Towards a Collective Intelligence: Transmediality and the Wu Ming Project
10.13125/2039-6597/1305
Dagli albori della Seconda Repubblica in Italia,  le strategie di dominio sui mass media dell’ex premier Silvio Berlusconi hanno avuto un effetto considerevole sull’immaginario culturale italiano. In un approccio multisensoriale e multimediale alla scrittura, il collettivo Wu Ming mette in questione i paradigmi culturali che negli ultimi venti anni sono diventati egemonici. L’esperienza di un romanzo dei Wu Ming va ben oltre la parola stampata poiché cerca di stimolare tutti i cinque sensi per arricchire il modo in cui il lettore vive quello che c’è sulla pagina, dimostrando esempi chiari della «convergence culture» coniata da Henry Jenkins. Questo saggio esamina l’interazione tra parola e immagine messa in atto dal collettivo tramite il sito Pinterest e illustra come questo aspetto del loro progetto rappresenti un microcosmo di un approccio complessivo alla creazione estetica e alla pratica culturale. Inoltre, questo saggio descrive in che modo il processo collettivo di consumo portato avanti dai Wu Ming contribuisca alla formazione delle «communities of sentiment» di Arjun Appadurai e alla «intelligenza collettiva» di Jenkins. Queste sono formazioni che rivitalizzano il concetto di cultura popolare per la nostra epoca digitale e offrono un’alternativa ad un immaginario culturale italiano sovra-determinato dalle pratiche del Berlusconismo.
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Melina Anne Masterson
Between
Popular culture
Towards a Collective Intelligence: Transmediality and the Wu Ming Project
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Intermediality, Transmediality, Fanfiction
2014-11-30
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2014-11-30
2015-01-13
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Melina Anne Masterson
2014/11/30
10.13125/2039-6597/1305
University of Connecticut
2039-6597
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Popular culture
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Towards a Collective Intelligence: Transmediality and the Wu Ming Project
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4
     Towards a Collective Intelligence:
             Transmediality
        and the Wu Ming Project

                                Melina Masterson


                                  Introduction
     Umberto Eco, as far back as 1964 with the first publication of
Apocalittici e integrati, was not only focused on the two categorizations
of “Apocalyptic” and “Integrated” intellectuals and their reactions to a
burgeoning and omnipresent mass culture, but also demonstrated his
interest in this culture’s production, distribution, and consumption:

      The universe of mass communications is—whether we recognize it
      or not—our universe; and if it is of values that we wish to speak,
      the objective conditions of communication are those provided by
      the existence of newspapers, radio, television, recorded and
      recordable music, the new forms of visual and audiovisual
      communication. Nobody is free of these conditions, not even the
      virtuous man who, angered by the inhuman nature of this
      universe of information, transmits his own protest through the
      channels of mass communication, in the columns of a great
      newspaper or in the pages of a paperback printed in linotype and
      sold in railway station kiosks. (Eco 1994: 20)

      Eco’s sentiments still ring true in the cognitive, digital society of
21st century Italy. Since the dawn of the Italian Second Republic, it is
undeniable that former Prime Minister Berlusconi’s tactics of media
domination, as well as his approach to culture creation, have had a
considerable effect on the Italian collective imaginary; his control of


Between, vol. IV, n. 8 (2014)
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



both public and private television, as well as print media, sport,
banking and the building trades demonstrates how he has effectively
insinuated himself into every realm of Italian culture. If, as Eco
observed, mass communications is indeed «our universe» (ibid.: 20),
then he who controls that universe wields the power, not just of the
government, but of the everyday, and «[n]obody is free of these
conditions» (ibid.). It is not surprising, then, that this all-consuming
media presence has elicited a considerable backlash, especially among
left-wing Italian intellectuals, many of whom came of age during the
period of Berlusconi’s ascent.
      The Bolognese writing collective Wu Ming, who set themselves in
opposition to Berlusconi’s brand of neo-liberal capitalism beginning
with their chosen name1, are among those writers, artists, and thinkers
who question the cultural paradigms that have become hegemonic in
Italy over the last twenty years. They do so by following in Eco’s path,
reevaluating the production, distribution, and consumption of culture
and adapting their strategies of resistance to fit the increasingly digital
world of the 21st century. Wu Ming demonstrate a unique approach to
writing not only in their collectivity (which would be anathema to
Berlusconi’s “cult of the individual celebrity”), but also in the
multisensorial and multimedial dimension they bring to narrative. By
extending the boundaries of the traditional written text through digital
tools, music, and physical performances, they seem to invite increased
agency on the part of their readership and seek to connect their
followers across times and spaces, thus creating a borderless
transnational community. The experience of a Wu Ming novel extends
past the printed word, as the collective experiments with the tactile,
visual, aural, and even the olfactory to enhance the way in which the
reader lives the content on the page: soundtracks, hiking excursions,
fan fiction, and photo exhibitions, among others, are just some of the
ways they seek to go beyond the confines of the written text. Their use


      Wu Ming signifies either “anonymous” or “five authors” in Chinese
      1

depending on the pronunciation and is a title often used by dissidents of that
country as a form of protest.


2
                                                        Between, vol. IV, n. 8 (2014)



of old and new media to achieve these ends represents a clear example
of Henry Jenkins’s convergence culture2 at work, since many of their
initiatives are designed to foster interaction through multisensorial
forms of communication. While an examination of all of these forms
exceeds the scope of an essay3, I will focus specifically on the interplay
of word and image in Wu Ming’s (relatively recent) venture into the
social media/networking site Pinterest. My intent is to illustrate how
this particular aspect of their project serves as a microcosm of their
overall approach to culture creation and art, and how their facilitation
of the collective process of consumption 4 contributes to the
development of «communities of sentiment» (Appadurai 1996: 8) and a
«collective intelligence» (Jenkins 2006: 2)5. These are formations that
revitalize the concept of popular culture for the digital age of our
cognitive society and offer an alternative to an Italian cultural
imaginary long dominated by the practices of Berlusconism6.


