Loudness

Loudness: the volume at which the various elements of spatial experience communicate at. In a world driven by competition and the desire to differentiate oneself from the crowd (the image of desire) the amplitude one body exerts is paramount. Businesses make bigger, brighter signs, have wider doors, flashier products, project farther into the most public of spaces so that they may seduce possible patrons. A Genetic of Loud. If I can shout louder than my neighbor, the idea follows, people will hear me better than him.

This competition has contributed to the overwhelming shock value which contributes to the blase individual. The constant stimulation not only anesthetizes the nerves, but also conditions them to accept this stimulation as normal. Advertising becomes reality. Perpetual seduction is normal. Brought into our homes via the television, our computers, we are within ourselves as individuals, and yet at the complete mercy of an Orwellian system. The system is currently without much abuse, as far as we can tell. But the infrastructure for power is in place. The deafening loudness we experience at all times is translated to confusion in some, to fury in others, and complete comfort in more.