The Power of Non-Smoking Guns

Sarah Palin holding Big GulpIn discussing the psychoanalyst Jacques Lacan and Slavoj Žižek with others, it is often difficult to convey what each of these figures means by the real, since the real does not exist. The real is not to be confused with what most of us would call reality — see how the confusion begins? Sometimes it helps to come at the topic from a different angle. Today’s angle: fast food. We can imagine that many people, if asked, would confess that fast food puts us on the fast track to illness and other problems, problems food and beverage manufacturers build into their products. The manufacturers used to go to great lengths to keep that fact hidden.

Like the executives of tobacco companies, some of the food and beverage manufacturers have realized that non-hidden-ness can function as successfully as hiding the facts/toxins. Literary people have known this since Poe’s “The Purloined Letter.” People tend not to see what is right in front of them. It’s frequently the best place to hide things. Jeffrey Dunn, former Coca-Cola executive sums it up: “It’s not like there’s a smoking gun. The gun is right there. It’s not hidden.” Some fast foodies take their knowledge of self-destructiveness as a badge of honor by proclaiming things like, “At least I know what’s killing me,” demonstrating that empowering knowledge = a deeper level of denial, or non-seeing. “I see that I do not see, so stop trying to make me see.” This is the starting place of almost all education. What happens after that is a version of the story of Anne Sullivan.

“People seldom see the halting and painful steps by which the most insignificant success is achieved.”
— Anne Sullivan

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