It all began about 70,000 years ago, when the Cognitive Revolution enabled Sapiens to start talking about things that existed only in their own imagination. For the following 60,000 years Sapiens wove many fictional webs, but these remained small and local. The spirit of a revered ancestor worshipped by one tribe was completely unknown to its neighbours, and seashells valuable in one locality became worthless once you crossed the nearby mountain range. Stories about ancestral spirits and precious seashells still gave Sapiens a huge advantage, because they allowed hundreds and sometimes even thousands of Sapiens to cooperate effectively, which was far more than Neanderthals or chimpanzees could do. Yet as long as Sapiens remained hunter-gatherers, they could not cooperate on a truly massive scale, because it was impossible to feed a city or a kingdom by hunting and gathering. Consequently the spirits, fairies and demons of the Stone Age were relatively weak entities.
The Agricultural Revolution, which began about 12,000 years ago, provided the necessary material base for enlarging and strengthening the intersubjective networks. Farming made it possible to feed thousands of people in crowded cities and thousands of soldiers in disciplined armies. However, the intersubjective webs then encountered a new obstacle. In order to preserve the collective myths and organise mass cooperation, the early farmers relied on the data-processing abilities of the human brain, which were strictly limited.
Farmers believed in stories about great gods. They built temples to their favourite god, held festivals in his honour, offered him sacrifices, and gave him lands, tithes and presents. In the first cities of ancient Sumer, about 6,000 years ago, the temples were not just centres of worship, but also the most important political and economic hubs. The Sumerian gods fulfilled a function analogous to modern brands and corporations. Today, corporations are fictional legal entities that own property, lend money, hire employees and initiate economic enterprises. In ancient Uruk, Lagash and Shurupak the gods functioned as legal entities that could own fields and slaves, give and receive loans, pay salaries and build dams and canals.
Since the gods never died, and since they had no children to fight over their inheritance, they gathered more and more property and power. An increasing number of Sumerians found themselves employed by the gods, taking loans from the gods, tilling the gods’ lands and owing taxes and tithes to the gods. Just as in present-day San Francisco John is employed by Google while Mary works for Microsoft, so in ancient Uruk one person was employed by the great god Enki while his neighbour worked for the goddess Inanna. The temples of Enki and Inanna dominated the Uruk skyline, and their divine logos branded buildings, products and clothes. For the Sumerians, Enki and Inanna were as real as Google and Microsoft are real for us. Compared to their predecessors – the ghosts and spirits of the Stone Age – the Sumerian gods were very powerful entities.
It goes without saying that the gods didn’t actually run their businesses, for the simple reason that they didn’t exist anywhere except in the human imagination. Day-to-day activities were managed by the temple priests (just as Google and Microsoft need to hire flesh-and-blood humans to manage their affairs). However, as the gods acquired more and more property and power, the priests could not cope. They may have represented the mighty sky god or the all-knowing earth goddess, but they themselves were fallible mortals. They had difficulty remembering all the lands belonging to the goddess Inanna, which of Inanna’s employees had received their salary already, which of the goddess’s tenants had failed to pay rent and what interest rate the goddess charged her debtors. This was one of the main reasons why in Sumer, like everywhere else around the world, human cooperation networks could not grow much even thousands of years after the Agricultural Revolution. There were no huge kingdoms, no extensive trade networks and no universal religions.
This obstacle was finally removed about 5,000 years ago, when the Sumerians invented both writing and money. These Siamese twins – born to the same parents at the same time and in the same place – broke the data-processing limitations of the human brain. Writing and money made it possible to start collecting taxes from hundreds of thousands of people, to organise complex bureaucracies and to establish vast kingdoms. In Sumer these kingdoms were managed in the name of the gods by human priest-kings. In the neighbouring Nile Valley people went a step further, merging the priest-king with the god to create a living deity – pharaoh.
