Coincidence and Signage

Coincidence and Signage (The ‘prose of the world’ revisited)

            Wherever I go, I observe signs. Many are simply functional; some explaining traffic flow, keeping everyone safely moving in the appropriate directions. Other like signage would include the shingles of business and government, church and non-profit. These are basic locational signs, some with directions, which are then duplicated at the sites themselves. Without directional signage, daily life would become a hierarchical jumble of conflicting ‘local knowledge’; those having lived in a neighborhood or city having a distinct advantage over newcomers. Even so, such signage is yet handy for the experienced city-dweller, and all the more so, for those who venture forth from urban areas into those rural. Function is seldom turned to form at this level of the sign, and only when the state is anxious to make this or that political declaration, itself a sign of a different dimension, does directional signage become a vehicle for ideology.

            The other major type of signage available to us in our contemporary scene is that of marketing. It too is primarily functional, but not entirely. While one could perhaps make a gentle argument that directional and locational signage betrays our penchant for social order in its most general, even vaguest, sense, advertising carries a double intent somewhat more bodily. While first oriented to only selling a product or a service, the presence of advertising is after all also a function of a specific economic sensibility, that of capital, wherein entrepreneurs compete for market and franchise through advertising. Here, the undertone of ideology is slightly more manifest than in mere locational and directional signage, for the very rubric of capital is contained within the ad, whereas all known cultures have some semblance of basic order about them, and one that is generally seen as value neutral. Running a red light might well get the communist killed as effectively as it would the capitalist. This said, advertising is not as neutral, and when I recently saw an ad on a nearby campus exhorting students to join the Marxist society I was bemused by its patent irony. It is clear that if one desires to share anything at all, advertising is the most effective way to do it, lending credence to the everyday sense we have that the ubiquity of sheer shill is nothing more than what can be taken from it at face value.

            But the combination of signage and outcome lends to us another level of sensate; we are used to every sign being utterly honest about its information and direction. When our digital maps are slow to update, we can get frustrated, as this or that business or other site has, in the interim, moved or simply vanished. If I am on such and such street then I expect to find this or that address along it. I am aware, of course, that larger-scale businesses and other like concerns have more than one location, and so I must sift accordingly, but this is a very different challenge than not being able to find a site at all. I read a piece of signage, and through my success in following its directions, I transform that signage into a sign; that is, its information imparted becomes a force in my life, and one that has led to success. We are quite used to this tacit process of transformation and think nothing of it in the day-to-day. But its presence in our consciousness has a profound impact on how we understand and give meaning to the world more widely, as well as to the myriad of chance interactions we encounter in our smaller lives. This is so because we have already mastered, within our normative and standard rubric of routine, the ability to read the world as if it were a text.

            Foucault, as a prologue to his famed book. The Order of Things, (1966), speaks of the medieval period being dominated by a worldview that based itself upon the ‘prose of the world’. Herein, signs were everywhere, just as is in our time, signage. Signs of what, exactly? Simply put, signs that the world was an autograph creation of God. God’s work spoke for itself, in a further sense, but if one desired to accrue meaningfulness to this odd dynamic of the otherworld and the this-world, one had to learn to ‘read off’ that signature which marked a great variety of phenomena. Our interpretation of the divine hand as quill thus re-marked, more than it did simply remark upon, that same world, creating an exegetically inclined prose. The natural world had become its own scripture. Foucault’s own point is that this worldview was about to give way to the incipient version of our own, wherein sign devolves to mere signage, and the world worlds its own way, apart from either human or divine design. Here, I want to suggest that the presence of the prose of the world has not in fact been utterly overtaken by modernity, but has rather been transmuted into what, even as a baser metal than the ideals of the alchemical mindset, is still functioning as sign and indeed, even signatory.

