from? This was the wonderful, crystallising moment when you realise maybe paying attention in the 1st year of your degree was worthwhile. Continue reading