I was not alone when I first saw the new Wendy's ad for their 'Natural
Cut' french fries and wondered what the heck that meant. According to a
recent article on Yahoo! Finance,
what it means is that "inside the processing plant, the potatoes skip
the step of getting steamed at such a high temperature that the skins
burst off. Wendy's spuds go straight to the high tech cutters where
they're sliced." Au naturel, indeed. The thing I started considering
is... what exactly is "natural"? Is it a word like "authentic" which,
for anyone who has taken collegiate or graduate level anthropology or
sociology courses knows, is something people, nations, and adventurers
seek and, in fact, seek to create... nullifying the authenticity ipso
facto. Indeed, Theodor Adorno thought long and hard about authenticity.
In his
foreward to Adorno's The Jargon of Authenticity, Trent Schroyer describes how:
His basic thesis is that after World War II this
philosophical perspective became an ideological mystification of human
domination -- while pretending to be a critique of alienation. Use of
existentialistic terms became, Adorno argues, a jargon: a mode of
magical expression which Walter Benjamin called an "aura." In the aura
of existentialism the historical need for meaning and liberation was
expressed, but in a way that mystified the actual relation between
language and its objective content. Adorno's critique focuses on the
jargon's incapacity to express the relation between language and truth,
in that it breaks the dialectic of language by making the intended
object appear present by the idealization inherent in the word itself.
The jargon, therefore, falls into an objectivism that conceals the
difference between philosophical reflection and the in-itselfness of the
object of reflection. Such objectivism loses the intent of reflection
to maintain a self-consciousness of the mediation of fact through the
thinking subject. Consequently, in the jargon objective consciousness is
compressed into self-experience, and an idealism results.
In
short, the 'authentic' becomes an empty term, an aura that one can seek
through 'authentic' tourist experiences, but is ultimately jargon
detached from meaning... and therefore lacks the presentation of any
kind of truth. Similarly, 'natural' has become more convoluted syntax
than language characterized by direct, unobscured meaning.
I am always telling my students to define relative terms. You can't just
write "George and Lennie do not have a normal friendship" if you don't
define what is this 'normal' of which you speak, I tell them. Similarly,
natural (and especially in the vague haze of positivity in which we so
often are smacked with it) presents the same problem. Does 'going
natural' imply 'going native' (which is most definitely a more
offensive, and yet more directive term)? Does it mean natural as in
everyday? Or as in artless, ingenuous, unpretentious? Is it only a term
which we are to relate to our diet? As in, eating organic, local, whole
foods?
Even if we limit the phrase 'go natural' to the world of food and
consumption choices, we are still left with much that is up in the air.
An Australian company,
Go Natural,
assures its audience that natural is all about ingredients, but can
still include "foods from the super healthy through to the extremely
indulgent." Well, it seems we are in a process of definition by
negation. Natural becomes what it is by what it is not... which still
leaves us in a rather big void. It gets even more confusing if we try to
turn to the process to define natural. A
July 1, 2010 article
on supermarketguru.com explains how both artificial and natural flavors
are created in laboratories. In fact, it turns out that:
The distinction in flavorings -- natural versus artificial
-- comes from the sources of these identical chemicals and may be
likened to saying that an apple sold in a gas station is artificial and
one sold from a fruit stand is natural... Artificial flavorings are
simpler in composition and potentially safer because only safety-tested
components are utilizes. Another difference between natural and
artificial flavorings is cost. The search for 'natural' sources of
chemical often requires that a manufacturer go to great lengths to
obtain a given chemical... Furthermore, the process is costly. This pure
natural chemical is identical to the version made in an organic
chemist's laboratory, yet it is much more expensive than the synthetic
alternative. Consumers pay a lot for natural flavorings. But these are
in fact no better in quality, nor are they safer, than their
cost-effective artificial counterparts.
Mark Bittman, and his many food manifestos, recently posed a similar question
on his blog.
In his own attempt to evade the difficult question, he redirected
readers to Marion Nestle and her "Food Politics" blog. In her
March 25 entry,
she asked the question "Are processed 'junk' foods in trouble?" Her
suggestion buoys the theory of the attraction of 'authenticity' in the
implication that 'natural' has become more of a marketing technique than
a word with weighty meaning.