     2
        «[w]here old and new media collide, where grassroots and corporate
media intersect, where the power of the media producer and the power of
the media consumer interact in unpredictable ways» (Jenkins 2006: 2).
      3
        I am currently working on an extended study on the multisensorial in
Wu Ming where I argue that it represents one of the primary strategies of
culture creation of the collective and is an effective way of forming «commu-
nities of sentiment» (ibid.: 8) through imagination, participation, and collabo-
ration; this “sensory convergence” invites increased agency on the part of the
reader and is one way in the which the collective “writes back” to Berlusco-
nian practices regarding the passive consumer.
      4
        See Jenkins 2006: 4 for additional discussion.
      5
        Here Jenkins cites French cybertheorist Pierre Lévy (Jenkins 2006: 2).
      6
        I use this term to refer to those practices utilized by the former prime
minister to gain consensus and maintain control over Italian popular culture.
These practices include, but are not limited to: strategic television program-
ming on both public and private networks that focused on American sitcoms,
quiz and variety shows, all of which featured the requisite veline, or scantily-
clad young women; control over publishing and print media through owner-
ship of the Mondadori publishing house, as well as other newspapers and
magazines; selling the Italian people a specific type of capitalist dream


                                                                                   3
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project




              “I figli problematici della popular culture”

      Perhaps one of the reasons for Wu Ming’s attraction to the multi
(or trans)medial and the multisensorial, and specifically to the
relationship between word and image, is precisely their background
and their predisposition to and engagement with the popular culture
of their time. For the purposes of this essay, I intend to use the terms
“popular culture” and “mass culture” synonymously, in keeping with
the intentions of the collective itself. In his 2008 “Memorandum” on the
New Italian Epic, Wu Ming 1 discusses the historical distinction
between the two terms in the Italian context, which he finds
problematic in modern times, as the folkloristic connotation of cultura
popolare clearly contrasts with the technological, mass-mediated cultura
di massa.7 In his view, the difference involves placing a focus on the

through the building of the subdivision/media headquarters of Milano 2; his
use of sports metaphors and his own “rags to riches” story to sell himself as
the “everyman” of Italian culture; and the forging of strategic alliances and
the establishing of laws that would protect his questionable business deal-
ings. According to Paul Ginsborg, what Berlusconi truly promoted was
“negative freedom”, an unregulated form of liberty which essentially al-
lowed him to alter the legal system for his own personal gain.
       7
         «Oggi la stragrande maggioranza dei prodotti culturali non è DI
MASSA: viviamo in un mondo di infinite nicchie e sottogeneri. Il MAIN-
STREAM generalist e “nazionalpopolare” è meno importante di quanto fosse
un tempo, e continuerà a ridimensionarsi. La sfumatura di significato, inve-
ce, consiste in questo: cultura di massa indica COME viene trasmessa questa
cultura, vale a dire attraverso i mass media; CULTURA POPOLARE pone
l’accento su CHI la recepisce e se ne appropria. Di solito, quando si parla del
posto che la tale canzone e il tale film ha nella vita delle persone, o di come il
tale libro e o il tale fumetto ha influenzato la sua epoca, si usa l’espressione
“popular culture”. Il problema è che il dibattito italiano sulla cultura pop no-
vanta volte su cento riguarda la spazzatura che ci propina la televisione, co-
me se il “popular” fosse per forza quello, mentre esistono distinzioni qualita-
tive ed evoluzioni storiche» (Wu Ming 2009: 18). [Today the great majority of
culture is not MASS: we live in a world of infinite niches and subgenres. The


4
                                                        Between, vol. IV, n. 8 (2014)



producer (mass media) rather than on the consumer (the people),
neither of which fully represents the “popular culture” which today we
associate with those films, television shows, video games, and
magazines which have been both produced through mass means and
consumed by a large part of a more global population. In his words:
«Di solito, quando si parla del posto che la tale canzone e il tale film ha
nella vita delle persone, o di come il tale libro e o il tale fumetto ha
influenzato la sua epoca, si usa l’espressione “popular culture”» (Wu
Ming 2009: 18). What is important to underline here, particularly
because it appears to challenge many Cultural Studies theories on the
damaging, hegemonic effects of mass produced popular culture, is that
Wu Ming 1 does not provide a qualitative judgment on popular culture
as a whole; rather, he acknowledges its role in human life and
interactions, and the ability of the consumer to somehow mold the
culture to satisfy him or herself, indicating that the power of hegemony
lies more in “production” than “reception”. Like Eco, he neither
ignores the social and political implications of popular culture nor does
he indiscriminately embrace the popular in all its forms. Rather, he
recognizes that it is, as Iain Chambers has described it, daily life: «...an
informal knowledge of the everyday, based on the sensory, the
immediate, the pleasurable and the concrete» (Chambers 1986: 13); in
short, something that is distinctly human and inherently accessible to
all. It can be, as Horkheimer and Adorno have contended, a source of
alienation, but it can also, in an increasingly digital and multimedial

MAINSTREAM and “National-Popular” are less important than they were in
the past, and they will continue to change shape. Instead, the distinction con-
sists in this: mass culture indicates HOW this culture is transmitted, which is
to say, through the mass media; POPULAR CULTURE places the accent on
WHO receives it and makes it his/her own. Usually, when we speak of the
place that a certain song or film has on a person’s life, or how a certain book
or comic strip has influenced its time period, we use the expression “popular
culture”. The problem is that, ninety times out of a hundred, the Italian de-
bate on popular culture has to do with the trash on television, as if “popular”
were only that, while instead there are qualitative distinctions and historical
evolutions to consider.] All translations from Wu Ming 2009 are my own.


