Reading Ivy in New Guinea

Ivy-Discourses.jpgThat is a small burn at the bottom of the cover of my copy of Discourses. No doubt from a flying ember sparked in the firepit of my fieldhouse. Since I was welcomed to the field by all kinds of spooky stuff (rumors of witchcraft and ghostly goings on), perhaps my mind turned to the Ivy text because of its thematics of ‘haunting.’ Yes, I read the book by lamplight. I had first encountered Discourses in Vincanne Adams’ “Transnational Culture and Power” seminar at Princeton way back in Spring 1995. I re-read it in the field in 2000. But it wasn’t exactly ‘phantasm’ that drew me back to a text that had initially struck me (and apparently Kelly & Kaplan) as difficult and unclear. It was specifically the idea of ‘vanishing.’ For in my fieldsite, men kept making a rather startling claim: they were [bodily] shrinking (see especially the work of Jeffrey Clark, among others).

I went to the field with just a few texts, all of them Melanesian ethnographies, and no novels. I remembered one colleague telling me that he only brought a ‘linguistics handbook’ or something like that to the field with him, noting that anthropologists in the field too often spend time reading and not enough time interacting. Once in the field, the notion struck me as absurd: I desperately wanted something to release me from interaction. So I wrote home to ask for some books. Among them, two complementary texts: Haruki Murakami’s Wind Up Bird Chronicle, and the Ivy monograph.

I got to thinking about Ivy as I contemplated the persistent claim amongst many of my informants that their ‘culture’ is ‘dying’ (a notion that was sometimes expressed in English: as in the sentence, “Our culture is dying”). I had been trained to be critical of such claims and to note that while my informants observed that their lives were fundamentally transformed, even ruptured, I could see that their culture was still being reproduced (see Robbins & Wardlow). The crux of my present work lies at the impasse presented by the juxtaposition of claims to cultural demise and anthropological faith in the integrity of culture. This is not at all a new problem for anthropologists. I like ‘modernity’ because it helps me to think about it.

Looping back to my previous post and taking a short detour: When the imposition of market capitalism, commodified wage-labor, and state sovereignty go hand-in-hand with missionization or revivalist and enthusiastic Christianity, are we forced to reassess what we mean by modern? When contemporary social orders line up with some aspects of modernity (rationalization of government and economy) but not others (secularization, disenchantment), do we thereby understand that “global modernity” is necessarily self-contradictory, oxymoronic? Is it perhaps consequently plural and local? Vernacular? Alter/native?

How does the presence or absence of any particular sociocultural trait in any particular locale disrupt or augment the analytic power of modernity? Arguing that the absence of a diacritically “modern” trait in any contemporary context disrupts the generalizability or the abstract analytic force of ‘modernity’ I think ends up reinscribing the very ‘meta-narrative’ of modernity it is intended to criticize (but I definitely do not thereby agree with Englund & Leach). I don’t think Pentecostal Christianity in New Guinea means that New Guineans are alternatively modern or that modernity for them is local. Why not? I hastily (bloggingly) sketch some thoughts. There is a thread here (imho).