The Egyptians considered pharaoh to be an actual god rather than just a divine deputy. The whole of Egypt belonged to that god, and all people had to obey his orders and pay his taxes. Just as in the Sumerian temples, so also in pharaonic Egypt the god didn’t manage his business empire by himself. Some pharaohs ruled with an iron fist, while others passed their days at banquets and festivities, but in both cases the practical work of administering Egypt was left to thousands of literate officials. Just like any other human, pharaoh had a biological body with biological needs, desires and emotions. But the biological pharaoh was of little importance. The real ruler of the Nile Valley was an imagined pharaoh that existed in the stories millions of Egyptians told one another.
While pharaoh sat in his palace in the capital city of Memphis, eating grapes and dallying with his wives and mistresses, pharaoh’s officials criss-crossed the kingdom from the Mediterranean shore to the Nubian Desert. The bureaucrats calculated the taxes each village had to pay, wrote them on long papyrus scrolls and sent them to Memphis. When a written order came from Memphis to recruit soldiers to the army or labourers for some construction project, the officials gathered the necessary men. They computed how many kilograms of wheat the royal granaries contained, how many work days were required to clean the canals and reservoirs, and how many ducks and pigs to send to Memphis so that pharaoh’s harem could dine well. Even when the living deity died, and his body was embalmed and borne in an extravagant funerary procession to the royal necropolis outside Memphis, the bureaucracy kept going. The officials kept writing scrolls, collecting taxes, sending orders and oiling the gears of the pharaonic machine.
If the Sumerian gods remind us of present-day company brands, so the living-god pharaoh can be compared to modern personal brands such as Elvis Presley, Madonna or Justin Bieber. Just like pharaoh, Elvis too had a biological body, complete with biological needs, desires and emotions. Elvis ate and drank and slept. Yet Elvis was much more than a biological body. Like pharaoh, Elvis was a story, a myth, a brand – and the brand was far more important than the biological body. During Elvis’s lifetime, the brand earned millions of dollars selling records, tickets, posters and rights, but only a small fraction of the necessary work was done by Elvis in person. Instead, most of it was done by a small army of agents, lawyers, producers and secretaries. Consequently when the biological Elvis died, for the brand it was business as usual. Even today fans still buy the King’s posters and albums, radio stations go on paying royalties, and more than half a million pilgrims flock each year to Graceland, the King’s necropolis in Memphis, Tennessee.
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21. Brands are not a modern invention. Just like Elvis Presley, pharaoh too was a brand rather than a living organism. For millions of followers his image counted for far more than his fleshy reality, and they kept worshipping him long after he was dead.
Prior to the invention of writing, stories were confined by the limited capacity of human brains. You couldn’t invent overly complex stories which people couldn’t remember. With writing you could suddenly create extremely long and intricate stories, which were stored on tablets and papyri rather than in human heads. No ancient Egyptian remembered all of pharaoh’s lands, taxes and tithes; Elvis Presley never even read all the contracts signed in his name; no living soul is familiar with all the laws and regulations of the European Union; and no banker or CIA agent tracks down every dollar in the world. Yet all of these minutiae are written somewhere, and the assemblage of relevant documents defines the identity and power of pharaoh, Elvis, the EU and the dollar.
Writing has thus enabled humans
to organise entire societies in an algorithmic fashion. We encountered the term ‘algorithm’ when we tried to understand what emotions are and how brains function, and defined it as a methodical set of steps that can be used to make calculations, resolve problems and reach decisions. In illiterate societies people make all calculations and decisions in their heads. In literate societies people are organised into networks, so that each person is only a small step in a huge algorithm, and it is the algorithm as a whole that makes the important decisions. This is the essence of bureaucracy.
Think about a modern hospital, for example. When you arrive the receptionist hands you a standard form, and asks you a predetermined set of questions. Your answers are forwarded to a nurse, who compares them with the hospital’s regulations in order to decide what preliminary tests to give you. She then measures, say, your blood pressure and heart rate, and takes a blood test. The doctor on duty examines the results, and follows a strict protocol to decide in which ward to hospitalise you. In the ward you are subjected to much more thorough examinations, such as an X-ray or an fMRI scan, mandated by thick medical guidebooks. Specialists then analyse the results according to well-known statistical databases, deciding what medicines to give you or what further tests to run.
