• The vibrant horror of “The Color Out of Space”

    The Lovecraft mythos is the brainchild of early 20th-century author, H.P. Lovecraft. They are spread across sixty pieces of literature, most of them being short stories with the exception of three short stories and several novellas. These short stories are considered to be the genesis of a new kind of horror mixed with traditional elements of the supernatural and the modern elements of science fiction. The horror was taken away from earthly beings such as ghosts, vampires, and Frankenstein’s monsters and given to gods and surreal beings in the unexplored vastness of intergalactic space. This radical approach was not popular in Lovecraft’s life, leading to a sad death in 1937 plagued with poverty, having led an equally miserable life some would argue. A revival of his work attempted by scholars long after his death proved to be successful, and his work came to be considered a pillar of cosmic horror. His legacy lives on to this date and has resulted in countless movies, TV shows, games, and books influenced by or directly drawn from the Lovecraft mythos. In this essay, I will be focusing on my favorite work by Lovecraft, The Color Out of Space.

    The Color Out of Space was written in March 1927, soon after Lovecraft’s move to Providence. It follows a narrator who remains unnamed and his investigation into an area shunned by locals located in the hills to the west of the fictional town of Arkham, known simply as “blasted heath”. No one in the area wishes to talk about it except for an old almost senile man known as Ammi Pierce. He recounts that a meteorite crashed into the property of Nahum Gardner in June 1882. Scientists arrive and observe strange phenomena such as samples disappearing overnight and the stone is soft enough to be crushed with a hammer. While collecting a second sample, they find a globule emitting a peculiar color that could barely be described as one due to not existing on the visible spectrum. One thundery night, the meteorite completely vanishes seemingly from the lightning striking it.

    The meteor despite being gone, affects Gardner’s crops, making them huge and abundant but turning them grey, brittle and inedible. The livestock also begins to take peculiar forms and die off, the meat turning out to be inedible. This disease spreads to Gardner’s wife first, making her mad. This results in her being locked up in the house’s attic, soon after followed by his son, Thaddeus. The well’s water goes bad and the other son, Merwin, vanishes while drawing water. Gardner cut off all connections with outsiders except for Pierce.

    Pierce visits the farm after a long period of no contact and finds Nahum has also gone insane. When asked about the last sane son, Zenas, Nahum says he lives in the well. Pierce finds Mrs. Gardner heavily deformed in the attic and kills her as an act of mercy. Although there is no explicit mention of the killing, it is heavily implied. When he goes back up, he finds Nahum to also be heavily deformed. In his lucid words, he tells Pierce that The Color from the meteorite is responsible for the sapping of life from the area.

    Pierce leaves the farm and returns with six other men. As Nahum said, they find Merwin and Zenas’s corpses at the bottom of the well but not without other skeletons of strange creatures not known to them. As they ponder over their findings of the house, the strange color floods out of the well and begins emitting from all the organic matter in the farmhouse. The trees begin to convulse as the light ascends from the well into the sky, ultimately stopping. The men flee at this sight, and only Pierce remains to witness a small quantity of light attempting to rise from the well and fail. The knowledge that the light remains on the Earth is enough to shatter his mental frame. The men who arrive to investigate the next day find only Pierce’s dead horse and untouched organic matter.

    Throughout the story, Lovecraft painted The Color as the protagonist of the story. He reimagined the most basic visual property into a plot device. The Color itself never exists outside of anything. Instead, it appears in the form of a consequence and leaves behind its effects. The trees begin to sway in the night after they begin to glow with The Color, and the vegetation starts to make the livestock that eats it biologically peculiar. All the horses die without any discernible reason and the milk from the cows is not drinkable at all. The monster in the story is never seen but manifests itself in ways that are infused with man and nature. The Color also creates a literary atmosphere of dread and evil. Lovecraft heavily relies on describing the nature and qualities of the world he builds, and in this story, he uses Color to describe any peculiar and “weird’ qualities given to nature.

    The Color also works as a metaphor for the literary atmosphere. The literary atmosphere encompasses the feelings and tone involved throughout the work. Lovecraft has always paid very close attention to the atmosphere involved in all his works yet very few people have critically analyzed them. The general atmosphere in most supernatural works is created by the realization that there are things working beyond the perception of the reader. It manifests itself in different forms across supernatural genres but often, it materializes in the form of antagonists such as ghosts, vampires, or creatures of the sort. However, Lovecraft‘s atmosphere is created by the idea that the human mind is in a frightful position because it can’t perceive the horrors that lie beyond. Human existence is prone to fall into universal and existential madness.

