Search Results for: Terry Gross

Regarding the Interpretation of Others

Jean-Regis Rouston/Roger Viollet via Getty Images

Patrick Nathan | Longreads | September 2019 | 30 minutes (8,235 words)


“The only review of Under the Sign of Saturn would be the eighth essay — an essay describing me as I have described them. The pathos of intellectual avidity, the collector (mind as every-thing), melancholy & history, arbitrating the moral claim versus aestheticism, and so forth. The intellectual as an impossible project.”

Susan Sontag, journal entry, May 1980


 

1:

Differently, we buy and borrow, and steal, our ongoing educations. American writers tend to forget this, even dissuade it. There is an assumption — general, if not unconscious — that “we” have all read Raymond Carver and Joan Didion, seen Dazed and Confused and The Princess Bride, and exhausted “prestige” television from Lost to Big Little Lies. That these works are canon in a post- or anti-canonical culture highlights the need for inexhaustible and pluralistic inspiration against the deprivation of that need. What’s worse, if you are labeled — black, queer, immigrant, disabled, trans, or a woman — those expectations constrict; the canon tightens. To be a gay writer means one must have read Edmund White and seen Mean Girls; to write as a black woman means one must have read Angela Davis and seen Kara Walker’s silhouettes. What was supposed to liberate our literary sensibilities has reduced us, clinically, to trained specialists. Under this pressure, so carefully curated and categorized, it’s difficult to will one’s own work into being. To learn passively, and ultimately write passively, is the great cultural temptation.

Yes, I have been reading — and reading about — Susan Sontag. There is nothing passive in her legacy. In her combined erudition, ambition, and seriousness, she has few peers, and for several years she has symbolized my aspirations as a writer — the uncompromising rigor with which she approached her essays; her self-proclaimed interest in “everything”; an urgency in dissenting, when ethically necessary, from received opinion; her energy in consuming art constantly; and the esteem, to the end of her life, in which she held literature, above all fiction. Her passion is contagious. Sontag’s narcotic approach to art and experience is, for a provincial writer with little access, renewably invigorating; and because Sontag’s lifetime of work is willed, Nietzscheanly, from her passions, reading about her life is its own invigorating project. In this, Benjamin Moser’s Sontag: Her Life and Work, at 832 pages, is certainly her legacy’s largest complement. Read more…

Bundyville: The Remnant, Chapter Four: The Preacher and the Politician

Illustration by Zoë van Dijk

Leah Sottile | Longreads | July 2019 | 27 minutes (7,641 words)

Part 4 of 5 of Bundyville: The Remnant, season two of Bundyville, a series and podcast from Longreads and OPB

I.

To get to the Kingdom of Heaven, drive a long twisting road that dips in and out of wide green fields dotted with hay bales, skim alongside a crooked river and stop at the sign that says Marble Country. A wooden ranch gate — a tall archway of timber and American flags — marks the spot. Keep going past it for 20 more minutes and you’ll leave the country altogether; drive under that gate, and in a way, you’ll leave America, too.

For nearly 30 years, speculation about what goes on beyond the threshold to Marble Country has confused, scared, and angered folks here in Stevens County — a far-flung region of thick forests and dirt roads, cow pastures and low hills deep in the northeastern corner of Washington state.

Before the first barn wall could be raised on the site of a ghost town, people were already whispering. “Religious Group Says Fear Of Cult Unjustified,” a 1992 Associated Press headline read, “Pentecostal Sect Plans To Move Into Ghost Town.”

That religious group, led by a married couple named Barry and Anne Byrd, intended to create its very own Western-themed shining city on the hill: what they termed a “Christian covenant community.” They called it Marble Country, and they built houses and a church — Marble Community Fellowship — and painted “Holy Ghost Town” on an old barn. They raised families, planted crops. It wasn’t just a new town put down in an old place, but an old place resurrected. A brochure said Marble would get into all levels of politics, offer alternative civil courts and an alternative media.

 

Keep the characters of Bundyville: The Remnant straight with this character list.

“We are committed to uniting the generations to labor together to bring the dominion of Christ in every area of life,” the Byrds promised in the brochure.

For most of the time Marble Country has existed, the Byrds have hosted an event each summer called the God and Country Celebration. As the Patriot movement has made more and more headlines — between the standoffs at Bundy Ranch in 2014 and Malheur in 2016, and the subsequent trials — the name Marble kept popping up in my reporting. People who’d once been in the movement told me the festival was a gathering of militia bigwigs, Patriot celebrities, and politicians with extreme beliefs. It sounded like some kind of Patriot Woodstock, but it’s closed to the media, so I couldn’t go see it for myself.

In the summer of 2018, Jeanette Finicum was a “special guest” at the festival, bringing with her the message of her murdered, martyred husband. During the weekend, children in cowboy hats and jeans waved big white flags from the Marble stage bearing her husband’s distinct “LV” cattle brand. 

Finicum chose Marble as one of the first places to screen LaVoy: Dead Man Talking, a multipart film about her husband. There she delivered a speech that differed greatly in tone from the one she gave when I saw her speak in Salem, Oregon, just six months later. Someone sent me a recording of her Marble speech: She wasn’t the diminutive chuck-wagon mom I’d seen in Salem, but a pissed-off activist with a message ready for an audience who cheered her on.

“The media is not in the business of telling the truth,” she spat into the microphone. 

The Marble crowd murmured approval — yes, yes, that’s right, amen.

“Their job, their motive, their mission is to create an illusion in order to blur our reality. I was label-lynched by them as a sovereign citizen, anti-government terrorist. Profiled as a domestic right-wing extremist and judged by the American public for standing with my husband,” she said. She told them she was on a watch list. The feds monitored her home.

She never used that word — lynching — when I saw her speak in Salem, but here, both she and Mark Herr, the film’s producer, spoke it as if it were a word created for them. They have been lynched, they told the crowd, again and again. Lynched

The lynch mob, by their estimation, was the media: inflicting extrajudicial punishment to God-fearing freedom lovers. How dare anyone go after them?

“Your political opponents are using labels and the force of government to lynch you out of existence! What can you do?” Finicum asked. “You can make label-lynching a hate crime.” She told the crowd to lobby state legislators to make Patriots a special class. 

“We should be a protected class,” she yelled. “After all, everyone else is!”

To that, the crowd cheered so loud it was almost hard to hear her anymore. 

***

For decades, Stevens County, where Marble Country is located, has served as somewhat of a wooded, mountainous petri dish for conspiracy theories to grow, flourish, and find new hosts. For most of that time, one daily newspaper reporter was there to document the crimes committed by fringe groups who’ve found haven in the Stevens County’s sparsely populated areas. His name is Bill Morlin, and for decades he worked at the Spokane Daily Chronicle, then The Spokesman-Review. Now in his 70s, I first met him in the federal courtroom during the Bundys’ short-lived trial in Las Vegas. 

In the spring of 2019, I called him up to get a crash course on Stevens County’s right-wing extremist history. Something that may come as a surprise to people who aren’t familiar with the Inland Northwest is that the Northwestern United States isn’t all rain showers and mountains and Nirvana records, coffee shops and weed stores on every corner. 

In fact, Eastern Washington and North Idaho couldn’t be less in line with that image. It’s a deeply conservative area of the West. It’s hot and dry in the summer, cold as hell in the winter. In the past few years, some people have started to call this region the American Redoubt — the nickname survivalists and preppers have given Eastern Washington, Idaho, Montana, and Wyoming, arguing that it’s a safe haven for libertarians. The term was popularized by James Wesley Rawles, who calls the people who migrated there for that reason “the remnant. Libertarians and preppers from around the country have been encouraged to make a home here. There are even “redoubt realtors” who’ll sell you a house, complete with a bomb shelter.

I came to talk to Morlin about Stevens County, but also about this region as a whole. He came prepared for our meeting with three pages, single-spaced, detailing various murders, robberies, kidnappings, and bombings committed by people from the county.

You can’t talk about the violent history of Stevens County without first understanding the Aryan Nations, a neo-Nazi group who had a compound in nearby north Idaho — two hours from Stevens County. It was one of the first violent groups in the Pacific Northwest he recalls writing about. Morlin tells me about a 1983 cross-burning ceremony at the Aryan Nations he covered.

In the late 1970s, Richard Butler, who would become one of the most famous white supremacists in the country, had set up the swastika-emblazoned compound near Hayden Lake, Idaho, attracting racists from every corner of the country to the Idaho Panhandle. Butler allowed Morlin and a photographer to document the event, which the newspaper had been trying to cover, as a way of attempting to understand who, exactly, was gathering at the compound. 

“There was sort of a division, like do we pay these people any attention or do we ignore them?” he recalled of his paper’s coverage of cross burnings. “In fact a columnist at the other newspaper thought we were foolish for writing about the fact that there’d been a cross burning. He was of the school of thought that if you ignore them, they’ll go away, and by writing about them all you’re doing is giving them publicity. 

“I have never to this day signed on to that belief system,” Morlin continued. “Neither do major civil rights organizations. They believe that turning the lights on is the only way you can deal with hate groups.”

The cross burning was called the Blessing of the Weapons and was presided over by former Michigan KKK grand dragon Robert Miles. (In 1973, Miles was convicted of conspiring to bomb ten school buses in Pontiac, Michigan.) 

“It was very uncomfortable,” Morlin said. As the group of 40 to 50 people lit three crosses wrapped in diesel-soaked burlap, “each person in the circle would walk up with with his weapon … knives or handguns or long rifles. And each of them would be blessed by the master of ceremonies. The ceremony was to signify that these people were committing to the white cause and the fight for the white race that they envisioned was coming any day.”

That night, Morlin didn’t know who exactly all those men were that had their guns blessed in the name of a white war — but soon, he would. They would become known as the Order. It was an all-white underground domestic terrorist organization established by an anti-government extremist and racist named Bob Mathews, who had been actively recruiting people to create a “White American Bastion” in the Pacific Northwest and was motivated, in part, by an extremist ideology called Christian Identity. 

It’s an ideology that relies on the belief that Jews are descendants of Cain, and people of color are soulless and “beasts of the field,” while whites are the true “House of Israel.” Some Identity adherents believe Jews are the spawn of Eve and Satan. Butler, too, preached Christian Identity from his very own church at the compound. Around the nation, neo-Nazi groups and the Ku Klux Klan also believed in the radical ideology. 

Nationwide, as violent white supremacist fires flared, Christian Identity — time and time again — was the pitch wood making it burn hot and constant.

