Risk Rap

Rapping About a World at Risk

Toward A New Iconoclasm

Its good to be the King.  When King James ruled England at the dawn of the 17th Century he authored a doctrine of the Divine Right of Kings.  He likened his position as “little Gods on Earth”, who were chosen by Divine Providence to rule and to make the rules.

The current incarnation of King James, in the form of Lebron James also assumes the form of a Little God.  Since the announcement of his free agency status, His Highness has captured the imagination of sports fans, entertainment moguls, broadcast network executives, local businessmen, political leaders and product marketing pros keen to see how the hottest entertainment property in sports maximizes its value by casting his bread upon the waters of free market capitalism.

This marketing juggernaut held the hopes of major metropolitan areas hostage to the idea that King James may anoint their humble cities by moving his throne to one of  their majestic sports palaces.  The hope is that King James and supporting cast will bring an NBA crown to the impoverished masses starved to eat the championship crumbs that fall from His Highness’s banquet table.  It is believed that the Court of King James will establish a home court dynasty, erecting the preeminent Kingdom that will rule over all the lesser fiefdoms of the NBA.

Five cities planned coronation ceremonies for King James but only one city would be able to taste the bread of champions his rule would surely bring to his new kingdom.  That would leave four other cities wanting; condemning them to suffer the hunger of unfulfilled championship dreams they believe only King James can bring to their metropolis.  King James commanded an hour of air time on ESPN to make his royal decree that he would accept Miami’s urgent petition and join The Heat.   King James’ former kingdom, Cleveland suffered the worst of it.  The abdication of their beloved King has shocked this secondary market hamlet into a deep examination of self worth, prompting the fear of deepening economic malaise and a self loathing brought to the surface by the painful rejection by their home town deity.

In a broader sense we should all learn from Cleveland’s experience.  The connection between a human commodity and its consumer is always a tenuous and short lived relationship.  If the consumer can afford the price,  a human commodity will bestow its attention with fealty and reciprocated affection.  America is a highly developed market of  culture consumers.  We invest a great amount of economic and  psychological capital into relationships with media stars, entertainment products and sports heroes.  We confer a royal status upon them.  Our veneration is measured in dollars spent and emotional capital invested.  We believe them to be sacred icons.  Our gleeful consumption of these identity product brands contort and warp our souls.  We begin to believe that they are part of us and construct an existential fantasy that these product brands are actually connected to us.  The sex appeal of Lady GaGa’s consumer fetishism, the nobility of  Sarah Palin’s political opportunism and the dominating machismo of LeBron James supra athleticism are powerful branding conventions.   This radical branding, the brainchild of  handlers and marketing professionals is solely employed to maximize brand value and to move the goods of Me Inc. into the heads and hands of frenzied consumers desperate for an existential connection with something greater then themselves.  The fickleness of consumer capitalism is wholly agnostic.  It never really loves you back.  As a matter of fact it doesn’t love you at all.  Its a cold calculated manufactured creature designed to suggest that its sore purpose in life is to return the love that its user abundantly confers to it. Yet it lasts only until the money runs out.  Its pimp requires these deft street walkers to move on to a new corner where the tricks are more plentiful and bucks much greener.  Ironically free agency begets another type of slavery.  The free agent is shackled to the ball and chain of transactional capitalism.  The soul of the person becomes indistinguishable from that of a soulless corporate entity.  This coalesces perfectly with the Supreme Courts decision to confer the same rights and privileges to corporate entities to finance political candidates.  More and more creeping corporatism is rationalized throughout the body politic as the real bodies and persona’s of persons morph into corporate entities.

The disease is growing too.  In the 3D digital age we deepen these faux connections to our heroes with homey Tweets, real time TMZ coverage, and a befriended status on Facebook.  We get full access to the royal court.  A total submersion within the gone viral digital version of our hero’s carefully constructed virtual world.  We are knighted by the King’s courtesans and receive special discount coupons redeemable at our icon of choice company store.   This special befriended status is good as gold as long as the balance on our credit card doesn’t exceed it limit.

A few years ago Bishop Mark Beckwith delivered a homily on the meaning of icons.   Bishop Beckwith stated that icons were intended to be a prayer aid.  A type of tool constructed of transparent materials so light can filter through them.  This light would reveal an immutable truth  conveyed by the icons subject.  It would remind the prayerful person to emulate the qualities of the figure depicted in the icon.   But that purpose changed and icons came to be understood as objects of  veneration that are endowed with special powers.  Kings and Czars commissioned their finest artisans to create beautiful iconic objects depicting the monarch in communion with saints or apostles to reinforce the idea that divine providence has anointed them to rule the realm.  The common folk and the peasantry would prostrate themselves before the venerated object as the very real presence of a divine sovereign and dutifully pray to it.  A radical transformation occurred and we venerated the object and not the meaning the object was meant to convey.

Thirteen Hundred years ago in Byzantine Constantinople, iconoclasts rose up to smash the graven images of icons within their places of worship.  The icons became venerated objects of debilitating dogma used to control and manipulate people.  We  need to destroy the icons that manipulate and control us.  We must claim back our lives and begin to live more richly and freely by understanding ourselves not as a consumer of things but as a participating person fully engaged in a life that affirms self and service to others.

You Tube Music: Def Jam Icon : Redman vs. Ludacris

Risk; consumer capitalism, alienation, hero worship

 

 

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July 11, 2010 - Posted by | branding, commodities, culture, marketing, product, psychology, reputation, sports | , , , , , , , , , , , , , , , ,

1 Comment »

  1. nice job. thanks.

    Comment by mike salisbury | November 2, 2010


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