Are we living the new Middle Age?

LNR - La Nouvelle Renaissance is born at the dawn of a new era.

The New Renaissance, an era of questioning contemporary assumptions and preconceptions, of rediscovering original knowledge and wisdom, of reinventing everyday life and the future. An era of social, economic, political and artistic renaissance.?

A new era we've seen before. A new era related to the European Renaissance of the 15th and 16th centuries. A Middle Age period that criticized and abandoned the flaws of its past in order to be born again better.

And as in the past, this New Renaissance has its harbingers.

?In what way are we currently living the new Middle Ages?

01. CRITIQUE

It seems that time passes, but the struggle remains.

?? Just as the Middle Ages of the 5th to 15th centuries were criticized for their wars, religious obscurantism, inequalities and neglect of ancient texts and knowledge.

??? We are now witnessing the criticism of the new Middle Ages, the 20th century, in the shadow of wars, discrimination, ecological disasters and the rise of individualism.

02. RUPTURE

• TECHNOLOGICAL: ??to??

?An effervescence of technological creations born of a major breakthrough, taking humanity into another dimension.

? Gutenberg and his invention of the printing press in 1454, which reshaped the world's cultural landscape by lowering the cost of book production, making reading more accessible, and consequently fostering education.

?? The development of the Internet, initiated in 1969 by the Stanford Research Institute, which, like the printing press, greatly facilitated access to knowledge by networking all the world's computers.?

The influence of these two inventions on the world's technological, social and cultural landscape is so immense that it is still difficult to assess it exhaustively. Thanks to these two inventions, access to education and knowledge has been generalized/democratized in all four corners of the world, and they open up the field of possibilities for other daring inventors.

• GEOGRAPHICAL: ??to??

The opening of the mind is accompanied by the literal opening of the world. The limits of the known world, forged after thousands of years of history, are lifted to reveal a still " untouched " territory, tickling the imagination of free spirits and explorers.?

?? The discovery of America by Christopher Columbus on October 12, 1492 launched a gold rush in the European courts. It was the start of a colonial race for these great powers, each wanting a piece of the pie.

?? ?Space, a land of myths and multiple interpretations throughout the ages, also became a field of exploration within man's reach. The first steps of the discovery of space were taken in the 60s, by Yuri Gagarin, and quickly became, the scene of a race for appropriation. More vibrant than ever, the race continues and the dreams are ever bigger. With new players like Elon Musk and his company SpaceX, the new private engine of the space conquest race, the real discoveries are ahead of us.

From time immemorial, guided by curiosity and the instinct to explore, mankind has done its utmost to navigate these new currents. Going ever further, ever higher, ever stronger.?

• SOCIETAL: ??to??

The history of mankind is the history of its struggles. Every great revolution has been the result of opposition.

??Opposition between intellectuals and monarchical elites during the Renaissance. Thinkers like Rabelais, Machiavelli, Ronsard and La Boétie reflected in their writings the ills of the people, who were illiterate and enslaved, and unable to express themselves.?

?? And the opposition between the people and the economic elites of our time. Proof of this can be found in the great popular movements of the 20th and 21st centuries: the Suffragettes, Hippies, Antifascists, ecologists, feminists, Gilets Jaunes, BLM, and so on.

The wind of change is making itself felt. Change is on our doorstep, and it's up to us to welcome it.

03. IDEAL

A societal, economic, political and artistic renaissance.

? Once lived by subjects, carried by monarchs, though by intellectuals.

?? Now lived by consumers, carried by brands, thought by agencies.

A new Renaissance placing the agency at the center of the brand-consumer relationship.

What position should be adopt to this movement?

Let's accompany this new Renaissance towards our new ideal.

Rather than following this new Renaissance, LNR - La Nouvelle Renaissance has chosen to be its most proud bearer. From spectator to actor, we're making this New renaissance our struggle. But how can we go from eye to hand?

?? Stay connected to discover our brand mission in our next article.

At LNR - La Nouvelle Renaissance, we transform creative, technological and societal disruptions into opportunities for brands. Would you like to join the movement? Find out more about our agency, on our website: https://lnr.agency/