18 November

One of the things I think Marshall McLuhan made people aware of was that copies make originals. The idea of an ‘original’ doesn’t even exist, until you have copies. Tarde said it, imitation is the heart of all life. Our obsession with the authentic and original in modern times, in music, art, food, lifestyle etc. is largely driven by the increased ability to imitate. Even the search for one true God or one source of scientific truth is driven by the ability to copy. It’s a trap, there is no more authentic life, more authentic music or art or lifestyle. There is no single truth separate to how things are. Fundamentalism is the belief in a more authentic life than the one we’re already living. Copying is life itself.