Recentemente o escritor Keith Ridgway escreveu um artigo bem interessante na The New Yorker, sobre o trabalho do autor e o papel da ficção na sociedade e na vida das pessoas. Se eu fosse você, eu lia inteiro, nesse link.
Mas, caso esteja com preguiça, esses dois parágrafos que eu selecionei já bastam para uma boa reflexão:
And I mean that—everything is fiction. When you tell yourself the story of your life, the story of your day, you edit and rewrite and weave a narrative out of a collection of random experiences and events. Your conversations are fiction. Your friends and loved ones—they are characters you have created. And your arguments with them are like meetings with an editor—please, they beseech you, you beseech them, rewrite me. You have a perception of the way things are, and you impose it on your memory, and in this way you think, in the same way that I think, that you are living something that is describable. When of course, what we actually live, what we actually experience—with our senses and our nerves—is a vast, absurd, beautiful, ridiculous chaos.
So I love hearing from people who have no time for fiction. Who read only biographies and popular science. I love hearing about the death of the novel. I love getting lectures about the triviality of fiction, the triviality of making things up. As if that wasn’t what all of us do, all day long, all life long. Fiction gives us everything. It gives us our memories, our understanding, our insight, our lives. We use it to invent ourselves and others. We use it to feel change and sadness and hope and love and to tell each other about ourselves. And we all, it turns out, know how to do it.
E não é?
Agora, trazendo um pouco mais pra realidade do publicitário, fico pensando que as marcas, e tudo aquilo que conhecemos por "branding", também não deixam de ser peças de ficção. E, vejam bem, essa constatação é feita sem juízo de valor.
Ficção aqui não necessariamente significa que estamos enganando os consumidores, embora muitas vezes isso seja verdade. Estou falando da Ficção com F maiúsculo (se é que isso existe). Aquela que ajuda as pessoas a significarem os fatos. E, nesse sentido, nos ajuda a significar aquilo que consumimos, seja um produto, um serviço, uma causa etc.
E algo me diz que nossas vidas seriam bem mais chatas sem essas coisas...
Tudo que vivemos é ficção. Tudo é discurso, construção do discurso, história. Nem entro no mérito da "verdade" e do "real", mas mudar a perspectiva sobre o que lemos, ouvimos, experimentamos é sadio. Freud, Heidegger, LeGoff e tantos outros falaram sobre a ressignificação das memórias e as narrativas que criamos, distorcendo o que lembramos, redesenhando os fatos que são sempre entidades dançantes, variantes e o Ridgway ilustra perfeitamente isso. Talvez isso angustie profundamente muita gente, mas essa mutabilidade é a salvação de muitos. Ótima sugestão de leitura, Bruno!
ResponderExcluirParticipe mais com comentários como esse. :)
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