Theory of the Gimmick : Aesthetic Judgment and Capitalist Form, Paperback by Ngai, Sianne, ISBN 0674278747, ISBN-13 9780674278745, Like New Used, Free shipping in the US Acclaimed critic Sianne Ngai theorizes the gimmick as an aesthetic category reflecting the fundamental laws of capitalism. Gimmicks make promises of saving labor and increasing value that we distrust but also find attractive. Exploring the use of this form, Ngai shows how its aesthetic dissatisfactions reflect deeper anxieties about capitalism.
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