A Gallery of Mad Magazine’s Rollicking Fake Advertisements from the 1960s

Mad-Edsel

I can well remem­ber the first time I read Mad Mag­a­zine. I was prob­a­bly around Bart Simpson’s age, but nowhere near his degree of wiseass-ness. I found the humor of the adult world most­ly mys­ti­fy­ing and also pret­ty tame, giv­en my rather shel­tered exis­tence. It was my dis­cov­ery of Mad—stacks and stacks of old Mads, to be pre­cise, in the rec room of a fam­i­ly acquaintance—that cracked the shell, one of those for­ma­tive loss-of-inno­cence moments that are ulti­mate­ly edi­fy­ing. At the time, I couldn’t tell sophis­ti­cat­ed satire from puerile par­o­dy, and the aver­age issue of Mad was no Gulliver’s Trav­els. Nonethe­less, its glee­ful skew­er­ing of the Amer­i­can civ­il reli­gion of pol­i­tics, celebri­ty, pro­fes­sion­al sports, com­merce, and mid­dle class com­fort hooked me instant­ly, and taught me about the val­ue of freethought before I’d ever heard the name Jonathan Swift.

Found­ed as a com­ic book by edi­tor Har­vey Kurtz­man and pub­lish­er William Gaines in 1952, Mad and its gap-toothed mas­cot Alfred E. New­man (still active today!) pio­neered pop­ulist satire and inspired many less­er imi­ta­tors. One dis­tinc­tive fea­ture of the mag­a­zine for almost its entire exis­tence was its abil­i­ty to run with­out adver­tis­ing, allow­ing it to tear apart mate­ri­al­ist cul­ture with­out fear of bit­ing the hands that fed it. Instead, for decades, the mag­a­zine ran fake spoof ads like those you see here. At the top, for exam­ple, see a 1963 ad for the “1963 ¾ Edsel,” an update of the “1963 ½ models—which made all ’63 mod­els obso­lete.” The text goes on to state frankly, “we’re tak­ing the first steps toward “Planned Month­ly Obsolescence—when every car own­er will be shamed into trad­ing in his old June ’64 car for a brand new shiny July ’64 mod­el.” Apple, take note.

Mad-Bootlicking

In the 1960 spoof ad above, mil­i­tary cul­ture gets a send-up with “Aspire Boot-Lick Pol­ish,” made for “The Man in Com­mand: Pompous… Pig-head­ed… Patho­log­i­cal.” The fla­vored boot polish—“licorice, caviar, choco­late, caramel, molasses, borscht, halavah, and Mox­ie in a base of chick­en fat”—is said to make “boot-lick­ing a lit­tle more tasty when you got­ta do it.” A clever inset links the U.S. chain of com­mand with pre­vi­ous empires, show­ing a car­toon Euro­pean naval offi­cer of cen­turies past get­ting his boots licked by a sub­or­di­nate sailor.

Mad-Hitler Cigarettes

Just above, the dis­turb­ing 1969 fake ad for “Ceme­tery Filler Cig­a­rettes” pre­dates the tobac­co tri­als of the 1990s by decades. Long pro­mot­ed for their health ben­e­fits, calm­ing effects, sophis­ti­ca­tion, and taste—as in that mem­o­rable first episode of Mad Men—cig­a­rettes are exposed for the mass killers they are by none oth­er than “Adolph Hitler”. (Anoth­er 1970 fake ad for “Win­som Cig­a­rettes” uses an actu­al ceme­tery to sim­i­lar effect.)

Mad-Kill Off

While cig­a­rette com­pa­nies were a fre­quent tar­get of Mad’s fake ads, just as often they took on the inani­ty of the entire ad indus­try itself, as in the above 1965 meta-ad for “Let’s Kill Off Ridicu­lous Ad Cam­paigns.” The text reads, “If you adver­tis­ers have to blow your own horns, why tie your prod­ucts to unre­lat­ed activ­i­ties? Main­ly, what’s eat­ing a Break­fast Cere­al got to do with play­ing a musi­cal instru­ment? Boy… we just can’t swal­low that!” Anoth­er reg­u­lar fea­ture was “Mad’s Great Moments in Adver­tis­ing,” a kind of high­light bloop­er reel of ads gone wrong. The exam­ple below, also from 1965, spoofs the promis­es of clean­ing prod­uct ads to make the lives of house­wives eas­i­er with a prod­uct that works just a lit­tle too well.

