The Future of the Sun

The story of the biggest transformation of our time has a marketing problem: no one knows it’s happening.

There were many important events that happened in 2016. Some were deafening, trumpeting the seemingly inexplicable ascent of backwards-facing forces. But one event of great historical significance went largely unremarked upon.

In 2016 solar power became the cheapest form of new electricity on the planet and for the first time in history installed more new electric capacity than any other energy source.

Amid the sepia haze oozing from the past’s rusting, orange pipeline, humanity was placing a serious bet on a new kind of future. And you didn’t even know about it.

That’s a problem.

 

Powering Disruption

It was a bit like if you had a source of whale blubber in the 1840s and it could be used as fuel. Before gas came along, if you traded in whale blubber, you were the richest man on Earth. Then gas came along and you’d be stuck with your whale blubber. Sorry mate — history’s moving along.
Brian Eno

“The beginning of the end for fossil fuels,” according to Bloomberg, occurred in 2013. The world is now adding more capacity for renewable power each year than coal, natural gas, and oil combined. And there’s no going back…. The shift will continue to accelerate, and by 2030 more than four times as much renewable capacity will be added.”

The International Energy Agency’s Executive Director, Fatih Birol, said, “We are witnessing a transformation of global power markets led by renewables.”

“While solar was bound to fall below wind eventually, given its steeper price declines, few predicted it would happen this soon,” notes Bloomberg.

In the United States, as coal production fell an estimated 17% in 2016, continuing an 8 year decrease, the solar market nearly doubled, breaking all records and beating oil, coal, and natural gas as the country’s biggest source of new electric generating capacity. While it’s still just a tiny fraction of the domestic electricity mix, in 2016 40% of all new capacity additions came from solar. 2016 was also the 4th consecutive year that US solar jobs grew by more than 20%, according to the Solar Foundation. One out of every 50 new jobs added in the United States in 2016 was created by the solar industry, which now employs more people than oil, coal, and gas extraction combined.

“Solar investment has gone from nothing — literally nothing — like five years ago to quite a lot,” said Ethan Zindler, head of U.S. policy analysis at BNEF. “A huge part of this story is China, which has been rapidly deploying solar” and, Bloomberg notes, helping other countries finance their own projects.

Between 2008 and 2013, solar panel costs dropped by 80% worldwide thanks to the accelerant of Chinese manufacturing. As Scientific American writes:

China leapfrogged from nursing a tiny, rural-oriented solar program in the 1990s to become the globe’s leader in what may soon be the world’s largest renewable energy source.

According to DOE, the [Chinese] federal government was willing to chip in as much as $47 billion to help build its solar manufacturing into what it calls a “strategic industry.”

In building up the world’s largest solar manufacturing industry, one that became the price leader in most aspects of the world’s market — beginning with cheaper solar panels — China helped create a worldwide glut. [In 2013] there were roughly two panels being made for every one being ordered by an overseas customer.

By 2015, China’s domestic market bypassed Germany’s to be the largest in the world…. [Today] China dominates the solar market in PV installation as well as total installed capacity, with the United States a distant third and fourth, respectively.

“If there was ever a situation where the Chinese have put their whole governmental system behind manufacturing, it’s got to be solar modules,” [Ken] Zweibel [30-year veteran of the U.S. solar industry and DOE] said.

“They fundamentally changed the economics of solar all over the world,” said Amit Ronen, director of the Solar Institute of George Washington University.

The impact of cheap, abundant solar technology has begun to ripple out across a planet where, as Scientific American notes, “the mathematics have long shown that solar power is the most abundant energy resource.”

In 2016 Sweden announced it’s committing to becoming 100% renewable by 2040. India broke a world record with a 6 square mile-wide solar farm, and set its sights on doubling its solar power capacity. In January, Saudi Arabia, the world’s biggest crude oil exporter, announced a plan to invest $163 billion in renewables to support 50% of the country’s energy needs by 2050. Although admittedly their goal is to free up more oil for export in the short term, the country’s fate, The Atlantic reports, “may now depend on its investment in renewable energy.”

Before 2016 came to a close, China announced plans to cancel over 100 coal plants in development and to create 13 million jobs in renewables over the next 4 years. (For context, the US clean energy industry is just over 3 million jobs. The entire US tech industry is 6.7 million jobs.)

“The question is now no longer if the world will transition to cleaner energy,” FastCompany writes, “but how long it will take.”

According to the International Energy Agency, while solar makes up less than 1% of the electricity market today it could be the world’s biggest single source by 2050

Already, The Wall Street Journal reports, energy companies are beginning to confront the “crude reality… that some fossil-fuel resources will remain in the ground indefinitely.”

“A Goldman Sachs report last year forecast solar and wind will generate more new energy capacity in the next five years than the shale-oil revolution did in the last five,” writes David Bank, of ImpactAlpha.

Bloomberg predicts peak fossil-fuel use for electricity may be reached within the next decade. Peak gasoline demand by 2021.

For over 100 years, the oil industry and its stakeholders have believed that the market for their products will continue to grow ad infinitum without competitive challenges,” energy economist, Peter Tertzakian wrote last month. “Never in my 35-year career following energy markets has there been so much widespread disagreement about future demand for oil.”

From the water’s edge of 2017 we can see out onto the horizon. When the future history books are written, 2016 will be the year the tide turned.

Why didn’t we realize it?

 

Powering Denial

“For as I detest the doorways of Death, I detest that man, who hides one thing in the depths of his heart, and speaks forth another.”
— Achilles, The Iliad

“We live in the Stone Age in regard to renewable power,” Florida state Rep. Dwight Dudley, said last year in Rolling Stone’s expose on the war entrenched utilities are waging on solar energy. “The power companies hold sway here, and the consumers are at their mercy.”

Rate hikes and punishing fees for homeowners who turn to solar power [have] darkened green-energy prospects in could-be solar superpowers like Arizona and Nevada. But nowhere has the solar industry been more eclipsed than in Florida, where the utilities’ powers of obstruction are unrivaled… .The solar industry in Florida has been boxed out by investor-owned utilities (IOUs) that reap massive profits from natural gas and coal… .These IOUs wield outsize political power in the state capital of Tallahassee, and flex it to protect their absolute monopoly on electricity sales.

The rise of distributed solar power poses a triple threat to these monopol[ies]. First: When homeowners install their own solar panels it means the utilities build fewer power plants, and investors miss out on a chance to profit. Second: Solar homes buy less electricity from the grid; utilities lose out on recurring profits from power sales. Third: Under “net metering” laws, most utilities have to pay rooftop solar producers for the excess power they feed onto the grid. In short, rooftop solar transforms a utility’s traditional consumers into business rivals.

The utility trade group Edison Electric Institute (EEI) warns that rooftop solar could do to the utility industry what digital photography did to Kodak, bringing potentially “irreparable damages to revenues and growth prospects.”

Few industries are worse equipped to deal with disruption than power utilities. Their profits depend on infrastructure investments that pay off over a generation or more. “Utilities are structured to be in stasis,” says Zach Lyman, partner at Reluminati, an energy consultancy in Washington, D.C. “When you get fully disrupted, you’ve got to find a new model. But utilities are not designed to move to new models; they never were. So they play an obstructionist role.”

Obstruction plays out in the State Houses, but it also plays out in hearts and minds. Here’s what obstruction looks like as a messaging strategy:

 

Bills percolating through state legislatures across the U.S. are giving the education fight a new flavor, by encompassing climate change denial and serving it up as academic freedom.

Newsweek

 

 

 

And so on.

But behind the petroleum-jellied lens of blurry obstructionism “Freedom” is just a marketing gimmick when you’ve got nothing left to lose except your entire whale blubber fortune.

As futurist Alex Steffen explains:

There is no long game in high-carbon industries. Their owners know this. They don’t need a long game, though… . All they need is the perception of the inevitability of future profit, today. That’s what keeps valuations high… .The Carbon Bubble will pop not when high-carbon practices become impossible, but when their profits cease to be seen as reliable.

For high-carbon industries to continue to be attractive investments, they must spin a tale of future growth. As it becomes clear that these assets will not produce profit in the future, their valuations will drop — even if the businesses that own them continue to function for years. The value of oil companies will collapse long before the last barrel of oil is burned.

