Luke Niebler

Rough Trade.

Luke Niebler
Rough Trade.
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The fabric on my pillow is rough-? Should I buy another pillow? Where?

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“And what rough beast, its hour come round at last,
Slouches towards Bethlehem to be born?”

-W. B. Yeats, “The Second Coming”

 

I think that Yeats’ poem serves as a perfect analogy for your relationship to your pillow—and modernity. Written out of the rubble of WWI, “The Second Coming” vividly expresses the terror of a world turned upside-down by complacency in the face of a materialist ideology. The triumph of capitalism and the growth of a industrial-commercial culture on a global scale had undermined the value of human life and community across Europe, leading the devastating destruction of life and culture in the war. By being fed a steady diet of cheap, identical products, major industrial corporations created a complacent, uninformed populace that was ripe for fascism.

 

Similarly, you seem totally hypnotized by the Spectacle of commercial culture and unable to find the agency to make a simple decision. Instead, you turn to the anonymous hive-mind of the internet to decide on your behalf, while knowing at your core that you have no choice in this decision. Whatever pillow you chose to buy and whatever store you purchase it from is inconsequential; the realities of modern industrial production ensure that it will be the exact same pillow, just in a different color. You will follow the advice of any advertisement, charlatan, or passerby, further fueling the Moloch of Industry. You are helpless, “turning and turning the widening gyre” of consumption and comfort.

 

However, don’t throw away or donate your pillow case; use it as a sackcloth for occasions requiring mortification of the flesh, such as birthdays, funerals, and when your sports team wins the Super Bowl.

Question Source: Yahoo