                                                                                   5
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



world, serve as a point of “convergence”, to use Jenkins’s terminology,
between people of different social classes, ages, and cultures.
      Wu Ming would appear to strive for the latter in their approach to
popular culture, and their desire to actively engage in this realm
(rather than contribute to the “canon” or be associated with a more
high-brow “cognoscenti”) appears to support Eco’s principle that «in
order to analyse mass culture you have to secretly enjoy it» (ibid.: 52).
In fact, as Wu Ming 1 himself has remarked on the occasion of his
conference keynote for “The Italian Perspective on Metahistorical
Fiction” (2008)8, the members of the collective grew up in a cultural
climate that was focused on crime novels and science fiction, not
politically engaged works of literature; they were, instead, «figli
problematici della popular culture» (Wu Ming 2009: 126), the very
thing that the “apocalyptic” intellectuals feared:

         We were raised on a steady diet of genre narratives, rock music,
      cinema, role-playing games, the first videogames...And we were
      already using the Internet, rather, what came before it, the “Bbs”
      and preweb electronic communication...We weren’t interested in
      behaving like “proper” intellectuals or being snobbish towards the
      culture industry. We wanted to contribute to popular culture, feel
      its conflicts and contradictions inside us, rather than stigmatize it
      by looking at it from the outside, or even refusing to look at it at
      all. When our novel Q came out, we explicitly declared our




      8
        Wu Ming 1’s speech is entitled “Noi dobbiamo essere i genitori”, taken
from a piece by American author David Foster Wallace. The roundtable was
held in London at the Institute of Germanic and Romance Studies and was
organized by Claudia Boscolo, in light of the interest and debate sparked by
the initial publication of Wu Ming 1’s “Memorandum” on the New Italian Ep-
ic. It was on this occasion that Wu Ming 1 presented this original speech, and
in 2009 it was published, along with an updated and annotated (by collabo-
rators) version of the original “Memorandum” and an essay by Wu Ming 2
entitled “La salvezza di Euridice”. The volume was published by Einaudi
under the name New Italian Epic: Letteratura, sguardo obliquo e ritorno al futuro.


6
                                                       Between, vol. IV, n. 8 (2014)



     intentions to fight our battle from inside pop culture and conduct
     our practices from within the culture industry. (Ibid.: 126)9

      Wu Ming could surely be classified as “integrated” according to
Eco’s classification of intellectuals, but what distinguishes them further
is perhaps this self-awareness and transparency: they are conscious of
the fact that they are using mass culture, in all of its hegemonic
potential, to comment on the same, working from “within” the system,
so-to-speak. More importantly, the culture in question is also largely
visual, from television to video games to the Internet, all of which is
undeniably bound up in narrative. Wu Ming take inspiration from the
popular, and specifically visual, culture in which they were raised, but
rather than utilize it to gain consensus in a more Gramsian sense, they
attempt to integrate it into their novels in a way that, at its most
utopian level, aims to build community, encourage participation, and
offer cultural alternatives to what Wu Ming 1 sees as the rapidly
disappearing “mainstream”.
      The group’s multi- and transmedial approach to culture creation
is undoubtedly a response to Italy’s society throughout the authors’
lifetimes, namely the period of the Second Republic and the reign of
Silvio Berlusconi. In fact, many of the collective’s practices and
strategies would appear to mirror those of the premier/media mogul
himself. For example, much has been said about Berlusconi’s ability to
market himself and his products across various platforms, from
television to print media to billboards, and the Wu Ming collective

     9
       «Eravamo cresciuti con una dieta stabile di narrativa di genere, musica
rock, cinema, giochi di ruolo, i primi videogame…E usavamo già Internet,
anzi, quello c’era prima, le Bbs, comunicazione elettronica preweb…Non ci
interessava il comportamento “giusto” da intellettuale, e nemmeno le tirate
snob contro l’industria culturale. Volevamo dare il nostro contributo alla po-
pular culture, portarci dentro conflitti e contraddizioni, non stigmatizzarla
guardandola da fuori, o addirrittura rifiutandosi di guardarla. Quando uscì il
nostro romanzo Q, dichiarammo in modo esplicito che volevamo combattere
la nostra battaglia dentro il pop e portare le nostre pratiche all’interno
dell’industria culturale.»


                                                                                  7
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



responds in kind, with their use of social media, other digital
platforms, and the more traditional book form. Berlusconi has his
(ideally) passive consumers, the “Mesmerized Electorate”10 of which
Eco spoke prior to the elections of 2001, while Wu Ming seek the
“active” reader who is willing not only to go beyond the text but also
to collaborate in its continued life. Both sides depend on their
interlocutors for their success, with Berlusconi being judged by
economic profits and Wu Ming in terms of an increase in their
readership (perhaps “followers” would be a better term) and the
diffusion of their ideas. The text is Wu Ming’s version of the open
market, and they offer a wide range of options to their “consumers”;
specifically, they aim at transforming those readers into active
contributors to a collective narrative. Furthermore, they operate under
the assumption that their readers have rights and are potentially
intelligent interlocutors. As Maurizio Vito notes, «According to Wu
Ming, art and literature today, more than ever, should entertain by
means of attrition, should lead by means of challenging the existent,
rather than please their audiences while toying with the world» (Vito
2010: 4).
      This is not to say that the collective’s approach is universally
effective and that their version of popular culture has unilateral appeal
for all members of the Italian Left. Furthermore, the divisiveness of Wu

      10
        From the 2001 essay “For Whom the Bell Tolls: A 2001 Appeal for a
Moral Referendum”: the “Mesmerized Electorate” «has no defined political
opinion but has based its values on the creeping form of “culture” imparted
for decades by the various television channels, and not only those owned by
Berlusconi. What counts for these people are ideals of material well-being
and a mythical view of life, not unlike that of people I would call generically
the Albanian immigrants. The Albanian immigrant wouldn’t have dreamt of
coming to Italy if the TV had showed him for years only the Italy of Open
City, Obsession, or Paisan—he would have steered clear of this unhappy coun-
try. He comes because he knows Italy as a country where a colorful televi-
sion hands out easy money to those who know that Garibaldi’s given name
was Giuseppe: a rich, showbiz Italy» (Eco 2006: 117).



