Forgotten Weapons
Published Jan 19, 2024Today we’re taking a look at a Smith & Wesson Chiefs Special, but not just any Chiefs Special. This is serial number 29, factory engraved and gifted to Chief Edward Boyko of Passaic New Jersey in 1950. When S&W introduced the new revolver to compete with Colt’s Detective Special, they simply called it the “Model J” (it was the first of the J-frame S&W revolvers). They released it at the 1950 annual conference of the International Association of Chiefs of Police, and ran a contest among to attendees to name the new gun.
Chief Edward Boyko’s suggestion of “Chiefs Special” was (perhaps unsurprisingly, given the audience) voted winner, and S&W gave him a personally engraved example as a prize. He would carry that gun for another 10 years as Passaic Chief of Police before retiring in 1960.
The Chiefs Special was essentially a slightly scaled-up I-frame revolver, strengthened to handle the .38 Special cartridge instead of the previous .38 S&W option. This extremely early example has a number of features not present on standard production guns, including the small trigger guard, large cylinder release latch, and semi-circular front sight.
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April 23, 2024
The 1950 Marketing Contest to Name the S&W Chiefs Special
March 20, 2024
February 22, 2024
December 8, 2023
QotD: Prices as information
Price = information, gang. Adam Smith said that any item’s real value is what its purchaser is willing to pay, and this is exactly the kind of thing he was talking about.
Let’s all take another huge toke and return to our Libertarian paradise, where all conceivable information is both completely accurate and totally free to circulate. And since we’re now all so very, very mellow, let’s give Karl Marx due credit. One of his main gripes with “capitalism” is that it “commodifies” everything. Everything has its price under “capitalism”, Marx said, even stuff that shouldn’t – human life, human dignity. Since this is a college classroom and I’m the prof, I can assign some homework. Go google up “kid killed over sneakers”. You can always find stories like that. Put your natural, in-many-ways-admirable young person’s urge to rationalize aside, and simply consider the information. What were those Air Jordans really worth, based on the stuff we’ve learned today?
See what I mean? Marx had a point. What are those sneakers worth, considered from the standpoint of “demand”? Obviously more than whatever a human life is worth, considered from the same standpoint. Hence Marxism’s enduring appeal to young people whose hearts are in the right place. “Commodificiation”, or “reification” as he sometimes called it, is very real, and very nasty …
Severian, “Velocity of Information (I)”, Founding Questions, 2020-12-26.
November 27, 2023
The slackening pace of technological innovation
Freddie deBoer thinks we’re living off the diminishing fumes of a much more innovative and dynamic era:
I gave a talk to a class at Northeastern University earlier this month, concerning technology, journalism, and the cultural professions. The students were bright and inquisitive, though they also reflected the current dynamic in higher ed overall – three quarters of the students who showed up were women, and the men who were there almost all sat moodily in the back and didn’t engage at all while their female peers took notes and asked questions. I know there’s a lot of criticism of the “crisis for boys” narrative, but it’s often hard not to believe in it.
At one point, I was giving my little spiel about how we’re actually living in a period of serious technological stagnation – that despite our vague assumption that we’re entitled to constant remarkable scientific progress, humanity has been living with real and valuable but decidedly small-scale technological growth for the past 50 or 60 or 70 years, after a hundred or so years of incredible growth from 1860ish to 1960ish, give or take a decade or two on either side. You’ve heard this from me before, and as before I will recommend Robert J. Gordon’s The Rise & Fall of American Growth for an exhaustive academic (and primarily economic) argument to this effect. Gordon persuasively demonstrates that from the mid-19th to mid-20th century, humanity leveraged several unique advancements that had remarkably outsized consequences for how we live and changed our basic existence in a way that never happened before and hasn’t since. Principal among these advances were the process of refining fossil fuels and using them to power all manner of devices and vehicles, the ability to harness electricity and use it to safely provide energy to homes (which practically speaking required the first development), and a revolution in medicine that came from the confluence of long-overdue acceptance of germ theory and basic hygienic principles, the discovery and refinement of antibiotics, and the modernization of vaccines.
