Could socialist ideology be as sexy as consumerism?
The Attica manifesto
Attica was the centre of the civilised universe. What came out of this region became the framework of how we govern, how we live and who we are. However, that began in 8th Century BC and things have changed. A lot. So now it's time to build a new Attica.
Consumerism will eat itself
Socialist ideology will never be as sexy as consumerism. The adverts, the packaging, the branding, the suggested lifestyle and the glamour could never compete with basic principles of freedom, equality and justice.
Humans are tribalist aspirers. We strive for acceptance and everything we do is a by-product of projecting an image of ourselves to our peers.
From the subjects we study, the clothes we wear, how we decorate our spaces, the car we drive and the books we read. It's all there to affirm and to convey our concept of self. This is how we define ourselves and what we live by.
In the past, this wasn't a problem. The population was a lot smaller, the opportunities were less and the technology was non-existent. However, we're now in the information age, social mobility is easier and world is a noisier place - we need to work harder to get noticed.
Causes and reform need to modernise to keep up with a shallow and vapid society. You want to engage the masses, sell a lifestyle everyone wants. A branding exercise to create a media empire that everyone wants to be part of.
A free (making it accessible to all) publication that talks about arts and culture that has hard-hitting political messages interwoven into its fabric. Not in a preachy, pompous way that high-brow publications model themselves on. Articles, videos and social media presence spoken in the language of cultural leaders.
A network of sleepercells who report on a world that is hidden but a world that is very real to them. Opening our eyes to the horrors of war, disease, poverty and revolution. Stories from the people, about the people - without political and media gagging or bias. Just the truth told by people who experience it first-hand presented in a glossy, high-end, trendy cultural magazine.
The brand needs to exude on-the-pulse trends in music, movies, arts, comedy, events and gossip. The aim is to appeal to a certain kind of person; a person who is digitally engaged, socially active, goes to all the best parties and listened to the album of the hottest band before anyone else and pseudo-intellectual. They think of themselves as socialists, politically active and counter-culture, however their knowledge is rudimentary and opinions fairweather. Being seen to be part of this brand confirms that they are cool, exclusive and keeps their knowledge fresh to add to the show-off factor.
The digital age demands that Generation Z can make change happen by simply clicking a button. There is freedom in truth; credible truth. Every digital channel can be utilised to ensure that not only will every person have access to this truth, but also have the ability to promote themselves. Shameless self-promotion can lead to education and the modernity of esoteric matters.
This needn't stop at the media. There should also be films, music and events to being the creative agency to all ethical companies, SME, the arts, charities and causes. To present them like a car advert or a perfume brand to make its readers want to be part of something worthwhile and simultaneously building their own personal brand.
All this should lead to creating a commercial counter-culture with a powerful and lucrative voice. And the revolution will have its posterboy.
First published 25/05/2015
Attica was the centre of the civilised universe. What came out of this region became the framework of how we govern, how we live and who we are. However, that began in 8th Century BC and things have changed. A lot. So now it's time to build a new Attica.
Consumerism will eat itself
Socialist ideology will never be as sexy as consumerism. The adverts, the packaging, the branding, the suggested lifestyle and the glamour could never compete with basic principles of freedom, equality and justice.
Humans are tribalist aspirers. We strive for acceptance and everything we do is a by-product of projecting an image of ourselves to our peers.
From the subjects we study, the clothes we wear, how we decorate our spaces, the car we drive and the books we read. It's all there to affirm and to convey our concept of self. This is how we define ourselves and what we live by.
In the past, this wasn't a problem. The population was a lot smaller, the opportunities were less and the technology was non-existent. However, we're now in the information age, social mobility is easier and world is a noisier place - we need to work harder to get noticed.
Causes and reform need to modernise to keep up with a shallow and vapid society. You want to engage the masses, sell a lifestyle everyone wants. A branding exercise to create a media empire that everyone wants to be part of.
A free (making it accessible to all) publication that talks about arts and culture that has hard-hitting political messages interwoven into its fabric. Not in a preachy, pompous way that high-brow publications model themselves on. Articles, videos and social media presence spoken in the language of cultural leaders.
A network of sleepercells who report on a world that is hidden but a world that is very real to them. Opening our eyes to the horrors of war, disease, poverty and revolution. Stories from the people, about the people - without political and media gagging or bias. Just the truth told by people who experience it first-hand presented in a glossy, high-end, trendy cultural magazine.
The brand needs to exude on-the-pulse trends in music, movies, arts, comedy, events and gossip. The aim is to appeal to a certain kind of person; a person who is digitally engaged, socially active, goes to all the best parties and listened to the album of the hottest band before anyone else and pseudo-intellectual. They think of themselves as socialists, politically active and counter-culture, however their knowledge is rudimentary and opinions fairweather. Being seen to be part of this brand confirms that they are cool, exclusive and keeps their knowledge fresh to add to the show-off factor.
The digital age demands that Generation Z can make change happen by simply clicking a button. There is freedom in truth; credible truth. Every digital channel can be utilised to ensure that not only will every person have access to this truth, but also have the ability to promote themselves. Shameless self-promotion can lead to education and the modernity of esoteric matters.
This needn't stop at the media. There should also be films, music and events to being the creative agency to all ethical companies, SME, the arts, charities and causes. To present them like a car advert or a perfume brand to make its readers want to be part of something worthwhile and simultaneously building their own personal brand.
All this should lead to creating a commercial counter-culture with a powerful and lucrative voice. And the revolution will have its posterboy.
First published 25/05/2015
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