One of the more interesting things about living in Europe is that you can watch films with wonderful story lines that are devoid of a 90 minute special efx and directors trying to see how many edits they can fit into every second. It is funny how when you watch hand held camera on playback units that didn’t have a steadicam, it looks ok. But if you expand it onto the big screen, it is akin to a puke ride at the amusement park. (In defense, it could be all the testing we did to ourselves to try to get the giant immersive visual systems to work for the human mind)
I went to see some movie called sex tape, and after seeing several really great films, I thought, “this is what Hollywood seems to still churn out? The movie was lame.”
When you have to hype something, you get into a cycle almost like telling a lie. You have to back it up forever. With American branding, I see the major sports teams and products hyping the brand, almost as if they hired some religious branding consultants to build a sort of church to sport & commerce. Each year, more, new, and different has to happen. Each year, you have to redesign a shirt or logo so you can sell more and more goods.
Pro sports are the only business I know where you can hemorrhage losses and your net worth goes higher and higher.
Perhaps that is the problem with society and where hedge funds have created a path for few to dictate short term ROI without really caring about building a company. A few get fabulously wealthy while the actual assets of a company (the employees) get poorer and poorer.
when you have so much money, that you realize it doesn't buy happiness, you can either give it away, or simply pay a whole lot for what is limited and rare on the planet, to attempt to buy your happiness.
As i type this up, this is the perfect recipe for hype and creating some sort of hope in society. Give them something to cheer with and think they are part of.
So you hype everything!
You come up with new advertising campaigns
You make cheerleaders uniforms shorter and pay them $50 a game
You pay players millions to make owners billions
Your television executive’s big gobs of billions for the rights to broadcast the “events”
The owner of the leagues, some of which are not for profits…smile.
Each game day they say, “Is America a great country or what?”
But one day, when the viewers are watching the highlights of some circus acrobatic play that shows just how gifted and talented the players really are, more and more, the media is about showing the aftermath, the jubilation and celebration of a moment that took up one play.
Players chest thump
They take off their helmets so the camera can increase their public perceptions
Agents teach clients to come up with a signature dance or move
Advertising companies make advertisements that try to bring the same moment into the work team environment
I sit and wonder, “If you are paid millions to score, or get a first down, why do you have to do all the other nonsense for free?”
Such is the world of human hype.
(pull back the camera to show human hype at work in politics, business, religion, military, and race and dissolve screen to white noise signal)