I’ve been thinking a lot about viruses lately. I think Douglas Rushkoff coined the term “media virus,” or at least he was the first to publish a book with that name. This was a pretty big idea in the eighties, nineties, and early 2000s–before Rushkoff’s book viruses were already a bit of a counterculture meme due to William Burrough’s fascination with them (which I won’t pretend to understand). The idea Rushkoff presents in the book is, if I remember right, somewhat different than the way it was often repeated–a media virus isn’t just a thing that replicates itself. It’s a kind of Trojan Horse that repeats itself without you knowing, under the cover of something else. For example, every few years Calvin Klein comes out with an ad campaign so shocking, risque, and child-porn-y that the ads generate protest and are pulled from TV and magazines. This isn’t an accident. The people who do advertising for Calvin Klein know exactly where that line is, and they cross it on purpose. Your media immune system wouldn’t let in just any old Calvin Klien ad, becuase you’re too hip for that, right? But your immune system will, maybe, let in a story about censorship or child pornography. So it lets in the news about the Calvin Klein ad. But you’re infected all the same–now in the back of your head is forever the idea that Calvin Klien is so groundbreaking and daring their ads get banned from TV. Last year’s media flu shot included the technology to fight “advertising,” but you didn’t get the shot innoculating you from “news items.” Does that make sense? Calvin Klein is using this idea for not-so-productive ends (advertising blue jeans and underwear), but all of us in media and the arts can use this idea for our own ends, too.
Grant Morrison, comic book artist and all-around magician, took this idea a step further: in an interview I read with him he said he wanted his work to be not like a virus, but like a prion. A prion is the thing that causes Mad Cow Disease. A prion is similar to a virus, but deadlier–it can do its damage for years before you even know you have it, and by the time you find out, your brain is permanently altered. There’s no going back. It’s a virus times a thousand.
As many of you know I’m a conspiracy buff. Generally when we talk about conspiracies we talk about bad conspiracies–people working behind the scenes, in the shadows, to kill presidents and control the world economy and plant stupid ideas about Calvin Klein in our head. But there are good conspiracies, too–people working to plant viruses and prions in our culture that will help us expand our consciousness and expand our conception of what’s possible. I like thinking that we can take technology and tools designed to narrow our perspective and sell us crap and instead use those tools to expand ourselves. I like the idea that even out of the dumbest corporate stuff–a Calvin Klein ad campaign–we can find something to help us change the world.
A few years ago I felt like I was floundering a little and I decided to make a mission statement for my work, which came down to defining my virus. I write my novels because I love to, and I write other stuff for money (and I love writing that stuff, too), but I felt like I needed some clarity about what my mission was. Why was I writing all this shit? To give the world a peak into my filthy little nutjob subconscious? To make money? That’s not a very satisfying plan for life! I think we need something a bit meatier than that to be happy! When I was young and depressed I had a lot of ideas about how literature can offer solace and friendship, and I still have those ideas, but that’s not something you can happen on purpose–you just bare your soul and hope that someone out there, someday, feels less lonely for having seen it. That’s not really a goal you can work towards. And important as that is, I needed something more immediate than that to make sense of my life and my work.
So I made a mission statement like business people do. I’m not gonna tell you what that mission is, because that would take all the fun out of it. But it’s not about business or money. It’s about how (and when) we think and how we understand the world around us. So now, even when I’m working on something for hire–that is, not my original stuff but stuff I’m getting paid to do–I know what my mission is and I sneak my little virus/prion in there when I can. To be clear, I’m not talking about an overt or “subtle” (quotes ’cause it’s never really subtle, is it?) political or social message in my work. I think that almost never works. Instead I’m talking more about spreading a certain point of view about the possibility of things and the nature of the world and its boundaries. Knowing my mission (to spread my virus) has made working more enjoyable and made it easier to make decisions about which projects to take on and what direction to go on in the projects I’m already working on. For example, when I’m offered the chance to work on big mass media projects where I’ll have some creative freedom, that’s almost an automatic “yes” for me, because spreading my virus to the widest possible audience is on mission. And while making money is not the core of my mission, my mission is better served if I’m solvent. I always have a million things I want to write about, and I’ve always been a little frustrated about having to narrow these impulses down–there just isn’t time for me to pursue every creative project I’d like to. Now that’s much easier; of all my ideas (assuming I’m attracted to all of them equally) I pick the ideas that are on mission to work with. If I’m overwhelmed in a book and don’t know where I’m going, my first question is how the story is best served. But if there’s more than one answer to that question, as there often is, I can narrow it down further by asking which direction best serves my mission.
Of course, if I really wanted to work on an idea that didn’t align with my mission, I wouldn’t hesitate–the point of this exercise is to serve my writing process, not hinder it. As I’ve said before, my New Year’s resolution this year was to put my intuition first in all decisions, and I’ve been sticking to it. And I treat my writing as an art as much as a craft, so my inspiration is also up there in my decision making. So my decision-making hierarchy would be something like survival-> inspiration -> intuition -> virus-spreading. If all of those things are in line, sweet. If not, I know survival comes first (if I’m living under a bridge that’s not very good for my mission!), then inspiration (in other words, what I feel like doing), than gut instinct/intuition (the two are closely related, so presenting “inspiration” and “intuition” as two categories here isn’t quite correct, but it’s the closest I can come), then the chance to spread my virus. Of course, other factors also come into play–possible collaborators, time and space constraints, obviously money–and the math on every project is slightly different. Knowing my mission–to spread my virus–helps make all these decisions easier. If it seems like I should make these decisions based on profitability rather than esoteric instincts, well, that’s actually not possible–it’s pretty hard to predict which projects will bring you out ahead financially in the long term. So while that’s certainly a factor, it falls more under “intuition” than anything else.
Writers, artists, anyone else out there have a mission statement? Or a virus/prion they use? If not, how do you decide what to do when you hit a fork in the road, creatively and financially?