Of course definitional issues are paramount here, and we can always debate what constitutes major or revolutionary change. Certainly the improvements in medical care in the past half-century feel very important to me as someone living now, and one saved life has immensely emotional and practical importance for many people. What’s more, advances in communication sciences and computer technology genuinely have been revolutionary; going from the Apple II to the iPhone in 30 years is remarkable. The complication that Gordon and other internet-skeptical researchers like Ha-Joon Chang have introduced is to question just how meaningful those digital technologies have been for a) economic growth and b) the daily experience of human life. It can be hard for people who stare at their phones all day to consider the possibility that digital technology just isn’t that important. But ask yourself: if you were forced to live either without your iPhone or without indoor plumbing, could you really choose the latter? I think a few weeks of pooping in the backyard and having no running water to wash your hands or take a shower would probably change your tune. And as impressive as some new development in medicine has been, there’s no question that in simple terms of reducing preventable deaths, the advances seen from 1900 to 1950 dwarf those seen since. To a remarkable extent, continued improvements in worldwide mortality in the past 75 years have been a matter of spreading existing treatments and practices to the developing world, rather than the result of new science.
ANYWAY. You’re probably bored of this line from me by now. But I was talking about this to these college kids, none of whom were alive in a world without widespread internet usage. We were talking about how companies market the future, particularly to people of their age group. I was making fun of the new iPhone and Apple’s marketing fixation on the fact that it’s TITANIUM. A few of the students pushed back; their old iPhones kept developing cracks in their casings, which TITANIUM would presumably fix. And, you know, if it works, that’s progress. (Only time and wear and tear will tell; the number of top-of-the-line phones I’ve gone through with fragile power ports leaves me rather cynical about such things.) Still, I tried to get the students to put that in context with the sense of promise and excitement of the recent past. I’m of a generation that was able to access the primitive internet in childhood but otherwise experienced the transition from the pre-internet world to now. I suspect this is all rather underwhelming for us. When you got your first smartphone, and you thought about what the future would hold, were your first thoughts about more durable casing? I doubt it. I know mine weren’t.
Why is Apple going so hard on TITANIUM? Well, where else does smartphone development have to go? In the early days there was this boundless optimism about what these things might someday do. The cameras, obviously, were a big point of emphasis, and they have developed to a remarkable degree, with even midrange phones now featuring very high-resolution sensors, often with multiple lenses. The addition of the ability to take video that was anything like high-quality, which became widespread a couple years into the smartphone era, was a big advantage. (There’s also all manner of “smart” filtering and adjustments now, which are of more subjective value.) The question is, who in 2023 ever says to themselves “smartphone cameras just aren’t good enough”? I’m sure the cameras will continue to get refined, forever. And maybe that marginal value will mean something, anything at all, in five or ten or twenty years. Maybe it won’t. But no one even pretends that it’s going to be a really big deal. Screens are going to get even more high-resolution, I guess, but again – is there a single person in the world who buys the latest flagship Samsung or iPhone and says, “Christ, I need a higher resolution screen”? They’ll get a little brighter. They’ll get a little more vivid. But so what? So what. Phones have gotten smaller and they’ve gotten bigger. Some gimmicks like built-in projectors were attempted and failed. Some advances like wireless charging have become mainstays. And the value of some things, like foldable screens, remains to be seen. But even the biggest partisans for that technology won’t try to convince you that it’s life-altering.
September 6, 2023
“[T]he preemptive hype about [Bottoms] has been fundamentally false, fundamentally dishonest about what constitutes artistic risk and personal risk in 2023″
Freddie deBoer — whose new book just got published — considers the way a new movie is being marketed, as if anything to do with LGBT issues is somehow still “daring” or “risky” or “challenging” to American audiences in the 2020s:
Consider this New York magazine cover story on the new film Bottoms, about a couple of lesbian teenagers (played by 28-year-olds) who start a high school fight club in order to try and get laid. I’m interested in the movie; it looks funny and I’ll watch it with an open mind. Movies that are both within and critiques of the high school movie genre tend to be favorites of mine. But the preemptive hype about it — which of course the creators can’t directly control — has been fundamentally false, fundamentally dishonest about what constitutes artistic risk and personal risk in 2023. The underlying premise of the advance discussion has been that making a high school movie about a lesbian fight club, today, is inherently subversive and very risky. And the thing is … that’s not true. At all. In fact, when I first read the premise of Bottoms I marveled at how perfectly it flatters the interests and worldview of the kind of people who write about movies professionally. As New York‘s Rachel Handler says,
[Bottoms has] had the lesbian Letterboxd crowd, which treats every trailer and teaser release like Gay Christmas, hot and bothered for months. After attending its hit SXSW premiere, comedian Jaboukie Young-White tweeted, “There will be a full reset when this drops.”
