Theory of the Gimmick: Aesthetic Judgment and Capitalist Form

Theory of the Gimmick: Aesthetic Judgment and Capitalist Form

by Sianne Ngai
Theory of the Gimmick: Aesthetic Judgment and Capitalist Form

Theory of the Gimmick: Aesthetic Judgment and Capitalist Form

by Sianne Ngai


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Christian Gauss Award Shortlist
Winner of the ASAP Book Prize
A Literary Hub Book of the Year

“Makes the case that the gimmick…is of tremendous critical value…Lies somewhere between critical theory and Sontag’s best work.”
Los Angeles Review of Books

“Ngai exposes capitalism’s tricks in her mind-blowing study of the time- and labor-saving devices we call gimmicks.”
New Statesman

“One of the most creative humanities scholars working today…My god, it’s so good.”
Literary Hub

“Ngai is a keen analyst of overlooked or denigrated categories in art and life…Highly original.”

“It is undeniable that part of what makes Ngai’s analyses of aesthetic categories so appealing…is simply her capacity to speak about them brilliantly.”

“A page turner.”
American Literary History

Deeply objectionable and yet strangely attractive, the gimmick comes in many guises: a musical hook, a financial strategy, a striptease, a novel of ideas. Above all, acclaimed theorist Sianne Ngai argues, the gimmick strikes us both as working too little (a labor-saving trick) and working too hard (a strained effort to get our attention).

When we call something a gimmick, we register misgivings that suggest broader anxieties about value, money, and time, making the gimmick a hallmark of capitalism. With wit and critical precision, Ngai explores the extravagantly impoverished gimmick across a range of examples: the fiction of Thomas Mann, Helen DeWitt, and Henry James; the video art of Stan Douglas; the theoretical writings of Stanley Cavell and Theodor Adorno. Despite its status as cheap and compromised, the gimmick emerges as a surprisingly powerful tool in this formidable contribution to aesthetic theory.

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Product Details

ISBN-13: 9780674245310
Publisher: Harvard University Press
Publication date: 06/16/2020
Sold by: Barnes & Noble
Format: eBook
Pages: 416
File size: 44 MB
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About the Author

Sianne Ngai is Andrew W. Mellon Professor of English at the University of Chicago. She is the author of Ugly Feelings and Our Aesthetic Categories: Zany, Cute, Interesting, winner of the Modern Language Association’s James Russell Lowell Prize. Her work has been translated into multiple languages.

Table of Contents

Cover Title Page Copyright Dedication Contents Introduction 1. Theory of the Gimmick 2. Transparency and Magic in the Gimmick as Technique��������������������������������������������������&# 3. Readymade Ideas������������������������� 4. It Follows, or Financial Imps��������������������������������������� 5. Visceral Abstractions������������������������������� 6. Rødland’s Gimmick��������������������������� 7. The Color of Value: Stan Douglas’s Suspiria����������������������������������������������������& 8. Henry James’s “Same Secret Principle" Notes������������ Acknowledgments���������������������� Index������������

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