Aurum Potestas Est

We as a race and a culture have a massive love affair with gold. It is the basis of our currency, the definitive mark of wealth and status, in some ways the bedrock of our society. We hoard it, we covet it, we hide it away except for special occasions, but we never really use it.

This is perhaps the strangest thing about gold; for something around which we have based our economy on, it is remarkably useless. To be sure, gold has many advantageous properties; it is the best thermal and electrical conductor and is pretty easy to shape, leading it to be used widely in contacts for computing and on the engine cover for the McLaren F1 supercar. But other than these, relatively minor, uses, gold is something we keep safe rather than make use of; it has none of the ubiquity nor usefulness of such metals as steel or copper. So why are we on the gold standard? Why not base our economy around iron, around copper, around praseodymium (a long shot, I will admit), something a bit more functional? What makes gold so special?

In part we can blame gold’s chemical nature; as a transition metal it is hard, tough, and a solid at room temperature, making it able to be mined, extracted, transported and used with ease and without degenerating and breaking too easily. It is also very malleable, meaning it can be shaped easily to form coins and jewellery; shaping into coins is especially important in order to standardise the weight of meta worth a particular amount. However, by far its most defining chemical feature is its reactivity; gold is very chemically stable in its pure, unionised, ‘native’ form, meaning it is unreactive, particularly with such common substances as; for this reason it is often referred to as a noble metal. This means gold is usually found native, making it easier to identify and mine, but is also means that gold products take millennia to oxidise and tarnish, if they do so at all. Therefore, gold holds its purity like no other chemical (shush, helium & co.), and this means it holds its value like nothing else. Even silver, another noble and comparatively precious metal, will blacken eventually and lose its perfection, but not gold. To an economist, gold is eternal, and this makes it the most stable and safe of all potential investments. Nothing can replace it, it is always a safe bet; a fine thing to base an economy on.

However, just as important as gold’s refusal to tarnish and protect is beauty is the simple presence of a beauty to protect. This is partly put down to the uniqueness of its colour; in the world around us there are many greens, blues, blacks, browns and whites, as well as the odd purple. However, red and yellow are (fire and a few types of fish and flower excepted) comparatively rare, and only four chemical elements that we commonly come across are red or yellow in colour; phosphorus, sulphur, copper and gold. And rusty iron but… just no. Of the others, phosphorus (red) is rather dangerous given its propensity to burst into flames, is also commonly found as a boring old white element, and is rather reactive, meaning it is not often found in its reddish form. Sulphur is also reactive, also burns and also readily forms compounds; but these compounds have the added bonus of stinking to high heaven. It is partly for this reason, and partly for the fact that it turns blood-red when molten, that brimstone (aka sulphur) is heavily associated with hell, punishment and general sinfulness in the Bible and that it would be rather an unpopular choice to base an economy on. In any case, the two non-metals do not have any of the properties that the transition metals of copper and gold do; those of being malleable, hard, having a high melting point, and being shiny and pwettiful. Gold edged out over copper partly for its unreactivity as explored above (after time copper loses its reddish beauty and takes on a, but also because of its deep, beautiful, lustrous finish. That beauty made it precious to us, made it something we desired and lusted after, and (combined with gold’s relative rarity, which could be an entire section of its own) made it valuable. This value allows relatively small amounts of gold to represent large quantities of worth and value, and justifies its use as coinage, bullion and an economic standard.

However, for me the key feature of gold’s place as our defining scale of value concerns its relative uselessness. Consider the following scenario; in the years preceding the birth of Christ, the technology, warfare and overall political situation of the day was governed by one material, bronze. It was used to make swords, armour, jewellery, the lot; until one day some smartarse figured out how to smelt iron. Iron was easier to work than bronze, allowing better stuff to be made, and with some skill it could be turned into steel. Steel was stronger as well as more malleable than bronze, and could be tempered to change its properties; over time, skilled metalsmiths even learned how to make the edge of a sword blade harder than the centre, making it better at cutting whilst the core absorbed the impact. This was all several hundred years in the future, but in the end the result was the same; bronze fell from grace and its societal value slumped. It is still around today, but it will never again enjoy its place as the metal that ruled the world.

Now, consider if that metal had, instead of bronze, been gold. Something that had been ultra-precious, the king of all metals, reduced to something that was merely valuable. It had been trumped by iron, and iron would have this connotation of being better than it; gold’s value would have dropped. In any economic system, even a primitive one, having the value of the substance around which your economy is based change in value would be catastrophic; when Mansa Musa travelled from Mali on a pilgrimage to Mecca, he stopped off in Cairo, then the home of the world’s foremost gold trade, and spent so much gold that the non-Malian world had never known about that the price of gold collapsed and it took more than a decade for the Egyptian economy to recover. If gold were to have a purpose, it could be usurped; we might find something better, we might decide we don’t need that any more, and thus gold’s value, once supported by those wishing to buy it for this purpose, would drop. Gold is used so little that this simply doesn’t happen, making it the most economically stable substance; it is valuable precisely and solely because we want it to be and, strange though it may seem, gold is always in fashion. Economically as well as chemically, gold is uniquely stable- the perfect choice around which to base a global economy.

Think of the CHILDREN!

