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    Is this a Religious Portrait or An Image  of Conformist Commercial Exploitation?

    July 28, 2025 No Comments

    Is this a Religious Portrait or An Image  of Conformist Commercial Exploitation?

    The “Son of man” is one of surrealism’s most well-known artworks that now propagates through pop culture through its revival in countless comic strips, plays and cartoonish imageries. At the surface level of analysis, the artwork captures a man dressed in an articulate formal attire (Overcoat, red tie and hat) standing in front of grey-bricked wall amidst the view of an endless blue sea that is merged with a dusk-lit cloudy sky. Most notably, his facial features are camouflaged and obscured by a floating green apple whose leaves are unplucked and consequently becomes the explicit indicator of the painting’s surreal character.

    An Algorithm for Artistic Analysis
    To analyse artworks, I use the approach of establishing an artwork’s contextual foundation through acts such as skimming through the artists personal history and linking it with the motifs and design elements used in his paintings. This step also involves viewing the painting through the lens of time: it entails re-examining the historical events, societal structures, and artistic themes that were prevalent during the period when the painting was completed or the era it depicted. These elements serve as crucial sources that help establish the contextual backdrop of the artwork.

    Contextual insights are then fed through a phase in which artworks are scrutinised in search for obscured symbols and stories that are inherent through artistic techniques be it colour, objects, lines, forms or any other artistic elements. Summing individual stories can rebuild a new narrative, culminating in interpretation that re-epitomises the meaning behind the artwork. Through, this analysis I’ve narrowed the results of this algorithm into two broad thematic interpretations on what I believe this artwork portrays and manifests.

    1. Divinity, Curiosity & Jesus’s Portrait
    In René Magritte’s “The Son of Man,” the apple is often seen as a meaningless distracter, drawing the viewer’s eyes away from the man’s covered face. This obscured visage naturally sparks a sense of curiosity and alacrity in the viewer, compelling them to seek the hidden details of the face. This element suggests the inherently curious nature of humanity, always desiring to uncover the ideas and truths concealed behind visible surfaces. Magritte posits that everything we see hides another thing, paralleling the notion that the for instance, the smiling face of a depressed person can conceal his/her deep sorrow or how a sunflower’s pistil is a numerical pattern of a recursive summation of consecutive numbers. The covered face in the painting underscores the totality of thus theme, highlighting humanity’s natural inclination to seek truth hidden behind everyday things which remains integral in all human endeavours be it scientific exploration, philosophical reasoning or artistry itself. Through this lens, Magritte deftly incorporates and integrates the viewer into his artwork, thereby reinforcing his message on human curiosity and its innate inquisitiveness.

    The apple in the painting can also be interpreted through its biblical symbolism. In the story of Adam and Eve, the apple signifies knowledge and power. The title of the painting, “The Son of Man,” ironically refers to a title used for Jesus, which appears 64 times in the Bible and signifies both Jesus and a universal term for humanity. Combining these divine elements, we can see the apple once again as symbolising mankind’s quest for knowledge, striving to uncover meanings concealed beneath the surface.

    Further exploring the divine aspect, “The Son of Man” can be seen as a portrait of Jesus. The title itself is a biblical term frequently associated with Jesus Christ. This connection invites an interpretation that aligns the painting with themes of spirituality and redemption. The apple, reminiscent of the forbidden fruit from the Garden of Eden, symbolises humanity’s fall and the subsequent need for redemption—a role Jesus is believed to fulfill in Christian theology.
    The unplucked leaves on the apple enhance this interpretation. They suggest purity and untouched nature, possibly symbolizing Jesus’ untainted and divine essence. The leaves also emphasise the natural state of the apple, linking it to the story of original sin and the quest for knowledge. Magritte’s surreal style often challenges the viewer’s perception by placing ordinary objects in extraordinary contexts. The apple obscuring the man’s face serves as a metaphor for the hidden aspects of reality. It compels the viewer to look beyond the surface and question the deeper meanings concealed within.

    This interplay of the hidden and the revealed is central to human experience. Just as the apple hides the man’s face, everyday objects and actions often conceal deeper truths. This theme resonates with the idea of spiritual and philosophical exploration, where uncovering hidden truths is a path to greater understanding.

    The apple’s symbolism as the forbidden fruit ties into the human pursuit of knowledge. In the biblical narrative, the apple represents the knowledge of good and evil, and humanity’s insatiable curiosity to understand the world. This quest for knowledge is a fundamental aspect of human nature, driving scientific discovery, religious enlightenment, and intellectual growth. The painting, with its surreal elements and symbolic depth, invites viewers to contemplate the nature of existence and the layers of meaning hidden within the visible world. It challenges us to consider how much of reality is masked and how our quest for knowledge is a journey to uncover these hidden truths.


    2.Conformity, Commercial Exploitation and Frustration
    René Magritte’s “The Son of Man” can be interpreted through multiple lenses, and one particularly compelling perspective is viewing the surreal masterpiece through the eyes of Magritte’s critique of the commercial world. This interpretation examines the tapestry of businesses, trade, and deals explicitly communicated through the man’s formal attire, reflecting the intricate dynamics of corporate life.

    The apple obscuring the man’s face becomes a potent symbol of compliance and conformity. Magritte was known to be critical of societal norms and expectations, and this painting can be seen as a direct commentary on the corporate world’s demand for conformity. In this context, the apple is a tool that obscures not only the man’s vision of the world but also the world’s view of the man. This deliberate concealment represents how corporate systems often force individuals to hide their true selves, including personal preferences, facial defects, or controversial ideas, in order to fit into established norms and standards. This phenomenon, known as conformity, is a psychological process where individuals alter their beliefs and behaviours to align with those of the majority. In the corporate world, this pressure to conform can stifle creativity, individuality, and authenticity. Employees often feel compelled to present a façade that aligns with corporate expectations, which can lead to a suppression of true identity and personal values.

    Despite conformity being largely viewed as a negative force that inhibits our ability to showcase our true selves, it also allows the world to be less complex and more standardized, fostering unified ideas and opinions. However, the dark, gloomy, and dull colours reflected in the background of this artwork suggest that Magritte viewed conformity in a negative light, portraying it as a phenomenon that leads to inner guilt, distrust, dishonesty, and forgery. The faceless businessman epitomizes the loss of personal identity and the emotional toll of adhering to corporate norms.

    This painting also reflects the frustration and commercial exploitation inherent in the corporate world. The man’s formal attire represents the articulate, meticulously crafted image that individuals in the corporate sphere are often forced to maintain. This image is a mask that conceals their true selves, driven by the need to fit in and succeed within a system that prioritizes uniformity and compliance over individuality and authenticity. The apple, then, can be seen as a symbol of the distractions and superficial goals imposed by the corporate world, diverting attention from genuine self-expression and personal fulfillment.

