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BATTLE OF SYMBOLS Some Comments on Battle of Symbols “Fraim offers us a highly readable analysis of the mass media dom- inated symbolic universe in which we all live. The Battle of Symbols is entertaining, but it is also profound – offering readers important insights into the role of symbols in American society and culture.” Arthur Asa Berger Professor of Broadcast and Electronic Communication Arts San Francisco State University “Most interesting … There are many ‘goodies’ in Fraim’s bright and exhilarating work. A fascinating and compelling commentary on ‘the battle of symbols.’ ” Donald Theall Professor Emeritus Trent University Former President of Trent University Author The Virtual Marshall McLuhan “Very interesting and disturbing because I think it is on target.” David A. Aaker Haas School of Business, UC Berkeley “Puts things in a new, smart perspective for me.” Barry Wellman Professor of Sociology, University of Toronto Battle of Symbols Global Dynamics of Advertising, Entertainment and Media John Fraim DAIMON VERLAG ISBN 3-85630-621-8 © Copyright 2003 by John Fraim and Daimon Verlag Am Klosterplatz, CH-8840 Einsiedeln, Switzerland. All rights reserved. This book, or parts thereof, may not be repro- duced in any form without written permission from the publisher. To Beth, Cassie, Matthew, Alex and Christopher “Critics say that America is a lie because its reality falls so far short of its ideals. They are wrong. America is not a lie; it is a disappointment. But it can be a disappointment only because it is also a hope.” Samuel Huntington American Politics “What do We Mean by the Revolution? The War? That was no part of the Revolution. It was only an Effect and Consequence of it. The Revo- lution was in the Minds of the People, and this was effected from 1760 – 1775 in the course of fifteen years, before a drop of blood was drawn.” John Adams, 1815 (Letter to Thomas Jefferson) “There are two possible approaches to the problems and disturbances which life presents. We can see them as symptomatic deviations from the desired normalcy of ‘what things should be like,’ caused by some wrongness and hence the expressions of trouble or illness. We can on the other hand suspect that the known facts may attempt to point fur- ther and deeper, to a development still called for and a meaningfulness so far unrealized. Only then do we think or live not merely symtomat- ically but also symbolically. The realization of that meaning which has so far been missed might then point to a cure.” Edward Whitmont The Symbolic Quest “Belonging by default to McWorld, everyone is a consumer; seeking a repository for identity, everyone belongs to some tribe. But no one is a citizen.” Benjamin Barber Jihad vs. McWorld “… no myth is ever quite worthless as long as there remains one artist to honour it with his faith.” Cyril Connolly The Unquiet Grave Contents Prologue: Diminution of Light 13 Acknowledgements 19 Introduction: Disneyland in September 21 Part One: A Contemporary Perspective on Symbols 1. Mustering the Symbols 27 Hard and Soft Power 30 The Paradox of American Power 33 Battle of Symbols 34 2. Symbols 37 Hidden Persuaders 38 Elusiveness of Symbols 39 Dual Elements of Symbols 41 The Spirit of the Times 42 Techniques of Magic 42 Past Dreams to Present Brands 44 Observation of Leading Symbols 46 The Context of Leading Symbols 48 3. Dynamics of Symbols 53 Cycles 54 1) Duality 56 2) Direction 58 Sequence 59 Symbol Sequence of 20th Century America 61 Symbol Sequence of American History 62 Symbol Sequence in Astrology 63 Alignment 66 1) Correspondence 68 2) Synesthesia 70 3) Synchronicity 73 4) Collective Psychology 75 Differentiation 77 Alignment & Differentiation 79 Part Two: Clash and Commonality 4. Globalization of Symbols 87 The American Recruitment of Symbols 88 Irony, Paradox and Power 89 Trance of Symbols 90 The Spread of American Symbols 93 Nations as Symbols 95 Corporations as Symbols 97 Civilizations as Symbols 99 Emerging Symbol of Islamic Civilization 102 Perceptions of Arabs 107 Emerging Symbol of Western Civilization 110 Emerging Symbol City of the Global Economy 115 Perceptions of Americans 117 Close-Ups and Panoramas 120 Islam as Medium Cool 122 5. Traditional Symbol Dualities 127 West and East 129 Masculine and Feminine 133 Future and Past 134 Place and Space 136 Eye and Ear 139 Relative and Absolute 143 Above and Below(Vertical and Horizontal) 147 Outside and Inside(Extraversion and Introversion) 151 6. Contemporary Symbol Dualities 155 Electricity and Fire 157 Spirituality and Religion 159 Physics and Biology 164 Pyramids and Networks 166 Production and Consumption 169 Export and Import(Localism vs. Globalism) 173 Capitalism and Fundamentalism 178 Old and Young Generations 180 City and Country(Culture and Nature) 184 Pluralism and