[[Eleven Issue 7.2 is out today! As a bonus feature for you Eleven devotees out there: a fourth editorial piece, penned by staff superhero Nelda Kerr. Enjoy! »- JP]]
HYPE: Round Four
The first time I heard of Nietszche, I was a drunk high school girl getting hit on by a college guy at a house party. He was so cute, he sounded sounded so deep: I was sold. The fourth time I was wooed by existential angst, I found Zarathustra and read it for myself, wherein I realized that none of my Romeos really got it, and I was certainly the biggest fool of all.
During these escapades, the cool-factor was promoting a work of unparalleled cultural and artistic value, but this is not always the case. On more than a few occasions, I’ve been bombarded by enthusiastic praise for a work I found to be devoid of content, authenticity or devotion to craft. This leaves one wondering, who owns the hype mill?
This year, globally-acclaimed street artist Banksy released Exit Through The Gift Shop. Though much conversation that followed the artist’s first film questioned the authenticity of the documentary’s content, another equally important theme emerged. In the film, the eccentric and obsessive Thierry Guetta climbs the ranks of the underground art world and, among other antics, opens a show in Los Angeles. Every hipster and socialite artie flocked to praise and buy art that was all but devoid of artistic inspiration and merit; the public was duped.
Though the puppetmaster remains elusive (possibly non-existent), Exit presented a fairly convincing argument that any neurotic fool could Warren Buffet our most trusted social networks with a simple set of successful hype tactics.
Commercial media may monopolize many communication methods, but independent media remains a critical force in the rise of social figures, ideas and creative work. Still, the most potent form of promotion remains word of mouth. I, for one, am taking my power of recommendation more seriously than ever, committing my endorsement to those who might nourish our yearn for creative depth and sincerity in these hungry times. I am also more cautious about whose hype I give credibility, though my discerning eye is still directly related to my level of intoxication.
