October 2007

Sacha Baron Cohen as a Suicide Comedian

Last night, my wife and I watched for the second time Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan (2006). I didn’t want to watch it the first time around because I was fed up with Da Ali G Show; I had mixed reaction when I finally watched it; but now I think I am ready to identify what exactly this movie means to me. I’ve just realized how uncompromisingly anti-American the movie is. Maybe it became obvious to others right away, but I’ve been confused by the ostensibly humorous genre of the movie. Tantalizing and disconcerting, it kept me distracted from the main theme: the American jingoism of the rodeo arena, the bulletproof arrogance of the mortgage brokers, the racism and sexism of the drunken frat boys, the morbid elitism of the “dinner ethics” couples, the religious fakery of Pentecostal preachers, porn magazines and DVDs, shallow and self-absorbed celebrities all constitute the picture of the U.S. possessed by every Muslim fundamentalist in the Middle East. Sacha Baron Cohen portaryed the U.S. as an evil country. He is a suicide comedian: imbued with the noble hatred for the U.S., he travels across the country wrapped up in scenarios intended to explode every bulwark of American sinfulness. Cohen comes from an observant Jewish family, he is a partisan of the Israeli cause, and he apparently hates America with a passion of a suicide bomber. His weapon is humor. He risks to be beaten up, apprehended or killed every time he irreverently breaks social conventions. His movie is a blockbuster in the U.S. No underground Muslim fundamentalist group has the resources to deliver its anti-American statement through such an all-American media as cinematography and earn an Oscar nomination. It feels illogical that a British comedian with an explicit Zionist agenda ventriloquizes a radical Muslim critique of the country that has unswervingly supported Israel in its quest for sovereignty amidst a sea of Arabs. Or maybe we should keep Zionism and radical Judaism distinct: pro-Americanism is a secular political crutch aimed at preserving Israel’s security in the region, while radical Judaism, drawing on the same Semitic source as radical Islam, is inherently oppositional to the American way of life? The separation of secular and religious power in Israel (in contrast to the subordination of the secular sphere to the religious authority in most Arabic countries) allows it to relate to the U.S. in two different ways – through political solidarity and through spiritual dismissal.

In this case, what’s Borat‘s genre? Mockumentary? An imitation of a documentary for the sake of achieving a comic effect? More likely, it’s a “maskumentary,” namely a documentary conveying, releasing and perpetuating a deep ethnic, cultural, religious tension packaged as a humorous flick. This duplicity may explain the tremendous sucesss of Borat: the market favors products that contain a contradiction within themselves.

American culture
Cinema
Islam
Judaism
Mockumentary
Sacha Baron Cohen
Zionism

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Long Distance Fighting and the Power of Numbers

Fedor Emelianenko signed with M-1. Randy Couture resigned. I am talking about mixed martial arts.

As per FightNetwork, the reigning PRIDE champion from Russia and the aging king of American UFC were not destined to square off in either the ring or the octagon. The long-anticipated brawl that was supposed to determine the best heavyweight and pount-for-pound MMA fighter in the world did not pan out. The half-a-century-old marketing hype immortalized by Rocky Balboa, namely a “clash of systems and civilizations” (Soviet/Russian and American) this time failed to materialize.

Why did this happen? I think the power of numbers simply ruled in favor of the Russian. Couture’s overall record is 16-8, Emelianenko’s 30-1. All Internet polls ranked Emelianenko as # 1 in the world. Couture is 44, Emelianenko is 31. Couture is 228 lb, Emelianenko is 233 lb. Couture was not happy with his UFC salary, Emelianenko found a great deal. It is not surprising that Couture resigned in a split second after learning that Emelianenko did not sign with UFC but instead chose M-1. It is surprising that Emelianenko’s rejection of the UFC and Couture’s resignation came as a surprise to the majority of fans and pundits.

Reportedly, nobody else but Emelianenko was challenging enough to Couture, that’s why he surrendered. UFC owner, Dana White, and a few Internet commentators, have used all the traditional marketing techniques to boost up Couture’s image: a compelling story, a great demeanor, the “Captain America” nickname, a square jaw, and a consistent anti-Emelianenko rant (“overated,” “has problems with Greco-Roman fighters,” “hasn’t fought in the Octagon,” “fought for only three minutes in 2007,” etc.) were supposed to bring Emelianenko to the UFC only to be destroyed by the all-American champion. Meanwhile Couture’s record demonstrates that he has not successfully fought any of the world-renowned heavyweights. He was knocked out by Josh Barnett and Ricco Rodriguez. Yes he defeated Pedro Rizzo. Yes, he came to reclaim a heavyweight title from the giant Tim Sylvia and defended it against the up-and-coming Gabriel Gonzaga. But Sylvia was only a place-holder in the UFC’s rather lukewarm heavyweight division. Gonzaga is a promising fledgling who capitalized on Mirko Cro Cop’s lackluster performance in the UFC.

