Continued Debate on ‘Avatar’: Avatar Obama and the United States of Hype
by: Ángel Luis Lara / La Jornada (Mexico) – truthout / 04 January 2010
We live in the era of hype. The word, which bounces and bounds throughout the matrices of our information age, refers to a cultural product that has been so juiced up with marketing that its popularity takes off independently and regardless of its quality. It is the wrapping that matters: the advertisement is louder, more important and more real than what is advertised. James Cameron is the author of the latest, greatest global hype: “Avatar.”
The force behind the bludgeoning impact of “Avatar’s” promotional blitz has been driven by three main factoids: it’s the most expensive movie in the history of movies, it has revolutionized the world of special effects and it was shot in 3-D.






Recent Comments