  • Alas: you’ve heard it all before. Just about any recent discussion (including no doubt this one) of ‘modernity’ in anthropology and the social sciences was prefigured and reviewed in Tipps’ article “Modernization Theory and the Comparative Study of Societies: A Critical Perspective” (as Kelly & Kaplan point out).
  • Nevertheless: Englund & Leach suggest that analyses of a Comaroffian variety — emphasizing political economy plus malcontent about it — replace actual ethnographic analysis with a misleading meta-narrative; the content and contexts of peoples lives is presupposed rather than researched when ideas like “creeping commodification” account for such things as “occult economies.” (See Robert Foster’s excellent [Giddens-inspired] discussion in the Knauft volume.) They suggest instead that the context of people’s concerns be read off of their own actions and statements about the world.
  • E & L accuse authors such as Brad Weiss of unconsciously or implicitly reproducing a ‘story about’ modernity rather than analyzing intricacies of social life. This raises a few complaints on my part: 1) Talking about ‘commodities’ doesn’t leave the meta-narrative unacknowledged. To the contrary: it points right at it. That’s the whole point. 2) E & L, on the evidence of their own ethnography, disallow the global or the modern as a salient context of people’s concerns. It appears to me that it is they who wish to constrain salient contexts, not those anthropologists who find relevant relations beyond the ‘local’ or the ‘native.’ 3) I wonder what they make of the use of the commodity construct in Gender of the Gift. 4) A quite classic narrative of post/modernity provides the substance of Strathern’s critique in After Nature (see Faubion’s review). Does After Nature reproduce the meta-narrative we should be trashing?
  • So: What do we do when people reflexively and explicitly invoke, say, ‘Rome’ or ‘Washington D.C.’ as relevant contexts for their actions in the world? What do we do with indigenous claims of rupture? Of loss? Of decline? Whether on the Rai Coast or in the Asaro valley, the collapse of the plantation economy in Papua New Guinea has left people with a palpable sense of promises unkept, and of hopes dashed. Coffee growers in PNG well know that events in Vietnam and Brazil impinge upon their lives. Do I mistake their concern with transnational coffee markets as a metanarrative about global capitalism? In fact, flux in the price of their major source of cash income contributes directly to the palpable sense of despair about (lack of) development from which people suffer.
  • I am well aware of the legacy of anthropologists’ imputations of ‘culture loss’ to the people they have studied and the mispercpetions that such imputation sometimes engendered (as, for example, in accounting for population decrease by claiming that people were too dejected to want to reproduce). As Strathern notes for the great Torres Strait expedition of 1898: “The members… took a great sense of loss with them, although as they saw it, it was the Melanesians who were suffering loss, loss of population and loss of culture. They were certainly anxious to record, as fully as possible, activities they thought were bound to diminish even further. It was the organiser, Alfred Haddon, who is credited with borrowing from natural history the term ‘fieldwork’ itself” (Property, Substance, Effect, pg. 2). Far from abandoning this legacy of loss, however, I think anthropologists should simply make explicit the elegiac structure of their knowledge.

There are cultural correlates for the sense of loss that informs the lives of the people I work with in PNG: certain conjunctural structures which I work to detail in my ethnogrpahic writing. I nevertheless name this loss ‘modernity’ and thereby probably fall into the ‘dichotomous approach’ according to Tipps’ classification of approaches. What some call ‘indigenisation’ I call ‘incomplete loss’ and I am working to model that loss that cannot be completed. That’s just exactly why I find Ivy’s work interesting. To quote:

…to assert Japanese modernity is not an unambiguous task [sounding sublime!]. Correlated with the historically located transformations that have accompanied the rise of capitalism and nation-statehood in the twentieth century, modernity implies a structure of consciousness and subjectivity with a peculiar relationship to temporality, one in which continuity (the continuity of ‘tradition,’ for example) can never be taken for granted wit hthe upheavals of capitalist commodity relations. Places of origins, displaced, subsist as traces of loss that reinfiltrate modernity’s present, in Japan as elsewhere… these losses emerge as actively troublesome to rationalized orders of things (p. 242).

Rather uncanny how the uncanny keeps reappearing in fancy anthropological writing. What is striking for me in much of the ‘discourse’ (ugh! I try to avoid that term) about loss in PNG is that while people often point to broad contexts of transformation as contributing to their present ‘unhappy consciousness,’ they just as often point to their own putative failings for contributing to the decay. This claim often has a raced cast to it (and, again, see Robbins, “On Reading ‘World News,'” Social Analysis 42(2) — an absolute must read). And so, channeling Ivy, or riffing, I quote my own paper from the AAA this year:

The relativizing effects of processes of rationalization and disenchantment – those effects that lead people to perceive themselves as having ‘beliefs’ and, concomitantly, ‘doubts’ (Faubion 1988; see Weber 1946) – seem almost always to precipitate the perception of loss. Modern social narratives require figures of disappearance, backsliding, and decline for their articulation; progress is understood through contrast. But while modernity understood as progress may elicit the past as traditional and backwards, it also produces nostalgia for it. In evoking or creating the past that it has supposedly superseded, modernist thought suggests that nothing is ever as good as it used to be – “They don’t make ’em like they used to,” an idea as evidently prevalent in rural PNG as it is in, say, Detroit. The past that is repressed by the twin modernist tropes of pathology and progress is destined to return in idealized form, challenging the very values that repudiate it (Gaonkar 1999:2-10; Boym 2001:3-32). And as modernity elicits notions of decline as a feature of “societies” or “races” (for example, in nineteenth century narratives of degeneration in Europe, see Pick 1989) it also inflects subjects with notions of morality that assess personal worth in terms of progress. Such constructions render decrepitude as an internal failing: people who do not ‘develop’ see themselves as responsible for their own decline. I reiterate the topoi of modern problematics, their sites: ‘culture’ and ‘the self’ (Faubion 1988; Gaonkar 1999).

