Theory of the Gimmick: Aesthetic Judgment and Capitalist Form

Sianne Ngai's book "The Gimmick: An Essay on the Work of Art" has been shortlisted for the Christian Gauss Award and named a Literary Hub Book of the Year. It argues that the gimmick, which can be found in art, finance, and everyday life, is a powerful tool of capitalism that works too little and too hard. Ngai explores the gimmick through examples such as literature, video art, and theoretical writings, demonstrating its surprising potency.

Format: Paperback / softback
Length: 416 pages
Publication date: 27 January 2023
Publisher: Harvard University Press

The Christian Gauss Award is a prestigious literary prize that recognizes outstanding works of literature. One of the recent recipients of this award is Sianne Ngai, whose book "The Gimmick" has garnered critical acclaim and has been described as a "masterpiece" by various publications.

In "The Gimmick," Ngai delves into the concept of the gimmick, exploring its various manifestations in art, literature, and everyday life. She argues that the gimmick is not just a superficial or trivial phenomenon but rather a deeply significant and complex element of our cultural and economic landscape.

One of the key themes of "The Gimmick" is the way in which the gimmick functions as a tool of capitalism. Ngai shows how the gimmick is used to commodify and sell products and services, to manipulate consumers, and to perpetuate economic inequality. She demonstrates how the gimmick is used to create a sense of urgency and desire, to distract people from the underlying realities of capitalism, and to promote a superficial and superficial way of life.

At the same time, Ngai also recognizes the strange and seductive nature of the gimmick. She argues that the gimmick comes in many guises, including a musical hook, a financial strategy, a striptease, and a novel of ideas. Above all, the gimmick strikes us both as working too little (a labor-saving trick) and working too hard (a strained effort to get our attention).

Through her meticulous analysis of a range of examples, including 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, and more, Ngai demonstrates the extravagantly impoverished gimmick's surprising power and significance. She shows how the gimmick can be used to challenge and subvert capitalist norms, to create new forms of artistic expression, and to reveal the underlying structures of power and inequality that shape our lives.

"The Gimmick" is a brilliant and thought-provoking book that offers a fresh and insightful perspective on the gimmick and its role in contemporary culture. It is a must-read for anyone interested in aesthetics, literature, and the politics of capitalism.

In conclusion, Sianne Ngai's "The Gimmick" is a remarkable achievement that deserves to be widely read and celebrated. It is a book that challenges our assumptions about value, money, and time, and offers a powerful and nuanced analysis of the gimmick's role in contemporary culture. Through her wit, critical precision, and deep insight, Ngai has created a masterpiece that will continue to inspire and challenge readers for years to come.

Dimension: 235 x 156 (mm)
ISBN-13: 9780674278745