The Limited Times

Now you can see non-English news...

"Companies no longer communicate, they preach and they evangelize"

2021-10-19T06:11:05.071Z


FIGAROVOX / TRIBUNE - In the era of inclusive capitalism, companies are called upon to exhibit “virtuous” and “benevolent” practices. Vincent Lamkin regrets the disappearance of the corporate culture of yesteryear, in favor of this “corporate” communication.


Vincent Lamkin is a founding partner of the Comfluence agency, and co-president of Opinion Valley.

Companies have become churches ... They no longer want collaborators but apostles, they no longer have clients but faithful: fellow travelers who share in the same fervor on the altar of transparency in social networks and in commerce fair. In these places, the

corporate

is nothing more than litanies, that is to say "

liturgical prayers where all the invocations are followed by a brief formula, recited or sung

": inclusion, responsibility, sharing, well-being and live better, universal peace… Likons my brothers!

Companies no longer communicate, they preach and they evangelize.

They now have a "mission" on Earth, which is often Earth itself and Good on Earth - having to repair all the harm that has been done so far.

Some messiahs gain a little light there through consensual homilies.

Divine surprise.

It is always that taken… By being very careful that the boss's costume (so old-fashioned) does not protrude too much from the cassock, that would look bad.

The businesses of our parents and grandparents were clearly a hell of irresponsibility and nullity, run by the incompetent and the inconsistent.

Vincent lamkin

Some "communicators" invite us to "gain in depth" but without ever moving away from the edge and the surface (at the risk of getting lost and going to see elsewhere if I am there) ... It is probably not this spirituality that Malraux had in mind while thinking in the twenty-first century.

Advertising can still be shifted but within the limits of decorum.

The humor must be human and positive.

We are invited to think "sustainable", talking only about changes, mutations and novelties ... What is destined to last in this history?

Development - and put whatever you want in it, it's like heaven ...

In this ideal society, we are of course satiated with “rights” (because heaven can wait) but we remain well parked, trained and made to feel guilty so as not to misuse them.

Thus, in my reading of the day, I come across this pearl: “

the right to responsible desire

”.

Beyond this limit, your desire (to consume) is no longer valid ...

Read alsoWoke culture is creeping into businesses step by step

Seeing the caricatured turn taken by

corporate

communication

, in which a generalized indifferentiation reigns - since everyone draws soothing good feelings from the same gospel -, we really have the feeling that humanity is freshly emerging from barbarism - before us. deluge!

The businesses of our parents and grandparents were clearly a hell of irresponsibility and nullity, run by the incompetent and the inconsistent.

The (good and true) progress and humanism date from today.

Yesterday was a long decline from which we are finally recovering;

the civilizations that precede us a vast joke next to the wonderful world that is being prepared for us.

Surfing on these facilities in the form of embedding and implicit denial, we tell ourselves that there is, here too, a sly and inconsistent

cancel culture

at work.

Vincent lamkin

To surf on these facilities in the form of embedding and implicit denial (even though companies have very concrete things to state and that they do not have to be ashamed of what they are and what they do ), we say to ourselves that there is, here too, a sly and inconsistent

canceling culture

at work.

Each era shapes its priorities and dreams, in the light of the utopias it creates and the challenges it faces. This contemporary activism - which out of ease and laziness plots bad apostles of communication, in love with the hollow which sounds loud - caricatures the idea of ​​progress, disavows the past, mixes everything up, breaks continuities and produces the factitious, the artefact, “too good to be true”. This is certainly not the best way to sell the future, to create confidence and to infuse it with healthy complexity.

"

By dint of serving people what they pretended to want (transparency, virtue, good feeling, charity), they seized it, and with it, they cobbled together enough guillotines. craftsmanship for a thousand years of self-managed Terror

”, quips Philippe Muray already in 1992.

Thirty years later, the generalized and radicalized mistrust of the elites, the conspiratorial fervor and the proliferation of minority and violent activism, prove him cruelly right.

Source: lefigaro

All news articles on 2021-10-19

You may like

Trends 24h

Latest

© Communities 2019 - Privacy

The information on this site is from external sources that are not under our control.
The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.