My last post dealt with the way that sex in our society is something kept very much under wraps, dusted under the carpet and kept out of the conversation of everyday life as much as possible. This post however could be said to be completely debunking every point I made in the last one, for today I will be considering the issue of the increasing use & prevalence of sex, sexuality and sexual connotations in society today.

The main people voicing a strong opinion against this trend are, of course, the kind of militant parents who started a war in the South Park movie (good film, see it if you can). They argue that modern media and marketing strategies place a lot of emphasis on the use of sex symbols and sexual connotations, and that these strategies are, more worryingly, being aimed at a steadily younger audience. Young girls in particular are often quoted as being aggressively targeted by clothing companies from as young as 8, companies trying to buy them into the whole ‘looks and clothes are the most important thing ever’ mentality in order to turn them into fashion-obsessed consumers as early as possible.

There’s certainly a lot of evidence to support their theory as to the increased prevalence of sexual symbolism in today’s culture. Sport may be a good place to look for examples- modern female sports stars are nowadays judged mainly by the way they look, and in many sports where men and women have roughly equal exposure (such as tennis) female competitors often have larger sponsorship deals. Is this because they are better at persuading people that sports equipment is awesome? No, it’s because they are capable of advertising perfume by wearing hardly any clothes and exploiting their sex appeal (think Maria Sharapova, whose game suffered heavily in the few years after she won Wimbledon as she turned into more of a model than a tennis player). And then what about tabloid newspapers and their page 3 hooks for readers, ‘lads mags’ that now have enough status to be invited as judges for the nomination of Sports Personality of The Year (not the BBC’s proudest moment), and clothes companies that now market ‘sexy high heels’ at under 10s?

So… where can this be traced back to? Well, if we, as the pressure groups tend to, blame everything on businesses and clothing companies, their reasoning is actually very simple. Firstly, to consider the issue of children being targeted in one way or another, it’s a well recognised fact that kids love to appear grown-up. They get fussy about their ages (“I’m not 10, I’m 10 and a half!”), copy their parents’ habits and what they see on TV, hate not being able to do stuff on account of age or size and might even try on Mummy and Daddy’s clothes when they’re a bit younger. A child’s ultimate fantasy (and probably one shared by a few adults as well) is to live with all the opportunity and ability of an adult, and without any of the responsibility. For them, therefore, all this sexually-related material that permeates their life is not about sex (which they probably don’t understand properly if at all), but about adulthood, and this just screams ‘awesome’ directly at them. We must also remember that it’s not just the kids who’re at it either; parents love it when their children appear ‘grown-up’ and mature because it makes them seem special, a cut above their peers, subtly suggesting to parents that not only are their kids better than everyone else’s, but that they themselves are better parents. Therefore, whilst some parents might be appalled at the sight of a 9 year old in heels and a miniskirt, others might think of her as quite the young woman, and perhaps even be jealous of the maturity that child seems to have compared to theirs.

And then we must consider a fact that countless bits of market research has shown- sex appeal sells stuff. Even if children don’t get the symbolism, their parents do, and whether the stuff they’re buying is for them or their kids, a bright, smiling, good-looking woman is more likely to encourage them to buy something than an advert featuring a dour looking bloke showing no interest whatsoever. This is especially true when we consider fields such as scent, beauty products and fashionable clothing, all of which are selling products actively designed to make you seem more attractive and, according to Freud at least, get you more sex. Even if you don’t make that connection consciously, there’s no doubt that your subconscious mind picks up on the connection, and that’s before we even consider how totally blatant use of sex, such as in tabloid page 3 columns, acts as a straight marketing hook to sell things. Put simply, sex appeal is an undeniably successful marketing strategy that makes perfect sense, from a purely fiscal point of view, to use.

To finish off, I would like to offer just a snippet of a history lesson. The 1920s were a great time for the USA, producing an economic boom thanks to the likes of Henry Ford,  massive growths in cultural areas such as major league sport, and reinventing social mobility. For the first time, women had a degree of social freedom, particularly among those known as ‘flappers’, who would cut their hair short, drink and smoke in direct and deliberate contravention of the classical female norm. The invention of the car gave young people freedom from their parents and invented the date for the first time, and in jazz music the young of the Roaring Twenties had their own music and social scene as well. This lead, among other things, to a huge increase in sexual freedom among the young, and the media of the time reflected this. This was especially true in the cinema, a relatively new phenomenon, which quickly developed the first sex symbols in the likes of Rudolf Valentino and Clara Bow, prompting advertising and marketing of the time to begin exploiting sex appeal as a means to sell their products. Understandably, the older generation went into uproar over this cultural revolution, but it didn’t make a scrap of difference, and a fresh wave of American culture swept across the world.

Sound familiar? It should do- it’s the same thing people are complaining about now, and people have complained in the same way about the changes in every successive generation, be it teenagers in the 50s, hippies in the 60s, or metal in the 70s. Culture changes, and that’s just a fact of life. There’s nothing wrong with being angry about it, but we must remember that society has survived each new wave of culture and come through each none the worse for wear. If you want to uphold society, then forming a pressure group for each successive thing that offends you probably isn’t the bet way to weather the storm. You’ll have far better results just sticking to what you do like, upholding the values you think are important, and trying to pass those off to your children. It’ll be a lot less painful.