This algorithmic structure ensures that it doesn’t really matter who is the receptionist, nurse or doctor on duty. Their personality type, their political opinions and their momentary moods are irrelevant. As long as they all follow the regulations and protocols, they have a good chance of curing you. According to the algorithmic ideal, your fate is in the hands of ‘the system’, and not in the hands of the flesh-and-blood mortals who happen to man this or that post.
What’s true of hospitals is also true of armies, prisons, schools, corporations – and ancient kingdoms. Of course ancient Egypt was far less technologically sophisticated than a modern hospital, but the algorithmic principle was the same. In ancient Egypt too, most decisions were made not by a single wise person, but by a network of officials linked together through papyri and stone inscriptions. Acting in the name of the living-god pharaoh, the network restructured human society and reshaped the natural world. For example, pharaohs Senusret III and his son Amenemhat III, who ruled Egypt from 1878 BC to 1814 BC, dug a huge canal linking the Nile to the swamps of the Fayum Valley. An intricate system of dams, reservoirs and subsidiary canals diverted some of the Nile waters to Fayum, creating an immense artificial lake holding 50 billion cubic metres of water.1 By comparison, Lake Mead, the largest man-made reservoir in the United States (formed by the Hoover Dam), holds at most 35 billion cubic metres of water.
The Fayum engineering project gave pharaoh the power to regulate the Nile, prevent destructive floods and provide precious water relief in times of drought. In addition, it turned the Fayum Valley from a crocodile-infested swamp surrounded by barren desert into Egypt’s granary. A new city called Shedet was built on the shore of the new artificial lake. The Greeks called it Crocodilopolis – the city of crocodiles. It was dominated by the temple of the crocodile god Sobek, who was identified with pharaoh (contemporary statues sometimes show pharaoh sporting a crocodile head). The temple housed a sacred crocodile called Petsuchos, who was considered the living incarnation of Sobek. Just like the living-god pharaoh, the living-god Petsuchos was lovingly groomed by the attending priests, who provided the lucky reptile with lavish food and even toys, and dressed him up in gold cloaks and gem-encrusted crowns. After all, Petsuchos was the priests’ brand, and their authority and livelihood depended on him. When Petsuchos died, a new crocodile was immediately elected to fill his sandals, while the dead reptile was carefully embalmed and mummified.
In the days of Senusret III and Amenemhat III the Egyptians had neither bulldozers nor dynamite. They didn’t even have iron tools, work horses or wheels (the wheel did not enter common usage in Egypt until about 1500 BC). Bronze tools were considered cutting-edge technology, but they were so expensive and rare that most of the building work was done only with tools made of stone and wood, operated by human muscle power. Many people argue that the great building projects of ancient Egypt – all the dams and reservoirs and pyramids – must have been built by aliens from outer space. How else could a culture lacking even wheels and iron accomplish such wonders?
The truth is very different. Egyptians built Lake Fayum and the pyramids not thanks to extraterrestrial help, but thanks to superb organisational skills. Relying on thousands of literate bureaucrats, pharaoh recruited tens of thousands of labourers and enough food to maintain them for years on end. When tens of thousands of labourers cooperate for several decades, they can build an artificial lake or a pyramid even with stone tools.
Pharaoh himself hardly lifted a finger, of course. He didn’t collect taxes himself, he didn’t draw any architectural plans, and he certainly never picked up a shovel. But the Egyptians believed that only prayers to the living-god pharaoh and to his heavenly patron Sobek could save the Nile Valley from devastating floods and droughts. They were right. Pharaoh and Sobek were imaginary entities that did nothing to raise or lower the Nile water level, but when millions of people believed in pharaoh and Sobek and therefore cooperated to build dams and dig canals, floods and droughts became rare. Compared to the Sumerian gods, not to mention the Stone Age spirits, the gods of ancient Egypt were truly powerful entities that founded cities, raised armies and controlled the lives of millions of humans, cows and crocodiles.
