it's her factory: "Gucci Gucci": Thoughts on "The Biopolitics of Cool"
Emily Segal
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Titled “The Biopolitics of Cool,” Winnubst’s paper is an analysis of the way “difference” and “diversity” plays in neoliberalism. If “tolerance” is the classically liberal approach to difference, then “cool” is the neoliberal approach to difference. If liberalism claims to be “tolerant” of differences (but actually isn’t) and encourages assimilation, neoliberalism “celebrates difference” (Winnubst’s term) in a sort of United-Colors-of-Benneton-y way. Classical liberalism tries to overlook difference: there is colorblindness, gender-blindness, melting-pot assimilationism, etc. Classical liberalism nominally acknowledges “difference” only to do away with it. Neoliberalism, on the other hand, needs differences, it has an insatiable appetite for more and more novel differences. As Winnubst (more or less) said in her paper, “difference,” in neoliberalism, “becomes a manifestation of cool rather than a repressed other.”

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