The men of the Order met at a cabin on Mathews’s Northeastern Washington property which was located in the county next to Stevens County. They “stood in a circle secretly and pledged a blood oath to each other to jointly fight this race war that they believed was coming,” Morlin told me. 

Morlin believes the men were inspired by a work of racist, apocalyptic fiction, a novel called The Turner Diaries that details a race war, and that, later, compelled Timothy McVeigh to bomb the Alfred P. Murrah Federal Building in Oklahoma City.  

According to Morlin, the men at the ceremony eventually committed “a litany” of violent acts, most notably the 1984 assassination of a Jewish radio host named Alan Berg, who’d mocked a tenet of Christian Identity — that Jews were evil incarnate — on his Denver talk show. They committed a robbery in Spokane, bombed a synagogue in Boise, and robbed armored cars in Seattle. But investigators were baffled, unable to figure out who was responsible for so much violence. 

“This is in an era before the term ‘terrorist’ meant anything to anybody. I mean it’s like ‘Domestic terrorism? What’s that?’” Morlin said.

During a Northern California robbery of several million dollars from an armored car, Mathews left a handgun behind — a mistake that would eventually lead to the downfall of the Order. Mathews died in a shoot-out before the group’s 1985 trial in Seattle, which Morlin covered for the Spokesman-Review.

“A lot of the East Coast networks and newspapers had pretty much ignored the fact that the Order trial had occurred,” he says. “It was really a big deal, but it had happened on the West Coast and it didn’t get the news coverage, in my view, that it would have received if it had been in Florida or New York or Ohio or Pennsylvania.”

In fact, the Order created a new legacy for up-and-coming racists to follow: Today, violent white supremacist groups still cite an adherence to a mission statement called “The 14 Words” — “We must secure the existence of our people and a future for white children” — which was coined by one of the Order’s members. 

The men of the Order weren’t exactly quiet about the ideas that drove them: Mathews and other members of the group were known to convene at a Colorado Christian Identity church led by an anti-Jewish, anti-homosexual, and racist preacher named Pete Peters. Despite its small population, by the 1990s, Stevens County was home to at least two Christian Identity churches: the Ark, near the Canadian border, and another founded by a former Ark acolyte, the Christian Israel Covenant Church. (The Ark is now called Our Place Fellowship; the Christian Israel Covenant Church disbanded in the early 2000s.)

“Those churches taught that white people are the superior race, that Jews are biologically satanic,” Morlin told me. 

The churches were small — and though the pastor at the Ark, Dan Henry, told The Spokesman-Review in 1992 that he rejected the “hate mongering” of the Aryan Nations, he also acknowledged preaching antisemitic ideas. 

But word had gotten around. People knew who was attending services. So it was common knowledge that the couple trying to start that new Christian covenant community called Marble Country — Barry and Anne Byrd — had attended the Ark for years. 

It was like the county knew what was about to happen — that this tiny bastion of hateful ideas was about to cross the rubicon, producing a number of followers who would spill blood in the name of Identity ideology all around the American West.

***

The racist services at The Ark were attended not only by adults who wanted to hear the sermons of Henry and other extremists, but also often by the children of those people, too. Chevie Kehoe fit the profile of one of those kids. Raised in part in Stevens County, his parents, Kirby and Gloria Kehoe, brought their children to services at the Ark, likely around the same time the Byrds attended. As his children grew older, Kirby Kehoe, an adamant racist, grew increasingly skeptical of the government, pulling his kids out of their Colville, Washington, public school, viewing schools “as a threat,” according to his son. In a 1999 New York Times interview, Chevie said his parents were interested in the notion of a whites-only region preached by the Order’s Mathews, and over time Chevie believed that he himself could bring the plan to fruition in the Northwest. He called the region the Aryan People’s Republic, and began committing robberies and acts of violence in devotion to the concept. 

In the late 1990s, he launched a cross-country trip to recruit people to his white region — a trip that turned into a spree of murders, shootings, and robberies.

In 1996, Chevie Kehoe robbed and murdered a man, his wife, and her 8-year-old daughter in Arkansas, then tossed their bodies into the Illinois Bayou. The next year, when police officers in Ohio pulled over Kehoe and his brother, Cheyne, and in two subsequent shoot-outs, Kehoe fired 33 bullets, seriously injuring a pedestrian before fleeing. Both were arrested after a brief manhunt, and Chevie was later sentenced to three consecutive life sentences without the possibility of parole. 

Even decades after Chevie Kehoe’s imprisonment, the whites-only nation idea that invigorated him, Mathews, and the Order before him, would keep surfacing in new ways and in new forms.

Kehoe is now incarcerated at the ADX Florence supermax prison in Fremont County, Colorado, alongside McVeigh’s Oklahoma City bombing accomplice Terry Nichols and 1996 Olympic Park bomber Eric Rudolph, who was inspired by Christian Identity to bomb abortion clinics, a lesbian bar, and the 1996 Olympics in Atlanta.

In 2012, serial killer Israel Keyes, who grew up with the Kehoe brothers and who also occasionally attended the Ark as a child, confessed to committing robberies and murders from coast to coast before reportedly dying by suicide in a jail cell. It’s unclear if his crimes were inspired by any sort of ideology, but during the 1990s, his father wrote a letter of support for both the Byrds and Pete Peters that was published in the local paper.

Keyes wrote that it wasn’t illegal to practice Christian Identity: “It is my understanding that the Marble Community Fellowship has very little to do with the Christian Identity Movement, but so what? Haven’t we as Americans a right to exercise a belief in God and celebrate our white heritage and Christian religion? After all, many Jews consider their race to be God’s chosen people. Is this not racism at its zenith?”

Morlin told me that he reported from a meeting of the Stevens County Assembly — an anti-government militia — in 2012, in which neo-Confederate Pastor John Weaver spoke. Weaver gives racist sermons from the pulpit — sometimes in front of a Confederate flag, sometimes wearing a Confederate flag–printed tie — railing against interracial marriage, and advocating for slavery. By the time of the meeting, he was no stranger to Eastern Washington. In the early 1990s, he appeared at a Spokane conference of white supremacists, during which he promoted his book that urged Americans to break laws should the government become occupied by Jews.

In 2015, Weaver was back in Stevens County to give another speech — this time, he was onstage at Marble Country. 

 

II.

Marble’s God and Country Festival wouldn’t be what it is without a speech from a Washington State House Representative from a district two hours away. 

His name is Matt Shea. A clean-cut Army veteran with a law degree, Shea wears thin glasses, dresses in crisply ironed shirts, and smiles tightly. He positions himself as a voice of rural people, but actually represents a district that includes Spokane Valley, a largely suburban city of almost 100,000. 

Rep. Matt Shea at a January 2017 gun-rights rally in Olympia, Washington. (AP Photo/Ted S. Warren, File)

Shea, over the course of six two-year terms, has become a fixture at the far-right edge of what Washingtonians consider Republican. He rarely speaks to reporters — unless they work for publications that have the words “liberty” or “redoubt” in their name. I know more people who’ve done in-person interviews with President Trump than with State Representative Shea, and for years, I worked at newspapers that covered his district. 

In order for Shea’s constituents to get an understanding of his ideas, they need to tune into his podcast. The show always takes the same format: Shea reads off some headlines from right-wing news sites, then interviews a guest, while often piping up in agreement with their outlandish theories. 

Those guests tend to hold views reflected in the bills Shea introduces in the Washington House. They’re unflinching Second Amendment advocates. This spring, a woman on the program preached abstinence-only sex education and an anti-vaccine “researcher” claimed that child immunizations are contaminated with aborted fetuses. 

Mostly, they’re conspiracy theorists and bigots with views Shea parrots. This spring, the legislator hosted a representative from an anti-abortion and homophobic group that has participated in burnings of the Quran. He interviewed a man who spouted talking points from conspiracists who believe in Agenda 21 — a theory that sustainable development is a shady plan hatched by a “New International Economic Order” to control people and take their freedom. Recently, he hosted a conspiracy theorist who believes the 9/11 World Trade Center attacks were actually a “controlled demolition.” 

You could say Shea is a lot like Bill Keebler — except he wears a suit and taxpayers pay him a salary. 

Shea, for years, has seemed at home among the creators of fake news and conspiracy theories that turn violent. As early as 2009, he made several appearances on conspiracy king Alex Jones’s InfoWars show, where Jones introduced him with reverence. “Representative,” he says, “good to have you on with us.” In that February 2009 interview, Shea and Jones spoke of their belief that the federal government was setting up camps to imprison Americans. 

It seems as though in Shea’s world, the country is on the verge of collapse. People will have to fight for their lives. And he intends to be prepared: “If you do not have 5,000 rounds of .223, 5,000 rounds of .22 and a thousand rounds of handgun ammo as a minimum, you’re wrong!” he called from an Idaho stage in 2013. 

“We want to prepare for the inevitable collapse that’s gonna happen. And yes, I said that as a politician here onstage. It’s gonna happen! We all know that! The question is, and I think the question should be for all of us, what are we gonna do afterwards? What are we gonna do with that opportunity?”

Apocalypse, government collapse, anarchy — in his world, these are exciting prospects. Opportunities even. A chance at a fresh start, a time to get society back on track. 

In this fantasy apocalypse, perhaps being well-prepared and well-armed will be so necessary that the person you were in the past — in the pre-collapse — won’t matter. Money will be obsolete. Laws won’t be enforced. Maybe a violent past will suddenly be seen as an asset. 

This might have special appeal for Shea. His ex-wife, who filed for divorce in 2007, alleged that Shea grabbed her so hard during two arguments that he left bruises on her arms. In those same divorce filings, she told stories of a controlling man; by her account, he commanded her to always walk on his left side because a soldier needs to be able to draw his sword from the right. (Shea was in the Army and served in combat, but his wife said he did not traditionally carry a sword.)

Shea did not respond to requests for comment, but when asked a decade ago about his divorce by the Spokesman-Review, he denied any violence and said, “I love my wife and, when I married, I intended it to be for life. Unfortunately, my former wife didn’t and decided to pursue her third divorce.”

In 2011, Matt Shea was involved in a road rage incident in Spokane, in which another driver alleged Shea pulled a gun. In a police report, Shea told officers that as an Iraq war veteran he had to use “evasive techniques” to avoid hitting the man’s car (which Shea described as engaging in “Baghdad driving”), and proceeded to follow it. Shea admitted to officers that he had a gun in his car, that he produced it from a glovebox during the incident, and that he had an expired concealed carry permit. The other driver said he saw the handgun and was afraid Shea was going to shoot him. Later, Shea’s attorney made a deal with prosecutors that resulted in the charges being dropped.

