Thursday, March 25, 2010

EXACTITUDE: look they have a sale on, um, what are those?

In this memo, Calvino fears that language is losing its exactitude. In fact, I’m not sure that any other memo features as much fear and pessimism from Calvino – and it’s not hard to see why. The way he describes the automation of so much communication (and this 1987 he’s thinking of; imagine how he’d feel today!) indeed shows a concerning trend. Despite what might appear to be benefits of the “unending rainfall of images” that surrounds us everywhere, these images are so pervasive and constant that, Calvino says, images are being stripped of their meaning.

Calvino toes a delicate line, though, between making his point and almost seeming to contradict himself. He cites Giacomo Leopardi’s claim that vagueness and imprecision is what makes poetry beautiful – the more vague, the more beautiful.

Throughout the whole book, Calvino’s not afraid to present the “opposite value” as the one he is discussing, as he asserts that the negative terms can be just as enlightening.

What would you think if you came across the following image in your grocery store?



We know bananas when we see them. Really, when you think about it, isn’t it strange that such a thing is labeled at all? “Bananas” Oh, that’s what I was going to guess, the yellow curved fruit. So does this image show the beauty of vagueness or the laziness and danger of automation and imprecision.

I would argue that it’s brilliant, actually. It’s only an imprecise sign for someone who needs be told the fruit’s exact name. Anyone else would say, “that’s the most precise banana sign I’ve ever seen.” Yellow curved fruit – that’s banana’s alright, the essence of its exactitude.