
I was talking to KW today about how I saw a sneak preview of the new James Bond movie (which was really good, and Daniel Craig makes an excellent JB, and, according to my spouse, it quite easy on the eyes), and we got around to the concept of “hype.” Because I also saw BORAT recently (which was really good, too), and I was told by some work friends that it was being “hyped” as “the funniest comedy ever!”, and was this too much “hype”?
So basically anything that has ever been widely advertised (which, last I heard, is our primary method of communication in the modern world) is being “hyped”, presumably because all the advertisements use the most positive quote they can find. But what exactly are they supposed to use? Negative quotes? Long, reasoned arguments balancing the good and the bad with an an art object’s context in cultural history?
And these “hype” people always end up going “Man, it wasn’t as good as the hype” or “It’s not worth all the hype” as a way of putting things down, some things that, to my mind, are actually quite good. (Like, say, last year’s movie THE WEDDING CRASHERS, which became super popular). Which means they are basically saying “I feel cheated because I read and absorbed the large amounts of primarily positive advertising media that I am surrounded by, actually believed this information to be true, worked myself into a over-exciteable state of anticipation, and was led to an inevitable disappointment and am now disenchanted with the world that I myself created by my own gullibility.”
I hate that.
Which reminds me–just about everyone I’ve ever met who complains about “hype” are also the same people who, when you mention something that isn’t “hyped” (or just not hyped quite as much, since they can’t afford to blanket the media), such as an arthouse movie like “THE QUEEN”, or a music performer that isn’t Bono, or a writer that isn’t John Grisham, something that professional critics would consider to have “real” “quality”, (based on, oddly enough, long, reasoned arguments balancing the good and the bad with an art object’s context in cultural history), the “hype” hater will say “Huh–I’ve never heard of that” and move on to the next large-scale hype. End of story.
I hate that, too.