I take very seriously the idea (pace an ascending percentage of my high school, college, and graduate school instructors) that I do not teach primarily for my own benefit. I get paid, after all, like a grown-ass adult, in order to teach others. But I have to admit that today's class was fascinating. Guess what? My Turkish students are concerned, in their heathen alien Middle East Muslim heathen heathen way, with:
- The proximity of the media to government
- The depiction of women by and in the media
- Unemployment
- Education
and so on forward.
One of my students even pointed out something that I had noticed, but not been able to articulate, that seemed subtly different about Turkish media: what I think of as the notional ideal subject (NIS, if you're nasty) of advertising.
Now, like me, you probably assumed Turkish advertising looked something like this:
Amazingly, and in many senses depressingly, it doesn't. In Ankara as in Topeka, the blandest, middle-income-wealthy-ist, frankly whitest people are used to sell products. Only here, the bland twentysomethings all tend to be married--so you get the couple (let's call them Mete and Merve) that you might in a North American ad (Joshua and Madison.) But where Joshua and Madison would have a zany cast of twenty-something friends to carouse with while living (one presumes) in sin in a Brooklyn loft, Mete and Merve come furnished with offspring, an attractively-styled home, and a father-in-law with a mustache. (This latter point seems to be mandated by law.) For example, here's Coca Cola's ongoing "let's depress Turkish Marxists by emphasizing the utter Turkishness of our product" campaign:
See? Singletons with children, rather than with dumb little hats suggesting work in graphic design. The marital teleology of the NIS is moved along a few years here, I think, but the result is pretty much the same: Mete and Merve are living only a couple of rungs up on the exact same ladder where Josh and Madison will be in a few years. The only solution, of course, is global homosexual Marxist revolution.
In the mean time, the Republic leaves me wondering: what do I want for my students? I worry sometimes that I'm a pretty conservative person in this sense: I want them to have good jobs, and pleasant apartments, and as much contentment as is reasonable--as I want for everyone. There are days when I think that Dave Thomas, Founder of Wendy's, has done more for human happiness than, say, Louis Althusser, postructuralist Marxist. I don't want the Great Books to leave them stranded in some sort of Socrates-reeking fug, unable to find employment out of concern for not finding the Platonic form of what they want. (I'm more Aristotelian--or, to be least pretentious, more Canadian--than that.) I'd rather they be Mete and Merve at the table above than not, I suppose--or Merve and Merve, if they wish.
Take my wife, please. |
But I also want them to know why they want these things. And to know that these aren't the only things they can want. Hell, I don't want to be at that fucking table, chugging figurative Coke and making smalltalk to my figurative father-in-law-with-a-moustache, all of the time. This can all get a little bit grandiose. But I want them, I suppose, to be able to make small adjustments in the fabric of things as they are, rather than overturning everything as this year's local variant of the philosopher king. Today, I was very pleased with what my students wanted; for the sake of all sorts of people, including Merve and Merve, I hope they get it.
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