Aesthetic Theory

Cuteness has taken the planet by storm. Global sensations Hello Kitty and Pokémon, the works of artists Takashi Murakami and Jeff Koons, Heidi the cross-eyed opossum and E.T. - all reflect its gathering power. But what does “cute” mean, as a sensibility and style? Why is it so pervasive? Is it all infantile fluff, or is there something more uncanny and even menacing going on - in a lighthearted way? In The Power of Cute, Simon May provides nuanced and surprising answers.

Beginning Theory has been helping students navigate through the thickets of literary and cultural theory for over two decades. This new and expanded fourth edition continues to offer listeners the best single-volume introduction to the field. The bewildering variety of approaches, theorists and technical language is lucidly and expertly unravelled.

Repulsive and yet strangely attractive, the gimmick is a form that can be found virtually everywhere in capitalism. It comes in many guises: a musical hook, a financial strategy, a striptease, a novel of ideas. Above all, acclaimed theorist Sianne Ngai argues, the gimmick strikes us both as working too little (a labor-saving trick) and as working too hard (a strained effort to get our attention).