Incarnation

Thus far I have noted the affinity between messages about the future and appeals to history. Within this thematic set, I have discussed the code of education—specifically the prevailing dialectical model that posits that the Revolution has provided education, which in turn lays the groundwork for more revolution.

Now I need to identify another categorical cluster within the future/history thematic set.

Upon further coding and sorting, I have come up with the notion of Incarnation. This code applies to messages that depict the younger generation embodying revolutionary leadership.

One billboard reads: “Fidel es un pais”; and features six smiling young boys and the famed rebel vessel, the Granma. The message contains at least three distinct yet related meanings: (1) The country is loyal (to its revolutionary history, particularly Fidel Castro) (2) Fidel Castro is a country (that monumentally important, and containing multitudes); (3) The entire country (including these boys) is like Fidel Castro.

A poster has the silhouetted profile of Fidel Castro superimposed over the flag. Within the positive space of the silhouette is a crowd of young Cubans marching in a demonstration. It reads “Somos Uno.” This also has several interconnected meanings: (1) We are all part of Fidel; (2) We are united as one; (3) Fidel represents all of us.

The theme of incarnation becomes very literal in another poster that shows an army of young Cubans, each with the face and rifle of a young Fidel Castro. It reads “The Youth, We Will Not Fail.”

The clear message is two-fold: that the revolutionary leadership is a role model to emulate; and that the younger generation has a responsibility to follow the historicos’ example.

The notion of historic role models for the future appears in a billboard with Che Guevara that reads “Con tu ejemplo comunista”; and in a mural with the youthful faces of the by-gone Che, Camilo Cienfuegos, and Julio Mella, which reads “De estos hombres se hace un pueblo”—from these men makes a people.

So within the future/history thematic set, the two subsets are Education and Incarnation. A stylized model functions along these lines:

• Revolution provided education, which instills the abilities and values to further the Revolution.

• Historic leaders made the Revolution, setting an example for the Youth to follow.

From Billboards

From Billboards

From Billboards

From Billboards

From Billboards

From ¡Que País!

Homeland is Made from the Worth of its Sons

 

From a cursory coding of the data (yet years of familiarity with the subject matter), it appears to me that my main thematic category of The Future is often communicated in terms of History. While that sounds ironic on its face, it makes sense that a regime concerned with continuity would appeal to the population of Cuba's future in terms of an allegiance to the past.

A case in point is a billboard that appeared for the "ANIVERSARIO 113 DEL REINICIO DE LA GUERRA DE INDEPENDENCIA". It features a quote from José Martí: "La patria está hecha del mérito de sus hijos". This claims that the nation depends on its offspring, that Cuba's fate is in the hands of youth--yet the dictum about the future ironically hails from over a century prior. The context for Martí's quote was in the 1893 run-up to the "reinitiation" of the failed 10-year independence war (1868-78). The analogy of continuity cannot be missed: the Martí-masterminded War of Independence (1895-98) is to the previous 10-Year War as Cuba's near future is to Cuba's revolutionary history (which entails--at least according to the state--the entire period of struggle from 1868 to 1959). To sum up: 1868 is to 1898, as 1959 is to 2009.

The rest of the quote (which does not appear on the billboard, but may be familiar to many Cubans and thus implicit) says that 'the wealth of a nation derives from a child that beats the same path as his predecessors, leading to a more useful and complete result'. Just as the second generation of independence fighters followed triumphantly in the steps of the first unsuccessful generation, this billboard suggests that today's youth continue the revolutionary path to greater national goals.

It is important to note that the nation does not produce its offspring. Rather, "a nation is made" from the valuable contributions of "sus hijos". Just as Martí and Maceo and Gomez generated the independent nation of Cuba, the current crop of children will make their historic homeland by way of "merit".

Finally, I take a look at the visual graphics of this billboard. It is the figure of a late 19th century Cuban independence fighter on horseback, sword raised. There are three iterations of this image. The smallest and faintest one appears in the bottom left corner. Ascending is a larger and bolder iteration. Then finally the boldest and grandest rendition occupies the central space of the billboard. This image is the graphic representation of early precursors in struggle begetting later generations that ride along the same route, growing stronger and bolder.

From this single example we see how a simple quote and minimalist graphics can conjure history towards impelling the future.

(Of course, it remains to be seen how an outdated screen print of an old quote on an outdated mass medium can reach a 21st century audience. Maybe it could have better "connected" to today's youth by playing with the multiple meanings of the word "reinicio", so as to express something technologically updated while retaining the earlier historical significance--maybe meaning something along the lines of "Reboot the Revolution".)

Back to the Future

 

This not subtle symbolism is a take on the very first poster of the Cuban Revolution.

