Ours is not the business of corresponding to people’s moral-aesthetical codes, established behavioural patterns or even to meet people’s expectations. Neither is to pass judgment on those principles, attempt to exert control over them, or in anyway alter their superstructural continuation. Rather, our business is the one of perpetually thwarting people’s expectations, subverting their perceptions on the infrastructural level and thus somewhat piercing their superstructure, but without really puncturing it, at least apparently. The higher the degree of subvertion on the basic infrastructural level, that of pure perception, the better will we go about our business, properly speaking.
No matter how readers arrive, they must leave somewhat baffled and captive of a certain perplexity. It must be an enduring one for our business purpose, otherwise they will not come back, and our business will have been of no consequence. The more they come back and get hooked on being thus troubled, the more will our business prosper.
If our business is to be successful, however, we must also depend upon conventional, non-innovative, style tools. These have been laid out a long time ago, and seem to be more or less universal; meaning that without them no text shall ever serve any purpose whatsoever, much less will its impact on consumers be of any significance.
Cohesion, of course, is extremely important. And so is rhythm.
Nonetheless, our business must always be keen on I&D developments, experiments, seizures, ruptures and the kind. It’s been proven possible to express cohesion without proper grammatical cohesive mechanisms. The same holds for rhythm. Both notions can and have been endlessly manipulated in a way that they succeed in causing damage on the infrastructural level. And this process went into full gear in most fields of knowledge as early as the nineteen century. Of course, this also led the way to increasingly nihilistic approaches on businesses such as ours, who would culminate more or less after World War II in a flood of relativistic modern abstract artistic movements.
So, the goals of our business should be and sometimes are a combination of the art of bewildering with the probably most appropriated stylistic tools available to express it. This is not to say thar we are in the business of causing pain, but rather that ours is the business of disrupting the reader’s perspective, through the inducement of perplexity. The higher the degree of perplexity we instil on readers, the higher will we succeed in the prosecution of our business goals.
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