    Magritte’s work invites viewers to reflect on the psychological and emotional consequences of conformity in the business environment. The pressure to conform can lead to a loss of personal integrity and a sense of alienation, as individuals feel disconnected from their true selves. This alienation is further emphasized by the surreal nature of the painting, which blurs the line between reality and illusion, underscoring the disorienting effects of a life lived in constant conformity.

     

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    Written by: Mineka
    Critique Corner My Writing Corner

    Severed Heads, Love Triangles & The Last Supper?: Reinterpreting the Controversies of The Paris 2024 Opening Ceremony An Year Later

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    Severed Heads, Love Triangles & The Last Supper?: Reinterpreting the Controversies of The Paris 2024 Opening Ceremony An Year Later 

    On the night of July 26th, 2024, Paris reunited the world in the spirit of sport by inaugurating the Games of the 33rd Olympiad after four tumultuous years marked by war, geopolitical turmoil and economic calamity which continues to persist. The evening featured a ground-breaking ceremony set along the River Seine, where thousands of athletes sailed past artistic performances and Parisian architectural wonders along a 6-km stretch, culminating at the iconic Eiffel Tower where the ceremonial formalities commenced and the games were declared open. The ceremony featured 6,800 athletes from 205 delegations on 85 boats. Despite the prevailing anxiety surrounding the safety of the event, exacerbated by earlier arson attacks on the French rail network, the ceremony was a resounding success, showcasing a vibrant display of French history, art, and culture, highlighted by surprise performances from Lady Gaga and Celine Dion.

    The Worst Opening Ever?

    Amidst the echoes of awe and wonder that resonated amongst athletes and spectators following the ceremony, many netizens were profoundly disheartened and deeply offended by several of the ceremony’s key performances. These included what appeared to be a re-enactment of Da Vinci’s Last Supper using drag artists, severed Marie-Antoinette heads on the Conciergerie followed by a suggestive love triangle. Outraged individuals took their rage to the comment sections of social media, which quickly waged into a full-on conflict as keyboard warriors in iterative rounds labelled the ceremony as ‘satanic’, ‘a disgrace to western civilisation’ and a ‘gay pride parade’ amongst many other derogatory phrases. The uproar was primarily echoed through socially conservative and right-wing leaning figures including social media influencer Andrew Tate, SpaceX-owner Elon Musk and former president Donald Trump. Against this outcry of negativity, however, French president Emanual Macron, thanked the artists, directors, performers and producers who were behind the ceremony and its superlative organisation having transformed a city into a stage and adapted well to the heavy rain that threatened to disintegrate the ceremony.

    Although I empathetically understand the rage of those offended by the ceremony and their underlying reasons, I believe these reasons are based on flawed evidence and an ethnocentric understanding of French culture and history that has limited them to a very shallow and limited view of the ceremony’s key themes and ideals. Moreover, much of the uproar seemed politically oriented, creating ideological splits and battlegrounds between liberals and conservatives, of which the latter found the ceremony to be a display of ‘wokeism’. For me, these battlegrounds seemed like mere extension to the familiar US culture war and were propagandized in that they illustrated the deep-seated political polarisation of US citizens and its propagation to the rest of the world. In this way the ceremony’s controversies were illustrative of our failure as a society to think critically beyond a visible narrative and extract the inherent substance behind an artistic performance and its underpinnings. They represent our deep-seated attachment to moral circuits and politically-correct spectrums, instilled through institutions like media, politics and religion, that have consequently curtailed our capacity to think beyond the box and our own culture. Hence, it my humble exercise, in this article to decipher the inherent symbolisms of the most memorable and key performances of the Paris 2024 Olympic Ceremony that would hopefully help progress viewers from shallow labels like ‘satanic gay parade’ to more critically-thought and culturally-relativistic perspectives that underscore the core essence of the night’s performances.

    The USP of Paris 2024: Liberation from Stadiums

    France’s commitment to break free from the constraints, norms and constructs that hinder mankind’s capacity to manifest its creativity was instantly evident through its clever choice to not house the ceremony in a traditional stadium. By choosing to move out from the often limited, restricted and circular space of a stadium and extending the ceremony across the city enhanced the creation of a rich visual tapestry that propagated the Olympic Spirit throughout both Paris and the world. Being a record-first in Olympic History, we witnessed a unique parade of nations as Athletes passed the Parisian bridges, museums and gardens on boats that highlighted their presence and their centricity to the Olympic games thereby fostering their sense of belonging to the city that they would call home for the next 16 days. Unlike traditional stadiums, where athletes parade in a hierarchical formation, this method enhanced their visibility as a united team whilst providing ample opportunities to socialise with subsequent teams on boats thus fostering the inherent communal aspect of sport.

    As the boats travelled across the Seine till it reached its terminus at the Eiffel Tower, Athletes and audiences witnessed numerous artistic displays, performances and narratives that punctuated the culture, character and values of Paris against a backdrop of prominent buildings ranging from the Notre Dame, Louvre & Orsay museums and the Conciergerie.  By embedding the city with the ceremony, we can finally recognise that an Olympic ceremony does not have to be limited to a restricted space and is an event that must celebrate the culture of an entire city. Moreover, the act of not using a stadium and extending the ceremony through Paris, maybe in itself a gesture of France’s long-standing value for freedom celebrating how the liberation from pre-ordained constructs can ignite the beauty of all universal creative endeavours. This execution must also be appreciated for its managerial and technical complexities against the added pressure of an endless rainfall, France showcases its relentless ambition and skills in its ability to coordinate such a ceremony from safety needs to timing to its synchronisation with television screens underscoring the hard work needed to pull off such a spectacle. Our gratitude must be directed to the timeless artists, performers, stunts actors, directors and media personnel who covered this ceremony despite its complexity.

    I am confident to say that this ambitious feat of a non-stadium ceremony is the USP of yesterday’s spectacle and has set the bar high for future opening ceremonies which would have to think beyond the box or beyond the stadium in order to truly create a ceremony that would stand against the sheer magnificence, scale and dedication behind the Paris 2024 opening (Side Eye: LA 2028). Beyond the non-stadium concept, in the next few paragraphs I aim to deconstruct the most provocative segments of their ceremony and try to rationalise with their purpose and meaning while also mentioning a few of the memorable and spectacular events of yesterday’s opening.

