hyphology

"hyphos is the tissue and the spider’s web"

Tag: Mythology

Heriberto Yépez: “The Post-Borderzone”

Introduction

What is a border? Is it the imaginary line that divides two countries? Perhaps, it is the width of an object obstructing free passage between two territories. Yet, a border implicates other spaces. At the U.S.-Mexico border, a long line of cars stretches perpendicularly to the border. Attendants at the border refer to it as la línea, the line. In this way, the border is stretched out and its points are multiplied along a two-dimensional surface. The border is really a zone of its own, a transfronterizo or borderzone.

In “Lo post-transfronterizo,” Heriberto Yépez probes deeper into the question concerning the nature of the border. In his investigation, he unravels the popular mythologies that have come to explain the borderzone and the socio-cultural practices that give rise to “border culture.” Yépez’s essay interests us not only for its unique and timely revelations, but also because the borderzone is a territory outside of territory proper, a terra incognita. It is that space which is neither one nor the other, neither North American nor Mexican, and certainly not both. How to approach this space without falling victim to the common mythological trappings (e.g. postmodern “hybridization” of culture) is a strategy we have sought out in various other milieux; this tendency toward the outside is undoubtedly part of the configuration known here as disavowal. For this reason, we offer the following translation of “The Post-Borderzone.”

Translator’s note: I have chosen to translate transfronterizo as “borderzone” when used as a substantive (but as “trans-border” when used as an adjective). “Borderzone,” as the reader will find, has the conceptual benefit of highlighting what Yépez believes is at stake in the transfronterizo. Additionally, I have bolded phrases that appear in English in the original text.

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Automobile Advertising

[This is an excerpt from Open Structuralism: An Answer to Derrida, a project that attempts to find a third position between structuralism and post-structuralism.]

There is a unique phenomenon that is particular to the advertising of automobiles. Commercials portray their product in motion. Cars drive through fields, deserts, mountains, and cities, which are all completely empty. Even in the cities, there is not a single car or person around. Trucks are magically loaded with heavy objects to show off their suspension, but there is no one doing the loading. Even the driver is often totally occulted. When the driver is revealed, it is usually a masked professional or only the hands. The question arises: why is the automobile always presented in isolated environments? What can a synchronic analysis tell us?

To really understand the commercial-structure, it must be isolated in time from any transformations that may have existed before it or will exist after it. As Barthes instructs the reader on the last page of Elements of Semiology, this method is infinitely favorable to one that accounts for the evolutionary development of the commercials. (This is also a condemnation of the trace.) So, one is left with a bundle of commercials that share the characteristics described above. A contrast exists between the product and its environment that resembles the figure-ground relation. The car is emphasized by being in an empty field; it draws the viewer’s attention like the eyes of the Mona Lisa. The absence of the driver is an invitation to imagination. (To invite the viewer to the dealership has become common practice. Buying a car is treated like a festival, which should remind the reader of the lyric from the Claude Channes song in La Chinoise (1968): revolution is not a banquet.) One can picture oneself steering the car through the vacant city streets. The commercial allows the viewer to test drive the car in the very best environments. Thus, a synchronic analysis can provide an answer to our question. It has revealed the viewer’s relation to the commercial to be part of the very sign-system established by that commercial, and has also explained the meaning of the isolated environment to be a tactic of emphasizing the product. The quality of this answer will now be weighed against that of an open structuralist analysis. Read the rest of this entry »