Media, Technology, and Globalization: The New Gods of American Society in Neil Gaiman’s American Gods

Neil Gaiman’s American Gods (2001) presents a complex allegory where ancient deities clash with modern gods born from contemporary obsessions. This research examines how Gaiman’s new gods—Media, Technical Boy, and Mr. World—function as critical emblems of societal transformation in America, symbolizing the shift from traditional belief systems to consumer-driven worship. Through textual analysis and engagement with scholarly discourse on mythology, technology, and cultural theory, this paper argues that Gaiman employs these deities to critique the hollowness of modern forms of devotion. Media embodies the elevation of entertainment and celebrity to objects of worship; Technical Boy represents the uncritical veneration of technology; and Mr. World personifies the homogenizing forces of globalization. Together, they illustrate how contemporary society has replaced transcendent spiritual values with shallow consumption. This analysis reveals American Gods as not merely a fantasy narrative but a profound commentary on the commodification of belief in twenty-first-century America, offering insights into the spiritual and cultural costs of modernity.