             A modernist glance might note that God too had to advertise His works, and so marketing has in fact a longer history than it might seem, but this would ignore the contrast between a source who very much had the time to wait for His market to show authentic interest in the message being marketed, as well as the theological fact that whether or not one was ‘sold’ by its soteriological suasion, the events of the apocalypse and judgment would occur in any case. This is manifestly not the condition for contemporary marketers, hence their sometimes desperate haste and powerful panache present in their attempts to convince us that their own version of salvation is worth our while, and for that matter, our money. But advertising firms owe the majority of their success not to their inventive signage but rather to the more profound and historical fact that we are used to reading signage as if it were a sign. Advertising would have no power over us without this ability, and this interpretative skill, itself sourced in the primordial need for human beings to make their mortal lives meaningful and thus tolerable in some manner, was brought to its most sophisticated head during the medieval period.

            Anything could be a sign. What today we mainly put down to chance, happenstance, and more strongly, coincidence or yet the déja vu of the psychologists, was for our ancestors something to be noted. Like the Logos itself, not all of which could be directly understood by humanity, the prose of the world was both present and complete. Our human faculties, on the one hand, could access some of its truths, but our human failings, on the other, prohibited an holistic comprehension of the mind of God. Indeed, we only see the charlatan in the place of the mystagogue in today’s world, wherein those who claim to know the mind of God and thus its divine will as well, are generally seen for what they are. We have no record of such figures existing in previous eras, and this makes sense insofar as they had the open book of God’s creation and will before them, and all had the same access thereto. It was the lot of the gnostic to at first make a claim about knowing the truth of things in essence and thenceforth attempt to vouchsafe such a venture through the interpretation of the world as a complement to scripture. There was certainly seen to be a symbiosis between the two, but the addition of the world as a source of God’s truth and will greatly amplified the presence of a form of cultural literacy during the related historical periods, dominated as they were by the second wave of agrarianism, that of the feudal order in the West.

            It is this very literacy that advertising now uses, rather unbeknownst to itself. Mammon has perhaps replaced Yahweh, especially amongst the latter’s original acolytes, we might gently suggest, but Yahweh seldom advertised in any indirect way. No, He made demands, followed or not, but one’s that all could understand if not exactly relate to. The world cast as a prose document has its source in the God who didn’t beat around the burning bush, so to speak. Yahweh’s competitors were often obfuscatory; meaning was obscure and thus meaningfulness a chore. It is this simplicity of demand that modern marketers borrow from the Judaic dynamic, as well as the sense that they would become as Yahweh was; a mascot for a better life.

            For advertising in capital ultimately sells us its own form of earthly salvation. ‘Better living’ is its mantra, status only its mantle. What we demand from our own mode of production is worldly success, just as did the Calvinists who, not at all by coincidence, imagined that such itself would be none other than a sign of the divine salvation to come. They were to be saved, just as were the chosen people before them. It is confusing at the level of symbolics, to say the least, that the very people who so disdained the Jews sought to so emulate their situation. No doubt the worldly competition within the mercantile affairs of incipient capital was projected upon the deeper canvas of a competition for a reserved place in paradise. It was no more ludicrous for the originally marginal community of sectarians to claim that worldly wealth was a sign of God’s favor and grace than it was for a marginal ethnicity to claim for itself salvation by equally earthly kinship. But all such claims must be taken in the context of both the anxiousness that accompanies our daily rounds and the existential anxiety that is the hallmark of the human condition more generally. If such rationalizations appear as nonsensical today, it is due to our own displacing of such an anxiety into our demand for a better life in the here and now.

            Does then advertising have the grace to make that desire into reality? Perhaps not by itself, but what it does do is reduce the level of happenstance in our mundane lives so that we might be able to more appreciate the possible irruptive presence of authentic signs into that same life. Coincidence is, at base, constructed from the sameness that marks mundanity just as did God’s autograph mark the medieval world. Reason in that latter and now mostly absent world was of a superior form of consciousness, but today it comes across as the mere rationalization of an inferior form. With abundant irony, it is marketing which today mimics the call to conscience which once animated an entire culture’s aspirations. Can we then use this seemingly omnipotent source of signage in capital to both engender a better material condition for all, but as well, and more deeply, engage in a latter-day eschatological ecumenism, one in which there is represenced the sense that each of us, as a human being, are subject to the same ultimate forces and are the object of the same essential conditions?

            G.V. Loewen is the author of over 60 books. He was professor of the interdisciplinary human sciences  for over two decades.