The Diamond Empire. This astonishing documentary investigates how an advertising slogan invented by Madison Avenue executives in 1948 has come to define our most intimate and romantic rituals and ideals. The Diamond Empire, which sent shockwaves through a transnational diamond industry when it first appeared, systematically takes apart a myth that “diamonds are forever”.
It exposes how one white South African family, through a process of monopoly and fantasy, managed to exert control over a global flow of diamonds and change a very way we think about courtship, marriage, and love; an achievement all more stunning given that diamonds are in fact neither scarce nor imperishable. Zeroing in on how “the diamond empire” managed to convert something valueless into one of most coveted commodities in history, this film provides a riveting look at how marketing and consumer culture shape not only global trade and economics, but also our very identities. Although, I’m not a big fan of the BBC as it’s part of the world wide propaganda media network.
However, the Diamond Empire is one of very few gems, pun intended broadcast on this propaganda channel. Is a diamond trade, which is basically completely controlled by two families, De Beers and oppenheimer, enslaving africans? Are diamonds really worth that much or just a manufactured con?
A diamond trade is much more nefarious and complex then just The Diamond Empire documentary, but still a good starting point into a corrupt diamond trade. It’s also interesting that diamonds are allegedly plentiful on planet Earth. Another aspect that might not be well known is what actually takes place to make literally rocks sparkle.
Diamonds are useful besides just rocks to put on your finger after an engagement, wedding, etc. Diamonds can cut glass and are very useful when combined with water to cut certain materials. However, you would not know that by watching ridiculous commercials on TV spewing off about how abstractly valuable they are.
If you want to know more about diamonds, I recommend listening to The Diamond Empire.