Saturday, April 11, 2009

the WKD craze

As I think I said Rabbiter is only good for pointing out problems. The analysis unfortunately has to be cast into the habitual form of critique. Hence this thing borrows from an institutionalsed culture of critique whose trajectory does not necessarily coincide with the goals and methods of critique per se; but then neither does the culture of everyday life.

Isn't it sufficient to juxtapose the marketing material for the alcopop WKD with the lying apologias for government PFI projects to establish a connection?

There's no mystery as to why people like icepop flavour vodka drinks. The marketing of WKD stands out not because it's original but because it represents an especially egregious example of a trend that's been fairly widespread over the past few years.

It's meant to be a "wicked" drink. People like how its commodified. It isn't marked up with the sticky fingerprints of human activity. Capitalism has subsumed the efficient market and now throws up these products as efficient for their purpose as a cruise missile is to its. WKD is meant to be superior to the previously available and all too human pub drinks, like factory produced lager, because it appears more commodified. You get to participate in a made up imperative that's meant to supercede the always imperfect human capacity to exercise discretion. Participation in a baseless imperative is reimagined as participation in revocable evil: "wickedness", hence the devilry aspect. It is a cynical product that invites you to participate in its cynicism.

An emptied Experience circulates round an Innocence that's meant to have ritualistically subsumed a now generalised pig ignorance.

It is as if Adam and Eve, lead away to a life of perpetual toil, had at least the satisfaction that they could no longer be held up to ridicule by God; or that they were afforded the pleasure of being allowed to refrain from condescending the subsequent inmates in Eden; and Eve with hen night devil horns.

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