But, I am not here to try and solve this puzzle. Rather, I wanted to try
an interesting thought experiment and hope that you too will shed some
light on your own personal definitions of 'natural.' Going to the
authority of dictionary.com, I found 38 definitions for the word. Who
knew natural was so unnaturally complicated? In order to fulfill
tomorrow's theme and 'go natural,' I thought I would suggest a more
proactive path to take with each of these various definitions in hope of
elucidating the term and bringing it back out of its jargony-soupy-haze
into a word and phrase we can more clearly grasp.
First, we start with natural, the adjective...
1. existing in or formed by nature (opposed to artificial)
"GO NATURAL": Go outside and sit on a rock. Having been a geology minor,
I can tell you that rocks are assuredly "formed by nature" -- water,
wind, air, salt, weight, time... so we are pretty safe on this one. If
you can't find a rock big enough to sit on, at least pick one up. Hold
something incontrovertibly natural.
2. based on the state of things in nature; constituted by nature
"GO NATURAL": Hmmm, well, this one already takes us on a more confusing,
windy path. Isn't most everything and anything 'based on the state of
things in nature'? The example sentence in this case suggests that this
definition has to do with natural happenings... "Growth is a natural
process." Well, not for everyone, I would argue. I've met some pretty
immature 30-some-odd-year-old men. Perhaps we are meant to take this
more concretely. In that case, I say, throw that rock you were holding.
That would be an act 'based on the state' of that rock. And, if you were
sitting on a rock, well, just remain sitting comfortably until we can
sort this all out.
3. of or pertaining to nature of the universe:
natural beauty
"GO NATURAL": Easiest one yet. Go to the nearest bar. Get tipsy enough
that your spinning matches that of our tilted globe. Find the nearest
'natural beauty' -- this could be a 'natural blonde' or a brunette...
doesn't really matter... you won't remember anyway. Drop her (or him)
your best pick-up line, something along the lines of: "Was that an
earthquake or did you just rock my world?" Take said beauty home and
enjoy all things 'pertaining to the nature of the universe.'
4. of, or pertaining to, or occupied with the study of natural science:
conducting natural experiments
"GO NATURAL": Please look back at #3. Need I say more? Continue conducting natural experiments.
5. in a state of nature; uncultivated, as land.
"GO NATURAL": This one might prove an interesting and worthy experiment.
Try -- and I am speaking in all seriousness here -- to find a tract of
land or piece of the earth near you that is uncultivated and existing in
its utterly 'natural' form. This one, of course, requires you to
recognize that uncultivated bears the suggestion of lacking human
meddling. On the other hand, uncultivated can also mean lowbrow or
artless... in which case, return to #3.
6. growing spontaneously, without being planted or tended by human hand, as vegetation
"GO NATURAL": For some reason, this one reminds me of Sam Shepard's eerie gothic play,
Buried Child. Says Hallie, the rejected matriarch of the unforgettably dysfunctional family:
You can't force a thing to grow. You can't interfere with
it. It's all hidden. It's all unseen. You just gotta wait till it pops
up out of the ground. Tiny little shoot. Tiny little white shoot. All
hairy and fragile. Strong enough. Strong enough to break the earth even.
It's a miracle.
Go read the play. Even better, go see it. It will haunt you for weeks. You will never forget it.
7. having undergone little or no processing and containing no chemical additives
"GO NATURAL": Buy certified-organic ingredients and make a meal that
contains no additives or preservatives and has not been processed. Take
it slow and enjoy the process. Taste food as it is meant to be tasted.
Savor the meal and the people with whom you share it. Make it for your
husband. Or your wife. Or your children. Or your grandmother. Or your
best friend. Or, if you can't find or think of anyone else, that natural
beauty you picked up in a bar the other night. Who needs fast food when
you can turn it into another winning pick-up line! "You be the Dairy
Queen and I'll be your Burger King: You treat me right, and I'll do it
your way."
8. having a real or physical existence, as opposed to one that is spiritual, intellectual, fictitious, etc.
"GO NATURAL": Plan a canoe trip. There is nothing more concretely
physical than paddling all day against the wind, over the rapids, under
the blazing heat, of portaging up and down mountains with a canoe
balancing on your head, of sitting by the campfire at night becoming
mesmerized by the flames as they pop and spark blue into the darkening
night. Of course, in my humble opinion, while certainly not fictitious,
this experience can also become highly spiritual. There goes all hope of
separating those two.
9. of, or pertaining to, or proper to the nature or essential constitution:
natural ability
"GO NATURAL": Try to remember what you were intrinsically good at as a
child. For me, it was swimming, swinging all the way across the monkey
bars unassisted, assuming a rather annoyed stance with arms crossed and
lips pouting (hopefully not too often -- sorry Mom and Dad! :) ), being
independent, and creating, directing, and acting in elaborate films with
the neighbors. I think I was also a decent writer, because I never
experienced intense pain of the scholastic variety.