Between 2002 and 2006, Couture fought in the light heavyweight division where he was eventually destroyed by Chuck Liddell and sent into his first retirement. Couture is a very good fighter but at the age of 44 he has absolutely no world-class heavyweight experience. Instead of resigning from the shaky UFC throne, he should have sought bouts with Cro Cop, Nogueira, Barnett, Kharitonov, Alexander Emelianenko, Mark Hunt (although here Couture would have probably won due to Hunt’s absolute lack of ground game), Mark Coleman, and a few others. Emelianenko convincingly defeated most of them, and those who he has not fought lost to those who he beat.

In the same way as the outcome of the Cold War was determined by sheer numbers, the UFC’s search for world dominance was thwarted by White’s reliance on archaic marketing techniques and by Couture’s self-defeating oblivion to statistics. In the absence of a unified MMA organizational structure, certain close combat events should probably be resolved at a distance.

Marketing
Mixed Martial Arts

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On Anthropophobia and Philanthropy

Grant McCracken writes of the internal conflict within the discipline of anthropology regarding the use of trained anthropologists as consultants in the ongoing overseas military engagements of the U.S . “Within anthropology” is not entirely correct, I admit, the reason being that anthropologists serving as advisors to military commanders in Afghanistan (such as Montgomery McFate of Yale extraction) are being de facto excommunciated from the discipline by academic sociocultural anthropologists. Hence, it is a debate “about anthropology” rather than “within.” This makes it truly interesting. I guarantee that the vast-vast majority of academic anthropologists are furious about McFate. Hugh Gusterson, who I remember as an applicant to Stanford’s Anthropology in the year of the departmental split, expresses the concerns of the Network of Concerned Anthropologists through the Pledge of Non-Participation in Counter-Insurgency. Not only did Bush dismiss the anti-Iraq war demonstrations, which were reenactments of ant-Vietnam war demonstrations in the 1970s that fueled the radical liberalization of anthropology in the decades to follow, but he went as far as to employ professional anthropologists to assist him in his overseas military interventions.

While I can hardly write as eloquently and intriguingly as Grant, I can contribute the following set of scattered observations on the debate. (For my earlier reflections, see this.)

1. American international policy in the 20-21st centuries is a direct continuation of the military campaigns waged against American Indian tribes in the late 19th century. (The first colonial expedition of the nascent American nation in the Philippines in 1895 employed both military specialists and military tactics developed during Indian Wars.) Ironically the most democratic nation in the world has a rich experience of fighting tribal groups – a new take on the democratic peace theory. Alternatively the U.S. does not have an experience of fighting an enemy on its own turf, or of unleashing a war against a worthy adversary. Hence the American mentality always confuses war and peace: fighting a war to attain peace or killing people for the sake of saving them.

2. Throughout the 20th century American Indians were the most active volunteers into the American Navy and Army. Even earlier, tribal groups often switched loyalties and supported the American Army in its wars against other tribal groups when the occasion seemed appropriate. They never formed a single anti-American force.

3. Franz Boas, who most academic anthropologists consider the “father of anthropology,” established anthropology as a serious university discipline and a sovereign social institution through the systematic description of American Indian cultures and languages. He criticized the legacy of Morgan, Powell, Mooney, Cushing and other early American anthropologists, who had sustained a deep personal rapport with American Indian communities, for its amateurish tinkering with the data.

4. Military intelligence of which today’s Human Terrain project is a specimen entered the arsenal of modern warfare around the time anthropology realized itself as a full-blown university discipline. The need to collect, process and distribute information about a social entity other than one’s own emerged, therefore, simultaneously in different spheres of the modern world. As humans were entering a globalized world, they needed special intelligence to frame questions pertaining to cultural differences and to create a new set oWaupoosef legal and ethical interpretations of such perennial problems as violence, safety, security, rights, etc.

