{"product_id":"theory-of-the-gimmick-aesthetic-judgment-and-capitalist-form","title":"Theory Of The Gimmick","description":"\u003cp\u003eDeeply 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).\u003c\/p\u003e\n\u003cp\u003eWhen 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.\u003c\/p\u003e","brand":"Sianne Ngai","offers":[{"title":"Default Title","offer_id":44959202836527,"sku":"9780674278745","price":1099.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0743\/6428\/9071\/files\/9780674278745.jpg?v=1771071537","url":"https:\/\/lunabooks.in\/products\/theory-of-the-gimmick-aesthetic-judgment-and-capitalist-form","provider":"Luna Books","version":"1.0","type":"link"}