Social Media, Marketing, and the Fyre Festival

In traditional Christian theology, Satan is the ultimate marketing genius. Not being able to create, Satan has no actual product to sell – merely illusions. However, being a fallen angel, he does have supernatural intelligence. He also has a large crowd of “influencers” willing to endorse the nonexistent product. The book and film of Stephen King’s Needful Things illustrate the concept brilliantly, as the main character (played to perfection by Max von Sydow) uses his supernatural marketing genius to con people into trading their souls for useless bits of junk:

Of course, that kind of marketing is an ideal that mere human beings cannot achieve. Beneath the ridiculous Kendall Jenner advertisement, Pepsi has an actual product to sell. It may only be flavoured sugar-water, but that’s not a product to be sneered at – I remember a hot day in rural Thailand some decades ago when it was the only safe thing to drink.

Yet we may be closing in on what Max von Sydow could do. Browser history analysis and sophisticated predictive algorithms can stand in for the supernatural intelligence. YouTube helps to sell the illusion. And Instagram provides influencers galore. The recent Fyre Festival is perhaps the closest approach ever to the ideal. The musicians, accommodation, and food promised to the paying clientele do not appear ever to have been organised (although there apparently were a few waterlogged tents and cheese sandwiches). But the promo was great.


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