Open Mind

Sometime in the mid-1960s, I started seeing commercials for a new fast-food chain called Kentucky Fried Chicken. The chicken, prepared according to Colonel Sanders’s secret recipe using eleven herbs and spices, was unbearably tempting. I could practically smell it coming out of the TV screen.

I asked my mother whether we could get Kentucky Fried Chicken sometime, and her response was absolutely not. “It’s expensive, and it’s bad for you,” she said. So it wasn’t until I was in high school, when I was able to go places on my own and had a bit of money to spend, that I finally got to buy myself some of that long-anticipated chicken.

Needless to say, the chicken was terrible. It was salty and greasy, and it left my stomach feeling unsettled. I was extremely let down, but I chalked it up to a learning experience. “OK, now I know,” I said to myself.

But the story gets worse: A week later, I saw another commercial for Kentucky Fried Chicken, beautifully fried to a golden brown and oozing herbs and spices, and I wanted the chicken again. Not only that, I went out and bought the chicken again. That’s when I realized how insidious advertising can be, particularly when it’s accompanied by seductive visual images — it can bypass all of your logic and common sense and go straight to the infantile “I need it!” portion of your brain. That was scary as hell.

I’m not opposed to advertising in principle. Up through the 1950s, advertisements were mostly informative. They made you aware that a product exists and then made a rational argument for why you should buy it. I’m not saying that the argument was necessarily good — cigarette commercials would talk about the smoothness of their blend of tobacco and the effectiveness of their filter, without bothering to mention that smoking those cigarettes would kill you — but at least they called upon the customer’s ability to reason. They were accompanied by appealing images, but those images served as sugar to help the medicine go down. The ads themselves were still mostly medicine.

But advertisements now are not intended to persuade; they’re intended to capture you against your will, using whatever new psychological techniques the researchers have cooked up. Not only do current TV commercials say very little about the merits of their product; some of them don’t even mention the product until the final title card. They use carefully crafted imagery to get your neurons all tingly, and then cap off the experience by giving you a brand name to associate with that tingliness. No matter how much of a rational thinker you are, there’s nothing you can do about it.

I try to defend myself by avoiding advertisements as much as possible. I scrupulously ignore the ads in my Facebook feed, and avert my eyes from any ads I encounter in newspapers and magazines. But that sort of defense doesn’t go very far. Even when you don’t encounter ads firsthand, they seep into the culture and get at you through your social interactions. I stopped watching TV some time ago, yet somehow I still know who “Jake from State Farm” is.

So really, the only thing I can do is actively counteract the effects of advertising — meaning that if I see a product advertised, I vow not to buy it. If I see a ballot proposition heavily advertised, I make it a point to vote for the other side. Naturally, there exceptions to this policy: If good, objective, reliable sources can convince me that the thing being advertised really is better than the alternatives, then I might go for it. But my default position is to say no, and the burden of proof is on the party who wants to convince me otherwise. This may seem like an extreme reaction, but it’s the only one that makes sense to me. Somebody is paying for access to my brain, which in itself isn’t a good thing; but on top of that, the person to whom that payment is being made isn’t me. I didn’t have a voice when that deal was made. Some agency is renting out the inside of my head as if it’s real estate, and so it’s up to me to bar the door and defend my private property. You see, even all of these years later, I still crave KFC, and that’s horrifying.

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Goal Post

“What’s a new year’s resolution?” I asked my mother. I’m not sure how old I was, but evidently I’d heard the subject mentioned on TV.

“It’s a promise that you make to behave differently in the new year,” she said. “To do something that’s good for you, even if it’s hard to do.”

“Do you have to make a new year’s resolution?” I asked.

“No,” she said.

“Then why would anybody do it?” was my quite reasonable response.

I have to admit that I still don’t understand the idea of new year’s resolutions. If there’s something I’m convinced that I must do, I don’t resolve to do it; I just do it. If I’m not psychologically prepared or sufficiently motivated to do it, resolving isn’t going to help. (I get that most people’s resolutions are about behaviors — like eating better or getting more exercise — that are ongoing rather than one-time-only, but even then, they still have to wake up each day and newly find the motivation to do the thing.)

Perhaps my failure to grasp the concept of resolutions has something to do with my general approach to life: I’ve never been one to set goals. In fact, I’m not even clear on where goals are supposed to come from. If I’m not satisfied with my current circumstances, I look for some opportunity to change them. It’s a trial-and-error process — some things work out; some don’t. No matter what I do, I end up learning something, and whatever I’ve learned allows me to try something else. Eventually, as a result of these incremental changes, I end up in a place that’s better than where I started. But there’s no way that I’d have been able to predict where I am today and set that as a goal.