    The X-Torch Bearer, Children & The Catacombs

    Embedded into the ceremony was a rather peculiar narrative involving a mysterious torch bearer dressed in imperial attire traversing the city and streets of Paris performing stunt acts on rooftops, buildings and the river often leading to the reconciliation of content with performance thus progressing the ceremony and its overall story.  The narrative commenced as French football player, Zinedine Zidane was deterred from carrying the Olympic torch due to a train delay and instead hands it over to 3 children who upon exploring the horrors of the catacombs meet the mysterious man who invites them onto his boat which takes them to Seine where the parade of nations commenced. As a first-time viewer, the entire narrative seemed odd and off, but upon further rounds of reasoning I believe I have coined together a compelling explanation that synthesises the story with the ceremony.

     

    The main symbols in this complex opening narrative are the river, catacombs, children and the x-torch bearer.  The Seine River, flowing continuously, symbolises the ever-present flow of life and time, carrying with it the essence of past civilisations and nourishing the current one. It is the thread that connects all generations, emphasising the pivotal role of rivers and water in shaping human history and being the source of all earthly life forms. Meanwhile the catacombs serve as a sombre yet profound reminder of mortality and the legacy of those who came before us who would have played a foundational role in the development of cities like Paris. Within this underworld, the X-torch bearer in his imperial attire appears to be a prominent figure from this macabre world, particularly reminiscent of Napoleon Bonaparte, a forefather of Modern-day France. As a symbol, he stands for ambition, progress, and the shaping of a nation’s identity providing a link between historical influence and contemporary aspirations. Lastly, the children represent the future, filled with hope, potential, and the promise of new beginnings.

    Their journey through the catacombs, guided by the Napolean amidst lost generations, signifies a rite of passage illustrating the passing of knowledge, wisdom and blessings from one generation to the next where the young absorb the lessons of the past to build a brighter future for the next generation. The children, carrying the torch of previous generations, emerge from the depths of the catacombs into the light of the river, ready to embark on their journey. In this intricate interplay of symbols, the narrative emphasizes the importance of remembering and honouring our past while courageously forging ahead. It is a story of unity, resilience, and the perpetual quest for progress, where each generation builds upon the foundations laid by those before, moving ever forward in the great river of time. This passage through history, guided by the legacy of leaders like Napoleon, empowers them to shape their destiny and contribute to the ongoing story of civilization.

    In no way do I deem my interpretation to be absolute. Olympic Opening ceremonies, like yesterday’s, provide rich visual performances and narratives that embed viewers into them by seeking their critique and interpretation. We have a choice here, we can either interpret it negatively and propagate hate or we can interpret reasonably and seek reconciliation between culture, sport and artistic expression. I seek the latter route and by connecting the symbols of this story I have come to realise that it was more than just an amusing narrative but a true reminder of acknowledging the past as we work towards the future in the spirit of progress. This has been presented to us in an entertaining and peculiar way that I reckon only few would wish to venture deep and see the complex interplay between symbols and humanistic messages. 

    Gojira, Satanism & The French Revolution

    The entire Olympics opening ceremony followed a predictable structure. Having established the connecting narrative at the start, it featured the parade of nations that was frequently interjected with performances and videos depicting French culture, art and history that was played atop bridges and river banks as athletes passed by. These performances would at times be intertwined with the X-torch bearer’s narrative, sometimes in real-time, providing an almost exuberant and animatic presence throughout the ceremony. One interjection, as vaticinated, was a reference to the French Revolution and its purpose in setting forth freedom, equality and brotherhood. It commenced with a quick theatrical performance at The Chatelet from Les Misérables involving the angered masses singing ‘Do you hear the people sing?’ which was quickly followed by a humorous depiction of a beheaded Marie-Antoniette at a window of the Conciergerie, infamously the site of several beheadings during the 1700s. The mere act of embedding the French revolution was crucial underscoring France’s relentless ambition to achieve freedom and sovereignty and the performance that followed was no less different to this message.

    It is here that we meet French band, Gojira, singing “Ça ira,” a song symbolic of the French Revolution, in a hard-rock style, while choir members dressed as Marie-Antoinette adorned the windows of the Conciergerie as an opera singer on a boat sailed alongside the building. This formidable scene, complete with whisps of fire, red confetti and fireworks, powerfully epitomises a rich visual tapestry that proudly depicts the tumultuous and transformative period of the French Revolution.

    The hard-rock rendition of “Ça ira” boldly resonates the rebellion and flaring fury of the revolutionaries, while the Marie-Antoinette costumes in the windows evoke the stark contrast between the monarchy and the plight of the common man. The spouts of fire and red fireworks and confetti add to this visual tapestry by symbolising the bloodshed and sacrifice of both the beheaded and the freedom fighters, underscoring the revolution’s violent but necessary upheaval. Finally, the single opera singer on the boat signifies the dramatic and far-reaching impact of the revolution as it navigated the course of history to spread democratic ideals and freedom. One could even reason, that the ship symbolises the French Navy and its historic supremacy which played a pivotal role in forming the USA, a nation that was built on the ideas of freedom and democracy much like France. Despite conspiracy theories suggesting a satanic agenda, this powerful portrayal serves as a poignant reminder of the revolution’s critical role in shaping modern society. It encapsulates the very essence of the French Revolution—its fight for liberty, equality, and fraternity—and its enduring influence on the ideals of democracy and social justice around the world.

    The Infamous Love Triangle

    Immediately following this bloody yet vibrant tapestry, we witness performers draped in colourful outfits swinging on the Pont-des-Arts (known for lovers locking their love for each other with padlocks) on stilts while a video displayed three youths exchanging non-verbal cues through book titles highlighting key French figures, writers and poets and their bold narratives of love, equality and freedom which culminated in them locking themselves in a bedroom leaving suggestible clues of what is to happen next. As expected, similar to the satanic conspiracies of the previous performance, this act also triggered social media unrest of the supposed sexualisation of the games. However, this is just what the visible cues tell us and to in order to go beyond this narrow perspective we recognise that this performance transcends mere sexuality and is more to with freedom, philosophy and the power of literature in French history.

    The young love triangle, with its growing attraction and dynamic swings, symbolises the complexity and interconnectedness of human relationships and our inherent need to explore each other and our sexuality – a central theme embedded in French philosophy that later translated its way into literature and cinema. Existentialist thinkers like Jean-Paul Sartre and Simone de Beauvoir explored how love and freedom intertwine, with Sartre’s idea of “bad faith” highlighting the inauthenticity that can plague relationships, and Beauvoir’s notion of reciprocal recognition emphasising the importance of genuine connection. Similar of ideas of how freedom to think is akin to the freedom to love have also being explored in French works of literature and new-wave cinema production that exhibit the profound depths of human emotion and the quest for meaning. Love triangles are a radical symbol that would have been used by thinkers, writers and dramatists to highlight the freedom needed to celebrate love and the inherent indecisiveness that plagues humans during a love triangle. As the performers’ attraction culminates in a cliffhanger, we are left with a heart above the River Seine,  beautifully encapsulating the existential belief that love is both a source of profound meaning and a challenge, requiring individuals to navigate the tension between freedom and connection, mirroring the ongoing dialogue within the French intellectual tradition.

     

    Drag Queens & Blue Bacchus in the Last Supper?

    After multiple rounds of performances that delved into French cinema, dance, and music, we were left with perhaps the most provocative one towards the end of the parade of nations. The infamous drag-style recreation of the Last Supper in front of a fashion show concluding with an affluent blue Bacchus dominating the stage. As mentioned, it is up to the viewer to interpret works of art, and as much of the world has chosen, many believe this was an absolute depiction of the Last Supper, leading to instantaneous conclusions of ‘mockery,’ ‘blasphemy,’ and ‘boycotts’ despite representing less than 0.1% of the performances that night. However, if you really know art history, you would realise that the scene depicted was far from the ‘Last Supper’ and was more consistent in depicting Hans Rottenhammer’s ‘Feast of the Gods’. This insight could substantially alter our interpretation, but just for the sake of analysis, If we interpret this performance as the ‘Last Supper’ we reach still reach an ambivalent and unharmful conclusion.

    The drag-style recreation of the Last Supper, culminating with the presence of a blue Bacchus, can be seen as a profound critique of human conflict and its inherent futility. I believe by juxtaposing the sacred imagery of the Last Supper-a moment traditionally symbolizing unity, sacrifice, and reconciliation-with the indulgent figure of Bacchus, the performance underscores the senselessness of human strife. The Last Supper, often associated with themes of betrayal and ultimate sacrifice, serves as a poignant reminder of the devastating consequences of discord and the cyclical nature of violence. In contrast, Bacchus, representing excess and hedonism, highlights the distractions and diversions that lead humanity away from meaningful resolution and peace. This striking combination urges the audience to reflect on the wastefulness of conflict and the importance of pacifism. Drag art in this context is implied as a pacifist symbol that resists conflict and war signifying it humble intent to propagate values of peace and unity as opposed to being a shocker or mockery of religion. Even so, it is an artistic metaphor, the power of freedom of expression in France illustrating its rich history in questioning religion, ideology and school of thought through literature, art and fashion which thereby embodies the intrinsic value of art in allowing an artist to explore humanistic themes in a liberated fashion.  Although the artwork is inherently provocative and deep, in totality, this entire sequence, delivers us a profound message on the futility of human difference be it on the basis of sex, religion, orientation, class or race being a driver for conflict forcing us to question our proclivity for unnecessary quarrels and indulgences, emphasising that the path to a more peaceful world lies in recognizing and overcoming our differences.

    Energetic Youths, Power of Arts & Global Anarchy

    From this point on in the ceremony the messages and artistry of performances becomes much more sinister and graver as it reconciles the current injustices of the world whilst questioning their utility and futility in sustaining the human race. While the fashion show persists atop the Passerelle Debilly bridge, another rectangular boat slides in with youths dancing energetically in a contemporary free-style on a canvas that highlights the world and all its injustices from war, poverty and natural disasters culminating in them dropping dead against a red and bloody screen as the entire city goes dark. I deeply appreciate the energy and vibrancy of these youths to continue dancing against the downpour of rain in an endless fashion without an error signifying their relentless determination and resilience much like France’s ambition pull off such a spectacle. Of course, commenters, looked past their appreciation and labelled the sequence as being akin to Zombie apocalypse which maybe true but our analysis does not stop there.

    This act single handedly symbolises the power of the arts, be it dance or literature, in confronting and challenging the world’s calamities as it has in France all through its vibrant history. The youths dancing energetically on a canvas depicting global injustices-from war and poverty to natural disasters-reflects the resilience and determination of the human spirit in the face of adversity. Their relentless dance, even under a downpour of rain, signifies their refusal to succumb to these injustices, embodying a powerful stance against the suffering and chaos that plague humanity. It serves as a poignant reminder of the unyielding spirit of resistance and the crucial role of the arts in giving voice to and combating these global challenges. The dramatic culmination, with the dancers dropping dead against a blood-red screen and the city plunging into darkness, starkly illustrates the devastating impact of these issues on all aspects of society and is a commentary of the currents state of the world with issues I very well know you maybe aware of. Despite the grim interpretation by some as a zombie apocalypse, the performance ultimately highlights the arts’ enduring power to inspire resilience, provoke critical reflection, and galvanise collective action against the world’s injustices.

    Imagine: A Delicate, Emotional Obituary

    As Paris plunged into a still darkness, I was already sensing the eerie presence of war and other social injustices that still perpetuate the world we live in, just in time for it to be rekindled with one of the best performances of the song of the century, “Imagine” by John Lennon. Sung in a poignant and delicate rendition on an island on the Seine by French songwriter Juliette Armanet, accompanied by pianist Sofiane Pamart, whose piano flared in flames, we were presented with one of the most powerful symbolisms of that glimmering sense of hope and optimism amidst a dark and burning world of war, corruption and injustice. “Imagine,” with its timeless call for peace and unity, resonated deeply with the current state of the world, marred by conflict and inequality. It seamlessly connected with the earlier performances by offering a counter-narrative to the despair depicted through the energetic dance against global injustices, the provocative recreation of the Last Supper, and the relentless pursuit of resilience.

    This rendition of “Imagine” served as a unifying anthem, echoing the Olympic spirit of bringing nations together in harmony and mutual respect. As the flames of the piano flickered, they symbolised the enduring hope that can emerge even from the darkest times. The song’s vision of a world without borders, possessions, or religions dividing us tied back to the themes of equality and fraternity central to the French Revolution and the existential reflections on love and unity showcased throughout the ceremony. It was a reminder that despite the pervasive darkness, there is always a possibility for light, for coming together to imagine and work towards a better world. This performance encapsulated the essence of the Olympics-a celebration of human potential, unity, and the unwavering hope for a peaceful future, transcending the immediate realities of conflict and strife.

    The Saviour Knight

    As I felt the glimmer of hope and light in the dark tunnel of the world, France’s metaphorical message continued. A hooded knight on a mechanical horse, bearing the Olympic flag, began its journey along the Seine, destined for the Eiffel Tower where the formalities were to commence. The knight, cloaked in mystery and purpose, was portrayed as a saviour, a beacon of light and optimism in a world fraught with division and strife. As the horse trotted gracefully along the riverbank, its rider became a living embodiment of the Olympic spirit, carrying with it the capacity of sports to reunite the world.

    The knight’s journey through the heart of Paris symbolised a bridging of past and present, weaving together the ancient ideals of the Olympics with the modern quest for global harmony. The glowing Olympic flag fluttered in the breeze, representing not just a sports competition, but a universal call to transcend national boundaries, cultural differences and ideological divides. As the knight approached the iconic Eiffel Tower, the vision of Pierre de Coubertin, the father of the modern Olympic Games, played out in a series of historical vignettes and his dream of reviving the Olympic Games in the belief that sport could foster peace and unity among nations, creating a platform for mutual respect and camaraderie. As the knight reached the Eiffel Tower, a symbol of French ingenuity and resilience, this vision was realised as flag-bearing Athletes from diverse backgrounds were shown embracing humanity by carrying their flags in the spirit of sportsmanship under the single Olympic flag carried by the knight reconciling and presenting the intrinsic value of sports in its power to unite the world beyond borders and dispositional differences.

    A Perfect End: The Hot Air Balloon Cauldron

    Paris 2024 was not all about satanism, mockery and moral corruption as enraged commenters imply. Their opinions, while welcomed, were simply limited by their narrow perspective in seeing past proactive symbols or celebrating the magnificent humanistic messages that were derived from the acts that followed the parade of nations. As I finished watching the ceremony I was dazzlingly captivated by France’s flawless ability rekindle anecdotes of French culture, history and artistic expression with the values of freedom, equality, solidarity and unity whilst transforming the entire city into an ambient and animate stage of visual tapestries.

    Inventive, Bold and Humanistic These epithets that I believe define this opening ceremony were finally ignited in the final spectacle of the ceremony. The lighting of the cauldron.  As the mysterious X-torch bearer we met throughout the parade hands over the torch back to Zinedine Zidane it was passed through a string of athletes along the river Seine and beyond from Carl Lewis to Rafael Nadal and Tony Parker as they passed through key sites along the 6 km-stretch and relayed through the Louvre. As naive as I was to be still under the impression that the flame would be lit atop the Eiffel tower, I subconsciously knew that the stupefying innovative might would mean this cauldron would not be as simple as that. As one athlete joins the relay after a next, suspense and tension fuelled my psyche until the flame was finally passed onto Olympic champion Charles Coste, the oldest living French athlete at 100 years, who upon gazing at the torch finally offered it to the last torchbearers Teddy Riner and Marie-José Pérec in a way that cyclically reflected the interconnectedness of generations similar to the starting narrative with the catacombs and children.

    The flame was beyond inventive in the form of a gigantic hot air ballon that was invented by Joseph and Étienne Montgolfier during the Age of Enlightment in France itself. The beautiful and unique cauldron floated above the city of Paris finally synthetising and reconciling the bold and creative spectacle of a ceremony that France pulled off from the break-free of stadiums, artistic performances and cultural narratives highlighting the true meaning of being human. The cauldron is also symbolic of all-time mankind’s burning ambition to connect with the skies and launch its flight which is synonymous to the competitive spirit of sport equated with France’s ambition to pull off such a ceremony and its timeless historic significance in inculcating the values of freedom, equality and brotherhood. A Perfect end to near perfect ceremony just in time for Celine Dion to captivate the city of Paris as her voice thundered down from the Eiffel tower to the numerous crowds and athletes leaving me and many in tears of joy.

    CONCLUSION

    Many may label me as biased towards the opening ceremony, but unlike the numerous hate comments that have emerged, I have detailed the logic and rationality behind my appreciation for it. In summary, Paris pulled off a grand spectacle—an inventive and unmatched ceremony on the River Seine that incorporated the entire city through real-time and ambient acts. This ambitious move is worthy of admiration. Furthermore, the focus on the athletes’ experience, exemplified by the boat parade and the act of presenting them to the city, underscores Paris 2024’s hospitable commitment.

    Beyond this, the ceremony was a celebration of sport communicated through French culture, artistry, history, and performance, resonating deeply with Olympic values such as freedom, diversity, equality, peace, and unity. The provocative aspects have left some people angry, but much of this hate is fueled by politically correct agendas, media bias, or ethnocentric and illegitimate views of French history and culture. Those with the critical thinking capacity to venture beyond the visible material and extract the inner substance of these performances are more likely to react favorably to the Olympics.

    To conclude, we, as humans, especially in the current day and context, are plagued by an inability to think critically and realistically. This leads many of us to reach short-term conclusions that are not thoroughly thought out. This is fuelled by our egocentric attachment to self-ideals and our own thinking framework, causing us to react to and demand that things align with our limited perspectives. This year’s opening ceremony has truly tested the limits of human thinking in the 21st century and is a testament to what the future holds. With that said, Paris 2024’s opening ceremony was a resounding success, and I thank every organizer, artist, and performer behind this masterpiece for their ambition and effort to pull off such an inventive and unique ceremony. While this piece has only looked at the most memorable and provocative moments, there is much more that it has missed, from Lady Gaga’s Cabaret to Celine Dion’s comeback and various other mini-performances that adorned the opening.

    This article aimed to inspire readers to think deeper and extract the hidden humanism behind the artistic performances of Paris 2024. By reflecting on the grand spectacle of the River Seine ceremony, the celebration of athletes, and the integration of French culture, I hoped to encourage a more profound appreciation of art and culture. This broader, more inclusive understanding of global expressions invited us to look beyond surface reactions and embrace the deeper meanings embedded in such ambitious and innovative events.

     
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    Guilds, Seals & Symbols: The Medieval Roots of Modern-Day Marketing Copy

    June 28, 2025 No Comments

    Guilds, Seals & Symbols: The Medieval Roots of Modern-Day Marketing

    In the grand tapestry of history, modern-day marketing has its most evident roots in the medieval era, where tools of trade, symbolism, and craftsmanship laid the foundations for the commercial strategies we know and use today. Long before the advent of lavish logos and compelling campaigns, medieval merchants wielded hammers and seals as symbols of authority and trust whilst gently carving their identities into the goods they traded. Medieval societies also demonstrated the power of guilds in their ability to manipulate product, price, promotion, and place as well as the crucial role of marketplaces in forging lasting relationships with customers. Hence, this article briefly explores how medieval guilds, marketplaces, and branding practices served as the foundation for modern marketing principles, highlighting their enduring influence on product regulation, consumer trust and competitive strategies.

