Smile, smile, smile . . . Americans may have no identity, but they do have wonderful teeth. – Jean Baudrillard, America
The Mad Men series finale opened with an unexpected sequence of images: a dry lakebed, a car zooming by, and Don in dusty goggles behind the wheel. “We just saw Mad Max,” my friends and I joked. The scene was so very narratively improbable and so very narratively unnecessary that I immediately decided that it must be A Symbol, and this insight is what I will try to explain to you today. I did not set out to write comprehensive review of the series or even of the finale, but thinking through this scene has turned out to help me make sense of Don’s character arc, and I hope that it will for you, too.
For the last three episodes of the series, Don has been somewhat inexplicably driving west. This began in the middle of episode 12 of this season, “Lost Horizon,” when he walked out of a meeting with Miller in which their representative, in describing the ideal customer of what would become Miller Light, asked a room full of creative directors to imagine a man “of very specific qualities: he lives in Wisconsin, Michigan, Ohio. Some call it the heartland, some call it the beer belt.” Don is the only one in the room who seems perturbed; he keeps looking around to find another eye to catch, and he cannot. The representative goes on to list some more “very specific qualities” about this man: he “has some college,” he “makes a good living,” he “wants a hammock,” and “he likes dogs, because they don’t talk.” Don is the only one who doesn’t laugh at the joke. It’s when the representative says “We all know this man, because there are millions of him” that the mysterious music starts to play and Don starts to look out the window, sees the airplane, and eventually gets up and leaves the meeting.
At the time, I figured Don was hitting the road because he saw through this guy’s bullshit and thought he would go see the heartland for himself to figure out how to market to a real person and not a bunch of stereotypes, and/or to try to track down Tragic Waitress Lady, a goal that might turn out to dovetail nicely with the project of understanding the real midwest. The other option was that Don was ditching the ad business forever, in order to undergo another identity transformation either backwards into Dick Whitman or forwards into somebody else (::cough:: D.B. Cooper ::cough::).
The racing-in-the-desert scene caused me to instantly abandon both those hypotheses, before anything else in the finale happened, because it reminded me so very strongly of Jean Baudrillard’s characterization of America in his book titled simply America. I understood immediately that what we would see would be neither the discovery of an authentic identity (Don’s or Mr. Heartland’s), nor the adoption of a new identity, but the obliteration of identity. Baudrillard, a French philosopher, published America in 1986, after exploring the country via its highway system and declaring based on this experience that “All you need to know about American society can be gleaned from an anthropology of its driving behavior. […] Drive ten thousand miles across America and you will know more about the country than all the institutes of sociology and political science put together” (54-5).* This might sound very much like the “discovering the true heartland” business that I was suggesting above, but in fact it’s quite the opposite: for Baudrillard, the essence of America is not in folksy encounters that one has with people along the road, but in “the excessive, pitiless distance, the infinity of anonymous faces and distances” (9), and the only logical way to traverse them: with unrelenting, dangerous, and delightfully freeing speed.
