Cultural critics generally place themselves at a distance from material culture. They may critique the world, but they don’t seem to inhabit it.
But why shouldn’t those of us who parse culture also celebrate it — acknowledge that we make choices all the time about the clothes we wear, the food we eat, the furniture we put in our homes? Why shouldn’t we, in other words, make recommendations regarding products and services that we think are unique, useful, or otherwise commendable?
“We’re IN society, aren’t we, and that’s our horizon?” as Henry James put it. In a consumer society, we want reliable recommendations regarding products that can improve our lives. At the same time, we tend to be suspect of product endorsements. We are aware that advertisers will use whatever means they can to sell — from testimonials by famous people to ingenious product placements to the incorporation of skepticism itself into their messages (i.e. couturiers who stitch “waist of money” into their garments). But if someone like myself, who has experience deconstructing culture, sets out to explain the value of a product, shouldn’t that carry weight? I realize, of course, that this could be seen as a more sophisticated advertising ploy, but that’s the mise en abyme of salesmanship and a risk you have to take.
More… “This Product Will Change Your Life”