riley

“So the Formula One driver has a dual status: he is both an automatic terminal of the most refined technical machinery, a technical operator, and he is the symbolic operator of crowd passions and the risk of death. The paradox is the same for the motor companies, caught as they are between investment and potlatch. Is all this a calculated — and hence rational — investment (marketing and advertising)? Have we here a mighty commercial operation, or is the company spending inordinate sums, far beyond what is commercially viable, to assuage a passion for prestige and charisma (there is also a manufacturers' world championship)? In this confrontation between manufacturers, isn't there an excessive upping of the stakes, a dizzying passion, a delirium? This is certainly the aspect which appeals, in the first instance, to the millions of viewers. In the end, the average TV viewer has doubtless never been aware that McLaren is a flagship for Honda. And I am not sure he or she is tempted to play the Formula One driver in ordinary life. The impact of Formula One lies, then, in the exceptional and mythic character of the event of the race and the figure of the driver, and not in the technical or commercial spin-offs. It is not clear why speed would be both severely limited and morally condemned in the public domain and, at the same time, celebrated in Formula One as never before, unless there is an effect of sublime compensation going on here. Formula One certainly serves to popularize the cult of the car and its use, but it does much more to maintain the passion for absolute difference — a fundamental illusion for all, and one which justifies all the excesses.
In the end, however, hasn't it gone about as far as it can? Isn't it close to a final state, a final perfection, in which all the cars and drivers, given the colossal resources deployed, would, in a repetitive scenario, achieve the same maximum performance and produce the same pattern in each race? If Formula One were merely a rational, industrial performance, a test-bed for technical possibilities, we should have to predict that it would simply burn itself out. On the other hand, if Formula One is a spectacle, a collective, passionate (thoug h perfectly artificial) event, embracing the multiple screens of technological research, the living prosthesis of the driver, and the television screens into which the viewers project themselves, then it certainly has a very fine future.
In a word, Formula One is a monster. Such a concentration of technology, money, ambition and prestige is a monster (as is the world of haute couture, which is equally abstract, and as far removed from real clothing as Formula One is from road traffic). Now, monsters are doomed to disappear, and we are afraid they might be disappearing. But we are not keen, either, to see them survive in a domesticated, routinized form. In an era of daily insignificance — including the insignificance of the car and all its constraints — we want at least to save the passion of a pure event, and exceptional beings who are permitted to do absolutely anything.”
― Jean Baudrillard, Screened Out

“Jean-Paul Sartre wrote that if you are attacked for the same text by both sides in a political conflict, this is one of the few reliable signs that you are on the right path.”
― Slavoj Žižek, Heaven in Disorder

“The crisis consists precisely in the fact that the old is dying and the new cannot be born; in this interregnum a great variety of morbid symptoms appear.”
― Antonio Gramsci, Prison Notebooks

“From morn to noon he fell, from noon to dewy eve, a summer's day; and with the setting sun dropped from the zenith like a falling star.”
― John Milton