reply to post by Jason88
You have asked a great question! What a fantastic question!!
Propaganda, and by extension, marketing has rightfully earned some of the negative connotations that come with it, but even then, there is a time and
a place for everything, and when strategically placed even propaganda can have its grand and glorious purpose. Consider, as just one example, Nike's
"Just Do It" slogan and campaign. They were three simple words, intended to cement a branding image, that whether it was inadvertently or not, rang
a message that resonated with millions of people, inspiring countless of people to begin doing that which they had always wanted to do. Three simple
words, intended to sell shoes, is remembered almost 25 years after its campaign, not because "sheeple" are so blindly influenced by advertising but
because this parsimonious piece of propaganda, spoke a truism.
What was that truism? Does "Just Do It" speak to something other than its surface meaning? On its surface, it is a message of acting without much
worry about the thought that goes into it. However, in its context, it is a company that largely specializes in sporting shoes, for both professional
athletes and the amateur sports enthusiast, all of whom fully understand the discipline that comes with "just doing it", and all that the thought
that goes behind that.
To break that thought down further, let's take juggling as an action, for an example. When we first learn to juggle, it is difficult because we
cannot help but think of all the necessary actions go into successfully juggling a number of objects. The problem is that all that thinking gets in
the way of actually juggling, and in the beginning we often drop the objects we are juggling, but with practice, we train ourselves to just
automatically do all that we are thinking about so we don't have to think about it and just do it. Once we've reached that level, just doing it is
the only reasonable and rational strategy that would follow the exercise of learning how to do it.
More than just do it as an advocacy of mindless action, it is a call to get it done! This is brilliant propaganda that has an immensely valuable
message, not just to Nike's bottom line, but to anyone whose own frequency tapped into that vibrational message and become a necessary mantra to
getting things done. What more could one ask for in the mad men world of advertising, hype, and well placed propaganda?
Beyond this, there is mythology. Ironically, through what appears to be some insidious conspiracy to build parallel memeplexes along side all these
multiplexes of multinational corporations, through, among other methods, propaganda. One of these viral like cultural memes has been the proclivity
to reject the definition of myth as it stood since time immemorial and instead use the word to be equated with lie or falsehood. Thus, one person
complains that the "OWS" movement is filled with "hippies" and invariably some one replies "Oh, that's a myth.", and what is meant is that it
isn't true that the "movement" is made up of hippies, but this certainly doesn't make the "movement" mythological, any more than it describes
the erroneous characterizations of the "movement" by calling those characterizations a myth.
Mythology, in some ways, is the original method of propaganda, marketing, and getting messages out. The mythic structure has been used by numerous
historical figures, as well as those figures who may or may not have historical significance in that they actually lived, yet they most assuredly hold
historical significance in that throughout history their figure remains in the public consciousness. It matters not whether Heracles/Hercules, or
Jesus were actual living beings that occupied a moment in time in our understanding of history, it is their mythology that is so historical because it
is this that speaks to our collective consciousness in ways that other forms of communication do not.
It's no accident that comic books turned into major motion pictures, on average, do very well at the box office. It is not due to some genius
marketing campaign - although such campaigns certainly help and contribute to the bottom line - the appeal lies in the mythology and the mythic
structure of the reluctant hero. Luke Skywalker, Neo, William Wallace, Michael Corleone, Ethan Hunt, Rocky Balboa, Rambo, John McClane, and countless
other Hollywood heroes adhere closely to that the mythic structure of the reluctant hero who at first refuses the call to adventure, only to find that
circumstances demand they accept the call to adventure, and so they cross the threshold, step outside of themselves and begin to accept responsibility
for more than their own action. This is the mark of the hero. Were the "OWS" to manage their mythology, it would demand they be heroic, but if
they were, respect will come.