Put another way: The pop comes when people understand that growth in these industries is over and that, in fact, these industries are now going to contract. That’s when investors start pulling out and looking for safer bets. As investors begin to flee these companies, others realize more devaluation is on the way, so they want to get out before the drop: a trickle of divestment becomes a flood and the price collapses. What triggers the drop is investors ceasing to believe the company has a strong future.

“Gridlock is the greatest friend a global warming skeptic has,” a spokesman for an Oklahoma senator says in Jane Mayer’s Dark Money: The Hidden History of the Billionaires Behind the Rise of the Radical Right. “That’s all you really want. There’s no legislation we’re championing. We’re the negative force. We are just trying to stop stuff.”

The energy generated by the obstruction force of the most powerful industry that has ever existed on the face of the Earth has created such friction it has ground our sense of the future a halt. The lights keep dimming on us and we don’t know why. The gears of culture groan precariously against grinding, backwards momentum. The crude, snake oil slogans peddling past glory are so bleakly recursive they erase the very idea of future. And that is no coincidence. Carbon has a stake in wiping the future out of our imaginations. Because in the Future the world pivots.

 

Powering Destiny

One of these mornings
It won’t be very long
They will look for me
And I’ll be gone.
— Patti LaBelle

This past October, Liu Zhenya, the former chairman of China’s state-owned power company, State Grid Corp., came to the United Nations to present a vision for what a post-carbon Future would look like. He described a global power grid that could transmit 80% renewable energy by 2050, Scientific American reports.

His speech invited U.N. support for a new international group to plan and build the grid. It’s called the Global Energy Interconnection Development and Cooperation Organization (GEIDCO), and China has named Liu its chairman. [This] global grid would transmit solar, wind and hydroelectric-generated power from places on Earth where they are abundant to major population centers, where they are often not.

His grid’s development would take shape in three phases. First, Liu explained, individual nations would redesign their own power electric grids. He noted that China’s effort is already underway, generating 140 GW of wind power and 70 GW of solar power, “more than that of any country of the world.” By completing a network of long-distance, high-voltage direct-current power lines to move renewable power from the north to the south and from the east to the west, China could finish its new grid by 2025, he predicted.

The second phase, Liu described, would be an international effort to build regional grids that would be able to transmit substantially more power across national borders in Northeast and Southeast Asia, between Africa and Eurasia, and between nations in both North and South America. The third phase would build power lines and undersea cables that would connect the regional grids. The upshot would create what he called a “win-win situation.”

There would be plenty of work for “all global players” to coordinate the effort, to share and innovate new technology, and to develop global standards and rules for cooperation, Liu promised. He closed his U.N. presentation with a glimpse of a future world where a combination of renewable energy, a network of high-voltage direct-current transmission lines and “smart grid” operating systems can serve the planet the way the human “blood-vascular system” serves the human body.

When the global grid is completed, “the world will turn into a peaceful and harmonious global village with sufficient energy, green lands and blue sky,” he predicted.

Is it kooky that the Chinese would be talking about World Peace on the eve of 2017? Sure. But the thing is — that could have been us.

In the 1960’s, American architect and systems theorist, Buckminster Fuller created the World Game project. An alternative take on the war game simulations that dominated the Cold War era, the World Game requires participants to solve the following problem: “Make the world work for 100% of humanity in the shortest possible time through spontaneous cooperation without ecological damage or disadvantage to anyone.”

“The global energy grid is the World Game’s highest priority objective,” Fuller wrote.

Half a century after this idea of a distributed energy Future first emerged out of the American counterculture, a representative from the world’s second largest economy just presented it at the United Nations as the vision for his country’s energy ambitions.

“We argue so much about the silly politics of climate change and fail to recognize the gargantuan economic opportunity that this presents,” says Gregory Wilson, co-director of DOE’s National Center for Photovoltaics. “The energy system is going to get re-engineered, and someone is going to do it. The Chinese seem to have recognized the significance of this opportunity.”

Last year China invested a record $32 billion in overseas renewable energy projects. A 60% increase from the year before. Over the next 4 years the Chinese plan to to invest $360 billion in renewables domestically to boost capacity by 500%. The rapidly accelerating innovation that this kind of financing unleashes creates global market forces that may have their own momentum. From radically reimagined (and profoundly cheaper) battery technologies to printable solar panels that could transform “nearly any surface into a power generator” to electric busses that can go 350 miles on a single charge, new pieces of this vast puzzle seem to be emerging almost daily.

“Eventually,” Vox’s David Roberts writes, “power generation and storage will become ambient, something that simply happens, throughout the urban infrastructure. With that will come more and more sophisticated software for managing, sharing, and economizing all that power. [This] will one day change the world as much as the internet has.”

Indeed, as TechCrunch writes: Energy is the new Internet.

An undeniable, distributed energy Future powered by solar and other renewable sources is emerging. Perhaps the only Future on offer in the 21st century thus far that presents a bright vision worth striving for.

And yet — from a consumer perspective, solar energy seems to have no idea what it’s really selling.

 

Powering Desire

“If you don’t like what is being said, then change the conversation.”
— Don Draper

“In 2008, when fracking was still just a tiny thing, Davos was crowning it as the start of a new world order,” clean energy entrepreneur, Jigar Shah said recently on the Energy Gang Podcast. Yet solar is still considered “just a tech thing,” he lamented. “We’re not Earth shattering.”

Where does the momentum for a movement come from, Shah wondered? Why is solar perceived as just some sort of… appliance? Why, despite breaking records and reshaping trend-lines the world over in 2016, isn’t solar getting the kind of buzz befitting one of the biggest stories of our time?

Because messaging.

Here is how SolarCity, the largest residential solar installer, positions its product:

“Our solar panels not only generate energy on your roof, they can also generate cash in your pocket. That’s because when you go solar you can save on your monthly utility bill and secure lower fixed energy rates for years to come. The savings over time add up and allow you to plan for your future. See how quality, savings and affordability make going solar the right choice.”

Solar is the Future but you’d never know it from the way it’s marketed. And this commoditized framing is reflective of the industry as a whole. The retail model for solar hasn’t changed from what it was a decade ago. But the world has. The internet is on our doorstep but solar is still selling people on the value prop of word processors.

Compounding the messaging problem, solar is still positioned as an “alternative.” Droga5’s campaign for NRG Home Solar still presents renewable energy as an option relative fossil fuels. (Perhaps inevitable given the nature of NRG’s legacy-fuel masters.)

Both of these misguided approaches are a drag on the industry’s true potential. Solar isn’t a gadget, or an alternative lifestyle — it is an entry point to the new Future. In 2017, the territory of a desirable Future is totally unclaimed white space in consumer consciousness and the solar industry is uniquely positioned to own it.

Here’s how:

 

– Industry-level Messaging Platform –

In the 1990’s the Got Milk? campaign gave a commoditized product the status of a cultural icon. Executed at a trade level by the American dairy farmers, the industry-wide platform created a bigger impact than could have been possible for any dairy producer individually.

Like milk, energy is not a sphere with recognizable consumer brands that are part of the larger cultural conversation. The one notable exception, of course, is Tesla, which dropped the “Motors” from its name when it acquired SolarCity at the end of 2016. Analysts insisted that this acquisition is an “unneeded distraction,” and that Tesla ought to be “singularly focused on becoming a mass automobile manufacturer,” but that is a shortsighted view for a company that now makes solar panels and energy storage products. When it comes to Tesla’s true ambitions, as CEO, Elon Musk puts it, “We need a revolt against the fossil fuel industry.”

Everything Tesla does unequivocally insists, desirable Future, but there is enough shine for the entire industry to own. At the end of the day, it’s solar itself that consumers have an affinity for — 

Even among the majority of all political affiliations, no less—

It doesn’t take a moonshot PR campaign to capitalize on this abundance of positive consumer sentiment. Just a cohesive voice with which to claim the message and consistently speak it into the culture.

 

– Expand the Target Audience –

Everyone in solar is targeting the same homeowner and business audience. A vastly unexplored area is strategic ways to engage literally everyone else.

