Context: Culture/Supermarket, Other

473.1996.a-w

From my short story “The Adventures of Little Willy”

Yet dread flies to sudden rapture when he drops his guard and lets the calling in and follows it where it takes him, to an elaborate, specialized physical world of special preservatives and boosters and enhancers, compounds that only a chemist could understand, all capable of God knows what; a sheer verbal universe with a language unto itself, its own way of spelling the names of its brandz and produx—Huggies, Jell-O, Drano, Nexxus, Gas-X, Durex, Zantac, Ex-Lax, Renuzit, and, at the head of one aisle, a special on Cheez-Its—and its own way of giving special meanings to ordinary words—Pampers, Depend, Resolve, Glad, Glade, Gentle Glide, and Joy—or which frees itself from conventional meanings and creates its own; a whole new culture, or cultures, or a multitude of cultures, with styles ranging from the delicate and floral and herbal to the unabashedly ramped up, with signs and pictures that point in all directions.

Such utter diversity of voices and choices competing freely with each other for his attention, and not just for his but for that of all the faces in the store from around the world and of anyone and everyone everywhere, taking him and them all to some special place, or places, or to seemingly infinite places unto themselves—it is empowering, and exhilarating, and still something else.

But after passing through three aisles of morgue-like freezers filled with packaged foods, he feels a chill and rapture falls to somber reflection.

There lie underneath, he knows, issues of limited resources and delicate balances in nature disrupted, and of labor, of working conditions and status, of distribution of wealth here and across the globe, which, if investigated, would raise many questions. Still, the exuberance is compelling and it is hard not to believe that something would remain after the leveling of such analysis, that there is some whole much greater than the sum of all the parts, or vastly, ecstatically less, or which has nothing to do with parts, a passion that cannot be dissected or suppressed.

What would Adam Smith have to say?

Or Karl Marx?.

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Above picture detail from James Rosenquist painting F-111

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