And yet to read reviews and thinkpieces and social media, you’d think that Bottoms was emerging into a culture industry where the Moral Majority runs the show. One of the totally bizarre things about contemporary pop culture coverage is that the “lesbian Letterboxd crowd” and subcultures like them — proud and open and loud champions of “diversity” in the HR sense — are prevalent, influential, and powerful, and yet we are constantly to pretend that they don’t exist. To think of Bottoms as inherently subversive, you have to pretend that the cohort that Handler refers to here has no voice, even as its voice is loud enough to influence a New York magazine cover story. This basic dynamic really hasn’t changed in the culture business in a decade, and that’s because the people who make up the profession prefer to think of their artistic and political tastes as permanently marginal even as they write our collective culture.
Essentially the entire world of for-pay movie criticism and news is made up of the kind of people who will stand up and applaud for a movie with that premise regardless of how good the actual movie is. And I suspect that Rachel Handler, the author of that piece, and its editors at New York, and the PR people for the film, and the women who made it, and most of the piece’s readers know that it isn’t brave to release that movie, in this culture, now. And as far as the creators go, that’s all fine; their job isn’t to be brave, it’s to make a good movie! They aren’t obligated to fulfill the expectation that movies and shows about LGBTQ characters are permanently subversive. But the inability of our culture industry to drop that narrative demonstrates the bizarre progressive resistance to recognizing that things change and that liberals in fact control a huge amount of cultural territory.
And here’s the thing: almost everybody in this industry, in media, would understand that narrative to be false, were I to put the case to them this way. This obviously isn’t remotely a big deal — in fact I’ve chosen this piece and topic precisely because it’s not a big deal — and I’m sure most people haven’t thought about it at all. (Why would they?) Still, if I could peel people in professional media off from the pack and lay this case out to them personally, I’m quite certain many of them would agree that this kind of movie is actually guaranteed a great deal of media enthusiasm because of its “representation”, and thus is in fact a very safe movie to release in today’s Hollywood — but they would admit it privately. Because “Anything involving LQBTQ characters or themes is still something that’s inherently risky and daring in the world of entertainment and media, in the year of our lord 2023” is both transparently horseshit and yet socially mandated, in industries in which most people are just trying to hold on and don’t need the hassle.
August 21, 2023
QotD: Effrontery, snake oil and TV preachers
… effrontery has made great strides as a key to success in life, and indeed quite ordinary people now employ it routinely. There are consultants in effrontery training who not only commit it themselves but teach others how to commit it, and charge large sums for doing so. There was a time when self-praise was regarded as no praise, rather the reverse; but now it is a prerequisite for advancement.
The other day I was sent a video of a young woman — elegant, attractive, and very self-confident — giving a seminar on how other young women, one of them the daughter of a friend, could and should change their lives for the better. In a way, I admired the leader of the seminar’s effrontery (just as I secretly admire Thomas Holloway’s). She spoke in pure, unadulterated clichés, practically contentless, but with such force of conviction that, if you discounted what she actually said, you might have thought that she was a person of profound insight with a vocation for imparting it to others. Her audience was as lambs to the slaughter, or at least to the fleece; they had paid a large sum of money to listen to mental pabulum that would make the recitation of a bus timetable seem intellectually stimulating.