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Ming’s cultural production would appear to indicate not only the
continued political fragmentation of both the Right and Left in Italy,
but also a shift in the production and consumption of popular culture
in general. In fact, the collective is aware that the “popular” to which
they aspire is no longer what it once was. In the aforementioned
“Memorandum” on the New Italian Epic, Wu Ming 1 refers to this
“new”, less hegemonic popular culture as a series of «infinite niches
and subgenres» (Wu Ming 1 2009: 18)11. In fact, it is Wu Ming 1’s
assertion that mass culture is much less powerful than its past
iterations, as the Internet has undoubtedly influenced methods of
mediation, allowing direct contact between producer and consumer.
This shift naturally represents a downturn in Berlusconism. The fact
that Wu Ming were weaned on the mass media age of Berlusconi puts
them in a unique position to utilize technology in a community-
building effort that was not possible in the age of the former prime
minister. These communities, as Wu Ming 1 points out in his
“Memorandum”, are no longer for the “masses”; instead, the group
seeks to create “niches” that can still manage to affect the Italian social,
political, and cultural spheres. In this case, rather than aspire to reach
the “masses” of the popular culture of the past, the collective strives to
connect to the “multitude”12 made possible by the digital era.
      For Berlusconi and those who became magnates in the age of
television and mass media, the Internet presents the unique problem of
control: with television, Berlusconi created a monopoly. By contrast,
the Internet represents so many unique cultural niches that even
someone as media savvy as Berlusconi would find it difficult to
control. Whereas the former prime minister created his persona and
established himself as a fixture of the Italian cultural imaginary
through television, the Internet is where Wu Ming find their place and
establish their identity as digital activists. Even when the objective is



     11
         «infinite nicchie e sottogeneri» (Wu Ming 1 2009: 18). For full citation,
see footnote 7.
      12
         See Hardt – Negri 2004.


                                                                                     9
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



not overtly political, as it is on their blog Giap!13, the communities the
collective creates online directly contribute to their opposition of
previous prevailing cultural forces.

        Transmediality and Pinterest: Visualizing the Text

      Even though Wu Ming actively avoids their own visual
representation14, the collective sees the image as an intrinsic—and
strategic—component of popular narrative, a view which can surely be
attributed to the aforementioned historical context in which the
collective was formed; the different forms that the visual takes, though,
reveal the creativity and innovation of the authors themselves. It is the
addition of these various visual representations that transforms Wu
Ming’s narrative production (already categorized, to use their
terminology, as “unidentified narrative objects”, or “UNOs”15) into

      13
          http://www.wumingfoundation.com/giap/.
      14
          There is one primary exception to Wu Ming’s penchant for the visual,
which is a direct response to Berlusconi’s “cult of personality” (Thoburn
2011: 125). While one of the means by which the former prime minister
gained consensus was to be ever present in Italian culture--that is to say, by
putting his photographic image on nearly everything from billboards to book
covers to television ads--the collective responds by doing just the opposite:
they are never photographed or videotaped, and the publicity photograph
on their website at one time featured a faceless 1950s dance troupe and now
(following the departure of Wu Ming 3, Luca Di Meo, in 2008) shows a band
with different musical instruments but the same face on all four members.
Wu Ming 1 explains, «No, photos, no filming. Once the writer becomes a face
that’s separate and alienated…it’s a cannibalistic jumble: that face appears
everywhere, almost always out of context. A photo is witness to my absence;
it’s a banner of distance and solitude. A photo paralyzes me, it freezes my
life into an instant, it negates my ability to transform into something else. I
become a “character”, a stopgap used to quickly fill a page layout, an in-
strument that amplifies banality» (Wu Ming 1 2009: 143).
       15
          In Wu Ming 1’s “Memorandum”, he refers to the more experimental
literary production of the last twenty years as “unidentified narrative ob-


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                                                        Between, vol. IV, n. 8 (2014)



transmedial projects16. They have also begun, with the publication of
Wu Ming 2 and Antar Mohamed’s romanzo meticcio Timira in 2012, to
make use of the idea-sharing social media site Pinterest, where they (or
their readers/collaborators) can post photographs, videos, or other
related images to the Wu Ming or novel-specific “board”. These
“boards” have the function of a bulletin board, in which users can
“pin” information that is useful or relative to that particular topic. The
topics of these boards seem infinite, from recipes, to fitness practices, to
wedding ideas, to “good reads”. Wu Ming, along with the Einaudi
publishing house (which is responsible for the non-ebook part of the
group’s project), have created boards for their most recent novels:
Timira, Point Lenana (2013), and L’armata dei sonnambuli (2014). In many
ways, the content of these boards and the idea-sharing nature of



