In the summer of 2020, Geographies of Material Culture, the undergraduate module behind our website, was totally reorganised for online teaching and learning. As detailed in our recent post announcing the launch of its public archive, it brought together 10 ‘follow the thing’ films and 10 followthethings.com pages about their making, discussion and impacts.
This module was also redesigned – from the selection and sequence of these films to the content and appearance of its website – to try to decolonise its pedagogy. Over the past couple of years a brilliant decolonising network has taken shape at our university with all kinds of exciting initiatives involving staff and students all over the place. The changes made to our module were informed and inspired by this wider movement. Some were generic strategies for decolonising a module and others were more tailored to the module, its materials and its aims. Module leader and followthethings.com ‘CEO’ Ian has been trying to channel his white privilege through anti-racist education for over 20 years now (see this from 2000). But this felt like a step change for his research and teaching about the ‘follow the things’ genre of commodity activism which simply asks ‘Who made my stuff?’
If you check the module’s public archive, you will see how the following decolonising strategies helped to shape it. There were five aims:
- to disrupt the ‘white saviour complex’ of ‘guilty’ Northern (white) consumers wanting only to shop more ‘ethically to help exploited (POC) workers by trying to shift responses to ‘who made my stuff’ filmmaking ‘from guilt to solidarity’ (Young 2003).
For the past six weeks, Exeter Geography graduate Natalie Cleverly has been working as a nicely paid intern on the ‘follow the things’ project. She took the Geographies of Material Culture module that’s generated our site since 2008, but in its new 2020-21 online iteration. And, this summer, she read every ‘compilation’ page on our website, looking for timely events about each page to post on our Twitter and Instagram because they happened ‘on this day’. As Natalie was finishing up, we asked her what it had been like to read the whole site. We don’t know anyone else who has done this! What do you learn? What’s been happening to ‘follow the things’ activism since we first opened our store ten years ago? Here are her thoughts.
Last September, I began the Material Cultures module at Exeter University. Since I’d chosen the module five months prior, the world had turned so upside down and inside out that I’d forgotten what I’d even signed up for. But I was fascinated. Particularly by followthethings.com itself. It wasn’t like any research project I had seen before. I reached out to Ian – who ran the module and the website – ‘Is there any way I can help?’.
And here we are. I’m not a followthethings.com expert, but after reading through 70+ pages of the website (almost the whole thing!) I’ve gained a good insight. So, what did I take away from sifting through all these years of content around activism / filmmaking / grassroots organising / following-the-thing?
A lot.Continue reading
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
There are two weeks to go before our latest pedagogical experiment begins: the free online course called ‘Who made my clothes?’ which we have put together with Fashion Revolution and the University of Exeter. To help to spread the word, CEO Ian will front a small number of ‘Who made my…?’ films which show how we can imagine and find traces of labour in everyday commodities. The first film is about mobile phones and ends with a request. Please try this out and let us know what happens. Then watch the others in this playlist.
Not sure if this is or is not the ‘norm’ but I just received my brand new iPhone here in the UK and once it had been activated on iTunes I found that the home screen (the screen you can personalise with a photo) already had a photo set against it !!!! (Source: markm49uk 2008, np link).
I hope she doesn’t get fired, she looks so bloody happy! I will dedicate my iPhone homescreen to her for the rest of this week (Source: vegasdodger 2008, np link).
markm49uk (2008) iPhone 3G – already with pictures ! (aka “iPhone Girl”). macrumors.com 20 August (https://forums.macrumors.com/threads/iphone-3g-already-with-pictures-aka-iphone-girl.547777/ last accessed 13 June 2017)
Cook, I. (2011) iPhone 3G – already with pictures! (aka ‘iPhone Girl’). followthethings.com (http://followthethings.com/iphonegirl.shtml last accessed 13 June 2017)
Cook, I. (2013) The 14 best examples of shop-dropping… ever. followtheblog.org 23 March (https://followtheblog.org/2013/03/22/paper-activism-in-store-in-things-on-things/ last accessed 13 June 2017)
Woolf, S. (2017) Dear iPhone Girl. followtheblog.org 11 February (https://followtheblog.org/2017/02/11/guest-blog-dear-iphone-girl/ last accessed 13 June 2017)
Good news. On Monday, CEO Ian was awarded the Royal Geographical Society (with the Institute of British Geographers) ‘Taylor and Francis Award for Excellence in the Promotion and Practice of Teaching and Learning of Geography in Higher Education’. He was nominated for the whole ‘follow the thing’ appreciation of the the social relations of trade and its application across school, university and wider public pedagogies. The ‘et al’ in his name signifies his permanent, heartfelt appreciation of everyone involved in the project over the years, and those who may join it in the future. As he explains:
“I am very happy and humbled to be given this award. My research began in the classroom where I miserably failed to encourage students to be interested in what was happening in other parts of the world. I was desperate to find a way to show how their lives were connected to those of the people and places we were studying. Finding out how some of our things are made, in some of those places, was the answer and that’s how the ‘follow the thing’ idea originated in Kentucky in the late 1980s. Since then, I’ve really enjoyed developing ways to help students follow their own things, to think empathetically about their relations and responsibilities to others in the process, and to play, have fun, make mischief, be activist with their findings. I’ve learned as much as I have taught as we have done this together. I’ve been constantly surprised by what I have learned from the students who have taken my modules and worked as interns on the followthethings.com project. Being ourselves is a massively collaborative effort. I truly appreciate everyone’s contributions.”
This work continues -> next we’re working on our ‘follow the things’ Subvertisement project in Finland with Eeva Kempainnen – researching and adding 10 new pages to our website – running our free Fashion Revolution ‘Who Made My Clothes?’ course that starts on 26th July, and opening the Museum of Contemporary Commodities at the RGS(IBG)’s Pavilion Gallery on London’s Exhibition Road from 24th – 27th August. Please join us.
It’s Fashion RevolutionWeek this week. To mark this, we’re showcasing our favourite examples of cultural activism which have supported its #whomademyclothes call to action. On Monday, we showcased the Guerrilla Projections of documentary photographer Ismael Ferdous. Yesterday we showcased the gentle Shop-dropping activism of the Craftivist Collective.
Today’s post shows how disobedient objects can contribute to the Fashion Revolution. In this case, Fashion Revolution Germany and BDDO took a shopping experience with which people are familiar- inserting money to buy something from a vending machine – and introduced information about who made these things at the point of sale.
What happens when people are asked to think about this then? That was the experiment. Buy, boycott, donate? What would you do? How is your choice structured? The debate was lively. This video was the viral hit of Fashion Revolution 2015.
Olivia Boertje, Jo Ryley, Alec James, Tori Carter, Becky Watts and Rachel Osborne (2016) The 2 Euro T-Shirt – A Social Experiment. followthethings.com
Catherine Flood & Gavin Grindon (2014) Disobedient objects. London: V&A Publishing
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.
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.
Today is an exciting day in the university module that powers our website. It’s our annual Arts and Activism Symposium, funded and hosted by the Department of Geography at the University of Exeter. Here’s the line-up and some background info on the projects our speakers will be talking about. After this, our students develop their own commodity activist work.
1) Orsola de Castro: watch this
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