We live in the era of Fiction Capitalism a term coined by Vicente Verdú, a Spanish writer, journalist and economist. Joan Fontcuberta in his book Pandora’s Camera best describes this era. To paraphrase him, essentially we live in a time when we’ve moved from marketing of physical objects to marketing of fictions, illusions, and most of all images. It is the time when images make up the foundation of our existence.
And at heart of that image (the general impression that a person, organisation, or product presents to the public) building is an image (the photograph). Since everyone is creating a ‘curated’ view of their image using images, needless to say, the later itself is getting more fictional.
This is where it gets confusing for me. And this post is about that confusion – should I go for this or that.