Totalitarianism(An Invisible Civil War) 189 7. Contemporary Symbol Alignments 195 East and West Commonalities 196 Hybrid Symbols and Dandelion Seeds 197 Generations 199 Technology 201 Genders 204 Lifestyles 205 Beliefs 206 The Technique of Analogy 210 Merger of Symbols 211 Part Three: Battle of Symbols 8. Putting Symbols into Battle 215 Marshall Bush and the Duke 216 The Frontier Symbol 219 Sending Wrong Symbols 220 A Nameless Event 222 Casting Hollywood in the Battle 223 Elements of the Battle 223 9. Creating Symbols: The Entertainment Industry 227 Television Entertainment 229 Films 234 New Heroes and Villains 235 Hollywood’s Symbols for Evil 237 The Government as Hero 240 Hollywood Goes to War 241 The Role of Stars 243 10. Creating Symbols: The Advertising Industry 247 Return of Singing Toilet Bowls 249 Campfires of Brands 251 Chianti Over Cabernet 254 Advertising the “Lion of Islam” 256 Fashion Goes Out of Fashion 258 Advertising Goes Out of Fashion 261 Advertising Becomes Invisible: The Plot Thickens 262 11. Transmission of Symbols: Media & Communications 267 TV News – Branding an Olympics of Terror 270 Declining Interest in the War 271 CNN and the “Shelf Life” of News 272 Today’s War Brought to You By … 274 The Arab CNN 276 Box Cutters and A Disaster Spectacular 277 Epidemic of Fear 280 The Virus of Postmodern Culture 283 Going Postal 285 Symbols of the Night 286 One Way Transmission 288 Media and the Muslim World 289 The Internet Trickster 292 The Internet and Authoritarian Regimes 295 The Ghost Town of High Tech 299 Radio in Afghanistan 303 12. Managing Symbols 309 Father Spin 310 Spinning Outward 318 The Madison Avenue Spin 325 Branding Problems 327 Beyond Branding 331 Spin Laden 332 13. Understanding Symbols 335 Observing Her Creations 336 The Paradox of Understanding 337 Introversion and Production of Symbols 338 America in the 90s 341 The Symbol of Bill Clinton 344 Idealism Shattered 346 The Glass House 347 One-Way Mirrors 349 Extraversion and Reduction of Symbols 352 Twilight Time of Symbols 355 14. Emerging Global Dynamics 363 Epilogue: Looking For Home 371 About the Author 377 About the Photographers and the Cover Artist 378 Bibliography 379 Notes 387 Index 411 Figures and Tables Table 1.1 Hard And Soft Power 32 Figure 1.2 The Paradox of Power 33 Figure 2.1 Duality Elements of Symbols 41 Table 2.2 Traditional And Contemporary Symbols 45 Table 3.1 Sequences of Cycles 60 Table 3.2 Sequence of 20th Century American History 61 Figure 3.3 Commonality of Non-Linear Alignment 67 Table 4.1 Perceptions of Arabs 108 Table 5.1 Traditional Symbols of West and East 131 Table 6.1 Contemporary Symbol Dualities 156 Table 6.2 Energy Usage and Population (1990) 171 Table 6.3 Energy Usage and Gross Domestic Product (1990) 172 Figure 6.4 Export and Import 175 Table 6.5 Duality Symbols Within Moslem Civilization 191 Table 7.1 Current Generations Products, Media & Values 200 Table 11.1 Trust In Media 268 Table 11.2 Internet Site Visits Pre & Post 9/11 293 List of Photos “The Circus Performer” Jan Beran 20 “On Alert” Jan Beran 26 “Ghost” Jan Beran 36 “Russian Wheel” Jan Beran 52 “USA: Which Way Now?” Jan Beran 86 “Couple” Jan Beran 126 “Olomouc, Czech Republic” Alex Fraim 154 “Zebras” Jan Beran 194 “Brno, Czech Republic” Alex Fraim 214 “The Mason” Jan Beran 226 “Hairstyle” Jan Beran 246 “Grandfather’s Lesson” Jan Beran 266 “Before Removal” Jan Beran 308 “Night Walker” Jan Beran 334 “Prague, Czech Republic” Alex Fraim 362 “Hello” Jan Beran 370 Prologue: Diminution of Light “Instead of trying to bring a brilliant, intelligent, knowledgeable light to bear on obscene problems, I suggest we bring to bear a diminution of the light.” Wilfred Bion Brazilian Lectures he following observes American news and events for a little more than three months from the perspective of Tsymbols and symbolism. It begins in mid-September and ends at the end of December of 2001. Rather than a reflection looking back on this period like a number of other books, it is more a memoir looking around during these months. One might characterize this time as starting with the fall of New York’s World Trade Center towers and ending with the fall of the Taliban. It represents only a part of a new era we term the “battle of symbols.” In effect, we argue the real “battle of symbols” started long before September 11th and will continue long after the fall of the Taliban regime. In a sense it has similarities to the American Revolution about which John Adams wrote in an 1815 letter to Thomas Jefferson: What do We Mean by the Revolution? The War? That was no part of the Revolution. It was only an Effect and Consequence of it. The Revolution was in the Minds of the People, and this was effected from 1760 – 1775 in the course of fifteen years, before a drop of blood was drawn.
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