Theory of the Gimmick
Theory of the Gimmick A provocative theory of the gimmick as an aesthetic category steeped in the anxieties of capitalism.Repulsive and yet strangely attractive, the gimmick is a form that can be…
Specifikacia Theory of the Gimmick
Theory of the Gimmick
A provocative theory of the gimmick as an aesthetic category steeped in the anxieties of capitalism.Repulsive and yet strangely attractive, the gimmick is a form that can be found virtually everywhere in capitalism. Above all, acclaimed theorist Sianne Ngai argues, the gimmick strikes us both as working too little (a labor-saving trick) and as working too hard (a strained effort to get our attention).Focusing on this connection to work, Ngai draws a line from gimmicks to political economy. It comes in many guises: a musical hook, a financial strategy, a striptease, a novel of ideas.
With wit and critical precision, Ngai explores the extravagantly impoverished gimmick When we call something a gimmick, we are registering uncertainties about value bound to labor and time--misgivings that indicate broader anxieties about the measurement of wealth in capitalism.
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