In 2008 I wrote about Toyota’s integration with Whyville, an online virtual world for tweens:

Pretty much the coolest thing you can buy in Whyville is a Scion, and its added bonus is that then you can drive all your other friends around in it in the game. The most fascinating thing about this whole strategy, however, is that the Tween demographic is between 8–12 years old. It’s gonna be a while before they even have a driver’s license, let alone be in a position to be buying a car in the real world, but when they are, they will already have a virtual experience to draw on when making the purchase decision.

As the Massachusetts Clean Energy Center shows with its Clean Energy Activity Day program for elementary and middle school students, this approach doesn’t need to just be virtual.

From group purchasing at a community level to modular options for renters to innovative uses for incentive programs and student grants, and more, what are the actionable and scalable strategies for expanding the target audience and the bottom line across the solar industry?

 

– Sell the Experience –

Most people don’t really want to think about energy. We flip a switch and the electricity is just there. We interact with electricity literally all day, and never think about it. The narrative of distributed, storable, smart-gridded, clean energy is so profoundly different from what most people know, or know how to think about, for them to understand it — or even want to — requires a transformative shift in the way it is communicated.

When Apple first marketed the iPod, it didn’t sell the product, they sold its end result — the experience of music:

Later campaigns for the iPhone didn’t even show the product at all:

The product became the conduit to the experience. And the experience that solar has to sell is Future.

 

– Claim the Narrative of Future –

Two decades ago — back when it was still possible to talk about the future as anything but dystopia — a series of ads painted a striking vision of how that future was going to unfold. “Have you ever borrowed a book from thousands of miles away,” asked the ad voice. “Crossed the country without stopping to ask for directions? Or watched the movie you wanted to, the minute you wanted to?”

“You will,” said the voice, “and the company that will bring it to you: AT&T.”

Today I use a device to do basically 90% of what those ads predicted. (OK, I’ve never sent a fax from the beach, or tucked a baby in from a phone-booth, but you can’t get the Future 100% right). All of these things are so obvious and mundane now we barely even remember — some of us never knew — there was a time before. But, indeed, there was a point when this fantastical world was the future, and the future still seemed like a fantastical world.

There are no grand visions for the future now, no scenarios for humanity that don’t fill us with dread. A dying oligarchy tells us dissolution is freedom; regression is hope. It has disfigured our understanding of what’s happening in our world. The result is a gaping void in our collective vision when we look ahead. 17 years in to our new century there is a desperate hunger for a bright vision for the future, and at the moment arguably no one outside the world of clean energy has a legitimate claim to one. In the end, it’s not about utility bills or net metering laws or even solar panels for that matter. It’s about a vision of a Future worth demanding. Solar has the opportunity to be the voice of that vision for decades to come with a simple, cohesive, culture-focused messaging strategy.

    



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Hardcore Norm

Because dressing different is such a cliché.

 

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art by Curtis Mead

 

“The kids are doing the normcore,” my friend Quang said, trying out the new phrase with a deliberate, old fart dialect.

Only a few moments earlier I had tossed off the word like common parlance.

“‘Normcore?’” he had repeated, making sure he’d heard correctly.

“Yeah,” I explained, “It’s exactly what you think it is. It’s us, now.”

A shockingly pleasant March afternoon had arrived in Boston that day, on the heels of a cold that had felt like osteoporosis. A decade in LA had turned me into a wimp. I had forgotten how I’d ever managed to live through this in my youth.

I had grown up here. In high school I discovered raves. By college I was throwing them in 20,000 square foot warehouses in Dumbo. After that, I moved out to the west coast and managed a vaudeville circus troupeproduced electronic music festivals, and worked with a bunch of bands, among other things. In the span of the past decade I saw the niche “electronica” genre evolve into mainstream “EDM;” I saw the circus subculture infiltrate pop performance acts, and the signature, post-apocalyptic, tribal fashion aesthetic originated within the Burning Man community become a major fashion trend.

But that day in Boston, in 2014, hanging out with friends who had come up through the rave, circus, and goth subcultures, you could hardly tell where any of us had been. What we wore now was nondescript. Non-affiliated. Normal.

The week before, at a craft beer tasting party at an indie advertising agency in Silver Lake, a sculpture artist was remarking about recently looking through photos of style choices from the aughts. “What was I thinking,” she said in bewilderment. That evening she was wearing a black tank top, and, like, pants. Maybe three quarter length? Or not? Maybe black jeans? Or not-jean pants? I couldn’t recall. Perhaps, I thought, this was just a symptom of getting older. There was some kind of sartorial giving a shit phase that we had all grown out of. But it turned out this, too, was a trend. Kids, too young to have grown out of anything, were dressing this way.

“By late 2013, it wasn’t uncommon to spot the Downtown chicks you’d expect to have closets full of Acne and Isabel Marant wearing nondescript half-zip pullovers and anonymous denim,” wrote Fiona Duncan, in a February New York Magazine article titled, “Normcore: Fashion for Those Who Realize They’re One in 7 Billion:”

I realized that, from behind, I could no longer tell if my fellow Soho pedestrians were art kids or middle-aged, middle-American tourists. Clad in stonewash jeans, fleece, and comfortable sneakers, both types looked like they might’ve just stepped off an R-train after shopping in Times Square. When I texted my friend Brad (an artist whose summer uniform consisted of Adidas barefoot trainers, mesh shorts and plain cotton tees) for his take on the latest urban camouflage, I got an immediate reply: “lol normcore.”

Normcore—it was funny, but it also effectively captured the self-aware, stylized blandness I’d been noticing. Brad’s source for the term was the trend forecasting collective (and fellow artists) K-Hole. They had been using it in a slightly different sense, not to describe a particular look but a general attitude: embracing sameness deliberately as a new way of being cool, rather than striving for “difference” or “authenticity.”

Oh my god, I thought reading this: this is me.

In Nation of Rebels: Why Counterculture Became Consumer Culture, published in 2004, cultural critics, Joseph Heath and Andrew Potter examined the inherent contradiction in the idea that counterculture was an opposition to  mass consumer culture. Not only were they not opposed, Heath and Potter explained, they weren’t even separate. Alternative culture’s obsession with being different — expressing that difference through prescribed fashion products and subcultural artifacts — had, in fact, helped to create the very mass consumer society the counterculture believed itself to be the alternative to.

“To me, Nike’s famous swoosh logo had long been the mark of the manipulated,” wrote Rob Walker, author of  2008′s Buying In: The Secret Dialogue Between What We Buy And Who We Are, ”A symbol for suckers who take its ‘Just Do It’ bullying at face value. It’s long been, in my view, a brand for followers. On the other hand, the Converse Chuck Taylor All Star had been a mainstay sneaker for me since I was a teenager back in the 1980′s, and I stuck with it well into my thirties. Converse was the no-bullshit yin to Nike’s all-style-and-image yang. It’s what my outsider heroes from Joey Ramone to Kurt Combain wore. So I found [Nike’s] buyout [of Converse] disheartening…. but why, really, did I feel so strongly about a brand of sneaker–any brand of sneaker?”

In response to Buying In, I’d written, “Whether we’re choosing to wear Nikes, Converse, Timberlands, Doc Martens, or some obscure Japanese brand that doesn’t even exist in the US, we’re deliberately saying something about ourselves with the choice. And regardless of how “counter” to whatever culture we think we are, getting to express that differentiation about our selves requires buying something.”

But that was five years ago. A funny thing happened on the way to the mid twenty-teens. The digital era ushered in an unprecedented flood of availability — of both information and products. This constant, ubiquitous access to everything — what Chris Anderson dubbed the “Long  Tail” in his 2006 book of the same name – had changed the cultural equation. We had evolved, as Anderson predicted, “from an ‘Or’ era of hits or niches (mainstream culture vs. subcultures) to an ‘AND’ era.” With the widespread proliferation of internet access, mass culture got less mass, and niche culture got less obscure. We became what Anderson called  a  “massively parallel culture: millions of microcultures coexisting and interacting in a baffling array of ways.” On this new, flattened landscape, what was there to be counter to?