jects”, or UNOs. He describes UNOs as «Non sono più romanzi, non sono già
qualcos'altro» (Wu Ming 1 2009: 22). Emanuela Patti and Dimitri Chimenti
further explore this classification, defending Wu Ming 1’s theory not as an at-
tempt to obliterate the novel genre but rather to advocate for its future evolu-
tion. Their analysis of the UNO makes the argument that these more experi-
mental forms, which incorporate multiple genres, literary and non, can be la-
beled as an “ibridazione eso-letteraria” and perhaps represent a more sincere
attempt to confront reality and call into question our means of communica-
tion: «sono la consapevolezza e la presa di responsabilità nei confronti del
potere manipolatorio che il discorso letterario, così come ogni altro mezzo
espressivo, esercita sulla realtà» (Patti and Chimenti 2010: 51).
      16
         The specific nature of these projects varies, as do the forms of media
employed by the collective to enhance the narrative experience, but the ulti-
mate objective of this constant innovation and expanding of narrative
boundaries is to engage with the reader on a deeper level and encourage
his/her active participation and collaboration on the project. The collective
has done everything from inviting online fan fiction for the novel Manituana
(2007), to creating a soundtrack and live musical and multimedial perfor-
mances for 54 (2002), to organizing mountain hikes for both Il sentiero degli
dei (Wu Ming 2 2010) and Point Lenana (Wu Ming 1 and Roberto Santachiara
2013).


                                                                                  11
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



Pinterest in general are representative of the overall transmedial nature
of the Wu Ming project.
      In the majority of the collective’s novels, either those written a
dieci/otto mani17 or individually by the members of the group, the end of
the text is followed by a Titoli di coda, a sort of bibliography to a work
of fiction; the expansion to Pinterest means that these Titoli di coda now
encompass the visual realm. A visit to the Point Lenana board on the
site offers photographs of the novel’s protagonists (who are almost all
real historical figures, such as Felice Benuzzi, Rodolfo Graziani, and
Emilio Comici, to name a few), videos to illustrate certain events from
the text, artists’ renderings of the various locations, from the Alps to
Mount Kenya and all the cities and countryside in between, as well as
comments and contributions from the authors, Einaudi editors, and
readers to further support the visual experience. The wealth of
information and its contribution to the world of the text is explained in
the title of the board: «If a book has closing credits, it can also have
extra content: images, sounds, video and other related elements to
accompany an unidentified narrative object by Wu Ming 1 and Roberto
Santachiara» (Pinterest: Point Lenana board)18. What is perhaps most
striking about this impressive array of “extra” content is that no matter
how varied the visual representation, it all comes back to the text. The
majority of photographs, drawings and videos are captioned with a
pertinent citation from the novel itself. Let us look at one particularly
effective example from the board in question.




      17
          The collective was originally made up of five members; Wu Ming 3
left the group in 2008.
       18
          «Se un libro ha i titoli di coda può avere anche i contenuti extra: im-
magini, suoni, video e passi a lato intorno a un oggetto narrativo non identi-
ficato di Wu Ming 1 e Roberto Santachiara». All translations from Pinterest:
Point Lenana board are my own.


12
                                                         Between, vol. IV, n. 8 (2014)




               Point Lenana and Follow the Fleet:
                 Convergence Culture at Work

     Published in 2013, Point Lenana lays bare its visual dimension as
early as the cover of the printed text, where it features an image from
the 1936 Fred Astaire/Ginger Rogers film Follow the Fleet (dir.
Sandrich). This reference is further explained through the extra content
on the collective’s Pinterest board for the novel, with a link to a video
of the particular scene described in the text, the performance of the
Irving Berlin song “I’m Putting All My Eggs in One Basket”. The two
worlds of text and image are linked through the use of a caption,
which is taken directly from the moment in the text in which the
protagonist Felice Benuzzi sees the film but can only partially
comprehend it:

        ...Your English is barely acceptable (cursed English, which
     prevented you from taking the diplomacy exam! You should have
     done more lessons with Professor Joyce…) but you understand
     that they’re talking about making a decision, about choosing one
     and only one person to love: “I’m putting all my eggs in one
     basket | I’m betting everything I’ve got on you | I’m giving all my
     love to one baby | Heaven help me if my baby don’t…” You don’t
     understand the last two words. (Ibid.)19

     This constant reconnection with the text is an effective illustration
of the dynamic and reciprocal relationship between word and image.
In Jenkinsian terms, this use of Pinterest, with the “pinning” of black
and white photographs and archival footage, along with more recent

     19
         «...Il tuo inglese è appena decente (stramaledetto inglese che non ti ha
permesso di fare il concorso diplomatico! Dovevi prendere piú lezioni dal
professor Joyce…) ma capisci che parlano di prendere una decisione, di sce-
gliere una e una sola persona da amare: “Sto mettendo tutte le mie uova in
un solo paniere | sto scommettendo tutto quel che ho su di te | sto donando
tutto il mio amore a una sola bimba | che il cielo mi aiuti se la mia bimba…”
Le ultime due parole non le capisci.»