Mad-Great Moments

All of these fake Mad ads come from a Flickr account com­piled by user “Jas­par­do.” See many more of them there, and for even more of the magazine’s illus­tri­ous past, check out this Fla­vor­wire gallery of “The 10 Great­est Mad Mag­a­zine Cov­ers.”

via Metafil­ter

Relat­ed Con­tent:

Men In Com­mer­cials Being Jerks About Cof­fee: A Mashup of 1950s & 1960s TV Ads

Before Mad Men: Famil­iar and For­got­ten Ads from 1950s to 1980s Now Online

Eisen­how­er Answers Amer­i­ca: The First Polit­i­cal Adver­tise­ments on Amer­i­can TV (1952)

Josh Jones is a writer and musi­cian based in Durham, NC. Fol­low him at @jdmagness

Oliver Sacks Contemplates Mortality (and His Terminal Cancer Diagnosis) in a Thoughtful, Poignant Letter

oliver sacks letter

Image by Lui­gi Novi. Licensed under CC BY 3.0 via Wiki­me­dia Com­mons

Mak­ing the rounds today on the Inter­net is a poignant let­ter from Oliv­er Sacks, announc­ing that he has ter­mi­nal can­cer. An NYU pro­fes­sor of neu­rol­o­gy who has pub­lished sev­er­al best­selling books (includ­ing one that became the basis for the 1990 film, Awak­en­ings, star­ring Robin Williams and Robert De Niro) Sacks first devel­oped ocu­lar melanoma nine years ago, and it appar­ent­ly, sad­ly, metas­ta­sized to the liv­er.

Per­haps mor­tal­i­ty is some­thing you think about fair­ly often; or maybe you haven’t reached that point in life yet. Either way, I’d rec­om­mend giv­ing his let­ter a read, and then maybe tuck­ing it away. Because when — as is inevitable — you find your­self fac­ing mor­tal­i­ty head on, Sacks’ thoughts and out­look may help guide you through. His let­ter con­cludes:

I can­not pre­tend I am with­out fear. But my pre­dom­i­nant feel­ing is one of grat­i­tude. I have loved and been loved; I have been giv­en much and I have giv­en some­thing in return; I have read and trav­eled and thought and writ­ten. I have had an inter­course with the world, the spe­cial inter­course of writ­ers and read­ers.

Above all, I have been a sen­tient being, a think­ing ani­mal, on this beau­ti­ful plan­et, and that in itself has been an enor­mous priv­i­lege and adven­ture.

Read Oliv­er Sacks’ let­ter in full here.

If you would like to sign up for Open Culture’s free email newslet­ter, please find it here. Or fol­low our posts on Threads, Face­book, BlueSky or Mastodon.

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Relat­ed Con­tent:

Death, a Free Open Course from Yale (found on our list, 1,700 Free Online Cours­es from Top Uni­ver­si­ties)

This is What Oliv­er Sacks Learned on LSD and Amphet­a­mines

Aldous Huxley’s Most Beau­ti­ful, LSD-Assist­ed Death: A Let­ter from His Wid­ow

What’s the Big Deal About Wes Anderson’s The Grand Budapest Hotel? Matt Zoller Seitz’s Video Essay Explains

Toward the end of 2013, we fea­tured a series of video essays by Matt Zoller Seitz on the films of Wes Ander­son. They first came out to accom­pa­ny The Wes Ander­son Col­lec­tion, the crit­ic’s cof­fee-table ret­ro­spec­tive of that auteur of whim­si­cal hand­craft­ed films’ career to date — to the date of late 2013, any­way. Even then, fans had already geared them­selves up in antic­i­pa­tion of the then-immi­nent release of The Grand Budapest Hotel, Ander­son­’s eighth and lat­est pic­ture, which at the moment has resur­faced in awards-sea­son buzz.