5. When in the 1930s John Collier, the mastermind behind the Indian New Deal and a foremost applied anthropologist, approached Boas with a plea to support him in the economic and political revival of Indian tribal communities, Boas, according to Collier, did not “yield a helping hand.” While Boas’s own thoughts of this matter are not known to me, it seems possible that he considered Collier’s effort rather futile and even self-serving as far as “real” Indian problems were concerned. It can easily be construed that under the guise of pan-Indian revitalization and tribal self-government, Collier was submitting the tribes to even greater control of the state by imposing Euro-American models of law and polity onto largely clan- and band-based societies. In the presence of ethical uncertainty, anthropologists prefer to retreat into their academic offices. It is easier and safer to slowly build individual careers, develop academic schools and earn prestige for the discipline than to risk to lose all that in the turmoil of real world problems. Even if it involves milking local native communities for information and watching exotic languages go extinct, it is still easier.

6. In the post-war decades, American anthropology took advantage of American economic expansion (thanks to the weakening of the European superpowers during World War II) to abandon American Indian research for South East Asia, the Middle East and other remote parts of the world. The more disengaged from American Indian communities American anthropologists grew, the more they identified with their own old primitive fantasies. “Taking a native point of view” amounted to absorbing tribal spiritual power and constructing the discipline as a community of ethically pristine and economically secure academics.

7. It seems likely that the development of ethical formalism (or “intentional disengagement,” an “uninformed unwillingness to learn about what actually goes on,” and a “blanket condemnation,” in McFate’s words) in contemporary anthropology is rooted in the primal inability of American anthropologists to relate in ways other than formal description or aesthetic musing to native communities within the U.S. Probably because the U.S. did not have a social-national structure remotedly comparable with clan-tribal structure.

My conviction is that anthropologists should be everywhere where, using Erving Goffman’s phrase, “the action is.” Whether military, governmental, corporate or other. This does not mean that I suggest using anthropologists to kill people. (With modern military technology, stooping and bespectacled anthrohitmen can hardly contribute anything substantial to the weapons of mass destruction.) This does not mean that I “endorse” McFate’s Human Terrain project. This means that anthropologists’ presence in any applied field is as normal as their assumption of teaching positions in universities. If a person faces an ethical choice, it is up to him or her to resolve it. Some people will fail, others will triumph. This is just life. This may happen or not happen in an academic classroom and in a theatre of war.

But there is no universal ethics applicable to what anthropology should be. Professionally, anthropology is just a way of being in a company of fellow humans and mixing reflection with spontaneous response to produce stories, lessons, facts, and rolls of intellectual documents. Being an anthropologist in the military must feel like being midway between a field surgeon and a field journalist. If anthropological competence “contributes” to something else, it may very well transform it, as McFate suggests. If one’s reputation is tarnished, like Martin Heidegger’s as a result of his support of the Nazis [Heidegger was a philosophical anthropologist, to be exact], it still tells us more about humanity than all the blanket condemnations of concerned anthropologists. Gustersons, Gonzalezes and other philanthropes can be reproached for exercising anthropophobia in a sense first formulated by Greeks in their religious polemics with Jews and Christians.

The relevance of anthropology to the military also depends on the country and the theatre of action. It never occurred to the Russians to use their ethnologists to “further” the government’s goals in Chechnya. Instead, they complemented the regular forces with secret police who possessed their own unschooled ethnological competence. The bloodshed therein has turned out to be unimaginable. The Russian strategy in Afganistan in the 1980s was called the Scorched Terrain project. A perfect antithesis to Human Terrain. It had worked perfectly well until the U.S. began to supply the insurgents with rocket-propelled grenades. Maybe anthropologists even “in the service of violence” would have contributed to its confinement, since human beings as such possess no human value until their humanity is encoded in some kind of “anthropological” thinking embedded in institutions.

It is impossible to say anything definite about Montgomery McFate and other military anthropologists. There is just not enough evidence. But one thing seems to be certain: American academic anthropologists need to be throughly “anthropologized,” as Grant calls it, or “Americanized,” as Collier’s sidekick, lawyer Felix Cohen, wrote in 1943.

General

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Francis Galton and the Top Fantasy Fighter

Francis Galton (1822-1911) was Charles Darwin’s cousin.

A true child progeny who learned alphabet by 18 months, Galton later achieved fame as the founder of eugenics . He believed that talent comes from heredity. The perfection of the human race is possible by means of studying and harnessing hereditary forces.