Speed creates pure objects. It is itself a pure object, since it cancels out the ground and territorial reference-points, since it runs ahead of time to annul time itself, since it moves more quickly than its own cause and obliterates that cause by outstripping it. Speed is the triumph of effect over cause, the triumph of instantaneity over time as depth, the triumph of the surface and pure objectality over the profundity of desire. Speed creates a space of initiation, which may be lethal; its only rule is to leave no trace behind. Triumph of forgetting over memory, an uncultivated, amnesiac intoxication. The superficiality and reversibility of a pure object in the pure geometry of the desert. Driving like this produces a kind of invisibility, transparency, or transversality in things, simply by emptying them out. It is a sort of slow-motion suicide, death by an extenuation of forms – the delectable form of their disappearance. Speed is not a vegetal thing. It is nearer to the mineral, to refraction through a crystal, and it is already the site of a catastrophe, of a squandering of time. Perhaps, though, its fascination is simply that of the void. There is no seduction here, for seduction requires a secret. Speed is simply the rite that initiates us into emptiness: a nostalgic desire for form to revert to immobility, concealed beneath the very intensification of their mobility. Akin to the nostalgia for living forms that haunts geometry. (6-7)
Forgive me for the long quote, but we are deep in Don Draper territory here. This is a character who incarnates “the triumph of effect over cause,” whose past has been multiply erased, and yet who no longer has any secrets with which to seduce — everybody knows that he used to be Dick Whitman, and nobody cares. He cannot return to being Dick Whitman, he will never be the real Don Draper to his not-niece Stephanie Draper, and yet “Don Draper” is a well-established brand within the advertising world. “Don Draper” is the perfect embodiment of Baudrillard’s concept of the simulacrum: a copy of something that has become more real than the original, and/or that never had an original to begin with. I am hardly the first one to notice this; the literate blogosphere started making this connection at the end of season one, with Don’s masterful pitch of “the carousel” to Kodak, where his real pain at looking at real pictures of his broken family’s former happiness is packaged and sold as “a deeper bond with the product.” He seems to perhaps feel more emotion while putting on this performance than he did while these things were happening, when he was presumably cheating on his wife and feeling trapped by domesticity: this is Baudrillard’s version of nostalgia, which feels more real than the original experience.
The concept of the simulacrum is, non-coincidentally, bound up for Baudrillard with the concept of advertising: the ad promises more fulfillment than the product will ever deliver, and leaves us grasping for an imaginary wholeness like Leonard from the support group at the end of the finale: “You spend your whole life thinking you’re not getting it, people aren’t giving it to you. Then you realize: They’re trying, and you don’t even know what it is.” This resonates deeply for Don — bearing in mind that “to resonate” is to echo in an empty chamber. Don cries and hugs the stranger, but he has been coming to terms with his own emptiness for some time now. Megan’s mother stripped him of his furniture, he gave away his car, and when summoned to the race at “El Mirage” (a real-life racetrack with a deeply suggestive name), he drunkenly declares “I’m packed,” referring simply to an envelope of cash. He has been rejected as a father by Sally, who tells him correctly that she knows better than he does what should happen to her brothers after Betty’s death, and by Betty, who tells him that for the boys’ sake she “want[s] to keep things as normal as possible — and you not being here is part of that.”
If Don is to continue existing — and Peggy is not wrong to fear that he might not want to — he must embrace an identity that is fully uprooted: one Baudrillard would call quintessentially American. He writes, “America ducks the question of origins; it cultivates no origin or mythical authenticity; it has no past and no founding truth. Having known no primitive accumulation of time, it lives in a perpetual present. Having seen no slow, centuries-long accumulation of a principle of truth, it lives in perpetual simulation, a perpetual present of signs” (76). Don Draper as simulacrum is Don Draper as quintessential midcentury white American male: a product of late capitalism, postmodernism, and television. If the show has dealt too lightly with the civil rights movement, the feminist movement, and other upheavals of the 1960s, as some critics have claimed, it is perhaps because these movements are grounded in firmly-felt identities and are therefore relatively alien to Don and to this aesthetics of surfaces. (Which is not to say that the show wouldn’t have been more interesting if it had attempted more nuanced development of these things, particularly of non-white characters.)
I now believe that Don left the room at McCann not because he didn’t buy the Miller representative’s description of “a man of specific qualities” who somehow lives in Wisconsin, Michigan, and Ohio simultaneously, but because it was the beginning of the vision of the emptiness at the center of identity that would lead him to both an acceptance of “Don Draper” as pure simulacrum and the Coke epiphany. “We all know this man, because there are millions of him,” the line that causes Don to get up and leave, is a paradox: the only way to really know someone is individually — “person to person,” to invoke the episode’s title. To claim that you know someone’s “specific qualities” because “there are millions of him” is either to generalize (and therefore to lie about the “specific” part) or to get the zeitgeist of late 60s / early 70s America exactly right: if sign has replaced substance, then there’s nothing under the surface to know.