The dimin­ish­ing num­ber of you who have proven still imper­vi­ous to Ander­son­’s pecu­liar brand of movie mag­ic might, actu­al­ly, feel you’ve heard a bit too much about The Grand Budapest Hotel over the past year or so. What, pray tell, is the big deal? Here to answer that ques­tion, we have Zoller Seitz’s brand new video essay on Ander­son­’s tale of that tit­u­lar once-grand moun­tain hotel and the 20th-cen­tu­ry Europe of the imag­i­na­tion (even­tu­al­ly giv­ing way to the 20th-cen­tu­ry Europe of his­to­ry) that swirls around and through it.

“All of Wes Ander­son­’s films are come­dies,” says Zoller Seitz, “and none are.” Through­out the fol­low­ing fif­teen min­utes, he ana­lyzes exact­ly how, with The Grand Budapest Hotel, Ander­son climbs to the top of both of his per­son­al twin peaks of friv­o­li­ty and seri­ous­ness — or seri­ous­ness expressed through friv­o­li­ty, or vice ver­sa. In the direc­tor’s “most struc­tural­ly ambi­tious film,” we see not just lay­ers of com­e­dy and melan­choly but of his­to­ry, lit­er­a­ture, artistry, and anx­i­ety, all tied in with the Ander­son­ian char­ac­ters’ end­less quest to mas­ter their own sense of loss by mas­ter­ing the world around them — which Ander­son shows us, to a fuller extent in The Grand Budapest Hotel, than in any of his live-action movies before, with his own mas­tery of the world he and his col­lab­o­ra­tors cre­ate.

For anoth­er look into what this requires in film­mak­ing terms, see also “Here’s How Wes Ander­son Uses Mat­te Paint­ings in His Incred­i­ble Set Designs” by The Cre­ators Pro­jec­t’s Beck­ett Muf­son. That inter­view with Grand Budapest Hotel mat­te painter Simone de Sal­va­tore reveals, by look­ing at just one aspect of the whole, how much goes into the design of a Wes Ander­son pro­duc­tion. View­ers who love Ander­son­’s pic­tures, of course, love them in large part for exact­ly that, and even view­ers who hate them have to con­cede their impec­ca­bil­i­ty on that count. Both groups now have only to wait for this Sun­day to see how the Acad­e­my feels about it.

Relat­ed Con­tent:

The Per­fect Sym­me­try of Wes Anderson’s Movies

A Glimpse Into How Wes Ander­son Cre­ative­ly Remixes/Recycles Scenes in His Dif­fer­ent Films

Watch Wes Anderson’s Charm­ing New Short Film, Castel­lo Cav­al­can­ti, Star­ring Jason Schwartz­man

Wes Anderson’s First Short Film: The Black-and-White, Jazz-Scored Bot­tle Rock­et (1992)

Watch 7 New Video Essays on Wes Anderson’s Films: Rush­more, The Roy­al Tenen­baums & More

Col­in Mar­shall hosts and pro­duces Note­book on Cities and Cul­ture as well as the video series The City in Cin­e­ma and writes essays on cities, lan­guage, Asia, and men’s style. He’s at work on a book about Los Ange­les, A Los Ange­les Primer. Fol­low him on Twit­ter at @colinmarshall or on Face­book.

7 Rock Album Covers Designed by Iconic Artists: Warhol, Rauschenberg, Dalí, Richter, Mapplethorpe & More

1-velvet-undergound

The art of the album cov­er is ground we cov­er here often enough, from the jazz deco cre­ations of album art inven­tor Alex Stein­weiss to the bawdy bur­lesques of under­ground comix leg­end R. Crumb. We could add to these Amer­i­can ref­er­ences the icon­ic cov­ers of Euro­pean graph­ic artists like Peter Sav­ille of Joy Divi­sions’ Unknown Plea­sures and Storm Thorg­er­son of Pink Floyd’s Dark Side of the Moon. These names rep­re­sent just a small sam­pling of the many renowned design­ers who have giv­en pop­u­lar music its dis­tinc­tive look over the decades, and with­out whom the expe­ri­ence of record shopping—perhaps itself a bygone art—would be a drea­ry one. Though these cre­ative per­son­al­i­ties work in a pri­mar­i­ly com­mer­cial vein, there’s no rea­son not to call their prod­ucts fine art.