On catching glimpses in the past of American television evangelists, it was always a cause of wonderment to me that anyone could look at or listen to them without immediately perceiving their fraudulence. This fraudulence was so obvious that it was like a physical characteristic, such as height or weight or color of hair, or alternatively like an emanation, such as body odor (incidentally, pictures of Guevara always suggest, to me at any rate, that he smelled). How could people fail to perceive it? Obviously, many did not, for the evangelists were very successful — financially, that is, the only criterion that counted for them.
But the attendees of the seminar of which I saw a video clip were well educated, and still they did not perceive the vacuity, and therefore the fraudulence, of the seminar that they attended at such great expense to themselves.
But was not my own surprise at their gullibility a manifestation of my own gullibility, in supposing that intelligence and education make a man wise, rather than more sophisticated in his foolishness?
But at least most of their victims were uneducated, relatively simple folk.
Theodore Dalrymple, “The Way of Che”, Taki’s Magazine, 2017-10-28.
August 20, 2023
How to decode book blurbs
In The Critic, “The Secret Author” provides a glossary for industry outsiders to understand what the apparently glowing words of a blurb on a book cover actually mean:
Like many other professions, the book trade is keen on jargon: lots of it, the more the merrier. As with those other professions, it tends to be of two kinds: outward-facing, when publishers communicate with their customers; and inward-facing, when they communicate with other publishers or the people who write the products they sell.
Its function — the function of all professional jargon, it might be said — is simultaneously to create an easily intelligible code for the benefit of insiders and (frankly) to mystify and impress those beyond the loop.
Publishers’ outward-facing jargon can be conveniently observed in the blurbs printed on book jackets. These are full of code words which, you may be surprised to learn, usually have very little to do with the contents.
A good place to start in any consideration of jacket copy might be the late Anthony Blond’s still invaluable The Publishing Game (1971), in which the one-time kingpin of Anthony Blond Ltd and various successor firms identifies the real meaning of several of the key publishers’ cliches of the late 1960s.
They include Kafkaesque (“obscure”), Saga (“the editor suggested cuts but the author was adamant”), Frank or outspoken (“obscene”) and Well-known, meaning “unknown”. To these may be added Rebellious (“the author uses bad language”), Savage (“the author revels in sadism”), Ingenious (“usually means unbelievable”) and Sensitive (“homosexual”). Blond also offers a list of OK writers (Kafka, J.D. Salinger) with whom promising newcomers may profitably be compared.
Naturally, Blond’s list is of its time: nobody these days would think of labelling a gay coming-of-age novel “sensitive”. On the other hand, if the content has been superannuated, here in 2023 very little has changed in the form — which is to say that the modern book blurb is still awash with genteel euphemism and downright obfuscation.
Sometimes a blurb-adjective means its exact opposite. Thus powerful can invariably be construed as “weak”, whilst audacious or bold generally means “deeply conventional”. Shocking, obviously, means “not shocking” and challenging “not at all challenging”.
Then there are the contemporary buzzwords: transgressive, used to describe anything even a degree or two north of the sexual or ideological status quo; or immersive, which is another way of saying “reasonably engrossing”.
July 9, 2023
“… corporations sit in the late adopter phase of the marketing curve”
Elizabeth Nickson reminds us that the mass media corporate messaging is trailing edge, not leading edge:
Now everything is filtered through a warped looking glass, a Mad Hatter tea party of nonsense, run by the grimmest socialist operatives who ever lived, backed by buckets and wheelbarrows of stupid corporatist/fascist money. They are running a demoralization program on us.
It’s not working.
Never forget that corporations sit in the late adopter phase of the marketing curve, which is to say the lifeless part, the raking-in-the-money-from-stupid-women part. Women too, as a class, are part of the late adopter curve, because as Jordan Peterson once pointed out, women instinctively see humans as helpless babies needing protection and SAFETY FIRST. We are easily manipulated by our compassion, as is clear from the fact that only women and those who want to be, support the left now. The left traffics faux compassion and it is a killer drug. Included of course are beta males, hornswoggled by mommy, the wet diaper babies of Antifa and BLM. And of course, the paid operatives of the stinking cabal, the truly horrid public sector unions, the vicious thugs at AFL-CIO and the humanity-hating environmental movement.
