Stop talking about philosophy and do it

‘Empty is that philosopher’s argument by which no human suffering is treated. For just as there is no use in a medical art that does not cast out the sickness of bodies, so too is there no use in philosophy unless it casts out the sickness of the soul.’ ~Epicurus

I started studying philosophy because I thought it would answer my questions about life. I was young and confused and in a hurry to figure things out. Other people I knew took their parent’s advice and enrolled in practical subjects like law, engineering, or business and economics. I thought I was clever by diving in at the deep end. I figured that once I’d answered the big questions of life (like ‘What is goodness?’ What is truth?’ ‘How do I know I’m not living inside the Matrix?’), the other subjects would be easy. First things first, right? Aristotle would have been proud. My parents, who’d never read Aristotle, were not so impressed.

But I persisted. I soon realised that I’d been wrong about philosophy. Not that it didn’t tackle the big questions of life. It was just that it didn’t produce many answers. Philosophy offers lots of theories, but these only seem to create more questions. Semester by semester, year by year, I watched my philosophy buddies and fellow seekers give up in frustration. I kept on. After a while, I had an epiphany. I realised that philosophy isn’t about answers at all. Philosophy is about asking the right questions. It is unlike other disciplines, which focus on communicating knowledge about the world. Philosophy isn’t really about anything. Nonetheless, it is a practical discipline insofar as it teaches us to step back, zero in on this or that aspect of life, and ask: why?

Be human: Heidegger and online authenticity

This is the second post in a series on online authenticity. The first post, Beyond ‘brand you’: reflections on social authenticity, outlines a challenge for anyone who seeks to ‘brand’ themselves on social media. It is easy to fall into the trap of defining oneself through shares and retweets. This sets up a shiny wall of themes and memes surrounding your brand, but it can make it impossible for friends and followers to access the real you. To define an authentic presence on social media, you need to tap into the unique person that you are offline. An authentic presence requires that you creatively represent the best version of who you are.

What do you have to give to the world? Take the best version of who you are and give it to the crowd. I call this: creative self-affirmation. Creative self-affirmation is authentic self-expression.

US management guru Tom Peters has an uncompromising view of creative self-affirmation. The key to self-branding online, Peters claims, is to become ‘extraordinarily/noticeably good at something of use/significance’ in the real world and brand that. This is easy enough for a management guru to do – but what about the rest of us? This post dips into the philosophy of Martin Heidegger to define a reflective approach to personal authenticity online that is both easier and more natural than the path Peters suggests.

Authenticity shouldn’t be a chore. Being authentic is simply being human.

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What does it mean to be you – the real you – online? Is it possible or desirable to express your real thoughts and feelings if you are developing a commercial image, or brand? Many people argue that, when it comes to online branding, commercial imperatives trump authenticity every time. The watchword of social media PR is caution: stay on message, avoid equivocal turns of phrase, keep the brand strategy in mind at all times. The upshot is that branded social media content often lacks a human voice. Like manikins in a store front window, branded content strikes a pose that reminds us of authenticity, but is incapable of offering up the real thing.

What about self-branding online? If cultivating a personal brand is subject to same the market imperatives as corporate PR, we should expect social media to be full of plastic people robotically spouting on point messaging. Some commentators argue that this is the way that things are headed. Geoff Livingstone, for instance, argues that ‘[t]he commercialization of the social web has reduced most communications to simply corporate or marketing initiatives’. Perhaps genuine authenticity is an outmoded virtue, as quaint as chivalry and just as absurd.

I don’t buy it. Every brand benefits from a human touch, no matter what product it’s selling. My thesis is that the best branded content online speaks of human values and experiences. It speaks of a human world, or set of worlds, and it makes us want to inhabit them.

Beyond ‘brand you’: reflections on social authenticity

When I read this, I laughed. It rings true. I retweeted it because I wanted to put my stamp of approval on the idea. One thing that I love about about Twitter (and other forms of social media) is that you can affirm your own values and intuitions by affirming someone else’s. This is a good thing, but it can also be a bad thing. It enables us to speak in other voices and say things that we agree with but might not have the courage, art, or nous to say for ourselves. It also enables us to speak without thinking too much, which is the bad thing. It is easy to get caught up in the process of RTing and sharing and wind up ‘passing the word along’ and not saying very much.

