Jungle Idea Marketing
I often think about my desires. Perhaps I am no exception - many, if not most, do this. You always want something, sometimes simple, sometimes unattainable. But recently I began to wonder: are these my desires or are they desires of someone else …
I often think about my desires. Perhaps I am no exception - many, if not most, do this. You always want something, sometimes simple, sometimes unattainable. But lately I began to wonder: are these my desires or are they the desires of someone else. For the first time such an idea appeared in my second year of university, when the world of advertising was revealed to us, students of journalism faculty. But then the search for an answer to the question: "What do I want?" - was rather informative. And today knowledge is not enough - I wish a deep understanding. It is interesting to understand the marketing of ideas and desires. After all, the desire system is fun. Sometimes our feeling of life depends on it: it is full-fledged, or we were not given something. Whether we are satisfied with it or, despite the beautiful external surroundings, we feel that we are not living by our desires, not by our own lives. AgreeIt would be nice to find out what ideas influence our desires, if our own well-being and our inclusion in the world around us depend on them. Otherwise, how to feel that life does not flow through your fingers?
Systemic "I wish"
And once again, I thought about my desires the day before, when I saw the film "Moscow-2017". The film, I must say, was released quite recently, a few months ago, and received mostly negative criticism. For example, Dmitry Dabb (Vzglyad.ru) wrote about him: “I don't even want to dive into the general inferiority of this craft, it will suddenly drag on. If you want anything, bewildered to ask - for whom is this film generally intended? " It is unlikely that I will be able to give a full-fledged answer to criticism, but the film "Moscow-2017" provoked a thought process in me. If earlier I perceived the film primarily emotionally, today I am rather an inquisitive researcher. Any find, any nuance, especially in addressing the viewer, any idea in itself evokes inner delight. Contrast and unconventional camera gaze give a special relish to all this.And in general, systemic thinking added color to my perception: behind each character, the imagination looks for the character of its creator, from action to action of the heroes, fantasy unravels the tangle of individuals who created the film, draws parallel realities that could well be realized if the authors and the participants in the film had different intrinsic characteristics.
There is clearly more fantasy. And it is no coincidence: the mind with systems thinking gains tremendous freedom in choosing variations on how a particular moment might look. It remains only to look closely at the "object".
What we wish - the filmmakers version
This is probably why I have no spiritual harmony with the aforementioned critic, because I do not ask myself the question for whom the film "Moscow-2017" is. I was hooked in it with the marketing of ideas and an attempt, or rather the author's version of the search, what drives us, how the notorious "I wish" appears. Perhaps the idea is not new (and where can I find a new idea today at 3 am?), But my thoughts are in tune with me. The plot itself is unpretentious: a successful marketer Misha Galkin suddenly begins to see brands in the form of monsters growing right out of a person. And he has a desire to rid the world of brands, to give society a new idea of hierarchy, new values. This is what touched my sonic strings of the soul, because the search for a new full-fledged idea for humanity is a matter of life and death of this very humanity. You and me.
Idea marketing is the law of the jungle
In the jungle, the law is simple: the fittest survive. In society, it is about the same: the one who is higher in ranking survives. But the rank in modern society is determined by money. So the time dictates to us: spin, get it, earn. It is understandable, in general, skeptics will say. The thought is so commonplace that it smells like mothballs. I will only make a systemic remark - ranking by earnings depends on the natural inclinations of a person. And he is able to bring money into the house not only by spinning like a squirrel in a wheel. The main thing is to understand yourself and your true desires. Otherwise - running in a circle, regardless of the potential for survival and, of course, other people's "wish".
The problem of understanding one's desires is what fascinates the hero of the film "Moscow-2017", a successful marketer, Misha Galkin. When suddenly brands fly into his life in the form of monsters, he comes to a curious conclusion. “They feed on our desires,” says Misha Galkin excitedly. - You want something, and this creature grows out of you. They arouse in us all new desires that cannot be satisfied. But in a person there are not so many desires to spend on these creatures."
Here it is - the meaninglessness of human existence in a modern consumer society. He lives to consume. And everything that happens to him is no weaker than a spit into eternity: he gives himself over to someone else's desires, so that someone can make money on him.
In one more aspect, Misha Galkin is right: new desires only increase the need for saturation, but not saturation itself. Systemically speaking, the more you consume internally, the more desire increases, the more it causes dissatisfaction. It all reminded me of how I suffered 14 years ago, sitting in the lessons of philosophy and religion, how can I break this vicious circle of samsara? And is it possible?
Systems thinking says yes. For this, however, one condition is needed: not to receive, but to give.
Do we want or do not want? The language of abstractions
How many desires do we have? Four basic ones: eat, drink, breathe, sleep. And everything revolves around? No, we are not just animals, but humans. And besides the basic desires (read: desires of the body), we want something else in addition. These desires were formed as a person became a modern person. We can be different. But which ones?
Whether we want it or not, each of us has our own talents, our destiny in this world, our place. The question is how we use talents, find purpose, and take place. Nobody is born just like that, everything is Einstein's way: nothing comes out of nothing.
"Where is humanity going and I in particular?" - this question worries not everyone. And not because high matter, a crane in the sky, and a tit in his hands are closer to him. The mechanism is, rather, the opposite: they just do not think about all this, because they do not have such a need. But you still have to think about such abstract questions. Here, as in the case of Mayakovsky's stars - since they have appeared in the sky, it means that someone is needed and for something they were created. True, only those who speak and feel in the language of abstractions can seek answers to these abstractions. In the system-vector psychology of Yuri Burlan, such people are called sound specialists.
Sound people are potentially geniuses and crazy. These are Einsteins, Mozarts, Roerichs and Lenins, and even Breiviks with grapes. The vector is the same - the poles of development are different. But in the first and in the second case, the main thing for them is the idea. And with what sign it will be, plus or minus, the question for them is secondary. Oh, what are our problems compared to the world revolution?
Idea marketing: a castrated bull is happy too
The soundman Misha from the film "Moscow-2017" is preoccupied with finding an answer to the question of why society has come to the point where it began to replace its true desires with others. “Fast food and all other brands, the whole system is an occupation. Gentle invisible occupation. And everyone around is walking around happy and smiling … The castrated bull is also happy. Because he doesn't know what he has lost. We don't even know that desires can be completely different. We were taught to love g..no, want g..no and eat g..no."
Misha Galkin even finds the starting point of this process: Lenin taught this. “Marketing was invented by Lenin. And now it is the foundation of the world economy. The great global brand revolution has won. We still live in the world that Lenin created. But before, at least brands were made according to the wishes of people. And now people are being remade according to the wishes of brands,”the successful marketer concludes excitedly.
What to do about it?
Misha Galkin proposed his own, possibly utopian, solution. What should all of us living behind the scenes of TV do and looking for answers to similar questions? Probably you can go to the doctor. Ask for pills. But if you are a sound engineer, then this will not help you. You will subconsciously look for this answer anyway, you will gravitate towards an idea that is consonant with your nature - humanistic, like the authors of the Renaissance, or anti-human, like the “Breiviks” and “Grapevines”. It remains only to consciously deal with oneself … The opportunity to see what is happening in one's own soul so deeply as to understand one's real desires and capabilities is provided by the System-Vector Psychology of Yuri Burlan. You can register for free online lectures at the link: