In a recent comment, John Domini remarked how Kafka is “a major marketing tool” in Prague (Kafka beer steins, Kafka underwear, etc.), which reminded me, in a U.S. context, of how Levi’s exploitatively enlisted Walt Whitman’s poem “O Pioneers” for their 2009 “Go Forth” ad campaign. The commercial is a laughably bad example of corporate propaganda that turns Whitmanian address into capitalist interpellation (I remember the commercial was loudly booed when it was shown before a screening of Pedro Almodóvar’s Broken Embraces).
In an apparently non-ironic comment, YouTube user sapporo1992 says, “i seriously get so inspired when i see this. haha and i do kinda live a life like that full of adventure maybe thats why i relate to it so much…and i love walt whitman’s poetry.”
In contrast to the “inspiring” and “adventurous” Whitman (this is the Whitman of “Song of the Open Road”), the recent The Simpson’s episode “The Squirt and the Whale” (episode 460) presents us with the “comforting” and “compassionate” Whitman (this is the Whitman of “Vigil Strange I Kept on the Field One Night”). In the episode, Lisa comforts a beached blue whale (she names her “Bluella”) by reading her a passage from Leaves of Grass. She says to the whale, “When I’m sad I read something beautiful and true: poetry” and then reads aloud the first three lines of “The World below the Brine” (“The world below the brine; / Forests at the bottom of the sea—the branches and leaves, / Sea-lettuce, vast lichens…”) before falling asleep beside the beast. When she awakes, she finds that Bluella is dead.