There was indeed a great deal of talent running in Darwin’s bloodlines. Charles’s maternal grandfather, Josiah Wedgwood I (1730-1795), single-handedly launched modern marketing through the mass production of pottery and its distribution among European nobility. Charles’s paternal grandfather, zoologist and botanist, Erasmus Darwin (1731-1802), prefigured a theory of evolution. Charles’s maternal uncle, Josiah Wedgwood II (1769-1843), was an eminent breeder of Merino sheep. Even Charles’s mother bred pigeons. Charles Darwin invented natural selection. Galton did what I just said. One of Charles’s sons, Francis (1848-1925), followed in his father’s footsteps (they co-authored the book entitled The Power of Movement in Plants) and became a botanist and an editor of his father’s voluminous correspondence. Charles’s other son, Leonard (1850-1943), was Chairman of the British Eugenics Society. Talent as an ability to produce endless variations on a single main theme, be it pots, pigeons, sheep, or humans, eventually generates a theory of itself doing all that, again with multiple variations.

Now, the fan circles around the Ultimate Fighting Championship (UFC) have announced the results of the 2d annual Top Fantasy Fighter vote. Mixed martial arts practitioners associated with PRIDE, UFC, K-1 and other organizations are not only rated within their weight-class or pound-for-pound, but also broken down into their constituent skills and prominent body parts. These skills and body parts are then reassembled to produce a superhero. This year they took fists from Quinton “Rampage” Jackson, chin from Dan Henderson, elbows from Kenny Florian, legs from Anderson Silva, etc. Mixed martial arts (MMA) is somewhat akin to mass customization applied to sports: there is a limited set of rules (no eye-gouging, no hair-pulling, no chin-in-the-eye submissions, etc.) but, apart from them, fighters can employ any technique derived from boxing, wrestling, grappling, kick-boxing, jiu-jitsu, sambo or sumo in order to knock out or submit their opponent. MMA fighters, therefore, enjoy a great deal of freedom by mixing and matching different skills to achieve a win. This creates unpredictability and, hence, a high marketing momentum. Boxing is losing to MMA on this unpredictability factor because boxing bouts are largely predetermined by the rules of the sport. While the MMA fighters enjoy a great deal of freedom in their skills, strategies and body movements, their fans take more liberty in manipulating the fighters themselves.

Chuck Liddell (right) and Tito Ortiz broke PPV records with their rematch at UFC 66.

The popularity of MMA is nothing like the popularity of boxing. MMA fans want to play with their favorite fighters, they want to appropriate their identities and their martial talents in order to construct their own version of an ultimate fighter. The same is happening today with brands.

The hype of Randy Couture or Chuck Liddell is nothing like the hype of Michael Jordan or Tiger Woods. MMA fans do not want to emulate their heroes. Their heroes are not those rigid, fixed, monolithic endorsers standing for a specific set of values. They often lose to other heroes. Recently, Cro Cop lost to Gabriel Gonzaga and Cheick Kongo, Tim Sylvia lost to the ageing Couture, Liddell was dropped by Jackson and outpointed by Jardine, Jackson earlier had been mauled by Wanderlei Silva and Mauricio “Shogun” Rua who in turn lost to Forrest Griffin. The moment the old-fashioned heroic halo/marketing hype begins to envelop a fighter and he climbs the front page of a magazine (e.g., Georges St. Pierre, Chuck Liddell), he loses to a reality TV star (Matt Serra) or to a popular jester and a vocal new-born (I just misspelled it as “new-brawned”) Christian (Jackson). It looks like athleticism is becoming truly “Olympic” (rather than Biblical) in the sense that power is more equally distributed across the pantheon and does not concentrate in a single pair of hands.

The MMA fans want to simulate their own heroes on the basis of available raw material. But, unlike Darwin’s cousin, Francis Galton, MMA fans are not interested in breeding an actual physical superhero. They leave it to nature (as testified by one of the nicknames of the top heavyweight, Fedor Emelianenko, “The Russian Experiment”), and they leave nature alone. Instead, they apply their breeding zeal to the cultural representations of biological differences by piling up tiers of phenotypical simulation. These simulations mirror the way in which the sport is organized.

This is what has fundamentally changed since the 19th century: today’s nature is about nurture, today’s culture is about commerce. And their relationship to each other is not a matter of rational decision.

brands
consumption
Endorsement
Natural selection
Pop icons
Reproduction
Sports

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