                                                                                   13
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



photographs and video of the people and places mentioned in the text,
represents a moment of “convergence” not just of old and new media,
but also of word and image, and of history and popular culture.
Otherwise stated, it showcases the coexistence of new visual and old
textual media, illustrating how the former does not necessarily replace
the latter but rather builds on and enhances it. According to Jenkins,
these moments of convergence have a community-building effect and
create a participatory culture which in turn cultivates the formation of
a collective intelligence. Jenkins’s theories see this paradigm shift as a
positive turn, a relationship between technology and popular culture
that could have a unifying, rather than alienating, effect.
      The choice of Follow the Fleet is an interesting illustration of these
convergences in many respects. First of all, a Hollywood film starring
Fred Astaire and Ginger Rogers is assuredly a piece of popular culture,
created by mass media and intended for the masses, or, perhaps more
appropriately, for today’s multitude. It has also, with the passing of
time, taken on greater historical cultural significance than perhaps it
had at the time it was released: now it is a piece of “Americana”, an
artifact of a certain time period and a part of the oeuvre of the famous
dancing pair. This example is one of many employed by the collective
throughout their works to mobilize popular icons and artifacts to
bridge the gap between past and present, high and low culture and, as
in the case of Follow the Fleet, even national cultures. Let us examine the
various layers of this particular instance in order to understand the
depth of its cultural convergence.
      Felice Benuzzi views the film in Rome and writes about it in his
autobiography, alternately titled No Picnic on Mount Kenya (1953) and
Fuga sul Kenya (1948)20. Wu Ming 1 and Roberto Santachiara come
across this anecdote decades later and include it as a significant event


       Interestingly, one is actually not a translation of the other but rather a
      20

rewriting; the English version, written by the author himself, contains differ-
ent anecdotes and appears to be more geared towards an English audience,
keeping in mind that Benuzzi was a prisoner of war in Africa under British
control.


14
                                                      Between, vol. IV, n. 8 (2014)



in Point Lenana, thus showing a genre convergence of autobiography
and biography. Wu Ming 1 and Santachiara also choose to add the
visual to their UNO21, showing Rogers and Astaire dancing across
Mount Kenya on the cover of their book. They consider the episode so
emblematic of the cultural intersections and confrontations in the novel
that they create an immediate visual correlation between the landscape
and this piece of popular culture, even though the two are not
obviously linked from a geographical or temporal point of view. Right
from the cover, however, the authors communicate to the reader that
the two are connected, and the visual immediately engages the
reader/viewer, who is surely asking him/herself what the dancing duo
has to do with the mountain behind them, even before he/she arrives at
the sections of the book dedicated to Benuzzi’s experience with the
film. Emanuela Patti discusses a similar presence of paratext in Pier
Paolo Pasolini’s Petrolio and Giuseppe Genna’s Italia De Profundis22,
using Pasolini’s own ideas on cinema to refer to this extra literary
material as «pre-literary» (in relation to «pre-filmic»). According to
Patti, such material «enables a constant objective scrutiny of the literary
object, and emphasizes the gaps, discontinuities, superstructures (such
as ideologies) existing between reality and fiction/writing» (Patti 2010:
89). The presence of pre-literary material, such as the image of Astaire
and Rogers in our example, encourages a reading beyond the
boundaries of the text and attempts to «‘unhinge’ fictionality in order
both to prevent the reader from falling into its alienating state and to
attempt to keep life and writing as close as possible» (ibid.: 90). In other
words, the open-ended nature of paratext in a novel provides the
reader with more rhetorical power while diminishing (for the better, in
Pasolini’s view) that of the author.
      It is important to note that this choice for the cover of the novel
makes use of popular culture icons from a time and place in the past
that might not be immediately recognizable to today’s average reader

     21
       See note 15 for further discussion on UNOs.
     22
        Genna’s novel (2008) is mentioned in Wu Ming 1’s “Memorandum”
as an example of a work that belongs to the New Italian Epic.


                                                                                15
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



(Italian or not). Why deliberately place a visual reference to a film from
the 1930s, which, though popular at the time, does not carry an
immediate significance for a 21st century reader? What the image does
communicate is that there are multiple, surprising narrative threads at
work, and that even seemingly unrelated ones will eventually be
woven together. It also reveals the global nature of the project: a novel
by Italian authors named after a mountain in Kenya with tap dancing
white Americans on the cover. This is a hallmark of the collective’s
work: they consistently seek to show that history is interconnected and
effectively transnational, and that media-generated popular culture can
be a bridge-builder among different groups and nations (not just a
consensus-building agent of hegemony). This transcendence of
boundaries is further expressed by the expansion of the visual on the
cover of Point Lenana to the collective’s Pinterest page, with the
addition of a YouTube clip of the scene “I’m Putting All My Eggs in
One Basket”, which was especially significant to Benuzzi when he first
viewed the film. The clip is important largely because of Benuzzi’s own
struggles with comprehension and context, as he tries to translate the
song from English to Italian and understand the sense of it in that
particular moment of his life, just as the reader tries to interpret the
same moment that many decades later. I would argue that this
example lends legitimacy to Jenkins’s observation that convergence
does not destroy but rather encompasses and enriches. Through this
use of Pinterest, Wu Ming illustrate the reverberations of seemingly
unrelated events, people, and even works of art not only to the Italy of
the past but also to the globally connected world of the present.


                      The Visual as (Transnational)
                          Community Builder

     So what is it about the visual that is so effective in transforming
the narrative and capturing the reader’s attention, and why is it such a
fundamental cornerstone of the Wu Ming project? According to Renate



16
                                                       Between, vol. IV, n. 8 (2014)



Brosch, images are adapted to different contexts more easily than texts.
Because they require less cognitive effort, they succeed in building
communities more easily:

        [images] become agents in so far as they contribute to the
     shaping of identity and difference in the process of travelling
     through different medial and cultural contexts. However, their
     impact or ‘performativity’ is not exhausted in providing an aid to
     self-fashioning and othering, as it were, but extends into the world
     of cultural practice as migrating images can provide the basis for
     the formation of interested communities of readerships. (Brosch
     2009: 51)

