Monthly Archives: January 2011

At the cutting edge of post-modernism

I am, by and large, in favour of post-modernism. I think the ability to critique western cultural values from within is a good thing.

And then we have this:

“We see the emerging opportunity to ‘snackify’ beverages and ‘drinkify’ snacks as the next frontier in food and beverage convenience,”

– The above is a quote from Pepsi Co’s latest press release.

This, dear friends, is the cutting edge of post-modernism. Leaving aside the appalling mangling of the English language (again, I have the view that linguistic shifts are also, generally, good things). Here we have market research, as it would be, if it were conducted by Jacques Derrida and Michel Foucault. What does a ‘drinkified’ snack actually look like? Probably some amorphous fructose jelly that perfectly embodies Jean-Fran├žois Lyotard’s conception of the rejection of the hegemony of epistemology.

I’m going to drink a beef smoothie and then go to bed. Happy 2011. This is what the future looks like.