In Once There Was A War, John Steinbeck’s collection of dispatches filed for The New York Herald Times during the early 1940s, the writer remembers the peculiar enthusiasm for gardening that swept “Dig For Victory” Britain:
“On the edges of American airfields and between the barracks of troops in England it is no unusual thing to see complicated and carefully tended vegetable gardens… It is fairly common now that a station furnishes a good part of its own vegetables and all of its own salad greens.
“The idea, which had as its basis, probably, the taking up of some of the free time of men where there were few entertainment facilities, has proved vastly successful. The gardens are run by the units and worked by the groups, but here and there a man may go out on his own and try and raise some strange seed which is not ordinarily seen in this climate. In every unit there is usually some man who knows about such things who advises on the planting…
“Men who are homesick seem to take a mighty pleasure in working with the soil…
“Lettuce, peas, green beans, green onions, potatoes do very well here, as do cabbages and turnips and beets and carrots. The gardens are lush and well tended. In the evenings, which are very long now, the men work in the beds. It does not get dark until eleven o'clock, there are only so many movies to be seen, English pubs are not exciting, but there does seem to be a constant excitement about the gardens, and the produce that comes from them tastes much better than that purchased in the open market.”
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This is the age of the slogan, the soundbite, the snappy phrase in place of considered argument. Thought is dying; reason’s gone critical. In bookshops and magazine racks we’re told only what we want to hear: we’re told it in neat, bullet-pointed affirmations of our own worth.
No more. This is the fightback. The resuscitation. This is the slogan as explainer of the world. One a day for a year. Three hundred and sixty five phrases, soundbites and bullet points with which to make sense of the way things are now and point to how things could be tomorrow. Read them and weep.
Defining the age through a slogan a day
This is the age of the slogan, the soundbite, the snappy phrase in place of considered argument. Thought is dying; reason’s gone critical. In bookshops and magazine racks we’re told only what we want to hear: we’re told it in neat, bullet-pointed affirmations of our own worth.
No more. This is the fightback. The resuscitation. This is the slogan as explainer of the world. One a day for a year. Three hundred and sixty five phrases, soundbites and bullet points with which to make sense of the way things are now and point to how things could be tomorrow. Read them and weep.
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