Even now, in a time he surmises is the end of civil society, all of this has become standard Shea stuff. None of his past did real damage to his standing with voters. But it didn’t mean the things he said didn’t set people on edge. 

In the spring of 2014, a woman was eating at a Spokane Valley Mexican restaurant when she overheard a conversation between two men at the next table over. Later, she found out those men were Shea and the head of the Oath Keepers militia, Stewart Rhodes. 

But sitting there, hearing them, she became so concerned over what they were saying that she took their picture and called the police. According to a police dispatch, the woman overheard “a conversation from a group of males talking about snipers, Clive [sic] Bundy, and public militias.” One of the individuals, she told the police, had “thermal imaging binoculars,” and the group sounded “like they were planning something.”

Still, Shea won the election that year with 57 percent of the vote. 

If he could sit in a diner with one of the biggest militia leaders in this country and openly talk about military tactics, it seemed like Shea could be as extreme as he wanted — and it wouldn’t cost him any support. And even some of the most conservative Republicans in Eastern Washington were baffled by how Shea stayed in office. 

Two of those people are Sheriff Ozzie Knezovich and a former Republican state legislator from Stevens County, John Smith. In a three-part podcast on white supremacy in the region, the pair suggested that Shea’s involvement at Marble Country was something voters should worry about. It was a part of a deep history of racism and hate that had found a home in this region going way back.

Smith was raised by his grandparents in southern Idaho — and his grandfather was friends with people in the Aryan Nations and in the Order. Their home often had new people coming through the door. He remembered his grandfather laying maps out in the kitchen nook and drawing up plans for “an armed revolt.” 

Smith realized on his own the ideology he’d been raised around was rotten and that he had to find a way out of it. He took a job as a ranch hand when he was 16 years old, and as a young adult, he attended church at the Ark. He was later married there, though he says he and his wife have since cut their connections with the church. 

But he told me that it’s become something of a mission for him to speak up when he sees ideas rooted in Christian Identity catching on here. Stevens County has a history — he knows it, everyone does, even though racists have always been a fringe minority. And in a podcast with Knezovich, Smith hoped people would hear stories of his childhood as a cautionary tale. 

“I grew up in that environment, and that stuff doesn’t wash off you. I acknowledge that darkness might still be inside me,” he told me. He maintains that he’s constantly trying to make sure he’s free of it, that he root out any part of him that might still carry what he learned as a kid — asking friends who aren’t white, who weren’t raised around neo-Nazis, if he’s changed. 

“I actively go to them and say, ‘Look at me and tell me, is it still in me? Am I still saying the wrong things? Am I still thinking of this in the wrong way?’ I’m trying to not have that be in there anymore. And maybe part of that is standing up and saying this is not OK.” 

Smith, in the video versions of the podcast was small and diminutive next to Knezovich. The latter is a tall, hulking man with a bald head and a sidearm, who shook my hand firmly and didn’t smile once when I interviewed him in a conference room at the Spokane County Sheriff’s office last summer. 

He told me he sees Shea’s increasingly conspiratorial rhetoric and the allegations of aggressive behavior against him through a lens of one reality his department deals with regularly: that racism is alive and well in his county. He talked about getting a call one morning that KKK flyers had appeared plastered all over a suburb called Millwood, and about teenagers spouting white nationalist talking points in the hallways of local high schools. 

He also talked about threats. Since Knezovich — a member of the local Republican party and a man who twice endorsed Shea — started speaking up about Shea, he has received death threats from people associated with the legislator. 

“I’ve got my estate in order. I’ve got my will done. The kids have all been briefed. And don’t take this as me being flippant. Nobody wants to die. I came to grips with death a long, long time ago,” he says. “And there’s been more people than I that have died for this country. And if that’s what it takes for people to wake up to what’s happening around them. All right. I love my nation. And if it takes fighting these people on these terms? Bring it on.”

***

In 2015, Shea was at the God and Country Celebration again, this time next to John Weaver — the neo-Confederate preacher. The next year, many of the legislators from around the West who sympathized with the Bundys in both 2014 and 2016 showed up to Marble, too. 

In some years, Anne Byrd posted photos to Facebook of the people who came to Marble. In the caption of a picture of Val Stevens, a former Washington state rep, Byrd wrote that Marble was “blessed” for legislators to be “standing in the gap” for the people.

By the summer of 2018, in the months before the election when many legislators campaign in their districts, Matt Shea appeared alongside Jeanette Finicum at the God and Country Festival. He talked about an idea he’d been shopping for years in the Washington statehouse: He wanted to secede Eastern Washington and create “a safe haven,” a 51st state called Liberty. 

Shea insisted people east of the Cascades just didn’t agree with the values of “downtown Seattle,” so why even try to get along? “I would submit, here in Eastern Washington, we believe in the right of self defense. We also believe the constitution means what it says,” he told another crowd. Seattle doesn’t because, he says, it is filled with communists. “And communism, real communism, has killed more people as an ideology than any other ideology in this history of the world — atheist communism.” 

All this time Shea spent up here in Stevens County, far from his district, he wasn’t recruiting any new voters. But it did appear he was amassing a following for a political movement, of which he was a leader and visionary. 

I wanted to ask him about that, but last summer he didn’t respond to my email requests for an interview. In his personal security detail (having one is atypical for a state rep), Shea is known to employ a man who lives at Marble, and who once tried to bring an AK-47 onto the grounds of the Spokane federal courthouse, but he has no press liaison. 

So I figured if I really wanted to ask him a question, and get any kind of an answer, I should show up to a gun rally where he was slated to be a featured speaker.

It was a hot August day — a dry heat, as people in Eastern Washington like to say. The rally was to be held at a large, grassy green park on the northside of Spokane — much closer to his district than Stevens County, but still not in it. A place where people play softball and lay out picnics. On this day, a small crowd gathered. For the most part, they wore shirts emblazoned with proclamations of love for guns and freedom, but several wore militia gear and carried militia flags. Several carried AR-15s.

I listened to Shea give a speech,  one that would go on to make headlines around the West, in which he called journalists “dirty, godless, hateful people.” The small crowd — which included leaders and members of the 63rd Lightfoot militia and a local politician who once stomped on the United Nations flag in front of Spokane City Hall — loved it. They cheered Shea on as he yelled, wide-eyed, pumping his fists. 

When he was finished, I trudged across the grass, introduced myself, and said I was hoping to ask him some questions: about this 51st State idea and his affinity for speaking at Marble each year. To my surprise, he agreed to talk. 

Read more…

The Enduring Myth of a Lost Live Iggy and the Stooges Album

Iggy and the Stooges performing at the Academy of Music, New York City, December 31, 1973. Photo by Ronnie Hoffman.

Aaron Gilbreath | Longreads | April 2019 | 48 minutes (8,041 words)

 

In 1973, East Coast rock promoter Howard Stein assembled a special New Year’s Eve concert at New York City’s Academy of Music. It was a four-band bill. Blue Öyster Cult headlined. Iggy and the Stooges played third, though the venue’s marquee only listed Iggy Pop, because Columbia Records had only signed Iggy, not the band. A New York glam band named Teenage Lust played second, and a new local band named KISS opened. This was KISS’s first show, having changed their name from Wicked Lester earlier that year. According to Paul Trynka’s Iggy Pop biography, Open Up and Bleed, Columbia Records recorded the Stooges’ show “with the idea of releasing it as a live album, but in January they’d decided it wasn’t worthy of release and that Iggy’s contract would not be renewed.” When I first read that sentence a few years ago, my heart skipped the proverbial beat and I scribbled on the page: Unreleased live show??? I was a devoted enough Stooges fan to know that if this is true, this shelved live album would be the only known full multitrack recording ever made of a vintage Stooges concert.

The Stooges existed from late 1967 to early 1974. They released three studio albums during their brief first life, wrote enough songs for a fourth, paved the way for metal and punk rock, influenced musicians from Davie Bowie to the Sex Pistols, popularized stage diving and crowd-surfing, and were so generally ahead of their time that they disbanded before the world finally came to appreciate their music. Their incendiary live shows were legendary. Iggy taunted listeners. He cut himself, danced, posed, got fondled and punched, and by dissolving the barrier between audience and performer, changed rock ‘n’ roll.

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The Man Who’s Going to Save Your Neighborhood Grocery Store

Illustration by Vinnie Neuberg

Joe Fassler | The Counter & Longreads | April 2019 | 8,802 words (33 minutes)

This story is published in partnership with The Counter, with reporting supported by the 11th Hour Food and Farming Fellowship at the University of California, Berkeley.  


In 2014, Rich Niemann, president and CEO of the Midwestern grocery company Niemann Foods, made the most important phone call of his career. He dialed the Los Angeles office of Shook Kelley, an architectural design firm, and admitted he saw no future in the traditional grocery business. He was ready to put aside a century of family knowledge, throw away all his assumptions, completely rethink his brand and strategy — whatever it would take to carry Niemann Foods deep into the 21st century.

“I need a last great hope strategy,” he told Kevin Kelley, the firm’s cofounder and principal. “I need a white knight.”

Part square-jawed cattle rancher, part folksy CEO, Niemann is the last person you’d expect to ask for a fresh start. He’s spent his whole life in the business, transforming the grocery chain his grandfather founded in 1917 into a regional powerhouse with more than 100 supermarkets and convenience stores across four states. In 2014, he was elected chair of the National Grocery Association. It’s probably fair to say no one alive knows how to run a grocery store better than Rich Niemann. Yet Niemann was no longer sure the future had a place for stores like his.

He was right to be worried. The traditional American supermarket is dying. It’s not just Amazon’s purchase of Whole Foods, an acquisition that trade publication Supermarket News says marked “a new era” for the grocery business — or the fact that Amazon hopes to launch a second new grocery chain in 2019, according to a recent report from The Wall Street Journal, with a potential plan to scale quickly by buying up floundering supermarkets. Even in plush times, grocery is a classic red oceanindustry, highly undifferentiated and intensely competitive. (The term summons the image of a sea stained with the gore of countless skirmishes.) Now, the industrys stodgy old playbook — “buy one, get onesales, coupons in the weekly circular is hurtling toward obsolescence. And with new ways to sell food ascendant, legacy grocers like Rich Niemann are failing to bring back the customers they once took for granted. You no longer need grocery stores to buy groceries.

Niemann hired Kelley in the context of this imminent doom. The assignment: to conceive, design, and build the grocery store of the future. Niemann was ready to entertain any idea and invest heavily. And for Kelley, a man whos worked for decades honing his vision for what the grocery store should do and be, it was the opportunity of a lifetime carte blanche to build the working model hes long envisioned, one he believes can save the neighborhood supermarket from obscurity.