10. proper to the circumstances of the case
"GO NATURAL": Check with a lawyer on this one. In my case, this would be
my cousin. And I'm sure he would have some snarky reponse at the ready.
And, yes, he does really like the word snarky.
11. free from affectation or constraint
"GO NATURAL": Go back to aforementioned lawyer in order to witness the
total opposite: completely affected and constrained behavior and
language. Yes, I just made a joke that stereotypes lawyers. It's okay.
I'm a blonde, so I get it. And being completely comfortable in my own
skin and hair color, I can even make those jokes and then laugh at them.
Three blondes were walking through the forest when they came upon a set of tracks.
The first blonde said, "Those are deer tracks."
The second blonde said, "No, those are elk tracks."
The third blonde said, "You are both wrong. Those are moose tracks."
The blondes were still arguing when the train hit them.
12. arising easily or spontaneously
"GO NATURAL": This one accords the perfect opportunity to smash your
alarm clock and sleep until you wake naturally tomorrow. This is
definitely the way life should be, the way we all should greet the day,
pulled out from within, rather than being shocked out of a perfectly
good, but totally unrepeatable, dream to an obnoxious, bleating alarm
clock's incessant beeping. Try this tomorrow... but don't yell at me if
your boss flies off the handle when you are three hours late. ("Oh!!
9am? I thought the meeting was at 9pm and I was just 10 hours early!)
Also, you might need to go out and buy a new alarm clock.
13. constant with the nature or character of
"GO NATURAL": Isn't this what we would otherwise call consistent?
Perhaps this is meant to address something like the natural course of a
river, the natural reaction to a joke, or natural selection. In this
last case, we sometimes give it the misnomer, survival of the fittest.
Speaking of survival of the fittest, there are these cool races out
there. They go by various names: Tough Mudder, Warrior Dash, Lashing
Your Eyeballs to Prickly Cacti and Running Through Hot Coals... Anyway,
train for one... because 'you do not whine - kids whine.'
14. in accordance with the nature of things:
It was natural that he should hit back.
"GO NATURAL": Gotta love the example here. Is that ever natural? I guess
I can think of scenarios... not ones I want to detail here. Sounds
rather 'eye for an eye' though. Being as I am not sure I know what "the
nature of things" is and being as I can only pose questions that help us
to ponder that very phrase, I think... for #14... perhaps you should go
back to the bar... I'll meet you there. I'd like a gin and tonic,
Bombay Sapphire if they have it, with a twist of lime.
15. based upon the innate moral feeling of humankind
"GO NATURAL": Now we are getting into C . S. Lewis territory. For in
Mere Christianity,
his thoughtful consideration of religion and his explanation of how he
went from an atheist back to a Christian, he reflected: "If anyone will
take the trouble to compare the moral teaching of, say the ancient
Egyptians, Babylonians, Hindus, Chinese, Greeks and Romans, what will
really strike him will be how very like they are to each other and to
our own..." his theory, of course, being that if all these religions and
civilizations developed the same moral systems independently, then
there must be something greater guiding all of us. Even if you are not
Christian or not the least bit religious, this is still a wonderful
read. Read
Mere Christianity by C. S. Lewis.
16. in conformity with the ordinary course of nature; not unusual or exceptional
"GO NATURAL": Become ordinary. Become one of the anonymous in the
masses. Become a face in the crowd. This may sound facetious, but there
is actually quite an art to be cultivated here. Yes, become a flâneur.
For when you participate in the text of the street as it writes its
symphony, you can also detatchedly observe and, in such, become a sort
of narrator. Thus, there can be a power in your very unexceptionality.
Expect a future Tomorrow's Theme to deal directly with the art of the
flâneur.
The crowd is his element, as the air is that of birds and
water of fishes. His passion and his profession are to become one flesh
with the crowd. For the perfect flâneur, for the passionate spectator,
it is an immense joy to set up house in the heart of the multitude, amid
the ebb and flow of movement, in the midst of the fugitive and the
infinite. To be away from home and yet to feel oneself everywhere at
home; to see the world, to be at the centre of the world, and yet to
remain hidden from the world -- impartial natures which the tongue can
but clumsily define. The spectator is a prince who everywhere rejoices
in his incognito. -- Baudelaire
17. happening in the ordinary or usual course of things, without the intervention of accident, violence, etc.