The people the left cultivated so carefully over several generations have all fled to populism and eventually their vicious operatives won’t even be able to steal the votes they need. How big is it? Imagine 2000 Trump rallies. And then ten times that. And then quadruple it. Double and double and double again. And they are having the best time, more fun than you can imagine, working away in obscurity, asserting their human right to determine their own future.
[…]
Normals have turned, all of them. They are not available to the Trudeaus, Macrons and Rishi Sunaks of the world. They are wised up. Some of them know more than me about the filth at the heart of “environmentalism” and I know a lot. They are not Russian serfs or Chinese peasants. There is no way they are going to be corralled in 15 minute cities. They are going to bring the house down.
They/we are the people that Richard Haas, when resigning from the Council of Foreign Relations, a nest of nasty neo-liberal, neo-con oppressors if there ever was one, warned against when he said the greatest threat facing the world is American populists. Sure, buddy.
One of the those dreadful people (as they call us) is Kevin Fernandes82 on Instagram. Probably not his real name, but he is not aiming for public recognition. What he does, methodically, every day many times, is chronicle the slow crumbling of the old regime. I am using a lot of his reporting and as he shows, we are beating the pants off them every single day.
Their jobs are untenable. People are resigning from every safe berth in the world or being fired from plush jobs because the world the neo-liberal hegemon has created is counter-rational, so chaotic, it is unstable. It is unstable because we know it is stupid. We are opposed. And our opposition is slowly slowly bringing it down.
This is long. You don’t have to read it all to get the point, but give it to the despairing, keep it for when you despair. All these wins happened in the last two weeks. People, judges and administrators and politicians within the system, are starting to dance to the populist tune. Many of the worst are running as fast as they can.
We are the future.
Time to start thinking about what we want the new world to look like.
Herewith:
The Sound of Freedom has outsold the new Indiana Jones film, on 2,000 fewer screens and with no PR, against the full force of the Hollywood machine.
The Dutch government has reportedly fallen over asylum policy. Farms confiscation is wildly unpopular. Mark Rutte, architect of the prosecution of farmers has resigned.
The decoupling of the BRICS from the dollar means the death of the neo-liberal hegemon. Mark Wauk and Tom Luongo do a neat job of wrapping up this particular mess. As they say: there are no neo-liberals in a multi-polar, decoupled world.
The BRICS are set to introduce a new currency backed by gold, against the US backed dollar which depreciates in value every day because of inflation caused by choking energy supply and crazed overspending by governments.
EU laws that let banks shut accounts over political views to be scrapped.
Federal judge in Louisiana prohibits DHS, FBI and DOJ from working with Big Tech to censor posts.
The list goes on for quite a lot longer…
June 4, 2023
The peasant consumers are threatening to storm the ESG castle
Jon Militmore on the threat to the corporate world of ESG-guided action posed by mere “consumers” with their “choices”:
The Wall Street Journal ran a deep dive article last month exploring “how Bud Light blew it”, but it somehow missed the most important part of the story.
As most people already know, the world’s most popular light lager has seen a collapse in sales following a boycott prompted by a March Madness ad campaign featuring transgender influencer Dylan Mulvaney. The Journal‘s chart depicting the fall in Bud Light sales speaks for itself, and the company’s delayed and tepid response to the uproar only seemed to make matters worse.
This isn’t Anheuser-Busch’s first foray into controversial social issues.
The Journal‘s Jennifer Maloney points out that the company has been engaging in social equity-themed advertising for years, including a 2021 Michelob Ultra ad featuring transgender track star Cecé Telfer and a 2022 Bud Light Canada campaign for Pride Month displaying various pronouns.
What Maloney fails to mention in her article is why beer companies — not just Bud Light — are suddenly courting controversial social issues such as nonbinary gender, transgenderism, and third-wave feminism.
The answer is simple: The rise of environmental, social, and corporate governance as the dominant strain of “stakeholder capitalism” has incentivized corporations to curry favor with ESG rating firms, even if it means alienating their consumers.
Unlike traditional capitalism, which seeks to maximize profits by serving consumers, the ESG model seeks to “improve” capitalism by considering other stakeholders besides investors and consumers. Publicly traded corporations are graded on how well they achieve socially desirable metrics, such as combating climate change, advancing diversity and inclusion, and creating a more “equitable” society.
