The Pervert's Guide to Ideology Page #3

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a weird, perverted duty.

The paradox of Coke is that

you are thirsty -

you drink it but,

as everyone knows,

the more you drink it

the more thirsty you get.

A desire is never simply

the desire for certain thing.

It's always also a desire

for desire itself.

A desire to continue to desire.

Perhaps the ultimate

horror of a desire is

to be fully filled-in, met,

so that I desire no longer.

The ultimate melancholic

experience is the experience

of a loss of desire itself.

It's not that in some return

to a previous era

of natural consummation

where we got rid of this excess

and were only consuming

for actual needs -

like you were thirsty,

you drank water, and so on.

We cannot return to that.

The excess is with us forever.

So, let's have a drink of Coke.

It's getting warm.

It's no longer 'The Real Coke'

and that's the problem.

You know, this passage from

sublime to excremental dimension.

When it's cold, properly served,

it has a certain attraction -

all of a sudden

this can change into sh*t.

It's the elementary dialectics

of commodities.

We are not talking about

objective, factual properties

of a commodity. We are talking

only here about that elusive surplus.

'Kinder Surprise egg'.

A quite astonishing commodity.

The surprise of the 'Kinder

Surprise egg' is that

this excessive object,

the cause of your desire

is here materialized.

In the guise of an object -

a plastic toy which fills in

the inner void

of the chocolate egg.

The whole delicate balance

is between these two dimensions:

what you bought, the chocolate

egg, and the surplus -

probably made in some Chinese

gulag or whatever -

the surplus that

you get for free.

I don't think that the chocolate

frame is here just to send you

on a deeper voyage towards

the inner treasure -

the, what Plato calls the 'Agalma'

which makes you a worthy person,

which makes a commodity

the desirable commodity -

I think it's the other way around.

We should aim at the higher goal,

the gold in the middle of an object -

precisely in order to

be able to enjoy the surface.

This is what is the

anti-metaphysical lesson,

which is difficult to accept.

What does this famous

'Ode to Joy' stand for?

It's usually perceived as

a kind of ode to humanity

as such, to the brotherhood

and freedom of all people.

And what strikes the eye here

is the universal adaptability

of this well-known melody.

It can be used

by political movements

which are totally opposed

to each other.

In Nazi Germany it was widely used

to celebrate great public events.

In Soviet Union

Beethoven was lionized

and the 'Ode to Joy' was

performed almost as

a kind of a communist song.

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