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Cultural subversion and Reflecting on the interpretation provided by in the thought of the French psychologist, the decisive importance of the offensive nature of the Frans Van der Hoff and the Slow term emerges immediately. Specifically, Food movement subversion is implemented through

By Giuseppe Gagliano, President Centro Studi oriented to the irrational Strategici Carlo De Cristoforis, Milan, Italy dimension of the target’s mind by means of the with which such subversion is Abstract transmitted to the vast public to be influenced through intoxication consisting in he scope of this article is an analysis the supply of erroneous information for the of the mechanisms of psychological purpose of inducing the target to make T warfare applied in the use of the damaging decisions and lastly, through thought of the Dutch theologian Frans Van disinformation that is nothing but the der Hoff and the Slow Food movement manipulation of public opinion for political through the methodological approach reasons. More specifically, subversion aims developed by the Ecole du Guerre at the accomplishment of three objectives: Economique and Roger Mucchielli. the first is the discrediting and disintegration of social cohesion by creating distrust in the values on which the is based, and making the individuals who share such values feel guilty. In other words, subversion must provide its targets with the impression of how pointless it is to oppose its influence, and must therefore be capable of reducing the systems of defense by disseminating discord. Subversion’s second As is widely known in the history of objective is to weaken existing institutions , the definition given while contributing to the strengthening of to subversion by the French psychologist society’s antagonists. Its third objective is to Roger Mucchielli in 1976 has wielded neutralize the groups that legitimize existing particular significance. According to his power, also by means of the infiltration of interpretation, subversion is considered subversive agents. These objectives are substantially as a preparatory action pursued at the same time as subversive conducted solely for the purpose of propaganda is waged, which in pursuit of its delegitimizing and weakening established own ends engages in recruitment and power and demoralizing the citizenry. proselytizing to convert and indoctrinate, Subversion acts on public opinion through a and lastly integrate otherwise resistant subtle and sophisticated instrumentation. groups; in this way laying the foundation for

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subversive action on a wider scale. by underlining the degree to which the cause Subversive propaganda cannot but make is just and justified. Bringing the adversary appeals to liberty and justice in order to alter to court also enables the use of the imagery public opinion on one hand, and to create of ancient and modern myths in which the indignation against the holders of existing Hero battles for Truth against the Tyrant. If power on the other. Another technique the legal action taken is sentenced adopted by subversion is Manichaeism, in victorious, civil society will end up judging which a radical and clear contrast is created the winners as good and the losers as bad, between good and bad. On one hand, in fact, with all the negative consequences subversion will emphasize the presence of a foreseeable in the . What’s more, situation dominated only by , poverty, when conducted wisely, legal action can tyranny, injustice, and inequality, while create an authentic climate of terror with making advocating positive values such as paralyzing effects, especially on company liberty and justice or other sets of values directors. In other words, taking effective considered universal on the other. The legal action is certainly one of the weapons biggest risks posed by subversion come not of preference in and only from competing commercial and subversive destabilization. In the current industrial groups, but also from ecological state of affairs, a company must be capable and no-global groups. The particularity of of implementing a strategy of its own that is this form of subversion is derived from its capable of opposing subversion, but in order ability to instrumentalize the mass media to do so, the generation gap at managerial and Internet and ampify its voice and level must first be overcome. In other terms, actions. The most commonly used its managerial culture must first be techniques are those capable of creating thoroughly versed in the techniques of greatest effect, such as public subversive culture if defensive and offensive demonstrations, counter-opinion polls, measures are to be simultaneously taken in appeals to non-impartial experts, the order to oppose competing companies and construction of observatories, and the no-global associations. Inaction and/or static drafting of white papers. Another commonly defense are entirely inefficient against adopted technique is to cover the adversary subversion in the long term and with ridicule, while emphasizing its own consequently the managerial directorate role of martyrdom served by injustice from must be able to take the initiative if the the institutions or industries in power. The offensive must be countered. With guidance use of legal action as an area of maneuver is from a team of information warfare experts, also undoubtedly one of subversion’s most the managerial directorate can prove capable efficacious techniques; legal experts are, in of dialectically turning the table using the fact, capable of defeating the giant, adversary’s own arms and using subversive multinational corporations. Recourse to the techniques against the subversive elements law also provides excellent media resonance themselves: also utilizing the instruments

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offered by civil and penal law in order to many-headed dragons that are basically the quickly neutralize the attacks against it. multinationals. One of the consequences to which Liberalism has led is certainly a In order to illustrate the above, we shall take generalized homologation by means of into consideration two examples from the which the world’s entire population will end enormous amount of alter-global literature up living – according to the Dutch available: the reflections of one of the theologian – in the same way, and every founding fathers of the fair trade and difference between its cultures will solidarity movement, Frans Van der Hoff, eventually be diminished. Social bonds also on one hand, and the organization known as obviously come to be corrupted by Slow Food, on the other. globalization. Continuing his use of the image of the monster to represent today’s The Dutch theologian of liberation, Van der globalization, the Dutch theologian claims Hoff, a former ’68 peace movement activist that it has left behind a long trail of victims and protestor, provides a in its rush towards progress – victims it has crystal clear formulation of the principles devoured for its own nourishment and underlying solidarity, using the typical growth. Furthermore, if Capitalism has had technique and characteristic aggregate of such evident success, the merit goes only to demonizing his adversary. In his view, the exploitation of the planet and its peoples. globalization is nothing but the final stage of The way to fight the system is not only to the death of culture. The principal malaises criticize it mercilessly – mercilessly of individual society include not only criticizing the logic behind multinational but also instrumental corporations – but above all, to construct fair rationality and self-referential bureaucracy, and economic alternatives and solidarity, to which the Dutch theologian naturally adds which according to the Dutch theologian are the role of vassal to Capitalism played by naturally inspired by principles entirely plutocratic governments. Adopting language different from those on which Capitalism is widely known in the context of Marxist based, and promote justice and equality theory, the Dutch theologian reveals how the instead. On the other hand, did the ‘68 peace Capitalistic system is actually a form of movement not show contesting the alienation based on its own centuries-old system to be legitimate and believable only religion, in other words, faith in the free and in the degree to which concrete market. Similarly, Liberalism, which alternatives can be constructed? More to the expresses this blind faith in the free market point, did the Seattle movement and the at theoretical level, undoubtedly contains its Zapatista struggle in Mexico not teach that own obscure and perverse sides. In a the time is ripe to build an international language clearly inspired by mythology, the conscience against multinational author demonstrates how globalization has corporations and the current form of brought in its train a series of monsters and Capitalism in order to overcome the

