Sounding Out an Epicurean Rhetoric

double decker cheese burger

In a couple earlier posts, I wrote briefly and inexpertly about Plato. I did so mainly so I could pivot toward Epicurus, who provides another way of thinking about food and philosophy. I’m not a classicist, nor a philosopher by trade, but I do like to trace things backwards and try to understand how we got to where we are. 1 In pivoting toward Epicurus, I think we might be able to highlight different starting points that aren’t possible if we begin with Plato.

According to peer-reviewed academic sources like the IEP, “Epicurus rejected the existence of Platonic forms and an immaterial soul, and he said that the gods have no influence on our lives.” Epicurus was coming on the scene (figuratively speaking) in Athens as Plato was exiting it. His school was called The Garden. There, he taught the “basis of a radical materialism which dispensed with transcendent entities such as the Platonic Ideas or Forms,” so that “he could disprove the possibility of the soul’s survival after death, and hence the prospect of punishment in the afterlife,” according to the Standford Encyclopedia of Philosophy. The materialism taught by Epicurus is radical because it frees humans up to stop worrying about death, deities, and the afterlife and pursue pleasure in the life that can be perceived by the senses. 2

The philosophy of Epicurus might be hedonism, depending on how one defines hedonism. However, it’s not gluttony or self-indulgence. It may not even be pleasure-seeking (and it’s certainly not whatever a Google search using the search terms “pleasure” and “seeking” would return). More accurately, from what I understand, Epicurean philosophy could be described as “anxiety avoidant.”

Thinking Through Hummus

With about 13 minutes to go in his Netflix special “Mohammed in Texas,” Mo Amer does a bit about hummus in which he rails against the proliferation of low-quality, prepackaged hummus. I love Amer. I love his comedy. I love his show. I love his ethos. He boils hummus down to the essential four ingredients and allows for an optional fifth. You probably hear a “but” coming because that’s how this trope works: “I really like X’s take on Y, but [insert justification for your own opinion].” I’m going to try not to do that. Or maybe you think I’m going to continue raving about hummus and offer my own take on hummus or even a recipe. I’m going to try not to do that, either. The truth is, there’s no justification for me talking authoritatively about hummus recipes or culture. I will say this: I only like the classic hummus with five ingredients, but this was not always the case.

I don’t really know what to say about most things,1 but I do know that comedy is really good at finding the cracks in the facades of symbolic systems. Stand-up can point out hypocrisies and ironies and points of tension really well because the performance apparatus is loose and flexible. It’s usually a person talking into a microphone. The audience can be big or small. It can be both scripted and/or spontaneous. Because of the form and the solo nature of it, stand-ups can amplify tensions by not picking a team or by switching teams in the middle of a bit. Amer is clearly on team hummus, but he amplifies the tension around hummus in America by pointing out that Americans love “hummus,” but the hummus we love often isn’t hummus. People are borrowing the word “hummus” to hawk their own thing. Sometimes, it’s a twist-on-a-classic thing. Other times it’s a chocolate dip.

Philosophizing About Food With(out) Plato

In an earlier post, I wrote about the issues around Plato’s philosophy toward food. In seeing it as too mundane to have any art to it, Plato basically subjugates anyone involved in cookery to a lower class than philosophers. Although it has been changing recently, this kind of thinking has persisted in Western philosophy long after Plato. As Lisa Heldke puts it in “Do You Really Know How to Cook?,” embodied knowledge has mattered less than mental knowledge:

The discipline of Western philosophy tends to be suspicious of new domains of inquiry, particularly when the domain in question seems so commonplace and ordinary—quotidian—also so embodied and temporal. Western philosophy characteristically has concerned itself with lofty mailers, with minds and the mental, and has left other fields to consider physical bodies—bodies that grow hungry, grow old, and die. Food—let it be said clearly—belongs unambiguously on the side of the bodily, the temporal, the quotidian (202).

But there is a case to be made that food can be seen as embodied, lived philosophy. “What happens if we think of cooking not only in terms of food and its benefits for those who eat it, but also in terms of the benefits of cooking for the cook?” she asks. By focusing not on the product of cooking, but on the process, Heldke challenges Plato’s assumption that there must be a distinct hierarchy between pursuits of the body and pursuits of the mind. “Consider the possibility that it is an activity the very practice of which can improve those who engage in it. To suggest that cooking might be such an activity again involves challenging Plato’s distinction between bodies and souls and between knowledge and knack.” Cooking might be beneficial precisely because of its embodied-ness. Heldke writes, “Cooking might in fact be an activity which improves one precisely because it requires a constant interplay between so-called mental work and manual work.”

To this, I would add that the mindful cook–and what philosopher cook wouldn’t be mindful?–must also think in terms of food supply chains, ecologies and temporalities. (One must find food. One must not deplete food sources. Food spoils over time.) This means that the philosopher cook must navigate (or oversee the navigation of) complex networks of people, places, and things over distances in a race against time.