“Jeremy Lewis, the founder/editor of Garmento and a freelance stylist and fashion writer, calls normcore ‘one facet of a growing anti-fashion sentiment,’” Duncan writes in New York  Magazine. “His personal style is (in the words of Andre Walker, a designer Lewis featured in the magazine’s last issue) ‘exhaustingly plain’—this winter, that’s meant a North Face fleece, khakis, and New Balances. Lewis says his ‘look of nothing’ is about absolving oneself from fashion.”

That is how normcore happened to me, too. When I quit the circus, leaving behind its sartorial regulations, I realized that difference wasn’t an expression of identity: it was a rat race.

“Fashion has become very overwhelming and popular,” Lewis explains in New York Magazine. “Right now a lot of people use fashion as a means to buy rather than discover an identity and they end up obscured and defeated. I’m getting cues from people like Steve Jobs and Jerry Seinfeld. It’s a very flat look, conspicuously unpretentious, maybe even endearingly awkward. It’s a lot of cliché style taboos, but it’s not the irony I love, it’s rather practical and no-nonsense, which to me, right now, seems sexy. I like the idea that one doesn’t need their clothes to make a statement.”

“Magazines, too,” Duncan writes, “have picked up the look:”

The enduring appeal of the Patagonia fleece [was] displayed on Patrik Ervell and Marc Jacobs’s runways. Edie Campbell slid into Birkenstocks (or the Céline version thereof) in Vogue Paris. Adidas trackies layered under Louis Vuitton cashmere in Self Service. A bucket hat and Nike slippers framed an Alexander McQueen coveralls in Twin. Smaller, younger magazines like London’s Hot and Cool and New York’s Sex, were interested in even more genuinely average ensembles, skipping high-low blends for the purity of head-to-toe normcore.

One of the first stylists I started bookmarking for her normcore looks was the London-based Alice Goddard. She was assembling this new mainstream minimalism in the magazine she co-founded, Hot and Cool, as early as 2011. For Goddard, the appeal of normal clothes was the latest thing. One standout editorial from Hot and Cool no. 5 (Spring 2013) was composed entirely of screenshots of people from Google Map’s Street View app. Goddard had stumbled upon “this tiny town in America” on Map sand thought the plainly-dressed people there looked amazing. The editorial she designed was a parody of contemporary street style photography—“the main point of difference,” she says, “being that people who are photographed by street style photographers are generally people who have made a huge effort with their clothing, and the resulting images often feel a bit over fussed and over precious—the subject is completely aware of the outcome; whereas the people we were finding on Google Maps obviously had no idea they were being photographed, and yet their outfits were, to me, more interesting.”

New media has changed our relation to information, and, with it, fashion. Reverse Google Image Search and tools like Polyvore make discovering the source of any garment as simple as a few clicks. Online shopping—from eBay through the Outnet—makes each season available for resale almost as soon as it goes on sale. As Natasha Stagg, the Online Editor of V Magazine and a regular contributor at DIS (where she recently wrote a normcore-esque essay about the queer appropriation of mall favorite Abercrombie & Fitch), put it: “Everyone is a researcher and a statistician now, knowing accidentally the popularity of every image they are presented with, and what gets its own life as a trend or meme.” The cycles of fashion are so fast and so vast, it’s impossible to stay current; in fact, there is no one current.

Emily Segal of K-HOLE insists that normcore isn’t about one specific aesthetic. “It’s not about being simple or forfeiting individuality to become a bland, uniform mass,” she explains. Rather, it’s about welcoming the possibility of being recognizable, of looking like other people—and “seeing that as an opportunity for connection.”

K-HOLE describes normcore as a theory rather than a look; but in practice, the contemporary normcore styles I’ve seen have their clear aesthetic precedent in the nineties. The editorials in Hot and Cool look a lot like Corinne Day styling newcomer Kate Moss in Birkenstocks in 1990, or like Art Club 2000′s appropriation of madras from the Gap, like grunge-lite and Calvin Klein minimalism. But while (in their original incarnation) those styles reflected anxiety around “selling out,” today’s version is more ambivalent toward its market reality.

In a post Hot-Topic world, where Forever21 serves up fast fashion in processed flavors like, Occupy:

and Burning Man:

Screenshot-2014-03-10-15.20.59 Screenshot-2014-03-10-15.20.48

we’re realizing that alternativeness, as a means for authentic self expression, is futile.“Normcore isn’t about rebelling against or giving into the status quo,” Duncan concludes, “It’s about letting go of the need to look distinctive.”

In our all-access, always connected, globalized world, obscurity is scarce. When everything is accessible, nothing is alternative.

“In the 21st century,”  Rob Walker wrote back in 2008, not recognizing the quickly approaching end of counterculture, “We still grapple with the eternal dilemma of wanting to feel like individuals and to feel as though we’re apart of something bigger than ourselves. We all seek ways to resolve this fundamental tension of modern life.”

In 2014, normcore is one solution we’ve found to resolve it.

    



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How To Stand In the Face of Powerlessness For A New Generation

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The ‘Source’ in the Distance

Last week, my friend Kris Krug flew down to the Gulf of Mexico on the TEDxOilSpill Expedition, a week-long project to document the crisis in the Gulf and bring a first hand report back to the TEDxOilSpill event in Washington, D.C. on June 28. Kris, a photographer, web strategist, and self-described “cyberpunk anti-hero from the future” (though, technically, from Vancouver) was there as part of the team of photographers, videographers, and writer traveling through Mississippi, Alabama, and Louisiana documenting the current situation in the coastal communities affected by the oil spill. (Kris’s shots from the expedition have also appeared in National Geographic photo essays: 1, 2, 3).

Talking with Kris — who has been one of the earliest and staunchest supporters of my writing here at Social-Creature (the header image on this site is one of his photos) — he suggested that while it’s not my usual ‘beat,’ if I felt so inspired, I should write some words about this situation.

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Early morning thunderstorm off the coast of Grand Isle, Louisiana.

The truth is that there is something in this endlessly tragic mire which I’ve kept thinking about over and over during the course of the now 69 days since the Deepwater Horizon oil rig exploded. And that recurring thought — beyond how devastating and heartbreaking this entire situation is — is how utterly foreign and disturbing it feels to be this completely powerless to do anything about it.

As a generation, mine has not known powerlessness. We have known no great war. No great depression. We were born a decade after the last U.S. draft ended. Our childhoods were filled with images like these:

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berlin wall coming down

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We were weaned on the sense that something could be done. A single person could stand up to a row of tanks in Tiananmen Square. People could tear the Berlin wall down. People could undo the totalitarian Soviet regime. By the time we got to high school, the Internet had arrived, followed quickly by college and the birth of the social web. The digital revolution added an unprecedented amplification to this sense of our own personal agency. Just over the past few short years we have experienced how sites like Twitter, YouTube, and Facebook have offered platforms for us to do something.

Last summer, the Washington Post called the aftermath of the Iran election a “A Twitter Revolution.” As police tried to suppress demonstrators who took to the streets to protest the declared results of the presidential elections in a place halfway around the planet, Twitter let the world know exactly what was going on, on the ground in Iran even as outside journalists were barred from the country. It was instantaneous, unfiltered, real, and it compelled our attention. The U.S. State Department even asked Twitter to delay scheduled maintenance on the site at the time in order avoid disrupting communications among tweeting Iranian citizens and the rest of the world. Ordinary voices of dissent had never had access to such mass media before, and just bearing witness, just knowing their struggle, just retweeting and communicating was an act of solidarity with those citizens of Iran who were protesting, and an act of defiance against the forces that would have them silenced. It was doing something.

Six months ago, after a 7.0 magnitude earthquake devastated Haiti, a place of no real political or economic importance, these digital tools helped mobilize the aid and compassion of the entire world almost instantly. Within just a few hours a text-based donation service was set up for the American Red Cross’s relief efforts. In just 2 days of the earthquake the program had raised over $5 million from over a half million different mobile phone users. Haitian-born musician Wyclef Jean’s Yele Haiti Foundation, also running its own text donation drive, raised another $1 million. It was a watershed moment. Never had so much money been raised for relief so quickly after a disaster. The digital tools facilitated this, but what drove people to make those donations was the desire to do something even if it was just giving a few dollars to help alleviate suffering.