    Lovecraft also created elements to help build his mythos. The town of Arkham is a fictional town in Essex County, Massachusetts. It is a New England-type setting and combines real and fictional places to be featured in Lovecraft’s works and Cthulhu Mythos by other authors. This type of geographical setting has been given the name “Lovecraft Country” and is a prominent method to set stories in. The men who arrive to investigate the meteor are from Miskatonic University, another fragment of fiction featured extensively in Lovecraft’s works. The scholars working there are supposed experts in the weird creatures and happenings featured in the tales. They act as a form of explanation and entry point to the reader. There is also an element of pseudo-science as an attempt to explain the mystery, but it always falls short since they are beyond the perception of humans.

    A unique take on the classical supernatural genre and extensive literary atmosphere has made Lovecraft a pioneer of cosmic literature. His stories are layered with beautiful artform but also build upon the existential dread of humanity. A combination of these qualities has ultimately led to the Lovecraft mythos becoming one of the most popular works in the supernatural genre. Lovecraft himself has become a pillar in the weird fiction genre and his work has had an influence on two generations of horror media. The Lovecraft Mythos will always hold the supernatural world in great influence.

  • An analysis of the outlandish CRED ads

    Link to ad – Play it different | ft. Ravi Shastri | CRED

    CRED is a FinTech Indian startup that was founded in 2018. It helps you pay credit card bills and gives you rewards, called CRED Coins which can be used to claim cashback offers, which is the main focus of the ads. Despite providing a fundamental and essential service, the ads made for their product are over the top, costly, and starring icons of Indian popular culture.

    The ad being analyzed is called “Play it different” starring World Cup-winning cricketer, Ravi Shastri. It is set in a party setting and plays to the sound of a groovy soundtrack that would fit right into a club with the words “Oh, Mr. Shastri” being repeated throughout.

    It begins with Shastri dressed in his Coach uniform speaking to a team of cricketers, telling them there are only 70 minutes, drilling a sense of seriousness into the viewer with the music also being tense. It suddenly changes when he says that happy hours will end after those 70 minutes, showing us the entire scene is inside a club and they are there to party.

    The next scene also starts with a serious utterance of “Keep your eyes on the ball” implying a cricket match but then it turns out to be a game of beer pong. We then see an interviewer asking Shastri if they will be partying after the game, and after an answer of “No”, the team bursts into laughter.

    The ad progresses into a party scene that includes a lot of old people partying in a club with Shastri in his coach uniform. He flirts with a younger woman with a cricket-based icebreaker. There is also a shot of him on a cycle sweating, meant to portray how attractive Ravi is.

    We see another question by the journalist being shut down with a blunt answer with the team cheering on their coach.

    The next scene portrays the cricketers popping a champagne bottle, with Ravi running in scolding them not for drinking alcohol in locker rooms, but for wasting the alcohol. In the next scene, he goes up to a table with a whiskey glass and ice, giving us the illusion of a bar, but in reality, it is a chemist’s shop and instead of whiskey he asks for 2 cough syrups, shocking both viewers and chemists.

    For the first time since the ad started 45 seconds ago, the narrator starts talking about CRED, the app being advertised over scenes of Ravi partying. The narrator says that being Ravi Shastri is fun and is then cut off by Ravi himself saying “But not as fun as paying your credit card bills on CRED”. He then puts on a hat and drives off in a bar car of sorts, with women, embracing the womanizer claims made by the movie Azhar in 2016, which Shastri vehemently denied. An animation depicting CRED then plays. The ad ends with a shot of Shastri stuck in traffic in his bar car with all the women.

    This entire ad is an ironic take on the ad campaign of CRED itself. CRED purposefully uses over-the-top portrayals and actors to sell a very basic service. Similarly, Shastri who has a public persona of being a respectable sportsperson is shown engaging in debauchery. It challenges the audience’s expectation of him by starting scenes in a serious tone and immediately switching to a light-hearted, party-based portrayal. Another thing to note here is that even though the ad portrays Ravi Shastri who is old, the user base for the app is primarily young people and the ad targets them. The ad doesn’t tell the audience CRED is the best, it shows them. The ad is a portrayal of a cool lifestyle and implies that these people use CRED.

    Another way this ad works is by using its target audience. Every time CRED releases an ad, Twitter and Instagram make memes about it for days on end. Ravi Shastri himself tweeted out a light hearted take on the ad. Memetic devices are proven methods of spreading awareness about something and CRED uses that by making their ad campaign a giant meme in itself. The ad is meant to keep the audience’s attention and make them talk about it.

