The song is about uncertainty one of its lines is literally “the future's not ours to see” why does samsung take it for the future they propose? They make an involuntary philosophical statement. For all the amazing displays shown in the advertising the and finally closing the ad with a multitude of people battling a virtual giant. Curious that this song belong to a Hitchcock movie, a director who pleased in the suspense of the ephemerality of happiness as a preamble to the thriller action. Not tranquilising the fact that the leader in technology tell you “the future's not ours to see”? Is samsung a utopic or dystopic vision? Which interpretation should we take? “What ever will be will be” implies certain determinism about time and future, but also the allure of the ambiguity and uncertainty. Since we do not know, we can guess and venture whatever we want. The world is changing, and many of the cultural ideas we learnt to believe are changing to adapt to the new times, from cloning to virtuality to weather. What was common sense before now is a paradoxical place. What we judged to be barbaric and primitive becomes useful, and we are not sure what to condemn and what to praise. Yes, some things are obvious to us, as the echo chambers show us, but we are not everyone, and for every matter there are many angles you can take. Change is certainly permanent, but in the short span of a human’s life there are certain temporary truths that need to be assumed as stable, and the ones we growth with are now in flux. What is the art humans living in that world will have, in a world of social credit and virtual currencies? What will and what will not change?. What is beyond postmodernism? Or is postmodernism still at its dawn? Only future art historians will tell. We of course, maybe now more than ever, should take a look at the past. Now, is regard to change, it is interesting now to witness first hand how knowledge dissappear. We have seen many times the evolution of styles in different times, seeing the loss of skill and craft from the golden age of a culture to its virtual decadence. That is loss of knowledge. Nowadays many technologies are disappearing so fast that newer generations can scarcely get grasp of them even for general information. I wonder if that is how knowledge has been lost before, from the slow change in the classical sculpture evolving to the more schematic early romanic art. It is astonishing to compare the slow transformation from the chiseled profiles of the emperors of the Antonins to the bold-eyed colossal portraits of Constantine the Great. Is that an evolution of taste or a loss of knowledge?.
One of the most aspects of the future is how it will develop in the way of what will be defined as commonsense, or normal and accepted.