What was intended to be a kinder, gentler form of capitalism has morphed into a kind of economic fascism that places the arbitrary interests of a small cabal of people — asset managers, bureaucrats, global financiers — ahead of consumers.
As the Austrian economist Ludwig von Mises pointed out, consumers are the true bosses in a capitalist system. They ultimately decide what products are created and purchased, who becomes wealthy, and who becomes poor.
As the Bud Light fiasco shows, ESG places consumers in the back seat. The social equity campaigns are not designed to appeal to Bud Light consumers, but to the ESG rating agencies, which have the power to downgrade companies that fail to dance to their tune.
May 9, 2023
How to destroy an industry with one simple trick
Ted Gioia on the precipitous rise and calamitous decline of the clickbait journalism model:
I was going to call this story the “tragedy of American journalism”. But when you dig into the details, it’s more a farce.
Let’s start with act one of this comedy. I could almost begin anywhere, but I picked an especially ridiculous case study — just wait until you learn the reason why.
Did that catch your attention?
It was supposed to. And I learned that from a now (mostly) forgotten website called Upworthy.
Almost exactly 10 years ago, Upworthy was “the fastest growing media site of all time”, according to Fast Company. They had turned news into a science. Upworthy was the future of journalism.
“Upworthy is known for its use of data to drive growth, testing up to 16 different headlines for a single story,” enthused that bright-eyed reporter for Fast Company. The end result was headlines so irresistible, millions of people clicked on them.
Here are some examples:
- A Gorgeous Waitress Gets Harassed By Some Jerk. Watch What Happens Next.
- A Teacher Ran to a Classroom to Break Up a Fight, but What She Found Was the Complete Opposite.
- It’s Twice The Size Of Alaska And Might Hold The Cure For Cancer. So Why Are We Destroying It?
- If You Could Press A Button And Murder Every Mosquito, Would You? Because That’s Kinda Possible.
You get the idea. The headline is in two parts — and it’s just a come-on. You have no idea what the article is about until you click on the link.
That was the whole point. But just wait until you learn the problem with this.
Facebook and other social media sites eventually discovered that people clicked on these links, but didn’t spent much time with the Upworthy articles — and rarely gave them likes and shares.
The stories just weren’t very good — and certainly not as interesting as the headlines. So the algorithms started to punish clickbait articles of this sort.
The Upworthy empire collapsed as quickly as it had risen.
In retrospect, the problem with this gimmicky strategy is obvious. If you trick people into clicking on garbage, your metrics are impressive for a few months. But eventually people can smell the garbage without even clicking on it.
There’s also a deeper reason for this collapse — which I’ll get to in a moment. And it helps us understand the current problems with journalism. But first we need to look at a couple more case studies.
April 23, 2023
March 18, 2023
QotD: Experts outside their field of expertise
… just because someone is really smart and successful at A does not necessarily mean their opinion on B is worth squat. As always, as a consumer of opinions, caveat emptor should always be the watchwords.
The first time I really encountered this phenomenon (outside of obvious examples such as the political and economic opinions of Hollywood celebrities) was related to climate change. I don’t see them as often today, but for a while it used to be very common for letters to circulate in support of climate change science signed by hundreds or thousands of scientists.
The list of signatures was always impressive, but when you looked into it, there was a problem: few if any of the folks who signed had spent any time really looking at the details of climate science — they were busy happily studying subatomic particles or looking for dark energy in space. It turned out most of them had fallen for the climate alarmist marketing ploy that opposition to catastrophic man-made global warming theory was by people who were anti-science. And thus by signing the letter they weren’t saying they had looked into it all and confirmed the science looked good to them, they were merely saying they supported science.
When some of them looked into the details of climate science later, they were appalled. Many have reached the same general conclusions that I have, that CO2 is certainly causing some warming but the magnitude of that warming or in particular the magnitude and direction of its knock on effects like floods or droughts or tornadoes, is far from settled science.
