Why Do America’s Most Vile Companies Associate Themselves With Tolkien?

J.R.R. Tolkien cautioned against reading The Hobbit and The Lord of the Rings as simple allegory, as the mythos is meant to speak for itself. But taken as an epic cycle, it’s the story of an innocent Bilbo Baggins who takes a heroes journey and unearths a great lost power when he discovers the “one ring” forged by Sauron, the greatest, most powerful and corrupting evil in the world.

A generation later, Bilbo’s nephew Frodo Baggins, equally as innocent as his uncle, is asked to deliver the ring to the wise and immortal elves. But even they are potentially corrupted by its influence and so Frodo and his friends, including the deposed king of men, a representative from the elves, a representative from the dwarves and Frodo’s hometown friends undertake to destroy the ring by hurling it into the fires of Mordor. Along the way, they are stalked by a pitiful creature corrupted by the ring’s influence and all are twisted by a plant engulfing war that spares no one and allows for no neutral parties.

In the end (spoiler alert?), Frodo and his best friend Samwise succeed at their task, but at the painful loss of their innocence and childhoods. There are themes of heroic sacrifice and, yes, the notion of seemingly powerless people accomplishing great things against the forces of history.

The Hobbit and The Lord of the Rings have occupied significant space in western popular culture, from Leonard Nimoy singing The Ballad of Bilbo Baggins to two film trilogies by genius director Peter Jackson that redefined the Hollywood blockbuster. Nerds love it.

Nerds name their businesses after it.

The most prominent example is Palantir, a global surveillance and big data analysis company that took its name from the crystal orbs that wizards in the Tolkien universe use to see far away places. It’s a clever name for a company that, as The Intercept described, “Helped the NSA Spy on the World.”

But it’s also misnamed. Palantir, founded by libertarian techno-tyrant Peter Thiel, who once destroyed the media outlet Gawker because he didn’t like it, has built a company where the looking glass focuses on others but nobody can see into Palantir (well, except that now Palantir wants to sell stock so we can see that prying into the lives of everybody on Earth is still a money-losing proposition.)

In The Lord of the Rings, the wizard Gandalf is aghast to find that his colleague Saruman is utilizing a Palantir. In the books, this is not a one way device. When you look into one Palantir, somebody looking into another might be watching you. In The Lord of the Rings, the evil Sauron is on the other end.

Another evil company with a Lord of the Rings name is Anduril. In The Lord of the Rings it is the sword of Aragorn, forged from the remnants of the sword the heroic Isuldur used to chop the ring off of Sauron during the first world war. So, this is the weapon that, in the novels, defeats the worst evil the world has ever known and reminds us that there’s always hope and cause to fight.

Thje real-world Anduril, however, supplies drones to the U.S. Border Patrol for use stopping brave people fleeing political, social and economic oppression by making a hazardous trip across our militarized southern border. So, it is evil. Not only is it evil, it delights in its crapulence by boasting on its careers page:

“We won’t tell you that you’re making the world a better place with ad optimization and emoji filters. We believe the most socially impactful thing we can do is help people in life-and-death situations make better decisions.”

Ha, ha. Make the world a better place by utilizing drone chicanery against defenseless refugees. How heroic. Dorks.

Graffiti Art > Political Ads

My aim here is not to write much about politics but creative arts are often, if not always, political and lines cannot be clearly drawn all of the time. We’re in the midst of Democratic primary season for the 2020 presidential election and former New York City mayor and the multibillionaire founder of Bloomberg LP, Michael Bloomberg, is running on a “can do” mantra, touting his competency and accomplishments. Fine. But he’s also complaining that his campaign offices are being tagged around the country with spray-painted epithets like “Oligarch,” “corporate pig,” and “Eat the rich.”

Of course, the Bloomberg campaign will take exception to this but, at the same time, the candidate has said he’d spend maybe $1 billion of his own money on advertising. His ads became quickly ubiquitous on all major social media platforms and on cable television networks. He bought a massive amount of ad spots to run on MSNBC during a debate where he was a participant and MSNBC was one of the sponsors. He bought Superbowl ads. Bloomberg is using his massive wealth to flood and takeover public spaces both online and off.

Graffiti is a communications tool used by people without $1 billion to also get their message out to the public. A Mike Bloomberg campaign office is an advertisement to everybody who walks or drives by it. So is a graffiti tag. Bloomberg will never see it that way, of course, but in the spirit of Keith Haring, Jean-Michel Basquiat, Richard Hambleton and more importantly, to resistance movements around the world, we should see these tags not as the affront that Bloomberg does but as artists taking back space that Bloomberg is buying in our minds.

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