That’s one reason why I’m self-taught in just about everything I do. Unlike most of my peers, I never went to graduate school. What would I study? Without a vision of what my future life will look like, I had no idea what I’d need to learn.

This attitude presented some problems when I became a community-college faculty member. I was expected to help my students get on a career pathway, which I was entirely unqualified to do. I was also expected to insist that my students learn whatever I was teaching them, that they stay in my course even if they want to drop out, and that they finish college. I didn’t feel like I had grounds to insist on any of those things, since I don’t know what’s best for any given student. If a student doesn’t come to class, how can I possibly judge whether what they did instead was more important? If they don’t complete some of the lessons, perhaps they’re not interested in learning about those particular topics — and if so, why should that not be OK? How do I know that college is even the right thing for any particular student?

Then there was the administrative side. As head of the Digital Media program, I needed to engage in an annual process called Program Review, in which I had to account for my department’s performance over the past year and state my needs for the coming year. The college used this information to decide how resources would be allocated. Since I was a one-person department, this should have been pretty straightforward, but I’m not skilled in the kind of thinking that this exercise required.

One of the sections of the Program Review form (which was as long as a federal income tax form and about as pleasant to complete) required me to list my department’s goals, lay out a timeline of steps toward those goals, and state the criteria by which progress could be measured. This section always flummoxed me. I was a teacher, so what kind of goals was I supposed to have? The only thing I could think to put on the form was, “To teach each lesson a little better than I did the previous time.” For the timeline, I put “Every day.”

Of course I had bigger ideas for what could be done in the future, but I could hardly call them goals. In the section in which we requested resources, I’d say things like “If you’re willing to buy more powerful computers and expensive software, we could teach 3D animation” or “If you allow me to hire additional faculty members, we could teach things I don’t know about, like game design.” Then it was up to the college administrators to decide whether they thought those things were important. It made no difference to me; I was content to go on doing what I was doing.

I’ve heard many times that one of the keys to happiness is setting life goals. I’ve never understood why. As far as I can tell, there are people who set goals and reach them, and therefore are happy. There are people who set goals and don’t reach them — they’re not happy. That doesn’t seem any different from people who don’t set goals and are happy, or people who don’t and are unhappy.

For almost everyone, getting anywhere in life requires taking risks. By staking everything on a desired outcome, goal-setters take one big risk. Incrementalists like me take a series of little risks. Both seem like equally good approaches to me.

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Boxing Day

It was late summer of 1993, and my father was dying of cancer in a Florida hospital. My sister, my wife, and I had flown in to see him for what we knew would be the last time. We spent the morning gathered around his hospital bed, talking with him about the weather.

In the mid-afternoon, the nurse informed us that he needed to rest. My mother — always a practical woman — took us aside. “We ought to pick out a coffin,” she said.

So it was that we found ourselves in the showroom of a nearby funeral home, surrounded by sample caskets. Though they varied in shape and color, all were exquisitely crafted, lovingly detailed, and polished to a high gleam. “What do you think of this one?” my mother said. She gestured toward a breathtaking work of mahogany, lined with billowing satin.

“It’s beautiful,” I said. “Nicer than any piece of furniture I’ve ever owned.”

“The lining seems thin,” she said.

“I’m sure he’ll be comfortable,” I said, only half hoping she wouldn’t hear me. I glanced at the small, elegant placard that quoted a “before need” price of $28,000. “You’re going to put this in the ground?” I said.

“Well, which one would you choose?” my mother asked.

I pointed to a casket in the corner of the room. It was a plain, unfinished pine box, simple but competently constructed. It was priced — still a bit exorbitantly, I thought — at $500. It seemed eminently suited to its purpose, which would be to hold a body and then to decompose.

“What about that one?” I said.

My mother turned to me, her eyes daggers in wet pools. “Mark,” she said, “this is your father we’re talking about.”

My father, I’m reasonably sure, would have been satisfied with the pine box, which was actually in keeping with Orthodox Jewish tradition. My mother’s attitude was clearly not unusual, however. It seems that many people would rather see their loved ones depart in a Rolls Royce than a Hyundai, even though the destination is the same.

I’m not sure why this is. It can’t just be about appearances — if it were, I’m sure that funeral homes would be falling over themselves to offer coffin rental services, where the deceased is displayed in an antique Chippendale during the funeral and gets swapped into a sturdy cardboard carton before burial.