But in a great many cas­es, the images that grace the cov­ers of records we know well come direct­ly from the fine art world—whether appro­pri­at­ed from pieces that hang on muse­um walls or com­mis­sioned from famous artists by the bands. Such, of course, was the case with the much-bal­ly­hooed cov­er of Lady Gaga’s Art­pop, a can­dy-col­ored col­lab­o­ra­tion with pop art dar­ling Jeff Koons, who gets a namecheck in the Gaga sin­gle “Applause.” Gaga has put a unique spin on the mélange of pop and pop art, but she hard­ly pio­neered such col­lab­o­ra­tions.

Long before Art­pop, there was Warhol, whose pro­mo­tion of the Vel­vet Under­ground includ­ed his own design of their 1967 debut album, The Vel­vet Under­ground & Nico. The cov­er orig­i­nal­ly fea­tured a yel­low banana record buy­ers could peel away, as Fla­vor­wire writes, “to reveal a sug­ges­tive­ly pink flesh-toned banana.” The “saucy cov­ers” required “spe­cial machin­ery, extra costs, and the delay of the album release,” but Warhol’s name per­suad­ed MGM the added over­head was worth it. It’s a gam­ble that hard­ly paid off for the label, but pop music is infi­nite­ly bet­ter off for Warhol’s pro­mo­tion of Lou Reed and company’s dark, dron­ing art rock.

7-this-smiths

Of the many mil­lions of bands inspired by that first Vel­vets’ release, The Smiths also looked to Warhol for inspi­ra­tion when it came to the even more sug­ges­tive album cov­er (above) for their first, self-titled record in 1984. This time, the image comes not from the pop artist him­self, but from his pro­tégée Paul Mor­ris­sey—a still from his sala­cious, Warhol-pro­duced film Flesh. Just one of many savvy uses of mono­chro­mat­ic film stills and pho­tographs by the image-con­scious Steven Patrick Mor­ris­sey and band.

Smith Horses

Ten years ear­li­er, anoth­er Smith, Pat­ti, posed for the pho­to­graph above, a Polaroid tak­en by her close friend, Robert Map­plethor­pe. At the time, the two were room­mates and “just kids” strug­gling joint­ly in their starv­ing artist­hood. In her Nation­al Book Award-win­ning mem­oir of their time togeth­er, Smith describes the “exquis­ite­ly androg­y­nous image” as delib­er­ate­ly posed in a “Frank Sina­tra style,” writ­ing, “I was full of ref­er­ences.” Map­plethor­pe, of course, would go on to infamy as the focus of a con­ser­v­a­tive con­gres­sion­al cam­paign against “obscene” art in 1989, which tend­ed to make his name syn­ony­mous with sen­sa­tion­al­ism and scan­dal and obscured the breadth of his work.

Like the Vel­vets and Pat­ti Smith, the mem­bers of Son­ic Youth have had a long and fruit­ful rela­tion­ship with the art world, pur­su­ing sev­er­al art projects of their own and col­lab­o­rat­ing fre­quent­ly with famous fine artists. The rela­tion­ship between their noisy art rock and the visu­al arts crys­tal­izes in their many icon­ic album cov­ers. My per­son­al favorite, and per­haps the most rec­og­niz­able of the bunch, is Ray­mond Pet­ti­bon’s cov­er for 1990’s Goo, inspired from a pho­to­graph of two wit­ness­es to a ser­i­al killer case. Pet­ti­bon, broth­er to Black Flag founder and gui­tarist Greg Ginn, is much bet­ter known in the punk rock world than the fine art world, but Son­ic Youth has also col­lab­o­rat­ed with estab­lished high art fig­ures like Ger­hard Richter, whose paint­ing Kerze (“Can­dle”) graces the cov­er of their acclaimed 1988 album Day­dream Nation (above).