That zeitgeist finds its perfect expression in the “I Want to Buy the World a Coke” ad that Don dreams up while — significantly — emptying his mind in meditation at the new-age retreat. He empties himself, after a long period of having aspects of himself stripped away, and has a vision of an empty multiculturalism, a smiling we-are-the-world montage that a post-“Summer of Love” America wants to be sold, a million people of “specific qualities” all coming together to share goodwill in the form of Coca Cola. NPR’s Eric Deggans sees Don’s epiphany as a mining of his personal experience for ad copy just like when he hit up a black waiter for ideas about how to sell Lucky Strikes in episode one, but I think this is actually the opposite of that. That was a “person to person” interaction, that was the equivalent of going out to find the real Mr. Heartland, and this is an utter rejection of identity: shiny, happy people with visually-marked “specific qualities” singing in apparently heartfelt harmony that “what the world wants today” is “the Real Thing™.” It’s “Don Draper,” human simulacrum and ad man extraordinaire, who can give it to them.
*Jean Baudrillard, America. New York: Verso, 1988.
First of all, this is old news to most of you who know me personally, but all of you in blog-land might be interested to know that I’ve got an article published on H.D.’s Trilogy, her WWII epic poem, and her seances in which she talked to dead RAF pilots. It’s in the Journal for Cultural and Religious Theory’s most recent issue, and it’s called “‘An Unusual Way to Think’: Trilogy‘s Oracular Poetics.” You can download & read the PDF for free. Yay for the information age!
If you’ve been starved for my friendlier, less academic prose (and what follows below is not enough to slake your thirst), you can also check out the poetry reviews that I recently did for Noö Journal — mine are the first two pieces in the magazine, actually, linked there on the upper right.
Okay, on with the show. In what follows, as the title of this post promises, I will talk about Gertrude Stein for awhile and then I will make some connections to the series finale of Lost, because I am a dork. I will put that section behind the fold, for the spoiler-conscious, and I will endeavor to make the first part of the post worthwhile in and of itself. I will also try to make the section on Lost as general and thematic as possible, so that you can read it and get something out of it even if you haven’t watched the series.
Because I am an immensely unwise person, I have decided that my dissertation requires me to read Gertrude Stein’s The Making of Americans, a 925-page-long reputedly incoherent tome which is actually blurbed with the following line from the New Yorker: “The first stunningly original disaster of modernism.” But to my great surprise, I am enjoying the hell out of it. Here is part of the section with which I am currently madly in love. I quote at some length so you can get the effect of her prose, but please do try to read this attentively, because the nuances are important:
Every one is always repeating the whole of them. Always, one having loving repeating to getting completed understanding must have in them an open feeling, a sense for all the slightest variations in repeating, must never lose themselves so in the solid steadiness of all repeating that they do not hear the slightest variation. If they get deadened by the steady pounding of repeating they will not learn from each one even though each one always is repeating the whole of them they will not learn the completed history of them, they will not know the being really in them.
As I was saying every one always is repeating the whole of them. As I was saying sometimes it takes many years of listening, seeing, living, feeling, loving the repeating there is in some before one comes to a completed understanding. This is now a description, of such a way of hearing, seeing, feeling, living, loving, repetition.
Mostly everyone loves some one’s repeating. Mostly everyone, then, comes to know then the being of some one by loving the repeating in them, the repeating coming out of them. There are some who love everybody’s repeating, this is now a description of such loving in one.
Mostly everyone loves some one’s repeating. Everyone always is repeating the whole of them. This is now a history of getting completed understanding by loving repeating in every one the repeating that always is coming out of them as a complete history of them. This is now a description of learning to listen to all repeating that every one is always making of the whole of them.