    This has resulted in CRED becoming an ad maestro. It doesn’t matter if in 10 years the app will fade into obscurity, these ads will always be remembered.


  • Haruki Murakami’s contrarian post-modern man

    Haruki Murakami is an author who writes very un-seriously about serious topics. His books are filled with places, foods, and activities the author and thus, the protagonist loves and are often written in a dream-like manner with the most imaginative descriptions but in the end, are attached to sturdy messages surrounding the post-modern man. This essay will analyze one of such works, “Hard-Boiled Wonderland and The End of The World”. Using two vastly different settings sprinkled with unique narrative devices, the book tells the story of a post-modern man soon to lose his mind to the influences a cyberpunk Japan has imbued his consciousness with. I will attempt to analyze the Freudian and Jungian influence on the work, with Western modernism at the core, since Murakami himself is deeply influenced by the consumerism and modernity of the West.          

    Hard-Boiled Wonderland and The End of The World pits two worlds against one another, one real and one imaginary but by the end of the book neither remains entirely real or fictitious. The worlds can be differentiated by just the way they are written. The protagonist in both these worlds uses “I” to refer to themselves, but the one in Hard-Boiled Wonderland uses the formal pronoun “Watashi” while the other uses the informal “Boku”. However, in both these stories the protagonist is never given a name and is only referred to as “The Dreamreader” in The End of The World and as Calcutec along with other similar names in Hard-Boiled Wonderland.

    The world of Watashi is a post-modern, cyberpunk version of Japan where he works for an unseen corporation called the “System”. The use of simply the word System an echo of van Wolferen’s characterization of the State. Watashi is portrayed as being smart and sure of himself but not superhuman. He is a “calcutec”, an encoder of data with the help of the implants in his conscious and subconscious mind. The date he encrypts only he can read. Opposed to the Calcutecs are Semiotecs, pirates of information who stop at nothing, using torture and mutilation to extract information. It is natural for the narrator to be uneasy in such an environment. However, as a detective-like figure in a hard-boiled setting, he is given some sort of extraordinary powers which aren’t even explained away. He is characterized by a sense of rebelliousness and marginality, while his principal talent is for dealing with unusual, especially dangerous, situations.

    There is a sinister characterization of the city as a shell; beautiful on the outside in the most modern sense but teeming with evil on the inside. The System that the narrator works for is an extension of the State itself and thus is all-powerful and omniscient. Murakami deeply distrusts a controlling state, which is portrayed in several of his works. There is a sense of irony since the narrator believes himself to be a completely isolated individual but works for a postmodern, late-capitalist consumerist State. Just like in “A Wild Sheep’s Chase”, another of Murakami’s books, the State is always present but is difficult to pin down and gauge its existence. An example of the narrator being controlled is the revelation that the private gig he was given by the Scientist was a façade and it was instead an attempt to learn the results of an experiment performed on the Narrator. It is the result of this experiment s his subconsciousness to form the Town and ultimately lose his mind. The Narrator is not an individual, but rather just an extension of the State.

    In the Town at The End of the World people have no minds. When newcomers enter the Town, they must strip away the ‘shadows’ that are the grounding of the self. ‘Mind’ in this work encompasses human nature’s irrational, affective, and passionate aspects. According to the Professor in The Hard-Boiled Wonderland, the mind forms an identity of self: ‘And what is identity? The cognitive system arises from the aggregate memories of an individual’s past experiences. The layman’s word for this is the mind.’ 

    The Town is guarded by the Gatekeeper, whose house is filled with countless types of bladed weapons. He spends hours of his day sharpening every single one of them. His occupation itself is to use these weapons to guard the Town, however, the narrator is confused as to protect it from what. The Gatekeeper can thus be seen as a subconscious extension of the State/System from the City with its duty of protection and contrarily the control system in the form of shadow cutting. The Town is thus not that unlike the City, in the way that there is potential for unhinged violence.

