American Dreams – semiotics and the last word on Obama

And now the hangover, but perhaps first a short walk through the values and meanings of Obama in the context of the “new” American Dream… using cultural theory to analyse and develop brands (or Presidents).

Please have a look at all of the Greg Rowland Semiotics presentation, (don’t be put off by the semiotics tag) but particularly the slides from 38 onwards about Obama – a cool calm intellectual treated to cool calm intellectual analysis;

  • Obama represents a new evolving topography of hope and desire for the American Dream – bringing disparate pieces together into a promising future
  • By choosing Obama the US is electing to look into the mirror that is the reflection of the present, rather than searching for our reflection in the past

And…

  • Obama is the story of a fractured progressive narrative, pointing towards a new paradigm in the expression of the US dream
  • The American dream is at its most powerful during moments of chaos (as we resort to escapism for comfort — fantasy industries,such as entertainment, soar during periods of economic distress)
  • While McCain’s version of the American Dream was a familiar, yet antiquated one of small town America, Obama projected the dream through a fragmented post-modern lens of real and abstract hope

Thanks to Mark Earls for the link

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