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imbalance and inequality present in the supported. As we have already shown in world today? In conclusion to his , regard to the assumptions on which the fair the Dutch theologian observes that trade and solidarity movement is based, contributions from the academic world and Carlo Petrini’s movement too provides an micro-credit, are no less significant than the interpretation of the world that is clearly indispensable role played by civil society in derived from the ’68 counter-culture. In this supporting fair trade and solidarity. sense, it is well worth noting that the movement’s long-term political program Among the various techniques of consists in the intention to radically change disinformation enacted by the Slow Food current society’s nutritional patterns along movement, certainly the most important with the means of food production and includes mystification by omission, and distribution. On the other hand, in the resort to mythification and demonization opinion of the Slow Food people, modern that inevitably lead to a Manichean vision of civilization effects are evident in sensorial reality. In the movement’s outline deprivation that dulls modern people’s documents, the movement founded by Carlo faculties of hearing, seeing, tasting, and Petrini (recently sponsored also by the smelling. Through an implacable director, Ermanno Olmi) makes frequent use consequential logic, this ideological legacy of a place typical of the counter-culture and leads to the demonization of Capitalism and above all, Romanticism – the identification consumer society. Yet another form of of speed with modern industrial civilization, mystification that is extremely interesting which is opposed in contrast to the peaceful for our research, regards the interpretation slowness of farming culture. Another given to scientific knowledge, which is first argument is certainly the identification of of all divided into good and bad with the modernity with the machine that is typical of refusal of determined implications – such as both European Romanticism and critics of those regarding biotechnologies, for modern civilization. As regards the example – and the acceptance of others that mythification process, it is sufficient to legitimate the movement’s point of view. remember the way in which the movement’s Secondly, using the technique of omission, documents describe farming culture – which only the scientific results that confirm the is praised and exalted – and is opposed in movement’s dictates are accepted. Another dichotomy with Capitalistic civilization. example of similar interest to mystification This mythification procedure is also a regards the concepts of Nature and process of omission because it omits all the agriculture. Contrary to the movement’s historical and economic data that clearly claims otherwise, in fact, the concept of demonstrate the artificial reconstruction of Nature applied to agriculture is simply farming culture. The thesis that pre- fictitious because just as none of the crops Industrial life in the Italian countryside cultivated by Man ever existed naturally in offered an abundant food supply and a such form, domestic animals as well are the healthy, savory diet, cannot be historically

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fruit of an accurate selection by Man. In to which the mass agriculture developed by other terms, agriculture as a human activity the multinationals will be replaced by was one of the first examples of human traditional, pre-Industrial, non-intensive intervention on Nature for the purpose of farming. modifying it and better suiting it to human needs. As regards the process of demonization, it is sufficient to recall the apocalyptic scenarios described by the movement from which it may be inferred that human civilization is reaching its end. Capitalism would be the most radical and selfish form of individualism because it leads to the debasement and impoverishment of every public resource, including the world’s soil, the water, peace and happiness. Together with the technique of demonization, Carlo Petrini’s movement uses the disinformation technique of mythification by omission – the alternative civilization proposed by the movement has much in common with primitive, pre- industrial where the social and economic system was based on gift-giving. Bibliography This premise appears believable because through the technique of omission, the Av Vv, La guerre cognitive. L’arme de la movement avoids directing the reader’s connaissance, Lavauzelle, 2002 attention to the findings of anthropological research, which on the contrary, demonstrate Frans van der Hoff, Manifesto dei poveri. Il the degree to which pre-Industrial societies commercio equo e solidale: per non morire were based on robbery, violence, and the di capitalismo, Il Margine, 2012 systematic exploitation of Nature and human Giuseppe Gagliano,Disinformation and slavery. Coherent with its anti-Capitalistic subversive agitation in the alterglobal and anti-Liberal ideology, the movement movement,International Journal of proposes radical long-term reforms also at Science,ISSN 225-7063,Vol.II,2012 moral level on the basis of which the utilitarian and individualistic spirit of Luca Simonetti, Mangi chi può meglio, commerce will be transformed into an meno e sano. L’ideologia di Slow Food, altruistic, community-minded spirit, and Mauro Pagliai Editore, 2010 especially reforms of economic type, thanks ***

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Views expressed in this article are not necessarily those of SAGE International

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Accessed: 11/09/2012

Slow Food logo: http://www.vinch.be/attic/slowfood.jpg

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