In the
January 25th issue of “The New Yorker,” Jane Mayer writes about the
rebranding of David and Charles Koch, the billionaire brothers who have worked
so hard and spent so much time and treasure to champion and shape American
conservatism. The two hired Steve
Lombardo, formerly a senior executive of the global P.R. company
Burson-Marsteller as their chief of communications and marketing to orchestrate
their rebranding. According to Mayer,
“Lombardo
believed that the key to creating a positive brand was to reach the public’s
“subconscious mind,” as he wrote in O’Dwyer’s, the public-relations trade
journal. The most effective “pathway” to the subconscious, he argued, was
“storytelling,” in part because it tapped into emotions. He expanded on this in
a Koch Industries newsletter. “Building a brand is telling a story…”
I wouldn’t
be surprised if many marketing professionals find it a rather banal observation
about a concept they’ve actually used for decades. However, it does allude to an important, consistent
current in media, politics and academia, something I would call the preeminence
of narrative, for lack of a better term.
Quite simply, nearly all discourse is leveled, understood and evaluated as
“narrative” with a spectrum of effects, from the subliminal, to the emotional
and the intellectual. Often, as a
consequence, validity and accuracy are complex, secondary issues, dependent upon
perspective, semantics, cultural frame and audience. Truth is relative.
We’ve lived
in an intellectual landscape shaped by Barthes, Foucault and Derrida long
enough to see what a multiple edged sword such an intellectual stance that is. It may seem that there is no rational,
reasoned alternative, unless we resort to Kierkegaard’s reasoning.
But there
is, at least, another way to look at the issue, and basic, formal Euclidean
Geometry suggests a point of view.
Euclid begins with a very small number of intentionally undefined common-sense
concepts: a point, a line and a plane and 5 postulates about them, for example,
a straight line segment can be drawn between any two points. From just those very basic concepts all of
Euclidean geometry is derived by proving theorems, special kinds of stories, if
you like, which are rigorously logical.
Inevitably, at some stage, anyone encountering Euclidean Geometry for the
first time steps back and is amazed at how much, some of which is subtle and
beautiful, can come from so little.
A narrative
is not as simple and unambiguous as a point, a line or a plane, and that’s the
point I’m coming to. Narratives are
dangerously complex, mutable even mercurial.
That’s a large part of why we love stories. But choosing that idea as an elemental
concept for discourse is fraught with dangerous consequences, not least of
which is the challenge of evaluating very basic, necessary concerns, such as truthfulness
and accuracy.