Article
America
Conspiracy theory
Culture
Politics
5 min read

US election: the primal stories trumping facts

Projections and polls cannot capture the power of stories shaping identity.

Jared holds a Theological Ethics PhD from the University of Aberdeen. His research focuses conspiracy theory, politics, and evangelicalism.

a map depicts US states coloured red and blue.
538 election prediction map.
ABC News.

Washington D.C. — Election throes in America are intensifying while citizens prepare to cast their votes. The last week alone has been something like a whirlwind, not to mention the entire campaign itself. 

Last week, Americans tuned into the first and possibly final Presidential debate between Trump and Harris. On the heels of the debate came a flurry of propaganda leveled by JD Vance (and promoted by Trump) against Haitian migrant communities in Ohio. These claims resulted in bomb threats and school closures. 

And to wrap up the week, a second assassination attempt on Donald Trump in nearly as many months. Trump and his campaign, quicker and more direct that the first attempt, quickly cast the blame towards Democrats, specifically for what they see as violent rhetoric in describing Trump as a “threat to democracy.” Trump meanwhile continues to campaign on threats and claims of election fraud, refusing to signal he’d accept the certified results of the election in the event he loses.  

That’s just another week in an unpredictable American presidential election. 

Americans are besieged, all of us, by a throng of pollsters, partisans, and pundits. Each trying to ride the raging bull of the election cycle. 

And life goes on. For now, in this time, in my small corner of American life, I find there is this mixture of exhausted apathy and existential rage. In view of the spectacle, there’s a general exasperation of “what will happen next?” But more personally, dispersed on social media, is the existential zeal and dread—“we” have to defeat “them!”   

The danger of this mixture is twofold. Just as odd as it is potent. It is also combustible. And just as it can lay dormant; it can also be summoned by a mere spark.  

Americans are besieged, all of us, by a throng of pollsters, partisans, and pundits. Each trying to ride the raging bull of the election cycle with predictions and projections. Some offer prayer. 

I listen in on conservative Christian talk radio. Prayers offered on air for God to intervene. What follows is a litany of slogans— “secure our borders” and “defend life” and “the economy” — and of course prayers for the salvation of those who think differently.  

Then, there’s more daring outrage merchants with deep pockets. Those who try to shift the election through nefarious means. Like the case of Tenet Media, a media network of right-wing American podcasters who were recently indicted by the Justice Department for receiving Russian funds through fronted companies.  

It seems to me that the heart of the matter in the midst of this election, deeper than policy and beyond the spectacle, is that none of us are entirely sure what reality another person inhabits.  

A new study published last week found that most registered Republicans (at 67 per cent) trust the Trump campaign as their primary source for election information. Trump’s word, for nearly three quarters of his party, is given more authority than government certification, media-based news, or local news. 

This raises the possibility that, in 50-some-odd days, if Trump refuses to concede, if he repeats claims of election fraud, his base seems ready and willing to believe it.  

Our social and political worlds have been set on fire not for want of facts but by stories which overpower fact with meaning.

Alongside the debates about policy, the propaganda that stokes division and dehumanizes migrant communities, is a deeper crisis of source authority. Of not just “facts” but truth, of meaning, of reality. 

The study revealed that most Americans signal they tend to trust information that comes from “data” and “facts.” But oddly enough, nothing about that statement seems to accord with the on the ground reality of America’s social fabric.  

We should know by now: facts have never been enough.  

100 years ago, as novelist Rebecca West reflected on the chaotic series of events that sparked World War I, she admitted, “I shall never be able to understand how it happened. It is not that there are too few facts available, but that there are too many.” 

 What seems “real” for many Americans is not (and perhaps has never been) rooted entirely in the all-powerful “fact.” Our social and political worlds have been set on fire not for want of facts but by stories which overpower fact with meaning. These stories are primal. They’re the kind which create identities and bind communities. They are rich in meaning and so prove entirely immune to fact-checking operations. Source authority has no power apart from primal stories. And though projections and polls tend to focus on the data, they cannot capture the power of stories which create identity and contain community. This is the stuff the vote is made of, too. 

This past week, JD Vance defended his propaganda in the form of conspiracy theories of Haitian migrants eating pets by telling CNN, “If I have to create stories so that the American media actually pays attention to the suffering of the American people, then that's what I'm going to do.”  

Ends-justifies-means has always been ascendant in politics. Nobody is arguing that MAGA invented political expediency. But this election is careening towards deep waters which we would do well to avoid. 

“Propaganda is a means to an end,” said Reich Minister of Propaganda Joseph Goebbels in 1934 before an audience at Nuremberg, “…it provides the background music...[it] miraculously makes the unpopular popular, enabling even a government’s most difficult decisions to secure the resolute support of the people.” 

I do not know what the next 50 days will hold. I remain deeply concerned that the word of Trump aspires to assume an authority which sees democracy as a meddling imposition in one man’s destiny. But I do know that none of this is fated. As Augustine observed during the throes of Rome’s collapse: “Bad times! Hard times!” this is what they are saying. But let us live well and the times shall be well. We are the times. Such as we are, such are the times. 

May it be so. 

Article
Attention
Culture
Digital
Fashion
5 min read

Meet London’s newest theologian – the Real Housewives of Clapton

The starter kits that kick-start the study of our souls.
A woman looks at her phone, behind her is a montage of memes

How might an Instagram account summarise someone who’s a proficient user of Lime bikes, a lover of ‘natty wine,’ and has an affinity for small plates?  