A large part of The Making of Americans is essentially a typology of characters — Stein attempts to describe different “types” of people who live in America. This concept is what she is introducing at the end of this passage; the narrator is someone “who love[s] everybody’s repeating,” and has listened sufficiently to everybody so as to piece together a “complete history” of all of them.
But let’s back up. What does it mean to say that “every one is always repeating the whole of them”? First of all, there’s the sense of verbal “repetition,” which of course this text itself enacts. We all have favorite stories about ourselves to tell, favorite topics to discuss, frequent refrains in our daily accounts of ourselves. I presently have a semi-regular non-appointment with a friend of mine for what generally turn out to be quite long conversations about our presents and pasts. He is a relatively new acquaintance, which means I get to trot out some of my “greatest hits,” and have thus had the opportunity to examine this particular(ly narcissistic) pleasure. It’s the pleasure of a well-told story as much as of a well-lived life; I admire myself for both the events and their recounting equally. Because of course for me, these stories are already repetitions, benefiting from earlier tellings. But I worry that some of these stories have stopped being “authentic” because they have been told so many times, and that I might not be giving my interlocutor as much attention as he deserves by launching into these rhapsodies as often as I do. (Speaking of favorite themes, see this post for an earlier meditation of mine on personal anecdotes and the authenticity thereof.) But Stein loves repetition. She would tell me, I think, that repetition makes my stories more authentic, in the sense that as I refine them, they become more perfect expressions of myself. Not only do they become better vehicles for conveying whatever truth about myself inheres in stories about — for example — my summer jobs in high school, but they become better entertainment for my interlocutor, and I think this latter function should not be overlooked.
So there is verbal repetition — but there is also, like, life repetition. In a mundane sense, we all have schedules. We all have approximately set times when we wake up and when we go to sleep, most of us have some kind of official work schedule we have to abide by, and many of us have more or less ritualized ways that we use our spare time: we go to the same couple of lunch places, we unwind at the end of the day with a beer and The Daily Show, whatever. In a more profound sense, most of our lives are shaped by broader patterns of repetition: the same damn relationship hang-ups playing out again and again, the same nonsense day in and day out from your mother that you thought you both would have outgrown by now, etc. Freud’s concept of Nachträglichkeit is also about repetition — according to this theory, certain traumatic events leave us numb because we are unable to process them, but then later (often much later) in life, a seemingly unrelated stimulus can set off an emotional reaction out of all proportion with the stiumulus itself, because this reaction is the result of much-belated emotions connected to the original traumatic event.
What I like about Stein’s formulation (“every one is always repeating the whole of them”) is that it levels all these senses of repetition, from the echoing effect of profound emotional trauma to your verbal tics and your morning coffee ritual, and says that in all of these repetitions you are repeating “the whole of [you].” It reminds me of fractals, geometric drawings made up of pieces that are each smaller-sized copies of the whole. We all, I think, worry about the degree to which our lives our repetitive. Most of us have escape fantasies, whether or not we have any actual desire to act on them. Maybe I read too much Jack Kerouac as a teenager, but I suspect I am not the only person who sometimes fancies that she could be living a better and freer and more authentic life if she could just summon the courage to quit her job and hit the open road. What Stein does here is show us that repetition is authenticity — we can’t escape it even if we try. If we didn’t have desires that lead us to the same perfectly-calibrated cup of coffee every morning, or habitual turns of phrase that are uniquely our own, then who would we be?
The counterpart to this is the theory of love that Stein espouses here: “Mostly everyone loves some one’s repeating.” This is, by necessity, a theory of long-term love. She reminds us that “sometimes it takes many years of listening, seeing, living, feeling, loving the repeating there is in some before one comes to a completed understanding.” If repetition is authenticity, then repetition demands attention — not boredom or disengagement, which might be our more automatic responses. Importantly, Stein recognizes that the repetition in our lives is never exact repetition, though it may look that way to outsiders. Love, for Stein, becomes paying attention to the nuances of somebody’s repetitions. Change does not always happen drastically — in fact, most change in our lives probably occurs at a gradual pace, as a matter of drift in a series of repetitions rather than as a radical break. And what is sharing your life with someone if not the process of gradually letting your repetitions overlap and shape one another?