My guess is that it has more to do with the desire for immortality. People seem to be comforted by the idea that they and their loved ones will live on, in one way or another, after death. Providing the deceased with a congenial environment helps us hold on to the idea that the person we loved is still there, somehow.

My wife likes to say, “You remain alive for as long as people still remember you.” It’s a beautiful sentiment, but even if it’s true, that condition merely postpones mortality; it doesn’t eliminate it. People’s memories of you will not last more than a few generations. The things you touched will decay or be thrown away. The passage of time will wear your granite headstone smooth. More than 100 billion people have lived on this earth; most of them have left no trace.

Personally, I feel no need to believe that any part of me will remain after I’m gone. People will remember me as long as they wish to, and then they won’t; the life I lived will have been the same either way. After discussing it with my wife, who is the one who will be most affected, I decided to donate my body to science, where I hope it will benefit someone. Whether or not my life ultimately has any meaning, I can at least have it end with my being useful.

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Getting to No

I’m not very good at negotiating with cats. When our big, gentle, orange cat Timmy spreads out on my desk and makes it impossible to reach my computer keyboard, asking him to scootch over to the right is useless. At the same time, I can’t chase him away, because I don’t want him to feel unloved. (Timmy is deep-rootedly insecure.) So what I end up doing is launching a virtual keyboard onscreen and typing one letter at a time with my mouse.

When our perpetually inquisitive tabby Mary Beth jumps up on the kitchen table in the hope that I’ll share my lunch with her, my telling her that “there’s nothing here that cats eat!” doesn’t help. I can’t very well push her off the table — using my greater size and strength against her feels unfair — so I usually just take my lunch elsewhere. My wife Debra will often walk into the kitchen, see me standing at the counter next to the sink eating my sandwich, and shake her head sadly.

The bigger problem is that I’m not much better at negotiating with people than I am with cats. Debra and I used to run a business together, writing and producing educational and training materials. Whenever a potential client asked us for a bid on a project, I would try to figure out ways to cut costs in order to ask for as little money as possible. This wasn’t because I was trying to undercut the competition — in many cases, there was no competition —  but because I knew that education and training are chronically underfunded, and I didn’t want the client to have to spend more money than necessary. This approach to the bidding process occasionally led to awkwardness when the client — not understanding that I had already cut the budget to the bone — tried to bargain me down.

People have tried to explain to me that that’s not how the negotiation process is supposed to work. I’m supposed to start with a bid that’s unreasonably high; the client is supposed to start with an offer that’s unreasonably low; and then we’re supposed to meet in the middle. But I could never bring myself to do it that way. It would be disingenuous to pretend that I was offering a fair price when I knew that I wasn’t.

I don’t do much better when I’m on the other side of the negotiation. If I’m at a market in another country where bargaining over price is the norm, I can’t bring myself to start with an unrealistically low bid. It feels disrespectful, as if I’m dismissing the time and care that the artisan put into making the product. (And yes, I understand that in those cultures, failure to bargain aggressively is what’s considered disrespectful. But even though I understand that intellectually, I still have trouble doing something that doesn’t feel right emotionally.)

I have to confess that this attitude doesn’t run in my family. When my father was in the army and was stationed at a base in San Antonio, my mother would often cross the border into Mexico. Although she had grown up in the Bronx and had never been to a Spanish-speaking country, she had learned to speak fluent Spanish. Speaking in English, and convincingly playing the role of the young white woman that she was, she would make a ridiculously low offer on a product in a market. The merchants would confer — in Spanish, right in front of her — on how low they were willing to go, and she would respond by offering that price in perfect Spanish. (Or so the story goes. Not yet having been born at that time, I can’t confirm that these too-good-to-believe transactions actually happened.)

My difficulty with negotiation is not only a problem in business settings. Whenever Debra and I have a disagreement, we tend to be more protective of each other than of ourselves. “I’ll go along with whatever you want,” I’ll say, and she’ll respond with “But what about what you want?” Years ago, when we were seeing a counselor during a difficult point in our marriage, he couldn’t believe that we engaged in that dynamic. “That’s not how it’s supposed to work,” he said, with some exasperation. “You tell Debra what you want,” he said to me, “and then you tell Mark what you want,” he said to Debra, “and then you work out a compromise!”

That idea came as a complete revelation to me. I’m not sure we ever managed to fully adopt that model, but fortunately, after 33 years of marriage, we no longer find much to disagree about. In any case, I still manage better with Debra than with the cats.