     Brosch also distinguishes between “images” as carriers of
“concepts”, as opposed to “pictures”, which represent a visual display.
Images-as-concepts build on the ideas of things we have already heard
about and seen, and they are not just visual in the traditional sense of
the term: «rather, they are always the result of an ideologically
informed way of seeing» (ibid.: 52), part of the cultural imaginary that
«always already precedes the picture» (ibid.: 52) and which is
constantly being shaped and reshaped. Brosch further explains (by
integrating the work of linguist Lakoff with Bergson) the emotional
reaction that an image might trigger by arguing that the latter exists in
both our unconscious and our consciousness and is therefore linked to
mood and affect: «’We have but two means of expression, the concept
and the image. It is by means of concepts that a system develops; it is
via images that it intensifies, when the system is pushed back towards
the intuition from which it descended’» (ibid.: 54). In these terms, the
photographs, videos, and paintings the Wu Ming collective use to
“illustrate” their novels on Pinterest build on concepts that are always
already present in the mind of the reader; the images thus “intensify”
the textual world, provoking a deeper emotional reaction in the person
reading—and seeing—it. Furthermore, the fact that there is a migration
between the image posted in a social media system and the text
(whether it be the electronic version or the traditional book) means that



                                                                                 17
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



mediation by the reader is necessary; he or she “remediates” between
one medium and another. In addition, as the case of Wu Ming
suggests, this practice is occurring outside the boundaries of a nation,
in a “technoscape”, which requires and provokes action and resistance
by the reader: «…there is an active, creative element in media
consumption which produces imaginative communities beyond the
national» (ibid.: 60). The type of community created through the use of
visual images, particularly through a social media tool like Pinterest,
reflects Appadurai’s notion of transnationalism as «a rearrangement of
social contacts through and by technology» (Appadurai 1996: 7).
Likewise, Pinterest boards such as those created and cultivated by the
Wu Ming collective lend credence to the notion of imagination as a
«collective, social fact» (ibid.: 8):

         Part of what the mass media make possible, because of the
      condition of collective reading, criticism and pleasure, is what I
      have elsewhere called a “community of sentiment”, a group that
      begins to imagine and feel things together…these sodalities are
      often transnational, even postnational, and they frequently
      operate beyond the boundaries of the nation. (Ibid.)

     In these terms, Wu Ming’s transnational community is largely
enabled by the open nature of the digital realm, as the collective is able
to foster relationships across borders that are not limited by time,
space, or citizenship. The group’s activity on multiple digital
platforms, from Pinterest to Twitter to their blog Giap!, also facilitates
these connections.
     The use of social media and networking sites to “pin”
photographs and videos related to printed material also points to the
dynamic dimension of the text. The book, once published, might
represent an inanimate, static object, but a website like Pinterest gives
it continued life. New updates can be made long after the publication
of the book and long before any reprintings would be considered.
There are also neither temporal nor spatial limits to the process.
Followers of the Wu Ming collective from all over the world can
contribute to the board, at any time, on any day, from across the miles.


18
                                                           Between, vol. IV, n. 8 (2014)



A reader might discover the page long after the publication of the
book, and can still contribute and give the text life long after its initial
popularity. The relationships that result from this kind of interaction
are web-like rather than linear, and cross both spatial and temporal
boundaries. This focus on the multitude and ‹‹migrating ideas and
images›› (Brosch 2009: 1) gives Pinterest the potential to become an
important building block in the creation of a continuously evolving
transnational community of readers and collaborators.

                                    Conclusion

     The actual impact and legacy of the Wu Ming collective’s work
may still be difficult to judge in the grand scheme of Italian culture,
though I would argue that they have effectively occupied one of the
“niches” of popular culture mentioned by Wu Ming 1 in his
“Memorandum”. Specifically with regard to the politics of a post-
Berlusconi nation, their voices have been significant. Their discussion
on Giap! about the comedian-turned-politician Beppe Grillo and his
Five Stars Movement garnered a considerable following in both the
European and North American contexts; they sent out a call on Twitter
for short stories which called for the end of the Enrico Letta
government by way of an asteroid coming to Earth and compiled an
ebook anthology within months; on the same platform, they have also
highlighted the frequency (complete with digital map) with which the
current prime minister Matteo Renzi fails to fulfill his daily obligations
with the hashtag #renziscappa. In short, the Berlusconi government has
fallen, but the collective continues to wield their “hatchets of war”23.



     23
        This refers not only to the title of one of their collective novels, Asce di
guerra (2005) but also to Marco Amici’s article “La narrazione come mitopoi-
esi secondo Wu Ming”, in which he refers to the collective’s stories as «asce
di guerra disseppellite, che rispolverino la visceralità dei conflitti, che non
nascondano la violenza delle scelte e la violenza dei contesti imposti dalla
Storia» [unburied hatchets that unearth the visceral nature of conflicts and


                                                                                     19
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



      However, Wu Ming, despite their distaste for their country’s
politics and politicians and their sharp critiques of bourgeois society,
take a largely positive approach to their art, seeing in it, like Jenkins
and Appadurai, an answer, a way of writing back to power structures
that heretofore appeared beyond the control of the average citizen (or
artist). Experimenting with visual technology, as we have seen in the
examples from Pinterest, is one way in which the collective expands
traditional ideas of narratives and passes that agency and power on to
their readers.
      This is not to say that the use of Pinterest and other social media
sites represents a sort of digital utopia which effectively combats
capitalistic practices and places the focus solely on the community. In
fact, in a September 2011 post on Giap!, Wu Ming 1 warns against the
fetishism of Internet content and points out that, in fact, the average
Facebook user is actually a “laborer” for the site, generating content on
a daily basis that results in profit for Mark Zuckerberg and his
associates (Marx’s surplus labor). The same could be said about
contributors to Pinterest. To bring back Eco’s observations on
“Apocalyptic” versus “Integrated” intellectuals that began this essay,
Wu Ming 1 sees this particular discourse on technology as a
(hypocritical) dividing line between the two perspectives: if one
criticizes the web, then he/she is “apocalyptic”, while positive
endorsements carry “integrated” propaganda. He refers to these two,
perhaps overly simplistic, groups, as an «old conceptual frame» (Wu
Ming 1 on Giap!: 26 September 2011), and he offers the following
solution:

         To realize that our relation with things is neither neutral nor
      innocent, to find ideology therein, to acknowledge commodity
      fetishism—these are all achievements in themselves: we may still
      be injured and insulted, but at least we are not “injured, insulted,
      and loving it“...When I talk about “defetishising the Net”, I mean
      the acquisition of this awareness, which is the requirement to stay

reveal the violence of historical choices and the violence of Historically im-
posed contexts] (Amici 2006: 13). All translations of Amici 2006 are my own.


