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
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