on literature and elitism
February 12, 2014 4:57 PM Subscribe
These days, the idea of being a “good reader” or a “good critic” is very much out of fashion — not because we believe that such creatures do not exist, but because we all identify as both. The machine of consumerism is designed to encourage us all to believe that our preferences are significant and self-revealing; that a taste for Coke over Pepsi, or for KFC over McDonald’s, means something about us; that our tastes comprise, in sum, a kind of aggregate expression of our unique selfhood. We are led to believe that our brand loyalties are the result of a deep, essential affinity between the consumer and product — this soap is “you”; this bank is “yours” — and social networking affords us countless opportunities to publicise and justify these brand loyalties as partial explanations of “who we are”.
This thread has been archived and is closed to new comments