Wednesday, July 05, 1995

Future

WE ARE on the extreme promontory of ages! Why look back since we must break down the mysterious doors of Impossibility? Time and Space died yesterday. We already live in the Absolute for we have already created the omnipresent, eternal speed," wrote Filippo Tommaso Marinetti in his Futurist manifesto.

Despite the sound of things, Marinetti had not just spent an eye-hollowing night chasing hot links on the World Wide Web. He had instead been driving his 1908 automobile (without due care) through the streets of the industrial city, when he was struck, rather forcibly, by the notion that the future had apparently arrived at some point during the previous afternoon.

Though the Italian Futurist experiment ended rather tragically, (a celebration of the joys of the first World War led to a significant cull of Futurists, while a later flirtation with Fascism proved equally misguided) the shoots of the movement seem to have broken again, through the concrete of ages. Futurism, with its orgiastic embrace of speed and technology, has come to take up ever increasing amounts of radio, television, books, newspaper and, magazine space.

Leonard Cohen got in early on this current nouvelle vague of futurism. In the typically chirpy title-track to his 1992 album, The Future, (which Oliver Stone uses over the final sequence of Natural Born Killers) he demanded that the we "take the only tree that's left / and stick it up the hole in your culture" before announcing: "I have seen the future, baby; it is murder." Since then, however, scepticism (excluding the odd rant about "cyberporn") has gradually been banished from the future.

Of all contemporary soothsayers, none has received more rapt attention for his visions than Bill Gates. Bill's messages typically involve the kind of rhetoric that would make a medicine show doctor blush: "I think the future is irresistible and doesn't need a salesman" he told GQ readers recently. But despite such disingenuous sleight of hand, Gates wields the future like a weapon. Microsoft's rumoured tactic of announcing imaginary future products -"vapourware" to attack products in development by other companies, is the parry of a consumate future warrior.

Negotiating the gap between "now" and "the future" has always been a staple of advertising for technology. Successful advertising in this area depends on collapsing the distinction between the two, turning every product into a tiny time machine. Phillips epoch-marking slogan, "tomorrow's technology today" perfectly captured what the consumer of electronics demanded - little, glowing, black bricks of future, available at a high-fi shop near you, now.

Taking account of the popularity of the future, the German government has appointed a "Minster for the Future," Dr Jurgen Ruttgers. For our great journey towards the ever receding future, Ruttgers will obviously be awarded a passenger seat alongside Leonard Cohen and Bill Gates while, at the wheel, with a wired sparkle in his dilated pupils, will be Mannetti. Wake me when we get there.

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