The Media Ecosystem by Antonio Lopez

Author:Antonio Lopez [López, Antonio]
Language: eng
Format: epub
ISBN: 978-1-58394-475-2
Publisher: North Atlantic Books
Published: 2012-07-10T00:00:00+00:00

Ghost of Consciousness Past

Returning to the Shakira Pepsi ad, it is not without cosmic irony that she appears with a crucifix. The version of globalization offered by Pepsi extends the mentality of the cross critiqued by the Hopi. Yet maybe we also see hints of something emerging, as if a ghost in the machine is reaching out to us. In the ad a circle in the shape of the spherical Pepsi logo accompanies the cross. But they are still separate. While it’s certainly true that the form of globalization transferring control from the Church to the corporatocracy is undesirable, let’s suppose for a moment that the world system is gestating the symbolic zeitgeist to give birth to something new, that the various humans making media have some innate connection to Earth reaching through them.

It would be a “success” of hegemony if we could no longer imagine anything outside or beyond it. Seeing transglobal capitalism as transient and impermanent is a necessary step to dissolve its spell. Moreover, concerts and church gatherings can be positive ritual spaces. Art and music have the power to heal and disseminate ideas. In a postcolonial mediasphere, these kinds of encounters happen simultaneously as local and planetary experiences. By removing Pepsi and Shakira from the equation, we reoccupy these ritual spaces. We also have a template for successful storytelling. The world system can tell effective stories, but cues exist within its dreaming mind indicating an Earth consciousness is waiting to be born among its planetary inhabitants.

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