Repetition W/o Difference (Costco Sublime)

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Kosher meat, Halal pork, Greek yogurt. Rather awesome, going into Costco is like walking through a photograph by Andreas Gursky. Milk, meat, fresh produce, condiments, and just about anything else. Stacked and warehoused from ceiling to floor, the boxed-in and sharp logo-design aesthetic opens the eye out into what looks like a field of endless repetition, with no significant difference to distinguish internally one object from another. It’s the same thing in bulk quantity. Somehow, I managed to take these digital shots without showing a single living soul. I like this kind of big consumer capitalism. Pragmatic and cheap, it works for me. Mathematically sublime, it brightens the eye.

About zjb

Zachary Braiterman is Professor of Religion in the Department of Religion at Syracuse University. His specialization is modern Jewish thought and philosophical aesthetics.
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3 Responses to Repetition W/o Difference (Costco Sublime)

  1. I truly enjoy reading your blog but I am surprised that you say “Kosher meat, Halal pork…” Pork can never be Halal.

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