We humans have such a deep need to feel like we’ve got any sense of agency in our lives, we’ll happily trick ourselves into perceiving we’re in control — or at the very least, that control over chaos is attainable. This proclivity is a large part of why God exists — or rather, why we believe he does. In a 2007 New York Times article exploring possible answers from evolutionary biology as to how we have come to believe in God, Robin Marantz Henig wrote:

Our brains are primed for [belief in the supernatural], ready to presume the presence of agents even when such presence confounds logic.

We automatically, and often unconsciously, look for an explanation of why things happen to us,” Barrett wrote, “and ‘stuff just happens’ is no explanation. Gods, by virtue of their strange physical properties and their mysterious superpowers, make fine candidates for causes of many of these unusual events.” The ancient Greeks believed thunder was the sound of Zeus’s thunderbolt. Similarly, a contemporary woman whose cancer treatment works despite 10-to-1 odds might look for a story to explain her survival. It fits better with her causal-reasoning tool for her recovery to be a miracle, or a reward for prayer, than for it to be just a lucky roll of the dice.


Oil coming on shore.

As an alternative to these external supernatural forces it’s become increasingly popular to reclaim a sense of power in the face of chaos or tragedy by elevating control of our inner selves to this transcendent status of godliness. In Bright-Sided: How the Relentless Promotion of Positive Thinking Has Undermined America Barbara Ehrenreich recounts, in a chapter titled, “Smile or Die: The Bright Side of Cancer,” how getting diagnosed with breast cancer led to her first introduction with the cult of “positive thinking.” The “Pink Ribbon Culture,” she writes, is defined by a mantra of “positive thinking” that is so extreme, at times it paints cancer as a “gift, deserving of the most heartfelt gratitude:”

In the mainstream of breast cancer culture there is very little anger, no mention of possible environmental causes, and few comments about the fact that in all but the most advanced, metastasized cases, it is the “treatments,” not the disease, that cause the immediate illness and pain. In fact, the overall tone is almost universally upbeat. The Best Friends Web site, for example, featured a series of inspirational quotes: “Don’t cry over anything that can’t cry over you,” “I cant stop the birds of sorrow from circling my head, but I can stop them from building a nest in my hair,” “When life hands out lemons, squeeze out a smile,” “Don’t wait for your ship to come in… swim out to meet it,” and much more of that ilk.

The cheerfulness of breast cancer culture goes beyond mere absence of anger to what looks all too often, like a positive embrace of the disease. As “Mary” reports, on the Bosom Buds message board: “I really believe I am a much more sensitive and thoughtful person now. I was a real worrier before. Now I don’t want to waste my energy on worrying. I enjoy life so much more now and in a lot of aspects I am much happier now.” [Another] such testimony to the redemptive powers of the disease: “I can honestly say I am happier now than I have ever been in my life — even before the breast cancer.

One survivor turned author credits it with revelatory powers, writing in her book The Gift of Cancer: A Call to Awakening that “cancer is your ticket to your real life. Cancer is your passport to the life you were truly meant to live. Cancer will lead you to God. Let me say that again. Cancer is your connection to the Divine.”

The effect of all this positive thinking is to transform breast cancer [from] an injustice or tragedy to rail against.

There was, I learned, an urgent medical reason to embrace cancer with a smile: a “positive attitude” is supposedly essential to recovery. It remains almost axiomatic, within the breast cancer culture, that survival hinges on “attitude”…. [the belief] that a positive attitude boosts the immune system, empowering it to battle cancer more effectively.

You’ve probably read that assertion so often, in one form or another, that it glides by without a moment’s thought about what the immune system is, how it might be affected by emotions, and what, if anything, it could do to fight cancer. The business of the immune system is to defend the body against foreign intruders, such as microbes, and it does so with a a huge onslaught of cells and whole cascades of different molecular weapons.

In 1970, the famed Australian medical researcher McFarlane Burnet had proposed that the immune system is engaged in constant “surveillance” for cancer cells, which, supposedly, it would destroy upon detection. Presumably, the immune system was engaged in busily destroying cancer cells — until the day came when it was too exhausted (for example, by stress) to eliminate the renegades. There was at least one a priori problem with this hypothesis: unlike microbes, cancer cells are not “foreign”; they are ordinary tissue cells that have mutated and are not necessarily recognizable as enemy cells. As a recent editorial in the Journal of Clinical Oncology put it: “What we must first remember is that the immune system is designed to detect foreign invaders, and avoid our own cells. With few exceptions, the immune system does not appear to recognize cancers within an individual as foreign, because they are actually part of the self.”

More to the point, there is no consistent evidence that the immune system fights cancers, with the exception of those cancers caused by viruses, which may be more truly “foreign.” People whose immune systems have been depleted by HIV or animals rendered immunodeficient are not especially susceptible to cancers, as the “immune surveillance” theory would predict. Nor would it make much sense to treat cancer with chemotherapy, which suppresses the immune system, if the latter were truly crucial to fighting the disease. Furthermore, no one has found a way to cure cancer by boosting the immune system with chemical or biological agents.

But despite all the evidence to the contrary, you can see the appeal of believing in the power of “positive thinking” anyway, can’t you? Instead of waiting passively for the treatments to kick in, breast cancer patients can now “work on themselves;” monitor their moods and “psychic energies.” In other words, the idea of a link between subjective feelings and the disease, fabricated though it may be, gives cancer patient something to do.

And this applies far beyond cancer, to any kind of overpowering misfortune. “We’re always being told that looking on the bright side is good for us,” writes Thomas Frank, author of What’s the Matter With Kansas?, in a review on the back cover of Bright-Sided, “But now we see that it’s a great way to brush off poverty, disease, and unemployment, to rationalize an order where all the rewards go to those on top. The people who are sick or jobless — why, they just aren’t thinking positively. They have no one to blame but themselves.”

It’s not that we’re assholes. It’s just that we desperately want to believe the world is a far more just place than it actually is. As David McRaney, journalist, and author of You Are Not So Smart, a blog about the workings of self-delusion, writes in a post about The Just World Fallacy, humans have “a tendency to react to horrible misfortune, like homelessness or drug addiction, by believing the people stuck in horrible situations must have done something to deserve it.” Here is the Just World fallacy in action:


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Oh, wait. Actually, THAT guy IS an asshole. As is Rhonda Byrne, creator of “The Secret,” who, in the wake of the 2006 tsunami, citing the law of attraction, announced that disasters like that can happen only to those who are “on the same frequency as the event.”


A flock of Brown Pelicans on some rocks in Alabama.

While, clearly, suggesting that the poor little pelicans (or anyone else) signed a deal with the devil or somehow attracted the oil spill upon themselves is just waaaay the fuck further out in looney-land than anyone who is not an asshole cares to travel, at their base, all these delusions are simply coping mechanisms. A way to synthesize a sense of being less powerless than you really are; a way to deal in the face of extreme evidence to the contrary. Because the reality is that feeling like we have NO control whatsoever, like our lives are simply dried up leaves in the autumn winds of chaos, like any choices we make are utterly meaningless and futile is actually terrible for our mental well-being and our health. Note: this is not the same as saying “thinking positive will cure your cancer,” it’s saying that extreme stress factors are, indeed, bad for you. Duh. “Torture a lab animal long enough,” Ehrenreich writes, “as the famous stress investigator Hans Selye did in the 1930s, and it becomes less healthy and resistant to disease.” In a post on Learned Helplessness — McRaney writes:

If, over the course of your life, you have experienced crushing defeat or pummeling abuse or loss of control, you learn over time there is no escape, and if escape is offered, you will not act – you become a nihilist who trusts futility above optimism.

Studies of the clinically depressed show that when they fail they often just give in to defeat and stop trying.

A study in 1976 by Langer and Rodin showed in nursing homes where conformity and passivity is encouraged and every whim is attended to, the health and wellbeing of the patients declines rapidly. If, instead, the people in these homes are given responsibilities and choices, they remain healthy and active.

This research was repeated in prisons. Sure enough, just letting prisoners move furniture and control the television kept them from developing health problems and staging revolts.

In homeless shelters where people can’t pick out their own beds or choose what to eat, the residents are less likely to try and get a job or find an apartment.


