YouTubing Eudaimoniae? Pachamama, Inspiration, and Manipulation in Platonic and Biblical Rhetorics

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.

Acknowledgments

Dr. Giffone is grateful for the continuing support provided as a Research Associate in the Faculty of Theology, Stellenbosch University, Western Cape, South Africa.

Disclosure Statement

No potential conflict of interest was reported by the authors.