This post is by Talisker Alcobia Cornford, a student who took the Exeter University Geography module that is behind our website last term. At the start of the module, everyone to choose an everyday commodity, zero in on one or more of its ingredients, search online for human and other stories of its making, and then experiment with forms of cultural activism to make these relations public. It’s often more interesting to choose something we have absolutely no idea about, no preconceptions about, like something whose ingredients are chemicals, with names we don’t recognise, listed in tiny writing that’s hard to read, especially when we use them bleary-eyed, first thing in the morning. Like toothpaste. Whose lives are in these kinds of things? Once Talisker finds out, why isn’t her response to shop for a different brand? Why’s she making these spoof ads? Who does she want to see them? Where?
Every morning I clean my teeth, pick up my toothbrush, squeeze injustice onto the bristles and brush, blissfully unaware that my daily routine is part of a wider routine of injustice. The complex network of interrelations branching from my sink is unimaginable, all congregating to produce a tube of Colgate toothpaste. The irony is, the product that is supposed to make my teeth sparkly clean, is riddled with dirty secrets. My 5 minutes of brushing twice a day is a lifetime of suffering for supply chain workers.Continue reading
Every year, Exeter Geography graduate and ex-followthethings.com intern Jemma Sherman gives her Dad a snow globe for Christmas. After taking our Geographies of Material Culture module the term before Christmas 2017, she made a new one. Here it is. And here’s what she wrote to him in his Christmas card… [actually it’s Jemma’s coursework. We really liked it].
Merry Christmas! I’m looking forward to getting home from Uni to see everyone again. For your present this year I’ve done something different – I hope you don’t mind! You see, I’ve been having these lectures which focus on the hidden lives within my commodities; the people who produce the components, assemble them and transport them. Our most recent task was to create an art-activist project on advent calendars. Art activism includes a “broad range of artists’ practices” (Grindon and Flood, 2014:10), highlighting social, political … and cultural struggles” (Darts, 2004:315). Flanagan (2009:3-4) says an artist is anyone who “creat[es] outside commercial establishments”, “making for making’s sake”. We discovered terrible things about the lives of those making these calendars, with children as young as twelve being exploited (Andrei, 2017). And this got me thinking about what else I get around Christmas time, which led me to our tradition. Well, your tradition really. I love it. Most years you get me a snow globe (if you can find one with a cute enough scene). I know that Carrier (2004:68) says “gifts within the core family are given without the expectation of equivalent in return”, but this year I wanted to give you one. You can open your present now – sorry, I’ve kind of ruined the surprise. There’re just a few instructions you need to follow (read first): 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?
Fashion Revolution week finished yesterday. It’s call to arms is the question ‘Who made my clothes?’ Here’s how you get involved, do this yourself.
On June 26th, there will be another way to find out ‘Who made my clothes?’: that’s when a free 3 week online course led by our CEO Ian begins. Here’s the trailer. You can sign up here.
It’s Fashion Revolution Week 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. On Tuesday, we showcased the gentle Shop-dropping activism of the Craftivist Collective. And yesterday we showcased the power of Disobedient Objects like Fashion Revolution Germany & BDDO’s €2 T-shirt vending machine.
Today’s post focuses on a strategic impact documentary called the True Cost. This aims to unravel fast fashion’s grim and gritty supply chains in the wake of the Rana Plaza collapse. It juxtaposes scenes of fashion models strutting catwalks, YouTube shopping hauls, footage of Black Friday shopping chaos, TV news footage of garment workers sewing clothes in cramped factory spaces, talking head interviews with factory workers and owners, farmers, former corporate executives, academic experts, famous activists and ethical fashion royalty, brands working ethically, key people from NGOs like War on Want, and champions of free market economics.
What’s distinctive about the True Cost and the impacts that it has had is that it was crowd-funded, released via iTunes and Netflix, and tries to channel its audiences’ concerns to ‘do something’ through public screenings with panel discussions, its website and associated social media. This film enrolled its audiences from its crowd-funding forwards. It was a conversation, a collaborative ‘do something’, from the beginning. Despite its lack of mainstream funding or cinema listing, the making, reception and impacts of this film in relation to the Fashion Revolution have been nothing short of stunning. We’re posting this today because CEO Ian is on a True Cost panel in Portsmouth tonight. It’s a textbook example of the emerging genre of strategic impact documentary.
Judith Hefland & Anna Lee (2012) Put movies in the hands of movements. in Andrew Boyd (comp.) Beautiful trouble: a toolbox for revolution. New York: O/R, 164-5
Kate Nash & John Corner (2016) Strategic impact documentary: contexts or production and social intervention. European Journal of Communication 31(3) 227-242
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
Watch out for this new film coming to UK cinemas in 2017.
Moving through the corridors and bowels of an enormous and disorientating structure, the camera takes the viewer on a descent down to a dehumanized place of physical labor and intense hardship. This gigantic textile factory in Gujarat, India might just as well be the decorum for a 21st century Dante’s Inferno. In his mind-provoking yet intimate portrayal, director Rahul Jain observes the life of the workers, the suffering and the environment they can hardly escape from. With strong visual language, memorable images and carefully selected interviews of the workers themselves, Jain tells a story of inequality, oppression and the huge divide between rich, poor and the perspectives of both (source).
Reviews and interviews
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.
The main point…