Kevin Kelley, illustration by Vinnie Neuberg

Rich Niemann, illustration by Vinnie Neuberg

The store that resulted is called Harvest Market, which opened in 2016. Its south of downtown Champaign, Illinois, out by the car dealerships and strip malls; 58,000 square feet of floor space mostly housed inside a huge, high-ceilinged glass barn. Its bulk calls to mind both the arch of a hayloft and the heavenward jut of a church. But you could also say its shaped like an ark, because its meant to survive an apocalypse.

Harvest Market is the anti-Amazon. Its designed to excel at what e-commerce can’t do: convene people over the mouth-watering appeal of prize ingredients and freshly prepared food. The proportion of groceries sold online is expected to swell over the next five or six years, but Harvest is a bet that behavioral psychology, spatial design, and narrative panache can get people excited about supermarkets again. Kelley isnt asking grocers to be more like Jeff Bezos or Sam Walton. Hes not asking them to be ruthless, race-to-the-bottom merchants. In fact, he thinks that grocery stores can be something far greater than we ever imagined a place where farmers and their urban customers can meet, a crucial link between the city and the country.

But first, if theyre going to survive, Kelley says, grocers need to start thinking like Alfred Hitchcock.

* * *

Kevin Kelley is an athletic-looking man in his mid-50s , with a piercing hazel gaze that radiates thoughtful intensity. In the morning, he often bikes two miles to Shook Kelley’s office in Hollywood — a rehabbed former film production studio on an unremarkable stretch of Melrose Avenue, nestled between Bogie’s Liquors and a driving school. Four nights a week, he visits a boxing gym to practice Muay Thai, a form of martial arts sometimes called “the art of eight limbs” for the way it combines fist, elbow, knee, and shin attacks. “Martial arts,” Kelley tells me, “are a framework for handling the unexpected.” That’s not so different from his main mission in life: He helps grocery stores develop frameworks for the unexpected, too.

You’ve never heard of him, but then it’s his job to be invisible. Kelley calls himself a supermarket ghostwriter: His contributions are felt more than seen, and the brands that hire him get all the credit. Countless Americans have interacted with his work in intimate ways, but will never know his name. Such is the thankless lot of the supermarket architect.

A film buff equally fascinated by advertising and the psychology of religion, Kelley has radical theories about how grocery stores should be built, theories that involve terms like emotional opportunity,” “brain activity,” “climax,and “mise-en-scène.But before he can talk to grocers about those concepts, he has to convince them of something far more elemental: that their businesses face near-certain annihilation and must change fundamentally to avoid going extinct.

It is the most daunting feeling when you go to a grocery store chain, and you meet with these starched-white-shirt executives,Kelley tells me. When we get a new job, we sit around this table we do it twenty, thirty times a year. Old men, generally. Don’t love food, progressive food. Just love their old food like Archie Bunkers, essentially. You meet these people and then you tour their stores. Then I’ve got to go convince Archie Bunker that there’s something called emotions, that there are these ideas about branding and feeling. It is a crazy assignment. I can’t get them to forget that they’re no longer in a situation where they’ve got plenty of customers. That its do-or-die time now.

Forget branding. Forget sales. Kelley’s main challenge is redirecting the attention of older male executives, scared of the future and yet stuck in their ways, to the things that really matter.

I make my living convincing male skeptics of the power of emotions,he says.

Human beings, it turns out, aren’t very good at avoiding large-scale disaster. As you read this, the climate is changing, thanks to the destructively planet-altering activities of our species. The past four years have been the hottest on record. If the trend continues — and virtually all experts agree it will — we’re likely to experience mass disruptions on a scale never before seen in human history. Drought will be epidemic. The ocean will acidify. Islands will be swallowed by the sea. People could be displaced by the millions, creating a new generation of climate refugees. And all because we didn’t move quickly enough when we still had time.

You know this already. But I bet you’re not doing much about it — not enough, at least, to help avert catastrophe. I’ll bet your approach looks a lot like mine: worry too much, accomplish too little. The sheer size of the problem is paralyzing. Vast, systemic challenges tend to short-circuit our primate brains. So we go on, as the grim future bears down.

Grocers, in their own workaday way, fall prey to the same inertia. They got used to an environment of relative stability. They don’t know how to prepare for an uncertain future. And they can’t force themselves to behave as if the good times are really going to go away — even if, deep down, they know it’s true.

I make my living convincing male skeptics of the power of emotions.

In the 1980s, you could still visit almost any community in the U.S. and find a thriving supermarket. Typically, it would be a dynasty family grocery store, one that had been in business for a few generations. Larger markets usually had two or three players, small chains that sorted themselves out along socioeconomic lines: fancy, middlebrow, thrifty. Competition was slack and demand — this is the beautiful thing about selling food — never waned. For decades, times were good in the grocery business. Roads and schools were named after local supermarket moguls, who often chaired their local chambers of commerce. “When you have that much demand, and not much competition, nothing gets tested. Kind of like a country with a military that really doesn’t know whether their bullets work,” Kelley says. “They’d never really been in a dogfight.”

It’s hard to believe now, but there was not a single Walmart on the West Coast until 1990. That decade saw the birth of the “hypermarket” and the beginning of the end for traditional grocery stores — Walmarts, Costcos, and Kmarts became the first aggressive competition supermarkets ever really faced, luring customers in with the promise of one-stop shopping on everything from Discmen to watermelon.

The other bright red flag: Americans started cooking at home less and eating out more. In 2010, Americans dined out more than in for the first time on record, the culmination of a slow shift away from home cooking that had been going on since at least the 1960s. That trend is likely to continue. According to a 2017 report from the USDA’s Economic Research Service, millennials shop at food stores less than any other age group, spend less time preparing food, and are more likely to eat carry-out, delivery, or fast food even when they do eat at home. But even within the shrinking market for groceries, competition has stiffened. Retailers not known for selling food increasingly specialize in it, a phenomenon called “channel blurring”; today, pharmacies like CVS sell pantry staples and packaged foods, while 99-cent stores like Dollar General are a primary source of groceries for a growing number of Americans. Then there’s e-commerce. Though only about 3 percent of groceries are currently bought online, that figure could rocket to 20 percent by 2025. From subscription meal-kit services like Blue Apron to online markets like FreshDirect and Amazon Fresh, shopping for food has become an increasingly digital endeavor — one that sidesteps traditional grocery stores entirely.

A cursory glance might suggest grocery stores are in no immediate danger. According to the data analytics company Inmar, traditional supermarkets still have a 44.6 percent market share among brick-and-mortar food retailers. And though a spate of bankruptcies has recently hit the news, there are actually more grocery stores today than there were in 2005. Compared to many industries — internet service, for example — the grocery industry is still a diverse, highly varied ecosystem. Forty-three percent of grocery companies have fewer than four stores, according to a recent USDA report. These independent stores sold 11 percent of the nation’s groceries in 2015, a larger collective market share than successful chains like Albertson’s (4.5 percent), Publix (2.25 percent), and Whole Foods (1.2 percent).

But looking at this snapshot without context is misleading — a little like saying that the earth can’t be warming because it’s snowing outside. Not long ago, grocery stores sold the vast majority of the food that was prepared and eaten at home — about 90 percent in 1988, according to Inmar. Today, their market share has fallen by more than half, even as groceries represent a diminished proportion of overall food sold. Their slice of the pie is steadily shrinking, as is the pie itself.

By 2025, the thinking goes, most Americans will rarely enter a grocery store. That’s according to a report called “Surviving the Brave New World of Food Retailing,” published by the Coca-Cola Retailing Research Council — a think tank sponsored by the soft drink giant to help retailers prepare for major changes. The report describes a retail marketplace in the throes of massive change, where supermarkets as we know them are functionally obsolete. Disposables and nonperishables, from paper towels to laundry detergent and peanut butter, will replenish themselves automatically, thanks to smart-home sensors that reorder when supplies are low. Online recipes from publishers like Epicurious will sync directly to digital shopping carts operated by e-retailers like Amazon. Impulse buys and last-minute errands will be fulfilled via Instacart and whisked over in self-driving Ubers. In other words, food — for the most part — will be controlled by a small handful of powerful tech companies.

The Coca-Cola report, written in consultation with a handful of influential grocery executives, including Rich Niemann, acknowledges that the challenges are dire. To remain relevant, it concludes, supermarkets will need to become more like tech platforms: develop a “robust set of e-commerce capabilities,” take “a mobile-first approach,” and leverage “enhanced digital assets.” They’ll need infrastructure for “click and collect” purchasing, allowing customers to order online and pick up in a jiffy. They’ll want to establish a social media presence, as well as a “chatbot strategy.” In short, they’ll need to become Amazon, and they’ll need to do it all while competing with Walmart — and its e-commerce platform, Jet.com — on convenience and price.

That’s why Amazon’s acquisition of Whole Foods Market was terrifying to so many grocers, sending the stocks of national chains like Kroger tumbling: It represents a future they can’t really compete in. Since August 2017, Amazon has masterfully integrated e-commerce and physical shopping, creating a muscular hybrid that represents an existential threat to traditional grocery stores. The acquisition was partially a real estate play: Whole Foods stores with Prime lockers now act as a convenient pickup depot for Amazon goods. But Amazon’s also doing its best to make it too expensive and inconvenient for its Prime members, who pay $129 a year for free two-day shipping and a host of other perks, to shop anywhere else. Prime members receive additional 10 percent discounts on select goods at Whole Foods, and Amazon is rolling out home grocery delivery in select areas. With the Whole Foods acquisition, then, Amazon cornered two markets: the thrift-driven world of e-commerce and the pleasure-seeking universe of high-end grocery. Order dish soap and paper towels in bulk on Amazon, and pick them up at Whole Foods with your grass-fed steak.

Traditional grocers are now expected to offer the same combination of convenience, flexibility, selection, and value. They’re understandably terrified by this scenario, which would require fundamental, complex, and very expensive changes. And Kelley is terrified of it, too, though for a different reason: He simply thinks it wont work. In his view, supermarkets will never beat Walmart and Amazon at what they do best. If they try to succeed by that strategy alone, theyll fail. That prospect keeps Kelley up at night because it could mean a highly consolidated marketplace overseen by just a handful of players, one at stark contrast to the regional, highly varied food retail landscape America enjoyed throughout the 20th century.

