Myth’s central importance does not end with our art or religions. It is not solely a dusty world of broken clay pots and tablets written in dead languages. Our myths determine how we engage with the world, how we enter into it. How we treat ourselves and one another. Far from being archaic relics of the past, myths will determine our future. Even if we are unaware of them, they will continue to affect us.
The advertising used to disseminate films, books and music shows the profound value that mythology has within modern markets. You just need to know what you’re looking for. However, it does not end with the entertainment industry. A brand, any brand in an increasingly interactive media environment, is myth.
This role is made all the more pervasive thanks to the proliferation of instantaneous and virtually limitless communication mediums.… Read the rest