New Order Power

Anoth­er exam­ple of a band using already exist­ing artwork—this time from a painter long dead—the cov­er of New Order’s Pow­er, Cor­rup­tion & Lies comes from the still life A Bas­ket of Ros­es by 19th cen­tu­ry French real­ist Hen­ri Fan­tin-Latour. Design­er Peter Sav­ille, who, as not­ed above, cre­at­ed the look of New Order’s pre­vi­ous incar­na­tion, chose the image on a whim. Writes Art­net, “the art direc­tor for the post-punk band… had orig­i­nal­ly planned to use a Renais­sance por­trait of a dark prince to tie in with the Machi­avel­lian theme of the title, but failed to find any­thing he liked. While vis­it­ing [the Nation­al Gallery in Lon­don], Sav­ille picked up a post­card of the Fan­tin-Latour work, and his girl­friend joked that he should use it as the cov­er.” Sav­ille thought it was “a won­der­ful idea.” As Sav­ille explains his choice, “Flow­ers sug­gest­ed the means by which pow­er, cor­rup­tion and lies infil­trate our lives. They’re seduc­tive.”

Robert_rauschenberg_speaking_in_tongues_talking_heads

Anoth­er art-rock band, the Talk­ing Heads—formed at the Rhode Island School of Design and orig­i­nal­ly called “The Artistics”—went in a very high art direc­tion for 1983’s new wave mas­ter­piece Speak­ing in Tongues, their fifth album. Though we’re prob­a­bly more famil­iar with front­man David Byrne’s cov­er art for the album, the band also pro­duced a lim­it­ed edi­tion LP fea­tur­ing the work of artist Robert Rauschen­berg, which you can see above. Byrne, writes Art­net, approached Rauschen­berg “after see­ing his work at the Leo Castel­li Gallery” and Rauschen­berg agreed on the con­di­tion that he could “do some­thing dif­fer­ent.” He cer­tain­ly did that. The cov­er is a “trans­par­ent plas­tic case with art­work and cred­its print­ed on three 12 inch cir­cu­lar trans­par­ent col­lages, one per pri­ma­ry col­or. Only by rotat­ing the LP and the sep­a­rate plas­tic discs could one see—and then only intermittently—the three-col­or images includ­ed in the col­lage.” The artist won a Gram­my for the design.

jackie-gleason_lonesome-echo-album-cover-dali

You can see many more fine art album cov­ers by painters like Banksy, Richard Prince, and Fred Tomasel­li and pho­tog­ra­phers like Duane Michaels and Nobuyoshi Ara­ki at Art­net and Fla­vor­wire. The selec­tion of entic­ing album cov­ers above will hope­ful­ly also pro­pel you to revis­it, or hear for the first time, some of the finest art-pop of the last four decades. Final­ly, we leave you with a bizarre and seem­ing­ly unlike­ly col­lab­o­ra­tion, above, between pop-sur­re­al­ist Sal­vador Dalí and Hon­ey­moon­ers come­di­an Jack­ie Glea­son for Gleason’s 1955 album Lone­some Echo. No weird­er, per­haps, than Dalí’s work with Walt Dis­ney, it’s still a rather unex­pect­ed look for the come­di­an, in his role here as a kitschy easy lis­ten­ing com­pos­er. Gleason’s many album cov­ers tend­ed toward the Mad Men-esque cheap and tawdry. Here, he gets con­cep­tu­al. Dalí him­self explained the work thus:

The first effect is that of anguish, of space, and of soli­tude. Sec­ond­ly, the fragili­ty of the wings of a but­ter­fly, pro­ject­ing long shad­ows of late after­noon, rever­ber­ates in the land­scape like an echo. The fem­i­nine ele­ment, dis­tant and iso­lat­ed, forms a per­fect tri­an­gle with the musi­cal instru­ment and its oth­er echo, the shell.

Make of that what you will. I’d say it’s the one album on this list with a cov­er much more inter­est­ing by far than the music inside.

via Art­net

Relat­ed Con­tent:

The Ground­break­ing Art of Alex Stein­weiss, Father of Record Cov­er Design

Andy Warhol Cre­ates Album Cov­ers for Jazz Leg­ends Thelo­nious Monk, Count Basie & Ken­ny Bur­rell

Under­ground Car­toon­ist R. Crumb Intro­duces Us to His Rol­lick­ing Album Cov­er Designs

A Short Film on the Famous Cross­walk From the Bea­t­les’ Abbey Road Album Cov­er

