Translated material
God 2.0
God 2.0
It used to be God an exemplary guy, a family man and a good -natured old man, before humanity invented a fictitious reality of the photo and movie of the installation and offered him a couple of roles in the extras.
The star march in Hollywood of the most famous man in the world and his whole retinue did not force himself to wait long, because not a single creator of the New Age could refuse such a reputation with such a reputation and such charisma. God got used to the market, began to try on new images, especially he was a successful of rock-Imij of the late 1980s, although it was also good to be disassembled in flowers and strikes twenty years earlier. God has become an icon of MTV, it is now he ignites the torch of the statue of freedom on the Columbia Pictures screensaver, democracy is democracy, and from now on God himself chooses how and when to appear to people, and the media resources are the most effective tool for promoting his religion, isn't it?
However, the eternal source of all things can run out - it is impossible to keep the brand on one, albeit very well -written for millennia (all the more so, the court for copyright between the copyright holders was too long and threatens to turn into a real scandal), and the heavenly office has long been worried about this.
Until recently, the method “from the nasty” worked well, which attracted the attention of the masses to God through the image of his main opponent for the souls of young virgins, a competitor in the political games of the Vatican and antihero in the fields of heroic battles of all time. For the sake of this, I even had to sacrifice a super-at least brutal-glamorous handsome man with supername and drama in the soul, given to Lucifer for nothing, and now completely changed according to trifles. Now this hidden image is envious of even artisanal copies of Louis Vuitton bags, and God again lame PR. Recently, his reprinted autobiography - “The Passion of Christ” - was done well, it was done well, but this reminded more likely to be a fresh start, because only aging celebrities retain the image with past victories, to look at least at the “museum” of the Russian stage.
The next topic-family gossip about God-also did not work long, only the "yellow" press service led by Dan Brown and their entire small headquarters lived on it. And during this time, the world finally turned the face of the navor: now at the catwalks Asian models, the most modern art shows are held in Beijing and in every second house the hieroglyphs have forced out canonical Latin. But the Guruji was not yet born, who would have pricked God in the eastern wisdom of God Himself. One Indian, Rushdi, tried, but is still hiding from religious fanatics in secret addresses.
How do we see God now, at the dawn of the new millennium, facing the face of the rising sun and his back to Jerusalem? Do we see him at all or 3D glasses before our eyes carry him oblivion? He is no longer an emo-ton of the Late Roman period, not the harsh goth of medieval dungeons, not a stellar boy Baroque and not even a 12th-century metroxual. Now he is “for everyone's own”: Homeboy on Teeven Millionaire Mikes; The new boyfriend of the Madonna of our time; Fighter for the "enjoying life" in buses for Londoners this spring; a subtle compromise between the piety and aesthetics in John Paul Plauche jewelry; assembled from Lego Cubes in one of the churches of Colombia; No more than a model for advertising Coca-Cola in the film Claudio Malaponti; And just “Koresh Jesus” for the master of elite photography David Lachapelle.
Paradoxically, modern mass culture rejected the single face of God and chose exceptional individualism regarding the Almighty. He must think, not against, but the saints, and the priests will not agree to be abbreviated from his state due to the global crisis, and therefore do not leave their hopes to justify the daily bread and create the universal image of New-Age. In the end, vintage in fashion, and among advertisers, a passion for the unfading classics of past years wakes up, this trump card can be played, even with God.
Suddenly it turns out that the good old media resources still have their own fuse, which means that the brand “God” will not die! It is only necessary to return to the people a unified national idea of the Holy Trinity, “dilute” the patents on its ceremonial portraits with the ethics of patent, and add the severity and piquancy of the three s-tops of the twentieth century to digital formats: sex, scandal, sensation + creator, holiness, identity = God 2.0. There should be enough for two thousandths, but it will be seen there.
Article from Depesha Autumn/Winter 2009-2010