"Reputation, reputation, reputation! I lost my reputation! He lost his immortal part, and what is left is animal. My reputation, Iago, my reputation!"
And Iago replies to Cassius:
"To be honest, I thought you had received some bodily wound, it is more important than the loss of reputation." A good voice is a vain and empty deception; it is often gained without merit and lost undeservedly. You haven't lost your good name at all, if you don't publicize that loss."
"If you don't declare yourself a loser," could be the newspeak translation of the last quoted sentence of Iago. So what is one of Shakespeare's most amazing wordplays - in To Othello, and translated by Živojin Simić and Sima Pandurović, who were able to convey it - it becomes, quite simply, a rule of conduct.
In what is now called politically correct natural society - instead of primitive, tribal, backward, underdeveloped, etc. etc. - the well-recognized reputation of each of its members is the basis on which the community rests. As for modern society, if we can talk about society as a society at all, reputation is - on the individual as well as on collective body - a kind of growth of the ego, something like a tumor, the size of which depends on the social visibility of the dignitary.
Because it's in Newspeak reputation management, reputation management, a whole name science, like everything else in that brave new world. Reputation, in short, is something that is built, nurtured, maintained, strengthened and, if it breaks, saved - at any cost. Hence, there is no wonder in the "existence" of digital reputation, image visibility - or do what, which is even a sociological concept, the reputation of management (especially management), honor, the appearance of social reputation or, more often, the reputation of social position, skills, communication...
That's why there is no room for surprise that what they were fighting about under Troy naturally Hector and Achilles bled to death in their culture of shame now, in the seemingly victorious performance of the culture of guilt, it became - reputational capital. In other words, a quantitative rather than a poetic measure of someone real values in a community or in a market, cooperation with others and contribution to the community, something that cannot be directly measured with money but can be paid for from the point of view of the mentioned valued values.
Well, fuck.