So it is along these lines that I have found reading Ivy (and Murakami I must add!) productive. (See previous posts on nostalgia too.) Re-reading this particular post, scanning quickly for typos, I see that I take some turns that to me make perfect sense but that might be question-begging for those readers patient enough to have made it this far. Anticipating those confusions, I say simply: stay tuned.

4 thoughts on “Reading Ivy in New Guinea

  1. Ivy inspired, albeit in a negative way, some of my own thinking. Here is how I began my chapter on creating advertising in Japan in Brian Moeran, ed., Asian Media Productions.

    In Discourses of the Vanishing, Marilyn Ivy describes the creation of Discover Japan, an advertising campaign created by Dentsu Incorporated for what was then the (as yet unprivatized) Japan National Railways. Her description of how the campaign was created is taken from an account by Fujioka Wakao. In 1970, when Discover Japan was created, Fujioka was the account executive in charge of the campaign. Ivy’s synthesis of Fujioka’s description of how the campaign was developed proceeds along the following lines.

    We learn first that the planning began with discussions about the meaning of travel. The starting point was the word tabi, an indigenous Japanese term associated with Edo-period pilgrimages.

    Tabi brings up associations of solitary pilgrims traversing remote mountains; it is a word appropriate for describing the journeys of Japan’s famous spiritual poet-travelers, the monk Saigyô and the haiku master Bashô (Ivy: 1995:37).

    The Dentsu team concluded, however, that in the Japan of the 1970s, few Japanese had ever had the chance to embark on a tabirashii tabi, a true journey of self-discovery. Then they realized that while their Edo prototypes were men, the only people in Japan with the time and money for travel were young, unmarried women.

    After market research confirmed that young women who travel imagine themselves as ‘just like movie heroines’, the team developed commercials in which pairs of young women appear as if on stage at travel destinations that represented the very essence of traditional Japan. Modern young women would see themselves leaving home and traveling into the Japanese countryside where they could discover their true selves. The ultimate destination not shown in any commercial was, of course, home again. There these young women would eventually assume their proper roles as Japanese wives and mothers, reproducing the essential Japan of which they would now be the true embodiment.

    My purpose in this paper is not to quarrel with Ivy’s interpretation of the larger cultural significance of Discover Japan. But as someone who has worked for thirteen years for Hakuhodo Incorporated, Dentsu’s largest Japanese rival, what I find unconvincing here is the smoothness with which the campaign’s development appears to unfold. Where are the unsuccessful alternatives? What became of the quarrels, the struggles, the late-night battles by which they were sifted and shaped into the proposals—never just one—that were shown to the client? How were they presented to the client? Who made the final decision? And why?

    I recall, however, that Fujioka is one of Japan’s most famous and successful account executives. The story we have just heard is precisely the kind of tale that great account executives (or the marketing planners or creative staff who may do the actual work) incorporate in presentations and then, when campaigns are successful, in press interviews and in books and articles which serve as promotional tools both for themselves and their agencies. As descriptions of the actual processes by which campaigns are created, they are, at best, highly sanitized history. One could, perhaps, following the lead of Joy Hendry (1993), describe them as a kind of verbal wrapping that focuses attention on the author’s intention while artfully concealing the substance of what they are talking about.

  2. John: I’m fascinated by marketing, branding, advertising, commodity aesthetics, visual culture and other what-not of the commercial ecumene. (After all, most of us are surrounded by all that all the time.) We should initiate a thread on the subject.