    People at The End of the World lack this ‘mind’; consequently, their world is calm and peaceful. The Colonel says, ‘You are fearful now of losing your mind, as I once feared myself. Let me say, however, that to relinquish yourself carries no shame. . . . Lay down your mind and peace will come.’ (1992: p.318) The Dreamreader comes to appreciate the Town. He describes this world without self: ‘No one hurts each other here, no one fights. . . Everyone is equal. . . . They work, but they enjoy their work. It’s work purely for the sake of work, not forced labor. . . . There are no complaints, no worries.’ (1992: p.333)

    This is Murakami’s postmodern utopia, but it is realized only through the sacrifice of love and respect which have long been considered positive values. Although the Dreamreader, who still has a trace of mind, loves the librarian, his love can never be requited, because she has no mind. According to the Professor in The Hard-Boiled Wonderland, the mind forms an identity of self: ‘And what is identity? The cognitive system arising from the aggregate memories of (an) individual’s past experiences. The layman’s word for this is the mind’ (1992: 255).

    There are always two sides to any question. That is the absolute root of all conflicts between men throughout history. All conflicts and wars can be traced down to a difference in opinion. Therefore, in a world driven by modernism that is increasingly dominant in the way it treats power, there is a further divide along the lines of individualization and totalization. The characters in Murakami’s work are hypermodern and thus lead completely individual lives. There is no conflict between them, but they never seem to bother each other. There is a peaceful harmony that can only exist in a utopian modernist world.

    There is albeit a dark side to this, in the form of a ‘hard-boiled Japan’. The portrayal of the System/State helps Murakami as it locates an evil presence throughout the landscape of Tokyo. In this setting, evil isn’t something strange or foreign, it is instead a state of normalcy, against which the protagonist’s heroism stands out as rebellious in a wholesome manner. Interestingly, the State isn’t the only source of danger as many more kinds lurk behind the clean and urban façade of modern Tokyo. The streets crawl with Semiotecs who are ready to torture and even kill Calcutecs for information to trade as we judge from their attempts to extract information from the protagonist both themselves and through the use of other, innocent people. Then there are “INKlings”, hideous creatures who lurk underground and feed on human flesh. They live and control the entire subway as is confirmed by the protagonist with the discovery of a lone shoe belonging to a businessman in the subway.

    This sinister characterization of the city as a beautiful shell, teeming with evil and danger, is definitive of the hard-boiled setting, for it underscores the notion that the evil lurking in society is not isolated psychopathy, but an endemic feature of the modern (or in this case, postmodern) social structure. In such a landscape, according to Cawelti, we find “empty modernity, corruption, and death. A gleaming and deceptive facade hides a world of exploitation and criminality in which enchantment and significance must usually be sought elsewhere” (Cawelti 1976, 141).

    The juxtaposition of the city seems mild at first and makes for an engaging reading experience but as the story goes on, several philosophical questions arise. What are the real stakes of the story? Does the continuation of existence at The End of The World constitute living or does the narrator face a form of death of his consciousness? This matter is further complicated when we learn that The End of The World is in fact artificial and carefully created by The Scientist, having drawn on his experience as a filmmaker. This was done as an experiment to see what effect a third circuit would have on the brain. As the story goes on, we expect everything to be revealed by the Scientist, but we never learn what happens to the protagonist once the supposed death occurs.

    Murakami’s first genuine foray into the postmodern idea of the “commodified sign,” as well as the greater ramifications of a social and economic system that converts knowledge (among other things) into a commodity to be bought, sold, or, in this instance, stolen. The emphasis in Hard-Boiled Wonderland and the End of the World on the power and value of information—particularly reified information—is not a uniquely postmodern phenomenon, but it is especially pronounced in the postmodern moment, and perhaps at no other time in history has the importance of information been so integral to everyday life.

    What does the subtext present throughout the story suggest? Does Murakami encourage us to escape the state-controlled consumerist state and withdraw into our own minds? However, we see in the story that while the protagonist at The End of The World chooses to remain, the one in Hard-Boiled Wonderland had no such choice, his choice was already made by the Scientist and by extension, the State. In the end, he is succumbing to his subconscious, i.e., the power of the State through which his mechanized subconscious was created. The only two choices that remain to the narrator are precisely mirrored by the reality of the blank utopia of contemporary consumerist society: a utopia of empty consumerism, carefully managed by a System of political, industrial, and media enterprises. In ontological terms, it can be argued that the protagonist’s entrapment in his subconscious is a form of death, and his decision to remain, and thus to capitulate to State power is a form of suicide. Surely the end of the novel suggests neither the reaffirmation of life over death nor of clarity and truth over mystery and doubt. Rather it simply reinforces our understanding (or at any rate Murakami’s understanding) of reality: that the postmodern State is impregnable, irresistible, and that we ourselves participate in our own corruption by it.

Design a site like this with WordPress.com
Get started