    Medieval Guilds: The Incubators of Business, Markets & Labour

    Medieval guilds were essential institutions in shaping both the social and economic landscape of Europe, fostering business activities through structured apprenticeship and quality control systems. They were associations of craftsmen and merchants that collectively formed to propagate the economic interests of its members through mutual aid and support mechanisms. While the guilds were a standard fixture of Medieval Europe, their origins can be traced as far back into the Mesopotamian Age with more direct and evident roots in the Collegia of the Byzantine Era.  Guilds were organised to function as both social and commercial entities and were thereby the engine rooms of business and marketing activities between the eleventh and sixteenth centuries. They were structured around a system of apprenticeship in which young males would be trained under a master for several years, without pay, before becoming a journeyman who worked in the trade in return for wages. Journeymen could become masters by producing a “masterpiece” to demonstrate their skill, and upon acceptance, they gained the right to run their own businesses and oversee the quality of other members’ work.

    Guilds, with their monopolistic control and regulatory functions, played a paradoxical yet pivotal role in early market regulation, influencing the modern-day marketing strategies of product quality, pricing, distribution, and promotion. Their theologically driven, anti-competitive market philosophy demonstrated fluidity as they would usually leverage their monopolised power to restrict competition and regulate prices but at other times, they would consult merchants and drive entrepreneurial activity. In this way their role was almost paradoxical, emulating a combination of modern-day organisations from trade-unions to competition commissions and marketing consultancies. While today, individual firms would conduct their own marketing activities by manipulating the “4 Ps” of product, price, place and promotions, medieval guilds implicitly took control of all these procedures. They took this role by regulating the product quality of its craftsmen, influencing price by setting rates, controlling distribution through regionally monopolising their trade and promoting their goods by building reputation. Thus, guilds were an early, albeit complex, form of market regulation, blending protectionism with promotion to create a stable and thriving commercial ecosystem.

    Bustling Markets & Town Squares: Real-Life Marketing Spectacles

    While guilds were often like the strategy-makers of the day guiding the overall direction of the market and its participants, it was the blacksmiths, vendors and craftsmen that took a dominant role in the day-to-day marketing of their goods within bustling markets and town squares. Similar to today’s department stores, medieval markets followed an organised product layout by allowing similar goods like textiles and food to be placed into specific sections. Furthermore, similar to how supermarkets incentivise you to spend on goods placed at eye level or on aisles, medieval vendors would also compete for specific stations in which spending power was particularly high. For example, fresh produce may be sold at the centre of the market where people would eventually crowd together, and flowers and ornaments would be sold at exits and entrances where discretionary spending was high. This suggests that despite the anti-competitive direction set by guilds, real-life medieval markets were competitive spaces where profitability relied heavily on the customer acquisition skills of the vendors.

    In an age in which mass media was absent from society, haggling, town-crying and visual signage was predominantly used to lure potential customers with price negotiations and bartering being common practice. This suggests that despite the price regulations set by guilds, customer interactions were what determined market prices and were in turn the primary factor that incentivised customer loyalty and relationships. Moreover, evidence also suggests that around the 12th century, French town criers were well known for heading into local pubs and taverns to flog their wares. Often, criers would offer free food samples from wooden casks for people to have a taste of in order to lure customers and build trust. These examples illustrate the genuine attempts used by the marketers of the day to build customer relationships that would eventually translate in the modern world through sophisticated and often digitised customer loyalty programs and reward systems.

    Medieval marketplaces were hubs for cultural and social exchange, where people from all walks of life shared insights and innovations. These characteristics incentivised early merchants and artisans to acquire new customers through simple promotional gimmicks. For instance, in a manuscript by a scribe known as Herneis le Romanceur, he included a note that read: “If someone else would like a book as attractive as this, you can find me in Paris, across the road from the Notre Dame cathedral”. This note served as an early form of advertisement, inviting potential customers to seek out his services by pursuing a peripheral route of communication making. Similarly, a 15th-century scribe in Holland included a message in a copy of the Old Testament, saying: “If you liked this version of the Old Testament, I can also make you a copy of the New Testament.” These early messages show how medieval craftsmen and merchants used personal notes and recommendations to market their work, mimicking the functions of advertising and promotions today.

    Logos & Branding: From Medieval Heraldry to Modern Marketing

    In today’s competitive markets, branding involves unifying product elements into a singlecustomer idea often serving a multi-dimensional purpose. However, in the Medieval Age, branding stood for a singular purpose which was to create trust and confidence into the products traded functioning effectively as a risk mitigator in the minds of consumers. This purpose has been implied through legislative acts such King Henry III’s 1266 laws that required bakers to mark their bread with distinctive symbols to highlight authenticity. These symbols exhibit a preliminary example of trademarks that gradually evolved from being a mere risk mitigator to a complex tool used to enhance product differentiation. Notably, visual symbolism, frequently invoking theological themes and religious figures, was a pervasive strategy in medieval marketing, driven by the widespread illiteracy of the time and the centrality of religion in everyday life. The use of religious imagery proved highly effective in cultivating the trust and credibility necessary to outmanoeuvre competitors and establish authority in the marketplace.

    While the strict guidelines on product uniformity by guilds disincentivised the use of branding, the growth in trade and competitive industries often propelled vendors to utilise symbols to differentiate their offerings and target customer segments. For example, medieval patterns from the French region of Saintonge were known to have hallmarked their pottery with distinctive green glaze alongside intricate geometric patterns to reinforce the luxury appeal and high quality of their products. This represents a deliberate effort by artisans to reposition their products and target wealthier consumers akin to the brand propositions used by luxury giant, Louis-Vuitton, Moët, Hennessy (LVMH) today. Similarly, swordsmiths from Toledo, Spain, stamped their blades with religious symbols that guaranteed strength and durability as well as to promote the region’s comparative advantage towards sword-making. These swordsmiths’ brand aspirations would have been fulfilled as countless Toledo swords were discovered in much of Europe and the Islamic world, indicating the global appeal of their successful brand. Through this narrative, we see the evolution of branding as increasing competition which spurred medieval vendors to establish distinct and individual identities. Consequently these vendors redefined branding from being a mere mitigator of risk to a powerful tool of differentiation.

