Theory of the Gimmick
- Sianne Ngai
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Know about the book -
Theory of the Gimmick is written by Sianne Ngai and published by Harvard University Press. It's available with International Standard Book Number or ISBN identification 0674245318 (ISBN 10) and 9780674245310 (ISBN 13).
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.