Perdido Beach, Alabama

The underlying thread here is always about control, or the loss of it. Chaos is unbelievably traumatizing — personally, and to us as a species. Researchers at the University of California, Irvine, have been studying the impact of the 9/11 attacks on male babies since 2005. Their just recently published findings reveal that in the aftermath of the 2001 tragedy pregnant women miscarried a disproportionate number of male fetuses. In September 2001, the death rate of male fetuses compared with female increased by 12 percent. That’s 120 extra losses in a single month. The theory behind this phenomenon is likely an evolutionary adaptation. Women have adapted to produce what, Tim Bruckner, the study’s lead author and a professor at UC Irvine, describes as “the alpha male.” Which could explain why male fetuses are more sensitive to their mothers’ stress hormones than female ones. When a pregnant woman experiences some sort of crisis — whether personal or not — her male baby is more vulnerable to be miscarried. In times of prosperity and security, male fetuses are more likely to be brought to term, because there’s a greater chance that they’ll be healthy and robust. During periods of scarcity, however, male miscarriages are much more common. Indeed, the phenomenon reported by Bruckner & Co. has been observed before — reduced male birth rates have been reported during other instances of national stress or suffering, like economic recessions or natural disasters.


Surface oil burns in the Gulf of Mexico as part of the oil spill clean-up.

Which brings us back to the Gulf of Mexico and the worst environmental disaster in US history; the cold, strange, numbing sense of a profound national powerlessness seeping in as we see sickening photos of helpless animals drowning in oil. Just thinking about how you can’t do anything about it for too long will make you want to check the fuck out of this whole story. I know. I want, as much as anyone else, to have something to be able to do to make all of this stop.

To a large extent this is completely new territory for my generation. Nationally, we have never been faced with something we couldn’t “do” something about. As the child of parents who lived through WWII, Refuseniks, no less — the 1 and a half million Russian Jews who were trapped in the Soviet Union, denied permission by the government to leave the country, in my parents’ case, for a decade — I know, personally, just how sheltered my generation’s childhood has been in contrast. It’s unprecedented for us. We’ve had so little practice at facing situations where we couldn’t just do something, at fighting them, at living through them. Not 9/11, not the financial crisis, not the wars in between, it’s this oil spill that is my generation’s unfortunate turn to figure out how to stand in the face of powerlessness.

In a Huffington Post piece a few weeks ago on why he “Co-opted BP’s Twitter Presence,” Leroy Stick, the alleged name behind the anonymous @BPGlobalPR twitter account, which posts ingeniously scathing commentary on BP with satire so black as to befit the disaster the company has wrought, wrote:

I started @BPGlobalPR because the oil spill had been going on for almost a month and all BP had to offer were bullshit PR statements. No solutions, no urgency, no sincerity, no nothing. That’s why I decided to relate to the public for them.  I started off just making jokes at their expense with a few friends, but now it has turned into something of a movement. As I write this, we have 100,000 followers and counting. [Currently, almost 179,000]. People are sharing billboards, music, graphic art, videos and most importantly information.

If you are angry, speak up.  Don’t let people forget what has happened here.  Don’t let the prolonged nature of this tragedy numb you to its severity. Re-branding doesn’t work if we don’t let it, so let’s hold BP’s feet to the fire.  Let’s make them own up to and fix their mistakes NOW and most importantly, let’s make sure we don’t let them do this again.

Right now, PR is all about brand protection. All I’m suggesting is that we use that energy to work on human progression.  Until then, I guess we’ve still got jokes.


A small quote of inspiration to the affected fishing community at a bait and tackle in Dauphin Island, Alabama

In the introduction to Bright-Sided, Ehrenreich writes:

Americans did not start out as positive thinkers…. In the Declaration of Independence, the founding fathers pledged to one another “our lives, our fortunes and our sacred honor.” They knew that they had no certainty of winning the war for independence and that they were taking a mortal risk. Just the act of signing the declaration made them all traitors to the crown, and treason was a crime punishable by execution. The point is, they fought anyway. There is a vast difference between positive thinking and existential courage.

We must find that courage now. To keep paying attention. To not tune out the story of this tragedy. To not let futility or apathy or simple delusion take over. We must have the courage to see things as they really are, to bear witness to what’s happening in the gulf, and we must have the courage to fight for answers, to fight for institutional change in the policies that have lead to this disaster, and to work for new solutions. The TEDxOilSpill event I mentioned at the beginning of this post, which is bringing together researchers and leaders to explore new ideas for our energy future, and how we can mitigate the crisis in the Gulf, is a start. There are also currently 126 local Meetups happening in conjunction with the event in 30 countries around the globe. We have to have the courage to do what we can, until we can actually do what we must.

That courage is, literally, what America was founded on, and I hope my generation discovers we too possess a reserve of it.

    



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Why Iron Man Is The First 21st Century Superhero

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In 1938, on the eve of the Second World War, a relatively new medium called the comic book unleashed a new kind of character into the consciousness of American youth. Created by writer Jerry Siegel and illustrator Joe Shuster, this character possessed superhuman powers and a dedication to using those powers for the benefit of humanity. Often battling and defeating evil as hyperbolic as his own goodness, his iconic name would become the source of the term for this all-American archetype, the “superhero.” In the decades since Superman‘s arrival, innumerable variations on this theme have emerged, but always these characters have struggled under the weight of a concept about who they must be that was invented before television. For the past 70 years we have been living with a 20th century version of the superhero. Until now. Though the Iron Man character was originally created in the early 60s, his most recent incarnation, as played by Robert Downey Jr., and directed by Jon Favreau in the just released Iron Man 2, is really the first Millennial superhero.

The original Superman prototype possessed a key characteristic, one that his creators, first generation American sons of Eastern European Jewish immigrants, would have known something about, one that this “Man of Tomorrow” would pass on as part of his legacy to future generations of masked heroes: a secret identity. This trait would become an intractable part of the very definition of a superhero, as much a prerequisite for his mythology as extraordinary powers, or at least a flamboyant getup. And yet, in a press conference at the end of 2008’s first installment of the Iron Man franchise, Tony Stark announces to the world that he is Iron Man. This is where the sequel starts off. The need for a secret identity is gone. The entire world knows — and not because some tabloid uncovered the mystery man behind the mask, but because he just straight up told everyone. In the comic books, it took Stark 40 years to make this move. For Superman or Spiderman or Batman or virtually any other superhero from the prior century (save some like the X-Men) their secret identities were their most sacred possessions, the keys to their undoings, and they fought as hard to protect them as to save humanity itself. But in the 21st century, Tony Stark’s approach to privacy reflects how Millennials now think of the concept.

These days, the kind of stuff kids choose to reveal about themselves online is almost beyond comprehension. The latest social platform eroding the boundary between what was once strictly private and is now exposed to the world is Formspring.me, which the New York Times calls, “the online version of the bathroom wall in school“:

While Formspring is still under the radar of many parents and guidance counselors, over the last two months it has become an obsession for thousands of teenagers nationwide, a place to trade comments and questions like: Are you still friends with julia? Why wasn’t sam invited to lauren’s party? You’re not as hot as u think u are. Do you wear a d cup? You talk too much. You look stupid when you laugh.

Comments and questions go into a private mailbox, where the user can ignore, delete or answer them. Only the answered ones are posted publicly — leading parents and guidance counselors to wonder why so many young people make public so many nasty comments about their looks, friends and sexual habits.

Social media researcher danah boyd asked a similar question a couple of weeks ago:

This [behavior] has become so pervasive on Formspring so as to define what participation there means.  More startlingly, teens are answering self-humiliating questions and posting their answers to a publicly visible page that is commonly associated with their real name. Why? What’s going on?

While this particular trend is definitely a bit baffling, those of us that have grown up in the digital age have pretty much come to expect that the privacy arc of the internet is perpetually bending more and more towards greater disclosure. Privacy, as Facebook’s Millennial founder Mark Zuckerberg insists, is dead:

People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time… But we viewed that as a really important thing, to always keep a beginner’s mind and what would we do if we were starting [Facebook] now and we decided that these would be the social norms now and we just went for it.