    Protection of Brand Integrity: From Medieval Counterfeiting to Modern Brand Safeguarding

    Medieval branding practices led to foundational developments in industrial property laws, an early predecessor to the intellectual property and trademark laws that govern the conduct of firms today. These laws were first discussed by Italian jurist Bartolo da Sassoferrato, who, in the 14th century, wrote the first treatise on trademark law. The implication of these laws meant that marks were no longer optional for medieval guilds and artisans as they were monitored by local government in a manner that prevented counterfeit goods. The punishments for selling counterfeit goods in medieval times were severe, reflecting the importance of maintaining product authenticity. In the modern world, protecting brand integrity is equally critical. Brands like Nike and Louis Vuitton invest heavily in intellectual property laws, monitoring counterfeit goods and ensuring that their brand’s quality remains undiluted by imitation products. This modern approach to brand protection builds upon the principles of medieval market regulation, where ensuring quality and preventing fraud were key to maintaining trust and business success.

    As explored through this article, the medieval period laid the groundwork for many of the marketing strategies and practices we use today. While the techniques and connections may extend beyond the middle-ages, they incentivise us to appreciate and acknowledge the humble roots of commercial concepts, like marketing, that are often perceived as products of the industrial age. From the role of guilds in regulating quality and price to the early use of theological symbols and product markers to build trust, the approach to business in the medieval era resonates with activities of modern-day businesses. As we look at the evolution from medieval practices to modern-day marketing, the desire to build trust, establish authority and create consumer loyalty has remained at the core of commercial activity across centuries and is one that accentuates with increasing competition. In this way, this analysis has reiterated the foundational customer-centric philosophy of marketing and how it is grounded in driving value creation and forging lasting relationships with customers.


    Bibliography

    Bastos, W., & Levy, S. J. “A History of the Concept of branding: Practice and Theory.” Journal of Historical Research in Marketing 4, no.3 (2012): 347–368. https://doi.org/10.1108/17557501211252934

    Bosshardt, W., & Lopus, J. “The Economics of World History – Business in the Middle Ages: What Was the Role of Guilds?” Social Education 77, no.2 (2013): 64-67. https://www.socialstudies.org/system/files/publications/articles/se_77021364.pdf

    Callum. “The History of Logos – Where Do They Come From?”Creato. Published April 13, 2023. https://creato.com.au/blog/history-of-logos/

    Duignan, B. “guild | trade association.” Encyclopædia Britannica. Revised 2019. https://www.britannica.com/topic/trade-union

    E. Novak, R. “What is a trademark?” The Law Offices of Richard E. Novak, LLC. Published June 7, 2018. https://www.richardnovaklaw.com/intellectual-property/trademarks/what-is-a-trademark/

    Fisher, M. “The Birth of Branding: Trademarks and Craft Guilds in Medieval Europe.” Medium. Published November 18. https://medium.com/@martinifisher/the-birth-of-branding-trademarks-and-craft-guilds-in-medieval-europe-8ff9f413432e

    Hill, S. S. “History of the Quality Management System.” Arena. Published June 22, 2022. https://www.arenasolutions.com/blog/history-of-the-quality-management-system/

    Jam, C., & Tallobre, J. “A short history of brands: from Antiquity to the present day.” Dépôt De-Marque.com. Published October 4, 2018. https://depot-de-marque.com/en/a-brief-history-of-brands-1/

    McCracken, G. “Medieval Marketing.” Harvard Business Review. Published October 20, 2011. https://hbr.org/2011/10/medieval-marketing

    McIntosh, M. “Medieval Marketing; Advertising Techniques from the Middle Ages Still Used Today.” Brewminate: A Bold Blend of News and Ideas. Published August 14, 2023. https://brewminate.com/medieval-marketing-advertising-techniques-from-the-middle-ages-still-used-today/

    Mcquarrie, E. F., & Phillips, B. J. Visual branding: a rhetorical and historical analysis. Edward Elgar Publishing, 2016.

    Medie World Warehouse. “Medieval Marketplaces: A Glimpse into the Past.” MedieWorld. Published November 5, 2023. https://medieworld.com/blog/medieval-marketplaces-a-glimpse-into-the-past/

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    Written by: Mineka
    Critique Corner My Writing Corner

    Ryanair, Duolingo and More: Is there a business case for Unhinged Social Media Marketing?

    June 24, 2025 No Comments

    Ryanair, Duolingo and More: What are the Principles of Unhinged Social Media Marketing?

    Among the many evolving dimensions of modern-day marketing, social media engagement continues to reinvent itself as brands reshape their strategies, tools and narratives in response to the fiercely competitive global marketplace. Today, social media engagement has transcended traditional broadcasting to become an interactive, real-time dialogue – one that demands authenticity, agility and an intuitive grasp of the human experience behind the its many metrics. Within the seemingly congested space of social media engagement, a few brands have boldly rejected conventional norms, giving rise to a new, audacious genre of marketing known affectionately as “unhinged” or “chaotic” marketing. While this emerging approach still remains largely under-theorised within the world of academia, its presence is both conspicuous and compelling as brands like Ryanair, Duolingo and Scrub Daddy storm the internet with their ingenious tactics. What is Unhinged Marketing? And what seems to be its principles? In this article, I aim to demystify the phenomenon of unhinged marketing and propose what I believe are the five defining principles that underpin its practice.

    Principle 1: Speak the Language of the Internet 

    One unifying trait amongst the brands that do excel at unhinged social media campaigns is their fluency in the language of the internet. To some, this phrase is synonymous to Gen Z slang but to a brand it should mean more than just a dictionary of trendy vocabulary. While slang is certainly a core tenet, the language of the internet is something more holistic – It is a cultural pulse constituting a shared rhythm of humour, references and tones evolving daily across online communities. It is having an intuitive grasp of this intricate language that enables brands to communicate in a way that feels digitally native and appropriate to engage in further unhinged campaigns. But what does it mean to have an intuitive grasp of such an abstract language? It means proactively acting on trendy internet phenomena and seeking a creative pathways to insert your brand into it. Ryanair, the infamous Irish airline previously known cheap flights and reckless landings, is now among the favourites of unhinged marketing. Using platforms like TikTok, Ryanair exemplifies its digital fluency by leveraging greenscreens and face filter tools to personify its planes into snarky, meme-ready characters that deliver sarcastic commentary on delays, customer complaints and prices. Consequently, engaging audiences with native platform features like filters, greenscreens, and viral sounds has become a common entry point for many brands breaking into the unhinged marketing space—serving as a digital handshake that signals relevance, humour and cultural fluency. 

