Article
YouTubing Eudaimoniae? Pachamama, Inspiration, and Manipulation in Platonic and Biblical Rhetorics
Journal of Media and Religion
(2022)
Abstract
Rhetorical functions of media are outlined in the Platonic and Biblical traditions and applied to 2019ʹs “Pachamama” YouTube iconoclepsis (“image-stealing”) controversy. Where post-Enlightenment theory brackets or dismisses spiritual communication, pre-modern frames offer clear heuristics and vocabulary for interpreting mediated religious protest. In reaction to a culture of sophistic manipulation, Plato envisioned ideals approached via cooperative dialectic. Psychogogy, leading souls, requires artists and orators adapting true, beautiful, and good ideals for people in their care. Plato uses a pharmacological metaphor to show how art and public discourse can harm and diminish, or heal and restore, spiritual wellbeing, and social eudaimonia. In contrast to Plato, the Biblical tradition cedes invention to God, whose message is shared with passion and urgency to guide people away from evil toward flourishing. The culmination of prophetic communication is the Incarnation: Jesus gives humanity direct contact with divine truth and light, and upon His resurrection the Holy Spirit inspires missionary outreach. Today YouTube activists engage power dynamics within sacred space and imagery to attempt Church reforms.
Keywords
- Influencer,
- Social Media protest,
- Catholic Art,
- Christian communication,
- Pope Francis,
- Dissident Catholics
Disciplines
- Arts and Humanities,
- Art and Design,
- Interdisciplinary Arts and Media,
- Classics,
- Ancient History, Greek and Roman through Late Antiquity,
- Ancient Philosophy,
- Other Classics,
- Comparative Literature,
- Film and Media Studies,
- Fine Arts,
- Theory and Criticism,
- Latin American Languages and Societies,
- Other Arts and Humanities,
- Other Languages, Societies, and Cultures,
- Philosophy,
- Comparative Philosophy,
- Aesthetics,
- Other Philosophy,
- Race, Ethnicity and Post-Colonial Studies,
- Indigenous Studies,
- Religion,
- Biblical Studies,
- Catholic Studies,
- Christian Denominations and Sects,
- Christianity,
- Ethics in Religion,
- Missions and World Christianity,
- Other Religion,
- Religious Thought, Theology and Philosophy of Religion,
- Rhetoric and Composition,
- Other Rhetoric and Composition,
- Rhetoric,
- Social and Behavioral Sciences,
- Communication,
- Broadcast and Video Studies,
- Communication Technology and New Media,
- Critical and Cultural Studies,
- Gender, Race, Sexuality, and Ethnicity in Communication,
- International and Intercultural Communication,
- Other Communication,
- Social Media and
- Speech and Rhetorical Studies
Publication Date
April 15, 2022
DOI
https://doi.org/10.1080/15348423.2022.2059309
Citation Information
Jon P. Radwan and Benjamin Giffone. "YouTubing Eudaimoniae? Pachamama, Inspiration, and Manipulation in Platonic and Biblical Rhetorics" Journal of Media and Religion Vol. 21 Iss. 2 (2022) Available at: http://works.bepress.com/jon_radwan/64/
Creative Commons license
This work is licensed under a Creative Commons CC_BY International License.