Josh Jones is a writer and musi­cian based in Durham, NC. Fol­low him at @jdmagness

How Clocks Changed Humanity Forever, Making Us Masters and Slaves of Time

In 1983, the Har­vard eco­nom­ic his­to­ri­an David Lan­des wrote an influ­en­tial book called Rev­o­lu­tion in Time: Clocks and the Mak­ing of the Mod­ern WorldThere, he argued that time­pieces (more than steamships and pow­er looms) drove the eco­nom­ic devel­op­ment of the West, lead­ing it into the Indus­tri­al Rev­o­lu­tion and even­tu­al­ly into an advanced form of cap­i­tal­ism. Time­pieces allowed us to mea­sure time in accu­rate, uni­form ways. And, once we had that abil­i­ty, we began to look at the way we live and work quite dif­fer­ent­ly. Lan­des wrote:

“The mechan­i­cal clock was self-con­tained, and once horol­o­gists learned to dri­ve it by means of a coiled spring rather than a falling weight, it could be minia­tur­ized so as to be portable, whether in the house­hold or on the per­son. It was this pos­si­bil­i­ty of wide­spread pri­vate use that laid the basis for ‘time dis­ci­pline,’ as against ‘time obe­di­ence.’ One can … use pub­lic clocks to simon peo­ple for one pur­pose or anoth­er; but that is not punc­tu­al­i­ty. Punc­tu­al­i­ty comes from with­in, not from with­out. It is the mechan­i­cal clock that made pos­si­ble, for bet­ter or worse, a civ­i­liza­tion atten­tive to the pas­sage of time, hence to pro­duc­tiv­i­ty and per­for­mance.”

It’s all part of the log­ic that even­tu­al­ly gets us to Ben­jamin Franklin offer­ing this famous piece of advice to a young trades­man, in 1748, “Remem­ber that Time is Mon­ey.”

You can find sim­i­lar argu­ments at the core of this new­ly-released video called “A Briefer His­to­ry of Time: How tech­nol­o­gy changes us in unex­pect­ed ways.” The video brings us back to the 1650s — to a turn­ing point when Chris­ti­aan Huy­gens invent­ed the pen­du­lum clock, which remained the world’s most pre­cise and wide­spread time­keep­ing device for the next three cen­turies. He was­n’t alone. But cer­tain­ly Huy­gens did much to make us mas­ters of time. And cer­tain­ly also slaves to it.

via Devour

Relat­ed Con­tent:

Free Online Eco­nom­ics Cours­es

David Harvey’s Course on Marx’s Cap­i­tal: Vol­umes 1 & 2 Now Avail­able Free Online

“The Vertue of the COFFEE Drink”: An Ad for London’s First Cafe Print­ed Cir­ca 1652

The Mar­velous Health Ben­e­fits of Choco­late: A Curi­ous Med­ical Essay from 1631

Every­day Eco­nom­ics: A New Course by Mar­gin­al Rev­o­lu­tion Uni­ver­si­ty Where Stu­dents Cre­ate the Syl­labus

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Dubai in Flow Motion: A Short Film That Takes Hyperlapses to the Next Level

Dubai, locat­ed in the Unit­ed Arab Emi­rates (UAE), has become a bustling, metrop­o­lis, and a major busi­ness hub in the Per­sian Gulf region. “My first impres­sion of Dubai was that of super-tall build­ings jut­ting out of the desert sand,” writes Rob Whit­worth, the cre­ator of the film above. “Dubai may be home to the world’s most out­ra­geous sky­line,” but there’s more to it than that. After “3 months of explo­ration, research and film­ing,” Whit­worth con­tin­ues, “my last­ing impres­sion is of the eter­nal won­der of the desert and the impor­tance it holds for the Emi­rati peo­ple.” Sky­scrap­ers and desert dunes, they both get cap­tured in the pho­tog­ra­pher’s fast mov­ing short film called “Dubai Flow Motion” — a film which, as Petapix­el right­ly notes, takes “hyper­laps­es to the next lev­el.” Watch and you’ll see what they mean.