Tom’s tweet got me thinking about personal authenticity online. It is not easy being authentic on social media. If the philosophers are right, it not easy being authentic anywhere.

The tweet resonated with me for a bunch of reasons. I am currently working into a book some of the material that I’ve posted recently on this blog, namely the posts on Foucault and the ones on social media as gift culture. In the course of this work, I’ve come to see that the perspective on online identity-formation (or ‘creative self-affirmation‘) that I developed in these posts is too cursory and glib. It needs specification, at least. Creative self-affirmation is not spin. It is not the kind of shallow self-branding that Peters (who knows more about branding than most) is aiming to contest. What I call creative self-affirmation is a matter of affirming your unique, personal value. Peters is right: the key to self-branding online is to become ‘extraordinarily/noticeably good at something of use/significance’ in the real world – to become something and brand that. All the online self-affirmation in the world – through tweeting, posting, pinning, +1ing, following, liking, favoriting, and sharing – won’t make you worthy of branding unless you are someone of worth. So be the best version of who you are. We all have our superpowers – what are yours?

Five books that shaped my thinking

My thoughts are shaped more by life than books. The world is a book that we read implicitly. If the problems of the world do not engage us and inspire a response, a book will do nothing for us.

The following books have played an important role in guiding my work in the past decade. I have read many good books in this time, but these five stand out. The common factor is that they inspired me to break with ideas that I had become comfortable with and seek out new lines of inquiry. As Thoreau said: ‘A truly good book teaches me better than to read it. I must soon lay it down, and commence living on its hint. What I began by reading, I must finish by acting’.

1. Empire by Michael Hardt and Antonio Negri (Harvard University Press, 2001)

I read Empire in 2001, in the final year of my doctoral research. I was writing on the relationship between Martin Heidegger and Michel Foucault, two of the most important European thinkers of the 20th century (some years later I published a book on this topic, Foucault’s Heidegger). Meanwhile, I was following the progress of the anti-globalization protests that erupted about the world after the Battle in Seattle in November 1999, participating where I could. Empire provided me with a theoretical perspective on these events that shaped my research output between 2002 and 2008 and fed directly into the script for Coalition of the Willing.

Hardt and Negri’s argument in Empire is that neo-liberal economic globalization should not be understood as a kind of imperialism (where a hegemonic power invades other countries to capture their resources), but a new form of empire that tolerates no external limit and seeks to incorporate all life within its order. This empire employs the internet to organize the global multitude into a productive force; yet as it does so, it enables the multitude to form swarm-like pockets of resistance that coalesce across borders to challenge the status quo. Hardt and Negri propose that the multitude will eventually realize its collective power and establish a new political order based in the productivity of the commons.

Star Wars: a tale of existential timelines

Luke Skywalker stood on the dune at the edge of his uncle’s compound and gazed wistfully at the twin moons of Tatooine. If only the future looked as beautiful as those giant orbs. Luke had been raised by his aunt and uncle, who were moisture farmers on the remote desert planet. When Luke looked into the future, he saw nothing but boredom and toil. Luke’s heart brimmed over with longing for adventure. But life hadn’t given him any resources that might enable him to realize his dreams. Luke’s dreams remained precisely that – dreams. He was destined to work the harvesting systems on his uncle’s farm for the rest of his days. His excitements would be limited to racing his landspeeder through the desert canyons and haggling with the Jawas for droids.

This changed the day that Luke stumbled upon a hologram of a beautiful princess calling for help. He sought the assistance of a desert hermit, Ben Kenobi, who turned out to be a Jedi Knight, practically living on his back doorstep. Soon Luke was consorting with pirates, hot-dogging through the stars and fighting space battles with Imperial forces. All the while, his knowledge and experience was rapidly increasing.

Luke was too modest to admit it, but his sense of destiny was expanding at an equal rate.