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Old June 22 2013, 02:13 AM   #1
Shaka Zulu
Fleet Captain
 
Location: Bulawayo Military Krral
Smallville’s Sears, Kensington’s Wal-Mart

Basically put, the author of this article is angry and saddened at the Man of Steel movie having what he thinks is a lot of product placement in the movie....

This weekend I was, for about four whole minutes, gripped by an acute sadness that made me sadder than I’ve been in...I don’t know, let’s say, months.
Alone in the dark at the Scotiabank Cinema 4 – well, as a party of one, there were other people in the theatre, even at 11:30 am on a Saturday – watching the mostly lousy Man Of Steel, my wincing disinterest in the film teetered into full-on despair. I was seized by that feeling that feels like when you’re falling off a cliff in a dream and your heart’s all the way down in your gut and you kind of lose control of yourself and start weeping – like your body is trying to escape through itself, ooze out into the world, and die.
Watching Man Of Steel, and seeing Superman smash General Zod through an IHOP, and seeing that Ma Kent works at a Sears made me feel, severely, intensely – and sorry if this sounds like I’m wringing buzzwords out of a soggy B.A. – like I was being interpellated by the whole grinding process of capitalism, like some gross insidious force was reaching into my body and trying to produce my subjectivity for me. Or: it made me feel like I was just some dumb idiot, not only trying to be sold something – not just Sears or Superman but the whole idea of capitalism – but being relegated to the embarrassing status as nothing more than a commodity arranged in a whole complex process of commodification. Like a cog in a machine, man.
Smallville’s Sears, Kensington’s Wal-Mart*

*The 'Kensington' in the title refers to the famous market in Toronto that's under threat of a Wal-Mart opening near it a few blocks away.
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