This is the part where I’m going to start talking about the television show Lost. If you’ve been watching the show but haven’t seen the finale yet, you should probably stop reading. If you’ve never seen it and/or have only vague plans to watch it someday, you can go ahead and continue, because I will not reveal any answers to any mysteries; I’m just going to describe the kind of emotional closure that the show gives us while avoiding specifics as much as possible.
Hello again! I apologize for my lengthy absence from the blogosphere; upon returning from Vegas I proceeded to get horrendously ill for several days, and then the deadline for my Weil/Bataille paper came upon me and I had to spend another week getting that together. You’ll get the cliff-notes version of my definitive Weil/Bataille thoughts in the not so distant future. For now, some laughs at a dead man’s expense.
It seems to me that the March 7th installation of Ryan North’s Dinosaur Comics can be read as a commentary on the death of Jean Baudrillard. In the first panel, T-Rex declares, “Okay! I am going to write a story and it is going to be BRAND NEW. It will be the most
staggeringly original story ever. It will feature action and characters that COULD NEVER HAVE BEEN CONCEIVED BY ANYBODY BUT ME.” T-Rex, T-Rex, T-Rex. If he hadn’t died earlier that day, Baudrillard would have told you that there are no new stories left; the best you will be able to do is re-assemble the cultural ideas to which you have already been exposed. But T-Rex’s defiant cry is especially poignant in the wake of Baudrillard’s death — now that the prophet is dead, maybe we can pretend his message was never true.
In panel 2, T-Rex, of course, fails utterly. The name of his “staggeringly original” story is “Tuggy the Tugboat Tugs . . . In Space.” Not only is it a ripoff of the beloved children’s book Tuggy the Tugboat, but the “In Space” calls to mind some of the worst sequels of all time: Leprechaun IV, Jason X, etc. Oh simulacra. In Jason X, for example, Jason is cryogenically frozen (because, of course, he can’t be killed) and then discovered by a team of explorers a thousand years in the future, after Earth has been destroyed by warfare and humans have been dispersed throughout the galaxy. He is taken to their spaceship and unthawed where he proceeds to — you guessed it — butcher teens who are getting drunk or having sex. At one point, in order to distract him, some of the crewmembers lure him onto the holodeck, where they project a simulation of Camp Crystal Lake, site of the original Friday the Thirteenth massacres, and some simulated well-endowed teen girls gigglingly ask him if he’d like to smoke some pot or have some premarital sex. Cut to the crewmembers: “I think he’s buying it!” Cut back to Jason: he is beating one of the girls with the other one, whom he has stuffed in a sleeping bag. Nope, there is nothing new under the sun.
In panel 3, Dromiceiomimus advances the formalist position that “there’s only 10 or so stories, and all narratives are just variations on these themes,” but T-Rex calls shenanigans. By panel 5, he has leapfrogged over 50 or so years of literary criticism and discovered Baudrillard’s hyperreality: “But then you might as well treat EVERY story as as sequel, prequel, or rewrite of Terminator II!”
The consequences are obvious: “Hamlet is Shakespeare’s most disappointing Terminator sequel yet.” Welcome to the desert of the real, T-Rex, where the copy has replaced the original.
But the desert of the real has always been T-Rex’s abode. Every single Dinosaur Comics is exactly the same. The dialogue changes from day to day, sure, but the infinitely repeated drawings ensure that the same basic structure repeats itself again and again: T-Rex proposes something ludicrous in panel one, it has hilarious consequences in panel 2, he scorns Dromiceiomimus’ reasonable suggestion in panel 3, he fights with Utahraptor in panels 4 and 5, and in panel 6 we inevitably find him persisting in error, and shouting into the void.
Aren’t we all, aren’t we all.