  3. Very interesting posts on both “modernity” and “scale”.
    The problem with modernity is one of both referentiality (its referent is abstract) and intersubjectivity (without a concrete referent, it is subject to a wide range of different interpretations and definitions; it is what we agree it is… which is true of all words, but in this case “modernity” is a noun with nothing we can ‘point to’ so to speak in coming to an agreement on how to define it.

    But of greater interest to me is the hegemony of “modernity” as an anthropological theory/trope. This is directly related to previous posts regarding scale. In my own work, I have focused on geographic rather than temporal metaphors in theorizing social change, because the dominant metaphors in the place and time of my fieldwork (rural Malaysia, 1990s) were themselves geographic rather than temporal. However, when I was in the US writing up (U. Washington, Seattle), I found I had to constantly butt up against other scholars (e.g. fellow graduate students, faculty supervisors, etc.), who suggested or insisted to varying degrees that I was or should be writing about “Malaysia’s modernity project”.

    Here is an excerpt on the matter from my book, for any interested (from Unsettling Absences: Urbanism in Rural Malaysia; p.11-12):

    “The historical emergence of the relationship of K.L.-and-kampung resonates with what others have described as “modernity” and specifically “Malaysia’s modernity project.” But the popular term “modernity” (in academia and elsewhere) is simultaneously loaded with too much and too little meaning. Narrowly construed, “modernity” refers to a specific historical project located primarily in post-Enlightenment and post-Renaissance Europe (Toulmin 1990); and more recently one in which a supposedly traditional and backward Third World is forever trying to imitate and catch-up to the First (Bunnell 2004; Hall 1992). Recognizing this problem, studies have proliferated about “other modernities,” found for example in China (Anagnost 1997), Japan (Ivy 1995), Indonesia (Spyer 2000), and Nepal (Liechty 2003), as well as Malaysia. In this proliferation of modernity projects and scholarly examination of them, modernity (in studies of Malaysia alone) constitutes everything from “urbanization, industrialization and bureaucratization” (Peletz 2002:277) to “the construction and reconstruction of cultural identity” (Goh 1998:168) to “moral-political projects” (Ong 1999:23) to “a set of theories that try to explain the meaning of contemporary civilization” (Rappa 2002:1).

    “If modernity is simply an analytical grab-bag and gloss for everything going on in the contemporary world, then urbanism in contemporary rural Malaysia certainly falls within its purview. Although, if modernity is a theory of everything, it is a theory of nothing in particular, and does not shed much light on social and cultural processes in Malaysia or anywhere else. The illusion of modernity is that it sounds historically descriptive when it is not. “Modernity” is a qualitatively evaluative discourse posing as a historically descriptive one. Far too many studies of “modernity” fall prey to this illusion, treating the modern/traditional difference as a simple historical reality rather than a differentiating practice (cf. Latour 1993). Modernity is a way to ascribe value to things by labeling them as “modern” or “traditional.” The things labeled as modern or traditional always exist contemporaneously. The labels assign a modern/traditional value to those things (e.g. modern styles, traditional styles; modern medicine, traditional medicine), which in turn are mapped implicitly or explicitly and quite often ambiguously onto such dichotomies as good/bad, authentic/inauthentic, and so on.

    “Urban and rural, K.L. and kampung operate similarly as metaphorical signifiers in a discourse of values. Moreover, K.L. is closely associated with “modern” (moden) and kampung with “tradition” (tradisi). So why not call this a Malaysian discourse of modernity? Because casting K.L.-and-kampung simply as one instance of “Malaysia’s modernity project” problematically and unhelpfully substitutes a metaphorically temporal discourse for a geographic one. The temporal metaphors of modernity and geographic metaphors of urbanism are very closely related (at least in Malaysia) but they are not the same. The unsettling absences of rural Malaysia and their effects are expressed primarily in an idiom of geography, not temporality. Although references to moden and tradisisi are not uncommon, talk about “K.L.-and-kampung” is simply far more prevalent in rural Malaysia. In developing the arguments of this book, I have taken as my cue the language and ideas current in Sungai Siputeh and among the people I came to know in Malaysia. At the same time, I argue that the discursive geography of K.L.-and-kampung, like modernity, masks a moral discourse of positive and negative valuation in a narrative that is descriptively questionable.”

    Eric C. Thompson
    Assistant Professor
    National University of Singapore

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