Neighborhood Watch

 

The seventh congress of the neighborhood-level organization that keeps an eye out for counterrevolutionary activity and engages in recycling and blood drives. One of the many cross-cutting modes of sociopolitical organization that check and balance each other.

La Federacion de las Mujeres Cubanas--a decisive force for the Revolution

FMC

fuerza decisiva para la Revolucion

aniversario 50 de la federacion de mujeres cubanas

This billboard celebrates the “decisive” role that the women’s official mass organization has played over the half-century of the Cuban Revolution. It is complimented by an arabesque print of fluid fertile flowers that provides a feminine aspect to the design.

Women’s allegiance to the revolution has always been crucial. Early on in revolutions in Cuba and elsewhere in Latin America such as Chile, the reluctance of more conservative women has presented challenges to leftist programs. Women are often the linchpin of homes; so as goes the woman in political support, so goes the rest of the family. Finally, the gains of the Cuban revolution gave women the opportunity to work--which created the “double shift” of labor at the workplace and at home. This resulted in some conflicting opinions about the new revolutionary situation.

The FMC plays a role at the neighborhood level in social communication and carrying out some house-to-house campaigns. Politically, the FMC takes part in the selection process of members of the national assembly.

For these reasons it may be important to underscore publicly the FMC’s value to the revolution.

We Work for you

TRABAJAMOS Para Usted

This image is different from the printed billboard produced by the Cuban Communist Party. It is a crudely painted mural at a state-run vendor. The painted wall pronounces that the service outlet “works for us”. This double entendre means that the firm serves us (its customers) and works for us (as owners of the state firm). In a country where employees often do not have much motivation to attend to clients, this message could be attempting to counterbalance popular sentiment about the low quality of the service industry. It may also be reminding people that they themselves as citizens are owners and beneficiaries of the means of production.

The unintended message that is revealed only in this particular photograph is an ironic statement on the social indiscipline of the workforce. In the middle of the day, a crew of idle men sit under the shade of a sign that proclaims “we work for you”. Clearly, state messages can change when perceived in the social context of the signs’ “natural” environment.

Whoever wants to, finds a way; whoever doesn't, finds excuses.

Quien quiere hacer encuentra medios; quien no quiere hacer encuentra justificaciones.

This is another painted wall of a state firm, a taxi company. Whether or not the message pertains to the line of work of the business is debatable. Often the managers decide what messages will grace the facades of their workplaces.

The statement, akin to “where there is a will, there is a way”, alludes to the very Cuban situation of having to make do in a blockaded economy. Often times this method of resolving problems involves technically illegal strategies such as engaging in the black market of goods stolen from state firms or privately offering to sell your labor and skills. But as the sign suggests, the authorities often look the other way, as the island society would find it difficult to function if there were a strict prohibition on proscribed activities. The hidden capitalism that greases the wheels of socialism. Beyond looking the other way, this outdoor message seems to actually encourage makeshift solutions. Although they do not have to be illegal; they could be organic grassroots initiatives that solve local problems.

The second part of this phrase aims to disparage people who simply complain about the impossibility of life in Cuba without attempting to devise inventive solutions to their problems. At times, even communists have to pull themselves up by their bootstraps.

Entrenchments of Ideas are Worth more than Entrenchments of Stone

Trincheras de ideas valen mas que trincheras de piedra.

This famous quote from the national hero, José Martí, serves as the standard of the Frederich Engels Printing Company. Its meaning is somewhat analogous to “the pen is mightier than the sword”. It valorizes Cuban culture and education and political ideology as great weapons in the “Battle of Ideas” with capitalism. Adopting the quote from Martí may intend to draw a historic link between the thoughts of the late 19th century and current Cuban social policy that favors education and cultural programs. That said, the massive role of the Cuban military in the society and the economy may belie the rhetorical discounting of “stone embattlements”.

Loyal to Our History--study, work, rifle

Fieles a Nuestra Historia

This is a mural produced by and in honor of the Union of Young Communists. Its traditional logo depicts three fallen male heroes of Cuban history, Julio Mella, Camilo Cienfuegos and Ernesto Guevara. Besides Fidel Castro and Raul Castro and sports stars, one generally must be deceased to have one’s likeness appear on outdoor propaganda. The motto of the Union of Young Communists is “study, work, rifle”--the three main components of young people’s lives--although many young people neither go to school, nor work, nor participate in the mandatory military.

The large phrase “Loyal to Our History” implicitly creates a historic link between the current day and age and the revolutions of 1959, 1933, 1895 and 1868. The use of the word “fiel” is a synonym, and near homonym, of the word “fidel”, which means loyal or faithful. Obviously, the understanding is being loyal to the historic leadership of Fidel Castro. The use of “our” history reveals that people are progressing together through a shared history, and thus a common modern plight.

