robertogreco + primitivism + robrinehart   1

Apple’s Modernism, Google’s Modernism: Some reflections on Alphabet, Inc. and a suggestion that modernist architect Adolf Loos would be totally into Soylent | Works Cited
"These temporal aesthetics, Google’s included, tell us something about the repurposing of modernist style for post-Fordist capital. Modernist style still succeeds in evoking newnesses even when wholly “unoriginal” because it so successfully dehistoricizes.20) That it still totally works, and that it remains congenial to capital in the face of capital’s transformations, hints that we have in modernist ideology a powerful actor.

Consequently, the study of early twentieth-century style can be understood as neither irrelevant nor innocent. The quasi-Darwinian, developmentalist ideologies of Silicon Valley have their correlates in styles that disguise their basic violence as design. Its results are, among other things, political transformations of the Bay Area that seek to do to San Francisco what Rob Rinehart did to his apartment—rely heavily on exploited labor that has been geographically displaced. It imagines people of the future living side by side with people who lag behind—but not literally side by side of course! because the laggards commute from Vallejo. Anyone who isn’t on board with the spatial segregation of the temporally disparate is an “enemy of innovation.” Again, this is actually less about time than about hierarchy. After all, the temporal difference between any two people in existence at the same time is completely made up: it’s an effect of style, which is in turn (if we follow Loos’s logic) a proxy for economic dominance. Time is, so to speak, money."
modernism  nataliacecire  2015  apple  google  siliconvalley  design  economics  atemporality  robrinehart  adolfloos  childhood  primitivism  developmentalism  aphabet  puerility  naomischor  siannengai  power  systemsthinking  displacement  innovation  ideology  californianideology  history  newness  exploitation  labor  segregation  hierarchy  technology  technosolutionism  domination 
august 2015 by robertogreco

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