It may sound strange to credit imaginary entities with building or controlling things. But nowadays we habitually say that the United States built the first nuclear bomb, that China built the Three Gorges Dam or that Google is building an autonomous car. Why not say, then, that pharaoh built a reservoir and Sobek dug a canal?
Living on Paper
Writing thus facilitated the appearance of powerful fictional entities that organised millions of people and reshaped the reality of rivers, swamps and crocodiles. Simultaneously, writing also made it easier for humans to believe in the existence of such fictional entities, because it habituated people to experiencing reality through the mediation of abstract symbols.
Hunter-gatherers spent their days climbing trees, looking for mushrooms, and chasing boars and rabbits. Their daily reality consisted of trees, mushrooms, boars and rabbits. Peasants worked all day in the fields, ploughing, harvesting, grinding corn and taking care of farmyard animals. Their daily reality was the feeling of muddy earth under bare feet, the smell of oxen pulling the plough and the taste of warm bread fresh from the oven. In contrast, scribes in ancient Egypt devoted most of their time to reading, writing and calculating. Their daily reality consisted of ink marks on papyrus scrolls, which determined who owned which field, how much an ox cost and what yearly taxes peasants had to pay. A scribe could decide the fate of an entire village with a stroke of his stylus.
The vast majority of people remained illiterate until the modern age, but the all-important administrators increasingly saw reality through the medium of written texts. For this literate elite – whether in ancient Egypt or in twentieth-century Europe – anything written on a piece of paper was at least as real as trees, oxen and human beings.
When the Nazis overran France in the spring of 1940, much of its Jewish population tried to escape the country. In order to cross the border south, they needed visas to Spain and Portugal, and tens of thousands of Jews, along with many other refugees, besieged the Portuguese consulate in Bordeaux in a desperate attempt to get the life-saving piece of paper. The Portuguese government forbade its consuls in France to issue visas without prior approval from the Foreign Ministry, but the consul in Bordeaux, Aristides de Sousa Mendes, decided to disregard the order, throwing to the wind a thirty-year diplomatic career. As Nazi tanks were closing in on Bordeaux, Sousa Mendes and his team worked around the clock for ten days and nights, barely stopping to sleep, just issuing visas and stamping pieces of paper. Sousa Mendes issued thousands of visas before collapsing from exhaustion.
The Portuguese government – which had little desire to accept any of these refugees – sent agents to escort the disobedient consul back home, and fired him from the foreign office. Yet officials who cared little for the plight of human beings nevertheless had deep respect for documents, and the visas Sousa Mendes issued against orders were respected by French, Spanish and Portuguese bureaucrats alike, spiriting up to 30,000 people out of the Nazi death trap. Sousa Mendes, armed with little more than a rubber stamp, was responsible for the largest rescue operation by a single individual during the Holocaust.2
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22. Aristides de Sousa Mendes, the angel with the rubber stamp.
The sanctity of written records often had far less positive effects. From 1958 to 1961 communist China undertook the Great Leap Forward, when Mao Zedong wished to rapidly turn China into a superpower. Mao ordered the doubling and tripling of agricultural production, using the surplus produce to finance ambitious industrial and military projects. Mao’s impossible demands made their way down the bureaucratic ladder, from the government offices in Beijing, through provincial administrators, all the way to the village headmen. The local officials, afraid of voicing any criticism and wishing to curry favour with their superiors, concocted imaginary reports of dramatic increases in agricultural output. As the fabricated numbers made their way up the bureaucratic hierarchy, each official only exaggerated them further, adding a zero here or there with a stroke of a pen.
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23. One of the thousands of life-saving visas signed by Sousa Mendes in June 1940 (visa #1902 for Lazare Censor and family, dated 17 June 1940).
Consequently, in 1958 the Chinese government was told that annual grain production was 50 per cent more than it actually was. Believing the reports, the government sold millions of tons of rice to foreign countries in exchange for weapons and heavy machinery, assuming that enough was left to feed the Chinese population. The result was the worst famine in history and the death of tens of millions of Chinese.3
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