20
                                                        Between, vol. IV, n. 8 (2014)



     “inside and against”, inside in a conflictual way. If we stay “inside
     and against” the Net, we may find the way to enter into an alliance
     with those who are exploited upstream. A worldwide alliance
     between “digital activists”, cognitive workers, and electronic-
     industry workers would be the most frightening thing for the
     bosses of the Internet. (Ibid.)

      Rather than “Apocalyptic” or “Integrated”, Wu Ming 1 calls for
the intellectual who is “aware”, in a Foucaultian sense, of the strategic
relationship between power and knowledge. This third category
reflects perhaps more than anything the collective’s approach to their
transnational and transmedial project, a form of impegno that could be
characterized, to use Pierpaolo Antonello’s words, not by «an
Adornian mistrust of the culture industry» (Antonello 2009: 13) but by
shifting attention from «traditional modernist forms of communication
and persuasion» (ibid.: 19) to those of the postmodern and digital era.
Pinterest is just one example of how awareness of the strategies and
power relations present in the production, distribution, and
consumption of (in this case, visual) culture can lead to “a worldwide
alliance”, a case of media convergence that has the potential to
contribute to the formation of a “collective intelligence” whose very
collaborative nature challenges the capitalistic practices of the
Berlusconi years.




                                                                                  21
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project




                                     Works cited
 Amici, Marco, “La narrazione come mitopoiesi secondo Wu Ming”,
      Bollettino di Italianistica. Rivista di critica, storia letteraria, filologia e
      linguistica, 1 (2006): 1-18.
Antonello, Pierpaolo – Mussgnug, Florian, Postmodern Impegno: Ethics
    and Commitment in Contemporary Italian Culture, Oxford, Peter Lang,
    2009.
Appadurai, Arjun, Modernity at Large: Cultural Dimensions of
    Globalization, Minneapolis, University of Minnesota, 1996.
Brosch, Renate, “Migrating Images and Communal Experience”,
    Semiotic Encounters: Text, Image and Trans-Nation, Amsterdam,
    Rodopi, 2009: 51-60.
Chambers, Iain, Popular Culture: The Metropolitan Experience, London;
    New York, Metheun, 1986.
Chimenti, Dimitri – Patti, Emanuela, “Oggetti narrativi non identificati”,
    Loop. Culture, linguaggi e conflitti dentro l'Apocalisse, 9 July/August
    (2010): 50-51.
Eco, Umberto, Apocalypse Postponed, Bloomington, Indiana UP, 1994.
Eco, Umberto – McEwen, Alistair, “For Whom the Bell Tolls: A 2001
    Appeal for a Moral Referendum”, Turning Back the Clock: Hot Wars
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Foucault, Michel, Discipline and Punish: The Birth of the Prison, New
    York, Pantheon Books, 1977.
Ginsborg, Paul, Silvio Berlusconi: Television, Power and Patrimony,
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Hardt, Michael – Negri, Antonio, Multitude: War and Democracy in the
    Age of Empire, New York, Penguin, 2004.
Jenkins, Henry, Convergence Culture: Where Old and New Media Collide,
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Luther Blissett, Q, Torino, Einaudi, 1999.
Ong, Walter J., On Orality and Literacy: The Technologizing of the Word,
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Patti, Emanuela, “Petrolio, a model of UNO in Giuseppe Genna’s Italia
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                                                     Between, vol. IV, n. 8 (2014)



    Italian Epic, Special Issue of the Journal of Romance Studies, 10.1
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                              Sitography
Giap!, http://www.wumingfoundation.com/giap/, web (last access
    18/08/2014).
Pinterest, Point Lenana board,
    http://www.pinterest.com/einaudieditore/point-lenana/, web (last
    access 18/08/2014)
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                              The author
Melina Masterson

     A Ph.D. candidate in Italian Literary and Cultural Studies at the
University of Connecticut (USA), Melina’s areas of interest and


                                                                               23
Melina Masterson, Towards a Collective Intelligence: Transmediality and the Wu Ming Project



research include contemporary Italian literature, popular culture, and
new media studies. She is currently working on her doctoral
dissertation on the Wu Ming collective’s approach to transmediality
and culture creation in the digital world. She has contributed to
numerous Italian language textbooks: Piazza (2013), Ciao! (2012) Oggi in
Italia (2011), Da Capo (2010), all published by Heinle Cengage. She also
published a translation (from English to Italian) of Leonardo Sciascia e la
funzione dell’intellettuale (2012) by Joseph Francese.

        Email: melina.masterson@uconn.edu



                                       The paper
Data invio: 30/08/2014
Data accettazione: 30/10/2014
Data pubblicazione: 30/11/2014



                           How to quote this paper
Masterson, Melina, “Towards a Collective Intelligence: Transmediality
and the Wu Ming Project”, Tecnologia, immaginazione e forme del narrare,
Ed. L. Esposito, E. Piga, A. Ruggiero, Between, IV. 8 (2014),
www.betweenjournal.it




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