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What Books Could Be Used to Rebuild Civilization?: Lists by Brian Eno, Stewart Brand, Kevin Kelly & Other Forward-Thinking Minds

One par­tic­u­lar­ly dis­tress­ing hall­mark of late moder­ni­ty can be char­ac­ter­ized as a cul­tur­al loss of the future. Where we once delight­ed in imag­in­ing the turns civ­i­liza­tion would take hun­dreds and even thou­sands of years ahead—projecting rad­i­cal designs, inno­v­a­tive solu­tions, great explo­rations, and pecu­liar evo­lu­tion­ary developments—we now find the mode of fore­cast­ing has grown apoc­a­lyp­tic, as cli­mate change and oth­er cat­a­stroph­ic, man-made glob­al phe­nom­e­na make it dif­fi­cult to avoid some very dire con­clu­sions about humanity’s impend­ing fate. We can add to this assess­ment the loss of what we may call the “long view” in our day-to-day lives.

As the Long Now Foun­da­tion co-founder Stew­art Brand describes it, “civ­i­liza­tion is revving itself into a patho­log­i­cal­ly short atten­tion span,” dri­ven by “the accel­er­a­tion of tech­nol­o­gy, the short-hori­zon per­spec­tive of mar­ket-dri­ven eco­nom­ics, the next-elec­tion per­spec­tive of democ­ra­cies, or the dis­trac­tions of per­son­al mul­ti-task­ing.”

Such is the tex­ture of mod­ern exis­tence, and though we may run our hands over it dai­ly, remark­ing on how tight­ly woven the fab­ric is, we seem to have few-to-no mech­a­nisms for unweaving—or even loosening—the threads. Enter the Long Now Foun­da­tion and its pro­pos­al of “both a mech­a­nism and a myth” as a means encour­ag­ing “the long view and the tak­ing of long-term respon­si­bil­i­ty.”

libraryfar

Image cour­tesy of Because We Can

Inspired by com­put­er sci­en­tist Daniel Hill’s idea for a Stone­henge-sized clock that “ticks once a year, bongs once a cen­tu­ry, and the cuck­oo comes out every mil­len­ni­um,” the foun­da­tion pro­pos­es a num­ber of projects and guide­lines for restor­ing long-term think­ing, includ­ing “mind­ing myth­ic depth,” “reward­ing patience,” and “ally­ing with com­pe­ti­tion.” The clock, ini­tial­ly a thought exper­i­ment, is becom­ing a real­i­ty, as you can see in the short video above, with a mas­sive, “mon­u­ment scale” ver­sion under con­struc­tion in West Texas and scale pro­to­types in Lon­don and the Long Now Foundation’s San Fran­cis­co head­quar­ters. Large­ly a sym­bol­ic ges­ture, the “10,000 year clock,” as it’s called, has been joined with anoth­er, emi­nent­ly prac­ti­cal under­tak­ing rem­i­nis­cent of Isaac Asimov’s Ency­clo­pe­dia Galac­ti­ca—a “library of the deep future.”

One wing of this library, the Man­u­al for Civ­i­liza­tion, aims to com­pile a col­lec­tion of 3,500 books in the Foun­da­tion’s phys­i­cal space—books deemed most like­ly to “sus­tain or rebuild civ­i­liza­tion.” To begin the project, var­i­ous future-mind­ed con­trib­u­tors have been asked to make their own lists of books to add. The first list comes from musician/composer/producer/musical futur­ist and found­ing board mem­ber Bri­an Eno, who named the foun­da­tion. Oth­er notable con­trib­u­tors include Long Now Foun­da­tion pres­i­dent Stew­art Brand and board mem­ber and co-founder of Wired mag­a­zine Kevin Kel­ly. Below, see the first ten titles from each of these futurist’s lists, and fur­ther down, links to the full list of con­trib­u­tors’ selec­tions so far. As you scan the titles below, and browse through each contributor’s list, con­sid­er why and how each of these books would help human­i­ty rebuild civ­i­liza­tion, and sug­gest books of your own in the com­ments.

