In the essay “Utopia as Replication”, Jameson suggests we consider Walmart as an example of how “the most noxious phenomena can serve as the repository and hiding place for all kinds of unsuspected wish-fulfilments and utopian fantasies”. Jameson intends this as a bit of a provocation, but I wonder if Walmart isn’t actually too easy a choice for the “paradoxical affirmation” of “what is most exploitative and dehumanizing in the working life of capitalism”. Walmart’s vastness of scale and remorselessness give it an aesthetic alibi, allying it with a tradition of modernist creative destruction which is likely to be attractive, at least to the sort of people who read Jameson. To really follow through Jameson’s project of unearthing the “utopian impulse”, we need to consider an aspect of capitalism that is not just exploitative but also in bad taste; for a certain strand of contemporary opinion, that would be “twee”, the kind of cutesily-retro faux-petit-bourgeois capitalism of cupcake shops and Cath Kidston.
We need, that is to say, a dialectical appreciation of twee. There is an indie lineage that runs from The Smiths to Keep Calm and Carry On posters, and we need to explain both how it is that The Smiths are David Cameron’s favourite band and how this lineage was the basis of a genuinely oppositional subculture (“twee as fuck”). Tom Gann suggests that the utopian core within twee is “gentleness”, which sounds right, or at least part of the answer, but I want to consider a couple of slightly different aspects, although ones which might end up themselves adding up to a certain type of gentleness. The occasion for my thinking about twee is having recently seen Wes Anderson’s The Grand Budapest Hotel. The film turns out to be in large part a painstaking defence by Anderson of his work, and, because Anderson is often criticised as twee, this defence is also inevitably a defence of twee. Read the rest of this entry »