I’m afraid of what could happen if Walmart and Amazon and Lidl are running our food system, the players trying to get everything down to the lowest price possible,he tells me. What gives me hope is the upstarts who will do the opposite. Who arent going to sell convenience or efficiency, but fidelity.

The approach Kelley’s suggesting still means completely overhauling everything, with no guarantee of success. It’s a strategy that’s decidedly low-tech, though it’s no less radical. It’s more about people than new platforms. It means making grocery shopping more like going to the movies.

* * *

Nobody grows up daydreaming about designing grocery stores, including Kelley. As a student at the University of North Carolina at Charlotte, he was just like every other architect-in-training: He wanted to be a figure like Frank Gehry, building celebrated skyscrapers and cultural centers. But he came to feel dissatisfied with the culture of his profession. In his view, architects coldly fixate on the aesthetics of buildings and aren’t concerned enough with the people inside.

“Architecture worships objects, and Capital-A architects are object makers,” Kelley tells me. “They aren’t trying to fix social issues. People and their experience and their perceptions and behaviors don’t matter to them. They don’t even really want people in their photographs—or if they have to, they’ll blur them out.” What interested Kelley most was how people would use his buildings, not how the structures would fit into the skyline. He wanted to shape spaces in ways that could actually affect our emotions and personalities, bringing out the better angels of our nature. To his surprise, no one had really quantified a set of rules for how environment could influence behavior. Wasn’t it strange that advertising agencies spent so much time thinking about the links between storytelling, emotions, and decision-making — while commercial spaces, the places where we actually go to buy, often had no design principle beyond brute utility?

My ultimate goal was to create a truly multidisciplinary firm that was comprised of designers, social scientists and marketing types,” he says. “It was so unorthodox and so bizarrely new in terms of approach that everyone thought I was crazy.”

In 1992, when he was 28, Kelley cofounded Shook Kelley with the Charlotte, North Carolina–based architect and urban planner Terry Shook. Their idea was to offer a suite of services that bridged social science, branding, and design, a new field they called “perception management.” They were convinced space could be used to manage emotion, just the way cinema leads us through a guided sequence of feelings, and wanted to turn that abstract idea into actionable principles. While Shook focused on bigger, community-oriented spaces like downtown centers and malls, Kelley focused on the smaller, everyday commercial spaces overlooked by fancy architecture firms: dry cleaners, convenience stores, eateries, bars. One avant-garde restaurant Kelley designed in Charlotte, called Props, was an homage to the sitcom craze of the 1990s. It was built to look like a series of living rooms, based on the apartment scenes in shows like Seinfeld and Friends and featured couches and easy chairs instead of dining tables to encourage guests to mingle during dinner.

The shift to grocery stores didn’t happen until a few years later, almost by accident. In the mid-’90s, Americans still spent about 55 percent of their food dollars on meals eaten at home — but that share was declining quickly enough to concern top corporate brass at Harris Teeter, a Charlotte-area, North Carolina–based grocery chain with stores throughout the Southwestern United States. (Today, Harris Teeter is owned by Kroger, the country’s second-largest seller of groceries behind Walmart.) Harris Teeter execs reached out to Shook Kelley. “We hear you’re good with design, and you’re good with food,” Kelley remembers Harris Teeter reps saying. “Maybe you could help us.”

At first, it was Terry Shook’s account. He rebuilt each section of the store into a distinct “scene” that reinforced the themes and aesthetics of the type of food it sold. The deli counter became a mocked-up urban delicatessen, complete with awning and neon sign. The produce section resembled a roadside farmstand. The dairy cases were corrugated steel silos, emblazoned with the logo of a local milk supplier. And he introduced full-service cafés, a novelty for grocery stores at the time, with chrome siding like a vintage diner. It was pioneering work, winning that year’s Outstanding Achievement Award from the International Interior Design Association — according to Kelley, it was the first time the prestigious award had ever been given to a grocery store.

Shook backed off of grocery stores after launching the new Harris Teeter, but the experience sparked Kelley’s lifelong fascination with grocery stores, which he realized were ideal proving grounds for his ideas about design and behavior. Supermarkets contain thousands of products, and consumers make dozens of decisions inside them — decisions about health, safety, family, and tradition that get to the core of who they are. He largely took over the Harris Teeter account and redesigned nearly 100 of the chain’s stores, work that would go on to influence the way the industry saw itself and ultimately change the way stores are built and navigated.

Since then, Kelley has worked to show grocery stores that they don’t have to worship at the altar of supply-side economics. He urges grocers to appeal instead to our humanity. Kelley asks them to think more imaginatively about their stores, using physical space to evoke nostalgia, delight our senses, and appeal to the parts of us motivated by something bigger and more generous than plain old thrift. Shopping, for him, is all about navigating our personal hopes and fears, and grocery stores will only succeed when they play to those emotions.

When it works, the results are dramatic. Between 2003 and 2007, Whole Foods hired Shook Kelley for brand strategy and store design, working with the firm throughout a crucial period of the chain’s development. The fear was that as Whole Foods grew, its image would become too diffuse, harder to differentiate from other health food stores; at the same time, the company wanted to attract more mainstream shoppers. Kelley’s team was tasked with finding new ways to telegraph the brand’s singular value. Their solution was a hierarchical system of signage that would streamline the store’s crowded field of competing health and wellness claims.

Kelley’s view is that most grocery stores are “addicted” to signage, cramming their spaces with so many pricing details, promotions, navigational signs, ads, and brand assets that it “functionally shuts down [the customer’s] ability to digest the information in front of them.”

Kelley’s team stipulated that Whole Foods could only have seven layers of information, which ranged from evocative signage 60 feet away to descriptive displays six feet from customers to promotional info just six inches from their hands. Everything else was “noise,” and jettisoned from the stores entirely. If you’ve ever shopped at Whole Foods, you probably recognize the way that the store’s particular brand of feel-good, hippie sanctimony seems to permeate your consciousness at every turn. Kelley helped invent that. The system he created for pilot stores in Princeton, New Jersey, and Louisville, Kentucky, were scaled throughout the chain and are still in use today, he says. (Whole Foods did not respond to requests for comment for this story.)

With a carefully delineated set of core values guiding its purchasing and brand, Whole Foods was ripe for the kind of visual overhaul Kelley specializes in. But most regional grocery chains have a different set of problems: They don’t really have values to telegraph in the first place. Shook Kelley’s approach is about getting buttoned-down grocers to reflect on their beliefs, tapping into deeper, more primal reasons for wanting to sell food.

* * *

Today, Kelley and his team have developed a playbook for clients, a finely tuned process to get shoppers to think in terms that go beyond bargain-hunting. It embraces what he calls “the theater of retail” and draws inspiration from an unlikely place: the emotionally laden visual language of cinema. His goal is to convince grocers to stop thinking like Willy Loman — like depressed, dejected salesmen forever peddling broken-down goods, fixated on the past and losing touch with the present. In order to survive, Kelley says, grocers can’t be satisfied with providing a place to complete a chore. They’ll need to direct an experience.


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Today’s successful retail brands establish what Kelley calls a “brand realm,” or what screenwriters would call a story’s “setting.” We don’t usually think consciously about them, but realms subtly shape our attitude toward shopping the same way the foggy, noirishly lit streets in a Batman movie tell us something about Gotham City. Cracker Barrel is set in a nostalgic rural house. Urban Outfitters is set on a graffitied urban street. Tommy Bahama takes place on a resort island. It’s a well-known industry secret that Costco stores are hugely expensive to construct — they’re designed to resemble fantasy versions of real-life warehouses, and the appearance of thrift doesn’t come cheap. Some realms are even more specific and fanciful: Anthropologie is an enchanted attic, complete with enticing cupboards and drawers. Trader Joe’s is a crew of carefree, hippie traders shipping bulk goods across the sea. A strong sense of place helps immerse us in a store, getting us emotionally invested and (perhaps) ready to suspend the critical faculties that prevent a shopping spree.

Kelley takes this a few steps further. The Shook Kelly team, which includes a cultural anthropologist with a Ph.D., begins by conducting interviews with executives, staff, and locals, looking for the storytelling hooks they call “emotional opportunities.” These can stem from core brand values, but often revolve around the most intense, place-specific feelings locals have about food. Then Kelley finds ways to place emotional opportunities inside a larger realm with an overarching narrative, helping retailers tell those stories — not with shelves of product, but through a series of affecting “scenes.”

In Alberta, Canada, Shook Kelley redesigned a small, regional grocery chain now called Freson Bros. Fresh Market. In interviews, the team discovered that meat-smoking is a beloved pastime there, so Shook Kelley built huge, in-store smokers at each new location — a scene called “Banj’s Smokehouse” — that crank out pound after pound of the province’s signature beef, as well as elk, deer, and other kinds of meat (customers can even BYO meat to be smoked in-house). Kelley also designed stylized root cellars in each produce section, a cooler, darker corner of each store that nods to the technique Albertans use to keep vegetables fresh. These elements aren’t just novel ways to taste, touch, and buy. They reference cultural set points, triggering memories and personal associations. Kelley uses these open, aisle-less spaces, which he calls “perceptual rooms,” to draw customers through an implied sequence of actions, tempting them towards a specific purchase.

Something magical happens when you engage customers this way. Behavior changes in visible, quantifiable ways. People move differently. They browse differently. And they buy differently. Rather than progressing in a linear fashion, the way a harried customer might shoot down an aisle — Kelley hates aisles, which he says encourage rushed, menial shopping — customers zig-zag, meander, revisit. These behaviors are a sign a customer is “experimenting,” engaging with curiosity and pleasure rather than just trying to complete a task. “If I was doing a case study presentation to you, I would show you exact conditions where we don’t change the product, the price, the service. We just change the environment and we’ll change the behavior,” Kelley tells me. “That always shocks retailers. They’re like ‘Holy cow.’ They don’t realize how much environment really affects behavior.”

A strong sense of place helps immerse us in a store, getting us emotionally invested and (perhaps) ready to suspend the critical faculties that prevent a shopping spree.

In the mid-2000s, Nabisco approached Kelley’s firm, complaining that sales were down 16 percent in the cookie-and-cracker aisle. In response, Shook Kelley designed “Mom’s Kitchen,” which was piloted at Buehler’s, a 15-store chain in northern Ohio. Kelley took Nabisco’s products out of the center aisles entirely and installed them in a self-contained zone: a perceptual room built out to look like a nostalgic vision of suburban childhood, all wooden countertops, tile, and hanging copper pans. Shelves of Nabisco products from Ritz Crackers to Oreos lined the walls. Miniature packs of Animal Crackers waited out in a large bowl, drawers opened to reveal boxes of Saltines. The finishing touch had nothing to do with Nabisco and everything to do with childhood associations: Kelley had the retailers install fridge cases filled with milk, backlit and glowing. Who wants to eat Oreos without a refreshing glass of milk to wash them down?

