2012, The End of the World: Jamie Metrick

Ah, yet another end of the world panic. Historically, they are almost as old as human civilization itself. About every culture has apocalypse mythology, especially our Judeo-Christian one. Ever heard of a little Christian sect called the Seventh Day Adventists? Throughout their church's history they have sworn the Rapture was nigh about six or seven times -- all wrong of course. The Medieval Vatican would also pull this stunt; predicting the End Times on specific date getting people scared for their eternal souls. And then on Judgement Day, nothing. But oh, how good is God for He has decided to grant us a reprieve! Until next time...

There is a lot of power to be had getting people that scared over the ultimate scary event. For modern people that fear used less for control and more for getting people to shill out cold hard cash. The ad team behind 2012 knew it and thanks to a good viral marketing campaign, they cleaned up big time. So will canned food and bottled water manufacturers. So will people selling 'survival kits' on Ebay. So will the pseudo-scientists who write books on 2012 and give lectures. And hopefully so will the real practicing Mayans who get good tourist revenue. Hey, anyone remember way back nine years ago to a little thing called Y2K? People thought that was the end of civilization. I wonder if those people who spent thousands of dollars on nuclear fallout shelters, have found a good use for them (pool house, rec room?). And then of course there is that multi-million dollar line of Rapture books and movies, The Left Behind series. Damn, those Evangelicals sure know how to market. The end of world, it seems, is quite a cash cow.

No, the world will not end in December 2012. I say this without any hesitation and total conviction. And if I'm wrong it's not like anyone will be around to say I told you so. But there are less grandiose things to worry about. To paraphrase Joyce Carol Oates' wonderful short story, "Apocalypse: A Diptych," the world comes to an end everyday in a thousand little ways we don't even notice.

Email Jamie