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apple and the cancel culture of hypocrites

Let's get over it. If even a company like Apple, not Gino & Pino pizza delivery, was forced to withdraw its commercial and apologize, it means that the woke ideology, the new obscure way of calling what we would once have defined as neurotic touchiness, has won and we must adapt quickly.

The background. To launch its new amazing iPad Pro, the Cupertino company had created a commercial that lived up to its creative standards. You can see it here. In the commercial, a press compresses all the symbols of our recent past to the point of crushing them, the wonderful visual and sound toys with which we listen to music, watch videos, exchange information and news, play games and even work. All inexorably squeesed to use another neologism born to U.S.A. from the ferocious Crush! which decrees their end.


Open heavens. From Manzanarre to the Rhine, just to quote Manzoni commemorating Napoleon, the cry of pain of the puccettoni was raised, convinced that the new iPad wanted to cancel the past, erase the world of their memories, deny their childhood. Shame, how dare they?!?!

Let's get over it. And let's try to do it quickly. If even a company like Apple - the one that never makes a mistake in a product or even the communication of a product - has canned an advertising campaign, it means that the world has changed to the point of no longer recognizing it. Cancel culture, that thing for which we have to stop with the Iliad because it is a cinema of only white and belligerent males, correct Shakespeare because he is racist, misogynistic, colonialist and sexist, remove "Gone with the Wind" from programming or prevent conferences and seminars on Dostoevsky because of the Russian aggression against Ukraine, imposes the new paradigm of cognitive ignorance. That thing that prevents me from thinking about contexts, eras and time. And it makes me react stupidly and censoriously like a capricious and spoiled child. The trouble is, as always, the well of conformism into which even the most powerfully creative companies, such as Apple, risk falling.

A gray and banal world, in which injustices will not only continue to exist, but moreover will be hypocritically denied and masked.


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