The store operators weren’t sold. They found it confusing and inconvenient to stock milk in two places at once. But from a sales perspective, the experiment was a smash. Sales of Nabisco products increased by as much as 32 percent, and the entire cookie-and-cracker segment experienced a halo effect, seeing double-digit jumps. Then, the unthinkable: The stores started selling out of milk. They simply couldn’t keep it on the shelves.

You’d think that the grocery stores would be thrilled, that it would have them scrambling to knock over their aisles of goods, building suites of perceptual rooms. Instead, they retreated. Nabisco’s parent company at the time, Kraft, was excited by the results and kicked the idea over to a higher-up corporate division where it stalled. And Buehler’s, for its part, never did anything to capitalize on its success. When the Nabisco took “Mom’s Kitchen” displays down, Kelley says, the stores didn’t replace them.

Mom’s Kitchen, fully stocked. (Photo by Tim Buchman)

“We were always asking a different question: What is the problem you’re trying to solve through food?” Kelley says. “It’s not just a refueling exercise — instead, what is the social, emotional issue that food is solving for us? We started trying to work that into grocery. But we probably did it a little too early, because they weren’t afraid enough.”

Since then, Kelley has continued to build his case to unreceptive audiences of male executives with mixed success. He tells them that when customers experiment — when the process of sampling, engaging, interacting, and evaluating an array of options becomes a source of pleasure — they tend to take more time shopping. And that the more time customers spend in-store, the more they buy. In the industry, this all-important metric is called “dwell time.” Most retail experts agree that increasing dwell without increasing frustration (say, with long checkout times) will be key to the survival of brick-and-mortar retail. Estimates vary on how much dwell time increases sales; according to Davinder Jheeta, creative brand director of the British supermarket Simply Fresh, customers spent 1.3 percent more for every 1 percent increase in dwell time in 2015.

Another way to increase dwell time? Offer prepared foods. Delis, cafes, and in-store restaurants increase dwell time and facilitate pleasure while operating with much higher profit margins and recapturing some of the dining-out dollar that grocers are now losing. “I tell my clients, ‘In five years, you’re going to be in the restaurant business,” Kelley says, “‘or you’re going to be out of business.’”

Kelley’s job, then, is to use design in ways that get customers to linger, touch, taste, scrutinize, explore. The stakes are high, but the ambitions are startlingly low. Kelley often asks clients what he calls a provocative question: Rather than trying to bring in new customers, would it solve their problems if 20 percent of customers increased their basket size by just two dollars? The answer, he says, is typically an enthusiastic yes.

Just two more dollars per trip for every fifth customer — that’s what victory looks like. And failure? That looks like a food marketplace dominated by Walmart and Amazon, a world where the neighborhood supermarket is a thing of the past.

* * *

When Shook Kelley started working on Niemann’s account, things began the way they always did: looking for emotional opportunities. But the team was stumped. Niemann’s stores were clean and expertly run. There was nothing wrong with them. Niemann’s problem was that he had no obvious problem. There was no there there.

Many of the regionals Kelley works with have no obvious emotional hook; all they know is that they’ve sold groceries for a long time and would like to keep on selling them. When he asks clients what they believe in, they show him grainy black-and-white photos of the stores their parents and grandparents ran, but they can articulate little beyond the universal goal of self-perpetuation. So part of Shook Kelley’s specialty is locating the distinguishing spark in brands that do nothing especially well, which isn’t always easy. At Buehler’s Fresh Foods, the chain where “Mom’s Kitchen” was piloted, the store’s Shook Kelley–supplied emotional theme is “Harnessing the Power of Nice.”

Still, Niemann Foods was an especially challenging case. “We were like, ‘Is there any core asset here?’” Kelley told me. “And we were like, ‘No. You really don’t have anything.’”

What Kelley noticed most was how depressed Niemann seemed, how gloomy about the fate of grocery stores in general. Nothing excited him — with one exception. Niemann runs a cattle ranch, a family operation in northeast Missouri. “Whenever he talked about cattle and feed and antibiotics and meat qualities, his physical body would change. We’re like, ‘My god. This guy loves ranching.’ He only had three hundred cattle or something, but he had a thousand pounds of interest in it.”

Niemann’s farm now has about 600 cattle, though it’s still more hobby farm than full-time gig — but it ended up being a revelation. During an early phase of the process, someone brought up “So God Made a Farmer” — a speech radio host Paul Harvey gave at the 1978 Future Farmers of America Convention that had been used in an ad for Ram trucks in the previous year’s Super Bowl. It’s a short poem that imagines the eighth day of the biblical creation, where God looks down from paradise and realizes his new world needs a caretaker. What kind of credentials is God looking for? Someone “willing to get up before dawn, milk cows, work all day in the fields, milk cows again, eat supper and then go to town and stay past midnight at a meeting of the school board.” God needs “somebody willing to sit up all night with a newborn colt. And watch it die. Then dry his eyes and say, ‘Maybe next year.’” God needs “somebody strong enough to clear trees and heave bails, yet gentle enough to yean lambs and wean pigs and tend the pink-combed pullets, who will stop his mower for an hour to splint the broken leg of a meadow lark.” In other words, God needs a farmer.

Part denim psalm, part Whitmanesque catalogue, it’s a quintessential piece of Americana — hokey and humbling like a Norman Rockwell painting, and a bit behind the times (of course, the archetypal farmer is male). And when Kelley’s team played the crackling audio over the speakers in a conference room in Quincy, Illinois, something completely unexpected happened. Something that convinced Kelley that his client’s stores had an emotional core after all, one strong enough to provide the thematic backbone for a new approach to the grocery store.

Rich Niemann, the jaded supermarket elder statesman, broke down and wept.

* * *

I have never been a fan of shopping. Spending money stresses me out. I worry too much to enjoy it. So I wanted to see if a Kelley store could really be what he said it was, a meaningful experience, or if it would just feel fake and hokey. You know, like the movies. When I asked if there was one store I could visit to see his full design principles in action, he told me to go to Harvest, the most interesting store in America.

Champaign is two hours south of O’Hare by car. Crossing its vast landscape of unrelenting farmland, you appreciate the sheer scale of Illinois, how far the state’s lower half is from Chicago. It’s a college town, which comes with the usual trappings — progressive politics, cafes and bars, young people lugging backpacks with their earbuds in — but you forget that fast outside the city limits. In 2016, some townships in Champaign county voted for Donald Trump over Hillary Clinton by 50 points.

I was greeted in the parking lot by Gerry Kettler, Niemann Foods’ director of consumer affairs. Vintage John Deere tractors formed a caravan outside the store. The shopping cart vestibules were adorned with images of huge combines roving across fields of commodity crops. Outside the wide-mouthed entryway, local produce waited in picket-fence crates — in-season tomatoes from Johnstonville, sweet onions from Warrensburg.

And then we stepped inside.

Everywhere, sunlight poured in through the tall, glass facade, illuminating a sequence of discrete, airy, and largely aisle-less zones. Kettler bounded around the store, pointing out displays with surprised joy on his face, as if he couldn’t believe his luck. The flowers by the door come from local growers like Delight Flower Farm and Illinois Willows. “Can’t keep this shit in stock,” he said. He makes me hold an enormous jackfruit to admire its heft. The produce was beautiful, he was right, with more local options than I’ve ever seen in a grocery store. The Warrensville sweet corn is eye-poppingly cheap: two bucks a dozen. There were purple broccolini and clamshells filled with squash blossoms, a delicacy so temperamental that they’re rarely sold outside of farmers’ markets. Early on, they had to explain to some teenage cashiers what they were — they’d never seen squash blossoms before.

I started to sense the “realm” Harvest inhabits: a distinctly red-state brand of America, local food for fans of faith and the free market. It’s hunting gear. It’s Chevys. It’s people for whom commercial-scale pig barns bring back memories of home. Everywhere, Shook Kelley signage — a hierarchy of cues like what Kelley dreamed up for Whole Foods — drives the message home. A large, evocative sign on the far wall reads Pure Farm Flavor, buttressed by the silhouettes of livestock, so large it almost feels subliminal. Folksy slogans hang on the walls, sayings like FULL OF THE MILK OF HUMAN KINDNESS and THE CREAM ALWAYS RISES TO THE TOP.

Then there are the informational placards that point out suppliers and methods.

There are at least a half dozen varieties of small-batch honey; you can find pastured eggs for $3.69. The liquor section includes local selections, like whiskey distilled in DeKalb and a display with cutting boards made from local wood by Niemann Foods’ HR Manager. “Turns out we had some talent in our backyard,” Kettler said. Niemann’s willingness to look right under his nose, sidestepping middlemen distributors to offer reasonably priced, local goods, is a hallmark of Harvest Market.

That shortened chain of custody is only possible because of Niemann and the lifetime of supply-side know-how he brings to table. But finding ways to offer better, more affordable food has been a long-term goal of Kelley — who strained his relationship with Whole Foods CEO John Mackey over the issue. As obsessed as Kelley is with appearances, he insists to me that his work must be grounded in something “real”: that grocery stores only succeed when they really try to make the world a better place through food. In his view, Whole Foods wasn’t doing enough to address its notoriously high prices — opening itself up to be undercut by cheaper competition, and missing a kind of ethical opportunity to make better food available to more people.

“When,” Kelley remembers asking, “did you start to mistake opulence for success?”

In Kelley’s telling, demand slackened so much during the Great Recession that it nearly lead to Whole Foods’ downfall, a financial setback that the company never fully recovered from — and, one could argue, ultimately led to its acquisition. Harvest Market, for its part, has none of Whole Foods’ clean-label sanctimony. It takes an “all-of-the-above” approach: There’s local produce, but there’re also Oreos and Doritos and Coca-Cola; at Thanksgiving, you can buy a pastured turkey from Triple S Farms or a 20-pound Butterball. But that strong emphasis on making local food more accessible and affordable makes it an interesting counterpart to Kelley’s former client.

The most Willy Wonka–esque touch is the hulking piece of dairy processing equipment in a glass room by the cheese case. It’s a commercial-scale butter churner — the first one ever, Kettler told me, to grace the inside of a grocery store.

