From Rituals to Stories

19 November 2010

Friday


A few weeks ago in Take Comfort in Rituals I offered a commentary on the then-current Starbucks slogan that had been emblazoned across their many locations. This “ritual” campaign did not last long, as I noticed that the slogans disappeared not long after I wrote about them. Now a new series of slogans have appeared at Starbucks, and it looks like the marketing team has made the transition from mythology to narrative, as they have gone from promoting rituals to promoting stories.

In so far as a myth (embodied in a ritual) is a special case, a particular example, of a narrative, the passage from mythology to narrative represents a passage to a greater level of generality, and therefore possibly also a connection to the perennial, universal truths of the human condition. And what could a marketer desire more than to establish some connection between a brand and the universal truths of the human condition?

In The Totemic Paradigm I discussed the significant and growing role of narrative theory in many aspects of contemporary thought, from analytical philosophy of mind to psychotherapy. It would not surprise me in the least if someone on the Starbucks marketing team has tapped into this vein of thought, and in so far as popular culture learns from serious scholarship, we are the better for it. George Lucas struggled with his screenplay for the original Star Wars film until he happened upon Joseph Campbell’s The Hero of a Thousand Faces, which provided a template for the schematic science fiction hero story that he then went on to write.

While it may seem cynical or crass for the Starbucks marketing team to expropriate narrative theory for selling coffee — or, rather, selling the experience of drinking coffee — if our experience of coffee can be reconfigured and recast as more of a cultural experience and less of a consumer experience, we are probably the better off for it.

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