"GO NATURAL": Oh sure, now you tell us that you were just kidding about
it being 'natural' that he should hit the other guy back. I knew I had a
funny feeling about that one... and the accident thing? What about
natural disasters? Geez, I suppose there is no accident there. Actually,
I guess you could argue there isn't. I mean, in those cases,
we
(i.e. humans) are often the accident. I took a great course in college
in the Geology department about just this sort of thing. I don't recall
the course's title. I think it was something like: "Freakin' idiots who
build million dollar homes on the narrowest spits of land where they are
obviously interfering with the natural process of beach erosion or
other lame-o's who build similarly expensive homes on top of cliffs
which have a history of landslides or in flood plains and then are
surprised when they wash away"
18. related only by birth; of no legal relationship; illegitimate
"GO NATURAL": Whoa! Slow down there, buster! Did we just slide from
lovely thoughts of your natural brothers and sisters to the entire issue
of illegitimacy in the same dictionary definition? And did you know
that illegitimate also used to mean acting in plays that were
technically called 'musicals' because they added a couple of fluff songs
in order that they weren't categorized as being straight-up dramatic
plays?... reason being because only certain playhouses were legally able
to put those on. Go write such an illegitimate play. Or just go to
Broadway and see a real musical... or perhaps an illegitimate one.
19. related by blood rather than adoption
"GO NATURAL": True, but this is where taking natural literally gets
stupid. Adoption is a beautiful thing when done right and carefully.
It's unfortunate that generous, loving parents exist who want to raise a
child and can't because of an adoption process that is unwieldy,
extremely expensive, and way too time-consuming. Go give some love.
Become a mentor... or a Big Brother... or any similar such organization.
20. based on what is learned from nature rather than on revelation
"GO NATURAL": Since most of us probably aren't having revelations on a
normal basis, this one seems relatively attainable as is. But get this.
There's an intriguing circularity here that I am not sure you are aware
of. On dictionary.com, the "what" in the above definition is underlined.
That interested me and when I clicked on it I came, not surprisingly,
to the definition of what. The 15th is my favorite: "British: don't you
agree?:
An unusual chap, what?" ... but it is the 17th that
completes the circle: "the true nature or identity of something"... the
what, the how, the who, the natural! Do something circular in honor of
not having to have revelations... perhaps hula-hooping.
21. true to or closely imitating nature
"GO NATURAL": Wait. Is this for real?
What happened to "formed by nature," and "in a state of nature," and
"in accordance with the nature of things"? I guess imitation is the
sincerest form of flattery because, in this case, imitation is sincerity
itself. This means that there is no distinction between a natural
blonde and a 'natural' blonde. I guess this means we should celebrate
with another blonde joke.
BLONDE: "Excuse me, what time is it right now?"
WOMAN: "It's 11:25PM."
BLONDE: (confused look on face) "You know, it's the weirdest thing, I've
asked that question thirty times today, and every time someone gives
me a different answer."
22. unenlightened or unregenerate
"GO NATURAL": Considering that
we all want to be enlightened, I suggest that we try to become more
enlightened. Seriously, I think this one reflects badly on us. I mean if
being unenlightened is the normal, the natural state of things, then
perhaps we need to change normal altogether. Sit under a Bodhi tree and
unfetter yourself from the wheel.
23. being such by nature
"GO NATURAL": Well now
dictionary.com is getting all snarky on us. Defining a word with itself?
That is one of the first no-nos of vocabulary building. Speaking of
which, those who have a stronger vocabulary tend also to have a higher
IQ. Pull out those cards and work on some vocab. I'm just saying... or
read Schott's column in Times:
Schott's Vocab... and be introduced to unusual lexicon in a more palatable way.
Go natural, indeed. I'm going
to stop at 23 because the ensuing definitions have mostly to do with
music, cards, color, or Afros... no I'm completely serious on that last
one.
Anyway, it is way too nice
outside and in anticipation of 'going natural' the best I know how, I am
going to reintroduce myself to natural sunlight, natural forces like
the wind, natural sounds like birds and kids playing outside, and
natural processes like me moving my feet back and forth and swinging my
arms... a.k.a. walking... or in this case, strolling, ambling, or
promenading... so that I can invite other natural tendencies... like my
natural tendency to think and over-think and digress... and to thank god
that I wrote this entire entry about 'going natural' without mentioning
nudist colonies... until now... shoot!.... so, off I go... until
tomorrow... when we meet again... naturally!