TROY — In 2004, a man calling himself
Jude Finisterra appeared on BBC World. The network had asked the man,
who claimed to be a spokesman for Dow Chemical Company, to comment on
the 20th anniversary of the Bhopal disaster, when thousands of Indians
were killed and sickened by a gas leak at a pesticide factory.
For years, Dow Chemical, which in 2001 purchased Union Carbide, the
company that owned the pesticide factory at the time of the accident,
had maintained it had no obligation to clean up the site of the world’s
worst industrial accident.
But in this interview, Finisterra said something quite different.
“Today is a great day for all of us at Dow, and I think for millions
of people around the world as well,” Finisterra said. “It is 20 years
since the disaster, and today I’m very, very happy to announce that for
the first time, Dow is accepting full responsibility for the Bhopal
catastrophe.” He then went on to describe a $12 billion plan to
compensate the victims, “including the 120,000 who may need medical
care for their entire lives, and to fully and swiftly remediate the
Bhopal plant site.” He noted that shareholders would take a bit of a
hit, “but I think, if they are anything like me, they will be ecstatic
to be part of such a historic occasion, of doing right by those that we
have wronged.”
The announcement was greeted with cheers from staff at the BBC.
But within hours, the BBC was forced to issue a correction. The
interview was “inaccurate” and “part of a deception,” the network said.
The person interviewed “didn’t represent the company. We want to make
it clear that the information he gave was entirely inaccurate.” Dow
Chemical had no plans to clean up the accident site after all.
It turns out that the BBC had been fooled by the Yes Men: two men
who, with the aid of a network of friends, travel around the world
impersonating members of corporations and government agencies. Their
goal, they say, is to use humor to point out the absurdities of the
free market system and suggest there might be a better way to do
things, one that values people more than corporate profits. The duo’s
approach is satirical and idealistic; an upcoming documentary is titled
simply, “How to Fix the World.”
Spotlight on authority
One of the Yes Men, Mike Bonanno, is actually Igor Vamos, a media
artist who teaches at Rensselaer Polytechnic Institute. Last week, he
showed clips from the new documentary — including footage of his
partner, Jacques Servin, whose Yes Men alias is Andy Bichlbaum, talking
about Bhopal on the BBC — to several hundred people at a talk sponsored
by The Sanctuary for Independent Media in Troy. Many of these people
were familiar with the Yes Men through a well-received 2004
documentary, “The Yes Men,” that depicted Vamos and Servin, who teaches
film, video and performance art at Parsons The New School for Design in
New York City, impersonating spokesmen for the World Trade Organization
at business conferences in locales such as Australia and Paris.
“We’re interested in criticizing those who hold power and use power
to abuse those without it,” said Vamos, 39, in a recent interview in
his office at RPI. “Not just people, but the system itself. ... For
people who see business environments as basically impregnable, this is
a way to kind of show that you can’t put anything on a pedestal. It’s
just regular people like us doing these things.”
Vamos is serious when he talks about economics and what he perceives
to be fatal flaws in the free market system. He is serious about
challenging people in power and exposing what he considers corporate
lies. But he isn’t didactic or hard to understand. Indeed, the film
clips he showed last week at Christ Church United Methodist in Troy
frequently elicited uproarious laughter from the audience. For the Yes
Men, humor is a tool.
“There are a lot of ways people fight for justice,” Servin said.
“When people laugh, they’re receptive to a message. We make people
laugh at the absurd ideas of people in power.”
Asked whether he considers the Yes Men art, Vamos said, “You can
classify it how you want to. It’s art, it’s theater, it’s storytelling,
it’s activism.”
Humor, shock, sincerity
In the Yes Men’s first documentary, their pranks were directed at
the WTO. In the late 1990s and early part of this decade, the
international trade organization was the subject of massive
anti-globalization protests, with critics accusing the WTO of
supporting policies that benefited corporations but hurt poor countries.
A few years later, believing the WTO’s agenda had been successfully
derailed, the Yes Men decided it was time to switch gears and focus on
other issues, such as the responsibility of corporations to address
climate change and the oil crisis.
“For the first time in our lives, we can see that in the future,
there will be catastrophes,” Vamos said. “We had to reassess everything
we were doing in light of these new facts.”
In the first film, almost every prank is an outrageous put-on; for
the viewer, the most shocking part is often the air of indifference
with which the Yes Men’s outrageous proposals are greeted. For
instance, at the 2001 “Textiles of the Future” conference in Finland,
Servin dons a gold lamé body suit with a phallus-like appendage;
attached to the appendage is a screen through which he can monitor
employees around the clock. This, he promises those in attendance, will
allow managers to more effectively monitor workers at sweatshops in
remote locations. At the end of the session, people applaud politely.
But sometimes, people in the audience are shocked by the Yes Men’s antics.
A presentation at an oil conference in Calgary, Alberta, Canada, for
instance, received a much different reception. Posing as
representatives from Exxon Mobil and the National Petroleum Council,
the Yes Men distributed human-shaped candles to the audience. They then
promised that the oil industry would be able to “keep fuel flowing” by
transforming the billions of people who die as a result of the global
calamities brought on by climate change into oil. This new product,
they said, will be called vivoleum, and the candles were made from
vivoleum obtained from the corpse of an Exxon janitor. At that point,
security escorted the Yes Men off the stage; people in the audience
began to express horror and outrage.
The more recent Yes Men pranks tend to be more pragmatic — and more sincere — than the ones featured in the first film.
In the Bhopal prank, for instance, the Yes Men, posing as Dow,
describe what they think Dow should do: clean up the site and help the
victims. At a conference on rebuilding the Gulf Coast post-Hurricane
Katrina, while impersonating staff from the U.S. Department of Housing
and Urban Development, they announce that the government will reopen
public housing, create a national public health system and use oil
revenues to rebuild wetlands.
