Saccharin is an artificial sweetener with effectively no food energy which is about 300–400 times as sweet as sucrose or table sugar, but has a bitter or metallic aftertaste, especially at high concentrations. It is used to sweeten products such as drinks, candies, cookies, medicines, and toothpaste. Saccharin derives its name from the word "saccharine", meaning "sugary". The word saccharine is used metaphorically, often in a derogative sense, to describe something "unpleasantly over-polite" or "overly sweet" (Wikipedia).
Friedrich Nietzsche stated that God is dead. Roland Barthes stated that the Author is dead. It is high time to state that the Reader is dead too. Reading (long reading) as a process which we used to know doesn’t exist in the Twitterpedia era [Twitter + Wikipedia]: “I tweet, therefore I am“. Nobody really reads no more (“War and Peace” in 140 symbols). Retweeted/reposted article does not mean that this article was read. Hyperinformation changes the way society consumes information: we are ‘browsing’, skimming and scanning through, surfing and riding the info-wave (what is trending out there?) rather than diving deep into the Meaning. Our private submarines are rocking on the waves of the Mellow Saccharine Sea…
The media culture reappropriates counterculture and subculture phenomena injecting them with poisonous mellow saccharine: see what happened to such musical genres like jazz, blues, rock, punk, reggae, hip-hop/rap, etc. The parasite has eaten all the guts, so the empty form with no meaning lives its ‘life’ after actual death. Zombie apocalypse in popular culture has already happened, we just haven’t realised it yet.
“The 60s are over, man!”. Just like 70s, 80s, 90s and, finally, 00s. But show must go on! What can one do with/to the legacy of these years? Obviously, start a giant garage sale in our global village of pillage. Shoot some films or TV series about the given period because nostalgia sells.
People tend to sweep under the rug things that contradict their worldview. The majority seeks comfort in their life, not challenges to their lifestyle and beliefs. We constantly rewrite our personal histories and experiences to make them suit our recent agenda without realizing what we are actually doing.
In the Twitterpedia era with social media, VoIP, messengers, etc., we are even more likely to be trapped in a ‘bubble’: e.g., unfollowing and blocking not necessarily ‘trolls’ but those who contradict our views, thus, interacting more with followers with similar ones, dismissing facts as ‘opinion’, and so forth. This only strengthens the vicious circle of confirmation bias — ‘worldview Ouroboros‘ which gives birth to one’s own little comfortable saccharine submarine.
Isn’t it sweet?!
To be continued.