On selling cities and ourselvesPosted: March 23, 2014
I recently came across a link to this promotional video for the city of Cleveland.* Titled “A Cleveland Anthem,” it does a more or less predictable job of articulating an image of the city as full of food, drink, sports and rock and roll (oh, and shopping. Obviously. Lots of shopping.) . It also presents the Cleveland populous as a ‘go-your-own way’, hardy and rabble-rousing sort who won’t be kept down and who don’t really give a shit what you think about them or their city. It sells Cleveland in the vein, as my friend pointed out, of the ‘keep Austin weird’ campaign or any number of other off-center city attempts at self-promotion.
I could offer several of criticisms of the video, point out the ways it elides immense and problematic urban phenomena precisely by offering a more digestible version of Cleveland’s hard-edges. But I won’t. Because promotional videos are just commercials. Pepsi sells Beyoncé sells Pepsi sells Beyoncé, and so on, ad infinitum. Capital dressed as culture unfurls its tentacles in all directions. The “Cleveland Anthem” was never going to be about urban blight or development or cultural revolution or even about the sometimes wildly engaging things Clevelanders are doing with and for their city. That wasn’t its investment in the city or its audience.
But there is a way in which such material works its way into popular conceptions of what cities are, what they do and to whom they really belong. However much I may despise (or, for that matter, adore) some of the ways Cleveland fashions itself for an audience, or the way any city I care for does, those representations matter well beyond the bounds of their brief viral explosion on Twitter.
So if no city is going to produce feature-length, in-depth, Marxist-leaning documentaries about its complex and various tribulations, triumphs and speculative futures,** what, exactly can we do with what they do produce?
Three modest proposals:
1.) Basic media literacy and regular old literacy campaigns: People can read the way they are being sold by and sold to only if they know how to read visual and textual products. This is not a particularly radical solution, but it’s one of which I am particularly supportive. Literacy matters more, perhaps, in Cleveland than many cities. Given the abysmal statistics, any increase in literacy could mean a very different sort of city and a much broader scope of participation among the populous.
2.) Alternative cultural products: While the internet may not be so liberatory a virtual space as Marshall McCluhan and his ilk initially imagined, it does offer relatively wide access to a variety of tools that allow for mashups, remakes and novel production of all kinds of alternative urban narratives. If we want to have a hand in the representations of the cities we live in, we might aim to contribute a voice or two to the din. “The Cleveland Anthem” is ripe for hacking. The city is yours only if you make it.
3.) Opt out(ish): I think there is a general human need to lay claim to the cultural mystique of our cities. We tend, as part of this need, to adopt the slogans and stories shared among us as our own–sometimes without critically engaging them. But perhaps instead of fondly swapping theme songs, we might do a little more conversational legwork and ask, among those we love in our cities and those we might not know at all, about what it actually means to sell a city and to whom we might (or might not) want to sell it. I am not suggesting that opting out of the whole affair of urban representation is a good idea. I don’t think it is. I’m suggesting that we try to consciously mark what it is we feel about representations of the places we inhabit and that we share those feelings, in some way, with those around us. This is the softer stuff of cultural criticism, I suppose, but I like to believe that even in a hard city, soft is still something.
*See also this, very different sort of Cleveland material, which happens to be hilarious.
**Too much to ask?