Here’s an interesting visualization of the Evolution of Privacy on Facebook, indicating how the website has let ever more of our information become increasingly public over the years:

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Oh… wait a second, no, that last one is actually the arc reactor implant that’s keeping Tony Stark alive. But, no doubt, Skynet… err.. Facebook is intent on catching up to the full-pie version of the chart soon.

Anyway, Bruce Wayne, Clark Kent, Peter Parker, they were never prepared for this brave new networked world. Their entire way of being simply doesn’t fit anymore. Neither with Facebook and its social network platform ilk, nor the (*cough* relative) sensibilities of the Millennial youth who use it. For Tony Stark, transparency isn’t just relegated to the subject of his super-powered “alter ego,” it’s a pervasive part of his total personality, his way of being in the world. Stark is as blatant as his id, his mobile touch-screen device is actually, literally, transparent, allowing others to see everything he’s doing on it, every surface in his house seems to be equipped with touch-screen capabilities, his browsing activities public to anyone sitting nearby who cares to look. Zuckerberg himself likely couldn’t have dreamed up a more post-Privacy kind of superhero, one less conflicted about the disparate parts of his identity. With the death of privacy, you cannot be one thing in one context, and something different in another. You cannot be Clark Kent at the Daily Planet desk job, and then Superman on the night shift. You are exactly who you are to everyone at all times. Like no other superhero, Tony Stark’s identity isn’t conflicted. It’s absolute.

In her book Generation Me: Why Today’s Young Americans Are More Confident, Assertive, Entitled–and More Miserable Than Ever Before, psychology professor Jean Twenge writes:

It has always been normal for kids to have big dreams, but the dreams of kids today are bigger than ever. By the time kids figure out they’re not going to be celebrities or sports figures, they’re well into adolescence, or even their twenties.

High expectations can be the stuff of inspiration, but more often they set GenMe up for bitter disappointment. [The book] Quarterlife Crisis concludes that twenty-somethings often take a while to realize that the “be whatever you want to be, do whatever you want to do,” mantra of their childhoods is not attainable.

In the late 90’s, Tyler Durden, himself a sort of Gen X superhero — a transitional alpha version precursor to the Gen Y launch model, if you will — said it like:

We have no Great War. No Great Depression. Our Great War’s a spiritual war… our Great Depression is our lives. We’ve all been raised on television to believe that one day we’d all be millionaires, and movie gods, and rock stars. But we won’t. And we’re slowly learning that fact. And we’re very, very pissed off.”

Even in the throes of the economic crisis, my generation hasn’t really had a Great Depression either — though we did come this close. And even after 9/11 my generation hasn’t had a Great War. The world is now far too mind-numbingly complicated and complex to even have a clear concept of a single, monolithic Evil to fight. The “heroes” of my generation, the ideals that kids look up to and wish to be like, haven’t been men of steel battling evil for a long time, they are now, like Durden says, millionaires and rock stars. And that is precisely what 21st Century Tony Stark is. After he comes out of the closet (or, more accurately, the basement science lab) as Iron Man, he becomes a worldwide celebrity, a household name. Even the migrant worker he stops to buy strawberries from on the Pacific Coast Highway asks, “Are you Iron Man?” like he’s recognized a movie star.

And unlike Superman or SpiderMan or Batman or any other major superhero before him whose truth the world was not yet ready to handle, Tony Stark answers casually, “Sometimes.”

Perhaps that’s the other side of what allows a 21st century superhero to be transparent. The modern world can accept him as such. Gen Y is a lot more tolerant of lifestyle differences than prior generations, after all. The X-Men didn’t hide that they were different, either, but then again, they COULDN’T hide it — looking like Beast or Nightcrawler, or having Rogue or Cycolps’ particular mutations, you couldn’t just “pass” in normal society — and the humans the X-Men fought to protect could never accept them for being what they are. Not so in the world of Tony Stark. He’s no mutant. No outcast. He’s the most popular kid in school. The late DJ AM even spins at his birthday bash. The 21st century Tony Stark reveals to the world he is Iron Man, and the 21st century world says…. Awesome!

In the past, being a tech entrepreneur-slash-engineer, as Tony Stark is, would have made him a nerd, or otherwise Bruce Wayne, still stuck in the previous millennium, putting on a show of  irresponsible playboy-ness to deflect attention from both his morbidly serious crime-fighting alter ego and his humorless tech geek underbelly. Like, remember when no one would have wanted to sit at the lunch table with kids who talked about stuff like “augmented reality”?

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Yeah, not so much, anymore. In the  21st century, being a tech geek no longer detracts from the image of a bad-ass or a dilettante. James Bond and Q have combined into one seamless character. It’s 2010, and geeks are cool! Hell, we’ve even got one as President.

While both Wayne and Stark are surrounded by high tech everything, for the 20th century hero all the gadgetry is just a means to an end. Even the Batmobile is ultimately just a flashy tool. Same could technically be said about the iPhone, but who would? In the post-iPod era we have a very different relationship with our technology. Our favorite tech objects aren’t just for utilitarian application, they’re obsessed over, fetishized, loved. It’s why Gizmodo would pay $10,000 for an exclusive scoop on an in-production, “lost” 4g iPhone, and why an enormous global audience would give a crap. When Stark says in the movie that the Iron Man suit is a part of him, that he and it are one, we all intimately understand exactly what he means even if the rest of us don’t actually literally plug our gadgets into our chest cavities.

After a raucous birthday party in which we see Stark, in full Iron Man gear, getting shitfaced and acting the fool, (he’s dying at the time, and feeling a bit of the nothing-really-matters mortality blues — being dissolute and apathetic, itself, unusually postmodern behavior for a superhero), S.H.I.E.L.D. agency director Nick Fury (played by Samuel L. Jackson) “grounds” the hungover superhero by sequestering him in his house with all access to communication with the outside world cut off until he solves a theoretical physics problem. This superhero’s punishment is having his phone and internet privileges revoked and being sent up to his room to finish his math homework. There isn’t a single one of the 60 million American Millennials that doesn’t relate to this.

When Favreau was looking for a 21st century industrialist corporate executive to use as a model for his and Robert Downey Jr’s interpretation of Tony Stark, he sought out Elon Musk, co-founder of paypal. Musk even has a cameo in the movie, chatting Tony up about an electric rocket, a concept referencing Musk’s current endeavors, Tesla Motors, which produces fully electric sports cars that rival Porsche in performance, and SpaceX, a private aerospace company working to invent the first reusable rockets, which would dramatically reduce costs and eventually lead to affordable space-travel. This dude is the inspiration for the 21st century version of Stark.

So what’s Tony Stak’s inspiration? Why does he do what he does? There was no childhood trauma that drove him to caped crusading. He wasn’t raised by adoptive Earth parents who imbued him with a strong moral compass during his formative years on a farm in the American Heartland. Sure, ok, he underwent a certain crisis of conscience in his 40s after escaping from a terrorist hostage situation in Afghanistan, shutting down the weapons manufacturing division of Stark Industries and all, but still, why does he take it so much further, going so far as to “privatize world peace.” …. For the thrill of it! As he himself says, he keeps up the good fight at his own pleasure, adding, “and I like to pleasure myself often.” Unlike the prior century’s superhero, this new version saves the world not out of any overwhelming sense of obligation or indentured servitude to duty, but because he can do what he wants, when he wants, because he wants to, and most importantly, he GETS what he wants. Sure he has to work for it, but unlike with, say, Peter Parker and Mary Jane or Clark Kent and Lois Lane or even Buffy and Angel, what he wants isn’t perpetually out of his grasp just because he is who he is. Being Iron Man isn’t a burden, it’s an epic thrill-ride.

The first 21st century superhero is a hedonistic, narcissistic, even nihilistic, adrenaline junkie, billionaire entrepreneur do-gooder. If Peter Parker’s life lesson is that “with great power comes great responsibility,” Tony Stark’s is that with great power comes a shit-ton of fun.

You can’t get any more Gen Y than that.

Welcome, 21st Century superhero, my generation has been waiting for you.