    Principle 1: Speaking the Language of the Internet (Ryanair capitalised on the trendy nature of greenscreen filters and inserted its brand to create an unhinged tool that has become the face of the airline)

    Screenshots of Ryanair's TikToks

    Principle 2: Prioritise Entertainment over Promotion

    Once a brand becomes fluent in the language of the internet, its social media strategy shifts from promotion to pure entertainment. It is observed that traditional social media campaigns often systematically manipulate elements of AIDA formula leading to polished visuals, reels and interactive media designed to convert passive viewers into active consumers.  In contrast, unhinged  campaigns subvert this logic entirely by curating entertaining content that cultivates a cult-like following that propagates brand awareness organically across digital platforms. Notably, each brand pursues this goal differently plethora of unique tactics. For example, Scrub Daddy, the smiley-faced sponge brand born from Shark Tank brilliantly leverages anthropomorphism by giving its sponges exuberant personalities that play out in quirky, offbeat skits. These skits often depict humorous, relatable scenarios that resonate with audience who are on the desperate lookout for lighthearted distractions during their scrolling sessions. In essence, Principle 2 states that unhinged content isn’t about pushing a product—it’s about pulling in an audience by carving out a distinct, entertaining niche in the digital landscape that ultimately becomes synonymous with the brand.

    Principle 2: Prioritise Entertainment over Promotion (Scrub Daddy exploits the power of anthropomorphism by featuring its sponges as vibrant characters dramatised in a quirky skit)

    Let him retire please @Scrub Daddy #scrubdaddy #tired #funny #crusty | TikTokHow to Revive A Scrub Daddy | TikTok

    Scrub Daddy Funny Video | TikTok

     

     

     

     

     

     

     

     

    Principle 3: Embrace Absurdity 

    One of the more philosophical tenets underpinning unhinged marketing is its wholehearted embrace of absurdity in all its existential glory. But what does absurdity really mean? In the metaphysical realm of philosophy, absurdism refers to the  dissonance experienced by humans in their fundamental search for meaning within a universe deprived of rationality. Distilling this complex concept to the realm of marketing, absurdism translates to brands abandoning rigid logic in favour of embracing the bizarre, the surreal and the wildly unpredictable facets of human experience. While this principle isn’t always explicitly acknowledged, it lies at the core of many unhinged campaigns, fuelling their offbeat charm and chaotic allure. Few brands embody this better than Nutter Butter – This American cookie brand has become notorious for its unfiltered absurdist content ranging from distorted, high-contrast videos to anthropomorphised cookies in deeply unsettling scenarios. With erratic dancing, disjointed humour and a tone that bridges the line between comedy and chaos, Nutter Butter invites both confusion and curiosity. Its content is deliberately deranged to not just explain or persuade but to mesmerise and mystify earning its viral traction across platforms like Instagram and twitter.

    Principle 3: Embrace Absurdity (Nutter Butter used anthropomorphised cookies in unsettling, unpredictable and absurd scenarios to create shock value and draw in netizens)

    Nutter Butter's TikTok Account is Freaking The Internet Out

    Principle 4: Transform Failures into Humour Narratives

    One of the primary anxieties for brands operating within the social media space is the lurking threat of reputational damage following single negative interaction. It is empirical that a single negative review, viral complaint or misunderstood message can easily spiral into a full-blown PR crisis. However with an established space of unhinged marketing offers a surprising escape route. By leaning into controversy and reframing service flaws as punchlines rather than problems, brands can defuse criticism and turn potential backlash into viral engagement. Ryanair exemplifies this brilliantly. Where customers once associated the airline with windowless seats, a basket case of mini charges, rough landings and questionably dry Irish butter sandwiches with a strand of lettuce, Ryanair has instead rebranded these pain points into comedic assets. Through self-deprecating humour and meme-worthy content, the airline owns its flaws and uses them as fuel for engagement. One standout example involved widespread social media complaints about a particular windowless seat—famously known as Seat 11A. Rather than ignoring or defending the issue, Ryanair doubled down by launching a cheeky podcast using its creative filters featuring “Seat 11A” as a fictional guest, discussing its “experience” of being a “window seat without a view.” By acknowledging criticism through satire, Ryanair not only humanised the brand but cleverly diverted the narrative, turning frustration into an entertaining spectacle for netizens to laugh to.

    Principle 4: Transforming Failures into Humour Narratives (Ryanair capitalised on the trendy nature of greenscreen filters and inserting its brand to create an unhinged tool that has become the persona of this brand)

    How Ryanair's Most Hated Seat 11A Went Viral After Air India Miracle Survivor | Viral News - News18

    Principle 5: Respond, Engage and Respond!

    Finally, the defining principle of unhinged marketing is indisputably the commitment by such brands to relentless engagement. Brands must continuously respond not just for customer service, but for spectacle. Unlike traditional brands that treat comments as transactional, unhinged brands dive headfirst into the comment section, using it as a stage to further their clever tactics. This is especially evident in Duolingo’s approach. Rather than dodging criticism or hiding behind polished PR language, Duolingo embraces every opportunity to respond with humour, menace or absurdity – often turning a simple comment into viral content. For instance, users who admit to skipping language lessons are met with cheeky threats like “Your streak ends, your life ends,” or “We’re outside your house.” These replies, while clearly exaggerated, contribute to the brand’s unhinged, ever-watchful mascot persona. Duolingo also frequently responds to comments from other brands, continuing the chaos with perfectly timed roasts or surreal humour.  Each response reinforces its identity and deepens the sense of community among followers, who now engage not just to consume, but to provoke a reaction. Through this principle, unhinged marketing becomes a two-way act — reactive, responsive and always ready to turn any interaction into entertainment.

    Principle 5: Respond, Engage and Respond! (Duolingo is infamous for its humorous and regular replies to comments on Instagram and TikTok)

    How the Comment Section became Duolingo's new Push Notification

    Conclusion: Is Unhinged Social Media Engagement for everyone?

    Although this article has not thoroughly explore the success of unhinged social media marketing, it is still not a one-size-fits-all strategy. As we have explored through our 5 principles, unhinged social media marketing demands a brand to understand the language of the internet and entertain netizens by embracing absurdity amidst flaws and frequently responding and engaging it followership. Whether unhinged marketing is technique for every brand is a question that returns to basic marketing fundamentals – value propositions, segments and targets. Brands like Duolingo, Ryanair, and Nutter Butter thrive because they understand their audience and fully commit to the bit. But for more conservative or highly regulated industries, such tactics can easily backfire. Unhinged marketing is high-reward, but also high-risk strategy – a misstep can appear tone-deaf or damage credibility. In a complex world like todays, it is difficult to picture a major petrol brand or designer brand embrace the concept of unhinged marketing. Nevertheless, unhinged engagement works best for those bold enough to abandon polish and embrace the unpredictable nature of online communities.

     
     
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