Cremation Solutions' Urn

England’s Telegraph is running a “Best Pictures of The Year” gallery to wrap up 2009…and with images like the above from the “Weird Inventions” gallery — or even from their other bizarre and weird and spectacular galleries — one can only marvel over what a strange year it’s been…and how remarkably stranger it is going to get as we move into the second decade of the 21st century.

The photo above is a “personalized urn” that British firm Cremation Solutions can create, using 3-D facial reconstruction software. There is obviously an uncanny element to this urn, which reduces the body into ash stored into a simulacrum of one of its components — a dismembered head with a removable skullcap — in the form of an unblinking mannequin head whose features bare an alarming similarity to the dearly departed.

Curious to find out more about this product, I visited Cremation Solutions online, and after browsing some interesting “fingerprint jewelry”, quickly turned to their stunning catalog page for the personal urn. I call it “stunning” because I hadn’t expected to encounter an urn for President Obama!

Cremation Solutions' Floor Model: President Obama

At first I was taken aback by the image, both because of the accuracy of the likeness and because of the unexpected treatment of a living person, as if he were already dead. As it sunk in, I realized that most presidential figures and celebrities — indeed, anyone whose image is popular — are memorialized in a similar fashion, having their images frozen into postage stamps and plaster busts — and so, conceptually, this tribute is not so aberrant. But the uncanny is still omnipresent in the unblinking return of the gaze, the doppelganger of the dead person permanently placed on your mantle. There’s a reason why graveyards spook us: they are the spaces where the dead “live”; cremation urns can respect the role of the dead in a loving family’s home, but the more lifelike the urn, the more uncanny it becomes, making the boundaries between life and death — subject and object — very blurry. The commercial marketing of such memorials, both loved ones and celebrities, sold “on demand” (just $2600 for an urn that can hold all the ashes; $600 for a smaller keepsake), integrating the unfamiliar “magic” of high technology with the domestic familiarity of family photographs, brings this into the realm of the popular uncanny.

I could go on and on about the stock elements of the unheimlich in these urns. But one thing this particular practice brings to mind is a rising cultural trend toward employing 3D image rendering in ways that clone or replicate us. The art world seems to be responding to this with great interest. Visit the WebDesigner’s Depot on “Mind-Blowing Hyperrealistic Sculptures” or Eric Testroete’s Papercraft Self-Portrait series to muse over the implications and potentials of all this technology. I suspect we’ll see many more “personalized” objects mapped off images of ourselves or popular images in the media — there’s no end to our sense of wonder about ourselves, but one has to also wonder where natural fascination ends and cultural narcissism begins.

Eric Testroete's Papercraft Self-Portrait

[Thanks to Tim Dedopulos (@ghostwoods) for alerting us about the Telegraph photo on Twitter. (I'm @MikeArnzen on twitter, btw).]

Vytorin is a single pill — a drug that combines two different medicines (Zetia and Zocor) to combat the two kinds of cholesterol (generally called “good” and “bad” cholesterol”) which they identify as coming from two different sources (“food & family”). As Time magazine reports, there may be truth in these claims, and also problems with it — but the effectiveness of the drug is not my interest. Instead, I want to focus on how all these “dualities” — of medicine, cholesterol, and its origin — are overdetermined in the advertising, repeating some strangely familiar structures of the Uncanny that we often find in consumer culture. Similar to products like Wrigley’s “Doublemint” Gum, Vytorin lends itself to a marketing campaign that actively employs the figure of the double (der doppelganger) to draw the attention of the consumer. As I argue in The Popular Uncanny, in mass marketing and advertising the structures of the Uncanny often become ambiguously attractive and repulsive representations, reflecting our ambivalent anxieties about consumer culture. Here, the idea that “you are what you eat” is taken quite literally. It’s kind of cute, the first time you see it, but in the endless stream of associative pairings between people and food, one becomes progressively convinced that there is something universal about these claims, and that, perhaps, all food mirrors people (and vice-versa). While this ad — like most pharmaceutical advertising — projects a wish for a miracle cure, the use of doubling is so overdetermined that is also uncannily disturbing, if only because these matings feel predestined and beyond our control.

In the YouTube video above — from Vytorin’s infamously clever television campaign a few years ago — the ad showed a series of screens in which a diversity of overtly costumed actors are associated (first by “dissolves” into a single universal plate, then in panels, side by side on screen) with tasty foods and fancy dishes. The overt correspondences between body morphology, fashion choices, and food dishes is quite striking; the symmetry in design and the patterned replication of color schemes across the frame is orchestrated in a way that one simply cannot overlook the “double” message: people are food. Physical traits as well as personality are “naturally” reflected by our choice in food products. We are what we eat; and in the case of cholesterol, it can kill us, because we can’t help ourselves, and the inheritance of our family lines only affirms this.

