Theory of the Gimmick

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.

Criticul apreciat Sianne Ngai teoretizeaza trucul ca pe o categorie estetica care reflecta legile fundamentale ale capitalismului. Trucurile fac promisiuni de economisire a fortei de munca si de crestere a valorii in care nu avem incredere, dar le gasim si atractive.