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The Freeway Problem

A friend and I were at a café, talking about the three typical ways of learning: visual, auditory, and kinesthetic. A visual learner absorbs information by seeing, reading, or writing it; an auditory learner absorbs information by hearing or saying it; and a kinesthetic learner absorbs information by physically engaging in a task. People generally make use of all three modalities, but each of us tends to have one that predominates.

“Which are you?” she asked.

“I’m kinesthetic,” I said. “I usually learn best by doing.”

“No way you’re kinesthetic,” she said. “Kinesthetic people go out and use their bodies — they hike; they swim; they ski. You never even leave the house.”

She clearly knew me well. Even before the COVID-19 pandemic, the place where I could most often be found was sitting at my desk. Unless I had some specific reason to go out — to attend the theater or a concert, to spend time with a friend, or to go to work — my default was to stay home, sometimes for days at a time. As far as “doing” things, most of the tasks I engaged in, and certainly the ones I learned the most from, were done on my computer.

Does work accomplished electronically count as “doing”? I don’t know what the experts would say, but I’d claim that it does. In the early days of audiovisual production, I used to write in longhand, edit reel-to-reel tape with a razor blade, and use an X-Acto knife and hot wax to prepare mechanicals for printing. By the turn of the current century, I was doing all of those tasks on a screen. Either way, my learning process was the same: I’d observe how others accomplished a task, try it myself, and learn by trial and error. If my original learning style was kinesthetic, I’d have to say that my later-in-life learning was as well.

Even my way of engaging with written material is basically kinesthetic. When I worked in educational publishing, one of my responsibilities was to hire freelance writers to draft classroom materials. It often happened that after a writer submitted a manuscript, I’d read through it, decide it was OK, and give my approval for the writer to be paid. Then, when I sat down to edit what they had written, I’d find myself correcting a single sentence, then finding another sentence related to that one that had to be changed as a result, and eventually discovering whole chains of reasoning that didn’t make any sense. In essence, I couldn’t really see what the writer had been saying until I was inside the piece of writing, palpably pulling out words and sentences and replacing them with others.

If you’re willing to concede that kinesthetic learning can apply to virtual activities as well as physical ones, then I’d have to say that my entire approach to life is kinesthetic. It’s difficult for me to accept anything as real unless I’ve personally experienced it. If what I know intellectually is different from my own experience, I automatically give more weight to my experience.

I remember telling my psychotherapist about a worksite I would pass each day on my way to and from teaching, where a construction crew was building a highway overpass. As I watched the project progress over the course of a year, I had the sense that I was seeing something that was impossible.

“What do you mean by ‘impossible’?” he asked.

What I meant, I said, was that in my experience, something like that overpass couldn’t be built. Each member of the crew was a human being, and humans like me are fallible. Nothing I ever do or make comes out right the first time, and even repeated attempts can never result in anything perfect. People have good days and bad days, and on their bad days, when they’re unmotivated or preoccupied, they tend to do things sloppily or incompletely. On top of that, a project on such a large scale requires cooperation among many people, and we all know that interpersonal communication doesn’t work very well. Words are ineffective and subject to misinterpretation. Information passed from one person to another is bound to degrade. People’s feelings about one another affect their ability to work together. Plans made with even the best of expertise can never anticipate all of the real-world contingencies. Under those circumstances, how could anything as massive and complex as a freeway overpass be built?

My therapist took that as an opportunity to explain to me, in some detail, the process by which civil engineering projects are designed and constructed. His explanation was useless. I had to tell him that of course I understood the meaning of the words he was saying, and that they made perfect sense, but that they didn’t constitute a picture that felt real. Of course I know that a freeway overpass can be built; I drive on them all the time! But the process that he was describing seemed like magic to me.

He and I came to refer to this as “the freeway problem,” which severely limits my ability to participate in the world. For me, every institution — from business to government to community — feels like a freeway overpass. I see an input and an output, but what happens in between is a black box, essentially unknowable, because nothing I can imagine in there seems possible. Those who understand the inner workings of the black box try to explain it to me, but there’s nothing in my experience that matches up with their explanations. If I can’t feel it in my body, I can’t take it in. That’s why I tend to be most comfortable with jobs where I can do everything myself. As a faculty member at Chabot College, I was supposed to be heavily involved in the process of self-governance, and minutely aware of the details of how the institution functioned. Most of the meetings I had to attend dealt with large-scale organizational issues. It all went over my head, as if I were trying to watch a foreign-language movie without subtitles. The only place I felt comfortable and competent was in my classroom, where everything I was responsible for was physically present. I understand that most people don’t feel this way, but even that fact doesn’t feel tangible to me.

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