“So this was a Shook Kelley idea,” he said, “We said yes, without knowing how much it would cost. And the costs just kept accelerating. But we’re thrilled. People love it.”Harvest Market isn’t just a grocery store — it’s also a federally inspected dairy plant. The store buys sweet cream from a local dairy, which it churns into house-made butter, available for purchase by the brick and used throughout Harvest’s bakery and restaurant. The butter sells out as fast as they can make it. Unlike the grocers who objected to “Mom’s Kitchen,” the staff don’t seem to mind.

As I walked through the store, I couldn’t help wondering how impressed I really was. I found Harvest to be a beautiful example of a grocery store, no doubt, and a very unusual one. What was it that made me want to encounter something more outrageous, more radical, more theatrical and bizarre? I wanted animatronic puppets. I wanted fog machines.

I should have known better — Kelley had warned me that you can’t take the theater of retail too far without breaking the dream. He’d told me that he admires stores where “you’re just not even aware of the wonder of the scene, you’re just totally engrossed in it” — stores a universe away from the overwrought, hokey feel of Disneyland. But I had Amazon’s new stores in the back up my mind as a counterpoint, with all their cashierless bells and whistles, their ability to click and collect, their ability to test-drive Alexa and play a song or switch on a fan. I guess, deep down, I was wondering if something this subtle really could work.

“Here, this is Rich Niemann,” Kettler said, and I found myself face-to-face with Niemann himself. We shook hands and he asked if I’d ever been to Illinois before. Many times, I told him. My wife is from Chicago, so we’ve visited the city often.

He grinned at me.

“That’s not Illinois,” he said.

We walked to Harvest’s restaurant, a 40-person seating area plus an adjacent bar with a row of stools, that offers standards like burgers, salads, and flatbreads. There’s an additional 80-person seating area on the second-floor mezzanine, a simulated living room complete with couches and board games. Beyond that, they pointed out the brand-new wine bar — open, like the rest of the space, until midnight. There’s a cooking classroom by the corporate offices. Through the window, I saw a classroom full of children doing something to vegetables. Adult Cooking classes run two or three nights every week, plus special events for schools and other groups.

For a summer weekday at noon in a grocery store I’m amazed how many people are eating and working on laptops. One guy has his machine hooked up to a full-sized monitor he lugged up the stairs — he’s made a customized wooden piece that hooks into Harvest’s wrought-iron support beams to create a platform for his plus-size screen. He comes every day, like it’s his office. He’s a dwell-time dream.

We sit down, and Kettler insists I eat the corn first, slathering it with the house-made butter and eating it while it’s hot. He reminds me that it’s grown by the Maddoxes, a family in Warrensburg, about 50 miles west of Champaign.

The corn was good, but I wanted to ask Niemann if the grocery industry was really that bad, and he told me it is. I assume he’ll want to talk about Amazon and its acquisition of Whole Foods and the way e-commerce has changed the game. He acknowledges that, but to my surprise he said the biggest factor is something else entirely — a massive shift happening in the world of consumer packaged goods, or CPGs.

For years, grocery stores never had to advertise, because the largest companies in the world — Proctor and Gamble, Coca-Cola, Nestle — did their advertising for them, just the way Nabisco helped finance “Mom’s Kitchen” to benefit the stores. People came to supermarkets to buy the foods they saw on TV. But Americans are falling out of love with legacy brands. They’re looking for something different, locality, a sense of novelty and adventure. Kellogg’s and General Mills don’t have the pull they once had.

When their sales flag, grocery sales do too — and the once-bulletproof alliance between food brands and supermarkets is splitting. For the past two years, the Grocery Manufacturers’ Association, an influential trade group representing the biggest food companies in the world, started to lose members. It began with Campbell’s Soup. Dean Foods, Mars, Tyson Foods, Unilever, Hershey Company, the Kraft Heinz Company, and others followed. That profound betrayal was a rude awakening: CPG companies don’t need grocery stores. They have Amazon. They can sell directly through their websites. They can launch their own pop-ups.

It’s only then that I realized how dire the predicament of grocery stores really is, and why Niemann was so frustrated when he first called Kevin Kelley. It’s one thing when you can’t sell as cheaply and conveniently as your competitors. But it’s another thing when no one wants what you’re selling.

Harvest doesn’t feel obviously futuristic in the way an Amazon store might. If I went there as a regular shopper and not as a journalist sniffing around for a story, I’m sure I’d find it to be a lovely and transporting way to buy food. But what’s going on behind the scenes is, frankly, unheard of.

Grocery stores have two ironclad rules. First, that grocers set the prices, and farmers do what they can within those mandates. And second, that everyone works with distributors who oversee the aggregation and transport of all goods. Harvest has traditional relationships with companies like Coca-Cola, but it breaks those rules with local farmers and foodmakers. Suppliers — from the locally milled wheat to the local produce to the Kilgus Farms sweet cream that goes into the churner — truck their products right to the back. By avoiding middlemen and their surcharges, Harvest is able to pay suppliers more directly and charge customers less. And it keeps costs low. You can still find $4.29 pints of Halo Top ice cream in the freezer, but the produce section features stunning bargains. When the Maddox family pulls up with its latest shipment of corn, people sometimes start buying it off the back of the truck in the parking lot. Thats massive change, and its virtually unheard of in supermarkets. At the same time, suppliers get to set their own prices. Niemann’s suppliers tell him what they need to charge; Niemann adds a standard margin and lets customers decide if they’re willing to pay.

If there’s a reason Harvest matters, it’s only partly because of the aesthetics. It’s mainly because the model of what a grocery store is has been tossed out and rebuilt. And why not? The world as Rich Niemann knows it is ending.

* * *

In 2017, just months after Harvest Market’s opening, Niemann won the Thomas K. Zaucha Entrepreneurial Excellence Award — the National Grocers Association’s top honor, given for “persistence, vision, and creative entrepreneurship.” That spring, Harvest was spotlighted in a “Store of the Month” cover feature in the influential trade magazine Progressive Grocer. Characteristically, the contributions of Kelley and his firm were not mentioned in the piece.

Niemann tells me his company is currently planning to open a second Harvest Market in Springfield, Illinois, about 90 minutes west of Champaign, in 2020. Without sharing specifics about profitability or sales numbers, he says the store was everything he’d hoped it would be as far as the metrics that most matter — year-over-year sales growth and customer engagement. His only complaint about the store, has to do with parking. For years, Niemann has relied on the same golden ratio to determine the size of parking lot needed for his stores — a certain number of spots for every thousand dollars of expected sales. Harvest’s lot uses the same logic, and it’s nowhere near enough space.

“In any grocery store, the customer’s first objective is pantry fill — to take care of my needs as best I can on my budget,” Niemann says. “But we created a different atmosphere. These customers want to talk. They want to know. They want to experience. They want to taste. They’re there because it’s an adventure.”

They stay so much longer than expected that the parking lot sometimes struggles to fit all their cars at once. Unlike the Amazon stores that may soon be cropping up in a neighborhood near you — reportedly, the company is considering plans to open 3,000 of them in by 2021 — it’s not about getting in and out quickly without interacting with another human being. At Harvest, you stay awhile. And that’s the point.

But Americans are falling out of love with legacy brands. They’re looking for something different, locality, a sense of novelty and adventure. Kellogg’s and General Mills don’t have the pull they once had.

So far, Harvest’s success hasn’t made it any easier for Kelley, who still struggles to persuade clients to make fundamental changes. They’re still as scared as they’ve always been, clinging to the same old ideas. He tells them that, above all else, they need to develop a food philosophy — a reason why they do this in the first place, something that goes beyond mere nostalgia or the need to make money. They need to build something that means something, a store people return to not just to complete a task but because it somehow sustains them. For some, that’s too tall an order. “They go, ‘I’m not going to do that.’ I’m like, ‘Then what are you going to do?’ And they literally tell me: ‘I’m going to retire.’” It’s easier to cash out. Pass the buck, and consign the fate of the world to younger people with bolder dreams.

Does it even matter? The world existed before supermarkets, and it won’t end if they vanish. And in the ongoing story of American food, the 20th-century grocery store is no great hero. A&P — the once titanic chain, now itself defunct — was a great mechanizer, undercutting the countless smaller, local businesses that used to populate the landscape. More generally, the supermarket made it easier for Americans to distance ourselves from what we eat, shrouding food production behind a veil and letting us convince ourselves that price and convenience matter above all else. We let ourselves be satisfied with the appearance of abundance — even if great stacks of unblemished fruit contribute to waste and spoilage, even if the array of brightly colored packages are all owned by the same handful of multinational corporations.

But whatever springs up to replace grocery stores will have consequences, too, and the truth is that brick-and-mortar is not going away any time soon — far from it. Instead, the most powerful retailers in the world have realized that physical spaces have advantages they want to capitalize on. It’s not just that stores in residential neighborhoods work well as distribution depots, ones that help facilitate the home delivery of packages. And it’s not just that we can’t always be home to pick up the shipments we ordered when they arrive, so stores remain useful. The world’s biggest brands are now beginning to realize what Kelley has long argued: Physical stores are a way to capture attention, to subject customers to an experience, to influence the way they feel and think. What could be more useful? And what are Amazon’s proposed cashierless stores, but an illustration of Kelley’s argument? They take a brand thesis, a set of core values — that shopping should be quick and easy and highly mechanized — and seduce us with it, letting us feel the sweep and power of that vision as we pass with our goods through the doors without paying, flushed with the thrill a thief feels.

This is where new troubles start. Only a few companies in the world will be able to compete at Amazon’s scale — the scale where building 3,000 futuristic convenience stores in three years may be a realistic proposition. Unlike in the golden age of grocery, where different family owned chains catered to different demographics, we’ll have only a handful of players. We’ll have companies that own the whole value chain, low to high. Amazon owns the e-commerce site where you can find almost anything in the world for the cheapest price. And for when you want to feel the heft of an heirloom tomato in your hand or sample some manchego before buying, there is Whole Foods. Online retail for thrift, in-person shopping for pleasure. Except one massive company now owns them both.

If this new landscape comes to dominate, we may find there are things we miss about the past. For all its problems, the grocery industry is at least decentralized, owned by no one dominant company and carved up into more players than you could ever count. It’s run by people who often live alongside the communities they serve and share their concerns. We might miss that competition, that community. They are small. They are nimble. They are independently, sometimes even cooperatively, owned. They employ people. And if they are scrappy, and ingenious, and willing to change, there’s no telling what they might do. It is not impossible that they could use their assets — financial resources, industry connections, prime real estate — to find new ways to supply what we all want most: to be happier, to be healthier, to feel more connected. To be better people. To do the right thing.

