For many, what’s happening world cup statues boom, With reason, and common sense, it can be said that, as with all of Argentina’s problems today, “it’s crazy.” that people today are almost inevitably aware of a package of idols, something that can be empirically verified in everyday conversation and that the memes circulating on Twitter and TikTok videos reflect with humor and irony. are there, It comes across as nonsense and a minor fact. it is?
Those of us who closely observe and analyze collective behavior and social humor are attentive to this type of movement, apparently insignificant, because They usually bring some encrypted message that crosses them and goes beyond what can be seen with the naked eye.
In the era of digital transformation, Argentines are clinging to an old conformity ritualeither. Statues are pieces of paper with images pasted into an album that is also a physical object. Its characteristics are similar to those of the old “books” where printed photographs are stored and look prehistoric to new generations.
Today when everything is in the cloud, suddenly, there is an unusual fanaticism to have a ground cable again.
This week economist Publishes an analysis on the combined value of shares of some companies that suffered the shocks of 2020/2021: zoom, netflix, peloton (sells training materials, where stationary bikes and treadmills stand out, are linked to a tech platform that allows online classes, and thus set up at-home gyms), Shopify (build an online store, and electronic commerce platform) and Robinhood (free platform to invest in stocks and exchange cryptocurrencies).
The combined market value of the five companies (taking the same weighted weighting for each) was multiplied by 4 from the beginning of 2020 to the middle of 2021. Since then, when the world’s population has left their homes to rediscover the important collective, they have not stopped falling. Today they deserve what they were before everything happened, almost as if nothing had happened.
As expected, contemporary society could hardly decide to “return to normality”, or at least the closest thing it could get. Simply because the life I had was a thousand times more interesting than 100% digital.
Naturally, we are not alike because what actually happened and the consequences are within the psyche, the sensibility and the soul of each, who together and mutually have gone through this unprecedented example of cosmic fragility.
that’s why economist He titled his note “Zoom Fatigue”, or Zoom Fatigue. After taking refuge in a digital cave for a year and a half, now we want, we crave, we crave to physically touch, feel, experience, vibrate.
The human mental and sensory system seeks to reexamine the “physical-digital” mix as a return to normality. The return to life that we had until 2019 is clearly not linear. Consider the acceleration of digitization that was already launched and which progressed five years into one during a long and dark tunnel of viral housing, and which is now configured as an emotional dwelling “on the way out”. , which was dominated by the first drive. reason, according to the definition of sil almadafounder of Almatren’s Lab.
We will have to see at what point the whole web of human interactions stabilizes in the medium term, when what happened manages to metabolize completely and definitively, undoubtedly leaving indelible scars or keloids, but a new one. For example gives way where trauma is part of the past.. Meanwhile, we are going through this time of overflowing emotions, and in some cases extreme, even unbearable.
Then, The thing about figurines is simply a business to rediscover yourself with tangible, collectibles in “a box” (or an album).Which is exchanged under the old eighties slogan “I don’t have / I don’t have”, which managed to connect a high emotional tension cable that links nostalgia with a playful need and Encounter between children and adultsaggravated by a pain that has not yet been fully processed.
Yes to a point. We can look at it from that angle. An expression of the “digital fatigue” he found at the Soccer World Cup, one of the few issues of the collective system that excites Argentine society today, The perfect excuse to be away from the screen for a while which saved us and at the same time made us tired.
But I think there is something else. In line with what our systematic qualitative studies about the sentiments of citizens and consumers have been showing, The boom in idols can also tell us about the occupation of a society that socially isolates itself, in the sociological sense of the word, the intention to escape from reality, to escape towards a parallel world, less ominous and oppressiveWhich we already found at other events, such as singing booms, home tours, restaurants, bars, soccer fields and theatres, among others.
What Argentina longed for at the beginning was peace and predictability. He found the opposite. Believing that this would not only change in the short term, but would probably get worse, he decided to “quit” straight away.
Idol Boom is a romantic way to do it. A kind of “retrotopia”, that inverted utopia where you have to turn your head and look back in order to imagine the future imaginary. A concept well described by Polish sociologist Zygmunt Baumann In his posthumous book published in 2017, which had this peculiar idea for the title.
It so happens that, no matter how hard you try to avoid it, reality is there and continues its course. Stubborn, she insists on being present and has no way of avoiding her or ignoring her altogether. It always finds the hole through which to filter.
Unfortunate events of last weekwhich exacerbated political and social vulnerabilities to the extent, added to an economy that sooner rather than later would have to take charge of its visible, exposed and mostly known discrepancies and risks, They only predict the strengthening of this dual behavior of the society.
Citizens, waiting for the storm, watch the clouds move from the corner of their eyes and sunbathe until the last moment. They already know that they have to prepare everything when it starts to rain. But they wonder: what would be the point of hurrying? There will be a time of worry when it becomes inevitable.
For now, better think about getting “tough” and filling out the album. The prize is much more important than the “ball”. It is a journey to a better country and life with time.