The Hounds of Actaeon: The Magical Origins of Public Relations and Modern Media

In this innovative study, Colombian technology writer Mauricio Loza pursues an intriguing thesis on the origin of psychology and modern media, namely that they arise from the magical arts of the Renaissance, and it is there that we must seek what Ioan Culianu called "the prototype of the impersonal systems of the media, of indirect censorship, of global manipulation and of the trusts that exercise their occult control over the Western masses."

The Hounds of Actaeon takes up Culianu's thesis to trace a history that unites such Renaissance luminaries as Marsilio Ficino and Giordano Bruno with modern thinkers, including Sigmund Freud, Wilhelm Reich, and Guy Debord. It covers a broad historical and intellectual terrain ranging from the Renaissance magic, through eighteenth-century medicine and nineteenth-century psychology, to the propaganda and media warfare of the twentieth century, proving that the modern era, secular in appearance, continues to be profoundly influenced by pre-modern ways of thinking.

The importance of this study is twofold: on the one hand it elaborates a fresh perspective on certain themes of Renaissance erotic magic and its relation to mass psychology and psychoanalysis, while, on the other, it offers an alternative for the study of the media strategies that determine Western worldviews and behaviors.