    



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The Cyberpunk Future of… Now

The 7.0 peak from the Haiti earthquake indicated by a seismic analyst at the Caltech Seismological Laboratory. (AP Photo/Damian Dovarganes)

On Tuesday, January 12, I went into a meeting at 3:00pm PST, and when I came out, about an hour and a half later I quickly discovered that something had happened in Haiti during those 90 minutes of radio internet silence. As everyone in the connected world now knows, a 7.0 magnitude earthquake (the worst in 200 years) hit Port-au-Prince, the capital of the small Caribbean country. Twelve aftershocks greater than magnitude 5.0 followed, destroying basically a third of the entire city, displacing millions, and killing possibly thousands more.

From the Boston Globe photo essay on the aftermath of the quake:


(Tequila Minsky for The New York Times)



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LISANDRO SUERO/AFP/Getty Images)



The badly damaged presidential palace – the center portion formerly 3 stories tall. (REUTERS/Eduardo Munoz)



Displaced residents sleeping in the street after the earthquake.
(REUTERS/Eduardo Munoz)



People looking at earthquake victims lying on the street, Wednesday, Jan. 13, 2010. (AP Photo/Lynne Sladky)

And those are some of the less disturbing images of what’s going on.

Scrolling through the photo essay I know I got just a small inkling of the immense devastation in the already impoverished country, but then came shots of something that struck me as even more profound:


Venezuelan rescuers loading medical equipment onto a plane heading to Port-au-Prince, on January 13, 2010 at the Simon Bolivar international airport in Caracas. (JUAN BARRETO/AFP/Getty Images)



British Search and Rescue teams preparing to leave Gatwick airport, West Sussex to provide assistance to relief and rescue teams in Haiti. (CARL DE SOUZA/AFP/Getty Images).



Taiwan rescue teams standing by at the fire department in Taipei as they prepare to head to Haiti. (SAM YEH/AFP/Getty Images)



Los Angeles County Fire Department urban search and rescue team loading equipment before traveling to Haiti to help with rescue efforts (REUTERS/Gus Ruelas)



Rescue dogs awaiting departure for Haiti at the Torrejon military airbase in Torrejon de Ardoz, Spain. (AP Photo/Daniel Ochoa de Olza)

It’s like stills from the third act of a Roland Emmerich movie, except it’s not. This is the future, now. Decry globalization all you want, but to me this is the true significance of the word. A tragedy in a place of no real political or economic interest, can literally overnight mobilize the aid and compassion of the entire world. According to TechCrunch, within just a few hours of the earthquake the Obama administration set up a special number and got the major U.S. carriers on board to allow people to very easily donate $10 to the Red Cross to help with the relief effort. By January 14th, 2 days after the earthquake, the program had raised over $5 million from over a half million different mobile phone users, with donations said to be coming in at the rate of $200,000 each hour. Haitian-born musician Wyclef Jean’s Yele Haiti Foundation has also been running its own text donation drive, and by Thursday had raised another $1 million, According to ABC News. Albe Angel, founder and CEO of Give On the Go, the company helping process the Yele Haiti donations, said, “Never has so much money been raised for relief so soon after a disaster. This is a watershed moment. It’s historic.”

It’s also intensely futuristic. Six years ago, when natural disaster struck Indonesia, what’s happening in 2010, in the support effort for Haiti simply did not exist. Even by 2008, text donations raised by charities only amounted to $1 million total. Yele Haiti got that in one day.

If what’s happening in the Haiti relief effort is accelerated, then the current situation between Google and China is basically prophetic. At almost the same time as the earthquake struck, the following was posted on the Official Google Blog:

A new approach to China

Like many other well-known organizations, we face cyber attacks of varying degrees on a regular basis. In mid-December, we detected a highly sophisticated and targeted attack on our corporate infrastructure originating from China that resulted in the theft of intellectual property from Google. However, it soon became clear that what at first appeared to be solely a security incident–albeit a significant one–was something quite different.

First, this attack was not just on Google. As part of our investigation we have discovered that at least twenty other large companies from a wide range of businesses–including the Internet, finance, technology, media and chemical sectors–have been similarly targeted. We are currently in the process of notifying those companies, and we are also working with the relevant U.S. authorities.

Second, we have evidence to suggest that a primary goal of the attackers was accessing the Gmail accounts of Chinese human rights activists. Based on our investigation to date we believe their attack did not achieve that objective. Only two Gmail accounts appear to have been accessed, and that activity was limited to account information (such as the date the account was created) and subject line, rather than the content of emails themselves.

Third, as part of this investigation but independent of the attack on Google, we have discovered that the accounts of dozens of U.S.-, China- and Europe-based Gmail users who are advocates of human rights in China appear to have been routinely accessed by third parties. These accounts have not been accessed through any security breach at Google, but most likely via phishing scams or malware placed on the users’ computers.

We have already used information gained from this attack to make infrastructure and architectural improvements that enhance security for Google and for our users.

We have taken the unusual step of sharing information about these attacks with a broad audience not just because of the security and human rights implications of what we have unearthed, but also because this information goes to the heart of a much bigger global debate about freedom of speech. In the last two decades, China’s economic reform programs and its citizens’ entrepreneurial flair have lifted hundreds of millions of Chinese people out of poverty. Indeed, this great nation is at the heart of much economic progress and development in the world today.

We launched Google.cn in January 2006 in the belief that the benefits of increased access to information for people in China and a more open Internet outweighed our discomfort in agreeing to censor some results. At the time we made clear that “we will carefully monitor conditions in China, including new laws and other restrictions on our services. If we determine that we are unable to achieve the objectives outlined we will not hesitate to reconsider our approach to China.”

These attacks and the surveillance they have uncovered–combined with the attempts over the past year to further limit free speech on the web–have led us to conclude that we should review the feasibility of our business operations in China. We have decided we are no longer willing to continue censoring our results on Google.cn, and so over the next few weeks we will be discussing with the Chinese government the basis on which we could operate an unfiltered search engine within the law, if at all. We recognize that this may well mean having to shut down Google.cn, and potentially our offices in China.

The decision to review our business operations in China has been incredibly hard, and we know that it will have potentially far-reaching consequences. We want to make clear that this move was driven by our executives in the United States, without the knowledge or involvement of our employees in China who have worked incredibly hard to make Google.cn the success it is today. We are committed to working responsibly to resolve the very difficult issues raised.

So basically, after discovering a Chinese security breach, Google, a multinational corporation, is now essentially sanctioning the Chinese government either with the threat of uncensored access to information for its citizenry, or otherwise, with a withdrawal from the market altogether. Not to be left behind, the Secretary of State of an actual government, Hillary Rodham Clinton, has issued the following statement:

We have been briefed by Google on these allegations, which raise very serious concerns and questions. We look to the Chinese government for an explanation. The ability to operate with confidence in cyberspace is critical in a modern society and economy. I will be giving an address next week on the centrality of internet freedom in the 21st century, and we will have further comment on this matter as the facts become clear.

Once again, Cyberpunk predicts the future, one in which multinational corporations replace governments as centers of political and economic power. Though in this case, in a particularly literary twist of cyberpunk fate, the multinational corporation in question (which is, itself, actually made up of hackers — the erstwhile anti-establishment protagonists of the genre), whose informal corporate motto is “don’t be evil,” is wielding its might by imposing a threat of increased access to information against a totalitarian regime. It’s enough to make William Gibson suddenly seem like a contemporary satirist rather than a science fiction writer. But, then again, Cyberpunk stories have also been seen as fictional forecasts of the evolution of the Internet, describing a global communications network long before the World Wide Web entered popular awareness, and that hasn’t necessarily led us into a dark dystopia…. yet.

In the meantime, though, what it has done, is allow us to become more united as humans, on a global scale. Jay Smooth articulated the underlying sentiment driving the response behind the Haiti relief effort on his Illdoctrine vlog: “We, as human beings, have a responsibility to act.” A century ago, the situation in Haiti would have been considered a Haitian crisis. A decade ago it would have been an “international” crisis. Now, it is simply, immediately, instinctively a human crisis.

Welcome to the future.

Ways to help Haiti:

Donate $5 to Wyclef’s Yele Foundation by texting YELE to the number 501501

Donate $10 to the American Red Cross by texting HAITI to the number 90999

Or donate online to:

UNICEF

Doctors Without Borders

UN Foundation

Partners In Health

    



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