"Malaise invades me as the crowd around me grows. The compromises I have made with stupidity under the pressure of circumstances rush to meet me, swimming towards me in hallucinating waves of faceless heads. Edvard Munch's famous painting, The Scream, evokes for me something I feel ten times a day. A man carried along by a crowd, which only he can see, suddenly screams out in an attempt to break the spell, to call himself back to himself, to get back inside his own skin. The tacit acknowledgments, fixed smiles, lifeless words, listlessness and humiliation sprinkled in his path suddenly surge into him, driving him out of his desires and his dreams and exploding the illusion of 'being together'. People touch without meeting; isolation accumulates but is never realized; emptiness overcomes us as the density of the crowd grows. The crowd drags me out of myself and installs thousands of little sacrifices in my empty presence.
Everywhere neon signs are flashing out the dictum of Plotinus: All beings are together though each remains separate. But we only need to hold out our hands and touch one another, to raise our eyes and meet one another, and everything comes into focus, as if by magic."
- The Revolution of Everyday Life, Raoul Vaneigem (1967)
"It’s dizzying to see Reebok’s “I AM WHAT I AM” enthroned atop a Shanghai skyscraper. The West everywhere rolls out its favorite Trojan horse: the exasperating antimony between the self and the world, the individual and the group, between attachment and freedom. Freedom isn’t the act of shedding our attachments, but the practical capacity to work on them, to move around in their space, to form or dissolve them. The family only exists as a family, that is, as a hell, for those who’ve quit trying to alter its debilitating mechanisms, or don’t know how to. The freedom to uproot oneself has always been a phantasmic freedom. We can’t rid ourselves of what binds us without at the same time losing the very thing to which our forces would be applied.
“I AM WHAT I AM,” then, is not simply a lie, a simple advertising campaign, but a military campaign, a war cry directed against everything that exists between beings, against everything that circulates indistinctly, everything that invisibly links them, everything that prevents complete desolation, against everything that makes us exist, and ensures that the whole world doesn’t everywhere have the look and feel of a highway, an amusement park or a new town: pure boredom, passionless but well-ordered, empty, frozen space, where nothing moves apart from registered bodies, molecular automobiles, and ideal commodities."
- The Coming Insurrection, The Invisible Committee (2007)
"One saw with a shock of wonder on the roof of a building a gigantic NEON sign in flaming red and phosphorescent green: LIGHT, HEAT, POWER!"
- Midnight, Mao Dun (1933).