Heldke writes, “[Cooking’s] virtue lies in part in the way it resists neat divisions between bodies and souls.” There’s a reason why all religions have important ceremonies involving food, why they leave important texts with instructions about food, and why many great foods grew out of the traditions that rose from the ceremonies, texts, and gatherings. Just as there is a philosophy of dismissing food as too base, there is a philosophy of working through or living with, the complexity between the celestial and the terrestrial that happens at the intersection of cooking and rhetoric. How we work through, resist, or accept that confusion shapes our philosophy and our communication. Our decision to lean into or to turn away from, say, roasting meat and/or the social and religious tradition that grew up around it, is an example of the interplay between mental and manual work that tradition requires.

Philosophizing About Food Around Plato

cauldron over fire

We might as well begin with Plato. I mean, I wish we didn’t have to, but to understand how persuasion and food work together in Western culture, we kind of have to. We don’t have to dwell on Plato. We don’t have to read Greek. But we have to wrestle with his perspective.

In “Dietetics in Ancient Greek Philosophy: Plato’s Concepts of Healthy Diet,” P.K. Skiadas and J.G. Lascaratos write that the extensive references to food, drink, and nutrition in Plato suggest that food and persuasion were integrated on multiple levels. They write that “the philosopher does not omit to use even the human diet as an example and background for intellectual quest but also takes this opportunity to criticise harshly the materialistic concept of life and to condemn the attachment of the individual to earthly possessions” (533). Food was not just an example for Plato, it was an opportunity to teach his theory of mind and body. “For there ought to be no other secondary task to hinder the work of supplying the body with its proper exercise and nourishment” writes Plato in Laws (qtd. in Skiadas and Lascaratos 533). Plato includes passages on olive oil, cereals, legumes, fruits, meat, dairy, fish, honey, desserts, salt, and wine (a lot) (533-5). But it is not only specific foods that Plato ponders; Plato explored thoughts on excess and diet in general. Skiadas and Lascaratos write, “As opposed to the limitless desire for food and drink, self-restraint is considered by the philosopher to be the power of compliance with logic” (535).

Plato’s work on food is significant insofar as it intertwines with his philosophy and weaves its way into our contemporary thinking (and marketing) about food. If we look at Plato’s views on food we can see a contempt for mundane, material, earthly pursuits and the promotion of a logos-based self-mastery that persists to this day in many parts of our culture.

Analyzing Gwyneth Paltrow’s Water Bottle

When I was an assistant instructor at The University of Texas at Austin, giving students an introduction to rhetorical concepts, writing, and argumentation, I used to have them bring in an object from their daily lives to analyze. They would have to say, this is an X that I got from Y, which is near my Z, and here’s what I think it says about me. This was a way to talk about how ethos is situated, emplaced, relative, and communicated through artifacts as well as words. I always used an Ethos water bottle from Starbucks to model the assignment. “This is a bottle of Ethos water that I got from Starbucks, which is near my office.” (It was a cubicle.) “It suggests that I’m not above going to Starbucks and paying for water, even though I like other coffee shops better and I like to use reusable water bottles more. It also says that words like ‘ethos’ jump out at me.” It was a bit cute, but at least it reinforced the concept of ethos, which I still find to be useful. That assignment came to mind recently when I read an article in The Washington Post about Gwyneth Paltrow’s Water Bottle that lightly analyzed the significance of the brand of water she carried with her.

I felt the urge to comment on it, but I no longer knew to whom, or why, or really what was going on behind the scenes. In our current media landscape, doing the kind of rhetorical analysis I did with my students feels almost impossible. Her hoisting of a large glass water bottle during a trial felt extra product-placement-y or at the very least awkward. (I took a similar bottle to a job interview one time and the interviewer said he thought at first I was drinking a 40, which I mention only to say that the experience of drinking from it is not like a drinking from a plastic bottle of Dasani. It’s too big for a car’s cup holder. It’s breakable.) Suggesting that a water company paid Gwyneth Paltrow to drink their water during a court trial about a skiing accident seems both extremely plausible and mildly paranoid. If it was part of a media campaign for the water company, then saying anything about its meaning in relation to Paltrow is almost irrelevant. It has to be understood as part of the tradition of celebrity endorsement, a financial transaction. If it’s not part of an official campaign, does that even matter? Is the display of any product in the hands of any celebrity a de facto endorsement? Are we to believe that no one was coaching a lifestyle influencer about what the artifacts she carried prominently said about her? Perhaps the explanation is that she’s is really good at cultivating her own ethos, and/or making her own deals. Skepticism is probably warranted, but isn’t it always? The oscillation between skepticism and trust at some point led me to think, “Does any of this matter? What’s the point? I don’t actually care what brand of water Paltrow drinks in any context, and I don’t care what it says about her. So why did I feel the need to comment? Did the algorithms make me do it? Why put another lukewarm take out there amid all the noise? Why write at all?