This visual personification of ice cream and waffles and hot dogs is more than just clever ad design. Here we have an example of uncanny doubling, but it is different than the traditional “doppelganger” in that we are presented with a live human being whose “alter ego” is the food product — an inanimate (or in the case of meat, dead) object on a plate…a double which the living implicitly consume.

There is a subtle cannibalism at work in the dreamlike psychology here. If you see a scrumptious pile of pancakes in one shot, you probably don’t want to eat the person they associate with it, but the implied message is that these people consume these projections of themselves (and perhaps more subtly, vice-versa). Vytorin is suggesting that some people are “naturally” attracted to foods, no matter how artificial or prepared they might be — and by showing these associations in a lengthy series, subtly argues that this compulsory food choice can be generalized as a “compulsion to repeat” that is, simply, human nature.

The double is the “harbinger of death” and Vytorin presents itself as a cure not for cholesterol, per se, but for our anxiety about our predestined fate. If it is “natural,” moreover, then it is “healthy,” and a manufactured pharmaceutical company obviously benefits from framing itself as a “natural” cure or preventative medicine. Commercial pill brand names often pun on our desire for infinite life and health (as I have argued elsewhere about the pain reliever, Aleve). The name “Vytorin” even sounds life-giving in its prefix (“Vyt-”, implying “vital,” as in “vitamin”), before it battles choles-”tor”-al with its “statIN”-based formula. But beyond that, in the ad, the focus on the communion of “food” and “family” transforms the scary point it makes about the origin of cholesterol into a story of “organic” harmony and healthy wish-fulfillment. All these implicit health claims drive home the subtle message that Vytorin is a healthy choice, enabling you to go ahead and eat whatever you like, because it is your destiny, your nature, and the pill fits into this schema as natural law.

Of course, no matter how healthy and uplifting the product might sound, or even be, the ad benefits, too, from fear, as all advertising does — and with most medical advertising, the fear being alluded to here is the fear of death. If you look like a egg salad, and you compulsively eat egg salad, you are only one step away from becoming the equivalent of egg salad. The blurring of boundaries between signifier and signified is an ambivalence that is both cutely humorous and darkly scary. The harbinger of death is the uncanny double.

While doing a little holiday shopping last Fall (on the occult-sounding ritual known as “Black Friday”), I spotted a bargain and caved in, buying something for myself. I purchased a gigantic external hard drive — with a Terabyte of space — to archive my files: a Maxtor OneTouch 4. Imagine my surprise when I opened the box and discovered that every item in the box came in a baggie that was sealed with a sticker that read, simply, “Save your life.”

For a moment — just a moment — I was struck with a sense of the uncanny. It felt like a message from beyond, portending doom. Or just a really ominous fortune cookie.  The syntax and rhetorical stance of the slogan didn’t help.  The surprise of being directly addressed by the unexpected stickers was felt as commanding to me; the urgency of the claim sounded more like “Run for your life!” than “Save it.”

The feeling of being caught off-guard like this, of encountering presence where one expects absence, is entirely uncanny.

Usually when I buy a product, I’ve been so saturated by packaging and advertising slogans beforehand that things like this don’t catch me off-guard.  This was more like a Jack-in-the-Box of advertising. I decided to look into this campaign a little bit.

In their brochure, Maxtor makes the pitch for their product in a language that feels like a thinly veiled death threat:

Save your life.

We are nothing more than the sum of our experiences. The pictures we take. The music we love. The work we do. This is how we are cataloging our existence. These are our lives. Everything we capture, share and create adds to us. And anything lost takes a piece of us with it.

Forever.

And forever means forever.

If that doesn’t sound like a death threat to you, try reading it again, out loud, using the voice of one of the cast members from The Sopranos, and you’ll see what I mean.

“Save your life” is a brilliant marketing slogan for a manufacturer of hard drives who wants you to buy their “peripheral” so that it becomes “central” to your computing life. Obviously, backing up your work to a storage archive is a superlative idea, especially if you are creating documents that need to establish evidence of some kind. Since buying this drive, I have come to rely on it to archive my files (including the very document I am typing right now!), so I don’t mean to suggest that the product is not a life-saver.  But in the bigger picture, one has to ask: do the trace recordings of your experience — embedded in such things as photos and audio files and to do lists — really constitute “your life”?

