Myths are a universal and interesting cultural phenomenon. They have existed since the dawn of civilizations, and probably have the greatest perseverance, similar to the important of religions. Every culture has created mythical images, which suggests that myth is a fundamental component of human expression. Although Western culture is generally defined as scientific and secular, it also includes many active mythical contents. There are many archetypal symbols, which believers believe to have a divine origin. For example, a bird may be the "forerunner", a high place may be the "place of revelation", and a giant tree "the tree of life".
Mythological origins are central to semiotics, which is the professional field of sign language practice - the basis for brand design. In mythological legends anything is possible. This is also the feeling that a marketer of almost any product tries to instill. Marketing is a mix of products, services and ideas. The marketer seeks measurable results, as an answer to every consumer's search for meaning in modern life.
For the semiotician, any simple object may have a symbolic meaning. Such symbols are, for example, Sigmund Freud's cigar, Charlie Chaplin's walking stick, and Michael Jackson's glove. The symbols can be exchanged in the free market. Despite this, they are endowed with a multiplicity of meaning, and what for one person is in the nature of "reality", for the other is in the nature of "imagination". Barter is conducted according to clear rules of the game. The domain of symbols is never higher than the domain of products, and there is always a product attached to the symbol, otherwise the symbol is not valid. The airplane became by the propaganda artists an object of symbolic significance of the highest degree.
Humans live by the stories they hear and experience throughout their lives. These stories are steeped in common symbols and myths, and involve riddles and answers. They showcase the human ethos, and so do the commercials. The cinematic plot is an expression of this. The cinematic or advertising story is multidimensional, and is integrated into a system of matching symbols, resulting from behavior, myth, tradition, and the like, in the lives of viewers and consumers. The purpose is of creating an integrated narrative in all popular culture.
Because the myths express central cultural values, they appear in all media and cultural channels, both mass and elitist. Myths exist in the world of advertising, propaganda and also in the world of films. Cinema is a place where the use of myths is gaining ground, and incorporating myths into feature films is a major phenomenon. The Hollywood studio film is a product that many people share in the production process. Hence, similar to the myth, it turns to as broad a common denominator as possible.
In the twentieth century, as human society became more modern, technological, and complex, so did the need to use myths in popular culture to define the role of each person in the masses. Cinema is a connection between reality and imagination, and offers a space for transition between them. It is a total art, combining many fields of art, and many movie stars have also become role models. Movie heroes belong to the "superhero" category, which is one of the most important archetypes in human culture. They are at the top along with the archetype of the "family" in its extended definition, as a group of people with close ties.
The seismic change in the political structures of post-World War I Europe spawned the fascist movements and regimes, built on the principles of mythical modernity. Mythical modernity was based on an aspiration for advanced technology, using belief and archetypal conditioning for its application, rather than the enlightened mind. The desire for a mythical fascist order developed during the war. The events of the war, the fall of the dynasties and the political upheavals were the most visible result of a rupture in the old order, and gave rise to fascism.
An influential German thinker was Ernest Junger. Junger, the decorated combat soldier who became an influential philosopher of the Nazi movement, clearly recognized the shocks around him, and preached a new civilian reality, taking an example from the war. Junger described the war in hygienic terms: war is an end in itself, it is the ideal existential situation. The war created a new kind of human being, a new race of warriors who adopted an ethos of military masculinity, discipline, power and heroism, and a fusion of man and machine. Civilian life is a continuation of the war in other ways. Technological and political warfare continues in them and with it human forging intensifies.
The clear symbol of mythical totalitarian modernism in Nazi Germany and Fascist Italy was the airplane. The linguistic symbols and metaphors associated with aviation discourse, its perception and interpretation, are many, and the sources that can be relied on in this context are very numerous. They include important cultural events, artwork, books, magazines, propaganda products and more. It was not the aviation itself, but its connections, not the pilot himself, but the concepts involved, that were the focus of attention. They served as a means of revolutionary liberation from the burden of the past.
The social agenda, which has been the focus of attention in fascist regimes, is clarified through the narrative of aviation heroes, and through the vision of the new man that fascism has tried to make a reality through an anthropological revolution. The protagonists were models and prototypes that citizens were required to use in order to shape their lives. The norms and values that the media published as embodied in those heroes permeated the social reality and the world was understood according to their register.
The airplane and the pilot were totems, in the fullest sense of the word of icons with archetypal characteristics. They reflected the desire for order, and they were the epitome of modernity. The spiritual reciprocity between fascism and aviation was unequivocal. It has created mythical modernity, as opposed to liberal modernity.
This worldview fits into the formalist film style, in which directors are interested in expressive and subjective re-creation of their experiences of reality, rather than the way others perceive it. In formalist films one can find a high degree of manipulation, a re-design of reality. Formalist cinema tends to emphasize form, technique, and style of expression.
There is a parallel between marketing characters with the goal of becoming celebrities and states marketing, with the goal of making them more attractive in the international community. Specifically, the image of political leaders is the result of intense professional investment, measured by the field of consumer product marketing as brands. Hitler was an icon in the international community, as was Nazi Germany, which became a brand. The state as a brand exists for the purposes of domestic and foreign policy.
Roland Barth, one of the forefathers of semiotics, examined images through the analysis of the messages they contain, in order to know to what extent visual images create an ideological worldview. Key concepts in the analysis are the "signifier" and the "marked". The "signifier" is what we see, hear, feel. "Marked" is the meaning we derive from the signifier. For example, photography is perceived by us as a reality, but it has an ideological and cultural construction. A photograph of a polished soldier of local descent, against the backdrop of the flag of his country's colonial power, reflects his loyalty and identity which may not actually exist.
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