Life as an Extreme Sport

The Decline of the Jingle

An interesting article about why advertising jingles are going by the wayside – basically, there’s too much technology. The theory says that when we were kids, you just had the big three television stations to advertise on plus radio, so you could quickly reach saturation point (necessary for a jingle to stick). But now, with satellite radio, internet, a billion TV channels, and so on, it’s a lot harder to saturate the market.

It’s an interesting idea, but I’m not sure I agree with it… If this were the case, wouldn’t culture jamming be horribly ineffective and basically never successful?

The article also talks about why pop songs are being used so much in advertising now, as a way around the jingle – bypassing the saturation and going for an already existing emotional connection.

To Affect and Be Affected

Have you ever poked a sea anemone? It’s open and fluttering its little tendrils in the brackish water, and then suddenly and without any warning, this stick comes out of nowhere, jabbing into its soft, fleshy bits. The anemone reacts, without thinking – it curls in on itself, pulling tight and protective. After a while, it might send out a few questioning tentacles at a time, searching and seeing if it’s safe again. And when it’s determined that it is safe, it will unfurl again, until the next stick descends.

This is affect at its simplest, an emotive, embodied response to stimulus. It is “the modifications of the body by which the power of acting of the body itself is increased, diminished, helped or hindered, together with the ideas of these modifications.”1 That is to say, according to Baruch Spinoza, affect is the sum of our drives, our motivations, feelings, and emotions. But it is not just a mental construct; there is a physicality to affect. Our emotions exist within our body; as we have them we react instinctively–to pain and pleasure and their derivatives. There is a dynamic engagement of the body; these reactions race across our bodies prior to our experiencing the feeling related to the emotion. This can be most clearly seen in the lower-ordered vertebrates and invertebrates, which have emotional responses to pain, such as the anemone removing itself from a painful stimulus. Does this then mean that the anemone has a feeling?2 No, most likely not. It does, however, suggest the evolutionary advantage to the development of feelings; feelings became motivations to encourage the doing of things good for the emotions (and what was good for the emotions was good for the genes, and so on).

Brian Massumi says that affect is relationality, not a self having feelings but a distinctive being in and of the world. This notion of affect gives us a phenomenological perspective3 on the connections that exist between us that is grounded in the body itself. To paraphrase Maurice Merleau-Ponty, it allows us to embrace the space between us not as that which separates us from the world, but to be the medium that binds us together.4 Affect becomes a reverberative process of perception and engagement, where the sea anemone acts on the environment as much as the environment acts on the sea anemone.

Affect. To affect and be affected. To touch and be touched. To produce a change in something, while a change can concurrently happen in yourself. There is often an attempt to isolate affect as a manifestation of the self, something that is internally regulated. Antonio Damasio says that

You can look at Picasso’s Guernica as intensely as you wish, for as long as you wish, and as emotionally as you wish, but nothing will happen to the painting itself. Your thoughts about it change, of course, but the object remains intact…In the case of feeling, the object itself can be changed radically.

He is saying that because the origin of feeling is internal to the mind, rather than external, the body can act directly upon that perception of feeling. And while this is undoubtedly true, the scenario he describes leaves out one situation, which is that of a person looking intently at another person. That object, the person, is not the static object of a painting, but another moving, breathing, perceiving being, and your own body of perception can act upon them, and they upon you. Affect, then, becomes a part of that interplay, that give and take that exists between us, and binds us to one another.

Affect, then, represents the whole modification of a person, both mentally and physically. It is “not a personal feeling, nor is it a characteristic; it is the effectuation of a power…that throws the self into upheaval and makes it real.”5 Affect is the unsplit mind and body, which are a functional whole too often split in an effort to scrutinize separately, to believe one disjointed from the other. But they are not separate parts resting together to create a functional being, but, paraphrasing Spinoza, are parallel aspects of the same substance. And as mind/body are not separate, but instead a being made whole by affect, that being is not isolated, and that which imparts a change in an individual being will impart change in another, through the medium that connects beings, through the beings themselves–the order and the connection of being and beings.

Sea anemones can live alone, but most often they live grouped together in clusters. When you poke one anemone, it acts and reacts, folding in on itself for protection. And if you watch carefully, you’ll notice that the anemones around it, while perhaps not folding in as dramatically as the poked anemone, will retract their tendrils in reaction, as well.

Enriched

I am an incredibly lucky woman. Through powers I don’t understand, I have attracted the most amazing, kind and generous people to my life. People like Colleen and Luke, who without thinking twice pulled together a care package of liquids and easy to eat foods for meRough-housing last night has left me in a soft cast on my left arm throught Christmas, immobilizing the hand and wrist, and turning me into a gimp. Again., brought said package over and put everything away for me – including the ever so thoughtful touch of opening twist-top Vitamin Water bottles for me, a small thing that makes life so startlingly easier. People like Adam, who stayed with me in the ER all morning and most of the afternoon, holding my hand when they examined me, forcing me to focus when they IV’d me, rubbing my neck, just talking to me – all at the delay of his own family holiday vacation. Lisa, who laughed and teased and was audibly exasperated and pleased and relieved over the phone. Matt, for cracking me up and wanting to stay in my life… Sunshine and Michael, who talk to me at all hours, and always have laughter and kinds words and genuineness to them – two folks who’ve overcome some major life challenges with grace that inspires. Holly, for her hugs and love and damned the world, make it better attitude. Kanna and her serenity and obvious caring. Phillip, for passionate inspiration, Sandra who grounds me and pushes me…

The list goes on. People whose love and affection for me I cannot miss, even in the depths of misery (last week) and pain (this). I know I let the negative opinion of individuals impact me a lot stronger than I should, but I think I might finally be learning to knock that off… I am so amazed and gratified by the support and deep love that exists for and around me. I have no idea how I managed to attract so many awesome people into my life, but I am very incredibly aware of and thankful to have such loving, caring people wanting to participate in and be a part of my world.

Stem Cell Furor

As you are undoubtedly aware of at this point, there is a great deal of controversy over Dr. Woo Suk Hwang and the stem cell situation in South Korea. I’ve been following the growing questions and debates for a few weeks now, thanks to the dedicated editors of the American Journal of Bioethics. Skip MSN, CNN, and other news outlets, and go straight to the professional round-up for commentary and a wide range of links (and commentary on those links); the most recent post can be found here, and Glenn and company have promised to keep it at the top of the blog and continue editing it with more details and information as it comes in, “forever and ever amen”.