I want to believe that, anyway. That stores — at least in theory — could be about something bigger, and better than mere commerce. The way Harvest seems to want to be, with some success. But I wonder if that’s just a fantasy, too: the dream that we can buy and sell our way to a better world, that it will take no more than that.

Which one is right?

I guess it depends on how you feel about the movies.

Maybe a film is just a diversion, a way to feel briefly better about our lives, the limitations and disappointments that define us, the things we cannot change. Most of us leave the theater, after all, and just go on being ourselves.

Still, maybe something else is possible. Maybe in the moment when the music swells, and our hearts beat faster, and we feel overcome by the beauty of an image — in the instant that we feel newly brave and noble, and ready to be different, braver versions of ourselves — that we are who we really are.

* * *

Joe Fassler, The Counter’s deputy editor, has covered the intersection of food, policy, technology, and culture for the magazine since 2015. His food reporting has twice been a finalist for the James Beard Foundation Award in Journalism. He’s also editor of Light the Dark: Writers on Creativity, Inspiration, and the Creative Process (Penguin, 2017), a book based on “By Heart,” his ongoing series of literary conversations for The Atlantic

Editor: Michelle Weber
Fact checker: Matt Giles
Copy editor: Jacob Z. Gross

The Classroom Origins of Toxic Masculinity

KC Noland / Youtube, Saul Loeb / Getty

Soraya Roberts | Longreads | January 2019 | 8 minutes (1,974 words)

Covington Catholic High School, St. Michael’s College School, Georgetown Preparatory School. All three are Catholic, mostly white, mostly rich, all-boys, and all three have recently made the news. At Covington, student Nick Sandmann went viral after a video emerged showing him, surrounded by a bunch of white classmates in the same glaring MAGA hats fresh off the same anti-abortion rally, mocking Native American Indigenous Peoples March attendee Nathan Phillips. At St. Mike’s school — Canadian, suggesting we may be less nice than we are similar — several students were charged after a video appeared on social media in which their fellow classmates were assaulted, one with a broomstick. Eight boys were eventually expelled after several incidents were investigated, all, according to reports, involving football and basketball players. Georgetown Prep, meanwhile, made the news when Christine Blasey Ford accused U.S. Supreme Court nominee Brett Kavanaugh of assaulting her when they were teenagers while fellow Georgetown student Mark Judge watched. “Indelible in the hippocampus is the laughter,” she said. The quote reverberated across social media once again after the Covington video went viral.

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Living Differently: How the Feminist Utopia Is Something You Have to Be Doing Now

Cover of program for the National American Women's Suffrage Association procession. (Getty Images)

Lynne Segal | Verso | November 2017 | 32 minutes (8,100 words)

The following is an excerpt from Radical Happiness: Moments of Collective Joy, by Lynne Segal (Verso, November 2017). This essay is recommended by Longreads contributing editor Dana Snitzky.

* * *

The utopian novel had become one of the most effective means of frightening people off it.

It is sometimes said that the twentieth century began with utopian dreaming and ended with nostalgia, as those alternative futures once envisioned seemed by then almost entirely discredited. However, it was never quite so straightforward. The challenge to envisage how to live differently, in ways that seem better than the present, never entirely disappears.

The most prominent American utopian studies scholar, Lyman Tower Sargent, notes that dystopian scenarios increasingly dominated the speculative literary form as the twentieth century progressed. In the UK, the equally eminent utopian studies scholar Ruth Levitas concurs, pointing out, for instance, that as sociology became institutionalized in the academy, it became ‘consistently hostile’ to any utopian content.

What stands out in speculative fantasies of the future arising towards the end of the twentieth century are their darkly dystopic leanings, whether in books, cinema, comics or elsewhere. The best known would include the mass surveillance depicted in the Russian author Yevgeny Zamyatin’s satirical novel We (1921).

Set in the future, it describes a scientifically managed totalitarian state, known as One State, governed by logic and reason, where people live in glass buildings, march in step, and are known by their numbers. England’s Aldous Huxley called his dystopic science fiction Brave New World (1932), where again all individuality has been conditioned out in the pursuit of happiness. Bleaker still was George Orwell’s terrifyingly totalitarian 1984 (1945): ‘If you want a picture of the future,’ Orwell wrote in 1984, ‘imagine a boot stamping on a human face – forever.’

These imaginings serve primarily as warnings against futures that are often read, as with Zamyatin and Orwell, as condemnations of Soviet society. The happiness expressed in Huxley’s ‘utopic’ universe depicts a deformed or sinister version of the route where all utopias end up, as totalitarian regimes, in which free will is crushed. As the Marxist political scientist Bertell Ollman later noted: ‘From a means of winning people over to the ideal of socialism, the utopian novel had become one of the most effective means of frightening people off it.’

Post-1945, public intellectuals for the most part broadcast the view that democracy and utopic thinking were opposed, the latter declared both impossible and dangerous. The influential émigré and British philosopher of science Karl Popper argued in his classic essay ‘Utopia and Violence’ (1947) that while ‘Utopia’ may look desirable, all too desirable, it was in practice a ‘dangerous and pernicious’ idea, one that is ‘self‐defeating’ and ‘leads to violence’. There is no way of deciding rationally between competing utopian ideals, he suggested, since we cannot (contra Marxism) scientifically predict the future, which means our statements are not open to falsification and hence fail his test for any sort of reliability.

Indeed, accusations of ‘totalitarian’ thinking were the chief weapon of the Cold War, used by Western propaganda to see off any talk of communism. In the USA it was employed to undermine any left or labour movement affiliations, as through the fear and financial ruin inflicted upon hundreds of Americans hauled before Senator McCarthy’s House Un-American Activities Committee in the 1950s – over half of them Jewish Americans. Read more…

Beautiful Nowheres: ‘No Man’s Sky’ and the 500th Anniversary of ‘Utopia’

Image courtesy of Hello Games / No Man's Sky

June 21, 2016, is one of the most anticipated dates in recent gaming history: it’s the day when No Man’s Sky, a galaxy-exploration game in the works since 2013, is finally released in the US.* Raffi Khatchadourian wrote about the game’s genesis in the New Yorker last year; the game will allow players (at least those fortunate enough to be immortal) to visit no fewer than 18 quintillion planets, each with its own distinct biomes and landscapes. I haven’t touched a console in almost two decades, yet the promise of endless virtual worlds to wander around — taking flânerie to the cosmic level, as it were — sounds incredibly seductive.

In its own way, this virtual cosmos — unexplored, gorgeously designed, and effectively empty (its scope ensures you could avoid other players forever, if you so wished) — is yet another iteration of our contemporary drive to project real-world longings onto virtual spaces. Second Life, the shared, multiplayer virtual universe, has capitalized on similar desires (though with a more obvious layer of social interactivity), and shows no signs of slowing down well into its second decade.

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By the Reflection of What Is

Plate 2. Unknown photographer, July–August 1843.

John Stauffer and Zoe Trodd | Picturing Frederick Douglass: An Illustrated Biography of the Nineteenth Century’s Most Photographed American| Liveright | Nov. 2015 | 22 minutes (5,654 words)

The following excerpt appears courtesy of Liveright Publishing.

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Frederick Douglass was in love with photography. During the four years of civil war, he wrote more extensively on photography than any other American, even while recognizing that his audiences were “riveted” to the war and wanted a speech only on “this mighty struggle.” He frequented photographers’ studios and sat for his portrait whenever he could. As a result of this passion, he also became the most photographed American of the nineteenth century.

It may seem strange, if not implausible, to assert that a black man and former slave wrote more extensively on photography, and sat for his portrait more frequently, than any of his American peers. But he did. We know this because Douglass penned four separate talks on photography (“Lecture on Pictures,” “Life Pictures,” “Age of Pictures,” and “Pictures and Progress”), whereas Oliver Wendell Holmes, the Boston physician and writer who is generally considered the most prolific Civil-War era photo critic, penned only three. We have also identified, after years of research, 160 separate photographs of Douglass, as defined by distinct poses rather than multiple copies of the same negative. By contrast, scholars have identified 155 separate photographs of George Custer, 128 of Red Cloud, 127 of Walt Whitman, and 126 of Abraham Lincoln. Ulysses S. Grant is a contender, but no one has published the corpus of Grant photographs; one eminent scholar (Harold Holzer) has estimated 150 separate photographs of Grant. Although there are some 850 total portraits of William “Buffalo Bill” Cody and his Wild West Show, and 650 of Mark Twain, no one has analyzed how many of these are distinct poses, or photographs as opposed to engravings, lithographs, and other non-photographic media. Moreover, Cody and Twain were a generation younger, and many if not most of their portraits were taken after 1900, when the Eastman Kodak snapshot had transformed the medium, bringing photography “within reach of every human being who desires to preserve a record of what he sees,” as Kodak declared. In the world, the only contemporaries who surpass Douglass are the British Royal Family: there are 676 separate photographs of Princess Alexandra, 655 of the Prince of Wales, 593 of Ellen Terry, 428 of Queen Victoria, and 366 of William Gladstone.

Douglass’s passion for photography, however, has been largely ignored. He is, perhaps, most popularly remembered as one of the foremost abolitionists, and the preeminent black leader, of the nineteenth century. History books have also celebrated his relationship with President Lincoln, the fact that he met with every subsequent president until his death in 1895, and that he was the first African American to receive a federal appointment requiring Senate approval. His three autobiographies (two of them bestsellers), which helped transform the genre, are still read today. Yet, because his photographic passion has been almost completely forgotten, historians have missed an important question: why would a man who devoted his life to ending slavery and racism and championing civil rights be so in love with photography? Read more…

Glamorous Crossing: How Pan Am Airways Dominated International Travel in the 1930s

Meredith Hindley | Longreads | February 2015 | 18 minutes (4,383 words)

 

In August 1936, Americans retreated from the summer heat into movie theaters to watch China Clipper, the newest action-adventure from Warner Brothers. The film starred Pat O’Brien as an airline executive obsessed with opening the first airplane route across the Pacific Ocean. An up-and-coming Humphrey Bogart played a grizzled pilot full of common sense and derring-do.

The real star of the film, however, was the China Clipper, a gleaming four-engine silver Martin M-130. As the Clipper makes its maiden flight in the film, the flying boat cuts a white wake into the waters off San Francisco before soaring in the air and passing over a half-constructed Golden Gate Bridge. As it crosses the Pacific, cutting through the clouds and battling a typhoon, a team of radiomen and navigators follow its course on the ground, relaying updated weather information. The plane arrives in Macao to a harbor packed with cheering spectators and beaming government officials. Read more…