10 Titles from Bri­an Eno’s Man­u­al for Civ­i­liza­tion list

10 Titles from Stew­art Brand’s Man­u­al for Civ­i­liza­tion list

10 Titles from Kevin Kelly’s Man­u­al for Civ­i­liza­tion list

Once again, these are only excerpts from longer lists by these three futur­is­tic thinkers. For their com­plete selec­tions, click on their lists below, as well as those from such cul­tur­al fig­ures as sci-fi writer Neal Stephen­son and Brain Pick­ings’ edi­tor Maria Popo­va. And please let us know: Which books would you include in the “Man­u­al for Civ­i­liza­tion” library project, and why? You can also add your own sug­ges­tions for the grow­ing library at the Long Now Foun­da­tion’s web­site.

Relat­ed Con­tent:

What Books Should Every Intel­li­gent Per­son Read?: Tell Us Your Picks; We’ll Tell You Ours

Neil deGrasse Tyson Lists 8 (Free) Books Every Intel­li­gent Per­son Should Read

The 10 Great­est Books Ever, Accord­ing to 125 Top Authors (Down­load Them for Free)

Josh Jones is a writer and musi­cian based in Durham, NC. Fol­low him at @jdmagness

Let Me Librarian That for You: What People Asked Librarians Before Google Came Along

5NYPLQS

I often won­der just how I would have done my job(s) before the advent of an inter­net that puts more or less what­ev­er infor­ma­tion I might need right at my fin­ger­tips. The answer, of course, applies to any ques­tion about how we did things in an ear­li­er tech­no­log­i­cal era: we would’ve had to talk to some­one. Some of us would’ve had to talk to a librar­i­an, just like the ones The New York Pub­lic Library has employed (and con­tin­ues to employ) to research and respond to any ques­tions peo­ple need answered.

LetMeLibrarianThatForYou-10

The inter­net, as it hap­pens, has loved #let­meli­brari­anthat­fory­ou, the hash­tag the New York Pub­lic Library start­ed using on Insta­gram to iden­ti­fy the unusu­al such ques­tions it field­ed in the 20th cen­tu­ry. Their recent dis­cov­ery of a box of note­cards filled with pre­served ques­tions from the 1940s through the 80s, pho­tographs of which they now post on a reg­u­lar basis, has pro­vid­ed a clear win­dow onto the human curios­i­ty of days past — or rather, the instances of human curios­i­ty that librar­i­ans found curi­ous enough to pre­serve in their box labeled “inter­est­ing research ques­tions” and kept behind the desk.

nypl questions 2

Search tech­nol­o­gy, of course, has­n’t yet made human con­sul­tants of every kind obso­lete; there are more Googleable and less Googleable ques­tions, after all. Exam­ples of the for­mer include 1962’s “What is the ges­ta­tion of human beings in days?” (“I was born on 1/29/62,” replies one com­menter. “Maybe my moth­er was get­ting impa­tient!”), 1966’s query about whether Jules Verne wrote Alice’s Adven­tures in Won­der­land, and the undat­ed “Are Pla­to, Aris­to­tle, and Socrates the same per­son?”

nypl questions

Some patrons, on the oth­er end of the spec­trum, pre­ferred to ask the unan­swer­able: one need­ed the solu­tion to “the rid­dle of exis­tence,” and anoth­er called in pur­suit of The Oxford Ornithol­o­gy of Amer­i­can Lit­er­a­ture. Even if the librar­i­ans could­n’t help out these inquis­i­tive peo­ple of the mid-20th cen­tu­ry, I do hope they found a way to sati­ate your curios­i­ty. It almost makes me want to see what mod­ern human­i­ty is Googling right now. Wait, no — I said “almost.”

Relat­ed Con­tent:

Alain de Bot­ton Shows How Art Can Answer Life’s Big Ques­tions in Art as Ther­a­py

Woody Allen Answers 12 Uncon­ven­tion­al Ques­tions He Has Nev­er Been Asked Before

What Ques­tions Would Stephen Fry Ask God at the Pearly Gates?

Col­in Mar­shall hosts and pro­duces Note­book on Cities and Cul­ture as well as the video series The City in Cin­e­ma and writes essays on cities, lan­guage, Asia, and men’s style. He’s at work on a book about Los Ange­les, A Los Ange­les Primer. Fol­low him on Twit­ter at @colinmarshall or on Face­book.

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Open Culture was founded by Dan Colman.