Star Wars provides an excellent example: by imbuing his saga with imagery and concepts drawn from mythology, George Lucas was able to reap enormous financial rewards. However, I think one can make almost the opposite point about Star Wars--if mythology and the gods have some independent existence, it's not possible to use them arbitrarily. Someone like George Lucas is acting as a conduit or channel, more like a servant of them, or perhaps a troubadour singing their praises rather than acting as their master.
Actor that's Always in Character? |
Another current example of this view of the gods and mythology is provided by Donald Trump's election campaign. Trump channels the sun god Ra. He provides a vessel for the concepts of Ra by acting them out and being them. Just as people respond positively to Star Wars because it is imbued with solar and lunar imagery and mythological concepts, they respond well to Trump's campaign--but not really to Trump. They respond to his character, that is, Ra.
Another strategy of myth based manipulation that places less demands on the manipulators is claiming descent from the gods. This tactic was employed by rulers of the classical world. Roman senatorial families, for example, claimed divine descent. Julius Caesar claimed a link to Venus. This sort of claim seems logical in a world of patricians and plebs and its systems of patronage.
Finally, the last strategy to consider in this post is pretending to be an intercessor or speaker for the gods. This is something we see all day, every day by myriad people. We see financial analysts attempt to speak for The Economy or to interpret the signs and portends of the Disembodied Math God. We see libertarians sing the praises of The Market (another Disembodied Math God). We see evangelical Christian preachers interpret the meaning of storms or earthquakes. If one's able to institutionalize these gods and hide them in a literal Holy of Holies in a building then it's possible to serve as an official oracle.
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