Hay que cuidar su propia basura: Dr. Mentepollo

The US Blockade

Forty-seven years ago, President Kennedy initially erected the economic embargo that prevents commerce and travel to Cuba—and it has only stiffened with the ensuing US administrations. Depriving the island of its closest and most optimal trading partner has forced the Cuban government and its firms to incur the extra costs of buying and selling goods and services farther afield. Cuba can neither import needed medicine and scientific supplies, exploit the natural market for its tourism industry, nor often send its scientists, artists, and athletes to participate in events held in the US. In addition to the human suffering, the blockade has cost Cuba more than $86 billion over the course of its implementation.

Although limited agricultural cash sales to the island are now permissible, the US continues to lose out on over $3 billion per year due to the blockade. Its imposition divides families and impinges on US citizens’ constitutional freedoms to travel.

Medical Internationalism

To the wider world owe a debt both Cuba’s past (e.g. the descendents of Africa lead the independence charge) and future (e.g. the unification of Latin America will engender security and developmental benefits). And since Cuba’s well educated populace is its most valuable resource, it relies on human capital as a principal instrument of foreign exchange.

As such, Cuba’s foreign policy focuses heavily on loaning health and educational personnel to underdeveloped nations. Currently, 42,000 Cubans serve in 103 countries—responding to natural disasters, eradicating literacy, performing opthalmological surgery, and building public health capacity. Cuba also hosts without charge over ten thousand students from 113 different countries in its six year medical schools. These efforts demonstrate writ large the selflessness required for revolutionary socialism and create the favorable diplomatic relationships necessary to counteract the continued enmity from the US. However, some Cubans contend that the external emphasis has taken needed resources away from domestic health care—where it has now become customary to bring gifts to doctors to guarantee proper medical attention.

Social Indiscipline

Because the Cuban state heavily subsidizes the costs of basic foods, education, healthcare, transportation, and other facets of social life, regardless of whether one is incorporated into the workforce, not everyone is motivated to hold down formal employment. Especially for those in urban centers connected to the external economy, engaging in unsanctioned commerce or living off of remittances can prove more profitable than daily labor. The lack of material incentive has left thousands of unfilled vacancies in strategic sectors such as construction and agriculture. Havana has to import police, teachers and construction workers from the provinces because not enough capitalinos will take such occupations. Furthermore, the below replacement birthrates since the depression of the 1990s have not been able to restock the general labor force. The party and the state attempt to morally incentivize insertion into the workforce by portraying absentee laborers as parasites.

Energy Revolution

As an economically embargoed nation with few proven natural energy resources and historically dependent on foreign oil subsidized by geopolitical allies, Cuba has recognized the need to consume energy efficiently. It is also very attuned to the threats of climate change particular to its geography—soil desiccation and receding coastlines. The ensuing "Energy Revolution" has involved replacing all the light bulbs on the island with compact fluorescents, developing and distributing efficient kitchen appliances and televisions, and swapping out old wasteful American refrigerators and Soviet air conditioners for new efficient Chinese models. The replacement campaigns operate at the neighborhood level in the door-to-door manner of the census; and families pay for their new appliances on installment plans. The state has also purchased fleets of Chinese buses and made upgrades to power plants and the electric grid. There are no longer systematic blackouts—yet unintended blackouts still occur sporadically. Cuba is near to rendering itself efficient enough to be an energy exporter, if the seabed tracts currently being explored yield the levels of petroleum estimated.

The Five Heroes

In the 1990s, as the Cuban state endeavored to build up tourism to fill the economic void left by the disappearance of Soviet supports, enemy exiles began a terrorist campaign targeting tourists. Cuba deployed counterterrorists to infiltrate South Florida groups and uncover criminal plots to bomb the island’s tourist facilities. The US caught and, in 2001, convicted five Cuban agents for conspiracy. Since then the “five heroes” have become widely celebrated in Cuba as revolutionary martyrs. The emphasis on their espionage as counterterrorism co-opts the terms of the US “war on terror” to wage a moral struggle for their release from US prisons. Currently, the US Supreme Court is deciding whether to hear their appeal, which contends that the trial venue of Miami did not ensure an unbiased jury. The case is the only judicial proceeding in US history to receive condemnation from the UN Human Rights Commission.

Signs of Revolution

“And just when they seem engaged in revolutionizing themselves and things, in creating something that has never yet existed, precisely in such periods of revolutionary crisis they anxiously conjure up the spirits of the past to their service and borrow from them names, battle cries and costumes in order to present the new scene of world history in this time-honored disguise and this borrowed language.” --Karl Marx, "The Eighteenth Brumaire of Louis Bonaparte", 1852.

Billboards

Ministry of Basic Industry

Each Cuban, An Army.

An oddly reminiscent phrase.