“People are locked out of their housing,” Vamos explained. “The
government has spent millions on locks. The rationale they used was
that the property was damaged and that they couldn’t let people in
until it was safe.”
In reality, he said, the New Orleans public housing is in good condition.
“The government is using the disaster as a way to privatize the area and sell it,” he said.
Doing the right thing
Vamos is cynical about the motives of business and government, but
he believes people want to do the right thing and will respond if
presented with an alternative vision of the world that’s more
compassionate than they one they live in.
“People nod in uneasy or seeming agreement when they’re presented
with satirical dystopia, but when they’re presented with a utopic
solution, they will want to help,” he told the audience in Troy.
In New Orleans, people who watched their presentation “applauded heartily. They supported the concept.
“It goes back to the very simple common sense ethical ideas you
learn as a child,” Vamos said. “People generally know what right and
wrong is. All you have to do is look at what right is and do it. I
think the prevailing belief is that we can’t do anything, we can’t
change the way things work. ... Everybody knows that if you make a
mess, you should clean it up. You can’t find a person who says, ‘That’s
a bad thing, I want children to drink contaminated water.’ ”
The Yes Men began around 1999, when Vamos and Servin created Web
sites, meant to be satirical, falsely representing groups such as the
WTO. But not everyone got the joke, and soon, they began receiving
invitations to speak at conferences. They adopted their aliases,
Bonanno and Bichlbaum, “just so it wouldn’t be so much about our egos,”
Servin said. Indeed, in the films and interviews, they are presented as
Andy and Mike, and they refer to each other as Andy and Mike, as do
their friends. In one interview, on Democracy Now!, Servin — appearing
as Bichlbaum — responds to a question from host Amy Goodman about
whether that’s his real name with “Oh, sure. As close as it gets.”
Ethical concerns
The Yes Men’s methods have been criticized. With the Bhopal stunt,
they were accused of raising the hopes of the accident victims. One
local journalist wrote, “Attention is more on these self-appointed
vigilantes than on the victims of Bhopal. Ego was gratified more than
the cause was advanced. In a self-created question-and-answer session
on their Web site, their response to the question of raising false
hopes with their stunts resulted in this little conceit: ‘All hopes are
false until they are realized.’ ”
Vamos said he welcomes questions about ethics.
“What we’re concerned about is maintaining the ethical high ground,
and I think we’ve been able to do that,” said Vamos, a 1986 Shaker High
School graduate. “We tell tall tales to get into conferences. We do it
to criticize people who are hurting other people. ... Maybe it’s a
little cutthroat, but it’s ethical.”
He said they eventually visited Bhopal to hear what the people there
thought of the stunt; he said residents appreciated what they had done
because it brought attention to the fact that the site had never been
cleaned and people were still suffering.
Steve Pierce, who runs The Sanctuary for Independent Media in Troy,
uses the Bhopal video in a course he teaches at RPI called “Ethics for
Engineers.” His engineering students, Pierce said, have never heard of
Bhopal, one of the worst engineering disasters in history.
“One of the basic precepts of the class is that in order to make
informed decisions, you have to be informed,” Pierce said. The
engineering students are “very smart and very educated within a very
narrow niche. They do what they’re told. They follow authority. [The
video] makes them think about basic issues of equity.
“What the Yes Men do is bring issues out in a way that’s compelling
and fun but also deadly serious,” Pierce said. “It’s all about making
people self-reflect without being shrill. That’s what art is about. Art
is about making you think about things without telling you what to
think.”
“The Yes Men are very courageous,” said filmmaker Penny Lane, who
got to know Vamos when she was a graduate student at RPI. “They’re
literally putting themselves out there. They’re putting their bodies
and faces on the line.”
Subverting the system
The Yes Men are currently editing their new film; the duo received
no financing for the project but plan to have it shown at the Toronto
Film Festival in September. While the first movie was a traditional
documentary, this one will be a little different; Servin compared it to
the hit comedy “Borat” and the work of documentarian/provocateur
Michael Moore.
“We’re trying to make it entertaining,” Servin said. “We’re trying
to build an argument about this free-market ideology and how it’s
proceeding to wreck the world.”
Vamos first gained international attention in 1994 for a project
called the Barbie Liberation Organization, where he swapped the
electronic voice boxes of hundreds of Barbie dolls and G.I. Joe action
figures. As a result, the Barbies said things like, “Dead men tell no
lies,” and G.I. Joe said things like, “Math is hard.”
In 1996, Servin pulled a similar type of stunt while working as a
video game programmer at Maxis Inc.: He added code into the game
“SimCopter” that caused men in swim trunks to appear on screen and kiss
each other. For this, Servin was fired, which, he said, was his goal.
“I was sick of my job, and I wanted to do something fun and goofy,” he said.
Bhopal remains the Yes Men’s biggest stunt.
They created a Web site, DowEthics.com, after a friend who worked
for the environmental organization Greenpeace called, worried that the
legacy of Bhopal would be forgotten, and asked them to pull some kind
of prank. Eventually, they were contacted by the BBC, and Servin agreed
to appear on the show.
After his announcement, Dow’s stock price dropped several percentage
points. This, Vamos said, illustrates a basic fact about the
free-market system: it rewards bad behavior and punishes good behavior.
“What we learned is that there is no one who can do the right thing, given the system that exists,” he said.
“The system has gotten so absurd it can’t last,” Vamos said. “It’s a
system designed to destroy itself. At some point in the future, people
will look back at this system and see it as being as strange and
bizarre as building heads on Easter Island.”