Sure, a particular East London ‘creative’ type probably came to mind. And you’d be right. However, perhaps there’s something more to all that social media signalling - a gesture toward late-stage capitalism, the ethical, the bourgeoisie, the material, or, dare I say, the spiritual

Great religious texts are lived before they are written, and the prominent Instagram account Real Housewives of Clapton intuitively inscribes our new scriptures. (With Hanna Crosbie as its prophet. Along with Socks House Meeting and Dalston Super Stoned.) However, these new scriptures are not written on sacred scrolls but on digital tablets: memes.  

Real Housewives of Clapton help us to see the vestments East Londoners are adorned with (new converts should begin with an Acne scarf), the pilgrimage sites to be walked (Broadway Market in Salomons), and the sacred meals one should partake of (rotisserie chicken is in vogue, but Jolene Newington Green is the cathedral). Nevertheless, young Londoners (like the rest of the Western world) are increasingly becoming more religious, not least Christian. As Lauren Westwood and Graham Tomlin discuss. But does all this newfound fervour always come leaping into traditional religion? I’m still not sure. 

Ditching the poetic-spiritual contours of sacred writing for the potency of Microsoft Word ‘fancy’ text hastily pasted over stock images, Real Housewives of Clapton is delivering our new scriptures en masse, on pace with the changing of trends themselves. While memes are a longitudinal study nightmare for distilling emergent truths, they are great way to laugh whilst on the toilet. And the consumers of these LOLs? Those involved in the sub-culture themselves. It's post often generate tens of thousands of likes.

Real Housewives of Clapton articulates the aesthetics of our contemporary religiosity as it manifests in the everyday - so much so that religious attire re-emerges as a genuinely distinct perception of ‘East London’ attire, see the post below.. Religion is that term used to describe a community’s ritual, aesthetic, holy scriptures, sacred sites, and understanding of the Divine and how this relates to humanity.  

A screen grab of a message thread.

 

Precisely because the projected identities these East London meme-dealers expose are entangled with a self-awareness for the ethical, it naturally gravitates toward the religious. To consider the aesthetics of ethics is to delve into theology. To meander on the aesthetics of a subculture in this way, then, is to be a theologian. The creators behind Real Housewives of Clapton are East London’s Rowan Williams (the 104th Archbishop of Canterbury, not the actor), Germany’s Dietrich Bonhoeffer, or Medieval Europe’s Hildegard of Bingen. They’re reading the signs of the time and distilling it into potent visual metaphors. 

So, what might we see if we were to read the memes of Real Housewives as theologians? Well, perhaps we can trace an eschatology (a fancy word for discussing the End Times). 

The East London world is your oyster, but only insofar as it’s captured. And it needs to be a captured reality shared online so that we can feel seen.

In heightening our awareness of and orienting the sub-culture around “little things”—small plates, chippies, situationships, drinks, vitamin D—East Londoners are highly aware of the particulars of creation and how they can be in service to a more satisfactory existence.  

A few months ago, Real Housewives shared this meme about running. Everyone knows someone who joined a run club in recent months; sharing the run map has become a “flex” on your friends (becoming a national security threat in the USA). Yet, the account contextualises this with the phrase, ‘after not posting anything for 9 months.’ There is, undergirding East London, particularly for men it seems, the felt need to maintain an air of nonchalance, aloofness, or, indeed, mystery. 

A screen grab of a content creation meme.

 

Arguably, this nonchalance is from the same guy on Broadway market who ghosted you after the fifth date. Or, as appears every public holiday, the mysteriously unemployed DJ acquaintance who, via his close friends' list, is at his parents’ holiday home in Dorset. 

Nevertheless, the account shared another meme a month later, see below, signalling something deeper. The identity of distance or mysterion is undercut by a more potent insight: we are obsessed with projecting our identities. Taking this to its logical absurdity, Real Housewives contrasts the purchase of a £1.29 Twix with the nostalgia of an off-licence. The East London world is your oyster, but only insofar as it’s captured. And it needs to be a captured reality shared online so that we can feel seen

A screen grab of a content creation meme.

 

Participating in this religion includes evangelism through one’s online identity. But, in contrast to popular streams of culture, this aesthetic and its symbolic world only makes sense for those who live in East London. In other words, the Cult of East London doesn’t find its attraction because you might get global stardom. Instead, partaking in this particular cultural aesthetic signals to those you meet on Dalston High Street that you understand them and, hopefully, they might understand you. 

Converging across both “social media mystery boy” and its always-online antithesis is the undergirding desire for our projected identity to be known. 

As this meme about the sun coming out reveals, behind its comedic options—a designer jacket, spritz and ciggie, or the London sun—is a more dormant reality: we need all three.  

A screen grab of a fashion choice meme.

 

A Freudian reading might interpret the designer jacket as the need for physical touch, the spritz as a plea for community, and the London sun as the need for God—the cult of Sol Invictus, perhaps. Maybe. Or, in a theological key, through the triangulation of branded cohesivity, a little drink, and the bodily calmness to feel as though we can finally close our eyes, we might actually find peace. 

The garments Real Housewives self-abasingly propagates suggest that the spiritual lives of East Londoners are genuinely concerned with ethics. In aversion to fast fashion, we wear things that promote our being seen beyond a glance. This held-gaze has both to do with the self and the plea for us to look more seriously at the world we find ourselves in. This shift toward a more substantive looking subtly nods to an eschatology of peace. 

The spiritual lives of East Londoners gravitate toward a longing for peace that is temporally filled with ethically just choices but is embodied unseriously. We laugh with and double-tap The Real Housewives of Clapton’s memes because we know this identity won’t save us. But spending one afternoon in London Fields wearing an iconic fit amidst the blazing British sun might just give us a taste of eternal serenity. 

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