The Irish Post Office has issued a stamp to commemorate the fiftieth anniversary of the death of Ernesto Guevara. This is, presumably, because he was both very famous and had some distant Irish ancestry. It is, however, a rather sinister philosophy that the worth of a man’s work or ideas, or his influence on the world, is much affected, either for the better or the worse, by his distant ancestry.
Guevara’s reputation is, of course, the triumph of marketing over truth and reality. There is probably no resort of mass tourism in the world where Guevara kitsch is not on sale and, one must presume, bought; and in an odd way this is only appropriate, for mass tourism makes lemmings seem like unreconstructed individualists, and Guevara was nothing if not an ardent promoter of mass conformity and unthinking obedience. Like many an adolescent psychopath, as he remained all his life, he dreamed of making mankind anew — not in his own image, exactly, for he thought of himself as a leader rather than a follower, but according to his own far-from-profound ideas of what mankind should be. The triumph of marketing is to have made this apostle of the most complete servitude into an apostle of the most complete freedom.
The triumph of marketing over truth and reality is nothing new, however. To expect people who are trying to sell you something also to tell you the truth, the whole truth, and nothing but the truth is to expect what never did happen and what never will happen. The buyer will always have to beware, no matter what legal protections are put in place for the unwary; the necessity is inscribed, as it were, in human nature itself.
Theodore Dalrymple, “The Way of Che”, Taki’s Magazine, 2017-10-28.
November 9, 2017
QotD: The reputation of Che Guevara proves “the triumph of marketing over truth and reality”
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