So it is often the case that people who show strong support for ideas or people outside of their domain do so for reasons other than having made use of their expertise and experience to take a deep dive into the issues. Theranos is a great example from the business world. Elizabeth Holmes convinced a bunch of men (and they were mostly all men — women seemed to have more immunity to her BS) who were extraordinarily successful in their own domains (George Schultz, the Murdochs, Henry Kissinger, Larry Ellison) to become passionate believers in her vision. Which is fine, it was a lovely vision. But they spent zero time testing whether she could really do it, and worse, refused to countenance any reality checks about problems Theranos was facing because Holmes convinced them that critics were just bad-intentioned people representing nefarious interests who wanted her vision to fail.
Warren Meyer, “People Who Express Opinions Outside of their Domain Seldom Have Really Looked into it Much”, Coyote Blog, 2019-05-28.
March 6, 2023
The Rise and Fall of Fast Food Architecture
Stewart Hicks
Published 3 Nov 2022What happened to McDonald’s? Their restaurants used to be so iconic. It was impossible to mistake one, for say, a Wendy’s. Distinguished architecture used to be an important part of a brand’s identity. But today, fast food restaurant’s all look the same. Bland grey boxes. The great convergence toward this standard has been called “Chipotle-ification”. In this video, we trace the changing restaurant designs of McDonald’s, from the iconic golden arch era to the soulless boxes of today. We break down the architecture and the forces at play in the great homogenization of fast food architecture.
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February 10, 2023
QotD: Before Star Wars or the MCU there was … the Arthurian Narrative Universe
I’m referring to the obsession with knights and their adventures — and especially those linked to King Arthur and his Round Table. These were the most popular stories in Europe for hundreds of years. Readers couldn’t get enough of them, and even as the stories got stale and predictable, the audience demanded more and more.
The situation is almost exactly the same as the Marvel Cinematic Universe. We have a major character named King Arthur, but he was linked to numerous spinoffs and sequels. The other heroes connected to him soon established their own brands — including Lancelot, Merlin, Gawain, Tristan, Percival, and many others. Readers who enjoyed one of the heroes, often became fans of others.
If you make a list, the Arthurian Narrative Universe (ANU) has more than fifty protagonists. Not all of them became major brands, but that’s no different from the movie business, where even Disney can’t keep every superhero on the payroll.
Even more to the point, these stories were business initiatives, expected to enrich their owners. It’s hardly a coincidence that the most influential collection of stories about King Arthur in English, Le Morte d’Arthur published in 1485, originated as a profit-making venture by the earliest commercial publisher in Britain.
William Caxton was not only the first person to set up a printing press in England, but also the first retailer of printed books in the country. He acquired the manuscript of Le Morte d’Arthur from Thomas Malory, the Stan Lee of his day, and turned it into the single most influential secular British book between the time of Chaucer and the rise of Shakespeare.
He didn’t do it because he loved English history. (The painful truth is that very little — in fact next to nothing — in the Arthurian tales comes from documented historical events.) He didn’t even publish the book because he loved a good story. Caxton wanted to make a buck — or a pound sterling, I ought to say. He had identified the right brand franchise, much like the Walt Disney Company in the current day, and would milk it for all it was worth.
But here’s the most amazing thing about his brand franchise: Arthurian stories had been circulating in manuscript for more than 300 years at this point. And many of the details in these narratives are much older than that, reaching back to accounts of knights who fought in the Crusades, if not earlier.
We can trace the story of Lancelot and his adulterous romance with Queen Guinevere at least back to 1180. The story of the knights’ quest for the Holy Grail dates at least back to 1190. The first mention of King Arthur is no later than 828 AD.
Stop and consider the implications. King Arthur was the most popular brand franchise in secular narratives when he was 650 years old!
Of course, it was absurd. Nobody undertook knightly adventures of this sort during the Renaissance, but storytellers pretended otherwise. Everything about these narratives was outdated, unrealistic, and repetitive — the people who read these tales didn’t own suits of armor or compete in jousting tournaments. Those things had disappeared from society. But the audience still wanted these stories, so the same plots and characters got recycled again and again.
Ted Gioia, “Don Quixote Tells Us How the Star Wars Franchise Ends”, The Honest Broker, 2022-11-09.