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"Yes, you get things like that: more logical, very logical, less logical-formally this can only be understood as long as it is meaningless." Advertising and media operate according to the concept of affective logic and the meaningful hunch of "perhaps" escaped from the dual logic, has cast its shadowy sweep onto the scientific discourse, particles of the world became probability functions and matter became symmetry. Not the inclination for poetry but the compulsion for condensed complexity reduction transforms semi-hard facts in to turnkey metaphors and spiralizes the ambiguity of the medial commonplace into the ups and downs of collective unconscious in order to leave its scent there.