Consumables are the product of how a culture understands its relationship to the world around it (although it should be noted that they are not the only way) with items following an underlying logic about the way in which the world works and often fulfilling a perceived need for consumers. Manufactured products, then, are not just products but also serve as tangible artifacts of entire ideological structures: “products” are the result of, and indicative of, a specific type of relationship between consumer and consumable and it is this relationship that speaks to the underlying ideology. Accordantly, it does not seem out of the question to argue that the trade of products also allows for the transmission of values.
Although this process is most likely apparent when trading groups are most dissimilar (e.g., when trade is first established between two communities), we can continue to glimpse aspects of this process occurring in our highly globalized Western societies. On one level, we have products that are closely connected to our understanding of culture that make their values highly visible—fashion, for example, transmits ideas through aesthetic (e.g., color, structure, cut, textile choice, etc.) that reflect how a particular group of people see themselves. Beyond just notions of status or ornamentation, we might also consider how a group’s use of materials like fur or toxic dye also reveal how a culture positions itself relative to other things in the world: things in the environment are tools or resources to be used in service of humans.
Certainly, cultural products like fashion, film/television, art, music, comics, and literature all contain a fairly visible sensibility that is easier to recognize (if not isolate) and discuss. Take, for example, the highly visible way in which Disneyland/Disneyworld portray a very particular understanding of the world through the ride “It’s a Small World.” Getting past anger that may arise from stereotypes or characterizations, we see that the animatronic dolls depict the world through a set of Western eyes (which, given their locations and likely audience makes a certain amount of sense). But also fascinating is the way in which this ride is reproduced around the world and how those iterations help to reveal the ways in which a product can not only reflect, but produce, ways in which we see ourselves in our surroundings.
Here we can look at how a likely Western family is experiencing China’s take on Disney’s version of countries like China—incredibly rich, to say the least. But we can also think about how theme parks like Disneyland/Disneyworld represent a physical sort of colonization in countries like Japan and France. Colonization, it seems, has become less about invasion and domination through force and more concerned with buying into a particular ideology through consumption; put another way, our missionaries are no longer people but products.
But we can also consider how the development of the Internet has allowed for an incredible flow of information around the world. While there are certainly positive aspects to this development (e.g., the potential for access to information and the creation of different channels for individuals to be heard), we must also grasp with the very real concerns that a free flow of information also creates a competition for survival amongst the ideas of the world. In an ideal world, this sort of competition would be the “survival of the best,” but increasingly it seems as though it is the “survival of the loudest.”
As we discussed last week, English has an incredible influence on the types of articles and information that are published in scientific journals (the influence is less in journals that concern Natural Science but English seems to continue to exert a large presence). Although some of my classmates may be able to speak to this in more nuanced ways, I also wonder about the effect that the dominance of English has on the ways in which we understand the world. I am not fluent in another language but find that when I try to speak in Japanese, I need to think in Japanese and that this causes me to adapt a different set of behaviors and thoughts. If this sort of shift occurs on a larger scale, we then not only have to question the content of the information being circulated around the world but also the form in which it manifests.
The obvious answer is that if early Science Fiction was about exploring outer space, the writings of the late 20th century were largely about exploring inner space. More than just adventure tales filled with sensation or exploration (or cyberpunk thrill) the offerings that I encountered also spoke to, in a way, the colonizing of emotion. Thinking about Science Fiction in the late 20th century and early 21st century, I wondered how some works spoke to our desire for a new form of exploration. We seek to reclaim a sense of that which is lost, for we are explorers, yes—a new form of adventurer who seeks out the raw feeling that has been largely absent from our lives. Jaded, we long to be moved; jaded, we have set the bar so high for emotion that the spectacular has become nothing more than a nighttime attraction at Disneyworld.
At our most cynical, it would be easy to blame Disney for forcing us to experience wonder in scripted terms with false emotion constructed through tricks of architectural scale and smells only achievable through chemical slight of hand. But “force” seems like the wrong word, for doesn’t a part of us—perhaps a part that we didn’t even know that we had—want all of this? We crave a Main Street that most of us have never (and will never) know because it, in some fashion, speaks to the deeply ingrained notion of what it means to be an American who has lived in the 20th and 21st centuries.
For me, there are glaring overlaps with this practice and emotional branding, but what keeps me up at night is looking at how this process may have infiltrated education through gamification.
Over the past few years, after reading thousands of applications for the USC Office of Undergraduate Admission, I began to wonder how the college application structures students’ activities and identities. On one hand, I heard admission colleagues complaining about how they just wanted applicants to exhibit a sense of passion and authenticity; on the other, I saw students stressing out over their applications and their resumes. The things that I was seeing were impressive and students seemed to devote large amounts of time to things, but I often wondered, “Are they having any fun?”
Were students just getting sucked into a culture that put a premium on achievement and not really stopping to think about what they were doing or why? We can talk about the positive aspects of gamification, levling and badges, but as the years wore on, I really began to see titles on activity summaries as things that were fetishized, obsessed over, and coveted. Students had learned the wrong lesson—not to suggest in the slightest that they are primarily or solely responsible for this movement—going from a race to accumulate experience to merely aggregating the appearance of having done so. How could I convince them that, as an admission officer, it was never really about the experience in the first place but instead how a particular activity provided an opportunity for growth. It was—and is—about the process and not the product.
But, that being said, I try not to fault students for the very actions that frustrated me as a reader are reinforced daily in all aspects of education (and life in general). Processes are messy, vague, and fluid while products are not. How would one even go about conceiving a badge for emotional maturity? Would one even want to try?
Perhaps I am clinging to notions of experience that will become outdated in the future. Science Fiction challenges us to consider worlds where experiences and memory can be saved, uploaded, and imprinted and, really, what are recreational drugs other than our clumsy attempt to achieve altered experiences through physiological change? I don’t know what the future will bring, but I do know that my former colleagues in admission are likely not thinking about the coming changes and will struggle to recalibrate their metrics as we move forward.