Of course we say things like this casually all the time.  I know several people who call their cell phones their “lives” since it contains information and data crucial to their jobs and daily routines.  A “life” — when used in a generalized context, like Maxtor’s slogan – could mean a “social” life. Or a “family” life. Or a “meaningful” life. Or a “spiritual” life.

But “Save your life”? Maxtor’s advertising campaign is a cautionary phrase; their substitution of a period for an exclamation mark at its terminus does not fool me. The company is saying that my life is at risk. The obsidian tombstone-like appearance of the product — a Kubrickean black obelisk — reminds me of the ticking clock.  My data is going to die if I don’t act fast.

The implication, of course, is that you — the consumer — can “lose” your life if you don’t back it up. This is the threat of document-centered culture. But on a psychosocial level, the implication is also that you are always already dying (or perhaps your social/family/spiritual life is on the wane) — and that, if you’re willing to pay the right price, consumer goods can save you.

Indeed, we accumulate so much anymore that it is downright scary.  We can end up  “spending” our lives saving things so obsessively.  The bloggers at A Wider Net noticed that, as part of their ad campaign, Maxtor set up displays in airports that strongly visualize how much of our files we put on our computers.  Here’s the monstrous music display that concretely represents the number of CDs you can store on a typical laptop:

We answer the threat of death — or massive loss — with the uncanny, and often respond in irrational ways. Sometimes it is made manifest in the compulsion to repeat. At other times is felt in the urgency to hold on and collect objects in a shopping spree. With our data — our proof of life in postmodern culture — we “save” it by “backing up.”  But with many of us, it goes beyond merely copying and archiving a secondary file.  It is “saving” through “mirroring” a hard drive in its entirety. And subsequently cloning your life as it appears in data.  It is the first step into obsessive “lifelogging.”

Black boxes indeed.

Wow!  This image from the Roy Castle Lung Cancer Foundation’s (UK) anti-second hand smoke campaign stunned me for a moment, with its visual echo of my recent post about the website, Photoshop Disasters. (Via the excellent advertising watchblog, AdGoodness).

In that original post, I wrote:  “We always already understand that advertising is manipulative and fake, and yet when the flaw appears, the optical illusion is shattered — the collision of consumerist fantasy against marketing reality is sometimes felt as a return of a repressed desire.”

My thinking presupposed that such freakish bodily anomalies as the giant hand image above were accidental, like Freudian slips.  Here the freak skewing is intentional and inherently artistic.  Why might it still strike one as uncanny? 

Perhaps it is the various contradictions embodied in the image:  the smoker’s fantasy (smoking makes one look younger, feel relaxed,  sophisticated, etc.) is at once contradicted by the way smoking “stunts” growth and can lead to birth defects.  And it’s not just the body anomaly that triggers these feelings and negative affect. Note the empty coat hanger dangling from the knob, right beside the smoking girl, dressed in an outfit that calls attention to itself with its bold color in a sparse white room. She herself is positioned in a mirror image of that dead white space, where another knob would be (behind her head).  Her shadow seems to be peeling away from the hanger.  The implied idea is a sort of before-and-after effect:  if the smoking continues, the narrative suggests, she will soon be “out of the picture” (reinforced by the absent mother off screen who the kid is implicitly glaring at).  The empty room with its bare wire hanger is a harbinger of death.

A powerful use of Photoshop to make a point.  See the other photographs in the campaign for full impact.  Or check out AdGoodness’ “weird” category.

Tron

Software designer Daniel Wellman writes about an uncanny experience where a game he was programming seemed to come to life with a will all its own in his essay, “Real Life Tron on Apple IIgs”:

One day, when Marco and I were playing against two computer opponents, we forced one of the AI cycles to trap itself between its own walls and the bottom game border. Sensing an impending crash, it fired a missile, just like it always did whenever it was trapped. But this time was different – instead of firing at another trail, it fired at the game border, which looked like any other light cycle trail as far as the computer was concerned. The missile impacted with the border, leaving a cycle-sized hole, and the computer promptly took the exit and left the main playing field. Puzzled, we watched as the cycle drove through the scoring display at the bottom of the screen. It easily avoided the score digits and then drove off the screen altogether.

Shortly after, the system crashed.

Our minds reeled as we tried to understand what we had just seen. The computer had found a way to get out of the game. When a cycle left the game screen, it escaped into computer memory – just like in the movie.

(Thanks to Dennis Jerz for calling attention to this interesting essay.)

TRON is a silly movie (those outfits!), but “remaking” it across media (i.e., “transmediation”) generates the affect of the uncanny: re-imagining the “light cycles race” from the film as a computer game turns the narrative into a hyper-realized metafiction when testing it. It isn’t that the game was “just like the movie” in the way that it crashed — it is that the experience of the game is “just like” the fantastic experience of the characters in (and the spectator’s phantasy during) the film: the computer seems to have taken control of the very computer the gamer is playing with and, as artificial intelligence, has “come alive” in an autonomous way (by “going off the grid” and choosing to escape the game altogether).

We are the ghost in the machine. That’s the fantasy of Tron. And its lesson.

I enjoyed reading Wellman’s discussion of the joy of repeating this experience and making the somewhat primitive Apple IIG machine itself crash over and over again (because “protected memory” was not a part of computing yet). The compulsion to repeat the spectacular end — is this not a reenactment of the Freudian “death drive” (quite literally driven on light cycles) on the level of machines and artificial intelligence?

I recently came across The Blog of the Damned — a group weblog that has compiled some interesting instances of “forteana 2.0 and the uncanny internet.”

One entry in particular really jumped out at me: The Browser as Scrying Tool — that is, the literalization of the metaphor that “the Internet is haunted, and that the clients we use, our browsers, IM softwares, IRC clients etc., might be thought of as crystal balls, or Ouija boards.”

The site refers back to Gareth Howell’s Digital Me master’s project, which includes a page about “ghosts” on the internet and comes to a poetic conclusion:

…the haunted Internet isn’t about ghosts. It’s about us. It’s us who haunt the Internet, it’s us who leave disembodied traces of a life lived. It’s us who appear out of nowhere to others in chat rooms, Google searches and online worlds. It’s us who are desperate to communicate, to understand our lives and histories, and to find peace.

I think this is quite accurate: online media becomes a projective screen upon which desires and fears — often desires and fears ABOUT new media itself — are frequently played out. (I recently purchased Jeffrey Sconce’s book, Haunted Media, which delves into the communications theory involved here, and will likely blog more about this book in depth later on). Contributing to this interest in the “afterlife” online is the fact that our online personalities can outlive us (as Lord Andrews points out in his blog entry, “The Wired and the Dead”): traces of life linger in the ether.

In the concluding chapter of my upcoming book, The Popular Uncanny, I also make the argument that structures of the uncanny underpin a great deal of what we do when we interface with cyberspace technologies. The Ouija board is a perfect example of what I’m talking about. It is little wonder that you can ask a Ouija board a question online at Museum of the Talking Boards — or that you can ask questions while holding your palm over the planchette at witchboard.com — because the mouse and the visual pointer (usually an arrow on your screen — but sometimes an icon of a disembodied hand) which are virtually identical to the pointer-over-letters structure of the spiritualist board. (In fact, a very early computer game using a modified mouse was Gypsy, a Ouija styled game.) Similar analogues can be found everywhere online, including the most popular page on the internet: whenever you type a question into google, and click on the I’m Feeling Lucky button (instead of the “search” button), you might as well be asking the search engine to summon an answer to your question from the great beyond.

If surfing the web is like scrying on a Ouija board, then why doesn’t it frighten us away? The answer might be simply that we see our side of the terminal as an extension of ourselves — that the internet is not quite Other enough to instill us with dread. One of the elements of all this that make the “strangely familiar” all the more “familiar” and domestic is that so much of the web is modeled off of other media — the Ouija board was an artifact of popular culture from the late 20th century, and itself was an artifact of spiritualist culture from days of old. This transmedia repackaging of older forms of media (and literally spirit “media”) into something new makes it all the more “safe” since it is familiar, despite its connections to the traditionally occult and uncanny.

But the manufacturing of nostalgia is never quite enough to dispel the anxiety we might feel when we encounter the uncanny online: the potential for encountering an uncanny surprise still awaits behind every click of the mouse. From “pop-up” windows that spring like a Jack-in-the-Box onto our screens to the disembodied “voices” of people long gone in online mortuary guestbooks or websites left in their wake, the internet is a space that is constructed much like an uncanny haunted house, and behind every “home” page lurks the potential reminder that this virtual world is as “un-home-like” (unheimlich) as it is yet another staple of our living rooms and home offices. The windowpane is familiar; what lurks on the other side of it is always potentially frightening, weird, and strange.

[p.s. I'm blocking comments on this post because it is drawing much spam...]

This blog will someday end, whether by choice, by ennui, by hacker attacks, or by the author’s demise.

In anticipation of its death, I begin with this first post.  A post of the living dead.

And the zombie hoard is only rising:

“Dead Blogs” (Times Daily, June 2007)

“Millions of Dead Blogs Won’t Stop Blogging” (Bloggers Blog, June 2007)

 Emphemerality of Weblogs (Caslon.com)

Unrelated but Disturbingly Upbeat Post Mortem weblog at Washington Post